Rakuten Marketing doubles down on transparency commitment as it expands its Asia Pacific business


By Charlotte McEleny | Asia Editor

July 27, 2017 | 4 min read

Rakuten Marketing this month announced it would be expanding its commitment to Asia Pacific by growing its operations in Singapore.

The ecommerce and advertising services from ecommerce players, such as Rakuten, are set for heavy competition in Singapore as Amazon has finally launched its consumer-facing business, such as Amazon Prime, into Singapore (and eventually wider Southeast Asia). It is little wonder businesses such as Rakuten Marketing are bolstering their offerings.


Rakuten, sponsors of Barcelona football club, to double down on transparency and global scale via its Rakuten Marketing business

Asia Pacific managing director Anthony Capano said that, to differentiate, the company would be focusing on transparency, technology investment and global reach and the growth of the Singapore would help boost these elements.

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Speaking to The Drum about the launch, Capano said, “At Rakuten Marketing we pride ourselves on our commitment to transparency, investment in technology, and global reach, which is bolstered by our world-class customer service. It is our belief that marketers have a right to have transparency into their marketing campaigns, particularly their affiliate marketing and display and retargeting campaigns. This is why we provide our clients with access to our complimentary attribution and insights tool, Cadence.”

“What is exciting about our expansion in Singapore is the additional reach that this now provides for our clients. We have the largest publisher development team in the region, a team which is multilingual, and bolstered by a great team in Sydney and Japan,” he added.

The team in Singapore will be multi-lingual, helping Rakuten Marketing serve the wider Asia Pacific market, as well as linking with the company’s Australia and Japan office. The company will serve clients with affiliate and display advertising solutions and hopes to ride a predicted 11% growth in online spend in Singapore over the next five years.

“Rakuten Marketing has been operating in Singapore for a few years now, with a focus on helping our global clients expand their reach into the lucrative Asia-Pacific market. When speaking with our global clients, many of them have operations in Singapore which made it a natural fit for Rakuten Marketing. Our expansion in Singapore reflects the investment we are making in the region. We have a multilingual team in our Singapore office which means we are better equipped to facilitate growth for our clients throughout Asia. The global presence of Rakuten Marketing also means we can help local brands expand their reach into new markets, whether this be the US, UK, Australia, Japan or Brazil,” added Capano.

Transparency and clarity is a big topic for the industry at large and this year The Drum Asia Pacific is focusing on these topics as it launches The Drum Digital Trading Awards. To find out more about the awards, visit the website.


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