marketing interactive

Interpublic Group has laid off 800 employees in the September quarter, bringing total job cuts this year to about 3,200.  The affected employees included executive, regional and account management as well as administrative, creative and media production personnel.  The company has also vacated approximately 135,000 square feet of office space in Q3 as part of its ongoing cost-optimisation efforts.  Don’t miss: DDB’s future uncertain as Omnicom finalises US$13.5b IPG merger  In a note to investors, IPG said that the changes are designed to “transform our business, enhance our offerings and drive significant structural expense savings”. The restructuring is also expected to cost between US$450 million and US$475 million, with completion by end of the calendar year, IPG revealed. In addition, IPG revealed that it had a total revenue of US$2.494 billion for the September quarter, down from US$2.629 billion in the same quarter last year.  Closer to home in Asia-Pacific, revenue fell more than 11% to US$169 million, down from US$190.8 million in the same quarter last year. “While net revenue headwinds from earlier activity persisted in the third quarter, our organic performance underlying the impact of our largest losses was positive and improved from earlier in the year,” said IPG.  “We believe that we are positioned to continue that upward trend in the fourth quarter and into 2026, due to our pick-up in net new business in 2025, to new offerings including our principal trading platform, and to the significant changes we’ve made in the business through our program of strategic transformation. Our client offerings will be further enhanced by the very strong strategic fit with the capabilities and geographies at Omnicom,” added IPG.  The Omnicom-IPG merger is one of the largest in the advertising industry’s history. It is expected to be completed by the end of November 2025, pending final approval from the European Union.  Regulatory clearance has already been granted by the US, UK and Mexico authorities.  The merger has also intensified rumours of DDB network’s retirement. DDB is one of Omnicom’s three main creative agency networks alongside BBDO and TBWA.  Following the merger, Omnicom will also inherit overlapping IPG networks, including McCann Worldgroup, FCB and MullenLowe.  Related articles:   Omnicom to close US$13.5bn IPG deal by November  ACCC clears Omnicom’s acquisition of Interpublic in key milestone for global merger Omnicom initiates US$13bn deal to acquire IPG: Was the writing on the wall?  source

Burger King is bringing nostalgia and collectability to breakfast with the return of its Singapore-exclusive ‘MILO breakfast set plushie eco bags’, available exclusively with the Burger King x MILO breakfast set combo for two this month. The limited-edition plushies, available while stocks last, come as a mystery item with every combo purchase. Each fun-sized bag can hang as a cute accessory on a backpack or transform into a mini bag for essentials. The breakfast set features the Crossian’wich with egg, with a choice of turkey ham, turkey bacon, or chicken sausage, accompanied by two small hashbrowns and two medium Iced MILO drinks. Don’t miss: Cute, cuddly, calculated: How plushies are helping brands stay relevant New to the plushie collection is the ‘MILO Dabao‘, joining returning favourites including the ‘MILO Tin’, ‘MILO Cup’, ‘Kaya toast’, ‘Soft-boiled eggs’, and ‘MILO Peng’ — a playful homage to Singapore’s beloved breakfast culture. “We’re thrilled to team up with MILO to put a fun twist on breakfast. These plushie eco bags celebrate beloved local favourites and bring a nostalgic charm to every meal — it’s a collaboration that makes mornings even more exciting for our BK fans,” said Karen Nai, head of marketing at Burger King Singapore.  The campaign aligns with Burger King Singapore’s broader strategy to localise its brand experience, build affinity with consumers, and drive breakfast traffic. By collaborating with Nestlé, the initiative also marks MILO’s 75 years in Singapore and taps into familiar morning routines to create an emotional connection with fans. According to Nai, the new ‘Dabao’ plushie design was inspired by the experience of consuming MILO on the go in Singapore. The plushies are available at selected Burger King breakfast stores only, excluding outlets at Changi Airport, Marina Square, and Suntec City. They cannot be purchased via delivery platforms. Through this campaign, Burger King Singapore continues to highlight its “Made clean” initiative, which has removed more than 120 artificial ingredients from its menu since 2024.  The collaboration with MILO also demonstrates how local nostalgia can be leveraged to strengthen brand relevance, drive engagement, and create shareable moments — all while reinforcing Burger King’s position as a go-to breakfast destination. MILO’s plushies first captured Singaporean’s hearts when it launched earlier in April, with fans around the country swarming local supermarkets to get their hands on the exclusive merchandise. According to Alene Ee, business manager for MILO powder and MILO ready-to-drink at Nestlé Singapore, the locally designed plushies aim to reflect the brand’s “special way of life” in Singapore.  Related articles:     Gordon Ramsay serves up Wagyu burger (not made by him) for Burger King KitKat drops plushies to turn snack time into play time Nostalgia meets novelty: Netizens respond to MILO’s SG60 campaigns source

Circles.Life has voiced concerns over the proposed merger between M1 and Simba Telecom, cautioning that the deal could harm consumers if regulatory safeguards are not properly enforced. On 7 November, Circles.Life submitted its formal input to the Infocomm Media Development Authority (IMDA) as part of the public consultation process. As Singapore’s largest mobile virtual network operator (MVNO), the telco highlighted the merged entity’s potential market power, noting it would control 77% of the wholesale market and hold more than 38% of the postpaid retail market. The submission drew on Circles.Life’s years of operational experience under Singapore’s MVNO wholesale access framework and stressed that the regulator must act to preserve competition. The company warned that without adequate protections, consumers could suffer and urged IMDA to enforce the wholesale framework across all MVNO contracts with the merged entity. Don’t miss: StarHub concludes media pitch Circles.Life added that it is confident IMDA will safeguard innovation, fairness, and choice for Singaporean consumers, noting that ensuring fair wholesale access is key to maintaining a balanced and open telecom ecosystem. The merger stems from Keppel Ltd’s plan to divest M1’s telco business to Australian-backed Simba Telecom for S$1.43 billion in an all-cash deal. Keppel will retain M1’s ICT business, which supports its broader connectivity portfolio spanning data centres and subsea cables. The deal is expected to reshape Singapore’s telco sector by combining two agile, digitally driven players. Keppel said the tie-up would create a “nimble and competitive digital-first telco” to strengthen Singapore’s digital economy and advance 5G rollout. Keppel CEO Loh Chin Hua said the transaction offers “a strategic path to sustainable growth” for Singapore’s telco sector, enabling both players to scale efficiently and optimise infrastructure investments. If approved, the merger would mark one of the most significant shifts in Singapore’s telco landscape in recent years, following the entry of new players such as TPG (now Simba) in 2016 and the incumbents’ ongoing expansion into 5G and digital services. In a related development, Circles.Life’s parent company Liberty Wireless has filed a lawsuit against M1 over an alleged refusal to negotiate amendments to a 2019 mobile virtual network contract. In a filing on the Singapore Exchange on 13 October, Keppel — which owns M1 — said Liberty Wireless had commenced a High Court action claiming that M1 failed to enter good faith negotiations to align the contract with IMDA’s wholesale framework for mobile services introduced in 2020. Liberty Wireless is seeking a court declaration requiring M1 to begin negotiations within 14 days and may also pursue rectification of the contract if any errors are identified. Related articles: StarHub and Mediacorp join forces to create stronger content and ad opportunities   Singtel turns tourist SIM into pocket-sized AR tour guide Travel Alliance launches APAC’s first cross-border telco rewards programme     source

Hilton has appointed Tal Shefer (pictured) as senior vice president of brand management for Asia Pacific, as the hospitality group looks to strengthen its brand presence across the region. In his new role, Shefer will lead brand strategy and drive growth across Hilton’s portfolio in Asia Pacific, including its luxury and lifestyle segment. The company plans to expand its portfolio of over 160 trading luxury and lifestyle properties by 50% to more than 250 in the coming years. A graduate of Hilton’s Elevator programme, Shefer has spent more than two decades with the company, progressing through multiple leadership roles across Europe, the Middle East and Africa (EMEA). Don’t miss: Hilton takes brand into space designing astronauts’ sleeping areas and suites Before taking on his current position, Shefer was vice president of brand operations for EMEA, where he oversaw managed and franchised hotel openings and transitions. He also established the region’s hotel openings framework and led Hilton’s onboarding of more than 500 Small Luxury Hotels of the World (SLH) properties globally. The appointment underscores Hilton’s focus on strengthening its brand footprint and operational excellence across key markets in Asia Pacific. “Asia Pacific is a key engine of growth for Hilton, and Shefer’s appointment is pivotal in ensuring we deliver on our ambitious brand-led strategy in the region,” said Alan Watts, president, Asia Pacific, Hilton. He added, “With his deep operational expertise and track record of delivering high performance, I’m confident that Shefer will play an instrumental role in accelerating our brand expansion and ensuring that we continue to meet the evolving needs of our owners and guests.” Speaking on his new role, Shefer said, “I’m honored to take on this role at such an exciting time for Hilton in Asia Pacific. The region presents tremendous potential, from the growing momentum in the luxury and lifestyle segment, to the consistent demand that we’ve seen across our focused service brands. I look forward to working alongside our teams and partners to continue strengthening Hilton’s brand portfolio, enhance guest experiences, and create long-term value for owners across these dynamic markets.” The move comes as Hilton continues to build brand affinity in the region. In June, the hotel group launched the latest chapter of its “It matters where you stay” campaign featuring Bollywood star Deepika Padukone. Shot in the actor’s hometown, the 60-second film highlights the human moments that make a hotel stay meaningful, portraying Padukone balancing high-pressure commitments with personal downtime. Small gestures such as a well-timed cup of coffee or a comforting, thoughtfully designed room underscore Hilton’s take on hospitality that anticipates a guest’s needs. Related articles: Fairfield by Marriott enlists help of BBH Singapore to come back to calm    Millennium Hotels and Resorts names new VP of global branding, marketing and loyalty  How Raffles Hotel is banking on the butler to modernise luxury source

Carlsberg’s 1664 has partnered with French artist Camille Walala (pictured) for the first time to reimagine the holiday season with limited-edition designs and engaging experiences.  Available from October 2025 onwards, this partnership exemplifies Carlsberg Group’s strategy to transform convivial moments into radiant expressions of creativity that resonate with discerning consumers yet are rooted in 1664’s signature ethos of good taste and shared celebration. The partnership spans Hong Kong, mainland China, Singapore, Malaysia and Vietnam.  Known for her bold use of colour, vibrant geometric patterns, and immersive installations, Walala brings a fresh, contemporary twist to the rich traditions of Asian festivities. As fireworks light up the night sky, lanterns glow, and the scent of gourmet delights fill the air, the festive season once again unites communities in celebration and shared joy. The modern packaging designs of 1664 Blanc, Rosé, and Brut bottles and cans blend the brand colours with Walala’s playful aesthetic, resulting in eye-catching designs that capture a whimsy and exuberant spirit. Complementing the purchase of products are exclusive co-branded merchandise and collectables, including red envelopes, tote bags, glasses, and umbrellas, all thoughtfully crafted to reflect the cultural significance across Asia, while elevating the brand’s premium portfolio. Aligning with Accelerate SAIL strategy This collaboration aligns with Carlsberg Group’s Accelerate SAIL strategy, launched in February 2024, which aims to drive bold growth, enhance professionalism, and establish Carlsberg as a positive societal force. Inspired by this vision, 1664 continues to partner with forward-thinking creatives to reinforce its design-led, premium positioning in Asia. Explaining the insights behind the collaboration, Rommel P. Fuentebella, senior director, premium and execution of Carlsberg Asia, told MARKETING-INTERACTIVE that 1664 Blanc is all about good taste and bringing people together in its pursuit. “Walala’s ethos of “taking joy seriously” perfectly complements this spirit, adding vibrant energy to 1664 Blanc and aligning with the festive celebrations across Asia, where loved ones gather for happy occasions.” Walala perfectly embodies 1664’s design-led spirit, blending Parisian elegance with joyful creativity to celebrate individuality and strive for excellence, cementing 1664’s position as the beer of choice in the region’s highly competitive market, he added. Furthermore, this collaboration exemplifies the strategy by blending 1664’s elegance with bold artistic expression, creating experiences that resonate deeply in APAC markets where lifestyle and creativity are highly valued, he said.  The campaign is designed to celebrate local culture while reinforcing 1664’s premium positioning, Fuentebella said. This includes localised experiences such as pop-ups, influencer collaborations, and social media activations; design-led storytelling that connects with urban, style-conscious consumers in each market; as well as unified brand ethos of “good taste and shared celebration,” ensuring consistency across regions.  The partnership is designed to reach a wide audience, from people who enjoy drinking beer and appreciating good taste, to art lovers who are inspired by creativity, he added. It also resonates strongly with the younger generation seeking fresh cultural experiences, as well as consumers who value the connection between lifestyle, culture, and premium brands. The campaign is led by Epoch, a UK–based brand agency that made the partnership possible and creatively brought the 1664 x Walala collaboration to life across multiple consumer touchpoints. The brand also partnered with a London-based creative communications agency Full Fat, to lead the PR, influencer, and social media for the partnership.  The partnership is promoted through a mix of channels, including dynamic social media campaigns, coverage in traditional media, and curated gift seeding with media partners and KOLs to create authentic buzz and engagement, he said. “Our primary focus is to bring this partnership to life in-store via impactful displays, POS and shopper communications.” ROI measurement In terms of returns on investment, Fuentebella said this is measured through a combination of brand health metrics, sales uplift, and engagement analytics. This includes tracking sales performance across key SKUs and regions during the campaign period; social media reach and sentiment, especially around Walala’s installations and limited-edition packaging; earned media value from PR coverage and influencer collaborations; as well as consumer perception shifts. In addition to the art collaboration, the brand is activating a multi-channel festive strategy that includes limited-edition packaging tailored to local markets and seasonal celebrations; digital and influencer campaigns to amplify reach and cultural relevance; experiential pop-ups and installations to engage consumers in high-footfall areas; retail activations and bundle promotions to drive conversion at point of sale; localised content that celebrates regional traditions while reinforcing 1664’s premium Parisian ethos.  Set against the backdrop of Asia’s festive calendar, beginning in mid-October and leading up to Lunar New Year in different markets, 1664 reimagines longstanding traditions and rituals through the bold lens of contemporary design, inviting consumer engagement and shareability. This cultural celebration will unfold through a series of on-ground activations across the region, offering an intimate look into Walala’s creative process, her inspirations, and her interpretation of joy. The campaign officially launches in November in Malaysia and Hong Kong, setting the stage for immersive experiences to follow. A highlight of the journey will be a striking installation in Kuala Lumpur this December, followed by activations in key cities in China, Singapore, and Vietnam in the months ahead. Fuentebella said: “Elegantly unexpected, our 1664 x Walala collaboration creates a vibrant space where worlds collide—pouring a splash of joy into everyday moments and transforming them into meaningful connections.” “This first-ever Asia-wide collaboration with Walala exemplifies our approach of blending 1664’s French flair with locally resonant creativity to deliver innovative beer experiences tailored to diverse markets. Through bold activations and visionary partnerships, we aim to reaffirm our presence in key cities while planting strong foundations in recently entered and emerging markets,” he added.  Related articles: 1664 Blanc struts streetwear collection with Malaysian fashion brand Nerdunit1664 taps Robert Pattinson as global ambassador ahead of cinematic 2026 campaign source

Wise is taking aim at hidden foreign exchange fees with a tongue-in-cheek experiential pop-up, the ‘Chopped carrot head stall’, launching this weekend at Funan Mall. The campaign was conceptualised by Sweatshop, which led the creative development and partnered with Flash Concepts for events execution and IN.FOM for PR support. According to Wise, Singaporeans lost an estimated SG$580 million in 2024 to hidden fees and inflated exchange rates when sending money overseas, a figure projected to hit SG$1.03 billion by 2029, based on research by Edgar Dunn & Company. In local slang, these consumers are getting ‘chopped carrot head‘, a Singlish phrase for being ripped off. To highlight the issue, the international money app is inviting the public to learn how to spot “sneaky markups” through a series of carrot-themed games and activities running from 7 to 9 November. Don’t miss: Giant Mofusand cats pounce around SG in playful takeover  The activation includes three stations — ‘Pluck-a-carrot’, ‘Weigh-a-carrot’ and ‘Chop chop carrot head’ — where participants can test their reflexes, answer trivia, and learn how to save on international transfers. Visitors who complete all stations can collect stamps to redeem exclusive Wise merchandise such as a radish bucket hat, plushie keychain, or a bottle of carrot juice, with a chance to win a SG$300 Scoot voucher. “It’s wild that people in Singapore lost S$580 million to hidden fees last year; that’s some serious cake being eaten at our expense,” said Mehul Gopal, Wise spokesperson and self-proclaimed anti-chopped carrot head advocate. “Most people don’t know how much they actually pay to send money overseas because of opaque pricing structures that often say low or no fees but secretly mark up the exchange rate. We think enough is enough, and it’s time people stop getting chopped and keep their money where it belongs — rooted firmly in their pockets,” he added.  “‘Chopped Carrot Head’ is a classic Singaporean term for getting ripped off, and no one likes to feel that way,” said Adrian Yeap, founder and chief sweaty creative of Sweatshop. “In collaboration with Wise, we’ve tapped into that insight, blending social and experiential channels to arm people with the knowledge to avoid becoming chopped carrot heads when they send money overseas.” The activation comes as Wise ramps up its regional presence through strategic partnerships and market investments. Most recently, the fintech teamed up with the Singapore Tourism Board (STB) to attract Malaysian travelers by offering them greater financial transparency and value when spending in Singapore. The collaboration combines STB’s destination marketing expertise with Wise’s fee-free cross-border solutions, supported by digital and social campaigns spotlighting Singapore’s latest attractions such as Minion Land and Rainforest Wild ASIA. In Australia, Wise also appointed Havas Red as its first PR agency of record to drive earned storytelling and deepen engagement across consumer, SME, and banking audiences. The move marks a more aggressive communications push as Wise continues to scale its footprint in key APAC markets. Related articles:   STB partners Wise to woo Malaysian travellers with seamless spending  Wise selects Havas Red as first Australian PR agency to drive next phase of growth  Wise to suspend e-wallet operations in ID  source

Artificial intelligence (AI) is reshaping how we communicate, create, and innovate. In fact, generative AI (Gen AI) has emerged as a top-three business priority for 83% of C-suite executives across the Asia-Pacific region, according to a 2024 Salesforce study.   This shift is most evident in the evolution of search. AI-generated responses are now served directly on results pages, reducing the need for users to click through to websites. At the same time, tools such as Google Lens and multimodal search are redefining traditional search behaviour, allowing users to query with images, text, and voice. This rise of “zero-click” searches is forcing a strategic pivot for marketers and brands. The rise in zero-click searches has really changed the game for industry players, according to Gary Cheung, managing director, HK, TW and SEA, NP Digital. “Now, instead of just trying to drive traffic to websites, we’re all about creating content that gives users the answers they need right away.”  For industry players such as Jenny Yam, performance director, OMG Hong Kong, said the agency has moved from chasing clicks to owning the answer. “Our primary goal is now to ensure our clients’ brand is the information featured in AI summaries and snippets, establishing authority on the results pages.”   This also requires embracing AI-powered targeting solutions and refining our keyword strategy from product-based to focus on the intent-based, conversational questions that users are asking today, she said.   With Google and AI-powered engines keeping users on their platforms, the focus must shift to visibility, according to Marcus Ho, managing director, Brew Interactive.   “Instead of fighting that, we tell clients to optimise for visibility, not just clicks. That means structuring content in Q&A formats to win featured snippets and AI overviews; Investing more in brand-building so when people see your answer, they recognise your company and come back later.”  “Traffic may not land on your site immediately, but if your brand consistently shows up in zero-click environments, you win mindshare,” he added.  New era of performance marketing  This evolution marks a new chapter for performance marketing, shifting toward an omnichannel approach that emphasises overall brand visibility over direct conversions from a single link. “AI and machine learning will play a larger role in predictive analytics, personalisation at scale, and automated campaign optimisation. Marketers will focus on delivering hyper-personalised content across platforms, embracing social commerce, influencer authenticity, and voice search optimisation,” said Chris Tam, co-founder and director of SDMC. “Measurement will rely more on impressions, brand mentions, engagement, and AI-driven insights rather than traditional click-through rates.” However, some see this not as a revolution, but a reset. Jeffrey Hau, co-founder, PRIZM Group, argued that URLs still matter. “The key to success remains creating quality content, but now it needs to be more authoritative and backed by hard facts. KPIs will need to be revised, and marketers must stay tuned to new ad gameplay related to AI overview placements, with the trend, it is almost not an option.” In fact, the value of traditional SEO signals may be increasing. Brew Interactive’s Ho pointed to research showing that AI tools such as Perplexity and Gemini frequently cite external sources. “A study of 40,000 AI responses found Perplexity cited external sources 6.6 times per answer, Gemini 6.1, and ChatGPT 2.6 on average. This is clear evidence of how reputable sites still fuel AI. Performance marketing won’t just chase clicks—it will focus on earning citations and building domain authority so AI chooses your brand.” Measuring success in a post-click world  With the decline of clicks, how can value be measured? SDMC’s Tam suggests leaning on: Engagement metrics on platform Off-SERP conversions and actions Dwell time and interaction with rich content Branded mentions across platforms To connect this upper-funnel visibility to business outcomes, OMG Hong Kong is turning to innovative methods such as lightweight Marketing Mix Modeling (MMM), said Chris Kwok, data director, OMG Hong Kong.  “This allows us to correlate the high-funnel brand exposure gained in search with broader business metrics like overall sales or an increase in branded search queries, proving value without relying on a direct click. We can also supplement this with brand lift studies and by monitoring shifts in direct and social traffic that may be influenced by search visibility.”   He anticipates new, contextual ad formats emerging directly inside these AI conversations, such as the sponsored follow-up questions. “This would create a dynamic where our advertising strategies need to be agile enough to work with new AI systems to gain visibility. While this could shorten the conversion funnel, the industry must be ready to navigate new complexities in attribution.”  Ultimately, as PRIZM’s Hau notes, the value of an impression must still be tied to business outcomes. “The trend will likely shift toward fewer impressions but higher-quality clicks and traffic. We need to adjust and update the benchmarks and KPIs that we’ve been using to reflect that change.”  Related articles: Telkomsel’s latest bundle marries high-speed data with premium AI searchAI platform Perplexity to in talks to double valuation to US$8 billion source

Brand and growth consultancy MOMENTRA has officially launched in Singapore, aiming to help organisations turn strategic intent into actionable growth. Founded by June Chow, who previously led the brand and communications strategy for Samsung, LEGO, Heineken and AirAsia across APAC, MOMENTRA is designed to support founders, SMEs, and leadership teams in strengthening positioning, aligning internal culture, and building sustainable momentum. The consultancy positions itself as a partner for organisations seeking to bridge the gap between “thinking and doing.” At the core of MOMENTRA’s approach is ‘The Momentum Compass’, a framework that guides companies from strategic clarity to market resonance, ensuring growth across brand, culture, and commercial outcomes. Its services include strategic advisory, branding narrative development, brand clarity workshops, and fractional communications support for organisations scaling with purpose and discipline. Don’t miss: Boutique advisory Roots Consultancy sets up in Singapore MOMENTRA currently serves organisations across APAC, with a focus on Southeast Asia — particularly Singapore, Malaysia, Indonesia and Vietnam. “These markets share high growth potential and distinct challenges around digital transformation, brand clarity and scaling culture, which align well with our strengths,” Chow told MARKETING-INTERACTIVE. She also sees opportunities in North Asia, including China, Taiwan and Hong Kong, where she hopes to support brands when the right strategic opportunities arise. The consultancy is intentionally starting lean. Chow leads as principal strategist and works with a curated network of senior specialists engaged per project. “This collaborative model ensures agility, deep expertise and senior-level thinking across every engagement,” she said, adding: Growth will be strategic, prioritising capability and the right talent over headcount. MOMENTRA is in active discussions with organisations across technology, financial services, consumer lifestyle and professional services sectors. In recent months, the consultancy has focused on strategic build activities, including validating market needs, refining frameworks, and working with selected leaders and founders to enhance value delivery. “Many organisations don’t struggle from lack of ambition, but from lack of clarity. When positioning is unclear and direction is vague, teams move without alignment, messaging fragments, and growth becomes episodic. MOMENTRA exists to turn vision into aligned, consistent execution,” said Chow.  She added, “Campaigns fade. Momentum lasts. Our success metric is simple – teams that operate with clarity, communicate with conviction and grow with consistency.” The launch follows Chow’s departure from Samsung Singapore earlier this year, where she served as head of corporate marketing for four years. In June, she unveiled her career transition on LinkedIn, sharing that she was taking time to reset, reflect, and realign her focus for future growth. With experience spanning both agency and in-house roles, Chow had said she was looking to take on a more strategic role that goes beyond storytelling to drive broader business impact. Before joining Samsung, she served as regional communications lead at AirAsia for a year and a half, where she led strategic communications, brand management and thought leadership efforts. She also oversaw crisis communications, stakeholder engagement, and messaging frameworks across regional teams. Related articles: Design consultancy Elephant stomps into Singapore with new APAC hub    Strategic comms consultancy ACID launches in SG    B2B influencer marketing consultancy INFLUENCE opens shop in Singapore   source

Ahead of the conclusion of Stranger Things, Netflix Thailand has launched a rewatch campaign with a nostalgic twist: a recap of past seasons that audiences can listen to, rather than watch. Created in collaboration with creative agency VML Thailand, the “Stranger Things recap cassette”, delivers an immersive, 1980s-inspired sound experience that retells all four seasons entirely through audio. Through this initiative, listeners would be able to hear the crackle of tape, the hum of streetlights, laughter echoing through walkie-talkies, and the iconic synths signalling that the Upside Down is near. Don’t miss: Nostalgia is not enough: How brands can get the rising trend right  The cassette also brings back familiar scenes and characters in a way that evokes memory and emotion, allowing fans to reconnect with the series through sound. In a LinkedIn post, Ranus Srirungruangdeja, head of marketing at Netflix Thailand, said that she “couldn’t be prouder to bring this retro storytelling to life.” “This is a project that proves great stories can transport us in any formats,” she added. The campaign forms part of Netflix’s global fan celebration, inviting viewers around the world to come together for “One last adventure”, a series of virtual and in-person events honouring the cultural phenomenon that defined a generation. In Asia, Netflix is bringing the celebration to life through immersive local experiences. In Thailand, fans will take part in a special “Stranger Things: One last adventure” activation running from 20 to 28 December, guiding them through Bangkok’s iconic old town streets in a nostalgic farewell to the series. Over in Jakarta, fans are invited to relive the spirit of Hawkins with ‘One last ride’, a retro bike-ride arcade experience complete with photo booths and Easter egg hunts, happening from 21 to 30 November. Meanwhile, in Kuala Lumpur, Stranger Things will take over the city from 27 to 29 November, inviting fans to embark on a final ride through the streets of the Malaysian capital. The experience will blend familiar 1980s settings from Hawkins and California with terrifying encounters from the Upside Down, a fitting farewell to the series that has captured hearts across the world. Fans in Manila will also be treated to a ‘One last adventure’ fan event from 27 to 29 November, while Tokyo will host ‘Stranger Things 5: One last adventure’ at Livedoor Urban Sports Park on 22 November. The Japanese activation will feature immersive sets, themed food and drinks, photo opportunities, cast appearances, and a special screening later in the evening. Together, the experiences mark the start of Netflix’s global goodbye to one of its most beloved series, and a heartfelt thank-you to the fans who’ve been with Stranger Things since the beginning.  Related articles:   Step into the ‘Upside down’ with Nestlé’s new Stranger Things Drumstick  Netflix taps Mattel and Hasbro to bring KPop Demon Hunters to toy aisles  Netflix brings Wednesday’s black tears to life through eerie Grand Canal activation  source

Experiential and brand activation agency Verve has officially landed in Singapore, marking a key milestone in the agency’s global expansion. The new office extends the agency’s footprint into Asia, joining its existing hubs in Dublin, London, and Amsterdam. Founded in Dublin over 30 years ago, Verve has grown into Ireland’s largest experiential and brand activation agency, now operating across Europe and Asia. Leading the Singapore team is Michael Pring (pictured left), country head and global client and development director, supported by Verve’s global leadership, including founder Ronan Traynor (pictured center), COO Barry Muldowney (pictured right), and group creative director Mike Kettles. Don’t miss: Brand and growth consultancy MOMENTRA opens shop in Singapore The launch comes as brands increasingly seek connected live experiences across regions. From Singapore, Verve will serve both international clients and regional brands with its full suite of services: event management, sponsorship activation, and brand experience. As part of The Opus Group, the Singapore office strengthens the group’s ability to deliver connected brand experiences worldwide. Verve’s commitment to creativity, sustainability, and culture runs through everything it does. The agency is a B Corp and holds ISO 20121 and ISO 14001 certifications, reflecting its focus on responsible event management. The Singapore team will bring Verve’s trademark culture to Asia, combining strategic thinking with bold creativity and flawless delivery. Recent highlights include Google’s marquee exhibition at World Summit AI 2025 in Amsterdam, Guinness Men’s and Women’s Six Nations Championship activations across fan zones, media moments and VIP experiences, and the ever-popular Coca-Cola Christmas truck experience. “Singapore has become one of the world’s most dynamic hubs for global business and live experience, and it’s clear there’s a huge opportunity to bring Verve’s creative energy, sustainability focus, and collaborative approach to brands across the region,” said Pring. “This move comes after a hugely successful period where we’ve grown our international client relationships and seen our work recognised with some of the industry’s top accolades,” added Muldowney.  In tandem, Traynor said “Opening our dedicated office in Singapore is a natural next step for Verve and a sign of our continued momentum. Being in Singapore allows us to better collaborate across time zones and deliver for clients wherever and whenever they need us. It also gives our people new opportunities to work and create at a global scale.” Verve is not the only new kid on the block. In July this year, UK-based social media agency Battenhall launched its new regional hub in Singapore in a move to strengthen its footprint across the Asia Pacific region. Led by Rhian Robinson as managing director, the expansion will see new roles created in social media consulting, creative and client management.  Meanwhile, New Zealand experiential agency Darkhorse expanded into Asia in February this year, kicking off a series of regional leadership appointments, including Nicolle Jayne Sing as business director, Guilet Libby as group creative director, and Leah O’Brien as director of experiential. Related articles:   COMCO Mundo expands SEA footprint with Singapore launch Design consultancy Elephant stomps into Singapore with new APAC hub  Australian PR agency LaunchLink enters SG amid APAC tech boom  source