marketing interactive

Apple’s iPhone 17 series has captured global attention, with Singapore standing out as a particularly engaged market. According to media intelligence firm CARMA, local interest spiked across X, Reddit, YouTube, and HardwareZone between 24 August and 24 September 2025. Launch-day scenes saw long queues outside Apple stores, as fans eagerly lined up to secure the latest models. Social media sentiment mirrored this excitement: 45% of online mentions were positive, 9% negative, and 46% neutral. Much of the conversation centered on the iPhone 17 Pro and iPhone 17 Pro Max, with netizens debating their value compared with older models and each other. Apple’s new personal AI system, Apple Intelligence, also drew attention. While comparisons with Microsoft and Google generated curiosity, mentions in Singapore skewed negative, with many questioning whether Apple Intelligence lagged behind its competitors. Don’t miss: Survey: Apple’s iPhone 17 colour choices divide Hong Kong netizens In addition, CARMA data shows that discussion tapered off in the weeks following the launch, reflecting the typical spike-and-settle pattern of high-profile tech releases. Men dominated the conversation, accounting for over 70% of users discussing the iPhone 17, with nearly half aged 25 to 34. Everyday users drove most chatter on forums such as HardwareZone and X, while influencers and media outlets remained the most engaged accounts shaping opinions. Other hot topics included Apple’s shift to eSIM-only models, which sparked debates over transfer processes, potential costs, battery life implications, and regional differences compared with physical SIM cards. Durability concerns also emerged, particularly for darker-coloured models, with reports of scratches and scuffs prompting discussion among Singaporean users. The iPhone 17 launch also invited comparisons with Apple’s iPhone 16 release in 2024. Singaporean netizens contrasted Apple with competitors such as Huawei, with innovation dominating the conversation. Huawei’s Mat XT tri-fold smartphone secured over four million pre-orders, while Apple’s iPhone 16 drew more cautious reactions, especially as its AI features were still in test mode. Key iPhone 16 features—including improved cameras and the A18 Pro chip—sparked discussion, but chatter was tempered by concerns over price and limited design changes. Positive conversations about the iPhone 16 focused on the AI feature “Glowtime,” camera control, and the device’s design, representing roughly 45% of mentions. Dissatisfaction accounted for around 9%, while the remainder remained neutral, reflecting measured interest rather than outright excitement. Asia dominates global chatter The iPhone 17 launch also made waves internationally, with Apple unveiling the iPhone 17, Apple Watch, AirPods, and the new iPhone Air, all packed with AI-driven enhancements. Highlights included the AirPods Pro’s automatic translation of spoken text and Apple Watch models leveraging machine learning to flag high blood pressure risks. Asia accounted for 43% of all iPhone 17 mentions globally, reinforcing the region’s role as a key driver of online conversation. Overall sentiment skewed positive, with 52.7% of posts expressing approval and only 9.5% negative. Compared to the iPhone 16 launch, engagement around the iPhone 17 was even more robust. While the iPhone 16 saw excitement over improved cameras, larger displays, thinner bezels, and faster A18 chips, the iPhone 17 discussions focused on Apple’s shift to eSIM-only models, with netizens voicing concerns about physical SIM card availability. The new colour options also drew attention, particularly the absence of a classic black variant. “The excitement around Apple’s launch in Singapore shows how consumers now treat tech releases as cultural events, both online and offline. The queues outside stores and the discussions around AI and camera features reflect a deeper investment in technology that makes daily life easier and more productive. For marketers, this kind of anticipation represents rare, earned attention that few brands achieve,” said Divika Jethmal, head of marketing, CARMA. Interestingly, not all Asian markets shared the same enthusiasm. While users in markets such as Hong Kong showed admiration for its design aesthetics and upgraded features, Malaysian social media users on the other hand, stood out as the most critical with 42% positive, 24% negative and 34% neutral.  Malaysia’s discussions were unique for framing the iPhone launch through political and ethical lenses rather than consumer excitement. Mentions from Malaysia also carried the highest proportion of negative sentiment, largely driven by activism and ethical criticisms surrounding the brand. In fact, the launch saw a flashmob protest outside the Apple Store in The Exchange TRX mall, with activists calling for boycott against the tech giant.   Related articles:  Beyond specs: Apple’s iPhone 17 launch sparks ethical debate among Malaysians  Apple’s final collab with Jane Goodall celebrates creativity’s first spark  Apple’s cinematic stunt proves the iPhone 17 Pro can take a beating  source

Nearly 62% of Singaporeans are more likely to engage with sponsored influencer content. This highlights the continued dominance of creator-driven campaigns in the country’s digital landscape, according to AnyMind Group’s “Singapore Digital Landscape 2025” report. The report draws from first-party data collected through AnyMind’s proprietary platforms, AnyTag (influencer marketing), POKKT (mobile marketing), AnyDigital (digital advertising), and AnyX (e-commerce), and survey insights from 1,355 consumers across the region, including Singapore, Malaysia, Indonesia, Thailand, Philippines and Vietnam. Don’t miss: Is influencer marketing forcing traditional agencies out of the game? According to the study, Singaporeans are especially receptive to high-impact formats, being 49% more likely to engage with influencer-led short videos, 45% more likely with interactive ads, and 32% more likely with in-game advertising. When it comes to ad performance, video ads reign supreme during the consideration stage, particularly those featuring product demos and tutorial-style content. Meanwhile, timing plays a key role in conversions, as Singaporean consumers are most responsive to ads placed three days before making a purchase, said AnyMind Group.  The study also highlights that word of mouth and search remain the most influential channels for driving sales in Singapore, suggesting that trust and intent continue to anchor consumer decision-making even in a fast-evolving digital landscape. Looking at the distribution of influencers in Singapore by vertical, entertainment and fashion & beauty stand out as the dominant categories, giving brands the largest pool of creators to collaborate with. Mid-tier verticals such as food & drink, livelihood, home & shopping, and family & education also show healthy representation. At the other end of the spectrum, news, sport, and travel have the smallest influencer communities in Singapore, an area that AnyMind suggests could present untapped opportunities for brands looking to innovate and diversify its influencer mix. AnyMind Group said the findings reinforce how the traditional linear marketing funnel no longer reflects today’s consumer journey, with audiences engaging across multiple touchpoints and formats before converting. “Singapore’s brand-to-consumer landscape is evolving rapidly – fragmented touchpoints, rising content expectations, and smarter consumers mean the old playbook no longer applies.” said Toh Yi Hui, country manager, Singapore, AnyMind Group. He added, “It’s time for marketers to rethink the marketing funnel in today’s modern era, where the consumer journey is not linear but rather orbital, and there is a need to focus on building continuous, trust-based relationships.”  Related articles: Study: 70% in SG enjoy travel-related brand partnered influencer content Malaysians prefer influencer-led short videos, in-game ads grab attention Report: 54% of Indonesian beauty shoppers trust peer reviews over influencers    source

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. In 2025, amid a wave of AI-generated posts sending generic Deepavali greetings, a handful of campaigns truly caught our attention at A+M. Beyond our recent features on Maxis, Air Selangor, and Julie’s Biscuits, here are 11 more standout campaigns, listed alphabetically: Don’t miss: Maxis shines a light on ‘Teddy bear doctor’ story for Deepavali 1. Ambank Group Ambank’s “Rhythm of Deepavali”, created together with Studio 17, captures the spirit of the festival through dance and narration in a one-minute film featuring local artist Kamini Manikam performing Bharathanatyam. The video celebrates the essence of Deepavali, from the gleam of sarees to the sweetness of mithai, the colours of kolam, and the warmth of togetherness, all conveyed through the timeless language of classical dance.  For Kamini, Bharathanatyam is more than a performance; it is a sacred language of expression, devotion, and grace. She described it as the rhythm through which she has seen the world and grown into herself. Seeing Ambank choose this art form to tell a Deepavali story moved her deeply. “Of all the ways a story of Deepavali could be told, Ambank chose Bharathanatyam to express the very essence of the festival, capturing its culture, grace, and unity,” she shared on social media. Kamini also praised the care taken in the production, noting the respect, research, and attention to detail in every frame. “It was more than just a shoot, it was a cultural offering, crafted with immense sincerity and reverence,” she wrote. Through its fusion of classical dance, narration, and festive imagery, Ambank’s film offers a heartfelt celebration of Malaysia’s shared heritage this Deepavali. 2. Astro Malaysia and Astro Ulagam Astro Malaysia’s “Ithu Namma Kondattam” (“This is our celebration”) takes a playful, comedic approach, mimicking the twists, turns, and dramatic cuts of a classic Indian TV show. The film follows a family preparing for Deepavali, each member busy with their own tasks, while the matriarch cheerfully watches Astro. Chaos ensues when the electricity trips, forcing the family to grind ginger, garlic, rice, and dal with a food processor. As frustration builds, they even contemplate booking a homestay instead of celebrating at home. Grandma quickly restores order, and humour, by hurling an Astro remote into her son’s bowl of flour, then stepping out of her TV room in dramatic flair, smoke curling from incense fanned for effect. Taking charge, she reveals her collection of old-school stone grinders and coconut graters, guiding the family through preparing ingredients by hand. Through the process, the film underscores the importance of tradition, bonding, and resilience. Grandma reminds her family. “Times may change, we may change, but our traditions, passed down through generations, will always unite us. This is our celebration.” With humour, heart, and nostalgia, the campaign celebrates how Deepavali traditions continue to bring Malaysian families together, even amid modern-day hiccups. 3. CelcomDigi CelcomDigi shines a light on the unsung heroes of Deepavali in its heartfelt 2025 film, “Nam Thadam, heroes of heritage”. Rather than focusing solely on the festival’s lights and colours, the campaign celebrates the artisans, craftsmen, and everyday Malaysians whose skills and dedication keep Deepavali traditions alive. From spice grinders and sweet makers to garland weavers, oil lamp artisans, and jewellery creators, each craft tells a story passed down through generations, preserving the essence of the festival for years to come. Chan May Ling, CelcomDigi’s head of brand and marketing services, highlighted the campaign’s message, that real connection is not just powered by technology but by the people who are the true heroes of culture. “At the heart of our brand is a commitment to spotlight inspiring Malaysians whose stories reflect the spirit of our nation,” she said. In addition, CelcomDigi introduced “Designed by tomorrow’s creators”, inviting young Malaysian talents to create exclusive Deepavali festive packet designs. Each of the three selected designs offers a modern interpretation of the festival, reflecting themes of love, light, unity, and tradition. This Deepavali campaign builds on CelcomDigi’s “Dari mata kita” (“Through our eyes”), short film for Merdeka, that invited Malaysians to see the country through fresh perspectives, highlighting hidden places, unsung heroes, and local traditions that define the nation. 4. foodpanda foodpanda Malaysia’s festive film, “Shoes of kindness”, combines heartwarming storytelling with a subtle call to action for delivery partners. The film opens with a young Indian man diligently making deliveries even in the rain, just a day before Deepavali. Observing his worn-out shoes and tireless work ethic, his colleagues secretly plan a surprise to show their appreciation. During a quiet celebration at home with his mother, the young man is touched when fellow foodpanda riders arrive with gifts, including a new pair of shoes he hadn’t had time to buy himself amidst his busy schedule. The scene captures the joy of community, friendship, and caring for one another during the festive season. After a morning filled with laughter, festivities, and togetherness, he heads back out to continue working, highlighting the dedication and responsibility of supporting his family. The film conveys a simple but powerful message: “Working hard for our families is our responsibility, but on this journey, we are never alone.” It reminds viewers that Deepavali shines brighter when we look out for one another and celebrate the spirit of kindness. Through its mix of cultural celebration and everyday heroism, “Shoes of kindness” emphasizes compassion, connection, and the

Mastercard has appointed Jill Kramer (pictured left) as its new chief marketing and communications officer, effective 1 December 2025. Kramer joins the company from Accenture, where she held the same title and led a global, tech-driven marketing and communications function focused on brand relevance, market differentiation, and business growth. She succeeds Raja Rajamannar (picture right), who will transition to the role of senior fellow at Mastercard. In a LinkedIn post unveiling the move, Rajamannar reflected on his 12-year journey with the brand, calling it “one of the most fulfilling chapters” of his life. Don’t miss: Mastercard hands US$180m global media remit to WPP Media He credited his team for reimagining what marketing could be, from pioneering multisensory marketing and introducing symbol branding to creating Mastercard’s global sonic identity. “Together, we brought various elements of quantum marketing to life,” he said. “At every step, we stayed true to the three mantras of great marketing — to build and nurture the brand, to drive business in measurable ways, and to create a sustainable competitive edge for the company.” Rajamannar added that he was “thankful for the people, the memories, and the privilege of being part of something truly priceless,” as he passes the baton to Kramer. Meanwhile, during her decade at Accenture, Kramer oversaw brand and advertising efforts that helped the company nearly double its brand value, from US$12 billion to US$20.9 billion, according to Interbrand’s “Best global brands” ranking. Prior to joining Accenture in 2015, she held senior leadership roles at BBDO and DDB, driving award-winning business-to-business brand development and marketing for brands such as AT&T and ExxonMobil. Kramer also serves on the board of directors of the Ad Council and has been named one of Forbes’ “Most influential CMOs” for three consecutive years. “We are excited to welcome Kramer to Mastercard as our new chief marketing and communications officer. Kramer’s global perspective and deep expertise in B2B marketing will be invaluable as we continue to accelerate our growth and innovation. Her leadership and vision are exactly what we need for this next chapter,” said Michael Miebach, CEO of Mastercard. Speaking on Rajamannar’s tenure, Miebach said his impact on both the company and the wider marketing industry “has been nothing short of transformative”. “His creativity, passion, and relentless pursuit of excellence have inspired all of us and helped make Mastercard one of the world’s most admired brands. We are deeply grateful for his leadership and look forward to his continued contributions,” he added.  Kramer steps into the role at a time when Mastercard is expanding its marketing and data capabilities. The company recently launched Mastercard Commerce Media, a digital media network designed to streamline how brands reach consumers through personalised advertising. The network leverages Mastercard’s position as a payments provider, combining permissioned data, technology infrastructure, and connections to advertisers, publishers, and consumers. It taps into Mastercard’s base of 25,000 advertisers and more than 500 million enrolled consumers, drawing insights from over 160 billion transactions processed in 2024. Related articles: Driscoll’s appoints ex-Zespri CMO to newly created global role   HSBC names global CMO   CHAGEE lands Eugene Lee as APAC CMO, accelerates international expansion efforts source

When people think of Sprite, they think refreshment. When they think of Absolut, they think, well, party time. Now, the two global icons have come together in a ready-to-drink (RTD) cocktail that promises to shake up the Singapore’s RTD scene. Launched on 10 October, Absolut Vodka & Sprite aims to capture life’s unplanned moments, rooftop chill-outs, weekend catch-ups, or spontaneous hangouts with friends. The drink is a 250ml pre-mixed can with 5% ABV, blending Absolut’s smooth character with Sprite’s lemon-lime zest. For Rocko Ogsimer, frontline marketing director for Coca-Cola in the Philippines, Thailand, and Singapore, the idea behind pairing the two brands was both simple and strategic. Don’t miss: Sprite turns up the fizz with Gen Z summer takeover across APAC “Absolut and Sprite is one of the most legendary bar calls globally. We wanted to create beverages for multiple countries, different people, different cultures. Having that in a can just made so much sense,” he said. He added that beyond convenience, the collaboration reflects both companies’ commitment to responsible alcohol marketing, a priority for Coca-Cola. The partnership itself started at a global level. Fans of both brands may recall that The Coca‑Cola Company and Pernod Ricard first unveiled their collaboration in 2023, with plans to launch ready-to-drink Absolut & Sprite cocktails in select European markets including the UK, the Netherlands, Spain, and Germany. The concept, combining premium vodka with lemon-lime Sprite or Sprite Zero Sugar, allowed both companies to test and refine the RTD formula on an international scale before bringing it to Singapore. “When we started getting into alcohol, we looked at different strategies. We wanted products that were trusted by consumers and of high quality. Absolut met those criteria,” Ogsimer stated. The iconic cocktail, he said, was a natural choice to introduce the brand into the ready-to-drink alcohol space. Mixing innovation with responsibility Coca-Cola’s move into adult beverages is part of a larger portfolio vision. “We want to have beverages for all — different consumer segments, different needs,” said Ogsimer. “We already have popular non-alcoholic RTDs, but there’s a real opportunity for adult consumers in alcoholic ready-to-drinks. That’s why we’re here now.” Marketing alcoholic products, however, comes with a different set of rules compared with non-alcoholic campaigns. According to Ogsimer, Coca-Cola follows a global responsible marketing policy for its RTDs, ensuring campaigns never target minors and remain respectful of local cultures. He added that the company’s approach is designed to grow the category responsibly and sustainably, a goal it is steadily achieving. In Singapore, consumers can expect a nuanced, localised approach. “We’ll have activities with KOLs, media buys, sometimes bus stops or below-the-line (BTL) activations,” he said. “The main theme is for unplanned occasions, the freedom of just getting together, hanging out with friends. That cuts through, whether it’s Singapore or the Philippines, and it’s actually something new for the category.” Balancing two iconic brands in a single product was another challenge. Ogismer noted:  It’s a partnership, not just two brands side by side. “The focus is on delivering unplanned occasions, sudden get-togethers, responsible fun. It doesn’t overshadow either brand because they work really well together. That’s something we’re proud of,” Ogismer said.  The launch of Absolut Vodka & Sprite is also a test of how Coca-Cola can shape the RTD alcohol market in ASEAN. Available in select 7-Eleven stores nationwide, the drink comes with clear responsibility symbols for legal-age consumers. With its mix of premium taste, convenience, and spontaneity, the cocktail embodies what Ogsimer calls the philosophy of “planned for the unplanned”. “In a city that’s so fast-paced and never stops planning, we hope consumers will embrace the unexpected and spark spontaneous gatherings with friends,” he said. For Coca-Cola, it’s not just a product launch, it’s a step toward responsible innovation, portfolio expansion, and connecting with consumers in new, unexpected ways. Related articles: Absolut Vodka drops art you can drink in Keith Haring collab  Exit interview: Coca-Cola’s regional director of marketing, emerging brands bids farewell  Coca-Cola’s literary logo play: Can brands make an impact without a legacy? source

The Ministry of Digital Development and Information (MDDI) and TBWASingapore, together with the Ministry of Health (MOH), Health Promotion Board (HPB), and Health Sciences Authority (HSA), have launched a new anti-vape campaign that confronts the issue head-on. Titled “The horrors of vaping are real”, the campaign uses real-life accounts to spotlight the dangers of drug-laced vapes in Singapore, moving away from the lighter, youth-focused narratives of TBWASingapore’s previous work with HPB. The campaign adopts the visual language of movie and TV promotions to pull viewers in, with satirical titles such as “Breaking Dad”, “Danger Things”, and “Final Destination: ICU”. The cinematic setups take a dark turn as the campaign reveals the real-life toll of vaping. Don’t miss: MOH encourages Singaporeans to take care of their health today, or risk FOMO tomorrow The main film, styled similar to a suspenseful trailer, features Singaporeans personally affected: Delfard Tay lost his 19-year-old daughter, Dandiar Rosli survived four lung washes, and a teenager, Harichandran, recounts losing a friend at 17. “Losing my daughter cost me more than I ever imagined. I’m sharing my story so others wouldn’t suffer the same fate,” said Tay. Speaking on his experience, Rosli said, “After my surgery, I felt like I got hit by a bus. I thought vaping was safer than smoking, but I should not have started in the first place.”  Harichandran said vaping is not just a trend for him, it’s a reminder of personal loss, and he regrets not urging his friend to quit sooner. The campaign shifts from cinematic visuals to raw, documentary-style footage as the real stories unfold. TBWASingapore and MDDI emphasised authenticity and respect, avoiding sensationalism and graphic depictions of vaping or death. Instead, the focus is on the emotional aftermath for those left behind. Recognising the role of support networks, MDDI has also collaborated with government agencies to create resources for families and peers helping vapers quit. The film is airing on free-to-air channels and is available across Gov.sg social media channels until the end of January 2025. “We are grateful to the individuals and families who bravely shared their stories. Their courage to speak out will help Singaporeans see the devasting effects of vaping and encourage those struggling to seek help,” said Aaron Lye, director of campaigns and production department, MDDI. In tandem, Yuanheng Gao, creative director at TBWASingapore said, “By using the visual language of Hollywood and the concept of misdirection, we wanted to catch our audience off guard and deliver the message that the real horror isn’t on screen, but in our lives if we ignore the risks of vaping.”  The campaign follows HPB’s earlier efforts to highlight the harmful effects of vaping. Its “Don’t let vaping toy with your life” initiative features a 60-second video with three young adults watching a livestream by masked content creator “VapeyGaga”, who unboxes dolls named “addicted brain,” “popcorn lungs,” and “diseased heart,” each symbolising different vaping risks. The video underscores the steep consequences of vaping, including fines of up to SG$2,000, closing with the warning, “Don’t toy with your life.” Related articles:   Health Promotion Board launches new low-sodium campaign with experimental installationElmo just wants to check in on Singaporeans in this localised mental health push    The Soup Spoon promotes healthier living in new social media campaign  source

Fashion has always been a reflection of society’s ideals, but as artificial intelligence enters the industry, those ideals are being questioned more sharply than ever. The August 2025 issue of Vogue in the US ignited debate with a two-page Guess advertisement featuring a model who doesn’t exist, sparking backlash from social media users for the “insane” beauty standards and how “no actual human being has body proportions naturally like this”.  Earlier this year, H&M announced plans to create digital clones of real models, prompting discussions about ethics and inclusivity. Meanwhile, the British Fashion Model Agents Association (BFMA) launched the “My face is my own” petition, urging the UK government to establish clear protections against unauthorised AI use of model likenesses. Industry professionals say the AI debate is just the latest chapter in a decades-long conversation about beauty standards and representation in fashion. Christopher Daguimol, consultant for Philippines Fashion Week and former communications director for Zalora, notes a fundamental shift where genuine inclusivity that reflects the real world – diverse body types, ages, abilities and ethnicities – are no longer demanded, but rather expected. Don’t miss: AI beauty pageant: Are we going back to the drawing board on standards of beauty?  This demand for inclusivity has also become a complex operational reality. “Body diversity, different skin tones, genders, and abilities are finally being celebrated across runways and campaigns. For brands, embracing diversity isn’t as simple as featuring a range of bodies in a campaign,” explained Lynn Ong, head of marketing and public relations, YOLO Event Agency, who previously managed marketing for brand such as Asics Malaysia and Under Armour Malaysia. It affects production, sizing, design, inventory, and even pricing. An opportunity or human replacement? With cost at the top of mind, AI can actually bring vast potential. For smaller brands or campaigns with tight budgets, AI allows rapid iteration and exploration of new creative concepts. However, industry professionals caution that the technology cannot replace the emotional resonance of human experience. “The real opportunity isn’t in replacing humans, it’s in rethinking creativity. The future of fashion marketing is making both AI and human work well together to tell stories that feels authentic and yet innovative,” said Ong. She adds a cautionary note about overreliance on AI: “AI may look stunning, but it will feel sterile because it lacks the warmth and unpredictability that makes fashion human.” Echoing the same sentiment is Iman Zulkifli, head of marketing at Bata. Iman stresses that fashion marketing is ultimately about connection. “People don’t connect to bodies because of how they look, they connect because of the stories behind them,” she said, adding that: AI can definitely enhance creativity, but it can’t replace lived experience. The campaigns that stay with people are the ones that is a little raw, a little imperfect, just human. Crispin Francis, country manager for Thailand at bag brand Tocco Toscano, on the other hand, feels differently. While he agrees that AI-generated models cannot act, look and capture the exact emotions desired, it’s just “a matter of time before it could replace typical models.” This is especially since the technology is improving at an exponential rate. “I believe at this stage, some people might feel betrayed upon discovering that a campaign was AI-generated, but this could become the norm in the future,” he said. One thing that AI can never replicate however, is the power of branding. As Francis puts it: There are certainly many opportunities, such as completing work faster at a lower cost, but it would never replace a global superstar whose branding is immediately recognisable to the masses. The human experience aside, Daguimol approaches AI in fashion marketing from an ethical lens. “Consumers are already skeptical of heavily retouched images, and an entirely AI-generated campaign can feel inauthentic and soulless,” he said. In addition, marketers must ensure that the AI is not trained on biased data that perpetuates harmful stereotypes. “We must guide the AI to ensure it reflects our values, not just our bottom line,” stated Daguimol. Toeing the line of transparency In all, industry professionals agree that fashion marketing faces a delicate balancing act. AI can democratise creativity and reduce costs, but risks undermining authenticity and inclusivity. Consumer expectations are shifting, regulatory scrutiny is increasing, and the industry’s history shows that beauty standards are cyclical yet impactful. What they have yet to agree on, however, is how transparent marketers must be with the use of AI. Francis believes transparency is needed when using AI to generate a famous celebrity or when an ad deals with body image issues such as fitness or hair and fat loss, it is not necessary for a “regular ad.” For Daguimol, transparency is “absolutely critical.” “A simple label such as ‘This campaign features AI-generated visuals to showcase diverse body types’ can make all the difference. This kind of honest communication shows that a brand is thoughtful and responsible, not just opportunistic,” he said. Iman agrees, adding that “transparency is not just a box to tick”. “When brands are open about how they’re using AI, it doesn’t take away authenticity. It actually builds trust. It shows confidence in your craft and respect for your audience,” she explained. “People don’t expect brands to be perfect anymore; they just want honesty. Whether it’s body image, digital editing, or AI use, being open about how you create builds real credibility.” Related articles:  UK models launch petition to protect likeness from AI misuse Outrage erupts as Vogue runs Guess ad with AI-generated model  AI meets couture in Valentino x Vans’ limited-edition sneaker collab  source

Qualtrics has named Raen Lim as managing director for Asia Pacific and Japan, as the experience management platform accelerates regional growth and AI adoption. Lim joins from Splunk, where she served as group vice president for Asia, and previously held senior leadership roles at Oracle, Salesforce and Symantec. Based in Singapore, she will lead Qualtrics’ operations across Australia, New Zealand, Japan, Southeast Asia, Korea, India and Greater China. SEE MORE: Qualtrics spends US$6.75bn for Press Ganey Forsta “Raen brings an incredible track record of leading high-performing teams and turning technology investments into business results,” said Brian Stucki, COO, Qualtrics. “As organisations increasingly adopt our AI capabilities, she will drive the next chapter of growth across the region.” Lim said Qualtrics’ investment in AI was redefining how brands connect with customers and employees. “Our AI capabilities are proven, best-in-class, and deliver lasting value – not just promises,” she said. More than one-third of Qualtrics customers have upgraded to AI capabilities in the Qualtrics Experience Management Platform, with 90% of its top 50 enterprise clients adopting one or more AI-powered innovations. Monthly active users of its AI solutions have grown 346% over the past year. The appointment follows Qualtrics’ US$6.75 billion acquisition of Press Ganey Forsta, designed to expand its AI-led analytics and benchmarking capabilities across sectors including healthcare. source

As global ad spend becomes overwhelmingly digital, marketers in Asia Pacific are entering a new era, one defined less by adoption and more by behavior, strategy, and intelligent orchestration. According to We Are Social and Meltwater’s Digital 2026 Global Overview Report, the digital saturation point has been reached. The next competitive advantage for chief marketers (CMOs) across the globe, lies in how effectively they adapt to AI-driven discovery, social media dominance, and the evolving digital divide. Marketers are on track to spend US$1.16 trillion on advertising in 2025, with digital ad spend projected to reach 74.4% of total global advertising in 2025, up from 72.7% in 2024, underscoring a decisive global pivot that APAC marketers must accelerate. Search and social remain the dual engines of global performance marketing, together accounting for 54% of all ad spend, with Search at US$352 billion and social media at US$277 billion.Don’t miss: Global digital ad spend hits US$690 billion, poised to dominate in 2030 Naiyen Wang (pictured left), managing director, Southeast Asia at We Are Social said: “What really stood out to me is how rapidly digital behaviour is evolving, especially in mobile-first markets like Southeast Asia. People are active across seven or more platforms, which makes attention really fragmented. That highlights how important it is for brands to be both agile and culturally relevant, not just present.” “It’s not about one-size-fits-all content; it’s about tailoring content that caters to each platform’s unique user behaviour. I believe the real opportunity lies in how we adapt our strategies to reflect these shifting behaviours in a way that is native to the brand and platforms, while staying value-driven,” Wang added.  Meanwhile, Alexandra Bjertnæs (pictured right), Chief Strategy Officer at Meltwater said they have observed a profound shift in how people discover brands, with more people turning to social media and AI platforms than ever before. “Among younger audiences, social media ads now carry more weight than traditional search in shaping awareness and perception, while the rise of GenAI, now used by more than a billion people each month, is transforming how people find and trust information,” she said. “For marketers and communicators, this is an exciting opportunity to build strategies that connect with audiences in new ways and meet them where they are today,” added Bjertnæs. For developed markets such as Australia, the report highlights an increasingly competitive ad environment. Australia leads with US$769 in ad spend per person, one of the highest globally after the USA and UK, positioning it as a benchmark for mature digital economies in the region. Despite the saturation, social media continues to deliver the fastest growth and strongest engagement. Global social media ad spend is set to rise 13.6% year-on-year in 2025, outpacing search at 11.1%. It is now the number one driver of brand awareness among 16-to-34-year-olds, surpassing even TV. In youth-heavy markets where digital natives dominate, social remains the primary gateway to brand discovery and engagement. With 5.66 billion people (two-thirds of the global population) using social platforms monthly, marketers no longer question whether their audience is online. The real challenge is standing out amid the noise. AI adoption surges past 1 billion The Digital 2026 report also provided compelling evidence that more than 1 billion people now use standalone generative AI tools every month. OpenAI’s CEO reported that ChatGPT alone had 800 million weekly users in early October 2025. This rapid adoption is reshaping online behaviours, particularly search, with GWI data showing a steady decline in the number of people who use a conventional search engine each month. Generative AI (GenAI) has transitioned from novelty to necessity. The report notes that over 1 billion people now use GenAI tools such as ChatGPT every month, marking a new era in how consumers find and process information. AI-powered search is also redefining discovery. Google’s AI search summaries already reach 2 billion monthly users, signaling a fundamental shift from link-based to answer-based search behavior. For CMOs, this means rethinking SEO and SEM strategies to optimise for AI-curated experiences where visibility depends on being part of generated responses, not just ranked results. Looking ahead, 2026 will demand AI-driven precision, from creative production and targeting to customer service automation. For Southeast Asia’s fast-growing economies, inclusivity remains a strategic frontier. The global report highlights persistent disparities in digital access that marketers must account for. Men are 7% more likely to be online than women (75.7% versus 70.7%), creating a gendered digital gap that brands must address through representation and tailored outreach. Meanwhile, the urban-rural divide remains stark. 86.5% internet penetration in urban areas versus 54.5% in rural communities. For brands targeting emerging consumers in Indonesia, the Philippines, Thailand, and Malaysia, the next wave of growth will depend on mobile-first, low-data experiences that overcome connectivity constraints. Despite shifts in digital behavior, search remains central to brand discovery. The report showed that 80.3% of online adults still use search engines monthly, though this is the lowest in recent years. Even with that dip, search remains the top source of brand discovery, driving how users learn about new products and services. Additionally, online retail ads are surging, now making up 23.7% of digital ad spend (about US$204 billion in 2025), surpassing TV for the first time. Much of this overlaps with search and product ads on e-commerce platforms, signalling that retail media is becoming the new search battleground for marketers. Meanwhile, Google’s traffic has dipped just 1–2% in two years but still commands 90% of global search referrals. With search ad spend forecast to reach US$352 billion in 2025, the channel remains too powerful to sideline. The takeaway, is that search continues to anchor the funnel, bridging discovery and conversion across APAC. As digital spend surpasses three-quarters of global budgets, the battle for relevance in 2026 will not be about being online, it will be about orchestrating intelligently across social, search, and AI ecosystems. Marketers in APAC’s diverse economies must balance advanced market saturation with inclusion challenges, ensuring that creativity, cultural nuance, and technology converge to meet audiences wherever they are in

Sentosa Development Corporation (SDC) has unveiled an evolved brand direction, “Discover your element in ours”, aimed at encouraging visitors to reconnect with themselves through the island’s natural elements of sun, sand, sea, nature, and biodiversity. The campaign builds on Sentosa’s tagline, “Where discovery never ends”, positioning the island as a sanctuary for micro-restorations that counter Singapore’s always-on work culture. The initiative targets a hyperconnected generation seeking mindful experiences, offering guests the chance to immerse themselves in 500 hectares of natural island environment just 15 minutes from the city centre. Don’t miss: RWS and Sentosa go ‘Wicked’ with islandwide cinematic takeover Rooted in neuroscience-backed insights on nature’s restorative effects, the campaign highlights five sensory pathways—grounding through sand, flowing with water, energising under the sun, and centring in nature and biodiversity. A new brand film brings these elements to life, capturing the moments of emotional and physical reconnection that Sentosa seeks to offer its guests. In the film, a family enjoys a day on the beach, friends explore the island’s lush greenery, swim, and observe peacocks and insects, while the family concludes their day watching a vibrant fireworks display. Through these scenes, the film highlights how Sentosa offers immersive, restorative experiences that allow guests to slow down, reconnect with nature, and create lasting memories. Moreover, through these creatives, Sentosa aims to reinforce its position as Singapore’s most accessible island destination for restorative, mindful experiences, evolving its storytelling to reflect the emotional and physical rejuvenation visitors can enjoy on the island. “This is not wellness tourism in the sense of spa treatments and yoga retreats,” said Chris Pok, divisional director, marketing & guest experience, SDC. “It’s about making restoration part of everyday life, and being in nature, which is almost a fundamental human need.” Pok added that the campaign aligns with growing public discourse on wellbeing and work-life balance, echoing Prime Minister Lawrence Wong’s 2025 National Day Rally focus on encouraging youth to spend time outdoors and away from screens. Building on this focus on engagement and guest experiences, Sentosa will soon be transforming into a cinematic adventure in partnership with Universal Pictures, DBS Bank, and the Singapore Tourism Board (STB). Running from 10 November 2025 to 4 January 2026, the island will welcome a Wicked: For Good activation through immersive installations such as the reimagined Yellow Brick Road, Glinda’s bubble surrounded by tulip blooms, and a nine-metre-tall Elphaba’s Hat at Lookout Loop.  The journey continues across Resorts World Sentosa, where the Lake of Dreams transforms into ‘Limitless Lights: An Ozmopolitan display of music & lights’, a night-time spectacle featuring music from the film and a glittering Emerald City illumination. Related articles:  MCM, Amara Sanctuary brings Milan to Sentosa with pet-friendly experience  Cable cars get a nyonya twist as Sentosa turns cultural for SG60  Have you seen Sentosa’s MRT sensorial wallscapes yet? source