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Club Med appoints Artefact for digital duties across 10 APAC markets

Club Med appoints Artefact for digital duties across 10 APAC markets

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Club Med, a company specialising in all-inclusive holidays, has selected digital and data agency Artefact Asia Pacific to manage digital duties for a period of 12 months, with the account being led out of Singapore. The duties comprise programmatic, search and social across 10 markets, including Singapore, Malaysia, Indonesia, Thailand, Hong Kong, Taiwan and Japan. The appointment comes after a pitch held in April and May, which saw four agencies vying for the account including incumbent iProspect.

In a statement to Marketing, MD, Southeast Asia and Australia Elena Mirandola said Club Med's key objective was to centralise its strategy and execution in Singapore, and its key requirement was to find an agency that could help them in this journey. It also wanted the agency to act as a partner and an extension of its marketing arm.

"Transparency on data and platforms and a data-driven approach are two important values for Club Med, which Artefact demonstrated fully. Artefact's unique precision marketing framework was the cherry on the cake and a key contributor to the win," Mirandola explained.

She added that this pitch is a "perfect example" of the strength of its international collaboration. According to her, multiple Artefact offices were involved in the pitch, from Southeast Asia to China, Hong Kong and France. This showcases one of Artefact's key values - collaboration. She added that Artefact also brings its operational team to pitches instead of just the senior management. She explained that such a practice is extremely important because clients want to see the people they are working with.

"We believe in bringing talented people together. We are team players and we are confident that our cross-country expertise and collaboration can be very beneficial to many clients in the Asia Pacific region," she explained.

In a bid to better service Club Med from its Singapore office, the agency expanded its digital and data marketing team, as well as launched a data consulting and transformation arm in Singapore. Both teams will work closely to solve clients' business challenges revolving around data.

Vincent Ong, vice president, marketing and communications, Asia Pacific told Marketing: “We’re delighted to work with Artefact which complements the Club Med brand’s strengths and deeply understands our audience, to provide personalisation that elevates our brand, delivers hotel revenue, and which showcases our best-in-class digital commerce and first-to-market guest experiences."

(Photo courtesy: Club Med's Facebook page)

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