Tag: Marketing

Manila, Philippines – Majority of Filipino workers consider digital innovation crucial to their work, but only half believe that the companies they work for are putting in the resources to drive innovation, according to innovation outfit F(DEV)’s Philippine Employee Digital Readiness Report with market research firm Tangere. 

Data from the report suggests 47% of respondents cite lack of resources and support or unpreparedness for innovation as the biggest barrier to digital adoption, with budget or financial cost following at 42% and the lack of relevant knowledge or skills coming third at 38%.

Despite these barriers, Filipino employees remain keen on upskilling. 70% of respondents are willing to invest in and learn more about business innovation and leadership, whilst 65% prefer other areas of interest such as design thinking, product development, graphic design, and marketing, as well as 59% wanting to explore data-related skills such as collection, analysis, and laws. 

In upskilling outside of corporate spaces, employees have notably taken strides using outside platforms, especially social media. Notably, 44% rank TikTok as the most effective platform for consuming educational content, followed closely by YouTube at 38%, and Facebook at 36%.

Talking about the study, Xavier Marzan, group chief digital officer of the Filinvest Group and CEO of F(DEV), said, “We believe that innovation is about disrupting ourselves first before others can disrupt us. While we’ve initiated various programs internally in collaboration with industry experts, our primary objective was to gather unbiased data into employees’ perspectives on innovation and the factors that drive their ability to innovate.”

“The findings have not only reaffirmed the effectiveness of our existing programs, but have also unveiled exciting opportunities to elevate our strategies for empowering our workforce to be future-ready,” he added.

Sydney, Australia – The Works, a creative agency part of Capgemini, has announced its partnership with Australia’s iconic theme park Dreamworld to shape creative direction for the brand and its marketing strategies. 

The partnership aims to help rejuvenate Dreamworld’s brand by delivering fresh, engaging content that resonates with both new and returning visitors via the creative agency.

The Works will bring their expertise and proven track record in reimaging some of Australia’s well-known brands to Dreamworld. 

Located on the Gold Coast, Dreamworld has long been a beloved destination for families and thrill-seekers alike, offering a diverse range of attractions, shows, and experiences. 

The creative agency’s appointment comes as Dreamworld looks to evolve and innovate. The partnership marks a significant milestone in the park’s ongoing commitment to deliver a world-class experience to locals and visitors alike. 

Damian Pincus, founder and creative partner at The Works, said, “Dreamworld is an iconic Australian theme park and has a unique offering in the market place. Dreamworld has lost its rightful place as Australia’s number one park, and we plan to help them get back there.”

He added, “Dreamworld continues to invest in their offering and is constantly focused on bringing new rides and experiences to the market.”

Also speaking on the partnership, Karla Judge, sales, marketing, and digital director at Dreamworld, said, “Having celebrated over 40 years of making memories for our guests and with so much fantastic investment coming to Dreamworld by the end of 2024, we’re excited to see what The Works will create for our brand as we launch it into the next 40 years and beyond.”

Mumbai, India – Integrated communications and advertising agency Laqshya Media Group announced new key leadership role appointments, with Amarjeet Singh Hudda promoted to chief operating officer, Yuvrraj Agarwaal for chief strategy officer, and Satyabrata Das for chief alliance officer in India. 

The new promotions underscore Laqshya Media Group’s commitment to nurturing internal talent and leveraging the expertise of industry veterans to drive innovation, growth, and client excellence. 

In his new role, seasoned professional Amarjeet Singh Hudda will manage Laqshya Solutions and Laqshya Assets under Laqshya Media Limited. Prior to his promotion, Hudda was working as COO for Laqshya Solutions.

He carries with him over two decades of industry experience and is widely acknowledged in the field of out-of-home (OOH) in India. He started working at Laqshya back in 2005 and has since been working on building a name for the agency in OOH advertising.

Meanwhile, in his appointment, seasoned business leader Yuvrraj Agarwaal will focus on shaping the organisation’s strategic direction and driving new business development for key clients.

He initially joined Laqshya as the group’s national head for new initiatives. Agarwaal brings with him over 24 years of experience in the media and advertising sectors, with expertise in digital transformations, strategy, and revenue generation.

Also part of the strategic promotions is media and entertainment veteran Satyabrata Das. He will take charge of crucial business alliances with both the corporate and government sectors, with the aim of strengthening Laqshya’s market position even further.

Das had three decades of experience prior to his promotion. He formerly served as a strategic alliance specialist and is known for building strong marketing communities. He is a cross-sector business transformation specialist who excels in various aspects of media and entertainment, from print to digital transformation and storytelling. 

The strategic leadership changes signify an exciting new chapter for Laqshya Media Group as it continues to evolve and expand its presence in the dynamic media and advertising industry.

Atul Shrivastava, CEO at Laqshya Media Group, stated, “We are proud to announce the well-deserved promotions of Amarjeet Singh Hudda, Yuvrraj Agarwaal, and Satyabrata Das. Their dedication, experience, and leadership will be instrumental in propelling Laqshya Media Group to new heights of success.” 

Singapore – Financial services company Singlife has recently unveiled their latest brand campaign, designed to inspire and empower individuals across Singapore to embrace the ‘can-do’ spirit on their journey towards financial freedom. 

Singlife’s new campaign via MullenLowe Singapore uses the quintessentially local expression “Caaaaan!” throughout its marketing and communications assets, highlighting the parallels between its brand story and Singapore’s national journey.

This phrase highlighted in the campaign also serves as a reference to Singapore’s spirit of resilience and determination, while simultaneously showcasing Singlife’s commitment to helping Singaporeans achieve their financial goals.

Titled ‘The Dream’, the campaign depicts the aspiration of everyday Singaporeans to retire early with peace of mind, showing a middle-aged couple embarking on an adventurous and relaxing retirement journey with Pierre Png, Singlife’s brand ambassador, showing up  as their ‘dream’ neighbour. The film wraps up with the significance of pursuing one’s dreams, and how Singlife empowers Singaporeans to take the first step in achieving their vision of financial freedom.

‘The Dream’ builds on Singlife’s first campaign ‘The Jugglers’ and will also be rolled out over the next few weeks through an integrated, multi-channel communications strategy, encompassing broadcast, radio, digital, and out-of-home advertising (OOH).

Debra Soon, group head of brand, communications, and marketing at Singlife, said, “Some people have grand dreams, while others have modest ones – all are entirely valid. Whatever your dream, Singlife is here to help you confidently say ‘can’ and achieve it with financial freedom.”

Meanwhile, Paul Soon, chief executive officer, MullenLowe Singapore and China, expressed, “In partnership with Singlife, our goal was to craft a campaign that inspires honest conversations among Singaporeans, instilling in them the confidence and reassurance needed to believe they can pave their own way to financial freedom.”

Singapore – International advertising agency dentsu has announced the appointment of Clay Schouest as chief strategy officer for client and solutions in APAC to handle the agency’s client portfolio in the region. 

Schouest is back in Asia and with dentsu after five years in Europe. As a dentsu veteran, he spent 11 years at the agency working on strategy roles in Shanghai, Singapore, and London.

In his newly created role, he will be based in Singapore and will lead the strategy and vision for dentsu’s client portfolio, building integrated, end-to-end solutions that deliver client revenue growth, profitability, and satisfaction.

Prior to his appointment, he served as the global strategy director for communications for Reckitt in 2021.

Schouest brings with him a unique experience after having worked in key markets across the world, including New York, London, Amsterdam, and Shanghai. He has devoted his career to building strategies that merge media and creativity, working with prolific brands including Coca-Cola, Unilever, P&G, Diageo, and L’Oreal.

Yusuke Kasahara, CEO for client and solutions in APAC, said, “Clay is a truly global citizen, having lived and worked across major markets in all three regions, giving him a unique ability to build hyper-relevant strategies that deliver long-term growth and loyalty for brands.”

He continued, “He will work closely with our Chief Client Officer and CEO, Media, APAC, Prerna Mehrotra, to build a culture of client-centricity and excellence in our business, drawing on his 25 years of experience to help our clients navigate the complexity of the marketplace with laser-sharp focus on delivering solutions to help them achieve their growth ambitions. I am delighted to welcome Clay back to dentsu and back to Asia.” 

Commenting on his appointment, Clay Schouest shared,  “Some of my most memorable and career defining years were at dentsu and I am delighted to be returning back to the business and a region I have missed and call home.” 

“There is no question that Asia is the most exciting region in the world, with its exponential growth in wealth and population creating significant opportunity for brands. But to thrive in this environment, brands have to truly understand the vast profiles of the Asian consumer and how best to engage with them, given the strength of local brands and the proliferation of channels these consumers chose to engage with. I’m looking forward to re-engaging with dentsu’s clients in Asia and partnering with them to deliver on their long-term priorities and identify new paths to growth,” he added. 

Sydney, Australia – Australian beverage brand Billson’s joins forces with local marketing platform XRii to introduce an innovative AR scavenger hunt, which promises a unique holiday shopping experience for locals and travellers alike to visit its brewery and explore the town of Beechworth.

The AR scavenger hunt encouraged shoppers to explore historical sites around Beechworth and collect AR cordials. Once collected, customers were rewarded with a free bottle of Billson’s limited edition cordial that they could redeem at the brewery.

Signage in local businesses, as well as promotion on Billson’s highly engaged social media channels, spread the word about the activation and encouraged people to take part in the experience. The concept was a collaborative process between Billson’s and XRii, and the app was designed, developed and deployed by the XRii team.

Talking about the collaboration, Molly Wescott, marketing manager at Billson, said, “The entire XRii team was amazing from ideation through to the development of the app. The way we were able to utilise their technology to bring even more fun and connection to the brand was really special and helped us to better connect with our consumers.”

“We were interested in working with XRii from the start, not really knowing about the technology. But the team at XRii made it really easy to understand and work with. Now, we’re looking forward to rolling out even more unique experiences together on a national scale,” she added. 

Meanwhile, Matthew Endresz, founder and CEO at XRii, commented, “We are thrilled to have partnered with Billson’s in bringing this exciting AR-powered shopping experience to life. Our collaborative journey from ideation to execution has showcased the immense potential of immersive technology in redefining how consumers engage with brands.”

Manila, Philippines – Global technology company SHAREit has announced its appointment of Chay Mondejar-Saputil as country director for the Philippines.

In line with SHAREit’s growing expansion within the ASEAN region, her appointment seeks to shore up the various offerings and business solutions that the company has to offer within the region.

Prior to her appointment, Mondejar-Saputil has more than a decade of knowledge and experience within the industry, having previously been the vertical lead of the ecommerce and retail side of Meta. While in this role, she has been responsible for managing the team across a mixed portfolio of businesses covering multiple industries, as well as driving product development to include the needs of omnichannel retailers in Southeast Asia.

Apart from the aforementioned roles, she was also the primary external representative of Meta and board member at IMMAP (Internet and Mobile Marketing Association of the Philippines) – the premier organisation for influencing local industry policies on digital marketing, while also being the primary representative at the Philippine Retailers Association.

Karam Malhotra, partner & VP at SHAREit Group, said, “We are extremely excited to announce the appointment of Chay as the Country Director of Philippines, as we continue to expand our offerings into the various ASEAN markets to meet the growing demand from enterprises.”

“Ranging across our full suite of services, from consumer facing technological solutions to addressing the various needs of businesses and enterprises across the region, we believe that Chay will help grow the Philippines market substantially as the country continues to develop their technology infrastructure,” he added. 

Speaking on her appointment, Mondejar-Saputil commented, “In this new role, our goal is to expand the multitude of services and solutions SHAREit brings together with Xtend, to help bolster our portfolio of services within the Philippines and the ASEAN region as a whole. We are aiming for remarkable growth in the Philippines market as we seize the opportunities presented by the region’s dynamic business environment.”

Notably, SHAREit’s expansion will be featuring its new brand arm called Xtend, which is a game-changing digital advertising optimization solution dedicated to pioneering Android campaigns.

Singapore – Singaporean beverage brand, Yeo Hiap Seng (Yeo’s), has launched an integrated brand campaign, unveiling a new brand platform called ‘Refresh What Matters’, with global agency Forsman and Bodenfors as the rebrand’s creative lead.  

Yeo’s and Forsman and Bodenfors integrated brand campaign features new vibrant packaging, new product films, and the ‘Drinkable Garden’ exhibit, which explores new brews and partnerships, culminating in an eventful brand activation.

The Yeo’s Drinkable Garden installation, in collaboration with Gardens By the Bay, commemorates the brand’s legacy with an experiential brand activation, centred around Yeo’s signature drink– Yeo’s Chrysanthemum Tea.

The exhibit aims to take audiences on a multi-sensorial journey through a contemporary garden, with a motif centred around chrysanthemums and lush foliage. The exhibit is also heavily inspired by three different Yeo’s chrysanthemum brews namely, Yeo’s Chrysanthemum Tea, the newly launched Snow Chrysanthemum Tea and a Rose-Infused Chrysanthemum brew that tell the story of the exceptional quality and craft behind each drink.

Visitors will have the opportunity to gain insights into the unique benefits across a variety of chrysanthemums and get a glimpse into the intricate craftsmanship that goes into making Yeo’s products and what sets them apart from other brands in Asia. 

Also on site will be the special edition Yeo’s signature chrysanthemum tea, that commemorates the centenary of Singapore’s founding Prime Minister, the late Mr Lee Kuan Yew, and to celebrate his legacy as Singapore’s “chief gardener” and his visionary role in transforming Singapore into a green city. The commemorative Yeo’s packs are not for sale, and will be distributed in educational settings around Singapore.

Ong Yuh Hwang, CEO of Yeo Hiap Seng, said, “Our Yeo’s Drinkable Garden is a reflection of the core values of our signature drink – real chrysanthemum flowers filled with aroma and flavour, brewed in its purest form with no compromise on taste – a true celebration of the best of our heritage combined with creativity and innovation.”

Meanwhile, Gary Lim, group creative director at Forsman & Bodenfors Singapore, commented,  “When you think of Chrysanthemum tea, you think of Yeo’s. It’s a flavour from a brand almost all of us in the region have tasted and loved from a young age. We partnered with Yeo’s to ‘Refresh What Matters’ in every sense, bringing audiences on an immersive and inspiring journey to experience the brand in the most refreshing way.”

Singapore – Tiger Beer announced its collaboration with fashion designer Izzy Du to create the ‘TIGER Summer Puffer’, the world’s first puffer jacket with a beer-powered cooling system made specifically to keep its wearer cool in tropical heat.

Developed with Whatever Co., BBH Singapore, and LePub APAC, the jacket’s cooling system is powered by an ice-cold Tiger Beer, chilling the water that is pumped around the wearer’s body via a network of silicone tubes.

In terms of design, Du captured the boldness of Tiger Beer and incorporated a number of design cues inspired by the brand, paying homage to a tiger with design elements like a bold and bright orange hue, tiger ears, a pair of fangs, and a subtle striped pattern.

Talking about the product, Du said, “Making a puffer for the summer is an external expression of how refreshing and cool it feels to drink a Tiger. I started with the feeling of opening an ice-cold can of beer, and playing with the colours of the brand, before imbuing the aesthetics of the puffer with a new function.”

Sean O’Donnell, global brand director at Tiger Beer, also commented, “ This idea is highly innovative and it resonates with our target consumers in a new and exciting way. The puffer jacket is one of fashion’s hottest items amongst Gen Z and millennials across Asia but there’s one challenge: it can’t be worn in the heat of the tropics.”

“At Tiger, we have been defying the odds since 1932 by brewing beer in tropical weather when others said it couldn’t be done. Tiger Crystal refreshes you when you’re on fire, so why not make a puffer jacket with a beer-powered cooling system that does just that?”, he added. 

Meanwhile, Sascha Kuntze, chief creative officer of BBH Singapore, mentioned, “It’s always a joy to work with brands bold enough to play in pop culture. And with refreshment so intrinsic to Tiger Beer, it’s only natural for them to refresh puffer jackets for drinkers in Asia.”  

Lastly, Cyril Louis, regional executive creative director at LePub APAC, added, “At LePub, we believe the only way for brands to win is to resonate in culture at scale, and it is a pleasure to work with the Tiger Beer global team in bringing this piece to APAC and the rest of the world. Izzy has also been an amazing collaborator, uniting the worlds of Tiger Beer and fashion in the most stunning, memorable way.”

The TIGER Summer Puffer follows the brand’s recent ‘Brewed For Your Fire’ campaign for Tiger Crystal which brought to life on-fire moments and crystal-cold refreshment together through a dynamic mash-up of fun live-action footage and Gen-Z-inspired animations. The jacket will also be experienced first-hand during the upcoming Paris Fashion Week.

APAC – Global creative agency Amplify, has announced two new key appointments namely, Sabrina Khong as the new associate creative director and Caitlin Todd as a new business lead.

These appointments follow Amplify’s vision of diversifying and strengthening their offering and expertise across multiple fields as an advertising agency. 

Khong joins from Foxtel, where she was an Art Director working on conceptualisation and creative strategy for Foxtel campaigns. Previously, she was an associate creative director at Section in Singapore where she worked with brands such as Uniqlo, PlayStation, Durex, and Nikon.She was also an art director at Publicis Singapore for three years, where she worked on winning pitches for brands including Tiger Crystal, Samsung, HPB and Disney.

On the other hand, Todd comes from three years at integrated social agency, Ground, in Sydney. Prior to that she was with Hill+Knowlton Strategies in London, starting as a junior consultant and working her way up. Throughout her career Todd has worked with a broad range of clients across the entertainment, tech and lifestyle space including Nike, Activision Blizzard, Huawei, Sennheiser, Intel, Oatley, and Team GB.

On these hires, Gareth Davies, managing partner at Amplify, said, “We’re truly excited to welcome Sabrina and Caitlin to the team. Sabrina’s experience delivering quality creative work across multiple mediums, from social campaigns to TVCs and augmented reality experiences along with Caitlin’s experience  across PR, strategy, social and digital makes them both a perfect fit for Amplify.”

Speaking on her appointment, Khong said, “I am thrilled to be collaborating with so many talented individuals in the Amplify team and I look forward to pushing the boundaries of creativity and contributing to the already impressive list of clientele.”

Meanwhile, Todd also commented, “I’m very excited to have joined Amplify and I’m particularly looking forward to working alongside such a talented team as we continue to grow our exceptional client relationships.”