SINGAPORE – Dentsu 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 solutions network in Singapore, Japan, Indonesia, the Philippines, and Taiwan.
Dentsu recognized the need for a specialist approach to mothers and, in response to this, created a unique marketing 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 Sen brand health intelligence platform.
The MamaLab Taiwan team of Jessy Ou, Alice Chou, and Ellen Pai
Merlee Jayme, Chairmom and Chief Creative Officer, MamaLab Asia-Pacific said, “Reading minds, using our natural instincts in making decisions and influencing the people around us through rich experiences are just a few of the powers mothers have. No one knows the world’s number one target market better than we do. As a mom myself, I know that a mother is a wife, a teen’s best friend, a family’s breadwinner, a CEO, a sister, a household ‘doctor,’ and much more.”
The mother of four girls continued, “Mothers are a tough target market. As mothers are often the main decision maker for families, marketers need to truly understand what motivates and inspires moms of different ages, cultures and personalities. MamaLab will partner with multinational and local brands, help them uncover the power of mothers and engage with moms through genuinely insightful, thoughtful and innovative campaigns that are also cool and fun! We are incredibly excited to create a unique marketing solutions model that’ different and better. Not only for the specialised approach we offer our clients, but for the flexible, child-friendly work-haven we offer our moms every day.”
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.
The MamaLab Indonesia team of Renny Putri Hasibuan and Narita Indriana
Recognizing that more can be done to deliver what moms really want from brands, MamaLab will draw on the expertise of its teams around the region to provide strategic insights and creative input on mothers and motherhood. This specialized offering will help brands create relevant and genuine campaigns which better connect with mothers and meet their evolving needs.
Takaki Hibino, CEO of Dentsu Brand Agencies APAC, said: “This is a bold and exciting move. MamaLab puts into action our commitment to meaningfully engage specific communities, especially in Asia-Pacific where rising household consumption continues to grow. Modern mothers are a powerful market and play an important role in the global economy. MamaLab’s unique marketing solutions model is an innovative business solution consistent with our efforts to build an inclusive digital economy for all.”
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 full-service marketing solutions centers.
In main photo are MamaLab Philippines’ Merlee Jayme and Diday Alcudia.
