Tag: We Are Social

Singapore – We Are Social, a global socially-driven creative agency, has announced two senior advancements for its Singapore team. Nai Yen Wang has been appointed managing director, with Kelson Ong taking on the job of general manager. 

Chris Chong, who left to seek other opportunities, was replaced in senior positions at We Are Social’s Singapore office by Wang and Ong. Wang reports directly to We Are Social’s group chief operating officer, Chris Adamson, while Ong reports to Wang.

Wang’s new role will involve her leading and developing We Are Social Singapore’s innovation credentials, operational strategy, and vision. She will also be in charge of fostering an inclusive, innovative, and forward-thinking culture and accelerating growth. 

In 2022, Wang joined We Are Social serving as the head of account management. Her last job at DDB was regional business director, APAC, before joining We Are Social. As the leader of regional network clients, she oversaw companies like J&J and Unilever and was instrumental in helping them create new operating models that promoted expansion.

We Are Social Singapore’s business growth and team management will be under Ong’s supervision in his new role. He will be responsible for making sure clients receive creative and useful solutions. 

Ong, formerly the business director, joined We Are Social in 2021 after leaving Netflix. Throughout his career at We Are Social, Ong has been a key component of the leadership team, working to enhance offerings such as gaming, influence, and.XYZ, as well as recruit new clients. 

Speaking about her appointment, Wang commented, “Since joining We Are Social Singapore, I have been impressed with how deeply embedded innovation is in our culture. We’re globally focused and deliver innovation focused and social-first work for our clients that evolves the way marketing is done. 

She added, “I’m thrilled to be given the opportunity to lead and work alongside this talented team. Together we will continue to build a culture that focuses on our people, deliver game-changing work and offerings inspired by data and enabled by technology to unlock new areas of growth in Singapore, Southeast Asia and beyond.” 

Meanwhile, Ong said, “Innovation is in We Are Social’s DNA. As the world of marketing continues to evolve and rapid advancement in technology is made, we have already built a robust service offering that supports the needs of clients both today and tomorrow. I’m excited to be given the opportunity to work with Nai Yen and our leadership team to further amplify these capabilities to drive growth and unlock new opportunities for both the agency and clients.”

Nathan McDonald, co-founder and group CEO of We Are Social, expressed, “Chris has done an incredible job in leading and growing We Are Social Singapore since she joined us in 2016. She’s been particularly committed to innovation, and bolstering our future strategy arm, .XYZ. Nai Yen and Kelson’s promotions are both well-deserved, and I’m confident that the team will continue to thrive with their leadership, guidance and support.” 

Furthermore, Chris Chong, remarked, “Nai Yen and Kelson are both talented and effective leaders who have been instrumental in building We Are Social Singapore into the successful business it is today. They’ve helped build an enviable client base and establish a first reputation for innovation. I’m pleased to be leaving the team in safe hands.” 

Hong Kong – Kathy Wong has been appointed general manager of We Are Social, a global creative agency, in Hong Kong. She will report directly to Pete Lin, CEO of We Are Social in North Asia. 

Wong’s new position will include overseeing both We Are Social Hong Kong and the creative agency Metta/We Are Social. Wong will lead a team of 20 at We Are Social and work with clients including Keetah, Abbott, GEOX, and Alipay. 

Wong brings a wide range of knowledge and experience to her new role, having worked for more than 18 years. She had worked for several advertising firms in the past, such as Ogilvy, TBWA, and FCB, and RollRollRoll, where she was the business director. 

Wong began her professional career at Metta Communications, which in 2022 amalgamated with We Are Social to establish Metta/We Are Social. She has managed clients like Mercedes Benz, Barclays Capital, Hong Kong Disneyland, and L’Oreal Travel Retail. 

Kathy Wong takes over the role previously held by Donald Wong, who left We Are Social Hong Kong to seek possibilities in the United States. 

Speaking about her appointment, Wong expressed,“I am thrilled to join the We Are Social team in Hong Kong, and to rejoin Metta where I have many great memories. I look forward to drawing on my experience in both agency and client-side roles to continue to help We Are Social’s clients excel creatively and strategically. I am excited to expand the team at We Are Social, drive the digital discipline in Hong Kong forward, and serve the digital marketing demands of both local and international clients.” 

Meanwhile, Lin commented, “We’re delighted that Kathy has chosen to join the team at We Are Social. She’s a first-class communicator with an unrivalled reputation in the Hong Kong advertising world, and there’s no better person to take our growing team to the next level.” 

Singapore – We Are Social Gaming, the gaming-focused division of global socially-led creative agency We Are Social, has announced three distinct new offerings to help brands, publishers and developers cut through in gaming spaces.

The first one is the gaming division aiming to simplify theprocess of getting non-gaming brands into the gaming space by showing them there are levels to play and multiple ways to win. For We Are Social, there is no “one size fits all” approach – as bespoke solutions put clients and their products and the centre of conversation at a time where gaming is shaping culture.

In addition, the agency is also offering game developers and publishers a full-funnel, connected and amplified approach to socially-led product marketing, with a focus on brand building, conversion, and player retention across new and existing titles.

Lastly, We Are Social also taps into its broad roster of clients and connections to create meaningful partnerships with brands and developers, introducing each to new audiences. 

We Are Social Gaming consists of a global squad of more than 50 of the agency’s most skilled gaming and esports experts from multiple disciplines, who work across We Are Social’s entire client portfolio to identify gaming opportunities for brands in all sectors and industries. 

Some of its gaming clients include Activision/Blizzard, Riot Games, Sony, Twitch, G2 and Fnatic, and it has worked with non-gaming brands such as Uber Eats, Vodafone and Renault on gaming-focused campaigns over the last few years. 

Rachel Rakowski, global head of gaming at We Are Social said, “It’s safe to say that gaming is no longer niche – it has firmly cemented itself as part of culture and as such is one of the most sought-after media spaces for brands today. However, gaming spaces are not like traditional media, and there’s no ‘one size fits all’ approach. Brands and developers need to think differently to cut through the noise.”

She added, “This is why we’ve launched our three new offerings, which will give companies from any sector or industry an opportunity to connect with gaming communities in a number of different ways. We’ll be focused on work that’s rooted in culture, driving connections between people, communities, and brands, all while crafting messages meaningful to our clients’ audiences and providing meaningful ROI.” 

Singapore – Singaporeans’ social media app of choice is messaging platform WhatsApp, according to a digital report released by creative agency We Are Social and social media and intelligence firm Meltwater.

Data from the report mainly suggests that WhatsApp takes the top spot in Singapore for both favourite (27.2%) and most used social media platform (74.7%) with local users clocking an average of 978 sessions per month in its Android app.

Notably, the report finds that Singaporeans are spending an average of 2 hours and 14 minutes a day on social media across an average of 6.9 social media platforms each month, with 5.13 million social media user identities in Singapore which equates to 85% of the nation’s population. 

Aside from WhatsApp, Facebook ranked second place as favourite (16.7%) and most used (72.7%) social media platform in Singapore, while TikTok tops the spot for most time spent in the Android app with a total of 33 hours, 23 minutes per month. TikTok was the most downloaded app in Singapore in 2023, followed by messaging app Telegram and Bytedance-owned video editing tool Capcut.

In terms of how they use their social media platforms, the report said that Singaporeans like to stay connected with messaging (97.5%) being the number one type of app or website they visit, followed by social networks (95.8%). Aside from keeping in touch with family and friends (43.4%), filling in spare time (35.5%) and reading the news (32.6%) are the main reasons that more than a third use social media. 

Talking about these findings, James Honda-Pinder, head of strategy at We Are Social Singapore, said, “While Instagram may be the favoured social media app in other markets, in Singapore we see social media users favour platforms that offer focused utility. For connection and increasingly for business communication, WhatsApp is a clear leader.”

“Elsewhere, TikTok continues to its staggering rise, as it becomes a bonafide platform for search and discovery, not just entertainment. In an era of fragmented attention where brands are vying to capture the attention of consumers, TikTok’s platform continues to show strong engagement with average usage amounting to more than 33 hours a month – that’s more than one whole day on the app. It’s a rocketship”, he added.

Singapore – We Are Social and Meltwater has recently released their annual report on social media usage globally, and has noted that amidst a 5-billion strong global users base, users in Southeast Asia proved to one of most active user base, from gaming to social media usage.

According to the report, the average time spent on social media in the Philippines (3 hours, 34 minutes), Indonesia (3 hours, 11 minutes), Malaysia (2 hours, 48 minutes), Thailand (2 hours, 31 minutes) and Vietnam (2 hours, 25 minutes) is above the global average of 2 hours, 23 minutes. Singapore spends 2 hours, 14 minutes on social media.

It is also worth noting that Singapore ranks 10th globally for social media adoption versus total population. The total number of social media identities as a percentage of Singapore’s population is 85%.

Meanwhile, the average number of social media platforms used in the Philippines (8.0), Malaysia (7.9) and Indonesia (7.8) see these nations rank second, third and fourth respectively worldwide. The average in Singapore (6.9) also ranks higher than the worldwide average (6.7). Moreover, the Philippines topped the list globally for the highest percentage of social media users (43.9%) who say they follow influencers or other experts on social media.

Additionally, Indonesia (62.8%), Malaysia (61.5%) and the Philippines (60.0%) ranked second, third and fourth respectively up against other nations globally for the percentage of social media users who visit social media in order to learn about brands and see their content. Thailand (53.7%) and Vietnam (52.5%) were also above the global average (48.9%).

The percentage of internet users from Vietnam (81.2%), Indonesia (80.9%), the Philippines (79.2%) and Malaysia (76.8%) who use social media to research brands and products they’re considering buying is also above the worldwide average (73.9%).

Lastly, Southeast Asians are amongst the top gamers. Indonesia (96.5%) and the Philippines (95.5%) top the list globally of internet users in playing video games on any device. Thailand and Vietnam follow closely behind in the fourth spot globally with 93.2% of internet users playing video games.

From a global perspective, Facebook–which celebrates its 20th birthday on February 4–grew its global ad reach by more than 200 million over the past 12 months, delivering year-on-year growth of 10.5%. LinkedIn, Snapchat, WeChat and Pinterest also have all reported strong user growth year-on-year. 

Meanwhile, digital ad spend grew by 10 percent year-on-year, with almost $720 billion spent on digital ads in 2023. Social ad spend increased by 9.3% to USD $207 billion, and investment in influencer activities increased by 17%. 

Nathan McDonald, co-founder and group chief executive at We Are Social commented: “Social media continues to be a vital part of the way we connect with one another, from building communities to researching purchases and everything in between. TikTok’s continued popularity has changed the way that people behave online – social is not somewhere where a broadcast approach works for brands, and the importance of thinking social first has never been more important.”

He added, “It’s encouraging to see strong growth across multiple social platforms, each offering something different, whether that’s Pinterest for social commerce or Facebook for connecting with communities. For marketers, understanding platform nuances – and how to use social media to connect in culturally relevant ways – will be more crucial than ever.”

Meanwhile, Alexandra Saab Bjertnæs, chief strategy officer at Meltwater, said: “As social media enters its next chapter with five billion-plus users, understanding usage patterns, engagement, and emerging trends is crucial to helping brands find their unique voice amidst all the online chatter.”

She added, “The rise of TikTok, coupled with Instagram’s ‘favorite’ status and the growth of professional networking platforms like LinkedIn, paints a picture of evolving preferences. With so many platform choices, brands need to really understand where their target audience is going for information—and shape compelling narratives that engage them with unparalleled precision and authenticity.”

Singapore – Global socially-led creative agency We Are Social has announced its appointment of Omar Sotomayor as its regional executive creative director in Southeast Asia.

In his new role, Sotomayor will oversee the agency’s creative vision and strategy in the region, lead creative excellence, and manage a creative team of more than 30, in locations including Singapore and Indonesia.

He will collaborate with clients, including Samsung Mobile, Netflix, and Google, to deliver innovation and effective creative solutions, while spearheading creative efforts across We Are Social’s specialist offerings in the Southeast Asia region. This includes the agency’s future-tech and innovation arm, .XYZ, which is led by the team in Singapore.

Sotomayor brings 18 years of experience in the advertising industry, and previously was executive creative director & regional community lead at Edelman Singapore, where he helped lead the transformation of the creative department and integrated solutions while driving growth through new business wins.

Speaking on his appointment, Sotomayor said, “I’m excited about We Are Social’s in-house capabilities, talent, and innovative spirit. They have a unique socially-led vision that combines tech and culture, opening doors to creative possibilities. I look forward to learning from the team and helping to reimagine our clients’ businesses.”

Meanwhile, Christina Chong, CEO of We Are Social in Southeast Asia, commented, “I was immediately drawn to Omar’s approach and dedication to his work, his way of thinking, and more generally, his passion for innovation and creativity.His exceptional knowledge and creative experience, alongside his deep understanding of the social and digital landscape, will be invaluable to our clients.”

“His leadership will take our creative teams in Singapore and Indonesia to the next level, all while driving forward the creative offering for .XYZ and in new markets for We Are Social in Southeast Asia,” she added.

London – A new report by We Are Social notes how there is an uptick of ;social reckoning’ for brands in value-driven online spaces. 

The new report explored how individuals on social media are reevaluating and reshaping their sense of self-worth in the context of increased commercialization and commodification. They are questioning the value of their participation and involvement, their communities, and their creative contributions.

It also showed how the changing perception of value in social media is reflected in trends like creators emphasising knowledge over possessions and the debate over users purchasing verification on X (formerly Twitter). 

According to the argument made, cultural phenomena such as ‘Barbiemania’ in 2023 demonstrate people’s willingness to embrace manufactured hype as long as it creates opportunities for play, creativity, and community. 

The report has identified five trends under the umbrella of “The Social Reckoning,” analysing their possible influence on social media in the upcoming year and providing examples of how brands can use these trends into their marketing plans. 

Speaking about the report, Mobbie Nazir, global chief strategy officer at We Are Social, said,  “Our Think Forward report this year, as the name suggests, shows that a reckoning has come in social spaces. The commercialisation of digital worlds is forcing people to try new ways of creating, absorbing and sharing content. First it was the trend of de-influencing, now users are looking for new forms of self-expression even within a more commoditised landscape.” 

She added, “This new coalition government of capitalism and creativity has an inbuilt space for brands – but also a new and nuanced set of demands. Every brand will be judged: are you making a sponsored ad or are you a patron of the arts? It will be fascinating to see if – and how – brands are able to respond to these deeper measures of relevance and authenticity.” 

China – Sunny Zhu has been appointed as the general manager of the Shanghai office of the international creative agency We Are Social. Zhu’s responsibilities in this position include managing daily office operations and leading clients’ strategic expansion initiatives.

She formerly held the position of business unit director, and is now a general manager. In her new position, she will continue to work with companies like Google, Ferrari, and Korean Air while also focusing on regional growth and working with a team of 40 people. 

She joined We Are Social in 2016, and Zhu now reports to Tristan Qin, China Region EVP, with an extended scope of responsibilities. This encompasses leading the agency’s strategic initiatives and managing internal training and development programs throughout the organisation.

Speaking about her new role, Zhu said, “The team in Shanghai has been growing in recent years, and I’m excited to be part of a dynamic business that’s making great creative work. There’s a great spirit of collaboration and innovation, and in this next chapter, I’m looking forward to leading the team and driving results for clients.” 

Meanwhile, Pete Lin, CEO of North Asia, said, “Sunny has always stood out as an ambitious and talented leader, and over the years she has become a driving force and positive influence within the agency.” 

He added, “We’re excited to see how Sunny will help accelerate the growth of the Shanghai office as it becomes a dominant force in the Chinese advertising landscape.”

Singapore – Video game publisher Bandai Namco Entertainment has recently appointed We Are Social Singapore as its new creative agency for Southeast Asia.

In time with their upcoming releases, the partnership with We Are Social Singapore aims to fortify Bandai Namco Entertainment Asia’s regional footprint to achieve greater success in Southeast Asia’s flourishing gaming community.

As their creative and strategic agency, We Are Social Singapore will spearhead the development of Bandai Namco Entertainment Asia’s initiatives, focusing on localised content for Southeast Asia countries to enhance consumer journey and engagement across various touchpoints. 

Leveraging its experience in delivering strategies that drive business growth, We Are Social aims to capitalize on the existing online presence and brand awareness of Bandai Namco Entertainment Asia to captivate and engage the game publisher’s fanbase in SEA, while expanding its unique proposition within the marketplace.

Speaking about the collaboration, Leong Wei Fen, brand marketing manager at Bandai Namco Entertainment Asia said, “We Are Social displayed great passion and enthusiasm for our games, both old and new. We needed a creative agency that deeply understands the gaming landscape in Southeast Asia and could help us connect with our local and diverse communities. With many exciting titles set for release this year, it’s the perfect time for Bandai Namco Entertainment Asia to partner with an agency who can elevate our brand and drive growth in this dynamic market.”

Nai Yen Wang, head of account management at We Are Social Singapore, added,”Our collaboration with Bandai Namco Entertainment Asia marks an exciting milestone for us. Together, we have the power to shape the gaming landscape in Southeast Asia and deliver memorable experiences to gaming enthusiasts. We are excited to channel our creativity and expertise to propel the brand to new heights.”  

Meanwhile, Kelson Ong, business director and business development lead at We Are Social Singapore, also commented, “With our business offerings across Social Gaming, Virtual Influence, and Social Commerce coupled with We Are Social XYZ, our future strategy and innovation arm, we aim to empower brands to redefine the boundaries of engagement and elevate brand experiences to unparalleled heights.”

Beijing, China – We Are Social, the global creative agency network, has further boosted its international growth through the opening of a new office in Shenzhen, China. 

The Shenzhen quarter marks the network’s 18th office location, adding to the agency’s existing ones in Shanghai and Beijing in mainland China. It will be led by Dickens Dong, the agency’s general manager, whilst Aaron Breeds will serve as the Shenzhen leg’s creative director. 

Breeds will be overseeing a seven-strong local creative team as well as the other creative team members in different locations. He will be working with clients Chinese smart wearable brand Amazfit and consumer electronics brand CHiQ, as further shared by the agency. 

Dong said that the team is very excited to be putting down its roots in Shenzhen and, all the more, in such a thriving tech area. 

The new office is specifically located in the Nanshan district of Shenzhen, known as the city’s Silicon Valley. It is an area bustling with innovative tech players, enclosing 100+ listed companies and 1,000+ high-tech businesses, and moreover, is said to contribute to 25% of Shenzhen’s GDP. 

Dong commented, “Our growing roster of clients will benefit from our immersion in tech culture and of course the opportunities that naturally arise by working in Shenzhen.” 

Pete Lin, We Are Social’s North Asia CEO, also said, “Shenzhen has become strategically important for us in the past few years, as its technology brands have increased demand for our global marketing services. We believe that by being there on the ground in Shenzhen, we can more effectively address the needs of our current and future clients.”

Meanwhile, Nathan McDonald, the Group CEO at We Are Social, remarked that as We Are Social continues to expand globally, Shenzhen is just the perfect fit for the agency. 

“It’s home to a busy, thriving tech community with both emerging and established brands who are looking to grow in China and beyond. We’re excited to be on the ground with a talented team, closely supported by their colleagues in China and the wider We Are Social network,” he added. 

The Shenzhen office will be opening with a team of 20 and plans to double said count by the end of 2023. 

Other offices of We Are Social are located in New York, Los Angeles, Toronto, Madrid, London, Singapore, and Sydney, amongst others. 

In July 2022, the North Asia region of the network also saw it acquiring Hong Kong-based above-the-line agency Metta Communications. As a result, the latter had been rebranded to ’Metta/We Are Social’.