marketing interactive

FGS Global is strengthening its Singapore business with a leadership shake-up and the expansion of its public affairs capabilities, as the strategic communications consultancy deepens its Asia push. The firm has appointed Harry Florry (pictured) as head of Singapore, where he will oversee the local business and bolster its equity advisory and financial transactions practice across Singapore and Southeast Asia. Florry relocates from Hong Kong, where he spent the past five years with FGS Global, and brings more than 16 years of experience across capital markets in Asia, Europe and the Middle East. He has advised companies on IPOs, M&A and investor relations, and previously worked at Rothschild in Hong Kong, Dubai and London. In his new role, Florry will focus on helping clients sharpen equity stories, deepen investor engagement and navigate valuation challenges, as demand for capital markets advisory grows in the region. Don’t miss: Omnicom PR builds out APAC leadership team following regional overhaul  FGS Global has also appointed Andrew Yeo as global policy partner, Asia, alongside four public affairs specialists, expanding its regulatory, political risk and stakeholder engagement capabilities in the region. The new hires include managing director Raihan Zulimran, formerly of the Monetary Authority of Singapore (MAS), director Nicholas Lee, previously with Sea Limited and SGX Group, and associate directors Brendan Pinto, formerly of Singapore’s Ministry of Finance, and Dedi Dinarto, an Indonesia-based policy expert. Yeo will focus on the intersection of business and policy across Asia, as companies increasingly navigate complex regulatory environments and stakeholder expectations. “Singapore presents an exciting opportunity for us, as one of Asia’s most dynamic markets that is undergoing significant transformation,” said Florry. “Our market-leading offering meets increasing demand from clients for integrated expertise in investor relations and capital markets transactions. Combined with our strong capabilities in public affairs and strategic communications, we offer a unique proposition to deliver significant value for our clients in Singapore and Southeast Asia,” he added.  In tandem, Yeo said that the intersection of business and policy has never been more consequential for companies in Asia. “FGS Global’s depth across practices and its global reach give us the ability to deliver advice that is genuinely integrated and can help our clients succeed in moments of real impact and importance,” stated Yeo.  Faeth Birch, chief executive officer of UKMEA at FGS Global, said Singapore remains central to the firm’s Asia strategy. “Singapore is central to our Asia strategy and to our global ambitions. These appointments reflect our commitment to investing in exceptional leadership and deepening our strategic advisory capabilities for clients across the region,” she said. The appointments follow the earlier naming of Susan Ho as Asia chair in January this year, as the firm continues to scale its regional leadership bench.  In this newly created role, Ho will drive the firm’s multi-year growth strategy across Asia, provide strategic counsel to clients, and strengthen governance and collaboration across key markets. Related articles:  PLUG lands in Singapore with new MD leading expansion  TEAM LEWIS opens new Singapore creative studio, expands sector focus  Omnicom PR announces new leadership structure with Joanne Wong as APAC CEO  source

Samsung has launched a new campaign celebrating its 20th consecutive year as the world’s leading TV brand, positioning itself as the screen of choice for moments that matter. Titled “When it matters, watch it on a Samsung”, the campaign is anchored on the idea that significant viewing experiences deserve to be watched on the brand’s televisions. The effort comes as anticipation builds for the FIFA World Cup 2026, which Samsung describes as set to be the biggest edition of the tournament yet. At the centre of the campaign is a hero film inspired by a long-standing football tradition, where World Cup-winning nations are awarded a star to commemorate their victory. Don’t miss: Samsung denies using Dua Lipa’s image on TV packaging amid US$15m lawsuit Drawing on that symbolism, the film imagines Samsung receiving 20 stars to mark its two decades as the global TV market leader. Giant stars are transported across Europe by helicopter before arriving at a packed football stadium, where a new 20-star Samsung logo is unveiled. The logo will feature across the wider campaign. This follows Samsung’s recent partnership with former footballer Thierry Henry on a series of social-first content pieces designed to showcase the capabilities of Samsung TVs. The sketches place Henry in a variety of on-screen roles, including an action movie star, K-drama lead and football presenter. Each execution highlights different Samsung TV features through humorous scenarios centred on Henry watching himself on screen. The campaign is rolling out across 25 European markets through an integrated mix of digital, social and in-store activations. According to Samsung, the campaign commemorates its milestone of being named the world’s No.1 TV brand for 20 consecutive years, based on data from market research firm Omdia. “We’re incredibly proud celebrating Samsung’s achievement with such a powerful brand platform. Especially doing so in a World Cup year when everyone is looking to upgrade their TV,” said Sascha Kuntze, chief creative officer at BBH Singapore.  The latest campaign comes as Samsung continues to tap entertainment and pop culture partnerships to showcase its technology. Earlier this year, Samsung Electronics launched a global campaign tied to the upcoming release of The Devil Wears Prada 2, blending entertainment IP with product marketing for its new Samsung Galaxy S26 Ultra. Fronted by Helen J. Shen in character as Jin, the campaign centred on a custom content film demonstrating the device’s AI-powered “Circle to Search” feature. The spot follows Jin as she navigates a last-minute fashion request from Miranda Priestly, using the feature to identify and source clothing items from a reference image. Beyond the film, Samsung also extended the partnership into experiential marketing. Related articles: Why Samsung is betting on experience over specs to win over switchers  Samsung strikes BTS tour deal to put Galaxy at centre of fan experience    Samsung celebrates childhood imagination in heartfelt Galaxy S26 film    source

After months of standout submissions and fierce competition, the finalists for MARKETING-INTERACTIVE’s Hashtag Asia Awards 2026 have officially been revealed. Returning for its fifth edition, the awards celebrate the campaigns, creators, brands and agencies pushing the boundaries of social media marketing across Asia. From culture-shaping content and viral moments to purpose-driven storytelling and innovative platform strategies, this year’s finalists represent some of the region’s most creative and influential work. The 2026 programme features 42 categories, including four new honours introduced to recognise emerging trends and evolving audience behaviours: ‘Best Multi-Platform Campaign’, ‘Best Social Media Loyalty Programme’, ‘Best Use of Gamification’, and ‘Best Use of Short-Form Video for a Campaign’. Beyond individual category wins, finalists will also be in the running for the programme’s highest accolades: the coveted ‘Overall Brand HashMaster’ and ‘Overall Agency HashMaster’ titles. This year’s entries were evaluated by a distinguished panel of 17 senior marketing and communications leaders from across Asia, who brought extensive industry expertise and regional perspectives to the judging process. Koo Sok Hoon, director of marketing at Shangri-La Singapore, highlighted the diversity and emotional depth of this year’s submissions. “What stood out was the sheer range of work submitted—many entries were not only highly creative but also deeply inspiring. Each piece reflected careful thought, striking a balance between strong business objectives and authentic, emotionally engaging storytelling,” she said. “There were moments that genuinely resonated on an emotional level, and you could really sense the care and intent behind every message. It has been a meaningful judging experience, and I look forward to seeing which entries emerge as the final winners,” she added.  Meanwhile, Dr Samuel Choudhury, director at GP Samuel, praised the boldness and willingness to take creative risks demonstrated by many entrants. Encouraged to see “this kind of bravery”, Choudhury said that he was ” impressed by the calculated risks and bold strategies on display — many entries went against the grain and pushed creativity to another level.”  Meanwhile, Rizky Putra, digital lead at dentsu Indonesia, commended the strategic rigour and business impact behind the shortlisted work. “This year featured a wide range of compelling and innovative campaigns. In an increasingly competitive landscape, the entries stood out for their strong strategic thinking and effective amplification,” he said. “They delivered measurable results while also driving meaningful impact on brand growth. Congratulations to all the teams involved—you’ve set a very high benchmark with excellent work, ” added Rizky.  Elon Tan, director of digital marketing at Razer, pointed to a growing shift towards audience-first marketing. “This year’s submissions prove that the best marketing puts consumers at the centre. I was highly impressed by the shift away from generic campaigns towards highly relevant, tailored messaging. The standout entries didn’t just focus on selling products—they successfully integrated brands into culture, creating memorable work that truly resonates,” said Tan.  The winners of the Hashtag Asia Awards 2026 will be unveiled at a gala dinner and celebration on 10 July 2026 at Sofitel Singapore City Centre. Eager to find out who made the cut? View the full list of finalists here. For gala packages, speak to our project manager for more info: Bianca Mariz Regional Project Manager Tel: +65 6692 9031 Ext 821 Mobile: +63 9171620568 [email protected] Corrine Magtanong Regional Project Manager Tel: +65 6692 9031 Ext 820 Mobile: +63 9175785524 [email protected] Advertising & Sponsorship Opportunities [email protected] source

Nike Football has opened an immersive pop-up at Wisma Atria, bringing its “Rip the script” platform to Singapore as it leans into football culture ahead of this summer’s global football moment in North America. Open from now until 19 July 2026, the activation is designed as a retail experience that blurs sport, style and storytelling, encouraging players and fans to rethink how football is played and expressed. Developed in partnership with Weston Corp, the pop-up reflects Nike Football’s push to merge performance innovation with cultural relevance and community engagement. For Weston Corp, the collaboration continues a long-standing relationship with Nike built over multiple World Cups. Don’t miss: Beyond the hype: How APAC brands are rewriting the pop-up playbook In conversation with MARKETING-INTERACTIVE, Mandeep Chopra, managing director of Weston Corp, said the partnership builds on years of collaboration between both brands, with a shared focus on bringing football stories to life in ways that drive engagement and excitement. “We were delighted to partner with Nike for this World Cup, and it carries on the legacy of great things we have done together over the years for previous World Cups. We have a strong working relationship, and we knew Nike had exciting plans for this tournament. We wanted to explore how we could partner to bring those stories to life and create engagement and excitement for all football fans,” he said. Inside the space, visitors can explore one of the most extensive Nike Football assortments in Singapore, spanning national team jerseys, boots, performance apparel and lifestyle pieces. The pop-up is positioned as more than a retail outlet, functioning instead as a hybrid space where jerseys are framed not just as matchwear, but as cultural artefacts tied to identity, nostalgia and everyday style. The experience traces how football has moved beyond the pitch to become part of streetwear and broader lifestyle expression, with curated displays of both iconic and new-season kits. Chopra said the shift towards football jerseys as lifestyle pieces was a key factor in shaping the experience, noting the growing overlap between sport, culture and entertainment. “I have been doing this for many years, but I have never seen this level of fusion between sport and culture. You can see the lifestyle element very clearly in the number of global superstars from sport, music, and entertainment featured in Nike’s ‘Rip The script’ campaign, and that shows up in the store through the imagery and the product offering as well,” he said. He added that the Wisma Atria location was also strategically chosen to connect with Weston’s Chamber store above, which currently carries a lifestyle collection for Brazil and Jordan Brand, and will soon serve as a launchpad for Nike’s upcoming “X2” culture-led collaboration series featuring names such as Palace, the Virgil Abloh Archive, Drake, Jacquemus, Patta, G-Dragon and Slawn, with a global launch slated for 16 June. The activation also leans into experiential retail, with customisation services and a series of interactive, content-driven moments designed for fans, creators and the wider community. Set in one of Singapore’s busiest shopping destinations, it doubles as a visibility play and a cultural meeting point for football enthusiasts and casual shoppers alike. Chopra said experiential retail plays a crucial role in engaging both hardcore fans and casual shoppers, particularly during major tournaments. “For the hardcore fans, they appreciate it enormously. Many may not be able to watch the games at the stadiums, but this at least gets them in the mood. All our Weston stores are showcasing a wide array of teams at the World Cup, which creates a real atmosphere,” he noted. He added that casual shoppers are equally drawn into the energy around the sport during tournament season, even if they are not traditional football fans. “The casual shoppers get drawn in too. During the World Cup, even non-football fans get influenced by all the excitement around them, and so the casual shopper also gets in on the act. They feel the energy and get to experience that at our stores as well,” he said. Beyond retail, the pop-up marks the launch of the Weston Cup, a five-matchday, international-style tournament running from 8 June to 11 July 2026. The competition invites teams across Singapore to form squads, represent nations and compete in a format inspired by global tournaments, with participation open across youth players, adults and veterans. The initiative builds on Weston Corp’s long-standing role in Singapore’s football ecosystem, where it has served as a key destination for players, fans and collectors. At the heart of the tournament is the Weston Cup trophy, designed in collaboration with Singapore contemporary artist Tobyato, who reimagines the traditional football trophy through a local cultural lens. The trophy will be unveiled live at the pop-up on 5 June 2026. Adding to the momentum in the sports marketing space in Singapore, adidas recently tapped into a different kind of fandom altogether, bringing football closer to pet owners with its FIFA World Cup Federation Jerseys for Argentina and Japan as part of its first-ever pet collection in the market. The range, which allows pets and owners to match kits ahead of the upcoming World Cup, leans into emotional bonding through coordinated apparel and was unveiled at Furkids Fiesta @ Clarke Quay Fountain Square on 15 May before rolling out online and at selected adidas stores from 24 May. Related articles: The FIFA World Cup is coming to McDonald’s, and Grimace made the squad   The biggest football rivalry this season might be in your neighbourhood  Why the World Cup’s biggest screen may no longer be the only one that matters source

Local on-demand delivery platform Lalamove has launched its latest “Deliver Care” initiative, a regional CSR programme dedicated to removing logistical barriers for community organisations. Titled “Moves that bring you home,” the programme supports NGOs and community partners across multiple markets by offering free or subsidised logistics solutions. The initiative specifically targets a major pain point for non-profits: the high cost and complex coordination required to move bulky items, house-moving materials, and renovation supplies, which often stall community projects. Lalamove addresses this gap by deploying its on-demand, same-day fleet—ranging from motorcycles and vans to heavy trucks—allowing NGOs to secure the right vehicle without long lead times or rigid fixed transport arrangements. To date, the programme supports seven NGO partners across six regional markets. In Hong Kong, Lalamove has partnered with the Tung Wah Group of Hospitals (TWGHs) to assist grassroots families moving into transitional and light public housing across Kai Tak, Ma On Shan, Lau Fau Shan, and Yau Pok Road, as well as subdivided flat residents in Yau Tsim Mong. By easing the physical and financial burden of moving, the initiative aids families on public housing waiting lists as they transition to stable accommodation. Regionally, the platform has also teamed up with the Dignity for Children Foundation in Malaysia, Save the Children Philippines, and Habitat for Humanity Singapore. To amplify the campaign’s reach, Lalamove is leveraging its user ecosystem. App users are being incentivised to join Lalamove rewards and donate their accumulated “LalaPoints”—earned through completed orders—directly to participating NGO partners. “What we hear from NGO partners is clear. Essential items are often available, but moving bulky goods quickly and safely is still a major hurdle,” said Quincy Yip, director of customer experience and marketing at Lalamove. “‘Moves that Bring You Home’ is our commitment to changing that, putting our network, our driver partners, and our operational know-how in service of the communities that need it most, so that they can focus on the people they serve instead of transport.” MARKETING-INTERACTIVE has reached out to Lalamove for more information.  Back in 2023, Lalamove Hong Kong joined hands with local NGO Home of Homeless Dogs to introduce a pet adoption event to give strays a chance to seek new homes. This came as part of Lalamove’s “Make a Pawfect Move” campaign that aims to encourage Lalamove users in Asia and Latin America to spread their love for pets in need. The campaign ran from October 2023, done in partnership with 10 non-profit animal welfare organisations and pet shelters globally on the Lalamove Rewards platform to encourage its members to support the cause by donating their LalaPoints. 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: How Lalamove HK extends ‘Deliver Care’ spirit to pets in need with local NGOLalamove MY taps on rewards programme for wider brand outreach source

Coca-Cola has unveiled “No better feeling”, the final instalment of its FIFA World Cup 26 campaign, closing out its three-part global “Feel it all” platform ahead of the tournament kick-off. The film is part of the brand’s broader storytelling push for the upcoming FIFA World Cup 26 and continues its focus on the emotional experience of football fandom rather than gameplay alone. Positioned as a cinematic love letter to fans, the spot captures the full emotional arc of a match, using VAR decisions as a narrative device to heighten tension and drama. Don’t miss: Why the World Cup’s biggest screen may no longer be the only one that matters The film follows supporters through anticipation, anxiety, and eventual release, whether in triumph or disappointment, reflecting how quickly emotions can swing within a single game. Coca-Cola said the idea is to distil the intensity of a football match into a compressed emotional journey, showing how a lifetime of feelings can play out in a matter of seconds. Global personalities and everyday fans appear side by side in the film, reinforcing the idea that football fandom is emotionally universal regardless of status or geography. Among those featured are football figure José Mourinho and musician J Balvin. The film is narrated by commentators Peter Drury and Luis Omar Tapia, whose delivery mirrors the rhythm of a live match, building from quiet tension to heightened release. “No better feeling” completes Coca-Cola’s three-part “Feel it all” campaign, which began with “Bubbling up” in January and continued with “Uncanned emotions” in April, each tracking rising anticipation ahead of the tournament. The campaign is part of a wider activation strategy by The Coca-Cola Company for the FIFA World Cup 26, which includes the FIFA World Cup trophy tour, a Panini sticker partnership, and fan experiences across all 16 host cities in the United States, Canada and Mexico. “The FIFA World Cup is a unifying moment for fans worldwide,” said Arnab Roy, president, Coca‑Cola Global Category. “‘No better feeling’ shares the universal truth about what it feels like to be a fan. Every high, every low, and every heart-stopping VAR check. Coca‑Cola is there for all of it.” Mourinho reflected on football as a sport defined by razor-thin margins, where a single moment can shift a match from despair to euphoria. Drawing on his years on the touchline, he pointed to the intensity of those swings in emotion, from the highs of victory to the lows of defeat, as what makes the game compelling and enduring. Balvin described football and music as universal languages that transcend borders, noting how both evoke similar emotional responses of tension, excitement and release. He added that watching a match mirrors the rhythm of music itself, building anticipation before erupting into collective celebration, with the film capturing that shared energy on a global scale. The campaign sits within a wider wave of football storytelling heading into the tournament, where brands are increasingly leaning into cinematic formats rather than traditional ads. In a similar vein, adidas leaned into nostalgia, star power and street football mythology with its FIFA World Cup 2026 campaign “Backyard legends”, a five-minute film that reframes everyday play as the origin story of global football icons. Built on its long-running “You got this” platform, the film pushes the idea that greatness does not begin under stadium lights, but in backyards, cages and parking lots, where informal games shape future talent. Related articles: Coca‑Cola gets fans jumping with its FIFA World Cup 2026 anthem     Get paid to watch the World Cup? Yes, it’s a real job  LEGO builds its own World Cup lineup of football heavyweights  source

Senoko Energy is tapping into football fever with a nationwide campaign designed to bring Singaporeans together through neighbourhood rivalries, watch parties and customer rewards. Called Homeground, the campaign aims to transform living rooms into gathering spaces where families, friends and neighbours can connect over the football season. The initiative centres on a nationwide competition pitting Singapore’s five zones — North, North-east, Central, East and West — against one another. Participants can join through an AI-powered WhatsApp chatbot and will be automatically assigned to a zone based on their postal code. Don’t miss: World Cup sponsors see lift in brand perception Residents are encouraged to rally votes for their zone and track standings via a live leaderboard on the campaign microsite. Voting closes on 5 July. The winning zone will see all participating voters entered into a lucky draw, with 100 winners receiving SG$200 in GrabFood e-vouchers each. The giveaway forms part of a SG$20,000 prize pool sponsored by Senoko Energy. To sustain engagement throughout the campaign, Senoko Energy will also roll out a series of lifestyle polls. The first 100 respondents for each poll will receive SG$5 GrabFood e-vouchers, with a total of SG$1,500 worth of prizes available. Existing Senoko Energy customers can take part in a private email quiz, with the fastest correct respondents standing to win a share of a SG$38,040 prize pool. Prizes include FIFA World Cup 2026 season passes from Mediacorp and Philips NA210/09 air fryers. The energy retailer is also offering promotional gifts to customers who sign up for or renew eligible electricity plans between 1 June and 31 July. Rewards, while stocks last, include a PRISM+ 50L mini bar fridge, a Shark FlexBreeze fan and a DOOBSTA’ versatile fabric bean bag. In a statement, Senoko Energy said the campaign reflects its belief that energy goes beyond electricity and plays a role in powering everyday moments shared among families, friends and communities. The Homeground campaign is open to Singapore residents aged 18 and above, with no purchase required to participate in the neighbourhood voting challenge. The winning zone will be announced on 6 July, while lucky draw winners will receive their prizes on 10 July. “Some of the best moments in football are not just what happens on the pitch, but what happens at home, gathering around the big screen with family and friends, sharing food, cheering together and creating memories,” James Chong, head of commercial and corporate communications at Senoko Energy, said. He added, “As a brand that powers homes across Singapore, we want to create an experience that celebrates these meaningful events. ‘Homeground’ is about bringing people together and turning homes into places of excitement and connection throughout the football season.” Senoko Energy is not the only brand tapping into football fever ahead of the FIFA World Cup. Recently, adidas brought football fandom to pets in Singapore with the launch of FIFA World Cup federation jerseys for Argentina and Japan as part of its first-ever pet collection in the market. Designed around the idea of matching outfits for pets and owners, the collection extends adidas’ football-inspired designs to four-legged fans, reflecting the growing number of brands finding creative ways to engage consumers ahead of the tournament. Related articles: Hyundai’s World Cup play stars Son Heung-min and an unexpected teammate   Get paid to watch the World Cup? Yes, it’s a real job   Coca-Cola pops the lid on fan emotions in high-drama World Cup film   source

JDE Peet’s Singapore has appointed APRW as its agency of record, tasking the independent communications agency with leading integrated communications strategies across its portfolio of brands including L’OR Espresso, Moccona and OldTown White Coffee. The appointment marks a significant milestone in the relationship between the two companies and follows a year of collaboration across strategic media relations, influencer engagement, experiential activations, product launches and consumer storytelling initiatives. JDE Peet’s is one of the world’s largest pure-play coffee companies, with a portfolio of more than 50 brands sold across over 100 markets globally. In Singapore, its stable of brands spans premium coffee experiences through L’OR Espresso, household favourites such as OldTown White Coffee, and convenient coffee solutions under Moccona. Don’t miss: Lazada Singapore picks new PR agency  Among the campaigns delivered by APRW was the launch of the L’OR Passione Rossa collection in collaboration with Ferrari Hypercar. The multi-phased campaign introduced two limited-edition coffee blends, ‘Maranello’ and ‘Imola’, inspired by the spirit of performance and craftsmanship. APRW developed and executed the communications strategy for the launch, with efforts focused on reinforcing L’OR Espresso’s premium positioning within the luxury lifestyle space. The agency also supported a series of campaigns for OldTown White Coffee, including the launch of the brand’s coconut-flavoured and pandan variants in Singapore. The initiatives sought to balance the brand’s nostalgic appeal with efforts to engage younger consumers, leveraging targeted outreach and consumer-facing storytelling to drive awareness and trial. More recently, APRW worked on the launch of Moccona Liquid, a ready-to-pour coffee format designed to meet the needs of increasingly busy consumers. As the format remains relatively new to the Singapore market, the campaign focused not only on building awareness but also on educating consumers about different consumption occasions and ways to incorporate the product into everyday routines. To support the launch, the agency oversaw media engagement, product seeding and experiential office takeovers at organisations including VOGUE Singapore, Mothership, GRVTY Media and Overkill Singapore, introducing the product through lifestyle-led coffee experiences. “Over the course of working together, we have built a strong partnership grounded in trust, collaboration and a shared understanding of how to create meaningful brand storytelling that resonates with consumers,” said Julie Chiang, director at APRW. “From premium lifestyle positioning to everyday coffee moments, it has been incredibly rewarding to support JDE Peet’s diverse portfolio of brands and bring their campaigns to life. We are excited to continue growing this partnership and supporting the brand’s next chapter in Singapore,” she added. The appointment further strengthens APRW’s growing FMCG and lifestyle portfolio, adding to the agency’s roster of consumer brands and reinforcing its capabilities across integrated communications, influencer engagement and experiential marketing.  In 2025 alone, the agency bagged a string of new clients, including Our Tampines Hub, Singapore Chamber of Commerce Indonesia and more.  Related articles:  Intellectual Property Office of Singapore picks new PR agency  Yellow Ribbon Singapore names new PR agency  Science Centre Board picks new PR agency  source

After more than five years at Mandai Wildlife Group and Mandai X, creative industry veteran Chris Chiu is stepping away from the wildlife and nature group to focus on what he calls “me time”. In a statement to MARKETING-INTERACTIVE, a Mandai X spokesperson said ” Chiu has been a valued pioneering member of Mandai X. His expertise and dedication have made a significant impact on the work we do. We thank him for contributions over the years and wish him a well-deserved retirement.”  Chiu served as vice president (creative and content) at Mandai Wildlife Group from March 2021, before taking on an additional role as head of brand in June 2025. He also led brand creative and intellectual property development at Mandai X from August 2023. Don’t miss: Howie Lau bids farewell to NCS Group after five years  Speaking to MARKETING-INTERACTIVE, Chiu said the decision was driven by personal considerations following a period of reflection over the past few years. “Been asked this many times, understandably. Essentially certain events over the last few years on the personal side led to this decision. Completely enjoyed being a part of both organisations. Just time is all,” he said. Chiu joined Mandai in 2021 after a career spent largely in advertising, bringing decades of agency experience to one of Singapore’s most recognisable destination and wildlife brands. During his time with the organisation, he oversaw creative and content efforts while spearheading intellectual property development initiatives. While he is keeping details under wraps for now, Chiu said some of the projects he helped build are nearing completion. “My main remit was IP development and the key projects that entailed. All are in final production stage right now and best to leave the surprise for when it happens,” he said. Prior to joining Mandai, Chiu spent decades in the advertising industry, holding senior creative leadership roles across agencies including DDB Group Singapore, J. Walter Thompson and Leo Burnett. Reflecting on the transition from agency life to the brand side, Chiu said he deliberately chose not to change his approach to creativity and brand-building. “Interestingly, and whether right or not, I tried not to change anything in my mindset. I figured my thinking got me to this opportunity and it would be strange to do it all another way,” he said, adding:  Focus on the creative strategy and execution. Keep things on brand on all aspects and touch points as much as I could control. Before joining Mandai, Chiu was group chief creative officer at DDB Group Singapore, where he also headed the DDB Asia Creative Council and served on the DDB Global Creative Council. He previously held leadership positions at J. Walter Thompson and Leo Burnett, including chief executive officer and chief creative officer of Leo Burnett Singapore. As for what’s next, Chiu is in no rush to make a decision. After decades spent leading creative departments, agencies and brand teams, Chiu plans to focus on personal interests while continuing his involvement with charities and organisations he supports. “Right now, it’s just me time. Which means my dogs, golf and some effort on the fitness bits. I’m still on some committees with charities and organisations, so all in all, there’s enough to keep me busy for now,” he said.  Chiu’s departure comes amid broader leadership changes at Mandai. Earlier this year, the group appointed Agatha Yap as chief marketing officer. Jean Choi continues to lead commercial strategy and global partnerships as chief sales officer. Yap joined Mandai from Scoot and takes on the role as Mandai Wildlife Reserve approaches completion and enters its next phase of growth. Recent months have also seen the group deepen its focus on partnerships and destination marketing, including a global media agency appointment and collaborations spanning tourism, entertainment and aviation. Related articles:  Mandai becomes Asia’s first real-life Minecraft adventure  Mandai goes wild with Disney’s ‘Zootopia 2’ immersive takeover  JISOO chooses her wild in new music video with STB and Mandai  source

Science Centre Singapore has appointed dentsu solutions to lead its social media strategy for the Science Centre Board, under an engagement running from 1 April 2026 to 31 March 2027, with an option to extend for one additional year. The appointment supports Science Centre Singapore’s broader ambition to position itself as one of Singapore’s leading edutainment destinations, while deepening its role as a trusted institution that connects the community with science, technology, engineering and mathematics through accessible, inspiring and hands-on experiences. Under the mandate, dentsu will be tasked with developing a social media strategy that grows the centre’s digital footprint, raises visibility for its permanent exhibitions, special exhibitions, core offerings and public programmes, and drives sustained engagement with local and international audiences, according to tender documents seen by MARKETING-INTERACTIVE.  Don’t miss: Ministry of Transport concludes social media pitch A secondary objective will be to support patronage and visitation to the Centre and its attractions. Science Centre Singapore is targeting 700,000 walk-in public guests in 2026.   The strategy will also cover the centre’s group of attractions, including the Omni-Theatre, Snow City and KidsSTOP.  In addition, the wider Science Centre ecosystem includes Singapore Science Centre Global, a wholly owned subsidiary of the Science Centre Board, which focuses on STEM and Singapore science-related educational products for overseas educators, students, international school principals and science centre curators. MARKETING-INTERACTIVE has reached out for a statement. The social media appointment follows Science Centre Board’s recent appointment of Alsoknownas (AKA) as its new public relations agency earlier this month. Similarly, AKA’s appointment also runs from 1 April 2026 to 31 March 2027, with an option to extend for an additional year. The PR remit is structured as a retainer, with AKA leading communications across the centre’s full portfolio of attractions. The agency is tasked with developing an integrated, data-driven communications strategy to strengthen brand equity, increase awareness and drive both first-time and repeat visits, as Science Centre Board sharpens its positioning in a competitive attractions landscape and builds momentum towards the new Science Centre in 2027. Both dentsu and AKA join Science Centre Board’s agency roster, which also includes brand practice Anak as its branding and design agency. Related articles:  GovTech picks agency to manage digital and social media channels  Maybank Singapore calls for social media pitch  URA names new social media agency source