marketing interactive

Evolution Wellness Group has named Ke Wei Chua as marketing director, Asia, a newly created role designed to strengthen regional brand strategy and member experience across its 150 fitness locations in Singapore, Malaysia, Thailand, Indonesia, and the Philippines. The role marks the group’s next stage of growth, reflecting its ambition to become the region’s most connected fitness network. In her new capacity, Chua will lead marketing and brand strategy across Evolution Wellness’s portfolio, which includes Fitness First, Celebrity Fitness, GoFit, Chi Fitness, and Fire Fit. Reporting directly to Group CEO David Prosser, she will focus on aligning markets while retaining the individuality of each brand and country. Don’t miss: From courts to feeds: How APAC fans are shaping the future of sport In conversation with MARKETING-INTERACTIVE, Chua said the appointment allows the brand to connect strengths, share insights and create a unified member experience, while keeping the uniqueness of each market intact. “Our goal is to be the brand that supports every stage of a member’s journey – from the athlete training for performance to someone rebuilding their routine. The focus is clear: to keep fitness essential, relevant, and part of how people live today,” added Chua.  She highlighted the value of fitness beyond physical outcomes. “Strength, endurance, and performance have always been at the core of what we do. But the deeper impact is how these outcomes translate to everyday life – more energy at work, better focus, greater resilience under stress. That connection between training and daily living is what keeps fitness meaningful.” Prior to this new role, Chua was the head of marketing at Fitness First Singapore where she led its brand transformation and shaped full-funnel marketing strategy across digital, CRM, paid media, content, PR and partnerships. In the role, Chua was focused on driving efficient growth, deepening brand preference and expanding the addressable audience, according to her LinkedIn.  She also held the role of head of marketing at Crown Digital IO and engagement marketing lead at The Hour Glass where she led marketing and client engagement execution for multiple ultra-luxury watch brands including Rolex and Hublot.  Over the next six months, Evolution Wellness plans several initiatives to keep fitness essential and relevant. The “Breakthrough 90-day challenge” celebrates personal transformation in all forms, including confidence, discipline, and member stories. Fitness First, as official fitness partner of the Standard Chartered Singapore Marathon 2025, will showcase how preparation, recovery, and mindset training help build resilience – skills that extend beyond sport. Other experiential initiatives, including HYROX and Redline Fitness Games, aim to grow communities and inspire members to challenge themselves. In addition, the group will deepen partnerships with health, insurance, and wellness companies to embed fitness into daily routines, helping members stay active, manage stress, and live healthier for longer. Innovation remains central, with digital platforms and AI-driven insights enabling personalised experiences that support engagement and consistency. “What excites me most is the chance to shape how fitness evolves in the decade ahead across diverse markets,” said Chua on her new role. “Each market is unique at its own pace, but the shared ambition is universal: people want to train better, recover smarter, and stay consistent. This role is about keeping that link strong, ensuring our brands remain performance-led, people-centered, grounded in trust, and built for the future,’ she added.  Her appointment comes as fitness in Asia Pacific evolves into a lifestyle movement, where community, culture, and digital engagement are as important as performance. Experts MARKETING-INTERACTIVE spoke to note that events such as HYROX show how shared experiences, emotional connection, and participatory journeys are shaping modern fitness — creating opportunities for brands to earn trust and loyalty long term. With audiences increasingly active both online and offline, Chua’s role positions Evolution Wellness to lead this transformation, ensuring its brands stay relevant, connected, and central to how people live and move today. Related articles:Virgin Active challenges SG hustle culture in new campaignAnytime Fitness appoints Akcelo as agency of record, plots major brand transformation HYROX record crowd shows fitness is where brands flex muscle   source

Hong Kong flagship carrier Cathay has launched a short film titled “Slowly explore, fully inspired,” highlighting the parallels between art and travel.  This film builds on Cathay’s three-year partnership with the West Kowloon Cultural District Authority (WKCDA), established in 2023, to promote Hong Kong as a world-class arts and cultural destination. The film is directed by Thai filmmaker Chayanop Boonprakob and stars Thai content creator Pimtha – who has over four million followers in Thailand – alongside Australian model-actor Alexander Yue, who is based in Singapore. With a vibrant blend of humour and heart, the short film captures how discovery is not limited to a seasoned traveller or art aficionado, but a joy that anyone can experience when they allow themselves to slow down and explore with fresh eyes. In the short film, the female protagonist Rachel – played by Pimtha – visits Hong Kong but finds herself in a whirl, thanks to her hurried and itinerary-driven boyfriend, played by Yue, who is intent on checking off every stop on the trip. The final straw comes when Rachel’s boyfriend rushes through M+, Asia’s global museum of contemporary visual culture located in the West Kowloon Cultural District (WestK), before an unexpected incident causes the couple to slow down and discover the beauty in relishing, cherishing, and experiencing every moment. The film builds on this shared commitment to inspire discovery through art and travel – celebrating how both can spark new perspectives, unexpected inspiration, and meaningful connections. Through this collaboration, Cathay continues to encourage travellers to move beyond sightseeing and experience travel as a personal journey. In its role as the WKCDA’s exclusive travel partner since 2023, Cathay Pacific stated it has worked to foster artist exchanges, support major exhibitions, and position Hong Kong as a key cultural bridge between East and West. MARKETING-INTERACTIVE has reached out to Cathay for more information. Don’t miss: Cathay elevates membership programme for faster status upgrades Recently, Cathay has evolved its membership programme with simpler tier progression and enhanced benefits across its green, silver, gold and diamond status levels. Designed to deliver a smoother, simpler and better experience for members, these changes reflect Cathay’s ongoing commitment to enriching members’ experiences and ensuring a rewarding journey that truly elevates their lives, according to the release. The changes will take effect on 1 January 2027, with a transition period commencing on 1 January 2026, giving members a year in advance to prepare with ease. Related articles: Cathay elevates membership programme for faster status upgradesCathay launches weather-driven reward campaign for bonus Asia MilesDMA HK: Linda Wang on Cathay’s data-driven journey into lifestyle ecosystems source

Singapore-headquartered technology services firm NCS has named S4 Capital’s Monks Singapore as its official brand and web agency of record, marking a strategic move to strengthen its presence across the Asia-Pacific region. The collaboration is aimed at positioning NCS as a transformative technology services provider, particularly in AI-led solutions and digital resilience. Monks will lead the next phase of NCS’s brand growth, developing strategies and campaigns to amplify its innovation stories to clients, employees, and the broader community. The agency will also support NCS’s expansion in key APAC markets, helping to establish the firm as a thought leader in technology services. “With NCS accelerating growth across APAC, a clear and strong brand identity is more critical than ever,” said Howie Lau, chief corporate development and synergy officer at NCS. “Monks’ proven ability to craft impactful B2B brands, combined with their deep understanding of the digital and tech ecosystem, aligns perfectly with our vision.”  Don’t miss: Sentosa evolves brand to inspire wellness and balance with new campaign  Monks’ leadership team echoed the ambition. “We see a unique opportunity to build on NCS’s already strong brand, evolving it to define new benchmarks for innovation and digital transformation across the region,” said Munas van Boonstra, managing director, Southeast Asia at Monks. Yasmine Mansour, head of growth, Southeast Asia, added: “Our collaboration showcases Monks’ ability to help global B2B powerhouses unlock their full potential.” The partnership was first showcased at NCS Impact 2025, a flagship forum that gathered over 1,600 business leaders and tech practitioners. The event featured demo showcases of cutting-edge innovations, expert panels, and keynote speeches by NCS leadership. It also saw the launch of a new thought-leadership programme, New Horizon: the era of AI, co-created with Monks to highlight the role of AI in business transformation. “Monks’ expertise in B2B and digital-first experiences will ensure that NCS’s innovation stories are strategically communicated and amplified across the region,” said Joao Flores, chief creative officer, APAC at Monks. “We are committed to supporting NCS’s growth and scale, bringing the highest global standards for brand innovation.” The appointment marks a shift from NCS’s previous lead agency, dentsu Singapore, which had held the account since 2021. Dentsu, which first launched NCS’s regional brand and identity campaign, expanded its remit as brand agency of record in the intervening years. Dentsu Singapore was also NCS’s first brand agency of record and was responsible for providing strategic consultancy and recommendations across all the brand touchpoints at the time.  Related articles:   NCS hands brand marketing remit to dentsu Singapore   Anytime Fitness appoints Akcelo as agency of record, plots major brand transformation  STB seeks integrated agency to amplify SG brand in UK  source

Lifestyle retailer OH!SOME is bringing Pixar nostalgia to the table – literally – with the launch of two special collections inspired by Toy Story and Zootopia. Available in stores across Asia from 15 October 2025, the releases mark a creative collaboration between OH!SOME and Disney. The Toy Story collection pays tribute to the animated classic’s 30th anniversary, drawing inspiration from the beloved Pizza Planet scene first introduced in the 1995 film. The retro-themed line transforms dining and cooking essentials – from bento boxes and tableware to storage containers and fridge magnets – into playful designs featuring iconic characters. “We hope to create a dialogue between iconic movie moments and everyday life,” said a spokesperson of OH!SOME. “This retro-styled line transforms beloved characters and scenes into functional art for daily use, taking fans back in time to relive treasured memories.” Don’t miss: OH!SOME makes Thailand debut with first Bangkok store Beyond product design, the launch brings an experiential twist to retail. OH!SOME stores now feature themed check-in corners where fans can take photos and share their favourite Toy Story memories. From 16 to 30 October, fans can also join an Instagram challenge by commenting on designated posts for a chance to win exclusive mystery IP gifts. Launching alongside the Toy Story line, the Zootopia-themed collection introduces a concept dubbed On The Road, offering travel-friendly items designed for comfort and style during daily commutes or getaways. According to OH!SOME, the collaboration forms part of the brand’s ongoing partnership with Disney to deliver creative products that connect with fans of iconic animated characters.   Previously, the company marked its first anniversary with a Disney’s Mickey Mouse collaboration, launching exclusive products under the “OH!SOME one is more” campaign. The range featured bags, bottles, socks, umbrellas, and home accessories, with highlights including a denim Mickey Plush Tote Bag, a Blue Ripped Denim Baseball Cap, and a Coin Purse inspired by Mickey’s iconic red shorts. With over 150 stores across seven markets – including Indonesia, Singapore, Thailand, Malaysia, Vietnam, Cambodia, and Hong Kong – OH!SOME continues to expand its regional presence. Backed by Blue Origin Group, the trendy lifestyle retailer has rolled out several Disney-themed collaborations this year, merging lifestyle, creativity, and art in accessible, collectible form. In August, OH!SOME entered the Thai market with its first store at Samyan Mitrtown, Bangkok. Designed around an “ice and snow world” theme, the store caters to Thailand’s trend-driven, social media-active youth. Related articles:OCBC rolls out Disney-themed cards, concert to woo families and fansLululemon brings vintage Mickey and Minnie Mouse in motion for first-ever Disney collabDisney+ brings ‘Agatha All Along’ closer to Marvel fans with Haji Lane pop-up source

Intimate apparel company Triumph has invited modern women to rediscover and embrace their authentic selves with a regional campaign.   Also known as “Just like you”, the campaign is rolling out across APAC region such as Taiwan, Hong Kong, Singapore, Malaysia and India, and is done in partnership with creative agency VML Hong Kong.  The campaign boldly challenges societal pressures for external validation, inspiring women to declare: “Don’t like me” – a rejection of the need for outward affirmation and fleeting trends.   It’s a tribute to inner strength and self-acceptance, recognising that intimate apparel is the foundational layer that empowers a woman to create her perfect look with her unique inner beauty, from the inside out.   This concept is brought to life through Triumph’s “Beauty wardrobe” – a curation designed to be essential for every woman’s style, fostering a distinct and desirable feeling of self-assuredness.  The “Beauty wardrobe” spotlights three iconic collections to meet distinct needs and moments in a woman’s life, ensuring she feels confident, supported, and truly herself: Smooth Sensation for the effortless achiever, Tri-Air Lite Delight for the evening star, and Illusion Curve for the fashion architect.  The new campaign, which officially launched in September, is now actively reaching audiences across APAC, inspiring women to own their authentic selves.  Neil Lewis, VP of marketing APAC, Triumph & sloggi brands, said: “We live in a world that constantly tells women how they should look and feel. With ‘Just like you’, we are taking a stand for authenticity. This campaign is about celebrating the real you – the you that lights up a room, the you that finds strength in comfort, and the you that wears your truth.”  “We believe that when a woman feels perfectly comfortable and supported in her intimate apparel, it frees her mind from distraction, allowing her to fully focus on her aspirations and achieve her potential. With our meticulously designed ‘Beauty Wardrobe,’ Triumph customers are unafraid to be beautifully themselves, allowing them to cherish who they are,” he added.  “We are incredibly proud to have collaborated with Triumph on the ‘Just Like You’ campaign, a truly meaningful and empowering initiative,” said Sandra Gin, executive director of VML Hong Kong.   “Our team leveraged deep consumer insights and a holistic understanding of the modern woman’s journey to craft a campaign that is not only visually stunning but also deeply resonant. We believe in creating work that sparks conversation and drives genuine connection, and ‘Just like you’ perfectly embodies our commitment to impactful, purpose-driven creativity that champions authenticity. We also envision this powerful creative platform serving as a foundational pillar for Triumph’s evolving brand narrative and future campaigns, ensuring a consistent and empowering message across all touchpoints.”  MARKETING-INTERACTIVE has reached out to VML for more information.  Related articles: Triumph reveals new branding and identity, pushes for revitalised retail experienceTriumph aims to promote sisterhood with global campaign source

The festive season is arriving with a playful twist as Mofusand, the beloved Japanese cat character, makes its Southeast Asian debut with a series of mall takeovers across CapitaLand properties. The teaser campaign began on 17 October at CQ @ Clarke Quay’s Fountain Square, where a mysterious eight-metre inflatable box left shoppers guessing, accompanied by a trail of donut sprinkles hinting at the surprise inside. Fans who correctly identified the character using the CapitaStar app were rewarded with STAR$, adding an interactive element to the launch. On 23 October, CapitaLand unveiled Southeast Asia’s tallest Mofusand inflatable: the giant eight-metre-tall Meow Donut, joined by 25 quirky Mofusand cats for a one-day showcase at Clarke Quay. Following this debut, the cats will make a special one-day appearance at Westgate on 25 October and a third mystery location on 29 October, keeping fans on their toes. Don’t miss: POP LAND makes SG debut with pastel-themed pop-up and exclusive collectibles  These teaser pop-ups lead up to the official launch of Mofusand Holidays on 5 November, which will transform 17 CapitaLand malls into immersive festive wonderlands. Highlights include ‘Fruit meow’, with cats frolicking among banana, strawberry, and watermelon stalls; ‘Board shark’, featuring cats in shark suits bouncing beach balls alongside penguins; and ‘Coffee & donuts’, a cozy, photo-ready setting with giant coffee cups, donut props, and glowing festive trees. Bugis Junction will bring all three themes together in a full-fledged Mofusand experience, while the eight-metre Meow Donut inflatable will also appear at Capital Tower and Plaza Singapura, offering multiple larger-than-life photo opportunities throughout the season. Adding to the festivities, Mofusand’s first Japanese F&B collaboration outside Japan debuts with ‘Sushi Tei’, offering limited-time themed dining experiences. Meanwhile, roving pop-up stores will feature exclusive merchandise ranging from plushies to lifestyle accessories, giving fans plenty of reasons to collect or gift the character-themed items. MARKETING-INTERACTIVE has reached out for more.  Since its creation in 2017 by Japanese illustrator Juno, Mofusand has grown into a beloved IP. The character has held cafe pop-ups across Japan and collaborated with global brands such as KFC and Starbucks. In Hong Kong last year, it partnered with 7-Eleven and Sanrio to launch a set of six plushies and mini jars. Mofusand is also opening its first permanent store in Harajuku, Tokyo today (24 October). Designed as a brand-experience store, it will refresh themes and concepts throughout the year. For its grand opening, the first concept series is ‘Coffee & donuts’, featuring merchandise such as keyrings, tote bags, tumblers, patches, and t-shirts, allowing fans to engage with the character in a fully immersive environment. Related articles:    Who’s that Pokémon? Singapore fans put to the test in OOH campaign Blunies lets Singaporeans send anonymous hints to stinky friends in playful pop-up RWS and Sentosa go ‘Wicked’ with islandwide cinematic takeover   source

SkillsFuture Singapore (SSG) has reportedly taken action against several training providers for breaching its marketing guidelines, amid rising public complaints about aggressive or misleading promotion tactics. According to The Straits Times (ST), Acctrain Academy had its contract with SSG terminated on 30 September 2025 after failing to supervise third-party marketing partners, at least one of which was found to have paid cash to learners. The termination means the company can no longer receive SSG funding. Checks by MARKETING-INTERACTIVE at the time of writing show that the academy is revamping its website. Another provider, FirstCom Academy, was reportedly suspended from January to March this year for using a referral programme to market its courses. Don’t miss: foodpanda warned over ‘misleading’ free delivery ad for pandapro The penalties come as SSG moves to ban all SkillsFuture training providers from using third parties to promote courses from 1 December, following an increase in complaints about hard-sell marketing practices. In conversation with ST, SSG said third-party marketing agents often pose a higher risk of using aggressive tactics to boost enrolments, prioritising sales targets over genuine learning outcomes. The agency added that such behaviour could damage the credibility of the training sector and harm learners’ interests, while also raising concerns about data privacy when external agents handle course sign-ups. SSG reportedly said it has received more public feedback on such issues, rising from 15 cases in 2024 to 21 between January and August 2025. Many complaints involved third-party agents offering cashback, rewards, or incentives to encourage course sign-ups, sometimes persuading individuals, particularly seniors, to enrol in courses they were not qualified for. Some learners have also reported being misled by exaggerated claims or false advertising. In one example cited by ST, a stay-home mother signed up for a TikTok marketing course using her SkillsFuture credits, only to discover it was a recruitment session for a multi-level marketing business. To curb such behaviour, SSG’s marketing guidelines, published in August 2025, prohibit exaggerated claims and promises of “guaranteed success”. Training providers are also barred from offering gifts, vouchers, or monetary incentives for referrals or enrolments. SSG reportedly said that while it has not seen a spike in suspected fraud, it continues to investigate cases involving cashback and reward-based marketing. Separately, SSG has also unveiled stricter quality measures for SkillsFuture-funded courses, such as requiring trainers to undergo regular upskilling and suspending low-rated courses based on participant feedback. The agency reportedly reiterated that the upcoming ban on third-party marketing aims to protect learners and uphold the credibility of Singapore’s lifelong learning ecosystem. MARKETING-INTERACTIVE has reached out to SSG and FirstCom Academy for more information. SSG’s latest enforcement comes amid broader scrutiny of marketing and transparency practices across industries in Singapore. In June, the Competition and Consumer Commission of Singapore (CCCS) flagged design features on Agoda’s website and mobile app that could potentially mislead consumers. One issue was the “best match” label, which suggested search results were ranked based on user preferences such as travel dates or guest ratings. CCCS found that Agoda’s algorithm also factored in the commissions it earned, raising transparency concerns. Agoda has since voluntarily provided an undertaking and worked with CCCS to make changes, ensuring users receive accurate and transparent information before booking accommodations. Related articles:Grab Singapore’s Trans-cab acquisition may violate competition law, says CCCSAirAsia accepts MalaysiaNow’s apology over misleading articles    SkillsFuture Singapore stresses the need to learn continuously in inspiring film source

HBO Max has unleashed a global stunt to herald the upcoming premiere of its HBO Original series IT: Welcome to Derry, set to debut on October 27. The “Red Balloon takeover” began on Tuesday, 21 October, when the franchise’s iconic red balloons appeared across social media, instantly sparking conversations about the return of Pennywise the Clown. The digital stunt quickly spilled into the real world, as red balloons began appearing in major cities worldwide, including New York, Los Angeles, Madrid, Paris, and the surreal landscapes of Cappadocia. Asia was not left out, with balloons materialising physically and virtually in Bangkok, Manila, Singapore, Taipei, and Hong Kong, bringing the horror universe to life for fans everywhere. Don’t miss: Orchard Road descends into nightmare in Warner Bros.’ IT activation In Singapore, the red balloon floated ominously across the old Changi Hospital, an abandoned site locals believe to be haunted, and the Yellow Tower at East Coast Park, notorious for a legendary murder. It also drifted across everyday landmarks — bus stops, HDB blocks, overhead bridges, and carparks — creating a chilling overlay of horror atop the familiar. HBO Max took the same approach in Thailand, Taiwan, and Hong Kong, sharing posts of singular balloons floating across abandoned cinemas, historic forts, malls, beaches, and other iconic spots. In the Philippines, shoppers were treated to a live scare as Pennywise appeared atop a building, clutching a cluster of balloons, with flickering lights and creeping fog heightening the tension. MARKETING-INTERACTIVE has reached out to HBO Max for further details. This is not the only IT activation spotted in Singapore. Last week, Warner Bros. Discovery transformed Orchard Road into a haunting reimagining of Derry, Maine. The activation included a full digital bus shelter buyout and chilling projections at Midpoint Orchard. Commuters exiting Somerset MRT found themselves stepping into a sinister Somerset linkway, each stride drawing them deeper into Pennywise’s lair. On the night of the launch, 23 October, eerie figures straight from 1960s Derry — dubbed the ITWTD wanderers — silently roamed the streets clutching the signature red balloon, captivating audiences both online and offline. Together, these activations showcase HBO Max’s immersive approach to promoting IT: Welcome to Derry, blending online engagement with real-world spectacles and turning familiar urban landscapes into eerie extensions of the horror series. As fans across the globe encounter the floating red balloons and ominous clown, anticipation for Pennywise’s return continues to build. Related articles:   Warner Bros., Hearts & Science turn Jakarta’s skyline into a Superman spectacle   Max brings the apocalypse region-wide to mark return of ‘The Last of Us’ Asian landmarks pick sides in dynamic ‘House of the Dragon’ FOOH campaign  source

Agentic AI has rapidly emerged as the latest marketing phenomenon worldwide, with its market size projected to reach US$197 billion by 2034, according to a report by Hong Kong-based technology firm Terminal 3. In Hong Kong alone, 71% of organisations plan to deploy AI agents to work alongside employees within the next year, as revealed by a recent Cisco survey. The growth trajectory for agentic AI is nothing short of remarkable, said Terminal 3’s CEO and co-founder Gary Liu (pictured) at MARKETING-INTERACTIVE’s Digital Marketing Asia Hong Kong. By 2032, the market is expected to surpass US$100 billion, and just two years later, it’s set to nearly double, he said. “This is extraordinary growth of a sub sector of artificial intelligence. I’m just talking about AI agents, autonomous bots that now have the permissions to make decisions and make transactions on behalf of human operators. By 2034 the agentic AI market is likely to be at least about a fifth, if not about a third of the all overall AI marketplace,” he added. Potential data threats of Agentic AI However, the exponential growth of AI is rapidly outpacing marketers’ ability to govern the safety and security of its data use. According to Liu, while agentic AI unlocks powerful capabilities, it also introduces significant risks, particularly in the realm of data privacy and security. “Regulators are the ones who are supposed to care most about data privacy and data security,” he noted. “But they’re still learning about this industry—and it’s evolving so quickly that they simply haven’t been able to keep up. Right now, there is no comprehensive data governance structure anywhere in the world that can adequately address the existential risks posed by the rise of AI agents.” On the marketing front, Liu pointed out that regulators and tech giants such as Alphabet and Meta currently dominate the conversation around data governance and privacy. “We talk about it constantly, yet we’re still just following their lead on what they decide to implement,” he said. But in the age of agentic AI, the rules are about to change, Liu said. “We are now writing software that allows autonomous systems to make up their own minds, and it doesn’t matter the amount of regulation we put in place, if the regulation looks anything like traditional data regulations, we’re not going to be able to control what AI agents actually do the moment we feed data into an AI agent and it ends up in what is called memory.” Liu further cautioned that once data becomes part of an agent’s memory, it’s effectively irretrievable. “It’s gone forever as it’s out of our control,” he said. “AI agents will then use that data to train the next version of their own baseline numbers, what we call foundational models. But now what we’re seeing is something even more pervasive, and you can consider it nefarious if you don’t trust the actual AI models.” In essence, autonomous agents have quickly realised that data is their most valuable currency. “They’re now exchanging information with one another—trading data for data. And if this continues unchecked, we’re on track to completely lose control over governance and traditional regulatory mechanisms.” How can marketers better prepare for this? In fact, this growing control by AI-powered agents might be one reason some marketers have hesitated to adopt agentic AI tools, he said. But make no mistake, that’s exactly what they want. And yet, he warned, this is just the beginning. The current suite of AI tools only scratches the surface of what marketers will be using in the coming years. “Right now, generative AI is mostly being used for relatively mundane tasks—basic campaign optimisation,” Liu explained. “But very soon, it will be responsible for creating the vast majority of your creative content.” That shift will directly impact marketers in creative roles—copywriters, editors, designers. “AI is going to permeate your day-to-day work because of the sheer productivity gains it delivers,” Liu said. Beyond content creation, the next phase involves AI negotiating on one’s behalf—across platforms—in real time. “It won’t just optimise spend within a single platform,” he said, “but will dynamically shift budgets and adjust creatives across multiple platforms based on the permissions you’ve granted—not by fixed rules, but through autonomous decision-making.” Eventually, Liu predicted, AI agents will take over much of what today’s advertising stacks—both human-led and rules-based systems—currently do. “These agents will launch hyper-targeted ad campaigns to individual users on the fly, with little to no human input.” This raises a critical question: “Do we have the guardrails in place so that these AI agents don’t start running completely afoul with this incredibly private and sensitive and important data, start trading with one another, start mimicking either yourselves, your companies, or your customers and your users. How do we control this very possible runway?” Training AI identities For Liu, the answer lies in establishing robust digital identities for AI agents, especially as they manage critical but overlooked areas like procurement—a domain representing billions in B2B transactions. “No one likes to think about procurement because it’s deathly boring,” Liu said. “I’m talking about large corporate offices ordering toilet paper, or manufacturing companies buying screws and nails—these everyday transactions represent billions of dollars in capital flow across B2B organizations, and we rarely see any of it.” Today, many of these processes are already being handled by AI agents operating on behalf of humans. “These systems can negotiate terms, send purchase orders, receive invoices, and even authorise payments,” Liu explained. “And when you’re dealing with hundreds of billions of dollars in transactions, the implications are massive.” He outlined four major issues that must be addressed as AI agents take on more responsibility – identity impersonation, permission verification, data security and auditability and transparency.  To address these issues, Liu proposed a four-part full-stack identity solution. “First, we have to assign a unique, verifiable identity to every single agent and a human operator. That solves the first problem knowing your AI agent. Second is we have to

Dentsu has appointed Yuichi Toyoda as CEO of Dentsu Asia Pacific, effective 1 January 2026. He will also join the group executive management team, reporting to Hiroshi Igarashi, dentsu’s president and global CEO. Toyoda currently serves as global practice president for business transformation and BX president at Dentsu Japan, as well as managing executive officer at Dentsu Inc. With more than 30 years at the company, including leadership roles in India, Thailand and China, he has overseen major turnarounds across international markets. Since 2022, Toyoda has led Dentsu Inc’s global division and Dentsu Group solutions office. In 2024, he took on leadership of Dentsu’s global business transformation (BX) practice, helping export the model developed in Japan to teams and clients worldwide – an area the company says continues to deliver double-digit revenue growth. “It is with a deep sense of responsibility and pride that I take on this role at such a pivotal time,” Toyoda said. “The region is undergoing unprecedented transformation, with disruption reshaping every industry and redefining how our clients compete and grow. We will choose to lead this transformation by building a uniquely dentsu business model that creates value beyond expectations and delivers sustainable growth.” After 13 months as interim APAC lead, Yoshiki Ishihara will return to his role as global chief strategy officer at the end of 2025 to focus on driving Dentsu’s medium-term management plan and international growth. “We are delighted to appoint Toyoda as CEO of Dentsu APAC,” Igarashi said. “His deep knowledge of the region, global experience and leadership in business transformation make him ideally suited to lead this dynamic and highly competitive region. We are also grateful to Yoshi for his outstanding leadership over the past year, laying the foundation for a return to growth.” Ishihara added: “It has been a privilege to lead APAC over the past year. We’ve laid important groundwork for growth, and I’m confident Yuichi’s leadership and vision will accelerate that momentum.” Related articles: Dentsu APAC appoints head of media PhilippinesDentsu APAC bolsters insight-driven excellence with senior appointments source