Marketing Featured Southeast Asia

7-Eleven welcomes Pinoys back to work with quirky “7-Eleven Minutes Late” campaign

Manila, Philippines — Filipinos are notorious for one quirk; they are on time on their own time. The Filipino behaviour of being late is so famous that the term ‘Filipino Time’ has been coined to call the phenomenon. Due to this, 7-Eleven, the popular convenience store, has collaborated with advertising agency MullenLowe Treyna to highlight this lowlight in their stores.

7-Eleven’s latest campaign entitled ‘7-Eleven Minutes Late’ is a playful rejoinder to the concept of ‘Filipino Time,’ a cultural phenomenon of always arriving past the agreed meeting time. The series from MullenLowe Treyna features popular excuses—from traffic jams to train delays—often texted by those who are running late, yet still have the audacity to stop for an iced coffee anyway.

Placement is the series’ biggest irony. They are displayed in 7-Eleven—the country’s largest convenience store chain, and a favourite stopover for those who are running late for work.

One image shows, “MRT Na! Huhu,” from a texter presumably on the train. Another reads, “Huhu. EDSA Na!” from a texter stuck in traffic on EDSA. EDSA is the main thoroughfare, notorious for heavy traffic. The next one, “Lapit na” implies that they are close to the office, but could conceivably be anywhere, even getting a soda and a doughnut in 7-Eleven.

Whatever the excuse may be, 7-Eleven has enough of them hanging around their stores for Pinoys to pick from or for workmates to poke fun at when they see it.

Technology Featured Southeast Asia

MullenLowe TREYNA premiers latest offering for hybrid experience creators

Philippines — The MullenLowe TREYNA Group has unveiled their newest offering, ViVYD. ViVYD is a feature-rich, Filipino-built platform for hybrid experiences that showcases advanced options for staging and customization for any event and audience.

The platform is a solution for hybrid experience creators and organizers who are eager to create effective offline and online venues for their conferences, brand-led events, trade and B2B gatherings, employee get-togethers, and more.

Organizers have the ability to choose between self-serve or managed services, including the production team, the ease of use of the backend event management system, customizable login levels for different types of attendees, and flexible skinning and branding throughout. Audiences can view virtual watch rooms, manage their schedules with an interactive calendar that updates in real-time, engage with one another through in-event community chats, and express their sentiments live through applause and reaction bar.

ViVYD officially premiered in October 2021 at IMMAP Digicon, the Philippines’ largest digital marketing conference, where Denise Haak, CEO of Qairos, said that they were thrilled to see ViVYD at work in front of over 2,000 attendees, with world-class speakers such as Adam Grant, Bretman Rock, Professor Scott Galloway.

“And now, as part of the MullenLowe TREYNA Group, ViVYD also means access to hybrid experts such as online platform managers and event managers, so it truly is a one-stop suite of solutions,” Haak said.

Marketing Featured Southeast Asia

MullenLowe TREYNA unveils hybrid workspace

Philippines — Integrated marketing company in the Philippines, MullenLowe TREYNA, has unveiled its hybrid workspace and setup this February in the middle of softened social restrictions. According to the agency, by integrating learnings across different disciplines and work styles, the group prioritises results and culture-building as it rethinks a better way of working.

Vital to the renovation project, Mel Jimenez, client services director for MullenLowe TREYNA, commented on the purpose of creating a tranquil workplace, saying that work that requires focus and deep thinking can be done at home or anywhere. Jimenez adds that there’s nothing like in-person brainstorming to generate creative sparks and inspire lively discussion.

Mike Trillana, chairman and CEO of MullenLowe TREYNA, commented, “We found a great partner in One/Zero Design. They worked closely with us to make sure the space could accommodate meetings big and small, and be reconfigured easily, with modular partitions and mixed-use areas. And because we went for a hotdesk system, no one has to look far to find a power outlet.”

Meanwhile, Arts Serrano, founder of One/Zero Design Co, shared, “When the initial idea of the space was presented to our studio, there was a particular attention to designing the office as a ‘social anchor’. The world has adapted to work from anywhere, but maintaining a strong office culture is a priority for Mullenlowe TREYNA.”

Simultaneously, Abi Aquino, chief creative officer of MullenLowe TREYNA, disclosed the importance of a fun workplace, saying, “Most importantly, we wanted The Ink Bar back. Being able to decompress and have fun together is what many of us missed while working from home. Those moments go a long way in making the day-to-day feel just that much lighter.”

According to the agency, hygiene and health considerations were top of mind in developing the new workspace. The open space design encourages ventilation, and air purifiers and sanitizing stations are appropriately placed throughout the newly-renovated office. Online booking and scheduling ensure that the space can work at different occupancy levels as the situation requires.

Recently, MullenLowe TREYNA also unveiled a series of key senior promotions.

Marketing Featured Southeast Asia

MullenLowe TREYNA unveils key senior promotions

Philippines — Philippines-based MullenLowe TREYNA, a subsidiary of global integrated marketing communications network MullenLowe Group headquartered in the United Kingdom, has announced a series of key promotions in their business, public relations, executive, and leadership divisions.

Both Raya Beron and Stephanie Velasco are appointed as senior business managers. Meanwhile, Kathryn Nadela, with her strong experience in regionally-led brands, steps up to be the new business unit director. In recognition of key business unit growth, the agency also promotes Mel Jimenez to client services director role, now alongside Aimee Sarmiento, who continues in the same role for her own brands.

The continuing growth in the group’s PR division under MullenLowe MARC also prompts key promotions, with Aly Dizon moving up to senior account manager, and PR strategist, subsequently, with Joel Quizon elevated to business unit director.

Roman Olivarez, whose creative leadership has moved the needle for APAC-led brands such as Knorr, Surf, and Rexona, and has been recognized in local and international award shows, has been appointed to executive creative director. He will report to chief creative officer Abi Aquino, whose role expands to the group.

In addition, Raffy Bariso is also elevated to a group role, from executive director of technology and platform services to chief synergy officer. Lastly, Vanessa Julian is also elevated to overall head of HR.

On the appointments, Mike Trillana, chairman and CEO, said, “We’re one of the few agency groups in the Philippines that can legitimately deliver truly integrated solutions, powered by creativity. This recent set of promotions shows our continuing commitment to the growth of our talent and to our client’s business’.’’

Marketing Featured Southeast Asia

COMELEC surpasses voter registration target, thanks to the ‘ghosts’ of PH nat’l heroes

Manila, Philippines – As the Philippines gears towards the upcoming national elections come May 2022, the country’s Commission on Elections (COMELEC) has announced that they have surpassed their voter registration target, adding 5.4 million new registered voters. Part of that milestone is attributed to the commission’s recent campaign, which featured the ‘ghosts’ of well-known Philippine national heroes.

The campaign, called ‘MagparehistroKa! (vernacular for ‘Register Now!’), is conceptualized alongside creative agency MullenLowe TREYNA. The campaign is encapsulated in an interactive website, featuring the ‘ghosts’ of the country’s national heroes such as Dr. Jose Rizal, Melchora Aquino, Andres Bonifacio and Apolinario Mabini.

These ‘ghosts’ narrated their sacrifices for the country and paved the way for democracy, and then playfully urged netizens into completing their registration or else ‘something happens’.

Another layer of personalization within the campaign is the utilization of Google Maps, which helps registrants locate the nearest COMELEC office of the election officers (OEOs) or satellite registration sites from their location.

Part of the interactive website, the ‘heroes’ also reminds new registrants what to bring to the registration as well as the proper health and social protocols they must follow on the day The site also directs visitors to COMELEC’s iRehistro site where they can accomplish required details and complete their registration. 

Speaking about the campaign rollout, James Jimenez, spokesperson and director at COMELEC said, “It became our main goal to persuade these young Filipinos to register without patronizing or intimidating them. They are next in line to build the nation in the future, and giving them an opportunity to decide for the country will benefit everyone.”

As a final push when COMELEC extended voter registration until the end of October, special OPM playlists were also launched at Spotify and YouTube Music that registrants can listen to during long waiting periods at the registration sites. Listeners can choose from three OPM playlists ranging from rock anthems to girl power tunes and mellow ballads.

Local entertainment personas such as Alden Richards, Bianca Gonzalez-Intal, and Jasmine Curtis-Smith who saw the social posts from the Twitter accounts of Google Philippines and COMELEC, also helped in promoting the site.

“These results are truly overwhelming because [one] it went past our initial targets, and [two] now more young Filipinos will be involved and participate in the elections for the first time,” Jimenez concluded.

Marketing Featured Southeast Asia

UX firm Quiddity, MullenLoweTREYNA launches joint venture ‘Qairos’

Philippines – Quiddity Usability Labs, the UX and UI consultancy firm based in the Philippines, has partnered with integrated marketing communications agency MullenLoweTREYNA, to launch its new joint venture, Qairos.

In August this year, MullenLoweTREYNA announced its acquisition of a controlling interest in Quiddity Usability Labs. Under the binding terms of the agreement, Quiddity’s UX/UX expertise will complement MullenLoweTREYNA’s hyper bundled business solutions.

The JV was officially launched on 21 October 2021, and the name takes inspiration from the Greek word Kairos, which translates to ‘right time for the opportunity’.

Qairos aims to create human-kind experiences that are not only usable but also delightful. It also seeks to improve overall experiences through designing and running experiments to solve problems. In addition, the company will be offering services that encompass user experience, customer experience, accessibility, and software development.

Denise Haak, Qairos’ chief executive officer, stated, ”This new joint venture company propels us to reach a larger world of users in continuing to help make things better, one usable product at a time.”

Qairos has recently launched a proprietary Virtual Conference Platform that was used in IMMAP’s DigiconPop 2021, a virtual conference held last 11 to 15 October this year, featuring global keynote speakers and renowned experts.

Marketing Featured Southeast Asia

MullenLowe TREYNA acquires UX firm Quiddity, launches Qairos Inc.

Manila, Philippines – The integrated marketing communications agency in the Philippines, MullenLowe TREYNA, has announced its acquisition of a controlling interest at UX and UI company Quiddity Usability Labs. The new joint venture from this new move will be called Qairos, Inc.

Under the binding terms of the agreement, Quiddity will be winding down in September 2021 as Qairos will be scheduled to formally begin operations by October 2021.

The recent development adds UX/UI expertise to complement MullenLowe TREYNA’s hyper bundled business solutions, which has rapidly grown in recent years with similar expansions in PR and digital communications. 

Moreover, the two companies will be combining their roster of clients, which includes brands across several industries like FMCGs, finance, e-commerce, and pharmaceuticals, as well as travel, and telecommunications, among others.

Mike Trillana, MullenLowe TREYNA’s CEO and chairman, commented that the move is their biggest M&A activity to date, and they could not be any more excited with this partnership.

“The UX/UI capabilities of Quiddity are the best-in-its class in the country. Denise Haak, Vanessa Julian, and the team are kindred spirits, and we all buy into The Challenger Mentality as a way of life. This brings us one step closer to our vision of being our client’s preferred Creative Business Solutions partner,” said Trillana. 

Meanwhile, Denise Haak, the president and CEO at Qairos Inc, believes that partnering with MullenLowe TREYNA will surely propel them to a larger world of users, helping make things better, one usable product at a time, and they cannot be more excited for this partnership. 

Leigh Reyes, MullenLowe TREYNA’s chairman emeritus, said, “As technology becomes even more present in our daily lives, creativity and innovation are key to humanizing not only communication but even business vision and strategy and product development. I am thrilled to be part of this new adventure.”

MullenLowe TREYNA said that Qairos Inc’s new board will include Mike Trillana as the chairman, Mehrdad Jamshidi as the chief financial officer, and Leigh Reyes.

In October 2020, MullenLowe was rebranded to MullenLowe TREYNA, which came after Interpublic Group of Company’s (IPG) local shareholders bought shares in Mullenlowe Philippines’ holding company Treyna Holdings Inc.

Main Feature Marketing APAC

November’s Top 5: Stories that hooked you for the month

Holidays are truly around the corner and Christmas-related news has already peeped in to make its way to the top stories, where a global household production name warms hearts with its latest Christmas ad.

Another year-end special also entered the list for the month, with a rewards platform in Singapore announcing a new face for its brand on the 11.11 sale event. 

Stories from marketing tech platforms also turned heads, where two – a global and an Asia-focused firm – announced recent expansions.

Meanwhile, marketing leaders never fail to entice readers, with a feature on a digital head from a leading integrated marketing communications agency in the Philippines making it to the top 5. 

Based on Google Analytics from 16 October to 15 November, these are the top newsmakers for the month.

Top 5: Disney UK’s global Christmas ad puts Filipino family culture in the spotlight

Disney in the UK has released its latest Christmas ad titled “From our family to yours,” and to much of Filipinos’ surprise, the production studios decided to forefront the Philippines’ family culture and Christmas traditions. 

The ad is about a “lola” or grandmother who misses spending time with her granddaughter who has grown mature and has less time for the family. In the video, Lola and her granddaughter bond over making a “parol” or the colorful Christmas lantern in the Philippines. 

Disney UK said the ad is also part of its celebration of the 40th partnership anniversary with children charity foundation Make A Wish, where a portion of the sales from the digital purchase of the video’s official soundtrack “Love Is A Compass” and a limited edition vintage Mickey Mouse soft doll is donated to the foundation.

Both Filipino and international viewers loved the ad, where the video has currently garnered 2.7 million views on YouTube.

Top 4: ShopBack Singapore taps local comic veteran as first ambassador

The headquarters of rewards and discovery platform ShopBack has announced its very first brand ambassador – comedy veteran Kumar.

Kumar is an Indian Singaporean comedian, television host, and drag queen, who made his name performing in the now-defunct cabaret nightclub Boom Boom Room during the late 1990s.

The partnership between ShopBack and Kumar is set to run for a year, which already began in the 11.11 sale event of the platform, and slated to continue through the year-end and next year.

Speaking to MARKETECH APAC, ShopBack Singapore’s Head of Marketing Imran Mohamad shared what makes Kumar perfect for the brand. 

“We believe that Kumar has the same values as us, he’s all about love, authenticity, [and] inclusivity, and we tend to speak the same language,” he said.

He added, “Together with Kumar, we believe that sky’s the limit, that we could really reach out to Singaporeans young and old, to tell them, you are not left behind, and you can shop smarter, [save] more, [earn] more with ShopBack.” 

Top 3: Executive Director of MullenLowe Treyna’s digital arm on #MARKETECHMondays

Last October, Raffy Bariso, the executive director of Philippine integrated marketing agency MullenLowe Treyna graced the #MARKETECHMondays interview, where he shared some meaningful advice about leadership and his insights on the digital landscape in the pandemic. 

As cliche as it may sound during this time, Raffy said “the pandemic is the biggest disruptor.”

“There’s so much innovation to do, and needed during the pandemic crisis, and I can just imagine how everything sped up in terms of the velocity when the pandemic hit us. I’m already doing a lot in terms of digital marketing, [but] imagine, all of my brands pivoting double time for this season,” he shared. 

As heads of digital arm TAPS or MullenLowe Treyna’s Technology and Platform Services, Raffy spearheads services which is mainly the use of creative technology to answer clients’ marketing challenges, coming up with products that leverage the firm’s expertise in strategic narrative, content and media, PR, activations, and production.

As a leader, he believes in the power of “vision.”

“I had to set [a] vision for my team. [This] sets the tone and direction for everybody, and [from them], I have to sell that vision, [so that] I can build that trust, and they can get behind my goals,” he said.

Top 2: Global experience analytics platform Contentsquare expands to APAC

International-wide experience analytics company Contentsquare has recently announced its APAC expansion; and with new offices in Singapore, Tokyo, Melbourne, and Sydney, it has unveiled two key executives at the helm. 

Former senior head at Microsoft David Bochsler has been appointed as regional managing director for APAC, while former head of CRM Marketing for food delivery platform Deliveroo Frazer Adnam is tapped as country manager for ANZ.

Contentsquare’s platform captures every in-page interaction and micro-gesture to understand and analyze customer behavior. It provides teams a digital experience stack that supports the full cycle of digital improvement with available scores, visualizations, and recommendations. 

Sharing his insight on the state of user experience (UX), David said, “Increasingly, we are seeing a shift to brands wanting to deliver not just more sales, but a better online experience for their visitors, which in many cases is the only experience that the customer has with that brand. So UX is at the top of the priority list in 2020.” 

Meanwhile, new ANZ country manager Frazer said that what he likes about Contentsquare is its ability to locate revenue fast and at scale, and its ability to visualize data. 

“When I first saw the Contentsquare platform, I was just so excited about the technology. I was the decision-maker on the brand side that Contentsquare would have traditionally sold to. I thought, ‘this solves problems that I literally would have needed five people to solve,” he said.

Top 1: Ad-tech Adzymic enters Hong Kong, Thailand, and Japan market

The top story for the month comes from the same field of marketing tech – Asia-focused ad-tech Adzymic’s further expansion to Asia, with new markets in Hong Kong, Thailand, and Japan. 

Prior to the expansion, Adzymic has already been operating in countries Singapore, Malaysia, and Vietnam. Its flagship solution is the Dynamic Creative Management Platform which functions as advertising transformation of physical to digital media, such as banners, carousel ads and social display ads, allowing advertisers to create ads without the need for coding experience. 

Co-founder and executive director Ken Wong shared to MARKETECH APAC what made the company reach out to the new markets. 

“Programmatic media has become increasingly important in these three markets. Before the pandemic, we saw that many Thai and Hong Kong companies have already adapted to the digital and programmatic media platforms, [and] during this pandemic, they have diversified their digital presence even more rapidly. We saw that they already had some quick traction with the local businesses,” he said. 

Meanwhile, Ken said the company entered Japan because it has “always been an appealing market, which is one of the world’s largest advertising markets of the US and China.”

Watch the MARKETECH APAC REPORTS of these top five stories, with exclusive appearance and commentary from the newsmakers themselves.

This is in collaboration with Malaysia-based media company The Full Frontal.