marketing interactive

This post is sponsored by ADA. Southeast Asia is the most dynamic digital commerce market in the world right now. Consumer spending is accelerating, social commerce has become a primary revenue channel across the region’s largest economies, and the gap between brands that are winning, and those that are not, is widening faster than most organisations can respond. Consumer journeys are splintering across marketplaces, social platforms, D2C channels, and offline trade. Retail media is redrawing the economics of visibility. Live-streaming has turned content into a sales channel. And while AI dominates boardroom conversations, most organisations are still struggling to move from experimentation to execution. This is creating a new divide in commerce. Not between brands with bigger budgets and smaller ones, but between those built to operate with intelligence and speed, and those still trying to manage a real-time market with disconnected teams, fragmented data, and manual decision making. ADA believes this is where the next era of commerce will be won. As the data and AI experience company, ADA has built its commerce practice around a simple idea: in today’s market, growth does not come from treating eCommerce, media, content, the customer experience, and commercial operations as separate functions. It comes from connecting them. The brands that are outperforming are those that can turn data into action faster, use AI in practical ways, and run commerce as one integrated system rather than a collection of channels. That is the premise behind ADA’s approach to intelligent commerce. It is also what sets the company apart in a market where AI has quickly become one of the most overused terms in business. While many are still talking about what AI can do for commerce, ADA is focused on what it should do already: improve and make decisions, remove friction, increase speed, and drive measurable outcomes. In practical terms, that means bringing together capabilities that have traditionally sat in silos. ADA operates D2C platforms, manages marketplace performance across the likes of Shopee, Lazada, and TikTok Shop, supports social commerce, performance marketing and creative production, and connects these to a deeper intelligence layer powered by data and AI. Instead of optimising channels in isolation, it helps brands run the full commerce engine in a more connected and responsive way. This matters because commerce in Southeast Asia is not becoming simpler, but increasingly more operationally demanding. Take social commerce. TikTok Shop is no longer an emerging opportunity; in many categories it is now a primary transactional environment. Brands need content at a volume and pace that most internal teams were never designed to handle. The challenge is not only creative quality, but creative throughput. ADA addresses this through AI-powered content production across static, video, and 3D formats, reducing production time by more than 80% while maintaining brand consistency across SKUs and markets. But content velocity alone is not the full story. For many consumer goods companies, the real challenge sits deeper in the commercial model. Brands today are trying to manage modern trade, general trade, distributors, marketplaces, and social channels all at once, often with separate teams, separate budgets, and separate views of performance. Retail media investment is growing fast, yet in many organisations it remains disconnected from trade planning and profitability. Inventory decisions are made without a live read on digital demand. Revenue may be growing, but margin leakage often goes unseen until much later. This is where ADA’s data and AI experience stack becomes especially relevant. Rather than approaching commerce as a front-end activation alone, ADA connects digital shelf performance, retail media, sell-out signals, forecasting, promotions, and supply chain visibility into a more unified decision-making model. The objective is to improve the quality of the top-line growth and to help brands understand what is working, where value is being lost, and how to respond in real time. At the centre of this is ADA’s intelligent commerce capability: an intelligence layer that unifies demand forecasting, performance tracking, promotional effectiveness, inventory signals, and P&L simulation, and then translates these into practical recommendations through AI. In other words, it is designed to reduce the lag between insight and action, the gap where so much commercial value is often lost. The results are already visible. A personal care retailer reduced P&L forecasting time from 60 minutes to under one. A global confectionery manufacturer achieved a 98% efficiency gain in cross-platform performance tracking while also scaling AI-powered creative automation and 3D visualisation. These examples point to a broader truth about commerce today: a competitive advantage increasingly belongs to organisations that can compress the time between signal, decision, and execution. That, ultimately, is ADA’s bet on the future of commerce. Not that AI will magically transform the category on its own. But when AI and data, intelligence and execution are brought together properly, commerce becomes smarter, faster and more resilient. It stops being a reactive function and starts becoming a compounding advantage. In Southeast Asia, where the pace of change continues to outstrip the operating models of many organisations, that shift may be the difference between simply participating in digital commerce and actually leading it. source

The Ministry of Home Affairs (MHA) has launched a new SGSecure short film that taps into the familiar problem of “tech neck” to drive home a message on terrorism vigilance. Created in partnership with VML Singapore, the spot, titled “Bye tech neck”, starts out as a light-hearted tutorial fronted by a masseuse demonstrating simple stretches to relieve neck strain from excessive phone use. The tone then takes a sudden twist, underscoring that the terrorism threat in Singapore “remains high” and that the public has a role to play in staying alert. Don’t miss: SGSecure tests Singaporeans in high-stakes simulated terror web series Using the visual of Singaporeans constantly looking down at their screens, the film links everyday behaviour to national security, reminding viewers that vigilance starts with small, conscious actions, such as looking up and being aware of suspicious items or activities in public spaces, and reporting them promptly to the authorities. “Bye tech neck” is part of SGSecure’s ongoing efforts to strengthen public awareness and community vigilance. The film will roll out in March across MHA and SGSecure’s social media channels, as well as at public transport nodes islandwide, including bus interchanges and MRT stations. “In our SGSecure social experiments last year, we observed that many people walked past suspicious items without noticing them. Often, people were just glued to their phones,” said Matthias Chew, director, SGSecure Programme Office, MHA. He added, “We hope the humour behind ‘Bye tech neck’ will help everyone to remember to look up from time to time – and if we can do so, we will be a much more vigilant and safer society.” In tandem, Nimesh Desai, CEO, VML Singapore, said, “With the threat of terrorism remaining high, the need for vigilance is ever present. It is critical that our communications resonate in ways that are relevant and relatable, capturing attention while clearly underscoring the importance of vigilance.” The new spot follows an earlier SGSecure campaign film launched this month, “Closer than we think”, also created with VML Singapore. The film opens with an explosion in a crowded public space before rewinding to reveal how an ordinary individual became self-radicalised online, underscoring how early intervention from family, friends and colleagues can change the outcome. “Closer than we think” anchors the new “Play your role” campaign, which builds on the earlier “What’s your role” initiative by shifting from awareness to driving concrete action, and is supported by new visuals and immersive roadshows simulating a terrorist attack scenario in Singapore. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles: SGSecure hijacks feeds with terrifying what-ifs from everyday moments   SGSecure unveils storybook to empower kids with safety smarts   Nathan Hartono’s plan to divide Singapore foiled in dramatic new MHA music video  source

UNIQLO is taking its AIRism story beyond product tags and into a full sensory experience with the launch of its first-ever “AIRism cooling station” pop-up at Orchard Central. Running from 10 to 19 April, the activation is designed specifically around Singapore’s year-round heat and humidity, inviting visitors to “feel” the technology that underpins the brand’s comfort promise. In hot and humid Singapore, discomfort often comes from everyday moments such as crowded commutes, walking from the MRT, or breaking a sweat after a spicy lunch. This leaves many feeling sticky, overheated or self-conscious about sweat throughout the day. The “AIRism cooling station” is positioned as a respite in the heart of town, bringing AIRism’s key functions to life: coolness, breathability, quick-dry performance and anti-odour technology. Don’t miss: UNIQLO flips Tanjong Beach Club into an invite-only European getaway As part of the campaign, visitors enter through an immersive waiting area lined with AIRism cool curtains, designed to deliver an instant cool-down and showcase the smooth, cooling touch of AIRism fabric. The space also doubles as an Instagrammable backdrop, encouraging shareable photo moments while visitors explore the full AIRism lineup, from innerwear to bra tops and underwear. To bring the technology to life in a consumer-friendly way, UNIQLO has built interactive testing stations into the pop-up. Visitors are invited to put the fabric to the test through hands-on experiences that demonstrate breathability and moisture absorption, allowing them to see and feel how AIRism works in action rather than relying on product claims alone. The “AIRism cooling station” is also designed with clear engagement and conversion mechanics. Visitors who check out all AIRism stations can redeem a complimentary bottle of Pocari Sweat ION Water, available to UNIQLO APP members during the pop-up period. UNIQLO is also targeting younger consumers with a dedicated student offer where tertiary students who visit all AIRISM stations and flash their student cards can redeem a complimentary AIRism seamless boxer brief or AIRism seamless shorts hiphugger, again limited to APP members. Beyond Orchard Central, the brand is extending the experience into its wider retail network. Customers who purchase the super non-iron long sleeve shirt at any UNIQLO store from 10 to 23 April can redeem a free AIRism anti-odour mesh tank top, encouraging wearers to build AIRism into their everyday layering. The “AIRism cooling station” pop-up will be held at Orchard Central level 1 Atrium (outside the UNIQLO store) from 11am to 10pm daily. Entry is free. “AIRism is a range that you have to experience to fully appreciate. From parents purchasing it for middle and high schoolers to wear under uniforms, to adults wearing as an inner for a cooling experience, we hope that visitors can try on our AIRism range for themselves and discover how LifeWear can make their everyday lives a little more comfortable,” said Paulene Ong, marketing director of UNIQLO Singapore The “AIRism cooling station” also reflects a broader shift among apparel brands that rely on product technology. Increasingly, these brands are turning to experiential activations that recreate real-world conditions in-store so shoppers can test performance on the spot. Most recently, Decathlon unveiled its #Winterproof campaign, designed to let shoppers experience winter conditions before travelling. Stores featured immersive “Winter[proof] capsules”, walk-in fitting rooms cooled to -15°C, where visitors could test Decathlon winter gear against the cold.  Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles:  Why UNIQLO’s Pokémon tees are more than just cute collectibles  UNIQLO concludes media pitch in HK  UNIQLO Singapore cooks up first global UTme! collection with Nissin  source

Milk & Honey PR has appointed Matthew de Bakker (pictured) as partner and country lead for Singapore, as the B Corp-accredited consultancy sharpens its growth focus in Asia Pacific. De Bakker, who starts in April, joins after nearly a decade with Mutant Communications where he most recently served as country manager for Singapore. He first joined Mutant in 2017 as head of PR, before rising through the ranks to lead the agency’s Singapore operations. During his tenure, he helped expand Mutant’s client portfolio to include Singapore Sports Hub, Epson APAC, Disney and a number of high-growth regional startups. Prior to Mutant, de Bakker held a senior communications leadership role at HR services firm Randstad, where he built its brand presence across Singapore, Malaysia and Hong Kong through earned media, spokesperson profiling and content. Don’t miss: Boutique reputation firm The Brand Imprint opens shop in Singapore De Bakker joins a senior local team, with a mandate to drive the next phase of growth. He will work alongside outgoing Singapore CEO Meilin Wong FPRCA during the transition. Wong, who established the Singapore office, will step back from the CEO role and remain available to the agency on a consulting basis as she pursues fractional opportunities. “De Bakker is exactly the profile of leader we build offices around, someone with deep market credibility, a strong instinct for brand building and the kind of trusted advisor reputation that clients in this region respond to. He has spent nearly a decade at the heart of Singapore’s independent agency scene and brings the commercial acumen and executional discipline we need as we grow,” said Kirsty Leighton, CEO of Milk & Honey Group.  Speaking on his new role, De Bakker said, “I’ve watched Singapore grow into a market where communications really matter at a board level, where clients want senior people, not just account handlers.” “Milk & Honey has built something I have a lot of respect for: an agency with a clear point of view, a global reach, and a culture that holds itself to a higher standard. Being part of that next chapter in this region is an opportunity I wasn’t going to pass up,” he added.  The move comes amid a broader reshuffle of PR agency leadership in Singapore. Last month, Zeno Group appointed Khushil Vaswani as managing director of its Singapore office, strengthening its leadership bench as the market continues to serve as a strategic hub for Asia Pacific operations. In his role, Vaswani oversees senior client relationships and drives integrated, multi-market work across the region, reporting to David Lian, regional president for Zeno Asia. He brings 20 years of experience across leading global agencies and joins from Ruder Finn Era, where he led five markets across Southeast Asia as chief growth officer based in Bangkok, having initially joined the firm as COO. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles: Omnicom PR reportedly restructures agency portfolio  FleishmanHillard Singapore managing director Mei Lee exits   PRecious Communications bolsters corporate and financial capabilities with SVP hire source

French bottled mineral water brand evian has partnered with artist Jeff Koons to launch two limited-edition glass bottles, created to mark the brand’s 200-year journey from a protected local water source to a global icon. The glass bottles—available in pink (still) and blue (sparkling)—offer a playful interpretation of one of Koons’ most iconic works, Balloon Dog. Long associated with joy, playfulness, and celebration, the Balloon Dog captures evian’s signature Live Young spirit, adding a celebratory touch to dining tables around the world. A striking new portrait featuring Jeff Koons has also been unveiled alongside the brand’s ambassador family – Carlos Alcaraz, Emma Raducanu, Frances Tiafoe, and Céline Boutier – who together highlight evian’s long-standing connections to culture, tennis, and golf. Set against the snowy peaks of the French Alps—where evian natural mineral water undergoes its 15-year natural filtration—the Live Young Collective is pictured beside a vintage evian delivery truck. Across Asia-Pacific, evian’s anniversary will be expressed through iconic culinary experiences and chef-community moments that extend the brand’s story into local fine dining culture. The year-round fine dining programme will bring evian’s still and sparkling Koons glass bottles to the region’s most refined tables. In Hong Kong, evian’s 200‑year celebration will come to life at Mira Hotel, through an exclusive dining experience that pays tribute to the city’s vibrant and internationally acclaimed culinary scene. Anchored by Michelin‑starred chef Arnaud Dunand, evian’s chef ambassador based in Bangkok, this special collaboration will unite culinary craftsmanship, creativity, and shared savoir‑faire. Set within one of Hong Kong’s most design‑forward hospitality destinations, the experience will offer guests an elevated gastronomic moment, pairing evian’s heritage with the city’s dynamic fine‑dining culture and marking the anniversary with elegance and modernity. Regional celebrations In Taiwan, the anniversary comes to life through a “200 years celebration” pop‑up activation at Silks Place Yilan, shaped by the market’s strong culture of culinary precision, hospitality, and chef‑led excellence. Anchored in one of Taiwan’s most iconic destinations, the activation will feature the glass limited editions bottles, creating a rare and highly curated experience. This expression of the bicentenary reflects Taiwan’s quietly influential role in Asia’s premium dining landscape, where craftsmanship, discretion, and culinary artistry resonate deeply with both local and international audiences.  While in Singapore, evian’s 200-year celebration will feature an exclusive culinary moment with evian chef brand ambassador, chef Louis Pacquelin. As part of his journey across Asia, chef Pacquelin will host a series of exclusive dinners that bring evian’s culinary story to life in key markets across the region. This experience will reflect the city’s reputation as a leading global dining destination, bringing together refined gastronomy and evian’s natural mineral water in a setting that celebrates craftsmanship, creativity, and contemporary luxury. In Thailand, the anniversary will be brought to life through unique creations by Diageo World Class mixologists, including Gov Kitibordee, which will translate the global celebration into moments that feel elevated, contemporary and distinctly joyful. Other evian chef ambassadors based in Bangkok include chef Nick Pavapaiboon of Wang Hinghoi and chef Arnaud Dunand of Maison Dunand Bangkok. Later this week, evian will kick off its 200 years young celebrations with a special gathering in Évian-les-Bains. The event will bring friends of the brand back to its source to explore the protected landscape that shapes evian’s unique mineral composition and to immerse themselves in the cultural spheres that have defined the brand’s identity for two centuries. Dawid Borowiec, global director at evian, said: “Two centuries in, still living young, still flowing forward. Celebrating 200 years is a defining milestone for evian and a reminder of how deeply our brand is rooted in its source and the generations of care that have protected it. Welcoming guests back to Évian‑les‑Bains allows us to share the expertise and long‑term stewardship behind our natural mineral water, while reaffirming our commitment to safeguard it for the future. This anniversary also celebrates the cultural worlds we are proud to be a part of – from tennis and golf to fine dining – as we look ahead to the next chapter of evian’s Live Young mission.” Koons said: “When evian approached me, the message about youth immediately resonated with me. It reflects a truth I deeply believe in: youth is not defined by age, but by a mindset. I’ve always loved evian natural mineral water, so when I was invited to celebrate the brand’s 200 Years Young milestone, I was excited to create these special limited-edition bottles. I chose to incorporate my ‘Balloon Dog’ into the design because it not only echoes the iconic status of the brand itself, but also embodies the spirit of celebration, playfulness, curiosity, and the joy of creating, a moment that feels both life-giving and uplifting.” MARKETING-INTERACTIVE has reached out to evian for more information. Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let’s dive into the art of curating content with creativity, critical thinking and confidence! Related articles: Evian showcases multiple millennial lifestyles in “I Wanna #Liveyoung” campaignevian names PR agency partner for APAC campaign source

Sausage brand Johnsonville is dialing up its brand love in Singapore with a character-led gift-with-purchase campaign built around limited-edition sausage plushies, as it looks to deepen emotional connection and drive repeat buys in a crowded FMCG aisle. Running from 1 April to 31 May 2026, the “A little love, from a legendary sausage” campaign gives shoppers a complimentary plushie mystery bag with every twin pack of Johnsonville sausages. The promotion is available across major retailers including FairPrice, Cold Storage, Giant, Prime, U Star, Sheng Siong and Don Don Donki, while stocks last. At the heart of the push is the “Johnsonville sausage squad”, plushies designed to personify different eating occasions and brand associations. Don’t miss: Loyalty marketing gets cute with plushie strategy  ‘Grilly Gary’ represents the classic, smoky grilled sausage; ‘Miss Corndelicious’ channels carnival-style corndogs with a bright, playful persona; ‘Monsieur Bratwurst’ nods to heritage and craftsmanship with a baguette-and-butter look; and ‘Mr Bunbun’, nestled in a croissant, embodies warmth and comfort. The campaign leans into cute, portable designs that are meant to be taken everywhere, extending the brand’s presence beyond the kitchen into lifestyle territory.  Supporting the promotion, Johnsonville is foregrounding its quality and flavour story in Singapore. The brand is positioning itself as the country’s number one sausage brand and is using the campaign to remind shoppers what sets it apart: sausages made with 100% premium pork, natural casings for that “snap” bite, and a proprietary spice blend, with no meat fillers, artificial colouring, trans fats or gluten. Hero flavours include the ‘original smoked and ‘beddar with cheddar’, featuring real cheddar cheese. Other variants such as garlic, hot and spicy, and lemon and pepper cater to consumers seeking bolder or lighter profiles. Plush collectibles continue to be a reliable engagement lever for brands, and Johnsonville’s sausage squad taps into a plushie wave that shows little sign of slowing. Across categories, marketers are using soft toys and character IP to deepen emotional connection, drive repeat purchase and extend brand presence beyond the core product. Malaysia Airlines recently put long-time mascot Pilot Parker back at the centre of its brand storytelling, using plush-led, character-driven content to reinforce its “Malaysian hospitality” positioning and open up new avenues for branded content and merchandising. F&N has likewise leaned on plushies as seasonal accents in its Chinese New Year campaigns, from 100PLUS mini plushie blind boxes to an exclusive fortune tree plush, using them as festive keepsakes that complement, rather than overshadow, core product propositions. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles:  MY LITTLE PONY trots into blind box plushie trend  Cute, cuddly, calculated: How plushies are helping brands stay relevant  How The Laughing Cow is using plushies to connect, engage, and delight  source

Step into Audi Singapore’s House of Progress at 18 Cross Street and it doesn’t feel like a car showroom. There’s coffee brewing at Burnt Ends Bakery, conversations happening over pastries, and visitors testing golf simulators or browsing limited-edition merchandise. Somewhere in between, there are cars, but they’re no longer the sole focus. Over the past year, the space has hosted CEO roundtables, lifestyle events, and product showcases, while doubling as a retail touchpoint where customers can explore, configure, and ultimately purchase vehicles. It’s a deliberate shift from the traditional dealership model, one that blends lifestyle, content, and commerce into a single environment. “To me, it represents a new beginning and chapter for Audi in Singapore — one that goes beyond a traditional showroom, allowing the brand to connect with customers through shared passions,” said Martin Bayer, managing director of Audi Singapore in an interview with MARKETING-INTERACTIVE. “It has become a platform for conversations, community, and collaboration,” he added.  Don’t miss: Audi thinks out of the box with in-pond golf course campaign  That shift didn’t happen by accident. When Bayer stepped into the role, the challenge was clear: how to stay relevant in a market where customers already do most of their research online. In today’s luxury environment, especially in Singapore, a car purchase goes far beyond price or product features. Customers are highly informed, digitally savvy, and expect a seamless, end-to-end ownership experience. “By the time customers step into a showroom, they have already done extensive research,” said Bayer, adding that:  What they value most is clarity, confidence, and meaningful connections with the brand. Singapore became the first market globally where Audi rolled out a direct-to-consumer model, taking full ownership of the customer journey from marketing and enquiry to purchase and delivery. The House of Progress sits at the centre of that ecosystem. “Through the Audi House of Progress, we can better understand customer preferences, gather real-time feedback, and continuously refine the customer journey,” Bayer said. “Ultimately, the shift was about future-proofing our business.” Not a showroom Rather than splitting the space between selling and storytelling, Audi treats it as both. “With our direct-to-consumer model in place, we no longer see the space as serving just two roles,” said Bayer. “The Audi House of Progress Singapore today carries multiple important functions for us: branding, customer loyalty, and retail.” That plays out in how the space is used. In one instance, Audi hosted a CEO roundtable with IBM and Tatler Asia, turning the showroom into a forum for discussions on AI and business transformation. In another, golf simulator events created community-driven engagement moments for customers. “There have been moments when the space clearly acted as a media and thought-leadership platform rather than a traditional showroom,” stated Bayer. “So rather than balancing competing functions, we see House of Progress as an integrated ecosystem — where branding, customer relationship management, and retail work together,” explained Bayer. Why physical still matters For all the digital tools available today, Bayer argues that physical spaces still play a critical role, but just in a different way. “Digital platforms are powerful for reach, speed, and convenience. But a physical space engages the senses in a way digital cannot — through design, materiality, sound, movement, and human interaction,” said Bayer. The result is a hybrid journey. Customers research online, then visit the space not to discover, but to confirm by seeking reassurance and affirmation of their decision. This allows the House of Progress to act as the bridge between digital research and purchase completion. Furthermore, partnerships have been key to making that bridge work. Burnt Ends Bakery, for instance, does more than serve food. It brings in a different audience altogether, one that might not have otherwise stepped into an Audi showroom. According to Bayer, the brand has seen an increase in spontaneous interactions with customers who drop by for their usual bakes. In doing so, they are also discovering Audi in a relaxed, welcoming environment. “This organic engagement introduces new people to the brand while deepening connections with existing customers,” stated Bayer. The same thinking extends to collaborations tied to motorsport and lifestyle, such as the adidas x Audi Revolut F1 Team collection. The collaboration, which dropped globally on 19 February, spans over 160 pieces and gives fans the choice between official teamwear and a lifestyle-focused fanwear line.  Speaking on the partnership, Bayer said that Audi looks for brands who share values of innovation and quality. This is especially since a mutually beneficial and complementary partnership will feel authentic to the fans.  Another example includes its partnership with Burnt Ends Bakery where the F&B establishment is “constantly pushing the boundaries of culinary excellence.”   In celebration of the first anniversary, it will be launching a new and refreshed menu, reflecting its constant drive for innovation.  Measuring more than sales While the space has contributed to 24.4% year-on-year growth in car sales, Audi is tracking a broader set of metrics. Footfall, repeat visits, and engagement all matter. So do softer signals such as how long people stay, what they interact with, and whether they come back. “Over 60,000 beverages served at Burnt Ends Bakery reflect sustained footfall, while 900 test drives show that lifestyle engagement translates into genuine purchase intent,” said Bayer. Even interactions with simulators and digital tools are tracked as indicators of brand consideration and emotional connection. The shift hasn’t been without friction. One of the biggest challenges was communicating the move from Singapore’s traditional automotive belt to a more lifestyle-focused location, shared Bayer.  “We expected awareness to spread quickly, but educating audiences required sustained effort,” he said.  Over time, that challenge turned into an advantage. The CBD location now drives spontaneous visits, while the lifestyle-led setup encourages people to stay longer and engage more deeply. This reinforces an important lesson: that continuous communication and meaningful customer engagements are key to helping customers embrace change. One year in, the House of Progress has become more than an experiment. It’s a working model of how retail, marketing, and

Independent Singapore publication RICE Media has been acquired by Hustle Studios, the creative studio arm of Hustle Singapore. The move builds on an existing relationship between the two, with Hustle Singapore previously serving as a training partner to RICE. The acquisition brings together RICE’s editorial platform and community reach with Hustle’s expertise in learning, facilitation and creative industry training. Under the new ownership, RICE will look to expand beyond publishing into creative industry programmes, workshops and community-led experiences. The companies said this direction responds to shifting audience needs, including growing concerns around burnout, the search for community and demand for creative expression beyond performance-driven environments. Don’t miss: Mediacorp partners Mastercard to link ads to real-world purchases  Founders Mark Tan and Julian Wong will continue to serve in an advisory capacity. Furthermore, RICE Media will continue publishing on its existing platform, with announcements on programming and community initiatives expected in the coming months. “What stood out to us was that RICE was never just a publication. For the new generation, it has always been part of Singapore’s cultural and creative infrastructure. Our role is to support its next phase: not just continuing the storytelling, but creating more spaces where Singaporeans can reflect, create, and connect with one another,” said a Hustle Singapore spokesperson.  “What many people are looking for today are spaces where they can make sense of change together, beyond just through content, but through participation, learning, and creative expression,” the spokesperson added.  The move comes amid a broader shift in how independent media brands are evolving their business models. Increasingly, publishers are diversifying revenue beyond advertising, leaning into community, learning and experiential formats, and partnering with creative or platform-led companies to stay relevant. In Singapore, Vogue Singapore has similarly been rethinking its offering, pushing into experiential print to deepen audience engagement. The title recently unveiled a glow-in-the-dark collector’s edition for its March 2026 issue, part of a wider strategy to position print as a tactile, interactive experience rather than a static product. Against this backdrop, the RICE Media-Hustle Singapore deal reflects a growing industry trajectory. Rather than consolidating for scale, media brands are extending into participatory ecosystems, where content is just one part of a broader mix spanning community, education and creative expression.  Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles:  Meta to acquire AI social network Moltbook  Can luxury and comics go together? Style by SCMP thinks so  GQ to make SG debut this June, under Condé Nast license   source

Mediacorp has struck its largest pre-sale deal with Netflix, with the streaming giant acquiring three premium local drama titles ahead of their free-to-air premieres: The Leftovers 幸存者, Chilli Crab Flower Club 辛蟹社 and Durrani – Perjuangan Lion Mum. The acquisition underscores growing regional demand for Singapore storytelling, covering Southeast Asian markets including Malaysia, Thailand, Indonesia, the Philippines, Vietnam, Brunei, Cambodia, Laos, Myanmar and Timor-Leste. The three titles were bought for their production ambition and distinctive narratives, from cutting-edge virtual production to stage-to-screen adaptations. Leading the slate is Durrani – Perjuangan Lion Mum, a 15-episode Malay-language spin-off from the popular Lion Mums franchise. Produced by Ochre Pictures, it follows character Durrani navigating family law while juggling her own personal challenges. The series stars Nurul Aini and Fir Rahman, and will simulcast on Netflix and mewatch Prime from 30 March, before its free-to-air premiere on Mediacorp Suria on 7 April. Don’t miss: Mediacorp partners Mastercard to link ads to real-world purchases  The Leftovers 幸存者, Mediacorp’s first dystopian crime thriller, is an in-house production featuring Li Nanxing, Jesseca Liu and Zhang Ze Tong. The eight-episode-per-season series uses advanced virtual production to depict an underground boxer caught in an organ trafficking syndicate. It debuts on Netflix and mewatch Prime on 9 November, with free-to-air release on Channel 8 from 16 November. Rounding out the trio is Chilli Crab Flower Club 辛蟹社, a 15-part Mandarin socio-family mystery thriller adapted from the award-winning play The Crab Flower Club. Produced by Ochre Pictures, the series stars He Ying Ying, Jesseca Liu, Juin Teh, Xu Bin, Jeffrey Xu and Ya Hui, and explores a dying tycoon unveiling his heir amidst family secrets. It premieres on Netflix and mewatch Prime on 1 February 2027, with Channel 8 broadcast from 9 February. “This pre-sale with Netflix reflects the growing demand for premium Singapore content and the strength of our storytelling across genres. Each title brings its own voice and scale, highlighting how we continue to evolve both creatively and commercially,” said Jeslyn Wong, head of content distribution, Mediacorp. “It also signals our ambition to reach wider audiences. Partnering with Netflix allows us to broaden our reach and connect with viewers across Southeast Asia and beyond,” she added.  Mediacorp’s strategic push into regional streaming builds on its broader efforts to unify premium content and advertising solutions, exemplified by its recent partnership with StarHub. Under that tie-up, Mediacorp’s mewatch will carry StarHub TV+ packages. This includes global blockbusters, live sports, Asian dramas and popular shows, while offering flexible micro-packages and free subscription options. The collaboration also enables precision-targeted live TV ad insertion, giving advertisers integrated reach across TV and digital platforms, and reflects a wider commitment to strengthening Singapore’s media ecosystem, supporting local talent and driving innovation in content delivery. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles:   Mediacorp rings in Hari Raya with refreshed anthem and star-studded MV  Singapore backs Mediacorp with SG$380m amid shifting media habits Hepmil SG and Mediacorp unveil Gen Z initiative and marketing solutions in new collab   source

MARKETING-INTERACTIVE has officially unveiled the finalists for the MARKies Awards 2026, shining a spotlight on the campaigns that are redefining creativity, strategy, and effectiveness across Singapore’s bustling marketing scene. Now in its 17th year, the MARKies continue to celebrate work that pushes boundaries and delivers tangible impact. This year, the awards spanned 45 categories across two pillars –creative ideas and media usage –and introduced a brand-new category: Most Creative – Purpose-Driven Campaigns. The addition recognises the growing influence of purpose-led storytelling. Agencies competing across both streams are also in the running for the prestigious Overall Creative Ideas MARKie and Overall Media Usage MARKie, honours reserved for campaigns that demonstrate excellence across the board from concept to execution. The entries were evaluated by a formidable panel of 21 senior marketing leaders, whose diverse experience and sharp industry insight helped identify the campaigns that truly stand out. Ying Shing Ling, deputy director (integrated marketing) at National Gallery Singapore, noted that the campaigns that rose to the top shared a common thread: a deep understanding of their audience and a bold, creative vision. “In today’s crowded media landscape, the campaigns that stood out were those anchored in a clear human insight and a distinctive idea. The strongest work then used media thoughtfully to amplify that idea and create meaningful connections with audiences.” For Snigdha Nandan, global head of digital marketing and marketing effectiveness at Standard Chartered Bank, judging the MARKies was a reminder of marketing’s power to inspire.  “It was an absolute delight judging the MARKies this year. Going through the entries reminded me how powerful thoughtful marketing can be. Some of the best entries combined sharp insight with bold creativity and immaculate execution, setting a remarkable benchmark for the industry,” she said.  Meanwhile, Pei Ling Ho, regional head of creative (APAC) at Duolingo, highlighted how the standout campaigns reflected the reality of today’s non-linear consumer journeys: “The work that rose to the top and made the shortlist didn’t follow a straight line. They embraced the chaos of modern journeys and engineered ideas to live, move, and perform across an entire ecosystem. In today’s marketing landscape, these punch above the weight class.” Additionally, Joshua Leong, head of performance marketing at Charles & Keith, said that the overall quality of entries revealed ambition and effectiveness in equal measure. “Across the categories, this year’s entries demonstrate the courage to challenge conventions, the creativity to inspire audiences, and the results that define truly exceptional marketing. Well done to all who participated this year,” said Leong.  The excitement will culminate at a live gala dinner on 29 April at Shangri-La Singapore, where winners of the 17th MARKies Awards will be revealed. The event promises to be a celebration of ingenuity, innovation, and the teams behind the campaigns that are shaping the future of marketing in Singapore. Curious to see who made the shortlist? Explore the full list of MARKies Awards Singapore 2026 finalists here. For gala packages, speak to our project managers for more info: Mohanesh Kumar Senior Regional Project Manager Tel: +65 6692 9031 Ext 230 Mobile: +65 9895 3365 [email protected] Leshka De Leon Regional Project Manager Tel: +65 6692 9031 Ext 816 Mobile: +63 962 668 6030 [email protected] Advertising & Sponsorship Opportunities [email protected] source