Tag: Marketing

Philippines – Oyie Pingol has announced that she has been appointed by the Jollibee Group of Companies as their new global media head. In an exclusive interview with MARKETECH APAC, Pingol stated that she will spearhead the evolution and implementation of media planning strategies within the Jollibee Group, encompassing diverse global markets and regions.

Specifically, her mandate encompasses crafting future-ready media frameworks, policies, guidelines, and controls to meticulously orchestrate media campaigns and ensure their success.

“In this capacity, I am entrusted with the strategic development of media recommendations that not only elevate our competitive edge but also remain agile and responsive to dynamic market landscapes. By staying attuned to shifting consumer behaviours and industry trends, I will lead the charge in devising forward-thinking strategies that propel the Jollibee Group and shape the future of media in the QSR industry,” Pingol told MARKETECH APAC. 

For this role, Pingol will be prioritising foundational skills whilst advancing their digital capabilities through audience targeting and personalization through data analytics, ensuring the creation of high-quality and relevant content with seamless integration across diverse channels. 

She will also be focusing on the exploration of innovative technologies like AI, testing and learning new technologies to maximise the use of their measurement and analytics tools, maintaining agility and adaptability to swiftly respond to market dynamics.

“By focusing on these strategic pillars, we aim to deliver cohesive and impactful campaigns that deeply resonate with our audience, drive engagement, and ultimately propel our brand’s success in an ever-evolving media landscape,” Pingol stated.

Prior to her appointment, Pingol worked with GroupM’s Wavemaker for over four years, wherein she cultivated a proactive and innovative growth mindset, constantly seeking out new opportunities, and embracing calculated risks to drive growth and success.

“This entrepreneurial approach, coupled with my experience in media planning, positions me well to contribute effectively to the dynamic environment of Jollibee Group. Additionally, their emphasis on digital transformation has equipped me with a strong foundation in navigating and leveraging digital media platforms and strategies,” shared Pingol.

When asked about what’s to come in terms of challenges and opportunities for the fast-food industry this year, Pingol mentioned that they will be facing a multitude of marketing challenges and opportunities in the current landscape.

One significant challenge is navigating the shifting consumer preferences and behaviours brought about by the pandemic. Consumers’ palates have expanded as they discovered new food options and neighbourhood food shops during lockdowns and restrictions, leading to increased demand for variety and quality in fast-food offerings. However, amidst these challenges lie opportunities for QSRs to leverage this trend by introducing new menu items, collaborating with local eateries, and emphasising freshness and quality in their offerings.

Moreover, the power of word-of-mouth marketing has never been stronger, with social media amplifying consumer voices that can either make or break brands. Authenticity, transparency, and responsiveness to feedback are crucial for brands to cultivate positive relationships with their audience and mitigate potential reputational risks.

Additionally, reaching and engaging Gen Z, known for its digital savviness and high expectations, presents both a challenge and an opportunity for fast-food brands to innovate in their marketing strategies and offerings.

Last but not least, with the growing awareness of nutrition and sustainability, fast-food brands must adapt their offerings to cater to these preferences while still maintaining convenience and taste.

Talking about what’s next for the fast-food industry, as well as Jollibee’s plans along these changes, Pingol concluded, “In addition to above, by staying agile, responsive to consumer needs, and leveraging its diverse portfolio of brands, the Jollibee Group is posed to further expand and improve in line with the evolving landscape of the QSR and casual dining industry.”

India – 22feet Tribal Worldwide appointed Axon Alex as head of strategy to lead the agency’s strategic planning. In addition, Shikha Davessar has been promoted to EVP and head of client business. Both individuals will report directly to Vanaja Pillai, president of 22feet Tribal Worldwide. 

Alex, a MICA alumnus, began his advertising career with DDB Tribal and has worked there for almost 16 years. Throughout his professional career, he held crucial positions, including as strategy director at BBH India and managing partner at Jack in the Box Worldwide, where he contributed to the agency’s growth. Axon has built a portfolio, working with companies such as McDonald’s, Vi (Vodafone Idea), Mars Petcare, and ITC Hotels. 

Davessar, who has worked with DDB Mudra Group for nearly a decade, provides expertise working with companies like Fortune 500 global brands including Britannia, Battlegrounds Mobile India, Diageo, Flipkart, LG, and Mars Petcare. 

Speaking about the appointments, Vanaja Pillai, president, 22feet Tribal Worldwide, said, “I am delighted with these developments at 22feetTribal Worldwide, building off the success we experienced over the last year. Axon joins us at a perfect time, with an enviable roster of clients and exciting business challenges ahead. He brings a wealth of experience from his 16 years in the industry, including key roles at esteemed agencies and a strong portfolio with marquee brands. His expertise will undoubtedly enrich our strategic capabilities and propel our agency’s further growth.” 

Pillai added, “We’ve made great strides in new business and creative wins, and Shikha’s contributions have been significant in making this happen. Her journey within our agency exemplifies our commitment to nurturing and recognizing internal talent, and her elevation is a well- deserved recognition. We can’t wait for the amazing journey we have ahead at 22feetTribal WW!” 

Meanwhile, Alex commented, “This agency in its previous avatar was where it all started for me, and I made the promise to come back someday. I’ve come back not on the back of the promise I made but the promise 22Feet holds. The teams have built a reputation in being in the consideration set when you think about the top agencies in the country. Strategy is simply the process of charting the way forward and I hope I’ll play a part in our growth story through the work for our clients and the thinking behind it.” 

Singapore – Interpublic group agency Golin welcomes Ian Willoughby as director within the agency’s healthcare practice, Golin Health in Singapore.

Located in Singapore, Willoughby will work across Golin branded agencies, and will be responsible for building the healthcare offering.

With healthcare communications expertise over 25 years, Willoughby has worked within major pharmaceutical companies, communications and medical education businesses in Singapore, the UK and Australia.

He was previously a general manager at McCann Health in Singapore, possessing an experience across a wide range of specialist, general practice and consumer health areas that led the development of award-winning and highly effective campaigns.

Willoughby’s industry experience has also seen him serve as chairman of the Healthcare Communications Council in Australia, helping to provide leadership in effective healthcare advertising and communications.

Speaking on his appointment, Willoughby said, “I’m very happy to be part of the Golin team, adding to their experience across APAC, and globally. Creating impactful, purposeful programmes around health and wellness is vitally important to enhance community understanding and create change, ultimately improving health outcomes. This is what we will be helping all our clients to achieve.”

Meanwhile, Darren Burns, president of Golin APAC, commented, “We are so glad to have Ian at the helm of Golin Health in Singapore. He brings a unique insight into the opportunities and challenges faced by healthcare brands, catalysing new thinking into how we propel positive change for our clients”.

Bangkok, Thailand – Beauty brand L’Oreal Thailand has launched its newest UVD invisible serum, accompanied with a digital and OOH campaign by McCann Worldgroup Thailand agencies, McCann, MRM And CRAFT.

The OOH campaign is running from March to April in the Em District in Bangkok and across the BTS Skytrain, complementing an on-the-ground activation in the Em District, hosted by L’Oreal.

Additionally, there is also content for street pylons and additional digital videos for social media.

Talking about this campaign, Elvire D’Ussel, L’Oreal Paris skincare brand business leader for L’Oreal Thailand, said, “Together with McCann Worldgroup, we achieved the creation of the first full O+O campaign on L’Oreal Paris UV Defender Invisible Serum, setting new standards of activation with the first global and local beauty squad, the first OOH experience at the new premium shopping destination, Emsphere, and the first OOH 3D content among L’Oreal’s cosmetic brands.

We created locally relevant awareness and consideration content, bridging offline and online together. This campaign is as golden as our partnership with McCann Worldgroup, thank you for making this possible”, she added.

Meanwhile, Romain Lorilloux, regional creative director, L’Oreal, McCann Worldgroup Thailand, commented, “Through collaborations between McCann, CRAFT and MRM, L’Oreal Paris UV Defender’s digital activation campaign is an exciting yet challenging project, with great opportunity to prove our McCann Worldgroup network’s capabilities.”

“With our close partnership with the L’Oreal Paris team, we created the high quality assets and campaign within a critical timeline to generate the first-time ever experience across the consumers’ journey from O2O2O. It is our absolute pleasure to be part of this success”, he added.

Manila, Philippines – As we step into the ever-evolving landscape of marketing in 2024, it becomes increasingly evident that the industry’s trajectory is poised for significant shifts. Rapid advancements in technology, changing consumer behaviours, and global events continue to reshape the marketing landscape at an unprecedented pace. In this dynamic environment, the need for robust and forward-thinking discussions on the future of marketing has never been more critical.

With this state of the industry in mind, MARKETECH APAC has recently concluded its What’s NEXT 2024: Marketing in the Philippines conference at Crowne Plaza Manila Galleria. The 2-day conference was aimed at empowering brands and marketers with the latest insights, strategies, and tools essential for navigating forthcoming trends and industry forecasts in the marketing space.

For the first day of the conference, attendees were treated to a range of discussions centred around how businesses can improve their existing customer engagement strategies, the possibilities of GenAI in marketing, balancing human empathy and technology in CX strategies, and revolutionising e-commerce through data and AI.

The speaker lineup for the first day includes:

  • Chin Wee Ko, Manager and Principal for SEA at Adobe
  • Gaurav Srivastava, Practice Lead at Adobe
  • Corentin Balmet, Regional Sales Director (Asia) at Brandwatch
  • Alex Crouch, Strategic Enterprise Lead, Hong Kong & The Philippines at Braze
  • Michelle Eve de Guzman, Marketing Director at Cebu Pacific
  • Bea Atienza, Marketing Director, Impactful Brand Experience at Colgate-Palmolive
  • Roki Ferrer, Head of Data at Dentsu International
  • Benjamin Quiroga-Rivera, Co-founder & Managing Director for SEA at Emma – The Sleep Company
  • Rochelle Vandenberghe, Chief Marketing and Digital Business Officer at FWD Insurance
  • Raymund Villanueva, Chief Marketing Officer at GoTyme Bank
  • Gino Cruz, Media Manager for SEA (Singapore, Malaysia, Vietnam & the Philippines) at H&M
  • Donna Salgado, Director of Marketing Communications and Development at Megaworld Corporation
  • Samantha Manuel, Group Director Digital Marketing & Reputation Management at Megaworld Corporation
  • Emmanuel Cruz, E-Commerce Lead at Mondelez International Philippines
  • Tiffany Batungbacal, Assistant Vice President at PRIMER Group of Companies
  • Juan Paolo Gonzales, Vice President of Marketing and Capability at Rebisco
  • Jun Stryckers, Strategic Account Director at Salesforce
  • Jeremiah Su, Chief Video Officer at Superminted

Meanwhile, the second day of the conference had discussions focused on creating purposeful and genuine branding strategies, the importance of behavioural insights, Web3 in marketing, unlocking the power of retail media in digital advertising, as well as how data can be used to maximise the impact of influencer marketing strategies.

The speaker lineup for the second day of the conference included:

  • Katrina Gonzalez, Global Marketing Director at Coins.ph
  • Jasper Evangelista, Director of Brand & Marketing at DITO Telecommunity Corporation
  • Brittany Kaw, Senior Team Lead – Global Influencer Marketing at Emma – The Sleep Company
  • Denice Sy, Chief Sales & Marketing Officer at Ever Bilena Cosmetics Inc.
  • Danielle Marie Eleazar, Head of Marketing at foodpanda Philippines
  • Norman Agatep, President and Managing Director at Grupo Agatep
  • Rosebel Garcia, Head of Marketing & Commercial (Hertz, Thrifty, and Dollar) at Hertz Philippines
  • Sheila Paul, Chief Marketing Officer at Home Credit Philippines
  • Pocholo Garcia, Head of Digital and E-commerce at Malayan Insurance
  • Erwin Doña III, Cluster Director of Marketing Communications at Novotel: Ibis Styles
  • David Teotico, Lead, Advertising & Partnerships at panda ads
  • Ray Philip Pine, Marketing Director at PepsiCo
  • Mrinal Daryani, Account Director at Salesforce
  • Marili Amper, Head of Brand, Communications, and Marketing at Sodexo On-Site Services Philippines Inc.
  • Jeremiah Su, Chief Video Officer at Superminted
  • Albert Cuadrante, Chief Marketing Officer at UnionBank

The What’s NEXT 2024: Marketing in the Philippines conference was backed by Adobe as the platinum sponsor; Brandwatch, Braze, and panda ads as gold sponsors; Salesforce as the bronze sponsor; and DoubleVerify and Digital Ark as event partners.

The conference was attended by 219 delegates, who represented brands such as Aboitiz Equity Ventures, ACE Hardware, AirAsia Philippines, Ayala Malls, BDO Unibank, BPI, Canon Philippines, CHG Global, CIMB, Flash Express, GMA Network, Leslie Corporation, Monde Nissin, National University, Okada Manila, Philippine National Bank, Philippine Bank of Communications, PLDT, Razer Gold, Rustan, San Miguel Foods, Security Bank, SM Development, Summit Publishing, Sun Life Philippines, and Universal Robina Corporation.

Speaking on the recent conclusion of the conference, Joven Barceñas, founder and CEO of MARKETECH APAC, has expressed his gratitude to all of those who have attended the conference, stressing the importance of continuously leading discussions for the marketing industry this year and beyond.

“A big thank you to our 33 speakers who have given us thought-provoking presentations to intriguing discussions, and have delved most pressing marketing topics of today. Your generosity with your time and expertise has enriched the experience for everyone here for 2 days, and for that, we are very grateful. Thank you for trusting What’s NEXT in Marketing Conference as a platform to share your marketing wisdom and great stories. As we draw this conference to a close, we are very excited to share that this year we are bringing the What’s NEXT in Marketing in Indonesia. Stay tuned for our plans on how to get this conference in the Philippines bigger and better as you are all inspiring us to do so,” he stated

The conference is the last of the trilogy of conferences MARKETECH APAC launched as part of its What’s NEXT industry series. The first conference was held successfully in Malaysia back on December 5, 2023 at Sheraton Imperial Kuala Lumpur while the second one was held in Singapore recently on March 7, 2024 at Furama City Centre.

Following this, MARKETECH APAC is also proud to announce the next phase of the What’s NEXT series under the name “What’s NEXT 2024-2025.” With this new phase of this industry initiative, MARKETECH APAC is also announcing the following conferences:

  • What’s NEXT 2024: Marketing in Indonesia – October 2024 
  • What’s NEXT 2024: Marketing in Malaysia – December 4-5, 2024
  • What’s NEXT 2025: Marketing in Singapore – February/March 2024
  • What’s NEXT 2025: Marketing in the Philippines – March 2024

For any potential partnership or inquiries regarding the next conference series, please reach out to us at [email protected].

Kuala Lumpur, Malaysia – In conjunction with World Happiness Day last March 20, Munchy’s Cream-O has developed a campaign with Universal McCann (UM), the global media agency network of IPG Mediabrands, celebrating the occasion with joy. 

The Munchy’s Cream-O Happiness Box campaign, as part of the Munchy’s Cream-O Choco Happiness ONz Movement, aims to connect with individuals at Ramadan bazaars around the Klang Valley to plant seeds of happiness to all Malaysians.

Over the campaign period, Munchy’s Cream-O will be stationed at selected Ramadan bazaars, including the now iconic Stadium Shah Alam Bazaar that is a popular spot for Ramadan fare. 

Upon registration at the Munchy’s Cream-O booth, individuals have a unique opportunity to nominate a loved one to receive a special Happiness Box of Munchy’s Cream-O goodies, delivered through a special collaboration with foodpanda.

Talking about the campaign, Rina Low, managing director of UM Malaysia, said, “Ramadan is a time of shared bonds between family and friends. It is also a time to acknowledge the special connections in your life, to spread kindness, love and happiness. In coming up with the Happiness Box, we thought, what better symbol of happiness than chocolate, that instantly lifts the spirit.” 

“The campaign also elevates the happiness quotient by connecting with the selfless act of giving to another, rather than receiving, and we are incredibly happy to collaborate with foodpanda as a delivery partner,” she added.

Meanwhile, Karen Ong, senior marketing director at URMunchy’s, commented, “Munchy’s Cream-O is on a mission to plant the seed of happiness everywhere we go, so happiness can grow bigger and better. UM has found a creative way of translating this idea with purpose, and we are extremely excited for Munchy’s Cream-O to connect with Malaysians in this personalised way. 500 Munchy’s Cream-O Happiness Boxes will be delivered over a five-day period from today onwards and we hope this delivery of joy energises the mood of everyone this Ramadan.”

Kuala Lumpur, Malaysia – OMD Malaysia and CelcomDigi have rolled out its first mover in-app campaign with Grab that features CelcomDigi’s logo throughout the user’s journey – from the booking stage to vehicle arrival and drop-off.

Through this strategic integration with Grab, CelcomDigi leveraged the window of opportunity to capture consumers’ attention while they are focused on their phones and anticipating their ride.

In-app display of the integration

This campaign ensures continuous visibility of the CelcomDigi brand throughout the customer journey, fostering curiosity, and maintaining top-of-mind awareness among users, even for intercity cab rides.

Additionally, a CelcomDigi ad shows up at the bottom of the screen and on the homepage of Grab, urging users to upgrade to a worry-free experience with their network.

Grab’s market dominance as Malaysia’s widest ride network aligns well with CelcomDigi’s commitment to connect more Malaysians to its network, making Grab the perfect platform for CelcomDigi to consistently build its presence and brand awareness recall. 

Commenting on the innovative campaign, May Ling Chan, head of brand and marketing services, at CelcomDigi, said, “The recent Grab’s map takeover by CelcomDigi is a great example on how we want to strengthen our brand and reinforce our targeted audience’s connection with us in an innovative way. We look forward to collaborating with OMD to come up with more out-of-the-box ideas that can push boundaries as we continue to widen our reach and presence in Malaysia.”

Meanwhile, Mayank Bhatnagar, managing director, OMD Malaysia, commented, “We are proud to launch this market-first initiative with CelcomDigi to effectively communicate their combined strength in being the widest and fastest network in Malaysia. The client has been innovative and bold in its marketing and branding approach, which is inspiring.

Notably, CelcomDigi is the first telco in Southeast Asia to activate this campaign, which ran from January 31 until March 13, 2024.

Jakarta, Indonesia – Global integrated communications firm, Edelman appointed Nia Pratiwi as managing director for its operations in Indonesia, poised to partner with the firm’s clients to navigate and enhance their organisational and brand reputations in today’s increasingly complex environment, signifying a strategic step towards growth and expansion. 

Pratiwi is a seasoned industry specialist with over 20 years of experience in corporate communications, public affairs, and government relations. Having held leadership positions at renowned firms such as Burson Cohn & Wolfe, Burson Marsteller, Fleishmann Hillard, and Pfizer, she will now steer Edelman Indonesia’s next stage of strategic business growth in the rapidly growing, vibrant socio-economic climate of Indonesia.

Commenting on the appointment Warren Fernandez, CEO, Edelman APAC, said, “Indonesia’s economic growth story continues to draw interest around the world and remains core to Edelman’s growth for the region. We are excited about the many inspiring Asian hero business stories coming out of Indonesia.”

Speaking on her own appointment Pratiwi commented, “I am truly excited to be a part of Edelman Indonesia,” she stated. “With the group’s industry-leading position, Edelman is well-positioned to provide clients with exceptional results and continue to stay ahead of the industry.”

In her remarks she commended Edelman’s consecutive wins of the Campaign ‘PR Agency of the Year’ award for three years, underscoring the team’s dedication to excellence.“I’m amazed at how the firm continues to retain its Campaign ‘PR Agency of the Year’ title now three years in a row, a true testament to the team’s determination and resolve to be the best-in-class.

Edelman is credited for over two decades of industry leading research on public trust in societal institutions with the Edelman Trust Barometer Pratiwi’s appointment is effective immediately, signalling Edelman’s commitment to strengthening its presence and capabilities in Indonesia’s vibrant market.

Hong Kong – International travel and lifestyle brand TUMI has appointed Aris Maroulis as the new vice president for Asia-Pacific and Middle East, with immediate effect.

Based in Hong Kong, Maroulis will be responsible for building the brand, overseeing operations, and managing overall business in the region.

Maroulis has 25 years of experience in Asia, Europe and the US with the last 15 years focused on Asia. Before joining TUMI, he held the title of director – china business operation, asset management for Hang Lung Properties for four years, overseeing a portfolio of luxury shopping malls in mainland China.

Prior to that, Maroulis was the managing director for Montblanc China, based in Shanghai, where he had overall responsibility for the China market.

Talking about his appointment, Maroulis said, “I have followed TUMI closely for many years, both as a customer and as a luxury brand and business strategist. I have been continuously impressed by the brand’s innovation, meticulous design, unparalleled performance, and customer-first approach. I am delighted to join this dynamic team and lead the brand’s growth in Asia-Pacific and the Middle East.”

Meanwhile, Subrata Dutta,  president, Asia-Pacific and Middle East, Samsonite, commented, “We are delighted to welcome Aris to TUMI at this exciting time for the brand in the region. He has extensive luxury retail experience on both the brand and commercial real estate sides. Aris is a proven leader who will focus on identifying new opportunities for TUMI and continue to provide world-class customer experience through every brand touchpoint.”

Singapore – Global digital marketing agency NP Digital has announced new strategic key hires amidst the agency’s continued expansion in the Asia-Pacific region. Kris Casey will serve as the SEO APAC lead; while the agency’s expanded leadership team in Malaysia include Arjun Singh as group account director, Rizwan Kamil as head of performance marketing for APAC, Keith Ho as strategy lead, and Lee Weiye as senior SEO manager.

Casey brings over 12 years of extensive experience leading SEO teams across agency and in-house settings in the US, Australia, and Asia. His expertise spans working with renowned brands such as Expedia, Travelocity, NAB, Suncorp, and Nissan and leading the SEO efforts internally for Redbubble, a prominent e-commerce marketplace. 

His exceptional track record in growing organic visibility and passion for developing bespoke strategies align perfectly with NP Digital’s vision for the APAC region.

In his new role, Casey will lead NP Digital’s search engine optimization efforts across the APAC region, driving growth and enhancing brand visibility. His deep understanding of the nuances of the APAC market, combined with his innovative approach to SEO, will further elevate NP Digital’s position as the go-to partner for businesses seeking to maximise their online presence.

Speaking on his new role, he said, “I am thrilled to be part of NP Digital and to have the opportunity to drive impactful SEO strategies that will propel our clients’ businesses forward in the vibrant APAC market. I look forward to collaborating with our talented team to deliver innovative solutions that exceed client expectations and fuel organic growth.”

Meanwhile, the expanded Malaysian leadership team will bring a wealth of experience and expertise in their respective roles. Singh will lead strategic initiatives and develop innovative digital marketing strategies aimed at maximising client benefits through collaborative efforts. Meanwhile, Kamil will spearhead the strategic direction and implementation of digital marketing campaigns to drive tangible business results for clients.

Ho will focus on new businesses, especially pitches, and assist on existing accounts while overseeing award submissions and strategic initiatives, and lastly Weiye will drive NP Digital’s SEO efforts in Malaysia and the APAC region, focusing on strategy development, implementation, analytics, and client satisfaction.

Melissa Cheng, country manager at NP Digital Malaysia, commented, “We are excited to welcome Arjun, Rizwan, Keith, and Weiye to the NP Digital family. Their wealth of experience and expertise will be invaluable as we continue to expand our presence and deliver exceptional results for our clients in the Asia-Pacific region.”