Access Asia Magazine Apr / May 2017: What is Marketing of the Future? by AustCham Singapore

THE MAGAZINE OF AUSTCHAM SINGAPORE

WWW.AUSTCHAM.ORG.SG

WHAT IS MARKETING OF THE FUTURE? 2017

APRIL / MAY

CONNECTING BUSINESSES ACROSS ASIA AND BEYOND anz.com/institutional

PRESIDENT’S MESSAGE

It seems the start of every year is busy, and 2017 is certainly no exception. Just a few weeks ago, we had a visit from Australian Foreign Affairs Minister Julie Bishop, who was in Singapore for two days as part of a broader regional visit that also included Malaysia and the Philippines. While she was here she co-launched the Landing Pad for Australian start-ups at BASH (Build Amazing Startups Here, Block 79 JTC LaunchPad@one-north) with Singapore Minister for Trade and Industry S Iswaran. She also delivered the 28th International Institute for Strategic Studies (IISS) Fullerton Lecture and met with members of the Australian business community. Minister Bishop’s visit focused on the strong cooperation under the Australia-Singapore Comprehensive Strategic Partnership and we look forward to updates as this partnership progresses. I’m pleased to welcome Mr Bruce Gosper as Australia’s new High Commissioner to Singapore and AustCham Co-Patron. Since starting in the role in January, he has attended a number of our events including the Australia Day Ball and our Wine and Cheese night, meeting members of the AustCham community and listening to the needs of Australian business in Singapore. I had a chance to interview the High Commissioner for our regular Face to Face article and you can read more about what motivates him in this role and what he hopes to achieve. If you haven’t already met I’m sure you will see him at an AustCham event soon. In other important developments, the update to the Singapore – Australia Free Trade Agreement has now been tabled in Australian Parliament and that process will hopefully be concluded by the end of this year. Under this update there are some significant changes that will help ease some of the challenges faced by Australian companies doing business in Singapore. We hosted a Special Breakfast event in December last year on this topic, and once the legislation passes we will look to hold more information sessions and forums so you can be fully aware of the changes and how they can work for you. Don’t forget, nominations are still open for our AustCham business awards. Please send us an email at info@austcham.org.sg if you would like more information or to let us know of someone you think should be nominated.

BOARD MEMBERS PRESIDENT GUY SCOTT Cumming Corporation VICE PRESIDENTS IAN CUMMIN BlueScope ADAM LYLE Padang & Co HONORARY SECRETARY JOHN DICK Dentons Rodyk HONORARY TREASURER SEAN STRATON UBS ANNETTE TILBROOK BENJAMIN TAN Qantas Airways DAVID CAMPBELL Australian Trade and Investment Commission Singapore DEREK MACKENZIE designphase dba FRASER THOMPSON AlphaBeta FREYA HONE ANZ

GUY SCOTT PRESIDENT

NIGEL CUMMINGS Sliding Doors Entertainment PHILIP FORREST Honorary Life Member

PLATINUM SPONSORS

SILVER SPONSORS

BRONZE SPONSORS

EXECUTIVE DIRECTOR’S MESSAGE

Welcome to the April / May edition of Access Asia.

On our front cover, you’ll see four QR codes. QR codes have a vast range of uses in all industries including manufacturing, entertainment, logistics and ticketing solutions, and they are also a widely used as an advertising and marketing tool. You can scan the codes on our front cover and they’ll take you to our social media pages, an online copy of our magazine and give you instructions on how to enter a competition AustCham is running until 31st May 2017. QR codes are just one of many new technologies being used as innovative marketing tools, you will find them on all range of marketing items from business cards to billboards in the MRT stations. Nominations are now open for our annual Business Awards. These awards recognise excellence in the Australian Business Community and local companies with presence in the Australian community. You can nominate either yourself or someone you know for an award in the following categories: •

Business Alliance Award – Sponsored by Commonwealth Bank of Australia

•

Business Excellence Award - Sponsored by James Cook University

•

Entrepreneur of the Year Award – Sponsored by Australian Institute of Company Directors

Nominations are accepted by email until Friday 21st April at info@austcham.org.sg. Please provide the company name, the category of award and, in 150 words or less tell us why you think the nominee is the deserving winner. Nominations will be carefully reviewed by our awards committee and the winners will be announced at our President’s Lunch event to be held on 16 June 2017. Registration for this event is now open, please join us for a fantastic celebration of the Australian business community and Australian hospitality industry in Singapore. Visit our website at www.austcham.org.sg for more information. *To win a prize you must be an AustCham member. Prizes are awarded at the full discretion of AustCham Singapore and winners will be notified through the social media platform of their choice after 31st May 2017

CONTENTS

In this edition, we take a look at the marketing industry, the techniques you can use to promote your business and new innovations that are helping the industry expand and reach audiences in innovative ways. We feature articles contributed by our AustCham members on topics ranging from salary trends in the industry, to the changing styles of marketing and tips on how you can use these new frontiers. Understanding marketing is key to communicating with your audience and potential clients which has applications across every aspect of the business.

FACE TO FACE WITH BRUCE GOSPER

EVOLVE OR DIE: MARKETING IN A NEW WORLD

11 12

THE INAUGURAL STARTUPS IN RESIDENCE - AUSTRALIAN LANDING PAD, SINGAPORE

GET NOTICED: HOW TO BUILD YOUR PROFESSIONAL BRAND

THE CHANGING NATURE OF MARKETING

HOW CAN BRANDS BUILD TRUST ACROSS ALL CHANNELS IN A FRAGMENTED NEWS ENVIRONMENT?

5 ESSENTIAL DIGITAL STRATEGIES FOR MARKETING YOUR BUSINESS IN 2017

22 KATE BALDOCK EXECUTIVE DIRECTOR

DIGITAL TRENDS DRIVE THE MARKETING EMPLOYMENT IN 2017

28 32 34

OUT & ABOUT

NEW MEMBERS

MEMBERSHIP CARD OFFERS

NEWSFLASH

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

FACEtoFACE with

BRUCE GOSPER

Previously CEO of Austrade, Australia’s new High Commissioner to Singapore started in the role in late January at an exciting time in the relationship between our two countries. He spoke to AustCham President Guy Scott about his life, his plans and how he sees the Singapore-Australia relationship developing in the future. Take us through your career, what led to you being in Singapore? Out of university I moved to Canberra in 1980 and got a job in the Department of Trade and Resources, which was running a whole lot of interesting things around trade and resources development. And in one guise or another I’ve stuck with that over the course of my career, which may mean that I’ve got no imagination but actually I’ve found it's been fascinating. The people, the issues, but most of all you always have a sense of contributing to the public good, helping exporters do their thing, clearing some of the blockages to that, and making it easier. Have you set yourself some key objectives for your time in Singapore? First of all, I want to listen to people, both on the Singaporean and Australian side, about how they see the relationship at the moment. That’s the most important thing. I think Singaporeans and Australians at the senior level will tell you the relationship is as good as it has been in the history of the two countries and there has been a lot of work done by a lot of people including my predecessor in helping that relationship get to that position, and its important now that we actually deliver on the promises that we’ve each made to the other. There has been talk about the benefits of Comprehensive Strategic Partnership (CSP) but we haven’t started to see it come through yet. Will we start to see things happen soon? The Singapore – Australia Free Trade Agreement (SAFTA) should be in force by the end of the year and that has a lot of improvements, particularly around the movement of people, approval processes will be a lot easier to manage, along with mutual recognition for 6

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

qualifications and recognition for professional bodies. Like any Free Trade Agreement (FTA) part of the benefits are the improvements they make to facilitate business to business interactions but they also help draw attention to the relationship. You can use the FTA as a platform to bring people together and engage them around the opportunities so that’s why we will be looking to bring up some business delegations through the course of the year. I have to say that one of the really interesting things at the moment is that both sides are saying this is all great, let’s deliver on this, but what’s next? How can we accelerate the economic relationship between the two countries? So, in fact it’s not a case of people saying that’s a good job let’s see how it plays out, people are saying that’s a good job lets implement it properly and lets think about what more we can do. That’s a good position to be in.

HOW CAN WE ACCELERATE THE ECONOMIC RELATIONSHIP BETWEEN THE TWO COUNTRIES? One of the things that appealed to me with the CSP is that its more accessible to the SME community than a FTA traditionally is. That’s a good point, there are many big Australian companies here, there’s a solid base which is always important, but a lot of the areas

FACEtoFACE of growth will involve SMEs. We need to work with organisations like AustCham to target the SMEs to give them information and tell them how we can assist in the Singapore market, and talk about opportunities here for them. Singapore is also a great base for them to think about other markets in ASEAN which aren’t always as easy to navigate as Singapore. Using Singaporean connections and capital is something we can do better at.

Australia has around 50,000 exporters … Yes, Australia has about 50,000 exporters out of hundreds of thousands of small businesses. The story in Australia is that more than 90% of our exports will come from 1% of our exporters and that’s because we are a country that has a lot of commodity trade and the like. You’ve also got a large number of exporters who only account for about 1% of our exports. And then there is another group, who have somewhere between $250,000 and $50 million in turnover but often they are only in two or three markets. That number has been pretty stable over a number of years but interestingly in the last few years it’s gone up by 3-4,000, and that can be for two reasons we think – one is the Australian dollar, but the other is the impact of e-commerce, which takes out risk and transaction cost from a lot of exports. We have a solid base in Singapore, about 6,000 exporters export here. We tend to focus on China, and then Thailand or Indonesia as markets, but India doesn’t get much of a mention yet it’s got 1.2 billion people. Do you see that it’s a bit of a lost opportunity? India is a very significant trading partner for Australia but it’s not developing in the same way as China, it’s not leading to the same sort of diversified export pattern that we have seen in other places. India has different resource endowments. There are big opportunities in food and also in services however they’ve obviously got enormous infrastructure constraints - but then that’s also an opportunity. There are opportunities in areas like rail for instance, as Australia runs the world’s longest heavy haul freight in the world and operates the largest light rail network (Melbourne). But I would argue that the opportunity for Australia in ASEAN is just as significant. You talked about Singapore and Thailand, there is also significant capital coming into Indonesia and Vietnam and there is all sorts of opportunity for Australia, particularly in consumer goods, services for urbanisation, infrastructure and skilling the manufacturing workforce. I think ASEAN is generally underappreciated. I think sometimes the story suffers here because people are drawn to the big economies of China and India and forget there is a big connected economy here in the region that is right on our doorstep and very accessible via Singapore, a place where Australian businesses are well established.

I THINK IF AUSTRALIA IS GOING TO BE SUCCESSFUL IN THE WORLD ECONOMY IT NEEDS TO BE SUCCESSFUL HERE. IT’S PART OF THE SAME STORY. Given that less than 20% of Australian business is exporting, is that a source of frustration? Sometimes I think well, the domestic market seems to keep a lot of people doing quite well and that’s ok, but I think we need to do much better at exporting and trading. We’ve got lots of capability in the country, genuine strengths and we should be doing better in other parts of the world. Part of the secret to that nowadays is to really make the connections with others, in particular with capital, but also with other researchers and with other firms. We’ve got individual attributes but we are less good in joining them up and then securing the business. And that’s part of what we are trying to do with the work on innovation with the revamping of CSIRO, and the Landing Pads and that sort of thing. We definitely need to grow what we are exporting and we need to be investing offshore including in Asia, not just the UK, USA and New Zealand. What motivates you in this role, what would you really like to have achieved by the end of your time here? I’d like to think I can play a part in building on how great the relationship already is, the commercial links, the defence relationship, arts and science connection, people to people links. I’d hope by the end of three or four years I’d have at least a handful of success stories about businesses who have really prospered here and I can say in some way I've helped that to happen. I'm really interested in the practical results of the work and there will be lots of areas where you can help make things happen but the harder thing to do is to help a business find a profitable place and if I can help in some way to make that happen that would be a really satisfying thing, to help employ people and produce wealth. I think if Australia is going to be successful in the world economy it needs to be successful here. It’s part of the same story.

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

CONNECTING BUSINESSES ACROSS

ASIA AND BEYOND IT’S IN OUR DNA

Open up a world of opportunities in Asia’s key trading markets. Our on-the-ground presence provides regional insights and local expertise, vital to accessing and navigating local markets. So if you’re looking for a banking partner with a long history of delivering for its clients across the Asian region, connect with us.

anz.com/institutional

8 ACCESSASIA WWW.AUSTCHAM.ORG.SG Australia and New| Zealand Banking Group Limited (ANZ) ABN 11 005 357 522.

EVOLVE OR DIE: MARKETING IN A NEW WORLD Author Joseph Barratt CEO Mutant Communication

We live in extraordinary times. Consumer and company behaviours are evolving rapidly. The traditional corporate and resource structures are no longer stable - nor should they be. To survive and thrive, it’s essential to evolve. I don’t think there are any exceptions to this rule, and marketing is at the forefront of it all. If you think you can continue business as usual, just look at all the other sectors people previously thought were impregnable - the taxi industry, real estate, supermarkets, retail. Even the rise of FinTech is driving banks to adapt. We see businesses shifting their models, but they haven’t changed their route to market. In Singapore, I’m always surprised when I come across companies where the lion’s share of their advertising budget is still going towards high production television ads or big full page print advertising with no real strategy. Those days are gone or, at least, they are disappearing. The world has turned digital, but it’s not just a shift in the medium we advertise on. The entire way we engage with potential customers has shifted. The brand is still important, but that importance is decreasing in value. Consumers are more savvy and informed than ever before. Smart digital marketing, content marketing, persona building, and delighting your existing clients all comes into play. A few basic tools or things to keep in mind include: CONTENT IS KING (BUT NOT JUST ANY CONTENT) Screaming “WE ARE THE BEST” through million dollar ads no longer has the same impact as showing a consumer why your product is the best solution for them. You can do that by using content with purpose.

A content marketing campaign, for example, is using words, images or video to drive interest in a company’s product or service, rather than the brand itself. These are executed through blog posts, social media, newsletters, or digital marketing. The key is adding value to the consumer’s experience, whether they buy from you or not. Some people struggle with this concept - giving value to a potential client when they could turn around and not use you. A visual, easy to follow, ‘How to’ guide is a service industry example. Why show someone how to do the very thing you are selling? Despite what some businesses think, this doesn’t devalue your service - it empowers you. It means a potential customer trusts you. And frankly, if they then use that information to do it themselves, then they were likely never going to use you in the first place. Most people just want to learn more about a service before they engage a professional. If they already trust you and your advice, who do you think they are going to turn to? Just remember, it’s not an ad that can drive a return overnight, but a strong content campaign that drives revenue long after it’s finished. You need a sustained approach over months to really drive the impact. TALK TO THE PERSON People respond better to personalisation - the idea that your product or service is the right fit for them. A product or service might work across different market segments, but that doesn’t mean you approach them all the same. Advertising has always had an element of mapping out buyer personas, but with technology it is now possible to reach specific audiences like never before. Map out who your buyers are and tailor your approach. Through digital marketing, social media, content marketing, and other tools, you have the power to deliver a specific message

to a targeted group of people. This increases your funnel of leads and conversion rates massively. It takes more time and effort, but it’s still a lot cheaper than traditional advertising and it has a higher return rate. ALWAYS THINK MOBILE-FIRST Most people consume the majority of their media on their mobile phones - and this trend isn’t going to change. So why are so many brands still producing all this content that can’t be read or consumed easily by a majority of their audience? Mobile-first is the sort of thing most marketers know from an intellectual point of view, but don’t practice. However, it’s a point you cannot ignore. Whether you are creating a video campaign, newsletter, infographics, or social media campaign, you should be looking at how it appears on mobile phones as the first step, not as an afterthought. SOCIAL AND DIGITAL Unless you are a rock (not just living under a rock) you know that social and digital are important for your business. There are zero exceptions for businesses, and if you think you are the exception, your business is operating on borrowed time. Beyond that, you need to use it well. Don’t blow your money on boosting a Facebook post for a thousand likes from people in another country. Or throwing thousands at a general Google Adword campaign without the targeting. Social and digital marketing campaigns are what enable you to target anyone. Literally anyone. Facebook’s targeting is fine in itself and is a great starting point. If you have bigger budgets, you can tap into some of the advertising technology companies that enable you to breakdown your audiences by almost anything. This has the power to unlock massive potential. While you pay per ad or click, you are not paying per campaign. You can breakdown your targets as much as you like and deliver specific content to target groups. The quality content you create and the personalisation, matched together with your social media or digital marketing campaign, is where the future is. Measure this with tracking tags and analytics and you will have complete visibility over the ROI on your activities. There is no need to spend tens of thousands on magazine or newspaper advertising - or hundreds of thousands on television - without a clue of the conversion rate. The industry has evolved. It’s full of exciting opportunity for a lot of companies - but big brands that fail to adapt will eventually fall, while they watch the new ones rise up.

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

DIGITAL TRENDS DRIVE THE MARKETING EMPLOYMENT IN 2017 Author Larissa Spott Consultant Michael Page Singapore

to-consumer (B2C) companies start prioritising below-the-line marketing. Increasingly, companies are restructuring their marketing teams, moving away from geographical area splits (South East Asia versus North Asia, for example) to economic zone models (emerging markets versus established markets). This is because marketing leaders have come to realise that countries in the same geographical zone, like Singapore and Myanmar, may require different marketing approaches, being at different economic development stages. As a result, professionals working under this new model can now specialise in marketing products or services for more developed markets or develop skill sets to tackle emerging markets. Growth remains strong in digital marketing, both within e-commerce and in traditional businesses looking to explore new marketing opportunities. Junior to mid-level candidates are expected to know how digital platforms operate and how to generate sales from social media and the Internet, as well as how to decrease cost-per-acquisition and increase conversion ratios from online engagement to revenue. Those who have regional exposure across South East Asia and are adept at developing new businesses are sought after as well. Within the design space, specialists are encouraged to continually develop their technical skills. It is now more challenging for print designers to switch jobs, compared with designers who have also developed skills in UI, UX, front-end development and coding. Designers are now also expected to be able to operate across various platforms, including print, web and mobile. For mid to senior-level professionals, skills in demand include the ability to strategise for digital markets and strategic marketing. For junior to mid-level professionals, skill sets in demand include integrated global/regional/CRM (customer relationship management) and digital marketing experience. In general, candidates moving between roles may expect salary increases of 10 to 12%.

The digital wave continues to influence every aspect of marketing and this will have a very strong impact in employment within 2017. For example middle to senior-level management marketing positions within the FMCG, luxury and retail sectors are seeking 365 degree professionals now. Companies are moving away from the traditional 360 degree marketing profiles and are hiring people with competent digital skills instead. Companies that have previously not done much in the digital space, are realising that they need to step up their game to stay competitive and attract high potential talent in the market. SMEs typically have not had full time headcount solely dedicated to digital. Instead digital was often managed by junior-level marketing executives as part of their day to day responsibilities. Unfortunately a majority of digital campaigns on social media for instance, were not well maintained, therefore potential customers were not retained. Therefore the drive from companies in digital marketing profiles, encompassing both technical or developer-type positions as well as more creative roles is anticipated to increase in 2017. In addition, hiring managers seek digital experts who can not only roll out a simple campaign on social media, but have a much wider skill set in the digital arena. In line with these trends, the digital and e-commerce sectors are expected to perform well this year as most business-to-business (B2B) and business-

Existing marketing professionals who would like an update in skills can look towards digital marketing. With the increased demand in this space, this is an area we strongly recommend every specialist marketer upskill themselves in. If there are opportunities to get involved in these types of projects within your current employment or to take a digital marketing course, participating actively in such initiatives will be very strong additions to your resume. Another noteworthy trend within FMCG firms in particular is the increasing number of companies interested in candidates who have not just adapted projects from global or regional models to local markets. Instead, candidates who have originated marketing initiatives or innovations from scratch for a particular market are highly sought after. Such experience will strengthen the portfolio of any marketing professional. In the rest of 2017, hiring managers will face the challenge of securing digital marketing experts as top talent in this area is very much in demand. As such candidates generally receive multiple offers, interview processes will need to be efficient and streamlined in order to successfully hire. It is important to remember that digital marketing candidates have a different profile to traditional marketers and are driven by the challenge of constantly innovating. They are motivated by opportunities to set something up from scratch in a company before moving onto a new employer to start the whole process again. Due to the nature of such projects, some candidates are brought in on a contracting basis to fulfil a pre-set range of responsibilities. Employers are increasingly interested in these specialist short-term hires and seeing digital marketing contractors as a viable solution to the prevalent talent crunch.

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

ebilities.com

THE INAUGURAL STARTUPS IN RESIDENCE – AUSTRALIAN LANDING PAD, SINGAPORE

ebilities is a world leader in the provision of online mental agility tests for pre-employment assessment. The tests are designed for use anywhere in the world to identify high potential candidates with the learning agility and problem solving skills needed for success in 21st century workplaces, and the confidence in their abilities to make timely decisions without the 'derailing' influence of over or under confidence.

Clare Lewis Director

Mark Cadman Director

www.hipflaskapp.com / @hipflaskapp Promoters of live events are finding it increasingly difficult to attract and engage audiences for their events. Hipflask solves this problem using a mobile app which delivers a personalised event guide to its users. Users can cut through the noise by using filters such as their social connections, event categories and favourite locations to generate a unique feed. The app also learns what the user likes over time, making the recommendations even better. As a result, our customers, the event industry, can more efficiently target their promotional spend to an already engaged audience and hence sell more tickets at a lower marketing cost per ticket.

Ben Lim CEO

The Australian Landing Pad was officially launched on 13 March 2017 by The Hon Julie Bishop, MP, Australian Minister for Foreign Affairs and Mr S Iswaran, Singapore Minister for Trade and Industry (Industry). The Australian Landing Pad is situated within Singapore's largest integrated startup space, SGInnovate’s BASH (Build Amazing Startups Here), which has been established as the focal point of the innovation economy in the City State, bringing together startups, research institutions, multinational corporations and leading technology players. The Landing Pad is a concrete example of Australia’s and Singapore’s innovation agenda and is a key pillar of the Comprehensive Strategic Partnership.

Australian Trade & Investment Commission in Singapore Phone: +65 6418 8400 Email: singapore@austrade.gov.au Web: www.austrade.gov.au/singapore

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

Matt Harley CTO

www.zedtechnologies.com / @zedtechnologies

quitch-app.com / @quitchapp

Zed Technologies is focussed on becoming the global leader in cloud delivery of medical imaging. As healthcare continues to move outside of hospital walls, Zed Technologies want to provide ‘anywhere’ access to important medical information; eliminate repeat scans that result from unavailability of prior imaging; doctors to have access to important information when making decisions; provide a ‘green’ alternative to film and CDs; and to find new ways to make medical imaging available via electronic health records. Zed’s doctor access platform, Zed Link currently delivers over 4 million X-rays and scans annually to over 15,000 doctors. Their patient access platform, My Film Bag will provide access to Xrays and scans to over 2 million patients in 2017.

A major challenge faced by educators today is to engage students in academic learning when students are surrounded by competing distractions, many of which are available via their mobile devices. Lack of engagement has an impact on student retention rates (at the tertiary level), and student engagement and performance (across all levels). A related challenge faced by educators is to obtain early and timely feedback on student levels of comprehension, so as to identify performance concerns while there is still an opportunity to address them. Quitch is the first gamified mobile learning platform that provides for instruction and assessment, together with a motivational feedback system and robust data analytics.

Ronald Li CTO

Dr. Daniel Hunter co-Founder

Ross Wright CEO

Dr. Grainne Oates co-Founder & CEO

WHY AUSTRALIA BENCHMARK REPORT 2017 Into its 17th year, Austrade’s Benchmark Report (BMR) provides a wide range of economic and financial data that aims to demonstrate why Australia is a strong partner for trade, investment and collaboration. The 2017 edition covers six key areas – Growth, Innovation, Talent, Location, Business and Industries.

The report demonstrates that Australia is committed to innovation and science, recognising the contribution of it makes to the nation’s growth, economic prosperity and ability to create jobs. The nation’s intellectual capital, commercial focus and collaborative approach make Australia an ideal partner for business and investment activities. Global firms have numerous opportunities to collaborate with Australian research institutions, invest in or incorporate Australian solutions into existing products, or enter into joint ventures to take them to the global market. The Hon Steven Ciobo MP, Australian Minister for Trade, Tourism and Investment, launched Australia’s 2017 Benchmark Report on 25 January 2017. Download a copy of the Austrade Benchmark Report 2017 on the Austrade website (http://bit.ly/1SFcJpp) or request a hardcopy from Austrade Singapore. Australian Trade & Investment Commission in Singapore Phone: +65 6418 8400 Email: singapore@austrade.gov.au Web: www.austrade.gov.au/singapore

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

GET NOTICED: HOW TO BUILD YOUR PROFESSIONAL BRAND Author Melissa Murray Bailey Director for Sales Solutions, Asia Pacific LinkedIn

You might not think of yourself as a brand, but the reality is you are. No matter what stage you are in your career, having a strong professional online brand is key to opening doors to opportunities, whether it’s for jobs, business leads or mentorship. Melissa Murray Bailey, Director for Sales Solutions, Asia Pacific, joined LinkedIn in June last year. In her role, she is helping to change the way the world sells through the power of relationships. Melissa shares, the first step to establishing a strong professional brand is to build a LinkedIn profile that will help you get noticed – whether you are seeking career opportunities or looking to grow your business. Here are some tips: Put your best face forward Include a professional photo which brings your story to life. Make sure you choose a photo which helps potential employers put a face to the name. If you’re looking for a new job, interviewers will often check your profile before meeting with you, so make sure your picture is up-to-date and actually looks like you. Showing up looking completely different can be startling for the interviewer and even cause them to question your credibility. Show me don’t tell me It’s definitely worthwhile making sure your achievements and skills are current and credibly reflected in your LinkedIn profile. However, besides simply listing past experiences, you can show the quality of your work to potential business contacts through tangible, creative examples. The key is to stay authentic as you build your professional brand. While buzzwords may be an easier way to describe you, they may not be effective. Build your credibility Today, people look beyond work experience before connecting. That’s why it has become important for any professional to ensure that beyond relevant work experience, they are also able to articulate their passions and personal interests. You can add value and connect to your network by sharing interests or unique attributes on your profile, or share a unique point of view or reflections on current events via blog posts. Credibility is of utmost importance as you grow your business too. As you connect with your prospective clients, it is critical to demonstrate your expertise and sometimes, values. Nurture your relationships Remember to stay constantly engaged with your contacts after connecting. In today’s business context, professional contacts can be more valuable than you think. In Singapore, referrals are the most common way that professionals land new jobs or win new business. You never know when an opportunity could come your way! Like most things in life, if you’re willing to put a little time and effort into making simple changes to your profile, you’re going to get a whole lot in return. All you have to do is get started. Join the conversation on LinkedIn, Twitter and Instagram with #StartSomething.

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

GIVE YOUR CHILD THE

PERFECT DAY: Starting school is an exciting time to engage, inspire and feed your child’s appetite for knowledge. True to this belief, we’ve created an extraordinary, state-of-theart campus, built to be a ‘village’ of discovery for children aged 18 months to 6 years. A world first, ‘The Village’ will offer young learners unparalleled opportunities - all under one roof. Through every moment of the daily curriculum or after school enrichment activities, students can enjoy drama, dance, language, music, swimming, sports and specialist physical education. Stamford American: a wonderful way to provide your child with the perfect learning day, every day.

A FULL AND BALANCED DAY, ALL AT ONE UNIQUE VILLAGE FREEDOM TO CHOOSE THE SCHOOL DAY WHICH SUITS YOU

Stamford American offers an outstanding education for students from 18 months to 18 years. International Baccalaureate (IB) Programme enhanced by rigorous American standards with a holistic heart – to equip your child with academic and social skills to take into the real world.

sais.edu.sg/early-years +65 6653 7907 admissions@sais.edu.sg

21/2/2016 – 20/2/2020

Stamford American International School CPE Registration Number: 200823594D Period of Registration: August 10, 2014 to August 9, 2018

THE CHANGING NATURE OF MARKETING Author John Gordon Managing Director Expat Choice.Asia

The changing nature of marketing, and the fear of missing out – the FOMO theory, are two subjects that have never been so more aligned than in today’s digitally driven consumer market. For decades, marketers have prescribed a long list of tactical solutions for businesses including, direct mail, white papers, newsletters, blogs, publicity, conferences, advertising and social media, to name a few – all of which may be more likely to generate a diluted marketing message, and hefty invoices, than new accounts or revenue growth. Ever since the 1980s businesses have been held ransom to the FOMO theory. The great advertising epidemic known as Yellow Pages, was the beast of all beasts, in regards to missing out on critical new business leads. Who would have believed that a full page colour ad printed in the 2006 Sydney Yellow Pages would set a business back AUD$81,000 each year? If you didn’t have your ad printed in the Yellow Pages, quite simply put, your business didn’t exist – The phrase “not happy Jan” speaks volumes, and resonates to this day in the minds of millions of Australians. But there has always been a reliable source to generate new accounts and revenue growth, and that has been good old, word-of-mouth referrals. As a business, you look for ways to humanise your brand and build trust with customers. Social media has provided marketers with a solution to engage customers and put the spotlight on User-Generated Content (UGC), also called User-Created Content (UCC), defined as any form of content that was created by users of an online system or service. UGC has taken word-of-mouth to another level, allowing a digital aggregation of reviews and recommendations on almost everything. Google now place a weighting on organic search results based on the number of reviews your business has generated within the google environment. Unbiased reviews and recommendations are now regarded as the number one influencer when consumers are in a buying cycle. Having worked in marketing and communications for over 20 years in multiple capacities, I have navigated through the Three Tsunamis of disruptive change for marketers that have affected consumers buying behaviours. From Print marketing to Online, and from Online marketing to Digital. In 2017, if a business has no web presence, they are certainly missing out on new business leads. Word-of-mouth will still prevail, and by right, many SMEs across the globe still rely solely on this form of generic marketing, and yes, it doesn’t cost a cent! But eventually the funnel needs to be refilled. Moving on from websites, APPs have become ubiquitous, with many creators of products and services investing tens of thousands of dollars on being accessible – all in the palm of your hand! Reported as of June 2016, Android users could choose between 2.2 million apps. Apple's App Store remained the second-largest app store with 2 million available apps. Although, getting a consumer to download your app remains a marketer’s nightmare. Let’s go one step further – into the future. BOTs are the latest solution for marketers. BOTs are artificially intelligent (AI) programs that can do many useful things like search for news, summarize webpages, play games, and more. You can start chatting with a BOT just like you chat with friends. The more consumers use a BOT, the more intelligent it becomes. BOTs takes search to a whole new level, and are destined to emerge as a leading digital solution for markets in 2017. My job as a digital entrepreneur is to provide solutions. My passion is in building communities and connecting people. When people are connected within a digital environment like TripAdvisor, Facebook, or ExpatChoice.Asia for that matter, a sense of respect and responsibility prevails when writing a review. Typically, by the time a consumer has started looking at unbiased reviews in these chosen digital environments, they've already figured out their need/want, how a business might ideally fulfil that need/want and are now in the process of selecting a business. The critical thing to note is that the mental gap between reading a review and deciding to purchase from a business is ridiculously small, and typically results in a yes/no decision almost immediately. Having chalked up almost a decade as a lecturer of music theory and composition at the University of Sydney, Conservatorium of Music, John experienced a life changing ‘career sea change’ at the age of 30, to remerge as an award-winning advertising sales director, mobile marketing solutions specialist, publisher within the expatriate print and digital space in Asia, and presently co-founder of www.ExpatChoice.Asia also referred to as “Asia’s fastest growing review and recommendation resource” in Singapore Business Review, March 2017. ACCESSASIA | WWW.AUSTCHAM.ORG.SG

HOW CAN BRANDS BUILD TRUST ACROSS ALL CHANNELS IN A FRAGMENTED NEWS ENVIRONMENT? LOOKING AT BRAND PERCEPTIONS ON SOCIAL MEDIA VS TRADITIONAL MEDIA Author Lucy McFarland Business Director Isentia

While we can all acknowledge that there are many hard lessons to be learned from 2016, from a Marketer’s standpoint, one in particular stands out for me. The nature of traditional media and social media becoming two contrasting superpowers that must be wielded with collaboration and caution. The recent US presidential election may have the most lopsided traditional media vs social media messaging the world has ever seen. Hillary Clinton had over 200 mainstream media outlets supporting her campaign – Trump had 6.* Social media on the other hand, was a wildly different story. Trump’s highly sophisticated social media targeting campaign paid off, with overall chatter and positive sentiment seen to be building around him. In short, the key messages around Clinton on traditional media were not aligned with the messages on social media – spelling total disaster for her Presidential campaign. Here in Singapore, we know that to achieve sustainable and favourable brand equity, an organisation’s messages must be communicated across all relevant channels. What is less common practice is the ongoing monitoring and analysis that is required to ensure that messages don’t slip off course. In today’s media jungle, traditional media pinches stories from social media and social media puts its own spin on traditional media stories. Buzzfeed has built its entire existence on this practise. As a result, it’s becoming trickier for organisations to manage their brand reputation. Consumers don’t see a traditional media strategy and a social media strategy, they just see the brand. If misalignment of brand messaging becomes more visible to consumers, it can be very dangerous territory. Consumers feel the brand isn’t connected with them (its customers) and that the brand is maybe trying to cover something up. We can illustrate this point further in Infographic 1. It shows that there are many potential message gaps in the communications chain that leave an organisation vulnerable. For example, when an organisation communicates its messages to the traditional media, it maybe doing so without having assessed the appetite for the specific messaging on social media and vice versa. Furthermore and most importantly, there is likely to be a message gap in what the company is pushing out as its key messages to traditional media, and what consumers are actually discussing and engaging with on social media.

G SA

P GA

ORGANISATION

TRADITIONAL

MESSAGE GAP

SOCIAL

Infographic 1 Using the example of a local Trade Agency, who was keen to look at this message gap in more detail. From studying the messages communicated to traditional media against the key messages being discussed on social media, Isentia were able to identify clear gaps and areas for improvement. Infographic 2 illustrates this point (see page 19). 18

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

media and social media?

Infographic 2 As you can see, there was a clear disconnect in how the traditional media was discussing the issue against the actual consumers on social media. This is particularly stark for the example of Jobs Growth, where the net sentiment around the prospect of Jobs Growth was -16. To help shift the negative sentiment for this particularly company, it comes down to improved online visibility. Armed with these insights, the organisations can team up with relevant micro-influencers to help in clarifying the messages and humanising the overall campaign.

•

Listen. Do you know how your last brand campaign played out on traditional media vs social media? Media monitoring tools are an essential in understanding when, where and how you have been mentioned in the media.

•

Measure. Now you have done the listening, what are the actionable insights that can be gained? Where should your team focus their time?

•

Diversify. Diversifying your communications assets can be hugely beneficial to aligning your media strategy as it means it’s not just one voice pushing the same message – for example, utilising the right micro-influencers, creating a content hub and facilitating unique brand collaborations.

References: *Politico.com **Favourability scored worked out in accordance with CARMA methodology, providing a score out of 100, with 50 being the neutral point. ***Net sentiment= positive sentiment – negative sentiment

What can brands do to ensure coherent brand perception across traditional

SINGAPORE MANAGEMENT UNIVERSITY

EXECUTIVE DEVELOPMENT

FOCUSED ON ASIA–TRANSFORMING PERFORMANCE Integrating the best of Asian and Western practices and theories, our Public Programmes and company-specific Custom Programmes deliver outstanding returns on investment for individuals and organisations, leveraging meticulously-designed curricula which address business challenges in the context of Asia. FOLLOW US

facebook.com /smuexd

LOCATE US

linkedin.com /company/smu-exd

Singapore Management University, Executive Development 81 Victoria Street, Level 10, Singapore 188065 Tel: +65 6828 9095 Email: exd@smu.edu.sg

For more information please visit us @

exd.smu.edu.sg ACCESSASIA | WWW.AUSTCHAM.ORG.SG

Video Marketing – Leverage on the world’s 2nd largest search engine, YouTube

Technology giant, Cisco, says that video will account for 80% of all Internet traffic by 20191 64% of firms maintain that adding video to their websites led directly to increased sales. YouTube processes more than 3 billion searches a month, which makes it the 2nd largest search engine after Google!

5 ESSENTIAL DIGITAL STRATEGIES FOR MARKETING YOUR BUSINESS IN 2017 Author Razy Shah Digital Consultant 2Stallions Digital Marketing Agency

The digital marketing space is continually evolving and it can be a challenge to keep pace. You might finally adopt a social media platform to market on, only to discover that your audience has moved on to a new social media platform. Here are 5 essential digital strategies that you should adopt (if you have not already) for your business in 2017.

The statistics show a strong trend towards video marketing. Video content marketing coupled with YouTube’s high search volumes could lead to your product and services being discovered. These video viewers could turn into leads that you can follow up on by directing them to a landing page on your website. The quickest way to get started with video would be to invest in an animated explainer video to educate viewers about your products or services. 2.

LinkedIn Marketing – Leverage on the largest B2B networking platform

LinkedIn is responsible for a staggering 64% of all visits from social media channels to corporate websites. In addition, it is currently the most effective social media platform for lead generation. To get started, you need to create a company page for your business. On the company page, you should regularly post content of value to your target decision makers to drive purchases of your product or service. Use LinkedIn advertising to get your product or service seen by your target customer. For example, if you run a teambuilding company, you could run ads that target everyone with the job title “HR Director” and other HR related titles. This could get you high quality leads to follow up on. 3.

Attract Traffic To Your Website With Regular Content Updates

B2B companies that blog generate 67% more leads per month than those that don’t2. This fact should be enough to convince you on the merits of constantly update your website with blog entries. Start creating relevant blog entries or write articles on your website. These get found by visitors looking for that specific information, which leads them to your website. By providing answers to questions readers may have, you can position yourself as a thought leader in your industry and gain a lot of traffic at the same time. These blog entries could then be used as part of your monthly newsletter to share with your current and prospective customers. 4.

Start A Monthly Newsletter

It’s oxymoronic, but your best new customers are always going to be your old ones. Most businesses are built upon customer loyalty and your business should look to do the same. Keep your existing customers in the loop with a monthly newsletter that updates them about your company, your products and even sending them tips and tricks for properly utilising the product that they’ve purchased from you. At the same time, let potential leads that are not customers sign up for your newsletter. They get the chance to know your brand better and you can nurture them towards becoming customers in the future. 5.

Marketing Automation – Improve the efficiency of your marketing efforts

Marketing automation is usually enabled by a software platform that allows businesses to streamline, automate and measure their marketing

1 http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/ complete-white-paper-c11-481360.html 2 https://blog.hubspot.com/insiders/inbound-marketing-stats

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

05560-73_16

In Summary The digital marketing space will keep evolving. Your business should keep pace by looking at video content marketing. Additionally you should engage your existing customers via your monthly newsletters and through value-added content on your company website. These strategies can be amplified with the right use of marketing automation. Further Information can be found at: http://bit.ly/21ReasonsToBlog Resources: 1.

http://bit.ly/EmailMrktingService

http://bit.ly/MrktingAutomationService

and sales efforts. It essentially allows businesses to nurture leads, close more deals and maintain customer relationships. When done right, it can help a business increase productivity and accomplish more with a smaller team, even if youâ&#x20AC;&#x2122;re a one-person company. One of the vital cogs to any marketing automation system is lead nurturing through automated email journeys. It would be important to note that email marketing has a high return on investment. According to the Direct Marketing Association UK, every $1 invested in email marketing has a return of 38X!

GET READY TO LEAD International Company Directors Course Building your career has taken hard work and a lot of planning. Now itâ&#x20AC;&#x2122;s time to take the next, crucial step. Our International Company Directors Course will equip you with the knowledge to address the unique challenges faced when operating across countries and regulatory frameworks. Tuesday 23 to Saturday 27 May 2017, Singapore

Find out more and enrol t: +61 8 9320 1709 w: companydirectors.com.au/icdc ACCESSASIA | WWW.AUSTCHAM.ORG.SG

OUT&ABOUT SPECIAL BREAKFAST: ANZ ECONOMIC OUTLOOK WED 08 FEBRUARY 2017 Interviewed by Fraser Thompson, Director at AlphaBeta Advisors, Richard Yetsenga, Chief Economist at ANZ discussed minimising risks and maximising opportunities in a year of transition. The event addressed concerns about global macroeconomic and geopolitics issues that will have an impact on trade and investment trends. Special thanks to ANZ for sponsoring this event.

BUSINESS BRIEFINGS

UPCOMING EVENTS

LAUNCH PAD: ENTITY STRUCTURING & INCORPORATION

Fraser Thompson and Richard Yetsenga

Pradeip Cumar and Tristan Perry

May Lee, Amanda Teng, Derek Mackenzie and Scott Speedie

EVENT SPONSOR

WED 5 APRIL 2017

COLLABORATION WITH

VENUE SPONSOR

LAUNCH PAD: UNDERSTANDING INCENTIVES AND GRANTS WED 17 MAY 2017

COLLABORATION WITH

VENUE SPONSOR

austcham.org.sg/events 22

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

4 3

OUT&ABOUT

BREAKFAST WITH THE BOARD MARCH WED 01 MARCH 2017 We welcomed our new members with an opportunity to meet with other new members and network with the AustCham Board over a casual breakfast at one of our favourite locations.

Ashby Corrigan, Adam Lyle and Laura Allen

Stacey Mahar, Sheridan Ingram, Ian Cummin and Andy Mckimmie

COUNTRY BRIEFING - MYANMAR TUE 14 MARCH 2017 Our Country Briefing - Myanmar brought together a panel of experts where they presented a thorough overview of Myanmarâ&#x20AC;&#x2122;s economic situation and a practical perspective of doing business in this emerging economy. Special thanks to ANZ for sponsoring this event.

John Dick, Rajesh Ahuja and Satyanarayan Ramamurthty

Joanna Thumiger

EVENT SPONSOR 1

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

OUT&ABOUT ANZ AUSTRALIA DAY BALL 2017 SAT 04 FEBRUARY 2017

SOCIAL EVENTS

UPCOMING EVENTS

Over 950 guests attended our Masquerade Fantasy ANZ Australia Day Ball held at the Swissotel the Stamford. The event began with a spectacular live show from two mesmerising aerialist performers and the party band and Australian DJ kept the crowd on the dance floor into the small hours of Sunday morning. Fine Australian produce including a main course of Australian grain fed Angus oyster blade beef done two ways matched with free flow Australian wine and beer was served for the evening. To top that off, an ice bar ( yes, made with real ice ) served chilled bubbly drinks and beers to guests all night long. Not forgetting, a total of $60,000 worth of raffle prizes was won on the night. Special thanks to our sponsors and partners for being part of this big event.

EVENT SPONSOR

BAND FLOWN BY

GOLD SPONSORS

BUSINESS CONNECTS APRIL THU 20 APRIL 2017 EVENT SPONSOR

austcham.org.sg/events 24

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

PHOTOGRAPHY & LOGISTIC SPONSOR

WINE SPONSOR

BEER SPONSOR

GOURMET SPONSOR

MOBILE BAR SPONSOR

AUCTION SPONSORS

DIGITAL COMMUNITY PARTNER

MEDIA PARTNER

OUT&ABOUT

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

COME HOME TO A FRENCH MASTERPIECE

For illustration only

LUXURIOUS RESIDENCES NESTLED IN P R E S T I G I O U S A R D M O R E E N C L AV E • 3-minute walk to Orchard Road, close to embassy district, international schools and MRT stations • Designed by Pritzker Prize-winning architect Jean Nouvel • Exclusive use of CDL’s signature Residential Services • Full condominium facilities including 8 themed sky terraces

Artist’s impression

• Entertain in style at the Clubhouse gourmet dining terraces and screening room • 2+study, 3-bedroom, 3+study, 4+study luxury residences or penthouse suites

O N L Y

F O R

L E A S E

F O R A N E X C L U S I V E P R E S E N TAT I O N , P L E A S E C O N TA C T

(65) 6877 1818 26

enquiries@cdl.com.sg — leasecdlhome.com.sg

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

OUT&ABOUT

BUSINESS CONNECTS FEBRUARY WED 16 FEBRUARY 2017 A sold out event for our popular business networking evening in February held at the Tower Club. Special thanks to our event sponsor City Developments Limited.

Daniel Tyson-Jones, Jarrad Brown, Nicholas Whalan and Simon Ogilvie

Patricia Reed, Lucy Bates and Cecilia Ng

EVENT SPONSOR

WINE & CHEESE NIGHT FRI 17 MARCH 2017 Our Wine & Cheese Night was held at the Grand Hyatt this March. It was a fantastic evening, with showcasing of fine Australian wines from top Australian distributers in Singapore. Members and guests enjoyed free-flow wine, beer, gourmet food and cheeses. Thank you to our sponsors, Flight Centre, Avondale Grammar School and The Meat Club.

Clive Tilbrook, Jo Lu and PJ Roberts

Penelope Koh, Racheal Deede, Mynameis Sky and Richard Foltin

Marcus Hanna, Kelly Halpin and Rebecca Heithersay

Brian Ahern, Geraldine McGrath, John McGrath, Vanessa Montague and Paul Montague

CO-SPONSOR

SUPPORTING SPONSOR

GOURMET SPONSOR

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

NEW

MEMBERS

GOLD CORPORATE MEMBERS

AUSTRALIAN TRADE AND INVESTMENT COMMISSION

JAMES COOK UNIVERSITY PTE LTD

TALIESSIN REABURN

Marketing Director www.jcu.edu.sg

Trade Commissioner www.austrade.gov.au

CORPORATE MEMBERS

COMMONWEALTH RETAIL CONCEPTS PTE LTD

LAURENCE NEW

AUSTRALIAN INTERNATIONAL SCHOOL SINGAPORE

CHRIS COBURN

CLAIRE ETTINGER

Regional Business Manager www.tweglobal.com

Director Marketing & Communications www.ais.com.sg

AIMS IMMIGRATION SPECIALIST

THE FRY GROUP SINGAPORE

UWC SOUTH EAST ASIA

JAN KECK

PEARCE CHENG

MILES GOOSEMAN

Immigration Counsel & Parnership Manager www.aims.sg

Managing Director www.aims.sg

Financial Advisor www.thefrygroup.sg

Communication & Marketing Manager www.uwcsea.edu.sg

EATPLAYLIVE PTE LTD

EXPAT DENTAL

JULIE-MAREE RENYARD

ZANELLE HARRIS

Managing Director www.eatplaylive.asia

Dental Surgeon www.expatdental.com

Supply Chain Manager www.commonwealthcapital.asia

ANDREW CHEW

TREASURY WINE ESTATE ASIA (SEA) PTE LTD

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

THE BESPOKE CLUB ( ADEMCO INVESTMENTS )

VIVIAN KHAJURIA Retail Manager www.thebespokeclub.sg

KATE WOODFORD

RAJEEVA CHANDRA MANAPRAGADA Senior Manager www.fragomen.com

WESTPAC BANKING CORPORATION

ANDREW BILLING

ANGELA WILLIAMS

Head of Corporate Sales www.westpac.com.au

AIMS IMMIGRATION SPECIALIST

AVONDALE GRAMMAR SCHOOL

BRANDON ESPONGA

DENNIS DOHERTY

Consulting Manager www.aims.sg

Executive Director www.avondale.edu.sg

FRAGOMEN SINGAPORE PTE LTD

THANH TON APAC Manager, Client Engagement & Strategies www.fragomen.com

GOLD CORPORATE MEMBERS

FRAGOMEN SINGAPORE PTE LTD

WESTPAC BANKING CORPORATION

NEW

MEMBERS CORPORATE MEMBERS

MAYTRONICS

ROSS COADY South East Asia Manager www.maytronics.com.sg

INDIVIDUAL MEMBERS

GLOBAL SOUL CONSULTING

GONE ADVENTURIN

HILL & ASSOCIATES

LAURA ALLEN

PETER COLEMAN

DANIEL HELLSPONG

EDWINA FRASER

Consultant

Chief Operating Officer(COO) www.goneadventurin.com

Director www.hill-assoc.com

OMERA PARTNERS PTE LTD

DEEP ZIMMERMAN Managing Director www.omerapartners.com

ATRADIUS CREDITO Y CAUCION SA PETR RACEK Regional Head of Risk

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

RMIT UNIVERSITY

SCOTT RICHARDSON Academic Director Singapore www.rmit.edu.au

FIRST SLIP CONSULTING WILLIAM JOHN CASTELLAS Senior Consultant

RUNNINGSTREAM INTERNATIONAL PTE LTD

AUDREY LIU Head Client Relationship www.runningstream.com

SC CAPITAL PARTNERS ANDREW HEITHERSAY Managing Director

VISTRA HUGH DARWELL Director Business Development

INTERCONTINENTAL SINGAPORE ROBERTSON QUAY

JW MARRIOTT HOTEL SINGAPORE SOUTH BEACH

ZACHARIUS MUYSKEN

DEREK FLINT

Director of Guest Services www.ihg.com/ intercontinental/hotels/ gb/en/singapore/

General Manager www.jwmarriottsingapore .com

SCHIAVELLO SINGAPORE PTE LTD

ST. JAMESâ&#x20AC;&#x2122;S PLACE (SINGAPORE) PRIVATE LTD

FITCH DESIGN PTE LTD

STACEY MAHAR

ROGER SMITH

Client Relationship Manager

Associate Partner www.sjp.asia

CEO - Southeast & North Asia www.fitch.com

www.schiavello.com

MAGLINK INTERNATIONAL PTE LTD

MONTREUZ JAZZ CAFE

SHAUN AHERN

LIVIO CAPILLERA

Sales & Marketing Manager www.maglink.com.sg

Marketing Manager www.montreuzjazzcafe .com.sg

ANDREW CROMBIE

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

MEMBERSHIP CARD OFFERS PRESENT YOUR AUSTCHAM MEMBERSHIP CARD AND ENJOY THESE BENEFITS

travel QANTAS Complimentary business class check-in for you and your family at the Qantas lounge in Singapore

business services AIMS IMMIGRATION SPECIALIST 15% discount on professional fee at AIMS Immigration Specialist CITY DEVELOPMENT LIMITED 10% discount on facilities and services at City Serviced Offices CLIFTONS 25% discount on room bookings GEEK TEAM ASIA 20% discount on all your technology support needs ISENTIA Up to 30% discount of standard rate card LAW IN ORDER Enjoy 15% off a range of business administrative services LEVEL3 A complimentary month of 'Community Membership' RUNNINGSTREAM 50% discount for the first year proprietary Portfolio Program SERVCORP Enjoy one month complimentary ‘The Virtual Office’ package

education & training BRITISH COUNCIL 20% off all corporate training workshops COALFACE DIALOGUE Special members’ rates on selected professional development program GEMS WORLD ACADEMY SINGAPORE Priority discounts & preferential discounts for enrolments in the 2016-2017 academic year PM-PARTNERS Enjoy 20% off standard price of any public or in-house training course SINGAPORE MANAGEMENT UNIVERSITY Receive 5% discount on selected SMU Executive Development Programmes THE CHANGE SCHOOL Enjoy 20% off on selected corporate workshops and retreats WHITE LODGE Free trial class for your child at any one of eight centres throughout Singapore

financial services PAY2HOME Enjoy money transfers to Australia for a flat fee of $15 (save 25%) QBE SINGAPORE 20% discount on personal lines including Home, Motor and Travel coverage

health services ALL IN THE FAMILY COUNSELLING

Enjoy special rates for counselling sessions DENTAL ESSENCE Special members’ rates for consultations IN TOUCH PHYSIOTHERAPY Enjoy 10% discount on physiotheraphy services

lifestyle and entertainment THE BIG BLOW Receive a complimentary Kevin Murphy Treat Me express service with every Perfect Blow Out THE BRITISH CLUB 50% off Associate Transferable Membership for only $8,000+ GST 32

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

MEMBERSHIP CARD OFFERS

lifestyle and entertainment EATPLAYLIVE 50% off the purchase price for 12 months access to EatPlayLive, Asia’s premier lifestyle app BOUNCE SINGAPORE 10% off General Access Tickets URBAN FAIRWAYS 10% off golf simulator rental and food & beverages

restaurants and hotels ANGSANA BINTAN 30% off best available rate at Angsana Bintan BANYAN TREE BINTAN 30% off best available rate at Banyan Tree Bintan ANGSANA LANG CÔ Complimentary choice of one unlimited inclusion (golf/spa/dining) per day BANYAN TREE LANG CÔ Stay 3 pay 2 Nights and enjoy the 3rd night free CARLTON HOTEL SINGAPORE 20% off total bill at Café Mosaic, Tuxedo and Gravity Bar 10% off total dinner bill at Wah Lok Cantonese Restaurant COMO THE TREASURY PERTH Save over 33% on best available room rates FAR EAST HOSPITALITY 5% off best available rate with complimentary daily breakfast and WiFi 10% off best available rate at TFE hotels in Australia FRASERS HOSPITALITY 20% off Best Flexible Rate at participating properties JAXS BISTRO 10% off total bill JW MARRIOT HOTEL SINGAPORE SOUTH BEACH 15% off food and beverage total bill MARINA MANDARIN SINGAPORE 15% off best available room rates and hotel managed restaurants & lounge MEAT SMITH Exclusive all day happy hour drinks and 25% off all meat platters MONTREUX JAZZ CAFE 20% off total bill and 15 % off Merchandise NOVOTEL SINGAPORE CLARKE QUAY 15% off total buffet food bill only at The Square Restaurant PARK REGIS Enjoy special rate for Corporate Room and Seminar Package WHITEGRASS 20% off total bill at The Bar

retail EASTERN CARPETS 10% off on all carpet cleaning services POP UP WINE Complimentary S$49 bottle of wine with every 12 bottles purchased SHIVA DESIGNS 15% discount on purchases over $99 WINE EXCHANGE ASIA $69 per bottle for cases of six Billecart-Salmon NV Champagne

transport and relocation services ALLIED PICKFORDS Two hours complimentary handyman service on moving day

visit www.austcham.org.sg for full details & conditions ACCESSASIA | WWW.AUSTCHAM.ORG.SG

NEWS FLASH BURNT ENDS SG MOVED UP BY 4 IN ASIA'S 50 BEST RESTAURANTS LIST Burnt Ends SG took the No. 10 spot on Asia's 50 Best Restaurants list - up from 14th last year. David Pynt, Head Chef and owner of Burnt Ends SG had also won the Chefs' Choice Award. Congratulations Burnt Ends SG for another remarkable achievement! Burnt End SG was known as Burnt Enz before Unlisted Collection discovered the potential and bought the concept to Singapore where the restarurant was established in 2013.

LEVEL3 - A FIRST OF ITS KIND COLLABORATIVE WORKSPACE The Unilever Foundry and Padang & Co recently launched LEVEL3, a 22,000 sq ft collaborative workspace that bridges the gap between startups and corporations. An innovative startup springboard, LEVEL3 pushes the boundaries of corporate innovation by bringing a thriving community of like-minded innovators together, fostering collaboration, experimentation, and pioneering of new business models to deliver positive business impact. Join the LEVEL3 community and get invited to our many community events such as fireside chats, lunch & learn and networking sessions. Get involved and innovate with us at www.L3.work

EARLY LEARNING VILLAGE AT THE AUSTRALIAN INTERNATIONAL SCHOOL The new Early Learning Village at the Australian International School is opening this July. The purpose-built environment is inspired by the principles of Reggio Emilia, which acknowledges that an environment that is purpose-built for the child is better for the child. The goal of the Early Learning Village is simple - every child happy, every child learning. Classrooms are spacious and flooded with natural light, with each one featuring designated outdoor space for children to play and discover. These classrooms are positioned together in clusters to forge feelings of community and sharing. The Village also features a 22m swimming pool designed for young swimmers, along with sprawling shaded outdoor play areas to encourage exploration and discovery. Young learners at the new campus will also take advantage of a range of other facilities, including a library/inquiry centre and a multipurpose sports hall.

For article contribution or advertising in Access Asia, email us at info@austcham.org.sg

Before you reach the Hunter Valley, we’ll serve you a taste of it in the air

Enjoy Rockpool inspired cuisine paired with some of Australia’s best wine when you fly with Qantas. Australia starts here.

ACCESSASIA | WWW.AUSTCHAM.ORG.SG

AUSSIE-RULES Skills for life

Ingenuity

Antet ilibus, incte quas doluptas quosaep tatiund aeriscipsunt quatem eaque nonsequis evel id unti te vid ut fugiatendus exped undipsam, tempost, officati aciae omnimo volupta tibus. Cae. a doluptatur? custet, cus endae we fuel YouItati ignite your Ximille childâ&#x20AC;&#x2122;s ingenuity, omnimus andandi stioreprovid evel id unti te vid ut the fire.exped undipsam fugiatendus Your child is gifted with natural creativity. We consider it our job to nurture their talent and ingenuity, without conventional constraints, to foster their innate ability to inquire and make links across our entire curriculum. Speak to our friendly Admissions Team to learn more about our inquiry-based currciulum programs.

Globally focused, distinctly Australian

www.ais.com.sg +65 6653 7906

Australian International School Pte Ltd is registered by the Committee for Private Education (CPE), part of SkillsFuture Singapore (SSG). CPE Registration Number 199204405H. Period of Registration 6 July 2015 to 5 July 2019