marketing interactive

After more than 30 years with Great Eastern, Colin Chan (pictured) has stepped down from his role as managing director, group marketing. Chan began his career with Great Eastern in 1994 in various actuarial positions before moving into marketing and progressing through product and leadership roles over the years. Across his career, Chan was involved in a number of notable initiatives at Great Eastern. This includes introducing an investment-linked product suite in the mid-1990s, setting up the accident and health department, launching the ‘Live great’ programme, creating the Great Eastern Women’s Run, reorganising the marketing function toward customer centricity, establishing the ‘Net promoter system’, building digital marketing capabilities, and leading brand work including the ‘Reach for great’ strategy and the August 2025 brand relaunch.From actuarial rigour to customer-centred marketing In conversation with MARKETING-INTERACTIVE, Chan emphasised the influence of his actuarial background on his leadership. “Starting my career as an actuary gave me an invaluable foundation in analytical rigour and risk management,” he said. “Product development was about translating technical complexity into customer value. I learned that the best products aren’t necessarily the most sophisticated from an actuarial perspective, they’re the ones that solve real customer problems in simple, accessible ways, and resonate with people.” “As I look back, I realised that my path from actuarial science through product development to marketing leadership came about because I made it my purpose to do what I could to help get more people understand insurance and take actions to benefit from what insurance offers,” he added, explaining that despite the importance of insurance as a lifeline for unforeseen circumstances, it does not offer immediate gratification, leaving room for much to be done in order to gather people’s interest and attention. On marketing itself, Chan was clear: Great marketing isn’t about clever taglines or flashy campaigns. It’s about understanding customers deeply, designing propositions that meet their needs, and communicating value authentically. He described how product thinking and storytelling needed to work together. His actuarial background taught him to respect data and analytics; his product experience taught him how to design for customer needs; and marketing taught him the power of storytelling and emotional connection. “In my years leading the marketing function, the constant pursuit has been to foster collaboration no just writhing the marketing function, but across teams— actuaries, marketers, product managers, distributors, operations and IT. The goal is for all of us to speak a common language of customer value and this journey continues for the organisation.”Don’t miss: Great Eastern refreshes logo as it marks 117 years On his legacy, handover and advice to future leaders When asked what he hopes his legacy at Great Eastern will be, Chan said he wants to be remembered for having grown the marketing and communications capabilities for the insurance company, being a customer advocate, and the recent comprehensive brand refresh, as well as for developing and extending Great Eastern’s branding and marketing across the region to reach new customer segments.  He also cited “championing staff volunteerism and fund-raising initiatives” and “having a strong collaborative spirit” as areas he hopes will endure. “And I hope my journey from actuarial science to marketing leadership will inspire others to embrace unconventional career paths, to see the value in diverse experiences, and to recognise that the best leaders are often those who’ve walked multiple paths.” On handing over to Kwek-Perroy Li Choo (pictured), Chan shared a message he had sent to the newly appointed managing director, group integrated propositions and platforms. “Li Choo, as I pass the baton to you, I do so with Great confidence and optimism. You have inherited an extraordinary team and have an integrated function positioned for success,” he said. “Together with your fresh perspectives, unique experiences and vision I’m sure you’ll not just build on what we’ve created but take it to a level way beyond what we could have thought of before.” Chan also shared that throughout the month-long handover period, he has seen Kwek-Perroy spend time to understand the structures in place, and is heartened by her interest to build on what his team has put in place over the years.  His advice to aspiring marketers and leaders is practical and wide-ranging. He encouraged them to embrace diverse experiences, master fundamentals before innovating, making customer empathy a priority, to never stop learning, and to make data a friend but placing importance on intuition too. “It is also crucial to build teams, not empires. The teams I’ve built are my proudest achievement. One should focus on developing people, creating psychological safety for innovation, and build collaborative cultures,” said Chan. He also urged marketers to value collaboration and purpose in their work. “Our biggest collaborators are our agents and advisors who are on the front lines, understanding customer needs and concerns in ways we never can from head office,” he said. “Build propositions together, listen to their feedback, and recognise that their success, is also your team’s success.” Above all, he reminded marketers to view their role as one of service and integrity. He added:  In an industry built on trust, your reputation is your most valuable asset. Make decisions you can defend not just legally or commercially, but morally. On his immediate plans, Chan told MARKETING-INTERACTIVE that he is looking forward to a break, to take a step back, refocus and discern what the future has planned for him.  Related articles: Great Eastern chief marketer Colin Chan to step down after 30 years Former marketer Kwek-Perroy Li Choo takes on newly created MD role at Great Eastern Great Eastern’s new brand film turns life’s storms into stories of strength source

Hong Kong workplaces are the least prepared to adopt artificial intelligence (AI) out of 30 global markets studied, according to the latest Cisco survey.  Conducted via a double-blind online survey in August, the Cisco AI Readiness Index 2025 is a global study that gathers insights from 8,039 senior IT and business leaders responsible for AI integration and deployment in organisations with 500 or more employees. Participants came from 26 industries, including business services, retail, media and communications, and technology, representing 30 markets globally, such as Hong Kong, Japan, Indonesia, mainland China, Taiwan, Singapore, the Philippines, Malaysia, as well as US and UK. The survey found that only 2% of Hong Kong firms surveyed were considered “pacesetters” – significantly trailing the global average of 13% over the last three years.  Nearly all pacesetters (99%) had a defined AI strategy, starkly contrasting with the mere 32% of all Hong Kong organisations. These leaders were also significantly more likely to expand AI use, prioritise it in their budgets, invest in data-centre capacity, and meticulously track their AI investments’ returns. Furthermore, pacesetters demonstrated heightened awareness of AI-related security threats. The survey revealed significant hurdles for Hong Kong firms: 38% anticipated a major workload increase, 68% grappled with data centralisation, and just 14% had sufficient chip capacity. Furthermore, fewer than one in five companies could detect AI-specific security threats. Despite these challenges, 71% of organisations planned to deploy AI agents—software designed to autonomously perform tasks—to work alongside employees within a year. Globally, in the next 12 months, 71% of Pacesetters and 53% of all companies plan to develop real-world agentic use cases. This will strain IT capacity, with 62% expecting workloads to increase by over 30% in two to three years, and over half expecting a 1.5 times rise in five years. Unlike traditional automation, agentic systems act on data, demanding continuous support from networks, compute, and storage. Meanwhile, 83% of companies are planning to develop or deploy AI agents, and nearly 40% expect them to work alongside employees within a year, focusing on customer support, cybersecurity, and business process automation. This could result in a future workplace where agents assist employees, handle repetitive tasks, autonomously detect security threats, and enhance productivity. But for the majority of these companies, AI agents are exposing weak foundations — systems that can barely handle reactive, task-based AI, let alone AI systems that act autonomously and learn continuously. More than half (54%) of respondents say their networks can’t scale for complexity or data volume, and just 15% describe their networks as flexible or adaptable. Surveyed business leaders indicated they are facing challenges with their infrastructure, such as high resource allocation for IT, overall readiness to accommodate future AI offerings, and acceptable inference cycle times for use case needs. Don’t miss: Microsoft rolls out AI agents to help businesses with everyday tasks Jeetu Patel, Cisco’s president and chief product officer, said: “We’re moving past the era of question-answering chatbots and stepping into the next major phase of AI: agents that independently execute tasks. Today’s study shows that over 80% of companies are prioritising agentic solutions, with two out of three reporting that these systems are already meeting or exceeding their performance goals.” “The evidence points to a massive competitive advantage: companies that are further along are seeing dramatically stronger returns than their peers,” Patel added. Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future. Related articles: DMA HK: Eileen Tang on how Maxim’s breaks down data silos with AISingapore leads in AI adoption, but customer service still falls shortMeta to use AI chats to personalise ads and content across platforms source

Resorts World Sentosa (RWS) and Sentosa Development Corporation (SDC) are transforming the island into a spellbinding cinematic adventure this festive season in partnership with Universal Pictures, DBS Bank, and the Singapore Tourism Board (STB). Running from 10 November 2025 to 4 January 2026, the activation brings the world of Wicked: For Good to life ahead of the film’s release on 20 November, inviting guests to step into the Land of Oz through immersive installations, themed experiences, and larger-than-life photo moments. At Sentosa Sensoryscape, the experience begins along a reimagined Yellow Brick Road, guiding visitors through glowing gardens and trellises toward the Emerald City. Highlights include Glinda’s bubble, a dazzling photo spot surrounded by tulip blooms, and a nine-metre-tall Elphaba’s Hat towering over Lookout Loop. Don’t miss: Singapore Tourism Board hunts for creative agency, Ebiquity to handle pitch  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. Over at Universal Studios Singapore, the Hollywood zone takes on a Wicked makeover, featuring meet-and-greets with characters including Elphaba, Glinda and The Wizard. The Pantages Hollywood Theatre will showcase ‘The wardrobe of Wicked’, a curated costume display featuring film replicas such as Glinda’s quarters, Elphaba’s broom, and Madame Morrible’s dress. Fans can also indulge in exclusive Wicked-themed merchandise, food, and beverage offerings, from pink-and-green treats inspired by the film’s heroines to collectible apparel and accessories. “We are excited to bring the enchanting wonder of Wicked: For Good to Resorts World Sentosa this festive season. Beyond its global cinematic appeal, this experience invites every guest to pause, connect and rediscover the joy of imagination and togetherness. It’s a celebration of friendships, family and the moments that truly matter,” said Lee Shi Ruh, CEO of Resorts World Sentosa. “Our partnership with Singapore Tourism Board, Sentosa Development Corporation and DBS Bank reflects a shared vision to shape Sentosa and Singapore into a destination where every corner tells a story and every visit spark wonder. We are proud to present an experience that is bold, immersive, and truly unforgettable for our guests,” she added.  The Wicked: For Good island transformation runs until 4 January 2026 across Sentosa and Resorts World Sentosa. The activation leads up to the Asia Pacific premiere of Wicked: For Good on 13 November at Universal Studios Singapore, marking the fourth stop of the film’s global premiere tour. The red-carpet event will welcome the all-star cast, including Cynthia Erivo, Ariana Grande, Michelle Yeoh, Jeff Goldblum, and director Jon M. Chu, with a handprint ceremony and screening at the Pantages Hollywood Theatre. A fan event at WEAVE, RWS’s lifestyle and community space, will also be held as part of the celebration. With plenty to look forward to, sentiments online towards the upcoming premiere event have been mixed, with 32.7% positive and 24.6% negative, said media intelligence firm CARMA.  In overall, netizens are excited to have the chance to see stars Grande and Erivo in person. Most mentions are aspirational with regional fans from Malaysia, Philippines and Indonesia expressing interest in attending the event. However, there were multiple posts detailing negative experiences surrounding the Wicked premiere in Singapore, including ticket misrepresentation and lack of access to the movie screening, raising concerns about event management and transparency, added CARMA. Some netizens said the event descriptions kept changing, leaving many feeling confused and misled. Others are encouraging ticket holders to request for a refund.  When MARKETING-INTERACTIVE reached out, a RWS sporkesperson said: “The Universal Studios Singapore Premiere Day Special includes admission to the park, food and beverage and retail vouchers, and provides guests inside the park with a chance to catch a glimpse of the Wicked: For Good cast on the yellow carpet during the premiere day festivities.” “Similar to other global movie premieres, the movie screening itself is a closed-door, by-invitation-only event. The website has been updated to provide greater clarity for our guests and enquiries can be sent to [email protected],” the spokesperson added.  Related articles:   Win for Pei Pa Koa as Wicked cast gushes over the herbal remedy Starbucks wows fans and Ozians with Wicked-themed products  Mattel apologises for misprinting porn site on ‘Wicked’ doll packaging  source

IPC charity organisation Unlocking ADHD is flipping the narrative on the condition with a new campaign film titled “Focus on us”. The public awareness video features an all-ADHD cast and seeks to challenge stigma. It also celebrates alternative ways of seeing the world.  The video starts with certain cast members struggling to focus but are later seen flourishing in their crafts and talents whether its singing, painting, fixing puzzles and more. The narrator also encourages viewers to focus on individuals with ADHD and see them as imaginative creators, eager socialisers and spontaneous energisers. The narrator also reminds viewers to never mistake differences for weakness.  Don’t miss: Classic The Beatles hit ‘Help!’ reimagined into youth mental health anthem The video was directed by Shaun Yeo of Loco Motion and was based on a concept by late-diagnosed ADHDer and creative director Tay Guan Hin. “This is more than just a video — it’s a movement. Created with authenticity by ADHDers, it challenges stigma and flips perceptions,” Tay said. In addition, UA has unveiled Differently wired minds, a 180-page hardcover book featuring more than 60 stories of ADHDers across ages, industries, and backgrounds. The book reframes ADHD through stories of resilience and creativity while offering practical strategies to thrive. Proceeds support Unlocking ADHD’s work as a charity. “Differently Wired Minds offers the collective voice of the ADHD community in Singapore. By sharing struggles, strengths, and strategies, we hope to inspire greater empathy and understanding,” said Moonlake Lee, founder and director of UA. UA has also launched Unlocking ADHD – MINDSET Support Hub, a new initiative in partnership with Jardine Matheson Group’s MINDSET. Funded with SG$1 million over three years, the hub offers ADHD-informed counselling, coaching, and other support programmes designed with and for the community. The initiatives come as Unlocking ADHD marks its fourth anniversary and observes ADHD Awareness Month this October, coinciding with World Mental Health Day on 10 October—a moment when many brands spotlight their support for mental health. One such brand is Sephora and Rare Beauty by Selena Gomez, which ran its “Make a rare impact” campaign from 10 to 12 October 2025. During the campaign, Sephora donated 100% of sales from new Rare Beauty fine fragrances to the Rare Impact Fund, covering both in-store and online purchases across 25 markets, including Australia, Brazil, Canada, France, Hong Kong SAR, India, the UK, the US, and Sephora at Kohl’s locations. Launched in 2020 by Gomez, the Rare Impact Fund aims to mobilise US$100 million for organisations expanding access to youth mental health services and education worldwide. Since its inception, it has raised over US$20 million and supports 30 organisations across five continents. Related articles:Sephora and Rare Beauty reunite to mark world mental health day  Jobstreet by SEEK launches ‘We see you’ to break silence on workplace mental health  Geneco celebrates the beauty of losing your way in latest mental health campaign  source

The Coca-Cola Company claimed the crown as ‘eCommerce Brand of the Year’ at the 8th annual Asia eCommerce Awards, presented by MARKETING-INTERACTIVE. With a dazzling haul of nine Gold, one Silver, and one Bronze, the global beverage giant surged past last year’s champion, Nestlé (Zone AOA). Coca-Cola’s triumph was driven by standout campaigns such as “Coke&Go”, “FoodMarks”, “Grab Hyper-Segmentation”, “Philippines Christmas 2024 with foodpanda”, and “Australia – Refining eCommerce Excellence”. These projects collectively swept 11 categories, including major accolades ‘Best Brand – Food & Beverage’, ‘Best eCommerce Solution’, and ‘Best Campaign – Holiday/Seasonal Marketing’. The race for the top honour was fiercely contested, with strong performances from Singtel, iNova Pharmaceuticals, Miramar Hotel and Investment Company, Ngong Ping 360, Shell Pilipinas Corporation, Yahoo, MoneyMax Jewellery, AIA Carnival, and former titleholder Nestlé (Zone AOA). Asia eCommerce Awards Marketplace / eRetailer of the Year winner, Watsons. Another highlight of the evening saw Watsons unseat ZALORA to claim ‘Marketplace / eRetailer of the Year’. Its campaign “Watsons Playlist: The P-Pop Power Concert” earned a Gold for ‘Best Campaign – Community-Driven Interactive Experience’ and a Bronze for ‘Best Campaign – Social Commerce’. Meanwhile, WPP Open X rose as ‘eCommerce Agency of the Year’, ending DKSH eCommerce’s four-year reign. The agency brought home eight Gold, one Silver, and one Bronze, including multiple wins for Coca-Cola campaigns executed in partnership with Grab. Other agencies recognised for creativity and innovation included ADA Global, iMagic eSolutions, DKSH eCommerce, RED² Digital, Great Deals eCommerce Corporation, Prizm Group, Section, The Great Entertainment Group, and LEAP Commerce. Asia eCommerce Awards eCommerce Agenct of the Year winner, WPP Open X. Click here for the full list of winners. This year’s Awards brought together 17 judges from leading regional brands, who evaluated entries to crown the very best in eCommerce. The winners were revealed on 16 October at the Shangri-La Singapore Hotel, celebrating innovation, creativity, and excellence across the industry. Congratulations to all winners for setting new benchmarks in eCommerce. MARKETING-INTERACTIVE looks forward to seeing another year of groundbreaking campaigns and bold ideas at the #AsiaeCommerceAwards 2026. source

POP LAND has opened its first overseas pop-up in Singapore, setting up at Bugis+ from 15 to 26 October. Located at Level 2 Atrium and operating daily from 10am to 9.30pm, the store brings the brand’s pastel-themed, collectible-driven appeal to fans in the city-state. The pop-up features exclusive POP LAND merchandise unavailable elsewhere, alongside photo-ready installations designed for social media engagement. Popular character MOKOKO is also on display, adding to the store’s “cute and collectible” allure. Don’t miss: POP MART expands to Bandung with new immersive store experience  Entry is strictly by registration, which opened on 14 October via POP LAND Singapore’s official social media accounts (@popmartsg). Visitors must register with details matching their NRIC or passport and present the same ID for verification. Children aged 12 and under can enter without registration but are not eligible to make purchases. Registered shoppers have a 20-minute timeslot to browse and complete purchases. Management has emphasised that duplicate registrations will be cancelled and attempts to re-enter the store will be refused. Admission does not guarantee the purchase of any specific item. The Singapore pop-up marks POP LAND’s first foray outside China, reflecting the brand’s ambition to expand internationally while creating a highly curated, immersive experience for fans. It follows the brand’s recent activation at VivoCity, where POP MART brought ‘The monsters wacky mart’ series to life across two locations until 19 October. At the Sky Park on Level 3, visitors can wander through the Labubu Mini Market, a rooftop takeover featuring oversized installations and immersive photo zones. Meanwhile, the East Court on Level 1 houses a pop-up retail space offering exclusive merchandise and other collectible items. Related articles:POP MART cracks open SEA’s collectibles craze with Lazada partnership  POP MART reportedly launches film studio for Labubu animated series productsPOP MART launches mini Labubu to boost sales  source

Raffles Hotels & Resorts is ushering its legendary service into a new era. With the launch of the second chapter of its global campaign, “The Butler did it”, the brand is using storytelling and bespoke experiences to modernise its image, while staying true to its heritage. Raffles’ chief brand officer Claudia Kozma Kaplan explains that “The Butler did it” concept evolved from a desire to present Raffles in a bold and unmistakable way, creating imagery so distinctive that it could only belong to Raffles,” she said, adding that:  Storytelling is central to our brand marketing strategy as it allows us to craft not just campaigns, but living narratives that immerse our guests and invite them to step into a world of theater, inspiration, and discovery. Don’t miss: How luxury pop-ups are redefining exclusivity  Set against the historic grandeur of Raffles London at The OWO, the campaign blends cinematic flair with the brand’s signature butler service, featuring Tim Easton alongside a star-studded cast including Henry Golding, Jacquetta Wheeler, and Amalie Gassman. The first chapter introduced audiences to Raffles’ iconic Butler Service in its flagship Singapore property, with Easton joined by Waris Ahluwalia, Robert Rabensteiner, and May Siu. It highlighted how Raffles anticipates every guest need – from private tours to in-room dining – while positioning the brand as elegant, cinematic, and globally expanding. This narrative approach extends beyond film and photography. Through “The Butler did it experiences”, Raffles has created bespoke itineraries curated by its butlers, turning guests from passive spectators into active participants. From sharing afternoon tea with royalty in Cambodia to uncovering London’s hidden stories on a private historical journey, each experience is designed to immerse guests in a culturally rich, one-of-a-kind journey unique to each property. Kozma Kaplan notes that these itineraries also reflect how the butler role has evolved: beyond impeccable service, today’s butlers are cultural connectors and trusted guides, opening doors to moments and stories that cannot be accessed otherwise. When it comes to its campaigns, wit, elegance and intrigue are balanced. In fact, Kozma Kaplan likened each activation to a staged play: wit adds sparkle, elegance anchors the production in sophistication, and intrigue keeps audiences leaning forward. By blending these elements with sensitivity to cultural nuance, Raffles creates campaigns that resonate equally in cosmopolitan cities such as London and across the vibrant markets of Asia Pacific. Selecting the right creative collaborators is equally crucial. Raffles sought out a team that instinctively understood the interplay of heritage and modernity. Working with creative director Trey Laird, photographer Dylan Don, and stylist Robert Rabensteiner, Raffles’ campaigns honour the DNA of the hotel while introducing a fresh lens that surprises and delights audiences. Heritage remains a foundation for the brand, dating back to 1887, yet each new property allows Raffles to reinterpret its history for contemporary luxury travellers. “We honour our rich history through hallmarks such as our legendary butler service, while evolving the guest experience – from design to programming to culinary offerings – to meet the desires of the modern luxury traveller. The result is a brand that feels both steeped in history yet perfectly in step with today’s world,” Kozma Kaplan said. Maintaining consistency across diverse markets is key. Raffles’ global expansion – from Jaipur and Sentosa to upcoming openings in Jeddah, Lake Como, Los Cabos, Shanghai and Tokyo – ensures that every property delivers a consistent red thread of legendary service and enchanted glamour while allowing each hotel to reflect its own locale and culture. The brand’s core remains the same: Service that is anticipatory, personalised, and deeply personal. “This balance allows us to remain unmistakably Raffles, while ensuring that each experience feels unique,” Kozma Kaplan added. Through these immersive experiences, Raffles also strengthens its marketing impact. The brand looks beyond occupancy numbers, focusing on earned media value, social engagement, guest sentiment, and brand advocacy to understand how deeply its stories resonate. Kozma Kaplan notes:  The truest measure of impact is when guests not only return, but also retell their Raffles moments as personal stories of their own. Ultimately, the campaign forms part of a broader strategy to modernise Raffles’ perception. While the brand has always been synonymous with luxury, the goal is to present a sophisticated yet warm, accessible yet aspirational image. “While we are an ultra-luxury brand, we don’t want people to think of us as stuffy or exclusive, because our hotels are very warm, welcoming places where we want people to feel like the best version of themselves,” says Kozma Kaplan. Looking ahead, Raffles sees luxury hospitality marketing evolving toward deep, participatory storytelling – cinematic, immersive, and interactive, using digital innovation and cultural partnerships to craft narratives that feel both global and personal. Through “The Butler did it”, Raffles is proving that true luxury is no longer just about opulence – it’s about narrative, experience and the ability to transform every stay into a personal story. Related articles:   Study: 90% of APAC luxury travellers book with wellness in mind Luxury goes pop: How music videos are the new catwalks for high fashion brands  From dosas to door greets: Marriott Hotels’ 24-hour welcome goes global source

Virgin Active is challenging Singapore’s relentless hustle culture with its latest initiative, “Recharge” — a two-week campaign designed to remind people that rest is as essential as a workout. Rolling out across all Virgin Active clubs, the campaign invites Singaporeans to “tune out the grind and tune into your mind” through curated experiences that promote recovery and mindfulness. From sound baths and zero-gravity sleep pods to ice rooms, hydrotherapy spa pools and regeneration zones equipped with Hyperice devices, “Recharge” champions rest as active self-care rather than indulgence. The push is grounded in findings from Virgin Active’s Wellness Trends Survey 2026, which polled 1,000 Singaporeans aged 25 to 65. The study revealed that while 41% view sleep and recovery as key to wellness, 37% struggle to maintain it — with nearly half (44%) consistently battling poor sleep. Another 28% said they rarely or never make time for intentional rest. Don’t miss: Virgin Active picks media agency for SG and TH  To tackle this growing deficit, Virgin Active has partnered with Somnus Sleep Wellness, offering members monthly sleep masterclasses and personalised assessments to help improve sleep quality and optimise recovery habits. “With so many Singaporeans struggling to get proper rest, it’s increasingly important to make space for recovery in today’s overactive world,” said Julien Bera, country director for Singapore and Thailand at Virgin Active. “Wellness isn’t just about working hard; it’s about knowing when, and how, to pause. We provide the expertise, experiences, and tools to help the community recharge, maintain balance, and embrace holistic health every day,” he added.  By framing recovery as a vital part of overall well-being, “Recharge” reinforces Virgin Active’s positioning as Singapore’s leading holistic wellness provider — one that’s as committed to helping members rest as it is to keeping them active. Those keen to experience the campaign can sign up for a free trial at Virgin Active. “Recharge” and the partnership with Somnus Sleep Wellness are part of Virgin Active’s broader move into the wellness space. Last year, the fitness club teamed up with NOVI Health to offer members a curated selection of scientifically backed meals tailored to individual wellness goals. The prepared options fall into five categories — ‘Muscle Mastery’, ‘Revive & Recover’, ‘Eat Lean’, ‘Stay Lean’ and ‘Fit Fuel’ — each designed to support specific outcomes while prioritising taste, freshness and nutritional value. In a separate interview with MARKETING-INTERACTIVE, Bera said the club’s evolution beyond being just a gym is both strategic and timely. “This is especially timely in an era where the boundaries between work, social life, and personal well-being are increasingly fluid,” he said. “In addition, the convergence of wellness and fitness will become even more pronounced, and gyms need to adapt to this shift by offering services and programs that embrace this holistic approach.” As such, Virgin Active has moved beyond the traditional gym model to provide an end-to-end experience that integrates physical training, mental wellness and recovery. According to Bera, this reflects the brand’s belief that wellness should be holistic, seamless and sustainable.  Related articles:  Anytime Fitness appoints Akcelo as agency of record, plots major brand transformation Virgin Active calls out toxic wellness fads in bold new global campaign  How Virgin Active is choosing to flex its muscles amidst changing consumer needs  source

Singaporean personal care brand Blunies Express is encouraging commuters to smell nice in public with its latest pop-up activation at Bugis Junction. Designed as an MRT cabin complete with route map, seats and standing poles, the installation offers an Instagram-worthy, immersive experience that goes beyond the launch of the brand’s deodorant range. Visitors can participate in a range of activities, from winning free deodorants and exclusive merchandise to claiming limited-edition sticker packs or a copy of Blunies Papers. A standout feature is the “send-a-stink” hint, which lets fans anonymously alert someone they think smells, along with a free deodorant. Don’t miss: Prasarana pulls HYGR ad from trains, tightens ad reviews  The pop-up follows a pre-launch stunt, where Blunies’ self-styled Pit Patrol officers patrolled MRT stations near popular spots, handing out playful summons for offences including “Boo, you smell” “Your armpits deserve better”, “Your armpits are screaming for help”  and “Showering once a day isn’t enough.” Each ticket also promoted the pop-up, taking place from 14 to 19 October, encouraging recipients to visit and join the fun. The campaign taps into a viral cultural moment earlier this year. In January, TikToker Steph L (@mianbaobreadpan) sparked debate over Singaporeans’ hygiene habits, urging people to shower before leaving home. Responses were split: some viewers argued daily morning showers are unnecessary, while others defended the practice of using deodorants or body wipes as sufficient. Local data underscores the relevance of the campaign. A The New Paper survey found that 80% of Singaporeans commute via public transport, yet only 29.2% shower once a day on weekdays, increasing slightly to 35.4% on weekends. The combination of high commuter traffic and inconsistent hygiene habits highlights the opportunity for a playful intervention like Blunies Express. The activation also reflects regional trends in personal care marketing. Last year, Malaysian brand HYGR gained attention with its LRT takeovers in Kuala Lumpur, featuring comic-strip train wraps, overhead grab handles, posters, and QR codes linked to gamified Instagram filters offering discount vouchers. Blunies’ MRT pop-up similarly merges humour, interactivity and public transport to spark engagement while reinforcing the importance of deodorant use. Related articles:   Dove seeks an underarm ambassador ahead of US Open 2025 Deodorant brand HYGR takes over LRT lines with interactive redesign Dove celebrates courage by empowering Filipino women to #FreeThePits  source

The Singapore Tourism Board (STB) has called a pitch for a new creative agency partner to drive its global marketing and communications strategy from 2026 onwards. Independent consultancy Ebiquity has been appointed to assist STB in managing the pitch and evaluating proposals. The new appointment will take effect from February 2026 for an initial period of two years and two months, with the option to renew for another two years, and subsequently for one additional year. According to tender documents seen on GeBIZ, the appointed agency will work closely with STB’s marketing group in Singapore to deliver destination marketing for both leisure and business tourism, while also supporting its strategic communications. The selected agency will serve as STB’s lead marketing partner, responsible for ensuring unified and seamless integration across creative, digital, media, and communications plans in line with the board’s destination brand strategy. Don’t miss: STB taps Ebiquity to power up global agency strategy   Key services outlined in the RFP include account management, marketing strategy counsel, creative conceptualisation and execution, social media management, influencer marketing, and marketing innovation. The agency will also be required to participate in STB’s annual scoping exercise to plan campaigns for each financial year, with historical benchmarks indicating around one large, three medium, and five small campaigns annually. Beyond planned initiatives, the agency may also support opportunistic marketing efforts as directed by the board. STB further requires the appointed agency to propose an approach for developing diverse creative responses, which may involve coordinating multiple creative teams to deliver distinct campaign concepts for competitive selection. The creative partner will develop and execute marketing initiatives across STB’s key international markets, including China, India, Indonesia, Japan, South Korea, the United States, the United Kingdom, and Australia, as well as emerging markets such as Saudi Arabia, France, and Mexico. The contractor is expected to tailor strategies to local market nuances while maintaining brand coherence and alignment with STB’s global narrative. The tender is part of STB’s efforts to advance its Tourism 2040 (T2040) roadmap, which aims to position Singapore as a top-of-mind destination amid shifting travel trends and a rapidly evolving marketing landscape. The agency will provide strategic counsel on STB’s overall marketing strategy, develop integrated campaigns and content strategies, and leverage emerging technologies such as generative AI to optimise marketing outputs and effectiveness measurement. The contract comes as STB’s existing arrangement with its incumbent agency consortium, The Shophouse @ Publicis — comprising BBH Communications, ZenithOptimedia, Digitas, and Prodigious — sets to conclude in March 2026. WE Communications currently manages STB’s public relations in Singapore. MARKETING-INTERACTIVE has reached out for more information.  This follows STB’s earlier tender in September for an outsourced creative production team to handle its digital content needs, also set to begin in February 2026. The appointed team will be responsible for producing social, graphic, video, and digital assets for platforms including Instagram, TikTok, Facebook, LinkedIn, YouTube, Google, VisitSingapore.com, and print, working closely with STB’s marketing activation unit. According to tender documents seen by MARKETING-INTERACTIVE at the time, the contractor will act as the employer of the creative team, overseeing manpower management, recruitment, and compliance with employment laws. Related articles: Singapore Tourism Board names new PR and digital marketing agency for HK  STB names veteran Oliver Chong assistant chief executive of international group  STB seeks integrated agency to amplify SG brand in UK source