Tag: Marketing

Singapore – Broadcasting & media production company electriclime° has added British American filmmaker Indigo Bates to their director roster to represent ANZ, APAC, and MENA.

Bates previously worked on campaigns for Western Union, Union, Moët & Chandon, NordicTrack, and Adidas, among others. 

“I’ve admired electriclime°’s work for a while – it all feels super cohesive to me; exuding a true love of the craft. I’m excited to start working together in new markets alongside such an A-team of filmmakers,” Bates said. 

Her interest in music and languages has influenced her filmmaking approach.

“I love the little things – the human moments caught on film that feel truly relatable,” Indigo added. “I don’t believe in spelling things out for people; if I’m trying to tap into some universal truth then it’s going to come across in the minutiae. Drama and humour live and die in the details. Movement excites me, flickers of expressions that convey so much with so little, cheeky humour that makes a scene memorable – quotable even. Inspiration can come from anywhere. I feel most inspired when I’m travelling, seeing and feeling new things. The stories that get me the most are always love stories. Ideally when there’s some unrequited element, or past regret or impossibility to them,” Bates said.

Bates’ has balanced both commercial and narrative work, with her short films being screened in various international festivals.

India – Creative agency Virtue Worldwide, powered by VICE Media Group, has unveiled the 2024 Virtue Guide to Culture, an in-depth report on Gen Z culture and behaviours. The guide is based on research conducted across Asia Pacific markets, analysing various cultural codes that influence Gen Z in Asia. 

According to the report, the demographic embeds absurdity and chaos into their unique self-expression. Using unconventional norms in art, fashion, technology, and culture, Gen Z showcases eccentricity and authenticity. In Asian countries that are considered to be traditionally conformist, including India, embracing the absurd is a new norm. This is reflected in the popularity of homemade, lo-fi, and slapstick social media content. 

The guide also shows more substantial fan authority among Gen Z, which gives them a sense of belongingness and collective identity. It has resulted in a shift in power from media celebrities to the fans themselves, where the fans have the authority to shape the success or downfall of public figures.

Meanwhile, the rise of empathic technology is also apparent. Technological advancements have become more influential in social interaction between young people. 

Another emerging cultural code is feminism’s soft revolution, which comprises new ways of assertion and protest. This includes fun and leisurely ways to embody the feminist movement. 

“For brands to have conversations with audiences that matter to them, it is critical for them to seat themselves in culture codes relevant to those audience groups. The Virtue Guide To Culture unlocks such codes that can enable communications that can be both short term, specific and dynamic, as well as long-standing and consistent,” Saumya Baijal, Virtue Worldwide Strategy Lead in India, said. 

The guide aims to provide brands and marketers with valuable insights to help them engage with the Gen Z demographic. 

Singapore – Home furnishing retailer IKEA has launched the pillow-like RESTEN bag as a symbol of rest in Singapore, categorised as the third most sleep-deprived country in the world. It is a recreation of the blue FRAKTA bag made in partnership with creative agency The Secret Little Agency.

Featuring a padded design with comfortable fabrics and stuffing, the bag doubles as a makeshift pillow to help Singaporeans find rest on the go.

“With the entire country running on overtime, rest is often sought in unconventional places, and we saw the opportunity to bring comfort to the busy lives of Singaporeans by creating the world’s most “rest-able” bag for one of the world’s most rest-less countries.” Nicholas Ye and Mavis Neo, chief creative officers of The Secret Little Agency, said.

The RESTEN bag will debut during the RestFest at IKEA, a three-day event in IKEA Jurong, Alexandra, and Tampines in Singapore featuring sleep, rest, and relaxation activities.

Commenting on the campaign, Caroline Ng, country marketing manager of IKEA Singapore, said, “We know sleep is important, and rest is a vital yet often overlooked part of Singaporean lives. IKEA has a wide range of well-designed and affordable products to help you get there, and what better way to launch it than with our new ‘Leave the rest to IKEA.’ year-long campaign that kicks off with our first-ever RestFest and the RESTEN bag. It reminds us of our busy lifestyles, the importance of finding opportunities for rest, and that Singaporeans can simply leave the rest to us.”

Customers can get their RESTEN bag through the giveaway hosted on IKEA Singapore’s Instagram page and at the RestFest event on Sept. 6 to 8, 2024.

Jakarta, Indonesia – Paint company Asian Paints has tapped Moonfolks for an end-to-end integrated campaign for its ‘Infinito System’ product lineup–a comprehensive five-product range designed to fix an array of wall problems, ensuring long-lasting beauty.

Moonfolks developed the name, branding, packaging, shopper and communication materials and managed the media planning and buying. The PR campaign is also led by Moonfolks. 

In addition, the entire ‘content to commerce’ framework will ensure achieving upper and lower funnel metrics for the brand, meeting objectives of leads and conversion. This will ensure that the campaign reaches the right audience through the most effective channels, including social media for which there’s a robust content strategy. 

Regular updates and interactive content will keep the campaign vibrant and engaging on social media. Besides, the campaign involves an influencer strategy, using credible sources to drive authenticity for the value proposition of the ‘Infinito System.’

Through this collaboration, the aim is to ensure that Indonesian homes achieve long-lasting beauty, extending beyond the campaign and enduring for infinity.

The branding ‘Infinito’ itself is derived from the Italian word for infinite, with the logo incorporating the infinity symbol within the letter ‘N,’ emphasising the concept of endless beauty and durability while positioning Infinito as the central solution for maintaining beautiful walls in Indonesia.

Moreover, Moonfolks also created the packaging, digital videos, and visuals for the product lineup. Its 30-second and two 15-second videos aims to bring the brand’s belief to life in a story about the never-ending saga of repaints throughout the years, illustrating the need for a proper solution—hence the ‘Infinito System’.

Abhilasha Kannan, managing director at Asian Paints Indonesia, said, “Asian Paints understands the pain points of the consumer, around which we base all our innovations. The creation of Infinito System is no different from that perspective. The Indonesian homeowner needs to be rescued from painting woes they need to go through every year. And so we created a long-lasting solution to have perfect walls that gives homeowners peace of mind for at least 5 years. Communicating a complex system was a difficult business challenge, and Moonfolks was able to simplify every aspect of the brand for us to be able to communicate the benefits of the Infinito System effectively.”

Meanwhile, Anish Daryani, founder and CEO at Moonfolks, commented, “At Moonfolks, we believe every brand deserves a “Moonshot” – our proprietary approach to brand building. We drive commerce for brands combining brand purpose (brand identity and advertising), brand content (digital), brand experience (shopper and activation), brand reputation (PR and influencer marketing) and brand reach (media solutions and content distribution). Birthing the Infinito System, and co-parenting it with the Asian Paints team has been a deeply transformative experience for both the teams. The coatings category in Indonesia has seen little innovation, which makes it disruptive for Asian Paints, while offering genuine value to consumers.”

In the futuristic sci-fi thriller Minority Report, Tom Cruise’s character walks through a shopping mall equipped with retinal scanners that immediately serve up holographic advertisements tailored to his personal needs and tastes. It’s intrusive, unnerving, yet feels incredibly believable. That day has finally come, beginning in e-commerce.

With the explosive growth of Large Language Models (LLMs), AI has become the buzzword of the decade, promising revolutionary changes across industries. Nowhere is this more evident than in the realm of e-commerce, where AI holds the tantalising promise of hyper-personalised experiences that can dramatically boost customer satisfaction and loyalty. However, as we stand on the precipice of this AI-driven revolution, it’s crucial to recognise that beneath the hype lies a landscape fraught with hidden challenges and ethical considerations.

The potential is undeniably exciting. It offers unprecedented capabilities to analyse vast amounts of customer data, identify patterns and preferences, and deliver highly tailored experiences. Through sophisticated data analysis and predictive modelling, AI can anticipate customer needs and behaviours with uncanny accuracy. This allows for real-time personalisation of content, recommendations, and even user interfaces, creating a seamless and engaging customer journey.

Natural language processing, another key AI capability, is revolutionising customer interactions through chatbots and voice assistants, making brand engagement more conversational and intuitive. AI’s ability to optimise pricing based on individual customer value and willingness to pay opens up new avenues for dynamic pricing strategies. Moreover, AI-powered sentiment analysis can gauge customer emotions, enabling brands to provide appropriate responses and experiences that resonate on a deeper level.

An Overview of AI in E-Commerce

AI plays a crucial role in enhancing personalisation across various e-commerce domains, including traditional e-commerce, social commerce, retail media, and q-commerce. In e-commerce, AI-powered recommendation systems analyse vast amounts of customer data, such as browsing history, purchase patterns, and demographic information, to provide highly personalised product recommendations that are tailored to each individual’s preferences. This not only improves the customer experience but also drives increased sales and loyalty. 

In the realm of social commerce, AI algorithms enable brands to create engaging and personalised shopping experiences by analysing user behaviour on social media platforms. By understanding individual preferences and interests, AI can deliver targeted content, product recommendations, and personalised promotions that resonate with each customer, fostering deeper connections and driving conversions.

Retail media, which refers to the use of a retailer’s owned media assets to deliver advertising, also benefits from AI-powered personalisation. AI algorithms can analyse customer data across multiple touchpoints, including the retailer’s website, mobile app, and in-store interactions, to deliver personalised ad experiences that are more relevant and effective for both the customer and the advertiser.

In the emerging field of q-commerce, or quick commerce, AI plays a crucial role in enhancing personalisation. By leveraging real-time data on customer location, purchase history, and immediate needs, AI can provide hyper-personalized product recommendations and seamless checkout experiences, ensuring that customers receive the right products at the right time, ultimately improving satisfaction and driving repeat business.

These applications paint a picture of a future where marketing becomes an almost magical experience, anticipating our desires before we even articulate them. However, this rosy vision comes with a significant caveat: the ethical implications of such powerful personalisation tools are profound and cannot be ignored.

Understanding Hyper-Personalisation Perils

The collection and use of vast amounts of personal data, essential for AI-driven personalisation, raise serious concerns about privacy and data security. The potential for this data to be misused, either through breaches or unethical practices, is a real and present danger. Moreover, the opacity of many AI algorithms creates a “black box” problem, where neither consumers nor regulators fully understand how decisions are being made about them.

There’s also the risk of creating filter bubbles, where AI-driven personalisation narrows the range of experiences and information presented to consumers, potentially reinforcing biases and limiting exposure to diverse perspectives. The use of AI in dynamic pricing, while potentially beneficial for businesses, raises questions about fairness and could lead to price discrimination.

Given these challenges, it’s clear that the path forward for AI in marketing must be one of responsible innovation. We need to strike a delicate balance between leveraging the powerful capabilities of AI and upholding ethical standards that protect consumer rights and maintain public trust.

Transparency and Responsible Use

Transparency should be at the forefront of this approach. Companies need to clearly communicate what data they’re collecting and how it’s being used. Privacy policies should be easy to understand, not buried in legal jargon. Customers should have control over their data, including the right to access, correct, and delete it. Robust consent processes and clear opt-out mechanisms for personalised marketing are essential.

Data minimisation is another crucial principle. Companies should only collect data necessary for specific, stated purposes and implement retention policies to delete unnecessary information. This not only respects consumer privacy but also reduces the risk and potential impact of data breaches.

Algorithmic transparency, while challenging to implement fully, should be a goal. Where possible, companies should provide explanations of how their AI systems make decisions. Regular audits of AI systems for bias and fairness are crucial to ensure that personalisation doesn’t turn into discrimination.

Ethical considerations need to be baked into the AI development process from the start, not added as an afterthought. This includes establishing clear ethical guidelines for AI use in marketing and ensuring diverse teams are involved in AI development to mitigate bias.

Don’t Lose the Human

Human oversight remains crucial. While AI can make rapid decisions, human supervision and review processes are necessary to catch errors, address nuanced situations, and ensure alignment with brand values and ethical standards.

Strong data security practices are non-negotiable. As AI systems handle increasingly sensitive customer information, regular updates and testing of security protocols are essential to protect against evolving threats.

Accountability needs to be clear and concrete. Organisations should assign clear responsibility for AI systems and establish processes for addressing AI-related issues or complaints. Regular ethical impact assessments can help companies understand and mitigate the broader societal impacts of their AI systems.

Education is key, both internally and externally. Staff need to be kept updated on AI ethics and best practices, while customers should be educated about how AI is used in marketing. This transparency can help build trust and enable consumers to make informed choices about their engagement with AI-driven marketing.

Collaboration with regulators and industry bodies is essential to develop appropriate guidelines and standards. As the AI landscape evolves rapidly, ongoing dialogue between businesses, policymakers, and consumer advocates is crucial to ensure that regulations keep pace with technological advancements.

The Way Forward

While the challenges are significant, there’s reason for optimism. The conversation around ethical AI is gaining momentum, with more companies recognising that responsible AI practices are not just ethically necessary but also good for business in the long run. Consumers are becoming more aware and demanding of their digital rights, pushing companies towards more transparent and ethical practices.

The future of AI in marketing is not a binary choice between innovation and ethics – it’s about finding ways to pursue both simultaneously. By embracing transparent and responsible AI practices, companies can unlock the full potential of personalised marketing while building and maintaining the trust of their customers.

As we move forward, it’s crucial to remember that the goal of AI in marketing should not just be to sell more effectively, but to create genuine value for consumers. When implemented ethically and responsibly, AI has the potential to create marketing experiences that are not just personalised, but truly personal – experiences that respect individual preferences, protect privacy, and contribute positively to people’s lives.

The path ahead is challenging, but it’s also filled with opportunity. By navigating this path thoughtfully and ethically, we can harness the power of AI to create a future of marketing that is both innovative and responsible, serving the needs of businesses and consumers alike. The journey towards ethical AI in marketing is not just a technological challenge, but a human one – and it’s a journey we must undertake together.

This thought leadership is written by David Ko, Managing Director at Ruder Finn Interactive Asia, the digital arm of Ruder Finn Asia.

MARKETECH APAC is leading the conversation on the future of e-commerce marketing strategies this 2024 and beyond with the E-Commerce Marketing in the Philippines 2024 conference on August 14, 2024 at Crowne Plaza Manila Galleria. Join us and become an integral part of a dynamic community committed to pushing the boundaries of innovation and fostering unparalleled growth in the e-commerce domain.

Singapore – Yahoo DSP has launched the Data Maturity Pulse ‘Pop Quiz’ in Australia and Southeast Asia, an engaging way to give brands a snapshot of where they are on their data transformation journey.

This free and publicly available tool is a simplified version of Yahoo’s in-depth Data Maturity Pulse, a detailed questionnaire that evaluates and scores an organisation’s data practices in programmatic advertising, offering actionable steps to enhance their data capabilities and readiness.

Similar to Yahoo’s in-depth Pulse assessment, the Data Maturity Pulse ‘Pop Quiz’ simplifies the process of data maturity assessment, providing actionable insights, and acts as a great foray into more complex data strategies. The tool comprises a 10-point questionnaire that uses pop culture and music references to help customers better understand their own data practices and what they need to change to improve them. 

Moreover, customers can use the tool to assess their current level of data maturity through engaging, themed questions including evaluating their audience targeting strategy through the lens of a popular TV genre and tackling data challenges with a magic themed twist. 

The final result, presented as a music genre, reveals whether they’re a nostalgic ‘Classic Rock Anthem’ looking to get with the times or a ‘Hiphop Hustler’ with 99 Problems, of which data isn’t one. It also provides recommendations and resources in accordance with the results.

Lorraine Donnelly, head of data at Yahoo AUSEA, said, “While we think the world of data is fascinating, we understand that it is a complex topic. Many marketers feel overwhelmed and uncertain about how to navigate the vast amount of information. The Pulse ‘Pop Quiz’ is a refreshing, quirky and thought-provoking gateway to the conversation. Not only will you crack a smile while completing it, you’ll also get a baseline of what topics you should be able to address in order to transform your data strategies effectively.”

Meanwhile, Dan Richardson, director of data & insights at Yahoo AUSEA commented, “Mastering your data has never been more important, it is a real differentiator now for the best brands. Pulse ‘Pop Quiz’ is a testament to our commitment to innovation and customer-centricity; it cuts through some of the more bland data jargon. By providing a clear, concise, and engaging way to navigate the data landscape, we are helping our clients make informed decisions that drive better outcomes.” 

Singapore – Samir Singh, most recently the chair of Unilever Asia and head of Unilever Singapore Hub, has announced that he is officially leaving the company after 27 years. He has already hinted of joining another company, which he will announce towards the end of the year.

In a LinkedIn post, he reflected on how he valued his time with the company related to his teams and the relationships he had built, as well as how culture is far more powerful than grand statements of vision and purpose. 

“What kept me at Unilever and Hindustan Unilever for such a long time, beyond the diversity of roles and locations, beyond the successes and failures, are the small and often overlooked joys of this everyday existence,” he stated.

Singh further added, “When the culture and values of an organisation are congruent with yours, it is possible to do well in business, disrupt the status quo, face many setbacks, and still totally enjoy the everyday ‘work’ of getting there.”

He first joined the company as an area sales manager in 1998 for Hindustan Unilever, the Indian subsidiary of Unilever. He was then promoted to senior brand manager for skin care in 2001 before taking on a regional brand manager role for SEA and Middle East in 2003, and then as regional marketing director for skin care in SEA in 2005.

His first global leadership role came in 2006 when he was named Unilever’s global marketing director for skin care. At that time, he worked on the global marketing strategy for Unilever’s skin care brand Ponds. He was then named as global brand director for Vaseline based out Singapore in 2008, then as global brand vice president in 2010, where he lead the global branding strategy for Lifebuoy, Unilever’s soap brand.

Singh marked his return to Hindustan Unilever when he was named the executive director of personal care in 2014 before moving into a new global role as global executive vice president of skin cleansing in 2016. He was then promoted to the role of EVP for global skin cleansing and oral care in 2020 then as chief marketing officer for personal care in 2022.

Singapore – Grab, a ride-hailing company, has acquired the restaurant reservation platform Chope–according to various sources. Grab’s goal is to help level the playing field for small and medium-sized enterprises, who make up the great majority of merchants on its platform but lack the resources of large food and beverage companies. 

Grab will acquire Chope’s operations in Singapore, Indonesia, and Thailand. The acquisition of Chope will strengthen Grab’s omni-commerce strategy and help it enhance its goal of conquering the dining-out market. 

Speaking about the acquisition, Arrif Ziaudeen, founder at Chope, said, “Chope has built products that have served and delighted countless restaurants and their customers for over a decade. We have proudly achieved so much on our journey. Together (with Grab), we are poised to deliver even greater value to our customers and set new standards in a competitive industry.”

In line with acquisitions, Grab acquired the meal review and reservation service HungryGoWhere in 2022, which had shuttered in 2021. Grab redesigned the site and announced that it could use insights from Grab’s super app, such as cuisine trends and popular Singapore destinations.

Sydney, Australia – Jaywing, a data, creative, and performance marketing agency, is expanding into Asia after signing numerous new contracts. This move follows Jaywing’s strengthened partnerships with existing clients, which include casual footwear brand Crocs, global end-to-end digital experience software Sitecore, and sportswear brand New Balance. 

With a focus on creative, digital media, SEO, and content, the firm will work with these customers in nations including Malaysia, Singapore, Japan, Hong Kong, Taiwan, and Singapore. 

Jaywing has hired local talent in Hong Kong to offer customised, strategic support for its growing clientele in Asia, strengthened by its team of creative and media specialists based in Sydney. 

Speaking about the expansion, Tom Geekie, CEO of Jaywing, said, “This strategic move into Asia reinforces our commitment to delivering innovative, data-driven performance marketing and media solutions to empower brands to maximise the return on their investment. Asia has a highly developed eCommerce market and clients are looking for effective and innovative solutions to connect with consumers.” 

He added, “In addition, customers in Asia have distinctly different buying journeys, expectations and shopping experiences, so it’s important to have specialists with that expertise on the ground. We have recruited locally in Hong Kong, and as we grow our customer base we intend to add more.” 

Manila, Philippines – Global anime streaming platform Crunchyroll has announced the rollout of a new brand identity, centred around how its new look, feel, and sound will reflect the joy that anime brings to fans, tapping into an ethos of fun and celebration.

The updated brand identity rollout will officially begin on July 25 with San Diego Comic-Con at the United States, and will be rolled out across all fan touchpoints of the organisation over the next year.

Development of the new brand identity package was led by Crunchyroll’s Markus Gerdemann, its senior vice president for marketing, and Norman Rabinovich, the vice president of creative services.

The updated brand identity includes a modernised logo with a balanced eye symbol and revamped wordmark; a new font set called Crunchyroll Atyp that blends classic and modern elements for improved readability; and a vibrant colour system featuring orange, black, white, and taupe to reflect anime’s dynamic nature. The new glyph system boasts over 139 anime and manga-inspired characters, adding depth and personality. 

Moreover, a new seven-second audio-visual mnemonic captures the immersive Crunchyroll experience with anime-inspired sound design and playful elements. Collaboration and co-creation with Japanese artists on new textures and patterns further enhance the brand’s authenticity and immersive storytelling.

Rahul Purini, president of Crunchyroll, said, “As the number of ‘anime-curious’ people approaches the one billion mark, and anime continues to command a prominent place in popular culture, we wanted to evolve the Crunchyroll brand to appeal to a growing diversity of global fans without losing the core essence of what fans have loved about Crunchyroll along the way. We believe this new brand evolution will encourage and welcome many anime fans to deepen their love for years to come.”

Additionally, the new brand identity will also be showcased inside and outside the Convention Center. There, fans will get a chance to showcase their passion for anime by picking up a limited and fan-forward streetwear collection inspired by the new and refreshed Crunchyroll – designed by 2024 CFDA Fashion Fund finalist Sebastian Ami.

Meanwhile, Gita Rebbapragada, chief operating officer of Crunchyroll, who also oversees marketing, commented, “A lot of attention to detail and meaning was embedded into all the unique elements of our updated look and feel. Whether it be the vibrancy of our new Crunchyroll orange or the audio mark inspired by anime’s unique sounds. Our teams live and breathe anime, and we wanted to pour that passion into designing a brand that is purposely fit for legions of fans around the world – giving them space to deepen their love and further their emotional connection.”