In this episode of The CMO Office Podcast, I sit down with Mark Khoo, Digital Activation Lead APAC at Versuni, the company behind Philips home appliances across Asia Pacific.

Versuni may not be a household name, but the products certainly are. From air fryers and coffee machines to irons, steamers, fans and dehumidifiers, Philips appliances are part of many homes across the region. That gives Mark a fascinating marketing challenge: how do you take a 150-year-old legacy brand, famous for certain trusted products, and stretch it into newer categories where consumers may not yet make the connection?

Listen to the full conversation here or on Spotify, Apple Podcasts and YouTube.

Highlights include:

* Why Philips’ long-standing brand strength is both an advantage and a challenge when building newer categories across APAC.

* How Versuni is using business data, media data, brand health data and market share data to build a more complete view of performance.

* Why ROAS can look impressive while still failing to prove real business impact.

* Why incrementality testing is critical for understanding whether marketing has genuinely changed the outcome.

* How retail media platforms such as TikTok Shop and Shopee are moving beyond conversion into discovery and consideration.

* Why marketers need to challenge data outputs when they do not make sense commercially.

* How to explain last-click attribution to commercial leaders who may otherwise assume all budget should go into search.

* Why market share is one of the most important signals to watch when platform metrics look strong.

* How brand health measures such as consideration and preference can act as leading indicators of future market share.

* Why offline retail still matters deeply in APAC, even as ecommerce continues to grow.

* How AI and predictive modelling could help marketers bring fragmented data together, while still requiring human judgement.

* Why marketers need to speak the language of top line, margin and market share if they want to earn credibility with leadership.

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