Tag: Southeast Asia

Singapore – Viddsee, a short film platform, has announced key appointments to advance its content development and marketing capabilities. Christopher Cumming has been named as  Viddsee’s vice president of commercial and Irsyaduddin Ifwat as associate creative director.

Leveraging his leadership skills, Cumming’s new role requires him to push for the company’s business growth while executing marketing strategies. Meanwhile, Ifwat is at the helm of developing creative solutions for Viddsee’s clients.

Both new team additions have notable experiences in the field. Prior to his appointment at Viddsee, Cumming served as general manager at CUE Group and group business director before that. He also held leadership roles at Wavemaker and Wunderman Thompson. Ifwat was a communications design lead at SATS Ltd. and a senior designer at PropertyGuru Group.

“I am thrilled to join Viddsee at such a pivotal time in its growth journey. I look forward to working with the talented team to enhance our commercial strategies and deliver outstanding value to our clients through innovative content solutions,” Summing said. 

Ho Jia Jian, founder and chief executive officer of Viddsee, commented, “The addition of Christopher and Ifwat, combined with our commitment to growth, reinforces our dedication to creativity and excellence. We eagerly anticipate their contributions to our mission of empowering storytellers and enhancing client experiences.”

Singapore – Lancôme Travel Retail APAC has recently launched its largest activation at Singapore Changi Airport Terminal 1 Central Piazza in departure transit with the launch of the worldwide exclusive Changi 1st: Génifique Ultimate Travellers’ Repair Clinic. Said activation invites travellers to be the first in Asia to step into the future of revolutionary skincare repair science with the new Génifique Ultimate serum.

Through this activation, the brand also unveiled its first-ever AI travel beauty consultant— Génifique AI—a revolutionary step in personalised beauty. Moreover, Lancôme also became the first commercial brand to transform the Jewel Changi Airport skytrain, alongside a pillar wrap at Terminal 1 Central Piazza, creating an immersive and unforgettable travel experience. 

The brand further redefines how travellers engage with luxury offline and online through an exclusive WeChat mini program. These innovative touchpoints together form a truly elevated and seamless ‘Travel with Lancôme’ journey, designed to captivate and inspire at every step.

Génifique AI- the activation’s AI-powered beauty assistant

From September 10 to October 15, travellers are invited to step into the future of skincare and discover the new Génifique Ultimate serum – a power-packed, ultimate version of the brand’s iconic Génifique serum. The new Génifique Ultimate serum, backed by 27 years of repair science, is now powered by BetaGlucan-CM. 

When travellers first enter the repair clinic, they are greeted by a futuristic LED hologram display of Génifique Ultimate. There, they go beyond the bottle and get an up-close-and-personal, microscopic view of Beta Glucan, the star ingredient behind the serum’s breakthrough formulation that accelerates skin repair.

As part of the repair discovery journey, travellers will be able to dive deep and discover Lancôme’s ingredient story through an interactive, motion-censored RFID display screen. They can learn about the full suite of Génifique franchise just by placing the products on the interactive screen.

Moreover, at the core of the Travellers’ Ultimate Repair Clinic is Lancôme Travel Retail APAC’s first AI travel beauty consultant – Génifique AI, a revolutionary travel beauty consultant that blends advanced AI with a captivating human touch. Through an engaging conversation, in either English or Chinese language, Génifique AI analyses travel plans and identifies potential skin concerns, providing travellers with the most intelligent and tailored skincare recommendations.

Skytrain with Lancome activation

Lastly, before travellers embark on their next journey, they can feast their eyes on the iconic Skytrain tunnelling through Jewel Changi Airport with the massive Jewel Rain Vortex in the background, which attracts millions of visitors yearly. In a bold move, Lancôme is the first commercial brand to take over the skytrain that captures the travellers’ heart and cameras.

Jesus Abia, managing director at L’Oreal Travel Retail Asia Pacific, said, “At L’Oreal Travel Retail Asia Pacific, we are proud to invite you to experience this new Génifique Ultimate serum – the biggest renovation of our biggest icon in beauty industry. Our commitment to pushing the boundaries is in both innovative skincare technology, as it is about creating immersive and transformative experiences that resonate with today’s travellers. By launching the Génifique Ultimate Travellers’ Repair Clinic at Changi Airport, we are redefining what is possible in global travel retail, demonstrating that Asia Pacific is at the forefront of merging advanced science with luxury and personalised service.”

Meanwhile, Linda Wang, general manager at Lancôme Travel Retail Asia Pacific, commented, “At Lancôme Travel Retail Asia Pacific, the many ‘firsts’ in this Génifique Ultimate activation is only made possible by the strong tripartite partnership between Lancôme Travel Retail Asia Pacific, Changi Airport Group and The Shilla Duty Free Singapore. By combining Lancôme’s expertise in advanced skincare, Changi Airport’s commitment to enhancing the passenger journey, and The Shilla Duty Free’s dedication to exceptional retail, we have created a truly groundbreaking activation that sets a new standard for travel retail. Redefining our consumers’ travel experience with innovation, expertise and immersion – pre, during & post trip.”

Jeff Lee, managing director of The Shilla Duty Free Singapore, commented, “We are delighted to partner with Lancôme and Changi Airport Group to introduce the Génifique Ultimate Travellers’ Repair Clinic. This collaboration allows us to create unforgettable experiences that seamlessly blends retail and beauty, offering travellers a unique opportunity to indulge in cutting-edge skincare while on the go. At The Shilla Duty Free Singapore, we are committed to enhancing the shopping journey by bringing world-class brands and innovative concepts to our customers. This clinic is a perfect embodiment of that mission, providing an immersive and luxurious experience that will leave a lasting impression on every traveller.”

Lastly, Chandra Mahtani, Changi Airport Group’s Head of Airside Concessions, said, “This activation presents a unique opportunity for Changi Airport’s travellers to not only be one of the first in the world to purchase the new Génifique Ultimate serum, but also enjoy a moment of reprieve and pampering experience at the innovative Travellers’ Ultimate Repair Clinic before their travel journey. We are also proud to offer our iShopChangi customers on the WeChat mini program and Changi Rewards Monarch members exclusive priority access to Lancôme’s latest product.”

Bangkok, Thailand – Dusit Thani Bangkok details the development of the reimagined hotel in its new docuseries titled ‘An Icon Reimagined: The Docuseries.’ The ten-episode series has been launched on Dusit Thani’s Facebook and YouTube, with new episodes being released every Tuesday throughout September.

While the new structure has been modernised, it left traces of iconic elements that speak of the hotel’s heritage. Its signature golden spire inspired by Wat Arun Ratchawararam or Temple of Dawn can still be found inside. It also houses paintings of Thai National Artist Paiboon Suwannakudt. 

The 39-floor flagship hotel is situated at the centre of Dusit Central Park, which will also house the Dusit residences, office tower, retail centre, and roof park in 2025. 

“When talking about the Dusit Thani Bangkok, many people think about my mother, Thanpuying Chanut Piyaoui, who built the original hotel following her vision to uniquely deliver gracious Thai hospitality to the world. Back in 1969, when the hotel was being built, people questioned the strange building she was constructing. It was neither Thai nor Western in its architectural style. However, as the years passed, Dusit Thani Bangkok, with its unique identity and personality, established itself as one of Bangkok’s iconic landmarks. And it stood tall and proud for over 50 years,” Chanin Donavanik, vice chairman and chairman of the executive committee at Dusit International, said.

“The original property was also distinguished by my mother’s belief in the strength of Thai culture and hospitality, and how these could be leveraged to create a hotel that could compete in the international market. The new Dusit Thani Bangkok continues her vision to create a recognised landmark in Thailand, reflecting the nation’s culture while delivering service and hospitality with true Thai heart and soul,” Donavanik added.

Suphajee Suthumpun, group chief executive officer of Dusit International, said, “There have been so many changes in our industry over the past 50 years. To bring back the past glories of the original Dusit Thani Bangkok within a modern context, we knew thoughtful change was essential. Under the concept of ‘An Icon Reimagined,’ we have worked to create an innovative and modern hotel that retains the beloved identity of the original property. Three key pillars have guided our approach: ‘The legacy continues – Gracious, now and always;’ ‘Iconic grandeur for a new generation;’ and ‘Luxury redefined through distinctive experiences.’ These pillars define the new paradigm of rest and relaxation offered at the new Dusit Thani Bangkok, with design, facilities, and service elevated in every way.”

“Maintaining Dusit Thani Bangkok’s valued iconic identity has been our mission from the very start. The preservation of artworks, woodwork, and landscaping from the original property ensures various areas of the new hotel will remind guests of the hotel’s storied past. Visitors can also relive their Dusit memories on our Heritage Floor, which features a virtual library dedicated to the history of the hotel and the Silom area. Moreover, the new Dusit Thani Bangkok features artworks by talented artists from Silpakorn University, who drew inspiration from their memories of the original hotel to create a diverse range of paintings. These preservation efforts are all highlighted in the docuseries,” Suthumpun added.

After undergoing a five-year redevelopment, Dusit Thani Bangkok is set to reopen on Sept. 27. The hotel originally opened in 1970.

Paris, France – French accessible luxury fashion group SMCP, the parent company of fashion brands Sandro, Maje, Claudie Pierlot and Fursac, is delighted to announce the signing of two new distribution partnerships with two major APAC countries: the Philippines and Indonesia. 

Following the announcement of its expansion in India over a year ago, the Group has signed two new distribution partnerships with SSI Group (Philippines) and Map Group (Indonesia). For the group, these two key countries in the APAC region are key drivers of development and influence, with strong economic growth and a flourishing middle class. 

SMCP has already opened its first Sandro Indonesian store in Jakarta (Plaza Senayan). In the Philippines, it plans to open 4 shops in Greenbelt and Central Square, two key districts of metropolitan Manila, as well as 3 corners in the Rustan’s Makati department stores. 

Other openings are planned over the next 5 years in the most prestigious shopping malls in these two countries. 881 Group is a specialist luxury and ready-to-wear retailer in the Philippines. SSI Group operates 570 stores throughout the Philippines on behalf of 90 brands, including long-term partnerships with leading fashion houses (Cartier, Hermes, Givenchy, Zara etc). 

Meanwhile, Map Group, a distributor in Indonesia since 1995, has become a leader in several segments over the years (fashion, cosmetics, sport, etc.). Today, Map Group operates nearly 3,000 shops (Ind itex Group, Loewe, Max Mara, Lacoste, Starbucks, etc.) in almost 80 Indonesian towns and cities. 

Singapore – Monks has named a new Southeast Asia leadership team, helmed by Munas van Boonstra as managing director for the Southeast Asia offices.

Following the launch of the Indonesia office, Monks has elevated core talent from its team to take the business into a new era of strategic growth. The new roles represent a commitment to SEA as a growth market, with offices in Singapore, Malaysia and Indonesia, and the importance of leading with world-class local talent. 

Munas van Boonstra has been promoted to the role of MD, Southeast Asia, after leading the Malaysia office and taking regional operational leadership responsibility since joining in 2022. Prior to Monks, van Boonstra had leadership roles at Publicis Malaysia, MYTV Broadcasting and GroupM. 

Meanwhile, Saufi Salleh has stepped into the role of head of clients of marketing services for Southeast Asia, a newly created position that pulls client leadership across all SEA markets under his mandate. Clients in Southeast Asia include PayPal, Google, M1, and ABC. Salleh has almost two decades of experience leading clients through digital-first thinking at businesses across agencies. He has been with Monks since 2021, when he joined as regional business director. 

Lastly, Monks has also given Kryse Ynieto a broader remit, as he will now lead strategy for the region as head of strategy, Southeast Asia. Ynieto has been at Monks since 2021, when he was brought on to work with local and regional clients. He has worked in senior strategy positions at companies including Landor, TSLA, and JWT.

Van Boonstra, Salleh and Ynieto are part of a wider management team for the Southeast Asia region, which also includes SEA Regional Executive Creative Director Anam AS, Yasmine Mansour Head of Growth SEA and Executive Producer Lee Kwok Leong.

Speaking about the new leadership updates, van Boonstra said, “Bringing the Southeast Asian perspective to Monks’ global portfolio of marketing and technology services allows us to impact clients on a large scale. By combining cultural insights and data-driven media strategies, powered with AI, we strive to lead creative disruption that truly makes a difference. Together with my SEA colleagues, we are dedicated to delivering innovative solutions that shape our clients’ present and future success.”

Meanwhile, Matthew Godfrey, EVP at Monks APAC, said, “Our new SEA leadership team has deep professional and cultural experience across the diverse region. This is fundamental to Monks’ growth strategy. While the business model and our focus on AI-driven workflows deliver the promise of faster, better, cheaper, more, our team’s connection to the market allows us to achieve this while driving culturally rich, digital-first work for brands.”

Singapore – Live commerce and shoppable short video provider BeLive Technology has announced a new partnership with Star Live, a live streaming platform based in Singapore. This latest collaboration aims to connect both the retail and celebrity worlds, to help increase sales for global brands.

For this partnership, Star Live has enlisted the help of some of Singapore’s recognised names, including Jack Neo,Terence Cao and Dawn Yeoh, to usher in a new era of e-commerce through providing consumer-star engagement and unparalleled entertainment. 

It will see BeLive Technology elevate entire online shopping experiences, from a mere transaction to a must-attend online star-studded affair, bringing an end to the days of passive shopping.

The collaboration will also see Star Live launch its first vertical web drama series titled ‘The Executioner’, which will feature celebrities such as Vincent Ng and Thai influencer Fah Chatchaya Suthisuwan, also popularly known as ‘Fah Fah’. The vertical web drama series will tap on BeLive’s technologies to make it interactive and shoppable.

Kenneth Tan, CEO of BeLive Technology, said, “This latest partnership between BeLive and Star Live will see some of the biggest celebrities in Asia take part in must-experience shoppable video sessions. These will not only provide more engaging content for consumers but also help brands increase sales on the back of inflation. I believe live streaming represents the future of e-commerce as today’s consumers crave online interaction.”

He added, “Add that to rapid advances in streaming technology, the integration of AI and celebrities and shopping suddenly becomes a more enjoyable, star studded affair. We are hugely excited to be teaming up with Star Live and look forward to transforming how shoppers make those all-important, online purchases.”

Meanwhile, Terence Cao, founder of Star Live, commented, “We’re thrilled to join forces with BeLive to bring a new dimension to live commerce. By combining our celebrity-driven content with BeLive’s cutting-edge streaming technology, we’re set to create an unparalleled shopping experience that is as entertaining as it is effective. This partnership marks a significant step forward in how we connect brands with consumers, making shopping more interactive, engaging, and accessible. We’re excited about the potential this collaboration holds to redefine the e-commerce landscape in Asia and beyond.”

Jakarta, Indonesia – Full-service marketing agency Skribble–alongside its regional partners–have announced the launch of Strategic Asia Marketing Alliance (SAMA), a coalition of creative agencies from across the Asia-Pacific region. The alliance aims to elevate the marketing industry by fostering collaboration, driving innovation, and delivering integrated solutions tailored to diverse APAC markets.

The alliance brings together a diverse array of leading agencies from across the APAC region. In Indonesia, founding members include IDEOWORKS, Krona, Meson Digital, SevenAds, ADX Asia, Omeoo Creative, Ivosights, Naikreatif, and Kim Communications. Malaysian agencies iWisers, BLWN and Battle Mind Creative are also among the founding partners. From Singapore, iFoundries and Superminted, join the alliance, while Thailand is represented by Relevant Audience. 

This roster of agencies represents a wealth of expertise and local market knowledge, further strengthening SAMA’s position as a hub for marketing excellence in the region.

To better understand SAMA’s vision of aiding agencies across the region, we recently spoke with Teng Chan Leong, CEO at Skribble and founding member of SAMA, to understand why this alliance was established, and what can the alliance can be help for agency leaders to be thought leaders in their respective fields.

What challenges SAMA aims to solve

One of the first things Leong noted as a challenge in the region for the industry is there is fragmentation of markets across the region. He notes that each country has its unique cultural nuances, consumer behaviours, and regulatory environments, making it challenging for agencies to effectively serve clients across multiple markets.

“What global brand assumes is one region, with several languages, couldn’t be further from the truth. In reality, just in Indonesia itself there is over 700 spoken languages, Thailand although opened its borders to tourism, still has a rich and unique culture vastly different throughout as it borders Laos, Vietnam, Cambodia, and Malaysia. And while Malaysia borders Singapore and Thailand, it is probably culturally more similar to Singapore for some subcultures and more similar to Indonesia in certain subcultures. And that is just peninsular Malaysia. Borneo and East Malaysia have a whole different culture,” he explains.

Moreover, he also noted the pace of macro trends where from the technology trends of AI to talent diaspora, to the brand’s regional positioning and brand regional expansion, it is evident that demand is getting more complex.

“A product manufacturer isn’t just looking for a brand or creative agency, they want a one-stop solution that is able to advice on warehousing, local regulations, competitor’s research in the target market, localisation for brand and packaging, local UGCs and KOLs, and a performance team that is able to handle the nuances across the markets. There is no way, a single boutique agency is able to service this demand. And if the global network agency is out of reach of these brands, then where do they look to?,” he added.

Lastly, he also notes that there is a greater demand for brands to launch integrated at region-wide campaigns, saying, “Many agencies struggle to deliver this scale of service independently. No 1 agency can claim to be the best in every region. Structurally, even network agencies know that this is impossible. Local excellence can only be delivered by local excellence.”

Overall, the SAMA was conceived as a solution to these challenges, allowing agencies to collaborate, share knowledge, and offer clients comprehensive regional coverage while maintaining local expertise.

How SAMA aims to shape regional industry leaders

For Leong, SAMA was established as a way to elevate industry standards in several ways, as well as positioning industry leaders as thought leaders and having initiatives designed to drive both recognition and business success for its members.

One of those initiatives is through knowledge sharing, where its regular meetings and collaborative platforms will allow members to exchange best practices, innovative techniques, and insights from their respective markets. 

Moreover, they will also be implementing a talent exchange program where this so-called cross-pollination of skills and ideas will raise the bar for creativity and strategic thinking across the alliance. 

“We’re also developing shared ethical guidelines and quality standards that all members will adhere to. This ensures a consistent level of service excellence across the alliance. Lastly, we’re pooling resources for research and development, enabling smaller agencies to access cutting-edge tools and methodologies they might not be able to invest in individually,” Leong said.

Leong also notes that they aim to leverage their collective strength to forge partnerships with research houses, technology players, brands, and leading universities and research institutions. This will involve their members in cutting-edge marketing research and education, further cementing their thought leadership positions. 

These initiatives align with SAMA’s objectives of using the various differences of agencies in the region to learn from each other and note that while the industry landscape is often repetitive and competitive, there are significant opportunities for growth through collaboration and knowledge sharing.

“SAMA aims to connect you to local excellence, no matter which country you need support in. By bringing together the most exciting home-grown brands in business consulting, tech, marketing, talent management, and production, we’re enabling a synergistic network that spans the entire region,” he concluded.

***

In today’s rapidly evolving business landscape, the formation of an industry alliance for marketing and creative agencies is not just beneficial—it’s essential. Such alliances foster collaboration, innovation, and shared learning, enabling agencies to stay ahead of market trends and technological advancements. 

By uniting under a common banner, agencies can collectively advocate for industry standards, influence policy, and enhance the overall credibility and trustworthiness of the sector. Ultimately, an industry alliance serves as a powerful platform for growth, ensuring that both individual agencies and the industry as a whole can thrive in a competitive and dynamic environment.

Singapore – With anime–the popular form of Japanese animation–seeing greater revenue by licensing anime titles to overseas audiences, the popular anime-centric streaming service Crunchyroll is seen ramping up its presence in Southeast Asia, most notably in Indonesia where they recently launched their local campaign to bring localised versions of popular anime titles.

It is worth noting that while Crunchyroll has been present in Asia, most markets have limited availability on its portfolio and audiences shifting to other services, including those that offer free viewing on YouTube. The question is: how will Crunchyroll tap in this market where there is active competition between platforms and licensors?

For that, we recently spoke exclusively with Akshat Sahu, senior director of marketing for APAC at Crunchyroll to learn more about Crunchyroll’s plans in Southeast Asia, and learning more about why anime is more than just the streaming experience.

Competing and expanding Crunchyroll in SEA

When asked why Crunchyroll is ramping up its expansion in Southeast Asia in recent months, Sahu said that Southeast Asia has a large and passionate anime fanbase, and at Crunchyroll, they have seen a growing demand for access to high-quality content. 

“We’re ramping up our expansion to meet this demand by bringing fans closer to the anime they love. Our aim is to create a localised experience that caters to the unique cultural and consumption preferences of each market. By expanding further into Southeast Asia, we aim to provide fans with seamless access to an extensive collection of anime and introduce them to new and exciting titles at the same time as they stream in Japan,” he said.

A report from Culture Group in 2023 notes how over-the-top (OTT) streaming platforms in Southeast Asia have given the rise to anime consumption in the region. This is in addition to anime being an important part of the region’s cultural tapestry and has been a part of many consumers’ upbringing. 

It is also worth noting that with Crunchyroll entering finally into the region with expanded offerings, it will go against streaming competitors and other licensing companies that offer free and legal anime streaming like Muse Communications and Medialink. When asked about what makes them stand out from these players, Suha notes how anime is more than just the streaming experience.

“At Crunchyroll, we offer more than just anime streaming—we provide a holistic experience for anime fans. With our vast catalogue featuring exclusive titles and simulcasts from Japan, we help fans access the latest episodes as they air. We are also focused on expanding localized anime content and bringing theatrical releases to the region, such as the ‘Demon Slayer Infinity Castle’ trilogy. Additionally, we are curating anime experiences at upcoming regional events, allowing us to connect more deeply with our audience. Our goal is to deliver an immersive experience that goes beyond viewing, fostering a sense of belonging for anime fans in Southeast Asia,” he explained.

In 2023, Crunchyroll made its way as a sponsor and promotional partner for Anime Festival Asia 2023, which was held in Singapore and is one of the region’s largest festivals dedicated to anime. Moreover, Sony Pictures Entertainment chairman and CEO Tony Vinciquerra has also hinted earlier this year of launching Crunchyroll to Amazon channels dedicated to consumers in Southeast Asia.

What to look forward for Crunchyroll in SEA

When asked about the anime appetite amongst SEA audience, Sahu said, “In Southeast Asia, we’ve noticed a strong appetite for simulcast content—fans want to watch anime at the same time as their peers in Japan. This immediacy, combined with the desire for diverse genres, is fueling watchtime growth in the region. Additionally, there is a steady rise in mobile viewership, reflecting the digital-first habits of audiences in SEA.”

In response to said continued growth, Crunchyroll’s SEA expansion will begin in Indonesia, with Sahu stating the market’s big anime fanbase as its touchpad to launch the platform in the country.

“Indonesia is an important market in the SEA region due to its large and passionate anime fanbase. Indonesian anime fans have demonstrated high engagement with anime content, and we believe there’s significant potential for growth. We are delivering localized content, customised pricing and features tailored to the preferences of Indonesian fans. Recently, we also partnered with Telkomsel to offer special bundled packages for anime fans,” he said.

Sahu refers to a recent partnership they have with Indonesian telco Telkomsel for its first specialised anime destination package in Indonesia, namely the ‘Telkomsel and Crunchyroll Bundling Package.’ 

In terms of what can Southeast Asian audiences expect from the platform in the coming months, he said, “In the SEA region, we are committed to bringing engaging and immersive anime experiences to fans and will focus on campaigns that excite our audiences while also highlighting the breadth of our anime library. Our goal is to make Crunchyroll synonymous with anime in Southeast Asia through dynamic and culturally relevant initiatives. As part of our ongoing campaign, ‘Ayo Crunchyroll,’ we will soon launch Out-of-Home (OOH) displays featuring popular anime titles at locations like Jakarta’s iconic Bundaran HI and Blok M MRT stations.”

The platform’s expansion into SEA follows its recent brand revamp centred around how its new look, feel, and sound will reflect the joy that anime brings to fans, tapping into an ethos of fun and celebration.

As anime becomes a cultural phenomenon across the region, the expansion of Crunchyroll into Southeast Asia marks a significant development in the media landscape. By entering this growing market, Crunchyroll not only meets the rising demand for legal and accessible anime content but also positions itself as a key player in the regional entertainment industry.

Ultimately, Crunchyroll’s presence in Southeast Asia is a strategic move that underscores the region’s importance in the global anime market and highlights the potential for further growth and engagement.

Thailand – Dentsu International is enhancing its customer experience (CX) management in Southeast Asia (SEA) with the launch of marketing agency Merkle in Thailand. 

Merkle’s launch in Thailand comes after the market attained a significant increase in marketing technology investments. With the rising expectations for customer experience and brand interaction, Merkle Thailand leverages its Experience and Service Design Consulting, CRM and Customer Engagement/Loyalty, Data Strategy and CDP, as well as Omnichannel Commerce to secure long-term customer loyalty while extending business growth opportunities to brands. 

The expansion of Merkle through its Thailand launch contributes to enabling enhanced and transformative digital marketing in SEA. 

“SEA is an awakening dragon, and as a dentsu cluster that was born to soar with the dragon, we are a rare partner with a glocalised lens to unlock the potential of the CX journey in this region. Particularly in Thailand, where CX has become an intrinsic part of any business looking to cut through the noise and connect with consumers, with Merkle now in Thailand, it will undoubtedly be able to help brands win on experience by reimagining sustainable CX strategies for business transformation. Merkle’s expanded footprint will also open up stronger possibilities for clients looking to be CX leaders in the era of SEA,” Sanjay Bhasin, chief executive officer of Dentsu SEA, said.

Apirada Benchakaranee, chief executive officer, CXM of Dentsu Thailand, said, “The dawn of AI-driven experiences is a seismic shift that can make CXM a daunting journey for many brands in Thailand, where consumers have radically evolved in their expectations and behaviours around brand experiences. At Merkle, we are purpose-built to partner ambitious brands in seizing opportunities, even amidst chaos, to deepen engagement with their most important consumers. We look forward to bringing this to brands that are ready to elevate their experience-led growth.”

Chun Yin Mak, president, CXM of Dentsu Asia Pacific, added, “As the only player in the industry that grew up in data, Merkle is an end-to-end experience transformation partner that is ready for an AI-first future. Our unrivalled integration of strategy, technology, design and data, enables us to power the experience economy, and we are delighted that we can now bring that same obsession to Thailand to help brands dream, do, and deliver the total experience for consumers.”

Over the years, Merkle’s growth in SEA includes over 300 experts in Indonesia, Thailand, Singapore, and Vietnam.

Singapore – Global communications firm Edelman has announced that Yuliani Setiadi, most recently the head of digital for Hong Kong and Taiwan, will be relocating to Singapore as she takes on the new role of head of digital for Southeast Asia. 

In an exclusive interview with MARKETECH APAC, Setiadi details how her primary responsibility will be to lead Edelman’s digital strategy for client solutions across Southeast Asia, ensuring that their approach not only aligns with the fast-paced evolution of the market but also places trust at the core of everything the organisation does.

“I will be focusing on integrating digital innovation with Edelman’s deep commitment to building trust between brands and their audiences. This means driving data-driven strategies that respect privacy, creating Active Social content that resonates authentically, and fostering transparent communication that builds long-term relationships. By anchoring our work in trust, we can drive not just engagement but meaningful action and sustained growth for our clients,” she said.

Setiadi continues to report to Jamshed Wadia, vice chair of digital for Edelman Asia Pacific.

“Yuliani’s ability to integrate trust into every aspect of her work is what sets her apart,” comments Wadia. “She brings a well-rounded perspective, with deep experience not only in digital but also in integrated marketing across a wide range of industries—from CPG, retail, and automotive to B2B and healthcare. Her creative and human-centric approach, combined with her extensive regional expertise, will be crucial as we continue to scale our digital capabilities in Southeast Asia.”

What is up for priority at new Edelman role

For Setiadi, her new role priority is strategies that combine creativity with trust-building, adding that in the digital space, it’s not just about reaching audiences but about connecting with them in genuine and impactful ways.

“I plan to focus on developing digital strategies that are transparent, data-driven, and rooted in a deep understanding of human behaviour. By prioritising trust, we can create digital experiences that not only capture attention but also inspire loyalty and advocacy,” she said.

She also added that she want to explore how the industry can use emerging technologies, like AI and immersive experiences, in ways that enhance trust by providing value and transparency to consumers.

Over the course of an extensive 18-year career in brand planning, digital and integrated marketing, Setiadi has worked in both Asia and the Netherlands. Prior to joining Edelman in 2022, she held various leadership roles at Ogilvy that saw her lead significant client relationships and expand the agency’s digital offerings in both Indonesia and Hong Kong.

In her previous role as head of digital for Edelman in Hong Kong and Taiwan, Setiadi demonstrated a strong commitment to merging creativity with data-driven insights, while building impactful relationships between brands and their audiences. In SEA, she plans to prioritise a holistic approach to digital transformation, ensuring that digital strategies continue to elevate the level of trust an organisation holds amongst its consumers.

“My time at Ogilvy taught me the importance of adaptability and innovation. In today’s digital landscape, standing still is not an option. I learned that the best strategies are those that are flexible and can pivot quickly in response to new trends or unexpected challenges,” she said.

Setiadi added, “Additionally, I’ve seen firsthand the power of integrated thinking—where digital isn’t just a channel but a core component of an overall strategy that includes PR, branding, and customer experience. I’m bringing with me a deep appreciation for collaboration across disciplines and a strong belief in the power of creativity to solve even the most complex business challenges.”

How Edelman will ride the future of digital experiences 

One of the challenges that Setiadi notes on the status quo of digital experiences in Southeast Asia is how there are varying levels of digital maturity across markets, meaning strategies must be tailored rather than one-size-fits-all. This is despite Southeast Asia being a region of incredible diversity which poses a great opportunity for growth of digital experiences.

“However, this diversity also offers a unique opportunity to experiment and innovate, as consumer behaviours and digital adoption rates differ widely. The rapid growth of e-commerce and mobile-first behaviours is another key area where brands can create more personalised and impactful digital experiences. Additionally, as data privacy becomes a growing concern globally, there’s an opportunity for brands in Southeast Asia to lead by building trust through transparent and ethical data practices,” she said.

Speaking of trends this year, she says that there will be a stronger focus on hyper-personalisation, where brands use data to create tailored experiences that resonate on an individual level. Moreover, there will also be continued growth in adopting AI and machine learning, particularly in automating and optimising digital campaigns. Lastly, there will also be a rise of immersive technologies, such as AR and VR, which will transform how brands engage with consumers.

“Edelman will expand and improve by investing in these areas, ensuring that our teams are proficient in the latest technologies and understand how to apply them creatively. We’ll also continue to emphasise the importance of trust in the digital space, helping our clients navigate challenges like data privacy and misinformation. By staying ahead of these trends and focusing on delivering impactful, trustworthy digital experiences, we’ll ensure that Edelman remains a leader in the industry,” she concluded.