Singapore – Global marketing and communications group Stagwell has announced the additions of four independent agencies in the Asia Pacific region to its expanding global affiliate network.
These four new affiliate partnerships strengthen Stagwell’s reach in the fast-growing Asia Pacific region, adding additional full-service advertising and design, digital experience, and affiliate marketing capabilities to the network’s suite of client solutions.
Going into detail, the affiliates include Singapore-based design firm Agency, Bangladesh-based dynamic advertising agency Arena Media, Thailand-based digital marketing agency Lodestar Marketing, and China-based digital marketing agency R&D Online Marketing.
Through its global affiliate program, Stagwell aims to provide full-service capabilities worldwide, while ensuring clients receive best-in-class service and solutions tailored to their priority markets.
It is also worth noting that these affiliate additions within APAC come shortly after Stagwell’s affiliate partnerships with Leverate Group from Indonesia, and Octopus&Whale from the Philippines.
Talking about the affiliate partnerships, Lishan Soh, co-founder of Agency, said, “Joining the Stagwell Global Affiliate Network is a thrilling milestone for us. We are eager to collaborate within this family of dynamic companies by adding strategic design as a critical tool for creativity, to generate greater value for our clients and their customers alike.”
Mazharul Chowdhury, group managing director at Arena Media Bangladesh, also mentioned, “We are delighted to join Stagwell’s global network and we are poised to leverage our local expertise and contribute our unique insights to enhance data-driven, culturally-relevant marketing solutions that drive business growth worldwide.”
Jesper Kauth, managing partner at Lodestar Marketing, also added, “This is an extremely exciting partnership for us, giving Lodestar Marketing direct access to companies within Stagwell and vice versa to offer channel support and growth. We look forward to the opportunities to help drive additional revenue for clients within the group.”
Lastly, among the new affiliates, Tony Tang, managing partner at R&D Online Marketing Services, shared, “I am thrilled about our affiliate partnership with Stagwell. This collaboration allows us to leverage Stagwell’s extensive global network and innovative marketing solutions, extending our services within China and beyond. Together with Stagwell, we are committed to driving growth and success for our clients in the international arena.”
Meanwhile, Randy Duax, managing director, Asia-Pacific for Stagwell, commented, “We look forward to adding Agency, Arena Media, Lodestar Marketing and R&D Online Marketing Services’ proven track record and deep local expertise to our Global Affiliate Program. These four affiliates reinforce Stagwell’s commitment to elevating our clients’ businesses with agile, data-driven, and culturally relevant marketing solutions.”
Tag: Marketing
Singapore – Quantcast, a global advertising technology firm, has announced the appointment of three additional sales executives to its teams in Singapore and Australia, highlighting the company’s continued commitment to client and commercial growth in the area. The appointments will take effect immediately.
Lee Wee Keong and Aisyah Ilihaqq Rejaluddin were appointed as associate sales managers in the Quantcast Singapore office, adding a combined 20 years of expertise to the firm.
Programmatic solutions specialist Keong has a wealth of experience in the Singaporean sector. After working as a senior sales manager for out-of-home and digital out-of-home solutions at Clear Channel Singapore, he joined Quantcast. Keong worked in sales and media for Asia City Media Group, Group M, and Ink Publishing before this. He has worked with a variety of global businesses over the course of his career, such as Disney, VISA, Mastercard, and BMW.
Rejaluddin has experience in client relationship development, strategy, and digital marketing in Singapore. She was a business development representative at the travel marketing platform Sojern before joining Quantcast. Additionally, Rejaluddin has worked in sales for Panasonic Singapore, TNT Logistics, and FedEx.
Meanwhile, Matt Frost has joined Quantcast in Brisbane, Australia, as a sales manager.
Frost is an experienced and award-winning media sales executive at leading B2B marketing and sales teams and interacting with SMEs and large corporate clients in competitive marketplaces. He has previously held top sales positions at Nine, NOVA Entertainment, GoTransit Media Group, UM Worldwide, and JCDecaux.
The addition of the additional sales positions to Quantcast’s APAC team comes after Jovi Tupas was appointed as the sales lead in the Philippines and Brittany McBride as the client success manager.
Quantcast’s APAC team was strengthened earlier this year with the addition of senior sales executives Lavin Vaswani as commercial director, Asia, Jayaram Gopinath Nagaraj as group agency lead, Asia, and Joyce Seah as head of client success, APAC, all of whom are based in Quantcast’s Singapore office.
Speaking about the appointments, Sonal Patel, Vice President, APAC at Quantcast, said, “Wee Keong and Aisyah are welcome additions to our Singapore team, while Matt brings extensive sales leadership skills to the Australian business as we continue to rapidly expand our client stable and operations across the region. All bring a wealth of knowledge in digital and programmatic sales to the business, along with a proven ability to develop strategic partnerships. Their appointments will help drive growth in the Singapore and Australian markets, while continuing to offer a high level of service and results for our clients.”
He added, “Wee Keong and Aisyah’s appointments are a direct result of the growth of our APAC footprint in recent months, particularly across Singapore. By continuing to recruit highly experienced professionals to our APAC team, we’re showing our deep commitment to the region, and commitment to strengthen our expertise for clients.”
Meanwhile, Lee expressed, “It’s an exciting time to be joining the Quantcast team, particularly with the sustained growth in its Singapore operations. I’m looking forward to bringing my sales strategy and creative problem-solving skills to the business, to help drive impactful outcomes for Quantcast’s growing Singapore client base.”
Lastly, Rejaluddin stated, “Quantcast has made an indelible mark on many businesses across Singapore, helping to drive tangible results in the programmatic advertising space. I’m hoping my digital marketing expertise, and ability to develop strategic client partnerships, will continue to deliver for Quantcast’s clients and help boost revenue in the Singapore market.”
India – Milton, a home and kitchenware brand, has collaborated with Posterscope to produce an imaginative and vivid campaign titled ‘Milton Liya Kya?’. The campaign is intended to raise awareness of the brand’s bottle and tiffin collection, which is available in over 75 colours and styles with a unique twist.
Milton provided the goods for every parent’s taste and need through the campaign, which was managed by Posterscope, an out-of-home (OOH) specialist agency from Dentsu India. This campaign acted as a reminder to encourage purchases as the summer holidays drew to an end.
The campaign used digital out-of-home (DOOH) and traditional out-of-home (DOOH) media in key cities. It showed kids getting excited about their new school supplies, inspiring them to embrace school necessities wholeheartedly.
Milton’s findings led to a heavy emphasis on South and West India as important prospective markets for the campaign. The goal of this geographic region’s focus was to increase impact and reach in areas with significant demand potential. The media environment in these markets helped the brand succeed by giving it the chance to reach a wide audience by combining traditional billboards, DOOH, and metro advertising.
The agency used innovative features, including cut-out installations at eight strategic points and sequential lighting, to draw attention even more. The inner train logo and Metro wraps improved the campaign’s visual appeal and memorability. Posterscope demonstrated its innovative and agile abilities by managing the conception and implementation of these improvements in just 3–4 days.
Speaking about the campaign, Imtiyaz Vilatra, managing director at Posterscope India, said, “We are proud to have partnered with Milton to bring this impactful campaign to life. With our in-house creative and strategic planning aid, we have been able to reach millions and reinforce Milton’s position as a leading brand in the homeware industry.”
Manila, Philippines – Huskee Digital, a local creator commerce marketing agency specialising in transforming stories into sales on TikTok and other platforms, has launched ‘TRENDS’, its official training arm designed to empower brands to harness TikTok’s full potential for business growth.
Drawing on years of expertise and a commitment to innovation, Huskee Digital’s ‘TRENDS’ equips brands with crucial technical guidance, cutting-edge content creation strategies, and valuable consumer insights. The program features intensive workshops tailored to elevate marketing strategies and propel business success on TikTok.
‘TRENDS’ addresses the need for businesses to adapt to evolving social media trends, including social commerce, short-form video, and affiliate marketing. It will offer two key programs: ‘Become TikTok-Ready’ and ‘Launch Your Brand On TikTok Shop’.
‘Become TikTok-Ready’ provides an assessment of the business’ marketing funnel and equips them with skills to unlock the “media-first” potential of TikTok. Meanwhile, “Launch Your Brand on TikTok Shop” provides a clear understanding of the power of social commerce. From comprehensive guidance on setting up your TikTok shop to implementing strategies that boost sales and drive significant growth on the platform,.
The programs are designed to empower businesses to win on TikTok. This includes SMEs, established corporations, and brands across the B2B and B2C sectors.
As a TikTok agency partner, Huskee Digital collaborates with TikTok’s regional office to launch and optimise high-performing marketing campaigns. The agency will utilise their insights from managing successful case studies as the foundation for their training, allowing brands to implement effective TikTok marketing campaigns and drive measurable results after finishing the courses.
Huskee Digital sees ‘TRENDS’ as a key driver of business growth on TikTok, from boosting store traffic and launching successful TikTok Shops to improving employer branding. With TikTok being the second-largest social media platform in the Philippines, Huskee Digital predicts TikTok Shop will lead the country’s marketplace in the next three to four years.
‘TRENDS’’ launch comes amid increasing recognition of TikTok as a platform for driving business growth and how it revolutionised content creation for brands.
The training program launches on June 20 and will be available on the Huskee Digital website. Businesses can enrol in workshops or customise training plans. The first program, ‘Become TikTok-Ready,’ offers a select group of business owners and marketers an exclusive preview of intensive TikTok mastery training.
Speaking on the launch, Miggy Azurin, managing partner of Huskee Digital, said, “We are thrilled to launch ‘TRENDS’ and share our marketing insights on a larger scale. Our work on TikTok over the last few years has been significant for our clients, and our goal is to help more brands become media powerhouses on TikTok.”
Singapore – Premier workspace provider JustCo has announced a strategic partnership with DEX Ventures, a technology marketing consultancy, to deliver proven digital and marketing solutions to its members via the JustCo Business Solutions platform.
The new JustCo Business Solutions platform connects JustCo members to a wide range of professional services, including marketing, finance, design, and more. The goal is to support members, particularly SMEs and startups, with exclusive partner privileges and structured professional services that fuel growth and scalability.
JustCo’s partnership with DEX Ventures is founded on a shared vision of fostering a collaborative and supportive work environment. JustCo’s refreshed brand purpose, ‘The Place That Works For You,’ aligns seamlessly with DEX Ventures’ mission to equip businesses with the essential tools for success.
As an integrated marketing agency, DEX Ventures offerings include website design and development and email marketing management. These solutions are designed to help businesses improve their online presence, engage with their audience, and achieve their unique business goals.
By integrating DEX Venture’s marketing expertise with JustCo’s extensive network and resources, the former aims to provide JustCo members with a holistic approach to business growth.
Expanding beyond workspaces, JustCo aims to provide SMEs with convenient access to essential professional services and solutions. This initiative is driven by a recent company-commissioned survey that underscored the importance of enhanced amenities and services for boosting SME employee productivity and well-being.
Kong Wan Long, co-founder and chief commercial officer at JustCo, said, “JustCo Business Solutions goes beyond flexible workspace solutions, extending the co-working experience to one that empowers businesses, particularly SMEs and startups. We’re committed to being a trusted partner, guiding our members through the complexities of the modern business environment with our comprehensive range of services available on this new platform. These services will equip members for success on their entrepreneurial journey.”
In a statement, DEX Ventures also commented, “DEX Ventures is proud to be part of this transformative initiative. By combining our integrated marketing expertise with JustCo’s innovative workspace solutions, we aim to provide unparalleled support to SMEs and startups. Together with JustCo, we look forward to helping businesses unlock new opportunities, drive innovation, and achieve their full potential.”
Singapore – The emergence of seamless retail, with digital transformation propelling remarkable advancements in the sector, has put the customer squarely at the centre of attention, marking a new era.
With this, concepts such as multichannel and omnichannel, have lost their relevance, with a highly customer-centric approach taking the lead, according to a report by KPMG Asia Pacific and GS1 which examined how businesses and consumers in the Asia Pacific are embracing these seamless commerce strategies across diverse markets and geographies.
The report notes that once a differentiator, seamless retail – encompassing a brand’s ability to recognize and integrate the customer journey across multiple platforms and services – is now a baseline expectation in a majority of the markets surveyed, making it the new benchmark for tomorrow’s sellers.
The expectation is that social media, delivery innovations, apps, websites, automated messaging, and other digital interactions – all seamlessly integrate with traditional brick- and-mortar stores.
Highlights of the report include six key trends transforming retail, with retailers progressively expected to deliver on seamless retail, through integrated, connected capabilities to meet consumers on their terms.
Firstly, the report highlighted key priorities that consumers are looking for when choosing a platform, which are a wide variety of products and fast, reliable delivery amidst an e-commerce landscape in the region marked by a lack of a dominant platform. This comes alongside the prevalent application of AI in enhancing the relevance and accuracy of product recommendations, though there are concerns among consumers around privacy and lack of human interaction.
The report also highlighted trends such as social commerce gaining popularity among Gen Z, with fast-paced platforms such as TikTok, the consistent prominence of digital payment platforms as digital e-wallets gain traction in APAC, the recognition of loyalty programs for data collection, and sustainability placing itself forward as the baseline of marketing.
Notably, the report also stated that consumer expenditure is likely to start slowing down in APAC this year. With consumers feeling the impacts of rising costs, some markets are seeing muted growth while others are experiencing downtrends. Therefore there is a greater need for retailers to know how to better engage consumers in the current climate and beyond to gain market share, particularly as consumers recalibrate their spending.
Talking about the findings, Anson Bailey, head of consumer & retail, for KPMG in Asia Pacific, said, “PuttIng consumers first by adopting seamless, connected capabilities across the en4re organisation is no longer just a competitive edge, but a necessity for those who want to lead the market. ‘Navigating the Future of Seamless Commerce’ seeks to play a key role for the industry to identify opportunities, spurring innovation to better develop more successful customer experiences and journey maps.”
Meanwhile, Patrik Jonasson, senior director of global retail at GS1, commented, “Product sustainability, supply chain transparency, and circularity are becoming central to overall business operations. Soon, ESG reporting will be indistinguishable from the need for a seamless exchange of trusted product data. Companies will need to exchange information that is trusted and can be understood by all of the actors across today’s complex global supply chains, including the consumer.”
Singapore – B2B marketing leaders in the APAC region are displaying renewed optimism, with nine in 10 bullish in their teams’ ability to drive revenue in the upcoming year, according to a new research report from LinkedIn.
The LinkedIn report further reveals that approximately three-quarters of B2B marketers in APAC (74%) anticipate budget increases.
According to the report, despite 74% of B2B CMOs in APAC finding it challenging to prioritise reaching buyers amidst numerous demands, the majority (91%) affirm that success hinges on relationship building. Hence, fostering “collective confidence” among purchasing decision-makers is deemed crucial for the forthcoming year.
To establish strong connections with the buyer group and maintain a top-of-mind presence, creativity is crucial. The report found that nearly three-quarters (74%) of B2B marketing leaders in APAC are prioritising bolder creative strategies, with 62% noting that these efforts significantly enhance brand engagement and drive conversions.
Marketing professionals globally are also leading the charge on AI adoption and building AI proficiency as they look to improve ROI.
The LinkedIn report showed that in APAC, two-thirds (67%) of B2B marketing leaders are leveraging generative AI applications in their marketing efforts, reporting significant improvements in productivity (41%), faster content creation (37%), and cost efficiencies (33%).
LinkedIn data also found a 142x increase in LinkedIn members globally adding AI literacy skills to their profiles, with marketers topping this list. ‘Artificial Intelligence’ is the fastest-growing digital skill for CMOs globally, based on the skills CMOs have added to their LinkedIn profiles in the past year.
To help B2B marketers reach and engage all members of the buying group and build collective confidence, LinkedIn also introduced new products, including ‘The Wire Programme’ and expanded AI capabilities in ‘Accelerate’.
With video uploads on LinkedIn rising by 45% year-over-year, LinkedIn is piloting the ‘Wire Program’—a new initiative enabling brands to run in-stream video ads alongside content from trusted publishers. The programme is currently being tested with select publishers, including Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo! Finance, to help marketers reach the growing audience of digital video consumers.
The Wire Programme will be available in all languages for global advertisers seeking to sponsor content with these publishers, although EU member targeting will not be available at launch.
LinkedIn is also enhancing its AI-driven campaign creation and optimisation tool, ‘Accelerate’. Marketers can now craft engaging creatives using Microsoft Designer and fine-tune their targeting by excluding specific companies and third-party lists. Additionally, they can receive expert guidance from the new AI marketing assistant. Advertisers using Accelerate are achieving 15% greater campaign efficiency and reducing cost per action by 52% compared to traditional campaigns.
Accelerate’s new features include the integration of Microsoft Designer, enabling marketers to easily build and customise creatives. Additionally, AI will be used to merge brand data, such as customer lists and conversion data, with LinkedIn’s platform data to identify individuals most likely to engage with ad campaigns. The AI marketing assistant further enhances campaign building by offering recommendations, such as adding data sources for better targeting, and assisting with tasks like budget adjustments.
Matt Tindale, head of enterprise for APAC at LinkedIn Marketing Solutions, said, “Cultivating meaningful relationships is key to influencing the buying behaviour of B2B decision-makers. This is especially true for APAC, where decisions involve lengthy consideration and are driven by emotion. To develop this “collective confidence” amongst those involved in B2B purchasing, brand building through bolder creative campaigns will drive success in the year ahead.”
“Under the pressure of budget cuts and the constant need to prove ROI over the past year, APAC B2B marketing leaders are turning to generative AI and displaying renewed energy in boosting content creation and productivity to push brand building. In addition to improving memorability, this will enable them to uncover new audiences and boost campaign performance,” he added.
Meanwhile, John Rudaizky, global chief brand and marketing officer at EY, shared, “In a rapidly changing market, brand building, creativity, and confidence are key to influencing buying groups. B2B marketing is no different from consumer marketing in the sense that engaging emotionally and with creativity are essential, with LinkedIn providing the perfect environment to talk directly to clients and talent alike.”
Sean Johnston, VP for advertising at Closed Loop, also commented, “Accelerate campaigns far surpassed the lead conversion performance we saw from even our best-performing manual audiences for Calendly. The lead form completion rate increased over 3X and delivered a 66% cheaper cost per lead (CPL). The higher conversion rates and more efficient CPLs really convinced me this works.”
Accelerate campaigns are gradually ramping up for customers globally and will be available to all customers in the coming months. Accelerate is available in all languages in Campaign Manager, but AI-generated creatives are currently available in English only.
Singapore – HAVAS Red, the global merged media micro network, launched its The first ‘The State of the Influencer in 2024: A Client’s Perspective’ whitepaper. The report shows that consumers prefer influencers more than traditional media, and the video content is the most effective strategy in influencer marketing.
The report notes that more than 97% of brands identify content creators as influencers, demonstrating the democratisation of influence. This emphasises how influencers are no longer limited to traditional celebrities and ushers in a new era in which everyone can have influence.
Influencers are also using social proof to increase engagement, which gives brands lots of chances to use influencer marketing techniques targeted at relevant and targeted audiences. This strategy can increase brand conversions and engagement levels. 92% of brands believe that cultivating long-term relationships with influencers is more valuable than short-term collaborations, and 31% of brands acknowledge that influencers can effectively drive engagement.
According to the report also, video formats are the most effective strategy available to influencers. Because 86% of brands say that video content has more resonance than static forms, influencer marketing is being used by businesses to improve storytelling. They give campaigns life with their creative and graphic elements. Video content is king in Singapore, according to brands that claim that it best connects with their target market.
As social media and the media landscape merge, consumers’ trust in influencers grows as their faith in traditional media declines. The report shows that influencers play a crucial role in increasing brands’ online awareness. 81% of brands have run influencer campaigns, according to research, and one in five have taken part in more than 20 influencer campaigns.
In influencer campaigns, ROI optimisation is still a goal. Even though 92% of brands stress the importance of evaluating influencer performance to determine return on investment, they also admit that finding the right influencers is a significant challenge in achieving the necessary ROI.
Moreover, influencer cooperation is about shared values as much as economic value. Successful influencer campaigns will go beyond traditional KPIs like engagement and reach and concentrate instead on creating long-lasting bonds through narrative storytelling, shared experiences, and ideals.
Speaking about the report, James Wright, global CEO of the HAVAS Red Group and global chairman of the HAVAS PR Global Network, said, “As an industry, we’ve observed how the influencer category is ever-expanding and increasingly emerging and recognised as a performance channel. Influencer marketing is driving measurable opportunities for both consumers and corporate brands globally, delivering higher engagement and paving the way for accelerated consumer conversion.”
“Our report delves into influencer marketing at an industry level to help brands navigate the evolving landscape and inform strategic thinking. The findings of this report are insightful for brands when shaping their overall strategy, as it demonstrates the scale of influencer marketing, as well as offering insight into how and why brands are engaging with influencers. Brands that succeed in 2024 will be creatively integrating influencers into wider campaigns as a full-funnel marketing channel,” Wright added.
Meanwhile, Kenny Yap, managing director of Havas Red Singapore, stated, “Today, we see implementing influencer marketing engagements in most clients’ communication plans. But to do it well, there are many areas to look at, from the brand affinity and fit, influencer and clout, and storytelling narrative to optimal formats. At HAVAS Red, we adopt a data- driven approach leveraging tools and technology to deliver clear influencer marketing success for our clients.”
In order to determine the evolution of influencer marketing, HAVAS Red polled clients in ten markets: Singapore, UAE, Australia, Ireland, Germany, Italy, Japan, the Philippines, United States, and the United Kingdom. These customers come from a variety of fields and industries, including health, food and drink, wellness, and technology, as well as industry, tourism, and the automobile journey.
Singapore – Singaporean F&B tech startup Oddle has launched a new marketing campaign in collaboration with Stellar Ace as Media Partner, and OtterHalf, a fractional marketing agency.
The campaign aims to delight daily MRT commuters with exclusive dining deals, transforming their everyday journeys into culinary adventures through Oddle’s food discovery platform, Oddle Eats.
Targeting commuters at selected MRT stations, the adverts feature exclusive deals, including 1-for-1 promotions and up to 40% discounts at over 80 participating restaurants, which can be easily claimed by scanning QR codes on advertisement placements located at selected MRT stations along the North-South and Circle lines.
Inspired by Singaporeans’ love for food and deals, the campaign’s concept revolves around the convenience of accessing dining offers. Oddle and OtterHalf developed engaging, informative advertisements that highlight where to find these deals, making the advertisements relevant to daily commuters. Additionally, the campaign successfully achieved Stellar Ace’s goal of enhancing commuter’s lifestyles.
The campaign also features interactive elements to engage commuters. Digital screens showcase short videos of participating restaurants and the variety of cuisines available through Oddle Eats. All advertisements, including window and lift stickers, include QR codes leading directly to the Oddle Eats website that is accessible via the app, where commuters can browse and claim deals instantly.
Talking about the campaign, Wei Lin Tan, country manager of Oddle, said, “This campaign is incredibly exciting as it benefits both commuters and our restaurant partners. Commuters can easily access exclusive dining deals during their daily travels, while our restaurant partners gain increased visibility and customer engagement through this strategic partnership.”
Meanwhile, Cassandra Ong, founder of OtterHalf, commented, “Our initial concept played on the word ‘tap,’ highlighting that the best dining deals are just one tap away. During the review period, we decided to amplify the call-to-action to ensure that viewers clearly understand what they need to do to claim the deal.”
Vietnam – Happiness Saigon’s most recent campaign alongside Dat Bike have turned the latter’s e-bikes into emergency power generators to help small business owners survive blackouts. A hotline service was established to connect the owners with a nearby Dat Biker and their fully charged e-bike.
In Vietnam, the number of blackouts has increased by 300%. This presents a big challenge for the many small business owners in the country and results in large revenue losses.
A full charge of the Dat Bike can power a small convenience store’s lights and two refrigerators for three to four hours. In just the first week, the initiative powered over 200 small enterprises.
Dat Bike, a Vietnamese e-bike brand, has disrupted a market dominated by foreign corporations, which own 90% of it. They accomplished this by accepting their small-business identity. Happiness Saigon repurposed their e-bikes into mobile emergency generators as part of a mission to help other small businesses survive the country’s frequent power outages.
Dat Bike proved through this campaign that they are made for Vietnam as well as in Vietnam. With no expense in PR or marketing, the e-bike brand managed to capture 57% of the conversation.
Multinational corporations control a large portion of the motorbike market in Vietnam, making it difficult for an e-bike company like Dat Bike to enter the market on a startup budget. This is still the case even with their e-bike battery, which is dual-purpose and twice as strong as that of their competitors.
Speaking about the campaign, Jazz Tonna, partner and creative director at Happiness Saigon, said, “We are long past the point where electric vehicles are subpar to combustion vehicles. Unfortunately, the perception remains somewhat different in Vietnam. With Re:Charge, we turned our biggest weakness into a huge strength.”