We Are Social Archives - MARKETECH APAC

Singapore – Socially-led creative agency We Are Social Singapore has named Caroline So as its new head of account management, tasking her with driving client growth, leading new business development, and enhancing operational models to strengthen the agency’s service delivery.

Relocating from Shanghai, So brings over 20 years of experience managing blue-chip accounts and leading high-performing teams across Hong Kong and China. Her career spans renowned agencies such as Monks, DDB, Lowe, and McCann, where she held various senior leadership positions at both global networks and independent firms.

Additionally, So brings extensive experience working with clients across diverse industries, including FMCG, retail, beauty and personal care, automotive, and technology. Throughout her career, she has collaborated with globally recognised brands such as Burberry, Tiffany & Co., PayPal, Volvo, AB InBev, Estée Lauder, L’Oréal, Nestlé, and Unilever.

In her new role, So will lead the agency’s account teams, drive organic client growth and new business development, and design strategic operating models to enhance the delivery of We Are Social’s core services to its clients.

She will report directly to Nai Yen Wang, managing director of We Are Social Singapore.

Commenting on the appointment, Wang said, “Having previously worked with Caroline before, I know she is an incredibly effective operator and team leader. She has a proven track record for fostering strong client relationships, driving new and organic growth, and bringing a wealth of experience, especially in beauty, retail, and social commerce. We are delighted to have her join the We Are Social family.”

Meanwhile, speaking on her new role, So said, “Not only was I drawn to We Are Social’s position as a leader in socially-led creativity, but also its deep innovation expertise helping clients navigate the rapidly evolving world we live in. It is great to be able to work with Nai Yen again as well as the broader agency team and our exceptional clients.”

Singapore – Risk-taking and conscious consumerism are among the key trends that is set to shape social media in 2025, according to socially-led agency We Are Social’s latest report.

We Are Social’s report has found that 59% of marketers are taking more risks by producing unusual content and forging partnerships with divisive creators. 66% of marketers have also boosted their ethical and sustainability messaging with more people becoming conscious consumers.

Additionally, the report emphasises the shift to a more relaxed and less-pressured online environment. It shows how the internet has become a place for escape, reminiscent of the 2000’s online space.

Meanwhile, content creators are significantly shaping popular culture online, resulting to audiences delving more into entertainment.

Fandoms are also trending, resulting to marketers gate-keeping content for intimate experiences. This includes customer-only initiatives and closed social channels.

Mobbie Nazir, We Are Social’s global chief strategy officer, said, “We know that a lot of people feel overwhelmed by their online experiences today; even spending time on social can be exhausting at times. That’s why it’s been so encouraging to see the emergence of ‘The Liveable Web’ as a theme this year – separating joy from progress and prioritising slower consumption. We also see more audiences actively seeking out more raw emotion and less sanitisation; this in itself is a creative gift to marketers everywhere – particularly those willing to take a few risks.”

“Think Forward 2025’s predictions about the direction of social content highlights some really exciting trends for the creative minds in our industry. We can see that joy is creeping back into social, and this offers huge opportunities to the brands who are willing to lean into this. However, it’s clear from the survey responses that marketers are still falling behind when it comes to the vernacular of the online world – to really understand the fast moving and complex social, you have to be embedded in it,” Paul Greenwood, global head of research & insight at We Are Social, commented.

Singapore –Social media users make up 64.3% of Southeast Asia’s population, surpassing the global average of 63.8%, according to a report by We Are Social and Meltwater.

According to the report, global social media users have reached 5.22 billion, accounting for 63.8% of the world’s population, with a growth rate of 256 million in the past year, marking a 5% annual increase. In Southeast Asia, usage is slightly higher at 64.3%, with Singapore ranking fourth globally, where 88.8% of the population is active on social media.

The report shows that globally, people spend an average of 2 hours and 19 minutes on social media daily, using 6.8 platforms each month. In Southeast Asia, users are more active than the global average, with Filipinos spending 3 hours and 33 minutes per day on social media and using 8.2 platforms monthly.

Meanwhile, in Indonesia, social media accounts for nearly half (44.3%) of internet users’ online time. The country also leads globally in brand discovery via social media, with 63.9% of users seeking out brands compared to 49.3% worldwide. Additionally, 65.2% of Indonesians use social media to research potential purchases.

The report further reveals that TikTok leads globally in average time spent per Android user, with users logging an impressive 34 hours and 15 minutes per month—over an hour daily. In Southeast Asia, usage is even higher, with Vietnamese users spending nearly 10 hours more than the global average each month on the platform.

After TikTok, YouTube ranks second globally, with the average user spending 29 hours and 21 minutes per month on its Android app. Thailand emerges as one of YouTube’s most active markets, where users log an impressive 46 hours and 25 minutes monthly. Malaysia, Singapore, Vietnam, and Indonesia also exceed the global average in time spent on the platform.

Interestingly, despite Instagram’s popularity in other regions, countries like Vietnam and the Philippines fall significantly below the global average for monthly app sessions per user. In Vietnam, the average is only 83.7 sessions, while the Philippines sees 135.8 sessions, compared to a global average of 351.1.

However, it is also worth noting that both Vietnam and the Philippines rank among Facebook’s most active markets. Users in Vietnam spend an average of 24 hours and 11 minutes per month on the Facebook Android app, while Filipinos spend 23 hours and 26 minutes—well above the global average of 18 hours and 44 minutes.

The report also highlighted how the region remains a hotspot for active messaging app users. In the Philippines, users are among the most engaged on Messenger, spending an average of 15 hours and 31 minutes per month with approximately 768.9 sessions.

Indonesians follow closely as the second-highest users of WhatsApp, averaging just over 26 hours monthly with about 1,374.3 sessions. Additionally, Singapore boasts some of the most active Telegram users globally, accessing the app an average of 258.6 times compared to the global average of 186.6 sessions.

Singapore – Global socially-led creative agency We Are Social has named Anton Reyniers as the new head of strategy for its Singapore office, succeeding James Honda-Pinder, who will relocate to Tokyo in October to assume the newly created role of head of growth APAC.

A recognised leader in creative and communications strategy, Reyniers brings two decades of experience spanning agency and client roles across APAC, the UK, and most recently, the Middle East. He returns to Singapore following his tenure as head of strategy at Impact BBDO in Dubai.

Over his career, Reyniers has held key roles at top global companies, including Netflix, where he led regional partner marketing creative for APAC, and Google, where he served as head of creative agency partnerships for the region. He has also driven creative strategies at leading agencies such as BBH, JWT, and Ogilvy, working with major clients like Nestlé, Coca-Cola, Lux, and the Singapore Tourism Board. During his time in Jakarta, Reyniers also chaired the Account Planning Group (APG) in Indonesia.

Speaking about his appointment, Reyniers stated, “The agency landscape now has two very extreme poles. Those that are nose-diving and those that are ascending. It was absolutely clear when speaking with Nai Yen and Kelson that We Are Social is very much in the latter. I feel very lucky to have joined such a great, nice, fast-thinking, and future-facing gang. I look forward to being part of an agency that delivers on the digital expertise and transformation our clients deserve.”

Nai Yen Wang, managing director of We Are Social Singapore, also commented, “We are thrilled to welcome Anton and his strategic and regional expertise to the We Are Social family. Anton comes with the perfect blend of agency and client-side experience, offering incredible insights into delivering transformative social-led marketing solutions for our clients. He is a great collaborator and business partner, and I look forward to driving the next wave of growth with him. I would like to thank James for his contribution to the agency over the last few years and wish him good luck as he steps into his exciting new role within the network.”

We Are Social Singapore, with a team of 80, works with brands like Samsung Mobile, HBO, UOB, and TikTok. The agency is renowned for its innovation, including virtual influencer creation, social-first production, and the development of AI and XR products for its global strategy and innovation arm, .XYZ.

Singapore – Socially-led creative agency, We Are Social Singapore, today debuts ‘vector,’ a community that brings together global creators and innovators to create immersive experiences and resources that help move the needle on creativity.

Bringing to the table diverse specialist skills from 3D motion design and CGI to product design, the ‘vector’ community is a platform for brands who wish to explore more cutting-edge, innovative creative work that constantly explores new frontiers. The community is already working with the condom brand, P.S. Condoms, on an upcoming campaign.

Powered by ‘.XYZ,’ the future strategy and innovation arm of We Are Social, vector’s founding community is made up of 23 future-minded creators from across disciplines and different corners of the globe, including renowned Japanese ‘human flesh’ artist and DJ, Doooo; New York-based polymath artist, Samar Younes; Singaporean visual artist and CGI specialist, Aundraj Jude; and Berlin-based visual artist, Reza Hasni.

Together, the community operates in multiplayer mode to deliver ‘drops’ and creative work that moves culture and creates ideas worth talking about.

To introduce ‘vector,’ the label has released ‘DROP001,’ a zine featuring creative work, interviews and essays from the community’s members. The zine is available for purchase on Metalabel.

Nai Yen Wang, managing director of We Are Social Singapore, said, “Leading the evolution of marketing is embedded in We Are Social’s DNA which is why our team in .XYZ has been working with the creator community to build vector. In an era where creativity is no longer confined to traditional realms, We Are Social and vector’s community are bringing together a village of craftspeople to reshape the narrative for how brands can show up in front of their audience amid a sea of sameness.”

Meanwhile, Agalia Tan, vector lead & senior planner at We Are Social Singapore, commented, “The concept of vector was seeded when we first noted the creation of more collaborative and communal social spaces at the fringes of the internet; communities that encouraged collaboration over competition, and aimed to reimagine how we could work and create alongside each other. As We Are Social continues to lead the evolution of marketing, it makes sense that we are not just talking about culture, but also actively producing culture alongside visionaries like MSCHF and Metalabel. We are excited to launch this new initiative as part of .XYZ.”

Lastly, Domingo Beta, vector creator & co-founder of Veleta Studiolab said, “The creative journey for vector’s first drop started by blending the vibrant energy of the featured artists with informative pages that unveil the techniques and structures behind their work. Inspired by the diverse pool of contributors, this approach influenced the design of the chapters and titles, allowing me to expand on the formal style of the logo’s letters. The project has plenty of room to grow and adapt, inviting future enthusiasts to play with it and explore new possibilities.”

London, UK – Greenpeace International has teamed up with the socially-driven creative agency We Are Social to unveil a new campaign designed to pressure governments into committing to a strong Global Plastics Treaty, aimed at reducing plastic production and eliminating single-use plastics.

Directed by Jon E. Price and produced by We Are Social Studios, the campaign film highlights the crucial Global Plastics Treaty negotiations set for November in Busan, South Korea. As the final of five planned meetings, it is essential that world leaders reach an agreement to significantly cut plastic production and tackle pollution.

Inspired by this year’s summer of sport, the 75-second campaign film portrays global politicians racing towards the finish line, which is the UN plastics treaty negotiations. The film also illustrates the obstacles they encounter, including bribery attempts and a surge of fossil fuels.

Greenpeace and We Are Social’s campaign film seeks to pressure world leaders, ending on a cliffhanger that leaves the future of a plastic-free planet in suspense, questioning whether enough has been done to secure it.

The film will run across Greenpeace’s social platforms.

Capucine Dayen, head of global communications and engagement for Greenpeace’s plastics campaign, said, “The race to the fifth and final round of Global Plastics Treaty talks in Busan, South Korea, has started, and we hope this film will help us get to the finish line. We wanted a film that would stand out and raise awareness of the role that our global politicians play in securing a plastic-free future, and We Are Social Studios’ social-first approach was perfect for this.”

Meanwhile, Dan Keefe, UK head of We Are Social Studios, commented, “Greenpeace is a bucket list client with a track record of amazing work. We are so excited to have had the opportunity to work with a charity that creates such tangible change. This project allowed the team to flex their film craft skills and collaborate directly with clients, delivering an important message in a powerful way with our amazing partners and crew.”

Simon Richings, ECD of We Are Social, added, “The film is on the satirical side, of course—watching these men and women run in their suits is funny. But the message is less about shaming them and more about acknowledging the pressure and hard work required to get to this crucially important plastic reduction milestone. But we want them to win! ”

Singapore – Socially-led creative agency, We Are Social Singapore, has bolstered its creative and strategy teams with two new senior hires, Daniel Foo as creative director and Darcy Mitchell as strategy director.

Foo joins the agency after nearly three years client-side with e-commerce company Lazada. Reporting to regional executive creative director Omar Sotomayor, Foo is responsible for leading the creative team to deliver social-first, innovative, and effective work for clients.

Foo is a seasoned creative with more than 15 years of experience working at agencies including BBH, Grey Group, JWT and McCann on clients across industries including tech, banking, tourism and retail.

“Joining We Are Social has been an extremely exciting opportunity. I am enjoying the chance to deep dive into a discipline that directly engages our audience, one where we get instant feedback on the work we do – it’s the now and the future of marketing,” Foo said.

Meanwhile, Mitchell has been charged with leading social strategy and planning for key client accounts and innovation projects. He reports to We Are Social Singapore’s head of strategy, James Honda-Pinder.

Mitchell joins after several years of consulting adtech and SaaS companies on brand positioning and content strategy. A British native, Mitchell brings a wealth of experience working across strategy, social, content and business development in both London and Singapore with agencies including Iris and Dentsu.

“I am delighted to join We Are Social – and with that, rejoin the world of social – because of my conviction in the agency’s mission and the creativity, clarity and innovation of the team driving it. I’m looking forward to working across our Samsung and innovation portfolio and collaborating across departments and offices to unlock new areas of growth both in and outside of consumer tech,” Mitchell stated.

Nai Yen Wang, managing director of We Are Social Singapore, commented, “Daniel and Darcy are both excellent additions to the team, adding the right firepower and expertise that we need to continue delivering market-leading strategic, creative and innovative future tech solutions for our clients to recharge their marketing mix. We are thrilled to have them join the agency.”

Singapore – Southeast Asians are more active on social media than their global counterparts, and are now the world’s most active gamers, according to a report by creative agency We Are Social and social and media intelligence firm Meltwater.

According to the report, social media users in Southeast Asia are all above the global average in terms of usage rate, and that the Philippines, Indonesia, and Vietnam took all three of the top spots in the latest rankings for percentage of internet users playing video games worldwide.

Going further into detail, this above average rate of social media use in Southeast Asia encompasses countries such as the Philippines, Indonesia, Malaysia, Thailand and Vietnam, with users in the Philippines notably spending 3 hours and 30 minutes each day on social media – an extra 1 hour and 10 minutes above the global average.

With the TikTok app, Southeast Asians surpass the global average time spent on TikTok which is 31 hours and 47 minutes, as Indonesia clocks in with 38h 24m, followed by Malaysia (38h 7m), Thailand (37h 18m), the Philippines (36h 49m), Vietnam (36h 16m), and Singapore (32h 59m).

Gaming is also very popular within the region, with Filipinos taking the top spot as 96.5% are seen as active gamers, followed by Indonesians (95.3%) and the Vietnamese (94.7%).

This prominence of usage in the area also extends to viewing video content as 97.4% of internet users in the Philippines watch TV via streaming services – above the global average of 92.7% and the second highest globally. Similarly, the nation tops watching music videos online (72.9%) and vlogs (49.9%).

Other notable areas where Southeast Asians record higher than average is YouTube, wherein Thailand spends the second most time globally using YouTube’s app with 42 hours and 49 minutes each month, and podcasts, with nearly twice as many Indonesians (40.2%) listening to podcasts each week compared with their global counterparts.

The report also found out that Gen Z are the biggest users of search engines and email, as more than 83% of the demographic used a search engine in the past month, which is higher than any other age group. Young women, who are the biggest users of TikTok, are actually the most prolific users of search engines.

Lastly, despite assumptions about the generation, data shows that Gen Z is also the biggest users of email with around three-quarters using email each month.