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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: McDonald’s Hong Kong served up nostalgia with a 10-minute micro-film revisiting its first 1975 restaurant, Audi turned horsepower into harmony and experts weighed in on Singapore’s clampdowns on foreign freelancers. Plus, a sneak peak of what went down at Marketing Excellence Awards Thailand 2025. Snack on this.  Don’t miss: Gen Z perspectives: Stagwell backlash and SIA’s new safety video 1. McDonald’s HK recreates its historic first day in cinematic anniversary tribute McDonald’s Hong Kong is taking audiences back to where it all began, with a 10-minute micro–film that nostalgically recreates the opening of its first restaurant in 1975.   Done in partnership with DDB Group Hong Kong and OMD Hong Kong, the film, titled “Back to the beginning in 1975”, is the next instalment of the brand’s ongoing 50th anniversary celebrations. It invites the city to return to the beginning, celebrate the present, and look ahead to the future — through cinematic storytelling and immersive brand experience.  Read more here.  2. Audi transforms engine roars into sonic symphony Audi UK has unveiled a new campaign with BBH London that transforms the roar of its RS models into music. Titled “Engine symphony”, the tactical push taps into the end of the classical music season by reimagining horsepower as harmony. To bring the idea to life, the brand enlisted a composer to transcribe the sounds of Audi RS engines into sheet music, blending performance with artistry. The 50-second spot opens with shots of the score before showing the composer at work, capturing the engine’s acoustics. It then transitions to photographs of the sheet music displayed across out-of-home sites. Read more here.  3. SG clamps down on foreign freelancers, but industry voices say nuance is needed Singapore companies have been reminded not to engage foreign freelancers for creative services such as photography, videography, and make-up for weddings and events, following a new advisory from the Ministry of Manpower (MOM) issued alongside the Visual, Audio, Creative Content Professionals Association (VICPA). Comments seen by MARKETING-INTERACTIVE on VICPA’s Facebook post sharing the advisory have been mixed thus far, with some users thanking the VICPA for its efforts and others questioning if companies can no longer use platforms such as Fiverr, an online marketplace for freelancers. Users also questioned if foreign professionals such as established directors, were no longer able to work in Singapore for projects. While VICPA has positioned the move as protecting local creative freelancers, industry leaders say the reality is a little more nuanced. Read more here.  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: Driscoll’s appoints ex-Zespri CMO to newly created global role     Why Scoot’s multi-airline platform play will deliver more than just cheap seats       In conversation: How tech is powering a global tea brand  source

In the latest episode of MARKETING-INTERACTIVE’s Marketing Connected podcast series, “In Conversation,” we sit down with Eugene Lee, vice president and chief marketing officer for APAC at Chagee. Lee, who spent 15 years at McDonald’s, rising from senior marketing executive to international CMO, described his move to Chagee as “really good and refreshing,” and a change of pace for him. Chagee, a Chinese tea brand, already has 7,000 stores in China and is now expanding internationally. Don’t miss: In conversation: From founder’s son to brand builder Lee explained that the brand’s ambition is to be in 100 countries with 50,000 stores employing 300,000 people and serving 15 billion cups of tea across the world, all within the next 10 years. He was drawn to the brand as it gave him freedom to do with the brand as he sees fit, translating it from China to other markets internationally. Technology is at the core of Chagee’s operations. Every store uses automated tea machines connected to the cloud. Lee described the system: “At many bubble tea shops or coffee shops, everything is made by hand and about 400 cups are made a day. But at Chagee, everything is automated, allowing us to serve 2,000 to 4,000 cups a day.” Once a ‘charista’ (the tea baristas at Chagee) scans a QR code on a cup, it would dispense all of the ingredients accurately within eight seconds. The technology also allows the brand to focus on human interactions. “Our ‘charistas’ are freed from repetitive tasks, so that two of them are able to chat with customers from behind the counter, serve them, and have human interactions,” Lee shared. It’s not about cutting down headcount, but about repurposing the headcount so they can be more human, and interact a lot more with customers. Reflecting on his career, Lee said his best decision was moving from the local market in Malaysia to a regional role at McDonald’s: “I knew exactly what type of regional person I didn’t want to be. I would have wanted a regional person that was super supportive, that will be able to enable me to do all the crazy ideas I wanted to do, versus being the police and coming in to slap you on the wrist.” Lee also shared one value he would not compromise as a marketer: “Decisions should be made by the people closest to the customer, it should be made by the market teams. My job is just to steer them in the right direction and to be able to work with them on brand strategy at the high level. He views his role as one that aligns with the local markets on the brand’s strategies moving forward. “Everything else in between, is the market’s role,” he said. 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: What to consider when selling your agencyInterview: Eugene Lee exits McDonald’s, reflects on his career and the industryCHAGEE lands Eugene Lee as APAC CMO, accelerates international expansion efforts source

The National Trades Union Congress (NTUC) and the Singapore Industrial and Services Employees’ Union (SISEU) have expressed strong concerns over Agoda’s retrenchment exercise, which saw 50 employees in Singapore laid off. In a joint statement, the labour groups said they were “appalled” by allegations that Agoda asked retrenched workers to refrain from reporting their cases to trade unions, government agencies, or other organisations. According to NTUC and SISEU, the severance agreements also warned employees against seeking mediation, filing claims, or pursuing legal action over their termination. Workers who breached these terms would risk losing their severance pay and could be asked to return any payouts already made. Don’t miss: TikTok reportedly lays off staff in SG as part of global restructure “This practice, if true, is irresponsible and regrettable. It goes against a fundamental right of every worker — the right to seek redress when they face workplace issues,” the statement said, adding that it undermines fair and progressive employment practices. NTUC secretary-general Ng Chee Meng also weighed in on Facebook, saying he was “deeply disappointed” by the way Agoda was allegedly handling its retrenchment. “In times of difficulty, workers must never be denied the rightful assistance and support they deserve,” he said, stressing that responsible retrenchment is not just about compliance but also about “treating workers with dignity, fairness, and respect”. He added that NTUC would continue standing firmly with workers to safeguard their welfare and ensure their voices are heard. The unions have called on Agoda to clarify its position and urged the Ministry of Manpower (MOM) to investigate the allegations. They also reminded all companies to abide by the Tripartite Advisory on Managing Excess Manpower and Responsible Retrenchment. NTUC and SISEU said they stand ready to support affected Agoda workers, including those who are union members, with job-matching services, career coaching, and financial assistance through NTUC’s Employment and Employability Institute (e2i). Separately, MOM told MARKETING-INTERACTIVE that the matter has come to its attention and that it, together with the Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP), is looking into it. The ministry added that it is inappropriate for employers to include provisions that discourage or inhibit employees from approaching authorities, calling such clauses contrary to the spirit of fair and responsible employment practices. MOM said it takes a serious view of such conduct, as it undermines trust in the employment framework and the avenues available for workers to seek support, and, where necessary, it “will not hesitate to take action”. In conversation with MARKETING-INTERACTIVE, an Agoda spokesperson responded to the layoffs, saying the move was “in line with [its] continuous improvement drive to enhance operational efficiency.” The spokesperson added that the company had phased out customer support roles in Singapore, Budapest, and Shanghai while creating new positions in other locations. “This move is designed to consolidate our customer support teams in areas where we have the strongest operational flexibility and capability as we continue to grow our business,” the spokesperson said. The company also stressed that it remains committed to maintaining a strong local presence in Singapore and continues to follow relevant local laws. Impacted employees were “given every support throughout the transition process in line with industry standards” and were free to pursue legal options or engage with authorities if they wished. Agoda said it could not comment further on individual settlement agreements to respect employee privacy. The retrenchment was first reported by The Business Times where it reported that Agoda informed staff of the cuts during a closed-door virtual town hall on 4 August with its customer experience group teams in Singapore, Shanghai, and Budapest. Management reportedly cited “cost pressures” and “recruitment challenges” as reasons for the move, which affected roles ranging from customer service specialists to regional managers. The company had also come under scrutiny in June, when the Competition and Consumer Commission of Singapore (CCCS) flagged design features on Agoda’s website and mobile app that could mislead consumers. One issue was the “best match” label, which implied search results were ranked purely by relevance to a consumer’s preferences, such as travel dates or guest ratings. CCCS found that Agoda’s algorithm also considered the commissions it earned, raising transparency concerns. Another was the “Agoda preferred” badge, displayed on selected properties with the note “trusted and verified” partners, without clearly disclosing that these properties paid higher commissions. Agoda has since voluntarily provided an undertaking and cooperated with CCCS to make changes, ensuring users receive accurate and transparent information before booking accommodations. 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:   DFI Retail Group reportedly plans layoffs amid cost pressures     Ninja Van cuts 5% of headcount in Singapore with second round of layoffs   Workers union ‘disappointed’ by Lazada layoffs, says it was not consulted    source

In a timely move following Apple’s upcoming iPhone 17 reveal, Google released a cheeky Instagram video featuring its Pixel phone alongside an iPhone. Set in a field with chickens, the clip opens with iPhone struggling to teach the birds to sing, referencing a video Pixel had previously shown. Pixel then reveals the video of singing chickens, clarifying it was generated using its AI tool Gemini, and boasts that it can create videos of virtually anything. The conversation escalates when iPhone asks if Pixel also generated a video of turtles running an investment bank. Pixel confirms with an AI-generated clip, prompting an “Oh no” reaction from iPhone before the scene shifts to turtles learning mathematics. The video ends with a shot of the Pixel 10 Pro. The Instagram caption read, “When iPhone’s plans run afowl, Pixel promptly generates some helpful advice,” framing the clip as both a demonstration of Gemini’s capabilities and a humorous jab at its rival. Don’t miss: ZUS Coffee’s playful billboard takes jab at Siti Nurhaliza: Industry players weigh in The release of this video coincides with Apple’s iPhone 17 series launch on 19 September this year. The iPhone 17 series introduces Apple Intelligence, a suite of AI-powered features designed to enhance user experience. These include ‘Genmoji’, ‘Image Playground’, writing tools with ChatGPT integration, and live translation, all powered by the new A19 Pro chip.  In August 2025, the Pixel 10 Pro was unveiled, showcasing Google’s advancements in AI and hardware. Powered by the Tensor G5 chip, it introduced Gemini Nano for enhanced AI capabilities, including “Magic cue” for contextual suggestions and “Pro res zoom” for up to 100x AI-driven zoom.  MARKETING-INTERACTIVE has reached out for more information.  Google isn’t the only brand getting cheeky. Local players are also leveraging humor and rivalry in their marketing campaigns. Most recently, Farm Fresh stirred up social media chatter with a Cream Hauz ice cream ad seemingly taking a dig at Magnum’s iconic tagline. In a viral photo captured at a convenience store, a Farm Fresh poster sat next to Magnum’s “Stick to the original. Like a Magnum is not Magnum” ad. Farm Fresh responded with its own twist: “Like the original, tapi harga berbaloi” (“Like the original, but more affordable”). Meanwhile, Wonda Coffee’s latest out-of-home campaign across major Klang Valley highways features music legend M. Nasir alongside its original milk coffee can drink. The billboards read: “Kopi Wonda kegemaran M. Nasir” (“Wonda Coffee is M. Nasir’s favourite”). The campaign playfully references ZUS Coffee’s recent OOH ad, which claimed M. Nasir and Siti Nurhaliza were fans but added a disclaimer that the person named was actually a mathematics teacher from Alor Setar who enjoys karaoke. Last year, Deliveroo also joined the cheeky jab trend in Singapore. A Facebook ad used the “Yes, but” format to poke fun at competitors Grab and foodpanda, promising free or unlimited delivery but revealing limits in the fine print. The final image promoted Deliveroo Plus, offering “unlimited free delivery” for orders above SG$15, subtly highlighting its edge over competitors. 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: Google puts AI to work in Australia, focusing on health over hype   Aunty M serves up laughs and ad tips in Google SEA’s first YouTube creator series   Apple’s CNY shot on iPhone 16 film is a nostalgic, dreamlike musical source

For the third consecutive year, McDonald’s Singapore has taken home the coveted ‘Marketer of the Year’ title at the 13th annual Marketing Excellence Awards, reaffirming its leadership in the local marketing landscape. The brand emerged as the evening’s biggest winner, walking away with six Gold, six Silver, and five Bronze trophies. Standout campaigns included “My happy place”, “Garlic chilli. It’s a Singapore thing.”, “The McGriddles® close friends list”, “Sweet paprika chicken McCrispy – The crispiest takeover”, “Breaking fast this Ramadan, the McDonald’s way”, “Collect quest”, and “The McGriddles® breakfast icon collection.” Brought to life in collaboration with Leo Singapore, OMD Singapore, BandwagonLabs, and Distilleri, these campaigns triumphed across categories such as ‘Excellence in Customer Engagement’, ‘Excellence in Digital Marketing’, ‘Excellence in Loyalty Marketing’, and ‘Excellence in Marketing to a Specific Audience’, highlighting McDonald’s knack for connecting with diverse audiences through creativity and cultural relevance. HSBC Singapore also impressed with six Gold, two Silver, and one Bronze trophy, winning accolades for campaigns like “HSBC mind athletes tournament” (with VML Singapore) and “Play it forward” (with Ogilvy Singapore). Pan Pacific Hotels Group followed closely, taking home five Gold and one Silver, thanks to campaigns such as “Analyse, architect and activate: Next phase of channel-first to audience-first approach and strategy” and “Beyond the booking: Personalisation online to onsite”, delivered with Digitas Singapore and Mezzo Labs. Other notable winners included Mandai Wildlife Group, Samsung Electronics Singapore, Ministry of Digital Development and Information, Mastercard, Sentosa Development Corporation, Singtel, and Victory Hill Exhibitions. Check out the full list of winners here. The Marketing Excellence Awards 2025 culminated on 19 September with a gala at The Ritz-Carlton Millenia Singapore, celebrating the industry’s finest in marketing innovation. Evaluated by an independent jury of senior client-side marketers—including leaders from Children’s Cancer Foundation, DMK, Endowus, GIC, Mandai Wildlife Group, Pan Pacific Hotels Group, The Coca-Cola Company, and Thomson Medical—the awards reflect true peer recognition. Congratulations to all finalists and winners whose bold ideas and creativity have set new benchmarks in marketing. We look forward to the next wave of groundbreaking campaigns at #MarketingExcellenceAwards 2026. source

WILD Group has been appointed as the media agency for Shake Shack Singapore. As the appointed agency, WILD Group will handle social media account management, media production, and KOL management for the brand, MARKETING-INTERACTIVE understands. The appointment, which follows a pitch held in Q1 2025, will cover both retainer work and event projects. Details on the duration and value of the account were not disclosed. Currently, the scope is limited to the Singapore market. WILD Group had previously managed the account through its agency division. Don’t miss: A&W Singapore picks social media agency MARKETING-INTERACTIVE has reached out to Shake Shack Singapore for more information.  Other brands have also seen media agency appointments recently. Global health club chain Virgin Active, for instance, appointed Omnicom Media Group’s PHD as its media agency for Singapore and Thailand after a competitive pitch against three other agencies. PHD will manage full-funnel media strategy, planning, buying, and performance management across all channels, including digital, social, search, offline media, and data analytics, and support market-specific activations and audience planning in close collaboration with Virgin Active’s in-house teams. Duties began on 1 July. Meanwhile, some brands are still on the hunt. Mandai Wildlife Group recently called a pitch for its media account, which is being managed by R3. The appointment timeline and scope have yet to be disclosed. Spark Foundry under Publicis Media is the incumbent agency, having first won the business in September 2021 on a two-plus-two-year contract. 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: MOM picks new social media agency     OpenAI picks new global media agency     Club Med picks media agency for ESAP markets source

Snack food giant Intersnack Group, owner of brands including Kettle, Tyrrell’s, Chio and McCoy’s, has awarded its global media business to Omnicom Media Group agency PHD after an eight-month review. The remit spans 26 markets across Europe, the UK and Australia/New Zealand, covering cross-screen media planning and buying, performance marketing and shoppable media. The incumbent was Publicis’ CitrusAd, acquired by Epsilon in 2021, though Intersnack said it continues to work with the business in some capacity. The pitch was run with consultancy Independent Media Guides (IMEDIAG). Intersnack said PHD distinguished itself on commercial, strategic and technical strengths, particularly its ability to leverage AI and technology to drive media transformation and business outcomes. Other decision drivers included consistency across multiple markets, client service and buying performance enabled by Omnicom’s Omni marketing orchestration platform, and a proven ability to build “mental availability” for its brands. “Over the past months, Intersnack Group has conducted an international media pitch. We would like to sincerely thank all participating agencies for their strong contributions and high level of professionalism. After a thorough evaluation process, PHD distinguished itself through its commercial, strategic, and technical strengths and has proven to be an excellent partner for the future,” Maciej Szyszkowski, international director media and digital, Intersnack Group, said. The partnership will official start on January 1, 2026. Kevin McNair, marketing director of KP Snacks UK, added said Intersnack was impressed by PHD’s understanding of the challenges and opportunities the group is facing. “Their strategic approach demonstrated not only a clear grasp of the category landscape but also a forward-thinking perspective on how to tackle industry headwinds.” For PHD, the win extends a strong 2025 run. Year-to-date, the network has added Skechers in China, Starbucks in Indonesia and Malaysia, and Spirit of Tasmania in Australia, while expanding its US remit with Burger King to Canada and successfully defending Kimberly-Clark in EMEA. “Intersnack Group presented us with a very clearly defined challenge of accelerating media transformation on three levels: media as an investment that drives business outcomes in a measurable way; building Mental Availability for Intersnack brands; and implanting data-driven and precision-at-scale principles at all stages of the process,” Susanne Grundmann, CEO, PHD EMEA, said. “As their media agency of record, we will be leveraging the power of our Intelligence. Connected offer to deliver against each of these levels, bringing together the best strategic talent and innovative technology from across our network, group and holding company to drive media effectiveness and maximize media ROI.” Intersnack is one of the largest snack manufacturers in Europe and Oceania, employing more than 15,000 people across operations in 31 countries. Its 30 brands are consumed by around 15 million people each day, generating sales of more than €4.5 billion (US$5.3b) in 2024. The Intersnack pitch was led by PHD EMEA, with the new contract taking effect 1 January 2026. source

Scoot, Singapore Airlines’ low-cost subsidiary, recently launched a multi-airline booking platform in collaboration with Dohop which enables passengers to seamlessly book self-connect itineraries across various carriers, enhancing travel flexibility and expanding destination options. The move comes sometime after AirAsia also evolving its digital ecosystem to offer a wide array of services, including flight bookings with over 700 airlines. With the change, in 2024, the airline rebranded its Super App to AirAsia MOVE, aiming to transform into a holistic travel platform. These shifts come at a time when the low-cost model is under pressure. Jetstar Asia, Qantas Group’s Singapore-based budget subsidiary, recently ceased operations after years of rising supplier costs, high airport fees, and mounting competition eroded its returns. Against this backdrop, Scoot and AirAsia’s pivot toward platform-based strategies suggests that the next phase of survival, and growth, for budget carriers may lie in becoming broader digital ecosystems rather than just airlines, said industry players MARKETING-INTERACTIVE spoke to. Don’t miss: Why Jetstar Asia’s closure announcement failed to land with consumers Scoot’s new platform marks a natural evolution for budget carriers trying to move beyond just selling seats. Industry watchers say the move reflects both opportunity and pressure in a region where competition is fierce and margins are thin. Prashant Kumar, founder and CEO of Entermind, a newly minted AI consultancy, framed it as part of a “time-tested formula”. He likened Scoot’s platform shift to turning a “store” into a “mall”, where the footfall generated by cheap fares can be monetised across more services. “Eventually a lot of margins may come from the ‘tenants’ rather than ‘store’. And of course, there is value back for the flyers due to higher share of travel occasions, unlocking a new growth flywheel,” he added. For Kumar, the move underscores how airlines are increasingly “50% DataCo (data companies) and 50% flying seats”, with AI playing a critical role in unlocking new sources of value. Kumar added that beyond margins, the strategy is also about defence: Travelers need to plan their journeys and a leg in that journey may involve you. So either you control the journey or someone else will. Laura Kantor, founder and director of Climate Club, formerly the marketing director at quick commerce platform foodpanda, agreed that the strategy is as much about control as it is about expansion. Pressure on margins, reliance on third-party platforms, and the lure of expanding network reach without heavy investment, are likely triggers that drove the move.  Calling the move a smart pivot, she said: “The move indicates that Scoot is hungry for direct sales and richer margins, cutting out aggregators such as Skyscanner and owning more of the customer relationship. By working with Dohop, an Icelandic tech platform that stitches flights across different carriers, Scoot can scale quickly without adding its own fleet.” Kantor added that the move indicates Scoot taking full control of the customer journey, which is especially smart when you’re part of the SQ family playing in the value-air space. What the move means for customers? Sanchit Mendiratta, managing partner and founder of Neo 42, said from the customer lens, the move tackles a real pain point of booking multiple tickets, and the anxiety to make the next connection. “The pain is now reframed with ConnectSure into confidence and peace of mind. Because turning stress into trust is how the best brands build loyalty and reinforce their identity over time. Feels like all the pieces of the marketing puzzle coming together nicely – from branding and packaging to customer experience and loyalty,” he said. Mendiratta, who previously worked with the likes of Dentsu to grow the CX offering, added that Scoot is also moving into a sweet spot between affordability and possibility. “By opening up both global hubs and smaller secondary cities, it’s pushing the democratisation of travel forward – making it easier for millennials, Gen Zs, and heritage travelers to go farther for less,” he said. He added that the move reflects how traveller expectations are shifting, with aspirational yet cost-conscious consumers seeking broader reach without compromising on affordability. For Scoot, the strategy is less about single-ticket sales and more about encouraging repeat usage, expanding market share, and reinforcing its brand promise as it matures. Potential challenges and opportunities While the potentials are immense, the success lies in execution, said the players MARKETING-INTERACTIVE spoke to. The opportunity is big, but the challenge is in execution and keeping the experience seamless, so it feels like a Scoot experience and not a third-party patchwork. Kantor added that at the end of the day, complexity in operation and coordination, will make or break the experience and there is always a risk if a partner airline drops the ball. “Service consistency matters, and accountability can get blurred if things go wrong,” she said. Meanwhile, Kumar highlighted the importance of differentiation in a crowded market.  “If you are basically protecting your core, you have some leverage there. If you are looking to add share of occasions, it needs clear differentiation,” he said.  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: AirAsia MOVE denies manipulating airfares as it faces PH shutdown      Clear Channel takes to the skies with new Scoot partnership       Why Jetstar Asia’s closure announcement failed to land with consumers source

When football fans think of Carlsberg, they think of Liverpool. Carlsberg has been tied to Liverpool for more than three decades, making it one of the longest running partnerships in global sport. The brewer’s staying power, said Liverpool legend Robbie Fowler in an exclusive interview with MARKETING-INTERACTIVE, reflects not just brand visibility, but its ability to embed itself into fan culture worldwide. Fowler recalled that the first kit he ever wore for Liverpool featured the Carlsberg logo, a memory that carried more meaning as his career went on. “As a young player, your focus is on performance. But over time, you see the significance of a partner that has stood with the club for more than 30 years,” he said, adding:  There aren’t many sponsors in world football who’ve shown that kind of loyalty. That loyalty, he explained, goes both ways. Carlsberg’s campaigns, from global activations such as “Do the best things begin with curiosity?”, to fan experiences at Anfield, have extended beyond shirts to become part of Liverpool’s identity. Yesterday, Carlsberg held a meet and greet where fans could participate in trivia games, drink, take photos and interact with the legend himself. Don’t miss: You’ll never scroll alone: How Liverpool’s social strategy is ruling the internet The 12th man of partnerships For Fowler, the real measure of success lies in how fans are involved. He pointed to Liverpool’s massive following in Southeast Asia, where fans often mirror the passion of those in Europe. “One thing that screams at me about Liverpool supporters is loyalty — and that’s true in Singapore, across Asia, or anywhere else,” Fowler said. He added: Football without fans is nothing. Brands that understand that, and bring supporters into the experience, have a chance to create something lasting. Carlsberg, he noted, has managed to enhance the fan journey globally by giving supporters access to once-in-a-lifetime experiences, such as stepping onto the Anfield pitch. According to Fowler, the partnership has lasted thanks not only to Liverpool’s success, but also to a shared sense of identity. “Liverpool is a family club, and Carlsberg has always brought that same family feel to its campaigns. The two go hand in hand,” he said. “That’s why the connection has stuck for 33 years, and why we might still be talking about it in another 20.” He also rejected the idea that modern sponsorships can’t create the same resonance. “As long as sponsors and clubs work together towards the bigger picture, they can absolutely make things work,” he said. Keeping the ball rolling For Carlsberg and Liverpool to remain relevant, Fowler believes one thing is non-negotiable: success. “Football works best when a club is successful. Carlsberg has stood by Liverpool through the good years and the leaner years, because they see the bigger picture. If the club keeps winning, that connection will only get stronger.” Beyond trophies, Fowler pointed to the importance of continuing to build loyalty, both between the club and its sponsors, and between the club and its global fanbase. He stressed that partnerships thrive when they create shared moments for supporters rather than just visibility for brands. “Carlsberg have shown a lot of loyalty, and Liverpool have done the same in return,” Fowler added. “That’s what makes the relationship special. As long as the club, the fans and the partners keep working together, there’s no reason it can’t last another 30 years.” 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: MTR Shops ignites football frenzy with Liverpool pop-up store   Liverpool FC inks US$77m-a-season kit deal with adidas    Liverpool FC takes flight with new look inspired by iconic Liver bird source

Foodpanda Singapore has appointed Yingchun Li as its new head of marketing and growth, taking over from Darryl Chua. In her new role, Li will be responsible for delivering the brand’s full-funnel marketing strategy spanning brand building, awareness, acquisition, conversion, retention and loyalty across the customer lifecycle. She will oversee initiatives in performance marketing, social, CRM, partnerships and integrated campaigns, ensuring marketing efforts are aligned with the company’s broader business objectives. Don’t miss: CHAGEE nabs Subway APAC head of marketing to lead social and digital Li’s first-year priorities will centre on accelerating foodpanda’s growth by focusing on quick commerce, affordability and convenience, while strengthening its core verticals and expanding the customer base. She will also look to drive greater efficiency and ROI in marketing, while sharpening brand positioning to reinforce foodpanda’s standing as a leading convenient and affordable delivery platform in Singapore. Prior to joining foodpanda, Li was head of eCommerce for Guardian Health & Beauty Singapore, where she drove digital growth and optimised the eCommerce funnel. She also spent over two years with Alibaba Group’s Lazada as senior manager, leading growth, strategy and marketing across six Southeast Asian markets, delivering double-digit growth in monthly active users and customer engagement. Speaking to her appointment, Bhavani Mishra, managing director, foodpanda Singapore said “We are glad to welcome Li to foodpanda Singapore. Her appointment comes at a time when we’re doubling down on innovation and growth, and her experience leading end-to-end marketing across diverse sectors will be invaluable in shaping strategies that sharpen our competitive edge and expand foodpanda’s impact in Singapore.” In tandem, Li added that she’s “excited to take on this role and to work alongside the team in turning foodpanda’s strategic priorities into real impact for our customers.” “I believe great marketing is built on insight, genuine connection and quirky wittiness to create experiences that truly resonate. From building brand love to deeper loyalty initiatives, I see huge opportunities to not just grow our customer base but also to reimagine how Singaporeans experience everyday convenience with foodpanda,” said Li.  In the near future, foodpanda customers can look forward to campaigns spotlighting foodpanda’s value-driven deals across food and groceries in the coming months, with details to be share on the foodpanda app.  Li’s appointment comes after Mishra’s appointment in March this year. Formerly the senior director of operations at foodpanda, Mishra will oversee all aspects of foodpanda Singapore’s operations in his new capacity. He will lead the company’s commitment to innovation and service excellence, ensuring customers continue to have access to diverse choices and services at competitive prices Mishra holds eight years of regional leadership experience at foodpanda, driving large-scale business transformation across APAC. Since joining in 2018 as part of the logistics team in Thailand, he has played a key role in optimising operations, enhancing customer experience and implementing solutions to improve efficiency, foodpanda said in a statement.  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:    foodpanda HK taps local influencers to unlock PANDADEAL discounts foodpanda crowns local foodie favourites in SG60 hall of fame foodpanda SG names new managing director    source