Tag: Marketing

Singapore – Coca-Cola has recently announced the launch of Coca-Cola ‘Y3000 Zero Sugar’, a new limited-edition flavor accompanied by an AI-powered experience from Coca-Cola Creations. This flavor marks the first futuristic flavor co-created with human and artificial intelligence from Coca-Cola, aiming to celebrate an optimistic future.

The unique item offers consumers and fans a refreshing taste and a glimpse of what the future could look like by scanning the can and going through the Coca-Cola Creations Hub, where they can use the customized Y3000 AI lens to imagine what the world could look like in the future. 

Coca-Cola created the Y3000 experience by tapping into human and artificial intelligence to understand how fans envision the future through emotions, aspirations, colors, flavors, and more. Fan’s perspectives from around the world, combined with insights gathered from artificial intelligence, helped inspire Coca-Cola to create the taste of Y3000.

The product features a futuristic packaging design including light and optimistic tones, a Coca-Cola Creations logo composed of effervescent bubbles, and the Coca-Cola Spencerian Script with fluid dot clusters that merge to represent the human connections of our future planet. Co-created with artificial intelligence, the design showcases liquid in a morphing, evolving state, communicated through form and color changes that emphasize a positive future.

Coca-Cola Y3000 Zero Sugar is available in select markets around the world, dropping soon  in ASEAN & South Pacific with Australia rolling the new Creations first. The Coca-Cola Y3000 Zero Sugar drink follows the recently released Coca-Cola Ultimate Zero Sugar created for League of Legends players, which was made available in Singapore, Malaysia, and Indonesia early this year; and is currently available nationwide in the Philippines.

Oana Vlad, senior director, global strategy at The Coca-Cola Company, said, “Inspired by the timelessness of Coca-Cola, we want to celebrate everyone’s idea of what the future might look like. With the help of AI-powered technology, Coca-Cola Y3000 Zero Sugar imagines how a Coca-Cola from the future could taste and introduces innovative experiences to explore the future.”

Meanwhile, Tee Jae Sonza, trademark category head, Coca-Cola ASEAN and South Pacific Operating Unit, commented, “We’re excited to bring to life this latest innovation from our Coca-Cola Creations platform here in ASEAN & South Pacific as we continuously explore new ways to resonate with our consumers. The launch of Coca-Cola Y3000 Zero Sugar opens up the possibility of a world where humanity and technology can collaborate in harmony to create Real Magic.”

Singapore – Ogury, a global personalsed advertising company, has appointed Wilfried Schobeiri as its new chief technology officer. In this role, Schobeiri will work closely with Ogury’s executive team to improve and strengthen the business’s unique technology platform.

In his new role, he will be in charge of the company’s strategic technology vision implementation, improving its cookieless and ID-less solution at an important time in the market. He will be based in Paris, report directly to Ogury CEO Geoffroy Martin, and join the executive committee of the business.

With 20 years of experience in the technology sector, Schobeiri has a track record of managing large-scale, international technology projects and effective product development teams. He was the chief technology officer at Banyan, a fintech and data infrastructure company, before he joined Ogury. Prior to that, he served as senior vice president and chief product officer at Revantage, where he oversaw the creation of the product for Blackstone’s platform for real estate data.

During his time at MediaMath, Schobeiri held the positions of chief technology officer and chief product officer, where he oversaw the company’s global efforts in product strategy and technology development. 

Schobeiri was a board member for the IAB Tech Lab while working for various companies. A key contributor to the creation of the IAB Europe’s Transparency & Consent Framework during his tenure, he helped the industry establish a common language for expressing consumer preferences regarding the use of their data for advertising purposes. 

Additionally, he has served as the board chairman for several adtech and data companies, including Ocient, Ergatta, and Truthset. He is still doing this today, continuing to provide his knowledge to help them grow.  

Speaking about his appointment, Schobeiri said, “I’m excited to join Ogury because we are one of the few adtech companies that have fully embraced the technical shifts in the privacy landscape. A true precursor of change, Ogury anticipated market needs to provide advertisers with performance and relevance without collecting personal data, and I’m proud to be a part of that.”

Meanwhile, Martin commented, “We are thrilled to welcome a prominent industry and technology expert such as Wil to Ogury. His experience and knowledge, which lie at the intersection of RTB and privacy while also building and scaling high-performing teams, make him the perfect fit for us.”

Kuala Lumpur, Malaysia – Dating behaviors between Muslims have changed after the pandemic, with dwindling ‘meet-cutes’ and participants between the ages of 25 to 34 years old leaning on utilizing dating and matchmaking platforms, according to global creative agency, TBWA through its audience intelligence arm 65db Kuala Lumpur, and Malaysia-based Muslim insights unit, Halal Wave.

Data from the report suggests that Muslim singles in Malaysia are increasingly harnessing the power of technology in their search for love with close to 77.8% of leveraging on matchmaking platforms such as Muzz, Salams, and BaitulJannah to search for potential partners.

However, the report highlights that the quest for marriage among Muslims is not without its challenges. As Muslims live and interact in a culturally diverse background, conversations concerning interfaith marriage are a significant topic of interest. Specifically 62.3% of respondents are concerned about marriage regulations between different faiths as well as conversion to Islam as part of interfaith marriage.

Other challenges presented were 20.6% of respondents citing lack of guidance as the second largest barrier as they are unsure whether their approach in forming an acquaintance is aligned with Islamic teachings, 3.9% of respondents citing language barriers as a challenge, 3.0% of respondents expressing fears of being scammed in online dating and matchmaking realms, and 2.6% of respondents being worried about mismatched intentions when it comes to marriage.

The report also garnered several results through the use of identifiers between Malaysian Muslims using online matchmaking, with the first one being the ‘8 Areas of Marriage Readiness’ which lists out spirituality, character, family consent and blessings, communication, financial and security, health, future home, and finally, the Nikkah/Wedding.”

In the areas of marriage readiness, the study also concurred three distinct personas representing varying levels of commitment. First, ‘Someday, InshaAllah’ individuals seek knowledge for marriage without a fixed timeline. Second, ‘One Day, InshaAllah’ individuals actively plan for a stable future and family. Lastly, ‘Today, InshaAllah’ individuals prioritize marriage with a focus on blessings over extravagance.

Nazirah Ashari, head of 65dB Kuala Lumpur, strategy director at Halal Wave, TBWA\Asia, said, Household management, financial planning, and cost-effective wedding planning are amongst the many services that businesses can offer for all three different segments of the marriage personas. Undeniably, there is a growing need for businesses to empower and support marriage-minded Muslims throughout their journey towards matrimony. Faith-friendly offerings customized to different life stages will certainly do well in this day and era.”

Meanwhile, Hui Tsin, Yee, chief executive officer of TBWA Group Malaysia, commented, This concerted effort to gather data demonstrates our proactive stance in crafting strategies that resonate within this thriving and diverse demographic.”

Singapore –  Malaysian boutique communications consultancy IN.Deed Communications, has recently unveiled its strategic expansion into Singapore in line with commemorating its upcoming 15-year anniversary.

To kickstart the Singapore expansion of IN.Deed Communications, the agency has partnered with Limitless, a non-profit organisation dedicated to advocating the mental health and well-being of young individuals, to support their social media and PR initiatives.

This milestone not only underscores the company’s commitment to growth and innovation but also signifies their focus on supporting startups, entertainment, technology and healthcare sectors, as well as non-profit organisations in the dynamic Singaporean landscape, specifically in the areas of public relations, influencer marketing and ESG.

Leading this expansion will be Jarieul Wong, who recently served as the head of communications and CSR partnerships at Carousell Group, shaping sustainability narratives, reputation management, and corporate communications. With prior roles at global giants like Disney, Razer, and Sony Pictures and a strong track record and a passion for impactful communication, he is set to drive IN.Deed Communications to new heights in Singapore.

Furthermore, IN.Deed Communications Malaysia and Singapore will bring together various cross-border capabilities, enabling clients to tap into a broader market and gain more insights. The collaboration will foster a seamless exchange of market data, insights, and best practices, creating a thriving ecosystem for innovation and collaboration.

Talking about the expansion, Sophia Lee, co-founder of IN.Deed Communications, expressed her excitement about venturing into Singapore to continue their goal of empowering brands.

“We believe that our unique blend of experience, creativity, and dedication will enable us to deliver exceptional value to clients seeking to expand their market awareness and impact in a way that is marked with INtegrity, INspiration and INnovation,” she added.

Meanwhile, Janet Han, communications director at IN.Deed Communications, commented, “What truly sets us apart is our commitment to people and to do our best ‘in word and in deed’. We look at nurturing a collaborative and supportive environment where our employees thrive and our clients feel part of the IN.Deed family. Our mission is to ensure that both our team members and our clients’ brands achieve their full potential.”

Jakarta, Indonesia – A significant channel partnership has been announced by TenMax, an AI Martech company with its headquarters in Taiwan, and Infobip, a global cloud communications platform.

Through this partnership, marketing automation and digital transformation solutions will be made available to the Indonesian market.

TenMax was chosen by Infobip as a partner due to their experienced local engineering team and a track record of working with clients like Gojek. Gojek’s Gojek Ads Network (GoGAN), a comprehensive digital advertising solution, was supported by TenMax’s AI engineering.

TenMax Indonesia (TMI), a Jakarta-based subsidiary of TenMax, will offer its clients in Indonesia the full range of omnichannel messaging channels, tools, and solutions for customer engagement offered by Infobip. TMI will also provide customised implementation and service support on a local level.

With a focus on the unique requirements of its preeminent small and mid-sized enterprises (SMEs), Indonesia is a crucial market for Infobip. SMEs accounted for 97% of domestic employment in 2020 and nearly 56% of Indonesia’s business investment.

Furthermore, Indonesia is a developing, tech-savvy market distinguished by a young population. The digital native Gen Z in Indonesia, which makes up 52% of its 270 million people, spends 8.5 hours per day on their smartphones, 2 hours longer than the APAC average.

Jeremy Lin, general manager of TMI, said, “Infobip’s solutions help lower the barriers to marketing automation, which we believe is crucial to addressing the customer retention challenges faced by Indonesian SMEs.” 

He added, “They often have extensive customer lists but struggle to retain customers due to a lack of access to the right tools. Infobip is the perfect match for the Indonesia market, and we are thrilled to partner together.”

Meanwhile, George Ni, regional director of partnerships and alliances, APAC at Infobip, expressed, “We are delighted about our partnership with TMI and the opportunities it presents for Indonesian businesses. TMI’s deep understanding of the local market combined with Infobip’s powerful solutions will provide businesses with the essential tools needed to enhance customer experiences.” 

Ni added, “Together, we are well-positioned to make a positive difference that builds strong customer relationships in Indonesia.” 

Manila, Philippines – Acer Philippines recently launched their Acer Day #MakeYourGreenMark campaign in line with their 20th anniversary, aiming to amplify the brand’s message of Acer’s commitment to a more sustainable future to millions across the globe.

The campaign’s unique call to action helped boost Acer Philippines’ sustainability message through a combination of innovative promotions, CSR partnerships, and event entertainment. Notably, Acer Philippines also released their #AceYourWorld original song and music video featuring brand ambassadors Sarah Geronimo and SB19 as part of the campaign.

For the campaign, Acer Philippines mainly staged a ‘Green Mark’ concert featuring a line-up of famous Filipino artists, and fans earned tickets through green initiatives such as donations to The Green Earth Heritage Foundation and plastic contributions to The Plastic Flamingo. 

The concert was attended by 15,000 on-ground and online fans and reached over 714 million people worldwide. More importantly, the campaign raised funds amounting to over million pesos, which will be used to plant 5,401 trees to help in forest rehabilitation efforts and a donation of over 20 metric tons of plastic to be transformed into a range of sustainable construction materials.

MARKETECH APAC also reached out to Princess Laosantos, senior marketing manager at Acer Philippines, to shed more light on Acer Philippines’ sustainability efforts. 

When asked about the reason as to why Acer Philippines went for a concert initiative as a sustainability platform, Laosantos said that it was mainly because music speaks to all ages, which makes the initiative relevant and relatable.

“Our target audience is young, so we wanted to be relevant and relatable to them. What better way to do that than through music? Music is a universal language that speaks to people of all ages, and we wanted to convey our messages in a language understood by many,” she told MARKETECH APAC. 

It is also worth mentioning that prior to this concert initiative, Acer Philippines had already launched key efforts when it comes to sustainability through previous projects and their product lineup. 

“In 2021, we introduced the ‘Earthion (Earth Mission) Project’, which strives to be more sustainable by using recyclable materials and more sustainable processes to engage an ecosystem where our suppliers follow suit. We have also launched the Acer ‘Vero’ line, a range of products made from  20-30% post-consumer plastics in our computers, displays, accessories, and home appliances. We have also pledged to use 100% renewable energy by 2035 and net-zero carbon emissions by 2050,”she said.  

She also added, “We are very proud of the efforts that our employees, partners, and customers have made so far for the planet. We hope that they all continue to be responsible citizens for the environment. We also hope that they spread the word about what Acer is doing. We always say that sustainability is in Acer’s DNA. Sustainability is also the driving force for the future.”

APAC – Advertising agency Dentsu Creative has released its 2023 Global CMO Report, ‘Creativity at a Crossroads’, revealing that the current industry landscape is at a crossroads, but it is one empowered by creativity and technology.

Data from the report indicates that 30% of CMOs prioritize strengthening customer relationships, while 28% focus on engaging with changing audiences, responding to evolving consumer behavior, representing diverse audiences, and adapting to new technology.

It also states that CMOs seek tech-human experiences, with 87% agreeing brands are forged through experiences and 88% valuing alignment between customer experience and brand promise. CMOs have begun to embrace new interfaces such as voice, gesture, AR and AI. 

Additionally, CMOs are now prioritizing entertainment for brand building, investing in platforms like podcasts and programming. 79% agree that advertising is easier to ignore, and 80% see technologies like live streaming blurring content-commerce lines. Humor is resurging, with 58% aiming for joyful moments in advertising amidst crowded, uninspiring messaging.

Talking about AI, CMOs cautiously embrace AI, appreciating its efficiencies but doubting its ability to deeply engage customers. Notably, while some worry about AI’s impact on their jobs, 75% think it can’t fully replace human creativity.

CMOs also increasingly care about balancing purpose and profit, with 62% worrying about their impact on the environment and society, while 64% express concern that their media funding could lead to political polarization. However, 81% believe brands can use their budgets to support diverse voices, maintaining that advertising can be a force for good.

Lastly, CMOs prioritize creativity in response to audience demands for brand integrity and engaging content with 85% seeing creativity as an economic catalyst. Unlocking the creativity needed to thrive in today’s connected world sits firmly at the intersection of brand, experience, and culture. Fortunately, sweet spots are now emerging for brands and businesses to connect with modern customers in the spaces and places that matter most.  

Patricia McDonald, chief strategy officer of Dentsu Creative, observed, “To own the audience, we need to connect in the spaces and places that matter most to them. The challenge is that audiences are changing: they have new expectations, new behaviors, and new values shaped by a deeply connected world.” 

“Their expectations have soared while their attention has polarized-they can dive deeper than ever into the things they love and find it easier than ever to ignore the things they don’t. So, brands must be built in new ways through experiences, through culture, and through action. The choice is simple: engage or be ignored,” she added. 

Meanwhile, Amit Wadhwa, CEO, Dentsu Creative India, commented, “Now, in a world where AI threatens to steal the spotlight from human creativity, it is reassuring to see that a massive 73% of India’s marketers firmly believe that Generative AI will never outshine the boundless brilliance of the human imagination. Frankly, I couldn’t agree more. The report underscores this crucial juncture where creativity, technology, and strategic insights blend – setting the stage for an exciting future in the world of marketing.”

Hong Kong – KFC Hong Kong has unveiled a series of billboards throughout the city to promote the release of their newest product, the “FING FING Cajun Chips,” with the goal of capturing the curiosity of bystanders and causing them to shake their heads in wonderment to discover the product.

The marketing campaign makes engaging reference to the product’s name and defining characteristic (where “FING FING” stands for “shake” in Cantonese). Customers are urged to combine the chips and the Cajun seasoning sachet for an improved version of the Finger Lickin’ Good flavor and overall experience.

The billboards use a creative optical illusion that requires viewers to shake their heads in order to see a hidden message hidden within black lines. The simultaneous publication of other announcements about FING FING Cajun Chips in various press and media outlets throughout the city takes place at the same time as this strategy.

Speaking about the advertisement, Ms. Janet Lau, marketing director of KFC Hong Kong, said, “Our mission for this product is to get the whole of Hong Kong in the FING FING spirit and what better way to get the ball rolling than with the ads.” 

“It’s a simple way to connect the ads with the product incorporating the fun spirit of our brand,” Lau added. 

Meanwhile, John Koay, regional executive creative director of Edelman Hong Kong, said, “We want to get as many eyeballs on the new FING FING Cajun Chips launch as we possibly can – and playing with the product identity felt like the perfect way to do this in a playful and engaging way.” 

United Kingdom – Patrick Béhar has been appointed as the new global CEO of Kantar Media, a division of Kantar Group Holdings,which will take effect in September 2023. He will be in charge of a company that conducts media research and audience measurement on a global scale in this capacity.

Chris Allen, who led the executive team since 2022, will now focus exclusively on his role as global CFO of Kantar Media.

Béhar has 25 years of experience in the media industry, is the chief business officer of Sky Group, a media company and pay-TV broadcaster in Europe and a Comcast subsidiary. In this role, Béhar has been in charge of managing and improving Sky’s partnerships with content and distribution partners, as well as playing a role in increasing Sky Media’s advertising revenue.

Speaking about his appointment, Béhar said, “Media markets are undergoing unprecedented transformation, accelerated by new technologies and changing audience behaviours. With the widest and most rapidly expanding cross-media audience measurement footprint, Kantar Media is at the forefront of this transformation, uniquely positioned to unlock audiences and drive growth and value for clients.” 

He added, “I’m looking forward to leading this amazingly talented team, working closely with the board, our Chairman Adam Crozier and Chris Jansen, Chief Executive at parent company, Kantar Group.”

Meanwhile, Adam Crozier, chairman of Kantar Media, remarked, “Patrick brings a unique combination of first-hand client experience in equipping media companies to grow in a cross-media age and deep global advertising expertise.” 

“His appointment will strengthen the Kantar Media leadership team.  As we continue to drive our innovation agenda forward, I am confident he will fulfil the ambition we have for the business to cement its position, unlocking insight opportunities for our clients,” Crozier added. 

Singapore – Joanne Wong has been appointed by FleishmanHillard as the new president of its Asia-Pacific division. Wong, who has nearly twenty years of experience, has previously worked for the agency in roles like executive vice president, managing director for client services, and head of business development for APAC. Wong previously worked at FTI Consulting Strategic Communications as a senior managing director before returning to FleishmanHillard.

In her new position, Wong will oversee FleishmanHillard’s operational performance across nine nations in the APAC region. Her responsibilities will also include managing the growth and financial performance of the region, fostering the development of productive teams and colleagues, and providing leadership that places a strong emphasis on respect, collaboration, and inclusion as fundamental organizational principles.

Wong held a leadership position in the APAC region during her first 19 years at FleishmanHillard and contributed to the region’s expansion and success over the previous 20 years. Her most recent position involved managing regional operations and profitability while working closely with general managers to promote business growth and talent acquisition and retention in key geographic markets.

She also led teams that served clients in a variety of industries, including healthcare, energy, technology, manufacturing, and others. She also established and oversaw the organization’s APAC financial Services, public affairs, and healthcare practices.

Wong serves as an advisor to C-suite executives, offering guidance on media and special situation responses, including crises and market strategies. She also presents regional trend analyses to global client’s leadership and boards.

John Saunders, president and CEO of FleishmanHillard, expressed, “I am thrilled to welcome Joanne back to the agency in this key role for our global network.” 

He added, “Joanne’s experience is steeped in consulting and client service. And she has a proven track record of growth achieved by supporting colleagues and teams, creating new paths and opportunities for high-performing employees. She will undoubtedly help us generate growth and commercial results in the region and globally, deepening relationships with our current clients and helping to define the future of our company.”

Speaking about her appointment, Wong said, “I am very excited to return to FleishmanHillard, which nurtured and built my dedication and expertise in the communications profession.” 

“I look forward to collaborating with the leadership team in the region to co-create a network that is recognized for our distinctive capabilities to problem-solve for clients, and as the destination for the best talent to achieve their most-rewarding career experience,” Wong added.