marketing interactive

Dow Jones has elevated Elgen Kua (pictured) as regional senior director, corporate communications, Asia Pacific (APAC). In this newly elevated role, Kua will be responsible for external and internal communications across the APAC region, covering areas such as brand reputation, thought leadership, B2B communication, media relations and employee engagement. As part of Dow Jones’ global communications leadership team, Kua will also contribute to shaping strategies that ensure alignment of messaging and long-term business objectives, while driving collaboration across international markets. Don’t miss: Standard Chartered names new global corporate coverage marketing director In overseeing APAC, Kua will work closely with business units and teams worldwide. He is most excited about telling compelling stories and unlocking opportunities across the region, with a focus beyond brand building to actively engage colleagues and spotlight employees as external brand advocates. Kua previously held the role of director of communications, APAC where he helped shape and develop region-specific communications strategies. His career has also spanned leadership roles in corporate communications, including corporate communications director at South China Morning Post, director of marketing and communications, APAC at MP & Silva, and assistant director of corporate communications at FOX International Channels and ESPN STAR Sports. He started his career as a sports journalist before taking on sports marketing and group communications at Singapore Sports Council in 2001, according to his LinkedIn. Speaking exclusively to MARKETING-INTERACTIVE on the appointment, Kua said “It is encouraging to see how communication plays an essential role to tell the Dow Jones story. It reflects a clear indication of APAC’s importance to the company and underscores a continued investment and long-term commitment to fostering growth in a dynamic and growing marketing.”  “This role has been exceptionally fullfilling. It is heartening to be in a position to offer an APAC perspective that is vital to communicating in a manner where the team benefits from a diverse range of insights, while strengthening team cohesion and collaboration,” he added.  The appointment comes as Dow Jones concluded its fiscal year with record-breaking digital subscriptions and strategic acquisitions that expanded its market presence.  The company has also invested significantly in technology and generative AI throughout the organisation. In August, it signed an MoU with Presight, a global AI and big data analytics company to explore the co-development of a new class of AI-native risk and compliance solutions designed for financial institutions, regulators and sovereign entities navigating an era of unprecedented complexity.  The joint offering will also harness generative AI, explainable models and real-time contextual reasoning ton empower compliance, legal and risk teams to preempt threats rather than react to them.  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:    Shopee MY elevates Amelia Lim to head of corporate communications in expanded role Samsung SG head of corporate marketing departsZALORA head of corp comms Christopher Daguimol exits  source

Zoo Group has expanded its portfolio with a string of government and corporate appointments, securing new work from the Ministry of Culture, Community & Youth (MCCY), People’s Association (PA), Land Transport Authority (LTA) and Johnson Controls International (JCI). For MCCY, Zoo Group will oversee social and digital content for the ministry. The agency also retained its partnership with the PA, which renewed the social remit of its ‘Active Ageing’ and ‘Family Life’ divisions.  Don’t miss: WOG concludes creative pitch with 66 agencies making the cut Meanwhile, LTA has tapped Zoo Group to compose and produce the ‘Caring Commuters’ theme song, part of its efforts to promote kindness and consideration on public transport. On the corporate front, JCI appointed Zoo Group to lead its 140th anniversary and SG60 campaign, spotlighting its commitment to technology and Singapore’s Smart City vision. “We have found a winning team – highly strategic, dependable and always ready to rise to the challenge,” said Mitchell Tan, managing director of JCI Singapore. Commenting on the wave of appointments, Sean Badlishah, group managing director at Zoo Group said,  “All credit goes to the team. I’m awed by the camaraderie, maturity and razor-sharp thinking, and it’s their time to shine.” He added that it’s “not easy to quantify something as tangible as culture”, when commenting on the MCCY win.  On winning PA, Kayler Chong, strategy and growth lead at Zoo Group said that “audiences are moving faster than ever, and we have to be right by them — turning sharp insights into bold ideas that cut through.” Work for the account will be focused on creating meaningful moments and connections that last.  “We were inspired to create a culture of care and consideration among commuters with the goal of everyone moving as one,” said Joel Chin, creative director at Zoo Group on the LTA win.  In tandem, Joel Lim, senior copywriter, added that the LTA collaboration “struck the right chords” as both parties shared the goal of moving people. Zoo Group isn’t the only agency scoring multiple clients recently. In July, integrated communications agency APRW added three new accounts spanning community, creative and talent development. APRW was appointed by Our Tampines Hub as its public relations agency on retainer, leading corporate and public communications, media relations, targeted outreach and integrated support to strengthen brand presence and community engagement. In the creative space, the agency is handling publicity for SOZO’s AFA Creators Super Fest Singapore 2025, expected to bring together more than 300 creators, cosplayers and crafters from 2 to 3 August at Suntec Singapore. APRW has also partnered with the Singapore Chamber of Commerce Indonesia for the inaugural SingCham Uplifting Scholarship, playing a dual role as corporate partner providing financial and internship support, and as its pro bono communications agency. 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: National Council of Social Service concludes creative pitch   Ministry of Transport calls pitch to drive brand strategy    Sport Singapore calls for PR pitch   source

Australian bank ANZ Group has apologised to staff and offered psychological counselling after some employees were mistakenly informed via email that they were being made redundant. According to multiple media reports, around 300 staff members in the bank’s retail division received an email on Wednesday outlining their final working date, followed by an automated message on the process of returning company laptops. These communications were sent before management had formally informed staff of the redundancies. In an internal note published by The Sydney Morning Herald and seen by MARKETING-INTERACTIVE, ANZ’s acting group executive for retail banking acknowledged the error, stressing that it was not the bank’s intention to deliver such sensitive news in this manner. He added that he “deeply regrets the distress the situation may have caused” and emphasised that ANZ remains committed to treating staff with “dignity and respect” as it moves through the process.  Don’t miss: Re-writing a contract of trust: Why SIA’s KrisFlyer overhaul feels personal MARKETING-INTERACTIVE has reached out to ANZ for a statement. When asked if internal communications could help repair the fallout from such a mistake, communications leaders offered differing perspectives. According to Jacob Puthenparambil, CEO of Redhill, while the incident was clearly “a horrible mistake,” the bank’s swift apology, acceptance of responsibility, and offer of psychological counselling were the right first steps. He added that much of the backlash is likely to come from those who “have an axe to grind with the bank” and from social media users who seize on such moments for “rage baiting.” In his view, the most effective approach is for ANZ to focus on preventing a repeat and allow the current wave of attention to subside naturally. He added: The best the bank can do is to ensure this doesn’t happen again and wait for the news novelty and cycle to pass. Others argued, however, that the damage runs deeper and cannot be brushed aside. Christopher Daguimol, former group director, head of corporate communications and strategy office director of ZALORA Group, said the role of internal communications in this case is not about fixing the error itself, but about managing its impact on both exiting and remaining staff.  “This case – internal comms is needed. Not to fix it but for them to manage the exit and those who will be left behind. A tiered and differentiated approach. Much more effort to be honest compared to them doing it the right way,” explained Daguimol. He added that remedying the situation may be futile, but managing the reaction is critical. “It definitely blemished their employer branding and corporate reputation. For big companies we expect them to have flawless execution of processes – they have the resources and structure. So, it’s embarrassing to see when they make the ‘usual’ mistakes. Plus, it further damages the trust of the remaining employees,” said Daguimol.  Taking it a step further, Richie Kenzie, Australia lead at Bud Communications, called the incident “a serious blunder”, saying that:  While offering counselling is a reasonable gesture, it is akin to shutting the barn door after the horse has bolted. He added that ANZ’s communications strategy should now pivot towards crisis mitigation and visible leadership. “Since the new ANZ CEO Nuno Matos has already been referenced by the Financial Sector Union’s president Wendy Streets, it should be he who issues a genuine and authentic apology and makes a commitment that this won’t happen again.” Kenzie also cautioned that the mishandling may have lasting consequences beyond public perception. He concluded: “ANZ should expect the terminated employees will factor in the emotional distress caused by the email leak when they depart. It would be wise for them to be accommodating, lest they make a bad PR situation worse.”  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:    Is Astronomer’s ‘high-risk’ strategy with Gwyneth Paltrow a PR win? Outlasting the gossip: Why Astronomer doesn’t need to kiss its reputation goodbye Crisis comms or copy-paste? Air India draws scrutiny for CEO’s mirrored statement  source

Singapore may soon require social media platforms to implement age assurance systems, as the government looks for “meaningful ways of intervening” to keep younger users safe online, Josephine Teo, minister for digital development and information said. Speaking on CNA’s “Deep dive” podcast, Teo noted that while app stores will be mandated to introduce age verification measures by March 2026, her ministry is now studying whether similar requirements should extend to social media platforms. The move follows prime minister Lawrence Wong’s National Day rally speech earlier this month, where he flagged online harms as a growing concern and stressed the need to balance the benefits of digital connectivity with the risks to children. Don’t miss: IMDA: Social media platforms should do more to protect children from harmful content In the podcast, Teo drew a parallel to cinemas, where attendants screen moviegoers’ ages before entry, noting that similar checks should be applied in the digital space. Meanwhile, the Ministry of Digital Development and Information (MDDI) told CNA that it will begin engaging designated social media services on adopting similar requirements, while ensuring that user data remains protected. App stores, meanwhile, will need to use mechanisms such as SingPass or credit cards to block users under 18 from downloading age-inappropriate apps. Teo noted that safeguards cannot end at the point of download. Beyond screen time, the concern lies in the type of content children encounter on these platforms. She highlighted the need to work with social media companies on data-driven approaches that can nudge healthier usage and ensure the content served remains age-appropriate. Discussions with social platforms will also assess which methods of verification are “robust”, and how these can be practically implemented. Her remarks build on Singapore’s broader push for science-backed digital policies, with existing guidelines recommending zero screen time for children under 18 months. However, Teo acknowledged that content exposure is a far more complex area. She stressed that, regardless of ongoing research, the priority is to shield children from harmful content such as sexualised imagery, cyberbullying, and excessive violence that could normalise unhealthy behaviour. Within these boundaries, she said, authorities can collaborate with social media platforms to moderate exposure while also supporting parents in building open communication with their children about what they encounter online. MARKETING-INTERACTIVE has reached out for more information.  This focus on age-appropriate content and digital safeguards comes amid wider government efforts to protect children from risky online behaviour, including dangerous social media challenges flagged by the Ministry of Education (MOE) earlier this year. In March, MOE urged parents to monitor children participating in trends such as the ‘Blackout challenge’ and ‘Skull breaker challenge’, which are potentially fatal. The advisory encouraged parents to discuss the risks of these trends, stay informed, and guide children to seek help if they or their friends are exposed to risky online behaviour. 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 considers Australia’s social media ban for users under 16Australia to ban social media for children: How could this impact marketers?  MY govt looks to other countries to tackle social media usage by minors  source

FairPrice Group (FPG) is doubling down on its partnership with Google Cloud to roll out a suite of agentic AI applications designed to reshape the retail experience for shoppers while boosting efficiency for employees. The multi-year collaboration, part of FPG’s “Store of tomorrow” program, was unveiled at the launch of FairPrice Finest Punggol Digital District today. Shoppers at the new outlet can interact with enhanced Smart Carts equipped with a multimodal AI assistant powered by Google Cloud’s Gemini API, Vertex AI, and Chirp 2 speech recognition. These carts allow customers to have natural conversations to receive personalised recommendations, recipes, and even ingredient pairings. Don’t miss: FairPrice gets futuristic with smart carts, palm pay and AI-powered store ops For instance, when asked about yam paste, the assistant can recommend ready-to-eat options, highlight complementary products such as coconut milk, or generate a full ingredient list for making the dessert, all based on what is available in-store. The conversational smart carts will also be introduced at FairPrice Finest Sengkang Grand Mall, with Thomson Plaza slated for rollout in the fourth quarter of 2025. Beyond groceries, FPG is also introducing specialised assistants to address specific needs. At the Unity pharmacy in Punggol Digital District, a wellness assistant provides tailored health advice, recipes, and shopping lists based on body composition analysis from in-store devices. Wine shoppers, on the other hand, can tap their phones on NFC-enabled shelf labels to access a digital sommelier that suggests wines by type, price, and occasion, while also offering tasting notes and food pairings. The partnership is not just customer-facing. Employees will also benefit from Google Agentspace, which enables access to pre-built and custom AI agents that automate complex tasks. FPG’s price and promotions teams have already deployed a creative agent that automates ad production using Google Cloud’s Imagen 4, Veo 3, and Gemini API. The tool, which has been applied to campaigns such as “Price drop, buy now” and “Durian buffet”, has reduced content creation costs by up to 100 times, according to the brand. Agentspace is also expected to support workflows across HR, customer service, store operations and more, with built-in security and compliance controls. “At FairPrice Group, our purpose is simple: to make every day a little better for our customers. Our collaboration with Google Cloud and the launch of our ‘Store of tomorrow’ are testament to this commitment. The new AI-powered tools, from the smart shopping assistant to the personalised wellness assistant, are designed to make a shopper’s journey more seamless and intuitive,” said Vipul Chawla, group CEO, FairPrice Group.  He added, “These innovations don’t just ‘wow’ our shoppers, they also empower our employees to work more efficiently, so as to uphold our promise of providing affordable daily essentials for all. We believe technology should work for the good of our customers and we’re excited to use it to bring shoppers an even better experience at what we consider to be a first-of-its-kind store in Southeast Asia, with Google Cloud’s partnership and technology as a powerful enabler.”  In tandem, Thomas Kurian, CEO, Google Cloud said, “Google Cloud offers a highly differentiated and comprehensive portfolio of infrastructure, open platforms, models, tooling, and agents that are enabling organisations around the world to transform their business with AI. FPG’s use of these technologies, extending from the storefront to the back office, is an incredible example of how AI is driving innovation across every customer touchpoint and corner of the enterprise.” Mark Micallef, managing director of Southeast Asia at Google Cloud, said FPG’s adoption of agentic AI positions it as a frontrunner in the retail sector, reflecting its commitment to enhancing customer experiences while empowering teams to innovate internally. He added that the solutions launched are among the first of their kind in Southeast Asia, built on Google Cloud’s open platforms, advanced search capabilities, and generative AI models. Micallef noted that FPG’s AI transformation could serve as a blueprint for the future of retail, and that Google Cloud views the partnership as a long-term journey. The push comes as AI becomes a consumer expectation across retail more broadly. According to DHL eCommerce’s “eCommerce trends report 2025“, which surveyed 24,000 online shoppers across 24 markets, 81% of consumers in Asia Pacific want AI-powered features such as visual try-ons, voice search and smart shopping assistants. While the study looked at online shopping as a whole, the findings underscore how quickly consumer expectations are evolving, and why supermarkets such as FairPrice are moving to integrate AI into the grocery experience. Nearly half (47%) of APAC consumers are already shopping via voice commands, reflecting a shift in habits that signals retailers who fail to invest in AI risk being left behind. 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: Study: 73% of SEA shoppers say yes to AI but still want human support  Skechers SG launches AI stylist Luna to reinvent shopping    FairPrice Group and HPB team up to encourage healthier food purchases    source

Pinterest has appointed The Hoffman Agency as its public relations partner in Asia, marking a strategic move to accelerate the platform’s growth outside North America.  The appointment will also see the Hoffman team bring updates and insights from the platform across the region, specifically in markets Singapore, Japan, Korea and India.  In a statement to MARKETING-INTERACTIVE, a Pinterest spokesperson said Hoffman Agency was chosen to support its ambitions and brand partners in the region. “At Pinterest, we’re building a business model anchored in inspiration and positivity rather than social comparison or negative content. Our commitment to fostering a positive environment is both deliberate and central to our continued international growth,” stated the spokesperson. Don’t miss: Instagram is now searchable: What it means for brands and content creators  In tandem, Caroline Hsu, chief global officer at The Hoffman Agency said that “Hoffman’s role is simple: we meet people where it matters, apply our deep understanding of local markets across Asia, and turn that visual intent into measurable results.” “Where Pinterest’s visual tech finds intent, Hoffman turns it into impact,” said Hsu, adding that the platform’s insight is “gold for marketers.”  The appointment comes as Pinterest doubles down on international expansion, particularly in Europe and the rest of world markets, which now account for over 80% of its users. Of which, Gen Zs make up the platform’s fastest growing audience.  This cohort comes to the platform with strong commercial intent where 66% of weekly Gen Z users say Pinterest is their final destination for shopping or browsing.  Moreover, an Adobe study found that 39% of consumers use Pinterest as a search engine, with 36% starting their searches there instead of Google. Among Gen Z, 47% rely on Pinterest for search, with 39% starting on Pinterest rather than Google. The appointment also comes on the back of Cecil van Steenberge’s hire as VP of international enterprise sales to further global growth earlier in the year.  Looking ahead, Pinterest will be unveiling its annual “Pinterest predicts” report, which leverages millions of planning-focused searches to identify emerging trends. The platform will also be marking the return of its ‘Pinterest presents’ flagship event on 25 September 2025, bringing marketers and creators together for executive keynotes, client case studies and product updates.  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:  Xiaohongshu refreshes brand identity with new campaignInstagram marks 15 years with a renewed focus on creators and creativity TikTok’s new AI feature turns static photos into animated stories  source

Swifties, are you ready for it? Taylor Swift and Travis Kelce have officially put a ring on their love story after two enchanted years together. In an Instagram post, the pop superstar and Kansas City Chiefs tight end revealed the proposal went down in a garden, with the cheeky caption: “Your English teacher and gym teacher are getting married.” And it seems fans aren’t the only ones in their wildest dreams over the news as brands have wasted no time dropping pun-filled congratulations and even playful offers fit for the newly-engaged couple. From tongue-in-cheek shoutouts to fearless marketing moves, everyone’s joining the celebration. Here are some of MARKETING-INTERACTIVE’s favourite trendjacks so far.  Don’t miss: Brands bring the glitz and glam as Taylor Swift enters ‘Life of a Showgirl’ era  1. Ampersand Advisory  Who needs a mastermind? Ampersand Advisory took to LinkedIn with a cheeky nod to its own expertise, posting: “We know a thing or two about engagement. And we love creating as much excitement as these two.” The post featured a photo of the couple embracing in the garden, overlaid with the message: “Congratulations Taylor and Travis on your engagement from the Engagement Agency of the Year 2025.” 2. Capitol Singapore  Capitol Singapore kept things cheeky with a playful game of spot the difference. One photo showed Kelce down on one knee proposing to Swift, placed on top of a shot of bridal boutique The Proposal’s storefront. The caption? A tongue-in-cheek “Corporate needs you to find the difference between this picture and this picture.” 3. CHIJMES CHIJMES also jumped into the love story. Its iconic chapel, already famous worldwide thanks to its cameo in Crazy Rich Asians, took center stage in a trendjack that boldly declared “She said yes.” The post featured Swift and Kelce photoshopped into the fairytale setting, surrounded by emojis, with the caption: “Ready to start your enchanted chapter?” A nod not only to its reputation as a dream wedding venue, but also to one of Swift’s most magical tracks, Enchanted.  4. Domino’s Malaysia Not every Swiftie is about to walk down the aisle but they can say yes to a personal pizza. Domino’s Malaysia jumped in with a playful trendjack showing a man down on one knee, offering a box not with a diamond ring, but a hot, cheesy pizza. The woman happily nods her head as she accepts the slice of love. The cheeky promo sealed the deal with an irresistible offer: personal pizzas from just RM5.90 because sometimes forever starts with mozzarella, not marriage. 5. Empire State Building  In Swift’s 1989 album, the singer expressed her love for the city of New York after moving from Nashville. The song, titled Welcome to New York, compared the city to a great love that keeps people guessing, any real love that’s ever-changing and any true love that drives people crazy. And now it seems the Big Apple is telling Swift that she belongs with them too.  The Empire State Building has officially thrown its hat in the ring as a potential wedding venue. In a now-viral TikTok, employees showed off everything from a framed photo of Swift to sweeping views of the concrete jungle where dreams are made of, with on-screen text declaring: “Our formal application to be Taylor and Travis’ wedding venue.” To top it off, the building cheekily tagged the couple with a note straight out of a rom-com: “Ready when you are.” Talk about a love that’s truly out of the woods. 6. Krispy Kreme  Swift may have sung about marrying her lover with paper rings but what about dough rings? Krispy Kreme leaned all the way into the chaos with a delightfully unhinged Instagram post, featuring a “leaked” email from its own social media manager requesting a day off to “process, stream love songs and maybe eat a dozen Original Glazed to cope” with the engagement news. And because the chain knows how fans were feeling all too well, it sweetened the deal by offering free Original Glazed doughnuts to any Swifties in need of “emotional recovery,” available for one night only from 5pm to 7pm.  7. LEGO LEGO kept things short and sweet, paying tribute to the greatest love story ever built. Its post featured Swift and Kelce reimagined as LEGO minifigures, proving that whether it’s bricks or ballads, some things are just meant to click. 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:   Taylor Swift fans buy out Times Square billboard ad for Hot 100 achievement Better than revenge: Why Taylor Swift’s statement on Trump AI-generated photos hits the PR mark  Quick-thinking brands that have trendjacked Taylor Swift’s ‘The Tortured Poets Department’   source

Sport Singapore (SportSG) has appointed Team Lewis to handle its public relations duties, following a competitive pitch. The two-year contract comes with the option to extend for one more year. The statutory board, under the Ministry of Culture, Community and Youth, made the appointment as part of its efforts to bolster its mission of making sport a way of life and positioning Singapore as a vibrant sporting nation. As the appointed agency, Team Lewis will deliver strategic communications support across SportSG’s portfolio of initiatives, including flagship programmes such as GetActive! Singapore, SportCares, Active Health, and Team Nila. Its scope covers communications strategy, media relations, issues management, and on-ground support for events and activations. Don’t miss: Ministry of National Development calls creative, marketing and social media pitch for MSO In addition, the agency will be tasked with driving positive media narratives, amplifying key initiatives, and deepening SportSG’s engagement with Singaporeans through integrated storytelling and earned media. This will include proactive media pitching, drafting and managing press materials, cultivating relationships with journalists and opinion leaders, and handling on-site media relations during SportSG activities. Crisis preparedness is also a central component of the mandate. Team Lewis is required to provide counsel and support within one hour of notification, develop robust crisis frameworks, and conduct real-time sentiment monitoring. The agency will also deploy service personnel on-site at SportSG’s offices when necessary and provide a dedicated team of at least four senior communications professionals led by an account lead with more than eight years of experience. Measurement and reporting will play a key role in the partnership where the agency is expected to deliver weekly progress updates, monthly reports analysing campaign effectiveness, and post-event reviews with actionable recommendations for continuous improvement. Mutant Communications was the incumbent, having been appointed as its PR agency back in August 2023.  The pitch underscores SportSG’s commitment to shaping a dynamic sports culture, nurturing sports champions, and growing the industry as part of its long-term vision for a sporting Singapore. Just earlier in February this year, SportSG teamed up with Singapore Tourism Board (STB) and the National Basketball Association (NBA) to bring a series of NBA events to Singapore.  In June, the NBA, SportSG and STB launched a multiday immersive basketball and entertainment festival in Singapore, which culminated with the “NBA Rising Stars Invitational”, the league’s first regional high school basketball tournament featuring boys’ and girls’ teams from 10 countries and territories across Asia-Pacific (APAC). The tournament was held at the Kallang Alive Precinct from 25 to 29 June.  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  Ethiopian Airlines picks PR agency for Singapore and ANZMinistry of Transport calls pitch to drive brand strategy source

Earlier this week, Singapore Airlines unveiled a major revamp of its KrisFlyer frequent flyer programme. From 1 November 2025, KrisFlyer members will need more miles to redeem certain premium cabin awards. The airline also introduced “Access redemption”, a new redemption category offering more seat availability, though the number of miles required will vary depending on demand.  The upcoming changes has sparked concern among netizens who have expressed frustration at the increasing difficulty to redeem miles, said media intelligence firm CARMA. According to Truescope, netizens had also begun discussing alternate credit card options and competing loyalty programmes following the revamp. Following the announcement, MARKETING-INTERACTIVE also received a slew of messages in the editorial inbox, showing how travellers were reacting to the revamp. While SIA positions these as enhancements, experts say the changes reshape the core value equation of loyalty and raise questions about fairness, predictability, and trust. Don’t miss: How is SIA’s KrisFlyer programme revamp impacting consumer sentiment?  For frequent travellers, loyalty runs deeper than points. Kevin Kan, chief experience officer at Break Out Consulting Asia, stressed that loyalty programmes aren’t just about economics, but rather about emotion, aspiration and trust. When the goalposts shifts, especially without a clear value-add, it can feel like a breach of trust.  Kan likened the increase in redemption rates to a disguised price hike at a time when cost-of-living concerns are already front of mind. “When airlines ask for more miles for the same seat, that’s a price increase,” he said. “It’s a shift in the loyalty equation. The everyday traveller who’s been saving miles from work trips, family holidays or credit card spend now finds their aspirational redemption just moved further out of reach,” he added.  As a self-described “points junkie,” Kan admitted the devaluation feels personal. “More of my hard-earned saved points will be utilised in order to redeem flights or upgrade,” he said. “I will most certainly be looking at other programs to transfer my credit card points and which airlines I fly in future.” Echoeing Kan is Nishant Kaushal, founder and CEO of ADNA. Kaushal, who has spent the last two decades in brand equity and CX research for airlines, said that revising loyalty programmes is “unilaterally re-writing a contract of trust”. Such changes, he explained, risk breaking the implicit agreement that underpins loyalty. To preserve loyalty, Nishant argued, airlines must adhere to a number of principles, starting with being clear of value exchange. With the revamp, customers must feel they are getting a fair return for their spend and engagement. If redemption rates increase, the added flexibility such as “Access redemption” awards must be clearly communicated and demonstrated valuably. “Otherwise, it will be seen as simply a feeble attempt to ‘soften the blow’ from by airline that has recorded record profits recently and now wanting to make even more money at the expense of its regular customers,” said Kaushal.  Transparency, he stressed, is critical. A 2023 Deloitte study found that 63% of frequent travellers valued fairness and transparency over the sheer value of benefits. “When programmes become opaque, loyalty erodes and trust takes a hit which dilutes the brand equity in the long run,” he said. Now, top-tier members may be a small proportion of the base, but they drive outsize revenue. Kaushal noted IATA’s estimate that fewer than 10% of loyalty members account for over 40% of programme-driven value. These customers expect more than just redemption; they expect preferential access, smoother journeys and recognition, he said, adding that: If changes diminish their perceived advantage, even subtly, dissatisfaction spreads quickly through high-value segments especially when other airlines such as Emirates and Cathay keep upping their game. Finally, Kaushal argued, airlines should rigorously test redesigns with their most engaged customers before rollout. This validates assumptions, uncovers unintended consequences and provides time to refine elements before public launch. Without such validation, airlines risk misalignment with member priorities. “Programme redesigns without consumer validation risk misalignment with what matters most to loyal members and once that trust is lost, it is hard to win back,” said Kaushal. That said, not all experts view the KrisFlyer changes solely in negative terms. Carolyn Wishnowski, vice president of global brand, marketing and loyalty at Millenium Hotels and resorts said redesigns inevitably reflect both customer and commercial pressures. “When an airline redoes its loyalty programme, it’s important to balance commercial needs with customer trust,” she said. “Clear communication, transition buffers, and pairing any hikes with enhancements help members feel they’re not just ‘paying more for less.’ SIA’s new ‘Access’ option and expanded ways to earn status credits are good examples.” As a KrisFlyer member herself, Wishnowski admitted she felt the initial sting of higher redemption levels. However, she argued that initiatives such as ‘Access’ and diversified status earning opportunities signal a more measured approach. She said: SIA is seeking a give-and-take approach, ensuring loyal customers continue to feel valued while the airline navigates cost pressures. Wishnowski added that protecting core benefits, improving seat availability and recognising loyalty beyond just flights would be crucial for keeping high-value customers satisfied. Taken together, the experts underline that loyalty programmes are built as much on emotion and fairness as on economics. For Singapore Airlines in this especially, the challenge is to ensure that KrisFlyer continues to feel aspirational, fair and rewarding. Otherwise, in the words of Kan, customers may begin asking the toughest question of all: “Is this still worth it?” 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:   No bad romance: How KrisFlyer can maximise next gen data with Lady Gaga tie-up  Don’t jump on every single thing that you see’: Singapore Airlines’ comms chief on responding to criticism Why SIA quietly devaluing KrisFlyer miles isn’t a surprise from a comms perspective source

Nongshim has teamed up with Netflix for a global collaboration centred on the animated series K-Pop Demon Hunters, aiming to engage fans through the show’s diverse characters and world-building. As the first phase of the partnership, Nongshim will roll out collaborative products featuring characters such as Lumi, Mira, Joy, SAJA BOYS, and DERPY the tiger on packaging for Shin Ramyun, saewookkang (‘shrimp crisp’), and the upcoming ‘Shin Ramyun tumba all-purpose sauce’, set to launch at the end of August. The limited-edition items will be available in Korea, North America, Europe, Oceania, and key Southeast Asian markets. Don’t miss: Netflix turns Asia into Squid Game’s arena with regional activations The collaboration goes beyond packaging, with Nongshim launching a limited edition of products inspired by the cup ramen enjoyed by Rumi, Mira, and Joy in the series, complemented by digital campaigns, social media events, and offline pop-ups to engage fans around the world. Since its Netflix debut in June, K-Pop Demon Hunters has attracted a global following, partly for its realistic depiction of Korean culture, including K-pop and K-food. The frequent appearance of ramen in the show drew attention to Nongshim and sparked fan speculation about the brand’s connection to the animated snacks. Fans noted similarities between the show’s ramen and snacks and Nongshim’s products, citing the near-identical name of ‘Shin (神) ramen’ to Nongshim’s ‘Shin (辛) ramen’, the phonetic resemblance of ‘Dongsim (동심)’ to Nongshim, and the snack shapes mirroring saewookkang. The collaboration also ties in with Nongshim’s global brand strategy. Last July, the company launched “Spicy happiness in noodles” as Shin Ramyun’s international slogan, emphasising practicality and emotional satisfaction while highlighting the brand’s promise to deliver high-quality taste and “spicy happiness” to consumers worldwide. “This collaboration was possible thanks to consumers voluntarily discovering Nongshim in K-Pop Demon Hunters and happily sharing it. Just as K-Pop Demon Hunters introduced K-culture to the world, Nongshim will also work with K-Pop Demon Hunters to genuinely inform global consumers of the taste and value of K-ramen and K-snacks,” a Nongshim spokesperson said in a statement.  Nongshim is not alone in tapping into the K-pop craze. Earlier this month, global chocolate brand M&M’S named rising K-pop girl group ILLIT as its regional ambassadors across Asia, marking the first time the brand has partnered with a K-pop act. The campaign, under M&M’S refreshed tagline “It’s more fun together,” positions ILLIT as “Friends of M&M’S”, blending pop culture flair with the brand’s signature playfulness. Meanwhile, Snickers collaborated with SEVENTEEN’s Mingyu to promote its new oats dark chocolate variant at a #SNICKERSOnTheGo pop-up in Kuala Lumpur, highlighting its regional reach and cultural relevance. Last year, instant noodle brand Indomie appointed K-pop group NewJeans as its global brand ambassador to lead the international campaign “Oh my good! It’s Indomie”, targeting Gen Z through music and style. 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: Coca-Cola teams up NewJeans to refresh denim in pop-up laundromat experience   McDonald’s HK unveils exclusive collab with K-pop girl group BABYMONSTER   Indomilk taps K-Pop group SEVENTEEN to promote new Korean milk series    source