marketing interactive

Standard Chartered has rolled out its new corporate and investment banking campaign, Navigator: Make growth your next stop, designed to showcase the bank’s cross-border capabilities through a unified global platform. The campaign aims to position the bank as a leading choice as a global connector, linking clients to opportunities, capital and expertise, while empowering every market to speak with one voice and tailor messaging to local relevance. Melissa Lim, global head of marketing, Standard Chartered Bank Singapore, told MARKETING-INTERACTIVE the campaign was inspired by the realisation that in a world where capital, ideas and corporate business move faster than ever, cross-border capability is no longer a competitive advantage, but a defining one. Don’t miss: Standard Chartered global platform champions bold moments  The campaign launched on 9 February across 20 markets, including China, Hong Kong, Taiwan, Singapore, Australia, Japan, South Korea, India, US, UK, Germany, Sweden, UAE, South Africa, Saudi Arabia, Turkey, Brazil, Qatar, Egypt and Zambia. The campaign is supported by media agency Dentsu and creative agency Publicis, with web, social, digital, paid media and targeted events driving engagement. The integrated approach allows the bank to maximise reach, deepen engagement and maintain global consistency, while giving markets the freedom to activate in ways that resonate with their audiences. Lim said the ‘Navigator’ concept serves as a flexible framework. “By adapting the navigator framework locally, we ensure that our message remains relevant and impactful across diverse regions, whilst remaining globally consistent. That balance is critical, it reinforces our position as a global connector, while ensuring relevance on the ground.” Post-launch, the bank will focus on sustaining and amplifying the momentum it has built and continue leveraging the ‘Navigator’ concept as the unifying idea. Lim also highlighted recent hires within the corporate and investment banking marketing team, describing them as strategic additions to strengthen capabilities.  “These appointments reflect a clear ambition: to build a modern marketing function that can support an ambitious, growth-oriented business with increasingly sophisticated client needs,” she said. “The team is focused on raising the bar – bringing together rigour and creativity, precision and imagination. We’re focused on delivering work that is sharper, more relevant and more resonant – connecting commercial outcomes with creativity, precision, and client insight. The goal is not simply to communicate, but to create work that is differentiated and grounded in a deep understanding of our clients and markets,” she added. By investing in specialist skills and diverse perspectives, Standard Chartered Corporate & Investment Banking is building a marketing capability designed to challenge convention, stretch itself continuously and play a meaningful role in driving long-term business growth. Lim said the campaign marks the start of a broader push to sustain momentum throughout the year. “We’ll continue bringing our cross-border strategy to life with consistent, high-impact activity across markets and channels. The direction is clear, and we’re moving forward with confidence and ambition.” On the consumer front, the bank has rolled out its Invest like champions global campaign developed in partnership with Liverpool Football Club. The campaign promotes the bank’s Signature CIO Funds across 12 key markets, leveraging the bank’s long-standing partnership with the club to connect the passion of football with disciplined, expert-led investing.  The campaign features key roles of LFC players on the field to specific wealth investment tactics, framing investing through the lens of strategy, prepartion and consistency.  Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles:  Standard Chartered doubles down on investment guidance in latest wealth push Standard Chartered redefines wealth through wellness via content push  Standard Chartered names new global corporate coverage marketing director  source

Over the weekend, the “Caricature trend” took over social media feeds, with individuals sharing AI-generated caricatures of themselves. To join in, users are encouraged to use ChatGPT with the prompt “Create a caricature of me and my job based on everything you know about me”.  Amidst the playful and exaggerated cartoon-like self-portraits, IKEA Singapore has put its own twist on the trend by turning its beloved panda (Kramig), bear (Djungelskig) and shark (blahaj) soft toys into caricatures. In the image, the three soft toys are huddled around a table, looking at an instruction manual similar to what shoppers receive with their purchases. The bear and shark soft toys are dressed in blue aprons, reminiscent of the uniforms employees wear, while a flag resembling the Singapore national flag peeks out from the bear’s apron. Don’t miss: Why IKEA is killing it despite being a decade late to the Harlem Shake  IKEA Singapore’s take on the trend provides a playful lens into how the brand interprets itself. “IKEA has always been known to enjoy a little trend and newsjacking,” an IKEA spokesperson told MARKETING-INTERACTIVE. “This particular one aligns with IKEA’s playful personality.” Seeing the positive response around the trend, the retailer wanted to join in and spread positivity too. In the past, IKEA Singapore has jumped on trending news topics with a lighthearted approach. In April last year, when US president Donald Trump unveiled new tariffs on goods, IKEA Singapore posted a photo of its Oftast side plate with the text: “Tariff-free China.” Similarly, when train disruptions on the East-West MRT line (EWL) dominated headlines in 2024, the brand shared a cheeky post reimagining stops along the MRT line as locations of its outlets, with the caption: “EWL down, but we’re still up!” According to IKEA Singapore, a brand fit check is always conducted to ensure a trend aligns with its values before engaging with the community, intentionally bringing joy or comic relief to what it calls “a chaotic world.” To remain authentic, staying true to its tone of voice, products, and core values is of utmost importance. “It’s all about confident expression through a sense of humour. We don’t always have to take ourselves too seriously all the time,” said the spokesperson. The “Caricature trend” is the latest addition to a growing wave of social media trends where users leverage ChatGPT to generate images of themselves. It follows the momentum of the “Ghibli trend” in April 2025, during which users transformed photographs of public figures and themselves into the signature style of Japanese animation studio Studio Ghibli. In the same month, the “AI doll” trend emerged, with users and brands creating doll-like versions of themselves or brand representatives, complete with accessories reminiscent of traditional doll packaging. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles:  IKEA sends late-night naughty ‘U up?’ DM to insomniacs   IKEA Malaysia pays cheeky tribute to dad naps this Father’s Day Napping on the go? IKEA reimagines its iconic blue bag so you can do just that  source

MoneySense, Singapore’s national financial education programme under the Monetary Authority of Singapore (MAS) has appointed The Smart Local’s Social Makers as its partner to manage its social media strategy, content production, and account management. The contract is for three years.  The move comes as the programme aims to expand its reach, engage audiences more effectively, and maintain a consistent online presence.  As the appointed partner, Social Makers will be responsible for developing an “always-on” social media strategy tailored to MoneySense’s audiences. This includes proposals for campaigns, content collaborations, platform mix, tone of voice, content pillars with creative examples, publishing strategies, and approaches to grow followers and engagement, according to tender documents seen by MARKETING-INTERACTIVE. Updates to MoneySense’s social media playbook, including rules of engagement, are also part of the remit. Don’t miss: Digital and social media accounts up for grabs across SG govt boards Content production forms a key part of the role. Social Makers will propose monthly content plans and produce all assets including copy, design, and multimedia, ideally four weeks in advance. Formats will range from static posts and infographics to videos and interactive content such as polls or contests, with a minimum of ten posts per month across Instagram, Facebook, and YouTube, tailored to each platform. Account management responsibilities include maintaining a three-month content calendar, managing posts daily, responding to audience comments, and overseeing contests or polls. Reporting is also required, covering reach, engagement, audience insights, and sentiment analysis in monthly, annual, and post-campaign reports, with recommendations to refine strategy. Optional, chargeable services include event photography and videography, infographic design, and search engine marketing to boost MoneySense’s online visibility. Through this partnership, MoneySense aims to strengthen its digital presence, deliver timely financial education, and keep Singaporeans engaged across its social media platforms.  In a statement to MARKETING-INTERACTIVE, Sharene Lau, Social Makers account director said “We are honored to be appointed as the social media partner for MoneySense. Managing a national financial education program requires balancing credibility and creativity, and this tender sought a partner who truly understands the nuances of the Singaporean audience.” “That’s exactly where Social Makers plays best. From monthly content strategy to full-scale multimedia production, we’re taking a full-suite approach to keep their platforms vibrant. It’s a big responsibility to manage the national financial education playbook, and we’re looking forward to doing great work alongside MAS,” added Lau.  MARKETING-INTERACTIVE first reported the pitch in October last year.  While MAS has wrapped up its social pitch, several government agencies and statutory boards are still looking for their right fit. The Ministry of Transport is seeking a digital and social media consultancy to support its online presence, content strategy and daily operations across Facebook, Instagram, TikTok, LinkedIn and YouTube. Similarly, the Science Centre Board is also on the hunt for a social media strategy partner to manage and grow its digital presence across Science Centre Singapore, KidSTOP, Omni-Theatre and Snow City.  Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles:   Ministry of National Development concludes creative, marketing and social media pitch for MSO  STB wraps up social media pitch, retains agency partner  Fei Siong Group taps social media agency for Encik Tan, Popeyes and more  source

Moving Walls, a global outdoor advertising technology provider, and social platform TikTok are taking digital creativity out of the phone and into the physical world, as the two companies announce a strategic partnership under TikTok’s “Out of Phone” initiative across APAC and MEA. The collaboration brings TikTok-native content into real-world environments by leveraging Moving Walls’ global digital out-of-home (DOOH) and retail media network, which powers more than a million screens worldwide. Through the partnership, brands can now extend TikTok campaigns beyond mobile screens into high-traffic physical spaces such as transit hubs, airports, malls, retail environments, and other public touchpoints. The move reflects a broader shift in how brands think about attention and engagement, as advertisers look to bridge the gap between online virality and offline impact. Rather than treating digital and physical channels as separate silos, the partnership aims to create more cohesive, omnichannel brand experiences that follow consumers throughout their day. Don’t miss: Philippine DOOH finds new momentum in the country’s outdoor fitness boom  Speaking on the collaboration, Srikanth Ramachandran, founder and group CEO of Moving Walls, said digital-first strategies should not be limited to mobile alone. “Digital-first does not mean mobile-only. User attention extends far beyond the phone,” he said. “TikTok has transformed creativity on mobile, and through this partnership, brands can translate on-platform engagement into measurable impact in the physical world, combining global scale with precision and insight.” Under TikTok’s “Out of Phone” initiative, the platform is extending its creative ecosystem beyond handheld devices and into everyday life. By tapping into Moving Walls’ DOOH infrastructure, brands are able to amplify momentum generated on TikTok into contextually relevant, high-visibility placements, while retaining the ability to plan, execute, and measure campaigns with greater accuracy. Dan Page, global head of media and licensing partnerships at TikTok, said the partnership opens up new opportunities for brands to bring TikTok’s creativity into offline spaces. “We couldn’t be more excited to partner with Moving Walls,” he said. “Through ‘Out of Phone’ and this partnership, we’re enabling brands to extend TikTok’s joy and creativity beyond the mobile screen and into real-world spaces across APAC and EMEA.” Early activations have already demonstrated how the approach can work in practice. Campaigns for an international beauty brand in Jakarta showed how TikTok-native content can be adapted for physical environments, supported by full-funnel planning, execution, and analytics. These pilots point to how social-first creative can drive measurable outcomes even outside the digital ecosystem. As DOOH and retail media continue to evolve, advertisers are increasingly demanding solutions that are creative, data-driven, and connected. The partnership positions both Moving Walls and TikTok at the forefront of this shift, offering brands a way to navigate offline attention with the same intelligence and accountability typically associated with digital media. Back in April 2025, Moving Walls has strengthened its global presence with the appointments of Manson Chan as head of business development for North Asia and Nick Coston as vice president of media, sales and strategies for US. The appointments align with the trend towards advertisers running global OOH campaigns. Increasingly, advertisers and agencies are looking for platforms to automate the planning, activation and measurement of campaigns across borders. Chan and Coston bring a wealth of experience and expertise to Moving Walls’ global operations, which are now positioned to accelerate global OOH media inbound and outbound campaigns from China and the US. Headquartered in Singapore, Moving Walls solutions power some of the largest advertisers, media agencies, and OOH media owners worldwide. This includes JR East Marketing & Communications, Japan’s Mastrum OOH Marketplace. Earlier in 2023, TikTok announced the launch of its “Out of Phone” initiative, designed to help brands and creators reach audiences offline, the solution enables TikTok content to appear across a wide range of environments, including billboards, cinemas, airports, retail stores, restaurants, and transit locations, effectively bringing on platform moments into the real world. Through out-of-home (OOH) partners, brands could amplify their existing TikTok campaigns onto large format screens and immersive environments, while maintaining the look and feel of the TikTok experience. The initiative works with global OOH partners to tailor content by location and audience, ensuring only timely, high performing TikTok content is shown, as part of TikTok’s broader ambition to make creativity discoverable well beyond the phone. Related articles: McDonald’s MY puts the ‘golden’ in Bukit Bintang’s golden triangle with DOOH stunt TikTok named FIFA’s first ‘preferred platform’ for 2026 World Cup Moving Walls strengthens global presence with new additions in China and US  source

Singapore’s National Day Parade (NDP) 2026 organising committee is looking to appoint a creative agency to lead its nationwide branding and publicity campaign. According to tender documents released on GeBIZ, the selected agency will oversee the strategic development, creative execution and publicity management for NDP 2026, with the contract running until 31 August 2026. The appointment aims to ensure coherent messaging across multiple platforms while translating NDP 2026’s theme into a unified brand identity and integrated communications campaign. Don’t miss: National Space Agency of Singapore picks creative partner to shape brand strategy  The scope of work is split into two key components covering branding and publicity. Under the branding component, the agency will be responsible for developing an integrated branding and publicity campaign strategy, including providing strategic direction and coordinating campaign execution across partners, production houses, media agencies and government stakeholders. The agency will also develop public engagement campaigns and ensure alignment with NDP 2026’s communications objectives. In addition, the agency will be tasked with creating the parade’s brand identity. This includes developing the brand concept and narrative, tone of voice, taglines and slogans, as well as integrating NDP’s mascot, August, into campaign executions. For the publicity component, the agency will handle the design and production of branded collaterals across digital and physical touchpoints. These include corporate identity materials, merchandise, event assets, signage, transport wraps and out-of-home advertisements. The agency will also develop the official NDP 2026 logo and brand guide, ensuring consistent visual standards across platforms. Additionally, the agency will lead public relations and media outreach efforts, including developing a media engagement roadmap, securing partnerships with media owners and key opinion leaders, and producing publicity materials such as media kits and event backdrops. Content production will form a major part of the remit, with the agency expected to produce up to 40 videos across multiple formats for social media, livestreams and promotional campaigns. The agency will also be required to develop and manage NDP’s digital platforms, including social media channels, website assets and mobile applications. Furthermore, the appointed agency will be responsible for monitoring social media engagement, responding to public queries and coordinating content releases across paid and owned media channels. The agency must also provide design services for event infrastructure and venue decorations around the Kallang area, including spectator gate façades, large-scale installations, photo booths, directional signage, stage visuals and digital display content. Beyond creative production, the agency will be required to attend strategic communications meetings, media events and coordination sessions with various committees involved in the parade. It must also remain flexible to adjust campaign plans based on evolving requirements from the organising authority. Agencies submitting proposals must demonstrate experience managing nationwide branding and publicity campaigns and show a strong track record of award-winning or recognised creative work. A tender briefing will be held across two sessions on 10 February 2026 from 10.30am to 12pm and 11 February 2026 from 2.30pm to 4pm. Queries can be submitted to [email protected] and [email protected].  Last year, integrated creative agency DSTNCT was named the leading branding and publicity agency for Singapore’s National Day Parade 2025. The agency led the creative direction, branding and publicity efforts for NDP 2025, which included crafting the SG60 brand identity and theme, campaigns across various platforms, publicity for the National Day theme song and driving engagement across social media and on-ground activation.  Photo courtesy of Mediacorp, YouTube.  Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles: SG60 campaigns that remind us why this is home, truly  7 SG60 films that stuck to us like kopi on a white tee  Is your SG60 brand film a one-hit wonder?  source

Endowus’ latest brand campaign opens with a familiar feeling for many investors: noise. In “Invest with clarity”, the independent wealth advisor confronts the mental clutter that defines modern investing, competing opinions, constant market updates, algorithm-driven content, and the nagging sense that one wrong move could derail long-term plans. The short-form film mirrors this experience through fragmented visuals and inner voices casting doubt at key decision points, before deliberately slowing down. There are no product pitches or performance charts. Instead, the film poses a quieter question: what does investing look like when you strip away the noise? Don’t miss: 3 key tips and tricks to effective storytelling, according to Endowus’ CMO Launched in late December 2025 and running through mid-2026, “Invest with Clarity” spans Singapore and Hong Kong, anchored by a video-led, programmatic OOH approach supported by digital and content partnerships. Endowus worked with Forsman & Bodenfors on creative conceptualisation, with IPG Mediabrands supporting the rollout across key central locations in both markets. For Endowus, the campaign reflects a deliberate decision to market restraint in a category more often defined by urgency and complexity. According to Jason Huan, chief marketing officer at Endowus, the campaign was shaped by a growing disconnect between access and assurance. “Investment access has never been more commoditised,” Huan said. “While new platforms have democratised entry, they have also engineered engagement as a priority, substituting education with gamification and conviction with FOMO.” That shift, he added, has contributed to rising investor anxiety rather than confidence. When Endowus spoke to investors in mid-2025, a consistent theme emerged. Most did not lack tools or information. They lacked confidence. Many felt overwhelmed by the volume of platforms, solutions, and opinions competing for attention. Others feared they were making the wrong decisions, even when they considered themselves financially literate. “The mechanisms for investing are easy,” Huan said. “What’s harder is dealing with fear and uncertainty.” That uncertainty, between knowing what to do and feeling confident enough to stay the course, became the starting point for “Invest with clarity”. Designing for the emotional journey Rather than positioning itself as another authoritative voice, Endowus chose to acknowledge the emotional reality of investing. Internally, the insight resonated. Endowus’ team includes investors at every stage of the journey, from first-time participants to veterans with more than 30 years of experience. That perspective shaped how the campaign approached messaging. “We chose to acknowledge the clichés people hear all the time, like ‘stay invested’ or ‘think long-term’, without pretending they’re easy to live by,” Huan said. Instead of talking down to audiences or presenting investing as emotion-free, the campaign recognises doubt, second-guessing, and hesitation as normal parts of the process. Clarity, in this framing, comes from structure, evidence-based advice, and habits that keep investors focused on long-term goals, even when markets are volatile. “Landing on clarity isn’t accidental,” Huan added. “It reflects how we design the Endowus experience, to help investors slow down and avoid reacting to every headline.” One of the campaign’s more unconventional choices is its use of humour, a tone rarely embraced by financial services brands. For Huan, humour was less about lightness and more about empathy. “Investing is a serious topic because it’s tied to real outcomes, family, the future, peace of mind,” he said. “But the emotions around it are deeply human.” By surfacing everyday insecurities and inner monologues, the campaign aims to make investors feel understood rather than instructed. The humour, Huan stressed, was carefully calibrated. “It was important that it never trivialised money or risk,” he said, adding: The goal was to show that these doubts happen every day and to more people than one thinks. Choosing reassurance over urgency The campaign’s media strategy reinforces this calm, non-urgent tone. While video has long been a strong format for Endowus, “Invest with clarity” expands its footprint through digital OOH placements that allow flexibility in both reach and creative execution. Even where station wraps and platform takeovers are used, the emphasis remains on reassurance rather than prompting immediate action. Despite its softer approach, Endowus is still tracking concrete outcomes. Beyond awareness, the company is watching for shifts in funded rate, the proportion of new clients who go on to fund their first investment goal after joining the platform. “It would be bold to say we can positively influence confidence,” Huan said. “But behaviour is where we hope to see signals.” Looking ahead, Huan sees “calm and clarity” evolving from a campaign theme into a broader set of principles guiding how Endowus communicates with investors, particularly amid ongoing geopolitical uncertainty and market volatility. “This reflects a broader evolution for Endowus,” he said. “From being known primarily as a digital investment platform to become a trusted, long-term partner in people’s financial lives.” He added:  It’s about making not just what we do clearer, but why we exist: to help investors build confidence, clarity and better outcomes over time. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles:    Endowus redefines wealth management experience with first campaign in HK    Tiger Brokers makes investing playful at rebranded flagship event   Henry Golding injects fun and flair into money with Chocolate Finance source

Lee Kum Kee has launched a relaunch campaign for its iconic premium oyster sauce, premiumising the brand by spotlighting its heritage craftsmanship as the reason for its distinctive taste. With the tagline “A century of craftsmanship, boundless umami” (百年工藝 百般鮮味), the two-year campaign is done in collaboration with creative agency Hungry Digital and media agency Wavemaker, a WPP Media company. It spans markets including Hong Kong, Macau, Taiwan, and Singapore. The campaign stems from Lee Kum Kee’s insights as a leading home-cook sauce brand, with oyster sauce as its flagship product. While it has become a kitchen staple, it’s rarely reconsidered beyond its usual uses, especially among younger cooks who may not fully understand its versatility. With the original oyster sauce absent from advertising for decades, this relaunch serves to reintroduce it with renewed relevance.  The campaign aims to re-establish oyster sauce as an essential everyday ingredient for an instant umami lift and to broaden perceptions of its versatility in daily dishes, particularly among home cooks aged 30 and under, positioning it as the quickest way to enhance umami in cooking. To make a staple feel new again among the audience, Lee Kum Kee has launched a 30-second hero film that connects time-honoured making with the instant payoff in the pan—showing how one dash unlocks deeper flavour in everyday home cooking, across generations, with its iconic premium oyster sauce made by a century of craftsmanship. To rejuvenate interest in its oyster sauce, Lee Kum Kee has launched a 30-second hero film that connects time-honoured production techniques with the immediate flavour enhancement in cooking. The film illustrates how a simple dash of its iconic premium oyster sauce, crafted over a century, unlocks deeper flavours in everyday dishes across generations. The campaign has adopted a digital and social-first strategy, sharing content on Lee Kum Kee’s Facebook and Instagram pages. This includes everyday meal ideas centred on the theme of “instant umami uplift,” featuring various scenarios to broaden usage without turning it into a recipe lesson. To further engage a wide audience, the campaign is promoted through out-of-home ads on 12-sheet posters and digital billboards. These feature bold, appetite-led key visuals that hero the bottle and the transformation of food, pairing craft cues with simple copy that reinforces premium quality and everyday versatility. Erin Lin, general manager, Lee Kum Kee (Hong Kong, Macau, Taiwan), said: “With over a hundred years of heritage and craftsmanship, Lee Kum Kee’s iconic premium oyster sauce has become the irreplaceable sauce for creating delicious moments every day in millions of families. We’re delighted to see that across generations, more families are using Oyster Sauce than before.”  Don’t miss: Lee Kum Kee partners with UNESCO to preserve global food heritage Recently, Lee Kum Kee has launched the “Forever flavours project” in partnership with UNESCO, inviting people from around the world to join a living archive of food memories and cultural stories. Instead of just a campaign, it is a movement to preserve, carry on, and celebrate culinary heritage under the belief that every flavour carries a story. Whether it’s a father’s stew, a grandmother’s dumplings, or a friend’s loaf of bread, these stories are the taste of our time, and Lee Kum Kee is committed to curating and sharing them with the world. Related articles: Lee Kum Kee partners with UNESCO to preserve global food heritageLee Kum Kee turns every bite to bold moments with one squeezeLee Kum Kee and Bandai transform signature sauces into capsule toys source

Influence in Singapore is increasingly defined by credibility rather than spectacle or follower count, according to new data from Meltwater’s influencer intelligence platform, Klear. Findings from Meltwater’s “State of social report 2026” show that while brands continue to prioritise social media for awareness, sustained influence in a crowded digital environment is built on consistency, cultural relevance and audience trust, rather than short-term virality. The data points to a distinctly Singaporean model of influence, where lifestyle, cultural and institutional figures coexist at the top of the rankings. On Instagram, creators such as Sonia Chew and Annette Lee ranked among the platform’s most influential voices, alongside public figures president Tharman Shanmugaratnam and prime minister Lawrence Wong. Don’t miss: MAS sees spike in ‘finfluencer’ complaints: Should influencers learn to self-regulate? On TikTok, entertainment, lifestyle and community-driven creators led the platform in 2025, with Jayley Woo, Taufik Batisah and DEBBIE.S emerging as the most influential accounts. In conversation with MARKETING-INTERACTIVE, Ramnath Bojeesh, country manager for Southeast Asia and India at Meltwater, said creators are assessed within the context of each platform rather than through a single, blended score. While Klear allows brands to evaluate performance across platforms, influence is measured separately on Instagram and TikTok to reflect differences in audience behaviour and engagement patterns. “At the scoring level, a creator like Annette Lee will have distinct influence measurements on Instagram and TikTok, each reflecting how effectively she earns attention and engagement from real audiences on that platform,” Bojeesh said. “When a creator performs strongly across multiple platforms, it suggests their influence is not dependent on a single algorithm, but on a point of view that audiences trust.” The report noted that these creators perform strongly not due to algorithmic spikes or niche appeal, but because of their ability to deliver coherent, repeatable storytelling that audiences recognise and return to over time. This consistency, Bojeesh added, is increasingly important as digital spaces become more saturated with content, including AI-generated material. For brands, the findings signal a need to rethink how influencers are selected. Bojeesh said creator partnerships should move beyond scale and short-term performance, toward credibility and alignment. “Influence today is less about how many people see a post, and more about whether audiences trust the voice behind it,” he said, adding that repeatable storytelling and long-term partnerships tend to outperform one-off, reach-driven activations. Brands should also be more selective about platform choice, ensuring creators are strongest where campaign objectives matter most. Across platforms, what distinguishes top-ranking influencers is the legitimacy they hold within their respective spaces. Bojeesh noted that creators who consistently outperform their follower count are often those with clear authority over a specific narrative or community. “In Singapore, figures such as Sonia Chew and Taufik Batisah stand out not because they are the loudest voices, but because their relevance is rooted in cultural and community resonance,” he said. “This shows up through sustained engagement rather than short-lived spikes.” The shift away from virality is not limited to Singapore. Bojeesh said similar patterns are emerging across APAC markets, including the Philippines, where audiences are becoming more selective about who they pay attention to. “Virality still matters, but it no longer builds or sustains long-term influence,” he said. “What does is authority, community relevance and consistency, regardless of platform or market.” Here are the top-ranking influencers on Instagram and TikTok:  Top 10 Singapore influencers on Instagram (2025): Noah Yap (94) MING (89) Kimberly Haley Wang (88) Nathan Hartono (88) Sonia Chew (87) Tharman Shanmugaratnam (87) YOSUKE (87) Lawrence Wong (87) Annette Lee (87) Carrine Low (87) Top 10 Singapore influencers on TikTok (2025): Jayley Woo (93) Taufik Batisah (92) DEBBIE.S (92) Melissa Celestine Koh (89) Denise Soong (88) Glenn Yong (88) Lawrence Wong (87) Carrine Low (87) Annette Lee (87) Julynn Lau (86) The emphasis on credibility aligns with broader shifts in social media behaviour. In 2025, crowded feeds and trend fatigue prompted audiences to seek slower, more meaningful digital experiences, according to Battenhall’s “Year ahead in 2026” report. Users pushed back against viral-first content, favouring storytelling, community engagement, and formats that reflected authenticity over spectacle. The report highlights five forces shaping social media this year, from Gen Alpha’s values-driven expectations and the rise of AI-supported influencers to the resurgence of community-led platforms and long-form content. For brands, the lesson is clear: influence is no longer about chasing trends or controlling narratives. Instead, success comes from participating in culture, fostering trust, and delivering consistent, resonant storytelling that audiences choose to engage with repeatedly. Photo courtesy of Prime Minister Lawrence Wong, Facebook. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles: Changi Airport turns five-day stopover into social media stunt with Aussie TikToker   Can Publicis’ HEPMIL acquisition unlock new opportunities for boutique influencer agencies?    Study: 62% of Singaporeans engage with sponsored influencer content source

Singapore’s Economic Development Board (EDB) secured SG$14.2 billion in fixed asset investment (FAI) and SG$8.9 billion in total business expenditure (TBE) commitments in 2025, anchoring the city-state as a stable hub for global businesses despite a volatile macro environment. Investments are projected to create 15,700 jobs and generate SG$18 billion in value-added over the next five years. In a statement, EDB said manufacturing dominated the FAI pipeline, contributing SG$12.1 billion of the total. Semiconductor firms expanded facilities and built greenfield plants to meet global demand for AI chips, servers, and related products, creating spillover benefits for precision engineering. Biomedical and chemicals manufacturers scaled capacity for high-value biopharma, medtech, specialty chemicals, and sustainable materials. Aerospace companies invested in advanced maintenance, repair and overhaul (MRO) capabilities, supporting the region’s recovering air travel sector. Don’t miss: CMOs must adapt, as global ad spend becomes overwhelmingly digital TBE commitments focused on corporate HQs, professional services, and R&D. Tech firms led HQ investments, reflecting strong demand for digital solutions, followed by consumer and professional services companies. R&D projects included new Centres of Excellence and partnerships with Singapore’s innovation ecosystem, spanning semiconductors, pharmaceuticals, materials, biofuels, and digital solutions. Job creation spanned services (40%), manufacturing (37%), and R&D/innovation (23%), with most roles in professional, managerial, executive, and technician (PMET) categories. Emerging roles include AI research scientists, robotics engineers, sustainability specialists, data scientists, and product managers. About two-thirds of the new positions are expected to offer monthly gross wages above SG$5,000. EDB also strengthened the local talent pipeline, advancing digital upskilling, cybersecurity and cloud computing programmes, and nurturing future leaders through initiatives like the Singapore Leaders Network Fellowship and the Global Business Leaders Programme. Growth areas attracted notable investment. AI saw more than 60 Centres of Excellence established through Digital Industry Singapore, supported by Google, AWS, Microsoft, and Oracle. Precision medicine projects advanced multiomics, robotics, and AI capabilities, with companies joining the National Precision Medicine Pharma Pre-competitive consortium. Investments in green and bio-based sectors included carbon services, biofuels, and specialty chemicals, while next-generation hardware and mobility projects covered quantum hardware, data centre infrastructure, and electrification technologies. EDB also deepened Singapore’s innovation ecosystem through partnerships with local enterprises, the launch of the Global Founder Programme to attract high-growth startups, and progress in the Johor-Singapore Special Economic Zone, enhancing cross-border collaboration. Looking ahead, EDB aims to strengthen leadership in growth sectors, pursue emerging technologies, anchor globally ambitious enterprises, and develop Singaporeans with industry-relevant skills, as part of its Economic Strategy Review priorities. “The 2025 investment commitments show that in an increasingly fragmented world, Singapore remains a trusted hub for global enterprises to strengthen business resilience and create value for the long-term,” said Png Cheong Boon, chairman at EDB. He added, “In a challenging global environment, EDB will double down on securing investments that create quality jobs by strengthening existing growth sectors, building new growth engines and preparing our people for the future.”  Singapore’s investment performance comes amid a wider regional digital boom. According to the November 2025 e-Conomy SEA report by Google, Temasek, and Bain & Company, Southeast Asia’s digital economy is on track to surpass US$300 billion in gross merchandise value (GMV) this year, with revenue growth expected to reach US$135 billion. Double-digit growth persists across sectors including eCommerce, digital financial services, food delivery, transport, and online travel, while video commerce now accounts for roughly 25% of GMV. Singapore alone is projected to hit US$29 billion in GMV by 2025, powered by strong growth in transport, food, online media, and digital financial services. AI adoption is robust, with 55% of users interacting with AI daily, and the city-state commands US$1.31 billion in private AI funding, the highest in the region. These trends reinforce Singapore’s position as a hub for digital innovation, AI development, and regional economic resilience, complementing EDB’s focus on high-value manufacturing, R&D, and professional services. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles: APAC creator economy tipped to hit US$1.2 trillion by 2030   Report: 86% of APAC C-suite execs plan to increase AI investment, yet skill gap remains  Marketers to slash display spend by 30% as AI and CTV redefine engagement: Forrester source

The Ministry of Digital Development and Information (MDDI) has unveiled its festive Chinese New Year (CNY) film “Burst of luck”. Created in collaboration with DSTNCT and We can save the world!!! director Cheng Chai Hong, “Burst of luck” is centered on the comedic chaos of a reunion dinner. It stars comedy stalwarts Koh Chieng Mun, Xixi Lim, Jo Tan and Norbin Ngoh as a family navigating their family dinner while Koh Chieng Mun plays the exasperated matriarch.  In the film, the matriarch just wants to spend time together with her family, who are more interested in their devices instead of each other. An unexpected mishap throws the evening into chaos, forcing the family members to work together. Through the experience, the family is reminded that the best gift they can give their loved ones is being truly present.  Don’t miss: Why marketers might be missing out banking only on big festive moments  “Burst of luck” kicks off gov.sg’s 2026 festive film series celebrating CNY, Hari Raya Puasa and Deepavali. Each festive video is set to explore how families celebrate important moments and traditions as they spend the festival with each other.  According to the agency, the videos will exist within a shared universe, with viewers invited to spot familiar faces, recurring motifs and subtle easter eggs that connect the stories across Singapore’s multicultural calendar.  “Burst of luck” is available on gov.sg channels and on broadcast and digital platforms.  “In this digital era, we hope that this video can be a heartwarming reminder of what truly matters – family, passing traditions and values from one generation to the next, and being fully present with one another in this festive period,” said Aaron Lye, director, campaigns and productions, MDDI.  “Cheng represents a new generation of Singaporean filmmakers who are redefining what local stories can look like. Working with him, we wanted to honour the traditions we grew up with while bringing a fresh lens to how we tell them,” said Chloe Lim, business director and partner, DSTNCT. “This project builds on DSTNCT’s growing portfolio in national storytelling, work that doesn’t just entertain, but helps define shared moments for Singaporeans across cultures and generations,” she added.  With CNY around the corner, a number of brands have also released their own films in celebration of the festive season. Most recently, Eu Yan Sang Singapore unveiled a film titled “Heart to heart” starring actress, director and entrepreneur Jeanette Aw. In the film, Aw is seen gifting in different roles such as a mentor, a friend and a daughter. Each vignette reflects a distinct relationship, anchored by the idea that a gift represents the giver’s intent rather than just its content.  Meanwhile, FairPrice Group has turned its attention to the small, familiar moments that makes CNY meaningful with “Every celebration made a little better”. The campaign draws on the Mandarin phrase “小心意大欢喜” (‘little kindness brings great delight’) which reflects how small acts can lead to great joy.  Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles:   Yeo’s bets on fortune horse packaging and gamified social play this CNY  CHAGEE explores tea as a living ritual with ACM showcase and CNY brew  KFC SG fires up CNY with Lady Huat, new merch and mala heat  source