marketing interactive

The Football Association of Singapore (FAS) has launched a new brand film aimed at rallying national support for the Lions, positioning football as a unifying force across the country. Titled “Roar together, rise together”, the two-minute film centres on men’s national team head coach Gavin Lee, tracing his journey from discovering the sport as a young boy to leading the team on the touchline. Through his story, it draws a parallel with the shared experiences many Singaporeans have with football across generations and backgrounds. The film opens with Lee delivering a motivational team talk before cutting to 1994, where he is depicted as a young boy watching Singapore football legend Fandi Ahmad on screen. As the goal goes in, crowds across the island erupt in celebration. Don’t miss: Interview: Liverpool legend Robbie Fowler on brand loyalty in the world of football It then shifts to 2005, showing Lee playing football with friends and distracted in school by his growing passion for the sport, signalling the early roots of his journey. The narrative moves through the highs and lows of football, before cutting to a reflective moment where his younger self faces his present-day counterpart. The film culminates with Lee’s appointment as Lions head coach in 2025, interwoven with scenes of Singaporeans rallying behind the team. It closes with a call for the next generation to carry the Lions’ legacy forward, echoing the influence of past greats. Developed in-house by the Football Association of Singapore, the campaign moves beyond matchday action to spotlight the emotional and cultural role football plays in Singapore, framing it as a shared language that connects communities through memory, resilience and pride. The film has been rolled out across FAS’ social media platforms and YouTube channel. Its launch comes as the Lions return home after qualifying for the AFC Asian Cup on merit for the first time, marking a milestone moment for Singapore football. To build on this momentum, FAS is also activating fans around the team’s final qualifier against Bangladesh on 31 March at the National Stadium. Gates will open at 6pm, with pre-match activities including digital giveaways, airbrush tattoos, sticker stations, jersey customisation and photo installations. In-stadium programming from 7pm will feature freebie drops, a live Kallang Roar noise meter, a grand draw and a pre-match performance by local artist Shazza. Half-time entertainment will include a performance by Iman Fandi. Fans attending the match can also receive a commemorative AFC qualifying campaign card, while stocks last. Following the final whistle, the team will return to the pitch to thank supporters, with the evening concluding in a stadium-wide pyrotechnic display. According to FAS, the initiative reflects its broader push to build a more vibrant football culture in Singapore, encouraging fans to show up, wear red and “be part of the roar” as the national team continues its journey. The campaign lands amid a broader wave of brands tapping football’s emotional pull to unite fans beyond the pitch. Most recently, The Coca-Cola Company released a reimagined version of Jump for the FIFA World Cup 2026, featuring J Balvin, Amber Mark, Steve Vai and Travis Barker. Similarly, adidas unveiled “La Preparación Americana” (“The American preparation”), a short film released in November that follows football stars including Trinity Rodman, Florian Wirtz and Lionel Messi as they undergo unconventional training ahead of the tournament. Timed to the World Cup build-up, these campaigns underscore how brands are increasingly using storytelling and entertainment to tap into football fandom and shared cultural moments. 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:  Pepsi pays tribute to football heritage with nostalgic global campaign  Nike unveils horror-themed brand identity to reshape football’s future   Carlsberg turns cab shifts into match-day magic in surprise fan stunt source

Unilever has appointed SAMY to lead global influencer strategy for its foods business group. This includes brands such as Hellmann’s and Knorr among others. The appointment comes as Unilever doubles down on a “many-to-many” brand-building approach across 13 markets. The remit will see SAMY develop and activate a social-first framework rooted in creator partnerships, as Unilever shifts further toward digital-native channels alongside continued brand marketing investment. Don’t miss: Unilever’s independent ice-cream unit picks Publicis Groupe as global media AOR At the heart of the strategy is SAMY’s proprietary Maia platform, which gives Unilever Foods access to more than 120 million influencers globally, alongside performance data to track and optimise impact. A multi-market, ‘glocal’ SAMY team will support execution across key regions including the United States, the United Kingdom, Mexico, Brazil, Indonesia, the Philippines, Germany, France, Poland, Pakistan, Argentina, Canada and Turkey. In addition, the agency will provide hyper-local cultural insight to guide where and how Unilever brands show up, while ensuring relevance in each market. Beyond activation, SAMY will also build systems and frameworks to ensure consistency in how creators and partners represent Unilever brands, as well as measurement models to track and grow audience connections across brands such as Hellmann’s and Knorr. Sonsoles Piñeiro Kruik, chief growth officer at SAMY, said the appointment marks a milestone for both companies as Unilever pilots its social-first approach within Foods. “Taking on Unilever’s ambition to deliver a strategy that can be translated across 13 markets, within an organisation operating at that scale, is a complex challenge,” she said. “With teams working across continents, we’ll bring hyper-local intelligence into a shared global system, enabling Unilever to orchestrate influencer activity at scale while ensuring creator partnerships are shaped by the realities of each local market, rather than a one-size-fits-all approach,” added Kruik. Meg Bass, global media manager at Unilever’s Foods, added that the strategy is centred on meeting consumers where they are and building “desire at scale”. “This means leaning strongly into creators who can help our stories travel further, feel more authentic and resonate more deeply,” she said. “Working with SAMY will allow us to combine technology and data with deep knowledge of the whole social ecosystem, leading to more informed decisions around where and how we activate creator partnerships across markets.” This will also give markets a clearer structure for working with creators, while still allowing them to respond to local behaviours, tastes and cultural context in a way that feels credible, she explained. Last year, Unilever appointed Publicis as its media agency of record for its newly formed independent ice-cream business. The global remit covers media planning, buying and strategy in key global markets, including China, India and Indonesia. The incumbent on the account is WPP Media’s Mindshare, which handled Unilever globally. Related articles: Unilever Indonesia elevates communications head Nurdiana Darus to board director Unilever Indonesia communications director Kristy Nelwan departs after six years Unilever to exit SariWangi as Indonesia tea business changes hands in US$89m deal source

*Disclaimer: This interview was recorded two months prior to Arshan Saha’s resignation. In the face of sweeping change across the advertising industry, outgoing WPP Media Singapore and Malaysia CEO, Arshan Saha was clear-eyed about the challenges, and equally resolute about the path forward. Saha, who sat down with MARKETING-INTERACTIVE for the podcast in early February, had at that point been with WPP for over 13 years. His departure, which was announced to key stakeholders just this week saw Mark Patterson, global president, markets and business operations, WPP Media saying, “We’re grateful to Arshan for his leadership, dedication, and many contributions to our business over the last 13 years. We wish him the best in his future endeavors.” MARKETING-INTERACTIVE understands in the interim, Helen McRae will take on CEO duties for Singapore & Malaysia. Speaking on Marketing Connected’s Agency Agenda prior to his resgination, Saha reflected on a period marked by consolidation, leadership shifts and evolving client demands. But rather than viewing it as a company-specific challenge, he frames it as an industry-wide reset. “The reality of that ecosystem from 10, 20 years ago, and the industry itself, has changed significantly,” he said. “It’s not about WPP alone. It’s about the ecosystem— our clients, consumers, the way consumers are consuming content, media— it’s all changed.” Don’t miss: Agency agenda: Tony Harradine outlines Omnicom Media APAC’s post-deal planCatch the full convesation here:  That shift has driven the need for transformation across holding companies, including WPP. For Saha, the past 24 months had been among the toughest in his career, but also the most defining. “It’s been tough, not just for me, but I think for everyone,” he admitted candidly. During his time there, Saha had been focused on translating WPP Media’s transformation into tangible outcomes on the ground. He pointed to a “clear definement of strategy vision” that is already taking shape, with efforts now centred on scaling and execution. “We’re seeing that every day already, whether its through clients resonating with the output we’re delivering, or clients looking at our strategy and saying— ‘this is what we’ve been looking for’,” he said. A key part of this agenda is staying deeply rooted in local market realities, ensuring that strategies are not just globally aligned, but tailored to the nuances of Singapore and Malaysia. Central to that vision is doubling down on areas such as content, commerce and technology, particularly in markets like Malaysia where “content commerce is a definement of the culture.” Saha highlighted years of investment in creator-led capabilities, automation and workflow optimisation as starting to pay off, forming what he sees as the “future currency of a consumer mid-market.” Ultimately, for Saha, navigating transformation is not just about strategy or structure, it is about belief in the work itself. “There is going to be disruption. There is going to be chaos. But nothing comes easy.” Also tune into the conversation on any of your fave podcast platforms:  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: Agency agenda: Amrita Randhawa talks acquisitions and Publicis’ AI playAgency agenda: Ogilvy ASEAN CEO Kunal Jeswani on his 3 big bets for 2026Agency agenda: Sir Martin Sorrell says ‘Data is not the enemy of creativity’ source

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes. This week, Creative Labs named a new global marketing lead, Starbucks stirred up a little magic, and we unveiled the shortlist for PR Awards 2026. Wands at the ready, the magic’s about to unfold. Don’t miss: Gen Z perspectives: Agatha Yap, Scoot’s social pitch and Disney x F1 @marketing_interactive Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your weekly dose of Gen Z chaos. This week, Creative Labs named a new global marketing lead, Starbucks stirred up a little magic, and we unveiled the shortlist for PR Awards 2026. Wands at the ready, the magic’s about to unfold. ♬ original sound – MARKETING-INTERACTIVE 1. Creative Labs names global marketing lead Audio brand Creative Labs (Creative) has appointed Cher Young Wee (pictured above) as its global marketing lead, reporting directly to newly appointed CEO Ernest Sim. In the role, Wee will be responsible for building and executing a unified global marketing strategy aimed at strengthening Creative’s brand positioning, supporting product launches and driving demand across key markets. The appointment is also expected to align global and regional marketing efforts to ensure marketing investments translate into measurable business growth, he told MARKETING-INTERACTIVE. Read more here.  2. Starbucks brews magic with Harry Potter partnership Starbucks is turning everyday coffee runs into wizarding adventures with its latest partnership with Warner Bros. Discovery Global Consumer Products. The partnership launches across 12 Asia Pacific markets from 23 March, combining themed beverages, merchandise and in-store experiences to drive engagement and fan connection. The collaboration leverages the cultural power of the Harry Potter franchise to strengthen Starbucks’ experiential marketing. At the heart of the campaign are three ‘Honeydukes bursting bonbons’ beverages crafted with vanilla notes and honey bergamot flavoured bubble bursts that pop with citrusy brightness. Read more here.  3. PR Awards 2026 finalists revealed The PR Awards 2026 shortlist is here, spotlighting the boldest, smartest, and most impactful communications campaigns across Southeast Asia, South Asia, and Oceania. Now in its 13th year, the programme celebrates the teams, agencies, and organisations that are pushing the boundaries of strategic PR, proving how creativity, data, and purpose can deliver real-world results. From reputation-building initiatives and purpose-driven storytelling to cross-channel engagement and measurable impact, this year’s finalists showcase the growing sophistication and influence of the PR industry. Read more here.  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: Agency agenda: Tony Harradine outlines Omnicom Media APAC’s post-deal plan   Can Penguin’s playful flock carry the brand into the digital age without losing soul?   The Trade Desk denies audit failure as Publicis warns clients against platform source

WPP’s Ogilvy has concluded its tenure as IBM’s creative agency of record, bringing a 32-year partnership – one of the longest in modern advertising – to a close. An Ogilvy spokesperson told MARKETING- INTERACTIVE the agency would not to participate in IBM’s creative RFP. “We are immensely proud of our 32-year partnership, a tenure nearly unrivaled in this industry. Together, we have built one of the world’s most iconic brands through campaigns that defined eras of technological progress. While we have chosen not to move forward in this process, we celebrate our shared history and wish the IBM team continued success.” The relationship started in 1994, when IBM placed its US$500 million advertising business with Ogilvy, leading to campaigns that shaped the company’s identity over multiple eras. The two firms celebrated the three-decade milestone in August 2024 at Ogilvy’s 3 World Trade Center headquarters. The separation comes after Ogilvy opted not to participate in IBM’s upcoming creative agency review, according to multiple media reports. The decision was said to be primarily commercial, driven by long-standing balance-of-trade issues between WPP and IBM rather than any concerns over Ogilvy’s creative work. IBM had previously launched a review of its media account in December 2025, which incumbent WPP Media also chose not to join. This comes after WPP decided to bring its three main creative advertising agencies under one banner, WPP Creative. The three creative agencies including Ogilvy, VML and AKQA will be retained under the banner, but will continue to operate independently, according to the Financial Times.  The move aims to simplify the advertising giant’s offerings to clients by bringing in more integrated services across the business. WPP Creative will sit alongside WPP Production, the group’s newly launched integrated media and production division. Earlier in January this year, WPP united its production expertise, including Hogarth, into WPP Production. The new platform aims to deliver speed, scale and creativity across its client roster. In addition, the restructure consolidates all content producers under one global team, combining agency and production expertise to foster collaboration, innovation, and operational efficiency. Richard Glasson, global CEO of Hogarth, leads the new division.  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: IBM to hire 300 SG professionals over 4 years in emerging digital rolesValue of creativity and design to increase as AI continues to scale, finds IBM study source

The PR Awards 2026 shortlist is here, spotlighting the boldest, smartest, and most impactful communications campaigns across Southeast Asia, South Asia, and Oceania. Now in its 13th year, the programme celebrates the teams, agencies, and organisations that are pushing the boundaries of strategic PR, proving how creativity, data, and purpose can deliver real-world results. From reputation-building initiatives and purpose-driven storytelling to cross-channel engagement and measurable impact, this year’s finalists showcase the growing sophistication and influence of the PR industry. The awards recognise campaigns, teams, and organisations that are redefining what strategic communications can achieve. At the pinnacle of the competition, the coveted PR Awards Overall Champion title will be awarded to the agency and brand that secure the highest number of gold, silver, and bronze trophies across all categories, cementing their position as leaders in the region’s communications landscape. All submissions were evaluated by an esteemed panel of senior communications leaders from across the region, ensuring a rigorous judging process that celebrated not only creative ideas but also strategic clarity, measurable impact, and meaningful stakeholder engagement. Reflecting on the judging process, Azmi Yaakop, chief strategic communications officer at FGV Holdings, shared that the entries showcased the very best of strategic communications. “What stood out most was the tangible impact these efforts delivered to stakeholders and target audiences, a true testament to purposeful storytelling backed by data, creativity, and disciplined execution,” said Azmi. He added that such outcomes are the result of rigorous planning, collaboration, and persistence, encouraging participants to continue refining their craft and pushing the industry forward. Similarly, Helen Lim, group director of corporate communications at Land Transport Authority, praised the diversity and ingenuity reflected in this year’s submissions, highlighting the teams’ abilities to push creative boundaries while remaining grounded in strategy and execution. Entries this year spanned a wide range of organisational contexts, from government agencies to private sector brands, highlighting how PR teams are navigating varied challenges while delivering thoughtful, measurable outcomes. For Putri Victor, head of corporate communications at Great Giant Foods, the shortlisted campaigns underscored how the role of PR continues to evolve beyond publicity into a strategic driver of business value. “This year’s nominees reflect the growing maturity of PR as a strategic business driver, a discipline that shapes reputation, influences stakeholders, and delivers measurable business value,” she said. Echoing this sentiment, Sanjay Nair, head of public affairs and communications, Asia at FrieslandCampina, noted that the strongest work demonstrated sharp strategic thinking and clear results. “The strongest work paired smart channel choices with impact that was measurable and easy to validate,” added Nair. Beyond strategy and metrics, judges also recognised the deeper societal influence that thoughtful communications can achieve. Mary Eunice N. Lodripas, assistant vice president and head of corporate communications at St. Luke’s Medical Center, highlighted how many campaigns went beyond raising awareness to shape perspectives and build trust. “The finalists have harnessed communication not merely to amplify an issue, but to highlight it with clarity, purpose, and responsibility,” she said. “When communication is informed and intentional, it becomes a strong force that shapes perspectives and strengthens trust over time.” Other judges pointed to the increasing role of purpose-driven storytelling in modern PR. For example, Manish Mohan, chief partnership and communication officer at Sports Authority of India, said the entries stood out for their bold thinking and strong alignment between strategy and results while Angela Tan, group head of communications at Vena Group, highlighted how the most memorable campaigns humanised their narratives. She also commended the ability of many teams to deliver outsized results despite limited resources, demonstrating clarity of priorities and precision in execution. Moreover, Sueanne Mocktar, director of communications and branding and regional lead, Asia at SJ Group, praised the clarity and focus displayed by many participants. “In today’s crowded communications landscape, I’m inspired by entries that showed such clarity of purpose and rose above the clutter,” said Mocktar, adding that many in-house teams effectively leveraged technology and cross-team expertise to deliver exceptional outcomes. Eager to see which brands and agencies made the cut? View the full list of PR Awards 2026 finalists here. For more information about our Awards packages: Sandra Rones Regional Project Manager Tel: +65 6692 9031 Ext 819 Mobile: +63 9322917178 [email protected] Bianca Mariz Regional Project Manager Tel: +65 6692 9031 Ext 821 Mobile: +63 9171620568 [email protected] Advertising & Sponsorship Opportunities Email: [email protected] source

Great Eastern has rebranded the 888-metre sheltered running track encircling the National Stadium as the Great Eastern Promenade. Done in partnership with The Kallang Group, the refreshed space has been decked out in the insurer’s signature red-and-blue colours and will serve as a hub for year-round programming aimed at encouraging active living and social connection. The move builds on Great Eastern’s longstanding presence at The Kallang and signals a broader push to embed the brand into everyday consumer touchpoints. Rather than episodic campaigns, the insurer is anchoring its visibility in a permanent, free-to-use civic space with a steady pipeline of activities targeting families, fitness enthusiasts and the wider public. Don’t miss: Great Eastern refreshes logo as it marks 117 years To mark the launch, the company rolled out its “Great family play day”, which drew close to 350 participants across activities such as pickleball, cycling tryouts and the “Great FinChamp challenge”, an interactive game designed to introduce children to financial concepts. The rebranded promenade will also house ongoing initiatives including complimentary “Learn a sport” sessions for children enrolled in the insurer’s ‘Great explorer’ programme. Beyond family-friendly programming, Great Eastern is extending its footprint into fitness communities. Seventy-five runners took part in the launch of the new Great Eastern Run Club, developed in collaboration with The Running Department. The club will host guided runs for participants of all levels, offering structured training and community-led motivation. The activation ties back to the insurer’s flagship Great Eastern women’s run, expanding its presence from an annual event into a continuous engagement platform. Financial literacy is another pillar of the initiative. Great Eastern plans to introduce a dedicated installation space near Gate 14 of the National Stadium in the second half of 2026, centred around the “Great FinChamp challenge”. The space will feature interactive learning tools covering topics such as saving, budgeting and insurance. The installation will also double as a community giving platform, allowing visitors to donate to Daughters Of Tomorrow and Singapore Cancer Society via a vending machine in exchange for limited-edition merchandise. Locker rental services will also be introduced, with proceeds channelled to the same beneficiaries. As a founding partner and official insurance partner of The Kallang, Great Eastern said the initiative reflects its wider ambition to build stronger communities through health, wellness and financial education. The move also aligns with the broader vision of the OCBC Group, which serves as the precinct’s premier founding partner, to turn The Kallang into a destination for lifestyle, entertainment and community-led experiences. “The promenade at the National Stadium is where the people of Singapore come to walk, run and stay active. With two of the OCBC Group’s most iconic events, OCBC Cycle and Great Eastern Women’s Run, already staged at The Kallang, expanding our presence through this promenade is a logical next step in our partnership and contribution to the community,” said Greg Hingston, group CEO, Great Eastern. “We see Great Eastern Promenade as a vibrant and open space where communities can thrive, make meaningful connections and have a balanced lifestyle through play,” added Hingston.  In tandem, Quek Swee Kuan, CEO, The Kallang Group said, “The Kallang comes alive each day as families, sports enthusiasts, and diverse community groups gather to enjoy shared experiences. At The Kallang Group, we continually seek to curate meaningful engagements that deepen the community’s connection with the precinct.” “We are therefore pleased to extend our longstanding partnership with Great Eastern to enhance our offerings through expanded community sport programmes and initiatives that promote financial literacy,” he added.  The always-on approach mirrors how the precinct itself is evolving beyond a venue-led model. In an earlier interview with MARKETING-INTERACTIVE, Michelle Yip, group head, brand, marketing and communications at The Kallang Group, said marquee events are designed to go beyond matchday, with family-friendly fringe activities, fan engagement zones and community outreach programmes integrated across the broader event journey. She added that success is measured not just by attendance, but by deeper engagement metrics such as dwell time, participation and social interaction, reinforcing The Kallang’s positioning as a lifestyle and “excitement epicentre” for both global events and everyday 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: Great Eastern appoints group head of digital marketing and platforms   The Kallang seeks PR agency   Great Eastern brand film turns life’s storms into stories of strength source

Sprite has unveiled a new global brand platform, “It’s that fresh”, as it looks to deepen its foothold in street culture and strengthen relevance among Gen Z consumers. Rolling out across 180 markets, the platform unifies Sprite’s global brand expression under a single banner, spanning a refreshed visual identity, a new sonic branding system, and expanded partnerships across music, basketball, fashion and food. The move signals what the brand describes as its “boldest chapter yet”, building on decades of cultural positioning rooted in music and street culture. With “It’s that fresh”, Sprite aims to scale that legacy through a more consistent and recognisable global identity. Don’t miss: How Absolut Vodka and Sprite aim to shake up Singapore’s ready-to-drink scene Central to the rollout is a revamped visual system, including the return of the brand’s Lymon symbol alongside a refreshed wordmark. The new design will be introduced across Sprite and Sprite Zero Sugar packaging from March, with the latter retaining black visual cues for differentiation. Sprite has also introduced a new sonic identity, dubbed the “Sprite sound”, developed in collaboration with music producer Mustard. The audio branding will be deployed across the brand’s global communications to create a consistent sound signature To amplify this, UK rapper LeoStayTrill has created original music using a custom Sprite-branded Ableton device pre-loaded with sounds inspired by the product Beyond music, Sprite is extending its cultural play through partnerships, including a collaboration with Crenshaw Skate Club. The tie-up will feature exclusive drops and experiences throughout 2026, targeting communities across skateboarding, fashion and street culture. Food also remains a key pillar. As part of its “Hurts real good with Sprite” campaign, the brand is expanding partnerships with Takis, Tabasco and McDonald’s, tapping into Gen Z’s growing appetite for spicy flavours through content, live experiences and bundled offerings. On the product front, Sprite is scaling two recent innovations globally. These include ‘Sprite Chill’, which introduces a cooling sensation to its lemon-lime flavour, and ‘Sprite + Tea’, inspired by a viral trend of consumers infusing tea into the drink. Both will roll out in select markets with multiple flavour variations. The platform officially launched on 19 March with “Sprite FreshFest” in London, an immersive event featuring live performances, product experiences and collaborations across music, sport and fashion. Following the launch, “It’s that fresh” will continue to roll out globally through the summer, with activations designed to meet consumers across cultural touchpoints and everyday environments. “’It’s that fresh’ is a bold expression of Sprite as well as a mindset that celebrates challenging the status quo and championing originality,” said Oana Vlad, vice president, Sprite global brand. He added, “Sprite’s goal is to deliver not only ultimate refreshment with intense carbonation and exceptional lemon-lime taste, but also a fresh perspective through partnerships with culture-makers around the world and new, memorable experiences for fan communities in music, sports, and food.” Vlad said younger audiences are no longer waiting to be told what is cool but are instead shaping culture on their own terms. Furthermore, he said that “It’s that fresh” reflects Sprite’s effort to meet them in those spaces, spotlighting original voices and individuals who set their own rules. The latest platform also builds on Sprite’s ongoing push across Asia Pacific. In July last year, the brand rolled out a regional summer campaign across markets including Singapore, Philippines, Indonesia and Vietnam, blending spicy food pairings, celebrity-led activations and data-driven content. From collaborations with McDonald’s in Singapore to beach takeovers in Boracay and festivals in Da Nang, the campaign underscored Sprite’s focus on tapping into local cultural moments while positioning itself as a “cool-down” companion to high-energy 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: Sprite returns to NBA in global marketing partnership reboot  Sprite taps Yan Ting to highlight ‘refreshing lifestyle’ in new campaign   These are the trends shaping Gen Z in 2026 source

Maybank Singapore is bringing its “Served your way” brand platform to the streets this Hari Raya with a series of murals across the city, using food as a visual and cultural connector to deepen engagement with audiences. The activation spans five murals located across key districts including the Singapore River, Chinatown, North Canal Road, Church Street and Marine Parade. Each location was selected based on cultural relevance, foot traffic and their connection to local communities, while each artwork tells a story of Singapore and ASEAN through food, forming a larger narrative around connection, culture and shared identity.  “’Served your way, Maybank.’ is Maybank Singapore’s brand campaign that articulates our purpose in action, and it underscores a consistent commitment to putting people at the centre of everything we do,” said Annie Lee, head, country corporate office, Maybank Singapore in conversation with MARKETING-INTERACTIVE.  “This activation deepens the emotional connection between people in Singapore and Maybank through food as a metaphor, delivered in a visually engaging way.” Don’t miss: How a yellow tupperware tells a story of quiet love in Maybank’s Raya film  She added that the murals aim to spark conversation around shared identity in the region. “Through this, Maybank hopes to spark conversation on how food fosters relationships and truly makes us ASEAN.” The murals were designed as a connected visual journey across five locations, reflecting the interconnectedness of ASEAN markets. Each piece stands alone, but together tells a broader story of movement, connection and shared culture. Meanwhile, the selections of dishes and landmarks were guided by cultural recognisability and emotional resonance, with pairings curated to reflect how food, place and regional identity intersect. Some of the identifiable dishes and landmarks include chilli crab, teh tarik (‘pulled tea’), hokkien mee (‘hokkien noodles’), ice kacang (‘shaved ice’) as well as the Marina Bay Sands hotel, the Art Science Museum, the Esplanade and the Maybank building at Marina Bay. Regional landmarks featured include the Angkor Wat Buddhist temple in Cambodia and the recognisable paddy fields of Indonesia.  The choice of murals as a medium was also deliberate, contributing to the vibrancy of Singapore’s central districts while showcasing a more expressive side of the brand. Larger-than-life visuals featuring food and ASEAN icons were used to bring this narrative to life. “This activation brings ‘Served your way’ to life by celebrating the diversity of food, cultures, and everyday experiences across ASEAN. Food becomes a universal connector, reflecting how Maybank supports customers in ways that are personal, relevant, and tailored to their lifestyles,” Lee said. “It reinforces our core differentiator that in a world where banking is becoming faster, smarter, and increasingly invisible, we remain true to our purpose to humanising financial services.” The bank tapped Singaporean artist Jaxton Su for the project, whose hyperrealistic style was chosen for its visual impact and resonance with younger, social-first audiences, explained Lee.  Interactivity plays a central role in the campaign. Visitors can “step into” the murals through a digital experience, generating mini videos that can be downloaded and shared. “By encouraging people to digitally ‘step into’ the artwork, we turn audiences from passive viewers into active participants,” Lee said. “We aim not to create interest, but also leaves a digital memento for audiences to remember us by.” The murals were also designed with digital amplification in mind, with each location functioning as a content creation point to drive organic reach across social platforms. To further drive participation, the campaign includes limited-edition collectible merchandise inspired by the murals, with users encouraged to share their content online for a chance to redeem the items. While the current activation is focused on Singapore, the campaign was designed with regional scalability in mind, with the concept adaptable across ASEAN markets, said Lee.  The mural rollout sits within Maybank’s broader “Served your way” push, which has also taken shape through large-scale out-of-home efforts. The bank recently deployed 65 fully wrapped buses across Singapore for SG60 last year, marking the largest corporate bus fleet campaign in the market. In addition, the bank ran an activation called “Kopi kakis” (‘coffee friends’) where members of the public can co-create ideas and give feedback directly to senior management over coffee and food.  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:  Maybank’s CNY film shifts the meaning of prosperity beyond wealth  Maybank Singapore picks new PR agency  Maybank Singapore and American Tourister turn everyday spending into a getaway  source

Meta has introduced a new programme aimed at accelerating creator growth on Facebook, as competition for creator attention intensifies across platforms. Dubbed “Creator fast track”, the initiative offers selected creators increased reach on eligible Reels, alongside three months of guaranteed monthly payouts. The move is designed to attract established creators who are either new to Facebook or looking to rebuild their presence on the platform. According to Meta, creators with at least 100,000 followers on platforms such as Instagram, TikTok or YouTube can earn US$1,000 per month under the programme. Those with more than one million followers on at least one platform can receive up to US$3,000 monthly. Don’t miss: Is bigger no longer better in the APAC influencer scene? Participants will also gain immediate access to Facebook’s content monetisation tools, allowing them to continue earning beyond the three-month programme window. The launch comes as Meta ramps up its investment in the creator economy. In 2025, Facebook paid nearly US$3 billion to creators through its monetisation programmes, marking a 35% year-on-year increase and its highest annual payout to date. Reels accounted for 60% of total creator payouts, while the remaining earnings were driven by Stories, photos and text posts. Meta added that the number of creators earning more than US$10,000 annually on the platform has grown by over 30% year-on-year. Beyond payouts, Meta is also updating how creators measure performance. New metrics introduced under Facebook’s monetisation programme include “qualified views”, which determine earnings eligibility, and “earnings rate”, which estimates revenue per 1,000 qualified views. The platform will also provide a breakdown of non-qualified views to help creators better understand performance gaps. Meta has simultaneously been focused on improving the quality and authenticity of content on Facebook. Over the past year, the company has cracked down on spammy content and impersonators, aiming to make Feed and Reels more relevant and rewarding for original creators. Views and watch time for original Reels roughly doubled in the second half of 2025 compared with the same period in 2024, demonstrating the impact of prioritising original content. Content guidelines have been updated to clarify what counts as “original”, emphasising that creators must contribute meaningful value rather than making minor edits or re-uploading others’ posts. Meta is also rolling out new tools to help creators protect their work and report potential impersonators, giving them greater control over their content and helping them grow their following. Accounts posting primarily unoriginal content risk being deprioritised or demonetised, though creators can appeal originality decisions through the platform’s Professional Dashboard. The move underscores Meta’s broader push to position Facebook as a viable monetisation hub for creators, particularly as rival platforms continue to compete aggressively for talent and content. For instance, Chinese social media platform Xiaohongshu was reported in January to be testing an invite-only feature allowing creators to offer paid content. The pilot targets visual artists, who can charge for high-resolution, watermark-free files, as well as long-form writers who can place part of their content behind a paywall. To qualify, creators must have at least 100 followers, maintain a clean compliance record over the past 90 days, and complete real-name verification. Eligible posts must also be public, downloadable, and labelled as original. 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:Instagram marks 15 years with a renewed focus on creators and creativity   Tokopedia, TikTok Shop rally sellers and creators at Indonesia Summit 2026   Travel creators cash in as Agoda launches new ambassador programme      source