Tag: Southeast Asia

Singapore –  Creative agency We Are Social has appointed Naiyen Wang as its managing director for Southeast Asia (SEA). 

Prior to the appointment, Wang led as We Are Social’s managing director for Singapore for a year. Expanding her focus, Wang will oversee the agency’s operations and lead its strategies in SEA. 

Wang first joined the agency in 2022 as head of account management. She has also held leadership roles as regional business director for DDB and MullenLowe Group.

Recently, We Are Social announced the appointment of Toby Southgate as its global group chief executive officer.

In February, We Are Social teamed up with Meltwater for a report, which found a 4.3% increase in the number of social media platforms that Singaporeans use monthly compared to last year.

The agency also recently secured global fashion brand H&M’s creator strategy remit in Asia, adding the brand to its roster of clients.

Singapore – HSBC Singapore has unveiled an exclusive international lifestyle and entertainment platform designed to elevate the experiences of its Premier Mastercard cardholders. 

The platform offers entertainment experiences in Southeast Asia (SEA) and the United Kingdom (UK), catering to the lifestyle needs of Premier customers.

The launch enhances HSBC’s Premier offering for its affluent customers, providing tailored experiences that meet their health and wealth needs. 

Leveraging Mastercard’s partnership with entertainment company Live Nation, HSBC Premier Mastercard holders can enjoy various benefits, including priority access to concerts and shows in SEA and the UK. They can also enter select shows in the UK and meet international artists with a VIP experience.

The platform’s debut will feature comedian Russell Peters as its first exclusive offering. Peters is bringing his ‘Relax World Tour’ to The Star Theatre on April 11, 2025. 

Additionally, HSBC Premier Mastercard cardholders will gain access to presales for highly anticipated events, such as Lady Gaga and BABYMONSTER’s Singapore shows.

“We are committed to delivering delightful experiences for our customers that go beyond traditional banking services, opening up a world of opportunities for them. The growing appetite for premium entertainment experiences is clear, with our Premier Mastercard customers showing increased interest and spend in international entertainment,” Ashmita Acharya, head of international wealth and premier banking in Singapore, said.

“Tapping our strong international connectivity, we are excited to build up our suite of international lifestyle privileges and curated experiences for our customers, from dining to travel and entertainment, to complement their globetrotting lifestyles as they seek out unique experiences,” Acharya added.

Julie Nestor, executive vice president of marketing and communications in Asia Pacific at Mastercard, commented, “People today are focusing their attention and precious resources on what makes them feel good — their passions. In Singapore, music ranks among consumers’ top five passions, with most (69%) music lovers wishing that brands did more to acknowledge and incentivise them for indulging in their passion with perks like credit card rewards, immersive live music experiences, and access to pre-sale tickets.”

“To give the people what they want, Mastercard is delighted to partner with HSBC Singapore to offer cardholders exclusive access to incredible entertainment, music experiences and benefits, all in one place, through priceless.com/HSBCSG,” Nestor added.

Singapore – E-commerce platform ZALORA is blending style into modest wear in its ‘ZALORAYA 2025’ campaign. The new campaign is redefining modest wear in the midst of Ramadan, weaving modernity with tradition.

‘ZALORAYA 2025’ builds on the Ramadan tradition of donning festive attire for family gatherings.

Through a short film, ZALORA captures a stylish family wearing its curated collection, turning heads within their neighbourhood. The feature film incorporates humour through characters like a social media sensation grandma and a dad father clad in a contemporary biker look.

Employing an omnichannel strategy, ZALORA moves beyond the digital space to physical pop-up events in Malaysia, Indonesia, and Singapore.

ZALORA’s first-ever physical store will be set up in Kuala Lumpur, where a kampung-inspired fashion show will also be held. Its event in Indonesia will feature homegrown brands, tapping into the market’s national pride. Meanwhile, it will conduct a styling session in Singapore.

As ZALORA champions innovation, it is bringing back designer Syomirizwa Gupta with ‘Lé Chic Raya’ collection, fusing French and Malay heritage.

While promoting inclusivity, ZALORA is introducing plus-size clothes for men under ZALIA Basics. It also introduced an outfit series designed specifically for coordination between cats and cat lovers, called the Lubna Meow Series.

ZALORA’s new collections continue to promote sustainability using eco-friendly and timeless materials, ensuring that festive garments can maintain their wearability even outside of the Ramadan season.

“Fashion is about confidence, joy, and inclusivity. ZALORAYA 2025 celebrates this core cultural experience by offering stylish, accessible options for every family member,” Neha Bhasin, regional brand communications director at ZALORA, said.

Southeast Asia is a hot market for AI adoption. With competition among major players heating up and technology providers increasingly integrating AI into their offerings, AI is now more accessible to mid-market retailers as well as major enterprises. The region is also well-suited to AI integration, as this market typically moves quickly to implement new technologies once they are proven.

While affordable AI technologies and the appetite to harness them exist among retailers, there is a key challenge that is often absent from the frantic discourse found online or in the press: determining specific use cases that add value. 

From chatbots to retrieval augmented generation systems (RAG) and autonomous AI agents, organisations are still working out how to implement AI effectively and efficiently. The excitement around AI’s potential is clear, but businesses need to ensure any implementation delivers tangible value, rather than just being there for the sake of it.

This leaves retailers in a challenging position. The pressure to adopt AI is significant and technologies are maturing fast. Companies must balance that pressure and identify practical applications that create real value for their business and customers.

What AI Adoption Looks Like in Retail Marketing

There are many ways a retailer could potentially integrate AI applications into its operations, depending on its size and needs. 

For example, a retailer might sign up for one of the many generative AI platforms available to produce promotional images and graphics for marketing purposes.

If the company operates an online presence, another entry point might be an LLM-driven chatbot that can handle customer inquiries around things like opening hours, item availability, specials and return policies.  

One increasingly popular and proven way that retailers in Southeast Asia can integrate AI into their operations is through solutions that leverage customer data to improve the shopping experience. We’re talking about authentic personalisation. 

Personalisation makes a retail store so much more. It allows brands to provide a shopping experience that is tailored to each customer’s individual preferences. 

Consider the following example. In the future, before setting foot in the store, customers of Cold Storage in Singapore might receive completely personalised product recommendations that consider not only their past purchases, dietary preferences and lifestyle, but also real-time contextual factors like the weather or local festivals.

These recommendations could be delivered through an app, via email, or even social media. The app could also create shopping lists based on weekly patterns and trends or upcoming holidays, helping customers save time while ensuring they don’t forget any regular staples. 

Another key pre-shopping AI opportunity is in personalised offers and promotions, including challenge offers. Challenge offers provide a gamified experience where customers are increasingly rewarded for meeting specific targets, such as spending a certain amount over a set period. These challenges can again be tailored to a customer’s preferences, presenting goals or targets for product groups they like or buy often.

Personalisation also extends to the in-store experience, where recommendations might pop up in the app based on where customers are in the store. Customers might also be scanning products with their phones to receive reviews and recipes that they might like. Taking this a step further, supplier-funded personalised ads for attractive items could also be generated on a customer-by-customer basis.

A Proven Way to Bring AI to Retailers in Southeast Asia

Personalisation and gamification solutions for retail can help retail brands increase customer satisfaction and loyalty. Retailers don’t even need to have an existing loyalty program to get started.

In the case of Eagle Eye’s offering, for example, a retailer in Southeast Asia could get started delivering personalised challenge promotions, powered by AI, in as little as five weeks. This represents a speed to market that matches the region’s hunger to roll out technology solutions quickly.

Such solutions have already been delivered in other markets to great effect. For example, in the United Kingdom, major grocery brand Tesco has adopted AI and is using it to bring benefits to its customers.

Tesco launched Clubcard Challenges in May 2024. This is a loyalty-integrated gamification initiative that utilises AI to create customised, shopper-specific challenges. 

Loyalty members are invited to participate in the game, and they are then served 20 distinct challenges, like spending £20 on summer BBQ supplies, for the chance to collect up to £50 in Clubcard points. Once all tasks are completed, they can win additional rewards.

In other markets, major coffee chain Starbucks is leveraging its Deep Brew technology to analyse customer preferences and contextual data, enabling personalised recommendations like suggesting cold drinks to specific customers during warm weather. 

Similarly, French supermarket chain Carrefour has partnered with Eagle Eye to gamify its MyClub loyalty program, creating customised challenges and goals based on individual shopping patterns and purchase history data.

Make it Happen with AI

The examples and real-world case studies presented above demonstrate how retailers in the region can create powerful customer experiences, drive loyalty and increase profitability, all without extensive lead times or long implementation timelines. 

Rollouts can be done quickly and cautiously. Pilot programs can be run to test effectiveness before moving to full-scale adoption. 

Taking the first steps in AI-driven personalisation with a partner like Eagle Eye means retailers in Southeast Asia can get started with innovative solutions like challenge offers quickly and easily, taking the anxiety out of being left behind in the AI race and joining other early adopting global brands in reaping the benefits. 

This thought leadership piece is written by Aaron Crowe, Regional Director, Eagle Eye, Asia

Singapore – Anker Innovations, a mobile charging and consumer electronics company, has launched its latest campaign to ‘charge up’ Southeast Asia.

Using augmented reality (AR) and computer-generated imagery (CGI), Anker revitalises iconic landmarks across SEA. The campaign aims to showcase Anker’s charging solutions and technology.

The company’s latest charging lineup, the Anker Prime Series, is at the heart of the campaign. The series offers a multi-device fast-charging solution, integrating intelligence and interaction. 

‘Charge Up, SEA!’ is set to illuminate Singapore, Malaysia, the Philippines, Indonesia, and Vietnam. An on-ground AR experience will be available in Singapore and Malaysia, while CGI videos will roll out in the remaining SEA markets.

In Singapore, visitors of Jewel Changi Airport can scan a QR code to enter a cyber-inspired world featuring the iconic rain vortex. While Anker’s desktop charger serves as the central point of interaction, its other products are also highlighted through interactive emojis.

At the same venue, Anker is hosting a ‘Prime of Charging’ experience at their pop-up store until March 5. Besides engaging with the AR experience, customers can also receive exclusive gifts. The event is also available online through Shopee.

“At Anker, our mission is to ignite possibilities through ultimate innovation. We’ve not only created products that lead the industry in performance but also ones that fundamentally change the way people engage with power. This campaign reflects our vision of an interconnected world where innovation enhances the everyday lives of Southeast Asia consumers,” Leon Wu, general manager of Southeast Asia at Anker Innovations, said.

Singapore – Creative advertising agency Ogilvy Singapore has elevated Sharon Ooi to chief talent officer in its operations in Singapore and Malaysia.

Before the promotion, Ooi served as the agency’s director of talent in Singapore and Malaysia for four years.

In her new role, Ooi will oversee Ogilvy’s talents across its offices in Singapore and Malaysia, ensuring a pleasant experience for its employees. Working closely with leaders while spearheading talent strategy, she aims to maintain Ogilvy’s reputation as an ideal workplace.

With expertise in HR functions, Ooi has held leadership positions at Leo Burnett, Publicis Communications, and most recently at Design Bridge Asia. Before joining Ogilvy, Ooi was part of the senior leadership team at the brand design agency, even expanding her remit to encompass China.

At Ogilvy, she will be reporting to Sue Olivier, chief people officer, and Kunal Jeswani, chief executive officer.

“The promotion of Sharon to Chief Talent Officer for Singapore and Malaysia recognises her outstanding leadership, unwavering commitment to our talent team, and her transformative impact on our Ogilvy culture,” Olivier said.

Jeswani commented, “Sharon’s promotion is a testament to her dedication, and the impact she has had on both our culture as well as our talent strategy. She has an exceptional ability to lead leaders. And her passion for building positive, engaging work environments, will spread across everything we do in Singapore & Malaysia.”

“As I step into this new role, I am grateful to Sue and Kunal for recognising my contributions and for their confidence in me. Exciting times lie ahead, as I look forward to further enhancing the employee experience, ensuring our workplace is not only a long-term career destination but also an employer of choice for top talent, where our people can thrive and become our strongest advocates to grow with us,” Ooi commented.

Singapore – Consumers in Southeast Asia (SEA) are eager to upgrade their devices in the next 12 months, according to a report from GrabAds, super app Grab’s advertising arm.

GrabAds’ report reveals that 50% of the app’s users are planning to upgrade their phones, while 34% are considering home appliances. Others are eyeing laptops (30%) and tablets (25%).

The report highlights an opportunity for telcos to align their marketing strategies towards consumers’ connectivity demands, with the average user having four connected devices. This includes smartphones (89%), laptops (72%), and smart TVs (69%).

As a result, users are seeking mobile data speed, with 25% willing to switch providers offering better data services and value.

Consumers are particularly interested in bundled packages, with potential subscribers preferring streaming services (62%), mobile discounts (55%), and home devices (45%).

Meanwhile, 72% of phone upgraders cite in-store experience as key to driving their purchase. 

Additionally, GrabAds reports that family decision-makers heavily influence digital purchases in SEA. Parents with children aged 10 and above are also a key smartphone demographic, as they prioritise learning and connection.

“Grab’s SEA consumers are actively looking for better connectivity, smarter bundles, and faster devices. GrabAds enables brands to reach these decision-makers at key moments throughout their daily routines, to stay top-of-mind and influence purchasing decisions in a way that feels relevant and seamless within people’s lives,” Jennie Johnson, head of marketing at GrabAds, said.

At the heart of loyalty strategies are genuine connections with customers, formed by memorable experiences. These experiences are always behind an enhanced customer lifetime value. The focus is not merely on attracting new customers, but on nurturing existing relationships to bring sustainable growth.

Recognising this, Henry Christian, in his new role as head of loyalty & customer digital transformation at Metro Singapore, is prioritising customers and their experiences to foster loyalty.

In an exclusive interview with MARKETECH APAC, Henry shares his strategies to make Metro Singapore’s customers feel valued, building lasting and meaningful relationships. To meet their expectations, his goal is to nurture true loyalty built on trust and value, enhancing customer journey.

Prioritising customer experience

As a leader in loyalty and customer relationship management, Henry’s primary focus is on caring for customers and making them feel these efforts. Recognising the importance of each customer, Henry prioritises creating remarkable experiences for them.

“It’s not just about transactions—it’s about making every touchpoint special and meaningful,” he said.

As Metro Singapore aims to attract new customers, Henry says it is also focusing on its current loyal customers, who are “at the heart” of their business. To him, caring for customers to make them feel valued is the company’s utmost priority.

“While we embrace innovation and nurture future customers, we must also recognise and reward our existing customers’ loyalty,” he said.

Building the ‘The Loyalty Program’

Prior to his appointment at Metro Singapore, Henry has held leadership roles in various companies, including GoTo Group and NTUC Link. Having a rich experience in ensuring customer loyalty, he shares his key strategy: enabling teamwork.

“It’s never about me—or any single individual in the company. Customer loyalty is never won by one person alone. It’s the collective effort of every team member working together. The entire company must think of itself as The Loyalty Program,” Henry said.

As he steps into his new position at Metro Singapore, he plans to bring a culture of collaboration with him.

“What’s more powerful than any single strategy is a culture—a culture where everyone collaborates to delight our customers through outstanding service and exceptional products. That’s the environment I aim to cultivate at Metro,” he shared.

However, fostering loyalty is not always a smooth sailing journey, especially as ever-changing customer expectations necessitate more complex strategies.

Henry also sees challenges in budget and how the strong Singaporean dollar draws customers away from local retailers and into overseas shopping. Nonetheless, he also sees opportunities to act upon.

“While ‘Design, Quality, and Value are table stakes in our business, the way we engage customers must evolve. There’s a huge opportunity to collaborate with our brand partners and external stakeholders to co-create a sustainable ecosystem—one that benefits Metro, our partners, and most importantly, our customers,” he said.

Innovating approach to brand loyalty

At Metro Singapore, Henry’s approach to innovation in brand loyalty is simple: a return to basics. To strengthen Metro’s loyalty strategies, he explains the essence of first understanding what makes the brand attractive to customers. Knowing its strengths, these characteristics can be amplified.

“At the same time, we can’t wait for future customers to walk through our doors—we need to meet them where they are. It’s about engaging them in their spaces and bringing Metro to them, rather than waiting for them to find us,” he said.

When asked about his vision for the future of marketing in Singapore’s retail landscape, he said, “I don’t have a crystal ball. But one thing is clear—every marketing leader is talking about the same thing: the disruption and amplification of marketing through AI.”

“If harnessed correctly, technology will help us do what we’ve been saying is important for years—personalisation, data-driven marketing, timely engagement, and experiential marketing,” he added.

However, Henry highlights the importance of strategy, citing how a bad one cannot be salvaged by even the best of technologies. To him, mastery of the basics should always be at the foundation of a business.

“Metro is celebrating its 68th anniversary this year—and I want us to celebrate our 100th and beyond. Staying relevant for the next decades means building the right foundation today, one that will carry us into the future,” he concluded.

As his vision for Metro Singapore transcends mere transactional relationships, Henry champions an approach where technology and the fundamentals of service are balanced. Through his efforts with his team, the company is paving a future where brand loyalty becomes the foundation on which Metro Singapore can build and maintain its legacy.

Manila, Philippines – AdSpark has acquired DeepSea and Secret Menu, cementing its status as a leading adtech platform by offering a more unified and seamless client experience.

The merger integrates DeepSea’s programmatic advertising capabilities–catering to agencies, independent advertisers, and publishers–and Secret Menu’s expertise in branded content production; including commercials and music videos, diversifying AdSpark’s adtech ecosystem to offer businesses an efficient way to engage audiences while providing creative content that resonates.

AdSpark also introduced their new service: ‘SparkTech,’ a suite of AI-powered tools designed to help businesses improve performance, increase operational agility, and enhance customer experience. 

One of these tools is ‘Generative Response Ads,’ the first of its kind in the world that was launched in partnership with GMS, an AI and adtech expert.

These AI-driven ads allow consumers to engage in real-time conversations within advertisements, providing tailored responses that match the brand’s voice and messaging. This feature streamlines the customer journey and reduces the number of clicks required for conversion.

With the addition of DeepSea and Secret Menu and the launch of SparkTech, AdSpark is well-positioned to lead the way in delivering integrated advertising solutions for today’s dynamic digital environment.

JL Erestain, chief operating officer at AdSpark, said, “We are excited to bring DeepSea and Secret Menu into the AdSpark family. By integrating their strengths, we can offer clients a more comprehensive solution for both programmatic and creative advertising needs, all within one platform.”

Meanwhile, Raf Del Rosario, chief commercial officer at AdSpark, commented, “SparkTech is a breakthrough for the adtech industry. By utilising generative AI, SparkTech allows businesses to provide personalized experiences for customers, ultimately driving results and improving the effectiveness of campaigns.”

Lastly, Mell Yazon-Tolentino, general manager at Secret Menu, expressed, “Becoming part of AdSpark offers us a unique opportunity to leverage data-driven insights to create bespoke creative solutions that address our clients’ challenges and needs. We are confident that this partnership will elevate our capabilities, enabling us to generate fresh, innovative ideas that cater to a broader range of clients and industries.”

Jakarta, Indonesia – Leverate Group is doubling down on its commitment to innovation and client success with the appointment of Fauza Istighfareva as client partnership officer (CPO) and the promotion of Dylan Setiawan to chief operations officer (COO).

Fauza brings extensive experience in account management and sales excellence, and a renowned name in Leverate Group. Having held key roles at Leverate for more than 7 years, she has grown with the company not only in the business but also in company’s management. 

Prior to coming back to Leverate, she worked in Tokopedia and Tiptip for Sales excellence and business partnership. Known for spearheading large account teams and ensuring consistent revenue growth, she will oversee strategic partnerships and client engagement at Leverate Group. 

In her new role, Fauza will focus on elevating the agency’s offerings and delivering high-impact solutions that address evolving market demands.

Meanwhile, Dylan’s promotion to COO reflects a proven track record in operations, account management, and integrated strategy. He honed his operational expertise at one of Southeast Asia’s largest retail groups (MAP). He also expanded his account and strategy proficiency at agencies managing clients across finance, FMCG, luxury, and pharmaceuticals. 

During the past five years at Leverate Group, Dylan served as head of account strategy and was part of the management team, gaining a holistic view of the agency’s capabilities. This experience equips him to seamlessly oversee Leverate’s operations, drive cross-departmental collaboration, and maintain the agency’s momentum in a competitive market.

These leadership appointments reflect Leverate Group’s continued evolution as a strategic marketing innovation & consultancy partner. Both Fauza and Dylan will work closely with the executive team to maintain Leverate’s momentum in Southeast Asia and beyond. 

Marlina Lim, CEO at Leverate Group, said, “With Fauza’s client-first mindset and Dylan’s operational expertise, we’re confident that Leverate Group will continue to thrive and grow in today’s highly competitive market.”