Communications consultancy Text100 has appointed Keeley Benjamin as ASEAN (Association of South East Asian Nations) digital brand lead. Based out of Singapore, she will be responsible for providing strategic brand and digital consultancy to Text100’s clients in Southeast Asia.
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, she will work with Text100’s Digital Hub team in Malaysia, which does web development, design and analytics for Southeast Asia. She will also work with Text100’s existing earned and social media consultants, digital producers and content team in Singapore.
"About 50 percent of our clients in Singapore and Malaysia are now working with us on integrated campaigns, so Keeley (Benjamin) 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 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 (Europe Middle East and Africa).
Text100 credits her with the football star-studded NIKE Secret Tournament campaign, HP's YouTube FanFest campaign and the award-winning Royal British Legion’s 2-minute Silence campaign, which won the 2011 Cannes Lions (Silver Lion for Best Integrated Campaign and Silver Lion for Best Charity Campaign).
Her hire is part of Text100's regional growth strategy and comes on the back of a streak of ten new client wins in Singapore and Malaysia across the consumer, corporate and technology sectors. This includes Cisco, General Electric, Häagen-Dazs, and Trend Micro.
Over the past two years Text100 has developed a number of successful integrated campaigns for 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.