Awake Asia Merges with ADA to create integrated e-Commerce service across 10 countries
By Digital News Asia June 2, 2021
- Brings integrated brand, media, eCommerce services to South & Southeast Asia
- Merged eCommerce practice taps into US$100bil opportunity across Southeast Asia
ADA launches the region’s first integrated e-Commerce practice through a merger with Awake Asia, a regional e-Commerce enabler operating in six countries in Southeast Asia.
The exercise fully integrates Awake Asia’s operations under the ADA brand starting 1st June 2021, where both parties come together to fulfil the needs of brands moving towards online channels across 10 markets in South and Southeast Asia – Malaysia, Singapore, Indonesia, Thailand, Philippines, Sri Lanka, Bangladesh, Cambodia, South Korea, and Vietnam.
Srinivas Gattamneni (pic) CEO of ADA, said: “At ADA, our belief is that e-Commerce should not be a siloed execution but needs to be deeply integrated into the brand’s analytics, media, creative, and marketing technology investments – only then can we achieve superior performance. The merger brings together integrated approach for brands to reach and convert digital consumers.”
Leading the division is Simon Paterson who joins ADA as Chief of e-Commerce Enablement and the former CEO of Awake Asia. Commenting on his new appointment, he said “Over the past 5 years, Awake Asia has built a formidable e-Commerce enablement business in Southeast Asia. We are excited to embark on this new phase of growth with integrated analytics, media, and creative to boost e-Commerce operations for all brands in the region.”
The merger opens a new market for ADA in Vietnam with over 150 e-Commerce specialists currently serving more than 120 brands, driving e-Commerce growth for clients such as P&G, Unilever, BMW, and Wyeth; and e-Commerce partners including Shopee, Tokopedia, and Lazada amongst others.
The integrated e-Commerce practice brings together Awake Asia’s deep e-Commerce expertise with ADA’s media, creative, and analytics solutions to drive online sales for brands through:
Digital marketing deeply linked to e-Commerce revenue generation: Digital media execution integrated with e-Commerce operations; customer-centric strategies and activations; performance linking external media spend to online sales.
Consumer data and analytics leveraged to uplift eCommerce sales: Utilise client’s customer data and third party data sets to derive shopper insights, personalise content and to cross and upsell via e-Commerce channels.
Reaching vast audiences in super apps and marketplaces: Optimise customer touchpoints across super apps and owned apps and websites; deploy Marketing Technology solutions like customer data platforms (CDP); attribution tools to track and optimise conversion funnel.
As more brands are forced to adapt to capture the migration of consumers from offline to online, business owners are still in the dark on how to navigate the challenges to maximise return on investment. This opportunity is expected to surge to US$100 billion in Southeast Asia, with compound annual growth rate (CAGR) expected to rise by 24.6% (2017 – 2025).
