Tag: Southeast Asia

Singapore – Technology platform FreeWheel has forged a partnership with media company Innity to boost media buying across CTV and premium digital video. It aims to provide brands with access to curated CTV and premium video audiences across Southeast Asia and Hong Kong.

The partnership will see FreeWheel combining its advertising technology with Innity’s local market expertise. Through the collaboration, Innity’s clients can connect with premium video sellers across markets in the region. This includes Singapore, Vietnam, Thailand, Malaysia, the Philippines, Indonesia, and Hong Kong.

FreeWheel’s streaming hub offers advertisers access to premium video inventory, made seamless through a single entry point. The platform enables advertisers to connect efficiently with global buyers and sellers, maximising outcomes.

Additionally, the partnership will allow advertisers to reach key audience segments in the automotive, finance, FMCG, and lifestyle industries.

“This strategic partnership with Innity aligns with our global vision to deliver simplified and unified advertising experiences for advertisers and addresses some of the industry’s key needs: removing unnecessary friction in media buying, improving addressability, and driving greater return for marketers,” said Alvin Tan, commercial director, APAC at FreeWheel.

“This collaboration comes at a crucial time as advertisers seek to capitalise on the rapid growth of CTV and streaming in the region, through the right balance of quality inventory and campaign efficiency. We’re excited to partner with FreeWheel to offer brands a smarter, more scalable way to connect with audiences. This partnership also aligns with our broader vision to expand our video and CTV offerings and help our partners thrive in a streaming-first future,” Fabian Looa, COO and co-founder at Innity, commented.

Manila, Philippines – Digital-native retail platform Etaily has announced a strategic partnership with GroupM in a bid to help global and regional brands navigate and thrive in complex digital environments across marketplaces, direct-to-consumer platforms, social commerce, and offline retail.

In an exclusive interview with MARKETECH APAC, Alexander Friedhoff, founder and CEO at Etaily, the Etaily-GroupM partnership is designed to address one of the most pressing challenges faced by marketers today: maintaining brand consistency in a highly fragmented and fast-evolving retail landscape.

“Through this partnership, Etaily and GroupM bring together their complementary strengths to offer a fully integrated, end-to-end solution. Etaily contributes its commercial expertise, proprietary technology, fulfilment infrastructure, omnichannel operations, and influencer networks. GroupM, on the other hand, provides deep capabilities in data-driven media planning, buying, and performance optimisation.

In the context of the Philippine market, Alexander says that this partnership means that a one-stop shop is available for marketers that connects media, content, commerce, and operations, powered by real-time analytics and AI-driven decision-making.

“The result is a more unified and efficient approach to customer engagement, enabling brands to deliver consistent experiences, drive conversions, and build loyalty in a highly competitive and emotionally driven marketplace,” he said.

Alexander added, “This partnership not only streamlines execution across the funnel but also gives brands the strategic agility to scale effectively in a region where omnichannel behaviours are increasingly the norm.”

A unified offering to ease juggling of contracts and stacks

Alexander also detailed that with GroupM’s full-funnel audience planning, media buying and creator activation, a marketer’s flow now go straight into Etaily’s marketplace, livestreaming and D2C store management, inventory-driven promotions, fulfilment and pre- and post-purchase care.

“We cannot [continue] to treat traffic and conversion separately. In fact, for years, Philippine brands have treated media investment and commerce enablement as two separate jobs, run on separate platforms by teams that rarely exchanged data in real time,” he noted, remarking on the divide between media and commerce strategies amongst local marketers.

He also stated that in practice areas where both partners are active: retail-media activation, live-commerce production and affiliate tracking—the lead shifts fluidly to whichever side is best placed for the moment, so every move is guided by a shared, real-time view of the shopper.

“Because both teams read the same SKU-level signals, money spent on awareness is linked within minutes to gross merchandise value, margin, and customer-lifetime metrics. A spike in search clicks can prompt Etaily to surface stock, adjust a price, or push a voucher, and the resulting cart data loops straight back into GroupM’s campaigns,” he said.

For now, the Etaily-GroupM partnership will be first rolled out in the Philippines, where both companies share deep on-the-ground expertise. Alexander added that as Etaily grows its footprint across Southeast Asia, the intent is to extend this playbook market by market.

“In short, the Etaily-GroupM alliance replaces a relay race between media and commerce with a fully synchronised pit crew, keeping shoppers moving smoothly from “I just saw it” to “I just bought it”, and eventually to “I’m buying again”, he quipped.

The role of an effective commerce funnel

For Alexander, an effective commerce funnel is seen as crucial to enhancing e-commerce strategies, particularly in the rapidly growing and diverse Southeast Asian market, where capturing consumer attention is increasingly challenging. 

He also stated that a well-designed funnel goes beyond just driving conversions—it also fosters customer loyalty and encourages advocacy. When implemented successfully, such journeys have the potential to transform into a kind of informal affiliate network, with satisfied customers naturally promoting the brand within their own circles.

“What marketers need to understand is that brands with a clear story and well-defined pathways to communicate that narrative gain a distinct edge. They’re able to tailor tactical marketing and sales executions across the funnel, reaching everyone from first-time users and brand loyalists to competitor switchers. This structured approach enables brands to move consumers seamlessly from awareness to repurchase, and eventually to advocacy,” he explains.

Alexander added, “In a region where peer influence and digital word-of-mouth are incredibly powerful, this kind of commerce-driven storytelling becomes a core growth engine. It’s not just about performance. It’s about turning transactions into relationships, and relationships into lasting brand equity. GroupM and Etaily bring proven strengths in these areas, and through this partnership, we aim to help brands optimise and elevate their commerce funnel.”

What’s next for commerce marketing in SEA

When asked what lies ahead for the industry in Southeast Asia, Alexander stated that the future of commerce marketing in the region is increasingly being shaped by the merging of media with commerce, and content with conversion, as the lines between sales and storytelling continue to blur. 

He also noted that with the rapid evolution of digital platforms, the traditional linear journey from brand awareness to purchase is being replaced by more immediate, in-platform engagement and transactions. 

“Etaily and GroupM see this as more than a trend; it’s the new standard. We’re responding by building a closed-loop commerce infrastructure where discovery, engagement, conversion, and fulfilment are seamlessly integrated. This anticipated shift and the challenges it presents prompted our partnership. Through this collaboration, we are embedding AI, real-time analytics, and full-funnel execution into one unified operating framework,” he explained.

Alexander stated that social media platforms like TikTok is often cited as a key driver of this change—what started as a channel for brand education has quickly transformed into a space where brand relatability and real-time purchasing are fueled by livestreams and short-form videos. This trend underscores a shift in consumer behaviour, where users now expect to discover, interact with, and shop from brands without leaving the platform.

“This blurring of lines between sales and marketing marks an exciting future, one where every brand interaction becomes part of a larger commerce-driven experience. For marketers and enablers alike, it’s no longer about driving impressions; it’s about delivering instant, measurable outcomes in every moment of the journey, and Etaily and GroupM are at the forefront of this movement,” he concluded.

Singapore – E-commerce platform Lazada has pledged a US$ 100m investment for its LazAffiliate programme annually. The move aims to empower creators, strengthening their partnership with brands in Southeast Asia.

The investment is set to enable Lazada’s affiliate programme to improve commission frameworks, incentives, and features. 

LazAffiliate programme connects creators with brands and sellers in one network, driving conversions through personalised recommendations. It allows affiliates to earn commissions for every successful sale.

Introducing a new suite of features, the LazAffiliate programme has upgraded its affiliate channel with a more user-friendly interface. It allows affiliates to prioritise high-commission products and strategise through an improved performance dashboard. The platform also enables them to personalise digital storefronts and access bonuses during shopping festivals.

To further empower its affiliates, Lazada is forging partnerships with brands to deliver marketing strategies. Lazada plans to co-invest through store vouchers and a network of content creators and influencers that will help enhance product visibility

Jared Chan, head of regional affiliate at Lazada Group, commented, “Lazada is committed to enabling influencers and content creators across Southeast Asia to unlock new income streams and scale their impact. With this investment, we aim to cultivate a vibrant affiliate ecosystem that not only supports entrepreneurial growth but also builds more authentic, localised connections between brands and consumers.”

Singapore – Brand and consumer strategy consultancy Wolfzhowl has announced its expansion to Southeast Asia and Australia by bringing in Waheed Bidiwale as global CEO and Jean Paul as CEO for Southeast Asia, with Singapore as its regional hub.

With over two decades of leadership in martech, data and AI across Australia, USA, Europe, Middle East, and Asia-Pacific, Waheed who was last the global CSO of Verticurl, will now lead Wolfzhowl’s #Stratech vision globally.

“I’m thrilled to join Wolfzhowl at such a pivotal time. We’re here to prove that businesses don’t just grow when strategy meets technology; they transform. Stratech is more than a methodology; it’s a movement,” he stated.

Meanwhile, Jean a business leader who thrills in orchestrating people, product & profit, with over 20 years of experience across Publicis, Omnicom, Dentsu networks in APAC markets, will drive the Southeast Asia growth from Singapore.

“Southeast Asia is full of ambition and complexity, and that’s exactly where orchestration thinking thrives. I’m excited to shape Wolfzhowl’s growth here and help brands win by being behavior-led and tech-enabled,” he stated.

Speaking about this appointments, Kalyan Ram Challapalli, founder and strategy chief at Wolfzhowl, commented, “Our Australia & Southeast Asia entry is a critical chapter in Wolfzhowl’s evolution. With Waheed and Jean onboard, we are ready to scale our Stratech philosophy to a new breed of clients looking for insight & tech transformation.”

Singapore – Apparel brand Levi’s is teaming up with global music platform 88rising to launch the concert series ‘Road to Future Asian Music’ (FAM). Spanning four cities, the concert series features emerging artists in Southeast Asia as Levi’s debuts its ‘Sping/Summer 2025’ collection.

Styling featured artists in new summer outfits for the concert series, Levi’s and 88rising aims to empower creative voices through style and self-expression.

The ‘Road to FAM’ concert series will embark on a tour across Southeast Asia, including Singapore, Kuala Lumpur, Jakarta, and Manila. It aims to build anticipation for the upcoming FAM Bangkok Festival.

The tour is set to feature FARIZ JABBA (Singapore), Zack Tabudlo (Philippines), ZAMAERA (Malaysia), and RAMENGVRL (Indonesia). They will also be featured in a mini-docu series, set to be released on Levi’s and 88rising’s channels.

The concert series coincides with the anniversary of the iconic ‘501 jeans,’ reflecting Levi’s 150-year connection to music and self-expression.

‘Road to FAM’ kicked off in the Philippines on May 14 and in Singapore on May 16. The Malaysia and Indonesia leg of the tour will be held on May 21 and 25, respectively.

Meanwhile, Levi’s is unveiling its ‘Summer Lifestyle Collection,’ bringing back baggy jorts with a modern fit.

Kenny Mitchell, chief marketing officer at Levi’s, said, “For 150 years, Levi’s and the 501 have been part of music and cultural movements around the world. Road to FAM continues that legacy by helping spotlight Asia’s next generation of creative pioneers. These artists are pushing boundaries and creating something entirely their own.”

“All I am is a Singapore boy from the flats of Queenstown and the Eastside… I’m truly honoured to have a chance to echo the sound of our little city through the Road to FAM series, performing alongside other key artists across Asia in the city of Bangkok, June 2025. We outside!” FARIZ JABBA commented.

Singapore – With the second season of the HBO Original series ‘The Last of Us’ recently premiering on Max and HBO on April 14, Max launched a hyper-local campaign that engaged fans in the Philippines, Thailand, Indonesia, Malaysia, Singapore and Taiwan. Through pop-ups at local festivals and shopping malls, high-energy sports event takeovers and viewing parties, Max transformed everyday spaces and activities into immersive experiences across the region. 

Pop-up experiences brought the show to life, allowing fans to step into an inspired post-apocalyptic world of The Last of Us. From April 13-15, Max leveraged Thailand’s biggest water festival, incorporating themed pop-ups at the festival’s hotspots in Bangkok, attracting fans and the public through interactive activities and social media contests across three locations. 

Meanwhile, fans in the Philippines also had the opportunity to pose for photos at on-ground activations at BGC in Manila with a replica of a wrecked car from the show’s setting and a sari-sari store at the PBA Provincial Games, adding a local twist. From April 14–20, a themed setup was also constructed in popular mall, VivoCity in Singapore, where fans eagerly took part in themed quizzes and shared social moments.

Moreover, takeovers at sports events were also held in the Philippines and Taiwan. This comprised the Premier Volleyball League Finals on April 10, the PBA Provincial Games on April 26 in the Philippines and the final takeover set to take place on May 14 at the UAAP Volleyball Finals. In Taiwan, the takeover took place at Fubon Gradian Baseball Games from April 26–27. In addition, Max held premiere viewing parties for invited guests in Indonesia, Malaysia and Taiwan.

As part of the activation rollout, a striking out-of-home campaign across Southeast Asia and Taiwan included 3D billboards in Metro Manila’s BGC district, wrapped sky trains in Bangkok, an immersive mural art in Kuala Lumpur, and digital placements in the busiest districts in the region.

To fuel the campaign’s digital momentum, Max held social media contests, including one in Indonesia that invited fans to share their heartfelt responses on what they would do if the person closest to them was infected, inspiring user-generated content. 

Singapore – Marketers in Southeast Asia (SEA) are prioritising retention (65%) and brand building (64%), according to a report from partnership management platform impact.com. The report highlights how businesses and consumers are navigating the travel industry amidst changes in preferences and consumer expectations.

impact.com’s report highlights how many SEA marketers still prioritise online advertising to drive bookings, trusted only by 27% of Singaporean and 18% of Australian travellers. This reliance on less trusted channels amidst rising ad costs and competition underscores the need for marketers to rethink their strategies.

Peer recommendations and word-of-mouth referrals emerged as top influences for travel-related purchases, trusted by 62.5% of travellers in Singapore, 67.5% in Australia, and 75% in China.

In Singapore, a significant 68% of travellers place their trust in review and comparison sites, aligning closely with China (72%) and surpassing Australia (59%). This presents an opportunity for brands to strategically embed affiliate links within relevant travel content and guides to capture consumer intent.

Meanwhile, savvy travel brands are increasingly working with influencers, affiliates, online travel agencies (OTAs), and premium publishers to elevate their partnership strategies. While 27% still rely on OTAs and aggregators to reach high-intent audiences, high commission fees leads them to re-evaluate. 

Some marketers (25%) see affiliate marketing as a growing priority, attracted by its performance-based structure that rewards partners on successful bookings. It also caters to consumer demand for cashback, loyalty perks, and discounts.

A significant number of marketers intend to focus on online advertising (27%) and OTAs (28%). However, some are starting to shift to channels like affiliate marketing (15%) and influencer marketing (11%). 

The report also highlights that 45% of Singaporean travellers trust affiliates while 63% favour influencers. These trust levels reach 50% and 68% in Australia, and 59% and 75% in China, respectively.

Adam Furness, managing director APJ at impact.com, said, “The modern consumer demands trust, transparency and authenticity, and they turn to their communities and trusted sources of information to guide their purchasing decision. The brands that thrive are balancing acquisition with retention and community-building through partnerships with affiliates, influencers, publishers, customer advocates and more. This report highlights how partnerships can help marketers increase revenue and build valuable connections with travellers through authentic content, recommendations and reviews.”

Singapore – Internet users in Southeast Asia (SEA) rank among the top consumers of online short-form video content, according to a report from socially-led creative agency We Are Social and media intelligence company Meltwater.

We Are Social and Meltwater’s report reveals that SEA users consume more TikTok videos and reels over longer video content like vlogs. 

More specifically, internet users in the Philippines, Thailand, and Indonesia are among the top five countries globally who spend time watching short videos. Users in each country spend more than an hour a day watching them.

Filipinos spend nearly 10.5 hours weekly watching short-form videos while spending 9 hours and 14 minutes on longer content on average. 48.7% of Filipinos watch vlogs and influencer videos per week, significantly higher than the global average of 23.8%.

Meanwhile, Southeast Asians watch less television than other countries globally.

Social media use, gaming in SEA

A majority of the SEA population (70.4%) are social media users, spending an average of more than four days a week using various platforms. In the Philippines, users spend over 23 hours on social media every week, while Singaporeans only spend 11 hours and 38 minutes.

In Thailand and Malaysia, the weekly time spent on social media is over 18 hours, while Indonesians spend almost 16.5 hours. Vietnamese users spend under 14 hours on social media.

Social media users in the region spread their time across 7.10 platforms, higher than the global average of 6.86.

Additionally, the Philippines, Indonesia, and Thailand are among the top gamers globally, with 93% of internet users in each nation playing video games. The figure is higher than the global average of 83.5%. 28.6% of adults in the Philippines and 27.1% in Vietnam are interested in esports.

Naiyen Wang, managing director, Southeast Asia at We Are Social, said, “Southeast Asia is home to some of the most diverse and unique digital behaviours in the world. The Digital 2025: April Statshot report highlights this, especially when it comes to how consumers engage with video content and why short-form and small screens play a starring role. With consumers in this region spreading their time across multiple platforms, it’s critical for brands to invest in a smart content strategy to ensure maximum exposure with their audience.”

Singapore – Sony Music Entertainment (SME) has named Kevin Foo its managing director for Southeast Asia (SEA), effective immediately. Foo is set to oversee the company’s operations across the Philippines, Indonesia, and Thailand.

In his appointment, Foo will spearhead SME’s growth and engagement strategy while promoting artist development in key SEA markets. He is responsible for leading SME’s team, including general managers and other leaders.

Foo has held leadership roles in the music industry. Prior to the appointment, he served as managing director of RCA Records Greater China and general manager of SME Taiwan. Before joining SME, he led Beep Studios and co-founded indie label Umami Records.

Through the appointment, SME is strengthening its presence in a fast-moving market with Foo advancing SME’s vision in SEA for a strong local music ecosystem.

“Kevin has a unique ability to connect artists, markets, and audiences in ways that drive both commercial and cultural impact. His deep understanding of the region, coupled with his passion for artist development, makes him an ideal leader to shape the next phase of our Southeast Asia strategy,” Shridhar Subramaniam, president, Asia and Middle East of Sony Music Entertainment, said.

Foo commented, “I am honoured to take on this new role and look forward to building on SME’s strong foundation in the region. This is an exciting time for music in the region as we see local music like P-pop, Dangdut, and T-pop expand their reach internationally. I hope to work with our incredible artists and teams to create new opportunities, amplify voices, and shape the future of music here.”

Singapore – Havas Media Network Singapore has appointed Kenny Yap as chief executive officer (CEO) of Havas Play as part of its series of leadership changes to advance growth. The appointments are part of the agency’s efforts to innovate and strengthen its offerings.

Louise Koh has also been appointed as managing director of Havas Media Singapore, while Deanson Lee has been promoted to managing director, digital.

In his new role, Yap will lead Havas Play’s growth in Singapore, expanding its presence across Southeast Asia (SEA). Meanwhile, both Koh and Lee are responsible for strengthening Havas Media’s client relationships for business growth.

 Yap, Koh, and Lee will report to Pankaj Nayak, who was appointed as the CEO of Havas Media Network Singapore and president of Havas Media SEA in January.

“These promotions reflect our commitment to nurturing talent and building a strong leadership team for the future. Kenny, Deanson, and Louise have been instrumental in our success, demonstrating expertise, vision, and an unwavering drive to push boundaries. I have no doubt that under their leadership, our agencies will continue to thrive and set new benchmarks in the industry,” Nayak said.

He added, “I would also like to extend my heartfelt thanks to Russell for his contributions to the agency. His leadership and dedication have been instrumental to our progress, and we wish him the very best for his future endeavours.”