marketing interactive

American rapper Kendrick Lamar and longtime collaborator Dave Free have officially launched Project3 Agency, a global creative agency born out of their media company, pgLang. The new venture marks an evolution of pgLang’s original mission, one that has blurred lines between music, film, and brand storytelling since its founding in 2020. Positioned as a full-service agency, Project3 offers creative direction, brand design, strategy, content creation, event planning, and production services. Don’t miss: Harry Styles’ Pleasing beauty brand enters sexual wellness, sells out in minutes According to its website, the agency is built on the “Program Language” operating system and serves as the first company under the broader Project3 initiative, which aims to expand creative resources for both corporate and independent businesses. The launch was teased via pgLang’s Instagram page with a cryptic caption that said “That’s not this generation’s type of fish”, alongside a link to a minimalist landing page housing only a single video. While details remain intentionally scarce, the move signals a deepening of Lamar and Free’s ambitions to shape culture through narrative-led, format-defying work, not just for themselves, but for clients and collaborators alike. The pair’s previous creative projects under pgLang include music videos, brand collaborations, and campaigns with the likes of Calvin Klein and Converse, all underscored by a strong visual identity and cultural pulse. Lamar isn’t the only artist stepping into the agency space. Earlier, musician Brent Faiyaz unveiled ISO Supremacy, a creative venture launched with UnitedMasters that blends label operations with agency-style services. Positioned at the intersection of music, storytelling, and cultural branding, the platform aims to give both artists and brands greater creative autonomy. In a similar move, Oakley recently named rapper Travis Scott as its first-ever chief visionary, tapping into the cultural capital of his Cactus Jack creative team to lead brand campaigns, reinterpret iconic product lines, and shape future eyewear and apparel drops. 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: Sydney Water’s quick thinking turns Drake’s viral video into a marketing winFamilyMart names fashion designer Tomoaki Nagao as creative director Local sentiments against Drake plummet after Malaysia Airlines diss in new track   source

To mark World Lung Cancer Day, Johnson & Johnson (J&J) has launched “The 3rd opinion” across Asia Pacific. A campaign that aims to empower patients to play a more active role in their treatment journey, especially for non-small cell lung cancer (NSCLC). Coined by Johnson & Johnson, “The 3rd opinion” refers to the patient’s own perspective in addition to the physician’s recommendation and a second opinion. The initiative is designed to spark a shift in how treatment decisions are made, encouraging shared decision-making between patients and healthcare professionals in a region that continues to bear the brunt of lung cancer cases globally. Don’t miss: Sun Life amplifies dragon boat celebration with immersive campaign Central to the campaign is a three and a half minute brand film, which kicks off with the question “When do you share opinion?” posed to interviewees across various different countries. When it comes to food, travel plans, and everday things, they had no qualms in sharing their opinions, but when it comes to health, many remain silent.  The film then leads to a doctor who shares how patient opinions and voices are important in finding the most suitable treatment for lung cancer patients. The video also highlighted that 61% of patients don’t share their treatment preferences with their doctor. This all boils down to the tagline of the campaign, which is a call for patients to “Make the 3rd opinion your own”, after receiving the first and second opinions from doctors and other sources of advice. J&J said in a release, that despite 69% of physicians in Asia Pacific saying they encourage shared decision-making, new research published in Future Oncology shows that up to 77% of patients still rely entirely on their doctors to decide their treatment paths. Cultural stigma, deference to authority and a lack of disease understanding are cited as major barriers. “Being diagnosed with lung cancer is overwhelming. Patients may not always feel equipped to voice their goals and concerns,” said Anthony Elgamal, vice president of oncology at Johnson & Johnson Innovative Medicine Asia Pacific. “By introducing ‘The 3rd Opinion’, we’re creating a new mindset that validates and elevates the patient’s voice,” he added.  According to J&J’s statement, Asia accounts for 63% of the world’s lung cancer cases. Among these, NSCLC makes up 85%, with Asians disproportionately affected by specific mutations such as EGFR. Up to 40% of NSCLC patients in Asia are diagnosed with EGFR mutations, compared to 10–15% in Western populations. These mutations often lead to poor survival rates, especially when patients are diagnosed at later stages and miss out on further treatment options. Prof James Chih-Hsin Yang, director of National Taiwan University Cancer Center, said that treatment decisions must consider both clinical factors and personal values. “With complex treatment pathways today, we need a more holistic and individualised approach. When patients are involved, we can strike a better balance between survival, quality of life and side effects,” he added. To support the movement, J&J is also rolling out educational resources across the region, including a “Lung Cancer Book of Answers” in China, shared decision-making tools, and a patient empowerment video. These tools are designed to help patients better understand their options and articulate their treatment goals. The campaign underscores Johnson & Johnson’s broader push to normalise shared decision-making in oncology, ensuring that both the physician’s expertise and patient’s preferences come together to shape a personalised treatment strategy. Historically, J&J has operated under three major segments, namely consumer health, pharmaceuticals and medical devices. In 2022, J&J announced that it would be spinning off its consumer health division into a separate publicly traded company called Kenvue. J&J has faced extensive litigation over its talc-based baby powder, with claims linking it to cancer, significantly impacting the brand’s public image. Today, as a pure-play healthcare and pharma company, Johnson & Johnson is entirely focused on healthcare innovation especially in oncology, immunology, as well as surgical and interventional solutions. 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: 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

Integrated communications agency APRW has added three new clients to its roster, marking fresh wins across the community, creative, and talent development sectors. The agency has been appointed by Our Tampines Hub (OTH) as its public relations agency on retainer. APRW will lead corporate and public communications for OTH, including media relations, targeted outreach and integrated comms support to strengthen its brand presence and community engagement. “OTH is more than just a physical space—it is a symbol of community spirit and inclusivity. We look forward to supporting their vision through impactful storytelling and purposeful engagement,” said Julie Chiang, director at APRW. Don’t miss: APRW expands portfolio with new clients  In the creative space, APRW has been engaged by SOZO for AFA Creators Super Fest Singapore 2025. Happening from 2 to 3 August 2025 at Suntec Singapore, the event is expected to bring together over 300 creators, cosplayers and crafters, with APRW helming publicity efforts for the two-day celebration. The agency has also partnered with the Singapore Chamber of Commerce Indonesia (SingCham) for the inaugural SingCham Uplifting Scholarship. APRW is playing a dual role, offering financial support and internship opportunities as a corporate partner, while also serving as its pro bono communications agency. Launched in April 2025, the scholarship supports undergraduates from the Greater Jakarta region with financial aid, mentorship and cross-border opportunities. Eight students were awarded at the inaugural SingCham Uplifting Summit in July. “Supporting the SingCham Uplifting Scholarship reflects our values as a purpose-driven agency and our commitment to nurturing the next generation of communication professionals both in Singapore and Indonesia,” said Anu Gupta, director at APRW. APRW’s recent wins span both consumer and public sector clients, reinforcing its reputation as a trusted communications partner. Its appointment by the Ministry of Social and Family Development (MSF) highlights its growing role in public education and advocacy. The agency supports MSF’s rehabilitation and protection efforts by driving awareness around domestic violence, elder abuse, and child protection, while amplifying national support channels such as the anti-violence helpline and the hand signal for child abuse. On the corporate front, APRW is working with renewable energy firm Concord New Energy Group (CNE) to lead its public relations efforts from Singapore. With operations in more than 20 countries across four continents, CNE aims to be a recognised global leader in sustainable energy. APRW’s mandate is to help elevate the brand’s visibility and global positioning as it continues to scale its impact from its Singapore headquarters. 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:  Women who lead: APRW’s Anu Gupta reflects on her career break and professional journey   National Library Board seeks PR agency  Ministry of Social and Family Development seeks PR agency for ECDA  source

Colgate has partnered with South Korean singer and actress IU to promote its “optic white purple” toothpaste, tapping into the global reach and influence of the K-pop star. The campaign, which spans Singapore, Malaysia, the Philippines, Indonesia, and Hong Kong, features a series of social media posts with IU endorsing the product. In the videos, she describes the purple variant as her personal “beauty hack” and “the secret” to her whiter smile. Don’t miss: Colgate-Palmolive promotes Krisha Dy to global director of equity content and experience The brand also teased the launch of a limited-edition kit. Based on Colgate Philippine’s social posts, the merch will be available soon, and will include a special-edition tote bag, photocards, posters, notepads and more. The teaser has already sparked speculation and buzz among fans, with several online users expressing interest in the collaboration. In the days leading up to the reveal, Colgate dropped a short teaser hinting that “the queen of K-pop” was about to unveil her secret beauty hack for a radiant smile. The cryptic post sparked speculation online, with many fans correctly guessing that IU was the face behind the campaign. Colgate’s move reflects a broader trend of brands leveraging K-pop star power to connect with younger consumers and tap into the emotional pull of fandom culture. Elsewhere in the region, Indonesian beauty brand Barenbliss has named rising K-pop girl group Hearts2Hearts as its new brand ambassadors. Officially launched via the brand’s Instagram campaign “We’re connected!”, the collaboration is aimed at capturing the attention of Gen Z and Millennial beauty fans in a crowded market. Meanwhile, Snickers is turning up the cultural heat with its new oats dark chocolate variant, unveiled at a #SNICKERSOnTheGo pop-up event in Kuala Lumpur. The campaign was fronted by Snickers Asia brand ambassador Mingyu, a member of K-pop group SEVENTEEN. Across the border, Singapore Tourism Board is leaning into K-pop’s global appeal with BTS member Jin’s music video for Don’t Say You Love Me. Filmed entirely in Singapore and released under his second solo album Echo, the video blends music with scenes from iconic attractions such as Gardens by the Bay, the National Gallery, and Anderson Bridge, alongside local favourites such as Keng Eng Kee Seafood and Goldhill Plaza. 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: Coca-Cola teams up NewJeans to refresh denim in pop-up laundromat experience   McDonald’s HK unveils exclusive collab with K-pop girl group BABYMONSTER   Indomilk taps K-Pop group SEVENTEEN to promote new Korean milk series    source

PUMA has appointed Gabriel Yap (pictured) as its new senior director of marketing for Southeast Asia (SEA). Yap, who most recently served as regional senior marketing director at ASICS, revealed his departure on LinkedIn, marking the end of a seven-year stint with the brand. In his new role at PUMA, Yap is tasked with leading and driving the strategic development, execution, and performance of the brand’s marketing initiatives across SEA. His focus will be on ensuring consistent brand positioning and boosting brand equity across key markets, while aligning with both global direction and local consumer insights. He will oversee brand marketing efforts in Singapore, Malaysia, Thailand, Indonesia, the Philippines and Vietnam, and will report to Sanjay Roy, managing director for SEA and Oceania (SEAO). Don’t miss: Typo or tactic: PUMA ad plastered across OOH with PVMA Yap succeeds Eleanor Wang, who previously helmed the role and had been with PUMA for over 12 years, according to her LinkedIn profile. Yap’s appointment also marks his return to PUMA. Prior to his time at ASICS, Yap held several roles at the sporting brand, including senior head of marketing for SEA, head of marketing for SEA, and marketing manager for Singapore, Malaysia, and Vietnam. He also gained experience at Wingtai Asia and Robert Bosch (SEA). During his time at ASICS, Yap led a number of campaigns designed to localise and amplify the brand’s identity, including regional pop-ups, the ASICS women’s retreat, the “A squad” community initiative, and the brand’s sponsorship of the 2025 KL Standard Chartered marathon. In his farewell note, Yap described his time at ASICS as “a journey of purpose, people, and passion”, adding that he was “grateful for the trust, the collaboration, and the belief that we could do things differently—and better.” MARKETING-INTERACTIVE has reached out to PUMA for more information. Yap’s appointment comes on the heels of PUMA’s biggest global campaign to date, “Go wild“, which marks a shift in its brand identity and signals a new chapter focused on redefining performance and driving sustainable growth. The campaign encourages consumers to tap into their instinctive energy through sport, part of PUMA’s broader ambition to connect more deeply with audiences worldwide. 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: Shangri-La Singapore names new director of marketing   Exit interview: Coca-Cola’s regional director of marketing, emerging brands bids farewell    TIME group head of marketing departs  source