Singapore – Marketing agencies undoubtedly have significant value to offer brands navigating a dynamic business landscape. Bringing in their distinct skills, expertise, and resources, agencies are indispensable for businesses seeking to reach their marketing goals. However, as in any industry, agencies face the challenge of competition, particularly the rising number of brands building in-house teams. 

In an exclusive interview with MARKETECH APAC, Kai Xin Lee, the newly appointed managing director at Meetsocial, shares how she is turning this challenge into an opportunity by leveraging expertise and technology to elevate the marketing agency’s presence in Southeast Asia (SEA).

Agency priorities

Kai previously took a break from working in an agency, committing instead to advisory roles in different tech start-ups. However, she shares that this only made her miss “the fast-paced, dynamic nature of working in an agency.” 

Seeking the excitement of agency work, Kai took the opportunity with Meetsocial when it came up.

“What drew me most was the unique chance to not only lead a Singapore-based agency but also spearhead growth across the Southeast Asia region—a market I’m deeply passionate about. The challenge of building and expanding Meetsocial’s presence in this vibrant and diverse region is something that truly excites me,” she said.

As the managing director at Meetsocial, Kai prioritises uplifting the agency’s position as a leading digital advertising partner in SEA. Her aim is to boost its presence in the region, leveraging data and expertise to achieve the goal. 

“While Meetsocial’s global scale is impressive, with over $5 billion in media spend across more than 40 platforms, there is little awareness of their capabilities in this region. My goal is to bridge this and establish Meetsocial as a trusted, go-to partner for businesses looking to drive measurable outcomes through digital advertising,” she said.

Accumulating experience

Kai has almost 2 decades of experience in the marketing industry, specifically from elevating Wild Advertising as one of the top independent agencies in Singapore. She plans to apply these experiences from her previous roles to leading sustainable and long-term growth for Meetsocial.

“My strengths lie in strategic planning and creative impact—areas that complement Meetsocial’s existing expertise in online media planning and optimization. By aligning these strengths, I believe we can offer more holistics integrated marketing services that deliver exceptional results for our clients,” Kai said.

Upon joining the company, Kai also brings her belief in people as the key to success in an agency, fuelling her plans to build a strong team.

“I take pride in being a team builder, and in this role, I’ll focus on recruiting the right talent and nurturing the current team through training and mentorship. A motivated, skilled, and cohesive team is essential for driving success, and I’m committed to creating an environment where everyone can thrive,” she said.

Reasserting agency value

One challenge that agencies are facing in the industry is the trend in brands creating their own in-house teams, eliminating the need for outsourcing in agencies. Kai shares how these in-house teams handle performance marketing, copywriting, and design, which were traditionally part of an agency’s duty.

“Having worked on both the client and agency sides, I understand the rationale behind this move—it offers control and, at times, cost efficiencies. However, I firmly believe there’s still a critical role for agencies,” Kai explained. 

“Agencies bring unparalleled value through their extensive data, insights, and learnings gained from working across diverse industries, markets, and clients. This depth of experience is essential for delivering optimal results, particularly when it comes to optimization and scaling campaigns,” she added.

Nonetheless, Kai observes that some of its clients who initially turned to in-house teams are re-evaluating their decision, since this setup does not always deliver effectively and cost-efficiently as expected.

“This presents a unique opportunity for agencies like Meetsocial to reassert their value and expertise,” Kai said.

Another opportunity that Kai sees is the use of artificial intelligence (AI), embracing its transformative capabilities in advertising as in every industry. At Meetsocial, Kai plans to leverage AI to resolve usual constraints involving time, resources, and budget.

“AI breaks down these barriers, enabling us to scale campaigns faster, create content more efficiently, and drive better ROI for our clients. By leveraging AI strategically, we can unlock new levels of creativity and performance, ensuring Meetsocial stays ahead in this rapidly evolving landscape.”

By turning challenges into opportunities, Kai’s appointment and priorities does not only elevate Meetsocial as an agency, but the value of all agencies in the industry. Combining her experience and vision, she is set to lead while navigating an industry shaped by AI and constant change.

Singapore – Advertising agency Meetsocial announced the expansion of its digital marketing solutions expertise in Southeast Asia with the opening of its first international full-service office in Singapore.

Meetsocial’s expansion and new office come as part of the agency’s move to increase investment and personnel to support its current clients who market in Southeast Asia and offer its services to new clients based in the region.

The new Singapore office’s focus will be delivering core competencies such as advanced data analytics, comprehensive social media marketing, efficient search engine optimisation (SEO), and result-oriented content marketing.

Meetsocial will also employ regional talent, adapt products and services to international markets, build strategic partnerships with regional businesses, and tailor pricing and payment options to suit regional conditions.This approach will address the challenges of localization and cultural sensitivities while also enhancing Meetsocial’s competitiveness in the Southeast Asian market and driving its growth.

Additionally, the ad agency will harness its expertise in personalisation, artificial intelligence integration, and multichannel marketing strategies to ensure adaptability and seize new opportunities in the ever-changing digital landscape.

Earlier this year, Meetsocial started assembling its regional team and has established a partnership with Singapore-based digital design company Verz Design to enhance their full-funnel service. The collaboration will enable Meetsocial to engage with clients across the entire spectrum of business needs, particularly when entering new markets.

Commenting on the expansion, Charles Shen, CEO and founder at Meetsocial, said, “Unveiling our international office in Singapore is a significant milestone for Meetsocial. Having achieved considerable success in developing effective digital marketing strategies worldwide, we are excited to bring our expertise to the dynamic Asian market. Singapore’s exceptional infrastructure and business environment will enhance our ability to deliver impactful, trend-responsive campaigns for our clients.”