Tag: Wavemaker

As the former COO of a leading food delivery service and a current leader in innovation, the transformation of the e-commerce landscape has been observed from both operational and strategic perspectives. The journey from managing food deliveries in a nascent digital market to witnessing the explosive growth of e-commerce has provided unique insights into the evolving nature of this dynamic industry. The future of e-commerce marketing is set to be defined by an intricate blend of advanced technology, personalisation, and a commitment to sustainability, all while maintaining a human-centric approach.

The Transformative Power of Hyper-Personalisation

During the tenure at the food delivery service, personalisation was a cornerstone of customer retention and brand loyalty. Today, personalisation has evolved far beyond basic customer segmentation, driven by advancements in artificial intelligence (AI) and machine learning.

AI-Driven Customer Segmentation: Previously, segmentation was relatively straightforward, based on broad categories like location or order history. However, AI now enables a much deeper dive into customer behaviour, identifying highly specific segments with shared preferences. This advanced level of understanding allows e-commerce marketers to deliver messaging and product recommendations that resonate on a profoundly personal level, increasing engagement and driving higher conversion rates.

Predictive Analytics: In the past, predictive analytics was largely the domain of major corporations with the resources to invest in sophisticated data systems. Today, it has become a more accessible tool across the industry. E-commerce platforms can now anticipate customer needs based on a combination of past behaviours, real-time data, and even external factors such as trends or seasonality. This capability not only enhances the customer experience but also optimises inventory management and marketing strategies.

Dynamic Pricing: Dynamic pricing has been revolutionised by AI, allowing e-commerce businesses to adjust prices in real-time based on demand, competitor pricing, and customer behaviour. In highly competitive markets, the ability to implement dynamic pricing can significantly enhance profitability while ensuring customer satisfaction through relevant and competitive pricing.

As AI and machine learning continue to develop, the potential for even more sophisticated hyper-personalisation at scale becomes a reality, allowing businesses to deliver uniquely tailored experiences to each customer.

Experiential Commerce: Creating Digital Destinations

The food delivery service was built on the premise of convenience—delivering food efficiently and reliably. However, as consumer expectations have evolved, so too has the concept of what an e-commerce platform should offer.

Interactive Content: In the modern market, offering a product or service is no longer sufficient; creating an experience is essential. Interactive content, such as augmented reality (AR) and virtual reality (VR), is now crucial in engaging consumers. For example, AR allows customers to visualise products like furniture in their homes, thereby increasing confidence in purchasing decisions.

Live Shopping: The rise of live shopping represents one of the most exciting developments in recent years. This format, which merges entertainment with commerce, has already gained significant traction in markets like China and is expanding globally. By allowing customers to interact with hosts, ask questions, and make purchases in real time, live shopping creates a dynamic and engaging shopping environment.

Omnichannel Experiences: Seamless integration between online and offline channels is now a critical aspect of the customer journey. Consumers expect a unified experience, whether they are interacting with a brand online, in a physical store, or through a mobile app. An effective omnichannel strategy is no longer a luxury but a necessity in today’s competitive e-commerce landscape.

Experiential commerce is set to become a foundational element of e-commerce marketing, with brands increasingly focusing on creating digital destinations that offer not just products but also community, education, and entertainment.

Social Commerce: Where Community Meets Commerce

Social media platforms have transformed into powerful e-commerce channels, and social commerce is increasingly blurring the lines between social interaction and shopping. This convergence offers brands new and innovative ways to engage customers.

Shoppable Posts: The integration of shopping features directly into social media platforms has revolutionised how consumers discover and purchase products. By allowing users to buy products directly from their social feeds, brands reduce friction in the purchasing process and tap into the impulsive nature of social media browsing.

Influencer Marketing: Influencer marketing has evolved from a niche tactic to a core strategy for many e-commerce brands. Influencers can drive significant sales by showcasing products to their followers, leveraging their credibility and reach. The addition of shoppable posts and integrated e-commerce further amplifies the effectiveness of influencer marketing.

User-Generated Content: Encouraging customers to share their experiences with products generates authentic content that resonates with potential buyers. User-generated content, a key driver of trust and credibility, is an invaluable asset for e-commerce brands looking to build community and influence purchasing decisions.

Social commerce will continue to be a major driver of e-commerce growth, blending social interaction with shopping in ways that are both innovative and customer friendly.

Sustainability: The New Imperative

Sustainability has become a central concern for consumers and businesses alike. The environmental impact of e-commerce is under increasing scrutiny, and brands that fail to address these concerns risk falling out of favour with conscious consumers.

Sustainable Packaging: In industries such as food delivery, packaging has always been a complex challenge. Consumers now demand eco-friendly options, and e-commerce brands must respond by reducing waste and utilising sustainable materials.

Ethical Sourcing: Transparency in supply chains is increasingly becoming non-negotiable. Consumers want assurance that the products they buy are ethically sourced. Brands that prioritise ethical sourcing practices are likely to build stronger, more loyal customer bases.

Carbon Offset Programs: Offering carbon offset options allows e-commerce brands to appeal to environmentally conscious consumers. As the industry grows, so too does its carbon footprint. Taking proactive steps to mitigate environmental impact is not just responsible but also strategically sound.

Sustainability will continue to be a key differentiator in the e-commerce space, with brands that embrace eco-friendly practices better positioned to succeed in the long term.

The Future of E-commerce Marketing: Human-Centric Innovation

While technology will continue to drive the evolution of e-commerce marketing, it is essential to remember that at the heart of every transaction is a human being. The most successful strategies are those that combine cutting-edge technology with a deep understanding of human needs and behaviours.

Empathy and Understanding: Building a business around customer needs was central to the success of the Leading food delivery service. In the future, brands that demonstrate empathy in their communications and interactions will be the ones that build the strongest customer relationships.

Transparency and Authenticity: Consumers today are more informed and discerning than ever before. They value transparency and authenticity, and brands that embody these values will foster deeper trust and long-term loyalty.

Customer-Centric Culture: A customer-centric approach was crucial in the growth of the leading food delivery service, and it remains vital in today’s e-commerce landscape. Every aspect of a business, from product development to customer support, should revolve around the customer. This approach drives innovation and ensures that the brand remains relevant as consumer preferences evolve.

As the e-commerce landscape continues to develop, the integration of technology, sustainability, and a human-centric approach will be essential. Companies that navigate this complex environment with a focus on innovation and customer-centricity will not only meet the demands of today’s consumers but also lay the groundwork for long-term success.

This thought leadership is written by Francis Dy, Head of Innovation at Wavemaker Philippines

Singapore – Media agency Wavemaker has named Sindhuja Rai as its new chief executive officer for Asia-Pacific. She is based in Singapore and reporting to global CEO Toby Jenner. Her role will take effect in September this year.

In her new role, Rai will drive the strategy and execution of how Wavemaker positively provokes growth for their clients and people around the region. 

She will also join the Wavemaker Global Executive team, as well as the GroupM APAC Leadership Team ExCo, and collaborate closely with GroupM and WPP leaders across the region to connect the breadth and depth of the group’s capabilities to drive growth on behalf of Wavemaker’s clients.

Rai is recently with Mondelez International as its senior director for global media investment and AMEA consumer experience. She has been with the company for over 12 years and changed Mondelez’s media ROI, driven by creative excellence, engaging brand activation and a constant consumer centric approach. 

With over 20 years in marketing, her experience also spans media agencies, amongst others Mindshare and Publicis Media.

Speaking on her new role, she said, “I’m truly excited to join the many familiar faces at Wavemaker. Over the years, I’ve enjoyed the collaborative relationship with everyone at the agency, and I’ve been impressed by its culture of positive provocation.”

She added, “I’m now looking forward to building on this established success while utilising my client experience to drive meaningful growth for Wavemaker, it’s clients and our people in the region.”

Meanwhile, Jenner commented, “I’d like to thank Mondelēz and Jon Halvorson in particular for supporting Sindhuja’s transition from Mondelēz to Wavemaker. It’s all credit to Jon how highly regarded Sindhuja is. She is smart and driven with huge integrity. She knows our business well from our relationship with Mondelēz, and her regional leadership and global sensitivity make her ideally positioned to take Wavemaker to the next level.”

Jon Halvorsen, global SVP for consumer experience at Mondelez International said, “Over the past 12 years Sindhuja has been a standout performer within the Mondelēz organization. Under her leadership we’ve consistently delivered double digit ROI growth, led the industry/region in digital excellence and pioneered critical new capabilities in consumer data, personalisation and AI.” 

He added, “Her ability to drive volume and build strong brands through standout consumer experiences is unique and unparalleled. I know that in her new role she is going to be an amazing partner to many media leaders, category presidents and CMOs as she has been at Mondelēz.”

Kuala Lumpur, Malaysia – Media agency Wavemaker has won the mandate for Danone’s specialised nutrition business in Malaysia. This follows after the agency also scoped the global media account from the global food company last year.

Yee Pek Kuan, marketing director for Malaysia and Singapore at Danone, said, “Overall, Wavemaker Malaysia stood out in every aspect of our ask, from their strategic approach to understanding our business to their robust media pricing. We’re excited to partner with Wavemaker.”

Meanwhile, Sheley Lim, general manager at Wavemaker Malaysia, commented, “This was special for us, our approach was to provocatively think of the needs of the client and business and build tailored solutions to those needs. We will continue to push the boundaries and evolve the business together.”

Lastly, Gordon Domlija, CEO at Wavemaker Asia-Pacific said, “What a fantastic way to start the year! We pride ourselves on being a genuine partner to our clients, supporting their current and future business ambition. Through this pitch process we were inspired by the strong collaboration and openness to our passion and ideas, we are now excited to bring this to life through tangible business results for Danone across South East Asia.”

Most recently, Wavemaker Asia-Pacific welcomed Jenny Pham as its new APAC media lead for Colgate-Palmolive.

Australia – Kindness Factory, a non-profit organisation based in Australia, has recently announced the launch of its first-ever brand campaign for World Kindness Day on November 13.

The organisation has partnered with global brand experience agency VMLY&R and global media agency Wavemaker to promote random acts of kindness through a series of ‘Public Kindness Announcements’ on print, newspaper, radio, and digital platforms. 

The campaign features bold and thought-provoking messages that encourage people to be kind to others. Its goal is to generate one million acts of kindness throughout November and to help to make the country a kinder place.

The radio campaign includes three 30-second announcements done in stereotypical government PSA style that will remind people to be kind. Meanwhile, the print campaign includes hyper-contextual messages printed in full-page spreads in motor, home, gardening, gossip, and food magazines.

The announcements will also be printed in newspapers, disguised as real news headlines. They will also be in digital-out-of-home ads that will target poor driving etiquette.

“At the very heart of Kindness Factory is the drive for the world to be kinder. We do this through our school curriculum and our community acts, which have proven to have a long-term benefit on one’s social, mental and physical state. This World Kindness Day, we set out to spread the word and benefits of being kind, by encouraging small acts of kindness — because from small things, big things grow,” said Kath Koschel, founder and CEO of Kindness Factory.

She further explains, “Testament to the ‘Public Kindness Announcements’ idea and campaign; it’s simple, bold, drives action and creates a smile. From the very first concept to the last piece of despatched artwork, the VMLY&R team nailed it every time, and they had us laughing along the way. It’s designed to stop you, make you think, inspire you to take action and give you a chuckle.”

Jack Delmonte, VMLY&R creative director, also said, “We absolutely jumped at the chance to work with the wonderful humans behind Kindness Factory. Positive change and a healthy mindset towards others is a mantra we care deeply about here at VMLY&R.”

Wavemaker’s Chief Investment Officer Philippa Noilea-Tani added, “Provoking positive change is a guiding principle for Wavemaker. There are things in this world out of our control. How we treat others isn’t one of them. What we say, what we do and how we treat others is always our choice.” 

Noilea-Tani also commented, “It’s been great working with the not-for-profit sector and making truly meaningful work that can spark change. It’s been incredibly rewarding to see our industry come together and make this happen.”

Founded in 2015, Kindness Factory has been funding valuable research and insights on kindness, as well as collaborating with individuals and organisations who share their passion for kindness.

Australia – Uber has launched the first ever advertising option, Journey Ads, for Australia with Paramount+ through Wavemaker, that provides share-of-voice and consumer attention from millions of riders across the region. 

This is Uber’s latest strategy for advertisers to allow brands to place relevant content in front of purchase-minded riders from the moment they book their ride through to the end of their trip.

Following the successful trial in the US, Journey Ads is making its way to Australia to make it possible for Uber to personalise advertisements to users without compromising their privacy or experience, or sharing their personal data, by utilising Uber’s first-party data and insights on millions of users. Creating and personalising powerful and relevant user content based on their activities and interests based on previous trips and orders are made possible for brand advertisers.

Paramount+ Regional Vice President Marketing & Growth, Louise Crompton, said, “At Paramount+ we are always looking for new and innovative ways to present our brand and our exclusive content slate to Australian streamers. The targeting opportunities combined with the high dwell environment to reinforce our Mountain of Entertainment over Summer, was very appealing to us.”

Meanwhile, Wavemaker Group Director, Peter Andrew, stated, “We are always looking for innovative ways to connect with audiences and reach them with the right message at the right time. Uber advertising provides a new platform to talk to audiences when they’re in the right mindset. We are so excited to leverage Uber’s new targeting capabilities to feed people content that will excite them personally.”

Lastly, Uber’s Head of Advertising ANZ, Michael Levine, said, “We are excited that Paramount+ is amongst the first to launch Journey Ads on our platform, as we have seen strong levels of interest from brands across Australia looking for innovative ways to connect with audiences. Uber’s Journey Ad format offers brands 100% ownership of the ride. At an average 20+ minutes per ride, our pilot partners in international markets have seen phenomenal levels of engagement with the new ad format. Combined with unique waypoint targeting, Uber’s new advertising formats offer Australian brands a space to create meaningful audience engagement.”

Uber Journey Ads follows the successful launch of Uber’s Advertising division in ANZ earlier in July, which includes a suite of advertising formats for merchants, partners and brands on both the Uber and Uber Eats platform. 

In Uber’s Privacy Centre, users can also set their ad preferences and opt out of certain personalized ads. Furthermore, Uber requires all advertisers on the Uber platform to follow its content and targeting policies, and all ads are subject to Uber’s review and approval.

Singapore – Media agency Wavemaker has appointed Jenny Pham, former general manager of marketing and strategy at GTI Tourism, to be its new APAC head of media for Colgate-Palmolive.

In her new role, Pham will be based in Singapore, and will be responsible for leading the Colgate-Palmolive business in the region. In July, Wavemaker launched a new agency model for Colgate-Palmolive, creating an APAC hub in Singapore designed specifically to support the client’s business transformation agenda. The team will develop strategy and audience planning for the region across Colgate-Palmolive’s product portfolio, and lead execution through the performance practice established over recent years.

Pham brings with her great experience and a strong point of view around digital transformation, which will be invaluable as the agency partner Colgate-Palmolive into a new era of growth. No stranger to the group, she has previously worked in senior roles at GroupM agencies in Australia, including Essence Digital Global as VP client partner, MEC Australia as managing partner, and Mindshare as business director.

Commenting on her appointment, Pham said, “I am delighted to return to the GroupM family and for the opportunity to play a role in this transformative journey of building the hub for excellence with innovation and growth at its forefront.”

She continued, “I’ve long admired the brand’s work, particularly the Smile Strong campaign showcasing stories of real people who overcame seemingly insurmountable challenges through the sheer power of their optimism. I am excited to lead, inspire and champion optimism at Wavemaker!”

Meanwhile, Rose Huskey, Wavemaker’s chief client officer for APAC, said that they are thrilled to welcome Pham back to their agency group network with Wavemaker being the top choice.

“I am certain that with her strong digital knowledge coupled with her experience in managing brands in fast-paced environments, she will be building strong relationships where clients, teams and collaborators are empowered to achieve success collectively,” added Huskey

Gordon Domlija, Wakemaker’s CEO for APAC, commented, “I love Jenny’s energy, passion and drive to make a difference, it is inspiring and infectious. Jenny joins at a fantastic time, as we launch a new agency model for Colgate-Palmolive. Her leadership of the hub will accelerate our growth ambition for Colgate-Palmolive and further enhance Wavemaker’s position as the leading agency in the digital transformation space.”

In July 2022, Alban Dudek, formerly the chief digital and marketing officer at Omnichannel Retail Indonesia, has joined Wavemaker Indonesia as partner for e-commerce. In his new role, he will be responsible for leading e-commerce services for all Wavemaker Indonesia clients, from brand awareness to conversion on multiple channels.

Jakarta, Indonesia – Alban Dudek, formerly the chief digital and marketing officer at Omnichannel Retail Indonesia, has joined Wavemaker Indonesia as partner for e-commerce. In his new role, he will be responsible for leading e-commerce services for all Wavemaker Indonesia clients, from brand awareness to conversion on multiple channels.

He brings into the company a multi-market experience that will positively make business to be more competitive and profitable, in addition to advancing the team to improve their e-commerce expertise, and focusing on the clients’ performance growth area.

He will be reporting to Amir Suherlan, managing director of Wavemaker Indonesia.

Regarding his new role, Dudek said, “Digital transformation and expansion of marketplaces, particularly in Indonesia, have allowed the growth of multiple inspired brands and sellers who took this opportunity to grow fast, sometimes with a short-term vision. The establishment of bigger and well-implemented brands is now challenged by the growth of this new market.”

He added, “More than ever, agencies and marketers are now empowered to accompany this transformation while keeping respect for brand values. Accompanying this growth requires strong leadership and actions. And it requires creativity, interest in the product always and eyes wide open to new tech emergences.”

Meanwhile, Suherlan commented, “We continuously build agency capability to offer a full-service commerce solution for the brands and retailers. It is a fast-growing pillar within Wavemaker Indonesia.”

He added, “Dudek has the eagerness and strong view how to build further commerce services not only on digital marketing but an end-to-end solution including commerce strategic consultation and creative assets developments.”

Australia — Australia Post has launched its latest brand campaign that highlights the shift in how Aussies are living, working, sending and receiving parcels, and reinforces how Australia Post supports them by delivering like never before. The campaign was done in collaboration with the ad agency The Monkeys.

The TVC, entitled ‘Delivering like never before’, follows campaign hero Terry the Postie, and his interactions with his customers on his local route, including families, small businesses and an aspiring garage band. Terry has an uncanny ability to save the day – on more than one occasion. 

Amber Collins, CMO of Australia Post, said that after the challenges of COVID where Australia Post continued to provide the essential service to its customers and communities, the new campaign highlights the integral and ever-changing role Australia Post plays in delivering for Australia. 

“We’ve invested $1 billion into our network, enhancing the customer experience at our Post Offices, deploying one of Australia’s largest fleet of electric delivery vehicles and we now have over four million customers using the Australia Post app to track and manage their deliveries,” Collins said. 

Meanwhile, Paul McMillan, CEO of The Monkeys, shared, “Australia Post is on our streets every day. It’s part of the fabric of Aussie communities. Our latest campaign shows the way Australia Post is changing to help Aussies from all walks of life.” 

The integrated campaign launched with a 45-second TVC during The Voice Grand Final, Masterchef Australia and Celebrity Apprentice. The campaign will run until July across TV, out-of-home, online video, radio, social, digital, press and in-store.

New York, USA – Amazon’s online audiobook and podcast service Audible has named Wavemaker as its global agency of record for paid media. Through the mandate, Wavemaker will handle Audible’s paid media across its 10 markets namely US, Canada, UK, Spain, France, Italy, Germany, India, Japan, and Australia.

Cynthia Chu, CFO and growth officer at Audible, said, “We know that Audible enhances the lives of our listeners, everywhere in the world. Wavemaker’s energised approach to media will help Audible reach many more potential customers around the world and their global background will bring a nuanced, individualised approach to each marketplace in which we offer our service.”

Meanwhile, Toby Jenner, global CEO at Wavemaker said, “We live in a world, now more than ever, where exceptional growth requires accelerated change. We developed bespoke principles to power Audible’s Next Level of Performance, which will be underpinned with our market leading data and technology capabilities.”

He added, “We couldn’t be more excited to work with Audible and their teams around the world. We are two businesses very much culturally aligned through our vision for the future.”

Malaysia – Ramping up Wavemaker Malaysia’s capability to take advantage of the huge growth opportunities in the market, the media agency has announced new leadership appointments. This includes the elevation of Sheley Lim, former head of digital at Wavemaker Malaysia, to step into the new role of general manager. 

Lim has been in the industry for 18 years, 14 of which have been with GroupM. She has been instrumental in Wavemaker Malaysia’s own digital transformation journey, and her connectedness to the Wavemaker network and personal contribution to the incredible work created in the region makes her qualified to drive the agency’s growth ambition and clients.

Commenting on her elevation, Lim said, “I am excited about unleashing the full potential of Wavemaker Malaysia. My vision for the agency is to focus on a people-first company by creating an open and inclusive culture where everyone can have their voices heard and share ownership for the direction and future of the company, create and deliver fantastic, meaningful work for our clients and inspire and excite talent with our Wavemaker Provocative Planning mantra.”

Aside from Lim’s elevation, Wavemaker Malaysia has also announced the appointment of Usman Bin Tahir as the new senior business director, Ryan Foo as the new business director, and Aw Wai Choong as the new regional planning director, as well as Chua Shu Jien as the new business director. They will be joining Brandon Chang, Ravi Singh, Eldon D’Cruz, and Cindy Chia as the executive leadership of Wavemaker Malaysia.

Gordon Domlija, Wavemaker’s CEO for APAC, commented that he is filled with genuine excitement and expectation at what they can achieve together.

“Effective leadership is increasingly a collective effort, bringing together exceptional talent, and combining their experiences and expertise to create a whole agency which is far greater than the sum of its individual parts. The future is bright and full of opportunity for Wavemaker in Malaysia,” said Domlija.