Dentsu bolsters CXM offering across SEA

Advertising and public relations company Dentsu is bolstering the expansion of its Customer Experience Management (CXM) capabilities across Southeast Asia. Sanchit Mendiratta has been appointed as chief growth officer, SEA, in addition to his promotion as managing director, CXM, dentsu Singapore. Concurrently, Trishe Goh has been promoted to senior director of growth, Merkle.

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Mendiratta has worked in Merkle Singapore for 12 years, starting from a director of technology and products in 2012. Meanwhile, Goh worked in Happy Marketer, a Merkle company for 6 years, starting off as an associate consultant before eventually directing digital strategy. Their promotions as managing director and senior director of growth respectively aim to position Merkle as a centre of excellence for analytics, customer data management, as well as customer experience and commerce for the network’s clients in the region.

“Our people-based marketing approach helps brands create a competitive advantage to thrive in the experience economy,” jointly commented the both of them.

Mendiratta and Goh added, “We have local teams that keep a close pulse on the ground, and bring a strong understanding of the dynamics of each market in shaping transformative experiences that work for the right audiences. But more importantly, our end-to-end integrated solutions seamlessly marries the best of creative, media, and CX to deliver winning strategies for our clients in an increasingly competitive consumer landscape.”

Merkle has grown steadily in Southeast Asia over the years. Today, the agency comprises over 180 experts in Singapore, Indonesia, and Vietnam, servicing key clients such as Toyota, Telkomsel, BPI, AIA, Royal Brunei Air.

“As incomes and consumption rise across Southeast Asia, consumer demographics will diversify as the competition for their time and attention intensifies. This is where we can help brands win with agility, technology, data, and experience. Sanchit and Trishe are well-placed to further grow our presence with our clients in Southeast Asia,” said Chun Yin Mak, president, CXM, dentsu APAC.

Notable campaigns by dentsu this year include a partnership between Zespri and dentsu HK, launching an online-to-offline health education campaign to transform wellness habits in Hong Kong.

With the tagline "Daily +1 Zespri, easy & healthy” (+1 Zespri，健康好 Easy)", the campaign conveys the key message that eating one kiwifruit is a small but meaningful step towards better health. It aims to provide busy Hongkongers with quick and easy access to nutritious health information.

The campaign is conducted in online-to-offline engagement. Zespri has reached consumers digitally through an Instagram game where several Instagram accounts are created that feature nutritional facts about kiwifruit, such as providing 100% of the daily Vitamin C needs, having a high nutrient density, and having a low GI value.

Related articles: 
Zespri and dentsu HK partner up to transform wellness habits in HK
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dentsu HK bolsters integrated offerings with new strategy director role