Tag: Marketing

New York, USA – Global media and marketing holdings company Omnicom has announced that it has agreed to acquire Flywheel, the digital commerce business of Ascential, for US$835m. It should be recalled that Ascential recently integrated its 10 digital commerce sister brands to form Flywheel.

The acquisition is expected to close in the first quarter of 2024 and is subject to Ascential shareholder approval, regulatory approvals, and customary closing conditions.

Moreover, Flywheel will operate as a practice area within Omnicom and will be led by Duncan Painter, who currently serves as CEO of Ascential.

“By connecting Flywheel Commerce Cloud’s product and transaction data with Omni’s audience and behavioural data, we are poised to offer an end-to-end set of services that outpaces the competition. We aim to empower our clients to automate, optimize, and measure their digital commerce and media spend within an increasingly complex marketplace,” Painter said.

Currently, Flywheel’s services enable top brands to sell more goods across hundreds of digital marketplaces, such as Amazon, Walmart, and Alibaba.

With a workforce of more than 2,000 professionals, Flywheel provides services in retail commerce operations, media execution, and market intelligence to over 4500 brands. These services are reinforced by their advanced technology platform, Flywheel Commerce Cloud, which delivers near real-time insights to improve decision-making and boost sales.

Meanwhile, John Wren, chairman and CEO of Omnicom said, “E-commerce sales worldwide are set to increase by 50%, reaching about $7 trillion dollars by 2025. The acquisition of Flywheel significantly broadens our reach and influence in the rapidly expanding digital commerce and retail media sectors, two of the fastest-growing parts of the industry. Together, we will seamlessly integrate our offerings across retail and brand media, digital and in-store commerce, and CRM, ultimately delivering superior results for our clients.”

Malaysia – Nadia Omer has been named as the new chief executive officer of Airasia MOVE, effective October 26, 2023. She succeeds Mohamad Hafidz Mohd Fadzil, who has been acting CEO of airasia MOVE since April of the same year. 

Omer has a track record in category conversion, consumer habit change, and ecosystem value creation, with her early career at P&G as well as roles at Nestle and PepsiCo. Prior to joining airasia MOVE, she was the chief business officer for Cars24 Southeast Asia. Her experience qualifies her to guide airasia MOVE toward its goal of becoming the region’s preferred travel platform that provides the best value. 

Speaking about the appointment, Tony Fernandes, CEO of Capital A and executive chairman of MOVE Digital, said, “We are excited for the future of airasia MOVE, as we welcome Nadia into what we will say is a pivotal moment for the organisation. I have been actively interacting with Nadia since the initial announcement of her appointment back in September and have no doubt that she will hit the ground running the moment she officially steps in.” 

He added, “As announced last month, we are entering into a new era of travel innovation, and I believe that Nadia’s multifaceted background has uniquely positioned her to lead airasia MOVE forward as Asean’s preferred one-stop travel platform. She will also be working closely with BigPay, led by Zubin Rada Krishnan to offer seamless access to travel and financial services on one single platform, with integrated financial features.” 

“I would also like to thank Mohamad Hafidz for his contributions as the acting CEO of airasia MOVE for the past six months, as he moves on to another role within the Capital A Group,” Fernandes remarked. 

Meanwhile, speaking about her appointment, Omer said, “It’s a privilege to take the helm of airasia MOVE, and I look forward to working with Allstars across the region to create the next growth curve in our journey. I’d like to thank Tony Fernandes for putting his trust in me and count on his continued mentorship to MOVE the business forward. 

She added, “My first priority and commitment is our airasia MOVE customers, always offering best-in-class value and industry-leading products to make travel that much easier, safer and fun. I count on our teams to make every trip a delightful one so that we can win our customers’ hearts to make airasia MOVE the travel app of choice in Asean.” 

London, United Kingdom – Global brand and design consultancy Landor & Fitch has announced its appointment of Liz Wilson as its new group chief integration officer.

Prior to joining Landor & Fitch, Wilson served as Managing Director, growth and integration for Accenture Song Europe, and previously as chief operating officer across Karmarama’s diverse group of capabilities, bringing over 25 years of expertise in advertising, branding, digital and customer experience and is a specialist in integrating these disciplines to drive growth.

In her new role, Wilson will be responsible for bringing together Landor & Fitch’s growing group of brand and design specialist agencies to create unique integrated client solutions.

Speaking on her appointment, Wilson said, “I’m thrilled to be joining Landor & Fitch in this exciting new role. I’m looking forward to bringing together everything I’ve learned in creative and professional service businesses elsewhere to help continue the rapid growth already being driven by the enhanced range of skills and capabilities.”

“I’m particularly looking forward to working with the talented Landor & Fitch team to create broader, bolder, more innovative solutions with the power to transform our clients’ brands and businesses,” she added. 

Meanwhile, Jane Geraghty, global CEO of Landor & Fitch, commented, “We are delighted that Liz is joining our team. With the expansion of our offer, and our new specialist partners, Liz is uniquely qualified to help us unite our teams and strengthen our offer for clients.” 

“Her extensive experience and track record of transforming and growing creative businesses make her the ideal candidate to lead our integration and growth efforts as we continue to evolve our offer to meet the needs of our ambitious clients. We are also delighted to bring another strong, inclusive female leader into our leadership team,” she concluded. 

Wilson’s appointment is part of Landor & Fitch’s ongoing strategy to expand its offer to meet the evolving needs of their clients as the group has brought in new capabilities, including ManvsMachine for motion design, Fitch for experience design, bdg for workspace design and most recently, amp for sonic branding, to offer truly multi-faceted brand-led design solutions.

Asia Pacific – Global digital experience analytics company Contentsquare has announced the appointment of Jean-Christophe Pitié as its new chief marketing and partnerships officer to lead the marketing organisation and partnerships.

In his new role, Pitié will lead the company’s global marketing initiatives, focusing on strengthening the brand and driving customer demand in markets around the world. He will take the helm of the marketing organisation and oversee strategic partnerships.

Pitié will also be responsible for identifying, nurturing, and enhancing strategic alliances with key partners. He is expected to grow Contentsquare’s rich partner ecosystem worldwide.

With a solid track record of leading global companies through their digital growth and transformation journeys, Pitié brings with him an expansive portfolio of scalable and world-class demand generation strategies.

Prior to his new appointment, he spent more than two decades at Microsoft, where he played a key role in Microsoft’s journey to cloud-based solutions. He was involved in the launch of Office 365 for consumers and Microsoft 365 for businesses.

Additionally, Pitié also led Microsoft’s digital stores division at the company’s global headquarters in Seattle. More recently, he served as chief operating officer at Microsoft France, where his duties included executing Microsoft’s go-to market and strategy within the French market.

Jonathan Cherki, CEO and founder of Contentsquare, said, “We couldn’t be more excited to welcome Jean-Christophe to the team. Not only does he have an impressive track record of bringing innovative technology to market, he also embodies our company values and puts his team first with everything he does.”

“Contentsquare is at an exciting stage of its journey, and Jean-Christophe’s deep expertise in tech will be incredibly valuable as we continue to grow. We couldn’t think of a better person to activate our brand vision and partner strategy,” he added.

Speaking on his appointment, Pitié also shared, “Having access to a holistic understanding of customers is critical in today’s business landscape, and Contentsquare is leading the way when it comes to customer experience insights. I’m thrilled to join the company at this exciting moment in time and to help bring its unique insights to more teams.”

Singapore – This upcoming holiday season, spending amongst Southeast Asian shoppers will be skyrocketing, according to a study conducted by marketing and monetisation technologies provider InMobi, which surveyed 1,000 smartphone users in Indonesia, Singapore and the Philippines.

Data from the study suggests that 60% of respondents said that they will be increasing their budgets for online shopping for the season, which also means that 90% will increase or maintain online shopping budgets when compared to 2022.

On the other hand, the majority (73%) of respondents plan to hybrid shop this holiday season, with mobile being the preferred medium at every phase of the shopper’s journey whether they are online or offline.

Shoppers cite app-only discounts and convenience as the top-two reasons they turn to mobile, with 86% of shoppers in Southeast Asia using mobile for exploring; 81% choosing mobile to make the final purchase; and 63% use mobile to search for products.

The study also identifies three buyer personas, the category explorers (58%) who have decided on products to shop but not brands, the bargain hunters (29%) who seek incentives before they make their purchases, and the brand lovers (13%) who know both the products and the brands they want. 

Interestingly, there is a sharp rise in the number of category explorers compared to the previous year, when only four in ten shoppers used to fall in this category. This means more Southeast Asian shoppers are keeping their eyes open than before as they shortlist which products and brands to choose.

Furthermore, other notable insights from the report show that over half of Southeast Asian consumers showed a tendency to shop on their phones after 4pm, and that single-digit and double-digit shopping festivals are record breakers, showing that they continue to be the most anticipated and popular sale events of the year for Southeast Asia’s shoppers.

Lastly, fashion and accessories, gadgets, and personal care products including cosmetics are items that are most likely to be bought online, whilst items such as jewellery, home appliances, gift packs, and holiday-focused groceries, will likely be browsed or purchased offline.

Talking about the results, Rishi Bedi, managing director, Asia Pacific, at InMobi, said, “Traditionally, Southeast Asia is a region where physical stores have played a prominent role. While our study found that stores are still important for shoppers here, it is exciting for us to note that more consumers are planning to use mobile as well during their shopping journey, and in fact, it is playing a dominant role.”

“With the excitement for the end-of-year shopping festivals and an appetite for exploring brands and products being at an all-time high, it is essential for marketers and retailers to be present effectively throughout Southeast Asia’s shopping journey,” he added.

Manila, Philippines – As customer engagement continues to evolve significantly with technological advancements, changing consumer expectations, and shifts in marketing strategies, knowing how to utilise it to its maximum potential plays a central role in attaining success in businesses across all industries. 

But with the state of customer engagement being dynamically complex, how can companies obtain a deep understanding of customer behaviour to position themselves to thrive in the competitive business landscape?

To explore the latest trends, technologies, and tactics in the field of customer engagement, MARKETECH APAC presents its latest half-day conference this November 21, 2023, from 9:30 AM to 12:00 PM, at Seda BGC in the Philippines. Titled “What’s NEXT 2024: Customer Engagement in the Philippines”, the conference aims to equip attendees with the knowledge and tools needed to stay ahead of the curve when it comes to customer engagement.

The conference will be showcasing a keynote address which will be followed by a panel discussion. The conference will also feature fireside chats, a case study presentation, and networking gatherings–creating a valuable event for participants to acquire knowledge, collaborate, and share thoughts with both industry experts and fellow professionals.

Alex Crouch, strategic enterprise lead at Braze, will then be starting with a keynote presentation on trends in customer engagement such as using data analytics and AI to enhance interactions and services. 

Meanwhile, composed of marketing leaders from renowned brands, the panel discussion that follows features:

  • Gino Riola, chief marketing and communications officer at Allianz PNB Life
  • Lorenzo Canaria, head of growth marketing for FUSE at Gcash
  • Albet Buddahim, chief marketing officer at PRIMER Group of Companies
  • Raenald Renz De Jesus, head of marketing for Philippines at ShopBack
  • Katrina Navarro, growth director at UnionDigital Bank
  • Sarah Chan, regional account director at Braze

Specifically, the panel discussion will be delving into the following topics:

  • The Role of Personalisation in Conversational Marketing
  • Unlocking Technological Potential for Elevated Customer Experience and Engagement
  • Creating Authentic Conversations

Additionally, Sheila Paul, chief marketing officer at Home Credit Philippines, will be hosting a fireside chat tackling how Home Credit will adapt for 2024 and beyond in terms of customer engagement, and how it has evolved in the financial service industry.

Lastly, Lincoln Choo, solutions consultant at Braze, will be presenting a case study showcasing real-world insights from leading brands on successfully engaging Philippine consumers, the best practices for creating personalised and impactful campaigns, and how technology and data-driven strategies are leveraged for effective consumer interactions.

“We are delighted to host the first ‘What’s NEXT 2024: Customer Engagement in the Philippines.’ This groundbreaking event will not only shape the future of customer interaction but also ignite a transformative journey for businesses and consumers alike. Join us in this pivotal moment, where innovation meets connection, and together, let’s redefine the landscape of customer engagement in the Philippines,” said Joven Barceñas, founder and CEO of MARKETECH APAC.

What’s NEXT 2024: Customer Engagement in the Philippines is made in partnership with customer engagement platform Braze. This conference is also a free-to-attend event for select brand marketers. Catch this conference on November 21, 2023, at Seda BGC by registering HERE. See you there!

Singapore – Southeast Asian digital solution partner Intrepid has recently announced its integration with its 10 Ascential digital commerce sister brands and rebranding to form a single, global brand known as Flywheel.

This integration marks a significant brand transformation and underscores Flywheel’s commitment to evolving with the dynamic digital commerce landscape, promising sustainable growth in the world’s vast and complex digital marketplaces.

Through the integration, Flywheel incorporates the unique capabilities of 11 brands, which were all under the Ascential Digital Commerce umbrella, allowing for comprehensive services ranging from media and retail, managed and self-service to consulting and retail insights.

Furthermore, this combination of companies also amplifies Flywheel’s client list, with clients carrying over from previous brands, notably having over half of 2022’s top 100 publicly listed companies by revenue.

As an integrated brand, Flywheel offerings include AI-powered ad optimization to ensure maximum reach and conversion, advanced analytics and machine learning provide clarity on market trends, as well as automation and bespoke consulting to help brands navigate the intricate media landscape.

Jasper Knoben, chief executive officer of Flywheel SEA, said, “I am excited for this next chapter as we become Flywheel. This evolution will allow us to tap into our global network, expertise and technology much more effectively, allowing us to accelerate partnerships and bring more sophisticated technology and a wider range of services and capabilities to South East Asia, to deliver even better outcomes and offer more competitive advantages for our clients.”

Meanwhile, Duncan Painter, chief executive of Flywheel, commented, “The retail world is fiendishly complex and ever changing. But the goal of each brand remains the same – to use all the available data and the best technology to drive sales and scale profitably. Today we enter a new chapter. With our unique capabilities and expertise, close marketplace partnerships, and unrivalled data sets, the new Flywheel empowers brands to not just adapt but thrive in the rapidly evolving digital landscape.”

Shanghai, China – KAWO, China’s social media management platform, has announced an expansion of its strategic partnership with Hootsuite. This collaboration aims to provide international brands with better access, deeper insights, and increased operational efficiency in China. 

The partnership expands on an existing collaboration by focusing on three key verticals: education, pharmaceuticals, and financial services. This collaboration has enabled global marketers to manage both global and Chinese social media networks through a unified platform on Hootsuite.

Through this partnership, international marketers will have access to KAWO within Hootsuite, enabling them to manage and analyse content across Chinese and international social media platforms like Facebook, Instagram, Weibo, and WeChat. It provides a combined content management and data analysis solution. 

Marketers may utilise evolving trends in order to craft experiences that connect with their target audiences and improve performance by providing real-time data analysis and insights across multiple markets. 

Speaking about the partnership, Alex Li, chief executive officer of KAWO, said, “Global marketers and brands are increasingly looking to power their campaigns and drive performance in China’s rapidly evolving social media landscape. From platform selection to creating engaging content and accurately measuring ROI, brands and marketers want cutting-edge solutions that help them be more strategic and dynamic in their local campaigns.” 

He added, “Our enhanced partnership with Hootsuite will make it more seamless for marketers to make timely, data-driven decisions by providing much- needed visibility and understanding on a single platform, enabling them to channel their focus towards delivering engaging, impactful campaigns in China.” 

Meanwhile, James Partington, director of partnerships programs, Hootsuite, said, “For over 15 years, we’ve been helping brands grow online by delivering best-in-class social media tools that drive efficiency and results. We are excited to strengthen our partnership with KAWO, having seen the benefits our early collaboration/integration provides to our customers.” 

“Working together in a broader partnership, we look forward to delivering enhanced productivity in a collaborative ecosystem that will boost the competitive advantage for our customers,” Partington added. 

Singapore – With the launch of its new travel campaign ‘Shall We Just Go?’, Changi Airport Group aims to show that one can enjoy the thrill of travelling without the hassle of planning every minute of the trip.

Featuring six enchanting mystery destinations, anyone who is ready to fly within 30 days can participate and the lucky winners will be whisked away to a mystery destination for the payment of just S$1.

Each of the mysterious destinations in the 12-week campaign is served by direct flights from Changi Airport within a four-hour flying radius. Competition participants simply have to indicate that they can take off in the next 30 days, and will be in the running for the draw.

With the campaign being open to all Singapore residents, two lucky winners will be selected every week, with one of them being a Trust Bank customer. Two more winners will be selected towards the end of the campaign and winners can choose their holiday destination from any of the six. Additionally, this prize package includes a pair of return air tickets and S$500 worth of Trip.com vouchers for accommodation.

Launched in partnership with travel agency Trip.com and Trust Bank, Changi Airport’s ‘Shall We Just Go?’ campaign features offerings by Trip.com, and travel solutions by Trust Bank to help the winners attain a worthwhile and meaningful travel experience. 

Lim Ching Kiat, executive vice president for air hub and cargo development of Changi Airport Group, said, “Here at Changi Airport, we believe that travel should be an exhilarating adventure. ‘Shall We Just Go?’ aims to capture the joy of spontaneity and anticipation of travel, blended with the ease of embarking on journeys without preconceived notions and meticulous planning.”  

“We see this campaign as the start of a movement aimed at promoting ‘simpler’ travel, leveraging the wide connectivity that Changi Airport offers as an air hub, affordable airfares, and the numerous lesser-known destinations in the region waiting to be uncovered for that unique experience you can call your own. The campaign also supports our airline partners and the myriad of destinations that they fly to,” he added. 

‘Shall We Just Go?’ is part of a broader campaign under a memorandum of understanding (MOU) between CAG and Trip.com Group to spur travel. The MOU deepens the partnership between the two companies, tapping into Trip.com’s reach in the world’s largest outbound travelling market and Changi Airport’s strong connectivity to cities in the Southeast Asian region, many of which are popular with both Singapore and Chinese travellers.

Singapore – Initiative, an IPG Mediabrands media agency, has been named the media agency of record for Finnair, Finland’s full-service legacy airline. This appointment followed a competitive pitch review in September of the same year. 

The appointment of Initiative as Finnair’s official media agency is effective right away.

The assigned task for Initiative will be the management of media strategy, planning, and buying across all digital channels, and it will initially cover four Asia-Pacific markets Japan, South Korea, Singapore, and Hong Kong. 

Initiative’s strategic model, developed around growth markets and a profound understanding of performance, was cited by Finnair as a key differentiator. 

Speaking about the partnership, Lara Allan, team lead of growth marketing and technology at Finnair, said, “In our centenarian year, Finnair is thrilled to embark on a new chapter, sharing the rich story of our brand and exceptional product with travellers from APAC who aspire to explore Europe and beyond. We are proud to announce our strategic partnership with Initiative, whose strategic insights, local expertise, and expansive media network perfectly align with our vision.” 

She added, “As we look ahead to 2024, the future holds incredible promise, and we are eager to continue expanding our presence in Asia.” 

Meanwhile, James Smyllie, president of Initiative APAC, said, “We are very excited to add Finnair to our client roster. We see this new partnership as an opportunity to help Finnair build their brand Fame and delivering Flow-centric solutions that will elevate Finnair’s position as global trailblazer in aviation.”