marketing interactive

The Singapore Kindness Movement (SKM) is celebrating the importance of community with the release of its latest short film, Pineapple Tarts, the third instalment in its “Multicultural Mosaics” series. Released on 6 February, Pineapple Tarts centres on Chinese New Year and follows four neighbours as they engage in a friendly pineapple tart-making competition. Amid playful banter and spirited rivalry, the film showcases how festive traditions can transcend ethnic boundaries, highlighting universal themes of kindness, reunion, and harmony that resonate across Singapore’s diverse communities. Pineapple Tarts will be available at 1pm today on SKM’s Instagram, TikTok, YouTube, and Facebook. Don’t miss: Gov.sg finds connection in the chaos of reunion dinners this CNY  “Pineapple tarts are more than a festive treat — they carry a message of welcome and generosity. With the release of Pineapple Tarts, we want to encourage a wealth of kindness by inviting people to step into one another’s traditions and celebrations,” said Michelle Tay, executive director of SKM. “Even if you do not personally observe a particular ethnic festival, chances are you have been invited by friends, colleagues, or neighbours to join in. Taking that leap is how we build a ‘We First’ society, one where shared experience reminds us that our cultures may be different, but the values that bind us are the same,” added Tay. The “Multicultural Mosaics” series highlights Singapore’s major ethnic festivals, showing that beneath diverse rituals lie shared values of family, community, and connection. The first instalment, Murukku, celebrated Deepavali through the story of young Zora, who learns from her neighbour that the festival’s light can be shared with everyone. The second, Candy Cane, centred on Christmas Eve, follows single mother Carol as her act of kindness towards a grieving neighbour sparks a ripple of goodwill, reflecting the spirit of giving and love. The series will conclude with Ketupat, focused on Hari Raya Puasa. The upcoming film follows new neighbour Maya as she learns lessons of patience and forgiveness from Redha, demonstrating that the true meaning of the festival extends beyond fasting and feasting to include grace and understanding towards others. Ketupat is set to release in the first week of March 2026. By portraying characters from different backgrounds discovering personal meaning in traditions beyond their own, SKM aims to shift perceptions from “Yours” and “Mine” to “Ours”, encouraging viewers to celebrate cultural diversity actively. “Multicultural mosaics” follows a playful digital teaser campaign in October last year, when SKM wiped its social media clean in what appeared to be a “glitch”. Cryptic posts featuring blurred local talents and glitchy captions led followers to notice repeated uppercase letters “P”, “S” and “A”, hinting at a bigger reveal. The stunt, dubbed “Operation glitch out”, ended with a tongue-in-cheek Notes app “apology” post and revealed itself as a teaser for SKM’s new “Be greater campaign 2025” and a series of Public Service Announcements (PSAs) promoting everyday acts of kindness. Produced by local agency Bless7Up, the five-part PSA series features local talents including Benjamin Kheng, Chow Jia Hui, Tommy Wong, Farah Lola, Ben Byrne (The Smiling Afro), and Eswari Gunasagar. Using zentai actors (performers in full-body suits manipulating props from behind the scenes) the PSAs translate abstract social ideals into short, artistic narratives that depict neighbourliness, empathy, and appreciation. 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:   SKM, HDB celebrates SG60 with time-travelling kindness film trilogy  Singapore Kindness Movement picks new social media agency  Singapore Kindness Movement fosters human connection with anthology series  source

CapitaLand Malls is ushering in Chinese New Year with “Mofusand Paws-perity”, a celebration of the beloved Mofusand cats across 17 malls and multiple workplace properties running until 1 March 2026. The campaign brings immersive decorations, limited-edition merchandise, interactive AR filters, and rewarding promotions designed to bring luck, joy, and prosperity for the new year. Central to the campaign is CapitaLand’s Mofusand installations, including ‘Fruit meow’, ‘Board shark’, and ‘Coffee & donuts’. The installations have been refreshed with springtime colours and auspicious motifs including blooming peonies and cherry blossoms to symbolise abundance and new beginnings, while bright mandarin oranges represent wealth. Meanwhile, illuminated lanterns cast a warm glow, and oversized cat-themed red packets add playful charm. Don’t miss: Gov.sg finds connection in the chaos of reunion dinners this CNY  At Bugis Junction, the “Ultimate fur-tastic Mofusand paw-sperity experience” installation brings all three themes together, making it a must-visit festive spot. Visitors can play with Chinese New Year-themed AR filters and stand a chance to win 88,888 STAR$ through CapitaLand’s social media contest.  In addition, limited-time Mofusand pop-up stores at Junction 8, Plaza Singapura and Bugis Junction offer exclusive merchandise, from T-shirts and tote bags to collectible plushies dressed in orange tang suits or blue cheongsams. Shoppers spending SG$30 using eCapitaVoucher at participating malls can redeem an eVoucher to take home the plushies while stocks last. Adding a modern twist to tradition, CapitaLand is offering Mofusand-themed digital red packets, enabling shoppers to gift eCapitaVouchers ranging from SG$10 to SG$500 via the CapitaStar app. Fans can also brighten chats with the Mofusand sticker pack on Instagram, Facebook, WhatsApp, and Telegram. The celebrations are complemented with rewards. Until 16 February, shoppers can redeem up to SG$18 eCapitaVoucher on weekday spends, while CapitaStar members enjoy bonus STAR$ rewards to start the year on a lucky note. Mofusand made its Southeast Asian debut in October 2025 with a series of interactive teaser pop-ups across CapitaLand malls, including a mysterious eight-metre inflatable box at CQ @ Clarke Quay and Southeast Asia’s tallest Meow Donut inflatable accompanied by 25 quirky Mofusand cats. Fans who guessed the mystery character or mall locations via the CapitaStar app were rewarded with STAR$, resulting in over three million STAR$ given away. According to June Tan, head of digital platforms, strategic marketing and business partnerships, CapitaLand Investment at the time, the campaign was designed to be more than a static installation. From teaser pop-ups to AR filters and themed pop-up stores, the campaign combined mystery, interactivity, and cuteness to create an experience that spanned digital and physical spaces. 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:   F&N charges into CNY with limited-edition packaging and festive plushies  Yeo’s bets on fortune horse packaging and gamified social play this CNY  Eu Yan Sang Singapore and Jeanette Aw bring heart to CNY gifting  source

Eu Yan Sang Singapore (EYSS) has unveiled its Chinese New Year 2026 campaign themed “心意相承” (‘Heart to heart’), positioning festive gifting as a continuation of heartfelt intention across generations. Fronted by actress, director and entrepreneur Jeanette Aw, the campaign centres on the idea that Chinese New Year gifting goes beyond physical exchanges, serving instead as a cultural language that conveys gratitude, respect and blessings. The campaign’s television commercial follows Aw through a series of contemporary gifting moments in different roles, as a mentor, a friend and a daughter, as she selects Eu Yan Sang hampers and gift sets for people close to her. Each vignette reflects a distinct relationship, anchored by the idea that a gift represents the giver’s intent rather than just its contents. Don’t miss: Eu Yan Sang elevates Lunar New Year gifting with Jimmy Choo collaboration Visually, the campaign departs from traditional festive advertising tropes. Its key visuals draw inspiration from the ‘Eight Steeds’ (八骏), a symbol of unity and resilience, using movement as a metaphor for intentions carried forward through gifting. Styled in a fashion editorial aesthetic, the visuals feature bold poses, strong framing and prominent use of colour and gold textures. According to the brand, the visual direction reflects Aw’s multi-hyphenated identity while signaling Eu Yan Sang’s evolution as a heritage brand seeking continued cultural relevance. The visuals are designed for high impact across out-of-home, transit and digital formats. The campaign is supported by an integrated rollout across television, digital video, radio, out-of-home and transit media, alongside an island-wide refresh of in-store visuals and aligned eCommerce storefronts. Through the campaign, Eu Yan Sang aims to connect with both long-time customers and younger consumers in their 20s and 30s, reframing Chinese New Year gifting as a meaningful tradition rather than an obligatory seasonal ritual. “This is what ‘心意相承’ means to us. Chinese New Year gifting has always been about passing on care, gratitude and respect — not just objects. Through this campaign, we wanted to remind people why this tradition matters, especially to younger generations navigating modern lifestyles,” said Eric Chiu, senior managing director of Eu Yan Sang Singapore and Malaysia. He added, “Tradition stays alive only when younger generations understand the meaning and value behind the tradition. With ‘心意相承‘, we hope to inspire a new generation to gift with thought, care and sincerity.” The campaign follows closely on another Lunar New Year initiative by the brand earlier this week. Eu Yan Sang Singapore also launched an original short-form microdrama titled ‘Bring It On | 马上来‘, marking a shift towards narrative-led festive storytelling. The 20-episode series centres on protagonist Ouyang Cai as she navigates the pressures of modern adulthood, from self-doubt and responsibility to finding her place in society. Rather than portraying an idealised success story, the microdrama presents a more candid depiction of growth as a non-linear process shaped by resilience. 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: KFC SG fires up CNY with Lady Huat, new merch and mala heat   F&N charges into CNY with limited-edition packaging and festive plushies    FairPrice celebrates small everyday moments that make CNY shine    source

Draco Malfoy, the iconic antagonist from the Harry Potter series, is enjoying a sudden wave of popularity in China. The reason lies in his Chinese name, where Malfoy sounds similar to the word for horse and carries connotations of good fortune. The phenomenon stems from his Mandarin name: Mǎ Ěr Fú (马尔福). The first character, Mǎ (马), directly translates to horse, whereas the final character, Fú (福 ), is one of the most important symbols of Chinese New Year, representing good fortune, happiness, and blessings. It is traditionally displayed on diamond-shaped red paper known as Fú Zì (福字). Once netizens identified the connection, memes and creative posts spread rapidly. Draco’s portrait has been skilfully edited onto classic red diamond papers, spreading across social media platforms.  The trend has moved beyond screens. Images circulating online show a Chinese shopping mall featuring a large banner with a customised couplet that plays on the theme: Magic awakens, attracting wealth from all directions; Within Draco, 10 thousand blessings gather (魔法觉醒招百财，德拉科里纳万福). Tom Felton, the actor who portrayed Draco Malfoy, acknowledged the viral trend in an Instagram Story. The repost brought another wave of discussion across social platforms in China.  Fans have begun sharing how they incorporate Lucky Draco into their daily lives, photoshopping his face onto festive items and displaying them on windows, refrigerators, desks, front gates, and even phone cases. The humour has also extended to another Harry Potter character: Lord Voldemort. His Mandarin name, Fú Dì Mó (伏地魔), shares its first character’s pronunciation – Fú (伏) – with the blessing Fú (福), though the written characters differ. This inspired netizens to create a twist on the traditional blessing term Wǔ Fú Lín Mén (五福临门), meaning the five blessings arrive at the door. They photoshopped five images of Voldemort onto red paper, replacing the original Fú with Voldemort’s Fú. The resulting pun, 五伏临门, became a viral image humorously suggesting an arrival of Voldemort blessings. Related articles:How Chinese brands are transforming global markets and driving disruptionChinese app ‘Are You Dead’ rebrands as ‘Demumu’ amid viral popularityOctopus launches ‘tap to win’ instant rewards for CNY source

Carlsberg is marking the Lunar New Year with a special release of limited-edition packaging for the Year of the Horse, featuring themed bottles, cans, and packs. Designed for celebrations at home or on adventures with loved ones, the collectible items blend tradition with modern innovation. Symbolsing energy, freedom, bravery, and good fortune, the horse takes centre stage in the design—shown riding high across the sky. Below, Carlsberg’s iconic Hop Leaf transforms into the shape of lucky clouds. Set against a deep green backdrop with accents of auspicious red and gold, the packaging conveys wishes for happiness and prosperity in the year ahead. The artwork draws inspiration from the historic Gilding Lacquer art technique, a traditional craft used to adorn luxury items across Asia. In a fusion of past and present, the final design was realised using artificial intelligence, merging time‑honored artistry with cutting‑edge digital methods. Carlsberg has also teamed up with Chinese rapper SKAI ISYOURGOD, to compose a Lunar New Year-inspired remix of his viral hit ‘Blueprint Supreme.’ Reimagined with festive, Carlsberg‑name-forward lyrics and an upbeat Lunar New Year attitude, the track takes center stage in our latest TV commercial—blending pop culture with the spirit of celebration to mark the arrival of the New Year.  Crystal Lee, marketing director, Carlsberg China says, “We spotted a unique opportunity with SKAI ISYOURGOD when we saw how strongly his music and personality resonate with younger consumers in China. His rise as one of the most-streamed Mandarin artists made him the perfect cultural bridge for Lunar New Year. By anchoring our campaign to his viral track and transforming it into a Carlsberg-name-forward remix, we created a youth-centric ecosystem that feels natural to how they consume culture today.” Jeff Chong, director, international premium brands, Carlsberg Asia says, “At Carlsberg, we are committed to celebrating the moments that matter most to our customers. Lunar New Year is a regional story lived locally, and we are proud to once again bring a unifying brand experience to markets across Asia.” “By partnering with SKAI ISYOURGOD – the most streamed Mandarin artist on Spotify in 2025 with over 4 million monthly listeners – we created a powerful creative platform that our markets can activate with speed and consistency. The partnership provides a unified sonic identity, modular edits and key visuals that each market can tailor to their own festive rituals while staying unmistakably Carlsberg. The result is a modern, cohesive Lunar New Year expression that travels seamlessly across Asia – flexible for local nuance, strong for regional scale, and designed to covert festive attention into meaningful brand impact across every channel.” This is the sixth year Carlsberg has celebrated Lunar New Year. Since 2021, Carlsberg has consistently celebrated this occasion by releasing its Chinese zodiac limited edition packs, making every festive moment more meaningful. Carlsberg’s Lunar New Year campaign has commenced in key markets across Asia, including China, Hong Kong, Malaysia, Singapore and Vietnam since late December 2025. The campaign will also include various touchpoints to engage consumers and enhance the festive spirit, including activations on social media. MARKETING-INTERACTIVE has reached out to Carlsberg for more information. Related articles: Carlsberg creates retro streets and vibes with Jalan CarlsbergCarlsberg HK celebrates local heritage with Young Master partnership source

Volt Auto, the exclusive authorised distributor of Dongfeng passenger vehicles in Singapore, has appointed Grow Public Relations as its public relations agency. Under the appointment, Grow Public Relations will manage media relations and communications for Volt Auto across both markets, supporting the introduction and expansion of Dongfeng’s passenger vehicle range. Don’t miss: BMW Performance Motors picks new integrated agency The scope of work includes communications strategy, media engagement, press materials and stakeholder communications related to Volt Auto’s distribution operations and product launches in Singapore. “We selected Grow Public Relations for their understanding of the industry and regional media landscape,” said Soh Ming, founder and managing director of Volt Auto. “They will support our communications as we establish and grow the Dongfeng passenger vehicle presence in Singapore and Malaysia.”  In tandem, Christel Goh, founder and CEO of Grow Public Relations, said the agency looks forward to working with Volt Auto as it rolls out the Dongfeng passenger vehicle portfolio across Singapore and Malaysia. The appointment follows a trend among automotive brands in Singapore engaging PR agencies: Audi Singapore recently appointed TEAM LEWIS to support major milestones, including its upcoming entry into Formula 1 in 2026, while Borneo Motors Singapore named Access Communications to handle strategic communications for the company’s 100th anniversary and key campaigns across Toyota and Lexus. 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:  Mercedes-Benz Singapore appoints new strategic communications agency Audi Singapore shifts gears with new creative agency Kia picks new social media agency for APAC source

This post is sponsored by Omnichat. Omnichat, a leading omnichannel AI platform, hosted its third edition of the Commerce Leadership Forum at Meta Singapore’s office. This event brought together senior leaders from across the region to explore how AI-powered business messaging is transforming the retail, beauty, and lifestyle sectors in APAC. Industry leaders from Meta and L’OCCITANE discussed the rapid adoption of WhatsApp as a key commercial channel, highlighting its evolution from a mere customer support option to an engaging channel for high-intent customers which drives conversions and fosters long-term loyalty. L’OCCITANE shared how WhatsApp has become the brand’s primary customer touchpoint across different markets in APAC, now accounting for more than 80% of inbound and outbound customer conversations. The brand revealed that personalised conversational journeys are already unlocking profitable outcomes compared to traditional channels. This commercial uplift, paired with real-time engagement, has allowed L’OCCITANE to extend relationship-building beyond transactional touchpoints, creating long-lasting brand loyalty. “For us, loyalty begins the moment a customer chooses to stay connected with the brand,” said Terrence Siu, chief information officer for APAC at L’OCCITANE. “By using WhatsApp as a unified touchpoint, we can move customers seamlessly from online discovery to in-store engagement without losing context. Customers enjoy a consistent and personalised experience wherever they interact with us, be it on Facebook, Instagram or WhatsApp.” L’OCCITANE extends this seamless experience into a complete loyalty journey by also using Omnichat and WhatsApp to deliver its sampling products, VIP privileges, and post-purchase experiences – ensuring customers continue to feel guided and valued long after the first transaction. “By distributing samples and exclusive VIP offers directly through WhatsApp, we can convert interest into purchase immediately in the same channel the customer already uses. This approach has lifted our coupon redemption rate to 87%, Siu said. “Once the customer is connected, we continue the journey through personalised refill and replenishment reminders, helping us maintain an ongoing relationship rather than a one-time transaction. WhatsApp has become a loyalty bridge – from sampling to purchase to repeat purchase – all within one seamless customer journey.” Meta reinforced this shift towards messaging-led commerce by sharing YouGov’s new regional insights, which show that 32% to 43% of APAC shoppers now use business messaging to track orders, complete purchases, and stay connected with brands throughout the sales cycle – especially during high-value moments such as seasonal campaigns and mega sale days. With business messaging now integrated into the customer life cycle, WhatsApp has effectively become the default loyalty channel for high-intent engagement in Asia. “We are seeing the shopping journey become more conversational because consumers now want dialogue, not one-way marketing,” said Vicky Yiu, APAC’s strategic partnership manager for business messaging at Meta. “WhatsApp is increasingly becoming the commerce layer for brand engagement in Asia. Customers don’t just browse – they consult, request support, complete transactions, and revisit brands all within messaging threads. When businesses move to a messaging-led experience, they shift from campaigns to relationships – and that is where long-term loyalty is earned.” Omnichat, the WhatsApp business solution provider powering these loyalty journeys, highlighted how brands can transform membership from a passive database into an active relationship engine. Instead of waiting for customers to open an app or remember a loyalty programme, WhatsApp allows brands to remain present in the customer’s daily routine – enabling real-time rewards, VIP benefits, and reactivation triggers at the moment of intent. By consolidating a multichannel identity into a unified customer profile and using AI to trigger personalised re-engagement flows, Omnichat helps brands convert one-time buyers into loyal members at a significantly lower customer acquisition cost than reacquisition. “What we are seeing across the region is that loyalty only works when it is active, not passive,” said Alan Chan, CEO and founder of Omnichat. “Points sitting in an app don’t translate into customer relationships, but loyalty delivered through WhatsApp stays close to the customer’s daily behaviour. By linking QR codes to product samples, in-store touchpoints, and messaging-based rewards, brands can proactively engage members in real time instead of waiting for them to remember the programme. “This is the difference between a loyalty database and a loyalty journey. When customers are reminded, recognised, and rewarded in the channel they already use every day, loyalty becomes a habit – and unlike (OTHER) apps, no one uninstalls WhatsApp.” This change marks a broader shift in how APAC brands are approaching customer growth – moving away from one-time campaigns towards relationship-led loyalty that lives inside everyday messaging behaviour. As more consumers abandon passive loyalty apps and expect real-time interaction, WhatsApp is emerging not just as a service channel, but as the foundation of a modern loyalty ecosystem. By bringing discovery, rewards, education, and re-engagement into a single continuous journey, brands can now build loyalty where it matters most – inside the conversations customers are already having. source

Thirty posts a month, daily TikToks, weekly reels and always-on storytelling. Your brand may be everywhere, but is anyone actually paying attention? For Pat Law, founder of GOODSTUPH, this isn’t a rhetorical question. “If those 30 posts don’t offer value, insight or relevance, you’re not marketing – you’re spamming,” she says bluntly. In a world where audiences can scroll past in an instant, the obsession with volume over meaning is costing brands the one thing they can’t buy: attention. It is a common mistake by most brands where quantity is being prioritised over quality, resulting in inconsistent messaging and disengaged audiences.  More often than not, brands overlook tailoring content to their specific target audience, missing opportunities to connect on a deeper level. “Perhaps the most important thing to take note of all is the issue of focusing too heavily on promotional content rather than providing genuine value, which can erode trust and limit long-term connection with customers,” said Alex Chan, head of brand, communications and marketing, Geneco.  This sentiment is backed by data where over 60% of marketers plan to increase investment in creators and content-driven strategies in 2026, according to Kantar. This signals a shift toward long-term, strategic impact rather than sheer output, making content marketing no longer a nice-to-have, but rather a necessity for any brand that wants to be remembered.  Don’t miss: MARKETING-INTERACTIVE launches inaugural Content360 Awards in SG    What’s fueling the volume obsession?  It’s no secret that artificial intelligence has rapidly become a staple in marketers’ toolkits. The ability to generate an image or copy with the click of the mouse has allowed for greater efficiency. In fact, roughly 71% of content teams are using AI extensively, according to CleverTap. The challenge then lies in how and where it’s being used. Whether it is to drive efficiency of operations, ideation or in actual content development, the unique elements of human experience, intuition and soul should still continue to be part of strategy, said Kenneth Lim, assistant chief executive, marketing group, Singapore Tourism Board.  Consequently, one must not confuse AI-generated content with creativity. “If you’re using AI just to churn things out, you’re not being innovative – you’re being lazy at scale,” said Law, adding that: AI should sharpen thinking, not replace it. The sweet spot is when human insight meets machine speed. In time, audiences are going to get inundated with AI slop and will turn to brands that awaken them sensorially in relation to the brand and product experience.  From campaigns to ecosystems Content marketing is shifting from isolated, one-off campaigns to interconnected ecosystems. No longer confined to single hero moments, content is increasingly designed to be modular, adaptive, and intelligent where it’s able to live across platforms without losing meaning. According to industry professionals, who will serve as judges for the inaugural Content360 Singapore Awards, the brands that succeed won’t be the ones producing the most content, but those asking sharper questions, setting clear guardrails, and knowing precisely where human judgment still matters.  At its heart, this evolution is about storytelling. “We are in the business of persuasion and persuasion requires storytelling. This means that whether it was a newspaper ad back in the day to how someone finds a brand on Gen AI today, telling a persuasive story about your brand through content marketing has always been incredibly important,” explained Mansi Trivedi, B2B strategy lead, dentsu.  This shift also opens the door to immersive and personalised experiences. Chan points out that the next frontier lies in content that engages audiences on multiple levels, powered by AI and informed by data. Interactive storytelling, personalised formats, and real-time engagement are poised to drive deeper connections and more memorable interactions. Yet, Chan emphasises, authenticity remains essential. Even as short-form video and real-time content dominate, brands must maintain a clear voice and purpose to foster ongoing conversations with audiences. Most importantly, the most impactful content will pre-empt traditional customer journeys. Instead of mapping content strictly to observed behaviour, brands can design the experiences they want audiences to have, fusing content and brand experience to leave lasting impressions.  Taken together, these insights signal a clear evolution: content marketing in 2026 is about ecosystems, not output. Technology, data, and AI are tools to inform and scale, but human insight, creativity, and authentic experiences remain the core of campaigns that audiences will actually notice and remember. 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:  5 new esteemed judges added to the Inaugural Content360 Awards  Meet your first 10 jury members for the inaugural Content360 Awards  AI-generated ads with human touch deliver higher engagement  source

The Singapore Tourism Board (STB) has launched a new campaign, “We don’t wait for fun”, spotlighting popular local destinations through a series of 15-second clips. In one of the clips titled “Katong-Joo Chiat Adventures in Singapore”, a young man is seen snapping photos of Peranakan houses, shopping and snacking on local treats at Chin Mee Chin Confectionary. He then meets with an old woman dressed in a kebaya at a restaurant and the two are later seen taking outfit pictures together at the end of the clip.  The next clip, “Concert experiences in Singapore”, focuses on fans celebrating and getting ready for a concert at The Kallang. The clip ends with them dancing and jumping up and down at a concert.  Don’t miss: STB wraps up social media pitch, retains agency partner The clip “Monkeying around in Singapore” brings viewers to Rainforest Wild Asia as young adults are seen partaking in thrilling activities such as climbing up high elements at Wild Apex Adventure and bouncing atop AIA Vitality Bounce net. The fun continues in “Beach thrills in Singapore” where a man is seen is first seen enjoying his drink at Siloso Beach and later joining his friends on an exhilarating zip across the beach on Mega Adventure Sentosa.  The final clip features unexpected thrills at Orchard Road, spurred by a man seen skiing across the busy shopping street. The timing of the campaign aligns with a strong 2025 for Singapore’s tourism sector. From January to September, tourism receipts hit SG$23.9 billion, up 6.5% from 2024, the highest for this period. International visitor arrivals also grew, reaching 16.9 million, with Mainland China, Indonesia, Malaysia, Australia, and India forming the top five markets. Attractions, entertainment, and F&B led spending growth, signalling healthy demand across leisure sectors. The momentum has been fueled by new and refreshed experiences across the island. Mandai’s Rainforest Wild Asia and Curiosity Cove, Resorts World Sentosa’s Singapore Oceanarium, and Jurassic World: The Experience at Gardens by the Bay added fresh draws, while major events such as the Formula 1 Singapore Grand Prix, world-class concerts, and international exhibitions reinforced Singapore’s position as a premier lifestyle destination.  “The strong tourism receipts performance in 2025 puts us on a steady trajectory towards achieving our Tourism 2040 ambitions1,” said Melissa Ow, chief executive, Singapore Tourism Board. “We are attracting visitors who value the distinctive experiences that Singapore offers. To maintain this growth momentum and reinforce our destination appeal and global hub status, we will continue to develop a strong pipeline of differentiated products, events, and experiences.” Ow highlighted that, as part of Singapore’s Tourism 2040 vision, STB will keep pursuing new markets and helping tourism enterprises and the workforce create distinctive, sustainable experiences. MARKETING-INTERACTIVE has reached out for more information.  “We don’t wait for fun” follows a series of celebrity-led campaigns unveiled last year. Installments include a campaign with Superman actor David Corenswet as he suits up to explore the high life via treetops and wind tunnels as well as a collaboration with K-pop artist JISOO to release a special video for Your Love, a track from her latest mini album AMORTAGE. The video was set against the lush backdrop of Mandai Wildlife Reserve, beautifully highlighting the city-state’s natural wonders and world-class wildlife attractions.  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:   Four agencies shortlisted for STB creative pitch   Traveloka, STB unveil regional push for spontaneous weekend escapes to Singapore Singapore to be showcased in BTS Jin’s next music video  source

McCann Singapore has revealed its refreshed leadership team, bringing together the capabilities of McCann and MullenLowe under a single vision. Daniel Kee leads creative, supported by Esther Yeo as head of creative services. Robin Nayak heads strategy, with Mikael Perhirin overseeing CRM and loyalty. In addition, Julie Chua is head of production, Aishah Haroon leads digital, Irene Xu runs operations, and Nicole Quiogue Golloso-Kazemi heads HR. Shilpa Sinha, chief strategy officer, will take on an expanded role across global accounts.  Don’t miss: Omnicom Production names new APAC CEO In conversation with MARKETING-INTERACTIVE, Gonzalo Olivera (pictured), president, McCann Singapore said the merged leadership blends two complementary cultures: McCann’s strategic rigour and global scale and MullenLowe’s challenger mindset of being entrepreneurial, quick to market and built to integrate media, data and creativity.  “The opportunity is taking the best of those two cultures together and maximise it with the exponential value of Omni. Day to day, this will show up in deeper strategy, bigger creative ambition, and more confidence to challenge comfortable answers,” said Olivera.  Moving forward, the agency hopes clients will notice a more proactive approach with access to a wider range of solutions and talents such as in-house research capabilities, CRM expertise and a team encouraged to challenge briefs.  “Agencies exist to hold a point of view, even when it creates productive tension between what clients want and what they actually need so our clients will get teams who are encouraged to challenge briefs based on better data and sharper thinking,” explained Olivera.  “As an agency, we are focusing on clients who see us as strategic partners and engage us to solve their hardest problems. In this context, McCann’s philosophy of ‘truth well told’ matters more than ever because in a world where AI is optimised to give us the most likely answers (not necessarily the most truthful ones), brands need more judgement, courage and clarity to pursue truth, not just relevance,” he added.  In the next 12 to 18 months, success will look like stronger organic growth, a globally recognised creative presence, a unified culture that retains and attracts top talent, deeper client partnerships, and more case studies showing how integrated creative and media drive business results, said Olivera.  This refreshed leadership comes in the wake of the Omnicom-IPG merger. Paul Soon, previously CEO of MullenLowe Singapore, will continue as CEO of the merged agency, managing client continuity, integrating MRM and MullenLowe Singapore tech teams, and guiding AI, Adobe, and other technology partnerships. Meanwhile in his new role as president, Olivera will oversee creative, strategy, delivery, and operations to unify the teams for both local and international accounts. He was previously managing partner of MullenLowe Singapore for over three years and has been with the agency since 2008, initially based in Madrid before relocating to Singapore in 2013. 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:   FleishmanHillard Singapore managing director Mei Lee exits TBWAGroup Singapore elevates Mandy Wong to CEO   McCann APAC and Singapore chief creative Valerie Madon steps down  source