Tag: Southeast Asia

Singapore – Havas Media Network has appointed Pankaj Nayak as its new chief executive officer (CEO) in Singapore and president of Havas Media in Southeast Asia (SEA) as part of its growth efforts in the region, effective immediately.

Having worked with the agency in the past, Nayak returns to oversee its growth strategy while providing innovative and impactful client solutions. He is set to work closely with Russell Lai, chief commercial officer of Havas Media Network Singapore, and Kenny Yap, chief operating officer of Havas Play.

Nayak has 25 years of experience across different markets in Asia, 17 years of which have been spent in Singapore. He has worked with various clients, including National Heritage Board and National Council for Problem Gambling.

Having joined at a time of the agency’s transformation, Nayak’s role includes the SEA implementation of the Converged strategy, recently announced by Havas. The strategy focuses on combining talent, capabilities, and platforms for agency growth and client impact.

Additionally, Nayak will forge alliances and lead acquisitions as he focuses on enhancing expertise and offerings.

Rana Barua, group CEO in India, SEA, and North Asia, said, “Asia’s diverse and rapidly evolving markets demand a leader who understands the nuances of each market, and what it takes to drive growth. Pankaj brings to us deep regional experience, and his expertise in driving global and regional client businesses, developing product capabilities and verticals, and fostering high-performance teams is the ideal fit for this role.”

Nayak commented, “I’m thrilled to join the network during such an exciting phase of growth in the region. The opportunity to lead the media team in Singapore, while contributing to the broader SEA region, is incredibly exciting. My conversations with Rana have been incredibly fruitful, and with Havas’ Converged strategy—alongside the growth potential in the region—was a major factor in my decision to join Havas. 

“I look forward to working with the team to drive growth by leveraging our collective regional strengths to deliver impactful, integrated solutions that meet our clients’ evolving needs,” Nayak added.

Chicago – Hyatt Hotels Corporation marks the expansion of its luxury hotel collection in Southeast Asia (SEA) with the opening of Keraton at The Plaza in Jakarta, Indonesia.

Celebrating the debut of the ‘Unbound Collection by Hyatt’ brand in SEA, Hyatt is rewarding its members with points for stays at Keraton at The Plaza from December 27, 2024 to March 31, 2025.

Partnering with design firm Hadiprana, the new hotel reimagines Indonesian palaces, incorporating patterns associated with Javanese royals.

Offering luxurious Javanese tradition-inspired amenities, Keraton at The Plaza is set to provide customers with personalised and intuitive service.

All guests have access to The Club, a dining area serving curated culinary experiences. The Club also displays an artwork by Hadiprana that spotlights national talents, available for purchase.

Keraton at The Plaza is strategically located at the Plaza Indonesia complex, center of the city’s culture, entertainment, and shopping landscape.

“Keraton at The Plaza reflects the beauty of Javanese royal palaces and cultures in a modern, elegant setting. We seek to inspire our guests through tangible and intangible touchpoints, the distinctive splendor of the hotel design, the memorable service our colleagues bestow and the exclusive access to various guest privileges,” Parveen Kumar, general manager of Keraton at The Plaza, said.

Singapore – Marketing agencies undoubtedly have significant value to offer brands navigating a dynamic business landscape. Bringing in their distinct skills, expertise, and resources, agencies are indispensable for businesses seeking to reach their marketing goals. However, as in any industry, agencies face the challenge of competition, particularly the rising number of brands building in-house teams. 

In an exclusive interview with MARKETECH APAC, Kai Xin Lee, the newly appointed managing director at Meetsocial, shares how she is turning this challenge into an opportunity by leveraging expertise and technology to elevate the marketing agency’s presence in Southeast Asia (SEA).

Agency priorities

Kai previously took a break from working in an agency, committing instead to advisory roles in different tech start-ups. However, she shares that this only made her miss “the fast-paced, dynamic nature of working in an agency.” 

Seeking the excitement of agency work, Kai took the opportunity with Meetsocial when it came up.

“What drew me most was the unique chance to not only lead a Singapore-based agency but also spearhead growth across the Southeast Asia region—a market I’m deeply passionate about. The challenge of building and expanding Meetsocial’s presence in this vibrant and diverse region is something that truly excites me,” she said.

As the managing director at Meetsocial, Kai prioritises uplifting the agency’s position as a leading digital advertising partner in SEA. Her aim is to boost its presence in the region, leveraging data and expertise to achieve the goal. 

“While Meetsocial’s global scale is impressive, with over $5 billion in media spend across more than 40 platforms, there is little awareness of their capabilities in this region. My goal is to bridge this and establish Meetsocial as a trusted, go-to partner for businesses looking to drive measurable outcomes through digital advertising,” she said.

Accumulating experience

Kai has almost 2 decades of experience in the marketing industry, specifically from elevating Wild Advertising as one of the top independent agencies in Singapore. She plans to apply these experiences from her previous roles to leading sustainable and long-term growth for Meetsocial.

“My strengths lie in strategic planning and creative impact—areas that complement Meetsocial’s existing expertise in online media planning and optimization. By aligning these strengths, I believe we can offer more holistics integrated marketing services that deliver exceptional results for our clients,” Kai said.

Upon joining the company, Kai also brings her belief in people as the key to success in an agency, fuelling her plans to build a strong team.

“I take pride in being a team builder, and in this role, I’ll focus on recruiting the right talent and nurturing the current team through training and mentorship. A motivated, skilled, and cohesive team is essential for driving success, and I’m committed to creating an environment where everyone can thrive,” she said.

Reasserting agency value

One challenge that agencies are facing in the industry is the trend in brands creating their own in-house teams, eliminating the need for outsourcing in agencies. Kai shares how these in-house teams handle performance marketing, copywriting, and design, which were traditionally part of an agency’s duty.

“Having worked on both the client and agency sides, I understand the rationale behind this move—it offers control and, at times, cost efficiencies. However, I firmly believe there’s still a critical role for agencies,” Kai explained. 

“Agencies bring unparalleled value through their extensive data, insights, and learnings gained from working across diverse industries, markets, and clients. This depth of experience is essential for delivering optimal results, particularly when it comes to optimization and scaling campaigns,” she added.

Nonetheless, Kai observes that some of its clients who initially turned to in-house teams are re-evaluating their decision, since this setup does not always deliver effectively and cost-efficiently as expected.

“This presents a unique opportunity for agencies like Meetsocial to reassert their value and expertise,” Kai said.

Another opportunity that Kai sees is the use of artificial intelligence (AI), embracing its transformative capabilities in advertising as in every industry. At Meetsocial, Kai plans to leverage AI to resolve usual constraints involving time, resources, and budget.

“AI breaks down these barriers, enabling us to scale campaigns faster, create content more efficiently, and drive better ROI for our clients. By leveraging AI strategically, we can unlock new levels of creativity and performance, ensuring Meetsocial stays ahead in this rapidly evolving landscape.”

By turning challenges into opportunities, Kai’s appointment and priorities does not only elevate Meetsocial as an agency, but the value of all agencies in the industry. Combining her experience and vision, she is set to lead while navigating an industry shaped by AI and constant change.

Thailand – FC Barcelona has announced the launch of its social campaign “Barça Influencer Social Campaign in Southeast Asia” which will kick off a series of challenge on digital platforms for their fans in Indonesia, Vietnam and Thailand between December 2024 and March 2025. 

From now on, sports and social enthusiasts from Indonesia, Vietnam and Thailand are welcomed to take part in this dynamic social media campaign on Instagram and TikTok. 

Spanning across four months, the campaign will be comprised of two phases of engaging games and challenges, featuring our men’s team players with intriguing interaction with participants on the platforms.

Final winners will be selected based on creativity, engagement and participation, with FC Barcelona reserving the rights for the final decision. 

“With more than 529 million followers on social media worldwide, the Club always strives to seek for innovative ways to foster a closer relationship with our supporters, partners and Culers through sports,” the club said in a press statement.

They added, “As one of the most followed European multi-sports clubs in Asia Pacific, it is encouraging to see this first campaign to be launched for our fans in Southeast Asia, the Club wishes to bring more similar kind of campaigns to the other places and regions around the world in the future.”

Singapore – Travel Alliance is set to launch a cross-border telco rewards programme for its customers with ride-hailing and delivery company Grab and travel brand Trip.com.

Travel Alliance, comprised of Singtel, AIS, Globe, HKT, Optus, Taiwan Mobile and Telkomsel, is set to roll out the rewards programme starting January next year.

Through the partnership with Grab and Trip.com, customers of Alliance members can save on accommodations, flights, rides, and food deliveries.

The launch reflects Travel Alliance’s aim of providing incentives to its customers when travelling, including for transport, dining, merchandise, and lifestyle services. Since Travel Alliance’s establishment in February 2024, Grab and Trip.com are the first to become partners that provide rewards for customers.

As part of the rewards programme, Travel Alliance customers can gain discounts from Trip.com hotel and flight bookings. Additionally, they can also upgrade to Trip.com’s top-tier status, enjoying rewards such as access to VIP lounges and upgrades for car models when travelling.

Meanwhile, Grab is set to launch a Grab Tourist Pack in 2025, providing exclusive deals for Alliance customers.

“As a customer-focused company, Trip.com is delighted to partner with the alliance of seven telcos to bring exceptional travel opportunities to their users across the Asia Pacific region. This collaboration reflects our commitment to making travel more accessible and rewarding by leveraging innovative partnerships. By combining the convenience of our platform with exclusive discounts for the telco customers, we aim to inspire more people to plan the perfect trip for a better world,” Han Feng, head of marketing at Trip.com, said.

“With our presence in over 700 cities across 8 countries in Southeast Asia, Grab believes we can be the one app travellers need for hailing rides, ordering food, dining out or getting emergency supplies delivered to their doorstep. We are pleased to partner the Travel Alliance to support the travel needs of their vast combined customer base,” Chuck Kim, managing director of group business development & strategic partnerships at Grab, commented.

Singapore – Funding Societies, a digital finance platform, has secured a US$25 million investment from Cool Japan Fund (CJF), Japan’s sovereign wealth fund. The investment will help the company support SMEs across Southeast Asia (SEA), particularly in Singapore, Indonesia, Malaysia, Thailand, and Vietnam.

To enhance its business in financing SMEs, Funding Societies will funnel the investment to help businesses receive their payments faster. It will also use artificial intelligence to streamline lending origination processes.

Additionally, Funding Societies and CJF are forging a partnership to financially support Japanese companies in SEA. Aimed at boosting commercial relations for Japanese SMEs across the region and expanding their businesses, it will consequently promote Japanese lifestyle and culture.

The investment marks CJF’s first funding into a fintech company in SEA.

“We are excited to be backing Funding Societies through this investment. Their track record of supporting SMEs in Southeast Asia well places them to help Japanese companies overcome challenges when entering new overseas markets – particularly in this region,” Kenichi Kawasaki, president and chief executive officer of Cool Japan Fund, said.

“With the shift of interest from Japanese firms steering towards Southeast Asia, we believe our partnership with Funding Societies through this investment will grow the overseas demand of Japanese products and services, in turn, benefitting Japan’s economy as well as the local SMEs doing business with Japanese companies,” Kawasaki added.

Kelvin Teo, co-founder and group chief executive officer of Funding Societies | Modalku, said, “We’re honored for the commitment from Cool Japan to collaborate and support Japanese companies expanding overseas. Many businesses we serve in Southeast Asia are Japanese firms, suppliers and/ or customers to them. Together with CJF, we intend to further strengthen these ties.”

Philippines – SB Finance Inc., a Security Bank affiliate, has teamed up with delivery app Lalamove Automotive to empower Lalamove drivers with financial solutions.

As part of the partnership, SB Finance is extending its OR/CR for Cash loan offering to Lalamove’s network of drivers. This allows the delivery platform’s partner drivers to make necessary upgrades to their vehicles, manage expenses, and unlock ways to increase income.

Lalamove drivers can access an exclusive channel for financing and get a maximum of Php 2 million loan. With the goal of promoting economic stability to drivers, the initiative streamlines how they can be supported financially.

Through the partnership, usual delays in securing loans will be avoided, allowing the drivers to focus on their work.

The initiative reflects both companies’ vision of uplifting Filipino drivers’ lives, coming at a time when the delivery industry in the Philippines is continuing its growth.

“Our mission at SB Finance is to support hardworking Filipinos in building better lives. Delivery drivers are an essential part of our economy, and this partnership with Lalamove Automotive allows us to provide the financial tools they need to succeed. By making financing simple, accessible, and reliable, we’re helping drivers unlock new possibilities for growth and stability,” Abbie Dans-Casanova, SB Finance president and chief executive officer, said.

Djon Nacario, Lalamove Philippines managing director, commented, “At Lalamove, we always look for ways to support our dedicated partner drivers, who are the backbone of our platform, ensuring every delivery is a success. Partnering with SB Finance gives them access to financial solutions that can help enhance their livelihood, and provide long-term stability. This is more than a partnership—it’s a commitment to the partner driver community’s growth and future.”

Vietnam – Spotify has released portraits of Vietnam’s top artists at hair salons, allowing fans to adopt their styles. The initiative was launched in collaboration with creative agency Happiness Saigon.

As part of the launch, trending artists in Vietnam, Vũ Cát Tường, Wren Evans, and MONO, are featured in images displayed at hair salons in Ho Chi Minh and Hanoi.

Spotify users who have one of the three artists as one of their favorite artists on Wrapped 2024 can replicate their hairstyles for free.

Spotify Wrapped is the app’s global annual campaign that highlights its users’ listening habits and celebrates how they shape music culture. 

With this year’s Spotify Wrapped emphasizing music’s connection with lifestyle, the launch with Happiness Saigon reflects this by integrating music into personal style.

The initiative is further blended into everyday spaces with Spotify collaborating with Đông Tây Barbershop to roll out haircutting trucks in the streets of Ho Minh City.

The barbershop was also present at the HOZO Festival 2024, a music festival in Vietnam, allowing attendees to engage with music in a different way.

Singapore – Dating app Tinder has activated a real-life ‘Passport’ portal connecting people in Thailand and Vietnam. 

The ‘Tinder Passport: Teleport to Another City’ activation introduces a new way to meet people through a livestream portal in Siam Square, Bangkok and Landmark 81, Ho Chi Minh from December 6 to 8.

The activation complements the Passport Mode found on the Tinder app, where users can browse profiles and chat with people from a chosen location.

People on each side of the portal can connect through a five-minute video, with prompts guiding the conversation. The portal also allows them to send match requests or opt out of the call.

While the campaign has been primarily launched in Thailand and Vietnam, Tinder is planning to launch the activation in other major cities in Asia next year.

“Tinder is all about sparking new connections and creating meaningful experiences, and our latest experiential activation takes that mission to the next level. By connecting two vibrant cities in Asia, we’re giving people a unique opportunity to break the ice, meet new people, and explore the potential for real-life connections across borders similar to our Passport feature in the Tinder app,” Daniel Kim, vice president of APAC Marketing at Tinder, said.

“Whether it’s finding a new friend, travel buddy, or something more, Tinder and this campaign is designed to be a fun and innovative experience on bringing people together,” Kim added. 

Singapore – Magnite has announced the expansion of its Magnite Audiences solution by making its debut in India and Southeast Asia. The solution empowers publishers to unlock the full value of their audiences, while helping buyers connect with high value audiences at scale. 

Magnite Audiences sits within the Magnite Access suite, a collection of audience and addressability tools purpose-built for publishers and buyers to maximise the value of their data assets.

Magnite Audiences’ standardised, scalable segments based on publisher first-party data enable publishers to monetise their audiences and protect their user data. These audience segments, which include interest, purchase intent, demographic, seasonal and custom categories, provide the value and scale buyers want to achieve their campaign goals across key demographics. 

Moreover, they also offer significant reach from a trusted pool of standardised data originating from first party sources without compromising quality.

Gavin Buxton, managing director for Asia at Magnite, said, “Amid the changing identity landscape, buyers and publishers need to explore different models and approaches to solve for audience addressability. Magnite is committed to providing our clients with solutions like Magnite Audiences to help buyers and publishers package, find and reach audiences in new ways. The tool is ready and available for activation in India and Southeast Asia, and we look forward to continued adoption as more publishers and buyers begin to leverage it to their benefit.”

Meanwhile, Dinesh Joshi, vice president for product monetisation and analytics at NDTV, commented, “It’s essential for us to be able to create value from the vast amount of data at our disposal so that we can both enable precise targeting for advertisers while also enhancing the user experience we provide. Leveraging Magnite Audiences is helping us tap into new revenue streams and increase the attractiveness of our ad offerings, while bringing more personalisation to our readers and viewers.”

Lastly, Harish Iyer, EVP for media & investment at Interactive Avenues, stated, “As a full-service digital marketing agency, we constantly look for new ways of activating audience data at scale. We are confident that Magnite Audiences will play a pivotal role in this journey by helping us curate customized ad inventory that aligns with our clients’ campaign goals. We look forward to leveraging this partnership to drive measurable impact for leading brands.”