Posted on by Raihan Hadi
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Dentsu’s iProspect Wins Traveloka Regional Media Services for Malaysia, Singapore and the Philippines
25 Mar
Dentsu Malaysia’s iProspect has won Traveloka’s regional media planning and services effective April 2022, becoming its key partner on the accelerated transformation into a lifestyle superapp.
iProspect will be responsible for all above the line media planning and buying, across the key markets of Malaysia, Singapore and Philippines, and will also be setting up a regional media strategy hub based out of Kuala Lumpur. This will ensure that the brand delivers a unified strategy with local nuances across these Southeast Asian markets.
Dheeraj Raina, CEO of dentsu Media, Malaysia elaborates “This is a responsibility being bestowed upon us, and we are so excited. The travel industry has gone through very challenging times, to say the least, and so have the consumers. As the world begins to open up, we want yearning travellers to pick Traveloka as their first choice, for fulfilling experiences and we believe the media has a strong role to play in building that trust and optimism. ”
Shirley Lesmana, CMO, Traveloka said “We’ve marked our presence in six countries across Southeast Asia, helping millions of people enrich their lives on a daily basis, as we are on an accelerated mission to fulfill the end-to-end lifestyle needs of consumers in the region. In addition, we found synergy in the strategy crafted by iProspect in these markets, to deliver our brand promise.”
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After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.
We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.
Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.
Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.
Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.
Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.
