marketing interactive

Singapore’s UNIQLO has teamed up with homegrown food brand Old Chang Kee to launch a playful collaboration celebrating the city’s culinary heritage. The partnership, running from 17 October, introduces seven UTme! T-shirt designs and six embroidery options featuring Old Chang Kee icons such as the Curry’O and its heritage store at REX. Designs were created in collaboration with local studio Wheniwasfour. To celebrate the launch, UNIQLO will offer exclusive in-store experiences from 17 to 19 October, including snack redemptions for early shoppers and collectible luggage stickers. Select UTme! designs and embroideries will be available across all stores, while three additional T-shirt designs are exclusive to UTme! stores at Orchard Central, Jewel Changi Airport and VivoCity. Don’t miss: UNIQLO names contemporary designer KAWS as first artist in residence The collaboration reflects a shared philosophy of customer-centric innovation, blending classic products with contemporary creativity. “Since 1956, we have continuously strived to bring joy and comfort to the everyday lives of Singaporeans. This collaboration with UNIQLO is especially meaningful as we both uphold strong values of providing the best experience for our customers,” said Han Keen Juan, chairman and founder of Old Chang Kee. UNIQLO Singapore marketing director Paulene Ong highlighted the local cultural significance of the partnership. “What inspires us deeply is how Old Chang Kee’s rich tradition and heritage is kept alive with dedicated training upskilling of future generation of talents. At UNIQLO, we share the same belief with our LifeWear Philosophy; creating simple essential pieces that are designed to be lived in, loved and carried forward through generations.” “Together with Old Chang Kee and local design studio Wheniwasfour, we hope that every design resonates strongly with our local community and tourists exploring more about Singapore’s food culture,” added Ong. The collaboration underlines UNIQLO’s LifeWear philosophy of combining simplicity, quality, and longevity with cultural relevance, while giving Old Chang Kee fans a new way to celebrate a beloved local brand. This isn’t UNIQLO’s first foray into celebrating local heritage through fashion. Earlier in July, the retailer partnered with Singaporean breakfast institution Ya Kun Kaya Toast to mark the nation’s 60th birthday, launching a limited-edition UTme! T-shirt collection that paid homage to the country’s beloved kopi and teh culture. The collection, which debuted on 1 August, featured six exclusive designs: three drawing inspiration from Ya Kun’s original Far East Square store and three riffing on local coffee shop lingo with playful nods to the brand’s “Order coffee like a pro” concept. The collaboration also included collectible novelties, with shoppers spending at least SG$100 in-store able to redeem a UNIQLO x Ya Kun Kaya Toast keychain set, available in three pre-packed designs while stocks lasted. Related articles:  UNIQLO serves up local breakfast with Ya Kun Kaya Toast collab UNIQLO taps local artists to celebrate 20 years in HK  Uniqlo MY taps into Pokémon fandom with latest UT tie-up  source

H&M has consolidated its media business across six East Asia markets under IPG Mediabrands’ specialist unit, Team Mavericks, following a multi-market pitch. The appointment takes effect from 1 December 2025. The appointment covers Singapore, Japan, South Korea, Malaysia, Vietnam and the Philippines where IPG Mediabrands previously held the account. This marks the first time the Swedish fashion retailer has centralised its media duties under a single agency in the region. The win follows similar partnerships between H&M and IPG in LATAM and Eastern Europe. Don’t miss: H&M hands creator strategy remit for Asia to We Are Social “We are absolutely thrilled that the iconic fashion brand H&M has selected IPG Mediabrands Team Mavericks as their trusted media agency partner across our region,” Leigh Terry, CEO of IPG Mediabrands APAC, said. “We thoroughly enjoyed every touchpoint with the H&M team throughout their selection process and felt in lockstep with their open and collaborative spirit, and their mission to inspire and engage consumers across the region with a fresh and innovative approach to fashion.”  According to IPG Mediabrands, Team Mavericks stood out for its strategic insight, tailored approach, and bold creative concepts — as well as its collaborative energy. “As H&M continues to evolve as a global fashion brand with strong local relevance, it’s crucial we have a media partner who shares our values of creativity, innovation, and collaboration,” Elin Sandberg, head of marketing, H&M Region East Asia, said. “Team Mavericks demonstrated an inspiring understanding of our brand and ambition across diverse markets, and we’re excited to partner with them to connect even more meaningfully with our customers across Region East Asia.” The media consolidation follows H&M’s move earlier this year to strengthen its influencer marketing strategy across Asia. In February, the fashion retailer appointed socially-led creative agency We Are Social to spearhead its regional content creator strategy and engagement. Led out of its Singapore hub, the agency is tasked with developing a regional creator framework, conducting local market research, and managing end-to-end influencer partnerships across key Asian markets — underscoring H&M’s broader push to deepen its brand presence and resonance in the region. Related articles: Emirates picks new global media agency  Shake Shack Singapore appoints media agency  OpenAI picks new global media agency source

PropertyGuru Singapore has turned neighbourhood pride into a citywide conversation with a month-long campaign combining OOH, mascots, influencer storytelling, and platform integration. The campaign invited Singaporeans to vote for the region they feel most connected to — North, Central, East, or West — drawing over 10,100 votes. The East emerged as the favourite at 37%, followed by the West (33%), Central (20%) and North (10%). Four mascots embodied each region’s personality, amplified by 19 local KOLs championing their respective areas on social media. The mascots were Lil Auntie (West), Khatib B (North), Yung Money (Central), and Big Pawpa (East).  Don’t miss: PropertyGuru champions inclusive living in new heartfelt brand film   OOH placements added a playful twist, with “rival” posters such as “East side, best side” popping up in western neighbourhoods to stir friendly banter. Votes also redirected participants to curated property listings in their chosen region, linking local pride to PropertyGuru’s platform. The campaign reached more than five million residents and generated over 49 million impressions across OOH and digital channels. To cap off the campaign, PropertyGuru will host a giveaway on 11 October at PLQ Mall, handing out 1,000 cups of a limited-edition strawberry matcha latte with goji berries, created with artisanal tea bar Matchaya. PropertyGuru agents can fast-track redemption with a logged-in AgentNet account. The drink, blending strawberry compote, earthy matcha, and sweet goji berries, nods to Singapore’s diverse neighbourhood flavours and is a fitting finale to a campaign rooted in local pride.  “This campaign demonstrates how regional identity can be a powerful driver of engagement,” said Sivaram Paramaswaran, marketing director at PropertyGuru Singapore. “By celebrating the unique character of each region and linking it directly to property discovery, we reinforced our role in shaping how people connect with the places they call home,” he added.  This isn’t PropertyGuru’s first time tapping into one’s love for the neighbourhoods and parts of Singapore that they come from. Last year, the property marketplace partnered with fragrance company Oo La Lab to come up with six different scents inspired by neighbourhoods in Singapore. These neighbourhoods include Bedok, Jurong, Ang Mo Kio, Sengkang, Woodlands and Yishun.  The campaign was also accompanied by a series of videos on TikTok that aims to capture the essence of Singapore’s diverse districts. The hosts of the videos visited various neighbourhoods, where local residents shared their perceptions of the distinctive aromas that define their communities. Related articles:  PropertyGuru honours property agents with SG60 streetwear drop  PropertyGuru unveils first-ever reality TV show  Want to smell like Bedok and Yishun? Check out PropertyGuru’s new fragrances  source

Emirates has named Havas Media as its global media agency following a competitive review. The account, with annual billings of US$190.5 million according to media reports, was previously handled by IPG Mediabrands out of its UM London office. All six holding companies were reportedly invited to pitch, with the final three narrowed to IPG Mediabrands, WPP Media, and Havas Media. The move marks a return for Havas Media, which previously held the account from 2013 to 2020. In 2017, Emirates renewed its contract with Havas through to 2020, tasking the agency with managing the airline’s global media strategy, planning, social, traditional and digital investments across 150 destinations. Don’t miss: Emirates takes flight with new PR agency for SEA Havas first won the account from Starcom in 2014 and oversaw some of Emirates’ most high-profile campaigns featuring Pele, Ronaldo, and Jennifer Aniston. In 2020, Emirates appointed IPG Mediabrands as its global media partner after a review that began in August 2019. At the time, a Havas Media spokesperson told MARKETING-INTERACTIVE at the time that the agency had “enjoyed a tremendous partnership” with Emirates over six years, adding that teams around the world were proud of the growth achieved together and wished the airline continued success. MARKETING-INTERACTIVE has reached out for more information.  Havas’ return to Emirates comes as the agency expands its global offerings. In September, Horizon Media and Havas joined forces to launch a new agency network, Horizon Global, aimed at meeting the demands of global marketers. With a combined US$20 billion in billings, the network is positioning itself among the world’s largest media agency networks. Horizon Global will focus on US-centric global client opportunities, while both Horizon Media and Havas Media Network continue to operate independently across their existing portfolios. The business will be headquartered in New York and have a presence in some 100 markets. The network will merge Horizon’s Blu platform with Havas’ Converged.AI platform, creating an integrated AI solution branded BluConverged, designed to deliver “smarter insights, faster outcomes and true transparency” for global clients. Related articles: HAVAS Red and H/Advisors launch joint venture in SG to deepen regional comms footprint   Havas Media Network doubles down on SEA commerce with Toni Ruotanen at the helm  Havas Media Network launches CSA consultancy in SEA, appoints James McNeely to lead source

Duolingo has rolled out a new mobile-first advertising platform, Duolingo Ads, aimed at helping brands connect with Gen Z through playful, character-led formats. The mobile learning app, which has more than 128 million monthly active users globally, said the platform was built to “delight, not disrupt”. Ads will feature Duolingo’s popular cast of characters and are designed to blend branded storytelling with the app’s signature humour and charm. Ad formats include rewarded videos and native experiences that slot into bite-sized learning moments without interrupting lessons. According to Duolingo, early tests saw a 96% completion rate for rewarded video ads and click-through rates of more than 3%, figures that surpass industry benchmarks. Don’t miss: How advertisers can deliver premium CTV ad experiences without overspending Duolingo added that the new formats aim to drive brand outcomes beyond impressions by weaving brands into experiences that already resonate with learners. Adobe, Intrepid Travel, and Universal Pictures were among the first partners to pilot the offering. The company positioned Duolingo Ads as a way for brands to tap into its highly engaged audience, particularly younger users who are typically harder to reach through traditional advertising. “Ads don’t have to be annoying. They can actually be delightful,” said Andrew Guendjoian, head of ad sales at Duolingo. “With Duolingo Ads, we’ve crafted an offering built on mutual benefit: learners get a fun, seamless experience, and brands see meaningful results. Most importantly, Duolingo Ads helps us keep education free for millions of people around the world.” The launch comes as Duolingo doubles down on out-of-the-box brand plays. Just months after “killing off” its green owl mascot, the company resurrected Duo in dramatic fashion as a surprise contestant on Love Island US. The campaign, run with US streaming platform Peacock, tapped into a running joke about contestants clinging to their phones to maintain their Duolingo streaks. More recently, the brand wiped its social channels for an AI-themed takeover led by a rogue, three-eyed owl, aligning with Duolingo’s declared shift to becoming an “AI-first” company. CEO Luis von Ahn compared the move to its 2012 pivot from desktop to mobile. The bold shift hasn’t landed evenly. According to media intelligence firm CARMA at the time, sentiment has been divided. In Asia, conversations around Duolingo’s AI-first strategy were almost evenly split between positive (26.1%) and negative (26.5%). Globally, criticism outweighed praise, with 41.1% of sentiment tagged as negative. Concerns ranged from potential job losses to calls for more transparency, with some users even deleting the app in protest. Related articles: Duolingo goes AI-first, scales back contractors in strategic shift   Duolingo brings first immersive pop-up pavilion to Bangkok’s ICONSIAM  Duolingo jumps in on TikTok ban talk with subtle but witty social post source

Petronas CEO Tengku Muhammad Taufik has issued an apology following backlash over his participation in the podium celebrations at the F1 Singapore Grand Prix, where George Russell of Mercedes-AMG Petronas secured a race victory. The controversy arose after Taufik, who is Malay Muslim, took part in the traditional champagne spray during the award ceremony, prompting criticism from netizens, Islamic political party PAS, and Bersatu’s Armada.  In a statement, Taufik said, “I felt honoured when I was invited to receive the Winning Constructor Trophy on the team’s behalf. However, I acknowledge that my spontaneous, spur-of-the-moment exuberance in celebrating that moment of victory may have been misplaced. While I can categorically state I did not consume any alcohol, as a Muslim, I should have been more aware of the sensitivities associated with taking part in such celebrations. Accordingly, I want to apologise for any unintended offence caused and take full responsibility for my actions.” Don’t miss: Petronas’ Merdeka film spotlights the true meaning of the Rukun Negara Taufik concluded his statement by reaffirming Petronas’ commitment to its motorsports partnership, noting that “on behalf of PETRONAS, permit me to take this opportunity to express our heartfelt gratitude for the continued support of our participation in what is the pinnacle of motorsports competition. The successes we deliver now and in the upcoming era of sustainable fuels will indeed bear testimony to Malaysian innovation and capabilities.” Screenshot courtesy of beIN Sports (YouTube). Social media posts sighted by A+M highlighted that Petronas enforces strict alcohol rules offshore, yet these were not applied to the CEO. Many called for his resignation, with some critics pointing to a perceived class divide, noting Taufik’s ease with popping the champagne bottle. PAS information chief Fadhli Shaari also took to Facebook to lambast the CEO’s action, saying “Since when has the administration of PETRONAS allowed a Muslim to happily take part in such a controversial spray event? Even if it wasn’t alcohol, we all know that this kind of culture is associated with alcoholic drinks.” Meanwhile, Bersatu Armada’s information chief Harris Idaham Rashid told Malaysia Gazette, although the champagne spray is a known tradition at the podium celebrations, the usage of alcohol should not be normalised by a government linked company. “As a Malay Muslim corporate leader representing Petronas, he should have left the podium and only returned afterwards to take photos with the winners.” Apology accepted? However, the question remains as to whether the apology by Tengku Taufik made the cut, seeing as the incident sparked conversations on social media platforms including X and Threads about cultural sensitivities and public conduct in high-profile settings. A+M spoke to PR industry players to unpack the CEO’s statement. Syed Mohammed Idid, deputy chairman of the PRactitioners Society of Malaysia, said that Tengku Taufik’s public apology appears insincere, as he downplays the issue through vague language and shifting focus, which weakens accountability and fails to fully address the core concern. “The phrase ‘may have been misplaced’ suggests uncertainty rather than clear acknowledgement of wrongdoing. Also, emphasising consuming alcohol and religious identity can appear defensive rather than remorseful, seeming like an excuse or justification,” explained Syed. He added that the CEO apologised for “any unintended offence caused”, rather than explicitly acknowledging the real impact or feelings affected sounds conditional and non-committal. Meanwhile, Dave Prem, senior director, Redhill Malaysia, found the apology to be direct and heartfelt, but fell short in its timing. “Given how straight forward it was, perhaps a quicker turnaround time would have been more beneficial, leaving less time for outrage or uproar.” TS Lee, managing consultant of Archetype Malaysia offered a different perspective. “As far as the apology goes, I think it did its job. It was timely and the right thing to do.” Although a number of online comments said the CEO didn’t have to apologise at all, Lee explained: “what matters is that it reflects his commitment to his faith, and an awareness of Petronas’ representation of Malaysia and the values the country stands for.” A case for a diluted message Syed also pointed out that the apology pivoted back to Petronas’ promotional messaging about the F1 partnership and achievements, diluting the sincerity of the apology. Overall, it reads more like PR damage control with a focus on reputation preservation of the brand than a genuine, heartfelt apology demonstrating his full ownership and empathy as a corporate leader. Prem concurred, and added that Petronas’ combined need to highlight their efforts in the race and F1 in general muddies the messaging slightly and detracts from the apology. “I think this is a rare occurrence where home ground sensitivities were ruffled. We can chalk this up to getting caught up in the moment but perhaps something his team should have reminded him or briefed him on, knowing that champagne is involved in most podium celebrations and that alcohol is a sensitive topic for Muslims,” he added.  What else is needed? At this juncture, Prem does not believe that any further steps are needed. “At least not overtly. Maybe, a few weeks down the road if his personal socials happen to have him at a mosque or attending a religious talk, something along those lines, to hammer home his faith, that could help. But at a company level, there shouldn’t be more steps as it would likely just stoke the fire further.” Additionally, Lee believes every incident similar to this, is a learning opportunity. “It doesn’t mean we have to be overly cautious or policing behaviour from now onwards.” He shared, that how Malaysian leaders demonstrate their cultural values wherever they go, can be a differentiator for Malaysian brands operating globally. “The same goes for global brands operating in Malaysia, where respect is earned when you show true understanding of the culture for the country you’re in, not for the sake of playing it safe.” Sometimes, the best follow-up is to quietly move forward and let actions speak for themselves. Lee added: “At this point, I don’t think there’s much more to do. The apology has landed, and it’s best

“An influencer in every postcode” was how Unilever CEO Fernando Fernandez described the FMCG’s pivot from traditional advertising giant to influencer-first innovator. Unilever, she said, will invest some 50% of its global ad budget toward creators and influencer campaigns as it seeks to drive sales and engagement with a new generation of consumers. It’s a sentiment that’s fast becoming reality across APAC, where brands are increasingly shifting spend toward creator-led marketing. But for many, the promise of influencer marketing has been held back by persistent challenges: compliance headaches, poor creator selection, fragmented data and a lack of strategic clarity. Fabulate, the Sydney-founded influencer marketing platform, believes it has cracked the code. SEE MORE: Influencer marketing is no longer an experiment – big brands are all in Today, the company rolls out SparQ 2.0, the next iteration of its AI-powered suite, across 12 APAC markets – a move it said will give marketers smarter, faster and safer ways to run creator campaigns at scale. “What began as an idea in Sydney is now a business operating in 12 countries,” Nathan Powell, Fabulate’s chief product and strategy officer told MARKETING-INTERACTIVE. “Whether we are in Singapore, London, Indonesia, Thailand … it doesn’t matter. Clients all have the same challenge. They want influencer marketing campaigns that are more effective, more efficient and have the data and intelligence to do it better.” Research by the Influencer Marketing Hub shows that some 53% of brands are still unable to attribute success to their influencer campaigns, and 78% of brands do not have a system in place to interpret the data that comes from running influencer campaigns. Many of those problem have been around the review process, scanning content against legal standards and brand guidelines before anything goes live. SparQ 2.0 aims to solve this pain point for brands. “Every brand has had a nightmare story where they’ve selected a creator who’s done something in the past, and it only comes up after the campaign’s gone live,” Powell said. “Manual processes just weren’t strong enough to protect brand safety.” AI innovation At the core of the upgrade is a suite of five agentic AI tools designed to automate and optimise every stage of the influencer marketing process – from creator discovery and campaign planning to compliance and performance analysis. The tools include Lens, an analytics assistant that delivers strategic insights in response to natural-language queries; Compliance Check, which automates content review against regulatory and brand standards; Echo, a trend-tracking engine trained on TikTok; Quality Control, which ensures content meets brand expectations before going live; and Scout, a diagnostic tool that maps a brand’s social presence and competitive positioning. Powell said the business has leaned hard into AI in the second iteration of SparQ. “Marketers want to be able to use AI in creative marketing, there’s a real appetite and desire for it,” he said. “The vast majority of brands believe that AI can solve a lot of the issues they are facing. “Because we are AI led, it allows us to be able to see angles that we hadn’t considered before, and it gives us a real complete picture of the entire influencer marketing space.” In the past year alone, Powell said the platform has already saved brands the equivalent of 16.8 years’ worth of manual checking across 50,000 videos. SparQ 2.0 draws from data on 320 million creative profiles across Instagram, TikTok and YouTube, making it one of the richest data sets in the industry. That volume has helped fuel the development of SparQ 2.0, which Powell describes as “a redefinition of how brands run creator campaigns.” “What all this data does is it gives us a really strong baseline of performance trends and best practice which has fuelled the development of a lot of the AI tools.” APAC growth story Fabulate’s rise over the past year has been rapid. With a team of 76 people across the region – almost one third being developers – Powell said revenues grew 94% year-on-year. “There’s not a lot of real bright spark growth stories in the advertising category right now with the challenge of going. So that was a real big achievement for us, especially in the advertising category.” The company landed tenth on Deloitte’s Tech Fast 50 list last November and is now powering campaigns for major brands across finance, retail, travel and telecommunications. “We’ve got clients that work with us across APAC saying they want to scale up to running 1,000 videos a month. You can’t sit there checking each individual video. It’s just not possible,” Ben Gunn, Fabulate’s co-founder, said. With influencer marketing spend rising across APAC, Fabulate’s timing couldn’t be better. “This isn’t just an upgrade,” CEO Toby Kennett said. “It’s end-to-end intelligence, with AI integrated at every step. We built this to solve real problems – approval bottlenecks, data fragmentation, compliance stress. Now marketers can move fast, stay safe, and scale with confidence.” source

Audi Singapore has appointed global integrated communications agency TEAM LEWIS as its agency of record for public relations following a competitive pitch. The partnership comes as Audi evolves its strategy in Singapore, with retail now taking centre stage. As the appointed agency, TEAM LEWIS will support strategic communications to strengthen brand affinity, drive interest in new products, and deepen engagement with both existing and potential customers, as well as fans of the Audi brand. The agency will also support major milestones, including Audi’s upcoming entry into Formula 1 in 2026, while focusing on storytelling and media relations that showcase the brand’s innovation, design, and performance. Don’t miss: Audi SG names new MD to spearhead direct-to-consumer business model Jamie Lee, general manager, marketing at Audi Singapore, said: “We are excited to welcome TEAM LEWIS as our PR partner in Singapore. Audi stands for innovation, progress, performance and the future of premium mobility; and the agency’s strategic thinking and creative ideas demonstrated a willingness to be bold while understanding these brand values.” We look forward to working with TEAM LEWIS to bring our vision to life and continue amplifying Audi’s brand narrative, drive meaningful impact, and inspire our customers in Singapore,” added Lee.  In tandem, Pamela Tor Das, VP of Singapore & emerging markets at TEAM LEWIS said: “We are thrilled to partner with Audi Singapore, particularly at such a critical stage in the brand’s journey. Audi is the embodiment of premium luxury, focusing on delivering exceptional performance and innovative, forward-thinking design.” “We are so excited to be able to bring our insights and ideas to deliver impactful campaigns that will strengthen the brand’s connection with Singaporean audiences and accelerate brand growth,” she added.  The appointment follows TEAM LEWIS’s recent win with Sport Singapore for public relations and strategic communications, as well as its hiring of Danny Lim as director to support technology, mobility, and enterprise communications with a focus on media relations. Related articles:  Sport Singapore picks new PR agency  Audi transforms engine roars into sonic symphony  Audi F1 Team and adidas team up for high-performance style on and off the track  source

LinkedIn has teamed up with fashion brand Love, Bonito to launch a campaign addressing the persistent confidence gap faced by women in the workplace. Titled “What we don’t ask: Career questions women should start asking”, the initiative surfaces the questions women often hesitate to raise — from mentorship and communication to navigating career growth — and pairs them with insights from voices such as LinkedIn’s APAC HR director Sumita Tandon, Love, Bonito’s CEO Dione Song and Malaysia’s top 20 LinkedIn creator Crystal Lim.  It also features Nas.io’s head of operations and strategy Jacq Lim, LinkedIn Top Voice in Hong Kong Sylvia Yu Friedman, and Indonesian entrepreneur Sabrina Anggraini. The collaboration marks LinkedIn’s first in Asia and is designed to showcase how women can access both practical tools and human guidance to grow with confidence. Don’t miss: LinkedIn picks new global creative agency LinkedIn said the campaign was developed to align with its mission of creating economic opportunity for the global workforce, while tackling the persistent gender gap in leadership. The company noted that closing this gap requires a collective effort from businesses, policymakers and society at large. Through this collaboration, it aims to spark conversations around issues many women hesitate to address, while providing them with practical tips, role models and insights. Partnering with Love, Bonito, which has built a strong female community across Asia, allows LinkedIn to expand the reach of these stories and help more women build confidence in their careers, the company said. The campaign runs from the end of September to the end of October across Singapore, Malaysia, Hong Kong, the Philippines and Indonesia. Episodes already published include “How tools like AI can help women own their power” in Singapore, “Women finding their voice in the workplace” in Malaysia, “The importance of mentorship” in Hong Kong, and “Communications tips that build confidence” in the Philippines. The series was co-created in-house by LinkedIn’s communications team and Love, Bonito’s marketing team to ensure the storytelling remained authentic to both brands while leveraging LinkedIn’s data and insights to ground the narrative. “Our mission has always been to empower women to live with confidence, and that extends to how they thrive at work. Partnering with LinkedIn allows us to go deeper, combining fashion and identity with career growth,” said Song.  She added, “Together we want to show that while AI brings new possibilities, it’s the wisdom of trusted experts and supportive networks that helps women truly unlock their potential.” In tandem, Tandon said, “This campaign with Love, Bonito is about sparking meaningful conversations that help women ask the career questions that matter. At LinkedIn, we see AI as a powerful companion, but its real impact comes when combined with the trusted insight of mentors, peers, and industry experts. Growth happens when technology meets human judgment, and we’re proud to help women across Asia unlock both.” This latest initiative follows another campaign LinkedIn rolled out in June this year, when it partnered with the National Volunteer & Philanthropy Centre (NVPC) to launch “In good company”. That campaign, part of Singapore’s SG60 celebrations, rallied business leaders to champion social impact by spotlighting companies driving positive change beyond bottom lines. Through a series of stories and video posts, the initiative tapped into LinkedIn’s network of over four million professionals in Singapore to encourage leaders to share their organisations’ efforts and inspire peers to do the same, in line with the “Forward Singapore” agenda. Related articles: Levi’s partners Beyoncé to empower women through denim   Study: 49% of women feel misunderstood by brands despite driving global spending   Pos Malaysia highlights women’s contributions to society in special stamp set source

HLB Private Bank has rolled out a refreshed regional branding campaign, underscoring its belief that true wealth transfer and legacy preservation begin with human conversations, not just financial ones. The initiative marks a new chapter for the bank as it doubles down on serving high net-worth (HNW) and ultra-high net-worth (UHNW) clients, along with family offices across the region. The repositioning, which includes a new logo, brand video, and refined client experience, reaffirms HLB Private Bank’s 120-year legacy while steering the brand toward a more bespoke, relationship-driven service model, the bank shared in a statement.  Don’t miss: Hong Leong Bank sparks joy and smart financial habits with Raya music video At the heart of the campaign is a cinematic brand film, currently airing on Malaysia Airlines flights. The film tells the story of a mother orchestrating a moment of reconciliation between a father and daughter, reflecting the emotional core of the bank’s philosophy, that meaningful legacy conversations often precede financial planning. To match its evolved brand purpose, HLB Private Bank has unveiled a new logo and visual identity designed to reflect modern sophistication while maintaining ties to its parent brand, Hong Leong Bank. The identity is now being rolled out across all client touchpoints, from private banking offices in Malaysia and Singapore to client merchandise and marketing assets. The rebranding also extends beyond visuals. Client advisors are undergoing training to help them guide families through intergenerational wealth transfer and legacy planning, supported by refreshed product offerings that combine investment, asset management, and advisory services tailored to affluent clients. This transformation follows HLB Private Bank’s strategic alliance with Lombard Odier, Switzerland’s oldest private bank, announced earlier this year. The partnership merges Lombard Odier’s expertise in global wealth architecture with HLB’s local insight in Southeast Asia, enabling the bank to offer more holistic and globally informed wealth solutions. Zalman Zainal, HLB’s chief marketing and communications officer, said the campaign and new identity mark a defining moment for the bank. “Our revitalized brand identity is a deliberate step to position HLB Private Bank as a trusted, elite wealth manager for our clients,” he said. “The goal was to uplift our brand image and create a visual language that communicates sophistication, trust, and global relevance. Coupled with our alliance with Lombard Odier, we’re well positioned to serve discerning clients seeking both enduring legacy stewardship and world-class financial growth.” In another example of refreshed brand identities in Malaysia, Sime Darby Property has unveiled a renewed brand identity to mark a key milestone in its transformation from a pure-play property developer into a diversified real estate company. While retaining its most recognisable assets including the name, shield, and heritage red, the updated identity introduces a modernised look designed to better connect with today’s audiences. The new logo features an outward-moving form inspired by Sime Darby Property’s four core values, with shades of red and yellow representing the group’s purpose as a “Value multiplier” for people, businesses, economies, and the planet. 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:Inside the Eastin-to-Marriott rebrand of an iconic PJ landmark Hong Leong Bank discovers the story behind Ipoh’s famous confectionary in new CNY campaign Maxis hits refresh with new brand promise: “Tomorrow begins today” source