Tag: Singapore

Singapore – Creative agency We Are Social has been appointed to spearhead global fashion brand H&M’s creator strategy and engagement in Asia.

We Are Social’s remit encompasses strategy development, end-to-end content creator management, and local market research. The agency will manage the account from its regional hub in Singapore, ensuring collaboration with local teams for effective execution.

The appointment adds H&M to We Are Social’s roster of clients, which includes Samsung Mobile, HBO, UOB, and Ferrari.

Elin Sandberg, head of marketing at H&M East Asia, commented, “We have a passion for engaging with our community of fashion aspirers, and we know that content creators are a key source of inspiration for them. As H&M continues to elevate our brand experience across East Asia,  we are happy to partner up with We Are Social to help us engage and connect with the content creators our customers love.”

Nai Yen Wang, managing director of We Are Social Singapore, said, “We are delighted to partner with H&M to amplify the brand’s presence with a carefully curated mix of content creators in its key markets. Asia is home to some of the most active consumers of social media content, making it critical for brands in this region to have a robust influencer strategy in place as part of their marketing mix.”

Singapore – The Energy Market Authority (EMA), a regulator and facilitator of energy development, has tapped WE Communications as its communications agency of record. The appointment comes after a competitive pitch.

As part of the partnership, WE Communications will develop strategies for EMA’s campaigns focused on its efforts to decarbonise Singapore.

The partnership will focus on enhancing public awareness of Singapore’s energy transition, especially of the ‘energy trilemma,’ which balances security, affordability, and sustainability.

EMA’s decarbonisation efforts are part of Singapore’s goal of achieving net-zero emissions by 2025.

“WE Communications stood out with their integrated and creative approach to help drive our vision for a sustainable energy future. Their team demonstrated an understanding of complex energy transformation challenges, and we look forward to working with WE to champion meaningful conversations that will help lift awareness and understanding of Singapore’s energy landscape,” Juliana Chow, director of corporate communications at EMA, said.

“I’m excited that we get to help drive Singapore’s energy story in such a pivotal time. Our ability stands behind the nation to contribute to this collective vision of a sustainable Singapore is important and I’m glad we can play a big part in helping Singapore move in that direction. This reflects our ongoing commitment as an agency to advocating for the Singapore story,” Daryl Ho, managing director at WE Singapore, commented.

Singapore – Singtel has launched an AI-driven storytelling campaign celebrating Singapore’s 60th year of independence. The campaign, titled ‘Project NarrAItive,’ highlights how technology can eliminate language barriers among generations.

In a four-minute film, Singtel features its employees and their families to tell the legend of Pulau Ubin, a folktale set in pre-colonial Singapore. Each participant narrated the tale in their native language.

Through AI, the narrated story was translated into other languages. The film, accompanied by an accurate dub and lip-sync animations, maintains the participants’ natural tone and style. The dub aims to allow older generations to connect with their younger relatives speaking different languages.

Project NarrAItive features the languages English, Chinese, Malay, Tamil, Teochew, Hokkien, and Malayalam. This reflects Singapore’s diverse languages.

The project was made in collaboration with Hogarth and Ngee Ann Polytechnic’s School of Film & Media Studies. It used AI-powered voice generation, lip-syncing, and generative art technology for authentic multilingual storytelling. Various AI tools were also used for voice-to-voice analysis, AI avatars, voiceovers, and custom imagery.

Throughout the production process, Singtel maintained its commitment to data security and privacy through compliance with protocols.

Lynette Poh, head of marketing and communications at Singtel Singapore, said, “We wanted to celebrate the rich cultural tapestry that defines Singapore and highlight Singtel’s commitment to building bonds and connections using cutting-edge technology this SG60.  Many of the family members who watched the film, teared seeing their onscreen parent or grandparent communicate so seamlessly in a language they understood and felt a strong sense of connection to them, like never before. We see AI as a powerful enabler, that can help us to bridge communication gaps and build strong bonds among communities.”

Kuala Lumpur, Malaysia – Fariz Yusof, most recently the head of customer marketing at Lotus’s Stores Malaysia, has joined L’Oréal as its head of CRM for Malaysia and Singapore at L’Oréal Luxe MYSG. In an interview with MARKETECH APAC, Fariz stated that he is responsible for shaping and executing the brand’s data-driven digital marketing strategy for the two aforementioned markets.

“My role is at the intersection of data, technology, and customer experience, ensuring that we are connecting with consumers in the most relevant and impactful way possible across all digital touchpoints,” he said.

Understanding consumer behaviour through data and personalisation

Fariz also highlighted that in his role, they work closely with the brand teams to ensure that their digital strategies are fully integrated with L’Oréal’s overall marketing objectives, ensuring that their efforts align with business goals.

“Essentially, we aim to deeply understand our consumers – their needs, preferences, and behaviours – through data. This understanding informs everything we do, from personalized content creation and targeted advertising to optimised e-commerce experiences and engaging social media strategies,” he explained.

He spent over six years at Lotus’s Malaysia, where he led customer marketing efforts, focusing on loyalty, engagement, and personalisation. Prior to Lotus’s, Fariz held key roles at Lazada Group, including head of strategic brands (FMCG) and head of commercial Planning & PMO, where he leveraged business insights and analytical skills to drive growth.

For Fariz, his experiences at Lotus’s Stores and Lazada have provided him with a valuable perspective on the evolving retail landscape and the power of data-driven decision-making.

“My experiences at Lotus’s Stores and Lazada have provided me with a valuable perspective on the evolving retail landscape and the power of data-driven decision-making,” he explained.

Given this expertise, Fariz stated that he applies this past expertise at L’Oréal by prioritising customer-centricity, data-driven decision-making, and innovation. In his role, he ensures digital strategies provide value and foster consumer relationships while leveraging data to optimise marketing impact. 

Moreover, He promotes agility by encouraging experimentation with new technologies and emphasises collaboration across teams to align digital strategies with business goals. Additionally, he focuses on performance marketing, tracking, and optimising campaigns across multiple platforms.

“Ultimately, my goal is to leverage my past experiences to help L’Oréal MYSG build a strong digital presence, drive sales growth, and enhance customer loyalty,” he said.

What CRM trends lie ahead for 2025

Fariz highlighted several CRM trends for brands in Singapore and Malaysia in 2025, including data-powered strategies and personalised ones, which ultimately build up to personalised experiences for customers.

In terms of hyper-personalisation, he highlighted that consumers will expect even more personalised experiences, with brands using data to tailor every interaction to their individual needs and preferences.

Moreover, AI-powered CRM strategies are still very much needed, with him stating, “Artificial intelligence (AI) will play an increasingly important role in CRM, enabling brands to automate tasks, personalise interactions, and gain deeper insights into customer behaviour.”

Another point to consider is privacy-centric CRM, with Fariz stating that with growing concerns about data privacy, brands will need to adopt privacy-centric CRM strategies that prioritise transparency and respect for consumer data.

There is also a rising trend for personalised CRM trends, including experiential and omnichannel CRM, as well as launching loyalty programs.

“Brands will focus on creating memorable and engaging experiences that build emotional connections with customers and drive loyalty. [Moreover], consumers will expect a seamless experience across all channels, with brands providing consistent and personalised interactions regardless of how they choose to engage,” he said.

Fariz added, “Consumers will want to be rewarded for their patronage of brands and products they use, as well as for referrals.”

Lastly, he also mentioned that brands will enhance their CRM strategies by integrating social media for real-time engagement and community building while optimising mobile CRM to ensure seamless customer experiences on the go.

In response to these trends, Fariz stated that the brand is investing in data analytics and AI to enhance customer insights and personalisation while prioritising a privacy-first CRM strategy to build trust. Additionally, they are also focusing on creating engaging experiences and strengthening omnichannel capabilities for seamless customer interactions across all touchpoints.

Blending online and offline channels to elevate CX

When asked about how to successfully blend online and offline channels for enhanced customer experiences, Fariz stated that successfully blending offline and online experiences requires a strategic and, most importantly, a customer-centric approach.

“Brands must understand that customers don’t think in channels. They simply experience a brand, regardless of whether it’s online, in-store, or through a mobile app. This means removing siloed thinking is crucial,” he stated.

As part of his advice, Fariz says that brands should start by mapping the entire customer journey, ensuring a seamless transition between online and offline touchpoints. For him, a unified brand message and consistent service across all platforms help build trust and engagement. Moreover, leveraging data for personalisation allows brands to tailor experiences, using insights from digital interactions to enhance in-store visits and vice versa.

“Map out the holistic customer journey, from initial awareness to purchase and beyond, identifying all touchpoints and opportunities to create a unified experience. Think beyond just online or offline; consider how the customer moves between these worlds,” he said.

There is also an importance on investment, with Fariz highlighting that staff training and technology investment is crucial to support this blended approach, enabling employees to assist customers at any stage of their journey. In addition, continuous measurement and optimisation help identify friction points and improve the overall experience.

“[Always] ensure that the blended experience provides value to customers, whether it’s through personalised recommendations, exclusive offers, convenient services, or simply a more enjoyable and efficient shopping experience,” he said.

He added, “Ultimately, the goal is to create a holistic and engaging customer experience that builds brand loyalty and drives sales growth. It’s not just about being present on multiple channels, but about creating a connected and meaningful experience for the consumer, wherever they are and however they choose to interact with your brand. The key is to think like a customer, not like a marketer operating within a specific channel.”

Singapore – Audi Singapore has appointed seasoned executive Martin Bayer as its new managing director, tasking him with steering the brand through its milestone shift to a fully direct-to-consumer retail model.

As the new MD, Bayer will oversee Audi Singapore’s transition to a fully direct-to-consumer retail model, the first of its kind for the brand globally. He will also be responsible for shaping the company’s omnichannel business strategy and managing its operations following the launch of ‘Audi House of Progress Singapore’ and a new online retail platform.

Bayer, who has been with the Audi Group for over 26 years, joined Audi Singapore in February 2025. Previously, he served as director of sales for Latin America and Eastern Europe at AUDI AG, overseeing sales, aftersales, and profitability across 30 markets. He also led direct sales initiatives in Brazil and Argentina, managed the transition to battery electric vehicles, and introduced new showroom concepts in multiple locations.

During his tenure at AUDI AG, Bayer held various roles in brand, product, and sales, including leading product marketing and sales for the Audi A4, A5, and Q5 in Germany. He also managed financial services operations, restructured VIP customer sales, and oversaw product marketing for Audi Italia, focusing on growth and long-term planning.

Commenting on his appointment, Bayer said, “I am excited to be stepping into the Managing Director role at Audi Singapore and joining at such a promising phase of our business. With my cross-functional expertise, global experience, and strong network across the Audi Group, I am confident of continuing Audi Singapore’s success together with the team in this new era.” 

Bayer’s appointment follows Audi Singapore’s shift to a direct-to-consumer business model and the opening of Audi House of Progress Singapore on 13 February 2025. The new flagship showroom and lifestyle space, now open at Cross Street Exchange, is designed around four pillars—performance, lifestyle, sports, and dining.

Singapore – The Singapore Institute of Technology (SIT) has launched a new admissions campaign in collaboration with creative agency FiftyFull. Centered on the theme “Prepared for Life,” the campaign features real students at SIT’s new Punggol Campus and highlights the university’s focus on applied learning and industry readiness.

SIT’s new admissions campaign aims to increase enrolment for the upcoming academic year by showcasing its applied learning approach and industry connections.

Running from January to March, the campaign targets students, adult learners, and parents, emphasising SIT’s partnerships with industry and its role in preparing students for the workforce through real-world learning, work-study programs, and professional networking opportunities.

The campaign film follows SIT students from enrolment to the workplace, using a split-screen effect to illustrate their transition from classroom to career. Filming required coordinating 50 students’ schedules across multiple locations.

Commenting on the campaign, Sabrina Chua, director of corporate communications at SIT, said, “We wanted to showcase SIT’s uniqueness as Singapore’s leading university of applied learning and how we develop our students to be career-ready. The admissions campaign developed by FiftyFull has beautifully captured SIT’s core proposition.” 

Chua continued, “By using real-life students going about their day-to-day lives, the campaign powerfully communicates the value of a SIT education—real work experiences and real-world preparation. We hope that more students and adult learners will consider our proposition when exploring higher education and get industry-ready with SIT.”

SIT’s campaign film is accompanied by print ads, out-of-home displays, social content, and on-ground activations. The campaign highlights various ways the university equips students with lifelong skills for their careers.

Vanessa Heng, creative partner at FiftyFull, commented, “SIT is a special brand for us, and through years of experience, hardships, and successes together with the client, we understand what works with our audience and the brand. The first most important thing when it comes to creative treatment is authenticity.” 

“We also planned and adjusted the campaign roll-out through years of testing and research, tailoring the messaging while analysing our audience’s thought process and behaviour. Our conclusion is that an SIT degree is more than a piece of paper; it’s the start of an enriching journey that fulfils a purpose, and we hope that this message has been conveyed effectively,” Heng added. 

SIT, Singapore’s first university of applied learning, offers degree programs focused on key growth sectors. FiftyFull was appointed last year on a 24-month contract to develop annual admissions campaigns across various marketing channels.

Singapore – Edelman has strengthened its leadership in Southeast Asia with the appointment of Delicia Tan as CEO for Singapore, expanding her current role overseeing Hong Kong and Taiwan, and Vorasit (Gigg) Turongsomboon as the new managing director for Edelman Thailand.

Currently serving as CEO for Hong Kong and Taiwan, Tan will now expand her leadership to include Singapore, succeeding Julia Wei, who is leaving the firm at the end of the month to pursue a new venture.

Tan, who joined Edelman Singapore in 2006, has extensive experience leading integrated teams across Asia Pacific. She has worked on diversified communications strategies and served as regional and global client leader for several of the firm’s major clients.

During her two and a half years as CEO of Hong Kong and the Greater Bay Area, Tan has led the business through the post-pandemic period and developed an integrated communications team serving clients across the region.

Turongsomboon, who has over 16 years of experience in strategic public relations and communications, also joins Tan as the new managing director for Edelman Thailand.

Turongsomboon will lead Edelman’s Thailand office, which has expanded in response to growing client demand. The office has worked on notable campaigns, including the Cannes Lions-winning Dove #LetHerGrow campaign in 2023 and the Vaseline Transition Body Lotion campaign in 2024.

Before joining Edelman, Turongsomboon was managing director at MSL, overseeing clients in the tourism, automotive, and consumer products sectors. His experience also includes a decade-long tenure at Procter & Gamble.

Speaking on the leadership appointments, Rakesh Thukral, Edelman’s CEO for Asia Pacific, said, “Delicia’s new role is an acknowledgement of her experience and contribution to our firm. We have a strong team and a great set of clients in Singapore. With Delicia’s leadership, I am confident that we will continue to do impressive work in that market. I would like to thank Julia for her contribution to the Edelman business in APAC.” 

Thukral added, “We are also very pleased to have Gigg onboard to lead our business in Thailand. Through these appointments, we are strengthening our ability to deliver the best communications advisory solutions for our clients across Asia Pacific. I am confident both Gigg and Delicia will make a positive impact in their new positions.” 

Tan and Turongsomboon’s appointments are effective immediately.

Singapore – Singapore’s High Court has ordered to block 22 illegal streaming sites and 70 related domains, strengthening its anti-piracy efforts in the country.

The Court order follows major entertainment players’ push for a crackdown on illegal streaming sites. Among the entities who sought and obtained the order includes BBC Studios, the Premier League, DFL Deutsche Fußball Liga and LALIGA.

Recently, the Premier League obtained a similar order to actively block the illegal distribution of content in Singapore.

The Asia Video Industry Association’s Coalition Against Piracy (CAP) welcomes the latest order, strengthening its broader campaign against piracy. CAP is working on providing an in-depth analysis of piracy trends and raising awareness of its dangers to consumers.

“There is now extensive evidence of the links between piracy services and consumer harm, including risks of malware infection, identity theft and viruses. A 2024 study undertaken showed that consumers accessing pirate sites in Singapore are nearly four times more likely to be exposed to a cyber threat compared to a mainstream site, and blocking access to piracy services is a great step in preventing this type of harm,” Matt Cheetham, CAP’s general manager, said. 

“Recent research has also shown that piracy services could have wider potential harm, with illegal streaming devices (ISDs) shown to be riddled with compromised apps and pre-installed malware targeting personal data. These devices can be remotely hijacked and potentially used for more widespread attacks on other devices and broader networks,” Cheetham added.

Singapore – Singapore has progressed in its digital government aim, particularly in customer experience and accessibility, according to Adobe’s report. However, it needs to address shortcomings in site performance and readability in line with its Smart Nation 2.0 vision.

Adobe’s report, which assesses customer experience, site performance, and digital equity, reveals mixed results. Singapore sees a ~+5% increase in customer experience, with higher desktop and mobile CX scores among users with accessibility needs reflecting inclusivity. 

However, site performance has declined by 8%, with ~40% slower mobile loading speeds compared to desktop and issues in domain quality.

Digital equity, which measures accessibility and readability, sees an 11% climb from the index last year, placing Singapore second in the Asia-Pacific.

Despite this, the readability of content remains a concern, with a low average score of 48 out of 100. Additionally, some government agencies are also adopting personalisation.

Singapore’s site performance score has greatly impacted its overall digital government index score, which only increased by 1% from its previous score despite its enhanced customer experience and digital equity.

Smart Nation 2.0 is Singapore’s national digital strategy, which aims to improve the country’s digital infrastructure through smart and inclusive digital services for its citizens.

John Mackenney, director of digital strategy group APAC at Adobe, commented “Singapore’s Smart Nation 2.0 sets a bold vision for a trusted, inclusive, and future-ready digital government. While nearly all public services are now online and Singapore has done well in maintaining citizen satisfaction in customer experience, there remains room for improvement in digital equity and site performance. Achieving Singapore’s Smart Nation 2.0 will require continuous progress in accessibility, personalisation, and seamless digital experiences to meet ever-increasing citizen expectations.”

“At Adobe, we’re committed to enabling government agencies with the solutions they need to modernise digital experiences, efficiently deliver services, increase citizen engagement and build trust through personalisation. Aligned to this, Adobe’s Digital Government Index aims to provide a roadmap to help agencies build an effective digital government of the future, one that is designed for everyone but tailored to the individual,” Mackenney added.