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Dentsu launches specialist unit MamaLab to better understand moms

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Dentsu has launched MamaLab, Asia Pacific's first specialist marketing solutions network that focuses solely on mothers. According to the press statement, the concept of family and motherhood has evolved "significantly" in recent years, and the rise of digital and Millennial mothers has further expanded an already diverse market. As such, MamaLab was created to understand and respond to the change.MamaLab will be headquartered in Singapore and helmed by chief creative officer Merlee Jayme (pictured left). According to Jayme, MamaLab chose Singapore as its headquarters because it is the regional hub for Dentsu and many of its clients. This enables Dentsu to serve clients in Asia Pacific as well as in each local market. MamaLab was first conceived in Tokyo as a strategic support unit in 2009 and will now fully operate in Indonesia, the Philippines and Taiwan, in addition to Singapore and Japan.MamaLab will provide a full spectrum of marketing solutions services including strategy, creative and digital capabilities to help multinational and local businesses engage with mothers. It will also draw on the expertise of its teams around Asia Pacific to provide strategic insights and creative input on mothers and motherhood, enabling brands to create relevant and genuine campaigns which better connect with mothers and meet their evolving needs. MamaLab's strategic planning tool MamaNavi, will be powered by SenseAsia, Dentsu's proprietary brand health intelligence platform.Among the list of clients working with MamaLab include Merries, Breeze, Citreon and BabyLove Nappies. Dentsu is planning to roll out more MamaLabs in other global markets such as Thailand, as well as relaunch in China and India as full service marketing solutions centres, before the end of the year.“Mothers are a tough target market. As mothers are often the main decision maker for families, marketers need to truly understand what motivates and inspires moms of different ages, cultures and personalities. MamaLab will partner with multinational and local brands, help them uncover the power of mothers and engage with moms through genuinely insightful, thoughtful and innovative campaigns that are also cool and fun!” Jayme said.“MamaLab puts into action our commitment to meaningfully engage specific communities, especially in Asia Pacific where rising household consumption continues to grow. Modern mothers are a powerful market and play an important role in the global economy. MamaLab’s unique marketing solutions model is an innovative business solution consistent with our efforts to build an inclusive digital economy for all," Takaki Hibino, CEO of Dentsu Brand Agencies APAC, said.   

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