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This post is sponsored by the National Volunteer and Philanthropy Centre. At a time marked by economic uncertainty and shifting social priorities, one national platform has quietly, but steadily, strengthened its role in shaping how Singapore thinks about giving. The President’s Volunteerism and Philanthropy Awards (PVPA) 2025 was awarded gold at the PR Awards 2026 for “Best Engagement for a Targeted Community” – a recognition that spoke as much to strategy as it did to substance. At first glance, the PVPA may appear to be just another awards programme in an increasingly crowded recognition landscape. But a closer look reveals something more deliberate: a long-term effort to redefine how volunteerism and philanthropy are understood, recognised, and ultimately sustained in Singapore. Organised by the National Volunteer and Philanthropy Centre (NVPC), the PVPA is widely regarded as the country’s highest national accolade for giving. Conferred by the President of Singapore, it honours individuals, organisations, leaders, and communities whose contributions have created meaningful social impact. What sets the PVPA apart is its diversity. The awards cut across sectors and profiles – recognising everyone from youth volunteers and grassroots organisers to corporate leaders who are embedding purpose into business models. Categories such as “People of Good”, “Leaders of Good”, “Organisations of Good”, “City of Good”, and “Communities of Good” reflect a fundamental premise: that building a more caring society is not the responsibility of any single group, but a shared national endeavour. Beyond recognition: shaping narratives of giving The PR Awards win offers a useful lens into why the PVPA continues to gain traction. PVPA 2025 received a record 451 submissions – more than 50% higher than the year before, and the highest in its history. Nevertheless, it is crucial to look beyond visibility metrics to assess how effectively a campaign can connect with a clearly defined audience. In this respect, the PVPA’s approach stood out. Rather than broad and generic messaging, the campaign focused on engaging those already adjacent to giving – non-profits, corporate purpose leaders, community groups, and individuals contributing in less visible ways. By narrowing in on this group, the PVPA was able to shift perceptions from the inside out. A key part of this strategy lay in storytelling. Instead of highlighting only outputs – dollars raised or hours logged – the stories examined the intent, complexities, and challenges underpinning social impact work. Profiles of award recipients delved into motivations, trade-offs, and the sustained effort behind their work. The result was a more nuanced portrayal of giving, one that felt relatable and accessible rather than aspirational. This matters in a climate where audiences are increasingly sceptical of polished narratives. Authenticity, in this case, was not a buzzword, but a prerequisite for sustained engagement. Precision in engagement Another factor behind the PVPA’s success was its targeted and multi-layered outreach. Corporate leaders were engaged through the lens of business purpose and sustainability. Ground-up groups were approached through community networks where they operated. Younger audiences encountered PVPA stories on social platforms where discovery was organic and peer-driven. This segmentation allowed for relevance, arguably one of the most undervalued drivers of participation in social campaigns. Equally important was the campaign’s multi-platform execution. The PVPA’s use of video, digital content, and social media amplification reflected a recognition that attention today is fragmented. Meeting audiences where they were, rather than expecting them to seek out information, helped expand the awards’ reach without diluting its core message. From an awards platform to a national movement Perhaps the most significant shift in recent years is how the PVPA has been positioned. It is no longer framed solely as a recognition mechanism, but as part of a broader national movement to normalise giving – towards NVPC’s vision of Singapore as a “City of Good”. This reframing is subtle, but consequential. Recognition becomes a means of social proof, demonstrating what is possible and, importantly, what is already happening. In doing so, the PVPA contributes to a feedback loop: visibility drives participation, which in turn generates more stories to amplify. The growing number and diversity of nominations suggests this approach is bearing fruit. This growth signals a mindset shift in how society views giving, where more people see genuine value in sharing about it. More first-time nominees, ground-up initiatives, and cross-sector collaborations are entering the fold, indicating a giving landscape that is both widening and deepening in participation across sectors and demographics. Why this matters now The timing of this recognition is notable. Across many markets, corporate social responsibility is being tested by economic pressures, while individuals face rising costs of living and uncertainty around employment. In such conditions, giving can often be perceived as optional. The PVPA’s continued momentum challenges that assumption. By highlighting stories where purpose is integrated – into business models, community action, and everyday life – it reinforces the idea that giving can be central to how we live and contribute to society. For businesses, this aligns with a broader global shift towards stakeholder capitalism and purpose-driven strategies. For individuals, it reframes giving as something accessible, meaningful, and relevant for everyone, rather than reserved for those with excess resources. An open call for stories that matter Now in its 14th edition, the PVPA once again extends an invitation – not just to be recognised, but to be part of a larger narrative about what it means to give. Those who have made a difference – whether through time, talent, treasure, ties or testimony – are encouraged to step forward. Equally, nominators play a critical role in surfacing stories that might otherwise remain unseen. Entries for PVPA 2026 can be submitted by 1 June 2026 here: https://nvpc.org.sg/programmes/pvpa-2026/ Ultimately, winning the gold award at the PR Awards 2026 was less about validation and more about direction. It signalled that thoughtful and targeted engagement grounded in authenticity and purpose can do more than raise awareness. It can shift mindsets. And in a society where the challenges ahead will increasingly require collective action, that may be the most valuable outcome of

Singapore’s iconic indoor snow attraction Snow City will close its doors on 30 September 2026, marking the end of a 26-year run. In a statement on Monday (19 May), the Science Centre Board said the closure reflects its commitment to keeping offerings “fresh and relevant” amid changing visitor interests and an evolving attractions landscape, while continuing to align with its science education mission and future plans. To commemorate its final months, Snow City will launch a farewell campaign titled “One last snowfall” from June to September 2026. The campaign will invite Singaporeans to revisit the attraction and celebrate memories made over the years through a series of limited-time experiences and promotions. Don’t miss: Science Centre Board picks new PR agency Among the offers is a Snow Play package priced at SG$19 for adults and SG$16 for children, representing a 30% discount from the usual ticket prices of SG$27 and SG$23 respectively. The package includes one hour of snow play and a bumper car ride. More details on the campaign will be announced via Science Centre Singapore and Snow City’s official websites and social media channels in the coming weeks. The Science Centre Board added that it will support affected employees through the transition. Snow City currently employs eight full-time staff, all of whom have been offered redeployment opportunities within the organisation. Employees who opt to pursue opportunities elsewhere will receive outplacement assistance and severance support in line with Ministry of Manpower guidelines and applicable employment terms. The organisation also said it will honour contractual obligations to vendors. Opened in 2000, Snow City was Singapore’s first indoor snow centre and has become a staple attraction for families, schools and tourists over the past two decades. The closure also comes amid a wider wave of long-running Singapore institutions exiting the local retail and attractions landscape. Late last year, Isetan Tampines shuttered after three decades of operations, marking the end of an era for one of Singapore’s most recognisable Japanese department stores. The closure took effect on 9 November 2025 following the expiry of the store’s lease. In a social media post, Isetan Singapore thanked customers and stakeholders for their support over the years, while encouraging shoppers to continue visiting its remaining outlets at Scotts and Serangoon Central. Prior to that, independent cinema and arts venue The Projector unveiled it would enter voluntary liquidation after more than a decade of showcasing alternative films and community-focused programming. Related articles: Cathay Cineplexes enters voluntary liquidation amid creditor demands  Twelve Cupcakes SG criticised for ‘irresponsible’ closure and lack of due process     Singapore private club 1880 abruptly shuts down as financial troubles mount     source

Singapore bakery staple QAF Limited is relocating its Gardenia production footprint across the Causeway, with its wholly owned subsidiary confirming that manufacturing will be consolidated in Malaysia and 141 employees at its Pandan Loop facility will be retrenched. In a statement, Gardenia Foods (S) Pte Ltd said it is shifting its bakery production from Singapore to Johor Bahru, Malaysia as part of efforts to enhance operational efficiency and stay competitive amid an increasingly challenging global environment. Production at the Pandan Loop manufacturing facility will cease on 30 June 2026. Don’t miss: Tiger Beer to cease brewing operations in Singapore by 2027 In conversation with MARKETING-INTERACTIVE, a Gardenia spokesperson said the brand “remains a Singapore brand” and continues to be deeply rooted in the country, noting its origins at Bukit Timah Plaza in 1978. The spokesperson added that Singapore remains a key market and strategic hub, while the group’s headquarters, QAF Limited, is based in Singapore. “The move does not change our commitment to Singapore. In fact, it further strengthens our ability to continue serving Singapore consumers over the long term,” the spokesperson said. On product quality, Gardenia said all manufacturing facilities adhere to stringent food safety, quality assurance and regulatory standards in line with requirements from the Singapore Food Agency and Health Promotion Board. It added that these standards are applied consistently across locations to ensure the same taste, texture and product consistency for consumers. “There are no intended changes to product specifications. Gardenia is committed to maintaining the same taste, texture and quality that consumers in Singapore are familiar with,” the spokesperson said, adding that any potential variations are tightly managed through rigorous quality checks before products reach shelves. The company also confirmed there are no immediate changes to pricing as a result of the transition, saying it remains focused on delivering value while maintaining quality standards. On the rationale for the shift, Gardenia said the move is part of efforts to improve operational efficiency, address labour constraints, and respond to the need for industrial space for large-scale production. It added that leveraging regional capabilities, including its Johor facilities, will help enhance capacity utilisation and strengthen supply chain resilience. “We can operate more efficiently at scale, enhance capacity utilisation, and build a more resilient and flexible supply chain to support long-term growth,” the spokesperson said. The company acknowledged potential concerns around the transition, saying it is committed to transparent communication with stakeholders and will continue engaging retailers and consumers throughout the process. “We understand that changes of this nature may raise concerns. That is why we are committed to transparent communication and maintaining the quality and reliability that consumers trust,” the spokesperson said. The Food, Drinks and Allied Workers Union (FDAWU), an affiliate of the National Trades Union Congress (NTUC), was informed in advance and has been working with the company to support affected workers. This includes assistance on retrenchment terms, training, and job placement support, as well as tapping its partner network to identify suitable vacancies. FDAWU said it will connect affected employees to the Labour Movement’s network, including NTUC’s e2i (Employment and Employability Institute), which provides job matching, career coaching and skills upgrading advisory services. In the coming weeks, the union will also organise on-site job fairs and training sessions, alongside resume writing and interview preparation support. Despite the operational shift, Singapore will remain Gardenia’s central hub for key functions, including brand management, innovation, product development, quality and regulatory oversight, customer engagement, and daily distribution and supply chain operations. The local team will continue to ensure compliance with Singapore Food Agency and Health Promotion Board requirements. The update follows comments made at QAF Limited’s annual general meeting on 24 April 2026, where the company indicated it was already consolidating bakery production capabilities from Singapore to Malaysia. With the latest confirmation, the move is now officially on record, marking a significant restructuring of one of Singapore’s most recognisable bread brands. Gardenia, founded in 1978 at Bukit Timah Plaza, has grown into a household name with more than 60 varieties of bread, buns, rolls and wraps. Following QAF’s acquisition in 1985, the group has expanded across the region, with bakery operations in markets including Malaysia, the Philippines and Australia. The move comes amid a broader pattern of regional restructuring among multinational and Singapore-based firms reassessing their Southeast Asia footprints. Most recently, fashion retailer H&M unveiled it is reportedly restructuring its Asia Pacific operations, with its Southeast Asia regional headquarters set to move from Singapore to Kuala Lumpur. According to reports, 78 roles will be removed from a regional headcount of 256 under the former East Asia region, with most redundancies expected to affect employees based in Singapore. The restructuring will also see about 30% of its regional support workforce cut, according to Malay Mail. Meanwhile, in March this year, beverage company Yeo Hiap Seng (Yeo’s) said it was laying off 25 employees at its Senoko facility as part of a consolidation of its can manufacturing operations in Malaysia. The company said production will be shifted to its Johor and Selangor facilities to “optimise capacity utilisation and strengthen overall manufacturing efficiency”. The Senoko site will continue to operate as headquarters, a cross-border logistics hub and a smaller-scale manufacturing site. Related articles: Meta cuts jobs across APAC as AI restructuring deepens   Amazon confirms 16,000 job cuts following internal email misfire     Why StanChart’s ‘lower-value human’ layoffs became a PR problem, not just a job cuts announcement source

VivoCity is going to infinity and beyond this June with a month-long activation inspired by Disney and Pixar’s Toy Story 5, turning the mall into a giant toy box packed with oversized installations, carnival games and shopper rewards. Running from 29 May to 28 June, the campaign comes ahead of the film’s cinema release on 18 June and is designed to immerse visitors in the world of Woody, Buzz Lightyear and friends. At the heart of the activation is the outdoor plaza, which will be transformed into a larger-than-life play destination modelled after Bonnie’s bedroom. The space will feature two key zones: the ‘Toy box adventures zone’, where shoppers can explore oversized photo-worthy installations, and a Toy Story-themed carnival zone complete with game booths, mini express train rides, pedal karts and prize grabber machines. Don’t miss: Here are the brands strutting The Devil Wears Prada 2 runway Beyond the outdoor plaza, the activation extends across the mall with character-themed photo spots, themed photo booths and a stamp quest that encourages visitors to collect stamps from four stations around VivoCity. The first 100 shoppers each day who complete the quest can redeem a complimentary sticker set. Fans can also shop exclusive merchandise at a Toy Story-themed retail pop-up at East Court and across participating stores including ActionCity, Cotton On Kids, luckin coffee, MINISO, MONTIGO, Toys“R”Us and UNIQLO. Products range from collectible figurines and apparel to drinkware and accessories inspired by the franchise. To drive spending, VivoCity is offering a series of shopper rewards. Customers who spend at least SG$250 in up to two same-day receipts can redeem a Toy Story-themed thermal lunch box and carrier, while Kids Club members who spend SG$150 in a single receipt can redeem a pair of Toy Story 5 movie tickets. New Kids Club members can also enjoy a complimentary weekday pedal kart ride, while new VivoRewards members will receive a SG$5 eVoucher upon their first qualifying spend. The activation is part of VivoCity’s 20th anniversary celebrations, which also include the return of its “Flash 20” deals and a new scratch and win feature on the VivoRewards app, offering shoppers the chance to win from a prize pool worth more than SG$450,000. VivoCity is not the only brand tapping into the buzz around Disney and Pixar’s Toy Story 5. In celebration of World Milk Day, F&N Magnolia has partnered with the franchise to launch limited-edition milk packaging and collectible glass tumblers featuring characters such as Woody, Buzz Lightyear, Jessie and the Aliens. Available from 18 May, the promotion spans specially designed fresh milk cartons and redemption mechanics across participating supermarkets, hypermarkets and convenience stores. Timed to coincide with both World Milk Day and the film’s release, the campaign leans into the multigenerational appeal of Toy Story and positions the brand within everyday family rituals. It follows a teaser-led social media rollout, with the brand using Instagram to build anticipation ahead of the launch. Related articles:  How LEGO Malaysia is turning fandom into footfall this May the Fourth Stitch invades SEA in Disney’s latest activation blitz  Max brings the apocalypse region-wide to mark return of ‘The Last of Us’  source

OpenAI is investing more than SG$300 million in Singapore to launch its first Applied AI Lab outside the United States, in partnership with the Ministry of Digital Development and Information. The OpenAI Singapore Applied AI Lab will build a team of more than 200 forward-deployed engineers and technical specialists over the next few years to help organisations deploy AI applications across sectors such as public services, finance, healthcare and digital infrastructure. Beyond the lab, OpenAI will launch a dedicated bootcamp in Singapore to train mid-career software engineers in building real-world AI systems. The company will also work with educational institutions, the Infocomm Media Development Authority and AI Singapore on workshops, hackathons and capability-building programmes. Don’t miss: OpenAI names new APAC marketing head Furthermore, the partnership will also introduce AI accelerator programmes for startups, technical support for businesses and workshops for SMEs and micro-entrepreneurs. Localised content will be developed for SkillsFuture programmes to help build AI capabilities across the wider workforce. Chng Kai Fong, permanent secretary (digital development and information) said the partnership with OpenAI reflects the government’s commitment to developing Singapore’s AI capabilities, strengthening enterprise adoption of AI and securing good jobs for Singaporeans.  “With AI reshaping economies, businesses and the workforce, Singapore’s response has been deliberate: growing new sectors, anchoring global frontier companies here, and equipping our people with the skills to thrive in this new environment,” he added.  In tandem, Denise Dresser, chief revenue officer at OpenAI said Singapore has a strong technical talent, trusted institutions and a clear ambition to use AI to drive long-term growth and improve people’s lives.  “Through ‘OpenAI for Singapore’ we want to help more organisations put frontier AI to work, develop local talent and expand access to the benefits of AI,” added Dresser.  The partnership comes as Singapore continues to attract major technology investments. Earlier in February, it was reported that the Economic Development Board secured SG$14.2 billion in fixed asset investment commitments in 2025, with semiconductor, technology and R&D projects expected to create 15,700 jobs over the next five years, including emerging roles such as AI research scientists, data scientists and product managers. The initiative also aligns with OpenAI’s broader regional ambitions. In a previous conversation with MARKETING-INTERACTIVE, Jennifer Lien, head of marketing for APAC said that over the next six to 12 months, the company is expected to deepen its footprint across priority markets, with a stronger focus on driving practical AI use cases and expanding enterprise adoption. Related articles:   SG tables international standard for GenAI testing   STB partners OpenAI to boost innovation in tourism Singapore Airlines taps OpenAI to reimagine travel with AI-first customer journey  source

MAG International has opened a new office in Singapore’s Marina Bay, as the media agency expands its international footprint and strengthens its presence across Asia Pacific. The new hub at IOI Central Boulevard Towers marks the latest addition to the company’s global network, which includes offices in New York, London, Manchester and Dubai. It is aimed at bringing the agency closer to clients, partners and media networks across the region. From Singapore, the team will work across APAC while staying connected to MAG International’s wider network across Europe, the Middle East and North America, supporting what the company describes as a more continuous, 24/7 operating model for globally active brands. Don’t miss: Experiential agency Verve expands into Asia with Singapore office The expansion comes as brands increasingly seek media strategies that can operate across borders while maintaining local relevance. MAG International said the Singapore office will help it respond to that demand by improving cross-market campaign delivery. The hub will focus on cross-market media planning, buying and execution across digital, programmatic, out-of-home, connected TV, radio and integrated media. It will also support regional campaign development for World Sports Advertising, the sports advertising arm of MAG International and Media Agency Group FZ-LLC, connecting brands with sports properties, rights holders and major sporting events across APAC and global markets. MAG International has worked with brands including Xiaomi, Oppo, Komatsu, China Southern Airlines and China Tourism across digital, programmatic, out-of-home, connected TV and radio campaigns. “Singapore is a natural next step for MAG International,” said Lee Dentith, founder and group CEO of WSA, MAG International and Media Agency Group (UK). He added, “Our clients are thinking internationally, and they need agency partners that can move with the same speed and connectivity. This hub gives us a stronger presence in the region and brings our teams closer to the brands and partners we work with across Asia.” Singapore’s appeal as a regional hub continues to draw agency investment, with Mediaplus Group among those expanding its presence. In March 2026, it launched Mediaplus Singapore through a joint venture with The Media Shop to strengthen its foothold in Asia’s high-growth markets. Operating under Mediaplus (HOC Singapore), the entity combines Mediaplus’ global, data-driven media capabilities with The Media Shop’s regional expertise, while The Media Shop continues to operate independently alongside the joint venture. Positioned as Mediaplus’ Southeast Asia hub, the office supports media strategy, planning, buying and data-led marketing solutions for Mediaplus and Serviceplan Group clients. In July this year, UK-based social media agency Battenhall launched its new regional hub in Singapore in a move to strengthen its footprint across the Asia Pacific region. Led by Rhian Robinson as managing director, the expansion will see new roles created in social media consulting, creative and client management.  Related articles:   Brand and growth consultancy MOMENTRA opens shop in Singapore  COMCO Mundo expands SEA footprint with Singapore launch Design consultancy Elephant stomps into Singapore with new APAC hub   source

Ahead of world inflammatory bowel disease (IBD) day, Johnson & Johnson has launched an immersive “Gut tunnel” experience in Singapore, aiming to raise awareness of endoscopic remission as a key but often overlooked treatment goal in IBD.  The initiative forms part of its ongoing “Dual control” campaign across Asia Pacific, which encourages people living with IBD to manage both symptoms and long-term disease progression in partnership with their doctors. CD (Crohn’s Disease) and UC (Ulcerative Colitis), the two main forms of IBD, affect around 10 million people globally, with rising prevalence across Asia. In Singapore, an estimated 3,000 people live with the condition. Don’t miss: Johnson & Johnson rolls out ‘The 3rd Opinion’ to empower patients in lung cancer care Typically emerging in adolescence, IBD can cause symptoms such as abdominal pain, diarrhoea, and blood in stool. However, the condition is often driven by underlying gut inflammation that can persist even when symptoms appear controlled. The “Gut tunnel” experience is designed to translate this hidden disease activity into a tangible journey, reinforcing the message that symptom relief does not always equal disease control. New findings presented at Digestive Disease Week 2026 underline the clinical importance of endoscopic remission, defined as the absence of disease activity seen during a colonoscopy. According to the data, ulcerative colitis patients achieving endoscopic remission had a 68% lower risk of symptom worsening and were four times less likely to require IBD-related surgery. Crohn’s disease patients saw a 41% lower risk of symptom worsening, were three times less likely to need surgery, and had reduced steroid use. Despite these outcomes, more than 60% of people living with IBD are unaware of endoscopic remission as a treatment target, pointing to a significant patient knowledge gap. To address this gap, Johnson & Johnson has developed an “IBD patient conversation guide”, available in English, Simplified Chinese and Korean, to support discussions between patients and healthcare professionals on long-term treatment goals. The company also hosted an APAC “IBD patient dialogue” in Singapore on 17 May, bringing together 14 patient advocacy leaders from 11 organisations across Asia Pacific and the US to discuss unmet patient needs and improve support frameworks for those living with the condition. “We share a common goal to help people with IBD achieve more than symptom relief and advance toward deeper disease control,” said Earl Dancel, vice president of commercial strategy, Asia Pacific strategy office, Johnson & Johnson Innovative Medicine Asia Pacific. He added, “For more than 30 years, we have driven scientific innovation in IBD and remain committed to supporting shared decision-making to empower patients to speak up, align on treatment goals, and help people with IBD pursue what matters most in their lives.” Speaking on the “Gut tunnel”, Shim Hang Hock, consultant gastroenterologist, Acorn Gastroenterology, Singapore said, “Symptom improvement does not necessarily indicate that inflammation has resolved. The ‘Gut tunnel’ experience helps make this invisible disease activity visible and understandable, helping patients recognise why deeper treatment goals such as endoscopic remission matter.” Building on its broader patient empowerment efforts, Johnson & Johnson previously launched its “Dual control” campaign across Asia Pacific to encourage people living with inflammatory bowel disease (IBD) to better manage their condition while still pursuing life goals. At the centre of the initiative is a patient empowerment video titled “#MyDualControl: Don’t let IBD put your dreams on hold”, which features real conversations between patients and healthcare professionals and highlights the role of shared decision-making in improving outcomes. Related articles: Johnson & Johnson names new Vision Care marketing lead for 4 regionsJohnson & Johnson Vision searches for APAC marketing leadJ&J’s new consumer health biz Kenvue files to become independent firm source

Swedish popstar Zara Larsson is making a return to Roblox with a new limited-time virtual concert experience to celebrate the deluxe edition of her Grammy-nominated 2025 album, Midnight Sun. Titled “Zara Larsson’s midnight sun world”, the immersive experience was created in partnership with Sommer House, Epic Records and Sony Immersive Music Studios. It is now live on Roblox ahead of the concert premiere, which took place on 15 May. Set in a colourful world inspired by the album, the activation allows fans to explore interactive spaces themed around the sun and moon, play obby-style mini-games, plant hibiscus flowers and take part in a scavenger hunt. Users can also purchase limited-edition avatar bundles and UGC items, including an updated version of the pink pyjamas featured in Larsson’s first Roblox concert in 2021. Don’t miss: Samsung denies using Dua Lipa’s image on TV packaging amid US$15m lawsuit  The concert features performances of three tracks from Midnight Sun, namely Midnight Sun, Crush and Blue Moon, blending music, gaming and social interaction into a single digital experience. Longtime fans who attended Larsson’s earlier Roblox concert tied to her 2021 album may also unlock exclusive in-game rewards through their existing concert badges. Larsson was among Roblox’s earliest music partners, having hosted one of the platform’s first artist-led virtual events in May 2021. Her return underscores how Roblox continues to evolve beyond gaming into a broader entertainment and fan engagement platform.  The activation builds on Roblox’s growing push into music and entertainment experiences. Most recently, Billie Eilish brought her 3D documentary film HIT ME HARD AND SOFT: THE TOUR, co-directed by James Cameron, to Roblox through an immersive takeover of “The Block”, the platform’s always-on music and entertainment space. The experience recreated Eilish’s concert environment within Roblox, allowing fans to explore the virtual venue, watch exclusive performances and unlock limited-edition avatar items. It also featured karaoke functionality and interactive elements designed to deepen engagement with the artist’s catalogue. According to Roblox at the time, these activations reflect its ambition to become a destination where music, identity and digital self-expression converge. “We view these activations as nurturing ongoing fan ecosystems rather than moment-in-time release cycles,” the company said, adding that immersive fan engagement can help turn “a casual listener into a lifelong super fan”. As Gen Z and Gen Alpha audiences increasingly gravitate towards participatory formats, the platform is positioning itself as a space where brands and artists can build always-on fan ecosystems rather than one-off promotional moments. Related articles:    How The Salvation Army is taking thrifting to the next level on Roblox  How Monde Nissin is levelling up snacks for Roblox fans  AirAsia brings ASEAN to Roblox with the launch of AirAsia World  source

Publicis Groupe is acquiring LiveRamp in a US$2.2 billion all-cash deal, deepening its push into data, identity and AI-powered marketing infrastructure as global agency groups race to build more integrated technology-led models. Publicis said the acquisition will strengthen its position in “data co-creation”, a capability it sees as central to building smarter AI agents for clients. LiveRamp enables companies to unify, manage and activate data across the digital ecosystem, connecting more than 25,000 publisher domains and 500 technology and data partners across 14 markets. The company works with brands, retailers, media platforms and data providers to connect fragmented data sources in secure environments, allowing partners to collaborate without exposing sensitive underlying records. For Publicis, the deal builds on its 2019 acquisition of Epsilon, which gave the group a major identity and first-party data platform. LiveRamp adds clean rooms, data connectivity, marketplace capabilities and a wider partner network, creating what Publicis argues will be a stronger foundation for enterprise AI and agentic business transformation. Across APAC, LiveRamp is led by Melanie Hoptman (pictured), managing director, Asia Pacific, who has been with the business for eight years and has held the regional MD role for the past two. “LiveRamp joining Publicis Groupe is the latest demonstration of our commitment to investing in new talent and innovation, ahead of market shifts,” Arthur Sadoun, chairman and CEO of Publicis Groupe, said. “After acquiring Epsilon in 2019 in the name of personalization at scale and enabling our clients to take back control of their data from the walled gardens, by shifting from cookies to identity, once again we are looking ahead to what’s next. “By building the future of data co-creation, we’re empowering our clients to generate new, exclusive and proprietary data, to build the smartest, most differentiated AI agents on top of the leading LLMs.” The acquisition lands as agency holding companies attempt to reposition themselves around AI, data and enterprise transformation rather than traditional advertising services alone. Publicis has been one of the most aggressive groups in pushing that model, using Epsilon, Publicis Sapient and its internal platform Marcel to pitch a more connected operating system for clients. LiveRamp gives that model another layer. Publicis said the platform will allow companies to create proprietary data assets by connecting internal customer data with partner data from areas such as merchants, payment networks, retail media, publishers and supply chains. The group said this could help clients build AI agents for use cases such as wealth management, retail journey optimisation and pharmaceutical field-force deployment, moving agentic AI beyond narrow task automation into business growth, customer lifetime value and operational efficiency. The deal also gives Publicis a larger addressable market and prompted the group to lift its 2027 and 2028 financial objectives. Publicis now expects constant currency net revenue growth of 7% to 8%, up from 6% to 7%, and headline EPS growth of 8% to 10%, up from 7% to 9%. LiveRamp has 1,300 employees and operates with a recurring revenue model. Publicis said the business has delivered a trailing five-year compound annual growth rate of 13%. Scott Howe, CEO of LiveRamp, said the transaction would give the company greater resources and flexibility to scale. “Our customers and partners have always been our North Star, and by joining forces with Publicis, we will have greater resources and flexibility to scale our business, continue innovating our platform, and help them unlock even greater value from their data,” Howe said. “This transaction also represents the best path forward for our shareholders, delivering significant and certain cash value at a compelling premium.” Following completion, LiveRamp will continue to be led by Howe, who will report directly to Sadoun. Its numbers will be reported within Publicis Groupe’s Technology segment, alongside Publicis Sapient. Publicis said LiveRamp will continue to operate as a neutral and interoperable platform, with open access across the ecosystem. The group also said no current or prospective customer would be blocked from using its services and that LiveRamp would continue to protect client, partner and publisher data under existing contractual commitments. The transaction has been unanimously approved by the boards of both Publicis Groupe and LiveRamp. It is expected to close before the end of 2026, subject to regulatory approvals, LiveRamp shareholder approval and other closing conditions. source

The Ferrero Group has partnered exclusively with Netflix to bring Wonka’s world to stores and the screen with new chocolate treats and animated stories featuring Willy Wonka and a new generation of children, delighting the young at heart and Wonka fans alike. Following its 2018 acquisition of Wonka’s confectionery rights, Ferrero has brought its own vision to the beloved world of Charlie and the Chocolate Factory, adding fresh energy to seasonal treats as part of its commitment to product development and category expansion across its iconic brands. Meanwhile, the collaboration builds on Netflix’s partnerships, including ONE PIECE and naming Moose Toys as the master toy partner for Charlie vs. the Chocolate Factory and Young MacDonald. The move is part of Netflix’s expansion into confectionery. The partnership between Ferrero and Netflix marks the start of a long-term collaboration to bring the wonder of Wonka to consumers worldwide, leveraging marketing, media, and trade synergies to unlock opportunities for storytelling and consumer engagement. As part of the collaboration, Ferrero Group will launch 10 seasonal and limited edition Wonka products across chocolate, sugar confectionery, ice cream, and cereals. Coming this fall, Wonka products will be available in the US and select European markets, including the UK, France, Italy, and Germany. The new product line reflects the same creativity, curiosity, and wonder that have fueled the beloved books and films for generations. Meanwhile, Netflix will expand the on-screen Wonka universe with a 2026 reality competition series The Golden Ticket, and a 2027 animated film Charlie vs. The Chocolate Factory. Coming in 2026 exclusively on Netflix, the storyline follows Willy Wonka, who after years in prison for turning a child into a blueberry, returns to his factory to add sweetness to a bitter world, but teenager Charlie Paley and his friends, facing eviction, plot to break in and steal a priceless Wonka Bar to save their homes, only to find themselves in for more than they can chew. The golden ticket is a reality competition series set in the imaginative world of Wonka. Contestants can enter the chocolate factory, but only those who find a golden ticket get inside. Once in, the challenge is not over. Players must adapt, strategise, and survive tests of both mind and body to make it through. Alessandro Rapali, premium chocolate president at Ferrero Group, said: “We’re excited to be introducing a new Wonka family of products, starting with chocolate, sugar confectionery, ice cream and cereals. For generations, Charlie and The Chocolate Factory has been part of popular culture; our ambition is to apply the Ferrero lens to the Wonka universe and to bring fresh new energy to the seasonal aisle.” “Behind the scenes, our research, development and innovation teams have been carefully leveraging decades of experience in real chocolate factories, applying Ferrero’s signature quality and craftsmanship, and bringing to life a new Wonka world – one that we can’t wait to offer to Wonka fans,” he added.  Filippo Zuffada, senior director of consumer products, international at Netflix, added: “Netflix is reimagining the Wonka universe built on extraordinary imagination and whimsical creations, and Ferrero, with its outstanding heritage of product innovation and brand-building, could not be a better home for this partnership. Together, with the magic of our upcoming entertainment and Ferrero’s world-class portfolio, we’re giving fans a delectable new way to experience the wonder of Wonka on screen and on shelves around the world.” MARKETING-INTERACTIVE has reached out to Ferrero and Netflix for more information.  Don’t miss: Netflix ramps up global ad push with AI tools and 250M monthly viewers In fact, Netflix’s toy business has grown over the past year. At the beginning of 2025, Jazwares was named the master toy partner for Stranger Things, and in the fall of 2025, a co-master toy partnership with Mattel and Hasbro was announced for KPop Demon Hunters. Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let’s dive into the art of curating content with creativity, critical thinking and confidence! Related articles: Netflix ramps up global ad push with AI tools and 250M monthly viewersNetflix joins the attention war with new ‘Clips’ featureMediacorp takes local drama regional with Netflix deal source