marketing interactive

Mandai Wildlife Group (Mandai) has appointed Agatha Yap (pictured) as its chief marketing officer (CMO), starting this month. She takes on the role from Jean Choi who continues to lead Mandai’s commercial strategy and global partnerships as chief sales officer. In a statement to MARKETING-INTERACTIVE, Mandai said that Yap joins the organisation as its wildlife and nature destination, Mandai Wildlife Reserve, nears completion. “We look forward to the perspective she will bring in shaping and driving our marketing strategy for this next phase of growth, while also strengthening our connection with visitors,” said a Mandai spokesperson.  Don’t miss: Agatha Yap departs Scoot  Yap was previously director of marketing, communications and loyalty at Scoot where she played a key role in strengthening the brand’s presence and optimising its paid media performance and strategy. She also contributed to expanding advertising revenue opportunities and fostering valuable brand partnerships.  Prior to her time at Scoot, Yap was senior director, marketing, menu and digital innovations at McDonald’s Singapore from 2017 to 2020 and director of sales, marketing, events and programming at Sentosa Development Corporation from 2014 to 2017. She also led marketing at Watsons Singapore and began her career with agency stints at Euro RSCG, BBDO and Bates.  Meanwhile, Choi was chief sales and marketing officer for over three years. In her role, Choi led the group’s commercial portfolio during a defining period of transformation and precinct expansion, according to her LinkedIn. During her time as CMO, she directed design and creative production to support the successful launches of major precinct assets including Bird Paradise, Mandai Wildlife West, Curiosity Cove, Green Canvas and the new Mandai Rainforest Resort. Most recently, Choi spearheaded the music video campaign for Your Love, a track by globally acclaimed K-pop artist JISOO, in collaboration with the Singapore Tourism Board. Over the past year, Mandai Wildlife Reserve has been redefining family and visitor experiences by blending wildlife exploration with immersive entertainment and strategic partnerships. From hosting the Asia debut of “Minecraft experience: Villager rescue“, where families can navigate interactive biomes and collaborative quests, to transforming the reserve into Zootopia 2’s “Wild patrol”, Mandai has consistently combined storytelling, interactivity, and engagement to create memorable, multi-sensory experiences. These initiatives share a clear throughline: Mandai is positioning itself as more than a traditional wildlife destination. Meanwhile, strategic partnerships, such as the three-year collaboration with Singapore Airlines, further amplify Mandai’s mission. Under the partnership, travellers flying with Singapore Airlines can expect curated wildlife experiences, co-branded retail collections, and exclusive perks when visiting the Mandai Wildlife Reserve Separately, Mandai named Omnicom Media agency PHD as its global media agency of record, putting the agency in charge of its integrated media strategy, planning, buying, activation and performance across all paid channels. The remit started in January 2026 and spans Singapore, Australia, India, Indonesia, the Philippines, Japan and South Korea.  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:  WWF Singapore CEO Vivek Kumar steps down  Kenvue appoints former KFC Asia CMO as VP and marketing chief for APAC   Pinterest picks new chief marketing officer and chief business officer  source

Income Insurance has rolled out a campaign showcasing the flexibility of its investment-linked plans (ILPs), starring six-time world record-holding flexibility artist Liberty Barros. The initiative, developed with Leo Singapore, features three films, digital banners, out-of-home placements, and social media content running through 31 December 2026. Across the films, Barros contorts her body into precise, controlled poses, highlighting visual cues that represent key product benefits. Her movements serve as a symbolic representation of Income’s ILP portfolio, communicating how the plans adapt to customers’ evolving financial needs. Later this year, the campaign will extend into a public activation in Singapore, giving audiences a live showcase of Barros’ renowned flexibility. Don’t miss: Income Insurance brings joy and protection to street ice cream vendors The campaign introduces “Legacy flex solitaire”, the newest addition to Income’s ILP lineup, which also includes “Invest flex” and “Invest flex vantage”. All three products offer flexible features, including the ability to pause premium payments at no charge, a wide selection of funds, and coverage options that respond to important life events. The launch is aimed at pragmatic Singaporeans in their 40s, who are increasingly seeking adaptable financial solutions amid career unpredictability, caregiving responsibilities, and retirement planning. Income Insurance positions its ILPs as practical tools for securing family futures, building personal wealth, and navigating financial milestones on one’s own terms. “Singaporeans value flexibility, whether in their lifestyles or their investing choices. With our Investment- Linked plans, we are giving customers the freedom and control they are looking for. Barros brings that spirit to life effortlessly, with her world-leading flexibility capturing the very essence of this campaign in a bold and creative way,” said Dhiren Amin, chief customer officer, Income Insurance.  In tandem, Asheen Naidu, group executive creative director, Leo Singapore, said, “It’s not often you get to work with the world’s most flexible woman. Barros was amazing and really helped to dramatically land the point that in a cluttered category, Income Insurance really does have the most flexible plans.” This isn’t Income’s first playful take on connecting with customers. In July 2025, the insurer brought back its stress ball mascot, Max, in a regional campaign by BBH Singapore. The follow-up sees Max more agitated than ever, promoting capital-guaranteed savings plans “Gro cash plus” and “Gro cash sure”. A 90-second spot features Max rampaging through an office, only to reveal his chaos stems from customers enjoying the calm brought by capital-guaranteed savings. The campaign, which ran across StarHub TV+, digital, Golden Village cinemas, Income branches, out-of-home placements, and social media, shows Max spiraling into a stress-fuelled identity crisis as he attempts to stay relevant in a world that no longer needs him. 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: Income Insurance brings back drive-in dates with comedy show for EV owners   Income Insurance ad features ‘unproud parents’ to push critical illness cover   Income Insurance taps local comedians to drive home need for EV coverage source

KFC Singapore has launched “Concert Nation 2.0”, the latest iteration of its partnership with Live Nation, giving customers the chance to win concert tickets, VIP experiences, and an end-of-year “Money can’t buy experience” at the region’s biggest show. The programme runs until 31 December 2026 and introduces a lower entry threshold of SG$10, interactive mini-games, and social media integration, allowing fans to earn points before and after attending concerts. The top three participants with the highest cumulative points will compete for the grand prize: two VVIP passes to the year’s biggest concert. Don’t miss: Why KFC Singapore is suiting up its sauces as superheroes  Other rewards include KFC vouchers, VIP experiences, concert tickets, an iPhone 17, and SG$500 cash. In additon, a social media element allows participants to post photos from Live Nation concerts on Instagram with #KFCxLiveNationSG and tag @KFC_SG, adding to their cumulative score and extending engagement beyond the store. In conversation with MARKETING-INTERACTIVE, Jaslyn Lam, director of marketing and food innovation at KFC Singapore, said the programme is about more than giveaways. “Our ambition is to fuel fandom and champion the passion points that matter most to our consumers. We see ourselves not merely as a sponsor, but as an active cultural participant—embedding the brand meaningfully into moments where emotion, identity and collective joy are at its peak,” she said. “By showing up authentically in these live, in-the-moment experiences, we transform KFC from something you simply consume into something you genuinely experience,” Lam added. Lam explained that concerts provide high-energy, emotionally charged environments where fandom comes alive, particularly among younger audiences who increasingly prioritise experiences over possessions. Moreover, as a brand that has been about bringing people together, deepening KFC’s presence in spaces where collective joy is at its peak felt natural for the brand.  Reflecting on insights from the first edition, Lam said one key takeaway was the intensity of fan engagement. “The response reinforced that there is a real appetite for platforms that celebrate fandom in meaningful ways,” said Lam, “With 2.0, our ambition is to build on that momentum, reaching an even wider audience and creating more opportunities for fans to participate and be part of the experience,” she added.  Through “Concert Nation 2.0” KFC is targeting a broad audience, with music serving as a universal connector that transcends age, background, and genre preferences. The partnership with Live Nation brings global pop icons, K-pop sensations, and leading Mandopop artists to Singapore, enabling KFC to engage diverse communities across generations and cultural interests. The launch of Concert Nation 2.0 is part of a broader trend in KFC Singapore’s marketing strategy, which has increasingly leaned on gamification, storytelling, and fan-led experiences. Earlier this month, the brand rolled out “Sauce Rangers”, a campaign that personified its new dipping sauces as superheroes, drawing inspiration from nostalgic team-based pop culture tropes. Each sauce was given a distinct personality and visual identity, with interactive content on Instagram and a voting platform that allowed fans to select their favourite “Ranger”. 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:  KFC Singapore gets saucy and smoky this Ramadan KFC SG fires up CNY with Lady Huat, new merch and mala heat  KFC Singapore picks new integrated creative and social agency source

Singapore Airline’s low-cost subsidiary Scoot has opened an invite-only social media pitch for its Singapore market, with regional touchpoints, MARKETING-INTERACTIVE understands. The contract is set for two years, with an option to extend for another two. VML is the incumbent on the airline’s creative business and currently manages its social component. The agency first won Scoot’s account in March 2022 on a two-plus-one contract and has since been responsible for supporting the airline’s creative, brand, and social campaigns. Don’t miss: Mandai Wildlife Group nabs Agatha Yap as CMO Among its work was the “Travel deserves better” campaign, which encouraged travelers to expect more from their journeys regardless of pricing, aligning with Scoot’s broader strategy to elevate its brand image and service offerings. The pitch comes amid leadership changes at Scoot. Last week, MARKETING-INTERACTIVE reported that Agatha Yap has stepped down as director of marketing, communications and loyalty at Scoot.  In a statement to MARKETING-INTERACTIVE, the airline said Yap had played a key role in strengthening Scoot’s brand presence, optimising paid media performance and strategy, expanding advertising revenue opportunities, and fostering valuable brand partnerships. “We are grateful for Yap’s contributions during her time with Scoot and thank her for the significant impact she has made on the team and the business. We wish her all the best in her future endeavours,” the airline added. Following her departure, Yap has joined Mandai Wildlife Group as chief marketing officer. Scoot has always been lauded for its out of the box marketing. In June last year the brand marked the launch of its first direct flight to Vienna with a musical twist, partnering withSingapore’s own T’ang Quartet to serenade passengers and the public as part of a cultural celebration across two continents. The low-cost subsidiary of Singapore Airlines operated its inaugural flight to the Austrian capital on 3 June 2025, tapping into Vienna’s rich musical heritage while showcasing Singapore’s own. Onboard the inaugural Singapore–Vienna flight, passengers were treated to live classical performances featuring pieces such as Divertimento 1st and 2nd Movements, Liebeslied and Liebesfreud. The campaign was done in partnership with VML. Late last year, Scoot also rolled out the second edition of its “Scoot with heart” campaign, continuing its focus on human connection and emotional storytelling beyond travel. The campaign introduces the theme “What if?”, inviting audiences to reflect on relationships that may have faded over time and the moments that shaped them, from childhood friendships to missed family connections. To bring the idea to life, Scoot partnered The Smart Local (TSL) to develop a series of social-first assets, anchored by reunion films featuring Scoot employees. The content is being distributed across Scoot’s and TSL’s Instagram and TikTok channels. 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:    Scoot turns “What if?” moments into stories of reconnection Why Scoot’s multi-airline platform play will deliver more than just cheap seats  Scoot unveils new multi-airline booking offering  source

Publicis Groupe APAC has created a new leadership role and named Naomi Michael (pictured) as its chief communications officer for the region, effective 9 March 2026. Based in Singapore, she will oversee the agency’s regional communications strategy across markets and capabilities, reporting to Jane Lin-Baden, CEO of APAC. Michael joins from Omnicom Media, where she recently took on a leadership role as head of brand marketing, following a nine-year stint as chief marketing and communications officer at IPG Mediabrands. According to the agency, her appointment reflects Publicis Groupe APAC’s effort to strengthen communications as a core pillar of its “Power of one” model, which integrates creativity, data, media, technology and strategy. Don’t miss: Agency agenda: Amrita Randhawa talks acquisitions and Publicis’ AI play With more than 20 years of international marketing and communications experience spanning APAC, Australia and the UK, Michael has built expertise in integrated marketing and corporate communications. Her track record includes enhancing brand visibility, driving growth, and creating consistent narratives across complex, multi-market organisations. Her career journey covers early roles at Publicis-owned Zenith in London, The Walt Disney Company, and The Financial Times, as well as leadership positions across Sydney, Hong Kong and Singapore within IPG and Omnicom Media. “Michael is a leader with warmth and conviction who understands that communications play a fundamental role in building belief, alignment and momentum across a region as diverse as ours,” said Lin-Baden.  She added, “With her regional experience and collaborative approach, she will be a crucial partner as we continue to grow clients’ brands and business, launch proprietary solutions created by and for our APAC community, and bring positive impact to the communities where we operate. I’m delighted to welcome her to our APAC leadership team.” Speaking on her new role, Michael said, “I’ve been impressed by the strength and maturity of the Publicis Groupe business model. Having invested ahead of the curve into AI, data, and real transformation at scale, their clarity of vision has translated into a powerful engine that consistently achieves undeniable results. “The creation of this role reflects both the scale of growth within the APAC region, and the ambition for what comes next. I’m so thrilled to join the leadership team in APAC at such a defining moment, as we celebrate 100 years of Publicis Groupe, and help to shape the next century of transformation,” she added.  The leadership appointment comes as Publicis Groupe continues to expand its footprint in the region. In October 2025, the agency signed a definitive agreement to acquire HEPMIL Media Group, the parent company of SGAG, a leading influencer, content, and social agency in Southeast Asia. The move combines HEPMIL’s local creator expertise with Publicis’ data capabilities, including Lotame and Epsilon’s ID graph covering over 800 million consumer profiles in the region. The integration is intended to strengthen the Groupe’s identity-driven influencer marketing, unifying social strategy, influencer management, and data-led content creation, while enabling measurement of cross-channel outcomes and delivery of brand-safe campaigns. Related articles: Unilever’s ice-cream unit picks Publicis Groupe as global media AOR    Can Publicis’ HEPMIL acquisition unlock new opportunities for boutique influencer agencies?   Publicis Groupe marks 100 years with AI-powered New Year film source

Japanese apparel retailer UNIQLO is tapping into nostalgia as it celebrates three decades of Pokémon with a limited-edition UT T-shirt collection inspired by the franchise’s earliest game artwork. The collection, which launches in Singapore on 16 March, features designs drawn from the original watercolour-style illustrations used in the first generation of Pokémon games. According to UNIQLO, the softer, hand-drawn aesthetic aims to evoke the warmth and charm of the franchise’s early years while introducing younger fans to the characters through a more classic visual style. Don’t miss: Pokémon Center Singapore levels up with first major revamp outside Japan  The range is part of UNIQLO’s UT graphic T-shirt line and includes five designs each for adults and children, with matching styles that allow families to coordinate their outfits. Pokémon featured in the lineup include Bulbasaur, Charmander, Squirtle, Charizard, Pikachu, Eevee, Snorlax, Mewtwo and more.  More than just cute collectibles, the collection turn Pokémon nostalgia into wearable family moments, blending classic art, cross-generational appeal, and pop culture storytelling. Futheremore, by leaning on the original artwork rather than newer character interpretations, the collection is designed to resonate with consumers who grew up with Pokémon in the 1990s, while also positioning the franchise as a multi-generational cultural icon. The use of watercolour-style illustrations also marks a deliberate design choice. Compared to the bold, digital artwork associated with more recent Pokémon titles, the softer aesthetic reflects the franchise’s early creative direction and taps into the growing popularity of retro-inspired design among fashion and lifestyle brands. The collection will be available across all UNIQLO stores in Singapore and on the brand’s online store. Alongside the launch, UNIQLO has also released a special interview with Japanese actress and comedian Naomi Watanabe, a long-time Pokémon fan. The interview, published on the UNIQLO Today website, explores Watanabe’s personal connection with the franchise and reflects on how Pokémon has remained culturally relevant across generations. The conversation will also appear in the upcoming UT Magazine Spring/Summer 2026 issue, which will be distributed globally at UNIQLO stores from the end of March. MARKETING-INTERACTIVE has reached out for more. UNIQLO’s UT line regularly collaborates with entertainment franchises and cultural institutions as part of its strategy to turn graphic T-shirts into collectible pieces that blend pop culture, art and everyday fashion. Across the region, the retailer has experimented with similar collaborations tied to major entertainment properties. In Malaysia last year, UNIQLO launched its first UT collaboration with the Pokémon Trading Card Game alongside the release of the Pokémon TCG Pocket app. The capsule collection featured designs inspired by the globally popular card game, spotlighting fan-favourite characters such as Pikachu, Slowpoke and Omanyte. The launch was supported by in-store distribution of a special UT magazine edition that included a Pokémon Trading Card Game paper playmat and interviews with official Pokémon TCG illustrators involved in the project. More recently, the retailer rode the K-pop wave with a partnership with rookie girl group BABYMONSTER for its first-ever UT collaboration with a K-pop girl group. The collection drew inspiration from the group’s breakout track BATTER UP, translating its confident, high-energy aesthetic into a series of graphic T-shirt designs. 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:UNIQLO flips Tanjong Beach Club into an invite-only European getaway  UNIQLO Singapore cooks up first global UTme! collection with Nissin  UNIQLO Malaysia responds to claims that Oriental Kopi collab artwork was AI-generated  source

Singapore-based communications agency Redhill and Africa’s BHM Holdings have announced a strategic partnership to create a communications bridge between Asia and Africa. The partnership brings together more than 300 communications professionals across 20 markets, spanning Singapore, India, Japan, South Korea, Thailand, Indonesia, Australia, Nigeria, Ghana, Kenya, Tanzania, South Africa, the UK, and the US. Clients of either agency will now have preferential access to the full suite of services offered by both firms, including brand and corporate communications, media relations, digital marketing, creative services, reputation management, stakeholder engagement, and government relations. Don’t miss: Redhill’s new AI agent turns hours of PR work into minutes  The partnership targets sectors including technology, financial services, FMCG, energy, infrastructure, and government relations. Effective immediately, it equips clients to navigate cross-continental expansion with integrated communications expertise across both Asia and Africa. “This is about much more than a referral arrangement; we are building the infrastructure for a new era of Asia-Africa commerce,” said Redhill founder and CEO Jacob Puthenparambil (pictured right). “By combining Redhill’s deep expertise across the Asia Pacific with BHM’s unmatched strength across Africa, we are creating one of the most powerful independent communications networks connecting these two regions.” Commenting on the partnership, Ayeni Adekunle (pictured left), founder and CEO of BHM, added: “Africa’s story is one of extraordinary growth and transformation, and the opportunities for collaboration with Asia have never been greater. With Redhill, we have found a partner that shares our ambition, our entrepreneurial spirit, and our commitment to world-class service.” The partnership comes amid Redhill’s broader global expansion. The agency recently opened its 34th office worldwide in Mongolia, further strengthening its presence across Asia and underscoring its commitment to supporting fast-evolving markets. The Mongolia office, led by Saruul Khatanbaatar, formerly executive director of the National Committee on Global Communications of Mongolia, aims to provide organisations with integrated communications services, global expertise, and support for telling impactful stories both domestically and internationally. The new team will deliver integrated communications strategies, including public relations, digital, design, crisis communications, and sustainability storytelling. Related articles:   Redhill opens new office in Mongolia, marking 34th global location  Redhill appoints new regional senior director for SEA and India  #IWD2025: Redhill’s Windy Anindya Putri on leading with trust and confidence source

Eu Yan Sang Singapore is getting cheeky this International Women’s Day, turning period woes into a cast of animated characters in its latest campaign, “Tame your menstrual monsters”. The initiative personifies common menstrual symptoms as playful monsters, aiming to spark more open conversations around women’s wellness while modernising how Traditional Chinese Medicine (TCM) connects with younger audiences. At the heart of the campaign are four characters embodying familiar period struggles: ‘Cranky Flo’ (mood swings and headaches), ‘Sleepy Sue’ (fatigue and brain fog), ‘Bloated Bella’ (bloating) and ‘BFFY’, the mischievous ringleader stirring chaos. Don’t miss: Can monsters make fraud protection fun? Mastercard thinks so In a light-hearted animated hero film, the monsters prepare to wreak havoc, only to be outsmarted by women who care for their bodies with Eu Yan Sang’s gold label bak foong. The campaign reframes traditional women’s wellness for a new generation, showing how period support can help women stay in control of their day. Gold label bak foong, traditionally associated with women’s health, is available in large and small pills as well as ready-to-drink essence formats, catering to modern lifestyles. Launching on 6 March 2026 across social media, YouTube, in-store activations and out-of-home placements, “Tame your menstrual monsters” exemplifies Eu Yan Sang Singapore’s efforts to blend its 146-year heritage with contemporary culture, creating moments that are as fun as they are educational. “Menstrual wellness has always been central to TCM, but conversations around it can still feel uncomfortable or overly clinical for many young women,” said Sharon Tan, head of marketing at Eu Yan Sang Singapore.  She added, “Our team wanted to explore a warmer and more relatable way to open up these conversations. ‘Tame your menstrual monsters’ uses humour and storytelling to make these experiences easier to talk about while reinforcing the importance of caring for women’s health.” Beyond animation, Eu Yan Sang has created a 20-page digital educational booklet, A little guide to understanding periods, your body and menstrual wellness. The book is designed to help mothers and daughters navigate puberty and menstrual health. The guide covers cycle tracking, common period discomforts, TCM insights, and conversation starters, combining playful storytelling with credible wellness advice. The campaign also extends into retail with limited-edition collectibles inspired by the monsters such as a ‘Bloated Bella’ plushy hot water bag and a ‘Sleepy Sue’ plushie crossbody bag. The “Menstrual Monsters” campaign follows a growing trend of brands using playful characters to normalise conversations around periods. Earlier, in February 2025, menstrual care brand Blood partnered with VML Singapore to launch its “Period squad” campaign, featuring five animated characters, Crampy, Spotty, Moody, Sleepy, and Paddy, to represent common menstrual symptoms and advocate for unfiltered portrayals of periods. The characters, portrayed as 3D content creators, engaged Gen Z across digital platforms, retail spaces, and merchandise, while a music video reinforced the message that periods are not cute, but there is no need to apologise for them. The campaign runs with a 360° strategy, spanning social media, influencer marketing, retail activations, sampling events, and more, across Singapore, Malaysia, and other markets. 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: Eu Yan Sang Singapore and Jeanette Aw bring heart to CNY gifting   Eu Yan Sang elevates Lunar New Year gifting with Jimmy Choo collaboration        Eu Yan Sang picks brand partner to give 150 years a modern twist source

This post is sponsored by embecta. Southeast Asia’s healthcare landscape is evolving rapidly. Rising diabetes prevalence, fragmented markets, and competition from low-cost and private-label players are reshaping the environment. Of the 79.4 million people living with diabetes in the region, only 55.3% are diagnosed. Insulin remains the clinical standard of care for Type 1 diabetes and for advanced Type 2 diabetes, yet only 8.1% receive insulin treatment. The gap between clinical need and real-world treatment underscores persistent challenges in awareness, access, and care delivery. Against this backdrop, embecta faced a rare branding challenge: establishing itself as a standalone organisation while its products in-market still carried its legacy BD branding. The question wasn’t whether to refresh the brand: it was how to protect trust while building a future-facing identity in highly regulated and trust-dependent environments. To do it, embecta turned a century of credibility into a forward-looking platform – one designed not as a moment of celebration, but as a multi-year system for brand building, partnership growth, and community impact. What began as a centennial platform has since evolved into a transformation engine – aligning teams, scaling education, and strengthening trust across Southeast Asia. Turning a milestone into a movement Marking a century of leadership became less a commemoration and more a catalyst. embecta reframed its centennial as the starting line for a multi-year transformation – one that continues as the organisation builds standalone brand equity, deepens partnerships, and expands support for the diabetes community across Southeast Asia. The platform – “100 years of commitment to the diabetes community” – was designed to simultaneously: Honour embecta’s trusted heritage. Reintroduce the brand as a modern force in diabetes care. Inspire the diabetes community and ecosystem to believe in its future as an independent organisation. Elevate support and education for the diabetes community. Anchored in the brand promise – ‘Advance Every Day, Together’ – the campaign created a unifying narrative for internal teams and external stakeholders: honouring the past, while signalling embecta’s direction for the future. Leveraging legacy as a differentiator In markets where private-label and low-cost competitors are gaining ground, embecta leaned into its century-long heritage as a strategic asset. Its proven track record in insulin injection technology, education, and quality became a powerful point of differentiation, reinforcing confidence among healthcare professionals, retail partners, and people living with diabetes. By linking BD-branded products to embecta’s ongoing leadership, the campaign reassured stakeholders of continuity while signalling a bold new chapter. Legacy, when reframed strategically, became a growth lever rather than a constraint. Designed for scale, tailored for local realities Southeast Asia’s diversity required a campaign model that could scale while remaining locally relevant. Infrastructure, market maturity, and access levels vary significantly across countries. embecta adopted a modular campaign architecture: regional teams provided strategic guardrails, core messaging frameworks, and shared assets, while country teams tailored execution to local realities. This ensured a strong regional brand consistency while enabling relevance and impact in each market – a balance many regional marketing leaders strive to achieve. An omnichannel activation for greater reach The campaign deployed a coordinated mix of physical and digital touchpoints, including community events, healthcare professional education, retail visibility, digital outreach, and social storytelling. From hospital-based education programmes to diabetes charity runs and community health screenings, embecta ensured a presence across the full engagement continuum. Educational content was localised and delivered via blended digital channels, video-on-demand, webinars, and in-person workshops – enabling scalable reach while maintaining a personal connection. The focus was on orchestration rather than channel proliferation, ensuring every touchpoint played a clear role in the stakeholder journey. Team-centric collaboration at the core A deep cross-functional collaboration powered the campaign. embecta Southeast Asia acted as the central orchestrator, while in-country commercial and marketing teams led localisation and execution. Medical affairs, legal, ethics and compliance, and operations teams were engaged throughout to ensure a seamless delivery and regulatory alignment. Authentic stories formed the emotional core of the campaign. People living with diabetes, pharmacists, caregivers, and employees brought the brand to life. From a Malaysian pharmacy owner gaining new appreciation for their impact after hearing the story of a person living with diabetes to a Singaporean feeling empowered through a community screening, these moments humanised the brand and strengthened trust and connection. Outcomes and impact The campaign delivered measurable business and brand results: Revenue growth +13.0% net revenue growth in Southeast Asia, compared to market growth of +2.4%. Incremental revenue achieved through strengthened brand equity and customer relationships. Stakeholder engagement 4,000 healthcare professionals trained via emERGE webinars and workshops, exceeding targets. Localised, CME-accredited programmes positioned embecta as a leader in diabetes education. Engaged over 5,000 healthcare professionals across 572 workshops. People with diabetes and community impact 1,200-plus hours of community service (target: 100), including 65 hours with Diabetes Singapore. Onboarded 1,300-plus people with diabetes via digital outreach in the Philippines. Hosted 1,500 participants at the Diabetes Run (versus 1,000 target). Crucially, the platform helped build momentum beyond a single milestone – translating heritage into sustained engagement and measurable impact. Lessons for regional brand leaders embecta’s experience demonstrates that legacy can be a powerful asset when reframed through a future-focused lens. By combining heritage with purpose, and governance with agility, transformation moments can accelerate rather than dilute brand equity. In Southeast Asia’s complex markets, success increasingly depends on a brand’s ability to operate as both a strategic leader and a trusted partner. For embecta, the next chapter is being shaped not just by what it has built over the past 100 years, but by how it continues to advance everyday life for people living with diabetes, together. source

Visa is joining forces with two-time Grammy-winning artist, composer, and producer Laufey in a new Asia Pacific partnership designed to engage her devoted fanbase and young travellers across the region. The Icelandic-Chinese singer, who recently won Best Traditional Pop Vocal Album at the 68th Grammy Awards, will star in Visa’s upcoming “Be the traveller you want to be” campaign—a celebration of the magic of travel, resonating strongly with Gen Z audiences. As part of the collaboration, Visa will serve as the official payment partner for Laufey’s A Matter of Time Tour across Asia Pacific. The tour kicks off on 12 May in Hong Kong and concludes in Auckland on 12 August. In Hong Kong, Visa Infinite cardholders will enjoy earliest access to tickets via the Visa Presale on Cityline, followed by an exclusive presale for all BOC Visa Credit Cardholders from 9 to 10 March. In the coming months, Laufey will feature in bespoke films on Visa’s brand channels, spotlighting her love for travel through cherished memories and favourite destinations across Asia Pacific and beyond. Fans of Laufey—known as Lauvers—can also look forward to exclusive content on Visa’s official platforms. Don’t miss: Visa extends ‘Everywhere You Want to Be’ platform with early Milano Cortina 2026 push Laufey said, “I’m thrilled to be teaming up with Visa for the A Matter of Time Tour, and to showcase the joy of travel across Asia. My songs come straight from my heart and reflect who I am, what I feel, and how I make music. I feel deeply connected to Asia, and this partnership brings me closer to a region that has given me so much and inspired me in so many ways. I can’t wait to be back with my fans across the continent.” Danielle Jin, senior vice president and chief marketing officer, Asia Pacific at Visa said, “Laufey is a genuine one-of-a-kind artist who is reinventing jazz for a new generation of fans and music lovers around the world. Her determination to light her own path echoes Visa’s belief that success comes from the power of small steps – it is the daily dedication in chasing our passions that defines success. Laufey’s unique brand of music is a cultural force, and Visa is putting fans at the heart of this by enabling seamless and secure payments on our network, allowing them to be the Lauver they want to be.” Visa champions the moments that bring fans closer to the passions they love—from sports and music to fashion and entertainment. Guided by a fan-first approach to partnerships, Visa designs experiences that deepen connection and make participation seamless, secure, and accessible for audiences around the world. Through high-impact collaborations, Visa helps shape cultural moments while enabling effortless cross-border commerce. The partnership with Laufey builds on Visa’s ongoing commitment to musician residencies, creating intimate, meaningful experiences that bring fans closer to the artists they admire. MARKETING-INTERACTIVE has reached out to Visa for more information.  Earlier this year, Visa jumped on the road to the Milano Cortina 2026 Winter Olympics and Paralympics, extending its long-running ‘Everywhere You Want to Be’ platform with a new athlete-led storytelling campaign starring Mikaela Shiffrin and Oksana Masters. Rather than centring on medals or podium moments, the work focuses on the journey behind elite performance – the setbacks, resilience and support systems that shape world-class athletes long before competition day. 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: Visa rolls out concierge mobile app in MalaysiaVisa payWave shows its magical side in latest ad source