Tag: Partnership

Singapore – As part of its upcoming efforts for the admission briefs, the Singapore Institute of Technology (SIT) has recently appointed local agency FiftyFull as its new creative and social media partner.

This appointment comes after the agency’s success in a two-round pitch process involving multiple agencies. Said appointment will also run for two years and can also be extended for an additional two years.

Furthermore, the agency’s remit encompasses overseeing and developing creative and social strategies, marketing frameworks, and integrated campaigns to effectively meet the campaign objectives.

Speaking about the appointment, a spokesperson at SIT said, “We are excited to extend our relationship with FiftyFull and appoint them as our creative and social partner for the admissions brief. Throughout the pitch process, they demonstrated a deep understanding of our business through the quality of their thinking.”

“We are looking forward to collaborating with them to create high-impact work to engage our target audience,” added a spokesperson.

Genevieve Seah, managing partner at FiftyFull, also remarked, “As Singapore’s first university of applied learning, SIT contributes to the social and economic fabric of Singapore in many meaningful ways, and we couldn’t be more excited to be embarking on this new journey with them.”

“SIT’s mission truly resonates with what we believe in, which is about never stopping to try, learn, and collaborate. We are hoping to deliver clutter-breaking work for them,” she concluded.

This collaboration marks the expansion of FiftyFull’s role, as they were initially brought on board as SIT’s social agency from 2021 to 2025.

Singapore – IPG Mediabrands is a media and marketing solutions company. Interpublic Group has launched a partnership with The Insight Hive (Pvt) Ltd. for the establishment of two new organisations, UM Sri Lanka and Initiative Sri Lanka.

IPG Mediabrands and Insight Hive for UM Sri Lanka, and Initiative Sri Lanka have established a partnership agreement that will be implemented immediately.

The announcement comes following earlier this year’s revelation of new agency debuts in New Zealand and Pakistan. It expands IPG Mediabrands’ footprint in the Asia-Pacific region to 16 countries.

Speaking about the expansion, Leigh Terry, CEO of IPG Mediabrands, said, “The network’s expansion into three new growth markets this year, is not only testament to the strength and vitality of our media agencies and the demand for their services, but it also signals the health and recovery of our industry within the Asia Pacific region. Proof in point, our recent MAGNA global advertising forecast confirms that the Asia Pacific advertising economy grew by +8.2% this year, significantly higher than the global average of +5.5%.”

Meanwhile, speaking about the partnership, Peter Solomon, managing director of IPG Mediabrands Sri Lanka, commented, “This alliance with IPG Mediabrands is a major landmark for us at Insight Hive. We stand at the forefront of representing the UM and Initiative media agencies in Sri Lanka, which will contribute to the evolution of an ecosystem that is founded in our unique experience and market intelligence, coupled with the international scale and standing of the IPG Mediabrands network.”

He added, “We hope to establish new standards in consumer intelligence and effective campaign development targeted at a fast-paced marketplace.”

New Zealand – MarketMedia, the retail media network of The Warehouse Group, has teamed up with tech giant Meta to launch ‘Meta Managed Partner Ads’ (MPA), allowing MarketMedia clients and brands to run highly targeted Meta campaigns at scale.

The technology works by applying insights captured from on-site, off-site, and in-store data from The Warehouse Group’s online stores, apps, and millions of weekly visits to The Warehouse, Noel Leeming, TheMarket, Warehouse Stationery and Torpedo7.

Moreover, Meta’s MPA delivers unprecedented capabilities for retailers and brand partners to track and measure off-site video and image ad performance down to the SKU level, while safeguarding user data, and helping brands navigate the impending death of the cookie. The offering is also available through MarketMedia’s self-service platform Zitcha.

Blaine Hudson, head of product, platforms and data at MarketMedia, said, “The transformative power of MPA will revolutionise the effectiveness of ad campaigns, and we’re excited to be the first retail media partner in the world who can offer it. We can now help our clients and brands execute world-class marketing across all points of the marketing funnel, both on and off network.”

She added, “We can reach audience groups beyond our own channels, optimise our reach and help brands talk to the right audiences, in the right moment when they’re scrolling their social feeds – it’s cutting-edge retail innovation designed to maximise return on investment, and we’re really proud of the difference it will make for Kiwi businesses.”

Meanwhile, Troy Townsend, CEO at Zitcha, says, “Meta’s MPA is a game changer for retailers and brand partners to leverage Meta’s channels for their off-site retail media networks. We are seeing massive demand from brands to move marketing dollars from traditional channels into retailers with off-site capabilities that show, in real-time, the return on advertising spend.”

He added, “Our strong relationship with Meta has enabled Zitcha to effectively leverage MPA for forward- thinking retail media networks such as MarketMedia that want to extend and capitalise on their off-site media channels quickly and at scale.”

Manila, Philippines – In an effort to bring technology-driven transformation to the scene, Converge ICT Solutions recently announced a strategic collaboration with Salesforce, a global technology company and AI customer relationship management platform, enhancing customer experiences and operational efficiency in the Philippines.

In this collaboration, the two are geared towards the establishment of the first generative AI contact centre, leveraging Salesforce’s generative AI solutions and bringing improvements in efficiency, scalability, and data-driven insights.

Converge will harness the power of predictive and generative AI through Salesforce’s Einstein and Einstein 1 Platform, specifically designed to revolutionise operational efficiency and digital experiences for both residential and enterprise customers.

Salesforce’s Einstein 1 Platform, as the first predictive and generative AI platform on a CRM, will also enable Converge to leverage Einstein Bots for streamlined requests, present relevant service replies for agent-assisted support, and provide real-time analytics, including predicted churn for each customer profile. It is also set to employ Salesforce’s Service Cloud, Field Service, and MuleSoft.

With Field Service, Converge customers are also offered greater transparency, expanding their use of MuleSoft for further integration and connecting data across key business systems.

Talking about the project, Sujith Abraham, senior vice president and general manager at Salesforce ASEAN, said, “This expanded relationship represents the next step in our journey of transforming customer experiences with Converge. Our trusted AI-powered solutions will help Converge deliver more efficient and personalised experiences to customers across all touchpoints.”

“We’re excited to work closely with an industry leader like Converge to harness the power of generative AI in one of the first-of-its kind contact centres in the Philippines,” he added.

Jesus C. Romero, chief operations officer at Converge, also shared, “We have the best-in-class network; now we are leveraging the most modern technology to give the best customer experience to our more than 2 million subscribers.”

“We paved the way for the more meaningful use of AI in our network operations (in our back-end), and now we are embedding this into our customer-facing operations in the customer experience. We are committed to innovating in every aspect of our business to better serve the broadband needs of our customers,” he concluded.

The new contact centre is scheduled to be operational in the second half of 2024, aiming to reduce costs, optimise productivity, and enhance the speed and quality of customer service resolution at every touchpoint. This is consistent with Converge’s commitment to digitise support channels and promote self-service.

Kuala Lumpur, Malaysia – Advertising Agency OMD Malaysia has been appointed by telecommunications company CelcomDigi to handle media duties for three years following a pitch called in August.

OMD Malaysia’s appointment follows their futuristic pitch which impressed CelcomDigi and aligned with the telco’s strategic priorities. Additionally, the agency imprinted themselves on the client by highlighting the power of Omnicom Media Group’s agile and bespoke service model and the use of Omni, a proprietary people-based precision marketing and insights platform.

Prior to this win, OMD worked with CelcomDigi to execute a brand launch campaign in October that is running for a quarter. The telco was formed last December following a merger between Celcom and Digi and recently unveiled its new brand spirit “Create a world inspired by you” along with a new logo.

Through this, OMD wanted to show how the union signified more possibilities and opportunities that could reimagine a new era for the country. The team also understood the need to communicate that CelcomDigi’s combined strength helps consumers reimagine their life and gives them power to do more.

Using this insight, CelcomDigi leveraged OMD’s innovative thinking to execute market-first initiatives on TV, radio, and social media. These included brand integrations within Malaysian news programmes and shows, and branded likes and hashtags on X, formerly known as Twitter.

Speaking on the appointment, Mayank Bhatnagar, managing director at OMD Malaysia, said, “We are chuffed to have secured the trust of CelcomDigi with our innovative media planning approach. This was one of the key pitches in Malaysia, and it was satisfying to see our team develop great chemistry with CelcomDigi over the past few months. With our knowledge and expertise in the field, we are confident that we can help CelcomDigi establish themselves as the nation’s trusted partner in innovation and digitalisation.”

Meanwhile, Eileen Ooi, chief executive officer, Omnicom Media Group Malaysia, commented, “It has been an absolute honour and an exciting journey to work with the CelcomDigi team to kick-off the brand launch campaign. We are absolutely thrilled about this new partnership, and look forward to continue creating innovations that inspire Malaysians every day.”

Thailand – The Tourism Authority of Thailand (TAT) has tapped creative agency BBDO Bangkok for its latest ‘Meaningful Relationship’ campaign that places Thailand as the ultimate destination for sustainable tourism.

TAT’s new campaign features a breathtaking narrative film that challenges all preconceived notions of Thailand, shifting the spotlight from brief encounters to profound, enduring bonds with the country.

Titled ‘I Have a Relationship in Thailand’, the film created by Cannes Lions Winner Thay Littichai moves beyond the typical tourist experience and unveils the truth that relationships forged in Thailand are far from brief affairs. Rather, they are profound, enduring, and immensely enriching experiences that set the stage for a captivating tale of a lifetime.

The campaign aims to position the country as a top destination for sustainable tourism, targeting a whopping 947,000 visitors from the UK by the end of 2024. It spotlights the vibrant tapestry of Thailand’s diverse and culturally rich landscape and fosters a deeper understanding and appreciation of what it can offer.

TAT aims to provide tourists with an experience that is more than just visiting a destination but also embarking on a transformative journey of discovery and connection, with Thailand as the perfect partner.

Thasorn Boonyanate, chief creative officer at BBDO Bangkok, shared, “When we pitched this project, we knew we weren’t just competing against other agencies; we were up against other countries in the game of capturing love. If travel is a passionate affair, then Thailand is the long-term partner who offers affectionate warmth from the sun, peace with the serene embrace of the sea, and the strength and support of the mountains. We have unwavering confidence that this campaign will play a pivotal role in seducing tourists to fall head over heels for Thailand.”

Nithee Seeprae, deputy governor for marketing communications at TAT, also said, “Our “Meaningful Relationship” film is an integral part of our latest communication campaign, designed to ignite wanderlust in globetrotters worldwide. We want every traveller to indulge in meaningful connections with every aspect of Thailand, be it the locals, the communities, nature, or unforgettable, one-of-a-kind experiences.”

Singapore – Independent data and digital transformation company ADA, has recently forged a partnership with data and AI company Databricks, aiming to provide best-in-class technology solutions to boost the company’s corporate value. 

In this collaborative endeavour, ADA intends to combine its data and AI skills with Databricks, focusing on better ecommerce and marketing analytics. Specifically, they are set to establish a data intelligence platform centred around addressing business challenges across the 12 regions in APAC where ADA operates.

For this particular platform, ADA will use powerful data and AI accelerators which encompass bespoke ecommerce data models. As such, this will provide organisations with essential insights and predictive analytics to help them fine-tune their online operations.

Furthermore, ADA’s dynamic pricing model will enable real-time market adaptation, optimizing revenue potential. It will also enhance data marketplace offerings leveraging its proprietary X-ACT data and integrating services like Composable Customer Data Platform (CDP), demand forecasting, and price optimization. 

This provides a versatile framework for businesses to effectively utilize customer data for personalized engagement, underlining ADA’s commitment to equipping businesses with cutting-edge, data-driven tools on Databricks Platform.

Speaking about this venture, Greg Taylor, vice president, partners, APJ, at Databricks, said, “The ability to uncover actionable insights from data has never been more important as enterprises look to adapt, innovate and better prepare for the future in this AI age. ADA has deep industry experience in creating value for both B2B and B2C organisations by leveraging data for applications such as customer acquisition and customer data clean rooms, to name a few.”

“We’re excited to be working with ADA as they leverage the power of Databricks Data Intelligence Platform to help organizations solve their toughest problems with data,” he added. 

Srinivas Gattamneni, chief executive officer at ADA, also shared his enthusiasm for the project, stating, “We’re excited about our partnership with Databricks, a pivotal step in revolutionizing data and digital transformation in APAC. By integrating our Data and AI solutions with Databricks’ cutting-edge Data Intelligence Platform, we are actively redefining the future of data analytics and transformation. 

“This alliance is a testament to ADA’s dedication not only to advancing AI-driven analytics but also to providing comprehensive data transformation services that enable businesses to navigate and excel in an increasingly digital world, ” he concluded. 

By enhancing the company’s data marketplace offers, this particular initiative spotlights ADA’s commitment to provide companies with modern, data-driven solutions as well as flexible frameworks that leverage customer data for personalised engagement.

Singapore – IPG Mediabrands has announced strategic partnership between IPG Mediabrands Commerce and Stickler, a live commerce enablement technology provider, to produce a flexible end-to-end live commerce solution for brands across the Asia-Pacific region.

The IPG Mediabrands Commerce and Stickler live commerce solution will be launched and available to brands across 15 Asia-Pacific countries this year.

The bespoke solution which offers ‘Live Commerce as a Service’, allows brands to plug into a suite of software and service components to empower their own existing e-commerce operating framework, in addition to the ability to ‘plug and play’ any part of the live commerce stack with a complete end-to-end solution.

Moreover, the partnership between IPG Mediabrands Commerce and Stickler builds out scalable solutions for brands to establish themselves in live commerce, and create sustainable advantage by owning a greater portion of consumer spend in this emerging channel.

Leigh Terry, CEO at IPG Mediabrands, said, “With live commerce now accounting for 30% of ecommerce in China, and 15% globally, platforms across the region are taking note. Many brands understand that Live Commerce is imperative, and want to address the huge growth opportunity, but don’t feel quite ready to embrace the channel. Our unique approach with Stickler is less about trying to be full service, and more focused on giving brands what they need, whether this be full end-to-end or simply fill-in-the-gaps.”

He added, “We have combined software development and service structure to provide Live Commerce as a Service; this is an exciting evolution in our Commerce practice and an important offering for brands across the region.”

Meanwhile, Fionn Hyndman, founder at Stickler, commented, “IPG Mediabrands Commerce expertise combined with their specialised partner technology allows the scale and flexibility for marketers to optimise Live Commerce, regardless of their current structure. What we are building together is a future model, for the most significant growth channel I’ve seen in the last 10 years. We are solely focused on delivering results within our clients operating framework through Live Commerce. Our aim is to empower and enable them to achieve success.”

Kuala Lumpur, Malaysia – Klook, Asia’s leading platform for experiences and travel services, has recently announced a collaboration with Google Cloud to harness the company’s content production and generation capabilities through an automated language translation and AI chatbot.

In this collaborative endeavour, Klook seeks to understand the intricacies of the local market as well as its distinct brand voice, using Google Cloud’s PaLM 2 to translate its activity content in ten languages. It then extends its capabilities, encompassing content creation and K.AI chatbot.

Said project focused on ensuring that Google Cloud’s generative AI translation activity is accurate, facilitating language proficiency on the materials including Bahasa Melayu and simplified Chinese that were increasingly tailored to the team’s desired outputs.

As a result, the local nuance and efficiency of translations improve with every iteration, giving Klook the confidence to scale its efforts across all activity-related content. It also excelled in preserving the nuanced tones and voices specific to each local market, a success recognised and scored by Klook’s team of linguists and brand marketers specialising in localization. 

Talking about the collaboration, Bernie Xiong, CTO and co-founder at Klook, shared his insights about the collaboration, stating, “We take great pride in being in-destination experts, from the moment our travellers begin their discovery of their dream holiday to the moment they book with Klook and ultimately throughout their in-destination experience. We are committed to make this entire journey seamless, effortless, and in the language that best suits our travellers’ preferences.”

“Our pilot proved that with Google Cloud’s generative AI capabilities, we can deliver this complete brand experience at scale without any compromise on content quality or accuracy. We will continue to innovate, bring new advancements for a more engaging platform, and solidify our standing as the brand of choice for travellers in Asia and beyond,” he added.

Furthermore, Klook aims to extend its use of Google Cloud’s generative AI beyond translation, incorporating the K.AI chatbot to enhance data security and interaction accuracy in diverse customer services.

This is in line with the company’s goal to implement PaLM 2 for content generation, streamlining vendor onboarding by automatically generating concise descriptions and details about activities. These advancements aim to improve overall internal employee productivity and contribute to a more efficient operational workflow at Klook. 

Meanwhile, Kathy Lee, managing director at Google Cloud in North Asia, said, “Klook’s use of generative AI has the potential to significantly boost both internal productivity and customer engagement, enhancing the uniqueness of their brand and value proposition while also strengthening trust and security for their customers.”

“They’ve already gained a crucial first-mover advantage in personalising and localising travel experiences with generative AI, and we look forward to our continued collaboration to further strengthen their digital leadership with cloud and AI across their business,” she concluded.

Melbourne, Australia – Digital agency DEPT Australia has recently announced a significant partnership with Towcha, an Indigenous-owned technology consultancy. This collaboration presents exciting opportunities for both companies while creating a lasting impact.

This partnership with DEPT Australia greatly supports Towcha Technologies’ mission to foster innovation and technological expertise within the indigenous community.

Through this initiative, Towcha provides technology strategy, application development, and support to Australian corporate and government organisations. Towcha’s commitment to innovation and technology is evident through its work for clients like AWS, Coles, and Wesfarmers.

With this in mind, one of the core aspects of this partnership is uplifting the Indigenous community’s tech capabilities, including Cloud Engineering capabilities, system architecture, AI and web and mobile development. 

DEPT and Towcha share a vision for technological excellence and a deep commitment to lifelong learning embodying a collective dedication to nurturing talent and fostering innovation within the Indigenous community. As they embark on this exciting journey together, both organisations look forward to the positive change they can bring to the Australian technology landscape.

Talking about the partnership, Evan Davey, VP growth APAC at DEPT, said, “We are thrilled to be partnering with Towcha and look forward to a fruitful partnership, one that fosters growth, diversity, and technological empowerment. We’ve collaborated with the Towcha team on previous engagements and were blown away by their expertise and dedication.”

Meanwhile, Alan Holmes, managing director and founder at Towcha, commented, “We can’t wait to see this partnership reach the next level. Creating a sustainable inclusive economy in Australia entails mentoring and elevating Indigenous talent. We’re excited to bring that vision to life with the DEPT team. We’re ready to roll!”