marketing interactive

2025 has been a wild ride for marketers. From nostalgia-fuelled activations that brought memories back to life, to unexpected collaborations that had Singaporeans stopping in their tracks, and food-focused campaigns that turned ordinary moments into shareable experiences, brands pulled out all the stops this year. Creativity has been at an all-time high, and the results prove that you don’t need a screen to make an impact. Some campaigns turned heads across the city, others rewrote the rules of engagement, and a few managed to do both while leaving a lasting mark on culture. Whether it was clever storytelling, immersive experiences, or reimagining beloved icons for a new generation, the brands that dared to think differently stood out, while the rest were playing catch-up. Before 2025 fades into the history books, here’s our roundup of the five campaigns that truly defined the year, proving that marketing isn’t just about selling; it’s about creating moments people actually remember. Don’t miss: When scale meets strategy: Agency shake-ups that shaped 2025 FairPrice’s SG60 chips puts local flavour in every crunch FairPrice didn’t just celebrate Singapore’s 60th birthday, it served it up in a bag. The supermarket giant launched three limited-edition housebrand chips inspired by local favourites: kopi, laksa, and black pepper crab. Available from July to September, the tongue-in-cheek flavours let shoppers literally taste Singapore’s hawker heritage. The campaign went beyond store shelves, too. FPG sponsored over 400,000 packs of its truffle chips for National Day Parade funpacks, putting the brand front and center during the country’s biggest annual celebration. Nearly half a million snack-sized moments ensured FairPrice wasn’t just part of the holiday, it was part of the conversation. Read more here.  The mysterious sponge man along Orchard Road is actually a Lazada campaign Lazada kicked off 2025 by turning Singapore’s iconic Orchard Road into an impromptu fashion runway. Enter “Sponge man”: a model donning a gown made entirely of sponges, strutting past shoppers who couldn’t resist snapping photos. The stunt, created in collaboration with BLKJ Havas, highlighted Lazada’s playful approach to turning everyday items into style statements, while reinforcing its promise of competitive prices across essentials and trending fashion alike. Sometimes, all it takes is a little sponge to make a big splash. Read more here.  LiHO TEA unveils edible cup covers that melt into your drink LiHO TEA brewed up a sweet twist for Chinese New Year with its limited-time “God of fortune” milk tea. Each classic milk tea came with a glutinous rice paper cover that melted into the drink, plus an exclusive festive cup sleeve spreading wishes for prosperity. Taking the celebration further, customers who ordered two large milk teas scored a set of limited-edition snake-themed red packets, a playful nod to tradition with a collectible twist. By turning a seasonal favourite into an interactive experience, LiHO TEA made sure its brand was front and centre during one of Singapore’s most important cultural moments. Read more here.  Milo SG marks 75 years with plushies that look good enough to eat To mark its 75th anniversary, Milo Singapore turned nostalgia into collectibles. Following the launch of its Milo van sachets, the brand released a series of exclusive plushies inspired by local breakfast and snack favourites, from kaya toast and soft-boiled eggs to gem biscuits and Milo packets. Showcased across Instagram as a “breakfast party” and “breaktime party”, the campaign leaned on playful, shareable content while reminding consumers that Milo has been fuelling Singaporeans for generations. It was a soft, cuddly way to blend brand heritage with cultural relevance. Read more here.  UNIQLO serves up local breakfast with Ya Kun Kaya Toast collab For Singapore’s SG60 celebrations, UNIQLO turned local breakfast culture into wearable art. Partnering with heritage brand Ya Kun Kaya Toast, the fashion retailer launched a limited-edition UTme! T-shirt collection featuring six exclusive Singapore-themed designs, from scenes of Ya Kun’s original Far East Square store to playful coffee shop lingo like “Order coffee like a pro”. Shoppers could customise their tees in-store for the first time, while limited-edition keychains tied to the collaboration gave fans another collectible keepsake. By merging fashion, heritage, and foodie culture, UNIQLO made it easy for Singaporeans to show off their local pride, and maybe even their kopi order skills. Read more here.  Related articles: Next wave of creativity: What’s in store for 2026?    Why food and fashion is a delicious combo marketers can’t seem to resist    2025 in review: Malaysia’s campaigns that won hearts and feeds source

2025 has been a year of major strategic leadership moves across Singapore’s brand landscape. From modern tea and consumer electronics to luxury hospitality, insurance, and corporate banking, seasoned marketers have stepped into pivotal roles that will shape brand strategies, customer experiences, and growth trajectories for years to come. It has also been a year of change at the top, with some of the region’s most notable marketers moving between brands, bringing fresh perspectives and signalling bold ambitions for the organisations they join. From newly created roles to elevated positions, these appointments are not just about filling seats, they are about defining the direction of Singapore’s most visible brands in an increasingly competitive and fast-evolving market. These five appointments, in particular, have captured the attention of Singapore’s marketing industry, spotlighting leaders with proven track records taking the reins to drive international expansion, shape customer-centric strategies, and steer integrated marketing efforts. Their vision and experience offer a glimpse into how brands intend to navigate disruption, embrace innovation, and connect with consumers in meaningful and culturally relevant ways. Don’t miss: 2025 in review: Campaigns that turned heads in Singapore CHAGEE lands Eugene Lee as APAC CMO, accelerates international expansion efforts In April, CHAGEE tapped Eugene Lee to lead its APAC marketing as the modern tea brand ramps up international expansion. In his role, Lee oversees brand and business growth across the region, balancing a cohesive brand identity with localisation strategies for diverse markets. Reporting directly to the APAC CEO and global CMO, he also joins CHAGEE’s global leadership team. Lee told MARKETING-INTERACTIVE that he was drawn to CHAGEE by the founder’s vision and the brand’s mission to reinvent tea. He noted that CHAGEE aims to modernise the tea experience, elevate the category, and reshape how consumers perceive tea, positioning itself as a pioneer in making the beverage more appealing and culturally relevant. Read more here.  Former marketer Kwek-Perroy Li Choo takes on newly created MD role at Great Eastern In August, Great Eastern Group appointed Kwek-Perroy Li Choo to a newly created role overseeing customer segments, experience, product development, digital platforms, brand, marketing, and communications. Reporting directly to the group CEO, she is tasked with driving a unified, customer-centric strategy that delivers innovative propositions, integrated solutions, and personalised experiences. A seasoned insurance leader, Kwek-Perroy brings extensive experience in customer-centric transformation from senior roles at AXA Group, Manulife, and Zurich Insurance Group across APAC and Europe. Her appointment underscores Great Eastern’s focus on integrated strategies and holistic customer experiences. Read more here.  Samsung Electronics Singapore elevates Lynn Chong to head of marketing Samsung Electronics Singapore promoted Lynn Chong to head of marketing earlier this year, where she now oversees a cross-functional team and leads all marketing and communications efforts for the brand’s mobile and consumer electronics divisions. Her responsibilities span integrated marketing communications, media, social, digital, communications, and brand partnerships. Chong previously served as head of brand marketing for Samsung’s mobile eXperience division for over four years, managing marketing for the Galaxy portfolio and spearheading the market introduction of the brand’s foldables and AI offerings. Her promotion reflects Samsung’s focus on integrated marketing leadership to strengthen its presence in Singapore’s competitive consumer electronics landscape. Read more here.  Shangri-La Singapore names new director of marketing In July, Shangri-La Singapore appointed Koo Sok Hoon as director of marketing, as the flagship hotel looks to strengthen its brand positioning and expand its reach among local and international guests. Koo will lead the hotel’s overall marketing and communications strategy, covering brand positioning, integrated campaigns, digital and social partnerships, PR, and guest engagement, while also driving both brand equity and commercial performance. Speaking to MARKETING-INTERACTIVE, Koo described the role as a “unique opportunity and responsibility”, reflecting the scale and reputation of the hotel and its potential impact on Singapore’s luxury hospitality scene. Read more here.  Standard Chartered names new global corporate coverage marketing director Standard Chartered appointed Cheryl Lim as its global corporate coverage marketing director within the corporate and investment banking division in July. In this newly created role, Lim will shift her focus from B2C to B2B marketing, driving storytelling and campaigns that resonate with corporate clients while aligning with business objectives and maintaining integrity. Lim returns to banking after beginning her career at DBS Bank and HSBC, and brings extensive leadership experience from roles at Manulife, StarHub, and most recently CHAGEE Singapore. Her appointment underscores Standard Chartered’s emphasis on strategic marketing that bridges brand, communications, and business impact in the corporate banking space. Read more here.  Related articles: When scale meets strategy: Agency shake-ups that shaped 2025   PR in the spotlight: 5 lessons Malaysian brands learned in 2025   Next wave of creativity: What’s in store for 2026? source

StarHub has inked a strategic Memorandum of Understanding (MOU) with NeutraDC, the data centre arm of Telkom Indonesia, marking a significant step toward delivering quantum-safe, low-latency connectivity across Southeast Asia. The agreement, signed in Singapore on 28 November 2025, reinforces the companies’ joint ambition to advance secure digital infrastructure linking Indonesia and Singapore. The collaboration pairs StarHub’s Low-Latency Data Centre Connect solution with NeutraDC’s fast-growing, carrier-neutral data centre ecosystem, which supports hyperscale and enterprise workloads across both markets. By integrating secure, high-performance interconnectivity with next-generation encryption, the partners aim to strengthen the region’s readiness for a quantum-driven future. As part of the partnership, StarHub will establish a Point of Presence (PoP) at NeutraDC SNG-3 in Singapore. The move is designed to provide enterprises with faster routes between data centres, cloud environments, and mission-critical services – enabling cross-border digital operations that are more secure, more reliable, and more responsive. Don’t miss: StarHub introduces Hublings in playful ‘We got you’ brand push The initiative further reinforces Singapore’s position as a regional digital hub, offering enterprises efficient access to data resources and cloud infrastructure throughout Southeast Asia. StarHub’s Low-Latency Data Centre Connect solution supports Singapore’s ultra-low-latency backbone, featuring a sub-1 millisecond path to cable landing stations. This performance foundation is increasingly critical as organisations expand hybrid and multi-cloud deployments across borders. “Enterprises today are navigating unprecedented data demands, and they need infrastructure that can keep up with their growth,” said Tan Kit Yong, chief, regional enterprise, StarHub. “Through this collaboration with NeutraDC, we’re making it simpler for businesses to move, protect, and scale their data, helping them unlock real performance advantages and accelerate their digital transformation across the region.” With the threat landscape evolving rapidly, the partnership highlights the growing urgency for quantum-safe security standards. The agreement introduces capabilities including post-quantum cryptography, software-defined networking, and secure orchestration across NeutraDC SNG-3.  Through the enhanced PoP, customers gain access to: direct DC-to-CLS Connectivity for end-to-end regional reach; software-defined networking, enabling network slicing, multi-tenancy and bandwidth-on-demand; quantum-safe encryption, designed to safeguard future data flows; and automated service orchestration for faster, more agile provisioning. “We are excited to work with StarHub, a leader with a proven track record of connectivity solutions. This strategic initiative strengthens NeutraDC’s strategy of providing seamless, secure and cloud-ready connectivity to our regional Neutra Compute GPU clouds. Quantum secure connectivity represents the new frontier of security, overcoming the limitations of current encryption standards. This will empower our customers to stay ahead of emerging threats and meet evolving business requirements,” said Sendang Praptomo, CEO of NeutraDC Singapore. Related articles:StarHub concludes media pitchStarHub and Mediacorp join forces to create stronger content and ad opportunitiesStarHub launches Singapore’s first real-time ad replacement for live TV source

Ogilvy Group Singapore has appointed Shirley Tay as its new chief executive officer, effective 1 January 2026. In her role, Tay will oversee the streamlined operations of the group’s agency brands in Singapore, including Ogilvy Singapore and Grey Singapore, while maintaining their distinct identities and client portfolios. She will also work across both agencies to leverage their collective capabilities. Tay, who joined Ogilvy Singapore in 2000, previously served as managing director of advertising, leading campaigns for clients including Singapore Tourism Board, Health Promotion Board, BMW Asia, and NEA. Don’t miss: Agency agenda: Ogilvy ASEAN CEO Kunal Jeswani on his 3 big bets for 2026  She later founded a regional hub for ZOO Group, an Australia-based digital creative agency, and went on to serve as CEO of Young & Rubicam Singapore before returning to Ogilvy in 2019. Most recently, as chief client officer, she has driven strategic and creative excellence for major clients such as Changi Airport Group, HSBC, Prudential, Decathlon, Japan Airlines, and Nestlé. Commenting on her role, Kunal Jeswani, CEO of Ogilvy Group ASEAN, said: “Tay is a brilliant, powerful leader who is deeply committed to delivering exceptional value for our clients. She lives our belief in borderless creativity and I am sure she will leverage the full width of talent and expertise, across Ogilvy and Grey, to drive growth and success for our clients in Singapore.” In addition, Tay said that she is “privileged to take on this responsibility.”  “My focus will be on nurturing the distinct strengths and rich legacies that both Ogilvy and Grey have established in Singapore, while driving collaboration and innovation to deliver world-class creativity and business impact for our clients,” she added. Jeswani will continue as CEO of Ogilvy Group ASEAN, remaining fully committed to the growth and success of the business and clients in Singapore. Tay’s appointment follows key leadership transitions across the region. Most recently, Kapil Arora was promoted to CEO of Ogilvy Group Indonesia, effective 1 January 2026. He succeeds Sieg Penaverde who will depart the agency after six years at the helm to pursue a new opportunity.  Arora’s promotion follows a 24-year career with Ogilvy spanning five offices. He has held leadership roles including heading the Vodafone business in India, leading Ogilvy Delhi, and steering 82.5 Communications. Since 2024, he has served as COO in Indonesia, working closely with Penaverde. Similarly in October, Ogilvy named Kirsty Muddle as CEO of Ogilvy Network Australia and New Zealand. Muddle joins from Dentsu, where she served as CEO of Practices & Products for ANZ, overseeing a broad portfolio spanning creative, PR, government, customer experience, Salesforce, data and tech, commerce, and B2B marketing. Related articles:  Cindy Rose reshapes WPP leadership, Ogilvy handed to Ezekiel in global revamp  Ogilvy Asia’s senior regional business director departs after 21 years  Burson names HS Chung APAC CEO as Adrian Warr exits  source

Apple has launched a new accessibility-focused short film, “Designed for every student”, in conjunction with International Day of Persons with Disabilities on 3 December. Created in collaboration with TBWAMedia Arts Lab, the campaign highlights how students with disabilities worldwide use Apple products and built-in accessibility features to navigate campus life and fully participate in college experiences. The film opens with students celebrating their college acceptance, before cutting to scenes across campus showing how they use Apple tools in everyday routines, from attending lectures and studying to socialising with friends. The short culminates in a vibrant group dance number, underscoring the message that the term “remarkable” should apply to everyone. Don’t miss: Yeo’s backs para-athletes in new Singapore Disability Sports Council partnership Directed by Kim Gehrig, who also helmed Apple’s award-winning 2022 accessibility short “The Greatest”, the campaign spotlights features ranging from long-standing tools like VoiceOver, AssistiveTouch, and Live Captions, to new offerings including Magnifier for Mac, Braille Access, and Accessibility Reader. These functions are shown seamlessly integrated into students’ daily routines, from studying and socialising to attending lectures, reinforcing Apple’s focus on inclusion and independence. The campaign will roll out globally across broadcast, digital, and social platforms. MARKETING-INTERACTIVE has reached out for more information.  This comes shortly after Apple unveiled its annual holiday film, “A critter carol”, which channels a more whimsical side of the brand. Directed by Mark Molloy and shot entirely on the iPhone 17 Pro, the 2-minute-20-second short follows a crew of handmade woodland puppets who stumble upon a lost iPhone and transform it into a music video set. Featuring a chaotic a cappella number set to Flight of the Conchords’ Friends, the film combines humor, handcrafted puppetry, and creative camera work to celebrate friendship, craft, and seasonal storytelling. Related articles: Apple and ISSEY MIYAKE stitch style into tech with new iPhone Pocket    Apple’s final collab with Jane Goodall celebrates creativity’s first spark     Apple’s cinematic stunt proves the iPhone 17 Pro can take a beating source

Mercedes-AMG PETRONAS F1 Team has unveiled a landmark global partnership with PepsiCo, set to begin in 2026. The multi-year deal will see three of PepsiCo’s flagship brands – Gatorade, Sting, and Doritos, -integrated across the team’s operations, marking the first time three category-leading PepsiCo brands have partnered with a single F1 team. Gatorade will bring its 60-year heritage and expertise from the Gatorade Sports Science Institute (GSSI) to the paddock for the first time. In a sport where drivers can lose up to four kilograms through sweat in a single race, hydration is critical. The partnership will implement a fully customised performance hydration strategy, giving Mercedes-AMG PETRONAS F1 Team a potential edge in a competition defined by milliseconds. Don’t miss: What Barilla’s Formula 1 move means for sports advertising beyond the Super Bowl The deal also leverages the appeal of Mercedes-AMG PETRONAS F1 Team drivers George Russell and Kimi Antonelli. Russell, an established F1 talent, offers an authentic connection to fans worldwide, while Antonelli represents the sport’s next generation. Both will feature in fan engagement initiatives highlighting the strengths of Gatorade, Doritos and Sting, from behind-the-scenes content to interactive activations. Sting, the leading energy drink in markets including India, Pakistan, Vietnam and Egypt, will extend its high-energy positioning to the F1 paddock. With strong footholds in emerging markets, Sting aims to connect Gen Z fans with the team and accelerate F1 excitement across regions aligned with both the sport’s and Mercedes-AMG PETRONAS F1 Team’s growth. Doritos will complement the partnership with its bold, flavour-forward identity, bringing immersive fan experiences to race weekends. From global activations to on-the-ground fan engagement, Doritos aims to capture the intensity of Grand Prix racing while delivering a snacking experience that mirrors F1’s speed and precision. The partnership positions PepsiCo at the centre of Formula 1’s global momentum, combining performance, energy and fan-first activations across the world’s fastest sport. “This partnership unites performance, energy, and flavour under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team”, said Eugene Willemsen, chief executive officer, international beverages at PepsiCo. He added, “Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1. Partnering with Mercedes-AMG PETRONAS F1 Team reflects our shared commitment to performance, innovation, and excellence – values that define both our organisations.” In tandem, Toto Wolff, team principal and chief executive officer, Mercedes-AMG PETRONAS F1 Team, said, “Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport. As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence.” Wolff said the partnership leverages each brand’s strengths: Gatorade’s sports science expertise, Sting’s youthful energy, and Doritos’ cultural relevance. He noted that together, they would support the team’s performance while elevating fan experiences globally. Mercedes-AMG PETRONAS F1 Team’s chief commercial officer, Richard Sanders, described the partnership with PepsiCo as a boost to both fan engagement and day-to-day operations. He noted that the collaboration would help the team deliver stronger experiences at the track and beyond, while enhancing connections with audiences worldwide. The deal with Mercedes-AMG PETRONAS F1 Team follows PepsiCo’s broader global push into Formula 1. The company signed a multi-year partnership with F1 in 2025, bringing Sting Energy, Gatorade and Doritos onto the sport’s global stage. That agreement grants PepsiCo rights across the 21-race calendar and more than 200 broadcast territories, covering trackside advertising, fan zone activations, hospitality packages, product exclusivity, and branded content. It also extends to the F1 Sprint series and the F1 Academy, with plans for on-pack promotions, immersive activations, co-branded merchandise, and limited-edition products to connect fans worldwide. Related articles: Audi F1 Team and adidas team up for high-performance style on and off the track   PepsiCo unveils new global brand identity after 25 years PepsiCo says it will be ‘agentic AI-first’ by 2026 source

UNIQLO is doubling down on the K-pop wave, this time teaming up with global rookie sensation BABYMONSTER for its latest UT (Uniqlo T-shirt) collection—marking the brand’s first-ever collaboration with a K-pop girl group. The launch follows Uniqlo’s previous tie-up with boy group TREASURE, which launched in May this year, signalling that the Japanese retailer is becoming quite the K-pop fashion matchmaker. Dropping 2 February 2026, the BABYMONSTER UT range takes cues from the group’s quintessential hit “BATTER UP,” translating its cool, confident energy into six graphic T-shirt designs. The tees come in a slightly wide, boxy silhouette with a sheer body material developed specially for this collab, plus options in both crew neck and V-neck so fans can style their bias in multiple ways. Don’t miss: OREO and BABYMONSTER bring cookies to the dance floor in limited-edition collab The rollout won’t stop at the clothing rack. Uniqlo will be releasing a full slate of exclusive visuals featuring Baby Monster—think group shots, solo cuts, behind-the-scenes content, and even message videos for fans. The brand says the collection is inspired by the group’s “cool and powerful presence” on the global stage, with the visuals offering fans a peek into Baby Monster’s world. The collection will be available several key Asian markets including Malaysia, Indonesia, Singapore, the Philippines, Taiwan, Japan, and Korea, both in stores and online via uniqlo.com. Formed by YG Entertainment and debuting in April 2024, BABYMONSTER is a multinational group with members from South Korea, Thailand, and Japan, known for their all-rounder mix of vocals, rap, dance, and visuals, making them a natural fit for a high-energy UT drop. With K-pop fandom and fashion continuing to collide, this collab might fly off the shelves fast, as BABYMONSTER fans are already showing their excitement online.  The girl-group has been making waves across Asia, with a slew of key brand collaborations over the past year. In October, they teamed up with OREO has teamed for a limited-edition launch that reinvents its iconic ‘Twist, Lick, Dunk’ ritual. The OREO x BABYMONSTER drop introduces the #TwistLickDance, a playful new way to enjoy the cookie with a custom track and choreography by the group. Indonesia’s instant coffee brand Kopi Good Day also poured fresh energy into its latte lineup with the appointment of rising K-pop girl group BABYMONSTER as brand ambassadors, marking the first Southeast Asian brand partnership for the YG Entertainment act. Unveiled under the theme “Have a Good Day with BABYMONSTER”, the partnership reflects Kopi Good Day’s ambition to claim deeper relevance with Gen Z by pairing its sweet, creamy latte variants with the star power of Ruka, Pharita, Asa, Ahyeon, Rami, Rora and Chiquita. Meanwhile in April, McDonald’s Hong Kong partnered exclusively with the Korean girl group BABYMONSTER to provide limited-edition collectibles as part of its latest campaign. This comes as McDonald’s reintroduced the McCrispy to Hong Kong. And to further engage customers and connect with BABYMONSTER’s fans, McDonald’s Hong Kong launched an exclusive ultra-limited gift: the “McDonald’s x BABYMONSTER cassette photo card set”. Last year, Suntory PepsiCo Beverage (Thailand) entered a fizzy new era with a new brand positioning and the appointment of South Korean pop girl group BABYMONSTER as ambassadors for its sugar-free range in the Asia Pacific region. In the commercial, BABYMONSTER recharges after their rehearsal with a Pepsi drink before a giant Pepsi can floats outside the dance studio and interrupts their break. With the girl-group, Pepsi also aims to appeal to the Gen Z crowd which is the heart of its new “Thirsty for More” positioning in Thailand as part of its new logo rollout campaign. Related articles:BABYMONSTER joins Kopi Good Day to front new latte campaignMcDonald’s HK unveils exclusive collab with K-pop girl group BABYMONSTER Pepsi names BabyMonster as new APAC ambassadors  source

As the communications landscape shifts at speed, Zeno Group global CEO Barby K. Siegel says the industry is entering a decisive moment, one where technology, talent and new models of integration will determine which agencies stay relevant. Speaking on Marketing Connected’s Agency Agenda, Siegel shared how Zeno is retooling its global operations while returning to double digit growth in Asia Pacific. AI sits at the heart of this evolution. Siegel notes that communicators are no longer creating content solely for journalists or audiences. Increasingly, they are writing for machines. “If you are writing a press release, you are writing it for the machine because that is the content the LLMs (language learning models) will pull,” she says. Zeno built GEOfluent to help brands understand how they appear in generative models and is developing tools that let clients “make sure information is accurate and showing up in the right ways.” Don’t miss: Agency agenda: Ogilvy ASEAN CEO Kunal Jeswani on his 3 big bets for 2026 She sees this as a major turning point for PR, not a threat. Data and AI now allow communicators to pinpoint what messaging drives action. There is still the human instinct which AI can never replace. “But the data gives us the science,” Siegel added. This blend of art and science is also powering Zeno’s global AI Hive, a predictive system that flags stories before they trend so brands can enter cultural moments more deliberately. AI also reshapes how Zeno thinks about integration. Siegel believes the term has become overused, often without real structural change. Zeno rebuilt its team model to put data, analytics, strategy and creative at the core from the start of every brief. Specialists are then added based on need. The result is leaner, more focused teams. “Clients want greater access to the data that is driving the insights that drive ideas,” she said, adding that the old model of episodic collaboration no longer works in an environment where speed and stakes are high. To future proof the agency, Zeno is investing heavily in skills around AI and emerging tech, but Siegel is quick to note that creativity remains the most valuable human capability. The communicator’s role, she says, is broader than ever, requiring diplomacy, adaptability and a mindset built around impact. “One of the things I tell the teams about all the time is that this is our moment, to evolve and experiment and try new things. This is our moment, being privately held, family-owned, not distracted by all the mergers and consolidations.” Siegel said. Communications has such an important role to play in business, society, and in culture. To hopefully bring people together and move always towards something better. 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: Zeno Australia drives off with Chery Motors PR accountAgency agenda: Sir Martin Sorrell says ‘Data is not the enemy of creativity’Agency agenda: Rana Barua charts Havas’ growth across Asia source

Omnicom Media APAC CEO Tony Harradine has revealed the agency’s new leadership structure, with a set of key leaders to drive growth and innovation across the region. In an internal note, seen by MARKETING-INTERACTIVE, Harradine said, bringing together two organisations will always involve difficult decisions, and he acknowledges that openly. “Omnicom Media is committed to supporting everyone impacted, with clear information and ongoing guidance as we navigate these early days together,” he said. Additionally, he shared that overseeing the new vision will be the local market CEOs, a” leadership team that now includes perspectives from both Omnicom and IPG, combining these expertise and a shared vision for growth”. Omnicom Media APAC leadership: • Chief financial officer – Chan Ching Yi• Chief commercial trading officer – Paul Shepherd• President, OMD – Charlotte Lee• President, PHD – Eileen Ooi• President, UM – Rochelle Chhaya• President, Initiative – Leadership appointment to be communicated soon• President, Operations – Sadhan Mishra• EVP, Growth – Garth Farrar• Head of communications – Justin Low• Head of brand marketing – Naomi Michael Omnicom Media market leadership: • Australia – Kristiaan Kroon, CEO, and Donna Bartlett, CFO• China – Claudine Kwek, CEO, and Jane Gu, CFO• Hong Kong – Derek Yip, COO, and Jacqueline Chan, CFO• India – Kartik Sharma, CEO, Rishit Mehta, CFO, Amardeep Singh, COO, and Shashi Sinha, strategic advisor• Indonesia – Rajat Basra, CEO, and Lana Dardjowidjojo, CFO• Japan – Matt Ware, CEO, and Takahiro Oe, CFO• Malaysia – Eileen Ooi, executive integration lead, Darren Yuen, CEO, and Muralitharan Ramasamy, CFO• New Zealand – Nikki Grafton, CEO, and Verity McQuade, CFO• Philippines – Mary Buenaventura, CEO, and Ulysses King, CFO• Singapore – Chloe Neo, CEO, and Reynold Seah, CFO• Taiwan – Kelly Huang, CEO, and Lisa Wu, CFO• Thailand – Rochelle Chhaya, CEO, and Noppadol Vetvoranich, CFO• Vietnam – Van Anh Tran Luu, CEO, Julien Courant, COO, and Tam Pham, CFO Earlier today, MARKETING-INTERACTIVE reported that Leigh Terry has exited his role as CEO of IPG Mediabrands APAC as the Omnicom–IPG merger triggers major leadership consolidation across the region. Tony Harradine was set to take on responsibility for Omnicom Media across APAC following Terry’s departure. Terry has led Mediabrands across 16 markets since January 2017, overseeing more than 5,000 staff across the region, and guiding the network through shifts in digital, data and media investment.  In the internal note, Harradine added that while many of these names will be familiar across much of the APAC community, he also recognises that some of the employees will be working with new leaders for the first time. He added that more details will be revealed in the upcoming townhalls. “Culturally, the integration feels like a natural evolution. We collectively share a deep commitment to client partnership, operational excellence, and developing talent. This foundation will allow us to move quickly and confidently as we begin building new ways of working,” he added. Yesterday, Omnicom announced that it would retire several long-established agency brands which will see the company will cut more than 4,000 jobs as part of the immediate post-merger integration. Omnicom will formally debut the combined organisation and introduce the next generation of its Omni platform at CES 2026. Year-end earnings in February will outline integration progress and synergy expectations, followed by an Investor Day. Related articles: James Hawkins departs IPG Mediabrands APAC as merger reshapes region Leigh Terry exits IPG Mediabrands APAC amid Omnicom–IPG integration Omnicom to shutter longstanding agencies, cut 4,000 jobs following IPG merger source

Prada has completed its acquisition of Versace from Capri Holdings after securing all required regulatory approvals, the company said in a statement. Capri Holdings confirmed the transaction, noting that Versace was sold for US$1.375 billion in cash, subject to adjustments. Capri said the proceeds will be used to repay most of its debt to strengthen its balance sheet. John D. Idol, chairman and chief executive officer of Capri Holdings, said the move will reduce the group’s leverage ratio and give it more financial flexibility to invest in growth and return capital to shareholders. Don’t miss: Luxury goes pop: How music videos are the new catwalks for high fashion brands He added that Capri remains focused on driving its strategic plans across Michael Kors and Jimmy Choo as it aims to stabilise the business this year and build toward a return to growth in fiscal 2027. Idol also thanked the Versace team for its contributions, singling out Donatella Versace, Dario Vitale and Emmanuel Gintzburger for their leadership. “I wish the Versace team continued success in the future, and believe Prada is the ideal partner to guide this celebrated luxury house into its next era of growth,” he added.  Capri had first unveiled the sale in April this year. At the time, Idol had said then that Versace had been repositioned to emphasise its luxury heritage and craftsmanship, and that Capri viewed the deal as part of its wider plan to strengthen its balance sheet while supporting the long-term growth of Michael Kors and Jimmy Choo. MARKETING-INTERACTIVE has reached out to Prada for more information.  The Prada–Versace deal also lands amid a wave of high-value acquisitions reshaping the consumer landscape. In July, Ferrero added to the momentum with a US$3.1 billion agreement to acquire WK Kellogg Co, the maker of Frosted Flakes, Froot Loops and Special K. The move broadens Ferrero’s North American portfolio into new consumption occasions and reinforces its strategy of acquiring and scaling iconic brands across the region. Related articles: L’Oréal Groupe taps iProspect to debut Prada Beauty in Taiwan     BOSS Fragrances turns perfume into happy hour with scent-inspired cocktails  How Coach is winning over Gen Z one experience at a time source