marketing interactive

The Personal Data Protection Commission (PDPC) has fined Marina Bay Sands (MBS) S$315,000 for breaching the Protection Obligation under the Personal Data Protection Act (PDPA), after a data breach exposed the personal information of 665,495 patrons. The breach occurred in October 2023, when the names and contact details of MBS patrons were illegally accessed and later offered for sale on the dark web. PDPC said the leaked data could be further exploited in phishing scams or identity theft. According to PDPC’s findings, the breach stemmed from a software migration exercise in March 2023, during which MBS failed to apply proper security policies when transferring data from its old system to a new one. One of the identifiers linked to the ArtScience Friends webpage was omitted during the process, leaving the site’s patron data exposed. Don’t miss: PCPD opens probe into Dior data breach impacting 1m consumers Despite the scale of the migration, MBS had assigned a single employee to manually compile a list of application programming interface (API) configurations, without implementing second-layer checks. The omission went undetected for six months, during which patron data remained unprotected. PDPC said MBS’ failure to put in place adequate security processes amounted to a negligent contravention of its obligations under the PDPA. As a large enterprise with significant resources, the commission noted, MBS was expected to have stronger data protection measures in place. The penalty was issued under the revised financial penalty framework introduced by the Personal Data Protection (Amendment) Bill 2021, which allows fines of up to 10% of a company’s annual turnover for organisations with yearly revenue exceeding S$10 million. In determining the penalty, PDPC said it considered the scale of the breach and MBS’ voluntary admission of liability, as well as its prompt remediation measures, which included reactivating security protections for the affected website on the same day the issue was discovered. The commission reiterated that protecting consumers’ personal data is key to maintaining public trust and said it will continue to take enforcement action against organisations found in breach of the PDPA. MARKETING-INTERACTIVE has reached out to MBS for a statement. This latest enforcement follows a similar case in August last year, when the Consumers Association of Singapore (CASE) was fined S$20,000 for breaching protection and accountability obligations under the PDPA. The regulator found that CASE failed to implement reasonable security measures and necessary data protection policies, leading to two separate breaches that exposed the personal data of more than 30,000 individuals. Related articles: Hong Kong privacy watchdog opens probe into Qantas data breach    Cathay apologises over data breach affecting 1,000 Asia Miles accounts  Live Nation launches investigation on Ticketmaster data breach  source

FairPrice Group (FPG) has launched ‘FPG ADvantage’, a new business unit positioned as Singapore’s largest omnichannel retail media network. The platform aims to connect brands with consumers across every part of their daily lives from shopping and dining to digital engagement. Built on FPG’s network of over 570 touchpoints including FairPrice supermarkets, Cheers, Unity pharmacies and Kopitiam food courts, FPG ADvantage connects advertisers to 1.7 million app users and more than two million Link Rewards members. The network combines physical and digital assets such as over 1,000 digital screens, in-store radio across 150 supermarkets, AI-enabled smart carts, more than 6,000 Kopitiam tabletop decals and in-app placements that drive over one million interactions daily. Don’t miss: FairPrice gets futuristic with smart carts, palm pay and AI-powered store ops Beyond reach, FPG ADvantage is designed to give consumer brands greater visibility into campaign effectiveness. Through partnerships with Meta and The Trade Desk, advertisers can now link their digital ad performance directly to verified sales within the FPG ecosystem, allowing for real-time optimisation and measurable return on spend. “The FPG ecosystem, spanning a customer’s journey of grocery shopping, dining, and online retail, gives us a connection and a deep community trust that is truly unparalleled,” said Vipul Chawla, group chief executive officer of FairPrice Group. “We are uniquely positioned to offer brands a way to deliver value directly to consumers, making it easy on the wallet and the experience. This isn’t just advertising space, it’s a direct line to fostering relevant, rewarding connections that uplift the everyday lives of Singaporeans,” he added.  The move comes as retail media continues to grow globally. According to GrabAds and Kantar (April 2024), retail media ad spend in Southeast Asia is projected to reach US$4.7 billion by 2030. Pilot campaigns Since early 2025, FPG ADvantage has been tested by public and private sector partners. One such example is Singtel’s partnership with FPG as sponsor of the Omni Store at FairPrice Finest’s ‘Store of Tomorrow’ in Punggol Digital District where it featured a connected home concept through an “Endless Aisle” experience that drew over 45,000 visitors in a month. “This strategic collaboration with FairPrice ADvantage represents the ultimate fusion of retail and telco innovation,” said Lynette Poh, head of marketing communications at Singtel. “The introduction of ‘Endless Aisles’ at the omni store creates a sophisticated, connected commerce ecosystem. It provides brand partners unparalleled, real-time audience engagement capabilities and the closed-loop measurement necessary to unlock the true ROI of retail media, turning every store interaction into a measurable engagement opportunity,” added Poh.  Meanwhile, Nestlé Singapore’s Milo activation showed the network’s ability to link exposure directly to purchases. In one week, the campaign reached over 680,000 unique shoppers, achieving a 42x omnichannel return on ad spend (ROAS) and a 30% sales uplift across online and offline channels. “At Nestlé, we believe real growth comes from truly understanding our consumers – how they live, shop and dine every day,” said Rajat Jain, managing director of Nestlé Singapore. “Working with FPG ADvantage has helped us turn these insights into action, creating meaningful connections that drive results. This partnership lets us plan smarter, reach audiences more cost effectively, and strengthen our brand’s presence in Singaporean homes. It’s a partnership built on trust, innovation, and a shared drive to keep growing together,” Jain added.  The launch of FPG ADvantage builds on FairPrice Group’s broader innovation agenda, including its ‘Store of Tomorrow’ programme. At the heart of the rollout is hyperpersonalisation. Soon, the FPG App will sync with MyInfo to deliver curated promotions based on user behaviour, while eligible seniors and CHAS cardholders will automatically receive discounts at checkout. Smart Carts, on the other hand, features built-in screens for personalised offers and scan-and-go payments, while palm-scan checkout and digital price tags will streamline transactions and sustainability efforts. Behind the scenes, “Vision AI” and FPG’s “Grocer Genie” platform will automate store operations and safety monitoring. Related articles:  FairPrice adds heart to the hustle of daily errands FairPrice taps Google Cloud to bring AI to the aisles  FairPrice’s SG60 chips puts local flavour in every crunch source

Amazon is reportedly planning to cut as many as 30,000 corporate roles starting this week, marking one of its largest rounds of layoffs since late 2022. According to Reuters, the job cuts would represent nearly 10% of Amazon’s roughly 350,000 corporate employees and a small fraction of its total workforce of 1.55 million. The move is said to be part of efforts to streamline operations and offset overhiring during the pandemic, people familiar with the matter told Reuters. The layoffs are expected to affect several divisions, including human resources, known internally as People Experience and Technology (PXT), as well as operations, devices and services, and Amazon Web Services. Managers of impacted teams reportedly underwent training on Monday to prepare for staff notifications set to go out beginning Tuesday morning. Don’t miss: Inside Amazon’s plan to ‘transform entertainment’ into real business impact Reuters noted that CEO Andy Jassy has been working to reduce what he described as an “excess of bureaucracy”, including by cutting layers of management. Earlier this year, he reportedly said the company’s increasing use of artificial intelligence tools could lead to further job reductions, particularly through the automation of routine and repetitive tasks. The full scope of the job cuts remains unclear and could change over time as Amazon’s financial priorities shift. Fortune earlier reported that the company’s HR division could face cuts of up to 15%. In February, Amazon began enforcing a stricter return-to-office policy requiring employees to be in the office five days a week, among the most stringent in the tech industry. However, the policy reportedly failed to drive enough attrition, with some remote workers told they had “voluntarily quit” the company and would not be eligible for severance. MARKETING-INTERACTIVE has reached out to Amazon for more information.  This latest move follows several rounds of workforce reductions over the past two years. In January 2023, Amazon cut over 18,000 roles, mainly affecting its eCommerce and human resources teams, as part of a wider effort to address post-pandemic overhiring. Three months later, the company announced another 9,000 job cuts across divisions such as AWS, PXT, Advertising, and Twitch. Business Times reported that it also trimmed smaller number of jobs across devices, communications and podcasting.  In October 2023, Amazon confirmed it would sunset its ad-serving business by the fourth quarter of 2024 to streamline operations and support affected employees. A month later, it made further cuts within its gaming division, impacting around 180 roles as it refocused resources on higher-growth areas such as Prime Gaming.  Related articles: NTUC, SISEU to support We. Communications workers hit by layoffs    Meta begins job cuts related to AI focus     DFI Retail Group reportedly plans layoffs amid cost pressures source

The Travel Alliance, a coalition of leading mobile operators across Asia Pacific including Singtel, AIS, Taiwan Mobile, GOMO Philippines, KDDI, Telkomsel, Optus and HKT, has launched WanderJoy, a cross-border rewards programme by telcos. Designed to streamline rewards for travellers, WanderJoy aims to address persistent pain points in cross-border travel, including disjointed loyalty schemes, frequent SIM swaps, and limited access to perks abroad. In conversation with MARKETING-INTERACTIVE, Anna Yip, CEO of international digital services at Singtel and chairperson of the Travel Alliance, said the idea was born from a simple but powerful insight: while people are travelling more across Asia Pacific, their experiences remain fragmented. Don’t miss: Report: 95% of APAC travellers eager for AI “From managing multiple apps and rewards systems to accessing benefits abroad, travellers face friction that we as telcos are uniquely positioned to solve. We already connect them seamlessly across borders — WanderJoy builds on that foundation by transforming connectivity into a bridge for richer, more rewarding travel experiences,” she added. The Alliance, which already serves over 350 million customers with 5G connectivity and roaming, is now extending its ecosystem to deliver a unified platform for travel privileges, from premium airport experiences to dining and entertainment rewards. Since its soft launch in June, WanderJoy has steadily expanded its partner network, offering curated perks accessible via the Alliance members’ apps, including myAIS, The Club, KDDI au Unlimited Data Overseas, GOMO PH, My Singtel, Taiwan Mobile, and MyTelkomsel. New partners enhancing the programme include Dragonpass, Estée Lauder, Grab, KKday, Omio, and Trip.com, offering benefits ranging from airport lounge access to exclusive lifestyle experiences. Travellers are encouraged to check their telco apps regularly, as WanderJoy continues to expand its catalogue of rewards and seasonal campaigns. Yip framed WanderJoy as more than a rewards programme. “The Travel Alliance members are moving beyond connectivity to becoming travel enablers — giving our customers a window into new experiences and making their trips smoother and more memorable. As more people rely on their phones to plan, book, and navigate their journeys, we’re evolving with them, using data and partnerships to guide, delight, and inspire,” she said. Yip added that the initiative also supports Singtel’s broader brand positioning as a travel-friendly telco. “As a leader in roaming and digital experiences, we’re extending our value proposition beyond connectivity — enabling customers to access exclusive perks, experiences and privileges wherever they go,” Yip explained. To drive adoption and engagement, Singtel is rolling out in-app campaigns, targeted notifications, and seasonal offers that reward early users, said Yip. She noted that users also receive personalised recommendations based on their travel patterns, destinations, and preferences, with AI-powered features such as trip planning, real-time concierge support, and instant bookings set to launch in future updates. Yip added that co-marketing campaigns with Travel Alliance members and partners across travel, retail, and lifestyle sectors are also in the pipeline to amplify reach and engagement. The programme, she said, is being scaled through a unified framework that merges shared technology with local market expertise, ensuring a consistent yet locally relevant experience for travellers across Asia-Pacific. “Each member contributes insights and partnerships from their market while maintaining a consistent experience across apps. This launch is just the beginning — we’re expanding an ecosystem that brings together more telcos, travel brands, and lifestyle partners across the region, enriching every journey,” Yip added.  In tandem, Derrick Heng, chief marketing officer at Telkomsel, echoed the cross-border focus, adding, “By leveraging trusted networks and regional partnerships, the Alliance moves beyond connectivity to enrich the digital travel ecosystem with WanderJoy. More than a rewards platform, it empowers travellers with seamless, borderless lifestyle experiences across Asia-Pacific.” “Telkomsel looks forward to enhancing our roaming and loyalty capabilities to deliver the best digital experiences for Indonesians at home and abroad,” added Heng.  Meanwhile, Pratthana Leelapanang, deputy CEO and COO of AIS, highlighted the programme’s practical benefits for travellers. “WanderJoy was developed to meet the needs of modern travellers who seek convenience, value, and confidence when using mobile services overseas — whether in Thailand, Singapore, Japan, Hong Kong, Taiwan, the Philippines, Indonesia, or Australia.” He added, “This collaboration reflects AIS’s role as a regional connectivity leader and ensures our roaming services go beyond seamless connectivity to offer greater value and truly elevated travel experiences.” Dom Brucal, head of GOMO Philippines, framed the programme from a customer-first, freedom-of-use perspective, “GOMO’s all about giving customers the freedom to do more, no hassles, no limits. With WanderJoy, we’re taking that mindset global. Our customers can now enjoy exclusive perks and travel experiences across Asia-Pacific, all from the GOMO app. Travel should be just as bold and borderless as our users.” WanderJoy builds on the Alliance members’ broader efforts to enhance travel experiences through connectivity. Singtel, for example, is reimagining traditional tourist SIMs with its 5G+ tourist SIM in Singapore, launched in July. The SIM unlocks an augmented reality (AR) “digital passport” that guides users through ten must-visit spots, including Merlion Park, Sentosa, and Mandai Zoo, with interactive maps, trivia, mini-games, and rewards — all without downloading an app. Shilpa Aggarwal, vice president of mobile customer solutions at Singtel Singapore, told MARKETING-INTERACTIVE at the time that the concept stems from travellers’ desire for experiences that feel personal, playful, and purposeful. Related articles: Telkomsel teams up with OpenAI to boost AI innovation across Indonesia     Optus appoints Droga5, Accenture Song Media and Apparent in agency overhaul   Circles.Life parent sues M1 over breach of mobile network deal source

McDonald’s and Leo UK have launched a nationwide integrated campaign titled “World menu heist”, celebrating the arrival of eight of the brand’s most coveted international menu items in the UK for the first time. For years, McDonald’s fans in the UK have expressed envy on social media over menu items only available abroad. Tapping into that sentiment, the campaign invites fans to join a tongue-in-cheek “heist” to smuggle the brand’s global favourites, such as Malaysia’s chocolate or salted caramel and pretzel McFlurry and Indonesia’s Choco caramel pie, into local restaurants. The campaign unfolds in three acts, ‘Plan’, ‘Execute’, and ‘Getaway’, spanning cinema, TV, video-on-demand, OOH, social, radio, digital audio and CRM channels. Don’t miss: McDonald’s Malaysia fuels fans’ inner Saiyan with Dragon Ball tie-up In the ‘Plan’ phase, which began on 1 October, McDonald’s quietly recruited its most devoted fans through a bespoke Instagram “close friends” list. Members were granted early access to the operation through exclusive briefings, tasting invitations and first looks at the “stolen goods”. The activation culminated in a heist-themed tasting event on 18 October, where over 1,000 guests, including influencers and members of the public, sampled the limited-edition menu. Ahead of the main reveal, CCTV-style “security leak” videos created in partnership with LADbible teased mysterious cargo being transported and stored, sparking speculation across social media. The ‘Execute’ phase kicked off on 22 October with a hero film dramatizing the heist, shot with the energy and pacing of a blockbuster. Scenes include a van with the number plate “NUG Z,” a thief intercepting a delivery mid-train, and a McFlurry machine being smuggled overseas by Jet Ski. The film runs across cinema, TV and VOD, supported by social and digital cutdowns. On social, McDonald’s continues to bring fans deeper into the story through behind-the-scenes content, influencer collaborations and real-time heist updates. CRM and in-restaurant touchpoints extend the narrative, with app notifications and emails alerting fans as the “goods” arrive nationwide. OOH executions mirror the cinematic tone, showing the limited-edition items with playful captions announcing their “capture.” The pineapple McSpicy appears upside down as a nod to its Australian roots, Japan’s garlic and black pepper McNuggets are “nugg-nabbed,” and the UAE’s mac and cheese Triangles are “pocketed.” The ‘Getaway’ phase (17–25 November) will mark the campaign’s final act, recreating the urgency of a getaway as the limited-edition menu disappears from stores. Digital OOH will feature countdowns and warnings, while app, CRM and social content will push fans to act fast before the products vanish. Running from 22 October to 25 November, the campaign is a cross-agency collaboration led by Leo UK. Media planning and buying were handled by OMD, PR and influencer management by Red Consultancy, CRM by TMW, and POP communications by Linney. “Every great heist has a motive, and ours was simple – give people what they’ve been asking for. ‘World menu heist’ snatches eight favourites from around the World and enables fans from the UK and Ireland to try them without having to board a plane. There’s something for everyone and it’s the kind of caper only McDonald’s could pull off,” said Ben Fox, chief marketing officer at McDonald’s UK and Ireland.  In tandem, Andrew Long, executive creative director at Leo UK said, “A successful heist requires meticulous planning and perfect execution… this one has both. Fans have been wanting to steal the global menu for years, and we finally gave them the tools to pull it off. ‘World menu heist’ is Ocean’s Eleven meets McDonald’s, the tastiest heist of the century.” The “World menu heist” continues McDonald’s global playbook of turning fan passions into brand moments. In April, the brand partnered with Minecraft to bring its mascots into the game’s pixelated world, celebrating A Minecraft Movie with themed meals and collectibles. Closer to home, McDonald’s collaborated with TinyTAN, the animated counterparts of BTS members, on a new Happy Meal line. Announced on 19 August, the global launch began in the US on 3 September and expanded to 60 markets, including Singapore, Malaysia, Thailand and Indonesia. Related articles: McDonald’s MY gets fun with mushroom wigs and wordplay for ‘Da-wan’ campaign   McDonald’s SG takes over mornings with music-fuelled McGriddles fest    McDonald’s HK recreates its historic first day in cinematic anniversary tribute source

Evolution Wellness Group has named Ke Wei Chua as marketing director, Asia, a newly created role designed to strengthen regional brand strategy and member experience across its 150 fitness locations in Singapore, Malaysia, Thailand, Indonesia, and the Philippines. The role marks the group’s next stage of growth, reflecting its ambition to become the region’s most connected fitness network. In her new capacity, Chua will lead marketing and brand strategy across Evolution Wellness’s portfolio, which includes Fitness First, Celebrity Fitness, GoFit, Chi Fitness, and Fire Fit. Reporting directly to Group CEO David Prosser, she will focus on aligning markets while retaining the individuality of each brand and country. Don’t miss: From courts to feeds: How APAC fans are shaping the future of sport In conversation with MARKETING-INTERACTIVE, Chua said the appointment allows the brand to connect strengths, share insights and create a unified member experience, while keeping the uniqueness of each market intact. “Our goal is to be the brand that supports every stage of a member’s journey – from the athlete training for performance to someone rebuilding their routine. The focus is clear: to keep fitness essential, relevant, and part of how people live today,” added Chua.  She highlighted the value of fitness beyond physical outcomes. “Strength, endurance, and performance have always been at the core of what we do. But the deeper impact is how these outcomes translate to everyday life – more energy at work, better focus, greater resilience under stress. That connection between training and daily living is what keeps fitness meaningful.” Prior to this new role, Chua was the head of marketing at Fitness First Singapore where she led its brand transformation and shaped full-funnel marketing strategy across digital, CRM, paid media, content, PR and partnerships. In the role, Chua was focused on driving efficient growth, deepening brand preference and expanding the addressable audience, according to her LinkedIn.  She also held the role of head of marketing at Crown Digital IO and engagement marketing lead at The Hour Glass where she led marketing and client engagement execution for multiple ultra-luxury watch brands including Rolex and Hublot.  Over the next six months, Evolution Wellness plans several initiatives to keep fitness essential and relevant. The “Breakthrough 90-day challenge” celebrates personal transformation in all forms, including confidence, discipline, and member stories. Fitness First, as official fitness partner of the Standard Chartered Singapore Marathon 2025, will showcase how preparation, recovery, and mindset training help build resilience – skills that extend beyond sport. Other experiential initiatives, including HYROX and Redline Fitness Games, aim to grow communities and inspire members to challenge themselves. In addition, the group will deepen partnerships with health, insurance, and wellness companies to embed fitness into daily routines, helping members stay active, manage stress, and live healthier for longer. Innovation remains central, with digital platforms and AI-driven insights enabling personalised experiences that support engagement and consistency. “What excites me most is the chance to shape how fitness evolves in the decade ahead across diverse markets,” said Chua on her new role. “Each market is unique at its own pace, but the shared ambition is universal: people want to train better, recover smarter, and stay consistent. This role is about keeping that link strong, ensuring our brands remain performance-led, people-centered, grounded in trust, and built for the future,’ she added.  Her appointment comes as fitness in Asia Pacific evolves into a lifestyle movement, where community, culture, and digital engagement are as important as performance. Experts MARKETING-INTERACTIVE spoke to note that events such as HYROX show how shared experiences, emotional connection, and participatory journeys are shaping modern fitness — creating opportunities for brands to earn trust and loyalty long term. With audiences increasingly active both online and offline, Chua’s role positions Evolution Wellness to lead this transformation, ensuring its brands stay relevant, connected, and central to how people live and move today. Related articles:Virgin Active challenges SG hustle culture in new campaignAnytime Fitness appoints Akcelo as agency of record, plots major brand transformation HYROX record crowd shows fitness is where brands flex muscle   source

Hong Kong flagship carrier Cathay has launched a short film titled “Slowly explore, fully inspired,” highlighting the parallels between art and travel.  This film builds on Cathay’s three-year partnership with the West Kowloon Cultural District Authority (WKCDA), established in 2023, to promote Hong Kong as a world-class arts and cultural destination. The film is directed by Thai filmmaker Chayanop Boonprakob and stars Thai content creator Pimtha – who has over four million followers in Thailand – alongside Australian model-actor Alexander Yue, who is based in Singapore. With a vibrant blend of humour and heart, the short film captures how discovery is not limited to a seasoned traveller or art aficionado, but a joy that anyone can experience when they allow themselves to slow down and explore with fresh eyes. In the short film, the female protagonist Rachel – played by Pimtha – visits Hong Kong but finds herself in a whirl, thanks to her hurried and itinerary-driven boyfriend, played by Yue, who is intent on checking off every stop on the trip. The final straw comes when Rachel’s boyfriend rushes through M+, Asia’s global museum of contemporary visual culture located in the West Kowloon Cultural District (WestK), before an unexpected incident causes the couple to slow down and discover the beauty in relishing, cherishing, and experiencing every moment. The film builds on this shared commitment to inspire discovery through art and travel – celebrating how both can spark new perspectives, unexpected inspiration, and meaningful connections. Through this collaboration, Cathay continues to encourage travellers to move beyond sightseeing and experience travel as a personal journey. In its role as the WKCDA’s exclusive travel partner since 2023, Cathay Pacific stated it has worked to foster artist exchanges, support major exhibitions, and position Hong Kong as a key cultural bridge between East and West. MARKETING-INTERACTIVE has reached out to Cathay for more information. Don’t miss: Cathay elevates membership programme for faster status upgrades Recently, Cathay has evolved its membership programme with simpler tier progression and enhanced benefits across its green, silver, gold and diamond status levels. Designed to deliver a smoother, simpler and better experience for members, these changes reflect Cathay’s ongoing commitment to enriching members’ experiences and ensuring a rewarding journey that truly elevates their lives, according to the release. The changes will take effect on 1 January 2027, with a transition period commencing on 1 January 2026, giving members a year in advance to prepare with ease. Related articles: Cathay elevates membership programme for faster status upgradesCathay launches weather-driven reward campaign for bonus Asia MilesDMA HK: Linda Wang on Cathay’s data-driven journey into lifestyle ecosystems source

Singapore-headquartered technology services firm NCS has named S4 Capital’s Monks Singapore as its official brand and web agency of record, marking a strategic move to strengthen its presence across the Asia-Pacific region. The collaboration is aimed at positioning NCS as a transformative technology services provider, particularly in AI-led solutions and digital resilience. Monks will lead the next phase of NCS’s brand growth, developing strategies and campaigns to amplify its innovation stories to clients, employees, and the broader community. The agency will also support NCS’s expansion in key APAC markets, helping to establish the firm as a thought leader in technology services. “With NCS accelerating growth across APAC, a clear and strong brand identity is more critical than ever,” said Howie Lau, chief corporate development and synergy officer at NCS. “Monks’ proven ability to craft impactful B2B brands, combined with their deep understanding of the digital and tech ecosystem, aligns perfectly with our vision.”  Don’t miss: Sentosa evolves brand to inspire wellness and balance with new campaign  Monks’ leadership team echoed the ambition. “We see a unique opportunity to build on NCS’s already strong brand, evolving it to define new benchmarks for innovation and digital transformation across the region,” said Munas van Boonstra, managing director, Southeast Asia at Monks. Yasmine Mansour, head of growth, Southeast Asia, added: “Our collaboration showcases Monks’ ability to help global B2B powerhouses unlock their full potential.” The partnership was first showcased at NCS Impact 2025, a flagship forum that gathered over 1,600 business leaders and tech practitioners. The event featured demo showcases of cutting-edge innovations, expert panels, and keynote speeches by NCS leadership. It also saw the launch of a new thought-leadership programme, New Horizon: the era of AI, co-created with Monks to highlight the role of AI in business transformation. “Monks’ expertise in B2B and digital-first experiences will ensure that NCS’s innovation stories are strategically communicated and amplified across the region,” said Joao Flores, chief creative officer, APAC at Monks. “We are committed to supporting NCS’s growth and scale, bringing the highest global standards for brand innovation.” The appointment marks a shift from NCS’s previous lead agency, dentsu Singapore, which had held the account since 2021. Dentsu, which first launched NCS’s regional brand and identity campaign, expanded its remit as brand agency of record in the intervening years. Dentsu Singapore was also NCS’s first brand agency of record and was responsible for providing strategic consultancy and recommendations across all the brand touchpoints at the time.  Related articles:   NCS hands brand marketing remit to dentsu Singapore   Anytime Fitness appoints Akcelo as agency of record, plots major brand transformation  STB seeks integrated agency to amplify SG brand in UK  source

Lifestyle retailer OH!SOME is bringing Pixar nostalgia to the table – literally – with the launch of two special collections inspired by Toy Story and Zootopia. Available in stores across Asia from 15 October 2025, the releases mark a creative collaboration between OH!SOME and Disney. The Toy Story collection pays tribute to the animated classic’s 30th anniversary, drawing inspiration from the beloved Pizza Planet scene first introduced in the 1995 film. The retro-themed line transforms dining and cooking essentials – from bento boxes and tableware to storage containers and fridge magnets – into playful designs featuring iconic characters. “We hope to create a dialogue between iconic movie moments and everyday life,” said a spokesperson of OH!SOME. “This retro-styled line transforms beloved characters and scenes into functional art for daily use, taking fans back in time to relive treasured memories.” Don’t miss: OH!SOME makes Thailand debut with first Bangkok store Beyond product design, the launch brings an experiential twist to retail. OH!SOME stores now feature themed check-in corners where fans can take photos and share their favourite Toy Story memories. From 16 to 30 October, fans can also join an Instagram challenge by commenting on designated posts for a chance to win exclusive mystery IP gifts. Launching alongside the Toy Story line, the Zootopia-themed collection introduces a concept dubbed On The Road, offering travel-friendly items designed for comfort and style during daily commutes or getaways. According to OH!SOME, the collaboration forms part of the brand’s ongoing partnership with Disney to deliver creative products that connect with fans of iconic animated characters.   Previously, the company marked its first anniversary with a Disney’s Mickey Mouse collaboration, launching exclusive products under the “OH!SOME one is more” campaign. The range featured bags, bottles, socks, umbrellas, and home accessories, with highlights including a denim Mickey Plush Tote Bag, a Blue Ripped Denim Baseball Cap, and a Coin Purse inspired by Mickey’s iconic red shorts. With over 150 stores across seven markets – including Indonesia, Singapore, Thailand, Malaysia, Vietnam, Cambodia, and Hong Kong – OH!SOME continues to expand its regional presence. Backed by Blue Origin Group, the trendy lifestyle retailer has rolled out several Disney-themed collaborations this year, merging lifestyle, creativity, and art in accessible, collectible form. In August, OH!SOME entered the Thai market with its first store at Samyan Mitrtown, Bangkok. Designed around an “ice and snow world” theme, the store caters to Thailand’s trend-driven, social media-active youth. Related articles:OCBC rolls out Disney-themed cards, concert to woo families and fansLululemon brings vintage Mickey and Minnie Mouse in motion for first-ever Disney collabDisney+ brings ‘Agatha All Along’ closer to Marvel fans with Haji Lane pop-up source

Intimate apparel company Triumph has invited modern women to rediscover and embrace their authentic selves with a regional campaign.   Also known as “Just like you”, the campaign is rolling out across APAC region such as Taiwan, Hong Kong, Singapore, Malaysia and India, and is done in partnership with creative agency VML Hong Kong.  The campaign boldly challenges societal pressures for external validation, inspiring women to declare: “Don’t like me” – a rejection of the need for outward affirmation and fleeting trends.   It’s a tribute to inner strength and self-acceptance, recognising that intimate apparel is the foundational layer that empowers a woman to create her perfect look with her unique inner beauty, from the inside out.   This concept is brought to life through Triumph’s “Beauty wardrobe” – a curation designed to be essential for every woman’s style, fostering a distinct and desirable feeling of self-assuredness.  The “Beauty wardrobe” spotlights three iconic collections to meet distinct needs and moments in a woman’s life, ensuring she feels confident, supported, and truly herself: Smooth Sensation for the effortless achiever, Tri-Air Lite Delight for the evening star, and Illusion Curve for the fashion architect.  The new campaign, which officially launched in September, is now actively reaching audiences across APAC, inspiring women to own their authentic selves.  Neil Lewis, VP of marketing APAC, Triumph & sloggi brands, said: “We live in a world that constantly tells women how they should look and feel. With ‘Just like you’, we are taking a stand for authenticity. This campaign is about celebrating the real you – the you that lights up a room, the you that finds strength in comfort, and the you that wears your truth.”  “We believe that when a woman feels perfectly comfortable and supported in her intimate apparel, it frees her mind from distraction, allowing her to fully focus on her aspirations and achieve her potential. With our meticulously designed ‘Beauty Wardrobe,’ Triumph customers are unafraid to be beautifully themselves, allowing them to cherish who they are,” he added.  “We are incredibly proud to have collaborated with Triumph on the ‘Just Like You’ campaign, a truly meaningful and empowering initiative,” said Sandra Gin, executive director of VML Hong Kong.   “Our team leveraged deep consumer insights and a holistic understanding of the modern woman’s journey to craft a campaign that is not only visually stunning but also deeply resonant. We believe in creating work that sparks conversation and drives genuine connection, and ‘Just like you’ perfectly embodies our commitment to impactful, purpose-driven creativity that champions authenticity. We also envision this powerful creative platform serving as a foundational pillar for Triumph’s evolving brand narrative and future campaigns, ensuring a consistent and empowering message across all touchpoints.”  MARKETING-INTERACTIVE has reached out to VML for more information.  Related articles: Triumph reveals new branding and identity, pushes for revitalised retail experienceTriumph aims to promote sisterhood with global campaign source