Tag: Singapore

Singapore – Havas Media Singapore has been appointed as the integrated media agency of record for the Singapore business of Great Eastern, a financial services provider. The agency won the media mandate after a competitive pitch process.

As the integrated media agency of record, Havas Media Singapore is responsible for developing and executing media strategies. It is also tasked to oversee planning and buying across online and offline channels to support Great Eastern’s growth.

Great Eastern selected Havas Media for its innovative approach to delivering results based on its marketing objectives.

“We are honoured to embark with Great Eastern on this partnership, a brand that shares our commitment to delivering meaningful impact. As we continue to invest in our digital capabilities and tools to enhance client centricity and collaboration, we look forward to elevating Great Eastern’s brand presence and supporting their mission to empower customers to Reach For Great,” Russell Lai, chief commercial officer of Havas Media Network Singapore, said.

Keith Chia, head of group brand and marketing at Great Eastern Singapore, commented, “Havas Media’s data-driven, digitally forward approach combined with their thorough understanding of our brand and business objectives assured us they were a good fit. We look forward to a fruitful collaboration as we continue to further strengthen our brand with our customers and engage the next generation of younger audiences.”

Singapore – Following the conclusion of the Formula 1 Singapore Airlines Singapore Grand Prix weekend–brands McLaren, Ferrari, and Red Bull emerge as the standout teams in the conversation, according to data from Meltwater. It has also highlighted the influence of K-pop is also evident, showcasing its growing role in attracting new fans and enhancing the event’s global appeal.

McLaren topped the charts in overall F1 team’s popularity with 91,900 mentions, buoyed by Lando Norris’ stellar victory, which closed the gap to championship leader Max Verstappen. Ferrari and Red Bull followed closely with 84,900 and 83,900 mentions respectively, as global conversations swirled around the race’s exciting developments. 

Adding to the buzz was the announcement of Will Courtenay, Red Bull’s head of race strategy, switching to join McLaren as sporting director – an event that sparked significant online speculation.

Beyond the thrilling motorsport action, Formula 1 has firmly established itself as a premier entertainment event, with a strong focus on high-profile musical performances. This year’s Singapore entertainment lineup outshone all other factors like security, merchandise, F&B and more, with mentions skyrocketing from a daily average of 1,070 to 116,000 on September 21, a staggering 140 times increase on the social media platform X.

Driving this surge in engagement was BabyMonster’s historic Formula 1 debut, marking the first appearance of a Korean girl group at the event. Their performance generated significantly more buzz than other headliners, including Kylie Minogue and OneRepublic, and the hashtag #BabyMonster appeared in 112,000 mentions. 

The overwhelming fan response highlights BabyMonster’s rising global popularity and solidifies their place as a major force in the entertainment world, making their appearance a standout moment at the Grand Prix.

Lastly, prior to the event, Pirelli emerged as the global leader leading up to the race, achieving an impressive 80 million reach and over 957,000 engagement across digital platforms. However, during the Formula 1 Singapore Grand Prix weekend, Singapore Airlines soared to the top, commanding a 54.1% share of voice.

This spike in visibility was largely driven by Singapore Airlines’ role as the event’s title sponsor, but also by a post from popular Korean celebrity Choi Si-won, a member of the K-pop group Super Junior. Si-won shared his excitement about attending the Grand Prix and tagged Singapore Airlines, generating significant engagement across multiple platforms and contributing to the sponsor’s strong showing. Other celebrities who made their appearance at the event included actors Simu Liu and Manny Jacinto.

Mimrah Mahmood, vice president for enterprise (APAC) and partner at Meltwater Asia-Pacific, said, “F1 has been strategically expanding its appeal to a broader audience, notably through their Netflix documentary Formula 1: Drive to Survive, and we see their efforts paying off. F1 has entered mainstream popularity and it’s no longer just for motorsport enthusiasts. The surge in excitement for race weekend marks F1 as a contemporary cultural touchpoint. Teams and sponsors are leveraging this momentum, driving engagement and increasing their digital footprint across new demographic segments.”

He added, “Notably, we are starting to see non-F1 related brands jumping into the conversation and developing campaigns around the race weekend, such as Singapore Sports Hub’s Groovedriver Festival. Brands are creatively tapping into the growing excitement surrounding F1, and we can expect to see more trendjacking around this local moment in years to come.”

Singapore – Mobile network provider giga! is turning every letter ‘e’ into a scannable code through the augmented reality (AR) campaign for its new 5G eSIM launch. Through the filter called ‘giga E-xplorer,’ created by Grey Singapore, everyday objects with the letter ‘e’ are turned intro interactive portals.

The AR filter, accessible through giga!’s website and social media channels, uses smartphone cameras to recognise any letter ‘e’ in the environment. When scanned, they lead to prizes and promo codes related to giga!’s new 5G eSIM plans.

The approach aligns with giga!’s brand “feel good” philosophy by making the launch experience interactive. It also provides fun prizes such as Eighty-Eight Eggs, Exciting Evening at Dua Lipa’s Concert, and Enticing Eighty-Eight Pearl bubble tea. 

Beyond the campaign, giga!’s new 5G eSIM plans offer nationwide 5G coverage, fast download and upload speeds, seamless streaming, and ultra-low latency. 

For frequent travelers, giga! has also included free monthly roaming data in popular destinations like Malaysia, Indonesia, Thailand, South Korea, and India.

“Launching anything into the crowded telco space is a challenge. At giga, we love rising to that challenge, not just with award-winning customer service but by entertaining people and making them feel good. The giga E-xplorer is such fun; you can scan anything from cereal boxes, number plates, or even ‘e’ shaped plant stems and stand to win one of out excellently engineered emotive prizes,” Peter Callaghan, creative director at Grey Singapore, said.

Singapore – Multinational company Dyson has laid off several employees in its main headquarters at Singapore, and follows a recent job cut by the company involving 1,000 employees in Britain.

Dyson has confirmed the news to MARKETECH APAC when reached out to.

“We constantly evolve the composition of our teams and take steps to ensure we have the right skills in the right places. Our ambitions in Singapore remain unchanged, and we anticipate that we will continue to grow here in the medium term,” a company spokesperson told MARKETECH APAC.

Dyson didn’t comment further on the number of employees affected by the layoffs, or which departments the employees are from.

The layoffs are done despite the local employee headcount growing to 35% by 2023, and is expected that Dyson’s total footprint in Singapore will grow in the medium term. Moreover, Singapore–being the company’s headquarters–sits at the centre of Dyson’s research and advanced manufacturing ecosystem.

Following this update, the United Workers of Electronics and Electrical Industries (UWEEI) has expressed disappointment with the company’s one-day notice regarding the retrenchment exercise. For Patrick Tay, executive secretary at UWEEI, this left insufficient time for meaningful discussion between both parties. The union has since then escalated the matter to the Ministry of Manpower.

“The union understands that the affected workers fall outside its scope of representation under the Collective Agreement with Dyson. Nonetheless, UWEEI stands ready to support affected workers,” Tay said in a media statement sent over to MARKETECH APAC.

With this, UWEEI is teaming up with NTUC’s e2i (Employment and Employability Institute) to assist affected workers for new employment opportunities, job matching, and will support them with career coaching and job training, where needed. 

UWEEI members may also tap on the Union Training Assistance Programme (UTAP) fund to offset training courses should they require skills upgrading. It will also assist members who may face financial hardship via their various assistance programmes. 

The union has also reminded companies to observe the guiding principles outlined in NTUC’s Fair Retrenchment Framework (as of 24 July 2020) and the Tripartite Advisory on Managing Excess Manpower and Responsible Retrenchment, and are necessary to ensure that a fair and balanced retrenchment exercise has been undertaken by companies.

“Unionised companies should work with their unions in a timely manner to ensure that a fair and equitable process is carried out to safeguard the interests of all workers, especially our Singaporean core,” Tay added.

Singapore – Popular fast fashion retailer SHEIN has laid 17 employees in Singapore, as confirmed by the company to MARKETECH APAC. This is despite reported plans that the brand is aiming for an IPO at the London Stock Exchange (LSE).

In a statement by a SHEIN spokesperson, it had stated that the employees come from the company’s IT research and development (R&D) arm, and were notified on September 25.

“As SHEIN continues to grow its operations in Singapore with a newly expanded office to accommodate its increasing workforce, the company has also restructured the Singapore arm of its IT R&D team, relocating some positions to other markets as part of its ongoing strategy for continued global expansion, localisation and to drive efficiency. A total of 17 employees in the Singapore office have been affected and were notified on September 25, 2024,” the spokesperson told MARKETECH APAC.

While it did not detail particulars on retrenchment packages to the employees, the spokesperson said that it has committed to support the affected employees throughout the transition period.

“We are committed to working with the affected employees throughout this transition period, providing necessary support and assistance, as well as the opportunity to apply for alternative roles to support localisation efforts in other markets,” the spokesperson added.

SHEIN is reportedly aiming for a London IPO after a planned New York IPO in 2023 came under fire, with both Republicans and Democrats opposing the public listing.

Despite SHEIN being one of the most popular fast fashion brands globally–estimated to have a US$22.7b annual revenue in 2022 according to Statista–the brand itself has been repeatedly criticised over its production practices that promote wastage and pollution, as well as various claims of plagiarised designs of its items that are derived from popular brands.

In August 2023, SHEIN had signed a strategic partnership with SPARC Group, the parent company of Forever 21, in a bid to expand SPARC Group’s distribution of Forever 21, adding value and variety for SHEIN’s extensive customer base.

Singapore – Ninja Van has named Justina Sim as its new country head for Singapore. According to the company, her appointment represents a significant milestone in their leadership journey within a traditionally male-dominated industry.

In her previous position as regional head of financial planning and analysis, Sim transformed her department into a proactive partner, working closely with operations on various initiatives to enhance efficiency and profitability.

Moreover, she transformed Ninja Van’s FP&A department from a traditional advisory role into a proactive partner, working closely with operations to drive initiatives that enhanced efficiency and profitability, allowing her to make informed decisions.

Her expertise in navigating financial and operational challenges as well will be crucial as they expand into new ventures like Ninja B2B and Ninja Cold.

Speaking on her new role, she said, “Consistent reporting and a unified source of truth are crucial. By consolidating data and standardising report templates, we were able to provide timely insights to support management’s decision-making.”

She added, “Leading Singapore, where Ninja Van began, is a true honour. The company has come a long way in the past 10 years. I’m excited to steer Ninja Van Singapore’s growth to the next level.”

Meanwhile, Lai Chang Wen, CEO of Ninja Van Group, commented, “Sim’s deep understanding of the operational side of our business, from cost management to process optimisation, perfectly positions her to lead Singapore. Her ability to navigate both financial and operational challenges will help us scale new ventures such as Ninja B2B and Ninja Cold while continuing to strengthen our core services.”

Singapore – Changi Airport Group (CAG) has refreshed its Changi Rewards loyalty program to elevate customers’ experience with new perks.

The revamped program includes enhanced free parking benefits, birthday vouchers, and a new membership tier called ‘Monarch’.

During their birth month, Changi Rewards regular members can enjoy double bonus points on their first transaction. Meanwhile, Gold, Platinum, and Monarch members can receive vouchers on the first day of their birth month.

The free parking benefits for Gold and Platinum members have also been improved. Gold members can now enjoy one hour of free parking daily without a minimum spend, while Platinum members can enjoy up to four hours of free parking.

‘Monarch’ members, meanwhile, enjoy exclusive perks such as a 4% rebate on their spending, with no points cap. They also receive complimentary parking, personalized shopping services, and a birthday gift of S$60 in Changi e-Voucher Flexi.

Members are also provided with more flexibility through the updated points expiration policy. Previously, all earned points expired annually on June 30th. Now, points are valid for 12 months from the date they are earned.

The new Monarch membership tier is available by invitation to Changi Rewards members who spend at least S$25,000 in a year at Changi Airport, iShopChangi, or Jewel.

Jeffrey Loke, senior vice president of pricing and commercial strategy at Changi Airport Group, said, “With the Changi Rewards refresh, we aim to give both loyal and new customers even better reasons to shop and dine at Changi Airport. One upcoming enhancement that members can look forward to is being able to directly offset your payments at Changi Airport’s terminals, Jewel, and iShopChangi with Changi Rewards points.”

“CAG’s strong push to lift the customer experience and enliven our retail and dining scene also helps our tenants by pulling in footfall, which is why we have a constant pipeline of exciting initiatives and events, including the much-anticipated year-end Changi Festive Village,” Loke added.

Singapore – FairPrice Group (FPG) has teamed up with the Health Promotion Board (HPB) to introduce a new initiative that offers Singaporeans a more seamless way to earn rewards for making healthier purchases. 

As part of this collaboration, FPG has integrated its mobile app with HPB’s Healthy 365 app, enabling customers to automatically earn Healthpoints when purchasing healthier groceries and meals through the FPG app—eliminating the need to scan QR codes.

Through this partnership, customers who link their accounts and pay using the FPG app can accumulate HPB Healthpoints when purchasing Healthier Choice Symbol (HCS) groceries at FairPrice supermarkets and online, Unity pharmacies, as well as Healthier Dining Programme (HDP) endorsed food and beverages at Kopitiam food courts. These Healthpoints are earned in addition to the Linkpoints customers already collect for most purchases.

Customers can redeem these accumulated HPB Healthpoints for FairPrice, transport, or food vouchers. For instance, 750 Healthpoints can be exchanged for a $5 FairPrice voucher, enough to purchase a bottle of lower-sodium soy sauce and a loaf of wholemeal bread.

Vipul Chawla, group CEO of FairPrice Group, stated that HPB’s efforts to promote healthy living through the Healthy 365 app align with FPG’s broader commitment to making healthier choices more accessible and environmentally friendly for customers.

“Our hectic lifestyles coupled with responsibilities like work or school can make it easy for health and nutrition to become an afterthought. Initiatives like HPB’s Healthy 365 app remind us how important it is to take control of our health and wellness journeys, and as the nation’s largest retailer, we are energised to work with HPB to leverage our network of over 570 touch points across the island to help reward Singaporeans when they make healthier choices in their daily lives,” Chawla explained. 

This enhancement reflects FPG’s continued commitment to rewarding customers for making healthier food choices. It also marks the latest expansion of FPG’s omni-channel ecosystem, furthering its mission to enhance the app’s capabilities and deliver greater accessibility and convenience to users.

Singapore – The Agency for Integrated Care (AIC) has teamed up with The Secret Little Agency (TSLA) for the second phase of its ‘Break The Silver Ceiling’ movement — a transformative initiative aimed at breaking the narrow, outdated portrayal of seniors in mainstream media. 

For this new phase, AIC aims to tackles ageist stereotypes head-on by producing a comprehensive digital photo repository that celebrates seniors in their true light—active, engaged, and diverse. The photo bank contains 120 images of 40 seniors, captured by four renowned Singaporean photographers–Aik Beng Chia, Amiera Raushan, Mindy Tan, and Zantz Han.

These photos will be available at breakthesilverceiling.com and used in out-of-home billboards and media collaborations across Singapore. The aim is to ensure that older adults are not only seen authentically but portrayed with the dignity, complexity, and diversity they deserve. It is also in support of Age Well SG, with the aim to support seniors to age well in their homes and their communities by ageing actively, staying socially connected, and be cared for within the local communities.

Recent data shows that only 4% of people featured in advertisements worldwide are aged sixty or older, despite seniors representing a significant and growing portion of the population in many markets. 

In Singapore, a HKUST study found that 88.6% of news articles from 2020 to 2023 contain ageist rhetoric, reflecting the pervasive stereotypes that misrepresent older adults. The urgency to correct these portrayals has never been clearer, especially when 1 in 6 people globally will be aged 60 years or over by 2030. 

Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, said, “This movement isn’t about trying to make 60 the new 40. t’s about being 60 and proud of it. A simple Google image search or stock photo search reinforces such a myopic view of ageing. As an industry, we have to do better – we are perpetuating the stereotypes of ageing that exist in visual culture and as brand stewards, we have the responsibility to represent ageing in a way that is real, authentic, and true.” 

They added, “It’s time to remove phrases like, ‘She looks good for her age,’ from our collective vocabulary. The reality is that the over 60 today live full active lives, defined by more than just their age. By changing how seniors are portrayed, we change how they’re seen—and how we’ll see ourselves as we age.”

The campaign will culminate on 1 October 2024, celebrating the International Day of Older Persons, with an exhibition featuring photographs of seniors at Our Tampines Hub. This six-day exhibition honours the diversity and dynamism of Singapore’s seniors, highlighting personal stories and everyday moments. A photo contest held from 21 August to 15 September 2024 also called for the public to contribute their own photos of seniors breaking silver ceilings under three themes – sports and fitness, lifestyle and leisure, and learning. Selected photos will also be showcased in the exhibition.

By working with national media outlets, government agencies, and community organizations, AIC and The Secret Little Agency are taking a bold step towards dismantling ageism. Through this initiative, they are creating a future where ageing is embraced, not feared, and where older adults are represented in all their diversity and dignity. 

“We often encounter limited portrayals of seniors. AIC’s One Photo at A Time campaign challenges these stereotypes and encourages Singaporeans to rethink their perceptions of ageing, fostering a more inclusive and positive view of growing older and ageing well together.” said Eva Lim, director of the integrated communications and marketing division at AIC. 

Singapore – Lack of quality data hinders 76% of Singapore businesses from using artificial intelligence (AI) effectively, according to a report from customer platform HubSpot. The report unveiled various challenges being faced by businesses in elevating customer satisfaction and generating revenues.

While technology solves most problems faced by businesses, the lack of data has influenced AI use. According to the report, this may be behind 34% of Singapore businesses’ resistance to talk about the integration of generative AI in their operations.

Less than half (43%) of Singapore businesses who participated in the survey reported having data and systems that effectively provides extensive customer information. While the insufficiency delays customer interaction management, it also impacts customer experience. 

Businesses are also facing high costs, as cited by 44% of survey participants. Some raised the burden of intense competition (39%), rising costs of reaching prospects and customers (35%), and channel saturation (34%).

“Needing to switch between more than 50 applications to manage customer interactions is not only detrimental to efficiency, but could also lead to inaccuracies as businesses try to align insights across disparate data sources. Having a single source of truth for customer data is essential to build and maintain meaningful customer relationships. Technology can give businesses a helping hand, however our findings show that data connectedness and a unified tech stack are presenting significant opportunities for local businesses looking to improve prospecting and customer retention,” Dan Bognar, vice president and managing director of JAPAC at HubSpot, said.

“Operating in the world’s most competitive economy is no easy feat, requiring a delicate balance between manginging increasing costs, while delivering an impactful customer experience. At HubSpot, we are committed towards equipping businesses with applications that are easy to use, fast to implement, and delivered on a unified platform. This helps to align marketing, sales, and service teams with a unified view of their customer,” Bognar added.