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India’s independent design and brand consultancy Elephant Design is expanding into the Asia Pacific with the launch of a new hub in Singapore. With Singapore as its base, Elephant Design aims to grow its presence in Southeast Asia’s FMCG and consumer brand landscape while deepening partnerships with existing clients. In conversation with MARKETING-INTERACTIVE, Ashwini Deshpande (pictured left), co-founder & director, Elephant Design, said Singapore’s location makes it ideal to service the entire APAC region, combined with the fact that many multinational companies have opened regional HQs in the market. “We have some experience of working in Singapore as Elephant was invited by Singapore Economic Development Board to set up a design and innovation practice there over a decade ago. We worked on at least a dozen innovation initiatives during that phase. It is a cultural melting pot which makes it exciting for the creative team,” said Deshpande. Don’t miss: What’s driving PR agencies to expand in the Philippines? With the launch of the new hub, the consultancy is keenly looking at Malaysia, Thailand, Indonesia, and the Philippines, Deshpande told MARKETING-INTERACTIVE. It will also venture into Vietnam and Laos. “As part of the consortium of 12 independent design consultancies across Asia, we have access and reach on the ground in each of these countries,” she said. “Our strength lies in picking rooted cultural insights and converting them to the advantage of brands and people who subscribe to them. Today, every multinational is looking at localising the offerings, not just superficially, but also with deep respect to the cultural insights. We believe that will be our sweet spot. We have worked with Unilever, P&G, Colgate, PepsiCo, Coca Cola, Abbott, Himalaya & Chicco in the past and we hope to tap into their regional need,” she added. The APAC practice will be led by Swetha Iyer (pictured right) as its growth director, APAC. Iyer is a brand strategy and client relations specialist who blends design expertise with strategic insight. Having worked across India, Singapore, Malaysia, and Thailand, she has partnered with cross-disciplinary teams to deliver standout projects for leading FMCG brands. Before taking on the role, Iyer had past stints at Why by Lonsdale in Singapore and Landor in India. “My association with Elephant has been built on shared values and a passion for consumer brands, and returning to lead the APAC practice feels like a natural continuation of that journey. Singapore is a vibrant hub with a diverse cultural footprint that reflects Elephant’s design vision and ethos. I am excited to be part of this chapter and to propel Elephant’s expansion into the Asia Pacific region,” said Iyer. Founded in 1989, Elephant has built a 70-strong team across multiple Indian cities and has worked with brands including Tata, Reliance, Himalaya, Emami, Marico, Coca-Cola, Domino’s, Revlon, L’Oréal, and Chicco. Elephant Design is one of the many agencies and consultancies to enter Singapore in recent times. Earlier this month, PR and communications agency LaunchLink Communications set up shop in Singapore, marking the latest step in its Asia Pacific (APAC) expansion. The Singapore office will act as a regional hub for both local and international clients, offering on-the-ground support and broadening access to the agency’s specialised services. The agency will offer regional clients a suite of services including strategic communications, executive positioning, media training, market entry support, product launches and cross-border campaigns.  Meanwhile in March, Malaysia-based integrated marketing consultancy VoxEureka expanded into Singapore and Indonesia, reinforcing its ambition to build a strong foothold in Southeast Asia. Despite being newly established at the time, the agency secured key clients such as TikTok Singapoe and Universitas Tecknologi Surabaya within the first month.  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:  Australian PR agency LaunchLink enters SG amid APAC tech boom  Malaysia’s VoxEureka enters Singapore and Indonesia  BMF opens first HK office as part of APAC expansion  source

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, US-based holding company Stagwell faced backlash for its involvement with the Israeli government while Singapore Airlines’ new safety video sparked mixed reactions. Plus, Barilla served us some pasta on the side. These headlines are far from al dente. Dig in.  Don’t miss: Gen Z perspectives: Dentsu’s big shake, Anak’s fashion move, The Conjuring & DMA buzz 1. Backlash over Stagwell’s Israel work puts PR ethics in the spotlight Stagwell, the US-based holding group that owns agencies including agencies Assembly, 72andSunny, Allison+Partners and Anomaly has come under scrutiny following reports of a major research and messaging program conducted for the Israeli government. According to leaked documents first reported by Drop Site News, the project involved research across more than 13,000 people and tested campaign messages designed to improve perceptions of Israel internationally. The recommendations included emotional storytelling, messaging around terrorism, and connecting Islamic radicalism to the conflict. Read more here.  2. Durians and debate: Was SIA’s new safety video creatively too safe? Singapore Airlines (SIA) has never treated its safety videos as mere housekeeping. Its latest release, created in collaboration with the Singapore Tourism Board (STB), is no exception. The new film mixes essential safety instructions with sweeping shots of Singapore’s landmarks and communities. Cabin crew demonstrate procedures amid lion dance troupes, kolam artists, silat practitioners, and even an aqua aerobics team. Watercolour-inspired effects, drawn from the nation’s mural scene, lend a soft, artistic touch. As the online chatter settles, industry veterans had their own take on the video. Read more here.  3. Barilla Pasta joins the Formula 1 race as official partner Barilla has signed on as Formula 1’s newest official partner in a multi-year deal. As an official partner, Barilla will have a strong presence both on and off the track and will encourage connection and spirit of togetherness among fans who will be able to enjoy dishes from the Italian brand’s pasta bars around the paddock and in the prestigious Formula 1 Paddock Club.  The partnership also sees Barilla’s branding featured across trackside signage, digital activations, and consumer promotions reaching millions of spectators worldwide — uniting fans through a shared passion for sport and the tradition of sharing a meal. 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: How should PR agencies draw the line when ethics, morality, and money collide?       FrieslandCampina concludes global media pitch   In conversation: From founder’s son to brand builder source

The Central Provident Fund (CPF) Board and MoneySense, in partnership with McCann Worldgroup Singapore, have launched the sixth edition of its national campaign, “Make every day matter. Plan your life story”, positioning retirement planning as a personal and empowering journey rather than a bureaucratic obligation. At the heart of the effort is a refreshed digital experience, “The city of life stories”, which uses an interactive online quiz to help Singaporeans discover financial tools and resources suited to their needs. The platform also showcases CPF’s enhanced digital planners, designed to guide users through key life milestones, from building savings and planning for a first home, to managing healthcare insurance and preparing for retirement. The campaign runs across digital platforms, social media, and out-of-home channels, continuing a long-running collaboration aimed at shifting mindsets and behaviours around retirement readiness and long-term financial wellness. Complementing the online quiz is a series of campaign films that bring the message to life through real-life scenarios. Don’t miss: Singapore’s CPF hands social media remit to new agencies In “Budgeting smart”, a couple with contrasting personalities fall in love, yet align on major decisions such as buying a home, illustrating how financial tools can help partners make informed choices. Another clip, “Protected for life”, follows Ravi, a sports enthusiast, who navigates an unexpected appendicitis diagnosis with confidence, knowing MediShield Life and MediSave cover most subsidised public medical bills. “Retire with confidence. Plan your life story” portrays Dorothy embracing retirement as a time to live fully, enjoying karaoke nights and tai chi mornings with her son and grandson while staying financially independent. “Saving to grow” uses a lighthearted office skit to show colleagues discovering how shared retirement goals bring them together in unexpected ways. Longer campaign videos expand on the 30-second spots, providing more detail on relevant plans and tools. In “Join the savvy saver club”, Jerry, an office resident and self-care enthusiast, enjoys artisanal matcha lattes and quinoa bowls as part of his wellness routine. His colleagues, Jimmy, Liz, and Priya, encourage him to balance self-care with smart saving, showing how small lifestyle adjustments can lead to meaningful financial outcomes without sacrificing life’s pleasures. According to McCann, past campaigns, together with other CPF initiatives, have helped drive greater engagement, contributing to over S$4.8 billion in voluntary top-ups to CPF members’ retirement savings in 2024, a 14% increase from the previous year. The “Plan your life story” campaign reflects CPF Board and MoneySense’s ongoing mission to uplift national financial literacy and encourage a proactive approach to retirement planning. “In collaboration with CPF, our goal was to reframe finance as something personal and human. We wanted Singaporeans to see their decisions not as obligations, but as turning points in their life story and to step into that story as their life’s author, shaping what comes next,” said Alfred Wee, executive creative director of McCann Worldgroup Singapore.  The campaign builds on McCann Singapore’s recent work tapping into the nation’s collective spirit, including the National Day song Dream big, Singapore, created to mark the country’s 60th birthday. The track reunites McCann with Hugh Harrison, the agency’s former creative director and writer of iconic NDP songs such as Count on me Singapore, Stand up for Singapore, and We are Singapore. Notably, Dream Big, Singapore revives a long-lost lyric from Harrison’s original draft of Count on Me Singapore: “We have a dream, we have a dream”. The line was replaced in 1986 with the more pragmatic “We can achieve”, reflecting the economic challenges of that era. Today, the revived lyric reclaims that hopeful vision, placing a shared dream at the heart of the anthem. 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: AIC celebrates vibrancy of seniorhood in inspiring SG60 campaign     MCCY unites cultures from the canvas to the kitchen in SG60 campaign       SKM, HDB celebrates SG60 with time-travelling kindness film trilogy   source

In the latest episode of MARKETING-INTERACTIVE’s Marketing Connected podcast series, “In Conversation,” we speak with Sai Tzy Horng, director of Julie’s Biscuits. Sai wears many hats at the heritage Malaysian brand, overseeing marketing and people functions, while also spearheading its ambitious global rebranding exercise that cost nearly S$1 million and spanned more than two years. Julie’s is a household name in Malaysia, with its roots tracing back to Malacca and a signature product in its peanut butter biscuits. What began as a local favourite has grown into a global player, exporting to around 80 countries. Sai, based between Singapore and Malaysia, has been at the forefront of redefining the family business for modern consumers, leading the brand through its multi-year rebranding and positioning Julie’s for continued growth worldwide. Don’t miss: In conversation: What to consider when selling your agency Redefining Julie’s for a new generation When Sai returned to the company after more than a decade in Canada studying and working in psychology, it wasn’t an obvious move. “Every Asian kid knows this. It’s called guilt,” he joked, explaining how family ties pulled him back. Soon, the guilt gave way to opportunity. For Sai, Julie’s offered the chance to test bold ideas and reimagine a household brand for the modern consumer. That ambition came to life in Julie’s rebranding, undertaken with creative agency Superunion (now Design Bridge). The revamp included a refreshed logo and packaging system, anchored by a modernised Julie’s girl chosen from more than 300 illustrations. Her upward gaze symbolises optimism and possibility, reflecting the brand’s “Bridge the world” ethos as Malaysia’s largest biscuit exporter. To dramatise the process, Julie’s launched Operation Maybe, a satirical short film poking fun at corporate bureaucracy and the anxieties that come with change. Sai compared the experience to living with chronic pain: “Rebranding is like back pain. Some days you feel it’s getting better, other days you wonder if you’re making the right call. Everyone has cold feet at some point, but sometimes you just have to commit the crime first and ask for forgiveness later.” Trained in psychology rather than business, Sai brings an unconventional approach to marketing. He blends humour, social commentary, and even satire into brand storytelling, seeing it as a way to spark conversations without overwhelming audiences. He said: Sometimes, we get desensitised when topics are always framed seriously. Satire can bring in a new angle, and that’s where marketing can really connect. Navigating family and business As the son of founder Su Chin Hock, Sai is clear-eyed about the challenges of working in a family business. For him, professionalism comes down to boundaries. “You need a bit of that distance. Living separately, dressing the part, even changing the way you speak to each other. Otherwise, family roles bleed into business roles too easily.” At the same time, his memories of Julie’s run deep. He recalls the day his father first brought home peanut butter biscuits: “I thought to myself, ‘I guess we make biscuits now.’ I was only five or six, but the taste has been consistent ever since, and I never thought it would grow into what it is today.” Now tasked with steering that legacy forward, Sai admits the role is not about permanence but about relevance, for both himself and the brand. Amid rising supply chain costs and the buzz around artificial intelligence, he believes brands must be clear about their identity and purpose. “The more AI comes in, the more human creativity needs to thrive.” Brands need to be discerning about who they want to be. For Julie’s, that means staying true to its heritage while speaking to new generations of consumers worldwide. As Sai puts it, “The brand has its own life now. Its rebirth was magnificent, and it’s still destined for great things.” 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:Julie’s Biscuits refreshes brand logo after 35 years to ‘make biscuits young again’In conversation: Scaling up without losing the sparkIn conversation: What makes innovation work? source

The stage is set. The 8th annual Asia eCommerce Awards has dropped its highly anticipated shortlist, spotlighting the region’s most inventive campaigns, standout brands, and top talent redefining digital commerce in 2025. With eCommerce in Asia evolving at breakneck speed, the awards introduced seven brand-new categories this year — including “Best Brand – Direct-to-Consumer (DTC)”, “Subscription-Based Brands”, “Affiliate Marketing”, “UGC & Community Engagement”, “Emerging eCommerce Brands”, “Returns & Refunds Experience”, and “Sales Growth Strategy”. Together, these reflect the bold new frontiers where brands are connecting, converting, and captivating today’s digital-first consumers. Across 47 categories, the race for Gold, Silver, and Bronze is tougher than ever. But all eyes are on the ultimate accolades — eCommerce Agency/Brand/Marketplace/eRetailer of the Year — reserved for entries that truly rise above the rest. A panel of 17 experienced client-side marketing and eCommerce leaders combed through the entries with rigorous, independent scrutiny. “Many of this year’s entries treated data and technology as more than just tools — they became true enablers,” said Pallishree Panigrahi, head of data and marketing insights at Amazon Key, Amazon. “The strongest campaigns showed how insight-driven ideas could grow into tangible results that made a real difference to the business,” added Panigrahi.  Mahen Gunarathna, chief marketing officer at Union Assurance, echoed her sentiment. “The calibre of campaigns this year has been remarkable. The creativity and strategic thinking reflect a deep understanding of how to effectively converge traditional and new media to drive innovation,” he said. “What impressed me most was the thoughtful use of technology to meet the ever-evolving needs of customers. This adaptability and future-focused mindset set commendable benchmarks for the industry,” added Gunarathna.  For Tassanarom Goodier, business vice president distribution and eCommerce at Schneider Electric, being on the judging panel was both exciting and rewarding. “It’s been fascinating to see how teams have embraced digital tools and AI not just as software, but as catalysts for rethinking creative and business growth strategies,” she said. “The innovation and creativity on display are a testament to the extraordinary talent in this industry.” Tho Tran, head of eCommerce and Mom & Baby channel at Friesland Campina Vietnam, summed it up: “The quality and depth of the entries reflect the exceptional talent driving this field forward. Best wishes to all finalists — your contributions are truly shaping tomorrow’s success stories.” The winners of the 8th annual Asia eCommerce Awards will be crowned at a glittering gala dinner and celebration on 16 October 2025 at Shangri-La Singapore. Ready to see who made the cut? Meet the finalists here. For gala packages, speak to our project managers for more info: Sandra Rones Regional Project Manager Tel: +65 6692 9031 Ext 819 Mobile: +63 9322917178 [email protected] Bianca Mariz Regional Project Manager Tel: +65 6692 9031 Ext 821 Mobile: +63 9171620568 [email protected] Advertising & Sponsorship Opportunities Email: [email protected] source

Tinder is giving daters a way to cut ties and embrace new connections with an activation that reinterprets the Japanese rituals of enkiri (‘cutting ties’) and otakiage (‘ceremonial burning’). The rituals give participants a symbolic way to move on from past relationships and connections. The four-day pop-up, called “Tin-Ja,” will run at ZeroBase Shibuya from 12 to 15 September, coinciding with Japan’s public holiday weekend. It is designed for people who want a symbolic step toward new encounters, offering closure for past relationships, friendships, or professional ties. Don’t miss: Tinder turns the chaos of crushes into a Gen Z love fest In conversation with MARKETING-INTERACTIVE, Tinder said the activation was conceived as part of its efforts to connect more deeply with Gen Z, offering them an experience that resonates both culturally and emotionally Tinder added the experience reflects its focus on “dating wellness” — the idea that enjoying connections means making choices on your own terms while maintaining a healthy state of mind. The concept applies to all human connections, not just romance, giving participants the chance to reflect, reset, and make decisions about the relationships in their lives. The pop-up’s main feature is the #Moyasanakya exhibition, showcasing “stories to burn away” where people can leave behind personal stories of past relationships, friendships and colleagues. The stories were collected through Tinder Japan’s official X account (@Tinder_Japan) until 2 September. A curated selection will be displayed on-site, allowing visitors to reflect, empathise, and take symbolic steps toward closure. Visitors can also contribute by writing their own stories on ofuda (‘amulets’) and pasting them at the venue. In addition, empathy stickers allow attendees to interact with others’ stories, adding a participatory element to the exhibition. “TIn-Ja” also offers personalised fortune-telling sessions. Participants who download and register on the Tinder app can receive guidance from professional fortune-tellers, including Misuzu Kozaki, widely known as the “Mother of Marunouchi” and trained under the legendary “Mother of Shibuya.” Fortune-tellers from Senrigan, a nationwide network of salons, will rotate daily, ensuring continuous access to expert advice. As part of the activation, Tinder has created 50 unique omikuji fortune slips, each designed to offer positive guidance and inspiration for participants looking to take the next step toward new connections. The experience is capped with an original drink, “Tin-Ja Ale,” served in a heart-shaped bottle in Tinder’s signature pink. Popping granules in the drink create a playful, crackling sensation for a multi-sensory experience. Distribution is limited to 450 servings per day, making it a memorable takeaway for visitors. “Tinder is a cultural brand that celebrates possibility and the joy of new beginnings. With ‘Tin-Ja’, we reframe breakups from something heavy into something empowering. For those holding onto unresolved feelings or seeking encouragement to step into something new, ‘Tin-Ja’ offers a symbolic act of release—helping people find closure, lighten their hearts, and embrace new connections with strength, resilience, and positivity,” Daniel Kim, VP, head of Tinder Asia told MARKETING-INTERACTIVE.  The shrine follows Tinder’s 2022 Valentine’s Day campaign in Bangkok, where the app placed branded stickers outside the Trimurti Shrine — a popular spot where single Thais gather on Valentine’s Day to pray for love. That year, visitors were greeted with messages encouraging them to download Tinder and find romance through the app. Just last month, the brand celebrated the dizzying highs of modern dating with its latest global campaign, “Crush feelings”, a playful nod to the rollercoaster of emotions that come with having a crush. Aimed at Gen Z, it captures everything from the thrill of a first match to the adrenaline rush of a DM, reminding users that Tinder can spark moments worth remembering.  From notifications that make your brain glitch to tongue-tied panic when a crush replies, the five-part video series dramatises the heightened reality of infatuation with humor and surrealism. 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: Tinder APAC VP of comms Papri Dev departs after five yearsTinder and Wah!Banana thrust into spotlight post Lev Panfilov’s rape convictionDuolingo’s owl crashes dating show Love Island source

Edelman has launched a three-minute nation branding film, “Go Mongolia”, designed to raise Mongolia’s global profile while fostering domestic pride. Streaming now on international news outlets and digital platforms, the national brand film highlights the country’s landscapes, cultural heritage, and economic potential, positioning Mongolia as a destination for tourism, trade, and cultural exchange. The campaign reflects a strategic effort to unify Mongolia’s tourism, trade, and cultural sectors under a single narrative. According to Edelman, the creative concept “literally emerged from within Mongolia”, reflecting a nation with “Go” at its heart. The film encourages audiences to explore, invest, and create in Mongolia, while serving as a rallying cry for national pride. Don’t miss: Durians and debate: Was SIA’s new safety video creatively too safe?  The film opens with a woman’s narration, inviting viewers to “go” into the world with curiosity and an open mind. She appears in diverse global settings, while subtle touches of Mongolian culture surface through everyday moments, sightseeing, socialising with friends, and local customs. Cinematic visuals and a culturally rich soundtrack further highlight Mongolia’s landscapes and heritage. The film closes with the same rallying call, urging viewers once again to “go”. Production involved collaboration with the Mongolian Ministry of Culture, Trade and Tourism, local creators, and cultural institutions, including the National Theatre. Animators, bloggers, business leaders, and designers of Mongolia’s Olympic uniforms contributed to the project, ensuring authenticity with a modern edge. “Go Mongolia” forms part of a broader nation-branding initiative launched in 2023. Since the campaign began, Mongolia has climbed 14 places in the Brand Finance Global Soft Power Index, recorded record tourism revenues, and earned the top spot in Lonely Planet’s “Best in travel 2024 guide”, according to the agency. The campaign has also driven cultural diplomacy, from partnerships with Fulham Football Club to showcases at the Paris Olympics, while bolstering foreign investment and international connectivity, such as United Airlines’ first direct route from the US. By fusing cinematic storytelling with strategic objectives, Edelman’s film aims to project a unified national identity, one that celebrates Mongolia’s traditions while signaling its ambitions on the global stage. “The challenge was to capture the energy and dynamism of a youthful nation re-emerging onto the world stage, while also rallying internal pride,” said Tim Green, chief creative officer, APAC at Edelman. “It literally emerged from within Mongolia, it’s in the name. It’s a driven nation with ‘Go’ at its heart, both literally and figuratively.” In addition, Green said the campaign deliberately handed creative ownership to Mongolians themselves, showing the concept across fashion shows in Paris and international partnerships such as Fulham sponsorship. The campaign also demonstrates how ‘Go’ works on the world stage and reflects who the people of Mongolia are.  “This is another example of how Edelman brings integrated thinking to life at the intersection of culture, commerce, and creativity… It’s a piece of work that instils trust in a unique country sitting at an interesting crossroads in the heart of Asia,” said Green.  The campaign comes amid a broader trend of countries and regions using cinematic storytelling and digital campaigns to raise awareness of their culture, heritage, and economic potential. For instance, AirAsia recently marked the 58th ASEAN Day with “Unlock ASEAN in real life”, a travel video series starring Malaysia’s pop sensation Dolla. The series showcased six destinations, Yogyakarta, Nha Trang, Da Lat, Pattaya, Sandakan, and Miri, connected by AirAsia’s network, aiming to spotlight culturally vibrant, lesser-known destinations and inspire Gen Z travellers with curiosity, authenticity, and adventure. The trend extends beyond travel campaigns. Singapore Airlines (SIA) has released a new in-flight safety video that pairs essential safety instructions with visuals of Singapore’s landmarks, neighbourhoods, and communities. Created with the Singapore Tourism Board (STB), the film features cabin crew demonstrating procedures at sites such as the Esplanade, Gardens by the Bay, Lau Pa Sat, Sentosa, and Jurong Lake Gardens, alongside local performers including a lion dance troupe, kolam artists, silat practitioners, and an aqua aerobics team. 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: Why halal travel could be the next big play for Malaysian marketers  Trip.com turns travel fails into smarter adventures  JISOO chooses her wild in new music video with STB and Mandai  source

Ralph Lauren has rolled out “Ask Ralph”, an AI-powered conversational shopping experience that aims to replicate the guidance of an in-store stylist, on users’ smartphones. The tool, available today on the Ralph Lauren app in the US, delivers outfit recommendations and styling tips across the men’s and women’s Polo Ralph Lauren ranges. Developed in partnership with Microsoft on its Azure OpenAI platform, “Ask Ralph” leverages advanced natural language processing to interpret open-ended prompts. Users can type queries such as “What should I wear to a concert?” or “Show me women’s Polo Bear sweaters”, and receive multiple, shoppable visual laydowns of complete outfits. They can also refine recommendations and add individual items, or entire looks, to their shopping carts. Don’t miss: Ralph Lauren brings mascot to life in animated debut In a statement, Ralph Lauren said “Ask Ralph” will evolve based on user engagement, expanding across other Ralph Lauren brands and platforms globally. The initiative continues the brand’s long history of experimenting with technology-driven retail experiences, from pioneering eCommerce 25 years ago to exploring holograms, 4D projections and CGI. The brand is also investing in AI to enhance marketing, digital engagement and operational efficiency, including predictive inventory and demand forecasting. “25 years ago, we partnered with Microsoft to launch one of the fashion industry’s first eCommerce platforms, and today, we are once again redefining the shopping experience for the next generation,” said David Lauren, chief branding and innovation officer, Ralph Lauren Corporation. He added, “Whether you’re getting ready for a first day of a new job, or creating the perfect look for a night out, ‘Ask Ralph’ is about more than just discovery — it is about engaging consumers with what they love most about Ralph Lauren: our iconic, unique take on style, providing timeless head-to-toe looks that inspire them to step into our world.” In tandem, Shelley Bransten, corporate vice-president of global industry solutions, Microsoft said, “AI is transforming the way consumers get inspired, educated and purchase from fashion brands around the world. We’re proud to bring the combination of our trusted generative AI capabilities through Azure OpenAI together with Ralph Lauren’s iconic brand to pave the way for an entirely new conversational commerce experience.” MARKETING-INTERACTIVE has reached out to Ralph Lauren for more information.  Brands in the region are increasingly turning to virtual personalities to deepen consumer engagement. In May, Lotus’s Malaysia teased a new 3D shopping assistant, Cik Lo, via Instagram. The character, who wears a yellow hijab, was gradually revealed through a series of mysterious posts starting April 25, sparking curiosity and confusion among followers. Cik Lo was fully introduced on April 30 as a virtual shopping assistant with a playful personality, sharing tips, product highlights and reminders to use the Lotus’s app. Other regional brands are exploring similar strategies. Hijab haircare brand Safi Shayla introduced virtual educator Sis Shay to drive online and on-ground haircare education. Skechers Singapore launched AI-powered retail assistant Luna at its Punggol Coast Mall store, offering personalised style advice and product recommendations through an in-store kiosk and Telegram chat. 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: OpenAI rolls out shopping feature for ChatGPT users Study: 46% of Gen Zs are more interested in brands that use AI influencers  Qatar Airways’ AI cabin crew Sama takes flight on Instagram  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

When a financial firm faces half a billion dollars in withdrawals over three days, most CEOs would be forgiven for ducking behind the polished statements of a communications team. Walter de Oude, however, isn’t most CEOs. The founder and CEO of Chocolate Finance, and previously Singlife, still recalls the March incident as a turning point, not just for his company but for how leaders should approach crisis communications in a hyper-transparent age. “I was in Switzerland when a post from some influencers triggered a huge number of withdrawals from Chocolate Finance. I flew back immediately, and went straight from the airport to a televised CNA interview, to tell the story with as much transparency as possible. Customers needed reassurance that their money truly safe and secure their money was with Chocolate, despite all the news in the media,” he shared at MARKETING-INTERACTIVE’s PR Asia conference in Singapore. Don’t miss: Brands must think like political campaigns, says former White House comms director The outspoken CEO explained, “We made two mistakes that triggered the withdrawal event. The first was that we changed our miles programme abruptly to correct a loophole usecase that we had previously missed. The second was that we hadn’t communicated well enough with customers that during periods of high withdrawals, withdrawals take 3-6 days instead of being instant, and customers weren’t expecting it.”  He added:  When you make a mistake, own it. Not just own it, but smother it with ownership. The upside, he explained, is that the event also proved just how safe and secure Chocolate Finance actually is. “We delivered exactly what we promised. Everyone got their Chocolate returns, and anyone who requested a withdrawal received their proceeds exactly as per the T&Cs.” In total, the crisis lasted a week and then blew over, said de Oude. “Today, Chocolate Finance is back above the SGD 1 billion mark, with more than 100,000 satisfied customers,” he added. Turning a crisis into a brand moment If the immediate fallout from the incident was painful, de Oude believes the aftermath told a different story. “It was probably the biggest PR campaign in history. Everyone in Singapore knew about us after that. In the end, it gave us reach that money couldn’t buy.” That paradox – that a crisis, if handled openly, can catalyse awareness and even deepen trust – underpins de Oude’s approach to communications. It’s also a playbook other leaders may find harder to adopt, especially in industries still wedded to hierarchy and caution. de Oude’s reflections hint at a broader reality for brands today that communication is no longer about carefully managed statements but about immediacy, ownership, and presence. As he put it, leadership visibility isn’t optional anymore. It’s the message. No hiding behind corporate communications For de Oude, the traditional advice that leaders should “stay in the background” and let corporate comms teams take the heat is not just outdated, it’s dangerous. “Don’t let your comms team handle it for you. If you’re the leader, you need to get in front of the media yourself. You should not hide,” he said. To him, the optics are secondary. What matters is trust. “Customers can smell when you’re hiding. You need to face the fire directly.” The emphasis here is not on spin but on credibility. In de Oude’s view, authenticity is now a non-negotiable in building consumer trust, especially in industries where confidence can make or break survival.  The outspoken CEO also didn’t mince words about the limitations of traditional PR and communications. “Nobody cares about a press release.You’ve got to be where your customers are – in social media and everywhere. Traditional PR is just not built for that,” he said. That bluntness reflects a wider shift in how brands must rethink communications, from a top-down, tightly controlled narrative to a dynamic, real-time conversation with audiences across social platforms, media outlets, and even community spaces like Reddit. “Reddit is probably the most overlooked PR platform in the world,” de Oude said, pointing out how word-of-mouth and consumer-driven discourse can often outrun anything a company puts out officially. 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:  ‘Doing the same thing over and over is the worst outcome we can get to,” ST editor Jaime Ho  Turning a crisis into a campaign: How Astro Audio made Kelas Perpaduan ERA happen       Will the Chocolate Finance’s CEO note post withdrawal blunder rebuild trust? source