Alibaba-backed Lazada has appointed Dentsu Aegis Network’s Vizeum as its lead media agency. This comes after a regional pitch was launched by the eCommerce player two months ago. The duties, Marketing understands, cuts across Singapore, Malaysia, Indonesia, Thailand, The Philippines and Vietnam. Dentsu Aegis Network has declined to comment on Marketing‘s queries.
Lazada is one of the biggest players in eCommerce currently across the region. It recently showed off its marketing prowess with the push of LazMalls and “Super eBusinesses” across Southeast Asia. The offerings, dubbed super-solutions, are aimed at resolving three pain points that brands and sellers face – branding, marketing and sales.
These features, which have been rolled out in conjunction with Lazada’s seventh birthday celebrations, are aimed at brands and sellers, of all sizes, to ensure they are well-positioned to ride the eCommerce boom in Southeast Asia. To promote its birthday celebrations, the agency also worked with BBDO Singapore to throw a rousing 7th birthday bash in Singapore.
Meanwhile, another big event that shaped Lazada this year was its integration of RedMart products into its platform on 15 March 2019, as part of its efforts to ramp up its supermarket business in Southeast Asia. With the integration, Lazada looks to accelerate its growth to become the region’s “biggest eCommerce ecosystem”. The new RedMart will feature similar design, tools and functions as the existing RedMart app and website. In a press statement, RedMart said that users can expect the same shopping experience – from browsing to the ordering process.
This also saw the promotion of its RedMart CMO Jean Thomas to the role of Lazada Singapore CMO. Thomas joined the company in 2017 as director of brand and acquisition marketing, during which he grew RedMart’s presence in Singapore, improving public perception and getting offline supermarket shoppers to shop online on RedMart. Prior to joining RedMart, Thomas was the CEO of publishing company Urban Walkabout based in Sydney, Australia for a year.