marketing interactive

Singapore Tourism Board (STB) has appointed Hong Kong-based agency Plug as its public relations, digital and social marketing agency for the Hong Kong market, following a pitch in May, as confirmed by MARKETING-INTERACTIVE. The appointment will last for two years with the option to extend to five years.  Plug was chosen due to its fresh perspective and original approach in promoting Singapore’s tourism offerings and the “passion made possible” brand to the Hong Kong market, Alex Zenovic, executive director at Plug, told MARKETING-INTERACTIVE. STB also highlighted Plug’s diverse expertise and experience working with clients across multiple consumer and corporate sectors, he added.  Under the appointment, Plug will manage STB’s media and influencer relations, digital and social marketing services, plus crisis and issue management. Plug will also work on enhancing Singapore’s status as a global hub for meetings, incentives, conferences and exhibitions.  “Hong Kong and Singapore share a dynamic energy,” Zenovic said. “Our partnership with the Singapore Tourism Board isn’t just about promoting a destination; it’s about connecting two of the world’s most exciting cities. We are looking forward to showing Hong Kong travellers a new side of Singapore, whether they’re looking for their next holiday or a strategic business opportunity.” The Hong Kong market has been a important source of tourists for Singapore. In 2024, Singapore welcomed 329,343 arrivals from Hong Kong, with Hong Kong currently ranking as the 15th largest visitor source market for the city-state. 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: Singapore Tourism Board seeks PR agency for HK marketSix media agencies vying for Singapore Tourism Board’s global account source

Samsung Electronics Singapore has launched “Galaxy flexival”, a digital-first festival featuring interactive campaigns and content designed to showcase the Galaxy Z series in unconventional ways. One initiative from the campaign is the “Unexpected reviewers” campaign, where creators Norbin Ngoh, Xixi Lim and Raynold Tan front a micro-series exploring how the Galaxy Z Fold7 and Z Flip7 can unlock hidden talents. Produced by Cheil Singapore, the first episode features Ngoh trying his hand at fashion photography using the Galaxy Z Fold7. Don’t miss: Samsung taps BTS’ RM as global ambassador for Art TVs Ngoh shares that he enjoys photography and that Samsung’s new device lets him “do it even better.” As Lim and Tan take turns posing, the Galaxy Z Fold7 captures them in crisp, high-definition shots. The video also demonstrates features such as the “object eraser”, allowing users to remove unwanted objects from a scene. The trio close the episode by teasing the next installment, where Xixi will reveal her own “unexpected talent”. Other activations include “Unexpected livestreams”, with TeamGalaxy influencers introducing Galaxy devices in surprising settings, and on-demand highlights featuring tips and tricks for Samsung users. Consumers can also take the “Find your flex” quiz, which recommends device features aligned to personal interests such as gaming or plant care. Separately, Samsung has teamed up with Korean beauty brand JUNGSAEMMOOL for the “Unexpected side” campaign, inviting consumers to share stories about their “Seoulmates”. Three winning pairs will be treated to a K-makeover experience at the brand’s flagship store, with moments captured on the Galaxy Z Fold7. “Many consumers today are relying on both offline and online experiences to seek best recommendations when it comes to their purchasing decisions. Hence, we conceptualised ‘Galaxy flexival’ as a way to bring another dimension to our product storytelling and to demonstrate how our innovative products can have a real impact on our consumers’ lifestyles,” Lynn Chong, head of marketing, Samsung Electronics Singapore, said. “Through interactive content, first-party reviews, and highlights from recent livestreams hosted by our TeamGalaxy influencers, we envision ‘Galaxy flexival’ as a first port of call for those who want to learn how to elevate their everyday lives with the help of our smart Galaxy devices.” This builds on Samsung’s recent push to connect with Gen Z audiences. In May, the brand rolled out a global campaign via BBH Singapore for the Galaxy S25 Ultra, spotlighting how the device, powered by Google Gemini, helps users navigate daily challenges. The campaign featured three short films highlighting the smartphone’s AI capabilities, with each spot focusing on conversational features through Gemini Live. 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: RSAF challenges Gen Z to squad up in mobile-first mission   PepsiCo’s play for Gen Z: Social-first, creator-led and culturally fluent      Gen Z perspectives: JISOO blooms in SG and Netflix MY’s gothic ‘Wednesday’ activations source

Etika Group of Companies emerged champion at MARKETING-INTERACTIVE’s 13th edition of the Loyalty & Engagement Awards, clinching the coveted L&E Brand of the Year title. Across multiple campaigns, it amassed an impressive six gold, nine silver, and one bronze trophy, with standout performances in categories such as ‘Best Loyalty Strategy – eCommerce’, ‘Best Loyalty Strategy – Entertainment & Media’, and ‘Best Use of Events’, among others. Hot on its heels was Shell International Petroleum, whose ‘Shell Advantage Rewards (SHARE)’ campaign delivered six gold, five silver, and four bronze trophies. Hewlett Packard Enterprise also shone brightly, taking home five gold, six silver, and two bronze trophies for its campaign ‘HPE Engage & Grow’. Rounding out this year’s list of outstanding performers were Geneco, Ace Canning, Alliance Bank, DBS Bank, Diana Unicharm, Syngenta Asia Pacific, and Chevron Singapore, each earning the jury’s nod for their innovative and impactful loyalty and engagement strategies. Alongside the L&E Brand of the Year honour, we also celebrated three other coveted overall titles, spotlighting outstanding agencies that set the benchmark in the key domains of Loyalty, Engagement, and Relationship Marketing. These accolades recognised the crème de la crème of the industry — agencies whose work not only impressed the judges but also redefined what excellence looks like in each field. PRM Marketing Services (PRMMS) stole the spotlight, clinching both the Loyalty Agency of the Year and Relationship Agency of the Year titles, while also securing runner-up for Engagement Agency of the Year. Their stellar haul of 16 gold, 11 silver, and seven bronze trophies was the result of standout partnerships with Hewlett Packard Enterprise, Syngenta Asia Pacific, Shell International Petroleum, and Inchcape Singapore. Among their winning moments were triumphs in categories such as ‘Best Engagement Strategy – B2B’, ‘Best Regional Loyalty Campaign’, ‘Best Customer Relationship Management Strategy’, and ‘Best Use of Relationship Marketing – B2B’. Meanwhile, Ampersand Advisory shone brightly as the Engagement Agency of the Year, while also taking runner-up positions for both the Loyalty and Relationship Agency of the Year titles. With a grand total of 11 gold, 12 silver, and nine bronze trophies under their belt, they celebrated successes alongside partners like Etika Group of Companies, Rev Edition, Alliance Bank, and Mead Johnson Nutrition. Their award-winning streak covered categories including ‘Best Loyalty Strategy – Collaborative Partnerships’, ‘Best Loyalty Strategy – Fashion & Beauty’, ‘Best Engagement Strategy – Omnichannel’, and ‘Best Use of Contests / Promotions’. Other agencies that left their mark included TMRW Vietnam, whose creative engagement strategies wowed the judges with their campaigns ‘UNLEASH YOUR PERSONALITY WITH VF 3’ for VinFast and ‘Diana SuperNight 3mm – “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”)’ for Diana Unicharm. Epsilon also stood out, impressing with their relationship marketing prowess through their campaign ‘Caltex Rewards’ for Chevron. This year’s judging journey has been nothing short of inspiring, brimming with inventive flair and game-changing ideas. We are deeply grateful to our esteemed panel of judges for their unwavering dedication and meticulous evaluations, ensuring every submission received the thoughtful review it truly deserved. Our heartfelt thanks also go to our platinum sponsor, PRM Marketing Services (PRMMS), for their invaluable support, and to our official beer partners – Heineken Silver, Tiger SOJU, and Bernini – for keeping the celebrations in full swing during the Gala at Shangri-La Singapore on 21 August 2025. The MARKETING-INTERACTIVE team extends warm congratulations to all the outstanding winners across their categories. Discover the complete winners’ list here. source

Tommy Singapore has appointed Pearlyn Ong (pictured) as its new creative director, marking a continued push for bold, social-first campaigns in the region. Ong joins from Lazada, where she led creative for the beauty vertical across Southeast Asia. Her portfolio spans eCommerce, health, government, and tech, focusing on campaigns that scale quickly while still resonating locally. She also held the role of creative director at Grey.  At Tommy, Ong will oversee creative strategy and output, bringing her sharp eye for campaigns that combine originality with commercial results. Don’t miss: Hakuhodo Malaysia names new creative director Speaking to MARKETING-INTERACTIVE, Ong said the work at Tommy drew her in. “I’ve always gravitated toward ideas that are smart, well-crafted, and don’t take themselves too seriously — and that’s exactly what I saw in Tommy. There’s a sense of creative mischief in the work, but also real clarity in how it delivers for clients. That balance is hard to find, and I wanted to be part of it.” Her previous experience across brands, platforms, and categories—from eCommerce giants to government health campaigns—has shaped a leadership style grounded in clarity, collaboration, and pragmatism. That diverse background taught her to work comfortably at both speed and scale while creating campaigns that feel locally relevant yet distinctive. Ong added:  What I take away from all of it: Lead with clarity, collaborate hard, and don’t fall in love with your own idea too early. Ong described her creative philosophy simply: “Make it clear, make it feel something, and make it work. I’m not precious about format or platform — I care more about the intent behind the idea, and whether it actually lands. The best creative ideas should feel inevitable.” Looking ahead, she hopes to bring “a bit of creative sharpness and strategic simplicity” to Tommy Singapore, producing work that is smart, charming, and true to brand. Ong hopes to position the Singapore studio as a go-to team for campaigns that both earn client trust and make creatives proud. She aims for work that resonates beyond awards, delivering ideas that are sharp, unexpected, and genuinely effective—all while keeping the process enjoyable. Guo-You Chew, managing director of Tommy APAC said, “Stoke to welcome Ong to the Tommy family. Her great track record and wealth of experience across so many different categories will be a massive asset to our creative department. I’m confident she’ll inspire the creatives to strive to not settle for normal.”  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: Dough Bros nabs Branding Records’ Marcus Wong as creative director      IPG Health names new executive creative director for APAC    FamilyMart names fashion designer Tomoaki Nagao as creative director   source

Tiong Bahru Bakery (TBB) is stepping into a new chapter with a refresh of its flagship Eng Hoon Street outlet and plans to expand regionally. The refreshed flagship promises the familiar warmth and seriously good bakes that customers have loved for years, but now with new layers of storytelling, design, and hospitality. This will come through bold collaborations, more interactive experiences, or subtle nods that ground each store in its local community.  “There will be a whole line-up of new products and new ways for TBB customers to interact with the brand and be rewarded for their patronage. It’s still recognisably TBB, just growing into its next chapter — one Kouign-Amann at a time,” said Matt McLaughlan, general manager of TBB in an interview with MARKETING-INTERACTIVE.  Don’t miss: Tiong Bahru Bakery flips hawker food on its head with Lau Pa Sat collab Even as TBB prepares to expand regionally, McLaughlan is clear that the heart of the brand and the things that make it special will remain unchanged. Craftsmanship, a welcoming space, and a sense of community are at the core of every store. McLaughlan puts it best, saying that:  Wherever we go, we want every TBB to feel like your neighbourhood bakery, a third place, or a comforting part of the community — where you come for the croissants, but stay for the warmth, familiarity, and connection. These changes to the Eng Hoon Street outlet aren’t just cosmetic too. According to McLaughlan, they set the tone for future outlets, both in Singapore and abroad, showing how TBB intends to evolve without losing the soul that made it beloved in the first place. When Tiong Bahru Bakery opened its first outlet on Eng Hoon Street in 2012, it quickly became more than just a bakery. In fact, it turned into a neighbourhood haven where locals could linger over coffee and buttery pastries, and strangers could feel instantly at home. Eleven years later, the brand is returning to its roots for a refresh that’s both a celebration of its heritage and a sign of the next chapter in its growth. “The Tiong Bahru Bakery brand will be undergoing a refresh this year, and we decided to start with our Eng Hoon Street outlet as this was where it all began for us; it’s our flagship, our first home, and where many discovered Tiong Bahru Bakery for the first time when we opened in 2012,” said McLaughlan. “As we plan for a new phase of growth regionally, it feels right to first return to our roots and reaffirm what makes us who we are,” he added. Regional expansions The bakery’s first foray beyond Singapore, in Manila, taught the team that the desire for comfort, connection, and well-made pastries is universal. While the name ‘Tiong Bahru’ might not carry the same meaning outside Singapore, it aims to create a feeling of a neighbourhood space that’s familiar, a little cheeky, and reliably good, which can all be translated across cultures. The warm reception also highlighted the brand’s widely dispersed and loyal fan base. Expanding into new markets doesn’t mean replicating Singapore’s story wholesale. Warmth and charm, McLaughlan said, are built into each neighbourhood store in different ways whether its a cheeky Instagram pun, culturally adapted merchandise, or a team that knows your order before you ask.  In fact, training and building hospitality has become the brand’s focus “from day one”, said McLaughlan. He added: Warmth can translate in many ways in hospitality. The importance is that genuineness comes through — from our people and the culture we nurture. When entering a new market, TBB works closely with local partners to ensure the experience feels authentic. “We don’t expect people overseas to know Tiong Bahru the neighbourhood — but they can absolutely connect with what it represents: a place that’s grounded, quietly cool, and rich in personality,” McLaughlan explained. “We co-create with our local partners on everything from sourcing and hiring to service culture, so that the end result feels authentic and not just transplanted. The goal is to build something that belongs,” he said. Looking ahead, success for TBB as a regional lifestyle brand isn’t just about expansion or recognition. It’s about becoming a beloved neighbourhood presence in every city it enters. “Success for us would be hearing someone in a new city say, ‘That’s my go-to neighbourhood bakery.’ We want to be known not just for our bakes and coffee, but for creating places where people feel seen, welcome, and part of something,” said McLaughlan. 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:   Tiong Bahru Bakery flips hawker food on its head with Lau Pa Sat collabJollibee Group opens first Tiong Bahru Bakery branch in the Philippines  Tiong Bahru Bakery and Common Man Coffee roasters to open in PH with joint venture  source

Porsche Asia Pacific has officially opened Porsche at Jewel, a first-of-its-kind lifestyle-led brand space at Jewel Changi Airport that combines Porsche heritage, automotive passion, and global flavours under one roof. Situated across from Terminal 1’s arrival hall, next to the airport’s indoor forest sanctuary and the world’s tallest indoor waterfall, the store is designed to captivate both international travellers and local explorers, proving that the Porsche experience starts straight off the tarmac. The multi-sensory space invites visitors to immerse themselves in the Porsche world across four distinctive zones. Don’t miss: MINI sparks cheeky ad war with breakup billboards on traded-in cars Café Carrera by Baker & Cook takes guests on a culinary journey inspired by legendary driving routes, offering six signature sandwiches and a limited-edition macaron box that fuses Porsche’s paint-to-sample colour palette with Singaporean flavours. In addition, the Culture garage showcases automotive heritage, seasonal highlights, and rare vehicle displays, kicking off with a red 911 Carrera set against the backdrop of Singapore’s historic Joo Chiat Road in celebration of the city’s 60th birthday. Meanwhile, the Porsche lifestyle store offers a curated selection of apparel, accessories, and seasonal collections, including a limited-edition collaboration with Singaporean artist Tiffany Lovage that reimagines local kopi culture through Porsche’s design lens. Looking ahead, Porsche at Jewel will also serve as a strategic gateway for visitors to the upcoming Porsche experience centre Singapore, offering a first taste of hospitality before guests head to the full experience. “From bringing our brand closer to customers with Porsche Studio Singapore, to showcasing the new Macan Electric to the entire world for the first time – Singapore has been our launchpad for bold, forward-thinking ideas. Porsche at Jewel is a continuation of this pioneering spirit, a space designed to spark curiosity, invite discovery, and deepen our connection with the region and beyond,” said Hannes Ruoff, CEO of Porsche Asia Pacific. “Porsche at Jewel represents the next step in delivering a best-in-class experience for our customers in Singapore — a bold, immersive brand journey that engages, inspires, and connects,” added Henrik Dreier, director, Singapore Importer at Porsche Asia Pacific. In tandem, Lee Ching Wern, CEO of Jewel Changi Airport Development, added “We are intentional about curating a world-class retail destination with immersive, one-of-a-kind lifestyle experiences. Porsche’s first experiential store in this region exemplifies this vision, serving as a strategic hospitality gateway that connects the world with Porsche’s brand story.” The new brand experience positions Porsche as a lifestyle brand, showing that its identity goes beyond cars.  This approach reflects a broader trend among luxury car brands in Singapore. Earlier in July this year, MINI Asia launched its “Ditched for MINI” campaign, turning traded-in cars into mobile billboards with witty lines, creating a playful and engaging interaction with audiences outside traditional showrooms. Similarly, Audi Singapore partnered with Burnt Ends Bakery last year to let the public experience its latest e-tron models. Related articles:   Ferrari loses logo suit against local energy drink Wee Power BMW makes waves with waltzing octopus to spotlight driving tech Dua Lipa writes, co-directs and stars in wildly imaginative new Porsche ad   source

Allison Worldwide and Stagwell are boosting their Asia Pacific footprint with the appointment of Margaret Key (pictured) as CEO of Allison Asia and executive director, Asia Pacific, for Stagwell. Key, who joins on 1 October and will be based in Singapore, brings more than 20 years of regional experience to the dual role, reporting to Allison Worldwide CEO Jonathan Heit. In her dual role, Key will lead Allison Asia’s growth and expansion strategy while steering Stagwell’s regional market development and client engagement across the network. Don’t miss: Assembly and ADK Global merge to form Stagwell’s APAC powerhouse She joins from Publicis’ MSL Group, Asia Pacific, where she transformed a fragmented network into a cohesive regional agency and delivered strong business growth. Her career also includes senior roles at Edelman and Burson-Marsteller across APAC. She also sits on the board of Verité, a nonprofit focused on global labour rights. “Key is a proven force in our industry, and her appointment signals an exciting new chapter for our Asia Pacific clients and communications business,” said Ray Day, executive chair at Allison Worldwide and vice chair at Stagwell. “She also shares our dedication to every client’s success through a world-class team delivering world-class results,” added Day.  To her new role, Key said she is “honoured honored to take on these roles at such a pivotal time for both brands. “Allison and Stagwell each have a very positive reputation in the marketing landscape, and I look forward to working with our talented teams across Asia to deepen our cultural relevance, accelerate innovation and drive sustained growth for our clients,” she added.  Key’s appointment comes amid a strong period of momentum for Allison in Singapore. Most recently, it appointed Kelvyn Foo as general manager of its Singapore office. In his new role, Foo will lead the Singapore team’s operations and growth agenda, with a focus on strengthening regional and global client partnerships and helping brands navigate an increasingly complex communications landscape. Related articles: Allison names new SG office GM amidst expansion of offerings  Stagwell nabs OMD China CEO as new APAC chief growth officer  Stagwell acquires ADK GLOBAL, boosts AI solutions and global footprint  source

CNA, the global news and current affairs brand of Mediacorp, has rolled out a new service that enables businesses and brands worldwide to publish media releases directly on its flagship website, cna.asia. The service is powered by its first distribution partner, Media OutReach Newswire. Positioned as a third-party paid content offering, the service provides organisations with access to one of Asia’s most trusted news platforms, extending visibility beyond traditional distribution channels. Don’t miss: CNA transforms global headlines to Bahasa Indonesia in OOH campaign Jennifer Kok, founder and CEO of Media OutReach Newswire, said: “It is an honour to be the first newswire partner as CNA launches its new third-party content service.” “This partnership shows that the investment we have undertaken to deliver corporate news releases from public relations and investor relations professionals, and government bureaus across the Asia Pacific region has garnered recognition from the media,” added Kok. According to Kok, data from Similarweb revealed that the highest readership can be attributed to local media. As such, CNA’s focus will continue to be on forming content partnerships with local media in Southeast Asia, ASEAN, APAC, Africa, Middle East and globally. Yong Chung Jin, head of business operations at CNA, added “This service is separate from our editorial operations. It is a partnership which will allow corporates and newsmakers a unique opportunity to showcase their latest developments and amplify their visibility by leveraging on CNA’s strong presence online to reach its highly engaged audiences around the world.” Launched in 1999, CNA has grown into a global news brand with a diverse slate of news, current affairs, and documentary content. Its website, cna.asia, draws more than 90 million page views and nearly 12 million unique visitors monthly, according to a statement seen by MARKETING-INTERACTIVE. CNA is not the only Singaporean news outlet shaking things up. The Straits Times (ST) is marking its 180th anniversary with a major digital overhaul of its website and app. The revamp centres on helping busy readers digest stories quickly, surfacing in-depth coverage on topics of interest, and driving engagement with innovative formats At its core is an AI-powered newsfeed offering bite-sized summaries and smarter archive search, alongside a new “Visual stories” section that highlights interactive graphics, podcasts, and multimedia content.  Related articles: The Straits Times marks 180 with digital revamp and shift in news reporting   Founding member of CNA Lifestyle Genevieve Sarah Loh joins DSTNCT  Media OutReach expands press release distribution service to 300 Chinese media partners  source

Ralph Lauren’s Polo Bear, a cult icon since 1990, is stepping into motion for the first time. The brand unveiled “The Polo Bear chronicles: Operation black tie”, its inaugural animated short film, on YouTube last week. “Operation black tie” takes the bear through a six-minute tale of elegant intrigue. When a newspaper clipping reports that a long-missing masterpiece is rumored to be hidden in a grand Hamptons estate, Polo Bear in a smoking jacket and his fine-feathered pigeon accomplice hatch a clever plan to slip into a private party, quietly remove the stolen painting, and return it to its rightful owner before sunrise. Don’t miss: Sephora unveils 37-minute documentary style film featuring employees The James Bond-like story unfolds against moonlit galleries, secret invitations, and a spirited polo match, blending adventure with Ralph Lauren’s signature sophistication. According to the brand, the animated short aims to expand Ralph Lauren’s storytelling, connecting with younger audiences through entertainment while reinforcing the Polo Bear’s role as the brand’s most versatile ambassador. Originally a birthday gift to Ralph Lauren, the Polo Bear has evolved into more than a brand emblem. Over the decades, he has appeared on everything from sweater collections and skateboard decks to timepieces and sport partnerships, earning a global following among style enthusiasts across generations. MARKETING-INTERACTIVE has reached out for more information.  Ralph Lauren is not alone in spotlighting animated mascots. Malaysian utilities provider Tenaga Nasional (TNB) teased the return of its festive mascot Jero June, asking on Instagram, “Adakah anda merindui Jero?” (‘Did you miss Jero?’). Shortly after, the company revealed a new animated version of the cat, now dressed in TNB-branded gear and equipped with special electrical powers, complete with a full mascot “swag suit”. Other brands are taking its animated films further with AI. Last December, Agoda unveiled “Leo’s magical travel adventures”, a generative AI short film highlighting global exploration and cultural diversity. Following its popular book Maya and the secret world of Agoda, the film sees Leo, cousin of Maya, journey through cultural hotspots including Guangzhou in China, Rotorua in New Zealand, Thailand’s Ayutthaya floating markets, and Udaipur in India, immersing in local customs such as the Lion Dance and Holi Festival. 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: Spotify celebrates heart and soul of music fandoms through film    Enchanteur and Scentify purrfectly solve pet owners’ woes in quirky film      Apple’s CNY shot on iPhone 16 film is a nostalgic, dreamlike musical  source

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes. This week: Great Eastern confirmed the departure of chief marketer Colin Chan, Maybank fed us Singapore-Malaysia foodie feels, and we took a look at a curious case of Malaysia Airlines vs Batik Air’s lookalike ads. Plus, your scoop on PR Asia 2025. No embargo here. The story drops now. Don’t miss: Gen Z perspectives: JISOO blooms in SG and Netflix MY’s gothic ‘Wednesday’ activations 1. Great Eastern chief marketer Colin Chan to step down after 30 years After more than 30 years with Great Eastern Group, Colin Chan (pictured) will be stepping down from his role as managing director, group marketing.  A spokesperson from Great Eastern told MARKETING-INTERACTIVE that Chan will be leaving the company. The move comes shortly after the company announced the appointment of Kwek-Perroy Li Choo as managing director, group integrated propositions and platforms. There will be a transition period between the two leaders, said a spokesperson.  Read more here.  2. Maybank serves up cross-border bonds with ‘Hungry neighbours’ campaign Maybank has launched a new social campaign titled “The hungry neighbours”, designed to spotlight its growing suite of cross-border banking services between Malaysia and Singapore. The initiative forms part of Maybank Beyond Borders, which bundles features such as QR payments, instant regional fund transfers via Maybank Overseas Transfers and DuitNow, as well as linked accounts for easier money management. The series launched on Maybank Singapore and Malaysia’s social media platforms, hosted by Singaporean content creator Pamela Lee Nur Shuhadah (@leeshuhadah) and Malaysian content creator and comedian Ho Ming Yue (@mingasaur). Read more here.  3. Similarity in Malaysia Airlines and Batik Air ads raise questions on originality Malaysia Airlines (MAB) is finding itself in an unexpected position after elements of its global brand campaign “Time for” surfaced in an unlikely place — in promotional ads by Batik Air. The situation highlights the broader challenges marketers face in balancing originality with relevance, particularly in highly competitive industries such as aviation. While some similarities between campaigns may occur by coincidence, experts noted that overlaps can also result from creative shortcuts, insufficient market scanning, or simple oversight during execution. Read more here.  Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles: ‘Doing the same thing over and over is the worst outcome we can get to,’ ST editor Jaime Ho   Rapid KL wants you to hold on to the handrails, and your feelings   What led to the PR debacle around Swatch’s ‘slant eye’ ad? source