Page 34 - AeM_Sept_2017

APPOINTMENTS & ANNOUNCEMENTS

Dentsu just launches MamaLab, Asia-Pacific’s first specialist marketing solutions network that focuses
solely on mothers.

Conceived first in Tokyo as a strategic support unit in 2009, MamaLab will operate as a full-service marketing so-
lutions network in Singapore, Japan, Indonesia, Philippines and Taiwan.

Dentsu recognised the need for a specialist approach to mothers and, in response to this, created a unique mar-
keting solutions model dedicated to better serving the needs of this powerful demographic.

A ground-breaking venture from the world’s largest advertising network, 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 offer a flexible, family-friendly working environment for its employees.

MamaLab’s unique strategic planning tool, MamaNavi will be powered by SenseAsia, Dentsu’s proprietary brand
health intelligence platform. 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. MamaLab has been
created to better understand and respond to this changed reality.

Recognising that more can be done to deliver what moms really want from brands, MamaLab will draw on the ex-
pertise of its teams around the region to provide strategic insights and creative input on mothers and motherhood.
This specialised offering will help brands create relevant and genuine campaigns which better connect with moth-
ers and meet their evolving needs.

Dentsu is planning to roll out more MamaLabs in other global markets in the near future. MamaLab Thailand will
launch while MamaLab China and India which currently offer strategic support will be relaunched as fullservice
marketing solutions centres. ◊

Leading integrated media intelligence, insights and content marketing business, Isentia, has
appointed Evelyn Kwong as Marketing Manager in Asia, reinforcing the business’ commitment
to the region.

Effective from September 2017, Kwong will lead Isentia’s marketing campaigns in Asia, a key
growth market for the business.

Evelyn Kwong
Kwong has more than four years’ experience in marketing communications across a variety of roles
with different technology vendors. Prior to her promotion at Isentia, Kwong was in charge of driving
Isentia’s brand visibility through both inbound and outbound marketing tactics, including the production of custom-
er newsletters and sponsored content. ◊

RS Components (RS), the trading brand of Electrocomponents, a global distributor for engi-
neers, has announced the recent appointment of Frank Lee as Regional Vice President, Asia
Pacific, who will lead and advance the strategic growth initiatives for RS in Asia Pacific.

The appointment supports the region's commitment to be the leading one-stop solution provider of-
fering products from industrial to electronics, powered by technology, innovation and data-led insight.

Based in Hong Kong, Frank will be responsible for defining and implementing the strategic direction Frank Lee
and growth strategy across Asia Pacific. He will lead the region to drive business development by strengthening
the company's value proposition, driving further improvement in customer satisfaction, sales effectiveness and
operational excellence, and developing the RS brand to reach a large base of industrial and electronics custom-
ers.

Frank brings with him more than 30 years of experience from the engineering, technology, service and distribution
sectors with a track record of delivering strong performance in Asia Pacific. He will lead the business as the team
continues to translate the company’s vision into actions to drive value for its customers and suppliers via techno-
logical innovation and excellent services.

Prior to joining RS, Frank was the CEO of ISS in China. He spearheaded the development of a new strategic di-

rection for the organization and built a leadership team to deliver its new ambitions. Prior to that, he held various
senior executive positions in Rexel, Ingersoll Rand, Siemens and the ABB Group. ◊
34 September 2017 - Immersive & Engagement Marketing (AR / VR)