marketing interactive

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes. This week, brands got bold with identity plays. HSBC rolled out its signature “HSBC Red” for its 160th anniversary, AirAsia introduced a custom typeface, and CHAGEE teamed up with POP MART on a tennis-inspired experience. Game, set, scroll.  Don’t miss: Gen Z perspectives: Symphonic campaigns, working with freelancers & MEA TH 1. HSBC introduces ‘HSBC Red’ and hand-drawn logo to celebrate 160 years In celebration of its 160th anniversary, HSBC has partnered with Pantone to introduce the signature “HSBC Red”, making HSBC the first Hong Kong financial institution to have its own brand colour.   This elegant, steady, and passionate hue carries strong emotional resonance, while reflecting Hong Kong’s prosperity and auspiciousness. “HSBC Red” is deeply embedded in HSBC’s identity, bearing witness to its journey from a local bank to a global financial institution. Read more here.  2. AirAsia takes flight with new custom typeface AirAsia has unveiled its very own typeface, AirAsia Sans. Described as a bold and full of personality, the geometric sans serif font was designed to maintain an approachable personality through design that creates softer textures, a friendly tone and a humanistic touch – all while being modern, said Rudy Khaw, CEO of AirAsia brand co. (Abc.) in conversation with MARKETING-INTERACTIVE.  Read more here.  3. CHAGEE and POP MART hit the tennis court in playful collab CHAGEE is betting on playfulness to engage younger, lifestyle-conscious consumers across Southeast Asia. The modern tea brand has teamed up with POP MART’s popular character Hacipupu to launch the limited-time ‘Green grape milk tea’, alongside exclusive collectible merchandise. The campaign, which spans Singapore, Malaysia, Indonesia, and Thailand this September, aims to merge the ritual of tea drinking with the excitement of lifestyle collectibles. At the heart of the collaboration is “CHAGEE’s little champion”, a tennis-inspired pop-up experience designed to drive foot traffic and social sharing.  Read more here.  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: Maybank responds to public backlash: ‘Emblem on Merdeka 118 building a symbol of continuity’    Apple’s cinematic stunt proves the iPhone 17 Pro can take a beating  ‘No longer a choice’: Neil Patel makes the case for AI personalisation at scale source

Levi’s has collaborated with Disney and Pixar to launch a global limited-edition collection commemorating the 30th anniversary of Toy Story, reimagining classic character designs and playful details. Established in 1995, Disney and Pixar’s Toy Story is the first fully computer-animated feature film, bringing the heartfelt and unforgettable friendship between Woody and Buzz Lightyear to the screen. It not only redefined the history of animation but also captivated audiences across generations. In view of this, the Levi’s x Toy Story 30th anniversary collection aims to celebrate the pioneering spirit behind Woody’s character and the adventurous spirit of the Toy Story film series. The collection draws inspiration from beloved characters and iconic scenes, transforming them into wearable art that blends true American cowboy style with the whimsical magic of Andy’s toy box. The collection will be available for purchase starting 3 October. In Hong Kong and Macau, it can be found on the official Levi’s website and at select Levi’s stores. The entire collaboration features a variety of patches that include characters from Disney and Pixar, such as Woody, Buzz Lightyear, Jessie, Rex, and the Alien. This not only aims to add collectible value but also allows fans to display their favourite characters while fostering a deep emotional connection similar to that between toys and their owners in the film. The key piece in the men’s collection is the Levi’s x Toy Story western cowboy jacket, made from short-cut piece-dyed bull denim. It features custom rivets with five movie-themed designs: Woody’s belt buckle, the space ranger badge, the Pizza Planet logo, Andy’s signature, and a pattern of Woody’s cactus boots. The interior is padded and includes a limited-edition Woody patch. Furthermore, the Levi’s x Toy Story all-over print tank top features a kangaroo pocket and zipper design on the front, with a black padded lining. It is covered in a collaboration print pattern resembling a flour bag, while the back features a large graphic of Jessie and Woody riding Bullseye. On the other hand, the women’s collaboration highlights Jessie’s vibrant and independent personality through powerful cuts and authentic Western details. The standout piece is the Levi’s x Toy Story Type II denim jacket, made from raw indigo with a Western-style cut, featuring “Yodelayheehoo” chain-stitch embroidery and a cow print collar. The collection also features a range of thematic accessories, such as a denim cap adorned with the Toy Story logo, a cow print denim hat with a collaboration patch, an all-over print handbag that blends denim with flour bag print canvas, and a Woody belt that reproduces Woody’s classic belt buckle. This belt is crafted from leather with brass-coloured studs and features a laser-etched design of Woody as Saddleman. MARKETING-INTERACTIVE has reached out to Levi’s for more information.  Don’t miss: Levi’s taps Alia Bhatt to lead next chapter in women’s denim Recently, Levi’s appointed Bollywood actress Alia Bhatt as its global brand ambassador, signalling a new era for the iconic denim brand. The partnership comes as women’s fashion increasingly embraces relaxed fits, wide legs and looser silhouettes, styles that are moving from seasonal trends to everyday essentials. Levi’s, known for defining denim culture, said Bhatt will help bring this evolution to a global audience. The collaboration will see Bhatt championing Levi’s’ range of loose fits, wide-leg styles and reimagined classics, while the brand continues to innovate with new designs without straying from its heritage of timeless denim. 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: Levi’s partners Beyoncé to empower women through denimLevi’s goes on tour with 88rising to spotlight SEA talent and summer fitsLevi’s partners Beyoncé for global campaign celebrating legacy of the brand source

Netflix and AB InBev have teamed up in a global partnership that aims to marry iconic beer brands with one of the world’s largest streaming platforms. The collaboration will see co-marketing campaigns, consumer activations, and event sponsorships rolled out across multiple regions, marking an unprecedented scale for both companies. The partnership will leverage AB InBev’s global brand portfolio to integrate with popular Netflix titles such as the UK’s The Gentlemen, Brazil’s Brasil 70 – A saga do tri, and South Korea’s Culinary class wars. Campaigns will include title integrations, limited-edition packaging, digital promotions, and other experiential marketing initiatives targeting fans of legal drinking age. Beyond content tie-ins, the companies will also collaborate on live events. In Mexico, Cerveza Victoria recently served as presenting sponsor for the Canelo vs. Crawford fight, while AB InBev will advertise during Netflix’s 2025 live NFL Christmas game. Looking further ahead, the partnership will extend to marquee events including the 2027 Women’s World Cup, streamed on Netflix. Don’t miss: Netflix signs on with OzTAM in major streaming transparency shift AB InBev and Netflix said the partnership is built on shared interests in sports, food, music, and comedy, aiming to connect audiences in “new and exciting ways”. “We’re always looking for creative ways to build our brand and connect with fans, to keep fueling the fandom that comes from our great shows, thrilling movies, and can’t-miss live events,” said Marian Lee, chief marketing officer at Netflix. She added, “The popularity of our titles allows us to pierce the cultural zeitgeist in ways few others can, and a great partnership can make that even better. We are super excited about creating attention-grabbing campaigns with AB InBev that are just as unique, fun, and creative as the shows and movies they support.” In tandem, Marcel Marcondes, global chief marketing officer of AB InBev said, “Streaming is a social and shared experience, it’s an occasion where beer and entertainment come together. This partnership is an opportunity for our brands to create deeper experiences with consumers and more moments of cheers while they watch the content that shapes culture.” Following its experiential partnership with AB InBev, Netflix is also expanding its commercial reach through a programmatic advertising tie-up with Amazon Ads. Set to roll out in Q4 2025, the deal will allow advertisers to buy Netflix inventory directly across 11 markets, including the US, UK, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia. The initiative is designed to make Netflix’s growing ad-supported tier more accessible to brands while giving marketers additional flexibility in reaching streaming audiences. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles:   Nongshim and Netflix bring K-Pop Demon Hunters to ramen fans    NASA partners Netflix to bring space exploration to a global streaming audience    Netflix joins Video Futures Collective as streamers unite on ad measurement source

Fraser and Neave (F&N) has appointed Rahul Colaco as its new chief executive officer, effective 1 October 2025. He takes over from Hui Choon Kit, who will retire and step down as CEO on 30 September after 25 years with the group. Hui will remain with F&N until 31 January 2026 to ensure a smooth transition, the company said in a statement. Don’t miss: Nestlé sacks CEO Laurent Freixe after relationship with subordinate, Philipp Navratil appointed successor Colaco brings nearly three decades of experience in the consumer goods industry, spanning leadership roles across both developed and emerging markets. Since 2024, he has served as chief of spirits, international at Thai Beverage Public Company (ThaiBev), and from 2020 to 2024, he was CEO of Grand Royal Group in Myanmar. He also spent several years with FrieslandCampina in China, Nigeria, and Malaysia, as well as more than a decade at Unilever in the Netherlands, Italy, and India. Koh Poh Tiong, chairman of F&N, described Colaco as a “seasoned leader with a strong track record in building brands, driving growth, and delivering results across diverse markets.” He added that the board is confident Colaco will guide the group into its next phase of growth while navigating a dynamic operating landscape. In accepting the role, Colaco said: “It is an honour to be entrusted with the leadership of F&N, a company with such a rich heritage and strong portfolio of brands. I look forward to working closely with the Board, leadership team, and colleagues across the Group to build on our achievements and drive further growth and innovation.” The board also paid tribute to Hui’s long-standing contributions. Koh highlighted Hui’s dedication over the past 25 years, noting his role in steering F&N through a rapidly evolving business environment. Reflecting on his tenure, Hui said: “It has been a privilege to lead F&N and to work alongside such a talented and dedicated team. Together, we have navigated challenges and seized opportunities to strengthen the Group.” “I am proud of what we have accomplished, and I am confident that under Rahul’s leadership, the Group will continue to achieve even greater success,” he added. 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: F&N NutriWell debuts in Malaysia with sights set on lifestyle positioning F&N Magnolia taps desk drops and digital buzz for Minion collaborationF&N takes on the health of Malaysians in new campaign source

Global marketing consultancy TEAM LEWIS has acquired the UK division within insight-led financial communications and corporate consultancy Instinctif, effective immediately.  The transaction is the latest step in TEAM LEWIS’ strategy to grow and develop its integrated proposition. Uniting brand strategy, PR, digital marketing, and creative engineering with specialist capital markets, public policy and global corporate comms expertise.  In conversation with MARKETING-INTERACTIVE, a spokesperson from TEAM LEWIS said Instinctif was picked due to its a deep expertise in capital markets, corporate comms, public policy, sustainability reporting – across a number of sectors which will bolster TEAM LEWIS’ existing capabilities. “These include technology, automotive, defence, energy, financial services, leisure and property. The acquisition also gives TEAM LEWIS UK a foothold in the City. Also giving Instinctif clients a wholly owned international network in 26 offices worldwide. Plus access to new AI and technology services to bolster comms.” The deal not only brings together two dynamic teams, but also dramatically enhances the combined expertise in sectors such as technology, automotive, defence, energy, financial services, leisure and property. Anchoring this sector expertise will be horizontal practice areas including crisis preparedness, strategy and planning and technology-first innovation.  The business will integrate into TEAM LEWIS’ global network but retain the Instinctif brand in the near-term. The combined entity will offer a wider range of services, a bigger bench of expertise and deeper insights for clients across all sectors.  TEAM LEWIS’ CEO Chris Lewis (pictured left) will be leading the team of 700 worldwide, including an addition of over 60 Instinctive UK team members joining TEAM LEWIS UK, bringing the combined total size of TEAM LEWIS UK up to 150.  The spokesperson said this is another step in TEAM LEWIS’ strategy to grow and develop following the opening of its London HQ in Battersea last year. “The move doubles the size of our UK operation and adds 15% growth to the group. It also brings 200 new clients to our existing 500 clients worldwide.” “We welcome our Instinctif colleagues to the TEAM LEWIS family,” said Lewis. “This acquisition is a testament to our pursuit of growth, innovation and delivery of best-in-class results for our clients. Together, we will unlock new opportunities and raise standards of excellence in marketing communications enabling our team to deliver a greater range of services across a wider geography to clients in multiple sectors.”  “Our shared vision and passion for creativity, collaboration and impact makes this is an exciting new chapter as we look to build on our expertise in capital and public markets,” added Instinctif CEO Julian Walker (pictured right). “Together, TEAM LEWIS will enable accelerated growth and facilitate the delivery of even more innovative solutions for our clients” Don’t miss: TEAM LEWIS scores a hat-trick of global technology wins This comes after TEAM LEWIS scored a hat-trick of global technology wins, including professional services and tech company Cognizant, cloud storage provider Wasabi Technologies and automated endpoint management platform NinjaOne, continuing a string of B2B wins for the agency – including projects with behavioural biometrics fraud detector BioCatch. Martin Harkin, TEAM LEWIS Australia managing director, said the string of wins expand on the agency’s proud B2B heritage. “The calibre of global technology clients that are trusting us with their communications strategies in Australia and New Zealand is a real testament to the quality of personnel we have working at TEAM LEWIS,” he said. 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: TEAM LEWIS promotes Keso Kendall to senior VP to lead APAC regionNational Youth Council appoints TEAM LEWIS for social and digital content duties source

Cyber Security Agency of Singapore (CSA) has teamed up with Ogilvy Singapore to launch its cybersecurity campaign, “Stop and check”. The campaign aims to tackle cyber threats by encouraging the public to take a cognitive pause before responding to unsolicited messages or calls. Launched on 13 September 2025, the campaign addresses a key human vulnerability: the impulse to react quickly. According to the Singapore Police Force’s ‘Mid-year scam and cybercrime brief 2025′, social engineering and deception tactics account for 78.8% of reported scam cases in Singapore. The campaign kicked off with a two-day “Cyber safe in the city” roadshow at Waterway Point, officially launched by Josephine Teo, minister for digital development and information and minister-in-charge of Cybersecurity & Smart Nation Group. The experiential roadshow recreated familiar city environments with eight interactive zones, educating visitors on CSA’s cyber tips and the “Stop and check” principle. Don’t miss: Meta joins SPF and NCPC to beat scammers at their own game  Central to the campaign is Jaga, the cybersecurity hedgehog, first created by GovTech in 2017. Reimagined in 3D for the campaign, Jaga carries a red “STOP” sign and acts as a friendly guide, appearing across roadshows, digital platforms, out-of-home advertising, and the campaign TVC. In the TVC, Jaga intervenes as cybercriminals attempt to manipulate a protagonist into impulsive decisions, reinforcing the message to pause and think before acting. “Cybercriminals are skilled at manipulating their victims. They use elaborate social engineering tactics or deception to induce a sense of fear and urgency in victims, driving rushed and emotional decisions,” said Connie Lee, director, communications and engagement division, CSA. “This campaign focuses on the paramount importance of a ‘cognitive break’, for everyone to pause, and ‘Stop and check’. In addition, we need everyone to adopt good cyber hygiene, to help us stay cyber safe,” added Lee.  Ogilvy partnered with experiential agency Motion: For Impact to execute the roadshow, crafting a cityscape that was visually and experientially recognizable. “By applying a vibrant color palette and interactive design, we created zones that drew people in, sparked curiosity, and encouraged learning by doing,” said Hajar Manaf, executive producer at Motion: For Impact. The “Stop and check” campaign will continue to roll out across Singapore through 2026, combining physical pop-ups, out-of-home advertising, and digital channels to promote cybersecurity awareness for all ages. “Bringing the ‘Stop and Check’ campaign to life has been an incredibly rewarding journey, marrying creative vision with a vital public need,” said Troy Lim, group creative director at Ogilvy Singapore. “Jaga’s transformation from a 2D hedgehog into a 3D mascot with his own reassuring personality, combined with the universally recognized ‘STOP’ symbol, empowers everyone to make safer choices online.” “Stop and check” follows CSA’s earlier “Unseen enemy” campaign in 2023, which took the form of a suspense thriller film. That spot showed a protagonist who clicked on a malicious link, triggering unseen forces to strip away his documents, money, and even a family photograph.  Apart from the film, key visuals depicting how unseen cyber threats are present in everyday life were also activated across touchpoints such as public transport screen doors, wallscapes, bus stop shelters, social and digital platforms, as well as a concept train. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:  Meta tackles scam ads with updates on brand rights protection This thriller by CSA SG is meant to highlight the dangers of cyber threats  SPF and StarHub flip the script, get hackers to teach you how to not fall for scams  source

AI in marketing is no longer a choice, “it’s a necessity,” says Neil Patel, one of the world’s most influential marketing leaders, urging brands at DMA Singapore to move beyond buzzwords and embrace personalisation at scale. The NP Digital co-founder told a packed room on day two of the conference that hyper-personalisation is now the benchmark and brands that fail to activate it will be left behind. “Personalisation is what creates a better experience,” Patel said. “With AI, you can scale conversations to the individual. Not just five or 10 different journeys, but millions, all happening in real time.” He contrasted AI-driven personalisation with traditional demographic segmentation, which he said too often relied on broad assumptions about customer groups. With AI, every interaction can be treated as unique, adjusting content, offers and even pricing based on context and behaviour. “Personalisation is no longer a choice,” he said. “It’s a necessity. Every customer feels seen in the moment when you personalise. That’s the beauty of AI.” Data without silos But as AI workflows begin to transform marketing organisations, Patel was clear about the precondition for this future: data must be consolidated into what he called a “unified data foundation.” “If your raw data is scattered across platforms, you won’t get the insights you’re looking for,” he said. “AI is only as strong as the data it draws from. Put in bad data, you’ll get bad output. Put in good data, you’ll see ROI.” That consolidation underpins everything from automated ad targeting and personalised content to omnichannel campaigns that feel seamless across apps, websites and social platforms. Patel urged marketers to move quickly on this, warning that siloed data is the biggest barrier to execution. Automation as the ROI driver While generative tools and creative applications capture headlines, Patel argued that automation is where AI delivers its greatest value. “Automation is where you’re going to get the ROI,” he said. “It’s about automating repetitive, boring, simple tasks and freeing your people to focus on impact.” He pointed to agentic AI workflows that can catch SEO errors, optimise campaigns, and communicate across systems at a scale humans cannot match. “AI found 259 errors where humans found 83. The ideal solution is both – AI to scale the grunt work, humans to double-check and refine.” Patel warned marketers against treating each platform as a silo in itself, particularly in APAC where regional approaches can differ. “The journey should feel frictionless and consistent across platforms,” he said. “Instagram, TikTok, LinkedIn, your app, your website – the tone and content need to align. If they don’t, customers will see your AI effort as just buzzwords and vanity metrics.” For businesses early in their AI adoption, Patel’s advice was to start small, with low-risk but high-impact tasks. And when it comes to marketing channels, he said focus is critical. “Pick one channel where you already have traction. Do it really well, test agentic workflows, then expand.” source

Maybelline New York has tapped multi-platinum singer Miley Cyrus as its new global spokesperson, kicking off a campaign that revamps the brand’s legendary Maybe it’s Maybelline jingle. Cyrus brings her signature energy and fearless creativity to the campaign, merging music and beauty in a bold reinvention of the classic tune. The new jingle is accompanied by a short music video where Cyrus is seen strutting into a photoshoot, putting on mascara and singing the new jingle in a recording studio.  Don’t miss: Luxury goes pop: How music videos are the new catwalks for high fashion brands “I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is,” said Cyrus. “Makeup enhances performance and honesty—it’s how I tell my truth without saying a word. Partnering with Maybelline, a brand that celebrates self-expression and play, felt like the most natural fit in this stage of my life,” she added.  Cyrus summed up the campaign’s ethos: “Beauty is fluid, confidence can look a million different ways, and you were born with it all along.” The partnership launches across TV, digital, social, and in-store activations starting September 2025. Cyrus will also front major upcoming product launches, including a new color range and the brand’s viral Sky High mascara. “Miley is more than a global icon—she is a muse of modern beauty. With her unmistakable voice and vision, she turns our iconic jingle into something raw, intimate, and powerfully reflective of this Maybelline era,” said Sandrine Jolly, global brand president of Maybelline New York.  Beyond music, Cyrus has fronted campaigns for Gucci’s Flora fragrance and Dolce & Gabbana. Most recently, she was the face of Maison Margiela’s Fall 2025 campaign, making history as the maison’s first celebrity campaign star.  As part of the campaign, Cyrus stripped down to nothing but white paint and the fashion brand’s signature Tabi boots. Meanwhile, in choosing Cyrus, the brand is signaling a shift from anonymity and towards cultural icons.  Related articles:  Johnnie Walker taps Sabrina Carpenter to remix whisky culture  With influencer marketing taking over, what values do celebrities bring to marketers?   Don Don Donki’s latest ambassador is Bruno Mars?  source

In Southeast Asia, digital advertising is entering a new chapter. As one of the fastest-growing mobile-first populations in the world, app consumers are spending more time than ever across independent apps. In Singapore alone, digital ad spend is expected to surpass US$1.94 billion this year, a remarkable 11% year-on-year growth. This reflects both rising digital maturity and intensifying competition for consumer attention. Yet the real story lies in where that attention is going. Beyond social media and video platforms, consumers are spending more of their mobile time on independent apps – from messaging and finance services to lifestyle platforms and gaming ecosystems. Research shows that over half (51%) of daily mobile engagement occurs outside the walled gardens, highlighting a shift that marketers cannot ignore. From morning commutes to evening entertainment, users are moving across multiple touch-points daily, and advertisers must find ways to engage audiences wherever they are most active. Despite this shift in consumer behaviour, 88% of mobile app advertising dollars remains concentrated with Google and Meta. The imbalance has left a substantial opportunity untapped, as independent apps collectively reach more than two billion daily active users – equivalent to the combined audiences of TikTok and Instagram. Marketers who broaden their media mix to include these apps can access richer contextual signals that reflect not just demographics, but real-time user intent and engagement. This environment also encourages experimentation with dynamic, data-informed campaigns that respond to audience behaviour in real time, creating pathways to measurable performance that were previously unavailable. Real-world examples illustrate this potential. In Indonesia’s highly competitive fintech market, Ajaib, the country’s first fully digital brokerage platform, saw untapped potential in reaching iOS users. While the company had already built a strong presence through Android and within walled gardens such as Meta and Google, scaling sustainably on iOS proved challenging. To grow further, Ajaib knew it needed more than just installs: it needed engaged, high-value users at efficient costs. Partnering with Moloco, Ajaib adopted AI-driven strategies to optimise creative strategies and performance outside the walled gardens. They leveraged dynamic product ads (DPAs) that reflected real-time market changes, delivering more relevant and engaging ad experiences across the independent app ecosystem. Within just four months, registration rates tripled, while install-to-verification conversions improved more than threefold. The use of DPAs delivered a two times boost in click-through rates and a 9% reduction in cost per registration. By tapping into independent iOS apps with smart optimisation, Ajaib didn’t just grow its user base, it unlocked a more sustainable path to high-value growth. “User behaviour is increasingly fragmented. People are spending more time exploring independent apps, and that creates new ways for marketers to reach the right users in the right context,” said Nopparat Yokubon, country lead, AUNZ and SEA at Moloco Ads. The story is similar in Japan, where NetEase sought to launch its mobile racing game, Racing Master, in one of the world’s most competitive markets. The brand found its user acquisition costs running too high in a market where attention spans run short. For NetEase, the brand had to balance reach with cost-efficient, high return on ad spend (ROAS) growth. Tapping on Moloco, the brand rolled out a full-funnel strategy combining premium independent apps, and layered optimisation. The campaign started with shallow event bidding to drive installs and test performance. Then, AI was leveraged to target users most likely to deliver strong results, shifting the budget towards high-value cohorts. By the end of the campaign, NetEase found that cost-per-installs reduced by 40% and increased ROAS by 50%. In a market where every dollar counts, NetEase found that the open app ecosystem could deliver not only scale, but sustainability. “AI-powered advertising solutions allows marketers to respond in real time to how users interact across multiple apps. By understanding context and engagement, campaigns can find the audiences that matter most,” Yokubon explained. Both case studies highlight a common formula: reach, relevance, and real-time optimisation. Advertisers navigating today’s fragmented landscape need these levers to drive performance effectively. Real-time optimisation with Moloco Ads also allows marketers to adjust bids and campaign settings dynamically, based on live signals and performance outcomes ensuring efficiency in spend. At the end of the day, advertisers must stay adaptive in a rapidly shifting environment where purse strings are tightening. According to Yokubon, the key is to start small and scale smart. “Start with your data – that is your biggest asset. Then pair it with artificial intelligence and independent apps to run small, measurable experiments. You will quickly learn what works, and scale with confidence. That is how you build a resilient growth strategy in today’s privacy-first world.” As mobile usage continues to dominate and measurement grows more complex, independent app ecosystems offer clarity, control, and performance that complement existing strategies. They are not a replacement for walled gardens, they are an essential part of a multi-channel approach to today’s evolving advertising landscape. “Advertisers that integrate independent apps alongside other channels can capture fragmented attention more effectively. Using AI-powered tools to deliver the right message at the right moment makes campaigns more efficient and impactful,” Yokubon added. This article was written in collaboration with Moloco by Nopparat Yokubon, country lead, AUNZ and SEA at Moloco Ads. source

In the latest episode of MARKETING-INTERACTIVE’s Marketing Connected podcast series, “In Conversation,” we sit down with VJ Anand, co-founder and chief creative officer of creative consultancy Ballsy. Anand’s career spans agencies such as BBDO, TBWA, and Ogilvy in Malaysia, senior roles at Gojek in Indonesia, and a regional creative leadership position at VaynerMedia in Singapore and London. Anand’s global journey has shaped the way he approaches creativity. “I kind of feel like I belong in all these places, and I’m a worldly person, but I also represent Asia and Southeast Asia,” he said. “I fall in love with things very fast, be it different cities and food in the different cities. I also find a lot of joy in gadgets, cameras, sneakers, fashion, and various passions.” Don’t miss: In conversation: How tech is powering a global tea brand That curiosity translates directly into how he creates. Anand describes himself as a “hyper consumer” who draws from diverse passions. “There’s no real science to what it takes to market culture. But we can ask: what would get someone to stop and watch this piece of content? Or what would get someone to click buy? What’s the culture that I can borrow or play around with. Or who can I collaborate with to make this work?” For him, culture is not an abstract idea, but something lived and experienced daily. He often visits stores, studies how people react to products, and dives into social media comment sections. “Those kinds of things become an inspiration. Most people leave it at research, but for me, it becomes an inspiration point and think: ‘Why can’t we do this?’” said Anand. “You’ll start questioning things, and then the ideas will flow. It becomes a spark.” Anand stresses that cultural marketing only works if it remains rooted in relevance. “I’ve seen some instances where culture is used as a weapon to win the attention of today’s audiences,” he shared. With audiences scrolling across multiple platforms and flooded with content, embedding messages within cultural touchpoints has become essential. More importantly, he added, impact doesn’t always come with big budgets. Creating something that resonates doesn’t have to be expensive. “It can be a simple text, and people will still like it if they resonate with it. I think finding that resonating point is the most important thing.” 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. 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:In conversation: From founder’s son to brand builder Jetpac hunts for virgins in ballsy global campaign Taco Bell Malaysia serves tacos with a side of beats in new Gen Z game plan source