Tag: Singapore

Singapore – Consumers in Singapore are wary of the fast adoption of artificial intelligence (AI) by businesses, with 87% of local consumers saying they want to know whether they are communicating with an AI or human for customer service. This was according to the latest data from Salesforce.

According to the data, around 79% of the respondents are concerned about companies using AI unethically. However, it is also worth noting that around 66% of customers in Singapore say advances in AI make it more important that companies are trustworthy.

Meanwhile, 53% of customers in Singapore expect companies to understand their needs as they change. Furthermore, 85% of customers in Singapore expect faster service and 78% expect better personalisation as technology advances.

In addition, 78% of customers in Singapore expect consistent interactions across departments and 76% expect to interact with someone immediately when they contact a company.

Lastly, in terms of customer engagement, 85% of consumers in Singapore say the experience a company provides is just as important as its products and services. However, many companies fall short – 66% of customers in Singapore say most companies treat them as a number rather than a unique individual.

Moreover, 62% of consumers in Singapore switched brands at least once in the past year. With this, the quest for better deals is the leading reason for switching brands but the demand for product quality follows closely behind. 

Sujith Abraham, senior vice president and general manager for Salesforce ASEAN, said, “Rising customer expectations means companies can’t afford to stand still when it comes to customer service. Technologies such as AI hold immense potential for businesses to keep up with changing needs and preferences. But this also raises pressing concerns around the ethics of AI.”

He added, “The trust imperative is now more important than ever. Companies that will succeed are those that demonstrate they are approaching the technology thoughtfully, grounded in transparency and security, in order to win the trust of their customers.”

Singapore – Joanne Wong has been appointed by FleishmanHillard as the new president of its Asia-Pacific division. Wong, who has nearly twenty years of experience, has previously worked for the agency in roles like executive vice president, managing director for client services, and head of business development for APAC. Wong previously worked at FTI Consulting Strategic Communications as a senior managing director before returning to FleishmanHillard.

In her new position, Wong will oversee FleishmanHillard’s operational performance across nine nations in the APAC region. Her responsibilities will also include managing the growth and financial performance of the region, fostering the development of productive teams and colleagues, and providing leadership that places a strong emphasis on respect, collaboration, and inclusion as fundamental organizational principles.

Wong held a leadership position in the APAC region during her first 19 years at FleishmanHillard and contributed to the region’s expansion and success over the previous 20 years. Her most recent position involved managing regional operations and profitability while working closely with general managers to promote business growth and talent acquisition and retention in key geographic markets.

She also led teams that served clients in a variety of industries, including healthcare, energy, technology, manufacturing, and others. She also established and oversaw the organization’s APAC financial Services, public affairs, and healthcare practices.

Wong serves as an advisor to C-suite executives, offering guidance on media and special situation responses, including crises and market strategies. She also presents regional trend analyses to global client’s leadership and boards.

John Saunders, president and CEO of FleishmanHillard, expressed, “I am thrilled to welcome Joanne back to the agency in this key role for our global network.” 

He added, “Joanne’s experience is steeped in consulting and client service. And she has a proven track record of growth achieved by supporting colleagues and teams, creating new paths and opportunities for high-performing employees. She will undoubtedly help us generate growth and commercial results in the region and globally, deepening relationships with our current clients and helping to define the future of our company.”

Speaking about her appointment, Wong said, “I am very excited to return to FleishmanHillard, which nurtured and built my dedication and expertise in the communications profession.” 

“I look forward to collaborating with the leadership team in the region to co-create a network that is recognized for our distinctive capabilities to problem-solve for clients, and as the destination for the best talent to achieve their most-rewarding career experience,” Wong added. 

Singapore – Experience and travel services platform Klook launched its ‘Klook Kreator Program’ to inspire people to invest in travelling and unique experiences. 

‘Klook Kreators’ is an industry-first influencer affiliate program with social media at its core that aims to inspire people to travel through its social media campaigns.  

The program will enlist over 1,000 influencers who are expected to release fun travel content on their own social media accounts to encourage the next generation of travelers to invest in trying unique experiences. 

The program comes as Klook doubles down on its social content marketing expertise as part of its 9th anniversary. The company is redirecting its advertising budget from conventional media channels to digital content creators in what would be the brand’s first social and user-generated content (UGC)-powered online sales campaign. 

Klook’s 9th birthday coincides with the year-end travel season, which inspires its travel festival offerings. The company’s celebration giveaways will include deals and discounts for tickets across 14 destinations worldwide, joy saver vouchers for trip bookings, and a trivia travel game in exchange for an all-expense-paid trip in Asia, all with the aim of encouraging people to travel and satisfying their wanderlust. 

The company’s extravagant giveaways and promotions are also tied to the remarkable growth in annual gross booking value, which totals $3b. Klook has witnessed a threefold increase since 2019, despite the pandemic restrictions. 

Eric Gnock Fah, COO and co-founder at Klook, said, “We’re witnessing a profound shift in how the next generation of travelers find inspiration for their holidays. This transformation is no longer a trend, it’s the new normal, especially among Gen Z travelers in Asia Pacific who heavily rely on social media. To meet this demand for authenticity and immersive experiences, we’re significantly increasing our investment in digital content creators.” 

He continued, “Our focus isn’t just on any content, it’s about diving deep into user-generated content that’s mobile-friendly, snackable, authentic, and highly shareable—everything that ignites wanderlust and enhances travel experiences. As authenticity now shapes the way we travel, our aspiration is to build the world’s largest social travel community, facilitating exploration and discovery of destinations and experiences.” 

Speaking on the company’s remarkable growth, Ethan Lin, CEO and co-founder at Klook, also shared, “2023 is proving to be a record year of Travelsilience, where travel and resilience intersect. While we are in the early stages of travel recovery in Asia Pacific with persisting constraints in flight capacities, we’ve achieved astounding growth. Travelers are showcasing their resilience, and our business has surged threefold, primarily driven by a remarkable increase in spending—soaring by over 30% on our platform.”

“This growth is underpinned by the diverse variety of additional products and services we’ve introduced, ranging from rail and car rentals to staycations and even more unique experiences. We anticipate that by 2024, as flight capacity fully recovers and travel becomes more affordable, it will unlock even greater demand, further solidifying our position as the region’s leading experience-first platform,” he added. 

Singapore – Indonesian on-demand coffee company Fore Coffee has announced the launch of its first store in Singapore, marking its entry into the international market scene. 

Fore Coffee’s expansion to Singapore is expected to open up the Indonesian coffee culture in the region. 

Drawing on insights from flavor group discussions (FGDs), the coffee company will tailor a selection of 16 key SKUs to capture the essence of Singaporean coffee culture. It will also adhere to the local nutrition preferences with the aim of empowering individuals to enjoy their drinks consciously while promoting healthier choices through its affordable and accessible diversity of options. 

Fore Coffee’s entry in the new market is also guided by research focusing on the Singaporean coffee landscape, in collaboration with strategy consultant Redseer. According to the research, the coffee market in Singapore is projected to grow at a CAGR of 5%, which means it will reach $1,286 million by 2027, presenting a compelling opportunity for the company to flourish. 

Furthermore, Singaporeans’ strong affinity for coffee, averaging 6-7 cups per week, aligns perfectly with Fore Coffee’s mission. The brand recognizes the mature coffee market in Singapore, combined with a love for Indonesian beans, particularly Arabica. 

Fore Coffee aims to redefine Singapore’s coffee culture in the ‘Indonesian way’ by extending their highly curated coffee beans and signature coffee blends to the new market. 

The brand’s business journey has been marked by profitability since 2021 in Indonesia, even amidst pandemic challenges. A part of its success lies in its adept use of cutting-edge technology, from tools to its mobile app, combined with skillful bean blending techniques.

Vico Lomar, co-founder and CEO at Fore Coffee, said, “Fore Coffee’s brand positioning and menu reflect its role as an ambassador of Indonesian coffee culture in Singapore. The brand’s signature coffee blends, crafted with a deep understanding of the discerning Singaporean palate, redefine the local coffee landscape through an Indonesian lens.”

Singapore – Global hotel company Club Med is putting a strong emphasis on its lifestyle allure, transforming the concept of escapism into a destination through its latest advertising venture,named “That’s l’Esprit Libre.” This campaign not only refreshes Club Med’s image but also emphasises its modern visual identity.

Club Med is rebranding with the tagline “That’s l’Esprit Libre” to reflect its heritage and global presence. Their new campaign addresses the social aspects of travel and vacation experiences by combining a stylish, lighthearted tone with a modern aesthetic.

Commenting about the brand’s revamp, Quentin Briard, Club Med’s CEO of marketing, digital and technologies, said, “With our complete creative overhaul, Club Med is entering a new era aligned with our premium and lifestyle positioning.” 

l’Esprit Libre means having peace of mind and living a different way of life that elevates and enhances the ordinary. “That’s l’Esprit Libre” highlights those special times when we truly unwind while on vacation, letting go of the stresses of everyday life to rediscover what really matters. It urges us to rediscover the easy joys and find contentment in the here and now.

Meanwhile, Jules Renault, director of Soldats Agency, said about the commercial, “It’s anything by a typical commercial. It’s meant to be like a celebration – playful and fun. There’s irony and attitude in the voiceover’s narration, addressing an audience that’s not gone on vacation yet.” 

Singapore – Ogilvy Asia has announced the regional hub launch for TK.Lab in Singapore during the recently-concluded ‘What The Tok!’ Conference held on August 24. The event was attended by industry leaders and innovators to explore the boundless potential of TikTok. 

TK.Lab is Ogilvy’s market-first initiative that aims to revolutionise creative development, influencer marketing, commerce, and media execution in the dynamic realm of TikTok.

Anchored by a profound understanding of relevance as the new cultural currency, TK Lab is the driving force behind Ogilvy Singapore’s weekly engagement with TikTok, an exclusive distinction that solidifies the agency’s position as a torchbearer of innovative engagement strategies.

Following the launch of TK Lab in Singapore, this marks the seventh time a regional hub for this initiative has been launched across Ogilvy’s global network.

Anggie Aprillia, director of content at Ogilvy Singapore, said, “TK Lab by Ogilvy represents our dedication to innovation and our commitment to redefining the creative landscape in SEA/Asia through the TikTok platform.The ‘What The Tok! Conference’ showcased our unique relationship with TikTok, underlining our agency’s vision of pushing boundaries and setting new industry benchmarks as we affirm our position as leaders in shaping the future of creative engagement in the digital age.”

Meanwhile, Emily Poon, president of Ogilvy Public Relations Asia, commented, “Our partnership with TikTok enables us to create content that seamlessly integrates into people’s lives, adding value and resonance. This collaboration reinforces our commitment to crafting compelling culture-first, social-by-design campaigns that resonate deeply with audiences, building on our strength as the leading creative communications, social and influencer agency in the region.”

Singapore – Navigator, the investment platform under SingLife, has announced its rebrand as ‘GROW with Singlife’. The strategic move reaffirms the platform’s commitment to providing individuals with a seamless and empowering investment experience as they work towards their financial goals. 

The rebrand is driven by the brand’s ethos of ‘All Things Considered’, which epitomises the company’s emphasis on the human touch, going beyond looking at finance as an industry focused on numbers. It aspires for the financial services industry to provide more holistic advisory, and being a people-focused business that values human connection. 

Moreover, the new brand is positioned as an integrated investment solution that leverages technology to provide tailored services, so advisers can provide meaningful and impactful guidance to their clients. 

‘Navigator’ began as an investment platform over 20 years ago in Singapore. Under a new management team and with a significant focus placed on technology and strengthening its product offerings, the business has brought in new strategic initiatives. Its adviser enablement ecosystem ‘ELEVATE’, provides a wider range of financial tools, insights, bespoke programmes, and experiential events for its users.

To fulfil the brand idea, ‘GROW’ will concentrate on three strategic areas; including focusing on building and sustaining trust and loyalty by delivering an efficient and reliable platform; continuing to forge strategic collaborations with leading asset management and digital asset platforms to boost market share; and deepen its rapport with advisers to facilitate a culture of development with courses and thought leadership initiatives.

Akhil Doegar, chief executive officer at GROW, said, “We recognised the need for a brand change that acknowledges our present position while paving the way for our future growth. The rebranding isn’t just a marketing strategy; it signifies our strategic intent to build and invest in becoming the go-to platform for advisers, supporting the mass affluent market.”

Meanwhile, Ee Ghim Chua, head of strategic brand, communications and design at GROW, commented, “While finance may often revolve around numbers, life is much more. Our brand idea centres on empathy and authenticity. The considered choice is calm, caring, and compassionate. It prioritises human attention over automation and fosters partnerships over transactions. Our mission is to enable advisors to partner with clients in making more thoughtful choices throughout their entire financial journey.”

Lastly, Pearlyn Phau, group chief executive officer at Singlife, stated, “For over two decades, Navigator has been a trusted financial compass, guiding countless Singaporeans on their investment journeys. GROW will continue to play a vital role in Singlife’s ecosystem. With the support of our future-ready advisers, GROW will be able to serve its clients better than ever, with innovative investment solutions for their journey to wealth creation.”

Singapore – International brewer Heineken has announced the setting up of its global innovation hub in Singapore today. Supported by the Singapore Economic Development Board (EDB), the hub is part of the brewer’s global network of five innovation hubs and will enhance collaboration across global, regional and market levels to deliver global innovations that fulfil unmet and emerging consumer needs.

The hub will also contribute to Heineken’s plan to deliver disruptive and scalable product innovations and double Heineken’s innovation rate by 2025. Its goal is to shape the future of beer and beyond to win the hearts of consumers.

Tapping into breweries and pilot plants across operating companies in APAC and research partners in Singapore, the innovation hub team will drive Heineken’s APAC innovation strategy and lead product development projects. 

Collaborating with Singapore’s ecosystem of flavour houses, R&D labs, and institutes of higher learning will help generate IP, build capabilities, and facilitate knowledge transfer.

Jacco van der Linden, regional president for APAC at Heineken, said, “Our APAC innovation hub will allow us to aggregate clusters of consumer data across the region, distil key insights, and translate this into opportunities for innovation. This is a game-changer for us, and we will work with our partners to create new and exciting experiences for consumers like Heineken Silver and the recently launched Tiger Soju Infused Lager. We also thank EDB for their support and look forward to working with them as we accelerate our innovation efforts.”

Meanwhile, Fong Pin Fen, vice president and head of consumer at EDB, commented, “Singapore welcomes Heineken’s decision to tap on our food and beverage innovation capabilities with its APAC innovation hub setup here. Heineken’s new set-up is now part of a vibrant innovation ecosystem of globally leading brands engaging in new product development from Singapore.”

She added, “It will create exciting job opportunities for our talent and collaboration opportunities for our research institutes and startup community. We look forward to the new products being developed out of the APAC Innovation Hub to cater to global markets from Singapore.”

Singapore – To encourage Singpass users to protect their digital identity and prevent it from falling into the wrong hands, GovTech has released a new campaign through a catchy song number alongside global content company distillery.

The song, titled ‘Be Sure, Be Secure’, combines rap vocals, soulful notes and a big K-pop inspired chorus dedicated to reach a broad audience across different demographics.

Moreover, the messages in the campaign include a series of security tips to protect one’s account – from always checking if text messages sent by Singpass are legitimate, to calling a 24-hour scam reporting hotline if they suspect that their Singpass has been compromised.

Said music video was delivered in partnership with production company Little Red Ants, and will run across various digital channels from late August 2023.

Simon Hearn, managing director at distillery, said, “Data security online is a very real global problem, and the news is flooded with stories on scams on an almost daily basis. For the ‘Be Sure. Be Secure.’ campaign, we knew we needed to find a balance between communicating a serious message and producing a standout creative that would entertain and resonate with viewers.”

He added, “It’s both an individual and collective responsibility to protect our personal data and digital identities, so we really hope this campaign will raise awareness for people to be vigilant when performing digital transactions.”

Meanwhile, Guilet Libby, creative director at distillery, commented, “Singapore is known for its music video campaigns, the challenge lies in setting yourself apart from the other chart-toppers. Our mission for this campaign was clear: to carve a distinctive look and feel that would set us apart from what people are normally used to. Our aim? To fuse a resonant message with a creative concept that seamlessly takes viewers on a musical journey. And the magic ingredient? Ensuring it strikes a chord with people of every generation.”

Singapore – Singapore’s Agency for Integrated Care (AIC) has launched its ‘You Already Care’ campaign, which aims to revamp community care roles to meet demands of mature workers and ITE students who found renewed motivation in pursuing meaningful, impactful work.

Developed in partnership with The Secret Little Agency, AIC launched its campaign with the goal of shedding light on the one universal requirement which a career in community care needs.

You Already Care was created with the aim of demystifying misconceptions surrounding community care jobs, reiterating to Singaporeans the simple truth behind the qualifications necessary to work in community care – you simply just need to care.

Commenting on the campaign, Eva Lim Sng, director, integrated communications and marketing department at Singapore’s Agency for Integrated Care, said, “We understood that for many, a career in community care can appear daunting. We knew that it was necessary that we break down the barriers and preconceived notions people had about such careers. Care is already inside all of us; we hope through this campaign, more and more people heed the call and feel inspired to build fulfilling careers in community care together with us.”

Meanwhile, a spokesperson from The Secret Little Agency commented, “Our campaign was inspired by the everyday acts of care we observed in our daily lives – from giving up your seats in the MRT, to friendly chats with strangers – these very human habits and quirks were our proof of the skills that everyone had in them to join a career in care.”  

“We always joke that a campaign has truly made its mark when it starts circulating like wildfire in the WhatsApp groups of our older generation. The fact that in just a couple of weeks we’ve found it making the rounds, was enough validation that the campaign has captured the hearts and attention of future community care professionals,” he added.

The campaign will run till September 2023, with placements all over the country; from out-of-home placements at bus stops, train stations, kopitiams, to digital and social, and even radio commercials.