marketing interactive

According to a recent report by Dentsu, titled “The Superpowers Index Asia Pacific”, the region has moved from participant to pace-setter in global B2B marketing, setting the benchmark for how brand reputation, clarity of purpose and seamless digital experiences convert buyer confidence into commercial outcomes. Now in its fifth year, the report highlights that trust remains the single most important factor in winning business. But the way brands build trust is evolving: word of mouth, influencer engagement, and brand reputation today, are critical and carry more weight than product features shaping APAC buyer confidence and commercial outcomes. Dissecting the report further is Mansi Trivedi, B2B strategy lead, APAC at Dentsu. Trivedi shares that as AI becomes more embedded in the buyer journey, this is a huge opportunity for APAC brands is to combine technology with deep cultural insight. Don’t miss: What CMOs need to know about the APAC B2B buyer journey in 2025 “This is where the region’s diversity becomes its superpower. Buyers still want to feel confident and understood, even as decision-making gets faster and more data-driven,” she said. The research also identified influencer marketing as the fastest-growing driver of B2B decision making, with nearly two-thirds of buyers referencing influencers in recent purchase decisions yet only 42% of marketers believe they are using the channel effectively. This gap represents one of the largest growth opportunities for APAC B2B brands in 2026. Trivedi explained that influencer marketing in the B2B space began gaining traction in 2023 through thought leadership partnerships and word-of-mouth channels. By 2024, it was a secondary lever, and 2025 marks its breakout year. She added:  Buyers now seek credible voices and advocacy to validate decisions in an increasingly automated environment. On the flip side however, AI-slop in B2B content is also rising and so content fatigue among decision-makers is prevalent. This means authentic voices and the real experiences will outperform carefully curated brand-owned messaging. “Hard-coding creator, influencer or thought-leadership voices into marketing whether you are investing in awareness strategies or ABM is going to offer up insurance against being ignored for brands,” she said. In a conversation with MARKETING-INTERACTIVE, Jon Stona, VP of global marketing at Airwallex, doubled down on authentic advocacy. “At Airwallex, we’ve seen the impact of authentic advocacy, whether it’s a CFO sharing their experience using our platform or a founder talking about how we help them scale globally,” he said. “Consumers can see right through fake endorsements. As a brand, you don’t want to risk eroding hard-earned trust by engaging in superficial influencer relationships, and as an influencer, you similarly don’t want to undermine the trust that your audience puts in you and your opinions,” he added. He noted that influencer marketing or otherwise, all good marketing starts with being customer obsessed and agile, adding:  We’ll keep reminding ourselves that we’re marketing to humans not ‘business decision makers’ – it’s important that we keep creating authentic and trusted connections. He added, “We’re in the midst of a technological paradigm shift (arguably the fifth Industrial Revolution in human history), and we need to be open-minded, experimental, and willing to be bold, especially as a challenger brand. Now isn’t the time to sit back and be passive…now is the time to be proactive and an early-adopter.” What kind of influencer marketing should B2B folks focus on? Influencer marketing in B2B isn’t just about celebrity endorsements or mega-influencers, explained Stona. It’s about authentic expert voices, thought leaders, and real customers shaping perception through their networks – people who look to add real value to their followers. Most importantly, it needs to be grounded in trust, expertise and a shared belief. “We’ve found a fair amount of success working with a pool of micro-influencers – while each individually may not have a massive audience, oftentimes their engagement is high, and in aggregate they can move the needle,” Stona added. Thought leadership, though a concept which might be seen as “dated” to a few, still goes a long way in the B2B space, said Jamshed Wadia, advisor at Mavic.ai . He added that beyond content creation, reach is also important with podcasts, independent newsletters and videos on social media gaining traction with savvy B2B players. “The most effective B2B brands are and will build a content strategy of credible voices, empower internal experts, and co-create with niche creators who shape category opinion,” he said, adding that: The future of B2B influence will look more like a community of peers than a campaign. Lynette Poh, head, marketing communications, Singtel Singapore, explained that with B2B decision-making today being more human than ever, influencer and creator-driven storytelling is undoubtedly gaining ground. However, as a brand, Singtel went a step further to not just influence but empower its B2B community. To help SMEs become storytellers of their own brand journeys, the brand launched its own TikTok Masterclass in partnership with SIM Academy where participants learnt to create engaging content, build online communities, and navigate the fast-evolving world of social commerce. Levers to decision making and selling cycles in 2026 According to the Dentsu report, in 2026, “ease” will be the new edge given the way people are now making decisions increasingly via AI-assisted journeys. This means that brands that find efficient and smart ways to truly demonstrate their understanding of the customers’ challenges while making the discoverability and decisioning easy will lead, explained Trivedi. She added that while buying cycles remain long, the trend is shifting. Historically, cycles lengthened from 352 days in 2022 to 384 days in 2024, reflecting increased complexity and multi-stakeholder decision-making. In 2025, the average cycle shortened slightly to 370 days, thanks to brands prioritising speed and simplicity. Commenting on 2026, Trivedi believes deal cycles will get even shorter, but the pace will be set by the brands who make buying effortless. “Those who remove friction early can compress cycles by up to 31%. So, the real question isn’t if cycles will shrink, but which brands will have the strategy to make that acceleration work in their favour,” she

POP MART is bringing its “SKULLPANDA CAGE-UNCAGE” showcase to Singapore, in collaboration with the National Museum of Singapore and the Singapore Tourism Board (STB). The immersive exhibition, which explores the artistry and narrative behind the collectible character SKULLPANDA, will run from 12 December 2025 to 22 February 2026, marking its international debut after a successful first run in Shanghai. The Singapore edition is the first SKULLPANDA showcase in the city-state and the result of a first-of-its-kind tripartite partnership between POP MART, STB, and the National Museum. Don’t miss: How STB is grabbing attention in the age of endless scrolling  The collaboration highlights the storytelling potential of collectibles while positioning Singapore as a destination for culturally distinctive experiences. A Singapore-exclusive installation draws inspiration from the local bird singing pastime, offering a unique, locally rooted dimension to the showcase. Created in collaboration with Chinese artist Xiong Miao, founder of North Studio and creator of SKULLPANDA in 2018, the showcase transforms collectibles into a medium for artistic reflection. Drawing on Xiong Miao’s background in game concept design, the exhibition invites visitors to consider themes of choice and uncertainty through six central motifs: emotion, fortune, rules, exploration, life, and direction. The Singapore-exclusive section of the exhibition draws on the bird singing hobby, a traditional pastime, introducing international visitors to a lesser-known facet of local heritage while echoing the communal appeal of collectibles. Visitors can expect larger-than-life sculptures, interactive installations, and immersive environments where everyday objects such as door frames, locks, and keys are transformed into symbols prompting reflection on confinement, freedom, and self-discovery. A POP MART pop-up store will also be open at the museum’s Longer Concourse for the general public. “The SKULLPANDA CAGE-UNCAGE Showcase represents our commitment to supporting artists such as Xiong Miao in exploring deeper themes through collectible design. We’re delighted to bring the showcase to Singapore, allowing us to share with a wider audience the vision of SKULLPANDA not just as a beloved character, but as a vehicle for meaningful reflection on the human experience,” said Justin Moon, senior vice president and chief operating officer at POP MART. The showcase builds on the National Museum’s previous collaboration with POP MART in 2024’s “Play:Date – Unlocking cabinets of play”, deepening its engagement with Singapore’s contemporary culture through collectible phenomena. “As the people’s museum, we are excited to host the ‘SKULLPANDA CAGE-UNCAGE’ showcase. Our commitment to examining contemporary Singapore means engaging with cultural movements such as collectible culture, allowing us to connect with diverse audiences and provide new pathways to deeper museum experiences,” Chung May Khuen, director of the National Museum of Singapore said.  Kenneth Lim, assistant chief executive, marketing, STB added: “International collaborations such as the ‘SKULLPANDA CAGE-UNCAGE’ showcase demonstrate Singapore’s dynamism as a location to showcase world-class creativity rooted in our own distinctive identity. This partnership exemplifies our Tourism 2040 vision of building a destination where history and contemporary culture intersect, creating the memorable and transformative experiences that Gen Z and Millennial travellers seek.”  This follows POP MART’s POP LAND first overseas pop-up in Singapore in October which showcased pastel-themed collectibles, photo-ready installations, and popular characters such as MOKOKO, targeting social media engagement and local fans. Meanwhile, STB has also ramped up efforts to attract Gen Z and millennial travellers through branded entertainment. Its latest collaboration with Chinese artist Xin Liu for her single Passion was filmed across four of Singapore’s iconic locations – the Asian Civilisations Museum, Jurong Lake Gardens, Clarke Quay, and Haji Lane – highlighting reflective, urban, and natural settings. The project underscores STB’s strategy of offering unique, immersive experiences that appeal to younger travellers. Related articles:   POP MART brand sentiments dip amid pricing controversy over new productPOP MART expands to Bandung with new immersive store experience  POP MART cracks open SEA’s collectibles craze with Lazada partnership   source

Google has appointed Ben King to lead its newly consolidated cluster for Singapore and Malaysia, alongside the expanded SEA Agency and Partner (A&P) function. According to King’s LinkedIn post, he will be responsible for Singapore and Malaysia sales and operations, as well as the SEA and South Asia Frontiers A&P team.  The team brings together in-market agency and partner leads across Thailand, the Philippines, Indonesia, Malaysia, Vietnam, and Singapore. Meanwhile, partners span media, creator, creative, tech, and platforms engagement. Don’t miss: Google updates its iconic “G” with brighter gradient design  King said uniting the Singapore and Malaysia teams will create synergies to deliver “best in class strategies and vertical expertise” while deploying AI-powered solutions more effectively. On the A&P side, the consolidation aims to harmonise Google’s approach across SEA and South Asia Frontier markets, improving focus and speed to market. “I’m incredibly excited to work with the exceptional group of folks we have in place across all these teams to bring value to the partners, clients and communities they serve,” wrote King in his LinkedIn post.  King has passed his previous APAC responsibilities to global and multi-market teams. Previously, King served as managing director, Google Singapore, APAC agency and industry relations, where he led a team supporting agencies and clients to grow their businesses online. His role encompassed initiatives with positive impact on the Singapore community, including skilling, SME digitisation, and sustainability. In his previous role, King also managed a client portfolio spanning MNCs expanding through APAC, homegrown digital natives scaling regionally and globally, and key Singaporean domestic businesses. He advised on leveraging digital marketing, data and tech platforms, and organisational design to drive outcomes across sectors such as retail banking, fintech, e-commerce, travel, D2C retail, government, and CPG. His remit also included regional leadership of the APAC media and tech Agency partner management team, engagement with industry bodies, navigating regulatory activity in Singapore, steering the domestic ecosystem and community engagement, and supporting Travel Vertical Search growth in APAC, according to his LinkedIn.  King’s appointment follows several other leadership changes in the region. Jason Tedjasukmana, who had steered Google’s communications across Indonesia and the wider region for more than a decade, stepped down in October as head of corporate communications for Southeast Asia and South Asia Frontier.  In the Philippines, Google appointed Prep Palacios as its new country manager. Reporting to Sapna Chadha, vice president for Southeast Asia and South Asia Frontier, Palacios leads the company’s strategy and advertising portfolio in the Philippines at a time when AI and video commerce are reshaping the digital economy. 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 to roll out age assurance tech in SG to safeguard young users online  source

In a global first, Ant International, a leading global digital payment, digitisation, and financial technology provider, has added iris authentication features to Alipay+ GlassPay, its AR glasses-embedded payment solution, through partnerships with leading smart glasses producers. Currently, Alipay+ GlassPay integrates multi-modal biometric verification measures, including the AI-powered voice interface with intent recognition and voiceprint authentication technology. With the new feature successfully tested on AlipayHK, Alipay+ GlassPay now enables merchants and service providers to create an even smoother, more secure, and more immersive consumer experience via augmented reality. Using the latest innovations in AI and AR technologies, leading smart glasses manufacturers Xiaomi and Meizu are Ant International’s inaugural partners to implement various payment functionalities on smart glasses globally. Multi-modal secure authentication for an AR consumer experience Riding on the rapid advances in AI, smart glasses are emerging as a new gateway for interactive commerce by bridging the physical and digital consumer experiences. The device integrates instant try-ons, interactive shopping and simplifies the checkout wherever the customer is. By industry estimates, consumer adoption of smart glasses could grow almost sevenfold between 2024 and 2029 to 18.7 million units globally. Iris authentication has seen accelerated adoption around the world because of its clear security advantages over other biometric authentication methods. It is resistant to spoofing, thanks to a larger number of distinguishing feature points compared with facial or fingerprint analysis. Alipay+ GlassPay’s iris authentication feature compares over 260 biometric feature points to verify and protect the identity of the user. It uses AI and advanced liveness detection technology to counter fraud attempts using photos, videos or 3D masks. Using advanced imaging algorithms, the solution accurately verifies the user identity in various lighting conditions, offering reliable, zero-contact security, with a simple glance throughout the day. The solution integrates an end-to-end security suite for eWallets and apps, including a unique personal encryption key scheme to safeguard user data. In accordance with laws and regulations, device manufacturers, digital service providers and technology providers will work together to ensure compliance with security requirements in different markets. The multi-modal security framework of Alipay+ GlassPay is powered by Ant’s gPass, the world’s first trusted connection technology framework for smart glasses, which enables glasses manufacturers and developers to build a secure AI digital services system, innovate new application scenarios for the device, and expand on its utility for consumers. As AI ​​and AR use cases continue to expand, gPass is committed to providing global users with a safer and more convenient experience with smart devices. New customer engagement and growth avenues for merchants Building on the AR-embedded payment, Alipay+ GlassPay will support merchants and digital platforms to develop a more enriched and efficient consumer experience. For example, smart glasses may help consumers to hail a ride and move seamlessly from a satisfactory offline try-on to an instant online purchase, saving merchant warehousing and logistics costs and improving the omni-channel management. Ant International will introduce the enhanced Alipay+ GlassPay solution to manufacturers, service providers and developers in Asia Pacific. Today, Alipay+ connects over 1.8 billion user accounts on 40 mobile payment providers to 100 million merchants across 100-plus core markets. With one integration, mobile payment partners can access Alipay+’s expanding toolkits for customer engagement and business growth. Among these, Alipay+ now integrates QR-based and card payments via a global NFC solution. It also enables a full range of agentic AI features, including the MCP-based AI payments built on the Alipay+ GenAI Cockpit, and the AI-as-a-service platform for fintechs. “Payment remains the foundation of all fintech and all financial services,” said Peng Yang, chief executive officer of Ant International, speaking at a panel on AI road maps at the 2025 Singapore Fintech Festival. “Ant International is laser-focused on pushing the frontier of payment from all angles: hardware-embedded consumer services, card+QR interoperability, bank-to-wallet connectivity, AI merchant payment orchestration for agentic commerce, and much, much more. Seamless, real-time, around-the-clock secure global payments, will be a main engine for global resilience and growth in a time of great change,” added Peng Yang.  In tandem, Jiang-Ming Yang, chief innovation officer at Ant International, added “We are excited to offer our advanced embedded payment solutions to smart hardware innovators and digital service providers to expand the exciting horizon of augmented-reality commerce. “Ant International will continue to push payment innovations across the frontiers of interoperability, agentic AI, and new hardware solutions,” said Jiang-Ming Yang.  Zhang Lei, vice president of Xiaomi’s mobile phone department, and general manager of wearable devices, said: “Xiaomi smart glasses are a key component of Xiaomi’s AI terminal strategy. “Leveraging Xiaomi’s leading advantages in smart personal devices and an ecosystem of diverse use scenarios, we will expand our co-operation with partners worldwide to enrich the AI-driven lifestyle experience for consumers worldwide,” Lei added.  Guo Peng, head of the XR business unit at Xingji Meizu, said: “The ultimate goal of smart glasses is to seamlessly integrate technology into our lives. The Iris payment solution is a critical step towards this vision – it makes the act of paying feel natural again. However, the more invisible the technology becomes, the more visible the safeguards need to be,”  “In our collaboration with Ant, our focus is not only on achieving a faster and more seamless recognition, but also on building a comprehensive security framework – from encrypted storage to liveness detection – ensuring the complete protection of users’ biometric data. As for the smart glasses payment solution, security is not just a feature, it is the very foundation,” added Guo. About Ant International With headquarters in Singapore and main operations across Asia, Europe, the Middle East and Latin America, Ant International is a leading global digital payment, digitisation and financial technology provider. Through a collaboration across the private and public sectors, our unified techfin platform supports financial institutions and merchants of all sizes to achieve inclusive growth through a comprehensive range of cutting-edge digital payment and financial services solutions. To learn more, please

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. Fans can compete to win the full ‘King Kylie collection’, be among the first 50 daily lip kit buyers to receive a custom lip charm or enjoy personalised tooth gems and glitter tattoos for purchases above SG$120. Don’t miss: AI is reshaping beauty, but can fashion keep its soul?  Kylie Cosmetics is also rolling out exclusive Black Friday promotions from 28 November to 1 December, including gifts with purchases over SG$180, limited-edition pouches for ‘King Kylie collection’ buyers, and a 20% storewide discount. A curated ‘Kylie’s favorites set’ bundles bestselling products at a 30% saving for early shoppers. The Bugis Junction store is the brand’s first physical standalone presence in Singapore, designed to combine product retail with interactive experiences. It reflects Kylie Cosmetics’ strategy of engaging fans directly while celebrating the brand’s decade-long growth. MARKETING-INTERACTIVE has reached out for more.  Before launching its first standalone store in Singapore, Kylie Cosmetics built anticipation through a series of pop-ups and activations across the city. In September, the brand unveiled its viral glossy lip kit and hybrid blush via its first café takeover in Singapore, transforming the space with themed photo booths, water colour activities, and food inspired by the new products.  Earlier, in July 2024, Kylie Cosmetics hosted an extensive immersive pop-up experience at ION Orchard to celebrate its Singapore debut. The event offered a mix of interactive games, prize opportunities, and private consultations with in-house makeup artists, giving guests a chance to master Kylie’s signature techniques firsthand. Attendees were also treated to exclusive Kylie Cosmetics-inspired ice cream, tarot readings, and personalised perfume bottle engraving on weekends, creating a multi-sensory experience that combined beauty, lifestyle, and entertainment. Related articles:  Sephora and Rare Beauty reunite to mark world mental health day  How Fenty Beauty’s cinematic pop-up is redefining experiential retail in HK  Harry Styles’ Pleasing beauty brand enters sexual wellness, sells out in minutes  source

Amazon is turning its customer reviews into theatre this holiday season, enlisting Benedict Cumberbatch to perform real reviews as dramatic monologues. The move revives the retailer’s “5-Star theater” campaign, aiming to inspire shoppers with gifts that hit the mark. The idea came after fan requests on last year’s campaign specifically called for Cumberbatch. After a decade away from the stage, the actor returned to Amazon’s platform to perform over 15 reviews, including holiday favourites such as the Bissell portable carpet cleaner, Toto bidet, and SharkNinja blender. One video sees Cumberbatch take a serious stab at a “boyfriend pillow” review, while a pianist sets a dramatic tone with classical music in the background. Don’t miss: Coca-Cola seems to have learnt its lesson from the 2024 Christmas ad, but why are audiences divided? The campaign underscores Amazon’s promise of having something for everyone on your list. This year, Amazon is amplifying the theatrics with podcast partnerships, including “Not gonna lie with Kylie Kelce” and “A very merry iconic podcast by Danny Pellegrino”, alongside a late-night integration with Jimmy Fallon. Social media is also a key stage, with high-impact placements on TikTok and Snap. “We are really excited to share this year’s ‘5-Star theater’, with Benedict Cumberbatch bringing his own spin to the performance. We think our customers will be surprised and delighted by his take on the concept,” said Jo Shoesmith, vice president and global chief creative officer, Amazon.  Amazon isn’t the only brand leaning into spectacle this holiday season. Earlier this month, Coca‑Cola rolled out its 2025 global campaign, “Refresh your holidays”, spotlighting those working behind the scenes to bring seasonal magic to life. The effort includes three new films, “A holiday memory” and two AI-driven reimaginings of the 1995 classic “The holidays are coming”—plus the return of Coca‑Cola Caravans and its Truck Tour in November and December. AI played a central role, with studios Secret Level and Silverside AI helping produce multiple versions of the films, tailored for different audiences and regions. Meanwhile, Mariah Carey kicked off the festive season in diva style with Sephora, starring in her annual “It’s time!” video. This year, the clip reimagines the tradition in a Sephora-branded glam room, blending Carey’s sparkle with brand storytelling and a touch of comedy from Billy Eichner, who plays a mischievous elf staging a holiday strike. Related articles: BIG W puts mums at the centre of Christmas reality in 2025 campaign    Coles leans into warmth and value with 2025 Christmas campaign   Penfolds wraps holiday gifting in nostalgia with new ‘postal’ collection source

Integrated communications agencies APRW has appointed Benjamin “Mr Miyagi” Lee as associate director, effective immediately. In his new role, Lee will focus on driving strategic communications initiatives across APRW’s client portfolio while expanding the agency’s capabilities in branded content, transmedia storytelling, and executive communications training. In addition, Lee will strengthen both its ‘Knowledge Studio’ (KnowS) and ‘Digital Studio’ offerings. For KnowS, he will expand media training and executive workshops in strategic storytelling and audience psychology. For Digital Studio, Lee’s expertise in premium content production and integrated campaigns will help the agency grow in transmedia storytelling and branded entertainment solutions. Don’t miss: Women who lead: APRW’s Anu Gupta reflects on her career break and professional journey Lee told MARKETING-INTERACTIVE that his role at APRW isn’t a newly created role, but rather, a unique business structure within APRW. “New appointments of associate directors are meant to enable the agency to service new opportunities in the market. The position is also a pathway to eventual co-ownership of the agency,” said Lee. “Additionally, APRW operates on a structure where every director and associate director is responsible for their portfolios, but internal interactions are more collaborative rather than hierarchical. The mutual belief that joining the APRW team means we get to work together on exciting new ways of providing PR and communications for brands and organisation,” explained Lee, adding that he can’t wait to make its clients shine.  In tandem, Cho Pei Lin, managing director of APRW said “Every Director in APRW is a co-owner of the agency too. That is our unique business structure which has enabled us to continue to thrive for our clients in the past 29 years. Lee’s proven ability to deliver groundbreaking communications solutions will reinforce and strengthen our capabilities to provide integrated campaigns and creative solutions for current and new clients.” Lee is widely recognised as a pioneer of Singapore’s social media landscape, bringing more than 20 years of experience in strategic communications, brand storytelling, and disruptive content strategies. Earlier in April this year, MARKETING-INTERACTIVE reported on his new role as head of commercial and marketing at Beach House Pictures. As he joins APRW, Lee will continue his consultancy with Beach House Pictures/Space Lion Studios, advising on branded content initiatives for international streaming platforms and commercial productions. Over his career, Lee has led high-profile public campaigns for multiple government ministries and statutory boards, including the Prime Minister’s Office. His prior leadership roles include director for creative and content strategy at DSTNCT and creative director at Protocol.  Lee was also head of content strategy at Tribal Worldwide, where he transformed social media teams into award-winning communications strategists and developed a regional client-education masterclass on brand storytelling. In addition to his agency work, Lee has co-written theatrical productions for over 20 years, collaborating with notable performers such as Hossan Leong and Kumar, further highlighting his versatile creative background. Lee’s appointment comes as APRW continues to strengthen its regional portfolio with a series of strategic new and renewed appointments. Most recently, the agency has been appointed by FLY Entertainment to manage the media campaign for Superstreamer Asia, Singapore’s first-ever reality TV competition focused on live streaming.  It was also appointed as the PR agency for World Robot Olympiad where it will be tasked to support media relations and publicity for the international final, taking place in Singapore this November.  In addition, it was reappointed as the public relations partner for the Tech in Asia Conference and for The Federation of Merchants’ Associations, providing strategic media counsel and driving publicity for the upcoming Singapore Hawkers’ Celebration and Awards 2025. Related articles:      APRW expands client roster across community, creative and corporate sectorsAPRW expands portfolio with new clients   Benjamin Lee aka Mr Miyagi exits DSTNCT  source

Alex Lubar, global chief executive at DDB Worldwide, has stepped down from the Omnicom agency network to take on the top job at Fundamentalco, a brand consulting firm that advises private-equity firms and their portfolio companies. Lubar becomes CEO effective immediately and will report to Fundamentalco founder and executive chair Jonny Bauer. His exit comes at a sensitive moment for DDB, with industry speculation intensifying that Omnicom will retire the 75-year-old creative network as part of its US$13.5 billion merger with Interpublic Group. “Very excited to join Jonny Bauer and the immensely talented team at Fundamentalco,” he wrote on LinkedIn. “A truly unique operation that understands the power of brand-led value creation. SEE MORE: DDB’s future uncertain as Omnicom finalises IPG merger “Thank you to the unbelievable DDB community across the globe that I had the privilege of leading these last two years. Your creative genius is only outmatched by your collective grace.” The merger between Omnicom and IPG – approved by the US Federal Trade Commission in late September – is expected to consolidate the combined group’s creative operations around three global networks: BBDO Worldwide, McCann and TBWAWorldwide. Market chatter suggests DDB may be retired as part of this integration, a move that would dissolve one of the most influential agency brands in modern advertising. Lubar joins Fundamentalco at a time of rapid growth for the consultancy, which Bauer launched in 2024 after nearly three years at Blackstone. The firm spun out of the investment giant that same year and continues to work closely with Blackstone portfolio companies, advising businesses such as Sabre Industries and HR software provider UKG. The consultancy employs around 35 people including executive creative director Jenna Lyons, the former J.Crew executive, and strategy leaders from Droga5, Accenture Song and other global shops. source

Skechers has tapped actress, entrepreneur, and fashion icon Sofía Vergara as its newest global brand ambassador, signalling a high-profile push into the intersection of style and comfort. According to the brand, the actress’ connection with Skechers began unexpectedly. Following knee surgery, Vergara sought out supportive yet stylish footwear and discovered Skechers in a mall, buying multiple pairs before learning her team had already been in talks with the brand. Skechers has rolled out a 30-second campaign video starring Vergara. The spot opens with her struggling to find shoes that fit her needs, before declaring that Skechers’ ‘Hands-free slip-ins glide-step’ have made all other shoes obsolete. Don’t miss: Skechers SG launches AI stylist Luna to reinvent shopping  In a cheeky twist, she begins tossing other footwear off her balcony into a pool, bewildering a pool attendant. The video highlights the comfort and ease of the Skechers product before closing with more shoes taking the plunge. As the face of the global campaign, Vergara will spotlight the brand’s signature blend of versatility, comfort, and fashion. With over 50 million social followers and recognition from Hollywood to Barranquilla, she brings star power that aligns with Skechers’ legacy of partnering with widely loved figures. “Vergara embodies everything Skechers stands for – bold, confident, and committed to comfort without compromise. She brings a fresh energy to our brand, and her passion for great design will shine through in everything we do together,” said Michael Greenberg, president of Skechers. In tandem, Vergara said, “I don’t do anything unless I believe in it – and I truly believe in Skechers. I’ve been wearing Skechers for over a year now, and they’ve completely changed how I think about sneakers. They’re not just comfortable – they’re chic, stylish, and easy to wear with everything in my closet. That’s what made this partnership feel so natural.” The collaboration builds on Skechers’ recent regional ambassador strategy. In August, the brand named Hong Kong actor Tony Leung as its new Asia Pacific ambassador, highlighting its Slip-ins stand-up wear technology series. Skechers said the partnership reflects its core value of comfort, merging Leung’s life philosophy with the brand’s laid-back style to “explore a comfortable life from our original intentions”. Leung noted, “Life is about moving closer and farther, stopping and going; every place has the comfort I seek,” echoing Skechers’ ethos of balance and a relaxed lifestyle. Related articles:  Skechers powers up athletes in first partnership with The Olympic Council of Malaysia Vitasoy Calci-Plus and Skechers promote healthy lifestyles with new campaign  Skechers jumps on accidental post by David Beckham during adidas Asia tour source

UOB has released a new campaign video in collaboration with GOODSTUPH and Directors Think Tank Singapore, debuting on the bank’s Instagram. The video opens with three individuals in the midst of intense workouts: a basketball player dripping with sweat, a man stepping onto a treadmill, and a woman cycling while pouring water over herself to cool down. As each character pushes through their sport, moments of personal financial triumph unfold. The basketball player glances at his watch, discovering he has hit his savings goal, and erupts in celebration. The man on the treadmill cheers as he sees his monthly retirement income target has been met. Meanwhile, the cyclist beams at the growth of her investment portfolio. Don’t miss: UOB head of strategic comms steps down, moves into social services A voiceover then reinforces the message, “Once you feel what financial freedom feels like, the possibilities are endless. Build your financial fitness today.” The video frames physical exertion as a metaphor for disciplined financial planning, highlighting UOB’s push for customers to achieve their financial goals with dedication and perseverance. The video lands as UOB rolls out its first-ever “financial fitness” partnership with the Central Singapore CDC, a programme designed to make financial literacy more practical and accessible. The initiative includes a new UOB financial health check, ongoing educational content across CS CDC’s channels, and life-stage-based financial fitness Workshops launching in 2026. The bank said the goal is to help residents build long-term financial resilience through simple, consistent habits, similar to training for physical fitness. MARKETING-INTERACTIVE has reached out for more information.  UOB’s campaign follows a wave of brand-building activity across the banking sector. In September, Standard Chartered introduced its new global brand platform, “Now is your time”, positioning the bank as a partner that empowers clients to act decisively in pivotal moments. Created with Leo Singapore, the campaign centres on the film “Ode to now”, which spotlights characters navigating ambition and achievement, from businesswoman Li Wen investing in her daughter’s future, to corporate investor Rahul and engineer Zahra. Li Wen’s daughter is played by TikTok prodigy Yeonah Kim, who also performed the soundtrack live with the Malaysian Philharmonic Orchestra and continues to front the campaign through social and behind-the-scenes content. Related articles: HSBC introduces ‘HSBC Red’ and hand-drawn logo to celebrate 160 years     Bank of Singapore champions and urges for daughters to be seen as leaders  Hong Leong Bank sparks joy and smart financial habits with Raya music video source