marketing interactive

Levi’s has partnered with global icon Beyoncé to unveil the final instalment of its year-long “REIIMAGINE” campaign. Also known as The Denim Cowboy, the film weaves together the three previous chapters, revealing the campaign as more than a reinterpretation of iconic Levi’s advertisements – it is the creation of a new narrative centred on empowerment and rewriting the rules. Shown throughout The Denim Cowboy are Levi’s icons and hero pieces from the new Beyoncé x Levi’s denim collection that serve as the film’s uniform and latest cornerstone of the partnership with Beyoncé, highlighting the brand’s denim lifestyle leadership. Set to an exclusive edit of the “Levi’s Jeans” soundtrack, Cowboy Carter, the 90-second film includes new scenes and extended cuts from the previously released Launderette, Pool Hall and Refrigerator films – all inspired by classic Levi’s advertisements from the ‘80s and ‘90s. Once again, the Levi’s brand partnered with American music video director Melina Matsoukas to bring this vision to life. “The denim cowboy marks the culmination of the ground-breaking Levi’s REIIMAGINE campaign, marking the final celebration of a partnership that has explored reinvention and reinterpretation at every turn,” Kenny Mitchell, global CMO at Levi’s, said. “The campaign represents a new level and scale of collaboration that has put women at the centre of the narrative, and set in motion a new, iconic chapter in Levi’s history that continues to reaffirm the brand’s place at the centre of culture,” he added. The Denim Cowboy launches with a fully integrated global campaign, including television, digital, social media, and out-of-home. Don’t miss: Levi’s partners Beyoncé for global campaign celebrating legacy of the brand This comes after Levi’s initially dropped the REIIMAGINE campaign last September. Drawing inspiration from Beyoncé’s innovative approach to art, culture and storytelling, the campaign reimagines classic Levi’s looks and films. In a series of chapters, the new campaign reinterprets several of the Levi’s brand’s most iconic advertisements, bringing them into the modern era through the transformative vision of filmmaker Melina Matsoukas. The first film – inspired by Launderette, the 1985 ad that famously reignited I Heard It Through the Grapevine on the Billboard charts – places Beyoncé centre stage and celebrates the Levi’s brand’s heritage as a canvas for self-expression, worn by changemakers and icons alike. The second film, titled Pool Hall, captures Beyoncé defying expectations as she takes on a local shark, played by Timothy Olyphant, in a high-stakes game of pool. Celebrating Levi’s products as modern style staples that continue to evolve, the new chapter embraces bold interpretations and encourages wearers to make them their own. 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: Levi’s eyes new stores in East APAC, D2C a main growth priorityLevi’s gets new brand leadership source

The National Council of Social Service (NCSS) has appointed Goodstuph Singapore as its digital marketing agency to spearhead its comprehensive social media and digital engagement efforts. As the appointed agency, Goodstuph will collaborate closely with NCSS’s brand communications team to elevate the organisation’s digital presence, optimise audience engagement, and deliver measurable outcomes aligned with NCSS’s strategic objectives. Goodstuph’s scope of work covers the development and implementation of an always-on social media strategy centred around key content themes such as thought leadership, capacity building for social service agencies, and community mobilisation through philanthropy and volunteerism. Don’t miss: WELLAGE picks agency to craft digital-first entry into SG market  In addition, the agency will manage NCSS’s owned social platforms including Facebook, LinkedIn, Instagram, and others for NCSS and its associated brands Social Service Institute, Community Chest, and Social Service Tribe with timely and relevant content creation across formats such as static posts, GIFs, carousels, reels, and event coverage. The appointment also includes quarterly development of digital marketing materials tailored for multi-channel use, coordination of paid media campaigns with a dedicated media agency, and robust social media community and crisis management guided by updated Standard Operating Procedures. Moreover, Goodstuph will provide ongoing monthly performance reports as well as bi-annual summary reports to NCSS senior management, with insights and optimisation recommendations to refine social media best practices. The contract will run until 31 March 2026.  NCSS has been reviewing its agency roster recently, having appointed independent creative agency Ink and Pixel as its creative agency in July this year. The contract runs for one year, with an option to extend for another year. Under the appointment, Ink and Pixel will support NCSS across a wide range of creative services, including graphic design, copywriting, photography, and social media assets for both print and digital channels. 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:  National Council of Social Service concludes creative pitch  NCSS encourages Singaporeans to dream big in inspiring SG60 campaign  SG’s National Council of Social Service picks PR agency  source

The Digital and Intelligence Service (DIS) has kicked off its first major recruitment campaign since its formation in 2022, signalling a bold push to fortify Singapore’s defences against increasingly sophisticated cyber threats. As AI-powered cyberattacks, zero-day exploits, and ransomware campaigns grow in scale and complexity, the DIS aims to attract top talent to safeguard Singapore’s critical infrastructure and digital borders. Three specialised vocations are at the heart of this recruitment push: Command, Control, Communications, and Computers (C4) Experts (C4X), Digital and Intelligence Systems Engineers (DISE) and Military Intelligence Experts (MIE) Don’t miss: SGSecure hijacks feeds with terrifying what-ifs from everyday moments  These roles offer candidates the opportunity to work on cutting-edge capabilities such as cloud computing, 5G networks, and AI systems while serving a vital national mission. With the tagline “DIS changes everything. Warfare is evolving, So are we”, the campaign features real DIS personnel in four striking visuals, each overlaid with high-tech heads-up display graphics representing their vocation. In addition, a cinematic recruitment video set to Imagine Dragons’ Radioactive further immerses viewers in the high-stakes world of digital warfare, showcasing nearly 40 service members in action.  Phase one of the campaign rolls out this month, with a second phase planned for Q4 2025, establishing an annual recruitment cycle. Candidates can learn more via @thesingaporedis social channels or the official recruitment portal and meet personnel at upcoming recruitment events. With this launch, the DIS makes one message clear: in the battle for Singapore’s digital future, the fight is already here, and the nation’s best and brightest are needed now more than ever. “Modern warfare is no longer confined to physical terrain. Our Guardians are engaged daily in the unseen, rapidly shifting digital environment, where expertise in cyber defence, intelligence analysis, and digital innovation is critical,” said military expert 7 Ku Shi Qin, head of the DIS’s manpower department. “We seek individuals with the courage to challenge assumptions and the relentless drive to protect our nation in a domain where speed and knowledge define success,” Ku added.  “As a die-hard Singaporean, being able to work together with the Digital & Intelligence Service is truly a privilege and launching on SG60 was especially meaningful. With DIS only being established 3 years ago, brand positioning is vital and it was most important for us to bring out the significance and importance of DIS, in a world that is increasingly digital,” said Chloe Lim, business director, DSTNCT. “Featuring Radioactive was a strategic decision in using a memorable song to drive the narrative that the nature of warfare has profoundly evolved and as one of the first digital military services in the world, DIS changes everything,” added Lim.  DIS’ recruitment drive highlights Singapore’s proactive stance in securing its digital frontlines. It comes amid broader efforts to strengthen national security in all domains.  Recently, the Ministry of Home Affairs (MHA) has teamed up with VML Singapore to launch a jarring social campaign under the SGSecure initiative. The campaign features three short films disguised as everyday social media reels, each taking a chilling turn. In one titled “Family dinner,” an elderly man lovingly peels prawns for his wife at a hawker centre, captured through the lens of their daughter. The tender moment is abruptly shattered by a sudden explosion, sending diners scrambling for cover. In a statement, MHA said the campaign aims to sensitise the public to various forms of terrorism and equip them with the knowledge to respond effectively. It builds on SGSecure’s broader mission to encourage Singaporeans to stay alert, united, and prepared against evolving threats—even in one of the world’s safest cities. 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:    Singapore Prison Service shows off vocal chops in original song SPF and StarHub flip the script, get hackers to teach you how to not fall for scams This thriller by CSA SG is meant to highlight the dangers of cyber threats  source

Singapore’s 60th birthday has proven one thing: when it comes to collaboration, our brands know how to party. From unexpected mashups that make you go “wah, didn’t see that coming” to limited-edition drops that sold out faster than MRT seats at peak hour, these partnerships have been all about creativity, culture, and a healthy dose of local flavour. Here are a few SG60 brand collaborations that caught our eye this year and made our hearts go “Bedok, Bedok”.  Don’t miss: 7 SG60 films that stuck to us like kopi on a white tee 1. adidas and MILO adidas and MILO, have joined forces for SG60 (and MILO’s own 75th) in a hyperlocal drop that’s equal parts nostalgic and cheeky. The “Fuelling goodness” collection comes with limited-edition tees, pins, charms, and even a special sachet kit, all peppered with Singlish quirks and little nods to everyday life here. The highlight of the collab is the adidas-exclusive “Starter pack” tees , a cheeky nod to three things Singaporeans love most: running, lepak-ing (‘relaxing’), and staying home. Add in the heat-press option at select stores and a MILO-exclusive “We can one” tee giveaway, and you’ve got a collab that’s not just wearable, but shareable. It’s smart, because it doesn’t just sell products, it sells a feeling we all recognise. Read more here.  2. Income Insurance and ice cream vendors For its 55th birthday, Income Insurance is going old-school by teaming up with Singapore’s remaining street ice cream vendors to hand out free ice cream over National Day weekend. Six carts will be stationed in Bishan, Clementi, Eunos, Orchard, Punggol, and Tampines during the National Day weekend, each manned by the familiar faces who’ve been scooping rainbow bread sandwiches and wafer slabs for decades. It’s a sweet idea (literally) that’s also bittersweet, given that fewer than 15 such carts are still in operation today. Beyond the treats, Income Insurance threw in complimentary insurance coverage for participating vendors, making this more than just a nostalgia play. We like it because it’s simple, heartfelt, and rooted in something uniquely Singaporean, proof that brand activations don’t need to be flashy to leave a lasting impression. Read more here.  3. Old Chang Kee and Talking Toes Old Chang Kee’s curry puffs aren’t just snacks; they’re practically a national treasure. Now, the brand has stepped out of the kitchen and into the fashion game, teaming up with local sock label Talking Toes for a limited-edition design that’s equal parts playful and patriotic. The “Keep calm and curry on” athletic socks borrow Old Chang Kee’s black-and-yellow palette, vintage Chinese characters, and that unmistakable curry puff silhouette, giving Singaporeans a way to wear their food love on their feet. What makes this work is how it bridges food and fashion without feeling forced. It taps into the nostalgic after-school vibe many of us remember, curry puffs in hand, ice pops melting under HDB blocks, while aligning with Talking Toes’ purpose-driven mission, donating part of the proceeds to the Samaritans of Singapore. It’s heritage you can walk in, quite literally. Read more here.  4. Starbucks and local brands For SG60, Starbucks brewed up more than just coffee, it served a triple shot of nostalgia, local flavour, and homegrown creativity. Under its “Shiok together” campaign, the coffee giant tapped two Singapore brands with a knack for storytelling through design. First up, Inwarmregard reimagined Starbucks as if it had been around 60 years ago, setting it in a two-storey shophouse complete with green grilles, vintage signboards, and “bearistas” bridging generations. The T-shirts, totes, and socks feel similar to a love letter to the old-school Singapore streetscape. Then there’s Wheniwasfour, whose “Local destination” range of mugs, tumblers, and totes bursts with colour, celebrating landmarks and cultural quirks that are instantly recognisable to anyone who’s called Singapore home. It’s smart branding as Starbucks isn’t just selling drinks here, it’s positioning itself as part of the local fabric. The designs are the kind of thing you’d gift a friend overseas too, or keep for yourself because they’re just that shiok. Read more here.  5. TikTok and local creators  TikTok went all-in for SG60, proving it’s more than just dance trends and viral challenges. Six local F&B brands teamed up with TikTok creators to dream up heritage-inspired dishes, from ‘laksa’ (‘spicy coconut noodle’) donuts and ‘teh tarik’ (‘pulled tea’) dinosaur donuts to a seafood ‘laksa’ rigatoni. There’s even a collab between influencer Ian and his grandmother, serving wellness drinks with a personal touch. What we like about this is how it uses food, a universal Singaporean love language, as a gateway to storytelling. By pairing beloved eateries with creators, TikTok turns limited-time menus into content, conversation starters, and commerce all at once. Add in its sponsorship of the National Day Parade and the “SG amplified” video series spotlighting 60 local changemakers, and it’s clear the platform isn’t just joining the SG60 celebrations, it’s helping to shape them. Read more here.  6. Tiong Bahru Bakery and Lau Pa Sat  Satay on a skewer? Classic. Satay in a croissant? That’s new, and that’s exactly what Tiong Bahru Bakery (TBB) cooked up for SG60 with heritage hawker icon Lau Pa Sat. For one month only, the café-meets-boulangerie reimagined hawker flavours such as smoky satay (‘meat skewers’) and fiery ‘sambal’ (‘chili’) through buttery, flaky French pastries. The star here is the satay sauce, co-developed with Lau Pa Sat’s hawkers and tweaked by TBB’s R&D team to work in both sweet and savoury bakes. It’s a clever mash-up: heritage street food meets artisanal café culture. What works for us is how it sidesteps the usual “let’s just slap a local flavour into a dessert” gimmick, instead, it feels like a true collaboration where both brands bring their A-game, creating something that’s both familiar and unexpected. Read more here.  7. UNIQLO and Ya Kun Kaya Toast  UNIQLO and Ya Kun Kaya Toast is a collab that just makes sense, both are daily rituals for many Singaporeans, one for your wardrobe and the other for your stomach. For SG60, the duo dropped a

Global FMCG giant Colgate-Palmolive has rolled out a refreshed corporate identity, putting a more literal spin on its mission to “Make more smiles”, now also its new corporate tagline. The update includes a redesigned logo in a more vibrant shade of blue, with a curved white space between the “c” and “p” intended to resemble a smile. In a statement, the global FMCG giant said the new visual reflects its purpose as a “caring, innovative growth company” focused on creating a healthier future for people, pets and the planet. Don’t miss: Colgate taps K-pop icon IU for star power and sparkle The visual refresh also includes a modernised corporate colour palette, standardised graphic elements, and an updated approach to photography, iconography and digital use. While the new identity pays homage to the company’s legacy, dating back to 1806, it aims to better reflect its current positioning and long-term commitments. The rebrand is now live on Colgate-Palmolive’s US corporate website and global social channels including LinkedIn, Instagram, and TikTok. A phased rollout will follow across internal and external brand touchpoints, including facility signage, packaging, reports and recruitment materials. Colgate-Palmolive’s fresh look was also tied together with its latest “Make more smiles” corporate film, which leads with the opening line: “What’s in a smile? To us, everything that matters in this world”. The brand shared that the new tagline is a call to action for Colgate-Palmolive’s people and staff to advance its purpose of reimagining a healthier future for all through its various brands, the innovative solutions it creates and the communities it serves. Colgate-Palmolive’s portfolio spans oral care, personal care, home care and pet nutrition products across over 200 markets. According to the company, the Colgate brand is “found in more homes than any other,” making the smile motif a strategic play in aligning corporate and consumer-facing brand cues. “For Colgate-Palmolive people, our purpose to reimagine a healthier future for all is our North Star, and our new logo and tagline is an expression of that commitment,” said Noel Wallace, chairman, president and CEO at Colgate-Palmolive. He added, “As a 219-year-old company, we continuously evolve and grow, while staying true to who we are. Our new corporate identity strengthens the connection between our brand, our purpose and our people.” In tandem, Dana Bolden, chief communications officer at Colgate-Palmolive said, “Leading companies communicate with clarity, consistency and confidence. Not just in what they say, but in how they show up. We believe this new brand identity works well in digital formats and will become a recognizable symbol of our purpose to Colgate-Palmolive people and other stakeholders we care about.”  The corporate refresh follows Colgate’s recent collaboration with South Korean singer and actress IU, who fronts a campaign for its “Optic white purple” toothpaste. Running across Singapore, Malaysia, the Philippines, Indonesia and Hong Kong, the campaign features IU endorsing the variant as her personal “beauty hack” and “the secret” to her whiter smile. 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: Colgate-Palmolive promotes Krisha Dy to global director of equity content and experience Maxis hits refresh with new brand promise: “Tomorrow begins today”     Xiaohongshu refreshes brand identity with new campaign  source

As companies grapple with rising volatility, intensified stakeholder scrutiny, and growing operational complexity, corporate affairs has become a critical focus for the C-suite. To meet these evolving demands, FleishmanHillard has announced a refreshed corporate affairs practice leadership structure designed to deliver more connected, insight-driven counsel across the globe. At the helm is Rachel Catanach (pictured left), appointed global managing director, corporate affairs. In this role, she unifies the firm’s advisory offerings across seven core pillars: corporate reputation; financial and M&A; crisis and issues; executive positioning; public affairs and geopolitical strategy; talent and transformation; and responsible business. Catanach will also oversee FleishmanHillard’s Global Executive Advisory network, providing strategic guidance to senior leaders navigating high-stakes issues and transformative change. She continues to lead the agency’s New York and Boston offices. Don’t miss: Omnicom PR Group SG names new SVP and managing director | Marketing-Interactive Supporting this global capability is Yvonne Park (pictured right) who has been appointed managing director, corporate affairs, APAC. Based in Seoul, Park brings two decades of experience in litigation communications, stakeholder engagement, and CEO succession planning. She will drive consistency and innovation across Asia, aligning closely with global capability and sector leads.  Park was previously president of FleishmanHillard Korea. She’s also served the agency for over 23 years, according to her LinkedIn.  Other appointments include Michael Moroney, managing director, corporate affairs, Americas and Hanning Kempe, managing director, corporate affairs, EMEA.  This announcement follows recent market leadership appointments in Singapore, India, Canada, California, and the UK, reflecting FleishmanHillard’s ongoing commitment to investing in regional leaders who provide trusted counsel and measurable global impact. Earlier in January this year, FleishmanHillard appointed Thomas Skelton as regional lead of its research and analytics practice, TRUE Global Intelligence (TGI) in the APAC region. Skelton succeeds Michael Rinaman, who left the agency in 2024 to pursue other opportunities. Based in Singapore, Skelton will oversee the growth and operation of TGI in APAC, driving the agency’s expanding research and analytics capabilities to deliver data-driven insights and solutions for clients across the region. He will report to Joanne Wong, APAC president and senior partner at FleishmanHillard.  In addition, Omnicom PR Group (OPRG) appointed Mei Lee as its senior vice president (SVP) and managing director of its operations in Singapore.  In the role, Lee will oversee the agency’s Singapore presence, focusing on expanding its capabilities and client roster while driving OPRG’s growth in the market. Related articles:  FleishmanHillard names new regional lead of TRUE Global Intelligence in APAC  FleishmanHillard Korea bolsters crisis response capabilities with new partnership FleishmanHillard names new president for Japan Group of companies  source

After more than 15 years shaping Domino’s presence in Malaysia, Singapore and Cambodia, Linda Hassan (pictured) is stepping down, closing a chapter marked by transformative leadership, radical innovation and bold brand-building initiatives. Linda confirmed the matter with MARKETING-INTERACTIVE, as she wrapped up her final day with the company this week. Linda’s career in the quick-service restaurant industry began in 1997, when she joined Burger King Malaysia as deputy director of marketing and procurement. She joined Domino’s Malaysia as senior manager, before rising through the ranks to senior vice president of marketing for Malaysia and Singapore in 2010. She later went on to serve as general manager of marketing for the two markets, before returning to the SVP role, and was appointed group chief marketing officer in 2020. Along the way, Cambodia was added to her remit, cementing her influence across three key Southeast Asian markets.Don’t miss: Domino’s MY drops cryptic ‘keju’ teasers ahead of Mac & Cheesy pizza launch With over 25 years in the international QSR industry, Linda brought deep expertise in brand communication, marketing technology, digital innovation, e-commerce, CRM, product development and customer-centric strategies. She championed the integration of creativity and emerging technologies, ensuring Domino’s stayed ahead of shifting consumer behaviours and industry trends. Linda played a pivotal role in strengthening Domino’s brand presence in Malaysia and was instrumental in launching and establishing the brand in Singapore. She built and led a multidisciplinary team of over 25 creative and digital specialists, fostering a culture that valued both imaginative thinking and data-driven decision-making. Her leadership went beyond marketing, driving digital transformation and setting a benchmark for customer experience in the region’s F&B sector. By championing a forward-looking vision, she ensured the brand remained relevant, resilient and connected to its customers. Linda’s departure marks the end of a remarkable era for Domino’s in the region, but the foundation she laid will continue to shape the brand’s growth and innovation for years to come.  MARKETING-INTERACTIVE has reached out to Domino’s Pizza for further information. Earlier in the year, Domino’s Pizza named Bastiaan de Clercq as its new president and head of marketing, covering Malaysia, Singapore and Cambodia. Prior to joining the brand, de Clercq served over 13 years at FrieslandCampina, taking on various roles. He was most recently the head of digital and media for Dutch Lady Malaysia. According to the Domino’s Pizza Malaysia’s LinkedIn post, Bastiaan de Clercq will lead the brand’s marketing teams, driving strategy, innovation and growth. “Passionate about brand building, digital marketing, and business transformation, de Clercq leverages technology and consumer insights to accelerate growth and innovation. We will warmly welcome de Clercq as he joins the Domino’s family,” it added. When reached out to by MARKETING-INTERACTIVE, a Domino’s spokesperson said “Domino’s is pleased to announce the appointment of Bastiaan De Clercq as President and Head of Marketing for Malaysia, Singapore and Cambodia. In this role, he will spearhead the region’s marketing strategy, innovation, and commercial initiatives, driving brand growth and advancing digital transformation.” 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:Domino’s onboards FrieslandCampina veteran as new president and head of marketing for MY, SG, KHFrom spicy to strategy: Domino’s Linda Hassan on championing brand love in the digital chaosLinda Hassan takes on group CMO title at Domino’s Pizza MY and SG source

Maybank has signed a five-year strategic partnership with Microsoft worth approximately RM1 billion (S$305 million), as it looks to scale its digital transformation and boost AI-powered capabilities across the group. Under the agreement, Maybank will upgrade its collaboration and productivity infrastructure with Microsoft 365, including the rollout of Microsoft 365 Copilot to all 44,000 employees, and adopt Microsoft Azure as one of its core cloud platforms. The move is designed to drive operational agility, improve customer experience, and embed a stronger culture of innovation. Don’t miss: Maybank and TikTok Shop collaborate to empower the digitalisation of ASEAN SMEs Copilot, Microsoft’s AI assistant, will be deployed to help employees automate repetitive tasks and make smarter decisions with real-time data. The group said the AI integration aims to not only increase productivity but also elevate customer service by improving efficiency and turnaround times. On the infrastructure front, migrating key systems and data workloads to Azure will provide Maybank with a scalable and secure foundation. The bank said this would enable faster service rollouts and real-time analytics, while reinforcing its cloud-first strategy. Security will also be a key focus, with the partnership incorporating Microsoft’s suite of cybersecurity solutions to enhance threat detection and data protection across Maybank’s digital ecosystem. The partnership spans Maybank’s operations across ASEAN and beyond. A Centre of Excellence is also being explored, which would see the two companies co-develop AI and cloud innovation projects while nurturing in-house digital talent. The bank positioned the collaboration as a long-term investment in both its workforce and future readiness, reinforcing its commitment to digitalisation and AI adoption across the region. “This strategic partnership with Microsoft is a leap forward in our digital transformation journey beyond our M25+ strategy. It’s not just about technology; it’s about thinking ahead on how we can better serve our customers, improving our ways of working, and accelerating innovations,” said Khairussaleh Ramli, president and group CEO, Maybank. He added, “With the right technology strengthening our core parts of our business, we are building a truly agile, faster, and more competitive environment for sustainable growth and long-term value creation for all our stakeholders and customers.” In tandem, Mayank Wadhwa, president, Microsoft ASEAN said, “Malaysia stands at a pivotal moment in its digital journey, and Maybank is leading by example. By embedding intelligence into the core of financial services, Maybank is transforming how it serves its customers while setting a powerful example for the industry across ASEAN.” “At Microsoft, we are committed to supporting this bold vision, one that humanises innovation, empowers people, and accelerates inclusive economic growth for the region,” he added. The partnership comes on the heels of Maybank’s recent multi-market collaboration with TikTok Shop Malaysia to launch a digitalisation and upskilling program for SMEs across ASEAN. Set to pilot in Malaysia, the initiative includes a webinar, workshop, and accelerator program offering six months of mentorship from TikTok Shop and Maybank. The goal: to help SMEs move beyond brick-and-mortar and scale sustainably in the digital economy. 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:  Microsoft rolls out AI agents to help businesses with everyday tasks    FC Barcelona renews partnership with Maybank Maybank dazzles Singapore sky with tiger coming to life source

As live commerce gains traction in Southeast Asia, DBS is doubling down on its support for small businesses by helping them tap into livestream selling – a format the bank sees as both high-impact and cost-effective for customer engagement. In the lead-up to SG60, DBS rolled out a series of initiatives to build SME capabilities in the social commerce space. In partnership with TikTok and creative media agency Boom Digital Media, the bank ran two social commerce workshops and four livestream training sessions, aimed at equipping startups, heartland merchants and micro-enterprises with the skills to succeed on platforms like TikTok. These initiatives fall under the “DBS enhanced heartland merchant banking package”, which was launched in April this year as part of the bank’s broader commitment to empowering local enterprises. Don’t miss: SG60 campaigns that remind us why this is home, truly To put these newly gained skills into action, DBS launched the “SG60: Transforming businesses for the future” mega livestream, which ran from 1 to 3 August in celebration of Singapore’s 60th birthday. The event spotlighted 60 homegrown brands including five DBS Foundation grantees and saw over 600 products showcased across 60 continuous hours, making it the longest live-selling stream in Southeast Asia to date, said the bank.  According to DBS, 87% of the participating businesses were trying livestream selling for the first time, with 45 clients stepping in front of the camera themselves alongside professional creators. The livestream was hosted across TikTok accounts @DBSBusinessClass and @Live60SG, with content led by popular local streamers such as cherb8ar, funnylittlesheep, and nicolechangmin. To drive awareness and on-ground buzz, DBS also deployed a roving SG60 SME Banking truck across key commercial zones during the three-day campaign. The truck, executed by Hearts & Science Singapore, served as a mobile activation unit encouraging participation from SME owners and working professionals. In addition, the bank debuted its first-ever #DBSLevelUp live talk show on TikTok, which ran over two days and attracted more than 7,000 viewers. The talk show featured DBS staff sharing tips and insights on business banking, further extending the brand’s thought leadership in the SME space. To keep consumer engagement going, DBS also rolled out exclusive card promotions during the livestream period to encourage viewers to shop from participating brands and support local. “DBS is constantly looking for new ways to help our SME clients grow, and live commerce presents a significant opportunity for merchants to reach new customers, at a relatively low-cost. The SG60 mega livestream is an innovative way to empower businesses and to help them better compete in the live commerce space,’ said Sharon Tan, head of SME banking, DBS Singapore.  “Working alongside a client such as DBS, who consistently pushes the boundaries of innovation, is both inspiring and rewarding,” added Rochelle Chhaya, CEO, Hearts & Science Singapore. “This activation is a reflection of the deep trust and shared ambition that defines our partnership, blending insight, creativity, and purpose to drive meaningful impact in the market and beyond,” she stated.  With Singapore hitting its 60th year, many other brands have taken upon themselves to celebrate the milestone with campaigns, initiatives and eye-catching activations.  Most recently, UOB celebrated Singapore’s 60 years with a head-turning marketing spectacle that transformed UOB Plaza 1 into the world’s tallest, brightest and longest projection mapping canvas. The record-breaking showcase sees the 280m tall tower beam out a series of projection shows that celebrates UOB’s legacy and Singapore’s growth story.  Meanwhile, local gelato maker Momolato turned up the heat this National Day with the launch of “SingaPop”, a line of handcrafted gelato popsicles shaped after the city’s most iconic landmarks. The collection aims to fuse heritage, design, and flavour into an edible celebration of Singapore’s rich identity. 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:  Momolato brings iconic SG landmarks to life, one popsicle at a time PropertyGuru honours property agents with SG60 streetwear drop An iPhone 16 for 10¢? Lazada rolls prices back like it’s 1965  source

As Singapore marks its 60th year of independence, SATS is pulling back the curtain on a different kind of national day story, one that takes place not on stage, but behind the scenes. The ground-handling and food services giant has launched a three-part docuseries titled “Before the applause”, which explores the personal motivations that drive SATS employees to step forward and march in the national day parade (NDP). Unfolding across August on SATS’ official social media platforms, the series captures candid interviews with staff from all walks of life from aviation crews and inflight catering teams to operational personnel. During these interviews, the staff reveals how their diverse roles across tarmacs and kitchens come together on the parade ground. The three-part docuseries will roll out across August on SATS’ social media platforms. Don’t miss: 7 SG60 films that stuck to us like kopi on a white tee  In the first episode, Kerry Mok, president and chief executive officer of SATS, shares how the company has evolved from a Singapore-centric organisation into a global player. Meanwhile, chief human capital officer Tan Chee Wei reflects on the overwhelming number of employees who volunteered to march, revealing that an audition had to be held to select “the best of the best.” The first episode also highlighted two married couples who are bonded not just by love, but by decades of service to SATS.  “Our people are the heart of SATS. This series is a tribute to their unwavering service — not just to SATS, but to Singapore,” said Tan in a statement seen by MARKETING-INTERACITVE. “By sharing their stories, we hope to honour the quiet heroes who embody the values we celebrate each national day,” she added.  Interestingly, SATS is not the only organisation to focus on the national day parade for SG60. In July, Singtel released a film titled “Majulah Singapura”, illustrating how much the iconic NDP has changed over six short decades. In doing so, the film also highlights how far Singapore and its people have come.  It also showcased how communications technology has been instrumental in driving that progress. Featuring Singtel group CEO Yuen Kuan Moon, the film brings viewers back in time through archival black and white footage of the parade, including scenes of first President Yusof Ishak and founding Prime Minister Lee Kuan Yew, as well as Singaporeans lining the streets to witness history in the making The film then transitions to the present-day Parade, underscoring the difference in how attendees now mark the event: by recording and livestreaming the celebrations through their mobile devices, enabling them to share the moment with friends, family and others around 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:  Singtel marches down National Day Parade memory lane in SG60 film  SG60 National Day Parade picks creative agency  Is your SG60 brand film a one-hit wonder? source