Tag: Marketing

When you read the title of this article you might think the opposite. You might think there are already too many tools out there but in fact that’s not the reality. At least within independent agencies, it is not true and if you look at bigger agencies, tools are rarely adopted and used across markets. 

What are tools?

Tools are like a recipe. Once you have the right formula you write it down and start working on making it easier and applicable to all situations. You remove the manual bits and bring more automation. 

Tools will help you systemise a success that you encountered before or help you overcome an issue you regularly have. Overall, all tools’ purpose is to reduce manual and ad-hoc work to save time but not only that otherwise it would be the same as a process. 

Let’s clarify the difference between a tool and a process. A process is a few steps put together to achieve an end goal and usually, it will leverage several tools in the steps, while a tool is a platform or a technology that is automated and will minimise as much as possible the manual and ad-hoc work. 

The benefit of having a tool in an agency is to repeat some work as much as you want and to be able to scale it to more brands and more markets. For example, a budget optimiser tool will help every time a plan is being created to optimise the budget so the campaign can deliver maximum ROAS. If there is no tool, then it becomes a manual process every time a planner builds a media plan and resulting in wasting time with repeated tasks.

Tools in advertising

From a campaign perspective, how do tools help in driving cost savings and deliver more effective campaigns? It’s simple. If you have to repeat the same processes and task every time you build a plan it will require a lot of hours of specialists. This means more budget is required to make it happen. 

In our previous example, of a budget optimiser tool, if there is no such tool available, the agency has every time to collect data, analyse it and build the optimised budget. Not only does this require a budget to do but also it is a source of error as it is all manual work. 

Tools can be created to serve specific purposes and therefore directly drive efficiency for campaigns. In our previous example, a budget optimiser tool will help to make the most of each channel by avoiding the point of diminishing return (PODR).

Tools are innovation catalysts 

A tool is a way to ensure every client can benefit from the innovation. If the innovation is not conceptualised in a tool, then every time the client wants to leverage the innovation the wheel needs to be reinvented and the process started again. Having tools guarantees that each client of the agency will benefit from it and use it.

Tools in agencies 

We mentioned earlier a budget optimser tool. Yes, that’s something you should request from your agency as it will ensure your media budget is well spent across each of the channels you will use. In other words, it will help you deliver the maximum ROAS for your campaign. You could expect some performance improvements around 5-8%. Let’s now look at the different types of tools you should request from your agency:

  • Insight tools – Another repetitive task that every agency is doing is uncovering insights to inform each strategy. Not so repetitive as each insight is different but the process of doing it via different sources can be time-consuming and repetitive. You could again push your agency to formalise the process with building a tool that can extract data in an automated way from various sources but also visualise it in an actionable way. These tools are more applicable to the planning stage of your campaign. You should request from your agency tools that are present all across the steps of a campaign, from planning to reporting. This will help you win. 
  • Execution tools – Planning tools are important, but nothing is more important than the execution of a campaign. Look into tools that are simplifying the media buying process. For example, a tool that could aggregate all buying platforms into one platform. This would allow the optimisation of your campaign to happen in one single platform rather than 5 to 10 various platforms. It will drive effectiveness for your campaigns.

Finally, let’s tackle a topic related to tools but more relevant to agencies. Adopting new tools within an agency can be challenging, but with the right approach, you can increase the likelihood of successful integration. Here are some strategies to help ensure that new tools are adopted by teams:

  • Identify the Need and Benefits
    • Clearly articulate why the new tool is necessary and how it addresses specific pain points or improves current processes.
    • Highlight the benefits, such as increased efficiency, better collaboration, or cost savings.
  • Involve the Team Early
    • Involve team members in the selection process to ensure the tool meets their needs and preferences.
    • Gather feedback and consider conducting a pilot test with a small group to gather insights before a full rollout.
  • Provide Training and Support
    • Offer comprehensive training sessions to help team members become comfortable with the new tool.
    • Provide resources such as tutorials, FAQs, and a dedicated support team to address questions and issues.
  • Communicate Clearly
    • Communicate the implementation plan, including timelines, expectations, and how the tool will be integrated into existing workflows.
    • Use multiple channels (emails, meetings, documentation) to ensure everyone is informed.
  • Showcase Success Stories
    • Share success stories and case studies of how the tool has benefited other teams or organisations.
    • Highlight quick wins and positive outcomes from the pilot phase or early adopters within the team.
  • Encourage and Reward Adoption
    • Encourage team members to use the tool by recognizing and rewarding those who embrace it.
    • Create a culture where experimentation and learning are valued, reducing resistance to change.
  • Monitor and Iterate
    • Continuously monitor the adoption process and gather feedback from the team.
    • Be prepared to make adjustments based on feedback and changing needs.
  • Measure and Report Progress
    • Establish metrics to track adoption rates, usage patterns, and impact on productivity.
    • Regularly report on progress and celebrate milestones to keep the team motivated and informed.

To conclude I would say that tools are critical in advertising, and we need more of them if and only if they serve a strategic purpose and if you build processes for them to be used. 

This thought leadership piece is written by Sebastien Lepez, Founder and CEO at JOLT Digital

Singapore – Warner Bros. and Havas Play has launched the ‘Ice-Cream Warlord’ campaign in Singapore that takes the post-apocalyptic world of ‘Furiosa: A Mad Max Saga’ to the streets of the city. This marketing campaign combines the film’s grim wasteland style with Singapore’s own cultural character. 

Havas Play created an ice cream cart to promote the upcoming movie ‘Furiosa: A Mad Max Saga’, which is set to be released on May 22. The design was inspired by Singapore’s ice cream bike vendors and their noticeable presence on the streets. Designed to draw attention, this functioning cart was given a Mad Max makeover, complete with intricate exhaust pipes, spikes, chains, and skulls.

Named after the ‘Ice-Cream Warlord,’ the ‘Sundae Scrapper’ is an 18-wheeler ice cream cart that was driven onto the busy sidewalks of 270 Orchard Road. In exchange for following @warnerbrossg on social media and sharing a picture of the unusual cart, fans and bystanders were given free ice cream. 

The Sundae Scrapper also appeared at the premiere of Furiosa: A Mad Max Saga at Shaw Lido. Invited guests and social media influencers (KOLs) were treated to free ice cream and the opportunity to pose for photos with the distinctive cart. 

Speaking about the campaign, Kenny Yap, managing director of Havas Play, said, “With rising audience expectations, we are leaning into creating compelling events and activations, and the Furiosa ice-cream cart is an example of marrying online social content with a culturally relevant offline encounter. At Havas Play, we want to drive impact with meaningful experiences, and help brands capture attention by harnessing the power of fans.”

London, United Kingdom – Pixalate, a global ad fraud protection, privacy, and compliance analytics platform, has opened a new office in Singapore to strengthen its local presence and collaborations in the Asia-Pacific (APAC) region. 

The new office will be headed by Alvin Ling, vice president of sales and operations at Pixalate, with over 20 years of technical experience in digital advertising in the region. In his role, he will head the company’s APAC workforce. 

Pixalate provides ad fraud protection technologies, local client support, APIs for developers, and an analytics platform that has been recognised by the MRC in order to cater to the regional market. Since the region has seen a rise in both ad spending and invalid traffic (IVT), which includes ad fraud, many APAC countries have stepped up their efforts to prevent sophisticated ad fraud. 

Pixalate has also partnered with several worldwide businesses operating in APAC, including Pangle, TikTok for Business’s ad network, which is owned by Bytedance. Pangle recently announced that it has upgraded its mobile ad platform to include Pixalate’s Third-Party Content Risk Assessment, providing global advertisers with brand protection and media transparency. 

Speaking about the expansion, Jalal Nasir, CEO of Pixalate, said, “Advertising fraud is a global concern, posing an ever-evolving threat that continues to grow in size, scale, and sophistication. We are thrilled to launch our 3-D anti-fraud technology and operations in APAC to ensure the safety and security of our partners.” 

Meanwhile, Ling stated, “I am honoured to lead the growth of Pixalate’s APAC team and partnerships at a crucial inflection point for the region. Our unparalleled technology tools and exceptional team are uniquely positioned to serve the market’s needs at a time when the industry’s heightened emphasis on a more white-boxed global fraud protection solution and supply path object verification has spurred strong demand for greater transparency and improved traffic quality.” 

Singapore – AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has today announced two leadership appointments including Steven Tan, managing director of e-commerce enablement for Malaysia, and Koichiro Izawa, managing director of accounting and financial control.

Tan and Izawa’s appointments serve to strengthen the e-commerce business and finance department of AnyMind Group, alongside its goal of consistent global expansion.

Tan joins AnyMind Group through the acquisition of Arche Digital, a Malaysia-based e-commerce enabler that he founded in 2015, and continues to serve as managing director of the company. He also worked as a research scientist and research scholar, before taking up managerial and leadership roles in medical supplies and electronics companies.

Izawa on the other hand, joined Sakura Bank (currently Sumitomo Mitsui Banking Corporation) in 1998. After working for a major audit firm, he joined a venture company in 2005 and took it public, leading the development of its management structure after the IPO. After that, he worked as a finance director for several foreign manufacturers in Japan and Southeast Asia, where he was involved in a wide range of operations centred on accounting and finance.

On his appointment, Tan said, “As we continue expanding synergies between Arche Digital and AnyMind Group, I am looking forward to playing an active role in supporting the management of the wider group. I believe that both companies will continue going from strength to strength, and I’m keen to use my experience gained throughout my career to help AnyMind accelerate business growth in Malaysia and beyond and enhance AnyMind’s BPaaS capabilities.”

On his appointment, Izawa also mentioned, “AnyMind is a rapidly growing company in the global marketplace, and strengthening the finance department is essential to further accelerate our growth. I hope to contribute to AnyMind’s sustainable growth by leveraging my past experience to strengthen AnyMind’s finance structure. In particular, I will help AnyMind to increase the company’s transparency and credibility by improving its accounting processes’ efficiency and accuracy as well as accurate financial reporting.”

Meanwhile, Kosuke Sogo, CEO and co-founder of AnyMind Group, commented, “We have appointed two leaders to strengthen internal structures in our e-commerce business and finance department. We will continue to expand our business globally and advance a borderless world where everyone can do business more easily through our technology.”

Malaysia – Apple will open its first store in Malaysia, becoming the company’s newest location as it expands across Asia. It is the first Apple Store to open in Malaysia, creating a whole new set of potential for both the brand and its dedicated customers. 

In a statement, Apple announced its intention to open its first shop in Malaysia, with the store projected to be in Kuala Lumpur. Customers will have access to the complete line of Apple products and services at this shop, including the newest iPads and iPhones, Mac computers, Apple Watches, and more. 

The Apple Store will offer direct job opportunities as it seeks store leaders, experts, and creatives capable of providing the unique Apple retail customer experience. Local training activities will be conducted to help establish a skilled team that can support consumers and interact with the larger community. 

A key component of Apple’s strategic global expansion plan, which aims to meet the diverse needs of customers worldwide, is the company’s increased presence in Asia. Through this attempt, Apple is able to better serve a wider range of consumers and understand the needs and preferences of customers from a variety of backgrounds and cultures. The opening of this new location in Malaysia is Apple’s commitment to growing its customer base. 

With its growing presence in Asia, the business promises to continually present solutions and provide customer service to its growing customers. As Apple continues to develop and grow, these international endeavours highlight the significant degree to which technology has become ingrained in society globally, enabling people to stay connected, productive, and enthralled with technology. 

Singapore – Interpublic group agency Golin has announced the appointment of Rafidah Rashid to the newly created role of group managing director across its Singapore operations.

In her new role, Rashid will be working across Golin’s agency brands, providing centralised leadership and strategic direction.

Prior to her appointment, Rashid has a proven track record of success at Interpublic Group brands, as she commenced her public relations career in the corporate and financial sector before instigating her path at DeVries Global Singapore, which she has led since 2017.

Most recently, Rashid was also appointed co-lead of the agencies’ Asia Pacific Diversity, Equity & Inclusion Council.

Speaking on her appointment, Rashid said, “As a leader, my mission is to champion industry-first innovations for brands, while empowering our people to reach their full potential. I am excited to lead our talented teams to fulfilling career growth, fostering client success and even greater industry excellence.”

Meanwhile, Darren Burns, president at Golin Asia Pacific, commented, “I’m so happy to appoint Fidah to this role,” said Burns. “Her unmatched energy for innovation, ability to build a vibrant culture, and her unique blend of experience, make her perfect for this role. Under her leadership, we are evolving a new era that builds off our sustained success in Singapore.”

Bangkok, Thailand – Drink company SAPPE, has appointed popular K-pop boy band SEVENTEEN as its first global brand ambassador for its trademark fruit drink Mogu Mogu. In keeping with their assigned roles, the 13 members of SEVENTEEN will embody the concepts of ‘Fun’ and ‘Lively’ in relation to SAPPE’s Mogu Mogu fruit juice. 

As part of their brand ambassadorship, SAPPE also launched its “Sip Chew Feel Mogu Mogu” campaign, aimed at promoting this beverage globally in a bid to boost its global presence.

Said campaign aims to increase brand interaction with customers through the product and SEVENTEEN, its brand ambassador. The campaign will start in South Korea and France, two key countries and significant trendsetters. 

Propelled by the K-pop group’s popularity, Mogu Mogu aims to enhance brand engagement, create a unique narrative, and expand its market. SEVENTEEN will collaborate with Mogu Mogu to connect with a global audience and promote the brand’s representation of “fun” and “liveliness.” 

During the campaign, every member of SEVENTEEN will represent Mogu Mogu as an ambassador, interacting with viewers worldwide via TV ads and other promotional platforms. Fans will also be treated to more enjoyable activities and exclusive presents, such as the Mogu Mogu Special Pack Limited Edition. SAPPE estimates a 25% rise in brand engagement will result from these marketing actions. 

In order to identify customer demands and involve them in the development of the worldwide campaign’s marketing strategy, the company hired Milieu Insight to conduct a brand health check. Additionally, to create relevant strategies and carry out campaign activities, SAPPE has teamed up with DDB Worldwide Communication Group for this campaign

Speaking about the campaign, Piyajit Ruckariyapong, SAPPE CEO, said, “Mogu Mogu has received a very warm welcome in foreign markets, and thanks to its difference and uniqueness we are the world’s first beverage maker to have introduced a drink mixing big pieces of coconut jelly, a ‘Snack Drink’, to the market in 2001. Until now, more than 30 billion bottles of Mogu Mogu have been distributed to consumers worldwide while at Sappe we have been busy marketing and expanding sales channels to reach our consumers globally.” 

“With all this, we intend to create happiness and fun for the fans of Mogu Mogu and SEVENTEEN around the world. It is a significant beginning in building Mogu Mogu into a beloved brand at a global level from now on,” Ruckariyapong added. 

Hong Kong – DDB Group Hong Kong has acquired the creative and social media accounts for Tiger Brokers’ Tiger Trade trading platform. The agency will be in charge of all 2024 communications, including strategy and creative for branding, production, promotion, and social media. 

Building brand awareness and client acquisition in an established market of savvy investors is the brand’s main goal. DDB will have to help with increasing appeal, reaching a wider audience, and establishing brand presence. 

Tiger Trade’s low-commission real-time trading software provides investors with technology, knowledge, and inventiveness. The smartphone app is young and only getting started in the Hong Kong market, it already has over 2.2 million account holders worldwide. 

Speaking about the appointment, Lowe Low, Senior brand marketing manager at Tiger Brokers (HK) Global Limited, said, “DDB’s unparallelled creativity and strategic brilliance truly distinguished them in the pitch process and it is with immense excitement that we move forward with them. At Tiger Brokers, we believe in pushing boundaries and redefining possibilities, and with DDB by our side, I am confident that we will create ground-breaking campaigns that not only captivate our audience, but also redefine the landscape of our industry.”

Meanwhile, Koman Ko, managing partner at DDB Group Hong Kong, stated, “We immediately respected Tiger Brokers’ visionary approach and ambition, as well as their collaborative style of working. We can’t wait to get started and help bring Tiger Trade’s superior investment experiences to more Hong Kong people, helping them reach their full potential as investors.” 

Australia – Anytime Fitness Australia and The Hallway have released a new audio campaign for Anytime Fitness using the Find Your Fit creative platform, which the partnership launched late last year. This ad, which runs on Spotify and targets listeners across Australia’s most popular music genres, has a cast of distinct gym visitors whose music selections complement their training methods. 

Produced by Made in Katana and directed by Ralph van Dijk, the series of 30-second advertisements uses soundscapes from each genre to phonetically depict several worlds. These are told by characters brought to life by a combination of local and international talent, and are combined with music tracks. The ad makes the claim that you can find your fit at Anytime Fitness no matter who you are or what kind of music you like. 

Speaking about the campaign, Caitlin Bancroft, chief marketing officer at Anytime Fitness, said, “This is a great opportunity to evolve our Find Your Fit platform in a fun and contextual way, and creatively demonstrate that Anytime Fitness is for ‘Any body, Any time’.” 

Meanwhile, Jessica Thompson, creative director at The Hallway, stated, “What a pleasure it’s been to expand the Find Your Fit universe with the team at Anytime Fitness, and a particular joy to reunite with Ralph to do it. And if you’re as surprised as I was to learn Country is amongst the top 5 workout genres, I say we step into our spurs and see what all the fuss is about.”

Singapore – Global travel services provider Trip.com Group has signed two strategic memorandum of understanding (MoUs) with leading hospitality brands in Southeast Asia, namely Megaworld Hotels & Resorts in the Philippines and Vinpearl in Vietnam, reinforcing its commitment to the region.

These strategic partnerships with Megaworld and Vinpearl are driven forward by Trip.com Group’s ‘Local Focus, Global Vision’ ethos, aimed at enhancing the travel experience for inbound and domestic travellers.

Through these partnerships, MHR and Vinpearl will receive comprehensive marketing support from Trip.com Group through targeted campaigns, new hotel showcases, and enhanced product content. This also includes exclusive package rates & member rates, prioritised access on Trip.com’s platforms, and offering customers competitive rates and exclusive deals, particularly targeting higher-tier members.

By fostering this collaboration, Trip.com Group ensures optimised exposure, making it easier for travellers to discover and book their stays, thereby boosting the appeal of these top-tier accommodations.

Furthermore, Trip.com Group equips hotel partners with tools and data insights to adjust dimensions in real time, ensuring competitive rates that attract bookings. The programme also includes features to help hotels improve their search result rankings based on price competitiveness, customer reviews, and booking conversion rates.

Talking about the partnerships, Boon Sian Chai, managing director and vice president of international markets at Trip.com Group, said, “We have collaborated on several programmes with Vinpearl in recent years, and this MOU is a natural extension of our excellent relationship. We are equally excited to embark on a new journey with MHR. Going forward, we will further enhance the travel experiences for our customers globally while also showcasing the beauty of the destinations in Southeast Asia and their offerings, including accommodation.”

Meanwhile, Loleth So, group commercial director, Megaworld Hotels & Resorts, commented, “We are excited to embark on this collaboration with Trip.com Group, a global leader in online travel. This alliance will amplify our reach in the global market and attract more international travellers to our properties. We look forward to working together to deliver an authentic Filipino experience for all our guests through the Sampaguita, our signature brand of service.”

Hana Ngo, deputy CEO, Vinpearl Group, also added, “Our partnership with Trip.com Group over the years has been extremely successful, and we are thrilled to bring our cooperation to the next level. Together, we will elevate Vinpearl’s presence in the global market, delivering unparalleled value and unforgettable experiences to our guests.”