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Assembly has unified all APAC network under one brand, following its acquisition of ADK Global last year. The unified network combines brand strategy, creative, media, data and commerce into one integrated tech-enabled offering built for measurable growth.    From January 2026, markets including Mainland China, Hong Kong, Taiwan, Thailand, Vietnam, Malaysia, Singapore, India and Australia will operate under the Assembly brand. Local leadership teams remain in place, ensuring continuity for existing clients while unlocking access to Assembly’s global technology stack including the proprietary STAGE AI Experience Engine, scaled data capabilities, and brand performance planning model. Clients benefit from a simpler experience with one agency, one framework, and deeper cross-market collaboration.  In conversation with MARKETING-INTERACTIVE, a spokesperson from Assembly said, “We’re shaping the future of brand performance in Asia, now with a fully connected and integrated team. By uniting strategy, creative, media, data, and commerce under one brand, we’re delivering speed, simplicity, and measurable impact to the region’s most ambitious brands. Our vision is clear: to help brands move faster, work smarter, and achieve growth at scale, powered by technology and driven by data-led insights.” Brands in Asia will benefit from a new Assembly that delivers a fully integrated, tech-enabled brand performance solution, the spokesperson added. “We’re unifying strategy, creative, media, data, and commerce under one brand and one framework, backed by a connected leadership network across the region. Clients gain specialist expertise in more markets, deeper local insights, and access to global technology, including our STAGE AI Experience Engine and a single stack for planning, measurement, and optimisation. This is how we deliver speed, simplicity, and measurable growth for ambitious brands.” Over the next 12 months, Assembly will roll out the STAGE AI Experience Engine across former ADK Global markets, including solutions such as COMPASS, Assembly’s new marketing and audience intelligence platform; ALERTS, which provides real-time AI powered optimization; and SCENE, which delivers rapid MMM, creating a single tech stack for planning, measurement, and content optimisation. Continued investment in AI-led products will connect ADK Global’s creative strength directly into STAGE, unlocking more integrated, brand performance-driven outcomes.  Upon the merger, Assembly consists of 800 exceptional professionals across APAC, spanning Mainland China, Hong Kong, Taiwan, Thailand, Vietnam, Malaysia, Singapore, Philippines, India, and Australia. This scale combines deep local expertise with global innovation, giving brands access to cultural insight and the technology to create experiences that help brands perform. It’s a team built for ambition, ready to create integrated solutions that move people and drive measurable growth.  Richard Brosgill (pictured left) will continue to lead Assembly as APAC CEO, driving Assembly’s vision and growth across the region. He is supported by a connected leadership structure, with regional managing directors working closely alongside in-market CEOs to ensure alignment and collaboration at every level.  Assembly has also established a strategic partnership with ADK Japan through Stagwell’s existing relationship, linking decades of creative leadership in Japan with Assembly’s global scale, data and media capabilities. This partnership will open new doors for Japanese brands expanding globally and for international brands seeking to win in Japan with culturally resonant marketing.  “The real impact begins now. With one brand, one platform, and one connected data ecosystem, we can turn deep audience and creative insight into brand performance at scale. Asia’s most ambitious brands want speed, simplicity, and work that truly moves people. This model gives them all three,” said  Brosgill.  Assembly’s Global CEO, Rick Acampora (pictured right) added, “APAC is shaping the future of brand performance and is equipped with the talent and technology to unite creativity, media, commerce and data as one. This is not just integration; it marks the beginning of an evolution in how we do business. We are building a connected model that delivers speed, cultural relevance, and measurable impact, and this approach will shape how we drive clients’ brand growth globally.”  Related articles: Assembly bolsters regional growth with new SEA managing directorAssembly’s Vivian Mok takes on expanded role as SVP and North Asia MD source

VCCP has acquired independent agency GOVT and merged the Singapore operations to form a new entity, GOVT VCCP. The new entity is positioned as a challenger network that will accelerate expansion across Asia. The cost of acquisition was not shared. The merger brings together VCCP’s existing Singapore business with GOVT Singapore and its sister agency Ministry, creating what the agencies described as a global-local offering.  Operating under VCCP’s “one roof” integrated model, GOVT VCCP will offer advertising, data science, social and content, technology and AI, and consumer experience, underpinned by VCCP’s creative philosophy of “populating culture”. The merged operation will continue to service local and regional clients including OCBC Bank, Cathay Pacific, Sentosa, Julie’s Biscuits, Puma, Chick-fil-A, Deliveroo and Canon, alongside extensive work for Singapore government agencies and statutory boards. The ambition behind the move was to build a scaled hub for Asian growth, said the agencies in a statement to MARKETING-INTERACTIVE. “VCCP aims to significantly bolster its Asia Pacific footprint, while GOVT seeks to leverage VCCP’s global scale and resources to pursue regional and international opportunities,” Tim Chan CEO of GOVT VCCP and Katya Obolensky, chief growth officer of GOVT VCCP explained.  “Beyond growth, the merger is rooted in a rare and undeniable alignment of culture and creative vision; both agencies operate with a ‘challenger’ spirit with a hunger to shake up the status quo. For GOVT, after 13 years of independent success since its founding in 2012, joining the VCCP group represents the right evolution to energise its next chapter and scale its award-winning creative work,” added Chan and Obolensky.  Don’t miss: Assembly unifies APAC network for the new era of brand performance  Founded in 2012 by Leon Lai and Aaron Koh, GOVT was established to challenge Singapore’s network-dominated agency landscape. The agency has since grown to a team of around 70 and has become one of the most awarded independent agencies in the market, with work recognised locally and internationally. In 2023, GOVT consolidated its digital and social capabilities under Ministry, led by partners Kelvin Koo and Min Mei Foong. Leadership continuity will be retained following the move. Chan will remain chief executive officer of the Singapore operation, with Koh continuing as chief creative officer. VCCP’s former Singapore managing director Katya Obolensky has been elevated to chief growth officer, where she will focus on network expansion across the region. Co-founder Lai will remain involved with the agency but will step back from day-to-day management. “Being small and nimble got us here but staying that way would also mean saying no to bigger opportunities we’ve earned the right to pursue. Merging with VCCP is like having a new big brother. Creatively and culturally, it’s comforting how much we’re alike,” said Chan, adding that access to a global network would be critical to the agency’s next phase of growth. Obolensky said VCCP had been deliberate in its search for a Singapore partner. “Since launching in Singapore, we’ve been intentional about finding a partner that truly mirrors our challenger spirit. In GOVT, we found the perfect match,” she said, citing alignment in creative DNA and long-term vision.  The merger forms part of VCCP’s broader push to scale its presence in Asia, with the Singapore business positioned as a strategic hub for regional growth. Some of VCCP’s recent campaigns in Singapore include “Get trip smart” for Trip.com. The campaign aims to recruit new users, boost brand awareness and cement Trip.com as Singapore’s one-stop travel companion. Spanning over 850 out-of-home placements across high-traffic MRT stations including Orchard, Raffles Place, City Hall, and Dhoby Ghaut, “Get trip smart” tapped into familiar quirks of Singaporean travellers. From overzealous airport timings to unexpected wildlife encounters in Ubud, or the classic “WFH from Phuket” situation, the campaign showed how Trip.com helps travellers prepare for the unexpected while enjoying perks and peace of mind. Related articles:    MullenLowe TREYNA rebrands as TREYNA after Omnicom-IPG merger  Paul Soon takes helm as McCann and MullenLowe Singapore merge   Omnicom Media unveils new leadership structure for APAC source

Update on 13 January 2026: AirAsia X has released a statement clarifying that it is currently exploring a possible change of company name to reflect the consolidation of AirAsia Group’s aviation business upon completion of the ongoing acquisition of 100% equity interest in AirAsia Berhad and AirAsia Aviation Group by AirAsia X.  “At this juncture, no definitive decision has been made, and no application has been submitted to the relevant authorities in respect of the proposed change of name. Any such proposal remains subject to internal deliberations, board of directors’ approval, regulatory approvals and shareholders’ approval, where applicable,” the statement read, in response to news reports of a LinkedIn post on the matter by its founder Tony Fernandes.  AirAsia X, the long-haul subsidiary of AirAsia, is set to be renamed and consolidated under the AirAsia brand, marking a major step in the group’s long-anticipated restructuring and a return to a single airline identity with global ambitions. The move was confirmed by AirAsia founder Tony Fernandes (pictured below) in a LinkedIn post, where he described the development as “an exciting day” for the group, noting that AirAsia X will soon be renamed AirAsia and listed as a new quoted stock on 19 January. On the same day, Capital A will apply to be uplifted from PN17 status, with a final court hearing scheduled for 21 January. “AirAsia will be one airline group and one brand,” Fernandes said, adding that the consolidation of AirAsia X and AirAsia will create a single airline group with global ambitions. The rebranding and consolidation come as AirAsia X announced it has secured full subscription for its RM1 billion private placement, priced at RM1.65 per share. The placement, which attracted a broad mix of institutional and private investors, will also be completed on 19 January, with new shares to be listed on Bursa Malaysia’s Main Market on the same day. In a separate statement, AirAsia X chairman Fam Lee Ee said the strong investor response reflects confidence in the airline’s restructuring and growth strategy, as it works towards forming an enlarged AirAsia Group. He added that the capital injection will support the group’s next phase of growth as it integrates long-haul and short-haul operations into a single aviation platform. Don’t miss: AirAsia introduces hijab option in new cabin crew uniform policy According to Fernandes, the consolidation is designed to simplify the brand architecture while unlocking operational and financial efficiencies. These include improved fleet utilisation, integrated network planning, and the ability to leverage Capital A’s broader ecosystem to drive down costs and increase ancillary revenue. Fernandes also revealed plans to develop a strategic hub in Bahrain, positioning AirAsia as a low-cost alternative to Middle Eastern carriers such as Emirates and Qatar Airways, while applying strict cost discipline. “We will build a low-cost version of Emirates and Qatar and cover all continents,” he said. Alongside the structural changes, AirAsia is finalising new aircraft orders aimed at reducing costs and improving margins through better fleet planning. Fernandes said his target is to achieve earnings before interest, taxes, depreciation and amortisation (EBITDA) margins of 30%, supported by what he described as the “lowest cost in the world” and a significant contribution from ancillary income. The broader Capital A ecosystem is expected to play a central role in supporting the airline’s ambitions. Fernandes pointed to AirAsia MOVE as a key driver of ancillary growth and customer acquisition, while AirAsia NEXT is being positioned as the group’s next-generation loyalty platform, leveraging AI to build a large, data-driven customer database and remove operational inefficiencies from the airline. “ADE will bring greater efficiency and lost costs and more utilisation on our fleet. Teleport will add more cargo and revenue to the airline, and finally, Santan will have better food at a lower cost,” wrote Fernandes. Capital A will also apply to be removed from its PN17 classification, which it has held since the pandemic. Following the disposal of its airline business, Capital A will operate as a holding company for the group’s non-aviation businesses, while the newly consolidated AirAsia airline sits as a separate listed entity. Fernandes added that dividends are a near-term goal once the group reduces the debt accumulated during COVID-19, signalling a shift from survival and restructuring towards capital growth and shareholder returns. “And we did this all ourselves. Can’t wait to tell the world starting today,” added Fernandes. As the restructuring nears completion, the consolidation of AirAsia X under the AirAsia name marks a symbolic and operational reset for the airline group, one that ties its future growth story back to a single, globally recognised brand. Related articles: AirAsia Media launches blueprint for 2025’s new traveller economy Indonesia taps AirAsia MOVE for #MacamLokal campaign to boost Malaysian arrivals AirAsia takes flight with new custom typeface source

Grab has entered into a strategic partnership with global smart mobility pioneer GAC, aiming to deploy an initial 20,000 high-performance electric vehicles (EVs) across the region. The collaboration focuses not only on expanding Grab’s EV fleet but also on enhancing the in-vehicle experience for its driver-partners through technology integration and improved after-sales support. The partnership will see three of GAC’s flagship models – the AION Y, AION ES, and AION V – introduced across Singapore, Malaysia, Indonesia, the Philippines, Vietnam, and Thailand. Designed to meet the demands of professional ride-hailing, these vehicles offer features such as 90-degree door openings and generous rear legroom, ensuring comfort for both driver-partners and passengers. The collaboration aligns with GAC’s “Tech-Driven GAC, Advancing Global Reach with a Full-Chain Ecosystem” strategy, envisioning a fully integrated ecosystem of products, services, and operational capabilities for EVs. Don’t miss: Grab takes SEA tourism to the world with Times Square spotlight A key feature of the partnership is the integration of the Grab driver app into GAC’s intelligent cockpit system. This allows driver-partners to access navigation, high-demand area guidance, and safety alerts directly on the vehicle’s cockpit display. By reducing the need to switch between devices, driver-partners can accept trips seamlessly while focusing more on road safety. “At Grab, we are constantly seeking innovations that empower our driver-partners. By integrating the Grab driver app directly into the GAC cockpit display, our driver-partners can receive timely and important data, such as precise navigation and safety alerts, in a more ergonomic way. This ensures a more seamless and intuitive experience that reduces our driver-partners’ cognitive load, while advancing our shared commitment to carbon neutrality and a sustainable future,” said Philipp Kandal, chief product officer at Grab. Grab driver-partners will have the option to rent the EVs from Grab’s fleet partners or take advantage of Grab’s financing schemes. The selection of the three GAC models reflects their suitability for the diverse needs of the Southeast Asian market. The AION Y, a best-selling model, is well-suited for electric taxis and premium airport transfers thanks to its stylish design and practical interior. The AION V combines long range with a spacious cabin and holds a Euro NCAP five-star safety rating, setting a global benchmark for safety in electric SUVs. Meanwhile, the AION ES is recognised for its efficient range and ergonomic interior, earning widespread adoption as an electric taxi option alongside the AION Y. By leveraging Grab’s reach, GAC aims to raise brand awareness and gain insights into Southeast Asia’s evolving mobility demands. The region’s EV market is experiencing rapid growth. The International Energy Agency’s Global EV Outlook 2025 reported a nearly 50% increase in sales across Southeast Asia in 2024. Grab’s expansion of EV offerings is part of its commitment to carbon neutrality by 2040, focusing on accessible, low-emission transportation for driver-partners. Under the partnership, several initiatives aim to make EV adoption more accessible and convenient for Grab’s driver-partners. In Singapore and Thailand, users can choose the “Eco-Friendly Ride” option, which prioritises green vehicles at no additional cost. In Vietnam, partnerships with EBOOST and Charge+ provide discounted charging rates, helping reduce operational expenses for drivers. Grab Thailand has introduced a Drive-to-Own model offering five-year lease terms with no down payment, with repayments deducted directly from driver-partners’ earnings. Meanwhile, Grab Singapore and the Philippines have rolled out fully electric or hybrid fleets, and Grab Indonesia currently operates over 11,000 EVs on high-volume routes. Through this strategic collaboration, Grab and GAC aim to accelerate EV adoption across Southeast Asia while improving the daily experience of driver-partners and supporting sustainable urban mobility. Related articles:Grab rebrands GrabRewards programme across SEAGrab driver partners take centre stage in ASEAN travel series with KS LagiGrab brings travel, rides and entertainment to fingertips with Partner Apps source

CASETiFY has appointed Access Communications as its official public relations agency in Singapore. The agency will manage all local media engagement for the brand, acting as the main point of contact for press materials, interviews, and enquiries. In conversation with MARKETING-INTERACTIVE, CASETiFY said the appointment was driven by Access Communications’ strong understanding of the Singapore media landscape, strategic PR expertise, and track record in building culturally relevant brand narratives. The agency’s ability to translate global brand stories into locally meaningful engagement also factored into the decision. Over the next 12 months, the partnership will focus on strengthening CASETiFY’s brand visibility and relevance in Singapore, deepening engagement with media and key opinion leaders, and supporting major product launches and brand initiatives. This includes reinforcing CASETiFY’s positioning at the intersection of technology, fashion, and self-expression. Don’t miss: How CASETiFY builds buzz with every drop Access Communications will support ongoing and upcoming product launches, limited-edition collections, and brand campaigns in Singapore, overseeing PR strategy, media engagement, and storytelling across key brand moments throughout the year. Specific details will be announced in due course. Locally, CASETiFY will be positioned as a design-led, culturally relevant lifestyle brand aimed at a style-conscious, digitally savvy audience. While aligned with the brand’s broader APAC direction, the Singapore strategy places greater emphasis on the city’s role as a trendsetting and creative global hub. Beyond traditional press outreach, Access Communications said it is open to collaborating with local creatives, cultural platforms, and key voices to create more immersive and meaningful brand touchpoints. CASETiFY also plans to explore localised activations and Singapore-first initiatives that reflect the market’s unique culture, creativity, and consumer landscape. The move follows Access Communications’ recent appointment as PR agency for French jewellery house Chaumet in Singapore. The partnership focuses on spotlighting the Maison’s contemporary craftsmanship and enduring innovation as it strengthens its local presence. It also comes amid CASETiFY’s growing focus on pop culture collaborations. For Star Wars Day on 4 May last year, the brand unveiled a collection inspired by the Rebel Alliance, Galactic Empire, and fan-favourite droids C-3PO and R2-D2. Rather than relying on one-off drops, CASETiFY pairs iconic IPs with emerging artists and cult labels to keep demand consistent. Recent collaborations showcase this strategy in action. The “Oatside x CASETiFY” back-to-school range blended playful designs with customisable tech accessories, while a partnership with Malaysian artist Chow Hon Lam introduced Buddy Gator, a locally inspired character, through cases and social media activations. According to Beatrix Wong, head of new markets at CASETiFY at the time, each collaboration undergoes a vetting process to ensure brand alignment, shared audience appeal, and cultural relevance. Related articles: Oatside and CASETiFY bring creative expression back to school in new collaboration   CASETiFY partners with Malaysian comic Buddy Gator in new collection   Singtel reimagines retail experience with instore TikTok Creator House and CASETiFY  source

VIRTUE Asia has appointed William Beale (pictured) as creative director as it sharpens its focus on entertainment-led brand building and cultural storytelling. In his new role, Beale will lead creative across VIRTUE Asia’s luxury and hospitality portfolios, working across all Southeast Asian markets where the agency operates, while also collaborating with teams to help brands show up meaningfully within entertainment ecosystems and creator-led platforms. Beale’s background sits at the intersection of brand creativity and entertainment, positioning him to help clients develop ideas that extend beyond traditional campaigns into content, experiences and longer-form production formats. He brings more than 12 years of experience delivering integrated creative work across Asia Pacific, spanning advertising, music and live performance. Don’t miss: Lesley John appointed CEO as VIRTUE Asia enters new era of growth He joins from VaynerMedia, where he spent more than five years as creative director leading work for APAC clients including Disney Studios’ brands such as Marvel, Pixar and 20th Century Studios, as well as Prudential, Subway and SK-II. During his tenure, he also drove new business wins in Australia for brands including Twisties, Optus and Carlton United Breweries. Prior to this, Beale held roles at UltraSuperNew Singapore and VMLY&R Asia, further building his experience across creative, culture and brand strategy in the region. Across his career, Beale has worked with brands such as Coca-Cola, Johnnie Walker, Under Armour, PUMA and Spotify. He has also developed branded entertainment properties, including a series for Martell NCF focused on Asia’s drag culture and heavy metal scene. Huiwen Tow, head of strategy, VIRTUE Asia, said Beale’s appointment reflects the agency’s ambition to build brands at the intersection of entertainment and culture. “Beale understands how ideas need to work as experiences people actively choose to engage with. His grounding in entertainment, combined with his creative leadership across Asia, makes him uniquely placed to help our clients create work that has cultural weight and longevity,” she added.  Speaking on his new role, Beale said, “Culture moves fastest through entertainment, whether that’s music, film, gaming or new creator formats. The future belongs to ideas people choose to spend time with, not skip past, and that’s exactly what VIRTUE Asia is building. An infrastructure designed to push branded creativity into its next chapter.” The appointment follows the launch of V47 Entertainment, VIRTUE Asia’s branded entertainment studio created in partnership with Goldfinch International, as the agency pushes beyond campaign-led work and into entertainment-driven storytelling. Aimed at helping brands build long-form cultural intellectual property across Asia, MENA and the Global South, V47 Entertainment focuses on developing brand-backed films, series, anthology formats, microdramas, digital universes and creator-led stories. The model brings together VIRTUE Asia’s cultural and creative capabilities with Goldfinch International’s financing structures and production network, at a time when marketers are seeking longer-term brand relevance amid rising AI automation and shifting media consumption habits. Related articles: Tommy Singapore names new creative director   Dough Bros nabs Branding Records’ Marcus Wong as creative director      IPG Health names new executive creative director for APAC     source

Eu Yan Sang is leaning into heritage led storytelling and premium design this Lunar New Year with a limited-edition collaboration alongside Jimmy Choo, marking the traditional Chinese medicine brand’s first partnership with a global fashion icon. Headlined by the “Auspicious harmony” treasure chest hamper, the Lunar New Year 2026 collaboration brings together Eu Yan Sang’s 146-year wellness legacy and Jimmy Choo’s refined design sensibility. The result is a collector style gift set that reimagines festive gifting through craftsmanship, cultural symbolism and emotional value. According to Sharon Tan, head of marketing for Eu Yan Sang Malaysia and Singapore, the collaboration was driven by shared values rather than a trend-led appeal. She told MARKETING-INTERACTIVE: This partnership was born from a shared philosophy. Both brands are grounded in heritage, craftsmanship and a deep respect for legacy. “For Eu Yan Sang, Lunar New Year is about honouring time tested wellness rituals while presenting them with contemporary relevance. Jimmy Choo brings a similar appreciation for artisanal detail, cultural symbolism and storytelling, which made the collaboration feel very natural.” Don’t miss: Jimmy Choo and Sailor Moon partner up to recall childhood dreams Designed personally under Jimmy Choo’s creative direction, the treasure chest draws inspiration from vintage travel trunks and auspicious oriental motifs. It is intended to function not only as festive packaging, but as a keepsake that reflects sincerity, respect and gratitude, values closely associated with Lunar New Year gifting. The limited-edition gift set is available in both Singapore and Malaysia, with customised contents tailored to consumer preferences in each market. In Singapore, only 100 sets are available, reinforcing the sense of exclusivity around the release. Rather than rolling out a large-scale mass campaign, Eu Yan Sang opted for a more intimate, experience driven approach to launch the collaboration. The brand hosted its inaugural Lunar New Year gala event in December at Pan Pacific Singapore, welcoming close to 150 VIP retail members, corporate partners, media and KOLs. Guests were given an early preview of the treasure chest and the opportunity to place preorders on the spot. Tan explained that the marketing strategy was intentionally restrained. “We focused on storytelling, earned media, experiential moments and owned channels. The idea was to let the collaboration unfold organically, anchored around Lunar New Year themes of reunion, gratitude and auspicious beginnings, while maintaining a sense of refinement befitting the partnership.” The collaboration also reflects Eu Yan Sang’s broader brand evolution, as it continues to position itself beyond traditional retail and into the premium lifestyle and wellness space. While the partnership with Jimmy Choo signals an openness to cross disciplinary collaborations, Tan was clear that future tie ups will remain selective. “We are not pursuing collaborations for novelty. Shared values and purpose driven storytelling must be present.” When done meaningfully, these partnerships allow us to express wellness, gifting and cultural traditions in fresh yet respectful ways. The treasure chest gift set is available in both Singapore and Malaysia, but the items within the sets have been customised to suit the preferences of each market. Only 100 sets are available in Singapore priced at SG$1,888 each, positioning it as a collector’s item. Interested buyers are required to call to email Eu Yan Sang’s corporate sales team.  The Auspicious Harmony gift set is currently being displayed at three Eu Yan Sang stores in Singapore– Paragon, Takashimaya Shopping Centre and Jewel Changi. Lunar New Year gifting is becoming increasingly design conscious and experience led. This year, 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.” 1664 has also turned its creative lens to reunion and togetherness with a limited-edition 1664 x Camille Walala mahjong set, launching from 8 January to 28 February 2026. Designed as a contemporary collector’s piece, the mahjong set reimagines a timeless Lunar New Year tradition through bold abstract patterns and vivid festive hues, inspired by the playful visual language of French artist Camille Walala. Over in Malaysia, Tiger Beer is leaning into street culture and live music to inject fresh energy into the new year, with a renewed collaboration with Tokyo-based streetwear label atmos for its Spirit of the Tiger collection. The collaboration reflects Tiger’s festive rallying call of 敢敢冲, (Dare to charge forward), a theme that speaks to momentum, confidence and looking ahead. Beyond fashion, Tiger Beer is also extending its festive presence into live, on-ground experiences.  Related articles: Love, Bonito turns Lunar New Year into a stylish game of mahjongWellcome partners with G.O.D to launch hand-painted mahjong set Tiger Beer brings street heat to Chinese New Year with atmos and live music  source

NTUC FairPrice Group has called for a media, creative and production pitch for the Singapore market. MARKETING-INTERACTIVE understands that the appointment will run for two years, with an option to extend for a further year. MARKETING-INTERACTIVE has reached out to NTUC FairPrice Group for a statement. Don’t miss: FairPrice taps Google Cloud to bring AI to the aisles   The pitch comes as FairPrice Group continues to sharpen its marketing and retail media ambitions. Late last year, the retailer launched “FPG ADvantage”, a new business unit positioned as Singapore’s largest omnichannel retail media network, designed to connect brands with consumers across shopping, dining and digital touchpoints. Built on a network of more than 570 touchpoints spanning FairPrice supermarkets, Cheers, Unity pharmacies and Kopitiam food courts, FPG ADvantage reaches 1.7 million app users and over two million Link Rewards members. The network blends physical and digital assets, including more than 1,000 digital screens, in-store radio across 150 supermarkets, AI-enabled smart carts, over 6,000 Kopitiam tabletop decals and in-app placements that generate more than one million interactions daily. The retailer has also doubled down on brand-building. Most recently, FairPrice Group rolled out a new campaign by BBH Singapore spotlighting the everyday innovations that make life “a little better” for young Singaporean families. Building on its long-running proposition, “Every day, made a little better”, the campaign translates functional value into emotional storytelling through a series of short films, showing how routine errands can become moments of connection. The work is running across OOH, social and film. Related articles:  FairPrice’s SG60 chips puts local flavour in every crunch  FairPrice gets futuristic with smart carts, palm pay and AI-powered store ops  FairPrice illuminates the little things in heartwarming CNY campaign  source

CHAGEE Singapore officially opened its first family-friendly concept store at Suntec City last weekend, marking a shift towards more child-oriented retail spaces. The refreshed store format is designed to cater to families, featuring child-friendly furniture, dedicated seating areas, and activities for young visitors. At the centre of the store is a tiered play seating area for children, comprising multi-level booths that encourage movement and play. The space uses soft-touch materials and rounded edges, allowing children to explore while parents remain seated nearby. A digital screen offering simple motion-based games is also available, alongside complimentary milk for children. Don’t miss: CHAGEE marks eight years with new look and regional celebrations   Visitors during the opening weekend were invited to take part in a series of activities, including CHAGEE’s “Tear & win” contest with prizes such as educational toys and digital reading devices. Ice cream giveaways were available with a minimum spend of S$20, while stocks lasted. Other activities included a cup-stacking challenge, where participants could win a free drink voucher by completing the task within a set time, as well as balloon giveaways for children. The Suntec City outlet reflects CHAGEE’s broader focus on creating more welcoming spaces for families, extending its brand experience beyond its core tea offerings. MARKETING-INTERACTIVE has reached out for more information.  The move builds on CHAGEE’s ongoing effort to reimagine its physical stores. In October last year, CHAGEE Singapore unveiled its first tea-and-retail flagship, CHAGEE Pagoda House, along Pagoda Street in Chinatown. Designed as a modern reinterpretation of the traditional teahouse, the store blends cultural heritage with contemporary tea culture, featuring communal seating, warm timber accents and patterned tiles to encourage conversation and connection. The flagship also marked CHAGEE’s first retail store in Singapore, offering exclusive merchandise and a limited-edition capsule collection created in collaboration with local creative studio Tell Your Children. The opening was part of the brand’s SG60 campaign celebrating Singapore’s cultural tapestry and was accompanied by interactive cultural programmes, including calligraphy sessions, guided photo walks and in-store workshops. Related articles: CHAGEE and Sanrio sweeten the holidays with Tanned Hello Kitty collab   CHAGEE and POP MART hit the tennis court in playful collab    How CHAGEE brews team pride with its new mix-and-match uniforms source

Hong Kong flagship carrier Cathay Pacific is reportedly reducing marketing and administrative staff as part of a broader cost-saving initiative to fund investments in artificial intelligence. Bloomberg reports that Cathay CEO Ronald Lam informed his leadership team and managers last week of a new cost-reduction target focused on headquarters and back-office operations over the next five years. As part of the initiative, Lam has instructed all divisions to identify cost savings and operational efficiencies of 5% for 2026, as the airline anticipates a slower pace of growth in the coming year. The cost-cutting measures will primarily affect non-operational roles, with departments such as marketing and administration expected to undergo restructuring to incorporate AI and automated solutions. Overall, the airline aims to reduce administrative costs by 20% by the end of 2030, according to the report, as it seeks to safeguard profitability amid rising competition and the growing influence of AI. While some teams and job functions will be consolidated, others will see staff redeployed. However, the company emphasised that only a limited number of roles will be eliminated across both its Hong Kong and overseas offices. Despite the restructuring, Cathay has reaffirmed its commitment to growth, with plans already in place to recruit 3,000 new employees – bringing total headcount to over 34,000 by the end of 2025. Cathay told local media including RTHK that it regularly reviews and adjusts its organisational structure both in Hong Kong and internationally to stay aligned with its business development and long-term strategic objectives. The group also highlighted its ongoing recruitment efforts in the Hong Kong market, aiming to capitalise on opportunities presented by the three-runway system and other favourable conditions. MARKETING-INTERACTIVE has reached out to Cathay for a statement.  The company’s restructuring comes after a year of rapid expansion, including the launch of 20 new destinations. In November 2025, Cathay launched daily flights to Changsha and a seasonal service to Adelaide, while HK Express introduced daily flights to Kota Kinabalu (Sabah). At the same time, the Cathay Group projected strong financial results for the second half of the year, supported by increased capacity, solid passenger load factors, and resilient cargo demand. These gains were partially offset by losses from HK Express, attributed to several factors that dampened travel demand to Japan. Additionally, the Group’s second-half results include approximately HK$0.9 billion in Other Income, stemming from a one-time gain related to a supplier settlement agreement. Cathay Group said it expects full-year profit for 2025 to surpass the HK$9.88 billion recorded the previous year – marking what could be its first year-on-year profit growth in a decade. Related articles: Cathay Pacific sees significant profit rise in first half of 2023Cathay mulls buying back HK$6.96bn stake from Qatar Airways source