marketing interactive

Travel platform Klook has partnered with local animal welfare group SOSD and McCann Worldgroup Singapore to launch “Singapore special walk”, a December-long weekend experience designed to raise awareness and funds for Singapore’s mixed-breed street dogs. Running every weekend evening in December at SOSD’s shelter, the activation lets attendees take the charity’s rescues, known as ‘Singapore Specials’, on a gentle guided walk. Visitors will also get an educational tour led by SOSD volunteers that outlines how the organisation rehabilitates stray and abandoned dogs. The experience ends with a picnic session, and each participant will receive a portrait shot by McCann Content Studios. Don’t miss: No thumbs, no problem: How pets are stealing the brand spotlight Klook said the initiative reflects its push to enable more meaningful community-focused experiences on its platform. McCann added that the effort aligns with its goal of using creativity to drive social impact. The campaign aims to highlight ongoing stigma around Singapore Specials, which SOSD said contributes to lower adoption rates and limited donations compared with purebreds. While adoption interest is not required, the event acts as a fundraising effort to support SOSD’s rescue, rehabilitation and rehoming work. Bookings for the “Singapore special walk” are now available on Klook. “At Klook, we’re passionate about creating experiences that bring people joy while making a positive difference. ‘Singapore special walk’ is a perfect example that connects people with a heartfelt cause, giving families and animal lovers a memorable experience with a meaningful purpose,” Sarah Wan, general manager of Klook Singapore, Indonesia and Malaysia. In tandem, Kieran Kua, head of operations at SOSD said, “Every walk and every interaction helps our dogs regain trust and confidence in people. Events such as ‘Singapore special walk’ raise awareness that these resilient dogs have so much love to give and are just as lovable as any purebred dog. It’s wonderful to be partnering with Klook and McCann Worldgroup to support our efforts at giving these rescues their second chance at life.” Seth Low, art director, McCann Singapore, added, “It’s always a joy to use creativity to make a tangible difference and communicate everyday truths that might be overlooked. The ‘Singapore special walk’ is a small act with a big heart. Through this campaign, we hope that our Specials can be seen in a new light both online and in real life.” As part of wider brand-building efforts, Klook has also been experimenting with sensory-led experiential work. In July, the travel platform rolled out the “Joy dispenser”, an activation under its first global brand campaign, “The best you”, created by The Secret Little Agency. Debuting at Rainforest Wild ASIA in Mandai Wildlife Reserve, the interactive vending machine invited visitors to shout bold affirmations in exchange for limited-edition incense sticks inspired by moments in the park, including scents such as “Mousedeer farts” and “A sun bear’s mid-afternoon splash”. Related articles: Klook lets Marie Kondo get messy in first global brand campaign   Klook partners SG Culture Pass to connect Singaporeans with cultural experiences    Klook and PlayStation refine experiential travel with exclusive Hokkaido tour source

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes. This week, Nike cooked up a soup-themed pop-up in Guangzhou, Kylie Cosmetics finally touched down in Singapore, and acting minister David Neo apologised after calling Hong Kong’s football players and fans “idiots”. Ladle up. This week’s serving is hot. Don’t miss: Gen Z perspectives: Agency Agenda podcast, Luckin Coffee’s cheesy collab and 11.11 surge 1. Nike blends sports and Cantonese soup culture with pop-up in Guangzhou Nike has unveiled a “Cantonese Songyuan” (廣式湯苑) pop-up soup shop in Guangzhou, China, blending the familiar Cantonese soup culture with the spirit of sports. As part of the campaign in collaboration with Chinese athlete Su Bingtian (蘇炳添), who hails from Guangzhou, the shop features the tagline “落足料 点会冇料到”, a Cantonese expression meaning “As long as you give your all, you will achieve results”. This not only reflects the Cantonese culture of emphasising “ample ingredients” in soup but also aligns with Nike’s enduring sports philosophy. Read more here.  2. Kylie Cosmetics opens first standalone store in Singapore Kylie Cosmetics has opened its first standalone store in Singapore, giving fans a permanent space to explore the brand beyond online shopping and pop-up activations. The new store, located at Bugis Junction, coincides with the brand’s tenth anniversary and features the limited-edition ‘King Kylie collection’, available exclusively at the Singapore location. The store combines retail with experiential elements, offering immersive beauty activations throughout the opening weekend from 21 to 23 November. Read more here.  3. SG acting minister apologises for calling HK football players and fans ‘idiots’ Singapore’s acting minister for culture, community and youth David Neo has apologised after calling Hong Kong football players and fans “idiots”. This follows the 2027 AFC Asian Cup qualifiers held in Hong Kong on Tuesday (18 November), where the Hong Kong team lost 1-2 to Singapore at home, missing their opportunity to advance to the final round. In a livestream video, Neo praised Singapore’s winning football players following the match, saying that “all the [Hong Kong] fans were bloody idiots, and the players – they also played like idiots. But you all played like lions.” Read more here.  Related articles: Agency agenda: Rana Barua charts Havas’ growth across Asia  CHAGEE marks eight years with new look and regional celebrations     Thought leadership works, but where’s the real power in B2B influence? source

Google DeepMind is expanding its footprint in Asia Pacific with a new AI research lab in Singapore, a move that builds on the government’s push to accelerate AI adoption through its National AI Strategy 2.0 and Smart Nation 2.0 plans. The lab marks a deeper investment in the region after the company more than doubled its APAC team over the past year. Google DeepMind said its Singapore-based team will comprise research scientists, software engineers, operations specialists and AI impact experts. The team will focus on advancing core capabilities for Gemini and applying its latest models across Google’s products and Cloud customers, with an emphasis on linguistic and cultural inclusivity for Asia Pacific. Don’t miss: Google elevates Ben King to lead newly consolidated Singapore-Malaysia cluster The lab will also serve as a collaboration hub as the company works with government agencies, businesses, civil society and academic institutions across the region. Singapore organisations are already tapping Google’s AI tools across several sectors. A*STAR and the National Neuroscience Institute used AlphaFold to support new research on Parkinson’s disease. GovTech, the Cyber Security Agency, the Infocomm Media Development Authority and Google recently launched an AI agent sandbox to test autonomous solutions for public-sector use. Google DeepMind also worked with AI Singapore on Project Aquarium, an open data platform for Southeast Asian languages, and expanded the partnership to support SEA-LION, a family of LLMs tuned to regional cultural and linguistic contexts. This enabled the launch of SEA-LION v4, built on Gemma 3’s multimodal capabilities. In education, students in Singapore are receiving one-year free access to the Google AI Pro Plan, while the company introduced Gemini Academy to IMDA’s Singapore Digital Office to broaden AI literacy beyond schools. For startups, the Google for Startups: AI First accelerator is supporting local founders using generative AI to solve economic, societal and environmental challenges. Google DeepMind said these initiatives reflect the potential of combining frontier research with Singapore’s innovation ecosystem. The company added that its new lab will continue strengthening partnerships across Asia Pacific to scale the impact of AI for communities in the region. “Google has been a part of the Singapore story for close to two decades, as home to our Asia-Pacific headquarters. The new Google DeepMind research lab in Singapore is a strong signal of the importance of this region and will help to ensure Asia Pacific – which is home to more than half the world’s population, is not just consuming AI, but is an architect and developer of this transformative technology,” said Sanjay Gupta, president, Google Asia Pacific. In tandem, Lila Ibrahim, COO at Google DeepMind said, “Singapore’s forward-looking approach and unique position make it the ideal place for our new Google DeepMind AI research lab. We are here to harness the region’s exceptional talent, drive purposeful research, and build the essential partnerships to advance AI responsibly and deliver tangible, global impact.”  Jermaine Loy, managing director at EDB, said Google DeepMind’s decision to set up its first Southeast Asian research lab in Singapore strengthens the country’s push to build an AI innovation hub for the region. She added that the collaboration will help advance solutions in areas such as healthcare, energy and climate, while creating opportunities for Singapore’s talent and research community through access to advanced AI tools. The expansion comes as Google steps up broader efforts around online safety in Singapore. In October, the company unveiled that it will roll out age assurance solutions across its products in the first quarter of 2026 to provide more age-appropriate experiences for users under 18. The move follows rising parental concerns about online risks and a survey by the Ministry of Digital Development and Information calling for stronger support in managing children’s digital activities. Google’s age assurance technology uses a machine learning model to estimate a user’s age based on signals such as search activity and YouTube viewing categories. Safeguards for those identified as under 18 include default SafeSearch filters, restricted access to adult apps on Google Play, disabled Timeline features on Google Maps, and content limits on YouTube. Related articles: Google Gemini’s #BikinGebrakanLo brings AI ‘see-through’ billboards to Indonesia   Google Gemini’s student-led campaign turns AI into a catalyst for real breakthroughs   Google updates its iconic “G” with brighter gradient design source

Actor David Corenswet has taken Singapore’s “high life” literally, swapping film sets for treetops and wind tunnels in a new video collaboration with the Singapore Tourism Board (STB). The star of 2025 blockbuster Superman and upcoming Man of Tomorrow visited the city-state for the first time during the Formula 1 Singapore Airlines Singapore Grand Prix 2025. His journey saw him indoor skydiving with world champion Kai Minejima-Lee at iFly Singapore (now AltitudeX), walking the wave-like Henderson Waves bridge, and meeting colourful locals such as rainbow lorikeets and Sally the Oriental Pied Hornbill at Bird Paradise. Corenswet also spent time at Mandai Rainforest Resort by Banyan Tree, taking in panoramic views of the Upper Seletar Reservoir and Singapore’s lush treetops. Don’t miss: How STB is grabbing attention in the age of endless scrolling    “The Grand Prix roared, no doubt, but the real noise came from the fans flooding downtown to cheer on the teams. Felt like all of Singapore was in attendance, not to mention visitors from around the world. Beyond the night race, I tried indoor skydiving— felt pretty good about myself until the world champ spun circles around me,” said the actor. He added, “Less than an hour later I was walking above the trees, looking down at skyscrapers tangled in jungle and making friends with a hornbill. It’s a metropolis nestled in a wild, natural landscape. Worth experiencing for yourself.”  Tan Yen Nee, STB’s executive director of brand, said the campaign highlights Singapore’s ‘We don’t wait for fun’ spirit and aims to engage Gen Z and millennial audiences through authentic storytelling.” “We are thrilled to partner Corenswet, who showcased Singapore’s ‘high life’ from a completely fresh perspective. This collaboration is all about creating deeper connections with international audiences through authentic storytelling that resonates,” said Tan. “We hope to give international visitors a glimpse of Singapore’s distinctive offerings and inspire them to come and discover Singapore for themselves.” The video is now live on David Corenswet’s Instagram, as well as STB’s Instagram, Facebook, TikTok, and YouTube, showcasing the city’s blend of urban adventure and natural escapes. STB has been doubling down on high-profile collaborations to engage Gen Z and millennial audiences. Earlier this month, it partnered with Chinese artist XIN for her latest single, Passion, filmed across four of Singapore’s iconic locations: the Asian Civilisations Museum, Jurong Lake Gardens, Clarke Quay, and Haji Lane. Directed by first-time Singapore visitor Yuann, the video showcases the city’s mix of colonial architecture and lush greenery. Singapore-based dance collective Jam Republic led the choreography, while creative direction came from Kirsten Dodgen. Five local dancers bring XIN’s emotional vision to life, translating “passion” into movement across the cityscape. The campaign follows previous collaborations with K-pop heavyweights Jin from BTS and Jisoo from Blackpink, further positioning Singapore as a playground for culturally relevant, youth-focused storytelling.  Related articles:    Back to the 90s? Can celebrity ads make denim relevant in 2025?  STB strikes content marketing gold again featuring Singapore in Coldplay video With influencer marketing taking over, what values do celebrities bring to marketers? source

Pixlr Group, the creative technology company behind Pixlr, Designs.ai, and Vectr, has appointed Nicholas Goh as marketing director. In his new role, Goh will focus on accelerating the group’s global expansion, particularly in the US and European markets, while scaling adoption of its AI-powered creative tools. “My role is to build a sustainable growth engine combining performance marketing, product-led acquisition, and creator-led communities,” Goh told A+M. “I’m thrilled to join Pixlr Group at such an exciting time for SaaS creative AI. We’re building tools that make creativity faster, smarter, and accessible for everyone.” As marketing director, Goh will be responsible for driving integrated marketing strategies that combine user acquisition, retention, and engagement, with a particular focus on leveraging data insights and community-led growth. Don’t miss: Evelyn Lee joins Subway Malaysia as marketing director  He will also work closely with product and customer experience teams to ensure that marketing efforts align with user needs and global expansion goals. Before joining Pixlr, Goh was head of digital performance and data analytics at Abbott, where he led optimisation across programmatic, paid search, social, and affiliate channels to boost user acquisition while lowering cost per lead and acquisition. He also spent over six years as head of digital marketing at INTI Education Group, overseeing digital marketing and lead acquisition for local and international student recruitment, optimising digital conversions, managing the P&L of the digital function, and driving innovation through new platforms and partnerships. Pixlr Group serves millions of users worldwide and is emerging as one of the fastest-growing independent players in AI-powered content creation and editing. With ongoing expansion into AI image generation, video automation, and next-generation editing capabilities, Pixlr Group is positioning itself as a challenger redefining the future of creative productivity. Goh’s appointment signals the company’s ambition to scale its footprint in key global markets while continuing to innovate in SaaS creative AI.  Closer to home, the creative technology opened its new global HQ at Sunway Geo Tower in Sunway City in July last year. The facility aims to foster collaboration, innovation, and the development of AI-powered creative solutions, while supporting the growth of Malaysia’s digital economy and nurturing talent in the local tech ecosystem. Related articles:   Evolution Wellness names new marketing director for Asia  Airwallex picks new SEA marketing director  Standard Chartered names new global corporate coverage marketing director  source

Visa has dropped its latest campaign starring BLACKPINK’s Jennie Kim, sending fans and Blinks across the APAC region into a frenzy. Released yesterday without warning, the video tells viewers: “Some journeys don’t look for the spotlight — they bring it with them. Go further and #TravelLikeJennie.” The clip went live across Visa’s Instagram accounts in Indonesia, Malaysia, Singapore, Hong Kong, Korea, Japan, and the Asia Pacific region, as well as on @genvisa’s TikTok page. The timing is no coincidence. With BLACKPINK’s ongoing DEADLINE world tour already covering Kaohsiung, Bangkok, and Jakarta, and upcoming stops in the Philippines, Singapore, Tokyo, and Hong Kong, fans are gearing up for international travel to catch the group live. Visa’s release taps into this excitement, with fan pages sharing the video widely, amplifying the brand’s reach among the fandom. Don’t miss: Visa redefines ‘Everywhere you want to be’ for the next generation The video has performed strongly so far. On Visa Korea’s account alone, it has racked up over 634,000 views and 66,000 likes within 20 hours of posting. Fans praised Jennie’s stunning visuals, and some speculated about a potential “Ruby Experience” tour extension across the APAC region. The campaign video, set to Jennie’s own song like JENNIE, opens with a silhouette and the words “Visa presents JENNIE Road to Ruby.” It follows the star through scenes of travel, reflecting on the highs and lows of life on tour: “First light. Fast gates. Slow hours. Busy minds. Long nights. Every night. Sound check. Reality check. Bright lights. Loud silence. Breath pound.” The narrative then transitions to clips of Jennie performing on stage, with her voiceover reflecting on ambition and perseverance: “Huge dreams. Fully alive. Every moment moves you closer to where you want to be.” The spot closes with a clever nod to her song lyrics: “Dream like Jennie. Travel like Jennie. Pay like Jennie.” Beyond social media, the campaign has also featured prominently on Visa’s APAC homepages. Clicking “Start travelling like Jennie” directs users to a travel support page, where the video is replayed alongside tips, offers, and perks for customers using Visa on their journeys. MARKETING-INTERACTIVE has reached out to Visa for further information. This campaign builds on Visa’s ongoing collaboration with Jennie. Earlier this year, the partnership launched with the Ruby Experience Tour, which culminated in the one-off concert VISA LIVE: JENNIE IN PARIS at Zénith Paris – La Villette on 21 March. With “Road to Ruby”, Visa continues to merge pop culture with travel inspiration, encouraging fans to embrace ambition and adventure in true Jennie style. The “Road to Ruby” campaign video, which closes off with the line “Everywhere you want to be”, follows Visa’s newly launched global brand campaign in March which reimagined its iconic tagline for a new generation. The film, titled Typewriter, aimed to embody Visa’s philosophy that progress is more than just the destination. The one-minute film followed the story of a young woman as she uses each Visa transaction to unlock her potential. The woman stumbles upon a typewriter in a shop window and begins exploring possible career paths based on her Visa purchases, whether it is becoming a screenwriter, a chef, an entrepreneur, or a travel writer. After a quick showcase of the endless possibilities, the woman then purchases the typewriter with her Visa card. Related articles: Visa unveils #TravelWithVisa HK initiative to connect with APAC travellersAsahi Super Dry taps BLACKPINK as brand ambassador for regional campaign BLACKPINK to end world tour with HK shows at Kai Tak Sports Park source

Grab has rebranded its GrabRewards programme to GrabCoins, rolling out a broader set of earning mechanics across Southeast Asia. The update is now live in Singapore, Malaysia, Thailand, the Philippines, Cambodia, Myanmar and Vietnam, where it is known as GrabXu. Users can start earning and redeeming GrabCoins after updating the Grab app. The coins are awarded through food, delivery, transport, express and mart transactions, as well as via GrabPay, PayLater and linked digibanks such as GXS Bank and GXBank in selected markets. Don’t miss: Punggol goes driverless as Grab rolls out self-driving shuttles Grab said the revamp aims to offer more “tangible and immediate” ways to save on everyday transactions. Specific actions will earn users additional GrabCoins as part of a phased rollout. These include hosting GrabFood group orders, booking tables through Grab dine out, paying with GrabPay or PayLater, using advance booking for rides, transacting via Partner App services and making in-store purchases at retailers such as Jaya Grocer. Coins can be redeemed directly at checkout through a toggle on food and mart orders, instantly lowering the total bill. Grab has also introduced a dedicated GrabCoins homepage within the app, which serves as a personalised hub highlighting earning opportunities, accumulated balances and available redemptions. Existing GrabRewards points held by users will be automatically converted to GrabCoins on a 1:1 basis once the app is updated. Grab added that from January 2026, GrabCoins will carry a six-month validity period, encouraging users to redeem them more frequently. The company said the shift reflects its aim to provide clearer value and increased benefits as its ecosystem of services expands. MARKETING-INTERACTIVE has reached out for more information.  The update sits alongside Grab’s wider push to turn its app into a one-stop hub for everyday services. In October, Grab introduced Partner Apps, letting users book rides, travel, entertainment and other services without separate apps or new accounts. The move expands Grab’s footprint beyond deliveries, mobility and digital financial services, while giving brands access to its 46 million monthly transacting users across Southeast Asia. The feature launched with five partners — Firsty (global eSIMs), HelloRide (bicycle sharing), Jolibox (games and short dramas), redBus (bus and ferry bookings) and Drive lah (peer-to-peer car sharing). The integration also enables contextual ads, such as prompts to rent a HelloRide bike nearby or reminders to buy a Firsty eSIM before travelling. Related articles:     Grab paints KL green with bold displays for ASEAN Summit delegatesGrab and Gojek orders become symbols of cross-border solidarity amid Indonesian protests  STB partners Grab to elevate visitor experience and support local businesses  source

Masculinity in Asia is undergoing one of its biggest shifts in decades, according to a new report by VIRTUE Asia. The study found that men are moving beyond inherited expectations of stoicism, dominance and duty, and are instead negotiating a wider spectrum of values, identities and emotional expression. The report noted that for decades, men were taught that strength came from silence and that love was proven through endurance, creating a narrow template that prized control over connection. That script has been cracking under cultural scrutiny, with public reactions to pop idols dancing with grace, celebrities wearing makeup or athletes fronting skincare ads revealing discomfort over the loss of a single definition of masculinity. Don’t miss: Study: 49% of women feel misunderstood by brands despite driving global spending “The VIRTUE guide to modern masculinity”, developed with Milieu Insight and Canvas8, combines a 300-man survey across Thailand, Indonesia and India with stimulus-led conversations. It identifies three emerging “codes” that are shaping how men see themselves and how they respond to cultural narratives in media, influencers and brand campaigns. The study highlights the rise of “Remixers” (63%), who adapt traditional norms to suit modern realities, followed by “Experimenters” (17%) and “Traditionalists” (15%). A small group of “Outliers” (5%) reject gender labels entirely. VIRTUE said this plurality reflects a tension between convention and imagination, with many men trying to unlearn older expectations while still drawing guidance from their upbringing. Half of the respondents rejected the idea of a fixed masculinity but half also said they learn from observing older men, with one in two believing that some forms of masculinity remain more “real” or “ideal” than others. The report also shows a shift in what men consider success. Traditional markers such as being the primary breadwinner (53%), owning wealth (44%) or career progression (37%) are being matched or overtaken by emotional maturity (53%) and open-mindedness (47%). This signals a move from hard power to soft power, with VIRTUE urging brands to “humanise” balance rather than present it as another standard to meet. The third code explores changing expressions of love. Emotional intimacy emerged as the top love language (36%) across all ages, with men placing greater value on listening, shared responsibility and everyday acts of care. VIRTUE said brands can support this shift by helping men express care in more grounded and collaborative ways. “Masculinity in Asia is no longer a single story. Men are negotiating between tradition and self-expression, experimenting with who they are, how they care, and what success means. Our research shows this is less about rejecting the past and more about remixing it,” said Zoe Chen, strategy director at VIRTUE Asia, adding: The next generation of men is defining masculinity as a spectrum, not a template. Strength now sits alongside empathy, presence alongside performance, and identity alongside experimentation. Chen added, “With masculinity being rewritten in real time, brands have a rare chance to help shape where culture goes next. The ones that lead will design for plurality, presence, and emotional fluency, not outdated ideals. Culture is ready. It’s calling for brands brave enough to answer.” Related articles: Mind HK shares unseen mental health struggles in fundraising campaign   Noah debunks misconceptions around men’s health with ballsy campaign    Love, Bonito and LinkedIn tackle career questions women hesitate to ask source

Bonsey Design Partnership’s chief operating officer, Graham Hitchmough (pictured), has stepped down from his role after seven years with the company.  He will join design and strategy consultancy Insignia Worldwide in Dubai as its new chief operating officer. In a LinkedIn post, Hitchmough described the move as “a new chapter”, calling it both a professional step forward and a relocation, and said he is eager to contribute to Insignia’s growth as the region’s design, development and experience company. Before joining Bonsey Design, Hitchmough spent several years with The Brand Union (now Superunion), where he held roles including regional director for ASEAN, CEO for South and Southeast Asia, and CEO for APAC. He later returned as a senior project consultant in 2018. Don’t miss: WPP COO Andrew Scott steps down after 27 years with company His experience also spans The Brand Union Singapore, Blue Marlin Brand Design in Bangkok, WCRS Advertising in the UK and Ogilvy & Mather. Insignia Worldwide positions itself as a design, development and experience company focused on place-making, brand experience and destination creation. The consultancy aims to build brands and environments that connect cultures, engage communities and drive commerce. MARKETING-INTERACTIVE has reached out for more information.  Hitchmough’s move to Bonsey Design in 2018 came as the agency created a regional COO role to support its expansion across multiple markets. The agency credited the appointment to growing momentum, a broader service mix and the need for deeper strategic leadership. His remit included driving growth, collaboration, service development and client delivery, while strengthening the strategy and design team across Bonsey Design and its partner agency Bonsey Jaden. Related articles: PRecious Communications names first regional COO, expands leadership remit in Malaysia   Publicis Media Singapore elevates Elaine Poh to COO   Edelman names Christiane Schulz as new APAC COO source

The National Library Board, Singapore (NLB) has appointed The Nutgraf as its PR consultant and agency partner. The one-year engagement comes with the option to extend for up to two years.  The Nutgraf will handle PR consultancy, media monitoring and analysis, issues and crisis management, and spokesperson training for the board. Its remit covers major NLB events, initiatives and corporate announcements, including library openings, exhibitions, conferences, reading campaigns, digital offerings and thematic collections, according to tender documents seen by MARKETING-INTERACTIVE. As the appointed agency, The Nutgraf will be tasked with developing and executing PR strategies and communications plans, including social media, to drive sustained positive media coverage. Deliverables include speeches, media releases, corporate articles, factsheets, talking points, media invitations and social media plans. Don’t miss: Audi Singapore names new PR agency of record In addition, The Nutgraf will manage media coverage for public events, pitch approved stories throughout the year, identify online engagement opportunities, and prepare NLB spokespeople for interviews. It will provide monthly tracker reports detailing preparation, pitching, media queries, interview opportunities and PR value. For media monitoring, the agency will deliver daily coverage reports, including weekends and public holidays, with full post-event monitoring and reporting. Monthly and annual social media analytical reports are also required, alongside coverage summaries including AVE and PR values, as well as all relevant clippings, audio and video files. On issues and crisis management, The Nutgraf will track and manage communications when needed, provide strategic counsel, support media briefings, and assist in post-crisis recovery. NLB must have direct access to senior agency leads at all times during a crisis. The partnership also includes spokesperson training, with up to five full-day runs annually for new spokespersons and two half-day runs for senior management and experienced spokespeople. Trainers are required to have at least 10 years of relevant PR experience, with sessions incorporating classroom learning, role-play and simulated exercises with immediate performance review.  MARKETING-INTERACTIVE has reached out to NLB and The Nutgraf for more.  NLB’s pitch, which was first reported by MARKETING-INTERACTIVE in July this year, came as several statutory boards in Singapore called for fresh agency partners, including the Ministry of Transport and Ministry of Social and Family Development among others.  Most recently, Yellow Ribbon Singapore called for a PR pitch, seeking for an agency to manage its communication over the next two years. Related articles:   Singapore Tourism Board on the search for PR agency Pinterest picks new PR agency for Asia Sport Singapore picks new PR agency  source