marketing interactive

Last weekend, Pokémon fans across Singapore gathered in full force to celebrate the launch of Pokémon Legends: Z-A, one of the most highly anticipated titles in the franchise’s history. To mark the occasion, Pokémon Singapore rolled out a nationwide campaign blending nostalgia, interactivity, and spectacle by bringing the beloved “Who’s that Pokémon?” quiz to life on Orchard Road. The brand took over the Heeren Mall digital screens with a playful out-of-home activation that stopped passers-by in their tracks. Two mysterious Pokémon silhouettes flashed across the massive screen, accompanied by the game’s release date, sparking conversations among fans eager to guess which Pokémon would be revealed.  Don’t miss: LEGO and Pokémon finally build the dream collab fans have been waiting for When launch day arrived, Pokémon Singapore gave the crowd what they’d been waiting for — unveiling the two Pokémon as Mega Dragonite and Mega Charizard X. The display was also updated from “Arriving October 16” to a triumphant “Available now,” signaling the official arrival of Pokémon Legends: Z-A in Singapore. The OOH activation was part of a larger experiential push designed to reignite fan excitement and community engagement ahead of the release. A week before the game’s debut, Pokémon Singapore hosted a meet-and-greet session with Pikachu. The popular mascot will also return this weekend (25–26 October), continuing the festivities and giving fans more opportunities to interact with the brand in person. Adding a social media twist, Pokémon Singapore also launched a photo-taking campaign to encourage fans to share their love for the game online. Visitors who snap photos at the designated photo spot inside Pokémon Center Singapore and post them with the hashtags #PokemonCenterSingapore and #PokemonLegendsZA can receive exclusive Pokémon-themed stickers as a reward. MARKETING-INTERACTIVE has reached out to Pokémon Singapore for more information on the campaign. The integrated campaign effectively blended offline and online touchpoints, tapping into nostalgia while driving community participation and social sharing — a hallmark of the Pokémon brand’s enduring appeal.  This continued focus on community connection extends beyond Singapore. In Indonesia, The Pokémon Company has teamed up with the Indonesian Football Association (PSSI) and Garuda Sepak Bola Indonesia (GSI) for a football-themed collaboration aimed at Gen Alpha and young Millennials. The campaign kicked off during the U-23 Asian Cup 2026 qualifiers, where Pikachu — dressed in an Indonesian national team kit — appeared alongside Cinderace and other football-inspired Pokémon at the Gelora Delta Sidoarjo Stadium. Beyond the fanfare, the initiative also invited 1,000 children from local football clubs to attend the match and receive limited-edition Pikachu jerseys, deepening Pokémon’s cultural relevance through high-touch, real-world engagement in a football-loving nation.  Related articles:   Have you seen Pos Malaysia’s Pokémon special edition stamp set? You can now hunt for Pokémon on Google’s mobile browser  Are you out to catch Mister Donut’s Pokémon collab?  source

Game On Product Group has unveiled MESSI Platinum, the latest addition to its fragrance line inspired by football legend Leo Messi, with a new global campaign created by independent agency BCM Media and Creative. Rolling out globally this month, the integrated campaign continues BCM’s creative direction for the MESSI fragrance brand, marking the next evolution in its partnership with the sporting icon. Produced entirely in-house at BCM’s production facility, the campaign combines AI and 3D VFX technologies to create full CGI environments seamlessly blended with live-action footage and compositing. It also features AI-driven music composition and sound design, underscoring BCM’s integrated approach to creativity and technology. Don’t miss: Under Armour challenges footballers to be the problem  In the campaign film, the football legend stands at the entrance of a seemingly endless corridor, its platinum walls subtly shifting around him. As he walks forward, the path transforms, guiding him through a journey of anticipation and discovery. At the corridor’s end, a podium emerges, showcasing the MESSI Platinum fragrance. Messi confidently lifts the bottle, turning to the camera as his voice declares, “Platinum by Messi.” The new work builds on last year’s “Messi, More Than We See” campaign, which introduced the brand’s signature “hall of mirrors” motif and tagline—now closely tied to the MESSI fragrance identity. This next phase reinterprets that concept with a sleek, futuristic aesthetic designed to reflect both Messi’s essence and the sophistication of the MESSI Platinum scent. The campaign will air across the US, Asia, South America, Europe, Australia, and New Zealand over the coming month. Complementing the global campaign, an activation was held at 1v1 World Crown in Miami, where fans engaged with a cardboard cutout of Messi for a chance to win a signed jersey. Visitors could also participate in a guessing game to win prizes by correctly estimating the number of soccer balls in a box. The activation offered attendees the opportunity to explore the brand’s latest offerings, including MESSI Platinum and the new sports fragrance line too.  The earlier “Messi, More Than We See” campaign delved into the many layers of the football legend, portraying his humility, depth, and authenticity through a striking visual journey of endless reflections. Each mirror revealed a different facet of Messi—his passion, dedication, and quiet strength—symbolising the depth behind his composed exterior. The fragrance itself mirrored this narrative. Designed with sharp, light-reflecting edges and the iconic Messi logo, the bottle embodied the multifaceted nature of the man behind the legend. Much like the scent, Messi’s impact is powerful yet understated—an invitation to embrace one’s inner strength and authenticity beyond what meets the eye. Related articles:  adidas pits Messi against Mahomes in high-speed treadmill showdown  Interview: Liverpool legend Robbie Fowler on brand loyalty in the world of football  Pepsi pays tribute to football heritage with nostalgic global campaign  source

WPP is throwing open the doors to its AI engine, unveiling WPP Open Pro, an AI marketing platform designed to let brands plan, create and publish campaigns independently. The move is arguably one of the biggest yet in how global agency networks commercialise AI and expands WPP’s reach beyond its traditional agency model, opening its proprietary AI tools and creative systems to brands of all sizes. The move positions WPP as the first major holding company to democratise access to its marketing technology stack, offering a direct entry point for brands that may not have previously had the scale or budget to work with its agencies. WPP CEO Cindy Rose said Open Pro represents both an evolution in WPP’s own business model and a broader transformation in how marketing services are delivered. “The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change,” she said. SEE MORE: Can Cindy Rose transform WPP? Industry leaders weigh in “Now, we’re adding WPP Open Pro to our offer – a powerful new edition that puts our AI advantage directly into the hands of a much wider array of brands and businesses. This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era.” Built on WPP Open, the group’s existing AI marketing platform, Open Pro packages three connected capabilities – AI-powered strategy, automated content creation and direct publishing – into a single interface. Users can access WPP’s foundational data to plan campaigns, generate on-brand content across channels and publish directly to major ad platforms or WPP’s Open Media Studio for managed execution. WPP chief technology officer Stephan Pretorius said Open Pro stands apart from competitors by connecting the entire marketing process from strategy to delivery. “While some companies hide their AI behind service teams or focus on just one part of the journey, WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets,” Pretorius said. “It gives marketers control, speed and scale with enterprise-grade quality.” The launch highlights WPP’s push to evolve from a service-based holding company into a hybrid technology and media platform, capable of scaling its AI infrastructure across both enterprise and emerging brands. Open Pro also aims to cater to distinct business units and regional teams within global clients, offering flexibility to localise and personalise content while maintaining global brand compliance. For smaller brands, startups and ecommerce marketers, it provides direct access to professional-grade creative tools and WPP’s data intelligence – a move that could further blur the line between agencies, SaaS platforms and creative automation tools like Canva and Adobe Firefly. Analysts say the launch could unlock new revenue streams for WPP and reshape how agencies monetise intellectual property and technology in the AI age. source

Dentsu has appointed Yuichi Toyoda (pictured), its global practice president, business transformation, dentsu, BX president, dentsu Japan, and managing executive officer, Dentsu Inc., as CEO, dentsu APAC, effective 1 January 2026. He will also join the group executive management team. In his new role, Toyoda will report to Hiroshi Igarashi, president and global CEO, dentsu.  Toyoda brings over 30 years of experience at dentsu, 15 of those years in globally-facing roles, and has a deep understanding of dentsu’s capabilities as well as both Japanese and international markets having held CEO and leadership positions in India, Thailand and China where he was responsible for the significant turnaround of underperforming business units. Since 2022, he has led Dentsu Inc.’s global division and Dentsu Group Inc.’s solutions office and in 2024, a year dentsu bolstered its global management team, he assumed responsibility for dentsu’s global business transformation (BX) practice, expanding the BX knowledge and best practice developed in Japan to teams and clients around the world, which continues to show momentum delivering double digit revenue growth. Meanwhile, after 13 months serving as interim APAC lead, Yoshiki Ishihara returns to his role as global chief strategy officer, dentsu at the end of this year to focus on the group’s growth across international markets and delivering dentsu’s medium-term management plan (MTMP) globally, according to the release.  During his tenure, Ishihara advanced dentsu’s One dentsu vision in the region, implemented core components of MTMP driving meaningful change, strengthened relations with Japan and built the foundation for a return to growth. “We are delighted to appoint Toyoda as CEO, dentsu APAC. His deep knowledge of the region, extensive global experience and leadership in business transformation makes him ideally suited to lead this dynamic and highly competitive region,” said Igarashi. “We are grateful to Yoshi for his outstanding leadership over the past 13 months, laying the foundation for a return to growth and strengthening collaboration across the region.” “It is with a deep sense of responsibility and pride that I take on this role at such a pivotal time, for both our APAC business and the group. The region is undergoing unprecedented transformation, with disruption reshaping every industry and redefining how our clients compete and grow. Disruption, however, always brings opportunity,” said Toyoda. “We will choose to lead this transformation by building a new, ‘uniquely dentsu’ business model, one that creates value beyond our clients’ expectations, supports their sustainable growth and contributes to the progress of society. Together, we will put dentsu APAC back on a growth path and achieve sustainable, long-term success,” he added. Ishihara added: “It has been a privilege to lead APAC over the past year. Together, we have laid the important groundwork for growth. I am confident Toyoda’s leadership and vision will accelerate APAC’s growth and create greater value for clients and markets.” MARKETING-INTERACTIVE has reached out to dentsu for more information.  Related articles: Dentsu APAC appoints head of media PhilippinesDentsu APAC bolsters insight-driven excellence with senior appointments source

Hong Kong-based gym chain PURE has welcomed back Gary Wise (pictured) as its chief marketing officer for global markets, reporting to its group managing director Rey Bolivar.  In this newly created role, Wise is tasked at covering all marketing and PR for all PURE Group brands across brand and performance marketing. He will be responsible for all global markets for PURE, including Hong Kong, Shanghai, Beijing and Singapore, as well as any new markets PURE enters.  In conversation with MARKETING-INTERACTIVE, Wise said, “I’m delighted to be helping this incredible brand through the next phase of its growth. PURE has established itself as the key premium player in the fitness and wellness space, which we’ll be taking even further as we evolve our strategies and launch into new categories. Very exciting times ahead!” Wise brings more than 18 years of marketing, advertising and branding experience from 4A agencies and global brands such as Puma, Emirates and Sony. He first joined PURE as regional marketing director in 2015, when he led the marketing team of 32 across four cities with a strategic and passionate approach.  After six years at PURE, he decided to start his own UK-based branding agency bloodstream, creating long-term, distinctive branding, and marketing strategy for key clients such as PURE.  Don’t miss: PURE relieves Hongkongers’ stress with new Re:set campaign One of the highlighted works of the partnership was PURE’s recent branding campaign that highlighted Hongkongers’ daily stress and pain points. The campaign featured mainstreaming concepts that have until now been seen as niche and specialist. Furthermore, it showcased the huge benefits of modalities such as contrast therapy, red light therapy and breathwork to a broad Hong Kong audience – many of whom regularly experience mental and physical stress for various different reasons. Targeting broad Hong Kong audience who face various kinds of mental and physical stress in their lives, the campaign showcased these stress and communicates via broad reach advertising such as out-of-home placements, a billboard at Lee Theatre Plaza, Causeway Bay, influencer campaign, social media content and digital advertising.  Related articles: Pure Group appoints Golin to lead and execute public relations programmePURE Fitness to open new centre at K11 MUSEA source

Omnicom is expecting its US$13.5 billion acquisition of Interpublic Group to close by late November, pending EU regulatory approval. The deal to create the world’s largest advertising holding company, surpassing Publicis Groupe and WPP, is projected to generate more than US$20 billion in revenue for Omnicom. John Wren, chairman and chief executive officer of Omnicom, said he expects to close the IPG deal next month, adding it would create the world’s leading marketing and sales company. “Together, we will emerge with the industry’s most talented team and a powerful platform designed to accelerate growth through strategic advantages in data, media, creativity, production, and technology,” he said.  Don’t miss:  Edelman and Omnicom top Clean Creatives’ 2025 F-List for fossil fuel ties   The CEO said integration teams from both companies have been working “tirelessly” to ensure a seamless transition for clients and staff. He added that both networks also continue to secure new business during the integration. Some of the wins include American Express, Porsche, OpenAI, Amgen, Bayer, Anthropic and Paramount. “We’re already seeing strong momentum with significant new business wins across both companies, underscoring the compelling opportunities this acquisition creates. “Our enhanced ability to deliver revenue growth, operate with greater efficiency, and generate healthy free cash flow only strengthens our confidence in the future – for our clients, our people and for long-term shareholder value,” Wren said.  The merger has cleared 14 of the 18 regulatory approvals required. In July, the Australian Competition and Consumer Commission (ACCC) approved the deal, saying it was unlikely to substantially lessen competition in Australia’s media and marketing services market. “Our investigation found that while the proposed acquisition would result in an increase in the parties’ combined market share, other suppliers of media buying and marketing and communications services would continue to effectively compete with Omnicom after the acquisition,” said ACCC Commissioner Dr Philip Williams. Omnicom and IPG confirmed the ACCC clearance brings the deal closer to completion. News of the acquisition first came to light in December last year. The move came amid growing competition within the holding network market globally and the pressures faced by the traditional holding company model. Related articles:   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? Omnicom in advanced talks to buy Interpublic Group source

Luckin Coffee Singapore has partnered with the Institute of Mental Health (IMH) to launch “UNSEEN // SEEN”, a social initiative and fundraising campaign that shines a light on mental health through the power of art. Launched in support of World Mental Health Month, the campaign runs from 23 October 2025 across all Luckin Coffee outlets in Singapore. It aims to amplify the voices of individuals who are often unheard or overlooked, using art created by IMH patients as a medium of expression and healing. Limited-edition merchandise, including fabric coasters and tote bags, will feature original artwork produced during IMH’s therapeutic art sessions, guided by occupational and art therapists. Each piece represents a personal journey of recovery, self-expression, and resilience. Don’t miss: Luckin Coffee SG makes reality style horror film for Halloween    With any purchase, customers can add merchandise at checkout, while stocks last. All profits will go towards IMH’s Woodbridge Hospital Charity Fund, which supports patient therapy programmes, welfare funds, outreach initiatives, and mental health research and education. Luckin Coffee Singapore will also contribute an additional SG$1 for every item sold, reinforcing its commitment to making a tangible difference in the community. Through “UNSEEN // SEEN”, the brand aims to celebrate individuals living with mental health challenges while raising public awareness and empathy. The campaign serves as a reminder that mental wellness is a shared responsibility, and that simple acts of support can help make the unseen, seen. “At Luckin Coffee, we believe that a good cup of coffee connects people, but even more so, compassion can bring communities together,” said Steve Teo, general manager at Luckin Coffee Singapore. He added, “Coffee is a daily ritual for many, and through this initiative, we hope to remind our consumers that supporting mental health doesn’t require a grand gesture. Everyone can make a difference in everyday moments that matter.” One of the participating artists, Pee Sin Yee, said, “I’ve been struggling with my mental health since I was young, but things began to change when I started seeing my psychologist and art therapist. She encouraged me to create art when words were too difficult to find. Each artwork I created carries a part of me and my healing.” The initiative follows a string of creative brand collaborations by Luckin Coffee Singapore. Earlier this year, the brand teamed up with language learning app Duolingo for a cheeky campaign featuring a Singapore-exclusive drink and collectible merchandise. To mark the collaboration, Luckin Coffee also released Duolingo-themed merchandise, including cup sleeves, paper bags, and sticker sheets. Fans could snag a limited-edition “coffee chat” sticker set with every purchase of two drinks, each featuring Duo’s signature charm and gamified energy. 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

Ahead of the premiere of IT: Welcome to Derry on 27 October, Warner Bros. Discovery has transformed Singapore’s Orchard Road into a chilling reimagining of Derry, Maine. The activation takes over key spots in Orchard with a full digital bus shelter buyout and haunting projections at Midpoint Orchard. Commuters emerging from Somerset MRT will enter a sinister Somerset linkway, each step drawing them deeper into Pennywise’s lair. On the night of the launch, 23 October, eerie figures straight from 1960s Derry — the ITWTD wanderers — silently roamed the streets clutching the iconic red balloon, sparking intrigue and conversations both online and offline. Don’t miss: Warner Bros., Hearts & Science turn Jakarta’s skyline into a Superman spectacle The activation was strategically timed around Halloween when many brands roll out seasonal campaigns. Beyond the streets, the activation extends to DOOH as well.  OOH horror campaigns have been gaining traction across the region. In Malaysia, Warner Bros Malaysia brought terror to the streets of Klang Valley ahead of The Conjuring: Last Rites, with iconic franchise characters Valak and Annabelle surprising passengers in specially themed Grab rides. “We love bringing terrifyingly fun experiences to scare up a major buzz for the movie,” said a Warner Bros Malaysia spokesperson at the time. This isn’t the first time Warner Bros has brought horror into everyday moments. Its Final Destination: Bloodlines campaign, crafted by the studio’s in-house marketing team, aimed to stir paranoia and “bring fresh trauma” to audiences outside the cinema. Related articles: Warner Bros. sues Midjourney over AI use of Superman, Batman and other iconic characters   Netflix MY brings ‘ibu jari pelik’ to the streets of KL    Lazada MY’s cryptic clown turns KL into a carnival ahead of 6.6 sale source

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes. This week: Mediacorp filed a police report over a CNA Facebook comment, Apple launched a Jane Goodall-narrated global Mac campaign, and we highlighted our top Deepavali marketing moments. Step away from the murukku, it’s time to dig in. Don’t miss: Gen Z perspectives: lululemon strikes back, Microsoft’s nostalgic Croc & MEA ID 1. Mediacorp lodges police report after CNA Facebook comment sparks controversy Mediacorp has filed a police report following a controversial Facebook comment posted from CNA’s official account. In conversation with MARKETING-INTERACTIVE, Mediacorp said it “made a police report to help verify the screenshot’s authenticity and origin.” The comment was made in response to a November 2015 post by home affairs minister K. Shanmugam discussing the late Lee Kuan Yew’s legacy and Singapore’s future. Read more here.  2. Apple’s final collab with Jane Goodall celebrates creativity’s first spark Apple has unveiled its new global brand platform for Mac, “Great ideas start on Mac”, a tribute to creativity, possibility, and the first spark of inspiration. The campaign was developed by TBWAMedia Arts Lab and directed by Academy Award–nominee Mike Mills. It marks the late Jane Goodall’s final collaboration with the brand, with the conservationist and author lending her voice to the film’s narration. Opening with the blink of a cursor against a white screen, the film captures how the Mac has become the starting point for countless world-changing ideas. Read more here.  3. 11 Deepavali campaigns that lit up our feeds this 2025 Deepavali, the Festival of Lights, is a time when homes glow with warmth, laughter, and the unmistakable scent of festive treats. Beyond symbolising the triumph of light over darkness, it’s a season that celebrates togetherness, where families reconnect, communities come alive, and joy takes centre stage. Every year, brands join in the celebration with campaigns that capture this spirit in different ways. Some heartfelt, some humorous, and all deeply rooted in Malaysia’s vibrant, multicultural spirit. Whether through tear-jerking storytelling or clever cultural twists, these films light up screens as much as homes. Read more here.  Related articles: How brands can stay relevant as ChatGPT Atlas redefines discovery    UNIQLO Malaysia responds to claims that Oriental Kopi collab artwork was AI-generated   CMOs must adapt, as global ad spend becomes overwhelmingly digital source

Royal Caribbean has partnered with Singaporean singer-songwriter Nathan Hartono to mark the return of “Ovation of the seas” to Singapore with a bespoke track titled “Come on board with me”. The collaboration celebrates the cruise line’s renewed presence in Singapore and its commitment to creating experiences that resonate culturally as well as onboard. The track, inspired by the spirit of exploration and connection, was written and performed by Hartono, who took his first Royal Caribbean vacation earlier this year. Paired with the track, a social media video shows Hartono exploring the ship’s facilities, lounging by the pool, joining in dances with the crew, and soaking in the onboard atmosphere, before ending with an invitation for viewers to “come on board” with him. Don’t miss: STB banks on music content once again, ties up with Nathan Hartono Hartono said the experience “transformed his perception of holidays”, adding that the song aims to capture the emotions of travel, from wonder to nostalgia. Royal Caribbean said the partnership reflects its effort to spotlight Singapore’s role as a key regional travel hub while tapping into the warmth and adventurous spirit embodied by the homegrown artiste. Guests can hear the exclusive track on board “Ovation of the seas” this season, adding a personal soundtrack to their journeys. From October 2025 to March 2026, “Ovation of the seas” will sail from Singapore on 3- to 8-night itineraries to Malaysia, Indonesia, and Thailand, offering a mix of entertainment and experiences including the North Star observation capsule, RipCord by iFly skydiving simulator, more than 20 dining options, and the line’s signature Two70 shows. “The return of Ovation of the Seasto Singapore invites guests to embark on new adventures, with each sailing unlocking experiences to exciting destinations and memorable journeys across Asia Pacific,” said Chad Grospe, vice president and managing director, APAC, Royal Caribbean. He added, “Music has the power to capture emotions in a way words alone cannot, and Nathan’s artistry makes him the perfect partner to tell this story of adventure, wonder, and connection that bring guests together for the ultimate vacation, perfect for the whole family.” In tandem, Hartono said, “This collaboration gave me the chance to capture that sense of discovery and adventure into a song that people can connect with – whether they’ve sailed before or are just beginning to dream about it.”  The collaboration marks another major brand tie-up for Hartono, who previously starred in the Ministry of Home Affairs’ 2024 SGSecure campaign. In the campaign’s dramatic music video, “Foiled once more”, Hartono played a terrorist plotting to harm the city-state, a creative continuation of the “What’s your role” initiative aimed at mobilising the community to combat terrorism. Related articles: PUB revives iconic National Day ‘Home’ track as part of marketing splash  Gov.sg reimagines iconic Malay track for star-studded Raya music video   Singapore Prison Service shows off vocal chops in original song source