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Spikes Asia Announces Full Jury Line-Up for 2022

Spikes Asia has today announced the full jury line-up of industry leaders set to judge the Spikes Asia Awards, Asia Pacific’s most prestigious creative communications accolade.

Now in its 35th edition, the Spikes Asia awards will bring 106 jurors together to judge work in 24 awards categories, including new awards developed in response to the region’s shifting creative trends: The Creative Data Spike, the Social & Influencer Spike, and the incorporation of the Tangram Awards to form the new Strategy & Effectiveness Spike. In 2022, the awards will set the definitive benchmark for not only creative excellence, but also marketing strategy and effectiveness in Asia-Pacific for the first time.

Philip Thomas, Chairman, Spikes Asia, said, “This formidable line-up of jury members represents the dynamism and diversity of the APAC creative community and the evolution of the Spikes Asia Awards. 2022 is an exciting year for Spikes Asia. A number of Spikes Award categories have been refreshed and expanded and the new Strategy & Effectiveness Spike, recognises the vital link between creativity and marketing effectiveness.”

The jury members represent locations across APAC, including: Bangladesh, China, Japan, New Zealand and South Korea, across a wide range of creative industry disciplines and backgrounds.

The jurors are announced as follows:

Brand Experience & Activation, Creative eCommerce Jury
Jury President – Natalie Lam, Chief Creative Officer, Publicis Groupe, APAC, MEA
Eugene Cheong, Chief Creative Officer, DDB, APAC
Nicolas Courant, Chief Creative Officer, Ogilvy, Singapore
Takahiro Hosoda, Executive Creative Director, TBWA\HAKUHODO, Japan
Jesse Wong, Creative Director, GREYnJ UNITED, Thailand
Aalap Desai, National Creative Director, Isobar, India
Ettie Hsieh, Senior Creative Director, Havas, China
Prue Jones, Design and Creative Director, Fjord, Australia

Creative Effectiveness Jury
Jury President – Michaela Lyon, Integrated Client Lead, dentsu, APAC
Justin Hind, CEO, CHE Proximity, Australia
Richard McCabe, Chief Strategy Officer APAC, McCann Worldgroup, Singapore
Arindam Bhattacharyya, Chief Strategy Officer – Media and Performance, APAC, dentsu, Indonesia
Michi Muramoto, Department Director of Experience Solution Unit, Experience Design Center, ADK Marketing Solutions Inc., Japan
Prem Sundar Narayan, Chief Strategy Officer, Ogilvy & Mather, India
Amrita Randhawa, CEO, Publicis Groupe, Southeast Asia, Singapore

Design, Industry Craft Jury
Jury President – Paul Chan, Chief Creative Officer, Cheil Worldwide, Hong Kong
Nicholas Adamovich, Head of Design, HostHavas, Australia
Kimiko Sekido, Art Director, Dentsu Inc., Japan
Nopparath Eksuwancharoen, Creative Director & Head of Art, SOUR Bangkok, Thailand
Paolo Garcia, Groupe Executive Creative Director, Publicis Groupe, Vietnam
I-Fei Chang, Chief Creative Officer, Wunderman Thompson Taipei, Taiwan
Russell Miranda, Creative Consultant, dentsu grant, Sri Lanka
Geet Rathi, Design Director & Creative Director, TBWA, India

Direct, Outdoor Jury
Jury President – David Guerrero, Creative Chair, BBDO Guerrero, Philippines
Kenneth Tung, Executive Creative Director, Havas, Hong Kong
Jaiyyanul Huq, Executive Creative Director, Grey, Bangladesh
Sam Choi, Executive Creative Director, Innored, South Korea
Kristal Knight, Creative Director, Saatchi & Saatchi, New Zealand
Garima Khandelwal, Chief Creative Officer, MullenLowe Lintas Group, India
Barbara Humphries, Creative Director, The Monkeys, Australia
Huy Dinh Nguyen, Creative Director, Circus Digital, Vietnam

Entertainment, Music Jury
Jury President – Kazoo Sato, Chief Creative Officer, TBWA\Hakuhodo, Japan
Jia Ying Goh, Strategist, Product Creative Studio, Netflix, Singapore
Karla Henwood, Executive Creative Producer, Squeak E. Clean Studios, Australia
Dew Intapunya, Chief Content Officer, Ensemble, IPG Mediabrands, Thailand
Hamza Amjad, Senior Creative Director, Ogilvy Pakistan
Patrick Tom, Director, Creative, Walt Disney Company, Hong Kong
Janice Jose, Senior Regional Director, UMG for Brands, Universal Music Group, Singapore
Sushant Sreeram, Director – Marketing, Amazon Prime Video, India

Film Craft Jury
Jury President – Sneha Iype, Partner, Executive Producer, Nirvana Films, India
Wuthisak Anarnkaporn, Film Director / Founder, Factory01, Thailand
Cinnamon Darvall, National Head of Broadcast Production, HERO, Australia
Jo Motoyo, Film Director, TOKYO / TAIYO KIKAKU, Japan
Frances Cooke, Creative Director, Clemenger BBDO Wellington, New Zealand
Laura Geagea, Managing Director, China, Asia + MENA, Sweetshop, China
Firrdaus Yusoff, Creative, Forsman & Bodenfors, Singapore

Film, Print & Publishing, Radio & Audio Jury
Jury President – Paul Nagy, Chief Creative Officer, VMLY&R AUNZ, Australia
Masaya Asai, Chief Creative Officer, Droga5 Tokyo, Japan
Andrew Hook, Executive Creative Director, APAC, VCCP, Singapore
Veradis Vinyaratn, Chief Creative Officer, TBWA\Thailand, Thailand
Jonathan McMahon, Executive Creative Director, Special Group, New Zealand
Dennis Kung, Creative Director, Wieden + Kennedy, China
Nicoletta Stefanidou, Chief Creative Officer, Tinker Tailor, Hong Kong
Swati Bhattacharya, Creative Chairperson, FCB, India
Kat Gomez-Limchoc, Executive Creative Director, Blackpencil Manila, Philippines

Healthcare Jury
Jury President – Wendy Chan, Chief Creative Officer, Edelman, China
Shunsuke Kakinami, Executive Creative Director, McCann Health, Japan
Vaishali Iyer, Country Head Communications & Patient Engagement and CSR, Novartis, India
Kieran Moroney, Creative Director, VMLY&R, Australia
Gary Steele, Chief Creative Officer, DDB New Zealand, New Zealand

Innovation, Creative Data Jury
Jury President – Emad Tahtouh, Principal – Creative Technology, Deloitte, Australia
Simon Brock, Executive Creative Director, Digitas ANZ, Australia
Yusuke Miyabe, Executive Manager, Global Digital Business Development, Group 1, Hakuhodo, Japan
Dante Abelarde, Executive Creative Director, MRM, Singapore
Christina Lu, Global CMO, AliExpress, Alibaba Group, China
Jane Stanley, CEO, Heart&Science, New Zealand
Parattajariya Jalayanateja, Managing Director, Wunderman Thompson, Thailand

Media Jury
Jury President – Kasper Aakerlund, Regional President, UM APAC, Singapore
Jacqui Lim, CEO, Havas Media Group, Singapore
Minhee Kang, Global Media Director, Innocean Worldwide, South Korea
Rupert McPetrie, CEO, Greater China, MediaCom, China
Aimee Buchanan, CEO GroupM ANZ, GroupM Communications, Australia
Divya Karani, South Asia Chief Executive Officer, dentsu Media, India
Sapna Nemani, Chief Product & Solutions Officer, APAC, Publicis Groupe, Singapore
James Hawkins, Chief Executive Officer, Asia Pacific, PHD Media, Singapore
Sian Whitnall, Co-Chief Executive Officer, OMD, Australia

Mobile, Digital Craft Jury
Jury President – Jean Lin, Executive Officer, Dentsu Group Inc., Global
Ryutaro Seki, Creative Director, Google, Japan
Josephine Lin, Group Creative Director, Unisurf Digital Marketing, Taiwan
Tay Guan Hin, Chief Creative Officer, BBDO, Singapore
Claire Waring, Executive Creative Director, R/GA, Australia
Kelly Pon, Chief Creative Officer, BBH, China
Yun Jeong, Jang, Global Creative Director, integrated Retail & Digital, Cheil Worldwide, South Korea
Park Wannasiri, Chief Creative Officer, Wunderman Thompson, Thailand

PR Jury
Jury President – Shouvik Prasanna Mukherjee, Chief Creative Officer, Asia Pacific, Golin, Singapore
Tom Sanders, Creative Director, ANZ, Herd MSL, Australia
Tiffany Hu, Managing Partner, PR, Ogilvy Shanghai, China
Kenny Yap, Managing Director, Red Havas, Singapore
Maiya Kinoshita, PR Planner & Copywriter, Dentsu, Japan
Sunaina Jairath, Communication @ Cred, Cred, India
Shafaat Hussain, Managing Director, Omnicom PR, Singapore

Social & Influencer Jury
Jury President – Tea Uglow, IC, Creative Lab, Google, Australia
Graham Drew, Chief Creative Officer, Grey, Malaysia
Akae Wang, Executive Creative Director, Tencent, China
Jax Jung, Global Creative Director, Cheil Worldwide, South Korea
William Beale, Associate Creative Director, APAC, VaynerMedia, Singapore
Pei Ling Ho, Global Creative Director, Creative Works, Google, Singapore
Satoshi Chikayama, Executive Creative Director, TBWA\HAKUHODO, Japan
Teeny Gonzales , CEO, Seven A.D., Philippines

Strategy & Effectiveness Jury
Jury President – Anupama Biswas, Senior Director, Analytics & Insight – APAC Lead, The Coca-Cola Company, Singapore
Ayu Sasaki, Creative Director, Dentsu, Japan
Seung Eun Jang, CEO, Overman, South Korea
Chris Colter, Chief Strategy Officer, Initiative, Australia
Priya Patel, Group CEO, DDB Group Aotearoa, New Zealand
Anil K Nair, CEO, VMLY&R, India
Sindhuja Rai, Global Media Investment and AMEA CX Lead, Mondelez International, Singapore

The juries will convene remotely to judge the work in February 2022 and the Spikes Asia Awards Grands Prix and Special Awards winners will be announced in March 2022.

‘Spikes Asia x Campaign Asia: The Experience’ is also set to return from 1-3 March 2022. and more information on the hybrid event will be released shortly. Interested delegates are welcome to register their interest here (bit.ly/308kr78).

About Spikes Asia

Spikes Asia celebrates inspiring Asia-Pacific creativity in advertising and marketing. Building on over 35 years of the illustrious Spikes Awards and Tangrams Strategy & Effectiveness Awards, Spikes Asia is the result of a collaboration between the organisers of Cannes Lions and Haymarket, publishers of Campaign Asia Pacific.

Spikes Asia is the region’s leading event for the creative community. It offers a spectacular celebration of creativity in marketing and communications, from forward-thinking content sessions by the industry’s most influential figures to superb networking opportunities, training and exhibitions of the region’s best creative work. The Awards are Asia Pacific’s top award for excellence in creative communications and marketing effectiveness, celebrating the very best in creativity across the region. They are the benchmark by which the region’s creativity is measured and they are continually honed and redefined to ensure they reflect current trends in creative marketing & communications.

The Spikes Asia will return as a virtual event in March 2022. In 2021, The Spikes Asia Festival of Creativity went virtual in partnership with Campaign Asia-Pacific to produce Spikes Asia X Campaign: The Virtual Experience. Over 3,000 creative communications professionals registered to be a part of the virtual experience which centred around the theme, Creativity is the Growth Engine.

About Ascential

Spikes Asia is part of Ascential. Ascential delivers specialist information, analytics and ecommerce optimisation platforms to the world’s leading consumer brands and their ecosystems. Our world-class businesses improve performance and solve problems for our customers by delivering immediately actionable information combined with visionary longer-term thinking across Digital Commerce, Product Design and Marketing. We also serve customers across Retail & Financial Services.

With more than 2,000 employees across five continents, we combine local expertise with a global footprint for clients in over 120 countries. Ascential is listed on the London Stock Exchange. www.ascential.com

About Haymarket

Haymarket Media Group creates award-winning specialist content and information for international audiences. The company has more than 70 market-leading brands created by world-class experts in locations in the UK, the US, Hong Kong, Singapore, India and Germany. Haymarket’s consumer and professional brands connect people and communities across digital, mobile, print and live/virtual media platforms. Although Haymarket’s portfolio is diverse, its mission is the same across borders and markets: to deliver brand experiences which truly meet the needs of its audiences and clients. Haymarket’s brands include Campaign, PRWeek, What Car?, Autocar, AsianInvestor and Finance Asia. www.haymarket.com

About Tangrams Strategy & Effectiveness Awards

Since their launch 18 years ago, the Tangrams (formerly Asian Marketing Effectiveness Awards) have set out to recognise and celebrate outstanding marketing effectiveness programmes in the region. Responding to the growing correlation of creativity and effectiveness, the programme has gradually aligned with Spikes in recent years, with 2022 seeing the full integration of the Tangrams Awards categories into the Spikes Asia Awards.

For further information:
For queries on Spikes Asia Awards, please send an email to awards@spikes.asia
For queries on the Young Spikes Competitions and Spikes Asia Academy, please email: RyhnL@spikes.asia

AppsFlyer teams up with Intel to introduce The AppsFlyer Privacy Cloud

The AppsFlyer Privacy Cloud is the Next Phase in the Company’s Evolution, Enabling a Better, Safer Digital Experience Through Ecosystem Collaboration

AppsFlyer announced it is collaborating with Intel to build the AppsFlyer Privacy Cloud. The AppsFlyer Privacy Cloud allows multiple entities to safely bring their data together based on their own business logic, guidelines and privacy requirements while leveraging a privacy-preserving tech stack including Aggregated Advanced Privacy (AAP), Aggregated Conversion Modeling (ACM), Data Clean Rooms, privacy preserving cryptographic solutions, Predictive analytics, and others.

AppsFlyer is collaborating with Intel to leverage the hardware-enhanced crypto acceleration in Intel’s 3rd Generation Intel Xeon Scalable platform to significantly speed up computation for the Privacy Cloud’s high performance advanced homomorphic encryption (HE) applications.

AppsFlyer’s Privacy Cloud is a trusted open platform for innovation that enhances end-users experience while preserving their privacy when using any connected device, on any platform, app store, OS or browser. Within the Privacy Cloud, platforms, app stores, ad-networks, and app developers will be able to define their own Privacy Cloud Applications (PCA) based on their business logic, privacy guidelines and tech stack.

This is especially relevant in Southeast Asia, an increasingly digitalized region and one where marketers are increasing their focus. The region has added 40 million new internet users in 2021, and the internet economy in the region expected to hit USD 363 billion in 2025, according to the recent e-Conomy SEA report. AppsFlyer’s own data also showed that the Asia Pacific region is one that will command the lion’s share of app install spend, with over half of global budgets in 2022.

Homomorphic encryption (HE) is a powerful new technique for enabling computation and collaboration on private and sensitive data through end-to-end encryption. It is an emerging form of encryption allowing private data computation without the need to decrypt the data. HE enables computing on always-encrypted data, resulting in enhanced privacy preserving capabilities. HE offers developers and brands a way to collaborate and gain insights across organizations, without compromising their end user privacy. Intel’s platform improves performance to support end-to-end data encryption.

This is a long-term ecosystem collaboration AppsFlyer and Intel will be investing in, and once it becomes widely available, AppsFlyer will be able to migrate parts of the Privacy Cloud Data Clean Rooms to a zero-trust cryptography solution, while preserving backward compatibility interfaces.

“The AppsFlyer Privacy Cloud is a natural next step of our current offering and our long-term vision,” said Oren Kaniel, CEO and Co-Founder, AppsFlyer. “AppsFlyer’s unique positioning means that we have a responsibility to carry out during these major ecosystem shifts. Cryptographic solutions such as HE could be a huge step forward for privacy led measurement, revolutionizing how brands gain insights. We’re thrilled to be working with Intel on this technology to make it a reality for our customers, and the entire ecosystem.”

“Asia Pacific has one of the most robust digital marketplaces in the world, with marketers and brands always looking at innovative ways to reach their audiences in the fastest growing ecommerce markets in the world. As the industry and consumers in the region develop their privacy concerns, we’re proud to announce this collaboration to lead the industry and help marketers thrive in this region,” said Ronen Mense, President, APAC, AppsFlyer.

“Homomorphic encryption is a powerful new tool, which will enable AppsFlyer’s partners and customers to gain valuable insights while maintaining a very high standard of user privacy,” said Nir Peled, general manager, Private AI and Analytics, Intel. “Our collaboration with AppsFlyer is a step toward the future of privacy preserving computing.”

For more on the AppsFlyer Privacy Cloud, visit: http://www.appsflyer.com/products/privacy-cloud/

Intel, the Intel logo, and other Intel marks are trademarks of Intel Corporation or its subsidiaries.

About AppsFlyer
AppsFlyer helps brands make good choices for their business and their customers through innovative, privacy-preserving measurement, analytics, fraud protection, and engagement technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and 9,000+ technology partners to create better, more meaningful customer relationships. To learn more, visit www.appsflyer.com.

Media Contacts
Debbie Beins
PRecious Communications on behalf of AppsFlyer
appsflyer@preciouscomms.com

Press Contact For AppsFlyer in APAC:
Nico Marco
nico.marco@appsflyer.com

NextPlay’s NextFin Division Receives Conditional License Approval for Insurance and Re-insurance Offerings

NextPlay Technologies, Inc. (NASDAQ: NXTP), a digital business ecosystem for digital advertisers, consumers, video gamers and travelers, announced that its NextFin Division has received conditional approval of its general insurance and re-insurance license application from the Labuan Financial Services Authority (Labuan FSA), a growing jurisdiction of choice by insurers and insurance intermediaries around the world.

The licensing enables NextPlay’s fintech division to establish primary insurance operations, NextShield LTD, that looks to initially offer products in the form of block-chained parametric comprehensive travel insurance and bank deposit insurance. These products can be offered directly to businesses globally, as well as further enhance the offerings of NextPlay’s other operating units, such as NextBank International, where it could help attract more sizeable deposits due to the licensed insurance coverage.

The re-insurance license enables the company to establish re-insurance operations, NextShield Re, which can offer to investors tokenized fully compliant insurance-linked securities (ILS). The company is expected to begin selling insurance policies in 2022.

Todd Bonner, head of NextPlay’s fintech division, will be leading the new insurance initiatives. He brings to the program significant experience in the insurance industry, including co-founding Pacific Century Insurance with Richard Li in Hong Kong which eventually exited in a $888 million transaction.

According to Bonner: “We are grateful to the Labuan FSA for working through the application process with us in a constructive manner and giving NextPlay the opportunity to push the boundaries of insurance and re-insurance innovation with a product portfolio that will be unique to the industry. We believe our initial products will offer clients a much-needed continuum of protection which has yet been unavailable to them under one policy. Of equal importance, we will offer easy and efficient onboarding. We are crypto-friendly, and NextBank and NextShield welcome partners globally.”

For partnership inquiries, contact todd.bonner@nextplaytechnologies.com.

About NextPlay Technologies

NextPlay Technologies, Inc. (Nasdaq: NXTP) is a technology solutions company offering games, in-game advertising, crypto-banking, connected TV and travel booking services to consumers and corporations within a growing worldwide digital ecosystem. NextPlay’s engaging products and services utilize innovative AdTech, Artificial Intelligence and Fintech solutions to leverage the strengths and channels of its existing and acquired technologies. For more information about NextPlay Technologies, visit www.nextplaytechnologies.com and follow us on Twitter @NextPlayTech and LinkedIn.

Forward-Looking Statements
This press release includes “forward-looking statements” within the meaning of, and within the safe harbor provided by the Safe Harbor Provisions of the Private Securities Litigation Reform Act of 1995, Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Forward-looking statements give our current expectations, opinions, belief or forecasts of future events and performance. A statement identified by the use of forward-looking words including “will,” “may,” “expects,” “projects,” “anticipates,” “plans,” “believes,” “estimate,” “should,” and certain of the other foregoing statements may be deemed forward-looking statements. Although the Company believes that the expectations reflected in such forward-looking statements are reasonable, these statements involve risks and uncertainties that may cause actual future activities and results to be materially different from those suggested or described in this news release. Factors that may cause such a difference include risks and uncertainties including, and not limited to, our need for additional capital which may not be available on commercially acceptable terms, if at all, which raises questions about our ability to continue as a going concern; the fact that the COVID-19 pandemic has had, and is expected to continue to have, a significant material adverse impact on the travel industry and our business, operating results and liquidity; amounts owed to us by third parties which may not be paid timely, if at all; certain amounts we owe under outstanding indebtedness which are secured by substantially all of our assets and penalties we may incur in connection therewith; the fact that we have significant indebtedness, which could adversely affect our business and financial condition; our revenues and results of operations being subject to the ability of our distributors and partners to integrate our alternative lodging rental (ALR) properties with their websites, and the timing of such integrations; uncertainty and illiquidity in credit and capital markets which may impair our ability to obtain credit and financing on acceptable terms and may adversely affect the financial strength of our business partners; the officers and directors of the Company have the ability to exercise significant influence over the Company; stockholders may be diluted significantly through our efforts to obtain financing, satisfy obligations and complete acquisitions through the issuance of additional shares of our common or preferred stock; if we are unable to adapt to changes in technology, our business could be harmed; our travel business depends substantially on property owners and managers renewing their listings; if we do not adequately protect our intellectual property, our ability to compete could be impaired; our long-term success depends, in part, on our ability to expand our property owner, manager and traveler bases outside of the United States and, as a result, our business is susceptible to risks associated with international operations; unfavorable changes in, or interpretations of, government regulations or taxation of the evolving ALR, Internet and e-commerce industries which could harm our operating results; risks associated with the operations of, the business of, and the regulation of, Longroot and NextBank International (formerly IFEB); the market in which we participate being highly competitive, and because of that we may be unable to compete successfully with our current or future competitors; our potential inability to adapt to changes in technology, which could harm our business; the volatility of our stock price; the fact that we may be subject to liability for the activities of our property owners and managers, which could harm our reputation and increase our operating costs; and that we have incurred significant losses to date and require additional capital which may not be available on commercially acceptable terms, if at all. More information about the risks and uncertainties faced by NextPlay are detailed from time to time in NextPlay’s periodic reports filed with the SEC, including its most recent Annual Report on Form 10-K and Quarterly Reports on Form 10-Q, under the headings “Risk Factors”. These reports are available at www.sec.gov. Other unknown or unpredictable factors also could have material adverse effects on the Company’s future results and/or could cause our actual results and financial condition to differ materially from those indicated in the forward-looking statements. Investors are cautioned that any forward-looking statements are not guarantees of future performance and actual results or developments may differ materially from those projected. The forward-looking statements in this press release are made only as of the date hereof. The Company takes no obligation to update or correct its own forward-looking statements, except as required by law, or those prepared by third parties that are not paid for by the Company. If we update one or more forward-looking statements, no inference should be drawn that we will make additional updates with respect to those or other forward-looking statements.

SOURCE: NextPlay Technologies, Inc.

Company Contacts:
Richard Marshall
Director of Corporate Development
NextPlay Technologies, Inc.
Tel (954) 888-9779
Email: richard.marshall@nextplaytechnologies.com

WARC and YouTube release “Brand-building at the speed of culture: The role of online video in Asia”

Insights from YouTube Works 2020-2021 reveal how brands can leverage the power of online video in the marketing mix

Online video is where culture is being cross-pollinated between brands, creators, fans and viewers. Every minute, 300 hours of content are uploaded on YouTube. One billion hours of content are watched on the platform every day and watch time has grown by 60% in the past year. At a time of unprecedented change, online video has emerged as an opportunity for brands to stay in tune and contribute regularly to interpret and recreate culture.

Brand-building at the speed of culture: The role of online video in Asia

“Brand-building at the speed of culture: The role of online video in Asia” is a new white paper released today by WARC, in partnership with YouTube, which looks at how brands can leverage culture to amplify their role in Asia’s online video landscape.

Providing key lessons for marketers, the report is derived from an analysis of the winners of YouTube Works 2020-2021 awards from across Asia, accompanied by industry insights and best practices from WARC.

Gautam Ramdurai, Head of YouTube Ads Marketing APAC, says: “We’ve partnered with WARC to understand how brands in the region have been keeping pace with shifting cultural trends and consumer behaviours to reach engaged customers on online video. In particular, we were curious to uncover common themes among winning YouTube Works campaigns and standout case studies across Asia.

“Our hope is to offer insights that all of us can use to be better brand builders, better content creators and most of all, better storytellers.”

Gabey Goh, Asia Editor, WARC, added: “Not all stories are told through video but all videos tell a story. Leveraging online video as the medium to keep pace with the ever-shifting parameters of cultural trends has proven effective for many brands. The winning YouTube Works awards case studies outlined in this report from across Asia share a common thread: All are anchored by nuanced cultural insights powering a creative and well-told story, executed seamlessly using the features and power of digital media to its fullest potential.”

The key insights outlined in “Brand building at the speed of culture: The role of online video in Asia” are:
– Pull cultural levers for emotional impact
Asia has a rich legacy of storytelling and success is dependent on how a brand story fits the cultural narrative and how well it resonates with the intended audience.

As seen with Kleenex Viva (www.youtube.com/watch?v=XJ6jzjyJ5ZM) in Taiwan, brands should align with relevant subcultures to find new stories that entertain, resonate and invite the community to share and amplify.

Leveraging humour in all its forms – from the absurd and irreverent, to wordplay, slapstick, and deadpan – is also an effective means to achieve an emotional connection and audience sharing. 21% of the winning case studies, including RC Cola (www.youtube.com/watch?v=001t19lgVhg) in the Philippines and Delicare Ms (www.youtube.com/watch?v=WGJIp0eKoDY) in Japan, used humour.

Traditions, rituals and festive celebrations have been reimagined digitally following COVID. Like Mondelez – Cadbury (www.youtube.com/watch?v=gBWLm6Sx1WI) in India, marketers should explore the interplay between culture and technology to find new opportunities to reinvent rituals in a way that enriches audiences.

– Take a new approach to building fame
Online personalities and creators who invest in building and strengthening the relationship with their highly engaged audiences, create opportunities for impactful brand collaborations.

Finding original, transparent and relatable ways to collaborate authentically with content creators is key, especially with Gen Z audiences, as seen by Bear Brand ImmD (www.youtube.com/watch?v=x6BIhgQI_QA) in Thailand.

Brands can leverage this insight and weave it intentionally into their brand-building efforts. The study found that 27% of the winning case studies that used online video were able to evoke consumer participation.

Listening to fans and reacting quickly to current events and topics dominating conversations online can also be a powerful way of amplifying a brand’s message, such as Amazon Prime in India.

– Activate purpose through community
A recent Kantar study showed that 31% of Asian consumers put a company’s positive impact on the community as among the top five most important brand attributes, whilst in WARC’s Marketer’s Toolkit 2021 (lp.warc.com/marketers-toolkit-2021-download.html), 60% of marketers in Asia agree that brands need to take a stand on social issues.

For businesses, supporting the community and having a clearly articulated purpose are now critical to success, and these often require navigating local complexities and nuances.

Like Nike (www.youtube.com/watch?v=DkkZAKmEMy4) in Japan and Rexona (Unilever) (www.youtube.com/watch?v=eA1t8Bh3Jyc) in Indonesia, strong storytelling via online video can help marketers bring their brand purpose to life, promote inclusive activities, and cultivate positive habits.

To help brands leverage the power of online video for effective marketing, the whitepaper includes full chapter analysis, WARC Best Practice, YouTube Works jury views and case study examples.

A complimentary copy of the report is available to download here (content.ascential.com/Download-YouTube-Works-Insights-Report.html).

Contact:

Amanda Benfell
Head of PR & Press
+44 20 7467 8125
amanda.benfell@warc.com

NextPlay Launches NextPlay X Soma Labs, an Innovation and Design Lab for Non-Fungible Tokens (NFTs), Social Games, and Metaverse Worlds

NextPlay Technologies, Inc. (NASDAQ: NXTP) (the Company), a digital business ecosystem for digital advertisers, consumers, video gamers and travelers, has teamed with Soma Innovation Lab and NFT Pro to launch NextPlay X Soma Labs, a digital design and innovation lab focused on developing non-fungible tokens (NFTs), social games and Metaverse virtual worlds for major brands, creators and agencies.

The joint venture will leverage Soma’s extended reality solutions, NFT Pro’s non-fungible tokens technology platform and NextPlay’s proprietary in-game advertising, game development, crypto-banking, Connected TV, travel booking engine and other NextPlay digital technologies to build foundational pathways to the Metaverse. This includes travel destinations, game worlds, museums, shopping centers, stores, social clubs and more – all experienced in the Metaverse.

Heralded as the next evolution of the Internet, the Metaverse is an immersive online virtual world which incorporates augmented reality, virtual reality, 3D holographic avatars, interactive video and other means of digital communication and interaction. The Metaverse is a hyper-real alternative world that you can coexist in through a computer or television screen, or by using special glasses or goggles for a more immersive experience.

As a demonstration of this interconnected ecosystem, in a matter of a few weeks, the company expects to launch Issue by Travel Magazine (“Issue”), an adventure travel portal that will offer inviting onramps into the Metaverse. As an extension of NextPlay’s existing Travel Magazine, Issue will feature immersive content, XR showrooms, mini games, NFT offerings and more – all created by NextPlay X Soma Labs.

NextPlay’s technical teams will lead the lab’s development effort, including conceptualization, character development, and asset design, as well as the creation of marketplaces that offer NFT smart contracts.
Soma brings to the joint effort expertise in the production of virtual reality, augmented reality, and mixed reality media, as well as the creation of film, gaming, television, and music video content for global brands and advertising agencies worldwide.

In addition to creating metaverse spaces, the lab will provide end-to-end solutions for brands and advertisers to launch their own branded, fully customizable NFTs-powered experiences and marketplaces directly on their website. NFT Pro will support the lab’s NFT digital asset offerings. NFTs can represent real-world objects like art, music, in-game items and videos, and are usually encoded with the same underlying technology as cryptocurrencies.

“NextPlay X Soma Labs will help shape and grow the fast-evolving world of digital goods and tokens, and the emerging Metaverse,” commented Soma Innovation Lab’s CMO, Karen Morgan. “The importance of brands, creators and agencies to enter this space with elevated urgency was recently highlighted with the renaming of Facebook to Meta and it stated new focus on the vast emerging opportunities for global consumer engagement and monetization presented by the Metaverse.

“We believe we are at just the beginning of a digital renaissance in the worlds of art and content creation,” continued Morgan. “We now have a unique opportunity to build a flourishing ecosystem of brands, artists, collectors and curators who will help us build meta communities at the intersection of culture and commerce.”

According to NextPlay co-CEO, Bill Kerby: “The Metaverse is emerging as the next wave of consumer engagement beyond the Internet as we know it. It will enable people to build, buy, sell, perform, collaborate, and play together in real time like never before. Our new digital innovation and design lab is positioning to be at the forefront in developing Metaverse spaces and multi-touchpoint opportunities for advertisers and brands.

“NextPlay X Soma Labs will live at the center of our digital ecosystem of gaming, crypto-banking, fintech, Connected TV, travel and tourism, and entertainment,” added Kerby. “We see it interconnecting these powerful segments of our business with a goal to drive new high-margin revenue streams.”

To learn more about NextPlay X Soma Labs, contact Richard Marshall, director of corporate development of NextPlay Technologies, at +1 (954) 888-9779 or email richard.marshall@nextplaytechnologies.com .

About Soma Innovation Lab
The Innovation Lab operates at the intersection of experiential marketing, content creation, technology, and commercial entertainment. Its studio produces end-to-end services for global brand campaigns and specializes in strategy, design, and production across next generation platforms. For more information, visit www.theinnovationlabla.com.

About NFT Pro
NFT Pro(TM) is a Silicon Valley-based company founded by former Big 4 consultants. Since 2017, it has enabled premium brands to achieve increased revenue streams and consumer engagement by monetizing their digital identity through NFTs sold both as authentic collectibles and in-game items (i.e., skins). It provides its clients with the right enterprise-focused trifecta of technology, people, and process to align with their own corporate high standards. NFT Pro is already trusted by global brands such as: Lamborghini, Prada, Juventus, Atari, UC Berkeley, USC, and ELF. For more information, visit nftpro.com.

About NextPlay Technologies
NextPlay Technologies, Inc. (Nasdaq: NXTP) is a technology solutions company offering games, in-game advertising, crypto-banking, connected TV and travel booking services to consumers and corporations within a growing worldwide digital ecosystem. NextPlay’s engaging products and services utilize innovative AdTech, Artificial Intelligence and Fintech solutions to leverage the strengths and channels of our existing and acquired technologies. For more information about NextPlay Technologies, visit www.nextplaytechnologies.com and follow us on Twitter @NextPlayTech and LinkedIn.

Forward-Looking Statements
This press release includes “forward-looking statements” within the meaning of, and within the safe harbor provided by the Safe Harbor Provisions of the Private Securities Litigation Reform Act of 1995, Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Forward-looking statements give our current expectations, opinions, belief or forecasts of future events and performance. More information about the risks and uncertainties faced by NextPlay are detailed from time to time in NextPlay’s periodic reports filed with the SEC, including its most recent Annual Report on Form 10-K and Quarterly Reports on Form 10-Q, under the headings “Risk Factors”. These reports are available at www.sec.gov. Other unknown or unpredictable factors also could have material adverse effects on the Company’s future results and/or could cause our actual results and financial condition to differ materially from those indicated in the forward-looking statements. Investors are cautioned that any forward-looking statements are not guarantees of future performance and actual results or developments may differ materially from those projected. The forward-looking statements in this press release are made only as of the date hereof. The Company takes no obligation to update or correct its own forward-looking statements, except as required by law, or those prepared by third parties that are not paid for by the Company. If we update one or more forward-looking statements, no inference should be drawn that we will make additional updates with respect to those or other forward-looking statements.

SOURCE: NextPlay Technologies, Inc

Company Contacts:
Richard Marshall
Director of Corporate Development
NextPlay Technologies, Inc
Tel (954) 888-9779
Email: richard.marshall@nextplaytechnologies.com

Karen Morgan
Co-Founder | CMO
Soma Innovation Lab
Tel (310) 936-8481
Email: karen@soma365.com

NextPlay Announces a Request for Proposals for Its Upcoming Suite of Stable Coins

NextPlay Technologies, Inc. (Nasdaq: NXTP), a digital business ecosystem for digital advertisers, consumers, video gamers and travelers, announces it is seeking partners to power a suite of digital stable coins. NextPlay’s suite of coins will be built on top of recently acquired enabling technologies from Token IQ Inc. and enabled by NextPlay’s Longroot and NextBank units.

The suite of coins will cover a broad array of assets including various fiat currencies across a group of crypto chains with the goal of maximizing both the fiat and digital currency interoperability. With this goal in mind NextPlay is soliciting information from technology, banking, exchange, and digital chain partners.

“We are seeking partnership with technology minded financial institutions and compliance minded crypto infrastructure providers throughout the world with a particular focus on Southeast Asia and Africa,” said Mark Vange, NextPlay CTO.

Initial use-cases for the stable coin span the breadth of NextPlay’s operations including video game currency, in-game advertising, travel and travel-related offers as well as banking, investment and payments. Once established, the coin suite will be offered to the general public and to partner exchanges.

“With our unique blend of licensed and compliant operations in various realms of finance, and a team with rich experience in both digital currency and games, we look forward to enabling in-app rewards, advertising as well as Non-Fungible Token based games by establishing easy on- and off-ramps for the general public,” said Nithinan (Jessie) Boonyawattanapisut, co-CEO.

To contact the coin team and schedule a preliminary call please contact inforequest@nextplaytechnologies.com.

About NextPlay Technologies
NextPlay Technologies, Inc. (Nasdaq: NXTP) is a technology solutions company offering games, in-game advertising, crypto-banking, connected TV and travel booking services to consumers and corporations within a growing worldwide digital ecosystem. NextPlay’s engaging products and services utilize innovative AdTech, Artificial Intelligence and Fintech solutions to leverage the strengths and channels of our existing and acquired technologies. For more information about NextPlay Technologies, visit nextplaytechnologies.com and follow us on Twitter @NextPlayTech and LinkedIn.

Forward-Looking Statements
This press release includes “forward-looking statements” within the meaning of, and within the safe harbor provided by the Safe Harbor Provisions of the Private Securities Litigation Reform Act of 1995, Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Forward-looking statements give our current expectations, opinions, beliefs or forecasts of future events and performance. A statement identified by the use of forward-looking words including “will,” “may,” “expects,” “projects,” “anticipates,” “plans,” “believes,” “estimate,” “should,” and certain of the other foregoing statements may be deemed forward-looking statements. Although the Company believes that the expectations reflected in such forward-looking statements are reasonable, these statements involve risks and uncertainties that may cause actual future activities and results to be materially different from those suggested or described in this news release. Factors that may cause such a difference include risks and uncertainties related to our need for additional capital which may not be available on commercially acceptable terms, if at all, which raises questions about our ability to continue as a going concern; the fact that the COVID-19 pandemic has had, and is expected to continue to have, a significant material adverse impact on the travel industry and our business, operating results and liquidity; amounts owed to us by third parties which may not be paid timely, if at all; certain amounts we owe under outstanding indebtedness which are secured by substantially all of our assets and penalties we may incur in connection therewith; the fact that we have significant indebtedness, which could adversely affect our business and financial condition; uncertainty and illiquidity in credit and capital markets which may impair our ability to obtain credit and financing on acceptable terms and may adversely affect the financial strength of our business partners; the officers and directors of the Company have the ability to exercise significant influence and voting control over the Company; stockholders may be diluted significantly through our efforts to obtain financing, satisfy obligations and complete acquisitions through the issuance of additional shares of our common or preferred stock; if we are unable to adapt to changes in technology, our business could be harmed; our travel business depends substantially on property owners and managers renewing their listings; if we do not adequately protect our intellectual property, our ability to compete could be impaired; our long-term success depends, in part, on our ability to expand our property owner, manager and traveler bases outside of the United States and, as a result, our business is susceptible to risks associated with international operations; unfavorable changes in, or interpretations of, government regulations or taxation of the evolving ALR, Internet and e-commerce industries which could harm our operating results; risks associated with the operations of, the business of, and the regulation of our recent acquisitions of Longroot Holding (Thailand) Company Limited (Longroot), HotPlay Enterprise Limited (HotPlay) and NextBank International (formerly IFEB); the market in which we participate being highly competitive, and because of that we may be unable to compete successfully with our current or future competitors; our potential inability to adapt to changes in technology, which could harm our business; the volatility of our stock price; risks associated with the integration of the operations of HotPlay, Longroot and IFEB, which acquisitions we recently competed; the fact that we may be subject to liability for the activities of our property owners and managers, which could harm our reputation and increase our operating costs; and that we have incurred significant losses to date and require additional capital which may not be available on commercially acceptable terms, if at all. More information about the risks and uncertainties faced by NextPlay are detailed from time to time in NextPlay’s periodic reports filed with the SEC, including its most recent Annual Report on Form 10-K and Quarterly Reports on Form 10-Q, under the headings “Risk Factors”. These reports are available at www.sec.gov. Other unknown or unpredictable factors also could have material adverse effects on the Company’s future results and/or could cause our actual results and financial condition to differ materially from those indicated in the forward-looking statements. Investors are cautioned that any forward-looking statements are not guarantees of future performance and actual results or developments may differ materially from those projected. The forward-looking statements in this press release are made only as of the date hereof. The Company takes no obligation to update or correct its own forward-looking statements, except as required by law, or those prepared by third parties that are not paid for by the Company. If we update one or more forward-looking statements, no inference should be drawn that we will make additional updates with respect to those or other forward-looking statements.

SOURCE: NextPlay Technologies, Inc

Company Contact:
NextPlay Technologies
Richard Marshall
Director of Corporate Development
Tel (954) 888-9779
Richard.Marshall@NextPlayTechnologies.com

Spikes Asia Announces 2022 Jury Presidents

Spikes Asia has announced the fourteen industry leaders set to judge Asia Pacific’s most prestigious creative communications awards. For the first time, gender parity has been reached and Spikes Asia has the strongest female representation across its Jury Presidents in its 35 editions.

This year’s Jury Presidents come from across the region including China, Hong Kong, Japan, Singapore, Australia, New Zealand, India and The Philippines, as well as from a mix of disciplines from throughout the industry.

Speaking about this year’s Jury Presidents, Philip Thomas, Chairman, Spikes Asia, said, “It’s an exciting time for Spikes Asia as we incorporate the Tangrams Awards to create the definitive benchmark for both creative excellence and marketing strategy and effectiveness across Asia-Pacific. This collection of outstanding talent is representative of the evolved Spikes Asia Awards and we are delighted to have them all onboard.”

The Jury Presidents will judge work in 24 awards categories, including in the three newly launched Spikes – Strategy & Effectiveness, Creative Data and Social & Influencer – which are in response to the shifting creative trends across the region.

The 2022 Jury Presidents are announced as follows:

Brand Experience & Activation and Creative eCommerce Jury President
Natalie Lam, Chief Creative Officer, Publicis Groupe, APAC, MEA

Creative Effectiveness Jury President
Michaela Lyon, Integrated Client Lead, Dentsu, Hong Kong

Design and Industry Craft Jury President
Paul Chan, Chief Creative Officer, Cheil Worldwide, Hong Kong

Direct and Outdoor Jury President
David Guerrero, Creative Chair, BBDO Guerrero, The Philippines

Entertainment and Music Jury President
Kazoo Sato, Chief Creative Officer, TBWA\Hakuhodo, Japan

Film, Print & Publishing and Radio & Audio Jury President
Paul Nagy, Chief Creative Officer, VMLY&R AUNZ, Australia and New Zealand

Film Craft Jury President
Sneha Iype, Partner, Executive Producer, Nirvana Films, India

Healthcare Jury President
Wendy Chan, Chief Creative Officer, Edelman, China

Innovation and Creative Data Jury President
Emad Tahtouh, Principal – Creative Technology, Deloitte, Australia

Media Jury President
Kasper Aakerlund, Regional President, UM, APAC

Mobile and Digital Craft Jury President
Jean Lin, Executive Officer, Dentsu Group Inc., China

PR Jury President
Shouvik Prasanna Mukherjee, Chief Creative Officer, Asia Pacific, Golin, Asia Pacific

Social and Influencer Jury President
Tea Uglow, IC, Creative Lab, Google, Australia

Strategy & Effectiveness Jury President
Anupama Biswas, Senior Director, Analytics & Insight – APAC Lead, The Coca-Cola Company, Asia Pacific

Key awards information:
– Awards are now open for entries and entries can be submitted here
– The Tangrams Awards have been incorporated into the Spikes Asia Awards to recognise the vital link between creativity and marketing effectiveness
– Final entry deadline is 20 January 2022 at 11.59pm SGT.
– Three new awards added: Strategy & Effectiveness Spike, Creative Data Spike, and Social & Influencer Spike.
– The Digital Spike will be retired from the awards.
– Spikes award sections and categories are expanded. Further information can be found here

The Jury Presidents and their juries will convene remotely to judge the work in February 2022 with the winners of the Spikes Asia Awards announced on 3 March 2022. “Spikes Asia x Campaign Asia: The Experience” is also set to return from 1-3 March 2022 and more information on the hybrid event will be released later in the year. Interested delegates are welcome to register their interest here.

About Spikes Asia

About Ascential

About Haymarket

About Tangrams Strategy & Effectiveness Awards

For further information:

For queries on Spikes Asia Awards, please send an email to awards@spikes.asia
For queries on the Young Spikes Competitions and Spikes Asia Academy, please email: RyhnL@spikes.asia

AppsFlyer Launches SKAdNetwork Ranking for the New Privacy Era in Latest Performance Index; Xiaomi is Fastest-growing Media Source in Southeast Asia

The first index following Apple’s ATT enforcement shows that mobile media sources are still adapting to the new privacy reality

AppsFlyer, the marketing measurement and experience platform, today released the 13th edition of its Performance Index, ranking the top media sources in mobile advertising. In its edition, AppsFlyer is pioneering the SKAN Index, a SKAdNetwork ranking that reflects the new reality of privacy generated by the enforcement of Apple’s App Tracking Transparency (ATT) framework.

Apple’s ATT impact on the mobile industry has been substantial. While Facebook dominated AppsFlyer’s pre-SKAdNetwork iOS rankings, TikTok for Business claimed the number one spot in the first SKAN Index. Facebook dropped to second and also lost the top spot to Apple Search Ads (ASA) in the Retention Index among consenting users. Google, on the other hand, in line with AppsFlyer’s previous rankings, continues to dominate in Android and drive the largest number of installs in app marketing.

The Growth index found that Xiaomi took top spot as the fastest-growing media source for Android mobile advertising in Southeast Asia — beating out Adjoe and Adfly. However, Adjoe still ranked as the fastest-growing media source globally, with its 60% increase in clients and 2.5% rise in non-organic installs largely driven by success in Southeast Asia.

TikTok for Business leads power ranking in industry-first SKAN Index
TikTok For Business has adapted the best to SKAdNetwork six months after Apple’s ATT enforcement, capturing first in the power ranking with good quality at scale, and reaching fifth place in the volume ranking. Facebook took the second spot in the power ranking, losing ground since the enforcement of ATT, but took first place in the volume ranking due to its scale.

AppLovin ranked third in both the power and volume rankings, with Google Ads coming in fourth in the power ranking. While traditionally not the most dominant media source in iOS, Google did place second in the volume ranking.

“The impact of ATT on the mobile app industry has been substantial, and AppsFlyer’s goal was to provide advertisers with the most accurate scorecard based on the media sources that can, ultimately, drive the most value in this new era of privacy,” said Sam Chiu, Senior Director of Marketing, APAC, AppsFlyer. “While it’s clear that we are still in a transition phase, and that media sources have to adapt to a completely different measurement framework that requires significant changes to their existing technologies, we wanted to provide marketers with a direction with which partners to work with in this new reality.”

Google continues to dominate Android, widening its lead from the rest
Google is continuing to exponentially drive the largest number of installs in app marketing, further increasing its lead over Facebook in Android devices. The search giant ranked first in the Retention Index’s power and volume rankings in all Gaming and non-gaming categories, with the exception of racing games. Most of its growth came from Gaming, where it increased its share in global app installs by 5% comparing H1 2021 to H2 2020.

Google enjoys the biggest reach in every region, but most of its growth comes from Android-dominated countries, particularly in India, Latin America, and Southeast Asia. Google’s unrivaled reach in Android is also the main reason why it is ranked number two in the In-App Purchases (IAP) Index power ranking with a score that was only slightly lower than Facebook’s. However, it did claim the first spot in the power ranking in non-gaming as well as in the Casual gaming group.

The remarketing Index shows that although Facebook still dominates this category, Google is closing the gap and has even claimed the top spot in Europe and among Finance apps, globally. In fact, Google increased its share of the app remarketing conversion pie by 33% comparing H1 2021 and H2 2020.

Apple Search Ads overtakes Facebook among consented users in iOS

AppsFlyer found that among consenting users, Apple Search Ads (ASA) ranked first in both the Retention Index’s global power and volume rankings. In fact, iOS marketers flocked to ASA following the enforcement of ATT, with ASA reaching almost 60% of its traffic from the previous index which covered the entire second half of 2020 in only seven weeks.

ASA is the only media source in iOS that functions independently of SKAdNetwork and deterministically attributes users. While ASA is not a lateral comparison to other media sources in the rankings, AppsFlyer applied the same methodology for ASA and its competitors despite the differences in which they operate due to ASA’s volume of users with full data granularity, which is ultimately what marketers seek.

ASA’s success was driven by non-gaming apps where it ranked first, thanks to the top spot it secured in the Life & Culture group in seven regions across the globe: Eastern Europe, Greater China, Japan & Korea, Latin America, Middle East, North America, and Western Europe. In Gaming, ASA ended up third in the power ranking and fourth in the volume ranking. Its performance in Gaming was largely driven by its first-placed power rankings in the Casual Gaming group in Japan & Korea, the Middle East, Western Europe, and North America.

ASA’s advantage was also evident in the IAP Index, overcoming Facebook to take the number one global power and volume ranking, driving quality users at scale, with a first place showing in non-gaming and second place result in Gaming.

Methodology:
AppsFlyer’s Performance Index analyzed a total of 623 media sources, 33 billion installs, and over 17,000 apps. From this, the SKAN Index covered 150 million postbacks from over 3,000 apps. To ensure the accuracy of data during this transition phase, AppsFlyer utilized SKAN data from August 1st to September 30th, 2021.

To access the full version of the latest AppsFlyer Performance Index, please visit:
https://www.appsflyer.com/resources/reports/performance-index/

About AppsFlyer
AppsFlyer helps brands make good choices for their business and their customers through innovative, privacy-preserving measurement, analytics, fraud protection, and engagement technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and 8,000+ technology partners to create better, more meaningful customer relationships. To learn more, visit www.appsflyer.com.

WARC, TikTok and Publicis Groupe release “From Discovery to Purchase: The Role of Community Commerce” a new study revealing the potential of creator-driven marketing for brand growth

The survey-led white paper explores new and effective opportunities for brands and retailers to sell directly to consumers through social commerce
80% of TikTok users say the platform helps them get ideas about brands and products they had never thought of before

WARC, in partnership with TikTok (www.tiktok.com) and Publicis Groupe (www.publicisgroupe.com/fr/splash), have today released a new study exploring the role social communities play in influencing purchase decisions, outlining the huge potential for brands to engage with audiences and increase unplanned purchases by narrowing the funnel between product discovery and purchase.

Alex Brownsell, Senior Editor – Media, WARC said: “As social media’s popularity and influence continue to grow, community commerce is rapidly evolving to provide an innovative, effective and fast-paced way for brands and retailers to sell directly to consumers. The findings in this report will help marketers seize new opportunities to deliver brand growth through these social communities.”

The survey-led study, “From Discovery to Purchase: The Role of Community Commerce”, outlines the following insights:
(1) Community commerce as an emerging opportunity
Accelerated by the ongoing shift to digital, community commerce – defined in this report as entertaining creator-driven social content featuring brands – sits at the intersection of community, shopping and entertainment.

With the right approach and authenticity, brands can fit seamlessly into this social environment and engage with audiences as they congregate around particular interests, hashtags or creative stories. Brands offering genuine value exchange and willingness to test and learn are already reaping the rewards.

Amy Lanzi, EVP, North America Practice Lead, Publicis Commerce, comments: “The intersection of community, shopping and entertainment is what’s really different about TikTok. I can move from being entertained by my favourite creators into a shopping moment – or telling my friends about it or sharing it – pretty easily.”

(2) Discovery and inspiration disrupt the path to purchase
Social platforms have disrupted the purchase journey, which is now led by spontaneous discovery and inspiration. Every moment on a platform is an opportunity for conversion, and authentic creativity is key to attracting and retaining the audience’s attention.

With social platforms inspiring 70% of consumers to shop, even when they weren’t looking to, the power of community can drive engagement and stimulate decision-making.

John Dillon, EVP, Chief Brand Officer, Denny’s says “… The creative should be based in that community. Don’t do ads, do stories. That’s really the magic we see and that’s why platforms like TikTok have the ability to enable brands to get back to being creative and telling stories.”

(3) Propelling purchase decisions
Social platforms’ role as a connector makes it an ideal place for brands to reach their audiences, and by collaborating with creators, brands aren’t just placing themselves in front of people anymore, they’re becoming part of communities, and that drives action.

To maximise opportunities, brands must make the most of technologies that facilitate a seamless community commerce experience. All product categories have the potential to convert audiences: beauty, clothing and accessories led the way, and now luxury and automotive are also maximising opportunities.

Daniela Mercado, Head of Mobile Marketing, Samsung Electronics America, notes: “Beauty and fashion are definitely leaders in social media. They have done an incredible job, and because of the success that they have seen, the more expensive brands are following.”

(4) Content creators are the new brand storytellers
Creators are invaluable for driving the engagement that facilitates community commerce. They boost discovery (78%), educate and inform their audiences (76%), and inspire their audiences to try new products (73%).

Community is the new version of word-of-mouth, making it a powerful force for all types of social commerce, and the opinions of followers can boost or block sales. It stimulates belonging, information-sharing, and ultimately demand for your product through the powerful influence it can wield.

Kevin Shapiro, Senior Vice President, US Marketing – Consumer Beauty, Coty, said: “Influencers are really important because they each have their own reason for loving our brands. It’s fun to discover why someone is using our products, and we like to elevate and share those voices of discovery because they are authentic and true.”

The “From Discovery to Purchase: The Role of Community Commerce” study is based on a global survey of 2,230 consumers, 18-45 year-olds using two or more social media platforms (including TikTok, YouTube, Facebook, Instagram, Snapchat, Kwai), across 11 markets (Brazil, Canada, France, Germany, Indonesia, Italy, Saudi Arabia, Spain, United Arab Emirates, United Kingdom, United States), as well as one-on-one interviews with 18 C-suite marketing leaders (including Coty, Denny’s, Disney Parks, Mondelez, Monster, Nestle, Samsung Electronics, TikTok and Publicis Groupe) and analysis of WARC’s latest proprietary research.

A complimentary copy of the report is available to download from content.ascential.com/tiktok-report-download.html. The study includes chapter analysis, data analytics, case studies, expert commentary from industry leaders and implications for brands.

Contact:

Amanda Benfell
Head of PR & Press
+44 20 7467 8125
amanda.benfell@warc.com

Spikes Asia Awards 2022 Announces the Integration of the Tangrams Awards and Launch of the Strategy & Effectiveness Spike

Spikes Asia opens entries for the 35th edition of the Spikes Asia Awards and announces the integration of the prestigious Tangrams Awards and the launch of the new Strategy & Effectiveness Spike, in response to the evolving correlation between creativity and effectiveness.

The Spikes Asia Awards, Asia Pacific’s top award for excellence in creative communications, will now serve as the definitive benchmark for both creative excellence and marketing strategy and effectiveness across Asia-Pacific.

The new Strategy & Effectiveness Spike celebrates strategies that deliver measurable results and ideas that balance bold creativity and sustained business impact and aims to champion a culture of creativity, strategy and effectiveness, which is growing within agency and client organisations in the region.

Jenny Lau, Events Director, Spikes Asia, comments: “It’s an exciting time in the evolution of Spikes Asia as we announce the new Strategy & Effectiveness Spike, cementing the awards’ role as the definitive benchmark for both creativity and marketing effectiveness across APAC. This new award reinforces the importance of synergising creativity and effectiveness, which for too long, have remained disparate. We believe that when creativity is effective and effective work is creative, it has even greater power to positively impact people, brands and the world.”

The Spikes Asia Awards are updated each year to reflect the rapidly evolving creative industry landscape in Asia-Pacific. In 2022, significant changes respond to shifting creative trends across the region. Spikes Asia launches new awards: The Creative Data Spike, which celebrates the interplay of ideas and information and the Social & Influencer Spike, celebrating creative social thinking and strategic influencer marketing solutions, while the Digital Spike has now been retired.

Atifa Silk, Managing Director at Haymarket Media Asia, comments: “In consultation with the APAC creative community, and in response to rapid evolutions in the industry landscape, a number of Spikes Award categories have been refreshed and expanded for 2022. We look ahead to next March with great anticipation, as an opportunity to celebrate and benchmark world-class and effective creative work from across the region.”

Key awards information
– Awards open for entries on 14 October 2021
– Final entry deadline is 20 January 2022 at 11.59pm SGT.
– Three new awards added: Strategy & Effectiveness Spike, Creative Data Spike, and Social & Influencer Spike.
– The Digital Spike will be retired from the awards.
Spikes award sections and categories are expanded. Further information can be found here (https://www.spikes.asia/awards-information/whats-new).

The winners of the Spikes Asia Awards will be announced in March 2022 along with the return of Spikes Asia x Campaign Asia: The Experience. More information on the hybrid event will be released later in the year. Interested delegates are welcome to register their interest for free here (https://www.spikes.asia/misc/saxca-2022).

About Spikes Asia

Spikes Asia is the region’s leading event for the creative community. It offers a spectacular celebration of creativity in marketing and communications, from forward-thinking content sessions by the industry’s most influential figures to superb networking opportunities, training and exhibitions of the region’s best creative work. The Awards are Asia Pacific’s top award for excellence in creative marketing & communications, celebrating the very best in creativity across the region. They are the benchmark by which the region’s creativity is measured and they are continually honed and redefined to ensure they reflect current trends in creative marketing & communications.

About Ascential

About Haymarket

About Tangrams Strategy & Effectiveness Awards

For queries on Spikes Asia Awards, please send an email to awards@spikes.asia
For queries on the Young Spikes Competitions and Spikes Asia Academy, please email: RyhnL@spikes.asia