Challenges
Operational silos across five Southeast Asian markets created inefficiencies, delayed launches, and prevented optimization at scale.
Solutions
Deployed Epsilo to create one unified workspace with AI-powered automation, real-time insights, and standardized workflows across all markets.
70%
faster campaign execution
Unified workflows eliminated operational silos and manual coordination.
45%
ROI improvement
AI optimization and unified insights drove measurable performance gains.
5
markets consolidated
Thailand, Vietnam, Philippines, Indonesia, Singapore unified operations.
85%
campaigns automated
AI agents handle optimization, monitoring, and routine adjustments.
Fragmentation limiting regional growth
Reckitt's Southeast Asian performance media operations faced a common challenge at scale: each market team operated independently with their own tools, processes, and optimization approaches. While this gave local teams autonomy, it created operational silos that prevented regional optimization.
The regional leadership team lacked visibility into cross-market performance. Successful strategies in Thailand couldn't be quickly replicated in Vietnam or Philippines because each market operated in isolation. Campaign launches requiring regional coordination stretched over weeks.
Unified platform, distributed execution
The strategy focused on creating operational unity without removing local autonomy. Epsilo provided the unified workspace where all markets connected their campaigns, but local teams retained control over execution details appropriate for their market.
AI agents were deployed to handle routine optimizations that don't require local market knowledge—budget pacing, bid adjustments based on performance, keyword performance monitoring. This freed local teams to focus on market-specific strategy and creative.
Agentic AI enables scale
Each market connected their retail platform accounts to Epsilo, immediately gaining unified dashboards and AI optimization. The agentic AI system monitors hundreds of campaigns continuously, making micro-adjustments that compound into significant performance improvements.
The platform handles the operational complexity—tracking budgets across time zones, optimizing bids based on demand patterns, redistributing spend from underperforming campaigns. Human operators focus on strategic decisions and creative development.
Transformation through automation
Campaign execution time dropped 70%. What previously required days of coordination now happens in hours through the unified platform. The team launched 3x more campaigns in Q4 2024 compared to Q4 2023 with the same headcount.
ROI improved 45% in the first quarter as AI optimization and unified insights drove better performance. The regional team now operates as one coordinated unit, sharing learnings and optimizations in real-time across all five markets.
