David Blecken
Jun 11, 2015

Brandwatch launches in Asia, appoints Christel Quek as VP

ASIA-PACIFIC – Brandwatch, a social media intelligence company based in the UK, has entered Asia-Pacific, appointing Christel Quek as its VP for Southeast Asia.

Christel Quek (photo: Sheila Menezes)
Christel Quek (photo: Sheila Menezes)

Quek, who was most recently content lead for APAC, MENA, Greater China and Russia at Twitter, is Brandwatch’s first staff member in the region and will continue to be based in Singapore.

Brandwatch provides social-media listening and analytics technology to help companies make informed decisions based on what their customers or potential customers are saying online. The company launched seven years ago in Brighton, where it is based, and also has offices in North America and Germany, with 300 employees.

A spokesperson for Brandwatch, Shahlia Nelson-Rogers, said the company had “ambitious growth plans” in Asia over the next few years and that a number of multinational clients had expressed interest in using its services in the region. She was not able to confirm which clients Brandwatch would initially serve in Asia, but its portfolio includes Sony Music, Dell, Cisco and British Airways.

Quek said her decision to join Brandwatch had been spurred by a strong interest in social intelligence and data, enthusiasm for the technology behind the platform, and the company’s prioritisation of Asia for growth. She noted that “data is the cornerstone of any good strategy” and that Brandwatch’s ability to filter online conversations in fine detail meant it could be guided in many directions to be “a great help to businesses”.

Giles Palmer, the company’s chief executive, said Quek was “an important hire for Brandwatch as she brings extensive experience and the skills and knowledge that will help us drive our expansion”.

“We’ve seen strong demand from existing and new clients and this new location will help us meet their needs and widen our global footprint," Palmer added. "It is the right time for us to make this next big step in our plans and broaden our reach for the benefit of our customers.”

Quek said her first priority would be to “get immersed in the Brandwatch culture and understand the different resources to make it a success in the region”. She said re-orienting studies that had been conducted in the US and UK for Asia would help demonstrate the importance of social data for business.

She added that she thought there was a “shortage of social media monitoring that’s actionable” in Asia, given limited ability from competitors to monitor Asian languages. Brandwatch covers a total of 27 languages. Synthesio and Salesforce are among other social intelligence providers operational in the region. In addition, brands' in-house social analytics capabilities are not as developed as in markets like the US, she noted. 

“In Asia I can count social media ‘command centres’ on two hands,” Quek said. “There are a lot of things to be done in that space. In the US, people really get the importance of it. We have to ultimately shift from just monitoring to actual intelligence.”

Quek joined Twitter in early 2014 and has also worked as regional social business lead for Samsung and global social manager for Havas Media. Campaign Asia-Pacific featured her as a ‘woman to watch’ in 2014.

 

Source:
Campaign Asia

Related Articles

Just Published

11 hours ago

40 Under 40 2023: Ruchika Gupta, Beam Suntory

An ambassador of female leadership, Gupta is building a team of thought leaders at Beam Suntory and inspiring them to achieve their highest potential.

11 hours ago

Why does such a lack of transparency still exist in ...

Although many adtech players remain incentivised to keep the ecosystem opaque, new business models and auditing practices are challenging the status quo to demonstrate value for clients.

13 hours ago

Swatch switches media duties to Publicis from ...

Swatch is the second long-term client after Dyson to depart from GroupM to Publicis this year, following news of a bribery scandal in China in 2023.

13 hours ago

The Scott Calorie Absorber Pro converts a kitchen ...

The clever campaign reimagines the humble drying towel as a mighty health supplement in a bid to tackle Malaysia's growing obesity epidemic.