marketing interactive

Nearly half (46.6%) of Xiaohongshu (XHS) users say they trust posts from regular users when researching products or services, a survey finds.  This is according to the 2025 Xiaohongshu User Insights Report. Conducted by the Digital Business Lab, the survey polled 510 adults in May living in Hong Kong and Singapore using a multi-source online sampling approach. The report sheds light on user behaviour and how the platform influences decision-making. According to the survey, KOL or influencer posts are trusted by 30.3% of users, while just 22.9% rely on official brand accounts, underscoring the dominance of peer-driven content on the platform. Don’t miss: Unlocking the 4.3 million opportunity on Xiaohongshu for Malaysia and Singapore Engagement patterns further reinforce this trend. Users interact most with deals and promotions, followed by trends, personal stories and experiences, reviews, and tutorials. Moreover, XHS is primarily used to validate purchase-ready decisions, discover new brands and products, explore recently heard-of brands, and compare options before making a purchase. Despite high engagement, brand followership remains limited. Only 22% said they would follow a bank or insurance company if the content is useful or interesting while 41.3% said it depends on the content type. 36.7% said they would not follow brands at all. Active participation is also relatively low. Over half of Singaporean respondents do not seek advice or help on the platform: 39.4% didn’t think to ask for help, 30.3% found comments or replies irrelevant, and 9.2% reported insufficient feedback to inform their decisions. However, XHS remains a regular touchpoint for brand and product information. Usage frequency shows 22.9% turn to the platform daily, 34.9% weekly, 40.4% monthly, and only 1.8% never. That said, adoption in Singapore is still relatively low, with only 21.7% of respondents using XHS, compared with 78.3% who do not. Yet interest is high with 78.2% saying they would consider using Xiaohongshu in the future. Interestingly, the findings differ for users in Hong Kong, where the platform has become a key research tool. Four in 10 XHS users in Hong Kong search for brand or product information weekly, with over half trusting posts from regular users the most, the survey finds. Financial information remains an exception, with only 7.4% of Hongkongers using the platform for this purpose. Nevertheless, the data suggests a strong opportunity for financial brands to engage this audience. 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:  Survey: 39% of HK users research brands or products on Xiaohongshu   Why Xiaohongshu is the platform to watch amid Asia’s social commerce boomMore HongKongers turning to Xiaohongshu: How can local brands best capitalise on the trend?   source

Raffles Hotels & Resorts has launched the second chapter of its celebrated global campaign, “The butler did I=it”, this time set against the grand backdrop of Raffles London at The OWO. The campaign once again stars model Tim Easton as the inimitable Butler, who now attends to a new line-up of guests including Henry Golding, Oli Green, Jacquetta Wheeler, Stephanie Grainger and Amalie Gassman. Shot within the storied walls of the Old War Office, the series continues the witty, fashion-forward storytelling first unveiled at Raffles Singapore last year. Under the creative direction of Trey Laird, with photography by Dylan Don and styling by Robert Rabensteiner, the campaign blends Raffles’ signature sense of theatre with high-fashion flair. Vignettes showcase the Butler’s magical touch across experiences unique to Raffles London – from private afternoon tea in The Drawing Room, to a bespoke bedtime story, and even a royal wake-up call courtesy of the King’s Piper. The campaign will roll out globally across print, digital video, digital display, and paid social. The first chapter of the campaign, launched in Singapore last year, featured Waris Ahluwalia, Robert Rabensteiner, and May Siu, celebrating Raffles’ legendary service through a lens of charm and mystery. This new edition channels quintessentially British sophistication while playing on the OWO’s history as the former Old War Office, once frequented by some of England’s most notable spies. Don’t miss: Inside the making of PH’s first Muslim-friendly hotel chain  Alongside the campaign, Raffles has also introduced “The butler did it experiences”, bespoke packages curated by Raffles Butlers, offering exclusive cultural access and showcasing the richness of each destination. The campaign arrives as Raffles continues its global expansion, with recent openings in Jaipur and Sentosa, and future launches slated for Jeddah, Lake Como, Los Cabos, Shanghai, and Tokyo. More than a campaign, “The Butler Did It” reinforces a tradition that has defined the brand since 1887: service so personal, it feels like magic. “At Raffles Hotels & Resorts, our butlers are more than a hallmark of service and hospitality—they epitomise our brand’s spirit, representing over a century of quiet artistry, graceful anticipation, and moments of emotionally intuitive care that are as individual as our guests,” Omer Acar, CEO of Raffles Hotels & Resorts, said. “In bringing ‘The butler did it’ to London, our inspirational creative team has once again reimagined this tradition through a lens that is witty, whimsical, and unmistakably Raffles.”.  In tandem, Trey Laird, founder of Team Laird, added “Our vision for ‘The Butler Did It’ has always been to bring Raffles’ unique spirit to life – blending elegance with a hint of intrigue and showing a guest experience that is as stylish and witty as it is warm.” “Raffles London at The OWO, with its grand history and vibrant setting, offered an extraordinary stage for the campaign’s next chapter, giving the Butler new opportunities to create moments that are as unexpected as they are unforgettable,” Laird said.  Alongside the new London chapter, the campaign builds on its debut instalment launched at Raffles Singapore, the brand’s flagship property. That first edition introduced audiences to the Butler’s world of intuitive care, showcasing how Raffles’ signature service extends far beyond expectations – from private tours to last-minute tickets – delivered before a guest can even ask. 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:  Raffles Hotels’ legendary butler brings luxury and glamour directly to guests in new campaign Fairfield by Marriott enlists help of BBH Singapore to come back to calm Hilton taps Deepika Padukone to champion the power of a thoughtful stay  source

Singapore Tourism Board (STB) veteran Oliver Chong (pictured) has been appointed assistant chief executive of its international group, according to a LinkedIn post. Chong steps into the role after more than three decades at the board, where he has held a wide range of leadership positions spanning events, communications, cruise, leisure, and international relations. According to Chong’s LinkedIn, he first joined STB in 1993 as assistant manager of events, later moving into corporate development and taking on overseas postings including deputy regional director in the UK and regional director for Europe. During this time, he oversaw operations across Frankfurt, London and Moscow to drive visitor arrivals from European markets. Don’t miss: Singapore Tourism Board names new PR and digital marketing agency for HK  From 2009 to 2011, Chong served as director of conventions and meetings, spearheading strategies to reinforce Singapore’s position as a global hub for conferences and incentives. He went on to lead STB’s communications efforts as director, before being promoted to executive director of communications and marketing capability in 2014, a role that focused on media engagement and safeguarding the board’s corporate reputation. In 2019, he was appointed executive director of international relations, market planning and Oceania, where he managed STB’s government-to-government relationships, flight connectivity projects, and market development in the Oceania region. Most recently, Chong held the post of executive director for the international group HQ and Oceania from 2021 to 2025. MARKETING-INTERACTIVE has reached out for more information.  Chong’s latest appointment comes as STB ramps up efforts to strengthen Singapore’s positioning as a top global travel destination and deepen partnerships across international markets. Most recently, the board appointed Splendid Communications as its integrated marketing and communications partner to raise Singapore’s profile in the UK and Europe, with a focus on leisure travel, MICE, digital engagement and influencer-led content. The one-year contract, with the option to extend annually for up to two more years, will see Splendid support STB’s London office, which oversees Northern and Southwestern Europe. According to tender documents seen by MARKETING-INTERACTIVE, the agency’s remit covers strategy, creative development and execution of omnichannel campaigns positioning Singapore as a must-visit destination. 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: STB seeks creative production team for digital content push   STB taps Ebiquity to power up global agency strategy   STB partners Grab to elevate visitor experience and support local businesses source

Giordano has appointed South Korean actress Roh Jeong Eui (pictured) as its newest brand ambassador, which will see the actress star in upcoming Giordano campaigns across Greater China and APAC regions.  Known for her exceptional talent and magnetic screen presence, Roh has risen as a prominent figure beyond the silver screen, with her latest performances in Netflix’s “Badland Hunters” and “Hierarchy” elevating her status as a a global style icon. With the success of the movie and the TV series, she has already emerged as one of the most notable figures both on and off screen, growing into one of the most prominent Gen Z actress in Korea, according to the release.  Giordano and Roh share a common vision: to capture the way a new generation wants to dress, redefining the brand by moving beyond classic fits toward a style-driven, trend-focused identity. As the new face of Giordano, Roh will be featured in the highly-anticipated Giordano Fall/Winter 2025 and Spring/Summer 2026 Womenswear and Korea Collection campaigns for the Greater China and Asia Pacific regions, inviting global consumers to connect with Giordano and discover the timeless appeal of its latest collections. Roh will showcase the versatility and style of Giordano’s latest offerings and flaunt key pieces that form the foundation of any wardrobe, including miniskirts with grey wool coat, matching white turtleneck-based tee. The Korea collection comprises tees, tank top, sweatshirts, sweaters, shirts, pants, jeans, sweat pants, miniskirts, woollen coats, windbreakers, leather jackets and flight jackets as well as accessories such as socks, gloves and scarves to complete the collection. These collections will be made available in Festival Walk and City Plaza Stores in Hong Kong on 25 September 2025, and via giordano.com and digital platforms such as Douyin, TMall, JD.com and Xiaohongshu in China shortly thereafter. Building on its “Beyond Boundaries” strategy, Giordano’s collaboration with Roh is set to help expand its global footprint and foster deeper connections with its customers through elevated storytelling and innovative collaborations. Colin Currie, CEO of Giordano, said: “We are delighted to welcome Roh as Giordano’s newest brand ambassador. Her authenticity, boldness and elegance transcend the entertainment industry, and she is shaping fashion conversations. Despite her young age, Jeong Eui is already a globally acclaimed actress, making her an ideal partner as we continue to evolve under our ‘beyond boundaries’ strategy. This partnership marks a milestone in Giordano’s transformation. We are confident her influence will inspire a new generation of Giordano customers.” Roh commented: “I’ve always admired Giordano’s effortlessly chic aesthetic, so it’s truly an honour to become the brand’s first ambassador. To me, Giordano represents quality, comfort, and style, and it holds a special place in the hearts of many across the region,” she shared. “I feel deeply connected to its vision of breaking boundaries through fashion and am excited to collaborate as part of Giordano’s journey in shaping this new chapter.” This comes after Giordano announced the launch of a revamped eCommerce website and a unified interface for its digital platforms, as part of its digital transformation. By leveraging social media channels and eCommerce platforms, the brand is creating an immersive experience for fans and customers across the globe. MARKETING-INTERACTIVE has reached out to Giordano for more information.   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: Giordano unveils exclusive Kung Fu Panda collection across APACChow Tai Fook seeks to remove Giordano’s CEO source

After spending more than AU$600 million on acquisitions, Singtel-owned tech services firm NCS is refocusing its efforts on the Australian market, consolidating its local businesses under a single national entity and launching its first local brand campaign built around artificial intelligence. The move signals a new chapter for the 45-year-old Singapore-headquartered group, which over the past five years has shifted from a domestic government IT contractor into a regional tech services firm with ambitions to capture a larger share of Australia’s fast-growing enterprise technology market. NCS entered Australia with a buying spree in 2021 and 2022, acquiring ARQ Group for AU$290m, The Dialog Group for AU$325m, along with Eighty20 Solutions and Riley Solutions for undisclosed sums. Together, the deals created one of the largest regional footprints in cloud consultancy, data solutions and enterprise IT services. Those four businesses have now been merged under a single NCS Australia banner, with seven offices and around 1,500 employees. To mark the integration, NCS has launched “Challenge Us,” a brand campaign positioning the firm as the partner for enterprises and governments to turn their “too-hard pile” into practical, future-ready solutions. The campaign was built using AI, symbolising both the scale of transformation projects and the technology’s central role in NCS’s strategy. It will run across digital, outdoor and thought leadership activations in Sydney, Melbourne and Brisbane, deliberately blending consumer-style visibility with B2B engagement. According to Howie Lau, chief corporate development and synergy officer at NCS, the consolidation was less about rebranding and more about aligning capabilities. “We believe we can handle some of the most complex solutions in Australia,” Lau told Marketing-Interactive. “Challenge Us represents both our breadth of capabilities and the nimbleness to deliver with care and agility. All of us in B2B are consumers. We wanted the brand to be visible on the street, but the executive roundtables and thought leadership are where we go deeper with clients.” Leading the local team are Tony Bailey (formerly Dialog) as country lead and Tony Walter (ex-IBM) as COO. Known internally as “the two Tonys,” the pair are tasked with bringing local nuance to a global strategy. “For us it’s very important that each market is run by a local leadership team,” Lau said. “Understanding the local culture and requirements is key in our business.” Betting big on AI At the core of NCS’s regional strategy is a S$130 million (A$145m) AI investment program announced earlier this year. The company has launched Sunshine.AI, a suite of accelerators and coding platforms, alongside partnerships with Nvidia, Google and AWS. More than 10,000 staff across its global network have been trained in AI applications, supported by tools like NCS GPT for knowledge management and conversational AI for call centres. But Lau said project work delivers the real edge. “Nothing beats putting a developer on an AI project for six months. The swagger they have when they come out of it is completely different.” In Australia, he said, AI and digital resilience are converging priorities. “AI can only be as fast and effective as your resilience layer. That includes cyber, data backbone, infrastructure scalability, application interplay and operations. If resilience lags, AI deployments fall apart.” Competing for market share Australia’s enterprise IT services market is already crowded with Accenture, Deloitte and Infosys, alongside challengers like Telstra Purple and DXC Technology. Lau said NCS is betting its mix of local leadership and regional scale will resonate with clients. “Unlike some of our peers with 400,000 or 600,000 staff, we’re still very agile. We can deliver on the brand promise of Challenge Us.” For CMOs and CIOs, the consolidation creates a more coherent story: instead of approaching four separate businesses, clients now face a single NCS Australia proposition spanning cloud migration, AI adoption and cybersecurity. The campaign reframes the conversation from IT outsourcing to business outcomes, with an emphasis on helping boards and executives manage complexity in an AI-driven world. A brand on the offensive Lau said the Australian expansion reflects a larger ambition to position NCS as a regional tech powerhouse rather than a Singapore-centric provider. Australia is viewed as the second or third largest IT services market in Asia, making it a natural hub for further APAC growth. “Clients know disruption is coming – whether it’s AI, cybersecurity or the next wave of digital,” Lau said. “Challenge Us is more than a tagline. It’s an invitation for clients to put their hardest problems on the table and see what we can deliver together.” source

The Singapore Tourism Board (STB) has appointed Splendid Communications as its integrated marketing and communications (IMC) partner to raise Singapore’s profile across the UK and Europe, with a focus on leisure travel, MICE, digital engagement, and influencer-led content. The contract is for a year with the option to extend annually for up to two more years. As the appointed agency, Splendid Communications will support STB’s London office, which oversees Northern and Southwestern Europe, with the UK as the key market. The agency’s remit covers strategy, creative development, and execution of omnichannel campaigns that position Singapore as a must-visit destination, according to tender documents seen by MARKETING-INTERACTIVE. Don’t miss: STB seeks creative production team for digital content push The agency will also be tasked to produce at least one integrated campaign annually, supported by always-on activity across digital, social, and earned channels, with a focus on data-led, ROI-driven storytelling. In addition, it will manage media and influencer familiarisation trips as well provide crisis support with daily monitoring of traditional and social media, tracking campaign results, flagging sentiment shifts, and alerting STB to negative coverage in line with its crisis playbook. “This is such an exciting opportunity for us, tapping into so many team passions including travel, food, hospitality, nightlife and, uniquely, nature; Singapore really does have it all,” said Splendid’s CEO, Alec Samways.  “Within days of starting work, we’re talking about major influencer visits, broadcast opportunities and, especially exciting for me, Singapore F1 week. Much like Singapore itself, the process of winning the account has left me buzzing,” added Samways. This appointment comes after the tourism board appointed a PR and digital marketing agency for Hong Kong. Following a pitch in May, Plug will manage STB’s media and influencer relations, digital and social marketing services, plus crisis and issue management. Plug will also work on enhancing Singapore’s status as a global hub for meetings, incentives, conferences and exhibitions.  Currently, STB is on the lookout for an outsourced creative production team to handle its digital content needs, with an initial contract spanning February 2026 to February 2028 and an option to extend for another year. The board is inviting agencies to pitch teams capable of producing social, graphic, video, and digital assets for platforms including Instagram, TikTok, Facebook, LinkedIn, YouTube, Google, VisitSingapore.com, as well as print. The team will work closely with STB’s marketing activation unit. 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:  Singapore Tourism Board names new PR and digital marketing agency for HK STB taps Ebiquity to power up global agency strategy  STB seeks integrated agency to amplify SG brand in UK  source

Global apparel retailer UNIQLO has appointed contemporary artist Brian Donnelly, known professionally as KAWS, as its first-ever artist in residence, marking a new chapter in its long-running collaborations with creatives at the forefront of culture. The role will see KAWS enhance the brand’s “Art for all” initiatives through global art events at UNIQLO flagship stores and activations with museum partners. Beyond events, KAWS will also contribute to the development of future LifeWear products, with the first collection slated for fall/winter 2025. KAWS is known for his pop culture–inspired works that blend street art, fine art, and commercial design. His signature motifs include the “Companion” character and his trademark “XX” eyes, which appear across paintings, sculptures, toys, and fashion collaborations. He has partnered with global brands such as Nike and Dior, making his art accessible to mass audiences while retaining strong presence in galleries and museums worldwide. Don’t miss: FamilyMart names fashion designer Tomoaki Nagao as creative director According to UNIQLO, the artist in residence position was created to bring in collaborators, propose new creative concepts, participate in the UT Grand Prix competitions, and engage in events alongside the brand’s global ambassadors. The partnership builds on UNIQLO’s history of artist tie-ups under its UT (UNIQLO T-shirt) line, though the new role will extend KAWS’ influence across a wider range of LifeWear products. “In our ever-evolving world, art is now more important than ever as an expression of our humanity. KAWS has been breaking the traditional boundaries of the art world, just as UNIQLO in its efforts to redefine the apparel industry through LifeWear” said John C Jay, president of global creative of Fast Retailing, He added, “As our artist in residence, KAWS will help UNIQLO expand the global appreciation and participation of art and creativity for all.” Speaking on his new appointment, KAWS said, “I am thrilled to be taking this next step with my longtime partner UNIQLO to become the brand’s first artist in residence. In this role, I hope to tap into the art community and global creatives to curate the next generation of UNIQLO collaborators.”  UNIQLO has a track record of unconventional collaborations. In Hong Kong, it tapped four local rising talents, singer-songwriter Terence Lam, actress Chung Suet-ying, long jumper Rina Lin, and independent singer Dale, to celebrate 20 years in the market and the expansion of its Mira Place store. Through their personal stories and creative styling with LifeWear items such as knitwear, PUFFTECH, and sweatshirts, the campaign illustrated how LifeWear integrates into daily life. In Malaysia, UNIQLO launched its first UT collaboration with the Pokémon Trading Card Game, alongside the Pokémon TCG Pocket app. The capsule collection, which went live on 11 August 2025, features fan-favourite characters such as Pikachu, Slowpoke, and Omanyte in UT’s signature graphic style. In Singapore, UNIQLO celebrated the nation’s 60th birthday with a hyperlocal UTme! T-shirt collection in partnership with heritage breakfast brand Ya Kun Kaya Toast. Launched on 1 August, the six exclusive designs pay tribute to the brand’s 80-year legacy and Singapore’s kopi and teh culture, drawing inspiration from the original Far East Square store and local coffee shop lingo. 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: UNIQLO Malaysia enters seventh year of collaboration with UNHCR      Local brand calls out UNIQLO SG over surprising ‘cai fan’ merch resemblance   UNIQLO SG removes exclusivity factor, opens seasonal collection sneak peek to public    source

Amazon Ads has struck a partnership with Netflix to give advertisers programmatic access to the streamer’s premium ad inventory through Amazon’s demand-side platform (DSP). The move, set to roll out in Q4 2025, will allow advertisers using Amazon DSP to buy Netflix inventory directly across 11 markets including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia. The tie-up is aimed at making Netflix’s growing ad-supported tier more accessible to brands while giving marketers additional flexibility in how they reach streaming audiences.  Don’t miss: Amazon unveils new ad tool for third-party retailers Amazon DSP is the company’s programmatic buying solution, which uses first-party insights, clean room technology and AI-powered automation to streamline campaign planning, buying and measurement. “We’re delighted to enter into this partnership with Netflix, enabling brands to reach their subscribers and extensive library of premium content with Amazon DSP. Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads,” said Paul Kotas, senior vice president, Amazon Ads.  In tandem, Amy Reinhard, president of advertising at Netflix said, “This partnership with Amazon perfectly aligns with our commitment of bringing advertisers even greater flexibility in their buys to achieve their marketing goals. By integrating Amazon DSP and enabling even more advanced capabilities together over time, we’re making it easier than ever to connect with Netflix’s global engaged audience.”  Australia has been a major market on Netflix’s radar for some time. Recently, Netflix also joined Australia’s official TV ratings provider OzTAM in a landmark move to increase transparency around how Australians consume content on the platform. The partnership sees Netflix become the first global streaming platform to have its audience independently measured and reported by OzTAM. It also represents a significant first step in aligning SVOD streaming data with free-to-air (FTA) broadcast TV and BVOD measurement through one standardised currency and common metrics, a significant step for the streamer in aligning with industry standards as viewing habits shift further toward digital and on-demand. Last month, Netflix also appointed Amanda Duthie as content director for Australia and New Zealand, strengthening its local content leadership as competition in the streaming market intensifies. 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:Amazon Ads empowers advertisers with new full-funnel performance featuresAmazon SG welcomes Atome to its payment option, increasing convenience for users     Netflix signs on with OzTAM in major streaming transparency shift source

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). The advisory, which comes amid reports of companies hiring foreigners on tourist or student visas, outlines penalties under the Employment of Foreign Manpower Act (EFMA) including fines of up to SG$20,000, jail terms of up to two years, and future work bans. Companies and individuals found in breach face the same penalties. MARKETING-INTERACTIVE has reached out to the VICPA for comments. Don’t miss: STB seeks creative production team for digital content push  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. In conversation with MARKETING-INTERACTIVE, Benjamin Lee, better known as Mr Miyagi, head of commercial and marketing at production company Beach House Pictures, questioned the effectiveness of a broad-brush legal approach. “A decade ago, a freelancer named David Attenborough narrated a nature documentary produced by Beach House Pictures and Channel NewsAsia, both Singaporean companies. It’s pretty hard to say that we took the job away unfairly from a local,” he said. While Lee acknowledges that the VICPA advisories are well-intentioned and aim to protect freelancers’ interests, he explained that the new guidelines can be seen as rather short-sighted and might fail to account for the complex nature of creative projects. “We would be much poorer if we had this closed-door policy that might stop our creatives from learning and collaborating with the best in the region and the world,” he added. Lee suggested a more targeted approach where the likes of VICPA should champion local creatives in adding value to and developing their skillsets so they can compete with “the best the world has to offer.”  “There might be companies who hire foreign talent purely from a cost perspective. These are the ones you need to address specifically, and not rely on a sledgehammer of a piece of law to assuage the fears of our freelancers,” said Lee.  Farrokh Madon, chief creative officer at Pirate, echoed the need for nuance, distinguishing high-end creative projects from routine services. “Singapore, being an international city, has always been open to foreign talent wherever it is essential,” said Madon, adding that there was significant foreign talent that came in to film the Emmy award-winning series, Hacks.  The important thing, Madon said, is that they came in through the right legal channels. The project was of an extremely high calibre too. However, Madon drew a line at basic creative services. “For events such as wedding photography and basic videography, Singapore has abundant competent talent.” He stated: Getting foreign talent without a relevant work pass is clearly an attempt to provide cheaper services. Not better quality services. In this regard, it is right to protect local talent who are more than capable of doing the work for a fair rate, he explained. “After all they live in Singapore and should be paid a fair professional fee that allows them to live in Singapore.” Sharing Madon’s take, Jay Soo, CEO and director of Moving Bits stressed that much of the debate stems from a misunderstanding of how foreign talent is engaged. Outsourcing work to overseas creatives who remain in their home countries is entirely legal, he noted. “The situation the government is addressing, however, concerns individuals who are physically in Singapore taking on jobs, often undercutting local professionals by charging significantly less. This mainly affects events companies operating in Singapore,” Soo said. He emphasised that enforcement must be consistent, pointing to high-profile international projects such as when acclaimed Canadian director Celine Song filmed an evocative short film for Marina Bay Sands for its new “Above beyond” brand vision, together with creative agency Frosty. “Technically, the same rules should apply—foreign directors working here should be subject to the same taxes and regulations as anyone else. These rules should apply universally, not just to neighbouring countries where talent may come at a lower cost, but also to big-name Western directors who are far more expensive,” explained Soo. While Soo welcomed foreign talent and praised Singapore’s creative industry as “very professional and highly talented,” he argued that regulation must be applied fairly. “If the government intends to enforce these rules, they should be applied consistently,” he said, adding that enforcement will be challenging. Businesses are struggling, so I can’t fault them for making cost-driven decisions—but this isn’t about professionalism. Our creative system is strong; the issue lies in consistency and fairness of regulation. 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:  SG companies barred from engaging foreign freelancers for creative services   Study: 77% in marketing and media are willing to move to SG for work   Study: 82% of marketers say marketing budgets face increased scrutiny as risk rises  source

Samsung Singapore has launched a new comic book to spotlight the “Awesome Intelligence” of its latest Galaxy A Series, showcasing how the smartphone’s AI-powered features can simplify everyday life and add a dose of fun. The comic series, titled Uncle & Aunty get smart(phone), follows Uncle Awesome as he introduces fellow hawker centre regular Uncle Tan to the capabilities of the new Galaxy A. In one scene, Uncle Awesome demonstrates how the ‘Circle to Search’ feature can instantly identify the species of a bird spotted nearby. Don’t miss: Samsung and HK director Soi Cheang collaborate to define what makes a great film According to Samsung, the campaign aims to educate and contextualise AI on Galaxy devices in a simple, relatable way. By using hyper-local, everyday stories, the project’s goal is to drive deeper understanding, trust, and practical utility of Galaxy AI features, making them more accessible and meaningful for consumers across Singapore. Designed for consumers who want a value-for-money smartphone and are curious about AI features, the idea was born from a desire to make AI feel less daunting and more approachable.  The project was fully developed in house and was brought to life by Eugene Lim as designer, and Jacelyn Ho as writer from Samsung Singapore’s team. Fans can pick up a copy of the exclusive Uncle & Aunty get smart(phone) comic at Samsung Experience Stores across Singapore, as well as at all major consumer and electronics IT stores such as Challenger, Courts, Gain City, Best Denki and Harvey Norman. “At Samsung, our mission is to make AI truly accessible and that begins with building trust. With the new Galaxy A Series, we want to reach out to more consumers to communicate our efforts in delivering trusted and seamless AI experiences that are built within our smartphones,” said Lynn Chong, head of marketing, Samsung Singapore. “This comic brings to life our advanced innovation like Galaxy AI and Samsung Knox Vault to better help users understand our commitment in securing their digital experiences, giving them the confidence to embrace AI safely,” she added. Samsung Singapore has been targeting various age groups with various campaigns, each spotlighting an AI feature available in its latest phone range. Most recently, it launched a digital-first festival to showcase the Galaxy Z series in unconventional ways, in an effort to reach out to Gen Z consumers. One initiative was its “Unexpected reviewers” campaign where creators Norbin Ngoh, Xixi Lim and Raynold Tan front a micro-series exploring how the Galaxy Z Fold7 and Z Flip7 can unlock hidden talents. On a global scale, it rolled out a campaign via BBH Singapore for the Galaxy S25 Ultra, spotlighting how the device, powered by Google Gemini, helps users navigate daily challenges such as fixing a failed recipe and proper settings when doing laundry.  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:  Samsung highlights tangible benefits of AI home in global campaign  Samsung SG picks social media agency Samsung owns up to mysterious search results billboard spotted across Malaysia  source