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Jaguar Land Rover (JLR) has appointed Garth Turnbull as managing director for its Asia Pacific region, as the brand aims to elevate modern luxury and client experiences across one of its most diverse and dynamic markets. Turnbull moves into the role after nearly seven years as managing director of JLR Taiwan, where he drove brand performance, operational excellence, and the establishment of JLR Taiwan as a national sales company. Under his leadership, the market saw continuous business growth, stronger brand equity, and enhanced customer experiences across all touchpoints, said a statement seen by MARKETING-INTERACTIVE. Don’t miss: MINI sparks cheeky ad war with breakup billboards on traded-in cars  In his new capacity, Turnbull will oversee the strategic and operational direction of JLR’s Asia Pacific markets, ensuring Range Rover, Defender, Discovery, and Jaguar each continue to tell their distinct stories. In addition, he will reinforce JLR’s house of brands strategy across 15 markets, with a focus on growth, innovation, and luxury experiences. Turnbull joined JLR in 2011, gaining experience as regional business manager in Australia and later as commercial manager in the Asia Pacific Office, providing him with deep insights into regional market dynamics and importer-led business models. Prior to joining JLR, he was with Suzuki Australia and Heartland Motors. “It’s a privilege to take on this role with JLR for the Asia Pacific Region, a region of incredible opportunity and complexity,” Turnbull said. “As we navigate ongoing economic shifts and evolving definitions of luxury, our focus is clear: to deepen the emotional resonance of our brands with clients through curated modern luxury experiences. That means going beyond the product to create meaningful connections, foster trust and build long-term value for our clients and partners,” he added.  His appointment comes as JLR appointed P.B. Balaji as its chief executive officer, effective November 2025.  Balaji will succeed Adrian Marden, who is retiring from the company after three years as CEO and 35 years with JLR.  Balaji has been serving as the group chief financial officer of the Tata Motors Group since November 2017 and has over 32 years of experience in the automotive and consumer goods industries across finance and supply chain functions.  Related articles:  What are the media and social stats like around Jaguar’s Type 00 EV model unveil  Is Jaguar ‘willfully courting controversy’ with its outrageous new rebrand?  Jaguar Land Rover drives off with Accenture as global marketing partner source

Fairfield by Marriott has launched a new campaign, “Come back to calm”, created by BBH Singapore, positioning the brand as a serene counterbalance to the overstimulation of travel. The work is BBH Singapore’s first for Marriott International Asia Pacific excluding China (APEC) since winning the business earlier this year. It builds on Fairfield by Marriott’s existing brand platform, “The beauty of simplicity”. At the centre of the campaign is an online film that contrasts the “good chaos” of travel, from colour and noise to spontaneity and exploration, with Fairfield by Marriott’s pared-back spaces designed for rest and recharge. Don’t miss: Marriott Bonvoy hits the fast lane with F1’s Mercedes team in star-studded travel series The 30-second spot opens with the calm setting of a Fairfield by Marriott room before cutting to the vibrant bustle of India’s streets. The film continues to alternate between serene hotel scenes, such as a quiet poolside and a couple enjoying refreshments in the lounge, and the energetic chaos of local street life. It closes with the campaign tagline, “Come back to calm”, across the screen. “Come back to calm” has been rolled out across Spotify, Jiohotstar, Meta, and YouTube in India, running for one year. “I remember stepping off a long-haul flight, utterly frazzled, and checking into my room. The door closed behind me and for the first time that day there was silence. In that pause I felt more alive than I had in days. Then it hit me. Calm isn’t just rest. It’s what gives you the clarity and energy to really be present, to notice the world around you and to fully engage with it. It’s like being in the eye of the storm. That’s the feeling we wanted this campaign to capture,” said Khairul Mondzi, executive creative director at BBH Singapore.  In tandem, Sid Tuli, Managing Director at BBH Singapore, said, “Marriott Bonvoy is home to some of the most iconic hospitality brands in the world. Winning the remit to help them tell the brand story creatively across the region is a dream and we’re off to a great start. We can’t wait for you to see what’s next.”  This comes as Marriott Bonvoy continues to lean on emotive storytelling. In April, Marriott Hotels partnered with The Secret Little Agency (TSLA) to launch “Wonderful hospitality never sleeps” in Asia Pacific excluding China. The campaign, developed under The Suite collective of independent agencies, highlighted the brand’s 24-hour hospitality ethos through a 75-second film shot in Japan and India, supported by localised activations across the region. 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:   Marriott Bonvoy pours local pride into travelling coffee raveInside the Eastin-to-Marriott rebrand of an iconic PJ landmark     Marriott International and Cathay strengthen partnership to offer enhanced travel benefits    source

Cathay Pacific has launched three short films starring Hong Kong-American actor Jimmy O. Yang, humorously highlighting its in-flight dining and Michelin-starred flavours in a cinematic style. This comes following the airline’s recent partnerships with various Michelin-starred restaurants, including Yat Tung Heen, Louise, and Duddell’s, to introduce in-flight dining menu offerings for first-class, business-class, premium-economy-class, and economy-class passengers on selected flights. To transform in-flight dining into a cinematic experience, Cathay Pacific has featured O. Yang in three gut-wrenching, heart-pounding, and palate-pleasing roles to convey the Michelin-starred flavours available onboard a Cathay Pacific flight. The social campaign was developed in partnership with creative and media agency VaynerMedia APAC. Edward Bell, general manager brand, insights and marketing communications, Cathay, told MARKETING-INTERACTIVE the campaign aims to  showcase Cathay Pacific’s inflight dining to a global audience – particularly in long-haul markets where O. Yang is well known. “Beyond that, the campaign also resonates strongly with the Chinese mainland and Hong Kong audiences, given O. Yang’s background: born and raised in Hong Kong to a Shanghainese family before moving to America,” he added.  Titled “The drop” (餓底行動), the first film features O. Yang as an inspector who goes deep undercover, pursuing a lead at 35,000 feet. This in-flight meal presents a challenge to his cover as he strives to maintain his composure while tracking his target. The film highlights sweet and sour pork, which is part of Cathay’s collaboration with the nine-year Michelin-starred Cantonese restaurant Yat Tung Heen for its economy and premium economy offerings. In the second film titled “Jimmy & Jimmy”, two culinary worlds collide when American-born Mr. Chin encounters Hong Kong local Mr. Lee. The film explores the significance of Michelin stars and highlights the competition between their dishes. It features Provençal beef cheek stew, part of Cathay’s business and first-class collaboration with the Michelin-starred French restaurant Louise, as well as braised chicken with abalone and matsutake mushroom, offering authentic Hong Kong flavours through its partnership with Michelin-starred Duddell’s for business and first-class service. In the final movie titled “Entrée to You” (情味了), O. Yang reflects on his ex-lover after tasting a traditional Jiangsu meal, reigniting the feelings that had faded into the past. He wishes to return to find her and asks the cabin crew if the flight can turn back, but his request is denied. The movie features braised prawns with dried shredded tofu and Chinese ham, which are part of Cathay’s Chinese Classics – a new in-flight menu featuring eight great cuisines of China, now available in business class on select flights from Hong Kong to the Chinese Mainland, on rotation. By leaning into his story, humour, and love for food, Cathay seeks to connect with both international and Chinese audiences in a way that feels authentic, while O.Yang himself contributed ideas to make sure the films reflect his personality and appeal to his fans, according to Bell. The video, promoted on Cathay’s Instagram, garnered more than 15,000 likes within six hours of posting. A number of netizens expressed surprise at seeing O. Yang in Cathay’s ad, with some commenting that the video is funny. “Partnering with a comedian for the first time is a new move for us. We’re proud of our inflight dining and wanted to showcase it in a fun, fresh way to a global audience. It’s a new approach for Cathay, and I’m proud of the team for making it happen,” Bell said. Don’t miss: Cathay partners The Coffee Academïcs to elevate inflight coffee experience Beyond dining, Cathay has also partnered with Hong Kong-based The Coffee Academïcs to launch a coffee blend, enhancing the inflight coffee experience for passengers.  This collaboration stems from the rise of Hong Kong’s homegrown coffee scene over the past few decades. With endless options available to them, coffee lovers have become more selective about what goes into their cups. For many travellers, inflight coffee can be inconsistent – a challenge Cathay aims to address with this initiative. 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: Cathay Shop elevates travel essentials for HK explorers in new campaignCathay Pacific maps out Hong Kong one KM² at a time for SEA explorersCathay Cargo recreates a modern-day ark with AI-inspired campaign source

Singapore Airlines (SIA) has unveiled a major revamp of its KrisFlyer frequent flyer programme. From 1 November 2025, miles required for business and suites/first saver awards for flights within Asia and the Southwest Pacific will increase by 5%, while economy saver award redemptions in the same region will decrease by 5%. Flights to and from Europe and the United States will see a 5% increase in saver award rates across all cabins, while flights to Africa, the Middle East and Turkey will rise by 10 to 20%. In addition, advantage award rates will also climb 10% to 15% across most zones and cabins, with Zone 10 seeing economy advantage rates up 5%, business advantage 18%, and suites/first advantage 15%. SIA said all bookings confirmed and ticketed on or before 31 October 2025 will not be affected and will still use the current award rates. That said, headline changes to award redemption rates have already sparked concern among members. According to media intelligence firm CARMA, sentiments of conversations on SIA changed to 29.1% positive and 16.4% negative after the rate increase for KrisFlyer. Prior to the change, sentiments were 32.1% positive and 11.2% negative. It’s word cloud, which used to include words such as ‘flights’, ‘booking’ and ‘good’, now reflect words ‘rebooked’, ‘devalues’ and even ‘cancellations’.  Don’t miss: No bad romance: How KrisFlyer can maximise next gen data with Lady Gaga tie-up  CARMA revealed that netizens found KrisFlyer miles becoming increasingly difficult and expensive to redeem with the devaluation expected in November 2025. This leads to frustration among frequent flyers, said the CARMA analysis.  The firm added that some are perceiving the redemption changes as diminishing the value of miles and discouraging redemption. In overall, there were netizens who also criticised SIA’s pricing strategy and perceived high cost in comparison to competitors. In tandem, media intelligence firm Truescope found that netizens were particularly concerned about the increased redemption rates for premium cabins. Many also discussed alternative credit card options and competing loyalty programs, especially in markets such as Indonesia where KrisFlyer-earning credit cards are popular. This differs from Singaporean consumers who were more concerned with premium cabin redemption increases, revealed to Truescope.  The last time Singapore Airlines revised its KrisFlyer redemption programme was in 2022. At the time, the airline increased mileage requirements for a range of award redemptions, affecting both SIA-operated flights and those with Star Alliance and partner airlines. Stopovers for eligible redemption bookings ticketed on or after 1 August 2022 were limited to a maximum of 30 days, and complimentary stopovers exceeding that duration, as well as the paid stopover option, were no longer available. In an electronic direct mail to members, the airline stated it remained “committed to providing our members with more ways to earn and redeem miles, both in the air and on the ground, and to providing greater value to your KrisFlyer membership, through regular enhancements to our programme offerings and benefits.” The email also thanked members for their support of the KrisFlyer programme. The 2022 devaluation, however, was met with criticism from frequent flyers, who called the airline “sneaky” for devaluing miles at a time when travel restrictions were being lifted globally, while another flyer stated that the airline was charging more despite having received support from consumers during the COVID-19 pandemic.  Other changes this 2025  Beyond the changes to award rates, SIA has introduced several other enhancements to the KrisFlyer programme. Members can now earn PPS Value or KrisFlyer Elite miles from everyday spending with SIA Group non-flight services, including Kris+ shopping and dining in Singapore and Australia, KrisShop purchases, and Pelago experiences. PPS Club members earn one PPS Value for every SG$3 spent, while KrisFlyer members earn one Elite mile per S$1. Starting 1 November, the airline will roll out an “Access redemption” option, allowing members to use miles to book confirmed Singapore Airlines flights immediately, even if standard award seats are fully booked. The number of miles required will vary depending on demand, with extra seats available beyond the usual allocation. Other recent updates include the launch of Scoot award flights on 13 August, letting members redeem miles for economy class travel to over 70 destinations, with saver awards starting at just 1,500 miles one-way between Singapore and Malaysia. The airline has also improved the KrisFlyer miles-and-cash option, effective 1 July, with 100 miles now worth S$1 and a minimum of 1,000 miles needed to use this feature. 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:   Krisflyer embraces life’s adventures in new film celebrating 25 years  ‘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

Maybank Singapore has marked its 65th anniversary with a new brand campaign, “Served your way, Maybank”, blending ASEAN food culture with modern banking. The campaign connects familiar flavours and communal dining traditions with the bank’s aim to make financial services more personal, rewarding, and purposeful. Rooted in Maybank’s mission of “Humanising financial services”, the campaign draws inspiration from ASEAN meals, where care, sharing and personalisation are central, a philosophy the bank says informs every product, service and customer interaction. A key element of the campaign is “Kopi kakis” (‘coffee friends’), a series of informal engagement sessions over food and coffee where customers provide candid feedback and co-create ideas with the bank. Senior management often joins these sessions, reflecting Maybank’s belief that the best way to serve customers is to listen, connect and respond directly. Don’t miss: Humanising finance: How Maybank is putting people first The anniversary activations also combine community engagement with customer appreciation. Maybank will partner with Makansutra to celebrate Singapore’s food heritage and local communities, and has contributed S$65,000 to the Central Singapore CDC’s SG60 Silver Buddies initiative to support seniors in need. Ice cream treats were distributed at 65 high-footfall locations and Maybank branches, while new deposit account holders received a S$35 cash gift. In the lead-up to the celebrations, 1,800 Maybankers volunteered more than 11,500 hours. The campaign also highlights Maybank’s wider initiatives in sustainability and cross-border banking. Through its “myImpact” programme, the bank offers ESG (environmental, social and governance) assessments, carbon tracking, flexible financing, HERpower mentoring for women entrepreneurs and Momentum Grants for non-profits. The “Served your way” campaign will unfold across the island through roadshows and activations, with Maybank emphasising that it delivers more than banking products — it “serves experiences that are thoughtful, flavourful and personal”. “Food can be served in many ways, for many segments of society. In the same way, we place a strong emphasis on customer service, by tailoring our services for different segments, whether at the individual level, or for corporate customers in various industries,” said Alvin Lee, country CEO, Maybank Singapore. The campaign follows the launch of Maybank’s social initiative “The hungry neighbours“, which highlights its cross-border banking services between Malaysia and Singapore. Part of the Maybank Beyond Borders suite, the series features QR payments, instant regional fund transfers via Maybank Overseas Transfers and DuitNow, and linked accounts for easier money management. It launched on Maybank Singapore and Malaysia’s social media platforms, hosted by Singaporean content creator Pamela Lee Nur Shuhadah (@leeshuhadah) and Malaysian comedian Ho Ming Yue (@mingasaur). According to a Maybank spokesperson, the campaign aims to make cross-border financial experiences “simpler, more intuitive and human-centred” across both markets. 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: Maybank and TikTok Shop collaborate to empower the digitalisation of ASEAN SMEsMaybank dazzles Singapore sky with tiger coming to life      Maybank inks partnership with Microsoft to supercharge digital and AI transformation source

Pop Mart’s founder, Wang Ning, has 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 on Tuesday (19 August), 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. This follows the toy company’s progress toward its revenue goal of HK$22 billion for 2025, with Wang stating during the results announcement that “RMB$30 billion (HK$36 billion) this year should also be quite easy,” according to Reuters and Ming Pao. Wang said that while Labubu is a world-class intellectual property (IP), its value exploration has only just begun. Pop Mart is maintaining relative restraint in product development to avoid over-exhausting the IP. It will not aggressively open new stores, expecting a net increase of no more than 10 stores in mainland China this year.  Instead of increasing the number of stores, Wang said the focus will be on optimising the performance of each existing store, hoping that the market will pay more attention to the health indicators of the group’s growth rather than just the performance data. In terms of overseas markets, Wang said that there is considerable potential for growth, adding that combined sales from North America and Asia Pacific this year are expected to equal China’s sales in 2024. In the US, where Pop Mart operates around 40 stores, Wang revealed plans for a “relatively rapid expansion” in the coming year or two, with an additional 10 stores expected to open by the end of this year. MARKETING-INTERACTIVE has reached out to Pop Mart for more information.  Don’t miss: Pop Mart reportedly launches film studio for Labubu animated series production Back in June, Pop Mart reportedly launched a film studio to create an animated series featuring its popular blind box character, Labubu, as part of its content expansion strategy. The company has registered the copyright for the script of Season 1 of the animated series “Labubu與朋友們” this year, according to Chinese media outlets Cover News (封面新聞) and National Business Daily (每日經濟新聞). The registration date is 18 March, and the work was completed on 15 January. 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: Feeling kan cheong? KitKat and POP MART pack breaks into blind boxesPop Mart reportedly launches film studio for Labubu animated series productionPop Mart eyes bigger slice of the Philippines with creative collaborations, DTI says source

In an age where a viral TikTok can upend a brand’s reputation in hours, PR and communications professionals face unprecedented pressure to adapt. The once-linear news cycle has splintered into a real-time, always-on conversation across countless platforms, where narratives shift by the minute and misinformation spreads faster than fact-checks can catch it. For leaders, this means the margin for error has never been smaller. Ben LaBolt, former White House communications director and senior advisor for president Joe Biden, knows this world intimately. Drawing on his political campaign experience, LaBolt said that today’s communications environment demands the same agility and high-stakes thinking as running a presidential campaign: quick decisions, constant monitoring, and the ability to respond in real time. “You win or lose at the end of the day, you’re in the midst of a change in communications environment every single cycle. I try to apply that for brands,” said LaBolt at PR Asia Singapore 2025. Don’t miss: GE2025: Are podcasts the new political battleground?  LaBolt’s career spans the heart of modern American politics. He has advised figures ranging from Rahm Emanuel during his Chicago mayoral run to Senator Sherrod Brown, and later applied those lessons to corporate communications. But his formative training, he says, came from an unlikely source: improvisational comedy. “There’s a principle that comes from that called ‘Yes, and’. You can never tell the other character on stage no. You have to kind of go with what they’re saying and start to build on it. It prepares you for the unpredictability of communications and marketing and the type of crisis moments we deal with, the type of positive moments we deal with when you’re building momentum and you’re building a movement,” he said. For LaBolt, every campaign, administration, and now, brand, operates under the same pressure: adapt quickly or risk being left behind. He applies this mindset to corporate communications, helping brands respond with the speed and decisiveness once reserved for presidential campaigns. Fragmentation demands agility During the Obama administration, digital tools were nascent but revolutionary, said LaBolt. “President Obama, in many ways, was elected because he was really the first digital-first candidate. The establishment had been supporting Hillary Clinton in that primary, and we needed to do things differently. We needed to find new voters and find new ways of communicating,” LaBolt explained. At the time, platforms such as Facebook and Twitter were emerging as critical tools. LaBolt’s team had to convince traditional media that digital announcements could complement, not replace, press releases. Fast forward to 2023 under Biden, and the media ecosystem had fractured. “The day-to-day news cycle had completely washed away. People were not watching the news. They were getting their information from somewhere else, from TikTok, from Reels, from other platforms,” said LaBolt, adding that:  “You really have to deal with every single platform just as much as you’re dealing with the media itself.” However, that fragmentation has created a heightened risk of misinformation. “You can’t just call an editor and say, ‘This isn’t factual.’ There’s a piece of content that goes viral on TikTok. It has implications for the White House. It has implications for businesses as well. We’re seeing businesses lose billions of dollars out of their market cap because of the piece of social video with claims in it that aren’t true,” he said. To combat this, LaBolt emphasises monitoring, platform-specific responses, and long-term reputation-building. “Brands that do continual reputational marketing get audiences to pause and say, ‘That doesn’t really sound like Walmart. That doesn’t really sound like McDonald’s. I’m going to go check and see whether that piece of information is true.’ That’s what you want to be in a position to do.’” In fact, crisis communication today is increasingly visual, he said. Reflecting on the 2023 North Carolina floods, LaBolt explained that people weren’t satisfied until they saw images of the military taking off, landing on helicopters in the region, going home to home and trying to find people and help them out. “Until that happened, they just kept saying, ‘Where’s the response?’,” he added.  As such, brand credibility now comes from showing, not just telling. Moreover, executives are now expected to be fluent across platforms too, turning speeches into digestible, video-first content.  “People are not consuming linear television anymore. They’re consuming television through YouTube. You can take a speech that they gave to 300 people and you’re cutting it up into 15-second snackable segments with text on screen,” LaBolt said.  Purpose and reputation, he stresses, are long-term investments. “From our research from many of the prominent American brands — big banks after the financial crisis, tech after the tech clash — have done about a decade of reputational marketing to establish what the company cares about beyond product,” he said, adding that consumers often notice that and will then decide whether they will buy a product or service from the brand. LaBolt also frames long-term resilience around four pillars: a brand’s impact on its workforce, contribution to community, care beyond profit, and trusted stewardship of change. These lessons are essential in a broader era of global disruption. “We’re in an environment right now where there is going to be a crisis every day. You can make sure that you’ve got the best plan in place, the monitoring system, and the team structure to respond, and it has to be just as strong on digital as it is on traditional communications platforms,” LaBolt said. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:  ‘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  Crisis comms or copy-paste? Air India draws scrutiny for CEO’s mirrored statement  source

Novi Health has named Tempest Jody Larrichia as head of growth, overseeing the brand’s growth, marketing, and partnerships. The appointment comes as the health longevity and preventative care provider looks to cement its position as a leading destination in the space. Larrichia, who was formerly Flash Coffee’s chief marketing officer, said his objective is to continue building on the foundation set by founders Dr Sue-Anne Toh, Dr Kyle Tan & Dr Joanne Tay and the team in Singapore. His immediate focus will be a complete brand alignment — from social, advertising, community, and partnerships, to copy, website, and even the look and feel of Novi’s clinics. This will extend into client-facing experiences, ensuring communications, customer service, and packaging are unified, Larrichia told MARKETING-INTERACTIVE. Don’t miss: Flash Coffee CMO exits for pivot into health tech “The biggest shift you’ll see in the marketing approach is the evolution of our clinical care with a community focus. While more players enter the space, we’ll continue to showcase what’s unique about Novi Health through building a real sense of community and delivering real results,” said Larrichia. Larrichia’s career has spanned high-profile brand and marketing leadership roles including director of strategy, brand and creative at Ted Baker, global director of brand and visual experience at Puma Group, and international head of visual and head of creative at Arcadia Group. Novi Health marks his pivot into health tech. “This is a brand with deep evidence-based, person-centred care at its heart. It reminds me of my consultancy work with Lloyds Banking Group & Caroline Castigliano — brands where purpose, mission, and heart mattered more than promotions or trending social cycles. As a marketer, that’s such a rewarding challenge,” he said. “The second is the chance to really tell our story: who we are, what we do differently, and ultimately, why Novi,” Larrichia added. Looking ahead, Larrichia teased upcoming initiatives with the likes of Vogue, Rekoop and Avenue in September. Claiming that it would be “a game-changer for us from a community perspective”, the initiative will be the beginning of Novi’s test-and-learn approach to building a world where community care is woven into every fiber of the DNA. In addition, the health longevity and preventative care provider will be unveiling a campaign in Q3 that will fully flesh out its client- and patient-focused storytelling. 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: Shangri-La Singapore names new director of marketing Adidas nabs PUMA SEA marketing head as director of brand activation Visa names former Apple and Airbnb marketer Meble Tin as head of marketing, Oceania source

Singapore heritage brand Yeo Hiap Seng (Yeo’s) has partnered with the Singapore Disability Sports Council (SDSC) to support athletes with disabilities, reinforcing a shared commitment to inclusivity and accessibility in sport. The year-long collaboration, running from 1 August 2025 to 31 July 2026, will channel funds into critical programmes including training, nutrition, sports science, and transportation. This marks Yeo’s first partnership with SDSC, part of both organisations’ broader efforts to create long-term impact and help youths realise their sporting potential. Don’t miss: Sport Singapore calls for PR pitch Three athletes have been named ambassadors for the partnership: seven-time Paralympic gold medallist Yip Pin Xiu, and ASEAN Para Games medallists Wong Zhi Wei and Danielle Moi Yan Ting. Yip is set to compete at the Toyota World Para Swimming Championships in Singapore from 21 to 27 September 2025, while Wong and Danielle continue training in hopes of joining the national squad. “At Yeo’s, we nourish lives and uplift the human spirit through our extensive range of beverages. We believe sport has the same power to energise, promote well-being, and inspire every individual, regardless of physical limitations,” said Yeo’s CEO Ong Yuh Hwang. “The SDSC para-athletes deserve all the support they can get. This partnership reflects our deep commitment to promoting inclusivity, and we are proud to journey alongside Singapore’s para-athletes as they pursue excellence,” added Ong.  In addition, SDSC president Teo-Koh Sock Miang said “We are deeply grateful for Yeo’s generous support, which will enable SDSC to further invest in the development of youth talent and strengthen our outreach to aspiring athletes with disabilities.”  “This partnership strengthens our shared mission to help every para-athlete thrive, compete, and inspire others in our community through sport,” Teo-Koh added.  Yeo’s has a long history of backing youth sports in Singapore. Past initiatives include supporting kitefoiler Maximilian Maeder, Singapore’s sole medal winner at the Paris Olympics. It also sponsored the Singapore Premier League, H-TWO-O Ultimate Women’s Dream Team, and MPL SG2021, the Singapore leg of the Mobile Legends Professional League. Outside of sports, Yeo’s has also been collaborating with various artists, IPs, and pop-culture franchises as part of its push to stay relevant with Gen Z. Most recently, it teamed up with Universal Studios for a limited-edition collection featuring fan-favourite dragons from the How to Train Your Dragon franchise. The range includes chrysanthemum tea, first harvest green tea, immuno soy milk, and lychee drink, each adorned with unique dragon-themed packaging. Photo courtesy of Yeo’s. Related articles:  Yeo’s ignites dragon fever with fiery beverage collab  Yeo’s rallies a new wave of tea lovers with Gen Tea campaign  Yeo’s goes rogue, rips up classic green tea packaging for Brat Summer  source

Humanising financial services is about more than slogans or campaigns. It is a lens through which every interaction, story, and decision is viewed. For Izlyn Ramli, head of group corporate affairs at Maybank, and CEO of Maybank Foundation, it means aligning PR, communications, and branding with a clear purpose: delivering simple, intuitive financial solutions while building trust and authenticity at every touchpoint. At PR Asia Malaysia 2025, she shared how this philosophy shapes Maybank’s storytelling, media engagement, and internal culture, creating a human-first approach in an industry often defined by numbers and regulations. Don’t miss: Turning a crisis into a campaign: How Astro Audio made Kelas Perpaduan ERA happen “When we first coined the idea of humanising financial services back in 2010, it started as a tagline,” Ramli said. “But like any strong purpose, it became our true north that guides everything that we do, and it’s simple enough for us to remember on a daily basis.” For Maybank, humanising finance is more than marketing. It is a philosophy embedded in its operations. The approach rests on three pillars: do no harm, leave no one behind, and walk the talk. The bank aims to serve not just premium clients but also the underserved, providing simple, intuitive financial solutions across all customer segments. You can’t just talk about being a human-centric organisation. Izlyn stressed that internal alignment is critical. “Your internal house needs to be in order. Brand reputation isn’t built by one person. It exists across the organisation.” Communications also plays a key role in sharing Maybank’s story, but Izlyn emphasised that authenticity comes from action, not announcements. Social impact initiatives, financial inclusion programs, and community projects are central to the bank’s purpose. Over the last decade, Maybank has reached nearly five million individuals across ASEAN through social financing and empowerment projects. “Purpose is the main driver for getting the youth engaged,” Izlyn noted. Maybank engages younger audiences through innovative channels like TikTok and Instagram, as well as volunteer programs and youth empowerment projects, embedding human-centric values from the inside out. Balancing profit with purpose is another cornerstone of the strategy. Maybank’s sustainability commitments, mobilising over RM115 billion in sustainable finance, impacting 2.2 million households, reducing carbon emissions, and mobilising Maybank employees through volunteerism, demonstrate that doing well and doing good are not mutually exclusive. “We still have to strike that balance. Doing well and doing good means striking a balance where profit meets progress,” said Izlyn. “And progress leads to purpose.” Despite challenges, including moments of crisis, the guiding principle remains authenticity. “One mistake may tarnish your image temporarily. But if you are truly a brand that is out there to serve your customers and the communities, that will endure,” she said. Real impact is measured by the beneficiaries themselves, whose stories validate the bank’s human-first approach. When asked what advice she would give to young professionals entering PR or communications, Izlyn highlighted perseverance and curiosity. Change doesn’t happen overnight. Take one day at a time, learn as much as you can, and be good at what you do. That matters along your journey. Humanising financial services, Izlyn concluded, is an ongoing journey. It requires humility, consistency, and a commitment to serving people. Values that Maybank has made central to its identity, and which continue to shape its path forward. 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:Maybank and TikTok Shop collaborate to empower the digitalisation of ASEAN SMEsMaybank inks partnership with Microsoft to supercharge digital and AI transformationMaybank serves up cross-border bonds with ‘Hungry neighbours’ campaign source