Tag: Singapore

Singapore – Restaurant brand The Soup Spoon is encouraging Singaporeans to achieve their health goals for the new year in its latest ‘Split the Cals’ campaign.

As part of ‘Split the Cals’ campaign, in collaboration with We Are Social Singapore, The Soup Spoon will be giving away discount vouchers to participants of the promotion, with 100 participants gaining the chance to win meal prizes.

The campaign, strategically set for the new year, aims to help people follow through with their resolutions for healthier lifestyles, promoting healthy food choices.

‘Split the Cals’ allows customers to swap their food temptations for healthier and calorie-conscious meals with a friend. To participate, customers can post or comment on a photo of a tempting food ad on Instagram, tagging The Soup Spoon and a friend to share the healthy meals.

Besides the social media campaign on Instagram, it will also be launched in-store at The Soup Spoon’s locations across Singapore. The campaign runs from January 7 to 21, 2025.

Anna Lim, co-founder and Souperchef at The Soup Spoon, said, “We know that New Year’s resolutions often centre around healthier living and we want to make it easier for our customers to turn those resolutions into reality. Our extensive menu of unique soup meal combinations makes healthy eating feel like an exciting journey rather than a chore. And because we believe health is better together, we’re encouraging everyone to take the journey with a friend or a buddy, so you can inspire each other every step of the way in 2025!”

Omar Sotomayor, regional executive creative director at We Are Social Singapore, commented, “Every January, many of us make New Year’s resolutions to eat healthier, only to be derailed by tempting fast food promotions and turning to guilt-ridden, lonely junk food binges. But The Soup Spoon saw an opportunity: why not turn these ads, designed to tempt you, into a chance for healthier meals at The Soup Spoon? That was the inspiration for ‘Split the Cals’. For example, a 1400-calorie burger combo could become a wholesome, joyful meal for two—helping you and a friend stick to your resolutions, because staying healthy is easier together.”

Singapore – E-commerce platform Lazada has launched an activation in Singapore that turns everyday items into fashion statements in collaboration with BLKJ Havas.

Partnering with brands, Lazada’s activation saw influencers flaunting unique styles with Orchard Road as their runway.

The activation is part of Lazada’s ‘Always the Better Price’ campaign, highlighting its mission of offering competitive prices from daily necessities to fashion. 

While underscoring its commitment to ‘Lowest Price Guarantee’ for consumers, it also aims to enable customers to shop with pride in the deals they receive.

The launch of the activation in Singapore is part of a series of roll-outs planned across Southeast Asia.  Apart from Singapore, a localised version of the activation has been released in the Philippines and will be launched in Indonesia, Malaysia, and Thailand this January.

“We’re thrilled to have brought this bold and fun campaign to life, showcasing how better prices can turn any purchase into a reason to celebrate and share. By working with Lazada to make the work ‘un-advertising,’ we’ve successfully captured attention in a truly unique way,” Rowena Bhagchandani, chief executive officer and co-founder of BLKJ Havas commented.

“Our customers already rely on us for their daily needs, but with Always the Better Price, we’re going a step further,” Marcus Chew, chief marketing officer of Lazada Group, said.

“This campaign reinforces our commitment to better prices through our Lowest Price Guarantee, while showing showcasing our diverse categories offerings. From everyday essentials to stylish fashion pieces, we’re giving shoppers more ways to look good, feel confident, and flaunt their smart choices without breaking the bank,” Chew added.

Singapore – SenseTime Group Inc., the prominent Chinese AI software firm, is reportedly scaling down its office space in Singapore as it navigates rising competition and cost pressures in the rapidly evolving AI landscape.

Bloomberg, citing unnamed sources familiar with the matter, reported that SenseTime is relocating from a prime downtown office to a smaller space in a more affordable neighborhood. The company is said to be vacating its roughly 11,000-square-foot (1,022-square-meter) office in Frasers Tower for a less central location.

The firm is downsizing as rivals like ByteDance expand overseas amid China’s economic slowdown. In stark contrast, one of its major competitors, OpenAI—the creator of ChatGPT—announced plans just a few months ago to establish an office in Singapore, with further expansion in the Asia-Pacific region on the horizon.

According to Bloomberg, the move highlights SenseTime’s struggle to remain competitive after losing Alibaba as a key backer in 2023. It also reflects a cooling trend in Singapore’s prime office market, which has relied on the expansion of Chinese tech firms in recent years.

As of now, the company’s representatives in Singapore have not issued any statements regarding the reports.

It is worth noting that SenseTime was among the first in China to win approval for generative AI services last year. However, in December 2024, Reuters reported that the company underwent a “major organisational restructuring” to accelerate its shift towards generative AI technologies. The report also highlighted that SenseTime has struggled to keep pace with competitors in the generative AI boom, with its shares plummeting 61% from their issue price three years ago.

Singapore – Lonsdale, an independent branding and design consultancy, has promoted Christine Wiryakartika and Katrina Crescenzo to associate creative directors in its Singapore studio, reflecting their contributions to the company’s growth.

Completing the company’s creative leadership team in Singapore, Wiryakartika and Crescenzo will report to Muriel Schildknecht, Lonsdale Singapore’s executive creative director, who leads the team in developing its global client base.

Both Crescenzo and Wiryakartika joined Lonsdale Asia as senior designers in 2019 and 2021, respectively. 

Crescenzo has led identity and packaging designs for Vaseline, Watsons, and L’Oreal.

Meanwhile, Wiryakartika spearheaded projects like Clarins’ product launch and Glenfiddich’s travel retail campaign while managing global branding for Unilever LUX and Ceradan by Hyphens Pharma.

Lonsdale Asia’s team works with various consumer and retail brands across the region, also handling global campaigns for brands such as Heineken and NTUC FairPrice.

Nadia Romanis, managing director of Lonsdale Asia, said, “Congratulations to Christine and Katrina on well-deserved promotions. These appointments recognise the continued growth we are experiencing in Asia and Lonsdale’s commitment to developing its talent from within.”

“As we hit the ground running in 2025, I look forward to further enriching our offer and creating the most compelling brand experiences for our clients across the region, and globally in partnership with Lonsdale offices in Paris and New York,” Romanis added.

Singapore – Havas Media Network has appointed Pankaj Nayak as its new chief executive officer (CEO) in Singapore and president of Havas Media in Southeast Asia (SEA) as part of its growth efforts in the region, effective immediately.

Having worked with the agency in the past, Nayak returns to oversee its growth strategy while providing innovative and impactful client solutions. He is set to work closely with Russell Lai, chief commercial officer of Havas Media Network Singapore, and Kenny Yap, chief operating officer of Havas Play.

Nayak has 25 years of experience across different markets in Asia, 17 years of which have been spent in Singapore. He has worked with various clients, including National Heritage Board and National Council for Problem Gambling.

Having joined at a time of the agency’s transformation, Nayak’s role includes the SEA implementation of the Converged strategy, recently announced by Havas. The strategy focuses on combining talent, capabilities, and platforms for agency growth and client impact.

Additionally, Nayak will forge alliances and lead acquisitions as he focuses on enhancing expertise and offerings.

Rana Barua, group CEO in India, SEA, and North Asia, said, “Asia’s diverse and rapidly evolving markets demand a leader who understands the nuances of each market, and what it takes to drive growth. Pankaj brings to us deep regional experience, and his expertise in driving global and regional client businesses, developing product capabilities and verticals, and fostering high-performance teams is the ideal fit for this role.”

Nayak commented, “I’m thrilled to join the network during such an exciting phase of growth in the region. The opportunity to lead the media team in Singapore, while contributing to the broader SEA region, is incredibly exciting. My conversations with Rana have been incredibly fruitful, and with Havas’ Converged strategy—alongside the growth potential in the region—was a major factor in my decision to join Havas. 

“I look forward to working with the team to drive growth by leveraging our collective regional strengths to deliver impactful, integrated solutions that meet our clients’ evolving needs,” Nayak added.

Singapore – dentsu Singapore, a digital marketing communications company, has appointed Rahul Thappa as managing director of customer experience management (CXM) and media to strengthen its adtech and martech offerings. The appointment is effective immediately.

With his expertise in customer analytics, adtech, and martech, Thappa has been deemed a veteran with over 20 years of experience in the media industry. He has previously led innovation in pay-TV platforms, marketing agencies, and content companies.

Having focused on the markets of Malaysia and Singapore for digital transformation, Thappa also showcases a deep understanding of brands’ needs in the region.

Prakash Kamdar, chief executive officer of dentsu Singapore and dentsu’s clients & solutions in Southeast Asia, commented, “We embarked on our integration journey at dentsu Singapore five years ago so that we can truly serve our clients with seamless streamlined offerings, efficiently and effectively. With the sharp acceleration of digital transformation in recent years, the convergence of our martech and adtech solutions will now continue to set us apart with clients seeking to optimise their investments in building consistent and connected customer journeys.”

“Rahul’s strong track record in both fields, coupled with his intimate appreciation of the landscape in our region, will serve to bring out the best synergies of our offerings to further drive business growth and excellence for our clients,” Kamdar added.

Thappa commented, “As digital marketing evolves at an unprecedented pace, it’s clear that adtech and martech need to work together seamlessly to deliver truly innovative solutions. This isn’t about choosing one over the other – it’s about integration and collaboration. Dentsu Singapore has always led the way with its unified approach, and as we further harmonise and align our CXM and Media solutions, we’re making it even easier for clients to navigate complexity. This means creating end-to-end experiences that are powered by data, driven by creativity, rooted in insights, and enabled by cutting-edge technology.”

“I’m thrilled to join this award-winning team and lead a group of talented professionals whose passion and expertise consistently push boundaries. I’m equally excited to collaborate with accomplished peers and contribute to a culture that drives innovation and excellence,” Thappa said.

Singapore – Yeo Hiap Seng, a food and beverage company, is celebrating the 2025 Lunar New Year with the launch of limited-edition ‘Fortune Cat’ packaging and installations.

Yeo’s is introducing three festive packaging for its chrysanthemum tea, featuring the fortune cat as a symbol of prosperity and luck.

Additionally, Yeo’s has displayed two ‘Fortune Cat’ 3D installations at FairPrice Hougang Mall and FairPrice Xtra @ Jurong Point, where it will remain on exhibit until February 9. The installations, spanning 1.2 meters, are both made from Yeo’s recycled plastic bottles as an effort towards sustainability.

The installations have been recognised as the largest 3D-printed model made from recycled plastic bottles by the Singapore Book of Records, reflecting the company’s contribution to plastic waste reduction.

Alex Chen, head of marketing and business development at Yeo’s Singapore, said, “We are delighted to celebrate this Lunar New Year with the Yeo’s Fortune Cat, a symbol of good fortune and prosperity.”

“This record-breaking installation at FairPrice Hougang reflects our ongoing commitment to blending tradition with sustainability by creatively repurposing recycled Yeo’s plastic bottles. We are deeply grateful to FairPrice Group, along with our valued partners Unigons Global Pte Ltd and Plastictinkers, for their collaboration in bringing this initiative to life. Together, we are creating a meaningful and memorable experience for our customers,” Chen added.

Singapore – The Ministry of Digital Development and Information (MDDI) is celebrating Singapore’s 60th year of independence in its latest campaign with independent agency GOVT Singapore.

In line with the SG60 celebrations in 2025, the campaign honours the nation-building, multiculturalism, and resilience that has molded the country over the years.

Directed by Freeflow Productions’ Roslee Yusof, the campaign film highlights Singaporeans’ refreshed spirit as they contribute to the country’s growth.

The campaign also features key visuals displaying Singaporeans from different walks of life, in conjunction with interview videos telling their stories. These include multicultural band yIN Harmony, community volunteer group Kampung Kakis’ Mae Tan, Will & Well fashion designer Elisa Lim, artist with disabilities Gary Chong, local start-up Commenhers’ Nuryanee Anisah, and mental health and disability advocates Lino Felix and Zoe Zora.

The campaign video is available across Singapore government’s social media platforms and can be viewed on select television channels until the end of January.

Aaron Lye, director of Campaigns and Production Department at MDDI, said, “The celebration of our nation’s 60th birthday is an opportunity to build on the Forward Singapore exercise in refreshing our social compact. In commemorating SG60 together, we hope that Singaporeans can step forward and partner with one another to make the lives of fellow Singaporeans better. Let’s contribute to building a stronger Singapore together as we chart the journey of our future Singapore together.”

Tim Chan, executive creative director at GOVT Singapore, commented, “It’s always an honour to be involved in a campaign like this. As the country celebrates its 60th birthday, we wanted the work to be a reflection of a Singapore that has evolved towards a new chapter of togetherness, boldness and progress.”

Singapore – MullenLowe Singapore has been appointed by the National Trades Union Congress (NTUC) as its creative agency on record, with a remit to improve brand awareness and perception of NTUC in its role to take care of workers’ welfare, wages, and work prospects in Singapore. This win follows a competitive pitch. 

Over a 27-month retainer, MullenLowe Singapore will develop integrated campaigns in Singapore that include ATL, BTL, Digital / Social, and Event Collaterals. 

Gonzalo Olivera, managing partner at MullenLowe Singapore, said, “We are honoured to have been chosen by NTUC as its creative agency of record. The work they do is incredibly important. As Singapore continues to progress rapidly, workers will always need someone to empower and care for them. We hope to support NTUC in its journey to champion workers in Singapore.” 

Meanwhile, Shona Tan, senior director of communications at NTUC, commented, “We look forward to working closely with MullenLowe to create meaningful campaigns that will resonate with workers in Singapore, reinforcing our belief that every worker matters. Through the campaigns, we want to inspire workers to take action for their careers with us alongside them, and to deliver on our commitment to enhance their lives and livelihoods.”

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.