Tag: Southeast Asia

Singapore – Communications agency Mutant has promoted Abraham Christopher as its new regional head of client success, formerly its head of public relations and social media.

In his new role, Christopher will lead efforts to deliver transformative communication solutions to its clients while driving agency growth across Southeast Asia. He will focus on helping Mutant’s clients meet their business and communication objectives amidst the dynamic economic landscape.

Christopher joined Mutant in 2021 and has since then helped in regional business development during its expansion in Singapore, Malaysia, Indonesia, and Thailand. In his former role, he secured high-profile clients while boosting the agency’s capabilities.

With over ten years of experience in the industry, Christopher showcases an expertise in public relations, social media strategy and crisis management.

Mutant’s client portfolio includes Sport Singapore, Epson, SEEK Asia, M1, Disney+, and Brown-Forman.

Singapore – Telecommunications company Singtel is offering its broadband, television, and mobile customers a free one-year subscription to Perplexity Pro. All customers are set to receive the activation code for the subscription via their My Singtel App.

The offering comes after Singtel observed an increase in broadband and mobile traffic to AI domains recently, showcasing a higher demand for AI tools.

The artificial intelligence (AI) search service, ‘Perplexity Pro,’ aims to simplify how customers find information while responding to the demand for AI-powered tools.

Perplexity Pro provides concise and conversational answers to queries by consolidating information from multiple sources in real time, supplemented with in-line citations. It also summarises the response while allowing advanced file analysis and AI-image generation.

Additionally, users of Perplexity Pro can choose from AI models such as OpenAI, Anthropic, and Grok to ensure their experience is tailored to their needs.

Perplexity Pro supports various languages, including English, Simplified Chinese, French, German, Japanese, Korean, and Spanish.

Ng Tian Chong, chief executive officer (CEO) of Singtel Singapore, said, “Consumers are increasingly using AI search platforms to help them with their everyday tasks, from looking up recipes and planning a travel itinerary to more academic uses like school research and business competitive analysis. We are offering this solution, created by leaders in AI, so our customers can get personalised assistance. This is in line with our commitment to bringing cutting-edge technologies into the hands of our customers, so more people can take advantage of what AI has to offer.”

Aravind Srinivas, CEO of Perplexity, said, “Telecoms make it possible for people to use Perplexity on their devices. As we expand to new markets, partnerships with leading telecommunications providers play a key role in our growth strategy. We appreciate Singtel’s commitment to innovation and utility and welcome the opportunity to make Perplexity Pro available to their subscribers for free for a year.”

Singapore – EDMUND TIE & Company, a commercial real estate advisory firm in Singapore, has refreshed its brand identity as ETC in line with its 30th anniversary.

The rebrand to ETC marks the company’s evolution as it traverses the dynamic real estate industry.

The tagline ‘local at heart, global in mind,’ shows ETC’s local expertise while maintaining its global perspective, positioned to provide innovative services to clients.

ETC’s new logo shows a stylised ‘T’ reminiscent of a tree, symbolising the company’s growth and connections. The logo also encapsulates ETC’s core values: enterprising spirit, trustworthiness, and collaborative ethos.

Since ETC’s founding 30 years ago, it has been delivering real estate solutions across Southeast Asia. It has also forged partnerships with businesses in Singapore, the Philippines, China, Australia, Vietnam, and the United Kingdom. 

ETC’s services spans the entire real estate asset’s lifecycle including advisory, investment, management, and divestment.

Desmond Sim, chief executive officer of ETC, said, “The new name ETC is not new to many; it has long been a familiar abbreviation for Edmund Tie & Company among clients and staff. More importantly, the decision to officially adopt ETC as our new name was driven by our people. We conducted rounds of focus group discussions and open conversations with different teams – underscoring the priority we place on our people’s insights, voices and ideas. It’s this spirit of collaboration that defines and propels us forward, as we embrace this next phase of growth.”

“Celebrating 30 years is more than just a tribute to our journey; it’s also a bold declaration of our future ambitions. Our refreshed identity reflects how far we’ve come as one united ETC and highlights our intent to shape the future of real estate, both locally and regionally,” Sim added.

Singapore – Himanshu Shekhar, most recently the chief executive officer for Southeast Asia at GroupM, has stepped down from his role this month, the company has confirmed to MARKETECH APAC when reached out to.

“After two and a half decades with GroupM, Himanshu Shekhar has decided to step down from his role managing our business in Southeast Asia this month. Himanshu has been a strong leader for us over the years. We’re grateful for his many contributions to our success in the region and wish him the best for the future,” a GroupM spokesperson told MARKETECH APAC.

Himanshu served as GroupM’s CEO for the region beginning in May 2023. Prior to this, he was the CEO of GroupM Indonesia and then expanded his role to also include the Thailand and Vietnam markets.

He also served as the managing director of Mindshare Indonesia in 2010 before being elevated to the position of CEO in 2012 and subsequently as its CEO for Southeast Asia in 2015.

The recent move also follows a recent shake-up in GroupM’s APAC leadership, which expanded the remits of Mindshare, Wavemaker, and EssenceMediacom’s regional agency leaders to include responsibility for critical GroupM-wide functions and capabilities.

Singapore – E-commerce platform Lazada has launched an activation in Singapore that turns everyday items into fashion statements in collaboration with BLKJ Havas.

Partnering with brands, Lazada’s activation saw influencers flaunting unique styles with Orchard Road as their runway.

The activation is part of Lazada’s ‘Always the Better Price’ campaign, highlighting its mission of offering competitive prices from daily necessities to fashion. 

While underscoring its commitment to ‘Lowest Price Guarantee’ for consumers, it also aims to enable customers to shop with pride in the deals they receive.

The launch of the activation in Singapore is part of a series of roll-outs planned across Southeast Asia.  Apart from Singapore, a localised version of the activation has been released in the Philippines and will be launched in Indonesia, Malaysia, and Thailand this January.

“We’re thrilled to have brought this bold and fun campaign to life, showcasing how better prices can turn any purchase into a reason to celebrate and share. By working with Lazada to make the work ‘un-advertising,’ we’ve successfully captured attention in a truly unique way,” Rowena Bhagchandani, chief executive officer and co-founder of BLKJ Havas commented.

“Our customers already rely on us for their daily needs, but with Always the Better Price, we’re going a step further,” Marcus Chew, chief marketing officer of Lazada Group, said.

“This campaign reinforces our commitment to better prices through our Lowest Price Guarantee, while showing showcasing our diverse categories offerings. From everyday essentials to stylish fashion pieces, we’re giving shoppers more ways to look good, feel confident, and flaunt their smart choices without breaking the bank,” Chew added.

Singapore – The rise of experiential retail integrated with artificial intelligence (AI) in omnichannel setups is among the key trends shaping Southeast Asia (SEA), according to a report from online fashion retailer Zalora.

Zalora’s report draws insights from the 2024 shopping trends to guide brands’ decisions and strategies in SEA.

While global economic issues, inflation, and geopolitical concerns continue to influence consumer spending, the report sees resilience in SEA with a diversified economy, strong domestic consumption, and regional trade integration.

The role of AI remains a significant factor shaping the future of retail as it is integrated with experience. With more brands leveraging AI and social media in their strategies, consumers see more shoppable content that keeps them engaged.

Consumers in SEA are also becoming more immersed in hybrid shopping experiences, blending online and offline channels. Responding to this trend, retailers now offer shopping journeys that integrate technology while creating physical experiences.

According to the report, nearly 50% of retailers in the region are expecting a shift from online spending to physical shopping, with 42% seeing the foot traffic to return to its pre-pandemic levels.

Additionally, consumers are becoming more conscious of environmental issues, building a preference for sustainable choices.

The growing middle class is also contributing to current trends, with the rising demand for beauty and wellness products, luxury brands, and ‘buy now, pay later’ (BNPL) services.

The luxury retail sector in SEA remains resilient, with more consumers becoming inclined to spend on luxury items and more people embracing the market. 50% of luxury customers are Baby Boomers, while 30.8% are millennials.

Meanwhile, middle class consumers are also turning to flexible payment options, with BNPL increasingly being used in the luxury sector, democratising high-end products.

The report also underscores the democratisation of the sports industry, with smaller brands emerging to gain market share, competing against major players’ dominance.

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.”