marketing interactive

Microsoft is leaning into nostalgia with a playful new release. The tech giant has unveiled a Microsoft limited edition Crocs bundle, featuring design elements inspired by some of its most iconic moments, including the cultural phenomenon that was Windows XP. The ‘Bliss’ backdrop—a photograph of a green hill under a blue sky dotted with white clouds, taken in Sonoma County, California—became an enduring symbol for millions of Windows XP users in the early 2000s. For this limited-edition release, the image has been reimagined and incorporated into the bundle’s accessories and design, giving fans a tangible connection to the brand’s past. Don’t miss: McDonald’s X Crocs collab lands in HK to surprise Gen Alpha  Other accessories include charms designed as the tech giant’s Clippy, mouse pointer, MSN butterfly, Internet explorer logo, recycle bin and folder icon.  The release is part of a broader celebration of Microsoft’s 50th anniversary, designed to blend culture, creativity, and community.  “As part of Microsoft’s 50th anniversary celebration, we’re releasing a Microsoft limited edition Crocs bundle that includes nostalgic nods like Windows XP-inspired Crocs, custom Jibbitz charms, and a Bliss-themed drawstring backpack,” said Frank Shaw, chief communications officer at Microsoft. The launch follows the recently concluded #MicrosoftCrocSweepstakes, which drew strong participation and social media buzz. Encouraged by the positive engagement, Microsoft announced that the bundle is now officially available globally. Crocs’ brand collabs have always taken a unique and creative spin that is meaningful to the brand’s fans. In a 2024 collaboration with Pringles, the collection featured a pair of boots with a custom holster to store a grab-and-go Pringles can. The collection also featured charms designed after the brand’s Mr P mascot and colourways that match the snack brand’s flavours and cans.  Related articles:  Snack on the go with Crocs and Pringles’ new limited-edition collection  Maybank inks partnership with Microsoft to supercharge digital and AI transformation  Skype’s last call set for 5 May as Microsoft retires it for Microsoft Teams  source

Rudy Khaw (pictured), CEO of AirAsia brand co. (Abc), is officially stepping down today (10 October) after an 18-year journey with AirAsia. Having risen through the ranks from brand executive to CEO, Khaw leaves behind a legacy defined by creativity, collaboration and an unwavering belief in the power of people, culture and passion. Reflecting on his decision, Khaw said it was one made with gratitude and careful thought. “After 18 years with the brand, I’m really proud of what I’ve managed to achieve, especially so with the support of great teams, mentors, peers and all the Allstars I’ve worked with,” he said. It wasn’t an easy decision, but it felt like the timing was right for me. “With the brand in a good place and a new course set from a brand and creative direction in recent years ready to evolve into whatever comes next for Abc.” Don’t miss: AirAsia takes flight with new custom typeface On a personal note, Khaw said his departure marks a moment to “reignite creative passions, curiosity and discovery” outside the bounds of day-to-day deliverables. “It’s time to explore freely, create unattached, and develop intentionally or even accidentally,” he said. From fresh grad to CEO  Looking back on nearly two decades at AirAsia, Khaw summed up his experience with one word – amazing. “Who would’ve thought that a fresh grad kid who literally had no idea what he wanted to do after graduating from university would be able to work his way up from a brand executive to eventually the CEO of a brand company?” he said. “Over 18 years, I’ve connected with people from so many different cultures, been to countries I never thought I’d visit, and worked with partners from sports, music, entertainment, fashion. It’s given me such a wealth of experience that I’ll forever be grateful for.” Khaw first joined AirAsia in 2007 as a brand executive, and gradually moved up the ranks to be regional head of branding, then chief brand officer for the airlines. In 2023, AirAsia brand co. was launched, and Khaw was appointed CEO to drive the brand’s growth in ASEAN and beyond.  Among his proudest milestones, Khaw highlighted the introduction of “People, places and passion”, a framework that shaped much of AirAsia’s brand and creative work in recent years. “With the 3Ps in place, it allowed for a lot of our projects and initiatives to be crafted with deeper meaning in a way that wasn’t astray from where the AirAsia brand originally set off, with a focus on people, accessibility, democratising travel, dreams and connectivity,” he said. That thinking guided some of AirAsia’s most memorable initiatives, from Taylor Swift’s Red Hot Tour in 2014 to collaborations with 88Rising in 2018, which produced videos for NIKI, Higher Brothers x Phum Vhipurit, and Joji. Khaw also recalled AirAsia’s backing of Malaysian Moto3 racer Zulfahmi Khairuddin, creative collaborations with artist Ta-ku, and the creation of AirAsia Buds, an animated series aimed at building brand affinity among younger audiences. As he looks ahead, Khaw said he remains a lifelong learner and believer in the power of shared knowledge. “Doing branding in AirAsia allowed me to learn a little bit of everything across the company because branding touches everything,” he said. Knowledge should be shared to progress, so don’t gatekeep, as it won’t serve anyone positively. He added that ideas can come from anyone, anywhere, at any time. “Having an idea said out loud is a lot more powerful than having it kept in your head or not having it heard,” he said. “It’s more wasted unheard or untold than it is laid out but unused.” What’s next for Khaw? While Khaw has no immediate plans, he said he intends to take time to “flow with life.” “Nobody believes me when I say nothing immediate,” he laughed. “Of course I’ve put down some ideas and see where that can take me. My next move will still connect to who I am. Curious, creatively driven, pop-culture inspired and intentional. I may even start my own thing that’s categorically Rudy or do some consultancy… who knows?” As for what’s next in branding and content marketing, Khaw believes the focus will continue to shift toward genuine passion and cultural connection. “There was ‘personalised,’ then ‘tribe,’ then ‘authenticity,’ and now ‘community’. But really, it’s all the same thinking,” he said. “That’s why I believe so much in ‘People, places, passion’.” Understanding cultures and subcultures is so important. You can’t buy that, and it’s not data that drives it either. It’s a human being’s pure interest that shapes how these things grow and evolve. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry’s leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles: AirAsia brand co. names new creative director AirAsia Rudy Khaw big ideasGoing beyond the product: AirAsia’s Rudy Khaw on the airline’s multiple brand IG accounts source

In the latest episode of MARKETING-INTERACTIVE’s Marketing Connected podcast series, In Conversation, we sit down with Matthew Eaton, editor of MARKETING-INTERACTIVE Australia, to talk about the publication’s growing presence down under, the evolving marketing landscape, and how the brand is building stronger bridges between Australia and the rest of Asia Pacific. MARKETING-INTERACTIVE officially marked its Australian debut in July with a launch event at Sydney’s Ivy Penthouse, bringing together more than 100 senior leaders across the creative, media, and marketing industries. The launch followed Eaton’s appointment earlier in February, signalling a bold new chapter for Lighthouse Independent Media’s regional expansion. Don’t miss: MARKETING-INTERACTIVE celebrates official Australian launch, kicks off next growth phase Eaton, who has previously led editorial teams for MARKETING-INTERACTIVE across Hong Kong, Singapore, and Malaysia, said the Australian market has been “insanely busy”, but in the best way possible. “Every day there’s something happening,” he shared. “The big challenge is to make sure we’re doing it justice because the Australian media works at a really cracking pace.” He added that the publication aims to bring a fresh perspective to the market by diving deep into stories about CMOs and how their roles are evolving with the rise of new technologies and AI-driven customer experiences. Since its soft launch, Eaton said he has also seen strong engagement from readers interested not only in Australian stories, but also in insights from Southeast Asia, particularly emerging trends from markets such as Indonesia, the Philippines, Hong Kong and Singapore. “There’s a real appetite for cross-border perspectives,” he said. What works in Southeast Asia might not always apply to Australia, but there are lessons we can draw from them. Eaton, who recently joined several of MARKETING-INTERACTIVE’s regional conferences such as Digital Marketing Asia and Content360 in Singapore, shared that the harmony between editorial and events has become a defining strength of the brand. “Just like how the conferences are being run now, working together with the editorial side of things. It’s like a very well-oiled machine,” he said. We’re finding this sweet spot where events, content, and podcasts all work in synergy. Looking ahead, Eaton said 2026 will be a defining year for the publication. “Next year will be a big year for us,” he explained. “Our goal is to bring that same experience over to Australia and have the whole ecosystem synced up. That’s the true power of B2B media.” The publication’s regional footprint now spans Singapore, Hong Kong, Malaysia, the Philippines, Indonesia, and Thailand. And with its Australian edition, MARKETING-INTERACTIVE will deliver tailored content that resonates with the local industry while maintaining the publication’s hallmark standards of editorial excellence. “Ultimately, it’s about having boots on the ground in the markets where we operate,” Eaton said. “Hiring good journalists and building connections to the market has always been our strength,” he said. “That’s going to be really important for Australia. Talking to the market every day and being present.” Catch the full conversation here in this video: Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube. Related articles: MARKETING-INTERACTIVE launches in Australia with Matt Eaton as editor to lead growthIn conversation: Think like consumers, create with cultureIn conversation: Scaling up without losing the spark source

Lay’s has rolled out the largest brand redesign in its nearly 100-year history, turning the spotlight back to the humble potato that started it all. The new visual identity, created by PepsiCo’s design and innovation team, aims to reconnect the brand with its agricultural roots and celebrate its legacy of “real potatoes, real people, and real joy”. While the classic yellow sun remains a key part of the logo, it now features a warmer glow with distinct “Lay’s Rays” beaming from the centre, a nod to the sunlight that nurtures the potatoes used in its chips. Don’t miss: Lay’s reignites snack cravings in Indonesia with an epic chase The refreshed color palette draws inspiration from the brand’s ingredients, with shades such as pickle green, hickory brown, and savory red. Enhanced, close-up photography also highlights the golden crispness and texture of each chip, giving the brand’s packaging a more tactile, authentic feel. Despite the redesign, the signature red Lay’s ribbon remains, serving as a visual link to its heritage and seal of quality. The redesign marks the start of a new chapter for Lay’s as it reinforces its commitment to quality ingredients and the farm-to-bag story behind every chip. According to a statement, Lay’s works with over 100 family-owned farms across North America, while PepsiCo sources potatoes and other ingredients from more than 60 countries. The company noted that during harvest season, freshly dug potatoes can go from farm to bag in as little as 48 hours. The brand’s “Little Farmer” Super Bowl ad last year hinted at this storytelling shift, spotlighting the family farms that grow Lay’s potatoes. With the new global identity, that narrative continues, this time through packaging and design. Alongside the redesign, Lay’s is also reformulating its products to meet changing consumer preferences. By the end of 2025, all core Lay’s products in the US will be made with no artificial flavours or colours from artificial sources. Lay’s Baked chips will soon be made with olive oil and contain 50% less fat than regular potato chips, while a new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil and offer 40% less fat. The brand’s white dips will follow with updated recipes in early 2026. These changes, PepsiCo said, reflect its ambition to set a new standard for “the future of food culture” by offering more choice without compromising on taste. “The new visual identity celebrates the humble, farm-grown potato, where every Lay’s potato chip starts, and heroes the ingredients that deliver the unmatched flavor consumers have always loved,” said Alexis Porter, vice president of marketing, Global Lay’s, PepsiCo. In tandem, Denise Truelove, SVP of marketing, PepsiCo Foods US said, “At Lay’s, delighting our consumers goes beyond bold flavors — it’s about delivering trusted quality from farm to bag. These updates were shaped directly with our consumers, offering more choice, more transparency, and more joy with every bite. Lay’s continues to set the gold standard in snacking and we’re proud to carry that legacy forward.” PepsiCo’s senior director of design for global Lay’s, Carl Gerhards, described the overhaul as the brand’s biggest in nearly a century, one that pays tribute to its origins. He added that the refreshed visual identity was built around a flexible design system meant to celebrate Lay’s signature flavors across different markets worldwide. Lay’s isn’t the only food brand undergoing a major refresh. Domino’s recently unveiled its first rebrand in 13 years, spotlighting what it does best, making pizza irresistible. The update brings brighter colors, a custom “Domino’s Sans” typeface, and new packaging designed for instant recognition. The brand is also debuting its first audio logo, a playful “Dommmino’s” jingle voiced by five-time Grammy-nominated artist Shaboozey. Meanwhile, Pizza Hut has quietly begun rolling out a refreshed logo across select markets including the UK, Canada, and South Africa. The updated look keeps its signature red roof but introduces a sleeker, italicised typeface with a forward lean, creating a more cohesive global brand identity. Related articles: Jollibee Group unveils revamped corporate identity     Tiger Beer unveils refreshed new visual identity   Bentley sharpens its century-old ‘Winged B’ emblem in bold refresh source

Porsche has taken its motorsport heritage to the streets of Singapore, unveiling the finalised concept for its Porsche Experience Centre (PEC) Singapore through a city-wide “Raceborn” activation during F1 week, created in collaboration with Keko Singapore. A highlight was the Volkswagen T1 ‘Kombi’ van dressed in classic Porsche Renndienst or “Race service” livery, touring the island with stops at Guoco Midtown, Orchard Road, and Dempsey Hill. The van distributed a limited-edition Raceborn publication, showcasing Porsche’s racing roots, innovations, and the motorsport stories behind its current models. Don’t miss: Brands lap the city with Formula 1 activations and driver meet ups The iconic Renndienst van first appeared at European race circuits, following Porsche race cars with tools, spare parts, and equipment. Porsche has reimagined that tradition for Singapore, letting fans take home a piece of racing history. The Raceborn publication also revealed the final PEC Singapore concept, set to open in 2027. The design features a podium event plaza for Cars & Coffee gatherings, a Porsche-first drive-through track experience, a technical S-curve, dynamic handling areas, a low-friction track, a drift circle, and a banked corner generating up to 1.4 lateral Gs. “We are immensely proud that PEC Singapore will mark a milestone for Porsche in the region and set new benchmarks with many unique and world-first features for all its visitors. This development truly reflects the spirit of innovation and passion that defines Porsche, and we are excited to see this vision come to life,” said Marc Beil, senior manager Porsche Experience at Porsche Asia Pacific. “Once a year with the iconic F1 night race, Singapore becomes the region’s motorsport hotspot. We are immensely proud to further extend Singapore’s standing with the final design of the highly-anticipated Porsche Experience Centre Singapore. It is set to be where Porsche’s motorsport DNA meets unique driving experiences and vibrant community celebration,” added Yannick Ott, director of marketing at Porsche Asia Pacific. Last week, brands went into the fast lane with activations and driver meet ups in lieu of the Singapore Grand Prix 2025. adidas held a meet and greet with Mercedes-AMG driver Kimi Antonelli at the Adidas Brand Centre while Ferrari fans got to see Ferrari driver Charles Leclerc up close at the Puma store at Orchard.  Ralph Lauren Fragrances on the other hand, transformed Plaza Singapura into a high-octane playground. At the pop-up, fans could explore the various scents, take on interactive challenges and discover limited-edition merchandise. Driver Lando Norris made a special appearance too.  Related articles:    Porsche Puts pedal to lifestyle with new Jewel Changi brand experience store Sports and concerts drive APAC travel as fans prioritise experiences  What Barilla’s Formula 1 move means for sports advertising beyond the Super Bowl   source

MoneySense, Singapore’s national financial education programme under the Monetary Authority of Singapore (MAS), is looking for a partner to manage its social media strategy, content production, and account management. The move comes as the programme aims to expand its reach, engage audiences more effectively, and maintain a consistent online presence. The partner will be responsible for developing an “always-on” social media strategy tailored to MoneySense’s audiences. This includes proposals for campaigns, content collaborations, platform mix, tone of voice, content pillars with creative examples, publishing strategies, and approaches to grow followers and engagement. Updates to MoneySense’s social media playbook, including rules of engagement, are also part of the remit. Content production forms a significant part of the role. The contractor will propose monthly content plans and produce all content—including copywriting, design, and multimedia assets—ideally four weeks in advance. Don’t miss: Changi Airport Group seeks agency partner for digital-first retail and loyalty push  According to tender documents seen by MARKETING-INTERACTIVE, content formats will range from static posts and infographics to videos and interactive content such as polls or contests. Deliverables include a minimum of ten posts per month across Instagram, Facebook, and YouTube, adapted to suit each platform and audience. The contractor will coordinate with MoneySense’s in-house team and external vendors as needed. Account management responsibilities include maintaining a three-month content calendar, managing posts seven days a week, responding to audience comments, and overseeing any contests or polls. Reporting is also a core function, with monthly, annual, and post-campaign reports covering reach, engagement, audience insights, and sentiment analysis, along with recommendations to refine strategy. Optional services, chargeable only if exercised, cover event photography and videography, infographic design, and search engine marketing to boost MoneySense’s online visibility. The initial contract is set for 14 months, with MAS holding the option to extend for up to two additional 12-month periods on the same terms and pricing. Extensions can be exercised in whole or in part at MAS’s discretion. Through this partnership, MoneySense aims to strengthen its digital presence, deliver timely financial education, and keep Singaporeans engaged across its social media platforms.  Meanwhile, the Ministry of National Development (MND) has also called for a pitch, seeking an agency to provide creative, marketing and social media management services for its Municipal Services Office (MSO).  The tender sets out three key objectives: to raise awareness and drive adoption of the OneService channels, particularly the app and chatbot; to educate the public on municipal issues and the role residents can play in improving their living environment; and to foster a community around MSO’s followers by engaging target audiences, monitoring sentiment and addressing misconceptions. The contract is for 12 months, with the option for two yearly extensions.  Related articles:  KFC Singapore launches integrated creative pitch  STB seeks creative production team for digital content push Esplanade appoints agency to revamp digital platforms  source

Dandelion Studios, the Southeast Asia post-production leader behind campaigns for brands such as Unilever, P&G, and the Republic of Singapore Navy, has partnered with global CGI and VFX powerhouse Juice to launch a new high-production CGI offering in Singapore. The partnership brings together Dandelion’s strong local presence and production expertise with Juice’s international creative capabilities across 3D animation, AI-driven workflows, and Unreal Engine 5 production. The new offering aims to deliver high-calibre, cinematic visual experiences for brands and agencies seeking premium CGI storytelling and next-generation production quality. Don’t miss:  R/GA to cease operations in Singapore Through this collaboration, Juice’s top-tier global talent will be embedded directly within Dandelion Studios’ Singapore team, enabling full 360-degree production support — from creative consulting and concepting to animatics, on-set supervision, AI, finishing, and final delivery. The setup promises one streamlined point of contact for complex, multi-platform campaigns, ensuring efficiency without compromising on craft. The partnership also brings access to a global creative bench of directors, CG supervisors, and art directors, blending human artistry with AI-enhanced tools to push the boundaries of visual storytelling. The collaboration will be led by Fabian Tan, Dandelion Studios’ managing partner and executive producer, alongside Aleksandra Watras, head of business at Juice. “At Dandelion Studios, we’ve always believed in pushing boundaries. From bold storytelling to meticulous post-production, our vision has been to craft work that resonates and inspires. Now, we’re taking that vision to the next level through a strategic partnership with Juice, a renowned CGI and VFX company from Poland,” Tan told MARKETING-INTERACTIVE. “This partnership expands Dandelion’s capabilities beyond traditional post-production into the realm of world-class cinematic visuals, immersive environments, and next-generation content creation. We will have enhanced resources and global talent networks to deliver at any scale, from commercials to long-form projects. For our clients, this means access to world-class CGI, next-level VFX, and future-ready workflows where it brings about bigger possibilities,” he added. The collaboration follows the news of Dandelion Studios’ recent partnership with m25 representation network in February this year. m25 is a VFX and producer-led creative network with bases in Hong Kong, Singapore, Korea and Indonesia. Through the partnership, m25 is set to amplify Dandelion Studios’ presence in the region.  Meanwhile, Juice is a full-service visual effects, design and audio powerhouse with offices in Poland, Japan and China. It also has a partnership in the USA. It’s partnership with Dandelion Studios marks its entry into Singapore, and the wider SEA market.  Related articles:  Design consultancy Elephant stomps into Singapore with new APAC hubArcade Film Factory joins m25 network, expands regional reach  LePub Singapore names new chief strategy officer  source

FairPrice Group (FPG) is spotlighting the everyday innovations that make life “a little better” for young Singaporean families in its latest brand campaign by BBH Singapore. Building on its established proposition, “Every day, made a little better”, the new campaign highlights how even the most routine errands can become moments of connection, with FairPrice Group as a trusted partner in every household. Rolling out across OOH, social and film, the campaign features three short films that translate functional value into emotional storytelling, showing how everyday conveniences can spark joy, love, and togetherness. Don’t miss: FairPrice gets futuristic with smart carts, palm pay and AI-powered store ops In one film, a young boy races through a FairPrice supermarket in search of a ‘buy-one-get-one milk’ promotion. After finding it with help from a FairPrice employee, he proudly gifts one pack to his pregnant mother, saving the other for his soon-to-be sibling. The spot closes with the line: “Here for big savings and big brother moments”. Another film shows a family at a self-checkout, each sheepishly sneaking a treat into the cart. The scene ends with the tagline: “Here for fast check-outs and fun sneak-ins”. The final spot features a couple enjoying oysters, cheese, and wine on a romantic “mini date” at The Grocer Bar within FairPrice Finest, surrounded by grocery bags and a trolley, with the line: “Here for mega grocery runs and mini dates”. Directed by Tan Hui Er through Little Red Ants Creative Studio, the campaign’s lighthearted tone extends to print, social and activations, reinforcing FPG’s position as a reliable everyday companion for modern families. The campaign will run for two months in Singapore, starting 7 October. “After last year’s successful ‘Every day, made a little better’ launch, we’re taking the story further by spotlighting the power of ‘&’, how FairPrice Group strives to deliver both value and quality, innovation and care, convenience and connection,” said Alvin Neo, chief customer and marketing officer at FairPrice Group. He added, “This new campaign brings humour and heart to everyday family life, showing how a simple trip to FairPrice can help make every day a little brighter.” In tandem, Khairul Mondzi, executive creative director at BBH Singapore said, “Once, while shopping with my kids, I watched them bicker over snacks and couldn’t help but smile. The trip wasn’t perfect, but small things like a well-stocked shelf or a quick check-out, made the chaos feel manageable. It’s funny how the little things add up, and make ordinary days a bit better. That’s the inspiration behind this campaign.” The campaign comes as FairPrice Group doubles down on innovation through a partnership with Google Cloud, aimed at reshaping the retail experience and boosting efficiency for employees. As part of its “Store of tomorrow” programme, the group unveiled enhanced Smart Carts at the new FairPrice Finest in Punggol Digital District. Powered by Google Cloud’s Gemini API, Vertex AI and Chirp 2 speech recognition, the carts feature a multimodal AI assistant that allows customers to chat naturally to receive personalised recommendations, recipes and ingredient pairings. Related articles: FairPrice’s SG60 chips puts local flavour in every crunch  FairPrice illuminates the little things in heartwarming CNY campaign  FairPrice Finest and Anya Hindmarch collaborate to make sustainability trendy  source

The Trade Desk is giving brands and agencies a new way to reach shoppers directly at the point of purchase. The global ad tech firm has unveiled an integration with Koddi’s commerce media platform, enabling advertisers to buy premium onsite retail media inventory programmatically for the first time. Gopuff will serve as the initial launch partner, with more retailers expected to join in the coming months. The move comes as retail media grows into a core part of marketers’ strategies. Through the integration, media buyers can run full-funnel campaigns, from awareness to conversions, without leaving The Trade Desk’s platform. Don’t miss: The Trade Desk names Helen Lee as head of agencies for APAC Sponsored product ads and other onsite placements are now available alongside broader digital campaigns, allowing advertisers to optimise spend and measure impact across channels in real time. Koddi’s commerce media platform gives retailers such as Gopuff the ability to offer their inventory programmatically while maintaining control over targeting, transparency, and measurement. Advertisers benefit from unified analytics, connecting ad exposure across channels directly to purchases, a step toward clearer ROI and a better understanding of consumer behaviour. Research from Koddi suggests the appetite is strong: over 95% of media buyers are open to purchasing onsite retail media programmatically. The Trade Desk and Koddi’s integration aims to meet that demand and could pave the way for more retail partners and ad formats in the near future. “Retail media represents one of the fastest-growing areas of digital advertising, but access to onsite advertising placements has been limited and fragmented. This integration delivers a personalised shopping experience, enabling brands to seamlessly connect with consumers across their entire purchase journey,” said Matthew Fantazier, VP data partnerships, The Trade Desk. He added, “By working with Koddi, advertisers can now run full-funnel campaigns on The Trade Desk platform, breaking down silos for retailers and advertisers and unlocking new opportunities for performance and measurement.” In tandem, Michael Peroutka, head of Gopuff Ads said, “At Gopuff, we’re building solutions that put control and power back into brands’ hands. We know brands want to be able to plan, implement and optimise their media investments in unison. This partnership is a momentous step forward in bringing this vision to life. Together, we’re empowering all brands on Gopuff with the information they need to better understand, engage and sell to their customers – all in one place.” Nicholas Ward, president and co-founder of Koddi, said the integration with The Trade Desk enhances demand for retail partners while streamlining what has traditionally been a fragmented buying process. He added that the partnership empowers both retailers and advertisers to scale retail media within their programmatic strategies. The Trade Desk is also revamping its digital advertising data marketplace with the launch of Audience Unlimited, a major upgrade designed to make third-party data easier and more cost-effective for advertisers. By using AI to score thousands of curated segments from hundreds of privacy-conscious providers, Audience Unlimited allows advertisers to integrate relevant data into campaigns at a lower, predictable cost—addressing the high costs and inconsistent usage that have long limited adoption. Related articles: From AI to aisles: How shoppers are balancing tech and touch in retail   AEON BIG appoints Retail Media Network to expand in-store advertising presence   ‘Retail isn’t about selling to customers. It’s convincing customers to buy from you,” says Lotte boss source

CeraVe has teamed up with the National Basketball Association (NBA) in a multiyear deal that makes it the league’s official skincare and haircare partner. The partnership will see CeraVe engage basketball fans through original content, on-site activations at key league events, and product integrations across retail touchpoints nationwide. Building on its “Head of CeraVe” campaign fronted by 10-time NBA All-Star Anthony Davis, the collaboration extends the brand’s presence across NBA’s digital and social channels, as well as at marquee events including the Emirates NBA Cup, NBA All-Star, and NBA Summer League. The partnership will also make its way into the gaming world through NBA 2K26. Don’t miss: STB, SportSG bring NBA events to Singapore with new multi-year deal CeraVe has also teamed up with the popular parody account NBACentel for its first-ever brand collaboration, bringing hilarious, meme-worthy content and “edutainment” to fans, merging skincare awareness with the internet’s favourite form of basketball commentary. Beyond the courts, CeraVe and the NBA will roll out “Care for all”, an initiative under the Jr. NBA programme that aims to promote skin health education among youth. The programme will include dermatology screenings, product education, and sampling for families across the United States. The move marks another step in CeraVe’s push to blend health education with pop culture, aligning its dermatologist-backed credibility with the NBA’s global fan base and influence. “At CeraVe, we are absolutely thrilled to join forces with the NBA because, like them, we believe in championing performance and well-being. Our core mission is to make effective, dermatologist-developed care accessible to everyone,” said Esther Garcia, general manager at CeraVe US. She added, “Our partnership with the NBA is an exciting opportunity to reach a truly unparalleled audience – one that’s passionate, engaged, incredibly diverse, and one that truly values performance especially when it comes to their skin barrier, head to toe. Beyond the products, our commitment is to ignite a vital conversation about skin and scalp health, by expanding access to dermatologists for all and fostering a holistic culture of self-care that empowers the entire NBA community, on and off the court.” In tandem, Paolo Pastore, VP, global business development, NBA said, “This partnership reflects the NBA’s commitment to expanding its lifestyle and wellness offerings. As our Official Skincare Partner, CeraVe brings trusted expertise and an innovative marketing approach that supports bringing the NBA experience closer to fans wherever they are.” CeraVe isn’t the only brand turning to sports to reach younger audiences. Formula 1 (F1) recently announced a partnership with Disney, which will see its high-octane universe collide with the magic of Mickey Mouse and friends starting in 2026. The collaboration will deliver new fan experiences, content, and merchandise that fuse F1’s global reach with Disney’s iconic characters, with Mickey Mouse leading the multi-market campaign aimed at younger audiences. Related articles: Nike Basketball names Caitlin Clark as new signature athlete   PUMA launches first-ever global basketball brand campaign   Dove seeks an underarm ambassador ahead of US Open 2025    source