Marcus Chew

We recently partnered with Kantar to release a new study on Retail Media Networks in SE Asia showing the RMN trend, while early days, is growing faster in SE Asia than global averages and is indeed a Full Funnel Omni-channel experience. 🌊The study by GrabAds and Kantar found that RMN ad spend is expected to surge by 73% in the next seven years, surpassing growth rates in search (47%) and social (45%). 🇮🇩 The study forecasts that Indonesia will lead the pack with a projected 13.41% CAGR in RMN ad spend, with 🇻🇳Vietnam and 🇹🇭Thailand rounding out the top three. 🙋🙋‍♀️🙋‍♂️ The study noted that unlike the other RMN types that cover specific purchase stages, superapp RMNs can reach consumers at all stages of their buying journey, from awareness to purchase. This includes offline and online touchpoints, which are becoming increasingly key as shopping evolves into an omnichannel experience. https://lnkd.in/gbZSUzbq

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When my time comes. 'Extended Love' is going to be on my highlight reel. For all the right reasons and intentions, it delivered astonishing results for work meant to connect with all Singaporeans. I have always said that when it comes to government work it has to always mean more. If I may, I have learned three things from this entire process, from pitch to production. 1️⃣ No matter how you skin the cat, when stories are built and surrounded by values, cut through and impact will go beyond your intended audience, driving relatability regardless of season. 2️⃣ Trust is built on mutual respect and openness. We should already know this, but it is not always apparent. It takes hard work and commitment from both the agency and clients to create something unique, and this piece of work reflects that. 3️⃣ Let the work breathe. Give it some liberties and watch it fly. Bonus (sounds obvious but!) - Craft. Craft. Craft. Your audience will appreciate it One for the records. 18.6million views over a relatively short amount of time and significant improvement when it comes to understanding what it means to be Singaporean as we move Forward Together. Thank you to the judges for acknowledging the work and impact. “Chinese New Year is not just a Chinese festival. It is a Singaporean festival” - LKY, 1981

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As the new chief creative officer of Clemenger BBDO, Adrián Flores will contribute his worldwide perspective of producing work to Clemenger BBDO at the nexus of brand, entertainment, and culture. His appointment will take effect on May 20, 2024. Speaking about the appointment, Dani Bassil, Clemenger BBDO CEO, said, “The CCO appointment means we now have a leadership trio of Aussies - Simon, Adrián and myself - with deep experience across brand, digital and social, as well as global perspectives on the work and industry. We’re doing things differently, better, with more diversity, and challenging the status quo. That’s what these signings are about. We’re not just signalling an intention. We’re delivering on it.” Speaking about his appointment, Flores said, “Clems is iconic both at home and abroad for a reason. I’m extremely excited to be part of its next chapter alongside a truly world-class team that’s famous for making famous work.” #appointment #marketing #australia  ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Learn how brands can strategically implement conversational commerce and leverage these platforms to craft exceptional and personalized customer experiences in this in-depth report: https://bit.ly/3SSKVCG

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Looking forward to ATS in Singapore on 3rd July! I'll be speaking on the disruptive power of retail media and its rapid growth. Is today's commerce retail only limited to bottom funnel sales conversion, or can retail media play a larger role in brand building and discovery? Come join me for the session to find out more! #ATS24

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Great to sit down with Marketing In Asia and talk about the rise of Retail Media Networks in Asia. 🛒 As shared in several of my LI posts this a fast evolving trend that's transforming every month if not every week so pls follow me if you want to keep up to date 🙏🏻 Similar to the trend my views are also transforming as the "RMN" category evolves and I'm keen to hear your pov too. GrabAds Grab #retailmedia #evolution

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Unilever boosts sales for Ben & Jerry’s with retail data Unilever Singapore’s recent campaign for Ben & Jerry's new desserts in Singapore has proven to be a game changer, thanks to an innovative partnership with foodpanda and The Trade Desk. Unilever aimed to drive awareness and increase sales of Ben & Jerry’s new and existing flavors among relevant audiences, particularly Gen Z and ice cream enthusiasts. Collaborating with its agency, Mindshare, Unilever leveraged foodpanda’s robust retail data and measurement solutions. This partnership allowed Unilever to precisely target foodpanda customers and potential Ben & Jerry’s buyers on the open internet. The campaign targeted individuals who had purchased Ben & Jerry’s products or other frozen desserts in the past year. Utilizing foodpanda’s first-party retail data, Unilever could effectively connect ad spend to sales on the foodpanda app, tracking real-world outcomes. This data-driven approach provided valuable insights into customer behavior and sales impact. The campaign exceeded expectations, achieving a return on ad spend (ROAS) of 1.5 times, significantly higher than the initial goal of more than 1 time. Transactional volume on the foodpanda app increased, driving sales for both new and existing Ben & Jerry’s flavors. By targeting foodpanda’s audience segment of past Ben & Jerry’s customers, the campaign achieved an impressive ROAS of 26 times and a cost per acquisition (CPA) 94% lower than the campaign’s average. Ellen Yap, Country Lead for Unilever’s Singapore Ice Cream Business, highlighted the success, stating, “Using foodpanda’s retail data and measurement solution on The Trade Desk was a game changer for us. We were able to reach high-value audiences and connect our spending to sales on the foodpanda app — with great results!” Encouraged by the campaign's success, Unilever now has a better understanding of how retail media investments translate into revenue. The company plans to continue using foodpanda’s retail solution in future Ben & Jerry’s campaigns and is exploring its application for other brands and markets. This partnership exemplifies how leveraging advanced retail data solutions can drive significant business outcomes, offering a blueprint for other brands aiming to maximize their marketing investments and achieve measurable sales growth. Stay ahead with the latest in food delivery news from the weekly Boolanga Bites newsletter, brought to you by Boolanga Business. Sign up for our LinkedIn newsletter now to receive weekly updates directly to your inbox every Monday.

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Singaporeans are tuning into the Olympics through different channels based on generations - Broadcast TV is popular for older generations in Singapore - While Singaporean Gen Z tuned in through social media updates How can brands benefit from this insights? - Broadcast TV for Older Generations: Target older audiences with traditional TV ads or sponsorships during Olympic broadcasts. - Social Media for Gen Z: Engage Gen Z with interactive, shareable content on platforms like Instagram, TikTok, and Twitter. - Platform-Specific Content: Create longer narratives for TV and quick, visually engaging content for social media. - Influencer Collaborations: Partner with influencers popular among Gen Z to create relatable, Olympic-themed content. - Timing and Frequency: Schedule TV ads during key events and maintain continuous social media updates throughout the Olympics. - Cross-Generational Campaigns: Design campaigns that appeal to both older and younger audiences, fostering family engagement. - Localization: Highlight local athletes and Olympic stories to resonate with all generations in Singapore. Have you strategized your campaigns during the Olympics? Repost with your thoughts if you find this cool! #JustAJ

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Open letter to the Thailand Advertising industry: Dear industry colleagues, As I reflect on the landscape of our industry over my past two years here in Thailand, I'm reminded of the wise adage: "Insanity is doing the same thing over and over again and expecting a different result." In our pursuit of effectiveness, it's easy to fall into the trap of repetition, relying on familiar tactics and messages to convey the appeal of our brands. Yet, as I've observed, when it comes to use of influencers and celebrities in our industry, it's become apparent that we often find ourselves in a cycle of sameness, where creativity takes a backseat to convention. Let’s call it what it is, it’s boring. I humbly recognise that we’re better than that. Thailand has long been celebrated as a bastion of creativity in the advertising world. Pre-Covid, the level of advertising was recognised globally and Thailand consistently featured heavily on the international scene, showcasing the innovative spirit that defines our industry. While circumstances may have shifted, our potential remains powerful. Perhaps the power has shifted even more to client side unbalancing an already unbalanced relationship dynamic. Whatever it may be, we need to get our mojo back. This is KFC's attempt at doing things differently. We could have opted for the familiar path of showcasing a celebrity endorsing our new KFC App with practiced perfection about all the features and benefits. Instead, we chose a different route — one that seeks to engage and resonate on a deeper level. We wanted to showcase Bam Bam not only as the perfect brand partner to the Colonel, but as a real human being, as someone who is more than the perfect image you see in many celebrity campaigns. Someone who has immense skill and talent but also has a human side who of course, loves the iconic KFC Taste - he is a big Wingz Zabb fan 😍 It’s not perfect. Our advertising will never be perfect. In fact, that’s the point. We don’t want to create perfect advertising. We want to tell interesting stories that captivate the heart. I encourage you to do the same. Why? In nurturing a culture of creativity, we elevate not only our own work but the entire industry. Because better advertising means better competition. Better competition means a higher level of creativity in our industry. Higher level of creativity leads to a higher level of innovation and ultimately, fosters the growth of the creative industry we all love. With respect, Suhayl #BamBam #KFCApp #Renegade 

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Retailers, be on the lookout for such scam operations, especially towards the holiday season, Black Friday etc. Physical retailers are unfortunately, great targets for such sinister operations. Kudos to the efficient police force in Singapore for resolving and bringing such crimes to a stop so quickly. We can only hope that with such prolific reporting and exposure of the criminals, it will deter more of such incidents from happening. #retail #singapore #physicalretailisnotdead

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Another nail in the coffin for news outlets: Yahoo Singapore is no more. 💀 This shift has impacted 17 staff members as the outlet moves towards syndicated content. It continues to be a tough road ahead for media companies. This is a stark reminder that we need to sharpen our pitches to reporters as newsrooms shrink. It's crucial to demonstrate the immediate relevance and impact of the news we're pitching - why now? https://lnkd.in/drFWMCkb #MediaIndustry #PublicRelations #MediaRelations #Journalism #NewsMedia #StrategicCommunication #MediaTrends #DigitalMedia #PRStrategy #MediaLandscape

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Tradition, as an inherited pattern of thought, action, or behavior. When consumers engage with creative content that incorporates traditional elements, their behavior provides valuable training data for AI-powered marketing platforms like Meta's Advantage+, Google's Performance Max, and TikTok's Symphony. #ai #performancemarketing #content

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📣 THIS JUST IN!! Check out our latest guide: The Power of Media Quality: How APAC Marketers Can Leverage Media Quality for Better Advertising ROI. The APAC media landscape is undeniably distinct, requiring marketers to have tailored insights. Our guide offers essential knowledge on media quality and performance solutions to help you maximize ROI across digital campaigns in APAC. Download a copy here: https://buff.ly/3AKtWeJ #digitaladvertising #verification

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141 creative agencies are gunning for a place in WOG. Having spent my entire career in Singapore with network agencies, this is always a constant topic. 1. It doesn't make money 2. It is propaganda 3. It is not creative The fact is that in Singapore, a lot can be done to improve how we communicate policies, engagement, recruitment, and whatever else needs to be done to improve the lives of Singaporeans and those living here. The government will always need our expertise to distil policy into effective communications. We make money by operating and working with the right government clients, just as we review our other commercial clients. You have the power to still say,"No." It is not seen as propaganda but how we give ourselves a greater sense of purpose. It has to mean more. Creativity is a journey and a balance of what needs to be achieved and be accountable for. Why 141 and not just 10? Well, we all know that part of WOG's function is to provide another source of revenue for agencies of all sizes, granted that we all start at different stages and circumstances. My advice is to do the work, be part of WOG, and give yourself a chance to produce work that matters.

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Singlife’s 2024 Dream campaign continues to play on the local expression “Caaaaan!” to encourage consumers to dream big, and plan so they can achieve their goals in life, no matter how big or small. Talking about the campaign, Debra Soon, head of brand, communications, marketing and experience at Singlife, said, “We want to empower Singaporeans and partner them on their journey to achieve financial freedom. By showing them their dream, we hope it will inspire them and remind them that with proper planning, the dream can become a reality. Singlife is here to be the partner of choice for achieving their goals, no matter how big or small.” #marketing #filmcampaign #singapore   ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Discover the latest trends in business communication, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

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"Specifically in Singapore, where X is not actively used; we see LinkedIn taking over the role of X as the platform where opinions matter." Althea, Group CEO at Gushcloud International Not surprised by this article on MARKETING-INTERACTIVE. LinkedIn thrives in Singapore, offering a unique space for professionals (including political leaders) to connect with peers, industry leaders, and potential collaborators. It's your digital business card, and crafting a professional yet authentic profile here is crucial for establishing your presence. In the recent months alone, I've seen LinkedIn's impact firsthand: ✨ At a TiE Women event, hosted by TiE Singapore, Anna Vanessa Haotanto 陳安娜 from Zora Health shared how valuable business opportunities stemmed from LinkedIn connections. ✨ During a focus group discussion, Singapore-based women entrepreneurs instantly mentioned LinkedIn, when we asked what tool is crucial to help build their personal brand. ✨ At industry events, I now rely solely on my LinkedIn profile for connections. The LinkedIn QR code allows attendees to connect directly with me, easily access my work, recommendations, and experience. This fosters a more personal connection and has facilitated numerous meetings. Remember we're all "salespeople" here - whether it's landing a dream job, attracting clients, or building a strong personal brand, a well-crafted profile is an undisputed, “not so secret” weapon. Agree?

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Last year we spent $2M+ on digital ads in SEA. Here’s what 6 & 7 figure brands can test in H2 to hit their growth targets. Everyone has big growth targets. But most brands will only test 1 or 2 new tactics in H2. And you won't see big growth (50%+) if you’re only testing 1 or 2 tactics. But you could see that level of growth if you test more things. Because each thing only needs to contribute 5-10%. So here’s 10 things you can try in H2: 1. Advantage+ ⤷a lot of brands still haven’t leaned into this fully, especially creative ⤷Using all creative recommendations can see ~10% reduction in CPA 2. Conversions API ⤷A pain to set-up, so still ignored by a lot of brands ⤷Can improve performance by 10 - 20% 3. Algorithmic Buying ⤷Works well if you have high time of day/week fluctuations ⤷can improve performance by 10 - 30% 4. Emotional ads  ⤷Helps you get remembered in buying situations ⤷So customers go direct to you before you need to compete on Search 5. New Marketplaces ⤷Physical availability is half the equation of brand growth ⤷We’ve seen big returns just by shifting some of the budget to Lazada/Shopee ⤷And no, you won’t cannibalise your brand.com store 6. New Channels ⤷We’re seeing some great results from 9:16 (shorts) sizes on YouTube ⤷Currently our cheapest acquisition channel for some brands ⤷There’s always a new channel to test 7. Publisher Whitelisting ⤷Publications usually get way cheaper CPMs ⤷Can usually save up to 30% on impressions 8. MMM ⤷Finally understand how all channels contribute to revenue ⤷Including offline channels like billboards and radio ⤷Improves budget allocation 9. Customer Questionnaires ⤷Can help massively with attribution for non-click channels (if MMM is too pricey) ⤷Helps you understand contribution from Audio/Video/Word of Mouth None of these alone will grow your business by 50%. But if half of them work, and grow your business by 10%, you can get there. What are you testing in H2? What are you doubling down on from H1? #digitaladvertising #paidads

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📢 Exciting news! I'm thrilled to be a speaker at the upcoming Ahrefs event. Join me as I discuss how to supercharge your digital marketing efforts by combining the power of SEM and SEO. Looking forward to seeing you there and exploring how we can drive impactful results together! 🚀 #SEO #SEM #DigitalMarketing #Ahrefs #MarketingStrategy #MarketingInsights

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To TikTok or Not to TikTok? And how does it impact e-commerce brands in Southeast Asia? Facts: 1) With the bill now passed in the US Senate and House, and due to be signed (possibly tonight) by Pres Biden, the clock starts to tick(Tok) for Bytedance to divest its entire stake in the US entity and exit the platform 2) A total timeframe of 12 months given to Bytedance ( 9 months from tonight and 3 months of so-called “grace” period) to complete the transaction 3) Failing which, TikTok faces a complete ban and removal from US app stores While there are established pro and anti TikTok camps with their arguments on whether such a ban should see the light of day, there are a few interesting observations on the nature of this latest action: IF TikTok is such a massive threat to democracy and open to manipulation by foreign entities, why give it 9+3 months to find a buyer? ESPECIALLY in an election year, with results due even before those 9 months pass? Threat to democracy is a big enough reason to allow some governments to impose an immediate ban on similar threats - so it looks like the US government is possibly using this as a bargaining chip with China. Any possible change in govt in the US will also introduce further uncertainties on such action. Does it impact the platform’s viability in markets outside the US? No straightforward answers here and the next 9 months are going to be really interesting. So what should D2C and e-commerce brands in Southeast Asia do? Waiting for the dust to settle is not advisable -keep up the organic efforts and start making small investments on TikTok shop / livestreaming if you haven’t already. No matter what happens, the lessons you and your team learn from TikTok will prove invaluable - platforms like Meta/Amazon/Shopee etc are already making their own efforts at replicating TikTok’s success. Even if the TikTok platform ceases to exist (and that’s a big IF), it has already set the bar high on what e-commerce brands can achieve. DM me if you would like to chat and discuss your social commerce and D2C strategy. We are helping some established as well as insurgent brands make inroads in Southeast Asia. #tiktokban

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There are two fundamental constraints to Retail Media Networks (RMNs): Audience Size: RMNs and retargeting are closely related because they both depend on a finite audience—namely, the visitors to a retailer's website. This naturally limits the growth potential for both strategies. Just like retargeting, where effectiveness is capped by the number of users already engaging with a brand, RMNs are constrained by the traffic to the retailer’s ecosystem. If fewer people visit the site, the available audience for RMN ads shrinks, which in turn can reduce revenue, assuming a constant return on ad spend (ROAS). While expanding to offline shoppers or using lookalike audiences can increase reach, performance may not be as strong. Performance (Incrementality): The second key issue is incrementality—or rather, the lack of it. Serving an ad through an RMN doesn’t necessarily result in a new, incremental sale. Many of these ads reach shoppers who likely would have purchased the product anyway. This mirrors the problem with retargeting: when ads primarily reach people who are already inclined to buy, the impact of the ad spend diminishes. Advertisers are becoming more aware that increasing their RMN budget doesn’t always translate into a corresponding rise in sales. In the early days of RMNs, or even before they were called RMNs I had the honor of working with HookLogic, Inc. (Acquired by Criteo in 2016) advertisers were eager to spend more because ROAS was so high. But when budgets weren’t fully spent, the solution became offsite retargeting. Any change from an measurement standpoint on the advertiser side can cause a step up or down in spend. My general go to with any marketing technique is watch the 90s PSA video about cocaine and make sure you aren't in this doom loop. https://lnkd.in/e-mDQiVs #RetailMedia #DigitalAdvertising #MarketingStrategy

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