marketing interactive

Manchester United has signed a three-year deal with The Coca-Cola Company, naming the beverage giant as the club’s official carbonated soft drinks partner in the United Kingdom and Europe. The agreement grants Coca-Cola headline presence across matchdays and fan experiences, along with pouring rights for Coca-Cola, Coca-Cola Zero, Diet Coke, Fanta, Fanta Zero, Sprite, Sprite Zero, Dr Pepper and Dr Pepper Zero at Old Trafford. As part of the partnership, Coca-Cola will feature at a new pop-up pub opening in the W1 car park this Sunday, coinciding with United’s season-opening home game against Arsenal. Don’t miss: Manchester United’s Marc Armstrong on soaring fan engagement with MAB Both parties will also collaborate on activations, digital content and community initiatives aimed at creating “memorable experiences” for fans across the UK and Europe. The deal builds on Coca-Cola’s existing league-wide partnership with the Premier League. “Coca-Cola and Manchester United are two of the world’s most iconic brands, each with a proud history of bringing people together,” said Marc Armstrong, chief business officer at Manchester United. He added, “We are forming a partnership that will go beyond matchday refreshments at Old Trafford – creating engaging and memorable experiences that connect our fans to the club in fresh and impactful ways.” In tandem, Elodie Peribere, senior marketing director at Coca-Cola said, “Manchester United is one of the most iconic clubs in world football, with a legacy of greatness and a fanbase that spans generations. We’re proud to partner with the club to deliver uplifting and refreshing experiences for supporters through our leading carbonated brands, Coca-Cola.” Manchester United’s tie-up with Coca-Cola follows the club’s multi-year partnership with Malaysia Airlines, revealed in March 2024. As part of the deal, the club unveiled a co-branded aircraft livery in April on the airline’s flagship A330-300. The bespoke design blends the Malaysian flag with United’s signature red, symbolising harmony, strength and unity between aviation and sport. The partnership aims to leverage co-branded marketing initiatives to boost brand recognition globally while delivering experiences tied to both brands. 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: Manchester United to play friendlies in HK and MY in May    Offside or on track: Why Manchester United fans have mixed reactions to the new stadium   From fizz to hits: Coca-Cola drops brand new record label source

AirAsia is marking the 58th ASEAN Day by spotlighting the region’s culture, diversity and unity through a new travel video series, “Unlock ASEAN in real life”, starring Malaysia’s pop sensation Dolla. The series takes viewers to six destinations – Yogyakarta, Nha Trang, Da Lat, Pattaya, Sandakan and Miri – all connected by AirAsia’s network. Each episode follows the group as they explore local traditions, uncover hidden gems, and meet communities, offering a youthful perspective on travel in Southeast Asia that blends entertainment with cultural discovery. Don’t miss: AirAsia brings ASEAN to Roblox with the launch of AirAsia World  In the trailer released earlier this month, Dolla is seen exploring all six destinations, sampling local delicacies in Yogyakarta, browsing the vibrant Nha Trang night market, and visiting the Bornean sun bear conservation in Sandakan. The trio also brings energy to each stop, dancing in front of iconic landmarks and taking in scenic spots along the way. “Unlock ASEAN in real life” will premiere exclusively on the VIU app every Friday at 12pm, starting 8 August 2025. In tandem, AirAsia released a special video on its social media channels featuring cabin crew from Malaysia, Indonesia, Thailand, Cambodia and the Philippines. Set to an original in-house soundtrack, the video showcases the airline’s Allstars from across the region performing a lively dance routine, highlighting their diversity. To encourage travel across ASEAN, AirAsia is also offering one-way fares from RM59 to destinations including Johor Bahru, Bintulu, Da Lat, Nha Trang, Chiang Mai, Makassar, Krabi and Brunei. ASEAN Day, celebrated annually on 8 August, marks the founding of the Association of Southeast Asian Nations. As the only airline connecting all 10 ASEAN countries, AirAsia said it remains committed to fostering regional connectivity while showcasing the stories, people and cultures that make Southeast Asia unique. A+M has reached out for more information.  The campaign also follows AirAsia’s push into the digital realm with the official debut of AirAsia World on Roblox. The platform creates a new playground for fans to explore ASEAN cultures through gaming, merging travel, technology and entertainment beyond traditional aviation experiences. Built around two pillars, ASEAN exploration and rewarding experiences, AirAsia World delivers immersive gameplay and cultural discovery. Players can navigate vibrant metaverse destinations inspired by ASEAN cities, interact with culturally themed environments, complete gamified challenges, and collect in-game rewards through seasonal updates and creative tasks, the airline said in a statement. 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: AirAsia Philippines turns Sandugo Festival into a Gen Z cultural experience   AirAsia runs the distance: Bali race draws 5,000 as carrier bets on lifestyle tourism     AirAsia and Hausboom bottles nostalgia with destination-inspired drinks source

Gushcloud International is expanding into the Middle East and North Africa (MENA) with the launch of its regional headquarters in Abu Dhabi, backed by a strategic, multi-year partnership with the Abu Dhabi Investment Office (ADIO). The move strengthens the global creator management and licensing company’s presence in one of the fastest-growing creator economies, while supporting Abu Dhabi’s push to become a leading global media and entertainment hub. Powered by AI, Gushcloud works with creators, influencers, and brands worldwide to build sustainable careers and monetisation models. Through the partnership, Gushcloud will scale its operations, foster innovation, and support talent development across the region. The expansion comes amid rapid industry growth — the global creator economy is expected to grow from US$224.2 billion in 2025 to more than US$2.71 trillion by 2037. In the UAE alone, the number of social media users is projected to rise by 1.1 million between 2024 and 2029, reaching an estimated 11.54 million users by 2029. Don’t miss: Gushcloud breaks into Europe with acquisition of Paris-based Wizdeo’s MCN asset From its new global creator hub in Abu Dhabi, Gushcloud will work with key partners across the region to nurture local talent by collaborating with governments and universities, creating career pathways and internships for Emiratis in the creator economy. It also plans to identify and invest in leading MENA creators to elevate them into global names through its ‘Creator venture program’, while at the same time backing international creators to establish sustainable businesses and secure funding in the UAE. For brands and agencies, the company will develop tailored solutions to expand their reach into MENA and India via influencers and content creators, and it will create new offline and online experiences to showcase the influence of both local and global talent in the region. “We are pleased to have Gushcloud expand its presence in Abu Dhabi. This advances our shared ambition to grow a world-class creator economy in our nation. The appointment of senior leadership in the emirate reflects real momentum and underlines Abu Dhabi’s role as a magnet for talent, innovation and global opportunity in the digital media space,” said Badr Al-Olama, director general of ADIO. “Abu Dhabi offers a thriving ecosystem for digital content creators. The city’s strategic location and business-friendly environment make it an ideal hub for our operations in MENA and India. We look forward to deepening our connections with the local community and contributing to its vibrant digital media ecosystem,” stated Andrew Lim, group CFO of Gushcloud. Gay Carr, group chief of staff and chief people officer for MENA, added: “We are honoured to be partners with ADIO, the local government and universities in Abu Dhabi. At Gushcloud, we are committed to align our goals with Abu Dhabi’s Vision 2030 — that of economic diversification, sustainable development, and human capital development. Hence, we will be deeply investing into building up the creator economy and be part of the larger ongoing ecosystem.” In a related move to strengthen its global footprint, Gushcloud has acquired the multi-channel network (MCN) asset of Paris-based Wizdeo, one of Europe’s largest YouTube-certified creator platforms. The deal aims to build a more structured, scalable global ecosystem for creator monetisation, granting Gushcloud YouTube direct sales rights across new markets and access to reserved media inventory, a premium tier of fixed CPM ad placements. Through this acquisition, over 150 top-performing YouTube channels from Wizdeo will join Gushcloud’s global network, significantly boosting its reach across Asia, North America, and Europe. 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:  Women who lead: Gushcloud’s Althea Lim on creating sustainable incomes for content creators  Gushcloud partners Azure Capital to introduce global fund transforming creator earnings  Gushcloud signs new slew of regional talent source

GOODSTUPH has been appointed as the creative agency for the National Library Board’s (NLB) latest campaign, “Be Inspired by history”. The campaign invites Singaporeans to tap into the wealth of historical resources from the National Library (NL) and National Archives of Singapore (NAS) to create original works. At the heart of the campaign is a compelling brand film titled “Past meets present”, showcasing three creators who bring Singapore’s history to life in unique ways. Lim Yee Hung, co-founder of the WhatsApp discovery game HIDDEN, connects people with their neighbourhoods; Ho Yong Min, creator of The Urbanist Singapore, uses maps and photographs to explore the city’s urban evolution; and chef Hafizzul Hashim reimagines Southeast Asian heritage dishes at Restaurant Fiz through historical recipes. The film illustrates how archival photographs, maps, and oral histories can spark fresh ideas, proving that history is not just to be remembered, but to inspire new creation. Don’t miss: National Library Board seeks PR agency  Beyond the film, the campaign includes a microsite featuring curated archival resources, and a creative contest encouraging Singaporeans to submit original works from short films and social posts to artworks and recipes, inspired by NL and NAS collections. Submissions are open on YouTube, TikTok, Instagram, and Facebook until 23 October 2025. Prizes include an iPad Air (M3), Insta360 X4, and more, judged on originality, execution, and meaningful use of archival material. Jimmy Yap, project lead and editor-in-chief of BiblioAsia, said, “For many years, NL and NAS have served as rich sources of inspiration for creatives and researchers alike. The ‘Be inspired by history’ campaign is our way of highlighting creators who are making interesting things using archival material.” “With the contest, we hope that more people will be aware of this treasure trove of information waiting to be explored and we’re encouraged that GOODSTUPH too were able to recognise the richness of our archives. Encouraging people to use archival material to tell new types of Singapore Stories is a great way to mark SG60 and NLB30, the 30th anniversary of the establishment of the National Library Board,” he added.  In addition, the project reflects GOODSTUPH’s passion for storytelling with purpose. “The collections hold the stories, textures and truths that shaped who we are — and when we revisit them, we don’t just remember; we reinvent. Because true inspiration demands creation,” said Jason Yong, creative lead at GOODSTUPH. “With ‘Be inspired by history’, we wanted to create a platform that empowers creators to dig into Singapore’s collective memory and remix it into something original, personal, and new,” Yong added.  The campaign will run across digital and social channels.  The NLB has been undergoing significant changes recently. In July 2025, it issued a PR pitch seeking a partner to provide comprehensive consultancy services, including media monitoring and analysis, issues and crisis management, and spokesperson training. According to a GeBiz tender seen by MARKETING-INTERACTIVE, the scope covers major NLB events and initiatives such as library openings, exhibitions, conferences, reading campaigns, digital offerings, and thematic collections. The appointed agency will be responsible for developing and executing PR strategies, communications, and publicity plans—including social media efforts—to ensure maximum and sustained positive media coverage.  In addition to this PR push, NLB recently refreshed its visual identity. Starting April 2025, the statutory board unveiled a new logo and brand identity across digital and physical platforms, marking its evolution from a traditional library system into a gateway for lifelong learning, heritage preservation, and discovery. The updated logo retains the iconic three-coloured “pages and pixels” from the original mark but reimagines them as a dynamic blue portal, symbolising NLB’s mission to invite Singaporeans into new worlds of knowledge through reading, learning, and exploration. Accompanying the rebrand is a new brand promise, “Inspiring discovery,” signalling NLB’s commitment to go beyond books and embrace fun and exciting ways for everyone to explore Singapore’s past, shape the future, and better understand themselves and the world. Join us on 20 August at PR Asia 2025 and take charge of the new era of PR. Tackle trust head-on, stay ahead of shifting policies, and harness AI to power up your comms game. Get inspired, get connected, and get future-ready.  Related articles:   NLB turns the page on reading with AR-powered specs NLB unveils refreshed logo and brand promise as it enters new chapter  NLB has gamified these classic books to encourage reading in SG  source

Bloomingdale PR, a global communications consultancy with strong roots in both India and Singapore, has launched its global reputation and outreach wing, a dedicated practice (GROW) aimed at helping brands expand between India and Southeast Asia through strategic storytelling, reputation management, and influencer-led campaigns. With on-ground teams in India, Singapore, Indonesia, Malaysia, and the UAE, Bloomingdale formalises a decade-long capability of supporting international and regional brands to grow seamlessly across Asia, offering a single partner and a consistent narrative. The new practice is designed to offer end-to-end PR support for Southeast Asian brands entering India, including localised messaging, media visibility and integrated influencer campaigns. It also helps Indian companies expand across Southeast Asia, providing brand positioning, media outreach and cultural alignment in markets such as Singapore, Indonesia, Malaysia and Vietnam.  Don’t miss: W Communications, Bellow join forces to launch W Productions In addition, the practice supports cross-market thought leadership by profiling founders and CXOs through speaking engagements, podcast placements, and curated storytelling in business and trade media. For corporate communications professionals based in Mumbai or Singapore overseeing APAC operations, GROW provides a central point-of-contact for multiple markets, offering agility, responsiveness, and local insights. “Global expansion is no longer about presence alone; it’s about perception,” said Diana Fernandes (pictured), founder and group CEO of Bloomingdale PR. “At Bloomingdale, we serve as the bridge and backbone for brands navigating multiple markets. GROW ensures controlled messaging, strategic coordination, and storytelling that lands with precision—whether you’re entering India from Southeast Asia or expanding outwards,” Fernandes added.  Bloomingdale PR has previously helped brands navigate new markets across India and Southeast Asia. Its work with Crunchyroll in the region included retainer and event-based communications that sustained brand momentum in India, Singapore, Indonesia, and the Philippines. It has led multi-market campaigns for Darwinbox to showcase milestones and strengthen relationships in the Philippines, Indonesia, and Singapore. The agency also managed product launches and awareness campaigns for Bel Group across Southeast Asia, promoted the Pulses 25 event by the Global Pulses Confederation in Singapore, and supported thought leadership positioning for NTT Data’s APAC CEO John Lombard, raising awareness of strategic initiatives and innovations across India, Singapore, and Australia. Most of these initiatives took place under the agency’s new CEO Vikram Kharvi, who joined in July 2024. Kharvi brings over 27 years of strategic communications and marketing expertise, having worked with more than 100 brands across multiple sectors. He has held senior roles at firms including Adfactors PR, Tata Housing, Sampark PR, ANSSI Wellness, and Indian Express. Kharvi’s appointment is aimed at leveraging his extensive expertise to drive Bloomingdale PR’s strategic initiatives. He will focus on growth, operational excellence, talent development, and expansion into untapped geographies. 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:     HAVAS Red and H/Advisors launch joint venture in SG to deepen regional comms footprint DSTNCT and Alphapod set sights on AI-driven transformation with new studio   Ellerton & Co. turns its focus on the Philippines with new senior hires  source

Skechers has named Hong Kong actor Tony Leung as its new Asia Pacific ambassador, spotlighting its signature Slip-ins stand-up wear technology series. In an Instagram post, the brand said the collaboration reflects Skechers’ core value of comfort, blending Leung’s life philosophy with its laid-back style to “explore a comfortable life from our original intentions.” “Life is about moving closer and farther, stopping and going; every place has the comfort I seek,” Leung shared. His approach mirrors the brand’s ethos of finding balance between fast and slow, and embracing a relaxed, easy lifestyle. Don’t miss: Skechers SG launches AI stylist Luna to reinvent shopping  To mark the partnership, Skechers released a short film featuring Leung that captures this spirit of effortless comfort.  In the short film “Exploring a Comfortable Life”, Leung is seen preparing for a day of exploration, reflecting on how he finds joy and freedom when he’s off camera. He shares that discovering new places and embracing the unexpected moments allows him to feel truly comfortable, wherever he goes. The film follows him as he slips on a pair of Skechers, each step highlighting the brand’s signature comfort. He takes a leisurely walk through a serene park, crosses the street, and perches atop a jeep to take in the pink and orange hues of the sunset showcasing a quiet moment of reflection amidst movement. Later, he is seen on a speedboat at sea, casting his line and fishing, before settling into a train station with a book in hand, enjoying the calm rhythm of waiting. The day continues with scenes of relaxation at home, as Leung unwinds on his patio, savoring the simple pleasures of everyday life. From outdoor adventure to quiet domestic moments, the film captures a balance between motion and stillness, echoing both Leung’s personal philosophy and Skechers’ commitment to comfort, freedom, and ease in every step. MARKETING-INTERACTIVE has reached out for more information.  This isn’t Skechers’ first time working with big stars. In the past, the brand has worked with numerous Korean stars such as actor Park Seo Joon and K-pop idol Cha Eun-Woo, all in a move to attract a younger customer profile within the Asia Pacific region.  Most recently in July this year, the brand and regional brand ambassador Cha unveiled a new collection featuring an apparel range that includes a unisex T-shirt and jacket, as well as photocards and exclusive storage bags.  In Singapore, it also celebrated its grand reopening of its expanded flagship store at Bugis Junction with a special appearance from K-pop star MINNIE from i-dle. 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:  Skechers powers up athletes in first partnership with The Olympic Council of Malaysia Vitasoy Calci-Plus and Skechers promote healthy lifestyles with new campaign  Skechers jumps on accidental post by David Beckham during adidas Asia tour source

In the newest episode of MARKETING-INTERACTIVE’s Marketing Connected podcast series “In Conversation,” we sit down with Parminder Singh, co-founder of AI advisory Claybox AI and Kampd. Known for setting a relentless pace of innovation during his tenure as chief commercial officer and chief digital officer at Mediacorp, Parminder unpacks what it takes to turn creativity into meaningful, repeatable progress. He has also had a career spanning leadership roles at Tatler Asia, Twitter, Google, IBM, and Apple, and brings a wealth of experience at the intersection of digital, technology, and AI. Don’t miss: In conversation: Can growth have a structure? For Singh, “innovation velocity” is key. Particularly for local media players competing against global giants such as Google and Meta. While these tech titans operate on a massive scale and have billions of users, local companies can still stand out by moving quickly and introducing a steady stream of new ideas, products, and services. “You may not be able to create the next YouTube or Instagram, but you can set the pace,” he explains. “Whether it’s a new product, pricing model, prototype, or service, frequent innovation tells clients you’re relevant and shows your people that innovation is part of your DNA,” he added. This, he says, builds two essential outcomes: Market perception that the company is forward-thinking, and an internal culture where experimentation becomes “muscle memory.” Even if not every idea succeeds, the process signals to both clients and employees that the organisation is committed to progress. When it comes to making innovation a daily habit rather than an occasional event, Parminder outlines a three-step approach: Build a core team of “innovation evangelists.” Make problem-solving collaborative and visible. Make innovation everyone’s KPI. “Innovation is everyone’s responsibility,” he said. “When people know they’re expected to come up with new solutions and they see it celebrated, they respond.” Watch the video for more details on what he means. Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 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:Parminder Singh launches AI advisory ClayboxAIParminder Singh embarks on AI journey, launches KampdParminder Singh sets sights on new challenge after 7 years with Mediacorp source

In CHAGEE’s latest brand move, the tea chain has traded its all-black workwear for a fresh uniform collection designed to feel as personal as the drinks it serves. The new line, now rolled out across Singapore, Malaysia, and Thailand, gives staff the choice of mix-and-match pieces, accessories, and three distinct style directions, all while staying true to the brand’s tea-inspired colour palette. It is a shift that blends fashion with function, but also speaks to a deeper brand philosophy: that uniforms are part of the customer experience, and a visible extension of CHAGEE’s identity. “As the brand grows, we also want to build a stronger image and sense of team,” said Simeng Li, director of branding and marketing at CHAGEE APAC in an interview with MARKETING-INTERACTIVE.  “This new uniform is one way to do that — to create different styles that allow store partners to mix and match, and wear something that feels more like them,” she added.  Don’t miss: Why CHAGEE is giving its most popular tea an emotional rebrand  Singapore, Malaysia and Thailand were chosen for the first rollout as they are among CHAGEE’s more developed markets, with larger teams and a higher store count. The collection features three distinct styles — trendy street, minimalist modern, and Muslim-friendly — paired with accessories such as berets and scarves. These aren’t just fashion statements. Each look reflects the everyday styles Li’s team saw in their markets, and the small touches that help staff feel confident behind the counter. “Some of our store partners like street fashion, some like a clean and modern look, and we also wanted to create something modest and stylish for our Muslim staff,” said Li. “It is a bit like our drinks. Everyone has their own favourite way to enjoy it. We want our team to also show their own style while keeping the overall look consistent.” Despite their differences, each uniform shares the same tea-inspired palette of warm browns, lightweight fabrics, discreet logos, and subtle design motifs such as CHAGEE’s signature “C” and tea horse road patterns. This ties into the brand’s ‘CHAGEE Together’ spirit, said Li, who noted that while each person can have their own style, they remain part of one team. In addition, the new uniform allows staff to feel like themselves while still feeling proud to represent the brand. From the start, store partners were part of the process. Some of whom have shared that they prefer a looser short-sleeve fit, while others have asked for fabric that is anti-wrinkle, water-resistant and easy to clean.  “They also told us what they liked and what didn’t work with the old uniforms. Some wanted lighter fabric, better pockets, or something that looks more fresh and stylish. Their feedback helped us create something that is not only practical and comfortable, but also fun to wear,” said Li.  The uniforms were developed in-house by CHAGEE’s APAC brand team, led by designer Sylvan, the same team behind the chain’s store design and branding. This decision, according to Li, is for consistency:  From the tea bar to what our store partners wear, everything should feel like CHAGEE. Even though the uniforms let staff show their own style, the overall look still fits the brand. This is especially since uniforms, Li believes, are part of the customer experience. “The new uniform collection also shows that CHAGEE is modern, friendly, and cares about the details. We hope customers feel that same care and energy. From the moment they walk in, they know they are in a space where people love what they do, and are proud to serve them,” she said.  While there are no immediate seasonal updates planned, Li is open to introducing new pieces if the response is strong. Any additions, she said, will keep to the brand’s core values: Simple, modern and easy to wear. For Li, the biggest takeaway is that uniforms are an internal branding tool as much as a customer-facing one. Branding today is not just about packaging or merchandise. It is about the full experience. That includes how your team looks, how they feel, and how they show up every day. “Our store teams are the face of CHAGEE. They are the ones bringing the brand to life. When they feel confident and connected, customers feel it too,” added Li.  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:   CHAGEE nabs Subway APAC head of marketing to lead social and digital  CHAGEE opens first signing store in SEA, operated by deaf team  CHAGEE’s new Bes-tea plushies are here to spill the cute in MY, SG, TH  source

StarHub has completed its acquisition of the remaining 49.9% stake in MyRepublic Broadband, making the latter a wholly-owned subsidiary. The deal, made through StarHub’s wholly-owned subsidiary StarHub Online, also includes the MyRepublic brand in Singapore and selected operational assets from MyRepublic Group linked to the broadband business. According to StarHub, full ownership will allow for greater strategic alignment, securing both the brand’s equity in Singapore and operational assets critical to its business. The move is part of StarHub’s multi-brand, multi-segment strategy, aimed at service differentiation and cross-product bundling. Don’t miss: Keppel to divest M1’s telco business to Simba in S$1.43b deal  The acquisition comes after StarHub’s multi-year transformation programme to digitise, automate, and modernise its core operations. The company said it is now focused on continuous innovation to improve customer experiences and drive sustainable growth in a shifting broadband landscape. StarHub added that the consolidation reinforces its position in Singapore’s broadband market and will allow more customers to access high-quality broadband and mobile services. “This isn’t just an acquisition. It’s an acceleration. We’ve laid a strong foundation for growth and with MyRepublic Broadband fully under our wing, we can move faster, go further, and serve customers with even greater clarity and care,” said Nikhil Eapen, chief executive at StarHub.  He added, “As the market shifts, scale, quality, and resilience matter more than ever. Smaller players may find it harder to sustain, especially without robust platforms. Our role is to step up to provide the reliability, performance, and consistency that customers deserve at a time when they need it most.”  In conversations with MARKETING-INTERACTIVE, MyRepublic confirmed that it will continue to operate independently for its other business lines, including mobile services in Singapore and New Zealand, as well as its platform and digital business. “MyRepublic is a beloved brand in Singapore and we have many loyal customers over the years who like and believe in our values, our products and services,” said Lawrence Chan, managing director and chief AI officer at MyRepublic Broadband. He added, “We will continue with renewed purpose to push this brand wider and further in the market with innovations for our geek and gamer segments, as well as in our SMB segment.” The acquisition comes just a day after Keppel Ltd unveiled it would divest M1’s telco business to Simba Telecom for an enterprise value of S$1.43 billion in an all-cash deal. The transaction, made through Keppel subsidiaries, will see Keppel receive close to S$1 billion in cash for its 83.9% effective stake, subject to post-completion adjustments. Keppel will retain M1’s fast-growing ICT business, which complements its integrated connectivity portfolio of data centres and subsea cables. The deal values M1 at 7.3 times EV/EBITDA, which Keppel described as “attractive”. Keppel said the proposed transaction could reshape Singapore’s telecommunications sector by consolidating two agile, digitally driven players. Combining M1’s cloud-native network and hyper-personalised services with Simba’s digital consumer model could unlock synergies in infrastructure and network capabilities, creating what Keppel calls a “nimble and competitive digital-first telco” to support Singapore’s digital economy. Join us on 20 August at PR Asia 2025 and take charge of the new era of PR. Tackle trust head-on, stay ahead of shifting policies, and harness AI to power up your comms game. Get inspired, get connected, and get future-ready.  Related articles: StarHub chief of consumer business group steps down  Singtel turns tourist SIM into pocket-sized AR tour guide  M1 unveils new sonic identity honoring the brand experience   source

The Singapore Tourism Board (STB) has teamed up with globally acclaimed K-pop artist JISOO to release a special video for Your Love, a track from her latest mini album AMORTAGE. Set against the lush backdrop of Singapore’s Mandai Wildlife Reserve, the video beautifully highlights the city-state’s natural wonders and world-class wildlife attractions, while enhancing the emotional depth of JISOO’s music. This collaboration aims to showcase Singapore’s diverse charms through K-content, inspiring both Korean and international audiences to explore the city’s rich culture and unique landscapes. By partnering with JISOO, STB hopes to boost awareness of Singapore’s distinctive tourism offerings and attract a wider global audience.  Don’t miss: STB taps Ebiquity to power up global agency strategy The special video, along with supporting content including a behind-the-scenes feature, showcases immersive nature-inspired experiences in Singapore. Highlights include Rainforest Wild Asia as well as the Singapore Zoo. To mark the launch, Rainforest Wild Asia will run the “Your love meets the wild” campaign from 13 August to 5 October 2025. Visitors can follow a curated trail inspired by the video, featuring wildlife encounters and cavern chambers modeled after real caves. JISOO’s Your Love special video will be officially released on 12 August 2025, followed shortly by a behind-the-scenes video. “Through this partnership, we hope to showcase Singapore’s unique landscapes and attractions, such as the lush greenery and immersive wildlife experiences at the Mandai Wildlife Reserve, our key partner in this project. JISOO’s emotive performance brings to life the beauty of Singapore’s nature, and we hope her global influence will inspire more visitors and K-pop fans to discover and enjoy the memorable experiences our destination has to offer,” said Serene Tan, executive director, North Asia, Singapore Tourism Board.  “We’re excited to collaborate with STB on this music video. It’s a creative way to showcase the Mandai Wildlife Reserve and reveal a side of Singapore many may not expect. The precinct offers visually striking, memorable experiences that will resonate with Korean travelers, who value curated, Instagrammable spots with emotional storytelling,” added Jean Choi, chief sales and marketing officer, Mandai Wildlife Group. The board has previously worked with international musical artists such as Jin, Coldplay, OneRepublic, Billie Eilish, Charlie Puth, Jackson Wang, and Honne to spotlight Singapore to the world. In Jin’s music video, iconic destinations such as the National Gallery of Singapore, the Singapore Flyer, Gardens by the Bay and the Anderson Bridge were featured. Neighbourhood gems such as Keng Eng Kee Seafood and Goldhill Plaza were also highlighted, presenting Singapore as both a dynamic travel destination and meaningful backdrop to the emotional storytelling of his song Don’t say you love me.  Coldplay’s Man in the moon music video featured Marina Bay and Fort Canning Park while OneRepublic released a song named after the island city and took fans behind the scenes of the track, showcasing a mixture of locations such as Marina One, Peranakan Museum, Armenian Street and Old Hill Street Police Station.  At a recent Content360 Singapore conference held by MARKETING-INTERACTIVE, Kenneth Lim, assistant chief executive, marketing group at STB shared that the board is focused on authentic pop culture partnerships to meet audiences where they are. Lim said STB is evolving its strategies to recognise that brands today are not only competing with other destinations, but with an endless stream of entertainment, memes and viral content. “To address this, we’ve reimagined how we tell Singapore’s story in this age of constant scrolling. This means moving beyond traditional marketing approaches to create content that not only stops the scroll, but also resonate authentically with our target audiences,” said Lim, adding the approaches include embracing pop culture partnerships, creating social-first branded content and exploring new platforms to engage audiences where they are most active. Join us on 20 August at PR Asia 2025 and take charge of the new era of PR. Tackle trust head-on, stay ahead of shifting policies, and harness AI to power up your comms game. Get inspired, get connected, and get future-ready.  Related articles:  How STB is grabbing attention in the age of endless scrolling  SIA and Mandai Wildlife Group team up to bring tourists in and let the wild out  How National Gallery Singapore is trying to be a museum for everyone  source