marketing interactive

HSBC has appointed John McDonald (pictured) as its chief marketing officer, effective 1 October 2025, in a move to unify its brand and marketing functions across its core businesses. The newly created role comes as HSBC sharpens its focus on becoming a “more simple, agile and focused” bank, according to the company. McDonald will oversee marketing, branding and client engagement efforts across international wealth and premier banking, corporate and institutional banking, as well as the Hong Kong and UK businesses. McDonald brings over 25 years of experience in global marketing, having worked with Mastercard, American Express and British Airways. He has also led major accounts at Publicis Groupe and WPP across Asia, Europe and the Americas. Don’t miss: HSBC HK’s Brian Hui steps up as chief customer officer of wealth and personal banking The appointment follows a string of high-profile campaigns and brand investments by the bank. In 2025, HSBC launched its “Originals” global content series in partnership with Bloomberg, Condé Nast and Vox Media, and ramped up visibility at 23 airports as part of a refreshed global airport strategy. The bank also invested in strategic partnerships including the Kai Tak Sports Park in Hong Kong, the HSBC Championships in the UK and the LIV Golf Global Partnership, while continuing to support initiatives in arts and culture. Other brand plays this year include the relaunch of HSBC’s private bank and premier services, the rebranding of its corporate and institutional banking business, and the hosting of wealth summits such as its flagship Global Investment Summit. The bank also marked its 160th anniversary with celebratory activations and digital campaigns aimed at driving engagement. “HSBC’s ambition is to become the most trusted bank globally, putting our customers at the heart of everything we do. We are excited to welcome McDonald whose depth and range of experience will be invaluable – not only as we increase our focus on wealth, but as we accelerate growth, increase market share and build an even more distinctive brand that resonates with current and future clients across our businesses and markets globally,” said Barry O’Byrne, CEO, international wealth and premier banking, HSBC. McDonald’s appointment comes on the back of several creative brand plays by HSBC in recent months. In Hong Kong, HSBC One teamed up with local cocktail bar Kinsman to launch its first-ever “HSBC One trading bar” pop-up, an interactive, experiential concept designed to introduce Gen Z to wealth management in a fun, immersive setting. The initiative forms part of HSBC One’s ongoing “Here for your every first” campaign, which aims to empower younger audiences to embrace new life experiences. The campaign builds on the bank’s earlier “Decoding Gen Z” study, which found that unfamiliarity with investment products was the key barrier preventing Gen Z from taking their first step into investing. Meanwhile, in Malaysia, HSBC released an emotionally driven brand film last year to mark its 140th anniversary in the market. Titled “Legacy lives“, the campaign leaned into cinematic storytelling to explore the enduring power of family, legacy, and ambition. Directed by Nicholas Lam, the film follows the journey of a Malaysian family across three generations — beginning with the father’s humble upbringing and his pursuit of education abroad. 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: HSBC One empowers Gen Z in financial planning with new campaign     HSBC connects with diverse customer segments through Rube Goldberg machineHSBC brings HK districts to life with collaborative mural art projects source

In a first-of-its-kind collab, Singaporean snack icon Old Chang Kee is stepping into the fashion spotlight, from the toes up. Partnering with local sock label Talking Toes, the iconic curry puff brand has licensed its logos and visuals for a limited-edition sock design, the “Old Chang Kee x Talking Toes – Keep calm and curry on” athletic sock. Speaking to MARKETING-INTERACTIVE, Ng Bee Lin, marketing communications manager at Old Chang Kee, said the brand is always looking for creative ways to connect with consumers beyond food. Don’t miss: ‘Heritage must evolve’: Ya Kun’s director of branding on keeping kopitiam culture fresh “With fashion being an important aspect of lifestyle, it offers a great opportunity to bridge food and fashion — two powerful forms of self-expression — in an interesting way,” she said. By translating Old Chang Kee’s iconic elements into wearable designs, the brand hopes to bring its story into “a dynamic lifestyle space” that deepens emotional connection with consumers. The collaboration is also part of Old Chang Kee’s broader SG60 plans, which align with the theme “Building our Singapore together”. Ng said it celebrates both Singapore’s and Old Chang Kee’s shared journeys of growth. “It showcases the progressiveness of our brand, similar to Singapore’s own growth, and we hope it makes Singaporeans proud of a local success story,” Ng added. The socks also tie back to Old Chang Kee’s own after-school snack heritage, with its curry puffs long serving as a familiar and comforting part of local everyday life. Launching as part of Talking Toes’ 2025 “After school hours” collection, the sock nods to childhood memories of sharing snacks and slurping ice pops under HDB blocks. The collection itself celebrates Singapore’s golden days and features eight sock designs, two t-shirts, and a cap, including four exclusive collaborations with heritage brands. According to Lucas Saw, founder and CEO of Talking Toes, Old Chang Kee was the ideal partner because of its “instantly recognisable curry puffs and strong emotional resonance with Singaporeans”. The collaboration also aligns with Talking Toes’ purpose-driven mission, with 10% of gross profits from the Keep Calm and Curry On socks going to the Samaritans of Singapore. Saw told MARKETING-INTERACTIVE that the design incorporates Old Chang Kee’s black-and-yellow colour palette, vintage Chinese characters, and the distinctive curry puff silhouette to create a playful yet heritage-driven look. The aim, he added, was to blend nostalgia with modern appeal in a way that feels fresh but still familiar. The socks will be available from 1 August online and at a pop-up at Design Orchard until 24 August. The pop-up will feature weekend activities including a DIY acrylic keychain station, a sock embroidery booth, and a claw machine challenge where a S$20 spend offers the chance to win Old Chang Kee vouchers. Saw said the collaboration would resonate with those who view socks as a form of self-expression and who connect with shared experiences of growing up in Singapore. The release is a limited-edition run, with Old Chang Kee hinting at more lifestyle collaborations. Some of the local brand’s past partnership included Giordano, which featured T-shirts, caps, tote bags, and umbrellas reimagining Old Chang Kee’s iconic food imagery. Old Chang Kee isn’t the only brand stepping into fashion this SG60. Mamee Monster’s “Mamee & Me: Our SG60 story” campaign blends nostalgia with local cool through new packaging and collaborations with streetwear label Musoka Club and Smashed. Musoka Club’s T-shirt designs tap sensory memory and playful local references, with prices starting at S$59. Meanwhile, adidas marks Singapore’s 60th birthday with a hyperlocal collaboration with MILO. Launched under “Fuelling goodness”, the limited-edition collection includes t-shirts, pins, charms, and a special sachet kit, designed to celebrate both MILO’s 75th anniversary here and everyday Singaporean moments. 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: Interview: adidas wants to do more than just rep Singapore, it wants to run with it     Gen Z perspectives: GYG goes local and our favourite SG60 campaigns     Is your SG60 brand film a one-hit wonder? source

Solo travel is no longer a niche. With one in three APAC travellers planning a solo trip in the next 12 months, the trend has become a full-blown movement. Whether driven by a desire for self-discovery, a break from routine, or the simple freedom to go at one’s own pace, solo travellers are reshaping how brands think about engagement, content, and conversion. Scoot and YouGov’s latest study, “Unpacking the solo travel trend,” explores the mindset of solo travellers across six APAC markets — Singapore, Malaysia, Indonesia, Philippines, Thailand, and Australia — and what it means for marketers eyeing this growing segment. The study found that solo travel skews younger, with 45% of respondents aged 18 to 34. Women make up a higher share of solo travellers at 56%, compared to 44% for men. In Singapore, the trend is particularly strong among Millennials, who are turning to solo travel for flexibility, emotional reset, and the opportunity to prioritise mental wellbeing. Don’t miss: Report: 95% of APAC travellers eager for AI The top reasons for going solo include the freedom to explore without compromise (50%), personal growth (38%), and the need to escape daily life (35%). One in five travellers also said they travelled solo because they had no one to go with, suggesting an untapped opportunity for community-based travel experiences or group-style solo packages. Digital channels drive solo travel planning Digital platforms are central to the solo travel journey. For accommodation, travellers turn first to online travel agency websites, followed by hotel sites and reviews. Most flights are booked directly through airline websites or apps, while OTAs and social platforms play supporting roles. Social media plays a key role in food and activity discovery. Travellers often consult TikTok and Instagram to plan where to eat and what to do. Family recommendations and online reviews also heavily influence decision-making, underscoring the need for brands to maintain consistent and trusted digital footprints. The study notes that solo travellers prioritise flexibility, peace of mind, and convenience. Offerings such as all-in-one insurance, rebooking flexibility, and integrated travel bundles help reduce planning friction. For travel marketers, this means going beyond awareness-building to remove practical barriers at each touchpoint. Presence across channels is no longer optional. From OTA listings and hotel partners to influencer content and review platforms, brands need to be present where consumers already are. The solo travel journey is omnichannel and non-linear. Brands that show up with clarity, utility, and relevance are more likely to drive action. With solo travel on the rise, brands that recognise the solo traveller as a distinct and valuable audience, rather than a secondary segment, will be better placed to capture loyalty, spend, and share of mind. “While the findings do not represent the end to group and family travel, the way we travel expresses our individuality and allows for self-discovery. Scoot’s white paper sheds light on the behaviour, motivations, preferences and expectations of an emerging segment of travellers today,” said Agatha Yap, director of marketing, communications and loyalty, Scoot. “With an extensive network especially in the Asia-Pacific, Scoot is excited to be able to play a role in enabling access to some of the most sought-after and yet-to-be discovered destinations, empowering more travellers, whether solo or group, to explore the world with greater confidence and enthusiasm,” she added. Adding further context to the evolving travel landscape, Booking.com’s 2025” Global AI sentiment report”, unveiled at its Trust Summit in Singapore, highlighted the growing enthusiasm for AI among APAC travellers. The report, based on insights from over 37,000 consumers globally, found that 95% of APAC travellers are excited about AI’s expanding role in travel, with 82% already familiar with the technology and 93% planning to use AI tools in their future trip planning. The report also points to a shift in trust, with travellers increasingly valuing AI assistants over traditional influencers or peer recommendations. Moreover, there is a strong interest in AI-driven solutions that support responsible travel such as avoiding crowded tourist spots and encouraging experiences that benefit local communities. This growing integration of AI complements broader travel trends focused on personalisation, convenience, and meaningful experiences, and signals new opportunities for travel brands to engage the tech-savvy solo traveller segment.  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:  Muslim travel index shifts: Malaysia reclaims crown as Indonesia slips  Study: 90% of APAC luxury travellers book with wellness in mind  Malaysia Airlines invites travellers to indulge in ‘Time for premium escapades’ source

Revolut is taking pole position in the world of motorsport, becoming the title partner of the future Audi F1 Team from the 2026 FIA Formula One Championship season. The landmark agreement brings together two innovation-driven brands with ambitions to disrupt their respective industries. According to both parties, the partnership aims to reinvent how fans experience the sport, offering new digital touchpoints, exclusive perks for Revolut customers, and premium retail experiences during race weekends. Don’t miss: What Barilla’s Formula 1 move means for sports advertising beyond the Super Bowl  From 2026, Revolut’s digital payments infrastructure will power various aspects of the team’s operations, including seamless checkout for merchandise and Revolut Business solutions embedded into the team’s financial backend. Jonathan Wheatley, team principal of the future Audi F1 Team, said the partnership is more than a brand fit. “It is a strategic alliance engineered to challenge conventions in motorsport. From 2026, Revolut’s digital-first solutions will power key areas of our operations while also redefining how fans and communities engage with our team – delivering a seamless and engaging experience on and off the track,” said Wheatley.  In tandem, Gernot Döllner, CEO of Audi AG and chairman of the board of Sauber Motorsport AG, added that the partnership aligns with Audi’s long-term F1 ambitions. “We firmly believe in the success of our project, which we are approaching with a realistic attitude and a mindset of continuous improvement. In Revolut, we have found a partner that shares our ambitions and attitude,” said Döllner. “This is a monumental partnership for Revolut and the future Audi F1 Team,” added Nik Storonsky, CEO of Revolut. “We’re accelerating towards 100 million customers, and we’ll be bringing them into Formula 1 with unforgettable experiences at a pivotal time for the sport. With a shared outlook, global ambition and relentless drive for progress, this partnership will define what’s possible in Formula 1.”  The move comes as Revolut scales rapidly, positioning itself as Europe’s most valuable private tech company. It currently boasts over 60 million customers, with plans to hit the 100 million mark soon. This announcement adds to a busy year of high-profile partnerships in Formula 1, underscoring the sport’s surging commercial appeal. Earlier in 2025, PepsiCo signed a multi-year global deal bringing three flagship brands — Sting Energy, Gatorade, and Doritos — into the fast lane of F1 marketing. Meanwhile, Formula 1 has also teamed up with Disney, launching a multi-market campaign centered on Mickey Mouse and friends starting in 2026. This collaboration aims to create fresh fan experiences, content, and merchandise that fuse F1’s global reach with Disney’s iconic characters, targeting younger audiences worldwide. With around 820 million fans and 1.6 billion TV viewers expected in 2024, Formula 1 is accelerating its position as one of the world’s most popular and commercially vibrant sports series.  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:  Audi SG names new MD to spearhead direct-to-consumer business model  Marriott Bonvoy hits the fast lane with F1’s Mercedes team in star-studded travel series  LEGO brings 1:1 Ferrari F1 replica to HK streets source

LEGOLAND Malaysia is tapping into Singapore’s 60th birthday celebrations with the launch of its reimagined “Miniland Singapore”, a brick-built love letter to the lion city designed to blend nostalgia, national pride and interactive brand storytelling. First introduced in 2012, the attraction has been rebuilt into a more vibrant and interactive experience, featuring more than 1.5 million LEGO bricks and taking over 16,000 hours to complete. Spanning 240 square metres, the refreshed “Miniland” showcases 16 large models, 10 boats, 80 vehicles and over 100 intricate scenes, brought to life by 1,600 “Minilanders”, miniature LEGO figures with distinct personalities. According to a statement, the attraction now blends intricate craftsmanship with light, sound and motion, inviting guests to explore misting waterfalls, moving vehicles, interactive games and immersive soundscapes. Don’t miss: LEGOLAND Malaysia Resort names new PR agency for MY and SG New builds include a four-metre-tall Marina Bay Sands model, a 3.4-metre rotating Singapore Flyer complete with festive scenes, a Merlion fountain that shoots water at the push of a button, and a miniature Cloud Forest and Flower Dome with cascading waterfalls, mist effects and lush greenery. Visitors can also take part in the “One-table-left race,” an interactive game that lets them control two LEGO families racing through a food festival to secure the last table, a playful nod to Singapore’s dining culture. The refreshed attraction also features realistic interior cutaways, cultural displays, moving vehicles and hidden LEGO surprises designed to appeal to both LEGO fans and first-time visitors. To mark SG60, LEGOLAND Malaysia is offering Singapore residents SG$60 off when purchasing three or more triple park annual passes, which grant unlimited access to “Miniland Singapore”, the “Brickfest big build”, seasonal events such as “Brick-or-treat monster party” and “Bricktacular holidays”, and upcoming new attractions. “The refreshed ‘Miniland Singapore’ is a love letter to one of Southeast Asia’s most iconic countries. With every build, we’ve captured the energy, diversity and charm of the lion city, all while giving families more ways to interact, explore and be inspired,” said Cs Lim, vice president of LEGOLAND Malaysia Resort. LEGOLAND Malaysia isn’t the only brand making a large-scale statement for SG60. In June, UOB celebrated its 90th birthday and Singapore’s 60th year of independence with a marketing spectacle that transformed UOB Plaza 1 into the world’s tallest, brightest and longest projection mapping canvas. The record-breaking showcase, which runs nightly until 9 August, beams a series of projection shows across the 280-metre tower, celebrating UOB’s legacy and Singapore’s growth story through a mix of technology, culture and community. Meanwhile, Sentosa Development Corporation and Mount Faber Leisure Group have partnered to launch “Peranakan reimagined,” a cultural showcase that blends tradition with contemporary storytelling across Sentosa. Running from 23 May to 31 August 2025, the event marks SG60 and the 10th anniversary of the Singapore Cable Car – Sentosa Line. 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: Is your SG60 brand film a one-hit wonder?   SG60 campaign launches celebrating Singapore’s nation-building journey Gen Z perspectives: GYG goes local and our favourite SG60 campaigns source

Singapore-born agency Mutant Communications (Mutant) has announced a pair of senior leadership moves as it continues to scale regionally, promoting Archana Menon (pictured left) to oversee both its Singapore and Malaysia operations, while appointing Allen Looi (pictured right) as regional head of social across all markets. Archana, who first joined the independent agency in 2021 as country manager for Malaysia, now takes on an expanded remit across Mutant’s two most established markets. Under her leadership, the Malaysia business saw 26% revenue growth in 2024, driven by new wins and regional mandates for brands such as Marriott, LEGOLAND Malaysia, and PepsiCo. Don’t miss: LEGOLAND Malaysia Resort names new PR agency for Malaysia and Singapore Her new role will see her focusing on team culture, business growth, and deepening the agency’s integrated communications offering across both markets. “Mutant has always been a place that values people, bold thinking, and real impact, and I’m incredibly proud to grow alongside the business,” said Archana. “Both markets have strong foundations, ambitious teams, and amazing clients, and I look forward to driving even greater integration, creativity and growth across the region.” Meanwhile, Mutant is doubling down on social and content with the hire of Allen Looi as its new regional head of social. A familiar name in the industry, Looi has previously led social efforts at IPG Mediabrands, Coca-Cola and most recently Naga DDB Tribal, where he oversaw campaigns for brands such as KFC Malaysia, Prudential and Resorts World Genting as head of social. He was with the creative agency for two years. At Mutant, Looi will oversee all things social across the agency’s five active markets—Singapore, Malaysia, Indonesia, Thailand and the Philippines—with Vietnam expected to join the fold next year. His mandate includes content creation, social strategy, integrated work across PR, brand and digital, as well as new business and mentorship of the agency’s growing social team. “Mutant’s dynamic team is constantly pushing the boundaries of branded content, balancing storytelling with commercial success,” said Looi. “I’m excited to continue to build on what’s been achieved and help brands create content flagships that anchor bigger campaigns, with social at the heart, not just as an amplification channel.” Joseph Barratt, CEO of Mutant, said the dual leadership appointments reflect the agency’s growth trajectory and focus on deeper integration. “Archana has been instrumental in shaping our Malaysia business into a high-performing, people-first team that delivers both creative excellence and commercial results. Her expanded role reflects not just her own growth, but also the momentum we’re seeing across the region,” he said. “At the same time, bringing Allen on board as our new head of social marks an exciting next chapter as we double down on integrated, content-led campaigns,” Barratt added.  Recently, Mutant was appointed by LEGOLAND Malaysia Resort (LEGOLAND) as its public relations agency for Malaysia and Singapore, following a competitive pitch process involving over 30 agencies, which concluded in May this year. Mutant has been tasked to support campaign ideation, media relations, and regional publicity across both markets, tapping into its media and influencer networks to drive awareness and brand love through a cohesive cross-market communications strategy. Earlier in June, Mutant officially entered the Philippine market, its fifth Southeast Asian outpost, backed by Dev Atinaja and Luckie Masbad as its co-directors. The duo draws on solid experience within the local industry, tasked with embedding Mutant’s ethos into a market where traditional PR is being rapidly disrupted by influencer economics and shifting media behaviours. Related articles:Mutant debuts in Manila with Dev Atinaja and Luckie Masbad leading pushLEGOLAND Malaysia Resort names new PR agency for Malaysia and SingaporeF&N Magnolia taps desk drops and digital buzz for Minion collaboration source

In a year marked by reflections on identity, heritage and home, Carlsberg Singapore is betting big on the emotional power of nostalgia. Its latest brand platform, “Retro reimagined”, sets the tone for 2025 with a bold creative direction that reframes old-school Singapore as not as a thing of the past, but as a shared cultural bridge for the present. Launched as a year-long storytelling journey to celebrate SG60, “Retro reimagined” is Carlsberg’s answer to the growing cultural appetite for all things retro. According to the brand, the strategy is rooted in the insight that old-school Singapore such as the kopitiams, void decks, minimarts, carries deep emotional resonance across generations. “With the growing trend of embracing retro culture, Millennials and Gen Z are increasingly drawn to experiences that blend the familiarity of the past with the innovation of the present,” said Fang Qing Yao, marketing director, Carlsberg Singapore. “By reimagining the past, Carlsberg creates a shared cultural space that celebrates heritage while looking ahead,” he added.  Don’t miss: Nostalgia is not enough: How brands can get the rising trend right The platform’s flagship activation came to life at GastroBeats in June with ‘Jalan Carlsberg’, an immersive throwback precinct that brought nostalgic Singapore icons to life. Visitors were invited to step into a reimagined heartland street, complete with a retro minimart, photo-worthy trishaws, giant drink crates, and an oversized 4-metre-high plastic chair. All of which serve as a playful nod to the classic kopitiam aesthetic. Designed as both a sensory and social experience, ‘Jalan Carlsberg’ was also loaded with interactive mechanics. Festival-goers could take part in a “Cheers to retro” lucky draw, unlock exclusive Carlsberg merchandise, and enjoy limited-edition brews at themed drink stations, all while engaging with curated KOL content across social platforms. The nostalgic setup also doubled as a storytelling vehicle that connects drinkers through familiar visuals, sounds and rituals from Singapore’s formative years. However, for Carlsberg, the goal wasn’t just to stage aesthetic throwbacks, it’s about embedding the brand within a deeper cultural narrative. “In Singapore, old-school culture brings to mind a formative era marked by community spirit, slow living, and everyday icons. For Carlsberg, it is a time of strong brand presence and cultural connection,” Fang explained, adding that: Today, this throwback remains relevant not just for its nostalgic value, but for how it inspires a renewed appreciation of authenticity and local identity. That intergenerational connection is what the brand hopes will give “Retro reimagined” long-term traction, not only among older audiences who recall the era firsthand, but also with younger consumers who may be encountering its charm for the first time. For this campaign, Fang said that nostalgia acts as a ‘cultural bridge’. For older audiences, it taps into emotional recall. For younger drinkers, it offers curated experiences that feel both authentic and novel. Authenticity was non-negotiable in Carlsberg’s execution, something it ensured through genuine local cues, tactile experiences, and story-driven content. Anchoring the campaign is a hero video that captures everyday Singapore rituals reimagined with a modern twist, complemented by KOL collaborations with creators such as Ian Thio, Byul & Aden, and Ferlyn G. Each piece, Fang said, was designed to invite audiences to reconnect emotionally through shared memories whether lived or imagined. “The nostalgic direction supports Carlsberg’s positioning as a timeless classic that evolves with the times while staying rooted in heritage,” Fang said. “Ultimately, it serves a broader strategic goal: to strengthen brand warmth and build multi-generational appeal,” he added. 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:Carlsberg pays tribute to Liverpool FC The Reds with branded sailboat Carlsberg turns cab shifts into match-day magic in surprise fan stunt Carlsberg celebrates local traditions with ‘mesmeRICEsing’ cans  source

PropertyGuru is marking Singapore’s 60th birthday with a limited-edition reversible jacket designed in collaboration with Singaporean streetwear designer Mark Ong, better known as Mr. Sabotage. The “Threads of a nation” jacket pays tribute to property agents, highlighting their role in helping Singaporeans find comfort, belonging, and a sense of home. The launch aligns with SG60’s national theme, “Building our Singapore together”. Inspired by the classic souvenir jacket, the design reflects the duality of modern Singapore and the demands of a property agent’s work. One side features a grey pinstripe pattern symbolising professionalism, discipline, and quiet dedication. Don’t miss: PropNex steps into street style with fresh merch for realtors  The reverse is a bold red canvas celebrating individuality and culture, with embroidery of a heartland community cat stepping out from the louvre windows of a Peranakan shophouse, the Vanda Miss Joaquim flower, and the phrase “orchid city.” Only 150 jackets have been produced, with the majority set aside for standout property agents. Ten will be available to the public through special activations across Singapore, with updates shared on the property marketplace’s Instagram. “This collaboration reflects how PropertyGuru sees Singapore, built not just on physical foundations but on stories. While this jacket was inspired by property agents, it speaks to something many Singaporeans understand,” said Sivaram Parameswaran, marketing director at PropertyGuru Singapore.  He added, “There is a constant duality, balancing who we are with what we do, contributing to something larger while staying true to ourselves. This piece honours that spirit and reflects the Singapore that PropertyGuru is proud to call home.” In tandem, Ong said, “Creating this piece was personal. PropertyGuru and I both started here in Singapore. Collaborating on something that honours the people who help shape this country, especially those who do it quietly, like property agents, felt meaningful. This jacket is for the agents who inspired it, and for every Singaporean who puts heart into building something greater than themselves.” PropertyGuru joins a growing list of brands upping their fashion game for SG60. adidas Singapore is championing local pride with six new designs in its “Rep your hood” collection, spotlighting Bukit Timah, Chinatown, East Coast, Jalan Besar, Kampong Glam and Little India. Meanwhile, UNIQLO has partnered with heritage breakfast brand Ya Kun Kaya Toast for a limited-edition UTme! T-shirt collection. The line features six exclusive designs celebrating Ya Kun Kaya Toast’s 80-year legacy and Singapore’s kopi and teh culture, from heritage scenes inspired by its original Far East Square store to coffee shop lingo that riffs on the brand’s “Order coffee like a pro” concept. 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: PropertyGuru champions inclusive living in new heartfelt brand film       Muppets out, Rosemah in: PropertyGuru schools Malaysians on homebuying    PropertyGuru names new CEO as Hari V. Krishnan steps down   source

95% of APAC travellers are excited about AI’s role in travel, according to Booking.com’s inaugural “Global AI sentiment report”, launched at its Trust Summit 2025 in Singapore. Based on insights from over 37,000 consumers across 33 markets, the study explores how people are using, trusting, and responding to AI in everyday life, and increasingly, in travel. The findings revealed that APAC consumers are not only familiar with AI (82%) but eager to integrate it into their future travel experiences, with 93% indicating they plan to use it in trip planning. While enthusiasm is high across APAC, the report also identified nuanced sentiments towards AI. About 41% of respondents in the region identify as “AI Enthusiasts”, those curious about AI’s potential, while only 15% are “AI advocates”, people who support its benefits and responsible use. Don’t miss: Study: 90% of APAC luxury travellers book with wellness in mind Meanwhile, 8% said they were cautious about AI’s development, and 6% were classified as “AI skeptics”. Notably, 16% of respondents identified as “AI detractors”, suggesting that hesitancy around AI adoption remains present. Globally, regional sentiment varied. Latin America leads in AI excitement (98%) and familiarity (89%), while APAC follows closely behind. In contrast, consumers in North America and Europe were more cautious, with higher levels of distrust in AI-generated content (32% and 29% respectively). Despite widespread usage, 98% of global respondents reported using AI-powered search tools, and 83% said they had engaged with generative AI, trust remains limited. Only 8% said they fully trust AI, and just 16% are comfortable with AI making decisions on their behalf. Most users still prefer AI as a supportive tool rather than an autonomous one. Travel emerged as a key area of AI integration. Globally, 75% of travellers have already used AI in planning or while on a trip, with APAC respondents especially open to autonomous trip planning (67%). AI is most commonly used for destination research, language translation, and navigating transport systems. Booking.com also noted growing trust in AI assistants, particularly over influencers or peer recommendations, and increasing demand for AI to support more responsible travel. Respondents said they were interested to see AI tools help avoid crowded tourist spots and promote experiences that benefit local communities. “Generative AI represents one of the most significant technological shifts of our era, opening up new possibilities across industries, including travel. At Booking.com, we’ve been at the forefront of AI innovation for a decade, integrating machine learning and AI to enhance the customer journey at every touchpoint, simplify complexity, inspire curiosity and empower people to shape journeys that feel truly personal,” said Laura Houldsworth, managing director for APAC at Booking.com. She added, “As travellers across APAC look for deeper meaning and connection in every trip, whilst planning their travels with ease, AI is helping to unlock more intuitive and imaginative travel experiences than ever before.” The findings come as more travel brands in the region begin doubling down on AI investments to meet rising consumer expectations. Most recently, Singapore Airlines (SIA) has partnered with OpenAI to roll out advanced generative AI tools across its business, the first such collaboration between the ChatGPT-maker and a major airline. The tie-up will see OpenAI’s multimodal capabilities, including text, audio, video, and image interpretation, integrated into SIA’s customer-facing platforms and internal operations. First on the runway: an overhaul of its AI-powered virtual assistant, which will soon offer smarter, more personalised travel planning and destination discovery tools. 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: Study: 81% of APAC shoppers want AI-powered shopping tools     Study: 63% of APAC AI shoppers say the tech sparks better ideas    Study: 73% of SEA shoppers say yes to AI but still want human support source

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes. This week, we unpacked Astronomer’s bold bet on Gwyneth Paltrow post-Coldplay kiss cam chaos, and devoured TikTok’s SG-themed food collabs for SG60 (spoiler: we’re still craving more). Don’t wait to get served, the snack’s right here. Don’t miss: Gen Z perspectives: Our favourite Coldplay kiss cam trendjack & more 1. Is Astronomer’s ‘high-risk’ strategy with Gwyneth Paltrow a PR win? Over the weekend, Astronomer went viral (again), but this time, for a very different reason. In one of the most unexpected pivots in crisis communications this year, the brand tapped actress Gwyneth Paltrow as its temporary spokesperson, debuting her in a video where she deadpans her way through awkward questions about what the company actually does. By leaning into pop culture and casting Paltrow as its spokesperson, Astronomer crafted a response that is funny, meta, and self-aware, industry professionals say the move is a masterclass in flipping virality into a compelling brand narrative. Read more here.  2. Laksa donuts? TikTok bites into SG’s food scene with creator collabs TikTok is putting local flavours and homegrown creators at the heart of its biggest Singapore push yet, rolling out a year-long campaign blending food, digital storytelling and community-led commerce this SG60. Anchored on three pillars, culture, community, and commerce, the campaign aims to showcase how TikTok has become a platform for local storytelling and economic empowerment in the city-state. Read more here.  Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles: ‘Heritage must evolve’: Ya Kun’s director of branding on keeping kopitiam culture fresh     Shangri-La Singapore names new director of marketing     How Rapid KL and Mechamato gamified the commute for the next gen source