INDIA – Integrated communications consultancy Text100 has appointed Keeley Benjamin as ASEAN Digital Brand Lead. She will be responsible for providing strategic brand and digital consultancy to Text100’s clients in Southeast Asia.
Based out of Singapore, Benjamin joins Text100 with 14 years of integrated marketing communications experience across Europe and Asia having worked with brands such as Nike, Coca-Cola, Sony Ericsson and Reebok & Russell Athletic.
As Digital Brand Lead, Benjamin will partner with Text100’s Digital Hub team in Malaysia which houses the agency’s web development, design and analytics team for Southeast Asia. She will also work with Text100’s existing earned and social media consultants, digital producers and content team in Singapore.
“Keeley adds strong consumer, paid and owned skills to our teams across Asia. About 50 percent of our clients in Singapore and Malaysia are now working with us on integrated campaigns, so Keeley will be leading the digital and integrated strategy work we’re doing with these clients across paid, owned and earned,” said Anne Costello, Regional Director of Text100 Asia Pacific.
Benjamin’s hire is part of Text100’s regional growth strategy, and comes on the back of a successful streak of ten new client wins in Singapore and Malaysia across the consumer, corporate and technology sector including Cisco, GE, Häagen-Dazs, Trend Micro and Vserv.mobi, to name a few. The remits span media and influencer relations, integrated communications and content marketing.
Over the past two years, Text100 has developed and delivered a considerable number of successful integrated campaigns for key clients across Asia Pacific, including IBM, Lenovo, CSIRO, The Guardian, Multimedia Development Corporation and OLDTOWN White Coffee. In the last twelve months, integrated billings doubled with a significant jump in paid and owned work.
Benjamin has extensive experience of working in Asia and with global brands. In 2012, she relocated from London to Hong Kong to take on the Head of Global Press and Digital Marketing role for Native Union, a mobile and digital accessories provider. Prior to this, she led Sony Ericsson’s public relations and digital strategy for its lifestyle and consumer technology segment and spent eight years at NIKE where she was responsible for the brand’s digital-led integrated media campaigns across 32 markets within EMEA.
Her campaigns include the football star-studded NIKE Secret Tournament campaign, YouTube FanFest with HP and the award-winning Royal British Legion’s 2-minute Silence campaign (2011 Cannes Lions: Silver Lion for Best Integrated Campaign and Silver Lion for Best Charity Campaign)
Making no secret about her excitement in joining Text100, Benjamin said, “I am at the right place and the right time here at Text100. The agency already has a strong footing in the integrated communications space, but there is so much growth potential, particularly within this region. Buyers are evolving quickly, but brands at large are still experimenting with how to bring together the right content, platform and measurement in their engagement with audiences. My goal here is to assist clients and brands across the region in driving new ideas, content and business results.”
