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SQREEM Technologies, a foundational AI platform that automates the digital marketing ecosystem, has appointed Rob Gilby (pictured) as group CEO, effective immediately. Gilby succeeds co-founder Ian Chapman-Banks, who will step back from day-to-day executive duties after steering the company through its early growth phase. Under Chapman-Banks’ leadership, SQREEM secured key partnerships, launched new products, expanded into multiple markets, and completed regional acquisitions. Meanwhile, Gilby brings over 30 years of global leadership experience across media, advertising, technology and data. He previously served as APAC CEO of dentsu, president of Asia Pacific at Nielsen, and held senior roles at The Walt Disney Company. Gilby also founded and led investment and advisory firm Blue Hat Ventures. Don’t miss: Parminder Singh launches AI advisory ClayboxAI In a statement seen by MARKETING-INTERACTIVE, SQREEM said it will continue to focus on product innovation, market expansion, and talent development as it transitions from a founder-led start-up into a scaled global platform. “SQREEM is at an important inflection point. Our market-leading technology platform is driving expanded global partnership and market opportunities. Gilby brings deep global leadership experience, commercial discipline, and a proven ability to scale complex businesses – making him the right leader for our ambitious next chapter,” said Rene Raiss, co-founder, chairman and chief technology officer at SQREEM.  In tandem, Chapman-Banks said, “I’m incredibly proud of what we’ve built at SQREEM and grateful to the teams who made it possible. As the company enters its next stage of growth, I fully support this leadership transition and look forward to seeing SQREEM continue to scale under Gilby’s leadership.” Speaking on his new role, Gilby said, “SQREEM’s proprietary Foundational AI model is a powerful engine enabling innovative client and partner growth, by providing behavioural intelligence to make sense of complex signals in an algorithmic era. I’m excited to work alongside Raiss, the leadership team, and the broader organisation to scale the business, deepen customer impact, and accelerate growth in 2026 and beyond.” As the company continues to scale its platform and capabilities, SQREEM has also been deepening its focus on responsible and regulated advertising environments. In 2024, the Singapore-headquartered AI behaviour aggregator acquired TotallyAwesome, a contextual digital advertising platform specialising in youth marketing across Asia-Pacific. The deal combined SQREEM’s proprietary AI technology with TotallyAwesome’s 900-million-strong reach and human-curated whitelists, positioning the group as a go-to platform for safe youth marketing. TotallyAwesome, which is GDPR-K and COPPA compliant, brought multi-channel contextual solutions, bespoke engagement strategies and content creation capabilities to strengthen brand safety and precision targeting for young users and their families. Related articles: We. Communications rolls out AI platform to help brands stay visible in generative search    VaynerMedia APAC launches AI platform for culturally tailored campaigns at scale  AI tools and innovations that reshaped marketing in 2025 source

MARKETING-INTERACTIVE is proud to announce the launch of the inaugural Content360 Awards, a new initiative designed to recognise and celebrate excellence in content marketing across the region. As the media landscape continues to evolve, these awards aim to honour the brands, agencies and organisations that are pushing the boundaries of storytelling and engagement. This new addition to the industry calendar is part of the flagship Content360 conference, which has been running successfully for 14 years. A prestigious panel of industry experts To ensure the highest standards of evaluation, the Content360 Awards has assembled an elite panel of judges comprising some of the most influential leaders in the marketing and media space. These informed industry experts will bring their analytical rigour to the judging process, assessing entries based on creativity, strategy and impact. The judging panel includes: · Mansi Trivedi, B2B strategy lead at dentsu. · Alex Chan, head of brand, communications and marketing at Geneco. · Pat Law, founder at GOODSTUPH Singapore and Indonesia. · Primus Nair Manokaran, head of creative at Our LEGO Agency, APAC. · Joanne Theseira, chief growth officer, SEA and chief executive officer at Publicis Communications Singapore. · Kenneth Lim, assistant chief executive, marketing group at Singapore Tourism Board. · Debra Soon, group head of brand, communications, marketing and experience at Singlife. Categories and content excellence The awards are open to a wide range of participants, from multinational corporations to boutique agencies, all of whom are invited to showcase their most innovative work. The categories for the inaugural year are: · Excellence in B2B Content Strategy · Precision in Audience Targeting · Content for Change: driving social good · Excellence in Creator & Influencer Partnerships · Most Immersive Brand Experience · Most Intelligent Content: best use of data & insights · Excellence in Social-First Strategy · Mastery in Long-Form Video Storytelling · Excellence in Short-Form & Snackable Video · Best Integrated Campaign The evening will culminate in The C360 Campaign of the Year, the pinnacle award reserved for the campaign that defines the future of content marketing. This award is not open for direct entry; the jury will select the winner from the pool of entries following a live discussion on the final judging day. The winning campaign will be one that demonstrates truly transformative results, creative bravery and flawless execution. “This initiative is a significant milestone for our team,” said Rezwana Manjur, editor-in-chief at MARKETING-INTERACTIVE. “We are excited to see the calibre of entries and to recognise the exceptional talent that defines our industry today.” Join the inaugural celebration Winners will be revealed at an awards reception on the evening of Day 1 of the Content360 conference on 22 April 2026. The best campaigns will be showcased during the event, providing a unique networking opportunity for professionals to share insights on the latest trends in the Asia-Pacific region. MARKETING-INTERACTIVE invites all eligible organisations to submit their entries and be part of this landmark event. This is an opportunity to have your work reviewed by a panel of your peers and to gain recognition as a leader in the content marketing field. Get involved To find out more about the entry process, judging criteria or sponsorship opportunities, or nominate yourself as a judge, please click here. source

adidas Singapore has closed out its 2025 Key city tee collection by celebrating everyday local moments. The latest drop features a ‘Mini Mart Tee’ depicting a bustling void deck reimagined as an adidas mini mart complete with a sneaker vending machine and rails of clothing, and a ‘Lim Kopi Tee’ that transforms Singapore’s Nanyang-style coffee into a retro mascot. The latter was designed by an adiClub member and is a playful nod to heritage packaging of metal tins tied with raffia strings. The final designs make up the brand’s ‘Community’ drop of the 2025 Key city tee collection, which celebrates the everyday connections that make Singapore feel like home. “Our 2025 key city tee collection is deeply rooted in the vibrant tapestry of Singapore’s everyday local culture. Last year’s theme, ‘Three stripes, three Cs’ offers a playful, nostalgic nod the 5Cs – traditional markets of material success in the 1990s,” said Chen Rui Yuan, country manager, Singapore, adidas in conversation with MARKETING-INTERACTIVE. By reimagining this cultural shorthand, we’ve shifted the focus from status symbols to the soul of the nation. Don’t miss: Nostalgia meets novelty: Netizens respond to MILO’s SG60 campaigns The collection was unveiled in three drops throughout the year under the pillars ‘Culture’, ‘Cuisine’ and ‘Community’. The first drop, ‘Culture’, celebrated the heritage and lived traditions that defined Singapore, blending historical motifs with modern streetwear. The collection was inspired by local childhood games and the island-city’s vibrant and iconic shophouses. The second drop, ‘Cuisine’ paid homage to Singapore’s status as a food paradise featuring iconic ice cream truck uncles found across the streets, as well as prata (flatbread) and teh tarik (pulled tea) designs that were co-created by adidas’ adiClub members. The final drop, ‘Community’, placed otters and shared spaced in the spotlight. “We chose to conclude the year with the ‘Community’ pillar as it is the people who truly define the nation. This final drop celebrates the everyday connections that make Singapore feel like home – whether it’s mini marts, the familiar mama shops (sundry shops) just below your block, or to lim kopi (drink coffee) – the local kopitiam where coffee is brewed in a condensed milk can and conversations flow freely,” said Chen. The collection, said Chen, was designed to reflect life as it is lived, not just how it is seen: Our goal was to blend iconic sport style with the relatable quirks of local life. We found the perfect inspiration by looking at our daily routines. “The result is a collection that feels like home to locals and serves as a unique souvenir for visitor,” explained Chen. Selected designs were created by adiClub members, guided by the question: What is their favourite local quirk? According to Chen, the series has been well received, with fans praising its local references, pointing to the National Day-inspired adidas x MILO starter pack tees and “Rep your hood” collection, which featured 17 neighbourhood-specific designs. “The response was so enthusiastic that it triggered a wave of comments across social media, with fans calling for even more designs to represent the many vibrant neighbourhoods in Singapore and eagerly speculated on what adidas Singapore has in store for the next National Day,” he said. Looking ahead, adidas plans to continue the ‘Key City Tee’ series in 2026. This year, the brand will collaborate with local artists on limited-edition fanwear for events such as the Standard Chartered Singapore Marathon and Motorsport season, alongside Lunar New Year key city tees and a uniquely Singaporean Originals lineup. Beyond retail, adidas has brought select designs to life through community activations. For example, the prata and teh tarik design was launched with a lifestyle shoot and an exclusive menu during adiClub Days. “There are opportunities for certain designs to extend into meaningful community moments that celebrate local culture and the adiClub community. We’re excited to continue the Key city tee story in 2026, bringing the collection to life in ways that go beyond retail,” Chen said. Related articles:  Interview: adidas wants to do more than just rep Singapore, it wants to run with it adidas partners Lion City Sailors to elevate football in Singapore  adidas gets really local in Singapore with an unconventional Ya Kun Kaya pairing source

Marketers and strategists spend millions each year on surveys, focus groups and trend reports, but some of the most authentic insights into consumer behaviour are already out there, freely shared on Reddit. With half a billion active users, Reddit is the internet’s largest focus group that never ends. It’s where people can fall down rabbit holes (a.k.a. Reddit threads), diving deep into whatever topic they are searching for. From getting into the granularities of what makes up the best skincare routine (‘r/SkincareAddiction’, 4.8M users discuss ingredient efficacy), to troubleshooting a new piece of tech (3.3M users help each other fix software bugs on ‘r/techsupport’), to crowdsourcing the best and worst examples of customer service from brands (‘r/CustomerService’ has been around for 15 years, with 40K weekly users posting about good and bad brand interactions), the conversations are unfiltered, candid and often years ahead of mainstream research. The discovery channel While other platforms primarily serve content through algorithmic curation, training users on the doomscroll and passive consumption, Reddit requires active discovery. You have to seek. You have to contribute. Versus the likes of Instagram and TikTok, the community is engaged, not anaesthetised. On top of that, Reddit is a rare pocket of the internet where users don’t feel compelled (nor have to) to manage and craft their personal brand. The anonymity on the platform strips away the social performance layer and leaves behind something rare in marketing: honesty. This makes Reddit an unparalleled source of cultural and category insight. It shows you the why behind behaviours, not just the what. Instead of simply knowing a product is popular, you can surface the belief system underneath. Take for example, ‘r/BuyItForLife’ where you can uncover that durability isn’t a feature, but an emerging value structure, or ‘r/Frugal’ which maps the specific logic behind budget-conscious decisions, not just the outcome. With Reddit’s recent announcement introducing its community intelligence tool, sourcing this insight is going to become even easier. But the advantage was always there; you just had to be willing to dig into the rabbit holes where others weren’t looking. And its influence extends far beyond the platform. According to Semrush, Reddit is now the leading source cited in AI-generated responses across tools such as ChatGPT and Perplexity. That means the way people talk about your category on Reddit is increasingly shaping the way AI explains it to others. In effect, Reddit isn’t just reflecting consumer sentiment, it’s training the systems that are redefining discovery itself. So, when an AI assistant recommends a specific brand of coffee, it’s likely drawing from thousands of nuanced discussions in ‘r/Coffee’ about taste profiles and brewing methods. The brand opportunity Smart brands are already putting this to work. By mapping the subreddits relevant to their categories, they’re surfacing unmet needs, identifying moments of frustration, and spotting new cultural trends before they hit the mainstream. It’s a way to supplement, and sometimes replace, expensive, slower research methods with a constant stream of consumer truth. A beauty brand might monitor the 7.2M community ‘r/MakeupAddiction’ to discover emerging trends in ingredient preferences or identify common pain points with existing products. A gaming company could track ‘r/gaming’ or specific game subreddits to gauge player sentiment, gather feedback on new releases, and even identify unexpected ways players are interacting with their games. But the real gems are often found in the most hidden places. A premium pet food brand finds anxieties about diet and behaviour in ‘r/dogs’ that never surface in traditional focus groups. A QSR brand discovers the tension between the ideal meal prep routine and its weeknight reality in ‘r/mealprepsunday’. It’s not just cheaper or faster than traditional research; it’s truer. The insight is unsolicited, unperformed, and unfiltered. That said, using Reddit for insight requires sensitivity. Communities can sense when they’re being “mined” for data. The best approaches balance listening with participation: adding value to conversations, sharing expertise, and building goodwill. Done right, brands not only gain powerful insight; they also earn credibility in the spaces shaping the future of consumer decision-making. Video game company Activision Blizzard is one brand who has nailed this. It has an official subreddit ‘r/Blizzard’ where fans go to discuss topics such as new releases, old classics and company news. This complements other unofficial threads dedicated to its video games and ultimately allows the brand to both participate and listen to what fans have to say. For marketers and strategists, the takeaway is clear. If you’re not looking at Reddit, you’re missing the sharpest, most authentic lens into how people really think, feel and act. It’s not just another platform; it’s the world’s most dynamic research panel, and increasingly, the foundation of how cultural and commercial truths are defined. This article was written by Agalia Tan, senior planner at We Are Social.  source

OPPO has appointed Stagwell agencies Allison Worldwide as its public relations and influencer partner and Assembly as its media partner in Singapore, following a competitive pitch. The appointments will see the agencies operate under Stagwell’s integrated model, delivering campaigns that combine earned influence with data-driven media to support OPPO’s commercial objectives and drive conversions. Don’t miss: Stagwell rolls out AI marketing platform to make campaigns more predictive Allison Worldwide will lead PR strategy, executive positioning and content development, while Assembly will manage end-to-end media planning and activation across OPPO’s priority channels in Singapore. Both agencies will work as a single integrated team, overseeing planning, measurement and optimisation across the full marketing funnel, from awareness to conversion. Kelvyn Foo, general manager and regional growth lead for APAC at Allison Worldwide, and Sharon Soh, managing director for Southeast Asia at Assembly, will jointly lead the OPPO account. As part of the partnership, Assembly will deploy its STAGE AI experience engine and brand performance planning model to optimise media investment and performance. Allison Worldwide will leverage its media and creator network, alongside its B2C technology storytelling capabilities, to sustain engagement beyond launch-led campaigns. “The Stagwell team has delivered localised marketing solutions that are highly aligned with OPPO’s global marketing strategy. We are inspired by the depth of their local capabilities, from content development and resource integration to public relations and media execution. We look forward to building a strong partnership and co‑creating meaningful and impactful marketing campaigns moving forward,” said Dylan Yu, OPPO Singapore marketing director. In tandem, Margaret Key, executive director at Stagwell, Asia Pacific said, “We’re proud to support OPPO’s next chapter in Singapore. Our team looks forward to amplifying the brand’s bedrock of consumer trust and deepening consumer preference, and further connecting with OPPO’s performance-driven audience through culturally relevant, outcome driven‑ marketing.”  The Singapore appointment also comes as Stagwell continues to deepen its investment in the market as a regional growth and innovation hub. In November last year, the challenger network unveiled plans to establish a new Asia Pacific headquarters at Solaris in one-north, slated to open in Q1 2026. The campus will house Stagwell’s Singapore agencies — including ADK, Allison, Assembly, Forsman & Bodenfors, HarrisX, Ink Global and Locaria — under one roof, with tech-enabled collaboration zones and hybrid-friendly community spaces. The move is aimed at accelerating solution-building, enabling real-time collaboration and boosting operational agility across its APAC teams. Related articles: Assembly and ADK Global merge to form Stagwell’s APAC powerhouse   Allison Worldwide, Stagwell nabs MSL APAC CEO to lead growth and innovation  Allison names new SG office GM amidst expansion of offerings   source

As we head into 2026, the trend of using plushies as an extension of a brand long past purchase, doesn’t seem to be slowing down. While some might pass off the initiatives as just “cute”, others such as McDonald’s Singapore are using plushies not just to spark joy, but to shape behaviour, reward loyalty and drive retention. In celebration of Lunar New Year, the fast-food brand is releasing its first-ever plushie collection, the “Prosperity Pals”. The trio draws inspiration from McDonald’s iconic “Prosperity” menu, designed to dial up joy and add a playful touch to festive décor. The plushies will be released across three drops, each available for an affordable SG$8.80 with any meal purchase. Don’t miss: Cute, cuddly, calculated: How plushies are helping brands stay relevant  Taking the strategy a step further, McDonald’s has also introduced a “Prosperity Pals” set featuring all three plushies housed in an exclusive box. The set is redeemable only by their members using the McDonald’s app, otherwise known as the MyM Members, for 2,688 MyM Rewards points, equivalent to approximately SG$268.90 in spend. Limited in quantity and gated behind points redemption, the set introduces a clear behavioural threshold of rewarding consistent engagement rather than a single purchase. “This exclusive is our way of delivering a rewarding experience for our McDonald’s app users and expressing a big thank you to our superfans,” explained a McDonald’s Singapore spokesperson when MARKETING-INTERACTIVE reached out.  McDonald’s is not alone in adopting this approach. In Malaysia, Resorts World Genting introduced Tian Ma, the newest member of its Highland Heroes family, releasing limited-edition Tian Ma plush toys exclusively to Genting Rewards members via redemption and purchase. Beyond merchandise, Tian Ma was woven into a broader ecosystem, appearing in an immersive brand film and across Genting SkyWorlds’ Immersive Studio, illustrating how collectibles can drive multi-touchpoint engagement beyond the point of sale. One collectible, two audiences Such dual-tier campaigns demonstrate how brands are increasingly designing collectibles to appeal to two distinct customer segments at once. In McDonald’s Singapore’s case, the SG$8.80 plushies lower the barrier to entry, welcoming casual customers and encouraging repeat visits. Meanwhile, the MyM-exclusive set rewards deeper commitment, requiring sustained engagement to unlock. “Dual tier campaigns can be highly effective when the distinction between the tiering is clear and meaningful,” said Terence Teo, co-founder and managing partner of Meet Isaac. “Casual buyers feel welcomed and are rewarded for their participation, which helps build positive early brand relationships, while loyal members feel recognised for their commitment and time invested with the brand.” He added that loyal customers should be empowered with limited editions, personalisation or early access, rather than simply receiving “more of the same”. Sandeep Joseph, CEO and co-founder of Ampersand Advisory, echoed this view, noting that while brands need to attract new users and encourage light users to buy more, loyal customers are sometimes overlooked. “A dual-tier campaign can protect the business in the medium term by ensuring loyal users are recognised and rewarded,” he said, adding that rewards do not always have to be financial. However, Joseph cautioned that not every campaign needs layered mechanics. “If a brand is doing a great job communicating with and creating value for loyal users – which should be an always-on task – then other campaigns could be very focused on acquisition,” he added. Turning seasonal collectibles into behavioural tools From April to December 2025 alone, MARKETING-INTERACTIVE covered approximately 35 stories on brands launching plushies, with momentum continuing into the Lunar New Year period. While some may warn of over-saturation, experts argue that collectibles remain effective when they feel earned rather than given. “Collectibles still drive meaningful engagement but only when they are designed with intent,” said Teo, adding that: What creates impact now is the story behind the collectible, how it fits into a wider universe, and whether it feels earned rather than given. Teo added that phased releases and tiered access transform collecting into a gamified journey. “When customers feel they are completing a set or unlocking something exclusive, engagement naturally follows. It mirrors a gamified loyalty experience where the collectible becomes part of the journey rather than a standalone reward.” Joseph, however, noted that collectibles are increasingly becoming a baseline expectation. “Seasonal collectibles are a growing trend. Malaysian brands such as Astro and Omnia have been doing it for years, but other brands are jumping on the b(r)andwagon. The question will always be: how can a brand cut through with collectibles?” This thinking extends beyond fast food. Brands across fashion, gaming and entertainment are deploying similar tiered strategies, using accessible collectibles to drive traffic while reserving premium editions for loyal fans, often as part of broader CRM and data strategies. Beyond engagement, seasonal collectibles are increasingly being leveraged as behavioural tools. “Seasonal collectibles are definitely evolving into behavioural tools that brands deploy to shape habits, reward consistency and gather insights across the customer journey,” said Teo. “When integrated with CRM systems, these actions become valuable signals.” In practice, this can mean driving repeat visits, app usage, profile completion or event participation, deepening engagement while generating richer consumer insights. Joseph stressed that alignment remains critical. “Why do you want to do a collectibles campaign? Is it helping to solve a business problem? And is your collectible memorable, or is it meh?” Both experts cautioned that over-saturation or misalignment can quickly erode value. If collectibles become too frequent, too easy to obtain, or disconnected from brand values, their impact diminishes. According to Joseph:  Collectibles should not become an end in itself.  “They must align with the brand’s values and not become a tax on consumers. They can drive engagement, but they won’t impact retention, frequency or advocacy after the campaign is over,” he added.  Related articles:  Inside Scoop celebrates 12 sweet years with blind box plushies  Burger King SG revives MILO’s breakfast plushies with new limited-edition design  CHAGEE brews excitement with Bes-tea plushies debut in the Philippines source

Singapore-based fashion and lifestyle brand Love, Bonito has launched a limited-edition mahjong set for Lunar New Year, designed to celebrate togetherness and shared moments across generations. In conversation with MARKETING-INTERACTIVE, Suzanne Sarah Simanjuntak, senior director of global marketing and eCommerce, said that the set “is a natural extension of how we see fashion and lifestyle: creating pieces that bring women and their communities together, beyond just what they wear.” The mahjong set was created in collaboration with Singapore-based artist Jodi Tan, featuring the brand’s in-house ‘Vivid blooms’ print on the back of each tile. Don’t miss: 1664 brings tradition and modernity to the table with CNY mahjong set   Beyond the product launch, Love, Bonito is hosting an immersive Lunar New Year experience at its Funan store from 17 January to 1 February. Visitors can enjoy early access to the Lunar New Year collection, redeem festive treats, explore the installation, collect journey points, and win exclusive gifts such as Vivid Blooms red packets and reversible gingham tote bags. The campaign is aimed at modern Asian women who are navigating this season’s traditions in their own way. Through the campaign, Love, Bonito hopes to celebrate cultural rituals while strengthening its connection with the community beyond fashion. “Lunar New Year is one of the most deeply cherished cultural moments in Singapore, and this campaign is our way of honouring a tradition that continues to hold meaning in the lives of modern women today,” said Simanjuntak. “Through our lens at Love, Bonito, we reinterpret these traditions with intention — from our signature in-house prints and thoughtfully designed CNY-ready outfits, to playful yet meaningful lifestyle pieces such us our Mahjong sets. Each element is designed to feel special for the season, while remaining versatile, expressive, and relevant beyond it,” she added.  While the mahjong sets are exclusive to Singapore and Malaysia, the broader Lunar New Year collection and campaign will roll out across key Southeast Asian markets, including Indonesia, the Philippines, and Hong Kong. In Singapore and Malaysia, the brand will bring the season to life with immersive installations designed to create meaningful, festive touchpoints for its community. The Lunar New Year initiative also reflects Love, Bonito’s broader focus on community-building and empowering women beyond fashion. The brand has increasingly positioned itself at the intersection of culture, confidence and connection, extending its role into conversations that matter to modern women across different life stages. In October last year, Love, Bonito partnered LinkedIn on a regional campaign addressing the confidence gap faced by women in the workplace. Titled “What we don’t ask: Career questions women should start asking”, the initiative surfaced questions women often hesitate to raise around mentorship, communication and career growth, pairing them with insights from leaders including Love, Bonito CEO Dione Song and LinkedIn’s APAC HR director Sumita Tandon.  Related articles:  Love, Bonito and LinkedIn tackle career questions women hesitate to ask  Triumph inspires women to own their authentic selves with new campaign Geneco marks CNY with playful music video and next-gen sustainability drive   source

Corporate reputation has officially crossed into balance-sheet territory. According to a new global study by Burson, companies with strong reputations can unlock up to 4.78% in additional unexpected annual shareholder returns, creating what the firm calls a global “reputation economy” worth an estimated US$7.07 trillion. That’s equivalent to the combined market capitalisation of Alphabet, Meta, and Tesla. The research, titled “The Global Reputation Economy: A New Asset Class for a New Era”, marks a significant shift in how reputation is understood, quantifying it not as a soft, intangible concept but as a measurable financial asset. Between October 2024 and October 2025, Burson evaluated 66 publicly listed companies globally, combining stakeholder insights, proprietary intelligence, multi-year media and market data analysis, and share price movements to quantify the financial value of reputation. Burson’s analysis found that reputation-driven returns could add anywhere between US$2 million and US$202 billion in shareholder value beyond what would typically be expected from financial performance alone. These “reputation returns” refer to additional shareholder gains that cannot be explained by traditional financial metrics alone and are directly attributable to a company’s reputation, making reputation a measurable contributor to business performance. Corey duBrowa, global CEO of Burson, said the findings provide long-awaited proof of what leaders have long believed intuitively. He explained that reputation functions as an interconnected system that, when actively managed, can generate measurable returns, build resilience against external shocks, and support bolder leadership decisions, going far beyond a simple trust metric. “A strong reputation that can deliver financial impact goes well beyond the simple binary of trust,” he added.  Don’t miss: Burson launches AI-powered tool to link reputation with shareholder value AI and the workplace emerge as a reputational fault line While reputation leaders performed strongly across all eight drivers measured in the study, Burson identified the workplace as a growing reputational battleground. Despite being ranked lowest in perceived importance at 11%, the workplace showed a performance gap of 11.8% between the best and worst performing companies. There is also a substantial chasm between the top quartile leaders (71.1 points out of 100) and the bottom quartile laggards (57.3 points), which fundamentally changes the risk calculus for a CEO. Leaders, insulated from the full impact of minor setbacks, can afford to take big swings, as their reputation is anchored by deep reserves of credibility across all eight levers. However, laggards have no such cushion. The study warns this gap could widen as organisations integrate artificial intelligence. According to Matt Reid, Burson’s global corporate and public affairs lead and U.S. CEO of Burson Buchanan, companies need to move beyond having an AI strategy and develop an “AI people strategy”. How organisations manage reskilling, workforce transitions, and employee engagement around AI, he said, will send a powerful signal about how they value their people. Reid added that organisations which co-create the future of work with employees stand to earn a “reputation dividend”. “Conversely, those that view AI merely as a tool for headcount reduction will pay a reputation tax, with any efficiency gains offset by reputational losses,” he explained.  No weak links for reputation leaders Burson’s analysis found that top-performing companies consistently outperformed across all eight reputation drivers, with average score gaps of 11 to 15 points compared to weaker performers. The biggest advantages were seen in innovation (15.5-point gap), product (15.2-point gap) and governance (14.4-point gap). In sectors with high consequences for failure, such as aerospace and energy, reputational recovery is increasingly driven from the inside out. Aerospace companies in the study recorded their biggest gains by strengthening governance and workplace practices, rather than highlighting engineering capabilities. Similarly, energy companies saw reputational improvements through workplace and citizenship efforts, rather than sustainability messaging alone. The finance sector, however, showed a sustained erosion across leadership, governance, and citizenship metrics. Burson estimates that this decline places US$4.3 billion, or 38% of the sector’s total reputational value analysed, at direct risk. Burson believes the research demonstrates that reputation now has a direct and measurable impact on enterprise value. HS Chung, APAC CEO, Burson, said “For Asian companies, including those in Korea, disciplined reputation management is now critical to competing and winning on the global stage.” Related articles: APAC lags behind in consumer receptiveness to ads Thought leadership works, but where’s the real power in B2B influence? How should agencies draw the line when ethics, morality, and money collide?  source

Netflix has appointed Singapore-based adtech Nativex to help brands access and activate on Netflix’s ad-supported streaming service. The partnership allows marketers to access Netflix’s premium inventory, advanced targeting solutions, and innovative ad formats, reaching highly engaged audiences across key markets. Under the collaboration, Nativex will support brands with planning and optimisation across Netflix ads. Brands can run campaigns using standard pre-roll and mid-roll video, Pause Ads, QR-enabled creative, and single-title sponsorships across popular series, films and live events. By combining Netflix’s content-rich environment with Nativex’s performance and creative expertise, marketers can run full-funnel campaigns that drive both brand impact and measurable business outcomes. The partnership also enables advertisers to reach audiences moving away from linear TV, leverage Netflix’s first party and content-based signals, including genre, Top 10 titles, device type and viewing context. Advertisers can also and experiment with interactive formats to create more engaging and shoppable brand experiences. Don’t miss: Netflix tarot lets viewers peek at their 2026 streaming fate  Nativex will roll out Netflix Ads solutions across APAC, Australia, North America, Europe and Brazil. Joint teams from Nativex and Netflix will work closely with brands and agencies on test-and-learn programmes, creative best practices, and scalable campaign models. “Streaming has become the new prime time for our clients, and Netflix sits right at the centre of that shift,” said Cheryl Huang, partner at Nativex “By partnering with Netflix, we can help brands tell richer stories in a premium environment, while using Nativex’s data, creative and optimisation capabilities to turn that attention into tangible business results. This is a major step forward in our mission to connect advertisers with audiences who are truly immersed in great content,” added Huang.  Netflix’s ad-supported plan currently reaches more than 190 million monthly active viewers globally. Its curated ad breaks, lighter ad load, and content-driven targeting are designed to minimise viewer fatigue while maximising attention. The number of Netflix subscribers on the streamer’s ad-supported tier has also grown 14% on a year, with nearly 40% of active Netflix accounts using ad tiers (up from 26%), reported Deadline. This marks the highest rate of growth for any global streamer including that of Disney+ (9% growth) and HBO Max (6%).  The partnership follows a similar deal in September 2025 where the streaming giant struck a partnership with Amazon Ads to give advertisers programmatic access to the streamer’s premium ad inventory through Amazon’s demand-side platform (DSP). The move allows advertisers using Amazon DSP to buy Netflix inventory directly across 12 markets including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia. The tie-up is aimed at making Netflix’s growing ad-supported tier more accessible to brands while giving marketers additional flexibility in how they reach streaming audiences. Related articles:   Netflix to buy Warner Bros. in US$82.7bn deal after Discovery split  Netflix Malaysia dishes out trishaw experience for Stranger Things Season 5  Netflix brings beers to screens in global AB InBev content partnership  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, Tim Ho Wan upped its charm with a new look, Mentoring SG served up a reality series, and Tommy Hilfiger is getting on the field with the Reds. See what’s cooking this week.  Don’t miss: Gen Z perspectives: Pizza Hut, Netflix tarot & surviving social media in 2026 1. Tim Ho Wan refreshes brand identity with new leadership team Hong Kong-based Tim Ho Wan has refreshed its brand identity to strengthen its appeal to a global audience and build stronger brand loyalty. As part of the rebrand, Tim Ho Wan has updated its visual identity, brand expressions, and manifesto to guide its owned markets and franchise partners on what the brand stands for, and how it should appear across all customer touchpoints. Read more here.  2. Mentoring SG unveils new series turning young dreams into reality Mentoring SG has launched “One good shop”, a three-episode short-form reality series co-created by agencies ballsy and Friend, aimed at showing how mentorship can turn ideas into real businesses. The series follows three young people as they transform their concepts into actual shops, guided by experienced mentors at every step. The mentors featured in the series include Bjorn Shen, Masterchef Singapore alum, Rowena Bhagchandani, CEO and co-founder of BLKJ Havas, and fractional CMO Delbert Ty. Read more here.  3. Tommy Hilfiger scores first-ever global football partnership with Liverpool FC American fashion brand Tommy Hilfiger has partnered Liverpool FC (LFC) in a landmark deal, marking the brand’s first collaboration with a football club. The partnership brings together two cultural icons to present a modern style vision for the game and aims to break conventions in sports partnerships. Spanning the men’s and women’s squads and key backroom staff, Hilfiger’s American classics will feature across campaigns and select matchdays.  Read more here.  Related articles: VCCP acquires GOVT, forms new regional hub in SG       Taco Bell Malaysia taps agency for creative and media remit          Loyalty marketing gets cute with plushie strategy source