The start of the pandemic and subsequent lockdowns brought Malaysians lives to a hold. Contained at home, Malaysians were cooking more at home and ordering less delivery. This posed a challenge to quick-service restaurants like KFC who had difficulty sustaining growth as a delivery brand. However, a new pandemic trend was fast on the rise,

Singapore – Singapore’s statutory board Sentosa Development Corporation (SDC) has extended its media remit with UM, the full-service media and marketing solutions agency within Mediabrands. SDC is responsible for overseeing the development, management, and promotion of the country’s island resort getaway, Sentosa Island. The extension comes after a competitive pitch review in April this year, where

The Australian Government has awarded a three-year extension of its Master Media Agency contract to Universal McCann which will see the agency continue its duties through June 2024. UM will continue to provide media strategy, planning, and buying services to the Australian Government, after initially being awarded the contract in July 2018. UM also previously

IPG Mediabrands Australia has appointed Maria Grivas as Reprise Australia CEO. Grivas has been the chief data and technology officer at UM Australia for the past three and a half years. She will now lead the full-service performance agency which has more than 150 staff across its offices in Sydney, Melbourne, Brisbane and Perth. Grivas

It is well known that APAC consumers are “super-connected”, spending much of their time on their smartphones and social media. In the past year, social media usage in the region has surged even further as consumers retreated into their homes and turned to Facebook, Instagram, or other platforms to not only stay connected with family

To put this global trend in perspective, APAC’s consumer internet has never quite been a homogenous one. The search, social, video, and e-commerce ecosystems in APAC, have been split a number of ways for many years, as consumers are inclined to use what is locally relevant, shifting easily between global and local platforms. China started

As Chinese New Year celebrations are shifted online, brands have to figure out new ways to stand out in one of the biggest marketing events of the year. This lesson will highlight the components of an effective strategy by analysing successful campaigns of years past. Welcome back to Campaign Asia-Pacific’s Crash Course learning series, in which you

It has been estimated that APAC would be home to 1.5 billion gamers in 2020, accounting for 55% of the global gaming population, and worth over $78 billion in revenue. Suffice to say, these projections will now be easily surpassed given the pandemic’s significant impact on gaming behavior, usage and spending, as experienced and new gamers

The shifting sands of social context

March 29, 2021 | Share this article

A profound shift is underway, as users migrate away from faceless public squares and toward tighter collectives in digital settings. For marketers, this shift suggests a way through the looming problems of data privacy, writes UM’s APAC chief strategy officer. We are an industry that has been obsessed with two unhelpful polarities: either reaching all

Forward Momentum in the APAC Region: The Anyware Economy

March 25, 2021 | Share this article

Sharon Soh, Head of Integrated Strategy & Marketing at UM, APAC highlights the growth of the region in part 1 of a 4-part series. The past two decades have seen APAC’s remarkable development and rapid rise as the new center of the world, thanks to its soaring consumption and increasingly central role in global trade