Tag: Southeast Asia

Singapore – Delivery company Deliveroo Singapore and grocery retailer Sheng Siong Group have forged a partnership to simplify grocery shopping for its users.

Through the partnership, Deliveroo and Sheng Siong aim to meet the needs of Singaporean consumers as they offer convenience to grocery shopping.

As part of the partnership, 21 Sheng Siong stores have been launched on the Deliveroo platform, with plans to add more locations in Singapore this month.

The availability of Sheng Siong on the platform provides customers with access to various products such as fresh produce and household items among others.

The move is part of Deliveroo’s effort to expand from its food delivery services to a broader range of delivery services.

Last year, Deliveroo launched Deliveroo Shopping, its online retail arm that offers non-food deliveries.

Lin Zikai, director of customer and operations at Sheng Siong said, “We are delighted to embark on this exclusive partnership with Deliveroo, one that marks a new chapter in bringing Sheng Siong’s trusted grocery offerings closer to our customers. This is our first time partnering with a delivery company, and thanks to Deliveroo’s seamless delivery platform, we are now able to deliver high-quality products at affordable prices straight to our customers’ doorsteps in as quickly as 30 minutes. This collaboration allows us to offer even greater convenience to busy families and individuals, ensuring they can access fresh produce and daily essentials with ease and efficiency.”

“This exclusive partnership with Sheng Siong marks a significant milestone in our mission to bring greater convenience to our customers along with a purpose-built app experience for grocery. While ready-to-eat meals remain at the core of what we do, this collaboration expands our offerings with a diverse range of groceries, competitive prices, and round-the-clock delivery. With a growing segment of consumers expressing interest in using delivery platforms for grocery and non-food items, we’re proud to continuously meet evolving demands and make everyday shopping simpler and more accessible,” Jason Parke, general manager of Deliveroo Singapore, said.

Singapore – Singaporeans are among the heaviest users of social media, ranking fourth globally at 88.2%, according to a report from We Are Social and Meltwater.

The report shows Singaporeans as one of the most engaged in internet use, spending an average of 6 hours and 33 minutes online daily. 

Singaporeans aged 16 and above use approximately 7.24 different platforms each month. Specifically, Reddit sees the highest engagement in the country, with users opening the app an average of 116.9 times monthly. Telegram is also a popular app, with Singaporean users opening it 237 times per month.

Meanwhile, TikTok is also widely used in Singapore as users spend an average of 34 hours and 29 minutes in the app monthly. This number falls nearly 30 minutes less than the global average.

However, a significant 71.4% of Singaporean adults are concerned about discerning real from fake information online. 

Data privacy is also a concern, with 36% of internet users worried about how companies use their personal data. As a result, 39% of Singaporean internet users reject website cookies, more than the global average of 34.5%.

The global report sees an acceleration in the use of artificial intelligence, the importance of social media in brand discovery, and a surge in ad spend.

“With digital ad spend exceeding $790 billion in 2024 and social media ad spend growing more than 15% within that, it’s clear that businesses are investing more than ever in capturing consumer attention. Along with this growing investment comes the growing need to prove ROI and show results based on marketing campaigns. With user behavior on social platforms continuing to shift, teams need data to inform decisions about what platforms to prioritize and create strategies for,” Alexandra Bjertnæs, chief strategy officer at Meltwater, commented.

“Social is where brands can win or lose – it’s central to brand discovery, consumer engagement, and commerce. At the same time, AI is revolutionising how we search, create, and interact, while influencers continue to shape content trends and consumer behaviours. The opportunities for marketers to drive meaningful engagement have never been broader, but the complexity of digital and social media – evident in our 630+ page report – means there’s no single route to success. To create effective work, brands need to understand the cultural nuances of the online world, and create ideas worth talking about. Those who do will make an impact,” Toby Southgate, global group CEO at We Are Social, said.

Singapore – Nearly two-thirds (61.5%) of Southeast Asia’s population are active on social media, accounting for 10.2% of the world’s social media identities, according to a report by We Are Social and Meltwater.

The report highlights Southeast Asia’s strong affinity for social media, with users in every country exceeding the global average of 6.83 platforms. On average, Filipinos use 8.36 platforms, followed by Malaysians (8.12), Indonesians (7.93), Singaporeans (7.24), and users in both Vietnam and Thailand (7.11).

Delving deeper, Filipinos spend an average of 3 hours and 32 minutes on social media daily—over an hour more than the global average. They also have a strong affinity for influencers and vlog content, with 44.9% following influencers on social media and nearly half (48.3%) watching vlogs or influencer videos weekly.

Meanwhile, in Indonesia, social media accounts for nearly half (42.6%) of the country’s total online activity. Two-thirds of Indonesian users actively search for brands on social media, while 82.1% use it for brand research.

Indonesians are also among the world’s most engaged TikTok users, spending close to two full days per month (44 hours and 54 minutes) on the app. Malaysia follows closely, with users averaging 42 hours and 44 minutes on TikTok each month.

Thailand ranks as YouTube’s second most engaged market, with users spending an impressive 42 hours and 14 minutes on the platform—far exceeding the global average of 27 hours and 10 minutes. Meanwhile, Singapore stands out as a top market for Reddit, with users spending 3 hours and 56 minutes on the platform each month and accessing it an average of 116.9 times.

Notably, over a third of the region also relies on social media as a source of news.

Anton Reyniers, head of strategy at We Are Social Singapore, commented, “Southeast Asia is home to some of the most active and engaged social media users in the world. With users across the region spending their time across more than seven platforms – above the global average – and more than half using social media for brand research, it’s integral for marketers to ensure they have a carefully considered strategy to capture their audience’s attention across each platform.”

“This latest report highlights the nuances across different demographics in the social and broader digital ecosystem to help marketers make informed decisions in their plans for 2025 and beyond,” he added.

The report names YouTube as the most used social platform at the start of 2025, with a user base 16% larger than WhatsApp. Instagram leads as the world’s favourite platform, with 16.6% of users pledging loyalty, followed by WhatsApp (16%) and Facebook (13.1%).

Meanwhile, TikTok’s Android users are spending almost 35 hours per month on the app, with time spent increasing by nearly two hours from August to November 2024. In terms of growth, Threads has 320 million monthly active users, with over 100 million active daily users, while Bluesky, with more than 30 million registered users, still has fewer than 25 million monthly active users.

Meltwater and We Are Social further highlight the growing importance of social media for marketers, as half of adult users now visit platforms to learn more about brands—a trend that’s steadily rising. Instagram leads in brand research, with 62.3% of users using it for this purpose, followed by Facebook (52.5%) and TikTok (51.5%). Additionally, 22% of social media users follow influencers, a figure that rises to 30.8% among women aged 16 to 24.

In 2024, global ad spend reached US$1.1t, a 7.3% increase from 2023, with digital channels now accounting for 72.7% of this investment. Online ad spend surpassed US$790 billion, growing 10.3% year-on-year. Social media ad spend rose to $243 billion, up 15%, while global influencer marketing spend increased 14%, reaching $35 billion.

“With digital ad spend exceeding $790 billion in 2024 and social media ad spend growing more than 15% within that, it’s clear that businesses are investing more than ever in capturing consumer attention. Along with this growing investment comes the growing need to prove ROI and show results based on marketing campaigns. With user behaviour on social platforms continuing to shift, teams need data to inform decisions about what platforms to prioritise and create strategies for,” said Alexandra Bjertnæs, chief strategy officer at Meltwater.

The report also highlighted ChatGPT’s growth, with its mobile app averaging over a quarter of a billion monthly active users from September to November 2024. It ranked as one of the world’s most downloaded apps, placing eighth globally. Additionally, ChatGPT.com saw 310 million unique visitors, generating 3.5 billion visits during the same period.

Toby Southgate, global group CEO at We Are Social, said, “Social is where brands can win or lose – it’s central to brand discovery, consumer engagement, and commerce. At the same time, AI is revolutionising how we search, create, and interact, while influencers continue to shape content trends and consumer behaviours.”

“The opportunities for marketers to drive meaningful engagement have never been broader, but the complexity of digital and social media – evident in our 630+ page report – means there’s no single route to success. To create effective work, brands need to understand the cultural nuances of the online world and create ideas worth talking about. Those who do will make an impact,” he added.

McCann Worldgroup has significantly contributed to brands’ success throughout its decades of providing solutions as a creative agency. With its global network, the company’s capabilities are spread across countries, yet its team in Southeast Asia (SEA) stands out through its work.

Having offices in key markets such as Singapore, Thailand, Indonesia, and the Philippines, McCann Worldgroup’s presence in SEA is significant. Still, the agency continues to expand its capabilities to cater to its broad range of clients.

Maintaining this creative momentum has its tricks and tactics, but in MARKETECH APAC’s Agency Leadership Decoded, Nick Handel, president at McCann Worldgroup SEA, shares his strategies to foster a culture of creativity in the agency while it persists through challenges in the industry.

Unveiling the drivers of creativity

Nick has been leading McCann Worldgroup SEA for four years. Throughout his leadership, he has prioritised how the agency promotes creativity, ensuring it is recognised and rewarded within the team.

To sustain the agency’s creative momentum, Nick fosters his three key drivers of creativity: conscious inclusion, collaboration, and client fitness.

“Conscious Inclusion is a philosophy which promotes consistent practices and deliberate actions to foster an inclusive culture. It is through conscious inclusion that we create meaningful experiences for our people and teams, drive better business practices with our vendors and clients, and ultimately, unleash the creative power of our people and our work,” Nick explains.

As Nick shares, collaboration is another crucial aspect that flourishes when different skills and expertise come together effectively.

“We want to create a more integrated and open workplace where the sharing of ideas, skills and efforts isn’t just encouraged but is an intrinsic part of our DNA. Where anyone in McCann Worldgroup Southeast Asia – whether they are part of McCann, MRM or CRAFT – can draw from a common well of talent and tools, no matter where they may sit or which logo may appear on their business card,” he said.

According to him, tangible marks of creativity can only be seen if they align with their client’s needs. While these needs evolve, Nick shares how the agency constantly ensures their relationship with clients moves forward.

“In an industry sometimes characterised by its short-termism, we’re proud to count eight clients who have been with us for more than a decade. I’d like to think that constantly assessing our client fitness and our restless search for “what’s next”, has played no small part in that achievement,” he said.

An eye within the agency, the other beyond

Throughout his leadership, Nick has set distinct initiatives to make the agency more effective. In these strategies, he looks both within the agency for the welfare of its employees and outside of it, taking a broader view of its position in the industry.

Citing one of the initiatives for employees, he said, “To create a shared sense of belonging, we launched ‘Day For Meaning’, an annual event where we pause all regular business for one day so that all employees can find the time to create solutions to remove barriers to inclusion.”

He added, “In response to the pressures of modern agency life, we also introduced an innovative annual leave policy. Called ‘Time Well Taken’, the policy allows all full-time staff to take as much additional paid leave as they need, subject to the approval of their managers.”

Building on its client fitness, the agency continued implementing its agency integration model, ‘Open Architecture,’ which groups employees into multi-specialist teams instead of placing them within discipline-driven departments. To further ensure good relationships with clients, the agency engaged in a third-party client satisfaction survey, allowing them to see improvement opportunities.

Last year, McCann Worldgroup SEA also introduced something new to the industry. 

“To ensure the agency is ahead of the curve in new and emerging flavours of creativity, we launched three new service offerings: McCann Content Studios, a culture-first editorial and entertainment studio dedicated to creating content, experiences, and conversations that resonate with today’s fast-paced social landscape,” Nick said.

Besides the studio, McCann Worldgroup also worked on a production automation platform powered by artificial intelligence (AI) called ‘XD’ and ‘Hedy,’ a delivery centre specialising in integrating content, commerce, and CRM platforms. The agency also commissions its own research that helps brands and businesses in the region.

Challenges as stepping stones

For Nick, the fast-paced nature of marketing technologies and AI came as both a challenge and an opportunity for McCann Worldgroup. Despite the difficulties in remaining on top of these technologies, the agency continued to leverage them in its operations, helping them achieve new heights and even contributing to their remarkable industry awards.

“We also became the first network to partner with [Ai]magination, the world’s leading AI creative studio. The partnership will grant the agency early and preferred access to [Ai]magination capabilities for real-time content creation and asset support for brand campaigns,” Nick shared.

For other leaders in the industry, Nick leaves the advice of never being too big for small things, as other leaders inspired him to be.

“We’re in an industry that often talks about the importance of big ideas. And whilst this is undeniably true, I think it’s important also for leaders to have the humility to resolve the seemingly small things which, like a stone in the shoe, can have a disproportionate impact on someone’s motivation. As in most service industries, details matter,” he said.

Interestingly, Nick also encourages them to “never eat lunch alone.” 

“Marketing is very much a people business. Its leaders need to be open and approachable – even if (like me) they may often be guilty of dining ‘al desko,’” Nick concluded.

Nick’s leadership at McCann Worldgroup SEA has redefined creativity as a core value. Through his beliefs as a leader, Nick has shaped the agency’s trajectory as a leader of its own kind, helping the individuals within it achieve success with creativity made tangible for its clients. With a focus on collaboration and client fitness, Nick contributes to how McCann Worldgroup is shaping the creative industry in the region and beyond.

Singapore – Boloni, a provider of interior furnishing solutions, has unveiled its first experience centre in Singapore. 

The inaugural experience centre, located at Delta House, reflects Boloni’s commitment to providing trendsetting and holistic home solutions while highlighting its contemporary carpentry.

Having been established in China, Boloni also has showrooms across Asia and Australia. Boloni’s entry into Singapore marks its new footprint in the region. 

Boloni is known for its one-stop approach to providing home customisation. Offering complete housing solutions, Boloni allows its customers to have a seamless experience.

The experience centre, combining technology and design, is equipped with various room settings. Its showrooms can also be used as an events space, with plans to be employed for lifestyle activities.

Staying committed to sustainability, Boloni enables recycling and upcycling in its modular carpentry system.

Besides the Singapore experience centre, Boloni is set to open a showroom in Bali and plans to expand further in Vietnam. 

“This marks an exciting milestone for Boloni as we partner The Modular Builder (TMB) to bring our expertise and innovative solutions to Singapore. Our Singapore Experience Centre reflects Boloni’s commitment to redefining modern living with a blend of design, functionality, and technology. We believe this centre will inspire homeowners and designers alike, showcasing the possibilities of a truly customised living experience,” Frank Cai, founder of Boloni, said.

“Our vision for Boloni Singapore Experience Center is to become the premier architectural design and build hub for landed homes in Singapore,” Benedict Choa, CEO of Boloni Singapore and The Modular Builder, commented.

“All our wood materials are cultivated for long-term sustainability, adhering to European standard E1 levels with formaldehyde emissions below 0.5 mg/L,” Choa added.

“The Experience Centre showcases how quality living can seamlessly integrate with sophisticated design aspirations. It offers a diverse range of styles and finishes that enables clients to realise their vision of their dream homes through a designer’s eye and high-quality furnishings,” Kee Jing Zhi, COO of Boloni Singapore, said.

Singapore – A majority of Singapore residents (83%) are prioritising financial planning as they anticipate economic challenges this year, according to a study from insurance company AIA Singapore.

With only 47% of residents optimistic about Singapore’s economy, AIA’s study underscores how most plan to manage their savings, investments, and insurance more actively. Most cite inflation and cost of living as a top concern, while others consider job security and income levels.

While more than half (54%) of 18 to 29-year-old Singaporeans feel ready to face economic challenges, only 34% of those in their 40s feel the same, the study found.

As Singaporeans plan to address the challenge, the study shows that their priorities include managing savings (62%), maintaining stable income (57%), and setting up an emergency fund (52%). 48% also recognize the importance of insurance in their financial planning.

Additionally, more than half (53%) of Singaporeans are concerned with healthcare as they deem it expensive. 57% plan to address this through insurance, while others intend to turn to their personal savings and government healthcare support.

To prioritise having stable employment, younger individuals are focusing on upskilling (40%), while those in their 40s are building their savings (55%) and emergency funds (46%).

“Despite the expectation of challenging times, the people of Singapore are showing remarkable resilience and proactiveness. This reflects a maturing society which has a better understanding and appreciation of the value of planning early and planning well for their future and that of their loved ones, which is especially noteworthy as we celebrate Singapore’s 60th birthday this year,” Irma Hadikusuma, chief marketing and healthcare officer at AIA Singapore, said.

Thailand – Communications agency Havas Thailand has announced key appointments in an effort to strengthen its leadership team. Carlo Herold has been appointed as the agency’s managing director while Siamrit Wongvichitara takes on the role of chief growth and commercial officer.

In his new role, Herold will oversee the media operations while leading strategies to enhance client engagement and boost its presence. Bringing his expertise in performance marketing and digital innovation, Herold is set to contribute to boosting the agency’s offerings.

Meanwhile, Wongvichitara will attend to Havas Thailand’s business development, building client partnerships while leveraging his knowledge of the market.

Rana Barua, group CEO of Havas India, SEA & North Asia, said, “Thailand is a key growth market for Havas, and strengthening our leadership here is a top priority. Carlo and Siamrit bring a wealth of expertise and a deep understanding of the local market, which will be invaluable in driving our strategic goals. As the Thai market continues to evolve with new opportunities and challenges, Carlo and Siamrit will play a pivotal role along with Aga, in navigating these shifts and accelerating our growth in the region. Their leadership will be instrumental in reinforcing Havas Thailand’s position as a forward-thinking, innovative partner to our clients.”

“These appointments mark a significant step in strengthening our capabilities and aligning with the evolving needs of the Thai market. With Thailand ranking among the top globally for mobile- first behavior and social commerce, it is crucial to strengthen our digital capabilities to stay ahead of evolving consumer trends. By helping our clients navigate this dynamic landscape, we aim to achieve sustainable growth while building meaningful brands that deeply resonate with audiences. Together, we will continue to innovate and deliver impactful solutions that resonate across the market,” Aga Giedroyc, CEO of  Havas Thailand, said.

“We are both excited to take on these roles and work together to lead Havas Thailand through its next phase of growth. We look forward to collaborating with Aga and the entire team to drive impactful strategies that not only elevate our market presence but also create lasting value for our clients. Together, we are committed to strengthening Havas Thailand’s position as a forward-thinking, solutions-driven partner in this dynamic and evolving market,” Herold and Wongvichitara commented.

Singapore – 24/7 FITNESS, a fitness brand from Hong Kong, has made its debut in Singapore with a flagship club on Orchard Road. The expansion comes following the fitness brand’s acquisition of Singapore-based fitness chain GymmBoxx.

24/7 FITNESS’ newly launched flagship club aims to provide Singaporeans with access to fitness solutions, offering convenience through the 24-hour gym.

The new facility offers various equipment from renowned brands, including cardio machines and weight-training equipment that cater to people of different fitness levels.

24/7 FITNESS has opened branches across Singapore, including in The Seletar Mall, Margaret Market, and Yew Tee MRT. The brand also plans to open in more locations in the next three years.

Ensuring transparency to its members, 24/7 FITNESS provides straightforward pricing without hidden costs. Members will also be given access to all of the brand’s locations across the Asia-Pacific (APAC) region.

Each 24/7 FITNESS branch worldwide is equipped with a smart face recognition terminal, allowing seamless entry without a key fob or card while maintaining security.

Founded in Hong Kong in 2011, 24/7 FITNESS has grown with branches worldwide, including Hong Kong, China, Taiwan, and Macau in the APAC region.

“Our goal is to redefine fitness accessibility in Singapore by providing world-class facilities and services at an affordable price. By expanding to 40 locations over the next three years, 24/7 FITNESS is committed to becoming the fitness brand of choice for Singaporeans who prioritize their health and well-being,” Ingrid Wong, CEO of 24/7 FITNESS, said.

Singapore – Southeast Asian ride-hailing and food delivery companies Grab and GoTo are reportedly in advanced discussions to merge, according to sources who spoke to Reuters.  

According to the report, the move comes as both companies seek to minimise years of losses in a fiercely competitive market.

This marks the latest attempt at a merger between the two rivals, having discussions falling through in the previous years.  Despite the history of failed negotiations, investors are reportedly eager to see a deal finalised in 2025. Reuters’ sources say merger talks were revived in December 2024.

The combined market capitalisation of the two companies is estimated to be nearly $25 billion.

However, contradictory to reports, GoTo has denied the discussions about a potential merger in a statement, saying that “there is no agreement between the Company and any party to enter into a merger transaction of the type.”

GoTo’s e-commerce unit, Tokopedia, was acquired by TikTok in 2023, with the latter gaining a 75% controlling stake. As part of the partnership, the social media platform announced a US$1.5b investment into GoTo.

Singapore – Gaming marketing agency Ampverse Pulse has launched Pulse Media, its digital media buying platform, to further connect advertisers with mobile and PC gamers in Southeast Asia (SEA) and the Gulf states.

The newly launched platform provides advertisers access to gaming creators and their in-game inventory, allowing impactful advertising formats on mobile and PC games.

While providing programmatic advertising solutions, Pulse Media also delivers optimisation for brands to achieve high engagement with consumers.

Through the platform, advertisers can leverage immersive in-game ads, execute AI-powered campaigns, and maximise ad spend. Additionally, adtech platforms can integrate ads into live streams and other content while leveraging smart audience segmentation for optimal targeting.

Ampverse Pulse also helps businesses across media planning, strategy, activations, and user acquisition among others. Its clients include Tencent, Redbull, and Burger King.

Charlie Baillie, co-founder and CEO of Ampverse, commented, “We believe that our deep understanding of the gaming market across Southeast Asia and Gulf States will ensure that the Pulse Media media buying division will provide advertisers with a complete solution. There are more than 300 million active gamers in these markets and brands need expert execution to ensure their digital advertising campaigns reach the right audience.”

“There is incredible growth among Southeast Asia’s gaming community, which Ampverse has been a part of through our own long-standing gaming activations with brands and publishers. The time is right to now launch a digital advertising division that enables marketers to strengthen their brand presence in this arena,” Baillie added.

“Gen Z and Gen Alpha will continue to be behind social change and conversation for the next 15 years. In a little over a decade, they will have taken over the economy. Brands must build a relationship with this audience now to have the right and opportunity to engage them in the future,” he concluded.