marketing interactive

Luckin Coffee Singapore is stirring up nostalgia with its latest collaboration featuring the iconic cartoon duo Tom and Jerry. In its latest campaign, the coffee brand introduced its all-new Mascarpone Latte, described as “silky Danish mascarpone meets bold, full-bodied espresso”. According to Luckin Coffee Singapore, the collaboration was designed to “add a dash of nostalgia and a sprinkle of mischief to the holidays”. Featuring the world’s most iconic frenemies in a adorable makeover, the tie-up invites fans to “sip, collect, and relive their favourite Tom and Jerry moments”. With exclusive festive drinks and collectibles, the brand said the campaign celebrates “simple joys, friendly rivalries, and the warmth of the season”. The launch follows a playful teaser strategy earlier in November, with the brand prompting fans to guess the flavour through an Instagram contest. “Something pawsome is making its way to our stores, can you sniff it out?” teased Luckin’s 2 November post, hinting with a rhyming clue: “mouse-carpone latte”. The mascarpone latte itself was chosen as the hero product to tie the collaboration together. “We are always experimenting with trendy flavours in our drinks,” the brand said. “The mascarpone latte, inspired by premium Danish mascarpone cheese and crafted with Arabica beans, is creamy, indulgent, and full of character. The use of cheese is a playful nod to Tom and Jerry’s iconic love for cheese, adding a fun, nostalgic twist to a luxurious coffee experience.” Beyond the beverage, the collab extends into limited-edition merchandise, available in sets from November. Highlights include the Tom and Jerry duo set featuring two drinks and a Tom keychain, and the Bowling Tom set with one drink and a vacuum flask. From 17 November, customers purchasing two drinks in a single transaction can also claim a free set of themed stickers, while stocks last. Don’t miss: Luckin Coffee SG makes reality style horror film for Halloween    “The campaign was designed to appeal to both young adults who love trendy, Instagram-worthy drinks, and nostalgic fans who grew up watching Tom and Jerry,” said the brand. “By blending pop culture with premium coffee craftsmanship, we created a cross-generational experience that excites younger consumers while sparking fond memories for older fans.” Luckin Coffee added that the response so far has been “overwhelmingly positive,” with customers sharing their love for the drink’s “creamy, dessert-like flavour” and “adorable limited-edition packaging and merchandise.” The collectibles, from cups to keychains, have seen “high demand in the first few days of launch. The brand hinted that more nostalgic partnerships could be on the horizon. “While we can’t share details just yet, we’re always exploring creative collaborations that bring joy and new experiences to our customers,” it said. “The success of the Tom and Jerry collaboration has shown us that nostalgic, character-driven tie-ins truly resonate.” The social media strategy for the campaign was led by PROTOCOL, which injected the duo’s signature mischief into Luckin Coffee’s typically sleek brand aesthetic. “Tom and Jerry’s nostalgic, slapstick humour naturally complements Luckin Coffee’s youthful and easygoing energy,” said PROTOCOL. “We saw this collaboration as a fun way to merge their classic playfulness with Luckin Coffee’s modern, lifestyle-driven appeal — creating something that resonates across generations.” The teasers leading up to the launch leaned heavily on the chaos and energy that define the franchise. “We leaned into Tom and Jerry’s exaggerated, over-the-top antics — the chases, the chaos, the energy — to build anticipation and spark curiosity online,” the agency added. “These motion-led teasers captured the spirit of the duo while playfully hinting at what was to come, keeping our followers guessing and engaged.” According to PROTOCOL, the campaign has seen “overwhelmingly positive” fan engagement since launch, with social feeds flooded by fans showing off their drinks and collectible merchandise. The team also spotlighted the limited-edition Tom and Jerry merchandise in their content plan to drive excitement both online and in stores. “Luckin Coffee is always looking for meaningful ways to connect with people from all walks of life,” the agency said. “Partnering with a beloved duo like Tom and Jerry allowed us to bridge generations — bringing nostalgia to older fans while introducing the characters to a younger audience through the Luckin Coffee experience.” The collaboration taps into a broader trend of food and beverage brands leveraging nostalgic IP to create limited-edition experiences. By combining a whimsical tie-in with tangible merchandise, Luckin positions the campaign to appeal not only to millennial and Gen Z coffee drinkers but also to fans of the iconic characters. The initiative follows a string of creative brand collaborations by Luckin Coffee Singapore. Last month, the brand partnered with the Institute of Mental Health (IMH) to launch “UNSEEN // SEEN”, a social initiative and fundraising campaign highlighting mental health through art. Running from 23 October across all outlets, the campaign showcased artwork created by IMH patients under the guidance of occupational and art therapists, with limited-edition merchandise including fabric coasters and tote bags representing personal journeys of recovery and resilience. Earlier this year, Luckin also collaborated with language learning app Duolingo on a cheeky campaign featuring a Singapore-exclusive drink and collectible merchandise. Fans could snag Duolingo-themed items such as cup sleeves, paper bags, and sticker sets, including a “coffee chat” sticker set with every purchase of two drinks, reflecting Duo’s signature playful charm. Related articles: Luckin Coffee taps into Gen Z audience in HK with SpongeBob collab       Luckin Coffee set to open five new outlets in Malaysia by end of January    China’s Luckin Coffee plans to develop exclusive coconut supply hub in Indonesia   source

UOB’s head of strategic communications Dennis Low has stepped down after over two years, making a striking pivot to the social sector. During his time at UOB, Low led the bank’s global communications strategies, aligning initiatives with the brand’s vision, and oversaw a Singapore-based team managing communications across China, Hong Kong, Indonesia, Malaysia, Thailand, and Vietnam, according to his LinkedIn. Following his departure from UOB, Low has taken on the role of deputy executive director and chief transformation officer at social services agency Epworth Community Services. In his new role, he is tasked with future-proofing the agency, building institutional capabilities, driving digital transformation, and strengthening operational resilience — all to further Epworth’s mission of supporting at-risk children and youths through strong families and resilient living. This comes after Low’s long career in the financial and banking industries. Don’t miss: Carla Dawson named head of strategic marketing at Samsung Ads for ANZ and SEA Prior to his time at UOB, Low was head of regional brand, marketing and communications at UnionPay International, leading strategy across 10 ASEAN markets, and served as regional marketing director at American Express. He has also held roles at the Monetary Authority of Singapore and DBS Bank throughout his career. When asked about his pivot into the social sector, Low said he has “always been deeply passionate about the well-being of children, youths, and families.” “In today’s volatile and uncertain climate, many families face mounting pressures, whether emotionally, financially, or socially. When this role at Epworth came up, I saw it as a huge opportunity to make a direct and meaningful impact. It is about restoring hope, nurturing resilience, and helping vulnerable children and youths discover their potential through the strength of family and community,” he added. Since joining the non-profit, Epworth has launched its festive “Friends of Epworth – giving hope and resilience” campaign, inviting donors and volunteers to support children and families navigating life’s toughest challenges. “Through this campaign, we aim to provide emotional healing, safe environments, and opportunities to learn and grow. Every gift helps us continue our mission to heal, uplift, and empower,” explained Low. Drawing on his years in financial services, he emphasised the importance of strategic collaboration: The financial sector taught me the power of bringing stakeholders together to share best practices, build trust, and advocate collectively. “The social services sector, despite its immense societal importance, has historically lacked such coordinated platforms. Yet the need is even greater. We must foster deeper collaboration among social services agencies, share insights, and build ecosystems of care. After all, it truly takes a village to raise a child, and that village must be united, informed, and inspired,” concluded Low. Low’s move from UOB to Epworth follows a wider trend of senior executives taking on transformative roles in new sectors. For instance, Mastercard recently appointed Jill Kramer as its new chief marketing and communications officer, effective 1 December 2025. Kramer joins from Accenture, where she led a global, tech-driven marketing and communications function, succeeding Raja Rajamannar, who transitioned to senior fellow at Mastercard after 12 years at the brand. Executives such as Low and Kramer illustrate how leaders are increasingly leveraging their strategic, operational, and industry experience to make meaningful impact in new environments, whether it’s driving growth, shaping innovation, or in Low’s case, strengthening social impact initiatives.    Related articles:  UOB, Ruangguru launch five-year plan to boost digital literacy for 90,000 students  UOB lights up city skyline with world-record projection show for SG60 and 90th year   UOB and Telkomsel partners for GenZ co-branded credit card  source

Singles’ Day is proving once again to be Southeast Asia’s dominant retail event, far outpacing Western shopping days such as Black Friday and Cyber Monday. According to Meltwater social listening data from 29 September to 28 October 2025, Singles’ Day generated 47,800 mentions, accounting for 93% of all conversations, while Black Friday recorded just 3,190 mentions (6.2%) and Cyber Monday only 244 mentions (0.48%). The pattern holds across reach and engagement, cementing Singles’ Day as the region’s top-of-mind shopping moment. Hashtags driving conversation reveal a mix of platform trends, gaming tie-ins, and brand engagement, with #Mobilelgendsbangbang, #eCommerce, #Brandthink, #TikTokShopThailand, and #TikTokShop among the most engaging. Don’t miss: Malaysia’s 11.11 showdown: How Shopee, Lazada, TikTok Shop are engaging shoppers Top retailers mentioned were Shopee (50%), Lazada (35%), Amazon (6%), and TikTok Shop (5.7%), with reach dominated by Shopee at 85%, followed by Lazada at 7.6% and TikTok Shop at 6.4%. However, engagement tells a different story. TikTok Shop led with 54% of all interactions, followed by Shopee at 31% and Lazada at 8.4%, showing that creator-driven commerce is capturing attention more effectively than traditional marketplace reach. What are shoppers buying? These trends echo Criteo’s Q4 2024 “Double date shopping review”, which found that Singles’ Day drove the largest spikes in revenue, transactions, and traffic across Southeast Asia. Revenue across the region rose 9.6% year-on-year, transactions increased 6.5%, and traffic grew 6.4%, while average basket sizes climbed 14%, peaking 17% above baseline during Singles’ Day. Categories showing the strongest growth included health & beauty, baby & toddler, and apparel & accessories, with local variations: Indonesia favoured apparel & accessories, Singapore leaned into health & beauty, and Thailand showed high demand for baby & toddler and home & garden. These figures indicate that shoppers are not only spending more but are also willing to explore new categories and brands during peak events. “The impressive performance of Q4 double days across Southeast Asia underscores its growing significance in the regional retail calendar,” said Sukesh Singh, managing director (SEA), Criteo. “This is noteworthy, especially in the face of inflationary pressures and cautious consumer sentiment, highlighting how shoppers remain engaged when value and relevance align. Data-driven insights are critical for brands to convert these peak moments into meaningful growth,” added Singh. How are players responding?  eCommerce platforms are responding with targeted strategies to capture this shopping frenzy. Lazada, for example, is investing US$25 million in its 11.11 campaign, running from 1 to 14 November and culminating in its “Biggest sale of the year” campaign from 10 November at 8pm to 13 November. The platform is also leveraging upgraded AI capabilities and creator programmes to drive discovery and engagement. Its AI shopping companion, AI Lazzie, helps shoppers personalise deals by stacking LazRewards and seller vouchers for maximum savings, while the LazAffiliate programme allows creators to tag products in YouTube Shopping videos, enabling audiences to buy with just a few taps while creators earn commissions. In conversation with MARKETING-INTERACTIVE, a Lazada spokesperson said that consumers are becoming more premium and intentional in how they shop, with a clear pivot toward higher-quality goods and trusted brands. “During our recent 9.9 sale, the average order value rose by almost 30%, which indicates that shoppers are leaning toward higher-quality products and trusted brands, not just the lowest price anymore. With increasingly demand from shoppers for higher quality and wider range of products, we have since expanded our quality product assortment with millions of international and regional brands from GMarket and TMall,” said the Lazada spokesperson.  “People are also researching more, comparing features and reading reviews before they check out. This demonstrates that shoppers now rely on facts and research to make their purchasing decisions, moving away from impulse buys. That’s why we invested in AI tools such as AI Lazzie, which helps customers compare products, make recommendations, stack vouchers and make confident, fact-driven decisions this 11.11,” the spokesperson added.  TikTok Shop Malaysia is also making major moves ahead of 11.11. The eCommerce platform recorded over 3x year-on-year growth in the number of brands participating in its authenticity-guaranteed mall program, following joint efforts with the government to empower local entrepreneurs with IP protection training. Meanwhile, shoppers can expect #JomLokal flash sale deals, unlimited free shipping, stackable vouchers, and buy 1 free 1 offers. TikTok Shop is also hosting its first on-ground 11.11 Mega Sale Carnival in Kuala Lumpur from 7 to 9 November, featuring over 60 booths, live entertainment, and a concert livestreamed via @tiktokshop_my. A similar campaign was also held in Singapore, with “11.11 Mega LIVE Sale” featuring up to 50% cashback, SG$1 deals and more. TikTok Shop had also tapped on local creators such as Chantalle Ng, Tasha Low and more to amplify the campaign.  Shopee in Singapore, on the other hand, is leaning into creator-led engagement this 11.11. The platform’s campaign includes a jingle and music video featuring popular influencers such as Noah Yap, Tosh Rock, Maxi Lim, and Joshua Tan, highlighting its focus on social and entertainment-driven commerce to capture shopper attention ahead of the peak sale. Double-day events are no longer simply discount-driven sales; they are cultural touchpoints shaping purchasing behaviour, category preferences, and platform engagement across Southeast Asia. For brands, these insights provide a blueprint for targeting shoppers more effectively and maximising growth during the peak season. Related articles:  Roundup of HK brands targeting self-love consumers this Singles’ Day   Report: 77% of SG consumers turn to online ads for holiday shopping Don’t miss: Study: Indonesia ranks second for online shopping, but consumers remain promo-driven  source

Southeast Asia’s digital economy is on a strong trajectory to surpass US$300 billion in gross merchandise value (GMV) by 2025, according to the 10th edition of the annual e-Conomy SEA report from Google, Temasek, and Bain & Company. Revenue growth is expected to reach US$135 billion as profitability accelerates across the region, reflecting a decade of rapid digital adoption and effective monetisation strategies. Despite continued macroeconomic pressures, double-digit growth persists across sectors, from eCommerce to digital financial services. The market is consolidating as leading regional platforms scale, leveraging economies of scale to create competitive advantages. According to the report, video commerce now accounts for roughly 25% of GMV, driven by high-volume, lower-value transactions, trusted local creator recommendations, and seamless social-to-eCommerce integrations. The creator economy is also diversifying, with niche and micro-influencers emerging as new drivers of sales. Don’t miss: CMOs must adapt, as global ad spend becomes overwhelmingly digital eCommerce, food delivery, transport, and online travel continue to see strong momentum. Food delivery platforms are approaching profitability through optimised logistics, advertising revenue, loyalty subscriptions, and cloud kitchens, with GMV projected to reach US$23 billion by 2025. Transport services are growing via tiered offerings and subscription bundles, while online travel is projected to hit US$51 billion in GMV, boosted by travel from China and India, and popular destinations such as Japan gaining ground. In addition, digital media and entertainment show a more nuanced picture. Online advertising continues to expand through retail media networks, AI-driven ad optimisation, and video commerce penetration. Gaming is growing steadily, particularly in Indonesia, though player retention is increasingly competitive. Video and music platforms are slowing slightly due to price adjustments and changing user behaviours, though local content and short-form formats remain key drivers. Digital financial services are maturing beyond payments. Embedded lending and cross-border QR interoperability are expanding financial inclusion, while digital wealth platforms are rapidly scaling assets under management. Investor interest remains strong, with private funding rising 15% YoY to about US$8 billion, concentrated in late-stage deals and the DFS sector. AI startups are a bright spot, capturing over 30% of funding, with investors prioritising software, services, and deep tech in Singapore, Vietnam, and Malaysia. Southeast Asia is also emerging as a global AI hotspot, with consumer interest in AI three times the global average, revealed the report. Five countries —Singapore, Brunei, the Philippines, Indonesia, and Malaysia —rank among the world’s top 20 for multimodal AI adoption. Nearly half of users expect AI to save time on research and decision-making, while 79% of workers have learned to use AI, and 43% actively use it professionally. Planned data centre capacity is set to grow 180% across the region, outpacing the rest of Asia Pacific, ensuring infrastructure is in place to support this AI boom. Singapore drives SEA’s digital and AI growth  The city-state’s digital economy is projected to reach US$29 billion in GMV by 2025, powered by strong growth in transport and food, eCommerce, online travel, and online media. Transport and food services are expected to grow 12% to US$6 billion, while online media is set to surge 13% to US$3.4 billion. Digital financial services are also expanding, with digital lending projected to hit US$30 billion in loan book balance, digital wealth climbing to US$44 billion in assets under management, and digital insurance reaching US$0.5 billion in premiums. Despite global headwinds, including Singapore’s high trade-to-GDP ratio and exposure to external shocks, the government has implemented measures such as a tariff task force, expanded trade partnerships, and eased monetary policy to sustain growth. Tourism is benefiting from a focus on premium experiences, attracting high-spending visitors through world-class entertainment, major events, and high-end gaming. Singapore is also asserting leadership in AI, commanding US$1.31 billion in private AI funding, the highest in SEA, with 55% of ASEAN-10 AI investments concentrated in the city-state. AI adoption is robust, with 55% of users interacting with AI daily and 45% expecting faster decision-making and time savings. Video commerce is thriving, with sellers and stores growing 125% YoY, transaction volumes up 30%, and average order values triple the SEA average. Meanwhile, digital banks are finding sustainable niches, narrowing losses through SME banking, micro-consumer credit, and strategic ecosystem partnerships. Collectively, these efforts reinforce Singapore’s position as a leading hub for digital innovation, AI development, and economic resilience, supporting the broader growth of Southeast Asia’s digital economy. Related articles:    Marketers to slash display spend by 30% as AI and CTV redefine engagement: Forrester Singaporeans demand trust online as misinformation shapes digital behaviour  Singapore leads in AI adoption, but customer service still falls short  source

Disney has unveiled a new original holiday short, A Disney holiday short: Best christmas ever, directed by Academy Award winner Taika Waititi. Premiering earlier this week on Disney+ and online, the short is part of Disney’s “Make someone’s holiday magic” campaign. The story follows a little girl whose doodle springs to life on Christmas Day after Santa mistakes her drawing for a holiday wish. The short captures the growing friendship between the girl and her animated companion as they navigate everyday moments together, brushing their teeth, visiting the local swimming pool, and even celebrating Halloween. On Christmas Eve the following year, the family is visited by carolers, who are taken aback when they meet the doodle. Unable to speak, the doodle grows sad, but the girl comes up with a solution, writing Santa a wish for a mouth. Santa grants her request with a Mr. Potato Head, allowing the doodle to join in the holiday festivities with its new ability to speak. From then on, the pair fully enjoy the magic of Christmas together. Don’t miss: Coca-Cola seems to have learnt its lesson from the 2024 Christmas ad, but why are audiences divided? Disney Legend John Goodman lends his voice to Doodle, adding a layer of nostalgia for fans familiar with his iconic roles in Monsters, Inc., The Emperor’s New Groove, and The Princess and the Frog. Renowned Disney animator Eric Goldberg, known for creating beloved characters such as Genie from Aladdin (1992), advised on the animation, collaborating with Untold Studios, producer hungryman, and creative agency adam&eveDDB. The short follows last year’s Emmy-nominated A Disney holiday short: The boy and the octopus, also directed by Waititi. As part of the campaign, Disney is inviting fans to create their own holiday magic in New York’s Times Square on 12 November. Visitors can submit doodles via QR code and watch as their creations come to life on a massive billboard, marking a first-of-its-kind interactive experience. Beyond streaming, Disney encourages fans to celebrate the season across its parks, cruise ships, and retail stores worldwide. Classic holiday films such as Home Alone (1990) and new releases, including A Very Jonas Christmas Movie premiering 14 November, round out Disney’s festive offerings. With Best Christmas Ever, Disney combines star power, animation expertise, and audience engagement to deliver a story designed to resonate with families while reinforcing its long-standing holiday tradition. “Disney stories have always been a source of togetherness, wonder, and joy, especially during the holidays,” said Joanna Balikian, senior vice president, brand management at Disney. “With A Disney holiday short: Best christmas ever, we sought to capture that timeless spirit of friendship, family, and imagination that brings generations together and makes the holidays magical.” In tandem, Waititi said, “What makes this story uniquely Disney is the fact that it’s set in the world of a kid. It’s a kid and her new best friend, navigating the complex world together, and doing it just with the power of friendship and imagination.”  Speaking on his role in the film, Goodman added, “I’ve always loved being part of Disney stories because there’s a timelessness to Disney’s storytelling – it’s fun, it’s heartfelt, and it reminds families of what really matters. This wonderful short captures that same spirit perfectly.”  Disney’s festive push comes as brands across categories are ramping up their holiday storytelling. Earlier this month, Mariah Carey kicked off the season in true diva style with Sephora, blending her signature sparkle with the beauty retailer’s year-end promotions. The campaign centred on Carey’s annual “It’s time!” video, reimagined this year with Sephora to combine festive glam and brand storytelling. Directed by Joseph Kahn, the clip premiered across Carey’s and Sephora’s Instagram accounts and on Sephora’s Times Square billboard, featuring comedian Billy Eichner as a mischievous elf staging a holiday “strike” in protest of the elves’ tough working conditions. 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   Coca-Cola’s 2025 AI-driven holiday ad draws mixed reactions source

We. Communications has launched GEO Compass, a new offering designed to help brands understand, measure and influence how AI systems interpret and present their stories in generative search results. As AI transforms how people discover information, the agency is rethinking visibility and reputation in a world where audiences receive a single, machine-generated answer instead of scrolling through pages of links. According to the agency, GEO Compass helps communicators uncover their brand’s footprint in AI-generated content and build stronger visibility and resonance. It combines diagnostic analysis, a strategic roadmap and ongoing optimisation to guide brands toward more accurate and trusted representation in AI-driven discovery. Don’t miss: VaynerMedia APAC launches AI platform for culturally tailored campaigns at scale Unlike traditional SEO, which focuses on keywords and algorithms, GEO Compass looks at the content and data that large language models are trained on, enabling brands to take control of how they are described and displayed by AI systems. “Search has fundamentally changed,” said Daniel Blank, EVP, head of digital innovation EMEA at We. Communications. “People are no longer clicking through pages of results; they’re getting one AI-generated answer — and if you’re not part of that answer, you are invisible. GEO Compass ensures that when AI responds, your brand’s story is represented accurately, credibly and with influence,” he added.  In tandem, Charlie Baldwin, head of insights and analytics, North America at We. Communications said “Winning in GEO requires a combination of search engine alchemy, content architecture, hyper-targeted marketing and opportunistic mic-seizing.” “Technology is only part of the equation. GEO Compass marries the leading tech with the human strategy and follow through required to make an impact,” added Baldwin.  The tool is part of We.’s AI Accelerator suite, which helps communications teams integrate AI responsibly across workflows. The suite also includes AI Academy, a hands-on training programme, and AI Storymaking, which supports brands in shaping narratives around their use of AI. “AI is rewriting how reputation is built,” said Brian Keenan, head of data and AI, APAC at We. Communications. “GEO Compass gives communicators the intelligence and confidence to shape their brand’s presence in this new information economy, before algorithms decide for them.” Other agencies are also rolling out AI platforms to support communications workflows. Global agency Redhill recently launched PressOffice.ai, an AI agent that helps brands and agencies draft, refine, and distribute press releases in minutes. The tool combines AI speed with Redhill’s international media network, offering precise targeting across sectors and markets, real-time campaign tracking, and full PR workflow support — from grammar and tone refinement to distribution. Redhill says the platform is especially useful for SMEs, startups, in-house teams, and PR agencies managing multiple accounts, helping them scale output while maintaining strategic focus. Related articles:NTUC, SISEU to support We. Communications workers hit by layoffs We. Communications lays off staff in SG  WE Communications rebrands to We. Communications  source

Audi Singapore has appointed Joy Communications as its official creative agency on record following a competitive pitch held in July 2025. The appointment spans two years with the option to extend for another two. Under the partnership, Joy Communications will oversee the full spectrum of the Audi brand’s communications including brand strategy and advertising and on-ground activations. The agency will also focus on digital, customer experience (CX), and social media engagement. Don’t miss: Audi Singapore names new PR agency of record  In addition, Joy Communications will work closely with Play Digital, which manages Audi’s brand portal and digital portfolio. “We are delighted to welcome Joy Communications and Play Digital as our new partners. The team’s performance stood out throughout the pitch, demonstrating a deep understanding of our brand and a clear strategic vision for future growth. We have complete confidence that this collaboration will drive innovation, elevate Audi’s presence and deliver exceptional results,” said Jamie Lee, general manager of Audi Singapore. In tandem, Joshua Lee, managing director of Joy Communications said “We are honoured and thrilled to have earned Audi’s trust. This opportunity to partner with such an iconic brand represents an exciting new chapter for us.” “Both Play Digital and Joy Communications felt the energy and ambition from the moment we received the pitch invitation, and that momentum has only grown stronger. We are eager to build upon the strong foundation our predecessors have built and to play a part in shaping Audi’s future narrative in Singapore,” added Lee.  The move rounds out Audi’s agency network in Singapore. Most recently, in October, the automotive brand appointed global integrated communications agency TEAM LEWIS as its agency of record for public relations following a competitive pitch. The partnership supports strategic communications to strengthen brand affinity, drive interest in new products, and deepen engagement with both existing and potential customers, as well as fans of the Audi brand. TEAM LEWIS will also focus on storytelling and media relations for major milestones, including Audi’s upcoming entry into Formula 1 in 2026, showcasing the brand’s innovation, design, and performance. Related articles:  Audi SG names new MD to spearhead direct-to-consumer business model  Audi F1 Team and adidas team up for high-performance style on and off the track  Audi transforms engine roars into sonic symphony  source

Singaporeans are increasingly demanding trust and transparency online, with concerns over misinformation shaping digital behaviour, according to Meltwater and We Are Social’s “Digital 2026: Singapore” report. The study draws from the agencies’ proprietary media, social, and consumer intelligence data, analysing online habits, digital adoption, and eCommerce patterns across Singapore. The report shows that 71.1% of Singaporeans are concerned about misinformation, highlighting a broader cultural shift toward discernment and accountability in digital spaces. Singapore remains one of the world’s most digitally advanced societies, with 98.4% of the population online and 90.6% active on social media. Yet citizens are engaging more intentionally, prioritising authenticity, privacy, and transparency in the content they consume. Don’t miss: Singapore consumers trust peers over brands on Xiaohongshu On average, Singaporeans spend six hours 44 minutes per week on social media, five hours 38 minutes on short online videos, and five hours 18 minutes on streaming TV, demonstrating strong engagement balanced by selective consumption. Beyond misinformation, 36.8% of Singaporeans regularly decline cookies, and 34.4% worry about how companies use their data. The report highlighted that Singaporeans are taking a more active role online, carefully evaluating the spaces they engage with and managing the content they see and share. AI-driven discovery tools are also influencing behaviour, shaping what people read, watch, and buy. Platforms such as ChatGPT are becoming part of daily routines, yet high digital literacy means users expect transparency and ethical use. eCommerce continues to anchor Singapore’s digital economy, with 4.7 million shoppers spending roughly SG$7.65 billion annually, up nearly SG$1 billion from 2025. Mobile devices now account for over 70% of purchases, with fashion, electronics, and food topping the list. Cross-border and subscription-based buying are also growing, reflecting the increasing role of discovery, community, and content in purchase journeys. These trends peak during major events such as Singles Day (11.11), when engagement begins weeks in advance. Meltwater noted Shopee leads in reach, while TikTok Shop drives engagement through creator-led content and livestreams. Singapore mirrors these trends but with a measured approach, where credibility and verified information remain key to conversions. The findings highlight a broader shift across Asia: digital growth is no longer defined by time spent online but by trust between audiences and brands. Singapore’s digital citizens demonstrate that fast-paced innovation and ethical responsibility can coexist, setting a benchmark for transparency, ethics, and human connection in the digital era. “Meltwater’s data shows that Singapore’s digital landscape is evolving through both technology and behaviour. People here are informed, intentional, and selective about what they engage with, and AI is influencing how we create and connect,” said Mimrah Mahmood, APAC VP of Meltwater. He added, “Singapore demonstrates that progress is strongest when innovation is guided by discernment. The opportunity now is to apply intelligence with integrity and use technology to build authentic human connections.” Related articles: Study: SG, ID most on edge as AI-powered phishing shakes global trust    Over 80% of Singaporeans encounter harmful online content, majority back stronger regulation   Study: 98% of Singaporeans shop abroad, but transparency and speed key to conversions source

Malay-language daily Berita Harian (BH) will switch its print edition from a broadsheet to a compact format in the first quarter of 2026, marking the next stage in its ongoing transformation to reach new audiences and better engage existing readers. The revamp follows surveys and focus group discussions with readers and stakeholders, which revealed a strong preference for a smaller, more user-friendly format. “The switch from broadsheet to a compact-sized newspaper marks an important milestone in Berita Harian’s transformation journey,” said Mohd Nazry Mokhtar, editor of BH. “It’s not just a change in format, but part of our broader newsroom evolution – to deliver journalism that is more accessible, engaging, and relevant for today’s readers. Even as we embrace new storytelling forms and digital innovations, our mission remains steadfast: to inform, inspire, and empower the Malay/Muslim community through credible and trusted journalism,” he added.  Don’t miss: SPH Media merges Stomp and The New Paper under refreshed digital platform  The compact BH will feature a fresh design, broader editorial coverage, and enhanced access to digital content. Readers will be able to scan more QR codes to access videos, podcasts and special reports. The newspaper will also provide more in-depth news analyses and opinion pieces, alongside listicles and news briefs for quick updates. Lifestyle coverage will be strengthened, giving greater prominence to BH’s core pillars. Kaki Makan will continue to explore Singapore’s food culture, highlighting must-try dishes, hidden gems, and the people who keep culinary traditions alive. Dunia Anak (DNA) will provide practical advice and insights on child-rearing, covering topics from education and play to family relationships. Kaki Jalan will offer travel stories and tips, both within Singapore and abroad, for readers with a curious and adventurous spirit. Meanwhile, Bahasa & Budaya will feature discussions on the Malay language and cultural heritage, delving into customs, history, and the arts to celebrate and preserve the community’s identity. “Berita Harian’s refreshed format for its newspaper marks two years of transformation that has seen the newsroom embrace new ways of storytelling across text, online, video, podcasts and on social media,” added Wong Wei Kong, editor-in-chief of SPH Media’s English/Malay/Tamil Media group. “This has allowed BH to reach more and new audiences, and raise its impact. We believe the new compact newspaper will also increase its appeal to print readers.” BH’s print evolution follows decades of digital innovation, including the launch of its digital edition cyBerita in 1996, the BeritaHarian.sg website in 2013, a website translation tool in 2020, and the 2023 rollout of a digital-first newsroom workflow, refreshed social media content, and new podcasts such as BHerbual and Kaki Bola. In 2024, BH launched OMGxBH to engage younger readers and was recently recognised as 2nd runner-up in the INMA Global Awards for Best Newsroom Transformation. The compact format is designed to preserve BH’s legacy while embracing modern storytelling and digital integration, continuing its mission to inform, inspire and empower the Malay/Muslim community. The transformation of BH is part of SPH Media’s broader strategy to modernise its news and digital platforms in Singapore. Most recently, the company merged The New Paper (TNP) and Stomp under a refreshed website launched on 30 October, combining bold journalism with community-driven storytelling. The merger retains the Stomp masthead while introducing new features to engage younger audiences, alongside long-time readers. SPH Media described the move as the next step in refreshing its digital products and strengthening the relevance of its brands. Related articles:  The Straits Times marks 180 with digital revamp and shift in news reporting PR Newswire partners SPH Media to expand SG reachSPH Media spends SG$3m in subsidies to support newspaper delivery   source

adidas has released “LA PREPARACÍON AMERICANA” (“The American preparation”), a short film capturing world football stars exploring unconventional ways to prepare for the FIFA World Cup 2026. The story kicks off in Manhattan, where American soccer player Trinity Rodman is spotted at a busy newsstand featuring headlines on the unorthodox training techniques employed by the game’s biggest names. Fans then join German footballer Florian Wirtz for a unique session where under the guidance of coach Julian Nagelsmann, Wirtz faces off against Canadian ice hockey players and Mexican luchadores, putting his tournament readiness to the test. Don’t miss: Interview: adidas wants to do more than just rep Singapore, it wants to run with it The action moves south to a western-style saloon, where Spanish footballer Lamine Yamal demonstrates control atop a mechanical horse in Spain’s new Home jersey, with Catalan footballer Aitana Bonmati watching approvingly. Later, football legend Lionel Messi appears at an American bowling alley, lining up perfect strikes as Argentinian Rodrigo De Paul looks on. The film culminates in Mexico City, where Mexican footballer Edson Álvarez arrives “spiralling out of control”, setting the stage for the World Cup showdown next summer. adidas, the official maker of the tournament’s match ball TRIONDA and jerseys for more than 22 federations, has been a partner of the FIFA World Cup for over 50 years. The film highlights this long-standing connection while celebrating the players poised to leave their mark on football’s biggest stage. The film follows the reveal of the official 2026 home kits for 22 partner federations, including Algeria, Argentina, Belgium, Chile, Colombia, Costa Rica, Germany, Hungary, Italy, Japan, Mexico, Northern Ireland, Peru, Qatar, Saudi Arabia, Scotland, Spain, Sweden, Ukraine, United Arab Emirates, Venezuela and Wales. The collection blends each nation’s historic visual identity with a modern, forward-looking aesthetic. Colourways and patterns celebrate national heritage, landscapes, architecture and iconic past kits, while subtle details nod to tournament history and past victories, rewarding fans who look closer. Engineered for performance, the jerseys incorporate adidas’ CLIMACOOL+ fabrics for sweat-wicking and ventilation, perforated three-stripe tapes, and strategically placed mesh for optimal airflow across the three host nations. A new lenticular heat-applied crest and adidas logo create a shapeshifting visual effect, adding bold, innovative flair. “The national kit is the symbol of a nation’s togetherness and pride. As teams step onto the world stage at the biggest World Cup we have ever seen, they carry the hopes of a whole new generation of fans, while representing those that have come before them,” said Sang Handy, GM Football at adidas. He added, “A World Cup is about creating moments that transcend the stadium, so we’ve engineered the designs as an honour to each nation’s roots but also to celebrate an era where every fan, everywhere, is part of the story.”  In tandem, Thomas Mace, VP design, adidas Football said, “Designing our jersey roster for the FIFA World Cup 2026 has been about honouring each nation’s unique identity while pushing the boundaries of innovation and performance. Every jersey tells a story — blending cultural heritage with modern aesthetics — and is built using our most advanced technologies to keep players cool and comfortable on football’s biggest stage. From the bold visual details to the shapeshifting lenticular logo and innovative ventilation features, this collection represents the future of football jersey design.”  The film arrives at a moment when sport remains one of the last dependable forms of appointment viewing, drawing millions live across the globe. In Asia Pacific, this audience continues to grow: nearly 545 million people are expected to engage with sport and 61.5 million to attend live events, according to We Are Social’s “Winning fans and feeds” report. Australia leads the region, with 80% of audiences engaging in sport and 27% attending live matches. Singapore follows closely with 76% and 20%, while Thailand registers 71% and 2%. Across the region, sport has driven 10.8 billion online conversations, fuelled by a new kind of social fandom defined by memes, creators with broadcast rights, and algorithm-driven discovery of athletes and sports on platforms such as TikTok. The report highlights four key cultural shifts reshaping fandom, offering brands fresh opportunities to engage in this era of social-first sports entertainment. Related articles: Audi F1 Team and adidas team up for high-performance style on and off the track  adidas and BAPE blur the lines between football and fashion  Soy meets sport with dáo’s adidas collaboration   source