marketing interactive

The LEGO Group and casual footwear brand Crocs have established a multi-year global partnership, uniting two icons of self-expression and creativity. In this playful partnership, the two brands are creating a new world of creativity—one that celebrates limitless ways to stand out and break the mold. The collaboration combines Crocs’ bold spirit with the LEGO Group’s boundless imagination, resulting in a unique fan experience that only these two brands can deliver together. Crocs and the LEGO Group are fuelled by communities who thrive on playfulness, personalisation, and sharing their creativity. Every LEGO brick and every Classic Clog adorned with Jibbitz charms is a celebration of fearless self-expression and playful design. The partnership targets individuals who express their creativity with confidence, emphasising that creating without limits is key to embracing their own unique extraordinary. To launch the partnership, the two brands are introducing a new and imaginative silhouette constructed with the best of the LEGO Group’s limitless creativity and Crocs’ playfulness. The LEGO Brick Clog is the first of multiple product drops in 2026 and beyond. Each collectible oversized pair features four studs stamped with the LEGO brand logo and an innovative brick-like outsole. Accompanying the unique collectible LEGO brick clog is a LEGO minifigure with four pairs of its own miniature Crocs shoes, allowing fans to take their creativity wherever they go. The LEGO Brick Clog will be available globally starting 16 February through Crocs and at LEGO’s online store. Following the first release, the partnership will feature multiple product launches through 2026 including Crocs’ largest licensed assortment of unique Jibbitz charms; products for adults and kids, inviting everyone to participate in playful self-expression, as well as a global presence in all major markets, with select in-store experiences to bring the Crocs x the LEGO Group partnership to life. Crocs’ iconic DNA and the LEGO Group’s system-in-play serve as blank canvases for creativity, inviting fans to experiment freely.  Later this spring, the LEGO Group and Crocs will be returning with a second drop as part of the multi-year partnership with more ways to wear and play. The collection will be available in global markets with opportunities for fans to engage through in-store experiences in select locations. Satwik Saraswati, head of licensing and extended line design and partnerships, the LEGO Group, said: “The LEGO Group and Crocs have come together to celebrate people’s bold and unapologetic creativity. Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities. We cannot wait for the rest of the world to join us and build together with us.” Carly Gomez, chief marketing officer, Crocs, said: “The LEGO Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit. We are both brands that pride ourselves in being built differently, in celebrating self-expression and in fueling creativity. I can’t wait for our fans to see what we’re creating together – we’ve truly broken the mold in a way that we never have before.” Don’t miss: Xbox and Crocs team up for gaming-inspired clogs In fact, Crocs has been actively partnering with various brands to elevate their creative offerings. Back in November last year, Crocs and Xbox joined forces to launch a limited-edition collection of gaming-inspired clogs. The release transformed the iconic Xbox controller into footwear, featuring fixed buttons and joysticks for a playful, gamer-centric design. Cushioned footbeds labelled “Player left” and “Player right” promised comfort for long gaming sessions or casual wear. In October, Crocs collaborated with Microsoft to launch a limited-edition bundle featuring design elements inspired by some of its most iconic moments, including the nostalgic cultural phenomenon of Windows XP, resulting in a playful new release. Related articles: LEGO names new marketing director for HK and TWLEGO Group nabs dentsu Creative SG MD as agency business partner directorXbox and Crocs team up for gaming-inspired clogs source

Pinterest has appointed Claudine Cheever (pictured left) as its new chief marketing officer (CMO), alongside the creation of a first-ever chief business officer role filled by Lee Brown (pictured right), as the platform looks to scale its global advertising business and accelerate growth in an increasingly performance-driven, AI-powered landscape. Cheever joins Pinterest from Amazon, where she led marketing for the world’s largest online retailer. Her remit at Pinterest spans global marketing, creative and communications, at a time when the platform is doubling down on visual search, shopping and AI-led discovery. In a LinkedIn post announcing her move, Cheever said the role stood out not just for its scale, but for what Pinterest represents as a platform. “What really hooked me is how Pinterest stands apart from other social and search platforms,” she shared, explaining that the platform is “rooted in intention, not reaction”. She added that users come to Pinterest to “save, curate, evolve their interests, and shop”, creating signals grounded in curiosity and intent rather than impulse. That distinction, Cheever said, opens up “a more thoughtful and meaningful way to connect brands with people”, allowing Pinterest to reach users “at the exact moment when inspiration turns into action”. For marketers, she described this as especially powerful, calling it “marketing that is additive and helpful to people”. Don’t miss: Pinterest picks new PR agency for Asia  Pinterest CEO Bill Ready echoed that sentiment in welcoming Cheever, noting that the company has, over the past three and a half years, grown to a record 600 million monthly active users while transforming into an AI-powered shopping destination and performance advertising platform. He said Cheever brings a decade of experience leading marketing at scale, positioning her to help Pinterest reach its next phase of global growth. Alongside Cheever’s appointment, Pinterest has named Lee Brown as its first chief business officer (CBO), a newly created role that brings sales, content, ads product marketing, programmatic and customer-facing operations under a single leader. Brown will report to Ready and is tasked with accelerating Pinterest’s evolution into a performance-driven advertising platform. Brown joins from DoorDash, where he served as chief revenue officer, and previously led Spotify’s global advertising business, where he more than doubled growth. In his own LinkedIn post, Brown said he was drawn to Pinterest’s ability to bridge inspiration and intent at scale, describing it as a platform that goes beyond “pretty pictures” to help users move from ideas to action. “Pinterest stands out as a place where user taste meets real intent, powered by advances in AI and performance advertising at scale,” Brown explained, adding that the platform’s commitment to making the internet “a more positive space for everyone” was a key reason for joining at this moment. Meanwhile, Ready said consolidating business-facing functions under Brown would help Pinterest “supercharge and scale” its global monetisation efforts, bringing teams closer together to better support advertisers and partners worldwide. The leadership changes also mark a transition for Pinterest, with long-time chief revenue officer Bill Watkins set to depart at the end of Q1 2026 after nearly 12 years with the company. Under his leadership, Pinterest scaled from zero to more than US$4 billion in annual revenue. Watkins will support the transition before stepping down. This comes just as Pinterest appointed Linda Lee as its new Asia communications lead in December 2025. Announcing her new role, Lee took to LinkedIn to share that the new 2026 season was a new opportunity to learn and grow. “As a highly visual person, I’ve been an ardent user of Pinterest for years. As a company, I’ve witnessed how it deeply aligns with my values in responsible tech and AI, as well as child online safety. Finally, I’m here at this positive corner of the Internet. That’s my work mission for the next chapter,” she said.  Just this month, Pinterest announced its annual drop of trending colours under the Pinterest Palette— Cool Blue, Jade, Plum Noir, Wasabi and Persimmon. “For a long time, the safest choice was to keep things quiet and neutral. Now people are ready for more,” said Xanthe Wells, VP of global creative at Pinterest. “Pinterest Palette is an invitation to be a little louder with how you feel—to play, to experiment and to let your world reflect the life you actually want to live.” Related articles: GYG Singapore elevates Adora Sarah Chou to newly created CMO role Interview: How Pantone translates global moods into colourPinterest sets up hub in Singapore to serve SEA and India source

Monks, the global, digital-first operating brand of S4Capital, has appointed Mihir Dhairyawan (pictured) as executive creative director for Southeast Asia, effective immediately. Based in Singapore, Dhairyawan will lead the creative vision for Monks across the region, working closely with Munas Van Boonstra, managing director of Monks Southeast Asia, and regional teams to deliver marketing work that blends data, technology and storytelling. The appointment comes as Monks continues to expand its capabilities in AI-powered creativity and digital experiences. Bringing more than two decades of industry experience, Dhairyawan has worked with major global brands including P&G, Unilever, Mondelez and Castrol, spanning sectors such as healthcare, FMCG, telecommunications and automotive. Don’t miss: Monks names new general manager for Shanghai “We are excited to welcome Mihir to Monks at a pivotal moment for our business. His creative leadership, regional experience and passion for innovation make him a strong addition to our team as we continue to evolve how brands connect with audiences through data, technology and AI-driven creativity,” said Van Boonstra. Prior to joining Monks, Dhairyawan was regional creative director at Leo Burnett Singapore, where he led creative duties for a wide portfolio of P&G brands. His work includes the award-winning Vicks #TouchOfCare campaign, alongside regional initiatives for Sangobion, Neurobion, Slow-Mag and ZzzQuil. In recent years, Dhairyawan has focused on AI-enabled creativity, advocating for the responsible use of generative technologies to enhance creative craft without displacing human insight. As an AI creative director, he has worked on integrating emerging tools into creative processes while maintaining emotional intelligence at the core of brand storytelling. “At Monks, we are anchored in data-driven, digital-first and innovation-led thinking. That gives us a solid foundation to build work that is effective, thoughtful and genuinely useful to people,” said Dhairyawan. “What excites me is how we are now deepening the use of AI – not to replace creativity, but to give it more room to grow. Any new technology becomes overwhelming only when you let it lead. It’s like learning to drive: the moment you realise you’re the one steering, the fear fades. AI works the same way. If you treat it as the driver, it can feel intimidating. If you treat it as the vehicle, it becomes empowering. My role at Monks is to help steer AI with purpose and combine it with HI – human intelligence, so our solutions for brands feel clearer, warmer and more human,” he added. Late last year, Monks accelerated its Asia-Pacific expansion through a series of senior leadership appointments across Japan and Greater China, alongside broader regional investments. In Japan, Monks appointed Yukiko Ochiai as managing director, tasking her with driving business growth, creative and marketing excellence, and AI-powered innovation. This was followed by the appointment of Yohei Adachi as group creative director, strengthening the agency’s creative leadership and its partnership with Amazon, while raising creative standards across the market. Monks has expanded into Vietnam as part of its Southeast Asia growth strategy, responding to rising demand from both existing and new clients. The move builds on its established presence in Singapore, Malaysia, Indonesia and Thailand, and reflects Vietnam’s growing importance as a strategic market within the region. Related articles:Monks names new managing director for Greater ChinaHightouch taps Monks to accelerate AI-driven marketing solutions in APACMonks MD Joris Knetsch departs after 10 years source

The SHOUT GROUP has added several high-profile local and international brands to its roster, to kick off 2026. Through its agency brands SHOUT (also known as FCB SHOUT) and Ignite, the Malaysian-owned and operated advertising group, secured creative mandates from Malaysia Airlines, Innocean Worldwide Malaysia (Hyundai), Tomei Group, Carlsberg Malaysia (1664), Mayora Malaysia, and Lactalis through competitive pitches. Meanwhile, SIKA Malaysia, a specialty chemicals company, and Pecca Group, an automotive seat upholstery brand, appointed the agency to carry out their creative duties without a formal pitch. These wins build on The SHOUT GROUP’s existing client base, which includes RHB Bank, Guardian, PepsiCo, MR D.I.Y, EcoWorld, Biore, Sun Life, Domino’s, and Pokka. Don’t miss: RHB spotlights dignity and women’s empowerment in CNY film inspired by Komuniti Tukang Jahit Leading the new business momentum is Malaysia Airlines’ appointment of the firm to take on creative duties as part of the brand’s panel of agencies, on a year-long contract. The remit, which has already commenced, will see the agency develop campaigns across multiple markets in Asia and beyond, aligning with the national carrier’s global footprint. The group has also partnered with Innocean Worldwide Malaysia to create advertising materials for Hyundai’s Malaysian market. In the B2B space, SIKA Malaysia has engaged The SHOUT GROUP to promote its building products. Meanwhile, work for Tomei has already rolled out, with Le Lumiere’s relaunch marking its first project with the group. The agency’s FMCG clientele has also expanded, with Lactalis appointing The SHOUT GROUP for major assignments across Lactel and QBB in Malaysia. Carlsberg Malaysia has engaged the agency for 1664, its premium beer brand, while Mayora has brought the agency on board for its Roma biscuits. Across these new accounts, The SHOUT GROUP’s remit covers full creative duties, with activation concepts included for select brands such as 1664 and Pecca. Contracts vary in duration, with some, including 1664, set for a year, while others are ongoing. Work is already underway across all accounts, with several launches set to debut soon. Commenting on the group’s performance, Shaun Tay, co-owner and chief executive officer of The SHOUT GROUP, said the momentum reflects the agency’s ability to thrive in a changing advertising landscape. “Change offers a multitude of opportunities, and The SHOUT GROUP is well built to take advantage of them,” Tay said. “Every year brings a different level of excitement, and this one will be truly special. With eight years of successful local ownership, we owe our growth to the trust of our clients and the incredible team driving the agency forward. We go again in 2026.” Back in September 2025, Tomei Group’s Le Lumiere tapped the agency to lead the relaunch campaign, marking a pivotal moment in its evolution from traditional luxury to emotionally resonant storytelling. The campaign, “Every sparkle tells a story”, shifted the focus from mere aesthetic appeal to the personal meaning behind each diamond. Instead of simply showcasing the stones, the campaign positions jewellery as a living narrative that celebrates milestones, memories, and moments in its wearer’s life.  And recently this month, RHB, together with The SHOUT GROUP (FCB SHOUT) launched the bank’s latest Chinese New Year campaign, “Dignity“, placing the spotlight not on prosperity or abundance, but on self-worth, purpose and the quiet strength that allows people to rise, regardless of where they begin. The film is inspired by the true story of Yap Sue Yii, co-founder and CEO of Komuniti Tukang Jahit (tailor community), a social enterprise that empowers women from the B40 community through sewing skills and fair income opportunities.  Related articles: Tomei Group’s Le Lumiere sparkles anew with story-driven relaunch Darlie embraces horror with zombie-themed graphene toothbrush campaign Hyundai Motor Malaysia establishes direct brand presence in the country  source

Fraser and Neave (F&N) has unveiled a suite of Chinese New Year 2026 offerings across its beverage portfolio, introducing limited-edition festive packaging for 100PLUS and F&N soft drinks, alongside nationwide consumer redemption programmes. Leading the festive push is 100PLUS, which has launched two limited-edition products in celebration of the Year of the Horse. The special edition 100PLUS Original gold can features a gold-and-red design inspired by traditional symbols of prosperity, strength and renewal, and carries auspicious phrases such as “马到成功” (a festive expression symbolising swift success and favourable outcomes) and “龙马精神” (representing vitality, resilience and enduring energy). The product retains its functional positioning, offering electrolyte hydration, lower sugar content, halal certification and the ‘Healthier choice’ symbol. Don’t miss: F&N names new CEO Complementing this is the limited edition 100PLUS Zero golden tangerine, inspired by the kumquat, a fruit commonly associated with wealth and good fortune during Chinese New Year. The zero-sugar variant is positioned as a festive hydration option and is available exclusively at FairPrice outlets, while stocks last. To drive festive engagement, F&N has rolled out a series of redemptions across participating supermarkets, roadshows and digital platforms. Highlights include the 100PLUS Zero golden tangerine mini plushie blind box series, a roadshow-exclusive redemption available to shoppers who spend SG$18 on participating F&N products at selected supermarkets on designated weekends. Shoppers can also redeem IUIGA premium cookware with purchases of participating F&N and 100PLUS products, with the promotion running until 24 February 2026, while stocks last. An exclusive fortune tree plushie is also available on the F&N Life website with a minimum spend of SG$58 on participating drinks. Following the 100PLUS rollout, F&N has also brought back its seasonal F&N variety pack, refreshed with a contemporary design themed around the Year of the Horse. The pack includes five flavours including grape, sarsi, orange, ice cream soda and cherryade, and is positioned as a staple for reunion dinners and open house gatherings. The pack is available at leading supermarkets and hypermarkets across Singapore, while stocks last. MARKETING-INTERACTIVE has reached out for more information.  F&N’s festive packaging push comes as other beverage brands also lean into Chinese New Year visual refreshes to drive shelf standout. Last week, Coca-Cola unveiled a new Chinese New Year campaign across Singapore and Malaysia, anchored by a refreshed festive visual identity applied across cans, packaging, retail and digital touchpoints. Developed in partnership with global design consultancy Elmwood, the new festive visual system features bold horse motifs and auspicious elements inspired by fireworks, Asian textile traditions and Coca-Cola’s signature effervescence, aligning with the Year of the Horse. The limited-edition designs aim to reflect optimism, fortune and togetherness across markets. Related articles: Carlsberg rings in the Year of the Horse with a multi-touch CNY campaign   1664 brings tradition and modernity to the table with CNY mahjong set    Hennessy taps music and local creators for Malaysia-first CNY campaign source

Tiger Beer is turning up the festive cheer this Chinese New Year (CNY) with its first-ever lion dance troupe, the ‘Huat Squad’, and a series of digital greeting videos designed to spread good fortune islandwide. The campaign taps into both traditional celebrations and the digital rituals that define modern CNY. The ‘Huat Squad’ features five lions, each representing one of the five blessings Singaporeans wish for during the Lunar New Year: longevity, wealth, health, kindness and peace. From 30 January to 15 February, the troupe will make appearances at six Tiger Beer festive roadshows across the island, bringing the sights and sounds of CNY to supermarkets and neighbourhood kopitiams (‘traditional coffee shops’). Early shoppers also receive exclusive perks, including two cans of Tiger radler mandarin and honey and a limited-edition Huat (‘prosperity’) coin. Don’t miss: Tiger Beer brings kakis together at ‘Tiger Town’ Complementing the in-person festivities, Tiger has launched “Send the Huat”, a digital experience that turns every festive greeting into a chance to win prizes. From 5 January to 24 February, Singapore residents can select a cheeky greeting video, share it via WhatsApp with friends and family, and unlock instant rewards when recipients enter their unique referral codes. Prizes include a home visit from the Huat Squad, over SG$15,000 in supermarket vouchers, limited-edition gold-plated Tiger coins, and free spins at Tiger’s supermarket roadshows. Beyond the reunion dinner table, Tiger is bringing CNY cheer into everyday rituals. Roadshows at supermarkets let shoppers win cash prizes and limited-edition merchandise, while kopitiam activations feature festive bak kwa (‘dried meat’) and Tiger merchandise redemption with beer purchases. Through these activations, Tiger aims to make every moment, from late-night bak kwa runs to casual supper gatherings, an opportunity to “let the huat out.” MARKETING-INTERACTIVE has reached out for more information.  Beyond Singapore, Tiger is also pushing Chinese New Year 2026 in Malaysia through a culture-driven campaign. Central to the effort is a renewed collaboration with Tokyo-based streetwear label atmos, producing the Tiger x atmos “Spirit of the Tiger” collection. The line, which includes calligraphy-inspired denim jackets and graphic tees, blends traditional motifs with contemporary streetwear, reflecting Tiger’s theme of “Dare to charge forward”. The collection will be showcased at Tiger Town festivals in Kuala Lumpur and Penang, alongside live music and interactive experiences, signalling a shift towards experience-led, culturally rooted celebrations. Related articles: Hennessy taps music and local creators for Malaysia-first CNY campaign    Carlsberg rings in the Year of the Horse with a multi-touch CNY campaign    1664 brings tradition and modernity to the table with CNY mahjong set  source

AirAsia has partnered global fitness race series HYROX APAC in a move that blends travel, lifestyle and community-led sports experiences across Asia Pacific. Unveiled this week, the partnership aims to support HYROX athletes and fans travelling to key race destinations across the region, positioning travel as an enabler of active lifestyles and shared experiences. Focus markets include Osaka, Bangkok, Singapore, Hong Kong and Incheon, with more destinations to be added. As part of the collaboration, AirAsia and HYROX will roll out community-driven initiatives and on-ground activations beyond race days. AirAsia will also work with selected HYROX Training Club gyms to deepen engagement with the fitness community. Don’t miss: HYROX record crowd shows fitness is where brands flex muscle Participants registered for selected AirAsia-partnered HYROX races in 2026 will receive a 10% flight discount during a designated booking period, according to the release. The announcement also saw the unveiling of a co-branded AirAsia aircraft livery themed “Keep moving, keep rising”, marking the start of the partnership. In 2026, AirAsia will serve as title partner for two flagship events, AirAsia HYROX Jakarta, scheduled for 6 to 7 June 2026 at the Nusantara International Convention Exhibition, and AirAsia HYROX Kuala Lumpur, set to take place in December. Both cities will host the event for the first time. Beyond Jakarta and Kuala Lumpur, AirAsia will continue to support additional HYROX races across the 2026 season through integrated travel offerings and community-focused initiatives, with more details to be announced later this year. HYROX has staged races in 10 Asia Pacific cities to date, drawing more than 196,000 participants, reflecting the region’s growing appetite for fitness, wellness and experiential sports. The partnership comes amid the rise of sports and lifestyle travel, as brands look to connect mobility with community-led experiences. “Sports has always been a huge part of AirAsia’s DNA as we uphold our ‘Dare to dream’ value. Since our inception, we have partnered with renowned global sporting platforms, from Asean football to the Southeast Asian (SEA) Games to Ultimate Fighting Championship (UFC), and our very own AirAsia RedRun which we introduced last year,” said Amanda Woo, chief commercial officer of AirAsia X.  She added, “Our partnership with HYROX comes at the right time, as fitness becomes a global lifestyle movement. With AirAsia’s network spanning over 130 destinations and AirAsia MOVE as a one-stop platform for flights and hotels, we can offer seamless travel experiences that bring people closer to the sports they love. Through this partnership with HYROX, we look forward to continuing our mission to bring communities together.”  In tandem, Gary Wan, managing director of HYROX APAC said, “HYROX is more than a race, it is a lifestyle and sport built around community, consistency and shared ambition. Partnering with AirAsia allows us to better support our athletes and fans by making travel across the region more accessible, while strengthening HYROX’s presence in key markets.”  The partnership also comes as the AirAsia Group moves closer to a broader consolidation of its aviation business. Last week, AirAsia X said it is exploring a possible name change as part of the ongoing acquisition of 100% equity interest in AirAsia Berhad and AirAsia Aviation Group, although it stressed that no definitive decision has been made or applications submitted to regulators. AirAsia founder Tony Fernandes previously said the move would see AirAsia X renamed and consolidated under the AirAsia brand, marking a return to a single airline identity. The restructuring is aimed at simplifying the group’s brand architecture while unlocking operational and financial efficiencies as it works towards forming an enlarged AirAsia Group. Related articles: AirAsia introduces hijab option in new cabin crew uniform policy  AirAsia Philippines turns fiesta season into travel push with seat sale and live concerts   AirAsia Media launches blueprint for 2025’s new traveller economy source

FairPrice Group is turning its attention to the small, familiar moments that make Chinese New Year meaningful in its 2026 festive campaign. Titled “Every celebration made a little better”, the campaign builds on the retailer’s brand platform, “Every day, made a little better”, and draws on the Mandarin phrase “小心意大欢喜” (‘little kindness brings great delight’) which reflects how small acts can lead to great joy. The Mandarin-first campaign features three 30-second films directed by Tariq Mansor and produced by Cutscene. Each film portrays everyday moments rather than grand gestures. In “The Battle”, a mother and son turn their living room into a playful battlefield, enabled by having their Chinese New Year shopping delivered ahead of time. Don’t miss: NTUC Fairprice Group calls for pitch In “The Feast”, a well-meaning aunty feeds her guests round after round, with festive offers making generosity easier. Finally, in “The Hotpot”, a young couple transforms a home gathering into an indulgent experience inspired by FairPrice’s steamboat selection. The films also shine a light on frontliners, portrayed as everyday heroes whose care quietly enables celebrations. FairPrice remains in the background, demonstrating its role through products, services and offers that ease the small but important tasks so families can spend more time together. According to Alison Ee, director and business marketing head at FairPrice, the campaign recognises the effort families make every day to juggle professional duties and family time. “Every day, families are doing their best to balance work, responsibilities, and time with the people they love. During Chinese New Year, that effort becomes even more pronounced.” “At FairPrice, our commitment is to make everyday essentials within reach, so our customers can focus on what truly matters. When the little things are taken care of, celebrations naturally feel more rewarding,” she added.  Rather than dramatise festive stress, the campaign places viewers directly inside these moments, showing laughter, sharing and celebration. Loo Yong Ping, executive creative director at TBWA Singapore, said the focus on small, familiar rituals allows people to be fully present, while highlighting FairPrice’s natural role in the rhythm of the season. In addition, Mandy Wong, chief executive officer at TBWA Singapore, said the campaign reflects a shared belief that progress is built through consistency and care.  “This campaign puts people first, from families celebrating at home to the frontliners supporting them every day and tells a story that feels true to FairPrice’s role in the lives of Singaporeans.” The campaign launches in the lead-up to Chinese New Year across digital, social, in-store and FairPrice-owned platforms. Last year, FairPrice also highlighted the significance of small, meaningful moments in its Chinese New Year campaign, though through a different creative lens. Titled “Love prospers in the little things”, the campaign, created by Homeground United in collaboration with TBWASingapore, told the story of Mi Bao, a free-spirited feline inspired by the fortune cat, and used the character to explore everyday acts of love, connection and appreciation across family, friends and the community. The campaign’s brand film captured moments such as a daughter wearing red for her mother despite not liking the colour, an Indian boy learning Chinese New Year greetings for his girlfriend’s grandmother, and a FairPrice employee guiding customers on the proper oranges to gift. Related articles: FairPrice Group debuts new unit FPG ADvantage to connect brands across 570 touchpoints  FairPrice adds heart to the hustle of daily errands  FairPrice taps Google Cloud to bring AI to the aisles  source

With 70% of buyers under 45, larger buying groups, and increased reliance on generative AI (GenAI), B2B buyers in the Asia Pacific (APAC) region are reshaping expectations for providers. Compared to global counterparts, APAC buyers are more risk-averse, involve more stakeholders, and prioritise cultural alignment and trust — signaling an urgent need for localised strategies. These findings are based on Forrester’s Buyers’ Journey Survey, 2025, which analysed responses from thousands of business decision-makers across APAC — including Southeast Asia, Australia and New Zealand, North Asia, South Asia, and Japan and South Korea — and compared them to global benchmarks. The survey uncovers generational, cultural, and technological shifts impacting B2B buying worldwide. While the global average involves 13 internal stakeholders and nine external influencers, APAC buyers include 15 internal members and 11 external influencers. This reflects a stronger preference for consensus and external validation, making stakeholder mapping and trust-building critical for providers. Globally, GenAI is now a common starting point for B2B research. In APAC, 31% of buyers cite GenAI as impactful, with 96% of those using it considering at least one additional provider — highlighting GenAI’s growing role in discovery and evaluation. However, widespread mistrust of incomplete or generic AI responses means human validation remains essential. To reduce risk, 60% of global buyers now rely on product trials. In APAC, this trend is amplified by younger buyers’ heightened risk aversion and frequent delays. Notably, only 7% of younger APAC buyers reported no delays in the purchase process, compared to 19% of older buyers. Providers must offer robust trial experiences and support collaborative decision-making to address these challenges. Globally, efficiency and productivity dominate decision-making. In APAC, younger buyers prioritise customer experience (57%), partner experience (52%), DEI (43%), and sustainability (39%) over cost reduction. Providers must localise messaging to highlight cultural and social impact, not just technical capabilities, according to the report.  A striking 93% of APAC buyers expressed dissatisfaction with their winning provider — higher than the 88% global average. Reasons include technical shortcomings, lack of cultural alignment, and poor adaptation to local needs, highlighting the growing importance of precision, relevance, and trust-building. Although managing large buying groups may seem complex, 94% of buyers with six or more members report clear benefits — including broader perspectives, shared validation efforts, easier budget approvals, and higher likelihood of purchase decisions. “Asia Pacific’s business buying environment is evolving faster than the global average,” said Mavis Liew, executive partner and principal analyst at Forrester. “Larger buying groups, younger demographics, and heavier reliance on GenAI are reshaping expectations. Providers that succeed in APAC will go beyond competitive pricing — they’ll demonstrate cultural alignment, build trust, and deliver localised strategies that resonate with buyers’ priorities, from customer experience to sustainability. In this region, precision and relevance aren’t optional; they’re essential for long-term success.” Related articles: Study: 43% of SEA buyers make first-ever online purchase via mega sales dayAsian buyers to help return sparkle to fine jewellery and watch market crippled by COVID-19 source

ChatGPT’s global rollout of its low-cost Go subscription tier may seem like a pricing story. But beneath the surface lies a far more consequential shift: OpenAI is laying the groundwork for advertising inside an answer engine, a move that could redefine how brands compete for attention and influence. While ads are not yet live, OpenAI will begin testing them in the US on the free and Go tiers. Paid plans will remain ad-free, and the company has stressed that ads will not influence ChatGPT’s responses, will be clearly labelled, and will not rely on selling user data. Advertising, OpenAI says, is intended to support broader access to AI while keeping subscription tiers affordable. For marketers and agencies, this is not just another channel. It represents a fundamental change in where influence is formed. Unlike social media feeds, where users scroll passively, ChatGPT operates closer to the point where decisions are shaped. Shane Liuw, CEO of First Page Digital, describes the platform as a “trusted advisor,” highlighting that this proximity to intent could make advertising on ChatGPT uniquely powerful for brands. Don’t miss: ChatGPT Go rolls out globally, ads to be tested on free and Go tiers  Faheem Merchant, general manager at iProspect Indonesia, agrees, emphasising that influence is being formed earlier in the customer journey. “We are already advising clients to pivot from SEO to AEO (Answer Engine Optimisation). If your brand is not part of the AI’s retrieval path, you do not just lose the click, you lose the conversation entirely.” Industry professionals are aligned on one key point – ChatGPT changes the logic of influence. Brands must now contend not only with visibility but with trust. Opportunities and risks Dan Kalinski, APAC managing director of NP Digital notes that the platform’s value lies in users actively seeking answers, making it fertile ground for advertising that feels helpful and relevant. The potential of ChatGPT Ads stems from this alignment with intent, particularly for brands that appear in relevant responses. Meanwhile, Liuw highlighted the upside for smaller players, where advertising allows them to achieve visibility at moments of active consideration rather than during passive browsing. Yet the closeness to trust also creates fragility. Missteps in ad relevance or presentation could erode user confidence quickly, turning the platform’s unique advantage into a liability. “If ads feel intrusive or biased, it could undermine user confidence in the platform very quickly as well,” said Liuw. Brand safety risks could also occur amidst this new offering. In fact, Merchant warns that AI introduces brand safety risks that go beyond conventional guidelines and if the AI “hallucinates” or displays bias, it poses a real risk to a brand’s integrity. He added that brands must be prepared for operational teething issues and have contingencies ready. Meanwhile, Chen Shi Yen, group strategy director at Invictus Blue, frames it more strategically: “Many brands today are effectively invisible to AI systems because their websites, content, or data structures were never built to be machine-legible.” If you haven’t defined what your brand stands for in a way AI can interpret, the system will do it for you, often by flattening you into a generic category. A new battleground for budgets? This shift also reframes how ad spend might move. While some marketers may expect budgets to flow directly from Google or social platforms, industry players emphasise that any shift will be selective and complementary. Liuw shares that while budgets won’t disappear from Google or social overnight, there might be a reallocation from upper-funnel and search discovery budgets. “ChatGPT competes more with search intent than with social attention, so band marketing will still be still crucial for brand success,” said Liuw. Chen agrees, noting that ChatGPT will not replace existing channels, but rather “reframe the ecosystem” where brands will continue to invest in paid media, but increasingly they’ll need to invest in becoming authoritative sources within AI systems given that that’s where intent is being formed. “In that sense, AI doesn’t replace media. It changes what media is,” said Chen. Nikki Taylor, marketing and communications director, Analytic Partners, echoes this view, cautioning against assuming wholesale budget shifts. She notes that any movement towards ChatGPT Ads is more likely to come from test and optimisation budgets rather than full reallocations, particularly as brands assess its role in discovery rather than demand creation. “No channel works in isolation. Impact comes from how platforms reinforce each other over time,” she said, adding that budget pressure will only follow if ChatGPT proves incremental impact, not just lower cost-per-acquisition. Measuring the invisible Perhaps the most important question to any and all investment today is how performance will be tracked. Traditional last-click attribution is ill-suited to a platform where AI mediates the user’s path. Taylor warns that proximity to decision can distort perceived effectiveness. Because ChatGPT Ads sit late in the journey, they risk being over-credited for conversions they did not create. “Late-journey formats often look powerful even when they are not incremental,” she explained, adding that brands should avoid relying solely on platform-reported ROAS. Instead, Taylor argues that performance should be judged by system-wide impact rather than isolated efficiency. This includes whether ChatGPT Ads improve conversion rates elsewhere, lift lead quality, or shorten decision cycles. Similarly, Kalinski said that “Businesses will need to rethink ROI beyond last-click attribution, and focus instead on broader signals such as brand lift, assisted conversions, and downstream impact.”  For early movers, success will come from thoughtful testing and using ChatGPT to influence consideration rather than driving immediate transactions, with relevance and usefulness playing a bigger role than precision targeting, added Kalinski. Adding to his point, Merchant suggests early adopters to focus on lower-funnel signals such as clicks to marketplaces and organic search spikes. He also sees this as an opportunity to invest in independent data ecosystems and first-party infrastructure rather than relying solely on platform reporting: “As AI monetisation scales, brands will have no choice but to construct their own independent data ecosystems.” “It compels a strategic shift where measurement relies less on platform