Marketing Featured APAC

Merkle B2B appoints Min Zie Liyu as executive creative director for APAC

Singapore – Merkle B2B, the B2B arm of dentsu’s customer experience agency Merkle, has announced the appointment of Min Zie Liyu to the role of executive creative director for APAC. Based in Singapore, Min Zie will oversee Merkle B2B’s creative work with key clients in the region. 

Min Zie brings a wealth of experience and expertise in the creative space to the role. His career spans over two decades across advertising, communications and design in Japan and Singapore. He has previously worked at Bates Singapore, Bates141 Japan, OgilvyAction Tokyo, JWT and Wunderman Thompson

He has also previously led the creative strategy on major brands including HSBC, Changi Airport, Audi Japan, Lazada, Unilever, Johnson & Johnson, Housing Development Board, Kellogg’s, Heineken and Nokia. During his career, Min Zie has won almost 80 industry awards, including at Cannes, Ad Fest, One Show, Mob-ex, as well as JWT Singapore’s first Gold Effies and Media Grand Prix for SilkAir. 

Dentsu International shared that Min Zie’s expertise lies in crafting brand experiences that create lasting value and driving creativity that leverages insightful data and technology.

Farrokh Madon, chief creative officer of Merkle B2B for APAC, said, “Min Zie is an incredibly passionate creative talent. His creative storytelling leveraging data and tech have won accolades and [is] recognised worldwide. We are delighted to have him join Merkle B2B and bolster our strong creative team.” 

Min Zie himself commented, “I am excited to work with the talented team at Merkle to help companies create well-crafted and profoundly engaging customer experiences through creativity that leverages expertise in insightful data and tech empowerment.” 

Marketing Featured APAC

dentsu APAC names Farrokh Madon as new APAC CCO of Merkle B2B

Singapore – dentsu Asia Pacific has appointed Farrokh Madon, former chief creative officer at creative and CRM agency Wunderman Thompson, to be its new chief creative officer for APAC at B2B-dedicated CXM agency Merkle B2B.

Aside from his previous role at Wunderman Thompson, Madon has a career spanning Singapore, Amsterdam and India, where he has previously led various creative departments in Singapore at BBDO, McCann Erickson, and Y&R, which has been renamed VMLY&R following a merger with VML. He has also worked with major brands including BMW, Lazada, Johnson & Johnson, MasterCard, Gillette, and Caltex, as well as Suntory, and Diageo. 

In his new role, Madon, who will be based in Singapore, will be overseeing Merkle B2B’s creative directions and strategies to impart creative technology solutions and innovative customer experience. He will also be reporting directly to Kiaran Geen, the president of Asia Pacific at Merkle B2B, and Rhys Taylor, the managing director of strategy and creative for APAC at Merkle B2B.

Commenting on his appointment, Madon said, “When storytelling and technology hold hands, magic happens. I am looking forward to creating engaging brand stories and experiences with the talented team at Merkle B2B.”

Meanwhile, Geen shared that Madon will be bringing his wealth of experience and expertise in creativity and design to Merkle B2B with out-of-the-box ideas and digital solutions to their ever-evolving customer journey.

“We look forward to having him on board to share his insights in creating a unique brand experience and bringing it to the next level at Merkle B2B,” said Geen.

Marketing Featured APAC

Merkle’s B2B creative and media agencies fully integrate under Merkle B2B

Singapore – Merkle, the customer experience management (CXM) company of the dentsu network, has announced the completion of the integration of gyro and Merkle | DWA, for its B2B-dedicated CXM agency, Merkle B2B.

This move is part of Merkle’s continuing realignment of its portfolio of B2B agencies into Merkle B2B. Since the launch of Merkle B2B in September 2020, Merkle | DWA, Merkle’s specialist B2B media agency, and gyro, Merkle’s specialist B2B creative agency, have been transitioning over the past year with the aim to form a fully integrated and best-of-breed solution.

Merkle believes that the integration serves as a significant step towards presenting more innovative full-service growth partners for leading B2B brands.

“As the market continues to evolve, the brand alignment speaks to changing customer needs such as broader models and more integrated solutions to raise the bar on customer experiences in the B2B space,” said the company.

Dentsu acquired DWA and gyro in 2016 and 2017, respectively, forming two fifths of the full Merkle B2B group, which also includes Merkle, B2B International, and Digital Pi. Presently, in Singapore, Merkle B2B will be headed by Rhys Taylor, who has led the Asia Pacific offices of gyro since 2020.

“Following 18 months of working together and developing new solutions to meet the changing needs of our existing B2B clients, we’re excited to formalise this integration and show the market what the future of B2B marketing looks like through the Merkle B2B brand — and give our employees wider opportunities within the broader B2B group,” said Taylor.

Meanwhile, Kiaran Geen, APAC president of Merkle B2B, commented, “After nearly seven years of leading our B2B offering in the region, it is very exciting to see the full integration of Merkle | DWA and gyro expanding our capabilities and making everything simpler for clients in this rapidly changing landscape. With this move, we are bringing together our full-service offering to clients to completely transform modern customer experiences, creating personal relationships between B2B brands and people, and putting human relevance back at the centre of brand connections.”

Technology Featured South Asia

Merkle B2B, BloombergQuint launches media guide for Indian tech marketers

Mumbai, India – With more organizations in India heavily investing in technology or technological assets that will allow them to thrive in the coming times, Merkle B2B, the B2B arm of dentsu’s customer experience agency Merkle, and financial news organization Bloomberg Quint have launched ‘The Media Guide’ to understand the world of evolving Indian tech buyers and the factors influencing their decisions.

The study, commissioned through Greyhound Research, has been conducted with Indian CIOs (Chief Information Officer) and ITDMs (IT Decision Maker), to identify their concerns, issues, and preferences about a brand, product or solution while making a purchase.

According to the study, CEOs and managing directors are personally getting involved in the technology decision-making process. They are seeking business leaders and external parties (analysts/consultants) to gain deeper insights and better bargains from the existing and new vendors. 

In terms of media channel utilization, 80% of traditional and 73% of startup organizations in India prefer to use local podcasts and videos along with their global content pieces to strengthen context. Meanwhile, 40% of startup organizations and 23% of traditional organizations in India? find global video content to be helpful while identifying a technology vendor.

Other results showed that 73% of respondents from traditional organizations continue to value conferences and events, while only 53% of startup organizations prefer them as part of the new technology buying decision-making process. Lastly, 60% of traditional organizations and 100% of startup organizations in India find online technology magazines to be effective in their technology buying decision-making process.

“Our intent is to get an on-ground understanding of the tech buyers’ evolving world and unearth insights that can help tech marketers make informed decisions. Merkle believes that today’s customer-focused marketing leader is evolving with the core pursuit of placing people at the heart of the business strategy,” said Abhay Kulkarni, managing director at Merkle DWA.

He added, “Our aim is to help marketers stimulate their thinking towards the future of marketing while getting actionable ideas that can impact businesses, and ultimately, strengthening their ongoing approach to people-based marketing.”