marketing interactive

Fortune Asia has appointed Andrew Staples (pictured right) and Lee Williamson (pictured middle) as editorial directors, alongside Yuko Tsukada (pictured left) as head of Fortune Brand Studio, Asia Pacific, as it looks to accelerate regional growth across CEO membership communities and live journalism events. The trio will report to Khoon-Fong Ang, CEO, Fortune Asia. In their new roles, Staples and Williamson will lead Fortune Asia’s editorial and live media strategy. This includes hosting live journalism events, driving multimedia coverage, and building communities of CEOs and senior business leaders across Asia, including the Fortune Global 500 and Southeast Asia 500 networks. Tsukada will oversee regional branded content strategy and creative direction for Fortune Brand Studio, working with organisations across Asia to develop thought leadership storytelling for the publication’s global business audience. Don’t miss: Esquire SG responds to AI-generated Mackenyu interview backlash Staples and Tsukada will be based in Singapore, while Williamson will be based in Hong Kong. Staples previously led the Economist Intelligence Unit’s briefing and advisory service for senior executives. Williamson has held senior thought leadership and events roles across Asia, including at the South China Morning Post. As head of Fortune Brand Studio, Tsukada will focus on developing branded editorial and video content, combining strategic narrative with cinematic storytelling. “Fortune’s reach among global business leaders and decision‑makers is best in class, and I’m excited to be joining the team in Asia to help drive strategic growth,” said Staples. He added, “I’m especially looking forward to expanding the Fortune Southeast Asia 500 community as we shape conversations around the most pressing issues facing business leaders in this dynamic region, and to sharing those insights worldwide.” In tandem, Tsukada added, “Companies across Asia are doing extraordinary things, yet many of those stories remain under‑told globally. One of the most exciting parts of this role is discovering those ideas and working with organisations to bring them to Fortune’s global audience.” Williamson said he was “thrilled” to join Fortune at a key stage of its growth in Asia, adding that he looks forward to strengthening C-suite communities, conference programming, and editorial initiatives. In other recent editorial moves closer to home, BurdaLuxury has promoted Ng Han Min at PIN Prestige Singapore. In his new role, Ng will oversee the title’s editorial and creative direction, with a focus on strengthening content offerings and signature experiences. He will also continue to develop its high-fashion editorials and celebrity-driven reporting, while bridging digital and print platforms as part of the broader content strategy. Ng reports to Lena Kwek, managing director and publisher of BurdaLuxury Singapore and Malaysia. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles: Burda Media sells BurdaLuxury SEA business   Vogue Singapore just made print shine, glow-in-the-dark style   GQ to make SG debut this June, under Condé Nast license   source

Assembly Global APAC chief executive officer Richard Brosgill (pictured) has departed after 16 years. His future role, as well as his successor at Assembly, have yet to be revealed. Brosgill announced his departure on LinkedIn, writing: “I’m proud to say I’ve delivered on everything I set out to achieve—an award-winning, connected business scaled across truly diverse markets; winning, growing, and trusted by incredible brands; remarkable talent with leading technology at the core; and an ambitious culture of builders.” He added that he plans to spend time with his family before deciding on his next step, “Now, time with my family to recharge and reconnect. Next, the right new challenge. The world is changing fast, and I’m genuinely excited by the challenges and opportunities those create. More to come.” Brosgill began his career in 2010 at Forward3D, a Camden-based performance agency, and, by 2016, had relocated to Asia for what he thought would be a one-year stint. He stayed for a decade, expanding Assembly’s presence across Hong Kong, Singapore, China, Taiwan, India and Malaysia. Over his tenure, Brosgill navigated three major rebrands—from Forward3D to ForwardPMX and then to Assembly Global in February 2022, following Stagwell’s merger of Assembly and ForwardPMX into a 1,500-strong agency across 20 countries within a media network managing US$5 billion in billings. The merger enabled the agency to evolve beyond its performance-only roots into integrated marketing and business solutions. In April 2023, Brosgill was promoted from managing director to APAC CEO. His departure comes after Assembly unified its entire APAC network under one brand, following its acquisition of ADK Global last year. The consolidated network brings brand strategy, creative, media, data and commerce together into a single, tech-enabled offering built for measurable growth. From January 2026, markets including Mainland China, Hong Kong, Taiwan, Thailand, Vietnam, Malaysia, Singapore, India and Australia will operate under the Assembly brand. Local leadership teams remain in place, ensuring continuity for existing clients while unlocking access to Assembly’s global technology stack including the proprietary STAGE AI Experience Engine, scaled data capabilities, and brand performance planning model. Clients benefit from a simpler experience with one agency, one framework, and deeper cross-market collaboration.  Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let’s dive into the art of curating content with creativity, critical thinking and confidence! Related articles: Assembly and ADK Global merge to form Stagwell’s APAC powerhouseAssembly’s Vivian Mok takes on expanded role as SVP and North Asia MD source

iShopChangi and Changi Rewards, the eCommerce and loyalty arms of Changi Airport Group (CAG), have appointed Section and Nine:TwentyEight as its creative and digital partners.  The two-year partnership, starting from 1 April 2026, will see the agencies will handle creative and marketing for the brands, with a sharp focus on digital campaigns and customer engagement. According to a CAG spokesperson, the pitch process attracted strong interest from both network and boutique agencies. Section and Nine:TwentyEight were chosen for the strength of their proposal, pitch performance and capabilities in digital and CRM.  MARKETING-INTERACTIVE understands that Tribal Worldwide Singapore was the incumbent.  Don’t miss: DBS marketing chief seeks creative agency to cement brand as “beacon of trust”     “Retail has long been an integral part of the Changi Airport experience, from pre-flight shopping rituals to the convenience of travel-ready purchases. This appointment reflects iShopChangi’s intention to build on that strength by further enhancing how iShopChangi’s and Changi Rewards engage customers in the digital space,” said the spokesperson.  Furthermore, the appointments represent an important step in strengthening both brands’ presence and ensuring that the online experience continues to reflect the quality, convenience and customer focus associated with Changi Airport, added the spokesperson. In a statement to MARKETING-INTERACTIVE, Ryan Hoe, managing partner of Section said “We’re proud to partner with the teams behind iShopChangi and Changi Rewards, alongside Nine:TwentyEight, to support the continued evolution of Changi’s retail experience in the digital and creative space. Retail at Changi Airport has always gone beyond transactions to create memorable journeys for travellers and shoppers alike.” He added that the agency will focus on bringing together creativity, data and technology to strengthen customer engagement and set a new benchmark for brand experiences. Jude Foo, general manager at Nine:TwentyEight, shared his excitement. “What better way to kickstart 2026 than with an amazing win. All of us at Nine:TwentyEight are excited to partner Section to work with the awesome team at iShopChangi and Changi Rewards and create some outstanding work. Exciting times ahead.”  Over the past year, Changi Airport has been actively growing its international brand presence through social-first, content-led campaigns. In August 2025, it partnered with Connecting Plots on a stunt inspired by the film The Terminal, positioning Changi as a destination in its own right for Australia and New Zealand travellers rather than just a transit point. Over the week, creator Dee MacRae explored attractions including Jewel Changi Airport’s Rain Vortex, Canopy Park, the Butterfly Garden and the Aerotel rooftop swimming pool, bringing the airport’s experiences to life for her followers. In a twist, one follower was flown in to join MacRae for 24 hours, extending the activation both on-ground and online. The stunt coincided with Changi celebrating its 13th win as the “World’s best airport”, using social-first content to showcase its experiences to a new generation of travellers. Meanwhile, earlier in April 2025, Changi Airport launched “A taste of Asia”, a content series set to inspire Australian travellers to explore Southeast Asia through its vibrant food culture. Positioning Changi as the ultimate gateway to the region, the series followed Australian content creators Sinead Chabowski and Joshua Shediak on culinary adventures across Chiang Mai, Phnom Penh and Da Nang, with each three-minute episode blending destination storytelling with Changi touchpoints. Shot across four countries in 12 days and rolled out across YouTube, TikTok, Meta and more, the campaign was designed to shift young Australians’ perceptions of Southeast Asia as a rich, experience-led alternative to the usual European hotspots. Together, these initiatives underscore Changi’s broader push to pair travel retail and airport experiences with always-on, content-driven engagement, a journey iSC and Changi Rewards are now extending through their new creative and digital partnerships. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles:    National Day Parade 2026 wraps creative pitch  Singapore Tourism Board concludes creative pitch Malaysia Airlines appoints new creative automation agency   source

At a time when the F&B industry continues to face headwinds, Burnt Ends Hospitality Group is leaning into something deceptively simple: making things feel easy again. Its latest venture, People People Brewing Co. at Resorts World Sentosa, marks a deliberate shift away from occasion-led dining towards something more habitual, more social, and crucially, more repeatable. That idea has taken shape as a 9,000 square-feet working brewery and social space, built around a “tank to tap” model where beer is brewed on-site and served fresh directly from fermentation tanks. But beyond the operational novelty, the concept reflects a broader shift in consumer behaviour. “We’ve always believed that challenging times are when you build things that matter,” said Katrina Wheeldon, head of brand, communication and marketing at Burnt Ends Hospitality Group, in conversation with MARKETING-INTERACTIVE. “This has been an idea for a while. Something more relaxed, more accessible, but still grounded in quality.” “People want great quality, but not all of them want the formality or pressure that comes with destination dining,” Wheeldon said. “We’ve seen a shift towards casual, social spaces where you can come often, not just for occasions.” Don’t miss: Can a bakery sell your car better than a dealership? Audi thinks so Brewing more than footfall This shift is evident in both the physical space and the brand’s positioning. Located within Resorts World Sentosa’s WEAVE development, the venue is designed for flexibility, accommodating everything from solo visitors to large groups, with a capacity of up to 400 standing. The open layout integrates brewing tanks into the environment, turning the production process into part of the experience. For Wheeldon, this transparency is not just aesthetic, but strategic. “There is a strong interest in understanding what you’re drinking, where it is made and how fresh it is,” she said. “That shaped both the space and how we talk about it. It’s open, transparent and built around people coming together.” Unlike many craft beer venues that lean into niche positioning, People People Brewing Co. is intentionally broad in its appeal. “It’s a working brewery at its core, not just a bar that serves beer,” Wheeldon added. “But it’s not trying to be niche. It’s built to be inclusive.” That inclusivity extends to its programming. Weekly formats such as “Thirsty Thursdays” brewery tours, “Sunday socials” with family-friendly activities, and “Saturday long lunch” sessions are designed to create habitual touchpoints rather than one-off visits. Wheeldon noted: The goal is that people come for one thing, end up staying for the whole experience, and look forward to returning. Selling freshness without overselling Central to the brand’s storytelling is its “tank to tap” proposition, a concept that could easily become over-engineered in marketing hands. Instead, Burnt Ends is taking a stripped-back approach. “We keep it simple and honest,” Wheeldon said. “You’ll see the tanks, the process and the people behind it. Brewing, pouring, tasting. Not over-explaining it.” This philosophy extends to its digital strategy, which prioritises immediacy over polish. The brand is focusing heavily on short-form video and ephemeral content across platforms such as Instagram, Facebook and TikTok. “Stories let us show the day-to-day. Real-time, behind-the-scenes, people enjoying the space,” she said. “That’s what translates best. It gives people a sense of what it’s actually like to be here.” The grid, meanwhile, plays a more curated role, balancing brand-building with authenticity. It’s a dual approach increasingly common among lifestyle brands trying to maintain both aspiration and relatability. Even before its official launch, People People Brewing Co. has leaned into community-building as a core marketing lever. A pre-opening membership programme, spanning tiers such as “Founding members”, “Friends of People People” and “Beer drop”, was introduced to seed early loyalty. The top tier, capped at 100 members, offers exclusive access to events, tastings and limited releases. For Wheeldon, these initiatives are less about exclusivity and more about creating a sense of belonging early on. “Beyond footfall and sales, it’s about when people come back regularly, when they bring friends, when it becomes part of their routine,” she said, adding:  Word of mouth, social sharing and that sense of community. Those are the real indicators for us. Extending the Burnt Ends playbook While Burnt Ends is best known for its flagship restaurant, People People Brewing Co. represents a strategic expansion into a different occasion space and audience segment. “It adds a different layer to what we do,” Wheeldon said. “Burnt Ends will always be what it is, but this allows us to broaden our horizons. New offerings, new location, new target audience.” Looking ahead, the brand is already eyeing opportunities to grow through collaborations, new beer releases and evolving experiences, though Wheeldon is clear that expansion will remain measured. “Nothing for the sake of it. It has to feel considered and true to the brand,” she said. For now, the focus is simple: get people through the door, and more importantly, get them to come back. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles: How Nespresso is making craft coffee a one‑touch brew   More than a stadium: How The Kallang is reinventing the fan experience  How Coach is winning over Gen Z one experience at a time source

High-end audio technology brand Devialet has appointed COCO PR as its strategic communications partner for Singapore.  Securing the account following a competitive pitch, COCO PR will manage a year-long retainer focused on driving brand awareness and high-impact campaigns across Singapore. The partnership will bring together Devialet’s cutting-edge French audio engineering and design with COCO PR’s deep understanding of the local market. Don’t miss: Coach and Kate Spade conclude global media pitch  The mandate spans a wide range of initiatives, including experimental pop-ups, immersive audio showcases, strategic brand partnerships and targeted media engagements, all of which are designed to capture new audiences and accelerate Devialet’s growth in Singapore’s dynamic lifestyle and tech landscape. Commenting on the appointment, Shanthi Jeuland, managing director of COCO PR said “Partnering with a visionary brand such as Devialet is an exciting opportunity for us.” “We look forward to applying our extensive track record in managing luxury lifestyle brands within Singapore and the broader regional market to amplify Devialet’s presence through storytelling and activations that truly connect with the modern consumer,” added Jeuland.  Devialet joins COCO PR’s portfolio of luxury clients including Abel Richard, APM Monaco, B.P de Silva Jewellers and Dolce & Gabbana.  Just last month, the agency helped welcome avant-garde luxury brand Abel Richard in Asia with a launch event at Marina Bay Sands  Meanwhile, in December last year, the agency worked together with APM Monaco to launch the fashion jewelry brand’s ‘Hiver’ collection in Singapore. The launch featured immersive events and celebrations, led by the brand’s APAC ambassador and Chinese actor Zhou Yiran. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.   Related articles:  Razer strengthens global PR and partnerships leadership  Creative Labs names global marketing lead  Razer strengthens global PR and partnerships leadership  source

Nearly half of Southeast Asians said that feeling a sense of community with a brand or venue makes them visit more often and recommend it to others. Some 31% also reported spending more per visit when they feel a sense of belonging, highlighting the commercial upside of community-building. This is according to a new report by marketing communications agency bSIDE. Titled “The future of building communities in Southeast Asia”, the report surveyed 1,200 urban adults across Singapore, Kuala Lumpur, Jakarta and Bangkok. It found that Gen Z and Millennials, who make up roughly half the region’s population, are increasingly seeking deeper, more meaningful relationships with brands. The report suggests that the traditional marketing funnel is no longer effective. Instead, consumers now move in a continuous loop of discovery, validation, purchase and advocacy, with community sitting at the centre. Social media remains the dominant discovery channel, with 79% of respondents citing it as their primary source, while consumers increasingly turn to peers, creators and online communities for validation before making decisions. Don’t miss: Why Anytime Fitness is putting community before competition While community-building can drive retention and advocacy, it is not a quick fix. Brands should expect slower returns, as communities require sustained investment and genuine engagement. However, when done right, they can reduce acquisition costs and create a self-sustaining growth loop. Additionally, building community requires more than one-off campaigns. Consistency and familiarity were identified as key drivers of engagement, with repeatable formats helping brands integrate into consumers’ routines. Shared values, rather than just shared interests, also play a critical role in fostering deeper connections. The shift comes amid broader social changes, including rising loneliness and digital fatigue. As brands lean into community-building, the report warns against superficial execution. Some 47% of respondents said they are put off when brands label customers a “community” without meaningful interaction. Another 39% cited one-off events with no continuity, while 34% pointed to performative use of cultural or social causes. Over-reliance on influencers and discount-led perks were also flagged as credibility risks. The findings also underscore a growing disconnect between marketing spend and real-world impact, as brands grapple with rising costs and shrinking returns across both traditional and digital channels. Brands are increasingly expected to bridge digital and physical experiences, using online platforms to build trust while anchoring relationships in real-life interactions.  While technology has made connection more accessible, it has not necessarily made it more meaningful. As a result, consumers are gravitating towards physical “third spaces” such as supper clubs, social clubs and activity-based communities. Just 7% of consumers in Southeast Asia say traditional media influences their decisions on what to do or where to go, reinforcing the shift towards peer-driven and community-led discovery. Against this backdrop, brands across the region are beginning to formalise their community-building efforts. Most recently, Love, Bonito has been doubling down on its positioning as a brand “in the business of women” through its LB Women’s Club, launched in conjunction with International Women’s Month. The initiative builds on its existing community-led efforts, including stand-up comedy nights, its “Ready-to-live” series and the “Trailblazers” event, but marks a shift towards a more structured, long-term platform. Similarly, Shake Shack Singapore has tapped into the city’s growing fitness culture with the launch of Shack Track Club, a community-led run initiative designed to bring people together beyond the dining table. Introduced in January, the initiative sees participants sign up for scheduled runs that begin and end at Shake Shack outlets, blending movement with post-run social experiences. The runs are held quarterly, with the brand exploring increased frequency in response to demand. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles:    How Luckin Coffee is brewing a sense of belonging in Malaysia   Millennials and Gen Z are spending smart, not less, on travel in 2026   These are the trends shaping Gen Z in 2026 source

Visa has been named the worldwide tour sponsor for BTS World Tour ARIRANG, in a move that further cements the payments giant’s ties with K-pop and live entertainment. As worldwide tour sponsor, Visa said it will leverage its global network to facilitate seamless and secure payments linked to the tour, while creating fan-led experiences around the concerts. The tour, dubbed the “comeback of the decade” for BTS, will see the group stage 82 shows across 34 regions. Momentum is already strong, with 18.4 million viewers tuning in online to watch “BTS The Comeback Live｜ARIRANG” on 21 March from Seoul. Don’t miss: Samsung strikes BTS tour deal to put Galaxy at centre of fan experience BTS World Tour ‘ARIRANG’ will stop in eight Asia Pacific cities – Kaohsiung, Bangkok, Kuala Lumpur, Singapore, Jakarta, Sydney, Hong Kong and Manila. In these markets, Visa cardholders will have chances to win complimentary tickets through Visa and its issuing partners. Fans can also expect an expanded on-ground Visa presence at shows, including special merchandise and experiential booths. Visa said the partnership aligns with its broader “fan-first” approach, where it backs moments that bring consumers closer to their passions in sports, music, fashion and entertainment. The company positions these collaborations as a way to both shape cultural moments and enable cross-border commerce. The tie-up with BTS builds on Visa’s existing affinity with K-pop, which includes its association with the MAMA Awards, a K-pop awards show. Through such partnerships, Visa said it aims to create more meaningful, accessible experiences for fans and the artists they follow. Furthermore, foreign travel to South Korea surged more than 25% in the week of the concert compared with an average week, while travel spending climbed around 20%. The brand said the figures underscore BTS’ role as both a global music draw and a tourism catalyst. “When it comes to music, few inspire the world as much as BTS. Every step in their journey is marked by passion, creativity, and a determination to make great music,” said Danielle Jin, senior vice president and chief marketing officer, Asia Pacific at Visa. She added, “It is their pursuit of excellence and connection that brought them to the pinnacle of pop, aligning perfectly with Visa’s belief that the small and deliberate choices we make every day define success. Visa is thrilled to bring seamless and secure payments to the ‘BTS World Tour ‘ARIRANG’, enabling anyone to be part of the moment at the biggest music reunion in the world.” The tie-up with BTS builds on Visa’s existing affinity with K-pop, including individual star power. In November last year, Visa rolled out a regional campaign fronted by BLACKPINK’s Jennie Kim, tapping into APAC fans’ appetite for K-pop-driven travel. Released without warning, the “Travel like Jennie” spot ran across Visa’s Instagram accounts in Indonesia, Malaysia, Singapore, Hong Kong, Korea, Japan and the wider Asia Pacific region, as well as on @genvisa’s TikTok page. Timed around BLACKPINK’s DEADLINE world tour, which has covered Kaohsiung, Bangkok and Jakarta with further stops in markets such as the Philippines, Singapore, Tokyo and Hong Kong, the campaign rode a wave of international travel by fans chasing tour dates. The BTS partnership also comes amid a wider rush by brands to plug into the ARIRANG tour. Last month, Samsung Electronics signed on as a global partner for BTS WORLD TOUR ‘ARIRANG’, hitching its Galaxy brand to the tour and putting its mobile technology at the centre of the fan experience. The deal is positioned around a shared focus on self-expression and connection between BTS and its global fanbase, the BTS ARMY, alongside Samsung’s ambition to frame Galaxy as a bridge to meaningful, connected experiences. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles: Ray-Ban taps Jennie, as K-pop continues to reshape global marketing   Lisa pirouettes into NikeSKIMS’ ballet-inspired campaign McDonald’s SG serves BTS magic with TinyTAN Happy Meals   source

Havas Media Network Singapore has appointed Teresa Goh (pictured left) to lead Havas Play Singapore as general manager, as Kenny Yap (pictured right) exits as CEO. In her new role, Goh will lead the strategic direction and growth of Havas Play in Singapore, overseeing client partnerships, integrated campaign development and business expansion across the agency’s social, content, influencer and performance marketing offerings. She will also work closely with regional leadership to further scale Havas Play’s offering in Singapore. Goh brings extensive experience across marketing, communications and digital engagement, with a strong track record of building brands, leading high-performing teams and delivering impactful integrated campaigns across Southeast Asia. Prior to joining Havas Play, she was general manager, APAC at MOI Global and country head of Social Makers at The Smart Local Media Group.  Teresa Goh (pictured left) and Pankaj Nayak (pictured right). Don’t miss: Havas Thailand nabs Grey’s deputy chief strategy officer in newly created role In addition, Kenny Yap is stepping down as CEO, marking the end of his nearly decade-long journey with Havas Media Network. Yap previously served as managing director of Socialyse and Havas Red Singapore, before taking on the role of chief operating officer at Havas Play. He was later promoted to CEO of Havas Play in 2025. In a statement to MARKETING-INTERACTIVE, Yap said it has been a privilege to build Havas Play Singapore, and previously Havas Red and Socialyse alongside such talented teams and trusted partners.  “Together, we tripled the size of the business, delivered consistent double-digit growth year after year, earned multiple Agency of the Year recognitions, and established the agency as one of the region’s most recognised leaders in social media, content and influencer marketing. I’m incredibly proud of what we’ve built together and grateful for the journey,” said Yap. “As I look ahead, I’m excited to channel these experiences into new opportunities where I can continue building, scaling and solving meaningful challenges,” he added.  Prior to his stint at Havas, Yap was at Hill+Knowlton Strategies, Vibes Communications and Grayling.  Commenting on the appointment, Pankaj Nayak, CEO, Havas Media Network Singapore and president, SEA, Havas Media, said: “Goh brings a strong combination of strategic thinking, client leadership and deep experience across the evolving digital and content landscape. As brands look for more integrated ways to engage audiences, she is well positioned to lead the business forward and further strengthen our offering.” “I would also like to extend my heartfelt thanks to Yap for his contributions to the agency. His leadership and dedication have been instrumental in shaping the growth of Havas Play in Singapore, and we wish him the very best for his future endeavours,” he added.  Meanwhile, Goh said that she is excited to be joining the team and build on the strong momentum of the business.  “Consumers here are highly digitally sophisticated and can spot inauthenticity instantly. Brands need to connect through culture, communities and meaningful content, going beyond any single channel or format. Trust isn’t built in a single scroll; it’s built across experiences — online and offline,” she added.  Since its establishment, Havas Play Singapore has built a strong integrated offering across content, influencer, partnerships and experience-led marketing, delivering culture-driven campaigns for clients across sports, entertainment and lifestyle. Recent work includes end-to-end marketing for the Singapore Tennis Open 2025, regional launches for Toyota, a creator-led campaign for Nikon across Asia Pacific, and innovative brand experiences such as AIA’s bespoke Monopoly activation.  Meanwhile, in November last year, Havas Play expanded into Australia and New Zealand. The ANZ expansion combines sponsorship, branded content, live experiences, social, influencer and native media into a single agency brand. Havas Media Melbourne managing partner and former Hotglue founder Nick Smith has been appointed Havas Play ANZ managing partner, leading a seven-person leadership team across Melbourne, Sydney and Auckland. James Wright, Havas Group ANZ CEO, said the move strengthens the company’s ability to build value at the intersection of culture, platforms and communities.  Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles:   Havas Moonfolks appoints chief strategy and growth officer amid leadership expansion  Havas Red PH unveils CRed to align PR, social, influencer and experiential marketing  Havas Malaysia bolsters leadership with senior hires  source

Pinterest is taking a direct swipe at doomscrolling in its latest brand campaign, as social media backlash and teen mental health concerns continue to dominate headlines. Citing findings that nearly half of US teens feel they spend too much time on social media, and many believe it negatively affects people their age, the platform is positioning itself as an antidote to constant online consumption. The campaign is built on a simple premise: the best thing you can find online is a reason to go live your life offline. At the heart of the push is a new 60-second film, “How did they do it?”, produced entirely in-house by Pinterest’s House of Creative. The spot is stitched together from old home movies and photos sourced from employees’ family archives, evoking a more spontaneous, pre-social media era and highlighting what Pinterest describes as “the freedom of a more authentic world” before feeds and likes. The spot ends with the on-screen caption “The best thing you can find online is a reason to go offline.”  Don’t miss: How brands can thrive, not just survive, on social media in 2026 A 30-second cut-down and additional creative assets will roll out from 1 May across TV, cinema, out-of-home and digital channels. The campaign extends Pinterest’s broader efforts to align the brand with healthier digital habits and a less toxic online environment. CEO Bill Ready has recently called on governments to ban social media for children under 16, while at Coachella this year Pinterest debuted what it claims is the first-ever phone-free activation, a physical space designed for visitors to ditch their screens and reconnect with real-world experiences. “Most platforms are engineered to keep you scrolling through other people’s lives. Pinterest is engineered to get you off the app and into yours,” said Claudine Cheever, chief marketing officer at Pinterest. She added, “That’s a fundamentally different value proposition, and this campaign is our boldest statement of that yet. We’re not just launching creative, we’re making a case for what the internet should actually be.” This focus on being more present in real life echoes other recent work in the region that calls out screen addiction and social media distraction. Earlier this year, Singapore’s Ministry of Digital Development and Information (MDDI)’s gov.sg launched a Hari Raya festive film titled “Kisah musim Raya” (“A Raya tale”), spotlighting the importance of being present with loved ones during the celebrations. Created with creative agency DSTNCT and directed by Juffrie Juma’at, the film follows Aisyah, a young girl so distracted by her smartphone and social media while preparing for Hari Raya with her parents that she causes chaos at home and even wanders into the wrong house, before realising the moments she has missed, putting her phone away and rejoining her family as the spot closes with the message: “Treasure joyful moments together as we pass down cherished traditions”. Heineken delivered a similar message late last year in Malaysia, where it rolled out a “Phones off, tap on” festive campaign alongside its new five-litre draught home bar package, urging consumers to put their phones down and be fully present with friends and family across Christmas, New Year and Chinese New Year celebrations, and to prioritise real-world connection over digital distractions. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles: Pinterest taps ex-Meta leader to drive APAC enterprise push  Pinterest picks new chief marketing officer and chief business officer    These are the trends shaping Gen Z in 2026 source

Mediacorp is doubling down on regional content strategy with a new Chinese-language co-production. The company has partnered TVBS on a 10-episode scripted series, 对你心动的预言, or loosely translated to Prophecy to love you, bringing together talent from Singapore, Taiwan and Thailand. Filming will take place in Taiwan, with the project slated to premiere in 2027. First unveiled during a partnership announcement at the Asia TV Forum & Market in December 2025, the series is backed by multiple public sector bodies including the Infocomm Media Development Authority, Taiwan’s Ministry of Culture, the Taiwan Creative Content Agency and the Kaohsiung Film Fund. The collaboration builds on the success of the pair’s earlier project, Love on a shoestring, which ranked among the top 10 titles on Netflix Taiwan in its first week of release. Don’t miss: Mediacorp takes local drama regional with Netflix deal  The series follows university student Yao Kexun, who survives a laboratory explosion only to discover that a year has passed and her life has taken an unexpected turn. When she is transported back in time to before the incident, she is given a chance to change the outcome, setting up a narrative that blends romance, suspense and time-travel elements. The project features a pan-Asian cast, including Thai actress Aokbab Chutimon, alongside Taiwanese actors Edward Chen and Tsao Yu-Ning, and Mediacorp artistes Cai Cheng Jun and Guo Liang. It will be directed by Peter Ho, who brings experience in cross-border productions. As regional players continue to chase scale, co-productions such as 对你心动的预言 signal how content is increasingly being developed not just for audiences, but for distribution ecosystems shaped by platforms, partnerships and market expansion. Zhang Minsi, assistant vice president of content and strategic initiatives at Mediacorp, said the project reflects the company’s commitment to developing distinctive Asian stories while nurturing creative talent across the region. “With a strong storyline, an accomplished cast and experienced production team, we are confident this project will connect with viewers and are proud to be partnering with TVBS to bring it to audiences across the region,” she said. Steven Hao, vice president of entertainment business department at TVBS, added that the collaboration marks a key milestone in cross-border content development. He said the partnership combines both companies’ strengths in production and market reach, with the aim of delivering Chinese-language stories to wider audiences across Asia. The latest move comes amid a broader shift among Asian broadcasters and studios towards co-productions that are designed for cross-border distribution from the outset. For Mediacorp, this emphasis on exportable content sits alongside a growing focus on platform partnerships. The company recently struck its largest pre-sale deal with Netflix, which acquired three premium local drama titles – The Leftovers 幸存者, Chilli Crab Flower Club 辛蟹社 and Durrani – Perjuangan Lion Mum – for Southeast Asian markets ahead of their free-to-air premieres. The acquisition underscores growing regional demand for Singapore storytelling, covering Southeast Asian markets including Malaysia, Thailand, Indonesia, the Philippines, Vietnam, Brunei, Cambodia, Laos, Myanmar and Timor-Leste. The three titles were bought for their production ambition and distinctive narratives, from cutting-edge virtual production to stage-to-screen adaptations. Together with cross-border projects such as 对你心动的预言, these deals underscore how Mediacorp is positioning its IP for audiences beyond the domestic market. Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  Related articles:  Mediacorp rings in Hari Raya with refreshed anthem and star-studded MV   Mediacorp partners Mastercard to link ads to real-world purchases  StarHub and Mediacorp join forces to create stronger content and ad opportunities  source