Tag: Southeast Asia

Singapore – Tilt, a through-the-line and digital marketing agency based in Singapore, has announced the appointment of Madina Kalyayeva as its new managing director and partner as the agency aims to evolve into a regional creative powerhouse, poised to deliver innovative solutions to clients across diverse industries.

Part of the plans involved in Kalyayeva’s appointment would be the establishment of a dedicated social media and content production arm for the agency. In a press statement, Tilt shared that this strategic move aims to provide both existing and new clients with a holistic set of offerings, eliminating the need to tap into external partners for these services. 

MARKETECH APAC recently caught up exclusively with Madina Kalyayeva to learn more about this move and hear her insights on the outlook of the digital marketing industry in Southeast Asia.

Embodying an ethos on innovation, agility, and client-centricity

When asked about this expanded service lineup, Kalyayeva believes that this new service will help provide Tilt’s clients with unparalleled support in navigating the evolving digital marketing landscape.

“Tilt is committed to building long-term relationships with our clients, offering consistent support and deeper partnerships. These new offerings will enable us to produce high-quality content quickly, optimising it for maximum impact. Social media, in particular, plays a crucial role in today’s digital landscape, and our dedicated arm will ensure that our clients have access to top-tier social media strategies and content production,” she told MARKETECH APAC.

She also added, “Having successfully set up an SM department & lead social media initiatives at M&C Saatchi, including regional clients like DFI and Epson, I understand the importance of social content in driving brand visibility and engagement.”

Prior to joining Tilt, Kalyayeva was previously the managing director of M&C Saatchi Singapore for almost two years. She also had experience working with agencies such as R.S.V.P., Indochie Media, GREY Singapore, amongst others.

During her time at M&C Saatchi, she played a pivotal role in acquiring clients such as Epson SEA, WWF Singapore, Maybank, and SMU. Her strategic vision and leadership have significantly contributed to expanding the agency’s offerings to social content production and PR and furthering relationships with existing clients.

By embodying the agency’s ethos on innovation, client-centricity, and agility; Kalyayeva believes that the agency is capable of harnessing the power of creativity and technology to drive meaningful impact for their clients and respective audiences, setting the standard for excellence in the ever-evolving world of digital marketing and media solutions.

“We are committed to pushing creative boundaries, adapting swiftly to industry changes, and placing our clients’ needs at the forefront of everything we do. Our approach is rooted in collaboration, transparency, and a relentless pursuit of excellence, ensuring that we consistently deliver exceptional results and build enduring partnerships,” she stated.

What digital marketing trends, challenges, opportunities await SEA marketers this 2024

When asked of the key digital marketing trends that await marketers in SEA this year, Kalyayve shared that it would be artificial intelligence (AI) and augmented reality, adding that it will aid in aiding innovation for digital marketing strategies by brands.

“While AI garnered significant attention in 2023, its true impact is yet to be fully realised. However, it has sparked conversations around its potential to streamline processes and enhance creative output. At Tilt, we’re excited about the possibilities AI presents and are integrating various AI solutions into our operations,” she said.

She added, “Today we have a headset & a power-bank, what will be interesting is when that will all be packed into lenses we can all wear – what we see today (AR sets) is not what we’ll see in the near future AR offers immersive and interactive experiences, providing agencies and brands they are servicing with unique opportunities to engage their audiences in novel ways.”

However, Kalyayeva expressed that a key challenge now for digita marketers this year is how they can adopt to these rapidly changing consumer behaviours while also operating on limited marketing budgets.

“In 2024, brands in Southeast Asia will encounter a myriad of digital marketing challenges and opportunities. As consumers adjust to the constantly evolving nature of the Internet, the pressure is on for brands to transform their strategies to keep pace. Tighter budgets, changing consumer behaviour, and the need to navigate cultural and linguistic diversity pose significant challenges. Moreover, with last-minute budget releases becoming more common, marketers are faced with shorter planning cycles and smaller budgets released in spurts,” she explained.

She added, “This dynamic landscape demands agility from both marketers and their partner agencies. At Tilt, we understand the importance of agility and stand ready to assist our clients, even with last-minute opportunities. By leveraging our dedicated social media and content production arms, we can produce high-quality, bite-sized content quickly to accommodate the fast-paced nature of digital marketing in Southeast Asia.”

Co-owners William Chan, CEO of HM Too in Hong Kong; and Stuart Helmore, Tilt’s CEO, expressed their excitement about Madina’s appointment, sharing, “We are delighted to welcome Madina to the Tilt family. Her extensive experience and proven track record in the industry align perfectly with our vision for Tilt’s future. We are confident that Madina’s leadership will not only contribute significantly to Tilt’s success but will also enhance the overall synergy within the HM family.”

The move also comes as Tilt continues its trajectory of growth following the acquisition by HM Too and Agile Media in October 2021, cementing its position as a leading creative force in the South East Asian region.

Singapore – Alipay+, Ant International’s cross-border mobile payment digital platform, announced that it has enabled new e-wallets in Singapore and expanded its partnership with Resorts World Sentosa(RWS) to accept more cross-border mobile payments in preparation for the upcoming Chinese New Year.

Through this expanded partnership, more tourists visiting Resorts World Sentosa(RWS) will now be able to pay with their home e-wallets, with Alipay+ enabling the use of six new e-wallets namely, Hipay (Mongolia), MPay (Macao SAR, China), MyPB by Public Bank (Malaysia), Toss Pay and Naver Pay (South Korea), and Tinaba (Italy).

RWS is amongst the first of Alipay+ merchants in Singapore to accept 12 international e-wallets, which can be used at all its attractions and stores. The previously accepted e-wallets include AlipayHK (Hong Kong SAR, China), GCash (Philippines), Kakao pay (South Korea), Touch n’ Go eWallet (Malaysia), TrueMoney (Thailand) and others, in addition to Alipay (Chinese mainland), which has been accepted by RWS since 2015.

This partnership to accept more Alipay+ partner payment apps, will welcome Chinese and Asian tourists in a more efficient manner, enabling them to have a more seamless, enjoyable experience at RWS.

To better serve the expected increase in tourists during Chinese New Year, RWS and Alipay+ are jointly launching a festive campaign exclusively for Alipay users, where they can access special promotions and privileges within the Alipay app.

To start, RWS is offering a virtual RMB$128 red packet to Alipay users who can collect it via the Alipay app, which can be used to offset payments for the RWS Mini program and on-site payments.

Alipay is also a key payment partner for RWS’ ‘Bai Jiu Shake Up’ event, where Alipay users can enjoy Bai Jiu cocktails with their Chinese New Year dinners at restaurant table65, and CHIFA! where dinner is paired with Bai Jiu cocktails specially created by Bar Sanyou. Alipay users can also enjoy a further RMB$150 discount for the event when they collect the red packets online.

The partnership will also see both parties jointly introducing campaigns for other Alipay+ partner users throughout the year.

Talking about the partnership, Chang Chee Pey, senior vice president and chief experience officer at RWS, said, “With increased flights and visa-free travel to Singapore soon, we want to make it even more convenient for Chinese visitors during key Chinese travel periods such as the Lunar New Year. With Alipay already widely accepted as a fast and convenient payment mode across Resorts World Sentosa, this payment experience for visitors will definitely be welcomed.”

Meanwhile, Cherry Huang, general manager of Alipay+ offline merchant services, Ant International, commented, “Resorts World Sentosa is a must visit destination for tourists coming to Singapore, and through this expanded partnership, more travellers can now enjoy seamless mobile payments and a more hassle-free experience that will allow them to enjoy the attractions, food and retail options even more.” 

“To help businesses in Singapore, big and small, to benefit from the growth in tourism in 2024 and beyond, we’re focused on strengthening our Alipay+ ecosystem locally, by bringing in more users via our payment partners and expanding our merchant coverage through close collaborations with our local partners and our integration with SGQR. We look forward to bringing more innovation to our partners and enhancing the digital travel experience for tourists,” she added.

Singapore – To celebrate the milestone of its 25th anniversary of KrisFlyer, Singapore Airlines’ lifestyle rewards programme, the airline has launched a film campaign that perfectly demonstrates how the programme empowers its members towards memorable and meaningful experiences.

Made with TBWA\Singapore and Cutscene, this heartwarming 1 minute film follows the journey of a young girl, who fearlessly steps through life’s different doors as she navigates diverse experiences, while capturing a snapshot of rewards offered by KrisFlyer.

With the girl going through various memorable experiences in her life that reflects her growth such as her first plane ride, to exploring new styles and places, the film narrative showcases how each scene transforms each moment into a memory reflecting how the brand has grown alongside her.

Moreover, this film serves as a tribute to KrisFlyer’s evolution from a frequent flyer programme to a lifestyle rewards programme, and a steadfast companion for many. Since 1999, KrisFlyer has been uniquely associated with travel and experiences. Today, it has been seamlessly integrated into everyday life, enhancing experiences beyond the skies, rewarding members for being explorers, and truly making every experience miles better.

Talking about the film, Loo Yong Ping, deputy executive creative director of TBWA\Singapore, said, “More than a film, our goal was to capture KrisFlyer’s evolution through the lens of the little girl and her dad. This is undeniably a milestone worth celebrating.”

Singapore – Global content and brand management company Gushcloud International has announced that it has 14 new creators from the Southeast Asian market, strengthening its position in supporting the content creator economy in the region.

This move strengthens Gushcloud’s position as a Southeast Asian leader in the creator economy. Six (6) Filipino talents are now part of the Gushcloud family, while there are four (4) Thai and Indonesian additions to the roster as well. 

These creators are all active on Instagram, TikTok, YouTube, and X (formerly Twitter), where they showcase their love for lifestyle, fashion, comedy, food, travel, advocacies, dance, and even K-Pop.

Nirote (May) Chaweewannakorn, head of talent for Southeast Asia at Gushcloud International and country director of Thailand, said, “We’re eager to formally launch the new members of our Gushcloud Talent Agency family. These young creators are highly creative, collaborative, and energetic. More importantly, they use their influence for positive change among their followers and family. That aligns well with Gushcloud’s mission of creating positive influence for the next generation of influencers, leaders, and parents. This is just the beginning of an exciting partnership as we make big strides in Asia and beyond.”

He added, “As we scale in 2024, one of our focus areas is to bridge our partner brands with the perfect creator for their marketing needs. Our talents’ subject matter expertise and their niche audience helps us get closer to that goal. This bodes well for our business as we build an ecosystem for everyone to thrive on—from our talents, our brands, to our company.”

Singapore – With the Lunar New Year just days before Valentine’s Day this year, Bumble, the women-first dating and social networking app, marries the two events and provides users with the best of both worlds through the launch of its ‘Bumble Lo Hei: Toss Love into Your New Year’ campaign, spicing up Lunar New Year traditions and giving it a romantic twist for love seekers in 2024.

Inspired by the traditional and iconic ‘Prosperity Toss’ – or more commonly known as ‘Lo Hei’, Bumble will be giving away exclusive gift packages for users to toss their dating fatigue away and manifest a prosperous love life in 2024 with its 8 Love Mantras, empowering singles to take reign of their romantic journey.

Additionally, Bumble has also partnered up with local influencer Saffron Sharpe as she shares her manifestations for the year through Bumble’s Lo Hei, as well as Singapore-born Tiktok viral Feng Shui Expert Cliff Tan to share 6 ways that one can rearrange their furniture to invite love into their lives this new year.

To spread the festive cheer, Bumble has partnered with brands like The Golden Duck and Hershey’s to put together these specially curated, exclusive packages to its app users. Free for all new and existing users of Bumble to redeem from February 1 to 12, 2024, ‘Bumble’s Lo Hei: Prosperity Love Toss Pack’ is filled with 8 goodies, representing each of the 8 Love Mantras.

On the other hand, Bumble’s collaboration with Cliff Tan through his Instagram and TikTok videos delves into inviting single Singaporeans to welcome new romance into their lives by simply rearranging the furniture in their personal space, in time for Lunar New Year and Valentine’s Day.

Talking about the collaboration with Cliff Tan, Lucille McCart, communications director at Bumble APAC, said “At Bumble, we help people find romance by providing a platform to meet genuine connections. With 2024 looking to be the “year of self” as predicted by Bumble’s latest Dating Trends report, we hope that our community will be able to use these tips to not only spring clean and refresh their personal spaces, but to also understand that opening yourself up to new connections can be as easy as removing items that don’t serve you anymore.”

“As the saying goes, out with the old and in with the new. Sometimes little changes really can open us up to finding love or other kinds of romance. Ultimately, dating should be fun, so embrace the potential of new, healthy connections by taking some of these small steps to help you refresh your personal space in 2024,” she added.

Singapore – We Are Social and Meltwater has recently released their annual report on social media usage globally, and has noted that amidst a 5-billion strong global users base, users in Southeast Asia proved to one of most active user base, from gaming to social media usage.

According to the report, the average time spent on social media in the Philippines (3 hours, 34 minutes), Indonesia (3 hours, 11 minutes), Malaysia (2 hours, 48 minutes), Thailand (2 hours, 31 minutes) and Vietnam (2 hours, 25 minutes) is above the global average of 2 hours, 23 minutes. Singapore spends 2 hours, 14 minutes on social media.

It is also worth noting that Singapore ranks 10th globally for social media adoption versus total population. The total number of social media identities as a percentage of Singapore’s population is 85%.

Meanwhile, the average number of social media platforms used in the Philippines (8.0), Malaysia (7.9) and Indonesia (7.8) see these nations rank second, third and fourth respectively worldwide. The average in Singapore (6.9) also ranks higher than the worldwide average (6.7). Moreover, the Philippines topped the list globally for the highest percentage of social media users (43.9%) who say they follow influencers or other experts on social media.

Additionally, Indonesia (62.8%), Malaysia (61.5%) and the Philippines (60.0%) ranked second, third and fourth respectively up against other nations globally for the percentage of social media users who visit social media in order to learn about brands and see their content. Thailand (53.7%) and Vietnam (52.5%) were also above the global average (48.9%).

The percentage of internet users from Vietnam (81.2%), Indonesia (80.9%), the Philippines (79.2%) and Malaysia (76.8%) who use social media to research brands and products they’re considering buying is also above the worldwide average (73.9%).

Lastly, Southeast Asians are amongst the top gamers. Indonesia (96.5%) and the Philippines (95.5%) top the list globally of internet users in playing video games on any device. Thailand and Vietnam follow closely behind in the fourth spot globally with 93.2% of internet users playing video games.

From a global perspective, Facebook–which celebrates its 20th birthday on February 4–grew its global ad reach by more than 200 million over the past 12 months, delivering year-on-year growth of 10.5%. LinkedIn, Snapchat, WeChat and Pinterest also have all reported strong user growth year-on-year. 

Meanwhile, digital ad spend grew by 10 percent year-on-year, with almost $720 billion spent on digital ads in 2023. Social ad spend increased by 9.3% to USD $207 billion, and investment in influencer activities increased by 17%. 

Nathan McDonald, co-founder and group chief executive at We Are Social commented: “Social media continues to be a vital part of the way we connect with one another, from building communities to researching purchases and everything in between. TikTok’s continued popularity has changed the way that people behave online – social is not somewhere where a broadcast approach works for brands, and the importance of thinking social first has never been more important.”

He added, “It’s encouraging to see strong growth across multiple social platforms, each offering something different, whether that’s Pinterest for social commerce or Facebook for connecting with communities. For marketers, understanding platform nuances – and how to use social media to connect in culturally relevant ways – will be more crucial than ever.”

Meanwhile, Alexandra Saab Bjertnæs, chief strategy officer at Meltwater, said: “As social media enters its next chapter with five billion-plus users, understanding usage patterns, engagement, and emerging trends is crucial to helping brands find their unique voice amidst all the online chatter.”

She added, “The rise of TikTok, coupled with Instagram’s ‘favorite’ status and the growth of professional networking platforms like LinkedIn, paints a picture of evolving preferences. With so many platform choices, brands need to really understand where their target audience is going for information—and shape compelling narratives that engage them with unparalleled precision and authenticity.”

Singapore – Southeast Asia(SEA) is among the world’s fastest-growing digital regions, with at least 90% of the region’s population being avid smartphone users, according to marketing and monetisation technologies provider InMobi’s latest report on mobile marketing, which further stated that mobile usage in SEA surpasses that of North America and Europe.

Notably, data from InMobi’s report shows that the activities of Southeast Asians as mobile consumers frequently revolve around tuning in to live streams for games and shopping, playing mobile games, using super apps, and utilising lock screen apps.

In the case of live streaming, live streaming games has been in a constant rise in SEA, with an annual growth rate of 10.23%, indicating a potential market volume of $830 million by 2028. On the other hand, live commerce is also making waves, with 50% of SEA consumers tuning in to livestream shopping sales at least once a week. In the Philippines, it was also observed that 60% of consumers have been shopping from live streams as early as 2021.

For mobile gaming, the report predicted that 246.9 million Southeast Asians will be gaming by 2027, with a market penetration rate of 34.7% across various types of games. This interest in gaming is further amplified with the inclusion of esports as an official sport for the Asian games.

Additionally, super apps are also continuing to grow as a key trend in the region. The sheer amount of services provided by these apps have allowed it to become a multi-billion dollar market in SEA, indicating a growing appetite in Southeast Asians to access multiple experiences in a single app destination.

Lastly, smartphone lock screen apps such as Glance are now emerging in usage. For instance, in Indonesia, 30 million Glance active users are discovering personalised content, single tap gaming, news, live experiences and more, directly on their lock screen, without the friction of unlock, download, search.

With these key themes in mind, InMobi says that the current state of mobile consumers in SEA allow for many significant opportunities for integration by brands and marketers, especially in the aforementioned trends and apps where most SEA consumers spend most of their time.

Talking about the results, Vasuta Agarwal, chief business officer of InMobi Group, said, “In 2024, mobile transcends its role as a mere brand messaging platform, transforming into a gateway for immersive experiences, personalized interactions and engagement. In this dynamic landscape, key touchpoints like the smartphone lock screen have emerged as pivotal frontiers for marketers.”

“As emphasized in our Mobile Marketing Handbook 2024, success hinges on establishing a presence on these surfaces to build early connections with consumers, delivering immersive experiences and driving engagement innovatively. Utilizing generative AI for customized content, and adeptly navigating privacy regulations are also vital,” she added.

Singapore – Independent PR agency W in Singapore has announced the launch of its travel specialist division LOTUS into Southeast Asia. The expansion of W x LOTUS into the region is poised to reshape the traveland hospitality sector, offering clients a suite of services to navigate the evolving landscape of global travel. 

The new agency model combines LOTUS’ expertise in representing destination, placemaking, and lifestyle brands since 2007 with W’s comprehensive services across all forms of earned media. 

With a breadth of services covering travel trade representation, business strategy, product development, crisis management, big brand campaigns, activations and events, clients will benefit from the combination of LOTUS’ deep understanding of the travel business, coupled with W’s strategic and creative prowess.

First acquired by W in 2018, LOTUS offers lifestyle and hospitality brands a holistic approach, encompassing traditional PR, social media, trade representation, and innovative marketing strategies. 

Their portfolio includes some of the travel industry’s market leaders including the leading outbound destinations in Europe, flagship carriers such as British Airways, and hospitality giants including Shangri-La and Avani Hotels. Recent expansion in the Middle East has seen the agency win Saudia, the national airline of Saudi Arabia.

Warren Johnson, founder of W, expressed his enthusiasm for the expansion, stating, “This union represents the fulfilment of W’s vision to provide comprehensive solutions for the travel and hospitality sector. With the important rebound of international travel, W x LOTUS will offer our clients unparalleled insight, connectivity, and intelligence into the category.”

Meanwhile, Jules Ugo, CEO of LOTUS, commented, “We are excited to expand LOTUS’ services into Southeast Asia and forge a close partnership with W’s regional Asian headquarters in Singapore, enhancing the offering for trade shows, travel and tourism boards, and more. Together, we are well-positioned to cater to the dynamic travel and tourism market.” 

Singapore – Mastercard has announced the appointment of Dheeraj Raina as its vice president and head of integrated marketing and communications (IMC) for Southeast Asia. In his new role, Raina will bring his deep marketing experience and expertise to facilitate strategic marketing, partnerships and activations for Mastercard in the region, which comprises 10 markets.

Moreover, He will lead a high-impact team that cuts across brand, consumer marketing, product marketing, sponsorships and communications, and work closely with business leads and country managers to facilitate business growth. He will also focus on boosting consumer engagement through Mastercard’s long-standing marketing platform, Priceless.

Prior to joining Mastercard, Raina was the chief marketing and strategic communications officer at Petronas’ clean energy solutions subsidiary, Gentari, where he spearheaded marketing, branding, and strategic marketing communications.

With over 18 years of marketing experience, he has held senior leadership roles at several of the world’s largest media agencies, including as CEO of Dentsu Malaysia and managing director of Mindshare Malaysia, where he was responsible for overall business growth, working with major clients and managing diverse specialist teams. 

His previous agency roles include managing director of Malaysia and Cambodia at digital media agency ADA and general manager and head of strategy at Mindshare Malaysia.

In his new role, Raina said, “I am extremely excited to take on this role in this fascinating and fast-moving region. Southeast Asia is home to some of the world’s most digitally-engaged consumers, and I look forward to furthering Mastercard as an ecosystem enabler so that even more people can participate in the thriving digital economy and reap the benefits that technology can bring.”

He added, “I am thrilled to join the amazing Mastercard team in Southeast Asia, and to collaborate with partners, customers and other stakeholders to facilitate the creation of an inclusive ecosystem and drive digital transformation across the region.”

Meanwhile, Safdar Khan, division president for Southeast Asia at Mastercard, commented, “Dheeraj arrives at a crucial juncture for Mastercard in Southeast Asia. With unparalleled market potential, a rapidly growing digital economy and significant cross-border opportunities, the region holds significant importance for the company.”

He added, “Dheeraj’s vast experience and his passion for tech and data will add substantial value to our marketing and communications efforts, accelerating the company to greater heights and reinforcing Mastercard’s market leadership in the Southeast Asian payments ecosystem. We have every confidence that he will make a positive impact to the company and contribute to its continued success.” 

Singapore – The Parentinc, a regional parent-tech company, has announced the acquisition of Motherswork, a premium retailer of mum, baby, and kids’ products in Singapore. Through this acquisition, The Parentinc aims to make a significant shift in the landscape of the parenting retail industry in Southeast Asia.

Moreover, this acquisition comes on the heels of recent high-profile IPOs from mother and baby brands such as First Cry and Mamaearth, setting a compelling precedent for The Parentinc’s ascent into the ranks of these notable companies. 

Motherswork stood as a premier omni-channel retailer specialising in premium mother, baby, and kids’ products with two stores in Singapore and 10 in China. Since launching in 1998, Motherswork has offered customers in every stage of parenthood a curated selection of over 300 esteemed brands, with the exclusive distribution of 20 brands including Avent, Joolz and Stokke. 

This acquisition of Motherswork signifies a pivotal moment for The Parentinc as it positions itself firmly on the trajectory towards an initial public offering by bolstering its commitment to building a self-sustaining content, community, and commerce ecosystem for parents in SEA. 

While The Parentinc has established significant success online, Motherswork will play a pivotal role in expanding the company’s offline presence by opening up more Motherswork stores in key markets in the region, including Vietnam, where Mama’s Choice will be distributed exclusively by Motherswork. 

Roshni Mahtani Cheung, group CEO and founder of The Parentinc, shares her enthusiasm about the acquisition, stating, “While we have done a dramatic job of capturing the hearts and minds of the online market, 70% of retail in SEA is still predominantly done through offline. That’s why we are very excited to have our own brand stores through this acquisition as it will further refine our content to community to commerce business model, which not many companies have pulled off successfully. We aim to be among those successful few. We are also equally enthusiastic to bring our offering of media solutions to all of the partners at Motherswork, aiming to improve the lives of mums and help them raise happy, healthy, and confident kids.”

Meanwhile, Sharon Wong, founder and CEO of Motherswork, echoes the same sentiment, stating, “Motherswork is a well-established brand for premium mother, baby, and kids’ products in Singapore and China. This acquisition will enable Motherswork to expand its footprint into the other countries in Southeast Asia through The Parentinc. I certainly look forward to the combined synergies of our two organisations which will enable the Group to scale to greater heights.”