Tag: Southeast Asia

Philippines – Atome Financial, a digital financial technology platform under Advance Intelligence Group, has secured a US$80m credit facility to fuel its growth in Southeast Asia. The investment comes from a consortium of lenders, with a private credit fund managed by BlackRock and Innoven Capital adding to EvolutionX Debt Capital’s existing tranche.

The expanded funding reflects investor confidence in Atome Financial’s performance following its significant revenue increase in the previous fiscal year. The company also achieved operational efficiency through generative artificial intelligence.

Atome Financial operates the Atome Buy-Now-Pay-Later service and Kredit Pintar, an Indonesian digital lending platform.

Through the investment, Atome Financial is set to strengthen its business in 2025.

Atome Financial has previously partnered with HSBC for a US$200m credit facility, fuelling its initiatives for financial inclusion in the region.

Celia Yan, head of APAC private credit at BlackRock, said, “Southeast Asia is one of the fastest growing regions in the world where we see attractive private credit investment opportunities. Atome Financial has established itself as a leading fintech player in Southeast Asia, and we look forward to continuing to support their accelerated expansion.”

Yik Ley Chan, Southeast Asia private credit lead at BlackRock, commented, “Atome Financial has strategically positioned the business over the past few years and achieved a strong track record. We are pleased to be part of this investment and look forward to long-term collaboration with Atome Financial as their business embarks on the next phase of growth.”

“We are thrilled to partner with Atome Financial, one of the leading players in the industry, and look forward to building a strong and successful relationship. This collaboration underscores our unwavering commitment to supporting high-growth companies in the region,” Ben Cheah, partner at Innoven Capital SEA, said.

Andy Tan, chief commercial officer of Atome Financial, said, “We are incredibly excited and honoured to welcome BlackRock and InnoVen Capital as our new lending partners. Their participation is a testament to our continued operational excellence, market leadership and remarkable business momentum, which is expected to accelerate in 2025. This facility will help propel the growth of our expanded product suite, strategic partnerships and profitable regional portfolio to better serve the diverse financial needs of consumers across key Southeast Asia markets including Singapore, Malaysia, the Philippines and Indonesia.”

Indonesia – Oreo’s new campaign with Leo Indonesia highlights the sensory appeal of its iconic cookie, emphasising its irresistible pull through the “twist, lick, and dunk” ritual.

With the tagline ‘Dunk Your Craving,’ Oreo’s latest campaign aims to broaden its appeal beyond families and tap into the universal experience of cravings.

The campaign includes two films directed by Diego N Irigoyen, produced with Stink Films and Prodigious. ‘Cravings Calling’ aims to extend Oreo’s appeal to teens, while ‘Missing Oreos’ captures a light-hearted family moment centered on the cookie’s allure.

Jonathan McCarthy, vice president of marketing for SEA at Mondelez International, explained, “Oreo is an iconic brand, but in Southeast Asia we have built our equity as a brand for families with kids. We see immense potential in expanding our audience base and needed to revitalise the brand’s imagery to feel desirable not only to families but also to young adults.” 

The campaign is supported by outdoor and social media assets designed to reach a wider audience. It will roll out across five countries in Southeast Asia.

“While the cookie has always been at the heart of everything we do, we’ve created an outdoor campaign that truly heroes the ‘twist, lick, dunk’ ritual and puts Oreo at the forefront, reminding audiences that cravings can strike anytime, anywhere. It’s a small yet purposeful visual shift that strengthens the brand’s narrative around taste,” said Ravi Shanker, chief creative officer at Leo Indonesia.

Lucas Levy, senior director of marketing for Southeast Asia at Mondelez International, added, “Oreo is an icon of taste, and ‘twist, lick and dunk’ is a popular ritual around the world. Once you crave an Oreo, who can stop thinking about it? When you buy some, who can resist eating a few on your way home? These fun and real observations inspired us to develop this campaign. And as we always say, don’t forget the best part: twist, lick and dunk! 

Malaysia – Digital marketing agency Lion & Lion has unveiled its new positioning, reflecting its commitment to supporting brands in traversing the hyper-connected marketing industry. 

As the industry becomes more dynamic in the digital-first marketing world, Lion & Lion positions itself as capable of developing impactful brand experiences both offline and online.

Having offices across Southeast Asia, Lion & Lion supports brands in the region through its specialisation in brand strategy, storytelling, consulting, and social media.

Lion & Lion delivers conversion-focused strategies, creatives, and brand experiences spanning digital and physical spaces. The agency executes campaigns, activations and full-scale brand transformation.

“Brands today don’t just compete for attention—they compete for relevance and resonance. Our new positioning leverages our strengths and reflects our dedication to transform brands with creativity, strategy, innovation, and technology, ensuring they deliver impact in today’s hyper-connected world,” Cheelip Ong, group CEO of Lion & Lion, commented.

“Our focus remains on empowering brands to build deeper, more meaningful connections with their audiences across all their interactions. We notice the paradigm shift in how consumers digest information and marketing, and we are equipped to help brands succeed in this new age of decentralised marketing with our borderless thinking and ability to harness strategy, creativity, and technology for brand transformation and business impact,” Ong added.

Philippines – Marketing creatives from the Philippines have set up a new social good agency in Manila. The agency, called ‘Lennon Group,’ aims to direct creativity towards social welfare.

Founded by creatives Raymund Sison, Rizza Garcia, Alan Fontanilla, and Miguel Co, Lennon Group promotes societal consciousness in the creative industry. The marketing creatives aim to harness creativity to be impactful in people, businesses, and communities.

Lennon Group introduces a unique staffing model, selecting the best talents. Combining strategic thinking with innovation, the agency intends to find the intersection between humanity, creativity, and technology.

Sison, who leads the team, brings almost 20 years of experience in creative communications, branding, and digital experience. He has worked with both local and global brands, including start-ups, non-profits, and non-government organisations.

“It’s a dream come true,” Raymund Sison, founder & creative chief of Lennon Group, said.

“We wanted a creative company that is conscious of what’s happening in the real world and cares about how to make it better. All these years, we’ve always tried to find ways for creativity to help inspire and uplift humanity, for ideas that make a real difference in the world. Now we have an opportunity to make it happen every day,” Sison added.

“Our name was inspired by our creative idol, John Lennon, who changed the world through creativity,” Garcia, co-founder & executive creative director, commented.

“We understand that the best of talents don’t want to be tied down to one thing. So we accept and maximize whatever and however way the talent wants to contribute. It’s a new way of contracting that focuses on commitment to talent and their impact, rather than their commitment to time and time-ins. It’s a new way of working that puts the very best for the studio and the talent. We think it’s a win-win,” Garcia added.

“We aim to create initiatives and projects that respect humanity, use creativity to inspire and uplift, and maximize the power of technology in the service of humans,” Co, co-founder, CFO and CTO, said.

“As a social good agency, we are aligning our mission with the UN SDGs, all the way to our local and national development goals, and always, always using creativity to uplift humanity,” Fontanilla, co-founder and COO, said. 

“So we cater to brands and businesses, NGOs and Non-Profits, associations and government organizations — from healthcare to financial literacy to sustainability to wellness and wellbeing to education to food and nutrition to women and gender and rights for all to art and culture, all the way to nation-building and responsible citizenship,” Fontanilla added.

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.