Manila, Philippines – Digital financial services platform Atome has partnered with Mastercard to allow Atome card holders in the Philippines to convert their rewards points into gaming credits via the Mastercard Gamer Xchange (MGX). 

In this partnership, MGX will facilitate a convenient exchange to help gamers in the Philippines convert their rewards points into gaming credits across nearly 4000 game titles in a spend-and-earn exchange. 

Up until March, gaming enthusiasts using the Atome Card to shop can obtain as much as ₱2,000 worth of gaming credits. 

This partnership offer follows the recent upgrade of the Atome Card, which now allows Filipino consumers to shop and ‘buy now and pay later’ anywhere as long as Mastercard is accepted. 

Magic Tang, head of cards business at Atome, said, “We’ve seen a very strong take-up for the Atome Card, especially among digital-native Gen Z and millennial users in the Philippines, with one of the top use cases for the Atome Card being online purchases. We see a strong synergy in this partnership with Mastercard’s MGX platform as it provides Atome Card holders and gamers access to a wide range of gaming credit options.”

Also speaking on the partnership, Kaveri Khullar, senior vice president for consumer marketing and sponsorships at Mastercard, commented, “MGX bridges the world of rewards to the thriving global gaming community, offering an innovative and seamless redemption solution in a new category. From eSports viewers to console and smartphone gaming enthusiasts across a range of demographics, it opens new connections to the world’s fastest-expanding entertainment market.”

She added, “As the Philippine gaming market anticipates further growth in the next few years, this partnership with Atome is a fantastic example of how innovative payment experiences are evolving to connect consumers to their passions.”

Indonesia – ByteDance’s TikTok is reportedly in talks to partner with Indonesian technology company GoTo Group to restart its online retail operations in the country, Bloomberg reports.

According to an insider familiar with the matter, the deal may take the form of a joint venture instead of a direct investment. The two companies’ discussion also involved jointly creating a brand-new e-commerce platform.

While looking for several more options, TikTok is reportedly working to invest in GoTo’s e-commerce arm, Tokopedia, to bring its online shop back to the Indonesian market.

These talks come after TikTok Shop announced the shutdown of its local operations in Indonesia in October 2023 in accordance with local orders. The company was forced to close down after the country’s government passed a regulation prohibiting the use of social media for e-commerce transactions.

It is worth mentioning that the new regulations were placed with the aim of protecting the interests of micro, small, and medium enterprises (MSME’s). However, the shutdown also meant a loss of livelihood for about 6 million social sellers and 7 million affiliates on TikTok Shop alone.

In an previous exclusive interview with MARKETECH APAC, industry leaders in Indonesia also shared their insights on the future of social commerce in the country after the regulations were set in place.

Rolly Pane, managing director for Indonesia at Clozette, shared that “Social commerce can still be done, promoting products in social and driving people to e-commerce. The only difference is that it will not happen in one ecosystem or app. It just has to cross over apps.”

Pane noted that while the regulation would cause a significant drop in e-commerce transactions originating from social media posts and engagements, brands can still implement alternative strategies to make their social commerce strategies stand out.

Meanwhile, Anish Daryani, founder and president director at M&C Saatchi Indonesia, also believed that social commerce will continue to move forward in Indonesia, adding that there is more growth for the Indonesian social commerce scene compared to more mature markets like China’s.

“Though this regulation would bring social commerce to a stop, there is no stopping commerce from becoming more social,” Daryani told MARKETECH APAC.

Singapore – Global marketing and communications network Publicis Groupe, Singapore Management University (SMU), and communications technology group Singtel have joined forces to organise an AI-driven storytelling workshop for students.

Using as many as five AI tools, 37 undergraduate students from SMU created engaging video stories on Singtel’s impact on digital inclusion.

The student participants were given the project brief to utilise the latest AI storytelling tools such as Runway Gen2, Meta AudioCraft, ChatGPT, ElevenLabs, Lexica, DreamStudio, and Clipdrop to come up with a compelling story focused on digital inclusion.

Given this challenge, students were exposed to the latest artificial intelligence tools and technology readily available for their use. However, it also challenged them to conceptualise and create engaging, impactful, and memorable stories and characters for various audiences and media. Furthermore, the workshop aims to provide students with the skills they’ll be able to apply to real-world client projects.

As part of the workshop, five undergraduates with the best short films were also awarded with full-time, 12-week summer internship opportunities at Singtel and Publicis Groupe, where they can put their newly acquired skills to use. Meanwhile, the top 10 selected films were showcased in a mini-festival at SMU. 

The project brief for this AI storytelling workshop was created by Leo Burnett Singapore, a part of the Publicis Groupe. This is also the second time Publicis Groupe Singapore has worked with SMU to provide students with hands-on experience with AI tools. 

Something new in this project, however, is the involvement of a real brand, which is Singtel. The jury panel for the storytelling project included Bill Ang of Singtel; Jean-François Thery, head of growth at Publicis Communications, Singapore; and Tommy Tan, head of strategy at Publicis Media, Singapore.

The workshop was part of a 13-week SMU-X course titled ‘Storytelling for Organisations and Brands’ offered at the Lee Kong Chian School of Business (LKCSB). It was led by LKCSB Professor of Communication Management Mark Chong and Laurent Thevenet, head of creative technology for APAC at Publicis Groupe.

Bill Ang, director of brand marketing at Singtel Singapore, said, “A.I. is already transforming many facets of life. At Singtel, we are leveraging this technology to ideate and co-create in ways that will enhance customer experiences and drive learning. It’s great to see the energy and creativity in the work from the SMU students. Their submissions have been incredibly inspiring and have given us much food for thought.”

Speaking about the workshop, Professor Chong also explained, “As a telecommunications leader, Singtel knows how important it is for students to take new risks and try new processes using the latest technologies. It has been an honour partnering with the largest mobile network operator in Singapore to encourage a new generation to embrace AI. and push the edge of new possibilities.”

Thevenet also added, “This collaboration with Singtel has given a new cohort of 37 SMU students an advantage in the future workplace. AI is fundamentally changing the creative process, and although human creativity is more important than ever, learning how to partner with machines to create something out of the ordinary will become an essential skill for graduates.”

Meanwhile, Thery said, “Singtel has always been at the forefront of pushing the best in technology for Singapore, so it’s been an incredible experience working with SMU students to help prepare them for the future workplace—we’re thrilled with their creations.”

Sydney, Australia – Upscale department store chain MYER has unveiled its newest inspiring Christmas campaign titled ‘Make Your Merry Meaningful’ via collaboration with creative agency Clemenger BBDO.

The bold, bright, and fun campaign reminds Australians that Christmas is more than just a season of giving but also a time for everyone to connect, show love, and express appreciation for their loved ones through sentimental gifts that hold meaning and thought.

MYER’s campaign will also include a digital film featuring the endearing character Wendell, a wombat-shaped soap who has been thoughtlessly regifted year after year, from Christmas to Hanukkah. In the film, he shares his wisdom from being re-gifted all over the country and says that it’s the thought that counts.

The campaign reinforces MYER’s position as the ultimate destination for gifting, helping Australians find the perfect gift within their budget for their loved ones so that all gifts are treasured, unlike Wendell.

With fun and engaging taglines, the campaign will span TV, BVOD, OOH, digital, social, online, in-store VM, and immersive in-store experiences like gift wrapping and team member uniforms. It will run from November 2 until Christmas Eve.

Geoff Ikin, chief customer officer at Myer, said, “The campaign is a reflection of Myer’s commitment to making Christmas truly special for everyone. Amid the hustle and bustle of the holiday season, Myer wants to remind Australians that Christmas is more than just a season of giving; it’s a time to connect, show love, and express appreciation through gifts that hold deep meaning and sentiment.”

He added, “We’re here to help every Australian to give thoughtfully, mindfully, and meaningfully this year—from our expertly curated Giftorium, our world-class service to assist and inspire choice, professional gift wrapping, and our renowned Santaland to entertain the family—we have everything all under one roof.”

Tristan Graham, ECD at Clemenger BBDO, also shared, “The best Christmas ads entertain us while also making us view that time of year a little differently. And what’s more entertaining and thought-provoking than advice from a gruff little wombat soap who’s been regifted since the 80s? ”

Singapore – Global travel service provider Trip.com and the Singapore Tourism Board (STB) have signed a memorandum of understanding (MOU) to renew their global partnership for three years. 

Under the MOU, both parties will expand their collaboration and embark on joint campaigns to boost inbound travel to Singapore and promote more in-depth and lesser-known tours and experiences in Singapore. 

In addition, Trip.com Group will also leverage its expertise and resources to promote Singapore’s MICE offerings and explore digital innovations that enhance visitors’ experience in Singapore.

Both parties will launch marketing campaigns in mainland China and other key markets including Hong Kong, Malaysia, Thailand and Korea, and also promote the various offerings, experiences and activities in Singapore, including new products relating to wellness and sustainability. Trip.com Group will also customise new itineraries for specific groups of travellers, including families, with the objective of enhancing their experience in Singapore.

Melissa Ow, chief executive at Singapore Tourism Board, said, “The STB and Trip.com Group have forged a longstanding partnership since 2012. Moving forward, we endeavour to deepen our collaboration to elevate Singapore’s status as a leading destination for leisure and MICE travellers. Additionally, we will expand the scope of our partnership to include exchanges on digital solutions and innovation, and jointly develop more in-depth travel products to diversify our destination offerings.”

Meanwhile, Jane Sun, chief executive officer at Trip.com Group, commented, “Singapore has always been one of the most popular destinations for Chinese and other international tourists, and we have been collaborating with the STB to promote tourism and showcase the beauty of this beautiful country.”

She added, “Hosting our annual flagship Global Partner Summit – with its over 2,000 delegates – in Singapore earlier this week reflects our commitment to the local tourism sector and we will utilise our strengths, including content marketing, AI and innovation, to further strengthen Singapore’s position as a destination of choice.”

Sydney, Australia – Following a competitive pitch, global sports footwear and apparel brand, New Balance, has appointed Mediahub as its strategic media partner in Australia and New Zealand.

The appointment will see Mediahub undertake full funnel strategy, planning and activation across all channels for New Balance.

The collaboration was immediately put into effect with New Balance’s first running campaign ‘Run Your Way’ which was recently launched globally. Utilising Mediahub’s unique SCOUT Insights tool, the campaign is managed out of Australia and executed across Australia, New Zealand, Taiwan and the UAE.

Talking about the partnership, Sue Squillace, CEO of Mediahub, said the appointment further reinforced the strength of Mediahub’s offer and its ability to strategically partner with iconic global brands.

“At the heart of our capability is data-driven strategy informed by our unique SCOUT Insights tool, which was a central part of our offer to New Balance across multiple markets,” Squillace explained. 

Joel Hanlon, head of marketing for New Balance Australia and New Zealand, added, “We are thrilled to extend our already successful partnership in North America and EMEA into Australia and New Zealand enabling New Balance to drive a consistent brand message and effectiveness across the globe in what will be a big year for us in these key markets.”

Meanwhile, Darren Tucker, regional director of New Balance, mentioned, “We were impressed by Mediahub’s ability to pinpoint core elements of our audiences across so many different markets.  In particular, they were able to identify New Balance ‘Global Independents’; an audience profile that we can localise to ensure we are reaching the right people, the right way, at all points on the customer journey.”

Seoul, South Korea – Netflix and SK Broadband have entered into a new strategic partnership, aimed at providing better entertainment experiences to their customers. Following this, both companies have also withdrawn their previous lawsuits with one another, following SK Broadband’s case filed against Netflix back then whether content providers that generate large volumes of traffic should pay for network usage.

In a new statement, SK Telecom and SK Broadband aim to help customers enjoy Netflix shows and films on mobile devices and IPTV (B tv) with easier access and payment options. SK Telecom and SK Broadband will offer various price plans and products, including bundled packages.

Moreover, the two companies also plan to introduce services combined with Netflix’s ad-supported price plan to allow more customers to enjoy Netflix.

In addition to the partnership, SK Telecom and SK Broadband will explore opportunities with Netflix to leverage AI technologies developed by SK Telecom and SK Broadband, such as conversational UX and personalised recommendation technologies, to create better entertainment experiences for customers.

Choi Hwanseok, vice president of corporate strategy at SK Broadband, stated, “This strategic partnership with Netflix originates from the philosophy of SK Telecom and SK Broadband, where customer value is prioritized, and comes as part of our efforts to provide customers with an enhanced media service environment. We will continue to evolve into an AI company and work together with various players at home and abroad.”

Meanwhile, Tony Zameczkowski, vice president of APAC partnerships at Netflix, commented, “The partnership with SK Telecom, a leader in Korea’s telecommunication and innovative technology industries, holds special significance as it enables Netflix to enhance entertainment experiences for a broader Korean audience. Netflix is committed to creating and delivering the best stories to members in Korea and audiences worldwide, and we have high expectations for the journey ahead as partners serving our customers with SK Telecom and SK Broadband.”

SK Broadband previously filed a case against Netflix back in 2020 when the broadband company said that Netflix should be charged for excess network usasge following the surge of viewership from the popular South Korean series “Squid Game”. Netflix also fired right back at SK Broadband back then, saying that it has no obligation to pay network usage fees.

Hong Kong – Digital-enabled brand agency Totem Media has announced its latest  partnership with Hootsuite, the global social media management platform.

The newly established partnership allows Totem Media to officially distribute Hootsuite across the Asia region, including China, Japan, South Korea, Southeast Asia and India.

Through this collaboration, Totem Media’s clients can look forward to benefiting immediately with instant access to the new offerings. Additionally, Hootsuite can also be integrated with other foundational platforms, including CRM systems and other important channels for growth in Asia.

Talking about  the partnership, Chris Baker, founder of Totem Media, said, “As the Asia region becomes increasingly more important for global brands, we see the value of Hootsuite as a centralized dashboard for marketing leaders. Management teams in Asia need to keep track of multiple markets, ensuring that brand growth is clear and consistent.”

“We are excited about how this partnership will allow us to increase the impact of our work in social media, brand tracking, growth planning, insights and data analysis. Hootsuite, together with its rich ecosystem of apps and tools, should be a foundational platform for CMOs managing the region,” he added. 

Meanwhile, Brad Wochomurka, vice president, global partnerships at Hootsuite, commented, “Totem Media is a great addition to our reseller program. Their mix of digital marketing capabilities, brand growth insights and experience across key Asian markets, make Totem Media a valuable partner.”

Singapore – Video game publisher Bandai Namco Entertainment has recently appointed We Are Social Singapore as its new creative agency for Southeast Asia.

In time with their upcoming releases, the partnership with We Are Social Singapore aims to fortify Bandai Namco Entertainment Asia’s regional footprint to achieve greater success in Southeast Asia’s flourishing gaming community.

As their creative and strategic agency, We Are Social Singapore will spearhead the development of Bandai Namco Entertainment Asia’s initiatives, focusing on localised content for Southeast Asia countries to enhance consumer journey and engagement across various touchpoints. 

Leveraging its experience in delivering strategies that drive business growth, We Are Social aims to capitalize on the existing online presence and brand awareness of Bandai Namco Entertainment Asia to captivate and engage the game publisher’s fanbase in SEA, while expanding its unique proposition within the marketplace.

Speaking about the collaboration, Leong Wei Fen, brand marketing manager at Bandai Namco Entertainment Asia said, “We Are Social displayed great passion and enthusiasm for our games, both old and new. We needed a creative agency that deeply understands the gaming landscape in Southeast Asia and could help us connect with our local and diverse communities. With many exciting titles set for release this year, it’s the perfect time for Bandai Namco Entertainment Asia to partner with an agency who can elevate our brand and drive growth in this dynamic market.”

Nai Yen Wang, head of account management at We Are Social Singapore, added,”Our collaboration with Bandai Namco Entertainment Asia marks an exciting milestone for us. Together, we have the power to shape the gaming landscape in Southeast Asia and deliver memorable experiences to gaming enthusiasts. We are excited to channel our creativity and expertise to propel the brand to new heights.”  

Meanwhile, Kelson Ong, business director and business development lead at We Are Social Singapore, also commented, “With our business offerings across Social Gaming, Virtual Influence, and Social Commerce coupled with We Are Social XYZ, our future strategy and innovation arm, we aim to empower brands to redefine the boundaries of engagement and elevate brand experiences to unparalleled heights.”

Sydney, Australia – Data collaboration platform LiveRamp has announced an expanded partnership with visual inspiration platform Pinterest, to offer a better global integration for advertisers to reach their audiences on Pinterest’s platform globally. 

Through the partnership, marketers will be able to reach their customers on Pinterest with seamless activation on RampID, LiveRamp’s pseudonymous, people-based identifier.

The partnership between LiveRamp and Pinterest will now span APAC markets of Australia, New Zealand, and Japan. Marketers in the region will now be able to easily activate Pinterest as a destination via LiveRamp.

The expansion aims to  improve measurement and analytics for advertisers and create more opportunities for brands to derive value from first-party data within the APAC region. At a time when ROI matters more than ever, APAC  marketers can benefit from the performance and access to insights enabled by this partnership.

“We’re excited to continue building on the momentum of our privacy-centric data collaboration with LiveRamp. We’re now enabling even more marketers around the world to activate on Pinterest without compromising on control or privacy,” said Bill Watkins, chief revenue officer at Pinterest. “Global marketers can build better campaigns with LiveRamp and Pinterest today. They can also build campaigns with the confidence that this partnership is sustainable beyond third-party cookie deprecation and other ecosystem shifts.”

“In this evolving macroeconomic climate, every dollar marketers spend must be addressable and measurable, and we’re excited to offer marketers across the world the ability to seamlessly leverage RampID, enabling better campaigns,” said Travis Clinger, SVP, activations & addressability, LiveRamp. “By building on identity that can power better data collaboration in the future, marketers can begin building enduring brand and business value.”