marketing interactive

Mastercard has appointed Jill Kramer (pictured left) as its new chief marketing and communications officer, effective 1 December 2025. Kramer joins the company from Accenture, where she held the same title and led a global, tech-driven marketing and communications function focused on brand relevance, market differentiation, and business growth. She succeeds Raja Rajamannar (picture right), who will transition to the role of senior fellow at Mastercard. In a LinkedIn post unveiling the move, Rajamannar reflected on his 12-year journey with the brand, calling it “one of the most fulfilling chapters” of his life. Don’t miss: Mastercard hands US$180m global media remit to WPP Media He credited his team for reimagining what marketing could be, from pioneering multisensory marketing and introducing symbol branding to creating Mastercard’s global sonic identity. “Together, we brought various elements of quantum marketing to life,” he said. “At every step, we stayed true to the three mantras of great marketing — to build and nurture the brand, to drive business in measurable ways, and to create a sustainable competitive edge for the company.” Rajamannar added that he was “thankful for the people, the memories, and the privilege of being part of something truly priceless,” as he passes the baton to Kramer. Meanwhile, during her decade at Accenture, Kramer oversaw brand and advertising efforts that helped the company nearly double its brand value, from US$12 billion to US$20.9 billion, according to Interbrand’s “Best global brands” ranking. Prior to joining Accenture in 2015, she held senior leadership roles at BBDO and DDB, driving award-winning business-to-business brand development and marketing for brands such as AT&T and ExxonMobil. Kramer also serves on the board of directors of the Ad Council and has been named one of Forbes’ “Most influential CMOs” for three consecutive years. “We are excited to welcome Kramer to Mastercard as our new chief marketing and communications officer. Kramer’s global perspective and deep expertise in B2B marketing will be invaluable as we continue to accelerate our growth and innovation. Her leadership and vision are exactly what we need for this next chapter,” said Michael Miebach, CEO of Mastercard. Speaking on Rajamannar’s tenure, Miebach said his impact on both the company and the wider marketing industry “has been nothing short of transformative”. “His creativity, passion, and relentless pursuit of excellence have inspired all of us and helped make Mastercard one of the world’s most admired brands. We are deeply grateful for his leadership and look forward to his continued contributions,” he added.  Kramer steps into the role at a time when Mastercard is expanding its marketing and data capabilities. The company recently launched Mastercard Commerce Media, a digital media network designed to streamline how brands reach consumers through personalised advertising. The network leverages Mastercard’s position as a payments provider, combining permissioned data, technology infrastructure, and connections to advertisers, publishers, and consumers. It taps into Mastercard’s base of 25,000 advertisers and more than 500 million enrolled consumers, drawing insights from over 160 billion transactions processed in 2024. Related articles: Driscoll’s appoints ex-Zespri CMO to newly created global role   HSBC names global CMO   CHAGEE lands Eugene Lee as APAC CMO, accelerates international expansion efforts source

When people think of Sprite, they think refreshment. When they think of Absolut, they think, well, party time. Now, the two global icons have come together in a ready-to-drink (RTD) cocktail that promises to shake up the Singapore’s RTD scene. Launched on 10 October, Absolut Vodka & Sprite aims to capture life’s unplanned moments, rooftop chill-outs, weekend catch-ups, or spontaneous hangouts with friends. The drink is a 250ml pre-mixed can with 5% ABV, blending Absolut’s smooth character with Sprite’s lemon-lime zest. For Rocko Ogsimer, frontline marketing director for Coca-Cola in the Philippines, Thailand, and Singapore, the idea behind pairing the two brands was both simple and strategic. Don’t miss: Sprite turns up the fizz with Gen Z summer takeover across APAC “Absolut and Sprite is one of the most legendary bar calls globally. We wanted to create beverages for multiple countries, different people, different cultures. Having that in a can just made so much sense,” he said. He added that beyond convenience, the collaboration reflects both companies’ commitment to responsible alcohol marketing, a priority for Coca-Cola. The partnership itself started at a global level. Fans of both brands may recall that The Coca‑Cola Company and Pernod Ricard first unveiled their collaboration in 2023, with plans to launch ready-to-drink Absolut & Sprite cocktails in select European markets including the UK, the Netherlands, Spain, and Germany. The concept, combining premium vodka with lemon-lime Sprite or Sprite Zero Sugar, allowed both companies to test and refine the RTD formula on an international scale before bringing it to Singapore. “When we started getting into alcohol, we looked at different strategies. We wanted products that were trusted by consumers and of high quality. Absolut met those criteria,” Ogsimer stated. The iconic cocktail, he said, was a natural choice to introduce the brand into the ready-to-drink alcohol space. Mixing innovation with responsibility Coca-Cola’s move into adult beverages is part of a larger portfolio vision. “We want to have beverages for all — different consumer segments, different needs,” said Ogsimer. “We already have popular non-alcoholic RTDs, but there’s a real opportunity for adult consumers in alcoholic ready-to-drinks. That’s why we’re here now.” Marketing alcoholic products, however, comes with a different set of rules compared with non-alcoholic campaigns. According to Ogsimer, Coca-Cola follows a global responsible marketing policy for its RTDs, ensuring campaigns never target minors and remain respectful of local cultures. He added that the company’s approach is designed to grow the category responsibly and sustainably, a goal it is steadily achieving. In Singapore, consumers can expect a nuanced, localised approach. “We’ll have activities with KOLs, media buys, sometimes bus stops or below-the-line (BTL) activations,” he said. “The main theme is for unplanned occasions, the freedom of just getting together, hanging out with friends. That cuts through, whether it’s Singapore or the Philippines, and it’s actually something new for the category.” Balancing two iconic brands in a single product was another challenge. Ogismer noted:  It’s a partnership, not just two brands side by side. “The focus is on delivering unplanned occasions, sudden get-togethers, responsible fun. It doesn’t overshadow either brand because they work really well together. That’s something we’re proud of,” Ogismer said.  The launch of Absolut Vodka & Sprite is also a test of how Coca-Cola can shape the RTD alcohol market in ASEAN. Available in select 7-Eleven stores nationwide, the drink comes with clear responsibility symbols for legal-age consumers. With its mix of premium taste, convenience, and spontaneity, the cocktail embodies what Ogsimer calls the philosophy of “planned for the unplanned”. “In a city that’s so fast-paced and never stops planning, we hope consumers will embrace the unexpected and spark spontaneous gatherings with friends,” he said. For Coca-Cola, it’s not just a product launch, it’s a step toward responsible innovation, portfolio expansion, and connecting with consumers in new, unexpected ways. Related articles: Absolut Vodka drops art you can drink in Keith Haring collab  Exit interview: Coca-Cola’s regional director of marketing, emerging brands bids farewell  Coca-Cola’s literary logo play: Can brands make an impact without a legacy? source

The Ministry of Digital Development and Information (MDDI) and TBWASingapore, together with the Ministry of Health (MOH), Health Promotion Board (HPB), and Health Sciences Authority (HSA), have launched a new anti-vape campaign that confronts the issue head-on. Titled “The horrors of vaping are real”, the campaign uses real-life accounts to spotlight the dangers of drug-laced vapes in Singapore, moving away from the lighter, youth-focused narratives of TBWASingapore’s previous work with HPB. The campaign adopts the visual language of movie and TV promotions to pull viewers in, with satirical titles such as “Breaking Dad”, “Danger Things”, and “Final Destination: ICU”. The cinematic setups take a dark turn as the campaign reveals the real-life toll of vaping. Don’t miss: MOH encourages Singaporeans to take care of their health today, or risk FOMO tomorrow The main film, styled similar to a suspenseful trailer, features Singaporeans personally affected: Delfard Tay lost his 19-year-old daughter, Dandiar Rosli survived four lung washes, and a teenager, Harichandran, recounts losing a friend at 17. “Losing my daughter cost me more than I ever imagined. I’m sharing my story so others wouldn’t suffer the same fate,” said Tay. Speaking on his experience, Rosli said, “After my surgery, I felt like I got hit by a bus. I thought vaping was safer than smoking, but I should not have started in the first place.”  Harichandran said vaping is not just a trend for him, it’s a reminder of personal loss, and he regrets not urging his friend to quit sooner. The campaign shifts from cinematic visuals to raw, documentary-style footage as the real stories unfold. TBWASingapore and MDDI emphasised authenticity and respect, avoiding sensationalism and graphic depictions of vaping or death. Instead, the focus is on the emotional aftermath for those left behind. Recognising the role of support networks, MDDI has also collaborated with government agencies to create resources for families and peers helping vapers quit. The film is airing on free-to-air channels and is available across Gov.sg social media channels until the end of January 2025. “We are grateful to the individuals and families who bravely shared their stories. Their courage to speak out will help Singaporeans see the devasting effects of vaping and encourage those struggling to seek help,” said Aaron Lye, director of campaigns and production department, MDDI. In tandem, Yuanheng Gao, creative director at TBWASingapore said, “By using the visual language of Hollywood and the concept of misdirection, we wanted to catch our audience off guard and deliver the message that the real horror isn’t on screen, but in our lives if we ignore the risks of vaping.”  The campaign follows HPB’s earlier efforts to highlight the harmful effects of vaping. Its “Don’t let vaping toy with your life” initiative features a 60-second video with three young adults watching a livestream by masked content creator “VapeyGaga”, who unboxes dolls named “addicted brain,” “popcorn lungs,” and “diseased heart,” each symbolising different vaping risks. The video underscores the steep consequences of vaping, including fines of up to SG$2,000, closing with the warning, “Don’t toy with your life.” Related articles:   Health Promotion Board launches new low-sodium campaign with experimental installationElmo just wants to check in on Singaporeans in this localised mental health push    The Soup Spoon promotes healthier living in new social media campaign  source

Fashion has always been a reflection of society’s ideals, but as artificial intelligence enters the industry, those ideals are being questioned more sharply than ever. The August 2025 issue of Vogue in the US ignited debate with a two-page Guess advertisement featuring a model who doesn’t exist, sparking backlash from social media users for the “insane” beauty standards and how “no actual human being has body proportions naturally like this”.  Earlier this year, H&M announced plans to create digital clones of real models, prompting discussions about ethics and inclusivity. Meanwhile, the British Fashion Model Agents Association (BFMA) launched the “My face is my own” petition, urging the UK government to establish clear protections against unauthorised AI use of model likenesses. Industry professionals say the AI debate is just the latest chapter in a decades-long conversation about beauty standards and representation in fashion. Christopher Daguimol, consultant for Philippines Fashion Week and former communications director for Zalora, notes a fundamental shift where genuine inclusivity that reflects the real world – diverse body types, ages, abilities and ethnicities – are no longer demanded, but rather expected. Don’t miss: AI beauty pageant: Are we going back to the drawing board on standards of beauty?  This demand for inclusivity has also become a complex operational reality. “Body diversity, different skin tones, genders, and abilities are finally being celebrated across runways and campaigns. For brands, embracing diversity isn’t as simple as featuring a range of bodies in a campaign,” explained Lynn Ong, head of marketing and public relations, YOLO Event Agency, who previously managed marketing for brand such as Asics Malaysia and Under Armour Malaysia. It affects production, sizing, design, inventory, and even pricing. An opportunity or human replacement? With cost at the top of mind, AI can actually bring vast potential. For smaller brands or campaigns with tight budgets, AI allows rapid iteration and exploration of new creative concepts. However, industry professionals caution that the technology cannot replace the emotional resonance of human experience. “The real opportunity isn’t in replacing humans, it’s in rethinking creativity. The future of fashion marketing is making both AI and human work well together to tell stories that feels authentic and yet innovative,” said Ong. She adds a cautionary note about overreliance on AI: “AI may look stunning, but it will feel sterile because it lacks the warmth and unpredictability that makes fashion human.” Echoing the same sentiment is Iman Zulkifli, head of marketing at Bata. Iman stresses that fashion marketing is ultimately about connection. “People don’t connect to bodies because of how they look, they connect because of the stories behind them,” she said, adding that: AI can definitely enhance creativity, but it can’t replace lived experience. The campaigns that stay with people are the ones that is a little raw, a little imperfect, just human. Crispin Francis, country manager for Thailand at bag brand Tocco Toscano, on the other hand, feels differently. While he agrees that AI-generated models cannot act, look and capture the exact emotions desired, it’s just “a matter of time before it could replace typical models.” This is especially since the technology is improving at an exponential rate. “I believe at this stage, some people might feel betrayed upon discovering that a campaign was AI-generated, but this could become the norm in the future,” he said. One thing that AI can never replicate however, is the power of branding. As Francis puts it: There are certainly many opportunities, such as completing work faster at a lower cost, but it would never replace a global superstar whose branding is immediately recognisable to the masses. The human experience aside, Daguimol approaches AI in fashion marketing from an ethical lens. “Consumers are already skeptical of heavily retouched images, and an entirely AI-generated campaign can feel inauthentic and soulless,” he said. In addition, marketers must ensure that the AI is not trained on biased data that perpetuates harmful stereotypes. “We must guide the AI to ensure it reflects our values, not just our bottom line,” stated Daguimol. Toeing the line of transparency In all, industry professionals agree that fashion marketing faces a delicate balancing act. AI can democratise creativity and reduce costs, but risks undermining authenticity and inclusivity. Consumer expectations are shifting, regulatory scrutiny is increasing, and the industry’s history shows that beauty standards are cyclical yet impactful. What they have yet to agree on, however, is how transparent marketers must be with the use of AI. Francis believes transparency is needed when using AI to generate a famous celebrity or when an ad deals with body image issues such as fitness or hair and fat loss, it is not necessary for a “regular ad.” For Daguimol, transparency is “absolutely critical.” “A simple label such as ‘This campaign features AI-generated visuals to showcase diverse body types’ can make all the difference. This kind of honest communication shows that a brand is thoughtful and responsible, not just opportunistic,” he said. Iman agrees, adding that “transparency is not just a box to tick”. “When brands are open about how they’re using AI, it doesn’t take away authenticity. It actually builds trust. It shows confidence in your craft and respect for your audience,” she explained. “People don’t expect brands to be perfect anymore; they just want honesty. Whether it’s body image, digital editing, or AI use, being open about how you create builds real credibility.” Related articles:  UK models launch petition to protect likeness from AI misuse Outrage erupts as Vogue runs Guess ad with AI-generated model  AI meets couture in Valentino x Vans’ limited-edition sneaker collab  source

Qualtrics has named Raen Lim as managing director for Asia Pacific and Japan, as the experience management platform accelerates regional growth and AI adoption. Lim joins from Splunk, where she served as group vice president for Asia, and previously held senior leadership roles at Oracle, Salesforce and Symantec. Based in Singapore, she will lead Qualtrics’ operations across Australia, New Zealand, Japan, Southeast Asia, Korea, India and Greater China. SEE MORE: Qualtrics spends US$6.75bn for Press Ganey Forsta “Raen brings an incredible track record of leading high-performing teams and turning technology investments into business results,” said Brian Stucki, COO, Qualtrics. “As organisations increasingly adopt our AI capabilities, she will drive the next chapter of growth across the region.” Lim said Qualtrics’ investment in AI was redefining how brands connect with customers and employees. “Our AI capabilities are proven, best-in-class, and deliver lasting value – not just promises,” she said. More than one-third of Qualtrics customers have upgraded to AI capabilities in the Qualtrics Experience Management Platform, with 90% of its top 50 enterprise clients adopting one or more AI-powered innovations. Monthly active users of its AI solutions have grown 346% over the past year. The appointment follows Qualtrics’ US$6.75 billion acquisition of Press Ganey Forsta, designed to expand its AI-led analytics and benchmarking capabilities across sectors including healthcare. source

As global ad spend becomes overwhelmingly digital, marketers in Asia Pacific are entering a new era, one defined less by adoption and more by behavior, strategy, and intelligent orchestration. According to We Are Social and Meltwater’s Digital 2026 Global Overview Report, the digital saturation point has been reached. The next competitive advantage for chief marketers (CMOs) across the globe, lies in how effectively they adapt to AI-driven discovery, social media dominance, and the evolving digital divide. Marketers are on track to spend US$1.16 trillion on advertising in 2025, with digital ad spend projected to reach 74.4% of total global advertising in 2025, up from 72.7% in 2024, underscoring a decisive global pivot that APAC marketers must accelerate. Search and social remain the dual engines of global performance marketing, together accounting for 54% of all ad spend, with Search at US$352 billion and social media at US$277 billion.Don’t miss: Global digital ad spend hits US$690 billion, poised to dominate in 2030 Naiyen Wang (pictured left), managing director, Southeast Asia at We Are Social said: “What really stood out to me is how rapidly digital behaviour is evolving, especially in mobile-first markets like Southeast Asia. People are active across seven or more platforms, which makes attention really fragmented. That highlights how important it is for brands to be both agile and culturally relevant, not just present.” “It’s not about one-size-fits-all content; it’s about tailoring content that caters to each platform’s unique user behaviour. I believe the real opportunity lies in how we adapt our strategies to reflect these shifting behaviours in a way that is native to the brand and platforms, while staying value-driven,” Wang added.  Meanwhile, Alexandra Bjertnæs (pictured right), Chief Strategy Officer at Meltwater said they have observed a profound shift in how people discover brands, with more people turning to social media and AI platforms than ever before. “Among younger audiences, social media ads now carry more weight than traditional search in shaping awareness and perception, while the rise of GenAI, now used by more than a billion people each month, is transforming how people find and trust information,” she said. “For marketers and communicators, this is an exciting opportunity to build strategies that connect with audiences in new ways and meet them where they are today,” added Bjertnæs. For developed markets such as Australia, the report highlights an increasingly competitive ad environment. Australia leads with US$769 in ad spend per person, one of the highest globally after the USA and UK, positioning it as a benchmark for mature digital economies in the region. Despite the saturation, social media continues to deliver the fastest growth and strongest engagement. Global social media ad spend is set to rise 13.6% year-on-year in 2025, outpacing search at 11.1%. It is now the number one driver of brand awareness among 16-to-34-year-olds, surpassing even TV. In youth-heavy markets where digital natives dominate, social remains the primary gateway to brand discovery and engagement. With 5.66 billion people (two-thirds of the global population) using social platforms monthly, marketers no longer question whether their audience is online. The real challenge is standing out amid the noise. AI adoption surges past 1 billion The Digital 2026 report also provided compelling evidence that more than 1 billion people now use standalone generative AI tools every month. OpenAI’s CEO reported that ChatGPT alone had 800 million weekly users in early October 2025. This rapid adoption is reshaping online behaviours, particularly search, with GWI data showing a steady decline in the number of people who use a conventional search engine each month. Generative AI (GenAI) has transitioned from novelty to necessity. The report notes that over 1 billion people now use GenAI tools such as ChatGPT every month, marking a new era in how consumers find and process information. AI-powered search is also redefining discovery. Google’s AI search summaries already reach 2 billion monthly users, signaling a fundamental shift from link-based to answer-based search behavior. For CMOs, this means rethinking SEO and SEM strategies to optimise for AI-curated experiences where visibility depends on being part of generated responses, not just ranked results. Looking ahead, 2026 will demand AI-driven precision, from creative production and targeting to customer service automation. For Southeast Asia’s fast-growing economies, inclusivity remains a strategic frontier. The global report highlights persistent disparities in digital access that marketers must account for. Men are 7% more likely to be online than women (75.7% versus 70.7%), creating a gendered digital gap that brands must address through representation and tailored outreach. Meanwhile, the urban-rural divide remains stark. 86.5% internet penetration in urban areas versus 54.5% in rural communities. For brands targeting emerging consumers in Indonesia, the Philippines, Thailand, and Malaysia, the next wave of growth will depend on mobile-first, low-data experiences that overcome connectivity constraints. Despite shifts in digital behavior, search remains central to brand discovery. The report showed that 80.3% of online adults still use search engines monthly, though this is the lowest in recent years. Even with that dip, search remains the top source of brand discovery, driving how users learn about new products and services. Additionally, online retail ads are surging, now making up 23.7% of digital ad spend (about US$204 billion in 2025), surpassing TV for the first time. Much of this overlaps with search and product ads on e-commerce platforms, signalling that retail media is becoming the new search battleground for marketers. Meanwhile, Google’s traffic has dipped just 1–2% in two years but still commands 90% of global search referrals. With search ad spend forecast to reach US$352 billion in 2025, the channel remains too powerful to sideline. The takeaway, is that search continues to anchor the funnel, bridging discovery and conversion across APAC. As digital spend surpasses three-quarters of global budgets, the battle for relevance in 2026 will not be about being online, it will be about orchestrating intelligently across social, search, and AI ecosystems. Marketers in APAC’s diverse economies must balance advanced market saturation with inclusion challenges, ensuring that creativity, cultural nuance, and technology converge to meet audiences wherever they are in

Sentosa Development Corporation (SDC) has unveiled an evolved brand direction, “Discover your element in ours”, aimed at encouraging visitors to reconnect with themselves through the island’s natural elements of sun, sand, sea, nature, and biodiversity. The campaign builds on Sentosa’s tagline, “Where discovery never ends”, positioning the island as a sanctuary for micro-restorations that counter Singapore’s always-on work culture. The initiative targets a hyperconnected generation seeking mindful experiences, offering guests the chance to immerse themselves in 500 hectares of natural island environment just 15 minutes from the city centre. Don’t miss: RWS and Sentosa go ‘Wicked’ with islandwide cinematic takeover Rooted in neuroscience-backed insights on nature’s restorative effects, the campaign highlights five sensory pathways—grounding through sand, flowing with water, energising under the sun, and centring in nature and biodiversity. A new brand film brings these elements to life, capturing the moments of emotional and physical reconnection that Sentosa seeks to offer its guests. In the film, a family enjoys a day on the beach, friends explore the island’s lush greenery, swim, and observe peacocks and insects, while the family concludes their day watching a vibrant fireworks display. Through these scenes, the film highlights how Sentosa offers immersive, restorative experiences that allow guests to slow down, reconnect with nature, and create lasting memories. Moreover, through these creatives, Sentosa aims to reinforce its position as Singapore’s most accessible island destination for restorative, mindful experiences, evolving its storytelling to reflect the emotional and physical rejuvenation visitors can enjoy on the island. “This is not wellness tourism in the sense of spa treatments and yoga retreats,” said Chris Pok, divisional director, marketing & guest experience, SDC. “It’s about making restoration part of everyday life, and being in nature, which is almost a fundamental human need.” Pok added that the campaign aligns with growing public discourse on wellbeing and work-life balance, echoing Prime Minister Lawrence Wong’s 2025 National Day Rally focus on encouraging youth to spend time outdoors and away from screens. Building on this focus on engagement and guest experiences, Sentosa will soon be transforming into a cinematic adventure in partnership with Universal Pictures, DBS Bank, and the Singapore Tourism Board (STB). Running from 10 November 2025 to 4 January 2026, the island will welcome a Wicked: For Good activation through immersive installations such as the reimagined Yellow Brick Road, Glinda’s bubble surrounded by tulip blooms, and a nine-metre-tall Elphaba’s Hat at Lookout Loop.  The journey continues across Resorts World Sentosa, where the Lake of Dreams transforms into ‘Limitless Lights: An Ozmopolitan display of music & lights’, a night-time spectacle featuring music from the film and a glittering Emerald City illumination. Related articles:  MCM, Amara Sanctuary brings Milan to Sentosa with pet-friendly experience  Cable cars get a nyonya twist as Sentosa turns cultural for SG60  Have you seen Sentosa’s MRT sensorial wallscapes yet? 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, lululemon clapped back at its founder Chip Wilson, STB kicked off a creative pitch, and Microsoft x Crocs served nostalgia with a side of comfort. Plus, a sneak peek at what went down at Marketing Excellence Awards Indonesia. Engage sport mode, we’ve got stories worth running for. Don’t miss: Gen Z perspectives: Duolingo’s ad platform and Gong Cha’s 2026 reboot 1. lululemon strikes back at founder Chip Wilson over scorned ad Lululemon has responded to founder Chip Wilson’s recent criticism of the brand which was made public through a paid ad placement in the Wall Street Journal. The brand has come out to state that the founder made “misleading statements” about the company. In a statement to the media, the yogawear giant said that Wilson has not been involved with the company for a decade, and continues to make “inaccurate and misleading statements about lululemon”, its history, board and leadership. Read more here.  2. Singapore Tourism Board hunts for creative agency, Ebiquity to handle pitch The Singapore Tourism Board (STB) has called a pitch for a new creative agency partner to drive its global marketing and communications strategy from 2026 onwards. Independent consultancy Ebiquity has been appointed to assist STB in managing the pitch and evaluating proposals. The new appointment will take effect from February 2026 for an initial period of two years and two months, with the option to renew for another two years, and subsequently for one additional year. According to tender documents seen on GeBIZ, the appointed agency will work closely with STB’s marketing group in Singapore to deliver destination marketing for both leisure and business tourism, while also supporting its strategic communications.  Read more here.  3. Microsoft brings its iconic wallpaper, Clippy and 2000s nostalgia to Crocs Microsoft is leaning into nostalgia with a playful new release. The tech giant has unveiled a Microsoft limited edition Crocs bundle, featuring design elements inspired by some of its most iconic moments, including the cultural phenomenon that was Windows XP. The ‘Bliss’ backdrop – a photograph of a green hill under a blue sky dotted with white clouds, taken in Sonoma County, California – became an enduring symbol for millions of Windows XP users in the early 2000s. For this limited-edition release, the image has been reimagined and incorporated into the bundle’s accessories and design, giving fans a tangible connection to the brand’s past. Read more here.  Related articles: In conversation: Reinventing influence in the age of content   How Raffles Hotel is banking on the butler to modernise luxury  By 2026, can agencies rewrite the playbook fast enough to survive? source

Search is ever evolving and OpenAI’s new web browser, ChatGPT Atlas, has arrived to change how audiences may discover and interact with content as we know it. Built around ChatGPT, Atlas integrates AI directly into the user’s workflow, letting it suggest next steps, summarise research, automate tasks, or even act on behalf of the user — all while keeping privacy and data under control. The launch comes amid a shift in how younger audiences find information. Gen Z and Gen Alpha are increasingly skipping traditional search, turning instead to social feeds, eCommerce platforms, and generative AI tools. Google remains dominant, but its cultural monopoly is quietly eroding. For brands, Atlas highlights a new challenge: with AI curating what audiences see, marketers must rethink visibility, content strategy, and how to maintain emotional connections when an AI sits between them and their customers. For starters, Nathan Petralia, country head of Hong Kong, Ogilvy One and Verticurl, would frame Atlas as more than a browser. “It transforms traditional browsers from navigation tools into execution platforms,” he said. “Discovery becomes assistant-mediated within the exact window users are viewing, eliminating the need for tab-hopping and creating seamless, contextual experiences,” he added. Don’t miss: OpenAI’s APAC comms head on leveraging ChatGPT as a strategic partner This, in turn, leads to brand competing to be recommended by an assistant instead of ranking on a page. “As AI platforms such as Atlas integrate browsing, memory, and agent features, discovery becomes deeply personal. The assistant knows what users like, buy, and trust. For brands, that means traditional SEO can’t just chase keywords – it must build authority, clarity, and context,” said Shane Liuw, CEO of First Page Digital. Paid search will evolve too, as fewer user clicks mean tighter competition for visibility, explained Liuw, adding that:  The ‘new front page’ won’t be Google’s top result; it’ll be the AI’s top recommendation. Brands need to prepare for that reality now. To land top recommendation, Petralia suggests transforming content creation and optimation, highlighting three interconnected disciplines brands must master: Answer engine optimisation (AEO), Generative engine optimisation (GEO) and Callable APIs.  According to Petralia, AEO ensures canonical facts, product specs, policis and sustainability claims that are structured, verifiable and backed by source-of-truths IDs. GEO, on the other hand, involves producing fact-dense, rights-cleared assets that AI models can verify and quote while Callable APIs allow assistants to check availability, configure products, deliver estimates, or provide support, while maintaining attribution. This comes amid a competitive landscape that is intensifying rapidly. “Chrome is embedding Gemini, Edge is embedding Copilot, Perplexity is pushing for browser integration, and Atlas represents OpenAI’s bid to own the in-page assistant layer. This multi-assistant reality demands optimisation by design: portable schemas, callable APIs, and measurement parity across all major AI platforms,” he explained. “Success in this new landscape requires measuring what truly matters: share-of-recommendation, answer coverage, action success rates, and data freshness and latency,” he added.  Kuhan Kumar, CEO of Digital Symphony noted that content today is first interpreted by machines, not just consumed by humans. He stated that modern SEO now revolves around semantics, schema, and narrative clarity, posing the critical question of whether an AI can understand a brand as accurately as a human would. He added:  Stop creating for feeds — start creating for frameworks. Structure and meaning are the new creative currency. Meeting the next gen If AI is the new shelf, brands need to do more than sit pretty, they have to resonate with the next generation in ways assistants can’t ignore. As Gen Z and Gen Alpha increasingly turn to AI assistants and social feeds to discover brands, brands can no longer rely solely on ads or search rankings, they need to speak the language of these digitally native audiences, embed themselves into the platforms they trust, and create experiences that AI can recognise, amplify, and act on.  With ChatGPT Atlas’ agentic capabilities, brand may face profound implications. “Brands must pivot towards anticipating AI prompts and creating content that answers these questions before they’ve been asked, embedding their brands across all platforms for Atlas to trawl through, and ensuring cultural nuances aren’t lost in the mix,” Dan Kalinski, managing director, APAC at NP Digital, said.  Liuw said reaching Gen Z and Alpha requires blending cultural relevance with conversational discoverability. Brands must be present in the spaces they live, short-form video, AI chats, and social micro-trends, with a voice that feels authentic, not automated.  “You can’t just be optimised; you have to be in the culture. If your brand isn’t being talked about organically, it won’t be surfaced algorithmically. The key is turning awareness into advocacy,” he said.  For Kumar, brands need to feed the algorithms with genuine cultural signals such as collaboration, participation and purpose, in order to stay relevant. “These generations can spot manipulation instantly. Authenticity isn’t a tone anymore – it’s a data layer.”  Beyond the algorithm As AI increasingly mediates the customer journey, the risk is that interactions become transactional and impersonal. Brands now face the challenge of fostering genuine emotional connections while AI handles discovery, recommendations and even transactions. Petralia stressed that maintaining a consistent brand voice while enabling human handoff is critical. This involves training brand voice layers and defining clear escalation paths to preserve service rituals and moments that create lasting memories for customers. Echoing this, Kalinski noted that AI-driven interactions still begin with human emotion or intent. Whether it’s curiosity, aspiration, or a desire to belong, brands must anchor their messaging to these triggers, even AI-delivered answers should feel personal and relevant. Data, he added, can inform this.  “The consumer journey does not end with discovery. As platforms such as Atlas minimise clicks and compress the funnel, brands must ensure that the end-to-end experience carries emotional consistency. By gaining knowledge of behaviours across platforms, brands can translate these insights into the emotional triggers to pick up and act on – thereby personalising experiences in line with who the consumer is and what they’re looking for,” explained Kalinski. He added:  In an age

Mediacorp has filed a police report following a controversial Facebook comment posted from CNA’s official account. In conversation with MARKETING-INTERACTIVE, Mediacorp said it “made a police report to help verify the screenshot’s authenticity and origin.” The comment was made in response to a November 2015 post by home affairs minister K. Shanmugam discussing the late Lee Kuan Yew’s legacy and Singapore’s future. Local documentary filmmaker Yusri Shaggi Sapari reignited attention to the incident on 16 October when he uploaded a screenshot of the comment, captioning it, “CNA admin got caught.” Don’t miss: Singapore backs Mediacorp with SG$380m amid shifting media habits The comment, posted under CNA’s verified account, read: “Typical playbook – talking to their base, rally their troops and generals but their real target is actually to corner and neutralise the WP.” “WP” refers to the Workers’ Party, Singapore’s main opposition party. The screenshot quickly gained traction on social media, appearing on the Singapore Reddit thread where it drew over 2.7k upvotes. Checks by MARKETING-INTERACTIVE confirmed that the comment has since been removed from Shanmugam’s original post. In Singapore, laws such as the Protection from Online Falsehoods and Manipulation Act (POFMA) regulate the spread of online content deemed false or misleading, particularly when it involves public interest or government matters. Posts or comments perceived as politically biased or anti-government in nature can attract scrutiny under these laws, as authorities maintain strict guidelines to ensure online discourse remains factual and responsible. The incident come as Mediacorp receives about SG$380 million in annual funding, which helps it reach over 90% of the population across TV and digital platforms while maintaining high viewer satisfaction, minister Josephine Teo said in parliament. The funding aims to “inform, educate, and connect Singaporeans” through trusted, culturally representative programming. Teo added that metrics now include digital reach, with meWATCH viewers rising 80% over the past decade despite a dip in TV ratings. Funding is directed at overall operations rather than individual programmes, giving Mediacorp flexibility to adapt and innovate, as seen in successful productions such as Emerald Hill – The Little Nyonya Story, which is also set to debut on Tencent.  Related articles:  Mediacorp slashes 93 jobs amid shifting media landscape and economic pressures CNA rolls out paid media release service  TODAY to merge with CNA to become digital long-form weekend magazine  source