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Redhill has appointed Anuroopa Pereira (pictured) as managing director for Singapore, as the agency looks to strengthen growth and regional collaboration across Southeast Asia. In a statement to MARKETING-INTERACTIVE, the agency said Pereira, who is based in Singapore, will oversee Redhill’s operations across Singapore, Vietnam and the Philippines. She will report to Manisha Seewal, group president of Redhill. In her new role, Pereira will be responsible for driving sustainable growth, strengthening Redhill’s market leadership and delivering financial performance across the Singapore business. Her remit also includes new business development, stakeholder engagement, revenue growth, client leadership, strategic advisory, and talent development. Don’t miss: Redhill opens new office in Mongolia, marking 34th global location Pereira joins Redhill with experience across both in-house and consultancy roles. Over the course of her career, she has held senior leadership positions at Applied Materials and Sabre, alongside agency roles at Archetype, Ruder Finn Asia and PRecious Communications. According to the company, Pereira has led high-profile communications campaigns across her career, helping clients strengthen visibility and market positioning. She is also recognised for building and mentoring teams across both corporate and agency environments. “I’m truly delighted to welcome Pereira to the Redhill team. We are operating in an increasingly dynamic and fast-evolving landscape, where clients look to us not only for execution, but for strategic counsel grounded in insight, foresight, and sound judgment,” said Seewal.  She added, “Pereira brings with her a wealth of experience and a deeply thoughtful approach to leadership that will be invaluable as we continue to grow and support our clients’ ambitions. I am very much looking forward to partnering with Pereira, and I am confident that, together, we will achieve many meaningful successes in the years ahead.” Speaking on her new role, Pereira said, “I’m incredibly excited to join the Redhill team in Singapore and be part of such a dynamic, forward-thinking organisation. Redhill’s strong reputation for integrated communications and regional expertise makes this an inspiring next chapter for me. I’m deeply grateful to Jacob Puthenparambil (founder and CEO of Redhill) and Seewal for the opportunity, and I look forward to contributing and growing alongside the team.”  The appointment comes as Redhill continues to expand its international footprint and regional partnerships. In March, Redhill partnered with BHM Holdings to establish a communications bridge between Asia and Africa. The partnership brought together more than 300 communications professionals across 20 markets across Asia, Africa, the UK and the US, while giving clients access to services spanning brand and corporate communications, media relations, digital marketing, creative services, reputation management, stakeholder engagement and government relations. Related articles: Zeno Group appoints new managing director for Singapore   FleishmanHillard Singapore managing director Mei Lee exits   72andSunny names Singapore managing director source

Singapore may be globally recognised for efficiency, finance and business, but according to Lynette Pang, that reputation has also overshadowed another reality: a thriving and deeply layered arts ecosystem. Speaking on Marketing Connected’s “In Conversation”, Pang said one of the biggest misconceptions she continues to encounter is the idea that Singapore lacks creativity or a vibrant arts culture. “That is a massive misperception,” she said, pointing to the breadth of Singapore’s arts scene, from poetry slams in neighbourhood venues and street dance performances at MRT stations to large-scale exhibitions at the National Gallery Singapore and performances by the Singapore Symphony Orchestra. Don’t miss: In Conversation: Are we forgetting what makes marketing work? “What people think of Singapore is really a factor of how successful we’ve been in certain areas,” Pang explained. “Singapore is a very well-known corporate brand. We are well known for business, not that we are weak in creativity or the arts, it’s just that we’re very well known for something.” For Pang, the arts are not just cultural expressions but social infrastructure. Under the National Arts Council’s SG Arts Plan 2.0, the organisation is focused on three pillars: connected society, distinctive city and creative economy. A key priority for the council, is also embedding the arts into everyday life. Through initiatives such as ArtsEverywhere and public transport activations, NAC has been bringing performances, poetry and visual arts directly into community spaces. “The arts is really part of your lifestyle and entertainment,” Pang said. It’s that music you love, that book, that comic. That is art. The council is also taking a more audience-first approach to arts engagement. NAC recently developed 12 audience personas based on life stages, attitudes and behaviours to help artists and organisers better understand how to market and programme for different communities. “It’s classical marketing, audience segmentation,” Pang said. “A lot of artists produce work from inspiration and artistic passion, but we also need to apply business thinking, who is your audience and how do you communicate that to them?” Looking ahead, Pang remains optimistic about Singapore’s artistic future, pointing to a new generation of confident creatives making their mark globally. “We see very diverse young talent who have a point of view and a new way of thinking about Singapore,” she said. Tomorrow is a very exciting possibility. Also tune in to the full conversation on Spotify Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube. Related articles: In conversation: How Airwallex channels sports energy into B2B impact Agency agenda: TSLA’s Eunice Tan on doing the best work of their careers Women who lead: Love, Bonito’s Dione Song on redefining Asian fashion leadership  source

The Walt Disney Company is bringing its flagship fan convention, to Singapore in 2027. This marks the first time the event will be staged in the country, creating a major milestone in the expansion of Disney’s global fan celebrations across the Asia Pacific region. The move goes beyond fanfare. “D23 Asia: The ultimate Disney fan event” will gather fans from across the region for exclusive previews, live presentations, talent appearances and immersive experiences built around Disney’s stories and characters. The event has traditionally served as Disney’s main global fan gathering, offering early looks at upcoming films, streaming titles and franchise plans, alongside curated merchandise and stage showcases. Its expansion into Singapore underscores the growing importance of Asia Pacific in Disney’s global fan ecosystem, as well as Singapore’s positioning as a destination for large-scale entertainment events. Don’t miss: Is Formula 1 the right track for Disney’s Gen Z ambitions? “Bringing D23 to Singapore reflects the incredible passion of Disney fans across Asia Pacific and our desire to meet them where they are,” said Asad Ayaz, chief marketing and brand officer, The Walt Disney Company.  “D23 Asia will bring these fans together as a community to celebrate the powerful connection they have with our stories, characters, and experiences, and to get an exciting look at what lies ahead,” he added. Launched in 2009 through “D23: The official Disney Fan Club”, the event has grown into Disney’s flagship global fan moment, combining major announcements, exclusive content drops, merchandise and immersive activations into a single branded ecosystem. For marketers, its significance lies in how neatly it collapses the gap between entertainment and marketing, turning fandom into a distribution channel in its own right. That strategy is also increasingly tied to Disney’s regional content ambitions. Carol Choi, executive vice president, integrated marketing and APAC original strategy said D23 Asia will serve as a platform to spotlight local storytelling. “Disney has an extraordinary and growing fan base across Asia Pacific and bringing D23 to Singapore marks a natural evolution in our journey to bringing unforgettable fan experiences to audiences across this diverse region in new and meaningful ways. D23 Asia will offer fans a truly distinctive experience, with exclusive previews of our APAC Originals for Disney+ and the opportunity to hear directly from the creative talent behind our shows,” she said.  In tandem, Jean Ng, assistant chief executive, experience development group, Singapore Tourism Board said, “We are excited to bring D23 to Southeast Asia for the very first time. Together with Disney, we will be creating memorable experiences that resonate with fans across the region and beyond.” “This milestone further strengthens our partnership and adds to our vibrant and dynamic calendar of events and experiences that positions Singapore as the premier destination for memorable experiences,” added Ng.  MARKETING-INTERACTIVE has reached out for more information.  The move also builds on Disney’s deepening experiential footprint in Singapore. Earlier this year, Disney Adventure, the first Disney Cruise Line ship to homeport in Asia, has been used as a platform for large-scale destination marketing in the city-state. Following which, UOB, Marina Bay Sands and the Singapore Tourism Board partnered with Disney Cruise Line on “Adventure begins: A magical bay celebration with Disney Cruise Line”, a two-month activation across Marina Bay that combined themed experiences, retail tie-ins and a signature sky show. The activation ran from February to April this year.  Related articles:    Monks Film takes World Cup storytelling global with Disney+ documentary  Disney puts Minnie and Daisy in the driver’s seat with F1 Academy partnership  Stitch invades SEA in Disney’s latest activation blitz  source

Singapore will not be banning blind boxes, including trading card game (TCG) products, even as it moves ahead with planned regulations to address gambling-related risks. In a written parliamentary reply on 7 May 2026, coordinating minister for national security and minister for home affairs K. Shanmugam said the Ministry of Home Affairs (MHA) will introduce details of proposed blind box regulations later this year. The upcoming rules will also cover trading card games, with the ministry currently engaging industry stakeholders. Don’t miss: Loyalty marketing gets cute with plushie strategy  While confirming that the regulations aim to mitigate the gambling inducement risk associated with blind boxes, Shanmugam was clear that authorities do not intend to require retailers to open sealed packs and sell contents as individually identified items. “That would effectively ban blind boxes,” he said in response to a parliamentary question, adding that any safeguards introduced will need to be proportionate to the level of risk posed by the product. In a February this year, Singapore had already been moving towards tighter oversight of blind box sales, with regulators studying issues such as disclosure of odds for “gacha”-style products (referring to a virtual ‘pull’ mechanism). At the time, Shanmugam said the regulations were being drafted after review by the ministry and the Gambling Regulatory Authority, with concerns centred on how chance-based mechanics could encourage risk-taking behaviour among younger consumers if left unchecked. The broader market context reflects why scrutiny is rising. Blind boxes have become a major cultural and commercial force across Asia Pacific, with China accounting for more than 60% of global blind box toy demand and a large majority of young consumers having purchased them at least once. Similar traction has been seen in Japan and South Korea, where anime-driven intellectual property and vending machine culture have fuelled adoption. Against this backdrop, industry players MARKETING-INTERACTIVE spoke to then, had warned that while blind boxes remain a powerful engagement tool for marketers, their reliance on chance, scarcity and surprise requires careful calibration. The challenge, they noted, is preserving the appeal of discovery without crossing into mechanics that could raise consumer protection concerns or dilute long-term brand trust. Related articles: MY LITTLE PONY trots into blind box plushie trend  Mastercard and AEON Credit Service bring blind box gamification to cardholder rewards   Inside Scoop celebrates 12 sweet years with blind box plushies source

Garmin is reframing the idea of endurance, not through marathons or elite athletes, but through the everyday realities of motherhood. The wearable technology brand has launched its “Women of endurance” campaign, spotlighting the often invisible physical and mental fatigue women experience while juggling caregiving, work and daily responsibilities. At the centre of the campaign is a creative tension marketers are increasingly leaning into: translating emotional or unseen labour into something visible, measurable and relatable. Through a series of illustrated visuals created in collaboration with Taiwanese artist Chouyi, Garmin draws parallels between everyday motherhood and athletic performance. One visual likens carrying a child and groceries upstairs to a HIIT workout, while another compares chasing toddlers around the house to completing a 10km obstacle course. Don’t miss: Why CARiNG Pharmacy is making women’s health an everyday priority  The campaign, rolled out in the Malaysian, Singaporean and Thailand markets, positions these everyday moments as a form of “invisible training”, turning domestic labour and emotional resilience into the equivalent of endurance sport. Alongside the illustrations, Garmin is also leaning on wearable data to ground the campaign in measurable insights. Metrics pulled from Garmin devices, including heart rate variability (HRV), stress tracking, sleep quality and the brand’s “Body battery” energy scoring system, are used to help women better understand fatigue and recovery patterns. According to Garmin, the campaign was developed in response to the growing recognition that women’s exhaustion is frequently normalised or underestimated, despite research showing women report fatigue more often than men. Rather than focusing solely on performance optimisation, the brand is positioning wearable technology as a wellness companion that can help users visualise strain before burnout escalates. The campaign also extends into experiential territory. On 24 May, Garmin Malaysia will host “Women of Endurance – Here’s to Her” at PARC, Subang, featuring a community wellness activation blending movement, creativity and education. The event will include beginner-friendly walk and run sessions, kid-friendly mat pilates classes for mothers and children, as well as a guided painting workshop. The campaign reflects a broader shift in wellness and tech marketing, where brands are increasingly moving beyond product specifications to tap into emotional storytelling, identity and lived experience. In Garmin’s case, wearable data becomes less about performance metrics and more about validating the unseen effort many women navigate daily. This May, brands in Southeast Asia have also been rethinking their approach to marketing Mother’s Day. CARiNG Pharmacy is doubling down on women’s wellness with a new long-term campaign aimed at shifting behaviour from reactive care to proactive health management. Launched together with Georgetown Pharmacy and Wellings Pharmacy under BIG CARING Group, the “Empowering women, inspiring wellness” campaign takes a holistic approach to women’s health, connecting inner wellness, outer wellbeing and mental health into a more integrated, everyday practice.Related articles: What women’s sports reveal about the future of branding Garmin Thailand encourages users to pursue goals with ‘zero to hero’ campaignGarmin rewrites content rules with Ugly Duckling Projects source

Leon Communications has formed a strategic partnership with editorial advisory firm Edington Advisors, in a move aimed at deepening its editorial offering across thought leadership, awards submissions and long-form content for financial and professional services clients in Asia Pacific. The partnership, formalised through a formal agreement, brings together Leon’s regional financial services communications expertise with Edington Advisors’ editorial specialism in private banking, wealth management and global finance. At the centre of the collaboration is Elliot Wilson (pictured right), founder of Edington Advisors and former global private banking and wealth management Editor at Euromoney. He will serve as consulting editor to Leon. Don’t miss: PR Newswire partners SPH Media to expand SG reach In this role, Wilson will work closely with Leon’s senior leadership team to advise clients on structured content programmes, awards strategy, and executive profiling, including LinkedIn-led thought leadership initiatives for senior leaders. The partnership also extends beyond client work. Leon and Edington Advisors will jointly participate in client pitches and industry networking events across Singapore, Hong Kong and other key markets in the region, bringing together senior stakeholders from financial services and communications. For Leon, the move comes as financial brands increasingly compete on credibility and content depth rather than pure visibility, with agencies under pressure to deliver more structured editorial output that can cut through in crowded markets. Edington Advisors, meanwhile, continues to position itself as a specialist advisory firm supporting financial institutions on narrative development and senior leadership positioning, particularly within wealth and private banking segments. The partnership is expected to roll out immediately across existing client engagements in Asia Pacific. “Everything we do is built around helping clients communicate with substance, clarity and credibility. That matters particularly in financial and professional services, where clients need more than just visibility. They need strong ideas, well-structured arguments and content that stands up to scrutiny,” said Tim Williamson (pictured left), managing director, Leon Communications. He added, “Wilson is one of the most respected editorial voices in wealth management and private banking. His experience adds real depth to the work we already do for clients across thought leadership, awards and strategic content. We’re delighted to bring that perspective into Leon and to work together on opportunities across the region.” In tandem, Wilson said, “Leon has the strategic relationships and communications capability across Asia Pacific. What I add through Edington Advisors is editorial rigour: including helping senior professionals find their public voice. I’m excited to be working with Williamson and the Leon team.” This comes amid a broader industry push towards more integrated content capabilities, as agencies look to close the gap between strategy and execution. Last year, Ellerton & Co marked its 10th anniversary with the launch of Ellerton Creative Studio, a dedicated division aimed at strengthening visual storytelling alongside its existing communications and advisory services. The move reflected a broader shift in the industry towards integrated storytelling, where brand narratives are increasingly consumed across both digital and offline channels. The studio brings together creative, content, and digital capabilities under one roof, spanning branding and identity, multimedia production, digital design and strategy, and advanced copywriting, effectively bridging the gap between PR strategy and execution. Related articles: Ellerton & Co. elevates leadership trio amid rapid expansion across Asia   Ashbury strengthens Singapore advisory leadership with senior appointment   Edelman expands Southeast Asia public affairs bench with senior hires source

Pizza Hut Singapore’s director of marketing and food innovation, Jayss Rajoo, is set to step down from her role, marking the latest leadership change within the brand’s local marketing team. In a statement to MARKETING-INTERACTIVE, a spokesperson for Pizza Hut Singapore said the brand is appreciative of her contributions during her tenure. “Pizza Hut Singapore is grateful for the leadership and commitment Jayss has brought in her time with us. She is currently still leading the marketing team and focused on our 45th anniversary campaign. We have began the search and will share more details in due time,” said the spokesperson. Don’t miss: Pizza Hut quietly rolls out new logo According to her LinkedIn profile, Rajoo has been with Pizza Hut Singapore since 2020, first as head of marketing and food innovation before taking on the director role in 2022. She is currently still leading the marketing function and overseeing the brand’s 45th anniversary campaign. Before joining Pizza Hut Singapore, Rajoo was director of sales, marketing and communications at Palm Tree Investments Group between 2019 and 2020. She also held senior marketing roles at 4FINGERS from 2015 to 2019, including head of brand marketing and senior marketing manager, where she worked across brand building and regional marketing initiatives. Earlier in her career, she held roles at Shangri-La Hotels and Resorts, JP Pepperdine Group and Fish & Co., building experience across hospitality, lifestyle and QSR segments. The leadership update comes as Pizza Hut Singapore leans further into its milestone year strategy. This month, the brand marked its 45th anniversary with a refresh anchored on its global “Feed good times” platform, as it looks to shift perception from an occasional indulgence to an everyday dining option. The repositioning reflects changing consumer habits, with the brand targeting more frequent touchpoints such as solo meals, midweek breaks and spontaneous gatherings. As part of the refresh, Pizza Hut Singapore also rolled out an updated visual identity spanning its logo, typography and touchpoints across in-store, digital, packaging and menu boards, aiming for a more cohesive brand experience across dine-in, takeaway and delivery channels. Related articles: KFC and Pizza Hut conclude media pitch for SG   Pizza Hut SG teams up with POP MART for exclusive Molly merchandise   Pizza Hut SG stretches into pop culture with Fantastic Four-inspired pizza source

CUCKOO Singapore is positioning Singapore as a key hub in its 2026 brand strategy, as it rolls out its “Creating healthier homes, every day” direction alongside the appointment of South Korean entertainer Lee Junho as its global brand ambassador. In conversation with MARKETING-INTERACTIVE, Anthony Chua, country head and director of CUCKOO Singapore said, “Singapore serves as our ‘innovation and lifestyle sandbox’. By anchoring our 2026 direction here, we continue to set a premium benchmark by testing and growing our ‘healthy home’ kitchen and home appliances.” Chua added that the strategy reflects a deeper focus on urban living, with the brand developing compact, high-efficiency solutions tailored for HDB and condominium environments, as well as fast-paced professionals. Don’t miss: Skechers taps Thai actor Apo Nattawin as APAC ambassador in expanded role  “In the Singapore context, this means active wellness integration,” he said. “It’s the peace of mind that comes from beyond-standards water and air filtration in a dense urban environment, making health a background utility.” Against this backdrop, CUCKOO has expanded its partnership with Lee, elevating his ambassadorship from Korea, which began in 2022, to a global role. While the ambassadorship is global in scope, CUCKOO is tailoring its approach to ensure relevance in Singapore. “In a crowded market, Lee serves as a bridge between Korean innovation and the Singaporean lifestyle,” said Chua, noting that the move reinforces CUCKOO’s positioning as a leading Korean healthy home appliance brand. The campaign will go beyond global creative assets, with localised messaging and product offerings designed for Singapore consumers. This includes solutions built for space-constrained homes, such as compact water purifiers. For instance, its CUCKOO ACE under-sink water purifier features steam sterilisation technology, aimed at addressing local hygiene expectations and urban living needs. The brand is also tying the campaign to tangible business outcomes. According to Chua, success will be measured by increased uptake of CUCKOO+ Care Service subscriptions, as well as a rise in households owning more than one CUCKOO appliance. Lee, who has built a strong international following through roles in The Red Sleeve and King the Land, brings cross-market appeal to the campaign. His latest appearance in Cashero has further strengthened his global reach. “Having journeyed with CUCKOO since 2022, I have long admired the brand for making healthy living accessible and meaningful to families everywhere,” Lee said. “It is a privilege to now take this partnership to a global scale.” The Singapore push comes as CUCKOO ramps up its regional ambassador strategy. CUCKOO International Malaysia recently expanded Lee’s role to a global level, signalling a broader effort to strengthen its “healthy home creator” positioning across markets. In Malaysia, Lee joins local ambassadors Siti Nurhaliza and Phei Yong, forming a mix of global and local personalities to support the brand’s #SAMASAMAHealthier platform, while fronting campaigns promoting its wider ecosystem of home and wellness products. Related articles: Dua Lipa brews Nespresso’s next era as global brand ambassador   UNIQLO nets tennis star Emma Raducanu as global brand ambassador  Chow Tai Fook taps Yang Yang as global brand ambassador source

Yellow Ribbon Singapore (YRSG) has appointed Ninemer Communications as its new public relations agency, to provide PR consultancy services for a firm period of two years, with an option to extend for a further two years on a yearly basis. This follows a tender on GeBIZ, and the engagement had commenced in April 2026. According to tender documents, the appointment aims to increase public awareness of the Yellow Ribbon cause and support the reintegration of ex-offenders into society. It also seeks to build greater social acceptance and encourage action from stakeholders and the public, while safeguarding the organisation’s reputation. The scope of work spans strategic communications, media engagement, issues management and training. Don’t miss: Sentosa names PR agency    Following the appointment, Ninemer Communications will lead the strategic planning and execution of YRSG’s communications efforts, including audience segmentation, message development and media engagement strategies across mainstream and digital platforms. The agency will also support media events and campaigns, from developing key messages and press materials to facilitating interviews and handling media queries. This includes proactive pitching, relationship-building with journalists, and post-event reporting on media outcomes and sentiment. In addition, Ninemer Communications will develop an integrated yearly media grid, covering planned campaigns, social content and marketing initiatives, while coordinating with other appointed agencies on joint activities. Beyond campaign execution, the agency will provide ongoing account management, including daily media monitoring across traditional and online platforms, as well as environmental scanning and sentiment analysis. This includes maintaining a risk management framework to track emerging issues and trends. The remit also places a strong emphasis on issues and crisis management. Ninemer Communications will be tasked with providing strategic counsel, developing crisis communications frameworks, handling media responses and supporting press conferences when required. Separately, the contract includes the development and delivery of crisis simulation exercises, with up to two runs during the firm period, alongside customised spokesperson training programmes for YRSG staff and stakeholders. As part of the engagement, the agency is required to deliver regular reports, including monthly media coverage updates, quarterly performance reviews and an annual evaluation of communications outcomes. MARKETING-INTERACTIVE has reached out for more information.  The appointment comes amid a steady stream of public sector PR tenders in Singapore. Most recently, the Intellectual Property Office of Singapore (IPOS) appointed IPG DXTRA as its PR agency, with incumbent Ruder Finn Asia previously handling the account. Under that contract, IPG DXTRA will provide PR consultancy and media monitoring services on a one-year retainer, with an option to extend, with work expected to begin in May 2026. Additionally, Science Centre Board (SCB) appointed Alsoknownas (AKA) as its PR agency on a one-year contract running from 1 April 2026 to 31 March 2027, with an option to extend. The remit covers communications across SCB’s portfolio, including Science Centre Singapore, KidsSTOP, Omni-Theatre, Snow City, and Singapore Science Centre Global. Related articles: Stanley 1913 picks PR agency for Singapore and Malaysia   Singapore Tourism Board picks PR agencyRaffles Hotels & Resorts picks regional PR agency for Asia    source

Heineken has concluded its global marketing agency ecosystem review, appointing a streamlined roster of creative, production and media partners as it looks to accelerate the next phase of growth for its global and power brands portfolio. The move forms part of the brewer’s wider EverGreen 2030 growth strategy, which aims to create a more “streamlined, effective and future-fit” agency model capable of delivering stronger creative impact, operational efficiency and consistency at scale. Following a competitive pitch process, Heineken reappointed dentsu as its global media agency and Publicis Groupe for global secondary production duties. Don’t miss: Heineken takes a swing at AI friendships with cheeky OOH ad  Meanwhile, its global creative roster has been consolidated across three holding companies: Publicis Groupe, WPP and Stagwell. The review did not include creative responsibilities for the flagship Heineken brand, which remains with Publicis. According to the brewer, the revised structure will support brands including Amstel, Birra Moretti, Desperados and Tiger, alongside selected priority local power brands, through a smaller group of strategic partners aimed at enabling deeper collaboration and greater consistency across markets. Bram Westenbrink, chief commercial officer at Heineken, said the move marks “a significant step” in the company’s commercial transformation efforts. “Moving to fewer, better and bigger agency partners is part of our broader Freddyai Commercial transformation,” he said, adding that the company was looking to build a more scalable and future-ready model for global brand building. Jorn Socquet, senior director global brand impact and growth transformation at Heineken, added that the new agency ecosystem is intended to sharpen strategic focus while improving operational speed and efficiency. “By partnering with a smaller number of world-class agencies, we are creating the conditions for deeper collaboration, sharper strategic focus, and more impactful creativity,” he said. “At the same time, this model allows us to operate with greater speed and efficiency, ensuring we can deliver high-quality work consistently across our global and local brand portfolio.” Heineken said the transition to the new agency structure will begin immediately, with a phased rollout aligned to brand planning cycles to maintain continuity across markets. The review comes amid broader shifts across the global marketing landscape, as brands increasingly reassess sprawling agency ecosystems in favour of more consolidated structures designed to reduce complexity, improve integration and maximise efficiencies amid growing economic pressures. Earlier in October, Heineken chimed in on the growing chatter around AI companionship with a tongue-in-cheek campaign that reminded consumers where real connections are made, over an actual beer. Created in collaboration with LePub New York, the campaign extends Heineken’s SocialOffSocials initiative, which champions authentic human interaction in an age of digital substitutes. That same month, Heineken launched “Rooftop revival“, a campaign in Seoul that transformed unused urban rooftops into social hubs, tackling what the brewer called the “proximity paradox” of city life — where people live close together but still feel isolated. The campaign, also created by creative agency LePub, invited Seoulites to rediscover their city through a series of rooftop events revealed via satellite imagery, each marked by Heineken’s red star against the city’s green rooftops. Related articles: Heineken Singapore hijacks CBD office elevator in new stunt Heineken unites football, F1 and music under new sponsorship platformHeineken uses satellite imagery to turn forgotten rooftops into vibrant hangout source