Tag: Marketing

Singapore – Following the momentum of a two-year Memorandum of Cooperation (MoC) signed in April 2023, as well as their previous partnerships, experience and travel services platform Klook and the Singapore Tourism Board (STB) have decided to scale up partnership efforts with joint investments of over S$2m to drive inbound tourism to Singapore.

Through this initiative, Klook and STB launched an integrated events marketing campaign to raise awareness of the diverse range of leisure events in Singapore, and will be rolling out a second initiative anchoring on STB’s latest brand campaign ‘Made in Singapore‘.

With a vast array of events to occur in Singapore such as the Tour de France Prudential Singapore Criterium, Jumptopia, ZoukOut, and Singapore Comic Con, Klook introduces unique product bundles to enhance the overall experience and facilitate further discovery to encourage visitors to explore Singapore in a more holistic way, in turn driving strong returns for the local tourism and economy.

For the second initiative, the marketing and tactical partnership between STB and Klook in Southeast Asia will focus on digital content powered by Klook’s network of ‘Klook Kreators’, which are micro and nano content creators and affiliates that aim  to drive engagement and conversion.

By using its Kreator channel to create authentic content, Klook is planning to leverage the power of social media to connect travellers to the best of what Singapore has to offer. From beauty and fashion to food, this digital-led campaign aims to engage and inspire social media-savvy travellers in Southeast Asia to experience the unique local Singapore flavour for themselves.

Talking about the partnership, Sarah Wan, general manager of Klook Indonesia, Malaysia, and Singapore, said, “Singapore has been a key destination leading travel recovery within Southeast Asia, and we’re excited to once again partner STB. We aim to inspire travellers by highlighting how Singapore makes unexpected, diverse and unique experiences possible.”

Meanwhile, Terrence Voon, executive director, Southeast Asia of STB, said, “We are delighted to team up with Klook to strengthen Singapore’s position as a compelling travel destination and leading events hub in Southeast Asia. Our new initiatives aim to drive tourism recovery and highlight distinctive experiences that make each journey to Singapore memorable. They will also complement STB’s new Made in Singapore campaign, which showcases how our city transforms ordinary moments into extraordinary experiences.”

Sydney, Australia – It’s Friday, an independent creative firm, has appointed Heather Sheen as its head of strategy. Sheen will energise the agency’s strategic vision and improve its overall performance by accelerating brand growth. 

Sheen was most recently Head of Strategy at R/GA Australia. Prior to that, she worked at DDB Sydney as a Planning Partner. 

With over 20 years of experience in the field, Sheen has led the way in strategic thinking for companies like Nestlé, Amazon, Westpac, Transport for NSW, and Coca-Cola. 

Speaking about the appointment, Pete Bosilkovski, CEO and Founder of It’s Friday, said, “Heather is the perfect addition to It’s Friday’s leadership. She has had a non-linear path in strategic planning starting out as a creative, where she learnt how the power of strategy could unlock disruptive creativity. Great strategies are useless if they can’t be brought to life effectively and this is one of Heather’s strengths.” 

He added, “Heather is a modern planner bringing with her a tonne of big brand experience like Westpac and Coca-Cola. Heather will be a great influence on our planning department and clients’ businesses. We are just thrilled to have her on board.”

Meanwhile, Sheen expressed, “It’s Friday has experienced phenomenal growth over the past two years. I’m thrilled to be joining Pete, Vince, Jeremy, and the team at such a pivotal point in their journey. I can’t wait to get stuck into driving growth for both clients and the agency.” 

Singapore – The board of directors of Genting Singapore has approved a S$6.8b investment to propel its integrated resorts brand Resorts World Sentosa as a premiere tourist destination in Asia.

“We are confident that this investment will firmly anchor RWS as the most sought-after tourism destination in Asia, and propel the Group’s strong future growth. This investment will be funded through internal resources,” the company recently stated.

According to the company, its development on The Waterfront has received government’s provisional permission with construction set to commence in 2024. Moreover, it will comprise approximately 700 hotel keys and experiential  lifestyle content in a captivating blend of biophilic architecture that is designed by award winning firm Benoy.

In addition, the transformation of the Forum, the Minion Land in Universal Studios Singapore and the Singapore Oceanarium spaces are progressing well and expected to soft open in early 2025.

The new announcements comes after Genting Singapore recently announced the results of its third business quarter earnings, which saw benefit from the sustained recovery of travel and tourism as it grew 31% quarter-on-quarter to $350.4 million.

Hong Kong – To showcase the benefits of California-grown citrus amongst Hong Kongers, Sunkist has turned to traditional Chinese medicine (TCM) teachings to showcase its benefits to the locals, amidst a growing number of people moving towards traditional health methods to balance their ‘qi’ (translated as ‘vital’) energy.

To do this, Sunkist has worked with Edelman Hong Kong to look into the opportunities of how citrus can help with their wellbeing, while preserving some of the region’s oldest TCM recipes. 

In this unexpected move away from the familiar stories of Vitamin C, the brand has created the Sunkist Citric Essence, a qi balancing formula, and launched a platform for people to share and preserve their own unique recipes, thereby educating Hong Kongers on the health benefits of the Sunkist Navel orange in the world of TCM.

Sunkist has also enlisted local Chinese Medicine practitioner Dr. Winson Poon, Master of Chinese Medicine from the Chinese University of Hong Kong, to develop this new elixir. 

Said concoction has been designed to battle a modern-day issue in Hong Kong: the ‘seasonal slump’, a weariness and lowering of energy caused by the city’s humidity and constant changes in pressure and temperature, as people move between the airconditioned indoors and the warm outdoors. The TCM-formula was released online as an open recipe for anyone to easily recreate and start enjoying the benefits of California-grown citrus at home.

John Koay, regional executive creative director at Edelman, said, “As we partner with Sunkist to celebrate its 130th anniversary, we are taking inspiration from generations-old traditional Chinese herbology and adding a California-grown orange twist to it – maximising the flavorful experience and health benefits our citrus brings to the table.”

He added, “We hope this modern formula gives consumers a new reason to explore the benefits of Traditional Chinese Therapy and the benefits of Sunkist’s California-grown citrus.”

Meanwhile, Dr. Poon commented, “Wellness is a big trend in Hong Kong, and Traditional Chinese Herbology should be at the center of this. Applying our ancient profession to more modern needs is a way to keep our profession relevant to young Hong Kongers.”

He added, “Oranges, when paired with the right ingredients, can regulate qi-flow to remove dampness from the body and aid digestion. Inspired by traditional folk wisdom and modernised Chinese medicinal knowledge, we are reimagining the California-grown orange, unlocking its full benefits for Hong Kongers to combat the hustle and bustle of the city.”

Singapore – Global socially-led creative agency We Are Social has announced its appointment of Omar Sotomayor as its regional executive creative director in Southeast Asia.

In his new role, Sotomayor will oversee the agency’s creative vision and strategy in the region, lead creative excellence, and manage a creative team of more than 30, in locations including Singapore and Indonesia.

He will collaborate with clients, including Samsung Mobile, Netflix, and Google, to deliver innovation and effective creative solutions, while spearheading creative efforts across We Are Social’s specialist offerings in the Southeast Asia region. This includes the agency’s future-tech and innovation arm, .XYZ, which is led by the team in Singapore.

Sotomayor brings 18 years of experience in the advertising industry, and previously was executive creative director & regional community lead at Edelman Singapore, where he helped lead the transformation of the creative department and integrated solutions while driving growth through new business wins.

Speaking on his appointment, Sotomayor said, “I’m excited about We Are Social’s in-house capabilities, talent, and innovative spirit. They have a unique socially-led vision that combines tech and culture, opening doors to creative possibilities. I look forward to learning from the team and helping to reimagine our clients’ businesses.”

Meanwhile, Christina Chong, CEO of We Are Social in Southeast Asia, commented, “I was immediately drawn to Omar’s approach and dedication to his work, his way of thinking, and more generally, his passion for innovation and creativity.His exceptional knowledge and creative experience, alongside his deep understanding of the social and digital landscape, will be invaluable to our clients.”

“His leadership will take our creative teams in Singapore and Indonesia to the next level, all while driving forward the creative offering for .XYZ and in new markets for We Are Social in Southeast Asia,” she added.

Kuala Lumpur, Malaysia – As retailers now prioritise a safe shopping experience for customers, a recent survey revealed that 90% amongst 500 Malaysian online sellers indicated Shopee as a platform of choice.

According to the survey, Malaysian sellers also conceded how the platform was instrumental in protecting their businesses from any forms of online scams or fraud last year.

These insights have resulted in beneficial outcomes, one of which includes how sellers managed exceptional ratings while safeguarding their brand reputation, as well as the loss of followers and customer complaints. Another advantage is that businesses were able to avert any liabilities from scams coming from order cancellations and processing fees. 

Businesses have also maintained their long-term operations due to fewer business disruptions and client loyalty.

Committed to providing a risk-free shopping experience, Kenneth Soh, head of marketing at Shopee, said, “These findings demonstrate the high level of trust that Malaysian sellers have in Shopee’s ability to provide a safe and secure platform for their businesses.”

Furthermore, the survey yielded insights from Malaysian sellers’ preferences for securing their customers’ online safety. Among these factors, 47% stated that they have already established strong operational safety standards by complying with Shopee’s safe policies and guidelines.

35% of them were verified as Shopee Mall, Preferred+, Preferred seller, with a hundred percent authenticity policy, strict adherence to the 15-day return/refund policy, and no less than 95% of products listed as ready stock.

On the other hand, at least 17% of sellers have guaranteed their customers the safe payment options and return or refund policies offered by Shopee. 

“Our platform offers a variety of innovative features and protections that help to keep customers safe, such as Shopee Guarantee, secure payment options, and Preferred+ and Shopee Mall verification programs. Shopee also works closely with law enforcement agencies to combat fraud and protect its users,” Soh added.

Bangalore, India – Indian energy solutions brand Luminous Power Technologies has launched a new campaign this Diwali that takes their philosophy of illuminating lives to the masses. Conceptualised by Grey India, the campaign was launched with a heartwarming film that highlights the difference such gestures can make in the lives of those around us.

The campaign via Grey India captures the essence of Diwali and shows the importance of spreading light and happiness in the lives of others, as Luminous urges India to make this Diwali about celebrating the spirit of giving and making a difference in someone’s life.

The campaign film features a father who works hard as a driver and takes errands to get his daughter through school, in which she’s having a bit of difficulty studying at night since power outages are common. Then the father’s boss helps him out by giving him a proper alternative light source for this Diwali, literally bringing light into their lives. 

Talking about the campaign, Neelima Burra, chief strategy and transformation officer at Luminous Power Technologies, said, “Luminous has always been at the forefront of innovation and social responsibility. The campaign highlights our deep commitment to lighting up not only homes but also lives to dream bigger and achieve higher. In a country where long power outages are common, we remain dedicated to lighting up lives in India.”

“This Diwali, let us join hands to express our gratitude and spread the joy of giving. Together, we can make this Diwali truly special by spreading light, happiness, and hope, ensuring that the light of progress reaches everyone, even in the darkest hours,” she added. 

Meanwhile, Anusha Shetty, chairperson and group CEO of Grey Group India, commented, “Power Cuts are real in India, and living in larger homes with inverters and solar solutions, we sometimes miss seeing a reality. Many of us already help with fees and clothes, but our extended family requires a bit more power in their lives. I am glad we could partner with Luminous on this Diwali vision.”

Singapore and Mumbai, India – Digital ecosystem enabler Tata Communications has announced its recent partnership with Singapore Airlines (SIA) yesterday, November 7. The multi-year agreement is aimed at transforming the airlines communication and collaboration tools for better user experience and employee productivity. 

In this strengthened alliance, SIA and Tata advance a transformative initiative that enables SIA users to be connected and collaborative anytime and anywhere through the Tata Communications Global Rapide platform. This new endeavour includes enabling SIA to incorporate intelligent customer call routing into their global customer service centres for seamless customer experience.

Furthermore, the Tata Communications MOVE will be responsible for the swift and secure exchange of critical flight and passenger data on pilots and crew tablets. This lead will work towards achieving significant cost savings while also ensuring the expedited flight turn-round and enhanced on-time performance. 

Amitabh Sarkar, Vice President and Head of Asia Pacific and Japan Enterprise said, “We take great pride in our long-standing relationship with Singapore Airlines. As a global CommTech player, we are privileged to be chosen as their partner in progress as they emerge stronger than ever and strive to create new benchmarks in customer experiences.”

Over the last five years, the two have already established long-standing associations and with this new endeavour, they are set to embark on intelligent and intuitive digital solutions.

Singapore – Virtue APAC, the advertising agency powered by VICE, has appointed Martin Soendergaard as its executive creative director following continued organic and new client growth. 

In his new role, Soendergaard will oversee and guide the agency’s entire creative output across its offices in Singapore and India, in addition to growing and developing a team of creatives working across global and regional clients such as Coca-Cola, Diageo, and Shiseido.

Soendergaard joins Virtue APAC from We Are Social Singapore, where he was ECD for more than two years, delivering global and regional work for brands including Samsung, Activision, Amazon Prime Video, and Bandai Namco.

Originally from Denmark, Soendergaard has worked internationally for the past 16 years at agencies such as CPB, 360i, and BBDO, leading diverse teams responsible for developing global multi-platform campaigns. His extensive portfolio includes iconic brands in culture like Absolut, Volkswagen, Ford, Burger King, Bose, and Porsche. 

Speaking on his own appointment, Soendergaard said, “Virtue APAC is doing really innovative and creatively driven work such as the recent Coca-Cola Creations’ Y3000′ and ‘Soul Blast’ launches and its ‘Walk Beyond’ brand platform for Johnnie Walker that spotlights the progressive creative culture born from the streets of Southeast Asia.” 

“Everything they do is rooted in deep cultural insights, and I’m looking forward to helping our clients think differently while championing and building the brilliant creative talent within the agency. I couldn’t be more excited to join the Virtue family,” he added. 

Meanwhile, Lesley John, managing director at Virtue APAC, commented, “Martin joins Virtue as we partner with more ambitious clients wanting to build their brands inside culture. His extensive experience at leading global agencies, combined with his strong social capabilities and passion for effectively using tech, make him ideally suited to drive our creative offering.” 

“He is a proven leader with a reputation for collaborating and motivating his teams to maximise creative opportunities. His international and regional knowledge will be a major asset, and I’m delighted to welcome him to our growing Virtue APAC team,” she concluded.