SINGAPORE, April 22, 2025 /PRNewswire/ -- Teads, the global media platform, has partnered with Mercedes-Benz to launch its first-ever Connected TV (CTV) campaign in Thailand, marking a new milestone in the luxury automotive market. Running from June to July 2024 as part of the Defining Class 2.0 initiative, the campaign targeted high-income audiences with an omnichannel approach, delivering substantial brand lift for Mercedes-Benz and reinforcing its position as a top luxury automotive brand in Thailand.
Pioneering a Strategic Omnichannel Execution for Maximum Brand Impact
The campaign marked Teads' debut in the Thai CTV landscape, blending multiple digital touchpoints to maximize engagement with a premium audience:
The campaign's effectiveness was evaluated using On Device's methodology, which passively tracked exposure and surveyed their panellists 24-48 hours after ad interactions. Brand Lift Study offered granular insights, underscoring the campaign's ability to achieve significant results in brand perception and favorability.
The Mercedes-Benz CTV campaign in Thailand exceeded expectations, achieving robust lifts across critical brand metrics:
The campaign also achieved high baseline scores for brand familiarity and favorability, each exceeding 80%, indicating an already strong brand presence for Mercedes-Benz in Thailand.
A key contributor to the campaign's success was the engagement with Teads' premium creative formats, which effectively captured and retained audience attention:
Our partnership with Teads for the Defining Class 2.0 campaign has been nothing short of transformative. As a brand that strives to stay ahead of the curve, Mercedes-Benz constantly seeks innovative and impactful ways to connect with our audiences.
Teads' expertise in omnichannel media planning, combined with their cutting-edge Connected TV solutions, allowed us to deliver a highly immersive and memorable campaign.
The results speak for themselves—remarkable brand lift across awareness, preference, and purchase intent metrics, paired with unparalleled engagement on premium platforms.
The campaign's strategic execution and high-quality creative formats resonated deeply with our target audience, reinforcing our position as the leading luxury automotive brand in Thailand.
We are thrilled with the success of this collaboration and look forward to further exploring the possibilities of CTV and premium digital advertising with Teads in the future." Says the spokesperson from Mercedes Benz, Thailand.
This groundbreaking omnichannel campaign not only marks Teads' entry into Thailand's CTV space but also sets a new standard for luxury automotive advertising. The campaign highlights how strategic media planning combined with innovative technology can deliver measurable, impactful results in an increasingly competitive landscape.
Through this partnership, Mercedes-Benz and Teads have showcased the potential of an omnichannel CTV approach to enhance brand awareness, engagement, and consideration. The success of this campaign reaffirms Teads' leadership in delivering premium, scalable advertising solutions and solidifies Mercedes-Benz's position in Thailand as a leading choice in luxury automotive.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Teads and Mercedes-Benz Drive Brand Lift with Thailand's First Connected TV Campaign
SINGAPORE, May 2, 2025 /PRNewswire/ -- The Singapore Management University (SMU) has appointed Professor Zhang Liandong as the new Dean of its School of Accountancy (SOA), effective 1 July 2025. With over seven years of leadership experience at SOA, Professor Zhang will lead strategic initiatives to elevate the School's academic reputation and impact.
The appointment follows an international search led by SMU's previous Provost Professor Timothy Clark, which began in January 2024 and involved extensive evaluations. The appointment has the support of SMU's Board of Trustees, faculty, and key stakeholders.
"Professor Zhang Liandong is an accomplished scholar, known internationally for his expertise in Financial Reporting, Corporate Governance, and Taxation. He is also a dedicated teacher, a proven academic leader and a respected colleague," said Professor Alan Chan, SMU's new Provost, "With Liandong at the helm, we are confident that SOA will continue to scale new heights."
Experience and Achievements
Professor Zhang has been a key member of the SOA management team since 2017, serving as Associate Dean, Research from 2017 to 2023, and as Deputy Dean since 2023. In these roles, he has been pivotal in shaping and executing SOA's education and research strategies, raising its international visibility and enhancing academic excellence. Under his leadership, the SOA achieved significant milestones, including the launch of its inaugural Ph.D. programme in 2017 and a dual-degree Ph.D. programme with Renmin University of China in 2019, both of which have bolstered the school's academic standing. His efforts also contributed to SOA's rise in the BYU rankings of Accounting Schools.
Accomplished Scholar
Professor Zhang is an internationally renowned academic whose research interests include Financial Reporting and Disclosure, Corporate Governance, and Taxation. He has an impressive publication record in leading journals such as Contemporary Accounting Research, Journal of Accounting Research, Journal of Accounting and Economics, Review of Accounting Studies, The Accounting Review, and Journal of Financial Economics. His research has made a substantial scholarly and societal impact and has won numerous awards, including Honourable Mention at the 2024 Moskowitz Prize. He is also a sought-after speaker, having delivered keynote addresses at numerous top universities.
Beyond his research, Professor Zhang has held key editorial roles, including serving as Associate Editor of the Asia-Pacific Journal of Accounting and Economics since 2015, and the International Review of Finance since 2023. He has also been the Editor of Corporate Governance: An International Review since 2020. His deep expertise and editorial leadership have further cemented his reputation in the field.
On his appointment as the new Dean of SOA, Professor Zhang said, "I am deeply honoured to accept this role and grateful for the trust placed in me by the senior management and faculty. As Dean, I am committed to fostering a culture of excellence in teaching and research while enhancing our contributions to society. Together, we will build on our strengths and strive to make a meaningful impact in the accounting field and beyond."
Professor Zhang's appointment marks a new chapter for SOA, as he aims to strengthen both educational offerings and research output, working closely with SMU's senior management, faculty, staff, and students to drive SOA's growth.
About Professor Zhang Liandong
Professor Zhang received his Ph.D. in Accounting from Nanyang Technological University in 2008 and began his academic career as an Assistant Professor at the John Molson School of Business, Concordia University. He then became a Full Professor at City University of Hong Kong in 2016 before joining SMU in 2017. Known for his dedication to education, he has taught extensively at both undergraduate and graduate levels, mentoring numerous students throughout their academic journeys.
About Singapore Management University
A premier university in Asia, SMU is internationally recognised for its world-class research and distinguished teaching. Established in 2000, SMU's mission is to generate leading-edge research with global impact and to produce broad-based, creative, and entrepreneurial leaders for the knowledge-based economy. SMU's education is known for its highly interactive, collaborative, and project-based approach to learning. Home to over 13,000 students across undergraduate, postgraduate professional and postgraduate research programmes, SMU comprises of eight schools: School of Accountancy, Lee Kong Chian School of Business, School of Economics, School of Computing and Information Systems, Yong Pung How School of Law, School of Social Sciences, College of Integrative Studies, and College of Graduate Research Studies. SMU offers a wide range of bachelors', masters', and PhD degree programmes in the disciplinary areas associated with its schools, as well as in multidisciplinary combinations of these areas. SMU emphasises rigorous, high-impact, multi- and interdisciplinary research that addresses Asian issues of global relevance. SMU faculty members collaborate with leading international researchers and universities around the world, as well as with partners in the business community and public sector. SMU's city campus is a modern facility located in the heart of downtown Singapore, fostering strategic linkages with business, government, and the wider community. www.smu.edu.sg
SMU celebrates its 25 years of meaningful impact this year, and remains committed to its vision of driving innovation, transcending boundaries and transforming lives.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
SMU Appoints Professor Zhang Liandong as New Dean of School of Accountancy
