Consolidation is set to be all the rage for brand marketers across Asia in 2019.

“There’s another sort of consolidation happening – and this one is very big in Asia,” said MullenLowe group digital director Mark Haycock at the 9 for 2019: Trends that matter to Asia event in Singapore, where he forecasted regional trends for brand marketers to take note of in the year ahead.

Trend 1: One super app to rule them all

This consolidation is all taking place via smartphones, with apps adding multiple functionalities that make it become an absolute necessity for users. “You can see its future potential,” said Haycock. “We call it the ‘one app to rule them all’.”