marketing interactive

Following the addition of 13 new SkyOrb Cabins on the Singapore Cable Car’s Mount Faber Line, Mount Faber Leisure Group (MFLG) has unveiled a new brand video series showcasing its chrome-finished, spherical cable car cabins. The four-part series adopts an audience-first storytelling approach, highlighting how the SkyOrb Cabin experience resonates across couples, families, explorers, and young adults, unified under the tagline “The world’s first”. Each video frames the attraction through a distinct emotional lens. The campaign was done in collaboration with Little Red Ants Creative Studio as its creative and production partner.  Don’t miss: STB cranks Singapore adrenaline and thrills up to full tilt  For couples, the cabin becomes a backdrop to relationship milestones, positioning it as a recurring place to relive memories in “A love story above Singapore”. The family-focused video, “A family moment above Singapore” celebrates multigenerational bonding, following a grandfather and grandchild to show the experience as accessible and inclusive, where the view is better when the family’s together. The explorers video, “Experience to travel” emphasises rediscovery, capturing how a familiar Singapore icon continues to evolve into a world-first experience. Meanwhile, the young adult video “Must-go photo-worthy spot in the air” targets social media–savvy travellers seeking photo-worthy moments, but underscores that timeless scenes beyond the lens leave a deeper impression. Visually, the series offers new perspectives from the SkyOrb Cabins, with panoramic views and glass floors enhanced by aerial drone shots of the Singapore city skyline, including the CBD, rather than the traditional Mount Faber Peak or Sentosa backdrops. “Since 1974, the Singapore Cable Car has been part of a journey for over 60 million guests, creating an experience to celebrate relationships, spend time with family and see Sentosa from a different perspective. This campaign reflects how different audiences connect with the same journey in distinct ways, anchored by the world’s first SkyOrb Cabins,” said Tracy Lui, deputy director, marketing communications and retail, Mount Faber Leisure Group.  The brand series was informed by the insight that the attraction has continued to resonate across four core audience segments, each engaging with the journey through distinct life stages, behaviours and intentions.  “This led us to adopt an audience-first storytelling approach, using short-film narratives rather than a one size fits all message, in line with evolving guest preferences for more personal experiences,” Lui told MARKETING-INTERACTIVE.  The videos will roll out across MFLG’s social channels and on-site digital touchpoints from 5 February 2026, engaging both local and international audiences. MFLG is not the only brand in the tourism industry to put out a series of films. Earlier this week, Singapore Tourism Board rolled out its “We don’t wait for fun” campaign, spotlighting popular local destinations through five 15-second clips. Each clip takes viewers on a different sort of adventure that can be experienced in Singapore including a cultural Peranakan experience at Joo Chiat, a lively concert at The Kallang, thrilling activities at Rainforest Wild Asia, adrenaline-pumping activities at Sentosa and an unexpected ski down Orchard Road.  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:    OCBC redefines influence with community-led ‘Project Lift-fluencers’ series Cable cars get day-to-night makeover in Mount Faber Leisure Group’s latest Pokémon adventure Sentosa evolves brand to inspire wellness and balance with new campaign    source

Frasers Property Singapore has unveiled a new unified retail brand and service identity across nine of its 12 malls, alongside refreshed customer touchpoints and what it said is Singapore’s first in-store wayfinding and mapping solution. The initiatives are part of efforts to elevate the “Frasers experience” and will be progressively introduced across participating malls, including those under Frasers Centrepoint Trust (FCT). The refresh introduces a unified retail identity, redesigned concierge counters, roving service ambassadors and a new indoor navigation solution available via the Frasers Experience (FRx) mobile app, mall websites and in-mall wayfinding totems. Don’t miss: ComfortDelGro rolls out ‘Zig’ brand refresh  The new retail identity includes a refreshed visual system designed to create stronger recognition across the portfolio while preserving each mall’s local character. Each participating mall will now carry the endorsement line “A Frasers Experience” across signage, façades, digital platforms and wayfinding systems. The brand system also introduces a new service ribbon inspired by the group’s signature brand device, which aims to reinforce service standards while allowing malls to maintain distinct neighbourhood identities. Frasers Property Singapore has also incorporated community-inspired motifs unique to each mall. For example, Northpoint City features a “Pioneering prosperity” motif referencing Yishun’s pineapple plantation heritage, while Hougang Mall adopts a “Swimming in abundance” motif inspired by the historic Kangkar wholesale fish market. Beyond branding, the company has refreshed its service model by redesigning concierge counters and deploying roving service ambassadors equipped with digital tablets to provide real-time assistance and recommendations, particularly during peak periods. The ambassadors have also completed a year-long training programme focused on hospitality, service excellence and community engagement. The service upgrades build on the company’s ‘Inclusion champions programme’ launched in 2023, which equips ambassadors and tenants to better support individuals with autism, dementia and sensory sensitivities. To date, Frasers Property Singapore has established 110 Dementia go-to points across 37 tenants, while 81 outlets offer calm hours. To further improve accessibility, the new indoor wayfinding solution, developed in partnership with Mappedin and accessibility advocates, offers turn-by-turn navigation, barrier-free routing and real-time location identification for shoppers, including seniors and persons with disabilities. Adrian Tan, managing director, retail, Frasers Property Singapore, said malls in Singapore have evolved beyond being a “third place” to becoming natural extensions of everyday life. “By bringing service, design and innovation under a unified identity, we hope to deliver a more thoughtful experience at every touchpoint,” he said. Frasers Property Singapore currently oversees 12 malls in Singapore. Nine retail assets and one commercial property sit under Frasers Centrepoint Trust, which serves approximately three million residents living within three kilometres of its malls and sees close to 230 million shopper visits annually. The latest rollout forms part of Frasers Property Singapore’s broader push to strengthen its malls as community-centric destinations through placemaking initiatives, partnerships with social service agencies and the expansion of its ‘Silver social spaces programme’, which supports active ageing through community engagement activities. 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:  CapitaLand Malls wishes shoppers a paws-perous CNY with Mofusand takeover ION Orchard revs up with F1 Grand Prix-inspired activations  S.E.A. Aquarium makes a splash with major rebrand  source

ComfortDelGro Corporation has rolled out a brand refresh for its point-to-point (P2P) mobility business in Singapore, unifying its ride-hailing, taxi and private-hire rental, autonomous services, corporate offerings and payment solutions under the Zig brand. In a statement, the group said the move is aimed at creating a clearer and more consistent mobility brand in Singapore, as its local operations evolve beyond being the country’s largest taxi operator into a multi-service mobility platform. The refreshed Zig brand, which carries the Chinese character “劲” (“strength), is positioned around what the group described as “thoughtful mobility empowerment,” combining its operational scale with product innovation. Offerings under Zig span standard taxis, six-seater vehicles and executive limousines, giving riders and drivers greater flexibility in how they travel and work. Don’t miss: ComfortDelGro shifts gears with new corporate look As part of the refresh, Zig will introduce a re-energised visual identity, including updated colours and a dynamic logotype that builds on its signature blue. The brand will also roll out a new tagline, “Time to Zig,” which ComfortDelGro said is meant to emphasise choice and autonomy for commuters. The refreshed Zig identity will be implemented progressively across ComfortDelGro’s P2P mobility operations in Singapore. “Zig by ComfortDelGro signals the direction we’re heading as a business – a simpler, customer-centric P2P ecosystem that is anchored in the reliability and trust that the people of Singapore have long associated with ComfortDelGro,” said Michael Huang, head of P2P mobility business in Singapore.  “Our goal is to always be here for our drivers and partners as they build their thriving businesses, and in making sure that our customers have choices that meet their needs,” he added. The move builds on ComfortDelGro’s broader branding efforts. In March last year, the group rolled out a refreshed corporate brand as part of its evolution into a global multi-modal transport player. The update introduced a new purpose statement, “Mobility for a better future,” alongside a modernised visual identity. This included an updated ComfortDelGro logo, a refined blue hue, a streamlined lowercase typeface, and an enhanced arrow motif to signal forward momentum. 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: Iconic ComfortDelGro cabs form Swedish flag to welcome king and queen to SG    Grab rebrands GrabRewards programme across SEA    Grab and Gojek orders become symbols of cross-border solidarity amid Indonesian protests   source

Singapore’s Ministry of National Development (MND) has appointed Formul8 as its agency to provide creative, marketing and social media management services for its Municipal Services Office (MSO). The 12-month contract, with the option for two one-year extensions, will see Formul8 handle strategy, creative execution, account management, content production and media buying to promote the OneService channels, including the OneService app and OneService Kaki chatbot, according to GeBiz. The agency will also support MSO’s broader public education efforts, raising awareness of municipal issues and encouraging residents to play an active role in improving their living environment. Don’t miss: National Space Agency of Singapore picks creative partner to shape brand strategy  According to tender documents seen by MARKETING-INTERACTIVE, the agency will be responsible for developing an integrated outreach and publicity plan leveraging MSO’s digital, social media, out-of-home and on-ground assets. This includes creating new content pillars, public education materials, campaign schedules, and marketing collateral in formats such as static visuals, videos, animations and infographics. Formul8 will also manage all OneService marketing and social platforms, monitoring sentiment and addressing misconceptions to foster a community around MSO’s followers. In addition, the agency is expected to implement an evaluation framework to track campaign performance through key indicators such as reach, engagement and sentiment analysis, and recommend corrective actions if targets are not met. Key publicity milestones for 2025 include the OneService app refresh and the introduction of new chatbot features between April and May, followed by further chatbot enhancements in November. The appointment comes as several other government agencies and statutory boards in Singapore call for digital and social media pitches and quotes on GeBiz.  MARKETING-INTERACTIVE saw accounts from the Prime Minister’s Office, GovTech, the Ministry of Transport, and the Science Centre Board, up for grabs. The tenders generally seek agencies capable of delivering end-to-end social media services – from content strategy and production to community management, campaign amplification, and performance analytics. Some contracts are structured as retainer arrangements, requiring agencies to manage day-to-day operations, implement data-driven optimisation, and ensure alignment with broader communications goals. 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:  Volkswagen Singapore picks agency to lead creative, social and SEO  Sport Singapore picks creative agency for TeamSG at ASEAN Para Games  KFC Singapore picks new integrated creative and social agency  source

Following the addition of 13 new SkyOrb Cabins on the Singapore Cable Car’s Mount Faber Line, Mount Faber Leisure Group (MFLG) has unveiled a new brand video series showcasing its chrome-finished, spherical cable car cabins. The four-part series adopts an audience-first storytelling approach, highlighting how the SkyOrb Cabin experience resonates across couples, families, explorers, and young adults, unified under the tagline “The world’s first”. Each video frames the attraction through a distinct emotional lens. For couples, the cabin becomes a backdrop to relationship milestones, positioning it as a recurring place to relive memories in “A love story above Singapore”.  Don’t miss: STB cranks Singapore adrenaline and thrills up to full tilt  The family-focused video, “A family moment above Singapore” celebrates multigenerational bonding, following a grandfather and grandchild to show the experience as accessible and inclusive, where the view is better when the family’s together. The explorers video, “Experience to travel” emphasises rediscovery, capturing how a familiar Singapore icon continues to evolve into a world-first experience. Meanwhile, the young adult video “Must-go photo-worthy spot in the air” targets social media–savvy travellers seeking photo-worthy moments, but underscores that timeless scenes beyond the lens leave a deeper impression. Visually, the series offers new perspectives from the SkyOrb Cabins, with sweeping panoramic views and glass floors enhanced by aerial drone shots of the Singapore city skyline, including the CBD, rather than the traditional Mount Faber Peak or Sentosa backdrops. The videos will roll out across MFLG’s social channels and on-site digital touchpoints from 5 February 2026, engaging both local and international audiences. MARKETING-INTERACTIVE has reached out for more. MFLG is not the only brand in the tourism industry to put out a series of films. Earlier this week, Singapore Tourism Board rolled out its “We don’t wait for fun” campaign, spotlighting popular local destinations through five 15-second clips. Each clip takes viewers on a different sort of adventure that can be experienced in Singapore including a cultural Peranakan experience at Joo Chiat, a lively concert at The Kallang, thrilling activities at Rainforest Wild Asia, adrenaline-pumping activities at Sentosa and an unexpected ski down Orchard Road.  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:    OCBC redefines influence with community-led ‘Project Lift-fluencers’ series Cable cars get day-to-night makeover in Mount Faber Leisure Group’s latest Pokémon adventure Sentosa evolves brand to inspire wellness and balance with new campaign    source

The Singapore Institute of Directors (SID) has appointed Emily Poon as its new chief executive officer. Poon will join as CEO-designate from 1 March 2026 and officially take over on 1 May 2026. She succeeds Terence Quek who is stepping down after four years at the helm.  Poon brings more than 20 years of experience in leadership, strategy, and communications, most recently serving as Asia Pacific president of Ogilvy Public Relations. Her leadership experience spans advisory work with C-suites and boards, talent development, and organisational strategy across Asia Pacific. At Ogilvy PR, she was the youngest and first female Asia Pacific president, overseeing 26 offices and driving year-on-year growth while pioneering AI and digital media innovations. In addition, as an accredited director and SID member, Poon has advised boards across corporate, academic, and public sectors. Don’t miss: Former VML CEO Audrey Kuah joins DBS as group marketing and communications head She currently sits on the Industry Advisory Council at the National University of Singapore, the Families for Life Council under the Ministry of Social and Family Development, and the executive committee of Singapore Management University’s Leading Executives and Directors Alumni Group. SID chair Yeoh Oon Jin said the council sought a candidate with “industry experience across geographies, passion about our mission, and a firm commitment to raising governance standards here and in the region.” “Poon has a strong track record in leadership roles, deep expertise in engaging diverse stakeholders, building trusted communities and partnerships, as well as her advisory experience in boards and governance-related areas,’ added Yeoh.  Yeoh also thanked Quek for his service to SID over the past four years, noting that he has contributed significantly to the growth of the organisation. Poon described the appointment as “a privilege” and said she looks forward to “listening closely to our members, engaging our partners, and building on the strong foundation and momentum laid by Quek and the team.” “My focus remains on supporting our members, nurturing a strong community of directors, and growing SID’s ecosystem of partnerships and influence in Singapore and internationally,” she added.  Poon first stepped down from her role as president of Ogilvy PR Asia Pacific in July 2025, after five years in the role and a combined 17-year journey with the agency. She is succeeded by Richard Brett who will hold the role of president in addition to his current roles as CEO of Ogilvy PR ANZ and Ogilvy Health Australia. 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:   Why leaders can no longer keep personal affairs private Former AirAsia brand co. CEO Rudy Khaw launches Lobby Hours  SQREEM Technologies appoints ex-dentsu APAC chief as group CEO  source

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes. This week, Mandai Wildlife Group appointed a new global media agency, Apple tugged at heartstrings with its CNY film, and we broke down what social network Moltbook means for marketers. What’re you waiting for? Let’s get into it. Don’t miss: Gen Z perspectives: The hype around BLACKPINK’s Lisa & Brand Beckham 1. Mandai Wildlife Group picks new global media agency Mandai Wildlife Group has appointed Omnicom Media (OM) agency PHD as its global media agency of record, putting the agency in charge of integrated media strategy, planning, buying, activation, and performance optimisation across all paid channels. In a statement to MARKETING-INTERACTIVE, the agency said the remit, which started in January 2026, spans Singapore, Australia, India, Indonesia, the Philippines, Japan, and South Korea. Strategic leadership will be based in Singapore, reinforcing PHD’s global capabilities and integrated approach. Read more here.  2. Apple’s CNY film finds warmth in unexpected companionship Apple has launched its annual Chinese New Year film titled Glad I met you, showcasing the camera capabilities of the iPhone 17 Pro through a mix of live action and stop-motion animation. Directed by award-winning filmmaker Bai Xue and created in collaboration with TBWAMedia Arts Lab, the film follows Lin Wei and a lost dog named Little White as they navigate a series of humorous and heartwarming encounters during the festive period. Read more here.  3. 101 on Moltbook: The AI social network that could change marketing The debut of a new social media platform has sent ripples through tech circles. At first glance, this new platform resembles Reddit, with subgroups, upvoting, and threaded discussions. However, a closer look reveals that its users aren’t humans, but are AI agents.  Launched last week by Matt Schlicht, tech entrepreneur and CEO of Octane AI, the site enables AI agents to post, comment, vote, and interact autonomously. Initial reactions from AI experts MARKETING-INTERACTIVE spoke to suggest that Moltbook is less a finished product than a window into the future of human–AI interaction. Read more here.  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     Pepsi turns viral kiss cam moment into cola smackdown in new Super Bowl spot   Meta names former L’Oréal digital chief as Malaysia country director   source

Raffles Hotels & Resorts has appointed COMPANION Communications as its leading Asia-based PR and communications agency. As the appointed agency, COMPANION will oversee public relations, marketing communications, strategic advisory, storytelling, partnerships, content creation and crisis support for the brand in the Asian region.  “COMPANION leverages local knowledge and deep industry insights to give clients a competitive edge. We are thrilled to be appointed by Raffles Hotels & Resorts, a leader of hospitality globally, as we continue to work with some of the best brands within the sector,” said Dominique Backhouse, managing director of COMPANION. Don’t miss: How Raffles Hotel is banking on the butler to modernise luxury  Raffles Hotels & Resorts joins COMPANION’s long list of hospitality clients. Most recently, the agency scored a number of wins across the sector including the launch of Capella at Galaxy Macau in Macau, the launch of Andaz One Bangkok in Thailand and the global retainer for Island Shangri-La in Hong Kong.  The agency is also holding the regional PR retainer for Fairmont Hotels & Resorts.  On the local front, Raffles Hotel Singapore appointed Allison Worldwide as its strategic communications partner in December last year. The appointment includes strategic counsel, media relations and engagement support to strengthen brand positioning, leadership visibility and cultural resonance.  The appointment reflected a need for a communications approach focused on long-term brand storytelling, and a shift towards insight-led narrative that reaffirms the hotel’s place in Singapore’s cultural and hospitality landscape.  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:   Raffles Hotel’s butler casts his spell in star-studded London campaign  Raffles Hotels’ legendary butler brings luxury and glamour directly to guests in new campaign  Shangri-La and Raffles Hotel clap back at cheeky Mandarin Oriental, Singapore spot  source

MSIG Insurance Singapore has appointed Tilt as its creative agency.  Under the year-long retainer, Tilt will lead the creative direction for MSIG’s year-long marketing campaigns, producing digital assets including online videos and display ads to support key insurance product lines and drive stronger performance marketing outcomes. The agency was chosen for its systematic approach to creating scalable digital content, allowing MSIG to communicate complex insurance products in a clear, consumer-centric way while strengthening product storytelling across campaigns. Don’t miss: Ministry of National Development concludes creative, marketing and social media pitch for MSO  “Insurance can be a daunting topic for some, and it’s important that our creatives go beyond visuals to clearly communicate our protection value through compelling copy and headlines,” said Steven Leong, head of retail distribution at MSIG Insurance. “Tilt stood out for its strong grasp of the category and its ability to create dynamic, scalable ideas that support MSIG’s growing product portfolio and distinctive market positioning,” he added.  In tandem, Subbaraju Alluri, chief executive officer SEA at Tilt said the appointment reflects MSIG’s focus on building a more agile and responsive content engine that can perform across both brand and tactical moments.  “Our role is to simplify complexity, create clarity at scale, and ensure that creative works harder across every consumer touchpoint,” added Alluri.  MSIG Insurance joins the agency’s list of recent wins in 2025 including skincare brand Wellage and Kapa Design Collective. Most recently in October last year, the agency unveiled a nationwide recruitment campaign for PAP Community Foundation (PCF). The campaign spotlighted meaningful career pathways within PCF, from early childhood to eldercare, and spanned digital OOH and social media.  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:  National Space Agency of Singapore picks creative partner to shape brand strategy  BMW Performance Motors picks new integrated agency  KFC Singapore picks new integrated creative and social agency  source

Creator-led marketing across Asia Pacific is projected to generate US$1.2 trillion in commercial contribution by 2030, up 1.4 times from 2025, as authentic content becomes a measurable driver of brand and business performance. New research from TikTok’s The Art and Science of Authenticity whitepaper points to a structural shift from polished brand storytelling toward creator-led content that directly shapes consideration and purchase behaviour. The data shows nine in 10 consumers in APAC say authentic content influences their purchase decisions, while 76% are more likely to search, click or add a product to cart after engaging with content that feels genuine. At the same time, three in four consumers now skip content that appears overly polished or inauthentic. For marketers, the implication is clear: authenticity has shifted from a creative style choice to a performance lever. “In today’s post-perfection era, influence belongs not only to top-tier creators, but to anyone who feels real,” Chew Wee Ng, head of business marketing, Asia Pacific, said. SEE MORE: AI in advertising enters its next phase with new talent-led venture While creator marketing has traditionally been associated with beauty, fashion and lifestyle, the research shows rapid expansion into gaming, financial services, apps and consumer electronics, where creators are increasingly used to explain complexity, build trust and influence high-consideration purchases. This reflects a broader evolution in creator impact: from generating attention to driving commercial outcomes. The study also points to growing sophistication in how brands operationalise authenticity. Tools that analyse multiple consideration signals and map consumer journeys are enabling marketers to test, optimise and adapt creative in near real-time, tying creator content more directly to performance outcomes. At the same time, AI-generated content (AIGC) is emerging as a major accelerator of creative scale. Two in three consumers across APAC say they want creators and brands to use AIGC in content creation, and TikTok users show 1.5 times higher interest in AIGC-enhanced content than users on other platforms. Rather than replacing creators, AI is increasingly being used to streamline production and versioning, allowing human creativity and creator participation to remain central. One example cited in the research saw a global FMCG brand generate 2,000 images in three days and more than 330 creator-led campaign videos, using AI-assisted creative tools to scale platform-native content. The growth trajectory is also reflected in creator participation. The number of monetised creators on TikTok grew 1,267% year-on-year as of Q3 2025, making it one of the fastest-expanding creator ecosystems globally. Case studies from across the region illustrate how creator-led commerce is translating into real business impact, including Vietnamese creator Jayni, who drove 87x revenue growth and 94x commission volume between 2024 and 2025, and Thai creator Turk, who turned an accidental recording into a thriving jewellery business. For brands, the opportunity is no longer simply to “work with creators,” but to connect creators, content and commerce into one system that makes authenticity scalable and accountable. As growth pressure intensifies across APAC, the research suggests the brands that win will be those that treat creator-led authenticity not as an experiment, but as core infrastructure for modern marketing. source