Tag: Southeast Asia

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.”

Philippines – Pop culture lifestyle brand Funko is set to open its first licensed store in Southeast Asia in June 2025. The store, to be established in the Philippines, is under the local retailer Funtastik Enterprises Corp.

The expansion in the region is part of Funko’s growth strategy, bringing the brand closer to fans internationally. With Filipinos ranking among the top most engaged Funko fans, the strategic move is expected to boost local engagement while attracting new fans.

Funtastik’s partnership with Funko reflects its expertise in the market, including its focus on customer service.

The Funko store will be located in SM Mall of Asia. The shop will be offering exclusive product launches and interactive areas. Various collectibles, including the Funko Pop, Bitty Pop, and Loungefly lines will be available in the store.

“As a global brand, Funko is committed to expanding our presence in the most engaged and fastest-growing fan communities. The Philippines is one of our strongest-performing markets in Asia, and this licensed store represents our investment in its passionate fanbase. We’ve seen remarkable success with similar stores in the Middle East, and we’re excited to bring that momentum here,” Cynthia Williams, CEO of Funko, Inc., said.

“By deepening our retail footprint and enhancing direct-to-consumer experiences, we hope to inspire connection, self-expression, and fun for our fans—wherever they are in the world,” Williams added.

Funko, based in America, manufactures various figures, plush, and apparel among others. It has one of the largest selection of pop culture licenses worldwide.

Southeast Asia – Dentsu has forged a partnership with Flipkart Commerce Cloud (FCC), the technology solutions arm of e-commerce marketplace Flipkart. The collaboration aims to revolutionise retail media networks for digital and omnichannel retailers in Southeast Asia and Hong Kong.

The partnership will see Dentsu incorporating Flipkart’s retail technology solutions into its integrated media, data, and creatives. It aims to help retailers enhance their retail media network strategies across seven markets.

FCC’s Retail Media Solution is available for retailers through their digital sites and app assets. Its suite of tech tools allows retailers and advertisers to create manage, and optimise ad campaigns.

The user-friendly, self-serve platform offers various advertising formats, retail-centric reporting, intuitive campaign creation, and measurement tools among others.

Praveen SNSS, senior director, Flipkart Commerce Cloud, said, “Our collaboration with dentsu marks a significant step in strengthening FCC’s Retail Media Solutions. As a strategic partner, dentsu brings deep expertise in media, data, and advertising, which aligns seamlessly with our mission to empower retailers with cutting-edge monetization capabilities. With FCC’s robust commerce technology and dentsu’s strategic vision and global reach, we aim to help retailers unlock new revenue streams, enhance shopper engagement, and drive measurable business outcomes.”

“Our unique partnership with FCC, the only joint offering of its kind in the region, marries the best in Retail Media Network with dentsu’s world-class integrated capabilities to offer a differentiated data- and tech-based solution that will truly drive scalable and connected growth for retailers in Southeast Asia and Hong Kong. As one of the leading e-commerce providers in India, FCC is our trusted partner to bring this never-before offering together to this region,” Prakash Kamdar, CEO, client & solutions, SEA, dentsu, and CEO, Singapore, dentsu, commented.

Singapore – CARSOME Group has announced a multi-year collaboration to fuel CARSOME’s continued expansion and growth in the markets where it operates. With Google Cloud as its new preferred cloud provider, CARSOME aims to deliver more dynamic and differentiated car transaction and ownership experiences to drive its next phase of growth.

Said collaboration will use Google Cloud’s industry-leading platform services across modern infrastructure, cybersecurity, data analytics, and generative AI (GenAI) to further enhance the car transaction and ownership experience for consumers and used car dealers, thereby solidifying CARSOME’s position as a leading integrated car e-commerce platform in Southeast Asia.

The transition to a modern infrastructure cloud will ultimately increase the scale and velocity at which CARSOME delivers new and enhanced services through its digital applications (e.g., the CARSOME consumer app, CARSOME CARagent, CARSOME CARdealer), refurbishment facilities, inspection centers, and experience centers to better serve used car buyers, sellers, and dealers. 

To strengthen its security posture, uphold compliance requirements, and reinforce customer trust, CARSOME is leveraging Google Cloud’s built-in data access controls and Security Command Center for advanced threat detection and response across its consolidated cloud systems.

In addition to accelerated software development cycles and projected cost savings, CARSOME’s move to Google Cloud will give its teams access to granular insights that enable improved business decision-making and hyper-personalised customer engagement. This is the result of CARSOME’s first-party data being warehoused on Google Cloud’s BigQuery platform, integrated with Google Cloud’s Looker platform for business intelligence and Google Marketing Platform.

Through native integrations between BigQuery and Google Cloud’s Vertex AI platform, CARSOME can centrally process and stream data in all formats (i.e., structured and unstructured) to enhance the performance of its existing AI applications.

Kjetil Rohde Jakobsen, group chief technology officer at CARSOME Group, said, “At CARSOME, we’ve been digitising the used car industry with the help of advanced technologies since 2015. With our business continuing to experience significant growth, we saw an opportunity to strengthen our digital foundation to better support our expanding operations and drive even greater efficiencies.”

He added, “Shifting from a multicloud environment to Google Cloud not only helps us realise cost savings due to its infrastructure’s better price-performance; it also allows us to access secure-by-design, full stack capabilities across data analytics and AI. This will enable our teams to deliver more dynamic and differentiated solutions and experiences for CARSOME customers and partners across the region, from car listings and discovery, to financing and transacting, to after-sales support.”

CARSOME is also taking advantage of BigQuery and Vertex AI Agent Builder to embed semantic search capabilities into its internal tools. This will enable employees across departments and functions to intuitively extract relevant information from CARSOME’s vast and continuously expanding enterprise knowledge base. With GenAI turning information retrieval tasks that take hours into quick searches or conversational exploration, marketing and product teams, for instance, can more easily create educational content and enhanced solutions to address the evolving needs of car buyers and sellers.

Meanwhile, Yash Thakker, director of solutions consulting for Asia-Pacific at Searce, commented, “We’re proud to be facilitating CARSOME’s cloud consolidation, which will optimise its cloud spend by as much as 30%. These cost savings can then be redeployed toward other strategic innovation initiatives that deliver top-line growth for the business, such as the potential development of next-generation conversational AI agents that autonomously and effectively handle common customer queries for relevant information, freeing up CARSOME’s customer support staff to address more complex issues. With a full team of certified in-house experts, Searce is well-positioned to support companies’ full-scale infrastructure migration to Google Cloud and the technical implementation of cutting-edge Google Cloud AI solutions.”

Lastly, Serene Sia, country director of Malaysia and Singapore at Google Cloud, stated, “By running its business on fully managed Google Cloud infrastructure that scales reliably to handle the increasing performance needs of any application, CARSOME can expand its operations with confidence, from increasing its penetration in existing markets, to expanding its inventory of pre-owned vehicles, to streamlining the movement of vehicles between inspection centers, refurbishment facilities, and customers. Together with Searce, we look forward to completing CARSOME’s cloud consolidation and advancing its innovation roadmap, which includes harnessing GenAI and agentic AI to create more personalised and seamless car transaction and ownership experiences, delivering new engines of growth for its business.”