marketing interactive

Burger King UK has partnered with celebrity chef Gordon Ramsay to launch its new Wagyu burger, fronted by a tongue-in-cheek campaign that highlights the burger’s indulgence, while making it clear Ramsay isn’t the one behind the grill. The one-minute spot, “Not made by Gordon”, created with BBH London, opens with Ramsay at a Burger King drive-thru, handing a Wagyu burger to a baffled customer. As the chef breaks down the burger’s contents, the customer bluntly asks if he made it, to which Ramsay admits he didn’t. The narrative then flips, cutting to Ramsay psyching himself up outside a Burger King outlet before marching into the kitchen. Confident in his credentials, he offers to take over, only to be told by employees that his help isn’t needed. The ad wraps with the campaign line stamped over mouthwatering shots of the new drop. Don’t miss: Burger King’s shrinking kingdom: Is the chain losing its bite in HK? The campaign is running across TV and social media, while BBH London also showcased a series of OOH billboards featuring the celebrity chef alongside the new burger in a LinkedIn post. MARKETING-INTERACTIVE has reached out for more details. The UK spot is the latest in a string of regional activations from Burger King. Earlier this year, the brand teamed up with dentsu Creative Philippines on “Real feels”, a playful social campaign that turned real online cravings into burger-inspired visuals. In 2024, global chatter about food cravings spiked to 2.5 million conversations — up 195% from 845,000 the year before. Spotting an opportunity, dentsu reimagined this emotional language as food art, layering chat bubbles styled as buns, patties, cheese, and lettuce into arrangements that doubled as puns and realistic burger depictions, designed to spark hunger and stop the scroll. Closer to home, Burger King Malaysia recently leaned into cultural identity with its limited-time “Sate burger“. Created with BEATNK and Malaysian illustrator NOvia Shin, the campaign paid homage to the country’s beloved satay tradition through flame-grilled storytelling, blending heritage with contemporary design flair. 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: Burger King MY gets juicy with Angus burger launch campaign   Burger King’s new Naruto collab is one big throwback jutsu    Burger King sued for falsely advertising Whopper source

Omnicom Media Group (OMG) Singapore has promoted Daisy Huang to head of strategy, unifying strategic capabilities across all OMG agencies in Singapore. Based in Singapore, OMG’s Asia Pacific hub, Huang will drive innovation, product development, strategic training, and provide oversight across global, regional, and local businesses. Her role underscores OMG Singapore’s focus on integrating data, technology, and media and placing strategy at the centre of all operations. Don’t miss: OMD Singapore promotes Adamson Alagan to general manager Prior to her new role, Huang spent over a decade with OMD, including seven years in Australia, holding positions such as strategy director, group strategy director, and head of strategy across the APAC region. She led major pitches for clients such as Singtel, GXS, MSF, and Clarins, and played a pivotal role in shaping OMD Singapore’s three-year vision, “Be Fearless Together”, which contributed to multiple accolades. Additionally, she developed OMD Singapore’s strategy, creative media, and award-winning capabilities, leading strategic and creative thinking behind key award wins. Huang reports to Chloe Neo, CEO, OMG Singapore.  “Huang is a dynamic storyteller with a talent for distilling complex ideas into clear and compelling narratives. Her innate curiosity and deep interest in our clients’ businesses enable her to uncover powerful consumer insights and understand what makes them tick. Brands today are navigating shifting consumer behaviours, intense competition, and tighter budgets. Her well-deserved elevation strengthens our strategic capabilities and leadership, enabling us to fuel innovation and remain focused on uncovering new avenues for growth,” said Neo.  “I am confident that OMG Singapore’s strategic thinking and creative problem-solving will continue to thrive under Daisy’s leadership, allowing us to drive transformative growth for our business and our clients,” she added.  Commenting on her elevation, Huang said that her time with OMD over the last 11 years has been “extremely fulfilling.”  “I’m feeling honoured and excited, with a healthy dash of nerves, stepping into a group role with OMG Singapore. I hope to bring a clear strategic direction to the business and aim to elevate the thinking and the work at scale. OMG’s promise is to transform businesses, and I truly believe strong strategic capabilities are at the core of being able to deliver that,” added Huang.  Huang’s elevation comes as OMG continues to strengthen its regional capabilities. In the Philippines, OMG recently consolidated its creative, social, activations, and PR/influencer marketing services under a single offering, OMG Content Philippines. The offering positions the agency as a data-driven creative powerhouse and sees its PR and influencer marketing pillar, previously known as FUSE, rebranded to CREO.  Meanwhile, in Malaysia, OMG named Winnie Chen-Head as its chief executive officer in February this year. In her role, Chen-Head will lead strategy, operations and the development and adoption of transformative capabilities that will drive the next chapter of growth for OMG Malaysia.  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:  OMG Philippines strengthens leadership team with key appointments  PHD names new APAC chief strategy officer OMG Malaysia names new CEO  source

Luxury brand Moynat has partnered with Labubu’s creator Kasing Lung on a limited-edition collection to celebrate the 10th anniversary of “The Monsters” series.  Lung draws inspiration from Nordic folklore and mythology to cartoon and comic characters. In 2015, he introduced The Monsters, a trilogy of books that laid the foundation for a creative world which has since expanded into artworks and collectible figurines. According to Moynat’s official Instagram account, the limited-edition collection celebrates Lung’s work featuring Labubu, Zimomo and King Mon with Moynat Signature M canvas. The partnership highlights Lung’s work through Moynat’s exceptional savoir-faire in handbags, leather goods, and accessories. With this collaboration, Moynat honours the extraordinary world and art of Lung while reaffirming the Maison’s enduring commitment to artistry, innovation, and timeless design. The Instagram post has drawn over 3,000 likes from netizens, with many expressing their excitement about the partnership, while some asked where they can purchase the new collection, a check by MARKETING-INTERACTIVE saw.  At the heart of the collection are three sizes of tote bags, accompanied by a relaxed Hobo, the travel-savvy Mini 48h, and the exceptionally rare Mignon — all crafted using Moynat’s signature hand-stitched technique. Complementing the bags are leather cardholders, passport covers, and whimsical charms, each piece seamlessly blending Lung’s vibrant, narrative-driven style with the Maison’s unparalleled craftsmanship. By weaving comic-inspired motifs into refined silhouettes, the collection achieves a harmonious balance between playful collectibility and enduring sophistication. The launch is celebrated with a dynamic campaign captured by photographer Xiangyu Liu, featuring an illustrious cast including Malaysian actress Michelle Yeoh, Hong Kong actor Tony Leung, French fashion editor Carine Roitfeld, and Paris Opera Ballet étoile Guillaume Diop. The first chapter of the collaboration will debut on 11 October, alongside the 10th anniversary of the Monsters. From late 2025 through early 2026, the capsule will be available exclusively at Moynat boutiques in each city hosting the exhibition, offering clients and fans a unique and time-limited opportunity to experience this creative dialogue. MARKETING-INTERACTIVE has reached out to Moynat for more information.  In fact, the quirky-cute Labubu doll has taken the world by storm, with a roster of celebrity fans, including Rihanna, Dua Lipa, Kim Kardashian, and BLACKPINK’s Lisa. Earlier this year, its producer Pop Mart reported a nearly 400% surge in first-half net profit, driven by strong demand and a strategic pivot toward higher-margin international markets, according to Reuters. Among its collections, “The Monsters” series stands as Pop Mart’s top-selling franchise, generating 3 billion yuan (approximately US$410 million) in sales last year, according to CNN. Don’t miss: Pop Mart launches mini Labubu to boost sales Back in August, Pop Mart’s founder, Wang Ning, teased the launch of a mini version of its popular blind box character, Labubu, which is expected to become the next super bestseller. Speaking at the company’s 2025 half-year performance announcement, Wang said the mini version of Labubu would be launched during the same week, which might be suitable for a broader range of scenarios. “Previously, people might have hung it on their bags, but starting next week, they may even be able to hang it on their mobile phones,” he said. Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future. Related articles: Pop Mart reportedly launches film studio for Labubu animated series productionYouTrip styles famous bag charm Labubu in new campaign source

Mortar AI, the marketing intelligence company that connects evidence-based measurement with real-time execution, has opened its first international office in Singapore, marking the start of its global expansion. The Singapore office will serve as Mortar’s Asia regional headquarters, overseeing strategy, delivery, and market development across major markets including Indonesia, Malaysia, Thailand, Vietnam, the Philippines, Japan, South Korea, and India. Operating from a central hub, Mortar aims to provide clients with consistent measurement frameworks, unified operational standards, and rapid deployment capabilities, while tailoring solutions to each local market. The Singapore hub will also serve as a blueprint for future international rollouts, with additional launches planned in 2026. Don’t miss: Warner Bros. sues Midjourney over AI use of Superman, Batman and other iconic characters Accompanying the expansion is the appointment of Shane Mitchell as APAC strategy director to lead Mortar’s Asian operations. Mitchell is a growth, technology and AI transformation leader with over two decades in the tech and media sectors. His previous roles include chief marketing officer at AI Ontech Group, chief customer officer at Exact A.I. and chief digital officer at Mediacorp. In his new role, Mitchell will oversee regional strategy and client partnerships, helping brands and agencies enhance marketing accountability and performance. His past leadership roles include positions at Exact AI and other digital and technology-focused businesses. “By anchoring ourselves in Singapore, we can manage and support every key Asian market from one strategic hub. Welcoming Mitchell to lead our regional strategy ensures we have the experience and vision to deliver on that promise. His track record in driving transformation across various organisations makes him the ideal partner for our clients and our team,” said James Zipeure, group CEO of Mortar AI. Commenting on his role, Mitchell said “Asia has a dynamic and rapidly evolving advertising landscape, and Mortar is arriving at just the right moment.” “Business and marketing leaders now have a real opportunity to unlock new value by combining Mortar’s global platform with deep local insights. I’m excited to help our clients cut through complexity and create evidence-led measurement and growth strategies,” he added. The move follows Mortar’s appointment of former oOh!media chief revenue and growth officer and Yahoo APAC head, Paul Sigaloff, as global chief customer officer. In his new role, Sigaloff will lead global customer strategy, focusing on adoption of its core products. He will also be responsible for embedding customer-focused practices and shaping new services as the company scales. Mortar AI’s launch in Singapore follows a number of other AI companies seeking new growth in the region. In July this year, Italian tech and media company Cognitive AI opened a new office in Singapore, appointing Rohan Lightfoot as its CEO to lead operations across APAC. With its APAC entry, Cognitive AI will bring the region an innovative approach to digital media buying by combining its proprietary Persistent ID with advanced artificial intelligence algorithms. This technology delivers deep, actionable consumer insights that power more effective programmatic campaigns, said the company in a statement seen by MARKETING-INTERACTIVE at the time. 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: Agentic AI for dummies: 101 on how marketers can leverage on the trend Cognitive AI expands into APAC with SG office and new regional CEO Singapore launches GenAI governance framework to foster a trusted ecosystem source

A new boutique communications advisory has opened in Singapore, aiming to simplify complexity and strengthen trust for health, corporate affairs, and reputation strategy. Founded and helmed by Priyanka Bajpai, Roots Consultancy helps organisations, innovators and leaders align communications with business growth and impact.  Bajpai is an experienced corporate affairs and consultancy leader with close to 20 years of experience in various health communications and pharma roles. Most recently, she held the position of senior partner for SPAG/FINN Asia Pacific where she led a team of health PR specialists across APAC, while also managing growth, strategy and communications output for the agency.  In conversation with MARKETING-INTERACTIVE, Bajpai said a core strength lies in translating scientific and health issues for diverse audiences, from policymakers to the public. She also brings extensive networks across health, policy, and corporate leadership to craft strategies that deliver tangible outcomes. Don’t miss: Australian PR agency LaunchLink enters SG amid APAC tech boom “After more than two decades building and scaling life sciences practices globally, I saw a gap: the absence of sharp, senior-level counsel without the layers of a large agency,” Bajpai said. “Several C-suite leaders told me this was the missing link. Roots is my way of filling that gap in its true form.” While Singapore serves as the consultancy’s base, Bajpai emphasised a global outlook. She sees potential in markets across Asia including Malaysia, Indonesia, and India, alongside opportunities with global clients seeking stronger engagement in the region. At launch in September, Roots is founder-led, with clients working directly with Bajpai. She described this hands-on approach as a key differentiator. “Clients aren’t buying into layers of delivery; they get direct, senior-level expertise applied hands-on. As opportunities grow, I’ll explore a networked model with specialist collaborators, but the promise remains: senior advisory without dilution,” she said. Though Bajpai declined to name clients at this stage, she noted strong early interest, particularly from health and sustainability-focused organisations navigating today’s fast-evolving environment. Roots Consultancy plans to remain boutique, senior-led, and value-driven, prioritising selective partnerships, thought leadership, and advisory relationships that focus on impact over volume. Bajpai emphasised that the consultancy is not looking to compete with full-service agencies but to fill the advisory gap in structured reputation and communications counsel at the leadership level. Singapore has recently seen a string of boutique consultancies emerge. In June, ACID, a consultancy for early-stage startups in emerging industries, opened to guide small teams through high-stakes moments from fundraising to market entry. Earlier, former PRecious Communications leaders Arundhati Saha and Pauline Yoong launched INFLUENCE, a B2B influencer marketing consultancy helping brands drive visibility and business impact. In May, The Shortlist, a boutique recruitment consultancy specialising in PR and communications, launched to help agencies and in-house teams build connected communications functions through high-touch recruitment. 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: Former VaynerMedia creatives set up creative shop ‘Friend’  Ex-Publicis ECD and ex-Germs CEO launch new Sweatshop agency  VJ Anand launches ‘ballsy’ in SG, aims to break traditional agency model    source

Swiss sportswear brand On has launched a new global campaign, “Be every you”, fronted by Emmy-winning actress and producer Zendaya. The campaign explores identity and the freedom to move as every version of oneself, with Zendaya taking on the dual role of muse and creative collaborator. A key highlight of the collaboration is the Cloudzone Moon sneaker – Zendaya’s first co-created shoe with On. The silhouette features a breathable mesh upper, supportive heel, and the brand’s signature CloudTec cushioning for all-day wear. Don’t miss: Nike revives its rallying cry with ‘Why do it?’ campaign Alongside the sneaker, the apparel collection includes lightweight bomber jackets, bodysuits, and coordinating track sets designed to transition from studio to street. The campaign is anchored by a short film that sees Zendaya immersed in nature — rolling through grass and walking along a canyon — while wearing pieces from the new collection. The visuals reflect the campaign’s ethos of movement and self-expression, showing how the apparel and Cloudzone Moon sneakers move seamlessly with every version of the actress. Accompanying the visuals is a voiceover by the actress herself where she encourages viewers to embrace their full, authentic self without feeling pressured by external expectations. “Sometimes it feels like the world is telling you who to be. Too loud, too quiet, too much, not enough. And maybe at some point we’ve all treid to choose but do we really have to?” said Zendaya. “Soft, strong, everything in between. I’m all of it. Be every you.” On socials, On has paired Zendaya and her long-time collaborator and stylist Law Roach for a cheeky video that tests their friendship. The friends are seen answering questions about each other. Some of the questions include “Is Law more calm or chaotic?” and “Is Zendaya more playful or serious?”. The short video interview showcases how the pair don’t necessarily fit into labels, and how they can be both calm and chaotic, as well as both playful and serious depending on the situation.  “Movement has always been a part of how I connect with myself, and movement looks different for everyone. This story felt personal – a reminder that we are all multifaceted beings, with so many brilliant pieces that ultimately make up who we are, make us whole,” said Zendaya in a statement. “To me it’s about embracing every little bit of ourselves, and being present in every version of yourself,” she added.  The collaboration comes at a pivotal moment for On in Singapore. The brand recently opened its first retail flagship at Jewel Changi in partnership with Gill Capital, marking a significant step in deepening its footprint in Southeast Asia. Strategically located in one of Singapore’s busiest and most vibrant lifestyle destinations, the store reflects On’s mission to “ignite the human spirit through movement” and deliver a premium, immersive experience to runners, athletes, and outdoor enthusiasts. 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:   adidas and BAPE blur the lines between football and fashion   Under Armour challenges footballers to be the problem PUMA celebrates runner’s high in new ‘Go wild’ brand positioning   source

Esplanade – Theatres on the Bay has appointed Singapore-based digital agency Vertis to lead the revamp of its digital platforms. The agency is set to overhaul the performing arts centre’s digital platforms, aiming to create a connected ecosystem that delivers sharper audience insights, deeper engagement, and long-term scalability. It will also be tasked to reimagine both Esplanade.com and its digital arts publication Esplanade Offstage, building a cohesive, data-driven experience for audiences. Don’t miss: STB seeks creative production team for digital content push “Vertis demonstrated clear understanding of Esplanade’s vision as a performing arts centre for everyone and our strategic ambitions of building a connected digital ecosystem that enables more data-informed decision-making, sharper targeting, deeper engagement and stronger outcomes,” said Lee Kit Pui, marketing director at The Esplanade Co Ltd. “We look forward to a strong partnership with Vertis to better reach and serve our diverse communities through their thoughtful solutions for our digital revamp,” Lee added. In tandem, Birendra Balakrishnan, co-founder of Vertis added that the revamp is “more than just a digital facelift.” “It’s about crafting a future-ready platform that reflects the soul of Esplanade while making the arts more accessible to all,” added Balakrishnan. The appointment marks a key milestone for Vertis, which has been steadily building a reputation in enterprise-grade digital solutions across government, education, and cultural institutions. The revamped Esplanade platforms are scheduled to go live in 2026. Earlier in 2025, Esplanade reappointed Havas Media Singapore as its media agency of record. As its media agency, Havas Media will focus on driving Esplanade’s digital media strategy, planning and buying across channels. The agency has been a partner of Esplanade since 2018. It most recently launched “Wonder here”, a brand campaign aimed at revitalising Esplanade’s identity, inviting more residents to experience the arts in their own ways. 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: Esplanade reappoints Havas Media Singapore to orchestrate digital strategy Esplanade revamps website ahead of 20th anniversary Singapore Tourism Board names new PR and digital marketing agency for HK source

This post is sponsored by IdeaFactory Advertising. Cambodia reached a new milestone this year with IdeaFactory Advertising proudly bringing home two gold awards from the 14th annual edition of the Marketing Events Awards in Singapore. This lean team stood tall against some of the best agencies across Southeast Asia, South Asia, and the ANZ regions, winning in the categories of Best Multi-Day Event Experience and Best Creative Element for an Event, showcasing how Cambodian creativity can shine on the world stage. The recognition came from two standout campaigns delivered with Heineken Cambodia: The Tiger X Anchor Beer Foam Splash Festival, which won Best Multi-Day Event Experience. The Heineken Silver “Surprisingly Smooth” Launch, which earned Best Creative Element for an Event. These wins highlighted the agency’s ability to deliver events with both scale and spectacle, while also shining a light on Cambodia’s presence on the international marketing and events stage. Celebrating the Khmer New Year with a global standard The “Tiger X Anchor Beer Foam Splash Festival” campaign brought an energising twist to Cambodia’s most celebrated holiday, the Khmer New Year. This celebration is known for its vibrant, multi-day street parties that attract both locals and tourists who seek high-energy entertainment and a cultural connection. The challenge for brands has always been sustaining excitement across the five-day festival. IdeaFactory addressed this by designing a consumer experience that merged the urban festival culture of Tiger with the nostalgic hometown spirit of Anchor on one iconic street in Siem Reap. The result was a five-day fusion playground of fun and tradition, uniting the two types of KNY party goers and creating the ultimate inclusive Sangkran celebration that kept crowds engaged day after day. Highlights included: Nostalgic Khmer traditional games and cultural activities. A neon foam splash party, energising nights with DJs, and endless foam splash. The spectacular Tiger x Anchor Balloon Skyfall, showering the crowd. The Anchor Cash Flying Machine, where lucky participants won cash prizes. The numbers spoke for themselves: 65,000 total attendees across five days (exceeding targets). 16.1 million digital impressions, showing online buzz and virality. Over 900 beer products sold, more than double the previous year’s sales. This dynamic approach created an all-day entertaining experience for consumers, which earned IdeaFactory gold for Best Multi-Day Event Experience, setting a new standard for how brands can celebrate Cambodia’s biggest holiday of the year. A surprisingly smooth April Fool’s takeover The Heineken Silver “Surprisingly Smooth” Launch redefined how a global beer brand can connect with Cambodia’s trend-driven youth. The challenge was to rejuvenate Heineken’s image in the midst of crowded premium beer marketing in Cambodia. IdeaFactory saw April 1 as the perfect opportunity to stage Cambodia’s boldest-ever April Fool’s prank. Instead of a traditional product launch, Heineken debuted “Heineken Smootheriser”, a fictional cheeky beauty product that playfully hinted at the beer’s “surprisingly smooth” and “sociable” character. To take it up a notch, Cambodia’s grandest disco ball-themed beauty influencer party was hosted. The creative centrepiece was an enormous shimmering disco ball, a symbol of glamour and celebration. From the AR invitation sent to influencers to the glossy mirror-ball photo op and a beauty product booth that transformed into a Heineken Silver bar, every detail kept guests guessing until the grand reveal. At the peak of the night, the host introduced the launch of Heineken Smootheriser, accompanied by a dazzling performance of human disco-ball performers and a stage show. On the stage, the giant disco ball rotated to reveal a Heineken Silver and transformed into an epic DJ booth. The prank extended beyond the launch event, with human disco balls invading pubs and bars nationwide, serving Heineken Silver to unsuspecting consumers, and transforming mundane beer orders into Instagram-worthy surprises. The campaign was a smooth success. 629 influencers attended (125% of the target). Over 835 influencer content pieces created (417% of the target). 8.1 million views generated across digital platforms. PR coverage worth US$31,000 across 28 press releases. This disruptive approach captured Cambodia’s most elusive young audience, securing IdeaFactory gold for Best Creative Element for an Event, and showing that creativity can be both cheeky and culturally resonant. Raising Cambodia’s creative flag in regional excellence For this Cambodian agency, these two gold awards were a testament far beyond the awards themselves, but a signal of the country’s growing voice in the regional creative landscape. “Bringing home two gold awards on the international stage is not just a win for our agency, it is a proud moment for Cambodia,” said Chheng Sokha, CEO of IdeaFactory. “These awards prove that our creativity, passion, and event execution can stand alongside the region’s best, and we are proud that our work resonated with judges and audiences across borders,” added the CEO. Looking ahead, the agency remains focused on its mission of creating brand activations that are culturally relevant and audience-driven while delivering measurable business impact to its partners. For global and local brands exploring opportunities in emerging markets, it showcases the untapped potential of rising creative hubs on the global stage. source

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 website, 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. The presentation also recommended the “notion of radical Jihadism” being “universally effective” for conservative audiences. It said connecting radical Jihadism to a desire to dominate other religions was effective as communications means. The report also said that Mark Penn, chairman and chief executive of Stagwell, has long-standing links to Israel. Don’t miss: Zara doubles down on ad resembling Gaza victims: Could this end the brand?  In a statement to MARKETING-INTERACTIVE, the holding group confirmed a small team had worked on the project, but stressed that each agency in the network operates with autonomy and that its portfolio spans clients “across the political and issue spectrum.” Still, the revelations have prompted strong reaction across the PR and advertising industry. Strategy consultant Zoe Scaman called on talent within Stagwell-owned agencies to “walk away,” with her LinkedIn post attracting almost 1,000 likes and more than 140 reposts. A follow up post also read: This industry has a problem with selective blindness. “We’re brilliant at seeing every nuance of consumer behaviour, every shift in cultural sentiment, every emerging trend. But somehow we develop convenient myopia when it comes to examining our own moral architecture.” Other agency leaders also voiced criticism, highlighting growing concerns about the role of communications firms in politically charged work. A recurring industry dilemma The controversy is not unique. Perhaps the most infamous case was Bell Pottinger. The UK firm was expelled from the PRCA trade body in 2017 after an investigation found it had run a covert campaign to stir up racial tensions in South Africa, a scandal that ultimately led to the agency’s collapse. Its reputation imploded after it was exposed for running a racially charged campaign on behalf of the Gupta-owned Oakbay Investments in South Africa, framing opponents of President Jacob Zuma as agents of “white monopoly capital.” The scandal drew global condemnation, leading to the firm’s expulsion from the Public Relations and Communications Association and a damning independent review. The PRCA described it as the worst breach of ethics in the industry’s history. The fallout eventually even saw Bell Pottinger to collapse, with its Asian arm rebranding as Klareco Communications to distance itself from the ethical and reputational collapse. In 2015, Edelman also faced scrutiny for representing fossil fuel giants such as ExxonMobil and Shell while publicly promoting sustainability. Critics argued that the firm’s work for companies that deny climate change and obstruct climate action contradicted its stated environmental commitments, effectively contributing to emissions and undermining climate justice. The revelations sparked accusations of “greenwashing,” with environmental advocates condemning Edelman for promoting business models that perpetuate ecosystem destruction and human harm, despite its public support for the Paris Agreement and sustainability initiatives. Closer to home, in 2020, Hong Kong’s government awarded London PR firm Consulum (also a Stagwell agency) a contract to help improve its reputation the same day China imposed a sweeping national security law on the city. Consulum has also represented Saudi Crown Prince Mohammed bin Salman. Where’s the line? These examples underline the reputational risks agencies face when taking on politically charged or controversial briefs. Beyond public backlash, such decisions can destabilise agencies internally as staff question whether their work aligns with personal values. For holding groups, the tension is stark: how do you balance doing the right thing with running a global commercial operation? Controversial government and corporate clients can deliver significant revenue and access. However, the reputational cost — across clients, employees, and potential growth markets — can be harder to measure but just as real. The rise of social platforms has amplified these debates, turning internal discomfort into public protest in a matter of hours. For clients, the reputational risk of being associated with an agency under fire adds another layer of complexity. “There will always be clients that are controversial in nature,” Andy See, founder of Perspective Strategies, former president of PRCA Malaysia and PRGN, said. For example, if a company works for an industrial organisation and there is an environmental disaster, NGOs will come into the picture to criticise the agency involved. But at the same time, as PR professionals you need to know that it is your job to help them communicate their perspective. However, See added that companies must be accountable for their own actions and comply with legal and ethical standards. “Deciding to help a company which uses child labour or works with corrupt organisations to do business would have crossed a clear red line,” he said. There are some very clear-cut lines and if you are caught doing it, you know the risk. Should you still go ahead, then of course you have to pay the full price. Lars Voedisch, founder and CEO of PRecious Communications added that if one sees public relations as a battle in the court of public opinion, then everybody has the right to an “attorney” in that court. But like attorneys, there’s also a right to decline a mandate. “It’s really about where you see the role of communications and the value set your organization wants to stand for. Those are the two key things: balancing things out versus standing by your North Star,” he said. In tricky situations, your North Star should guide your organisation – independent of PR or anything else. When asked where to draw the line, he said, “There is never an absolute line.” Rather, it always in the context of the organisation’s values. At the end of the day, companies must remember that decisions about clients aren’t just about the brand – they affect who is employed, the type of talent

FrieslandCampina has appointed Publicis Media to handle its integrated strategic media buying and planning duties for its subsidiary brands globally, MARKETING-INTERACTIVE understands. MARKETING-INTERACTIVE has reached out to Publicis and FrieslandCampina for an official statement.  This follows a competitive pitch earlier this year, and Publicis was chosen due to its exceptional track record in delivering innovative media solutions and its deep understanding of the global market dynamics. Meanwhile, Wavemaker was the incumbent on the account for The Netherlands. While the contract duration is not yet disclosed, MARKETING-INTERACTIVE understands Publicis is tasked at handling the media and buying responsibilities for both offline and online media across all markets for the brand from 2026. Hong Kong, China, Indonesia, Vietnam, Malaysia, the Philippines and Thailand are understood to be the major markets out of APAC. The appointment comes as FrieslandCampina delivered strong results in the first half of 2025, with its revenue rising by 6.4% to 6.8 billion euros, despite lower volumes. Operating profit increased by 20.6% to 363 million euros, partly due to strong performances in the business groups specialised nutrition and ingredients, as well as cost savings realised by the expedition 2030 and performance+ programmes. In the second half of 2025, the company expects to face several headwinds that were not present in 2024 or earlier in 2025 given consumer confidence is low worldwide, which will likely impact volumes. Currency developments are also expected to have a negative effect, and commodity dairy markets are becoming less favourable. These factors will lead to a lower profitability. According to an earlier statement from CEO Jan Derck van Karnebeek, the balanced spread of the business across markets, products and channels demonstrates its value. “Our focus on winning in the market and improving margins is paying off. Despite challenges in some regions, the gross margin increased, and we generated a positive operating cash flow.” He added, “We continue to build on a future in which we create value for our members, consumers and customers, while at the same time contributing to a more sustainable world. This is what FrieslandCampina stands for, doing dairy right.” In the first half of the year, FrieslandCampina continued to invest in a more efficient and sustainable production network. In the Netherlands, the company invested in various areas, such as electrification, circular water use and more sustainable packaging. The network was further strengthened internationally through the opening of a new distribution centre in Malaysia. Considerable progress was also made within the chain: the number of dairy farmers participating in the regenerative agriculture pilot was doubled to sixty farms, and FrieslandCampina’s refined climate goals were validated by the Science Based Targets initiative (SBTi), in line with the Paris Agreement. In addition to the FrieslandCampina win, Publicis has secured several major global media accounts in recent months. In July, the network was awarded PayPal’s global media business following a competitive review. Other wins include Coca-Cola, Nespresso, Lego, Paramount, and Spotify, further reinforcing Publicis’ growing dominance in the global media landscape. Related articles: FrieslandCampina names media partner in Singapore for Friso brandsFrieslandCampina hires agency for APAC youth business source