marketing interactive

Skechers has appointed K-Pop band SEVENTEEN members DK, Seungkwan and Dino as its newest regional brand ambassadors across key Asia Pacific markets, including Singapore, Hong Kong, Macau, Malaysia, Thailand and Vietnam. The trio will feature across Skechers’ footwear collections and lifestyle and performance apparel, including Skechers hands free slip-ins: GOwalk max cushioning flex, Skechers street uno ryze, GOrun consistent pro, max cushioning glide-step and Skechers hotshot. The brand first teased the ambassadorship on social media with a video of the three stars walking away from the camera, making sure that the audience are unable to see any distinguishable features.  Don’t miss: Skechers taps Sofía Vergara as global brand ambassador  Their identities were similarly revealed on social media with the three stars spinning and posing in Skechers from head to toe.  Skecher’s multi-ambassador strategy The multi-ambassador approach reflects a strategic shift in Skechers’ regional ambassador strategy. “At Skechers, we believe movement, comfort, and self-expression come in many forms. By appointing multiple ambassadors from the same group, we are able to tell a richer and relatable brand story that reflects how people move through everyday life,” said Eileen Tan, regional marketing director, Skechers Southeast Asia, in an interview with MARKETING-INTERACTIVE. She added that each ambassador brings a distinct energy while collectively representing Skechers’ versatility. “Each ambassador represents a different facet of Skechers’ versatility — from everyday comfort and lifestyle wear to performance and athleisure. Together, they showcase how Skechers’ footwear and apparel can support a wide range of personalities, lifestyles, and moments, while reinforcing our message of ‘walking together’ in an authentic and meaningful way.” The decision to appoint multiple members of the same K-pop group is also informed by the region’s fandom culture. In Asia Pacific, fandom engagement is often shaped by group dynamics rather than individual endorsements, making a multi-ambassador model more culturally resonant, noted Tan adding that: As members of the same group, the ambassadors bring a natural chemistry and strong connection with fans, which allows Skechers to tell a cohesive yet multi-dimensional story. “Through a single partnership, we look forward to creating varied content streams across lifestyle, performance, and everyday wear, all within a single, unified brand narrative,” said Tan. The ambassadors will front campaigns across Skechers’ key footwear and apparel lines, from lifestyle staples to performance gear. These selected product lines, according to Tan, reflect how the brand’s ambassadors move through their everyday routines from long days on set and travel, to training and downtime. “Rather than isolating lifestyle or performance categories, the partnership brings both together to reflect how comfort, style, and functionality naturally coexist in real life,” Tan said. From screens to fans Fan engagement sits at the heart of the partnership, with exclusive content tied to the stars online and offline. In addition, the content is intentionally designed to feel accessible and relatable, rather than just purely aspirational, explained Tan. This includes original digital and social content, campaign visuals, and videos that showcase the ambassadors in their natural environments and highlight how Skechers fits seamlessly into their everyday lives.  Furthermore, the brand will support DK, Seungkwan and Dino at their upcoming concerts in Singapore and Thailand, along with exclusive giveaways ahead of the shows. While the collaboration is still in its early days, Tan teased more exciting initiatives with the ambassadors that will be announced progressively.  “Through both online and offline experiences, Skechers aims to deepen fan engagement and bring the brand closer to consumers,” said Tan.  Related articles:   Skechers to outfit Team Malaysia for 33rd SEA Games  Skechers names HK icon Tony Leung as new APAC ambassador  Skechers SG launches AI stylist Luna to reinvent shopping  source

DBS has appointed Audrey Kuah as its group marketing and communications head, effective 2 January 2026. In a statement to MARKETING-INTERACTIVE, DBS said that Kuah will strengthen DBS’ bank‑wide marketing approach. She will also advance the bank’s “One bank, one brand” ambitions through impactful communications aligned with DBS’ mission and goals.  In her new role, she reports to Derrick Goh, DBS group chief operating officer. Don’t miss: Karen Ngui relinquishes head of group strategic marketing and communications role Kuah is a seasoned leader in marketing and media with over 25 years of experience at global agencies namely J Walter Thompson, Dentsu and WPP covering Asia. She covered financial services that included Citi International Personal Banking, Standard Chartered Bank and OCBC.  Most recently, she was APAC co-CEO of VML and CEO of Wunderman Thompson APAC, where she drove transformation using data and technology. Prior to that, she held several senior roles at Dentsu International including executive director, media practice, APAC; managing director, Global Data Innovation Centre; client chief officer, SEA; and CEO, Aegis Media Singapore. Kuah also spent over a decade at GroupM, where she started as director of Mindshare, then served as general manager of Maxus Singapore and director of Asia Pacific for Mediacom, business development and strategic.  In tandem to her agency experience, Kuah has led OCBC Bank holding the position of group managing director and head of marketing, global consumer financial services. Her appointment comes as DBS continues to innovate in its marketing, with recent initiatives in Singapore including the “SG60: Transforming businesses for the future” mega livestream from 1 to 3 August 2025. The event spotlighted 60 homegrown brands, including five DBS Foundation grantees, showcasing over 600 products across 60 continuous hours — the longest live-selling stream in Southeast Asia to date, said the bank. Earlier in July, DBS launched the fourth season of its award-winning web series Sparks, highlighting scams targeting vulnerable groups and the barriers faced by persons with disabilities. Inspired by true stories from DBS clients and employees, the season follows a team of young bankers navigating work and life while tackling urgent societal challenges. Related articles:  #IWD2025: DBS’ Lim Bee Bee on creativity, analytics, and marketing leadership  Following last year’s Huat perfume, DBS Bank makes a move into home fragrance this CNY  Interview: What sparked the idea of trust behind DBS’ regional campaign source

Karen Ngui is relinquishing her role as DBS’ head of group strategic marketing and communications. In a LinkedIn post, Ngui said she made the decision to focus her “time and energy entirely on championing impact beyond banking through the DBS Foundation and our DBS People of Purpose initiatives”. According to her LinkedIn profile, Ngui’s new title will be head of DBS Foundation. Don’t miss: Interview: Karen Ngui on what sparked the idea of trust behind DBS’ regional campaign  “After more than 20 wonderful years with DBS, I’ve decided to step down as head of group strategic marketing and communications,” she said, adding that the move marks “a meaningful transition” in her DBS journey. Ngui paid tribute to the group strategic marketing and communications team, saying that together they “shaped, differentiated and strengthened the DBS brand through both calm and crisis”, and helped position DBS as “a purpose-driven, world-class bank”. As she turns her full attention to the foundation in what she described as a new “re-wirement” chapter, Ngui said she remains focused on enabling sustainable and scalable change by uplifting vulnerable communities, fostering inclusion and supporting purpose-driven businesses across Asia. She added that the foundation has also deepened its efforts around ageing, as populations across the region grow older. “We’re focused on shaping a future where ageing is not feared, but embraced with dignity, joy and possibility,” she said, pointing to initiatives spanning active ageing, healthcare access, education, financial resilience and tech-enabled eldercare solutions. Ngui said the work would not be possible without collaboration across the wider impact ecosystem, including social enterprises, community partners, policymakers and DBS colleagues, adding that “collective action makes change possible”. MARKETING-INTERACTIVE has reached out for a statement.  Ngui is not the only marketer in the banking space to have made career changes in recent months. In August 2025, Saurabh Singhal joined HSBC as its managing director, global head of digital marketing, corporate and investment banking.  Similarly, Standard Chartered appointed Cheryl Lim as its new global corporate coverage marketing director under the bank’s corporate and investment banking division.  Related articles:   DBS powers 60-hour livestream and street activation for small businessesDBS tackles scams and inequality in new season of ‘Sparks’  #IWD2025: DBS’ Lim Bee Bee on creativity, analytics, and marketing leadership  source

Kenvue has appointed Madhav Nayak (pictured) as its vice president and chief marketing officer for Asia-Pacific. In the new role, Nayak will lead the APAC marketing organisation across all markets in the region, including China, India, South-East Asia, Japan, Korea, Australia and New Zealand. According to a LinkedIn post, he will be overseeing brands including Johnson’s, Neutrogena, Listerine, Aveeno and Band-Aid. He reports to Anindya Dasgupta, group president of APAC at Kenvue. In conversation with MARKETING-INTERACTIVE, Nayak said, “This is an incredible opportunity to lead and grow a portfolio of iconic global and regional brands in APAC, and lead the marketing organisation in the region.” Don’t miss: Kenvue names new APAC group president Prior to joining Kenvue, Nayak was chief marketing officer for KFC Asia at Yum! Brands from 2021 to 2025, where he was responsible for regional commercial performance, brand health and digital growth. His earlier roles include APAC client partnerships leader for consumer goods at Meta, as well as more than a decade at Unilever in senior regional and global marketing leadership positions across Southeast Asia, ANZ, India, China and Europe. Nayak’s appointment also comes as Kenvue prepares for a major corporate transition. In November last year, Kimberly-Clark Corporation unveiled plans to acquire Kenvue in a cash-and-stock deal valued at approximately US$48.7 billion, subject to shareholder and regulatory approvals, with the transaction expected to close in the second half of 2026. The deal will combine both companies’ portfolios to create a global health and wellness business spanning 10 billion-dollar brands, with Kimberly-Clark shareholders expected to own about 54% of the combined entity and Kenvue shareholders 46% upon completion. Related articles:   Kenvue concludes media pitch for APAC marketKenvue promotes Venaig Solinhac to VP global brand lead, baby  Johnson & Johnson names new Vision Care marketing lead for 4 regions     source

Burberry has unveiled British singer-songwriter Olivia Dean as the new face of its latest fragrance, Burberry Her Parfum, marking a bold new chapter for the brand’s women’s scent portfolio. The campaign, which launched on 5 January 2026, positions the parfum as the most intense expression yet within the Burberry Her family, drawing on themes of freedom, self-expression and the creative energy of London. Set across the city’s urban streets and open parklands, the campaign film follows Dean as she moves through London, shifting from structured cityscapes into expansive green spaces. Inspired by the fluid choreography of starlings in flight, her movements mirror a desire to break free, capturing a sense of lightness and untouchable confidence. The visuals are bathed in soft pink and purple hues, echoing both the mood of the film and the colour story of the new fragrance. Music plays a central role in the campaign, with Dean writing and performing an original track created exclusively for the film. The soundtrack reinforces the campaign’s emotional arc, underscoring the idea of rising above everyday constraints and embracing personal freedom. The film closes with Dean voicing the line, “Free your spirit, Burberry Her”, cementing the parfum’s positioning as a scent rooted in individuality and self-belief. Within a day of its release, the video has garnered over 10,000 likes on Burberry Beauty’s Instagram page. Don’t miss: Can Burberry’s refocus on heritage really help revive its identity?  The Burberry Her Parfum is described as a gourmand fragrance that balances delicacy with depth. It opens with cherry and pear notes before evolving into a warm heart of amber accord, freesia and whipped cream, grounded by patchouli oil. The base features vanilla absolute, moss notes and musk, delivering a rich and enveloping finish. For Dean, the cherry note evokes the arrival of spring in London, when cherry blossom trees transform the city in soft pink tones, reinforcing the fragrance’s strong sense of place. Visually, the fragrance debuts in a redesigned bottle that reflects its intensified character. The iconic Burberry Her silhouette is reimagined in opaque deep-pink glass with a matte finish, complemented by outer packaging adorned with flowing pink ribbons. The singer-songwriter’s appointment as the new face of Burberry Her, was first announced in October 2025, signalling Burberry’s continued focus on aligning with a new generation of British talent. Dean’s genre-blending musical style, which feels both nostalgic and contemporary, mirrors the fragrance’s contrast of softness and strength. Speaking about the partnership, she shared that representing Burberry feels deeply personal. “As a British artist, I’ve always admired what Burberry represents. It’s such an iconic brand with an incredible heritage, yet it still feels young, fresh and modern. I’m a huge fan of fragrance and love the way it can capture a moment or evoke a memory, so to be part of that story and represent a fragrance that celebrates individuality and self-expression is a dream come true,” said Dean.  Burberry Her Parfum has been available from 26 December 2026, with distribution across major global beauty retailers including Sephora, Ulta, Macy’s and Nordstrom. The launch is supported by Coty, Burberry’s long-standing fragrance partner, as the brand continues to expand the Her franchise as a signature scent collection inspired by London and designed for the modern woman. The launch of Burberry Her Parfum comes just months after Burberry’s outerwear campaign, “Postcards from London”, fronted by actor Olivia Colman. Celebrating the house’s signature outerwear and more than 165 years of British craftsmanship, the campaign reinforces the brand’s deep ties to London and its enduring style codes. Comprising four short films — A Pinch of Salt, Across the Pond, The Soloist and 99 Runs — the campaign culminates in an edit titled It’s Always Burberry Weather: Postcards from London. Each vignette follows first-time visitors navigating the city, with Academy Award-winning Colman portraying a cast of eccentric British locals. The films also feature an international line-up of supermodels including Amelia Gray, Liu Wen, Lucky Blue Smith, Mona Tougaard and Tyson Beckford, unfolding as a cinematic love letter to London. The campaign is part of Burberry’s broader push to deepen cultural relevance through high-profile global ambassadors. Over the past year, the brand has expanded its roster across key markets such as China, South Korea and the UK, tapping figures including Bright, Zhang Jingyi, Son Heung-min, Son Suk-Ku, Ncuti Gatwa, Rosie Huntington-Whiteley, Wu Lei, Chen Kun and Tang Wei, among others. This renewed focus follows Burberry’s announcement of an “urgent” turnaround plan in 2024, a pivotal moment for the brand as it works to recalibrate its identity amid slowing sales. Since joining in July, CEO Joshua Schulman, formerly of Michael Kors, has acknowledged that recent underperformance was driven by inconsistent brand execution and a drift away from Burberry’s core outerwear category and customer base. “Today, we are acting with urgency to course correct, stabilise the business and position Burberry for a return to sustainable, profitable growth,” he said. While online sentiment around the strategy has skewed neutral to positive, industry observers who spoke to MARKETING-INTERACTIVE, note that the move could help Burberry reconnect with its British heritage and luxury audience. Related articles: Burberry unveils ‘urgent’ strategic plan as sales plummetTiffany & Co unwraps love in new holiday campaign with Anya Taylor-Joy Coty and adidas bottle up good vibes in new fragrance lineup  source

Vivek Kumar has stepped down as CEO of WWF Singapore after more than four years with the organisation, citing a new role focused on youth empowerment across Asia Pacific. In conversation with MARKETING-INTERACTIVE, Kumar said “this was not a decision I sought, and it was not an easy one to make.”  “Over the past four years, WWF Singapore has reached a point of strategic clarity and organisational strength, with a strong board-backed strategy and leadership team in place. At the same time, an opportunity emerged in a different sector that aligns closely with a purpose that has shaped much of my life and career, working with and for people,” he added. During his tenure, Kumar led initiatives that reinforced WWF Singapore’s position as a regional hub for conservation, refining strategic priorities, broadening partnerships, expanding its regional presence, and deepening its impact locally. Don’t miss: Ex-Taylor’s CMO Ben Foo joins multi-brand F&B retail group as CEO Key milestones included launching the Blue Catalyst programme during New York Climate Week to accelerate credible blue carbon solutions, and convening the WWF Earth Hour Summit, which brought together global thought leaders, policymakers, businesses, and practitioners to advance dialogue on nature, climate, and finance in Asia. “None of this was individual work, it was the result of an exceptional team and committed partners working together,” highlighted Kumar.  Reflecting on his time at WWF Singapore, Kumar said organisational growth and continuity were key measures, and he hopes WWF Singapore has become “stronger, more confident and better positioned for the future.’” Kumar will continue to support WWF Singapore as an advisor from February 2026. Currently, no successor has been announced, with the board overseeing the search process. In the interim, the chairman will work closely with the senior management team to ensure continuity of leadership and operations, and that the organisation’s work continues as usual. Kumar joined WWF Singapore as chief marketing officer in 2021 and rose through the ranks to chief marketing, communications and fundraising officer in 2023, before becoming CEO in 2024. His leadership included scaling Earth Hour, launching AR-supported conservation projects, and building partnerships across private banks, national attractions, and mainstream media to amplify WWF Singapore’s impact. Before WWF, Kumar held senior marketing and leadership roles at NTUC FairPrice, Shell, and WPP across Asia Pacific. Over the years, WWF Singapore has launched landmark public engagement initiatives including the Earth House festival in 2025. The festival, held at Sentosa Sensoryscape drew thousands to explore nature-positive, climate-resilient solutions through interactive booths, hands-on workshops, and sustainability pledges. Some highlights were coral restoration and citizen science initiatives, a “Build your own planet-friendly meal” workshop, a bottle recycling activation by Watsons Singapore, and performances by local artists culminating in the symbolic “Switch Off” moment at 8:30 PM. The initiative was further amplified by Singapore’s SG60 celebrations with iconic city landmarks from Orchard Road to Marina Bay switching off their lights in solidarity.  Related articles: Mastercard names Accenture veteran global CMO as Raja Rajamannar steps down  Zespri CMO Jiunn Shih steps down after nine years    Prudential chief customer officer Theng Kiat Goh steps down after 7 years  source

Canva has appointed Laura Kantor as its head of marketing for Southeast Asia, a role in which she will oversee the brand’s marketing efforts across Indonesia, the Philippines, Thailand, Singapore, Malaysia, and Vietnam. Kantor succeeds Ruoshan Tao, who has moved to the US to lead marketing for Canva across Latin America. She will report to Yani Hornilla Donato, Southeast Asia regional lead, and Zach Kitschke, chief marketing officer at Canva. In her new role, Kantor will focus on strengthening local teams, sharpening market priorities, and ensuring Canva’s presence in the region feels “truly local, relevant and exciting” in each market, Kantor told MARKETING-INTERACTIVE. Don’t miss: Kenvue appoints former KFC Asia CMO as VP and marketing chief for APAC  She will also lead upcoming brand campaigns and initiatives, with 2026 shaping up to be “a huge year for Canva in the region,” she added. Prior to joining Canva, Kantor founded and ran a consultancy helping purpose driven startups grow faster and smarter. She was also chief marketing officer at abillion and had a notable six-year stint at foodpanda taking on roles such as director of marketing, growth and sustainability, head of marketing and sustainability and more.  “Southeast Asia is such a vibrant region defined by creativity, momentum, and diversity, and presents a powerful opportunity to build Canva as a truly local brand in every market. As head of marketing for Southeast Asia, I’m excited to work alongside our teams to drive brave, culturally relevant marketing that empowers people to ideate, create, and design with confidence,” Kantor said. She described the people and culture at Canva as a highlight of her new role. “The teams have already done fantastic work, and I’ve already learnt so much in a very short space of time. I’m most excited about building on that momentum, growing Canva’s presence across the region, and delivering bold, locally relevant marketing that really stands out,” she added. Earlier in August 2025, Canva unveiled its first large-scale brand campaign in Indonesia titled “Gampang di Canva” (“Easy on Canva”), aimed at boosting the growth and visibility of the country’s MSMEs. The campaign drew inspiration from the vibrant ecosystem of around 60 million MSMEs across Indonesia – from family-run shops and street vendors to digital startups – reflecting their high ambitions despite limited resources and tight schedules. At its core, “Gampang di Canva” celebrated how accessible, professional-quality design has become a vital tool for these businesses to stand out in a competitive market. Related articles:   Canva, GIGIL turn Kween Yasmin into internet’s ‘all-purpose endorser’ in viral SMB push  Canva’s Affinity goes pro for free, offering creatives a new alternative   Canva unleashes fantasy shorts to put imagination to work  source

National Gallery Singapore is extending its presence beyond museum walls with the launch of “The Gallery benches”, an islandwide public installation running from 9 to 18 January 2026. The initiative reimagines the Gallery’s iconic red logo as ten functional benches placed across ten public locations in Singapore, including East Coast Park, Orchard Road, Marina Bay, Lau Pa Sat and the Singapore Botanic Gardens. Designed as usable public furniture rather than artworks, the benches invite the public to sit, rest, eat, chat and interact with the Gallery through everyday moments in shared spaces. Don’t miss: How National Gallery Singapore is trying to be a museum for everyone By translating its visual identity into a physical object for public use, the Gallery aims to meet audiences where they already are, extending cultural encounters into daily life beyond exhibitions. Locations were selected across neighbourhoods, parks, civic spaces and cultural districts, reinforcing the institution’s intent to integrate art and culture into the city’s everyday rhythms. Alongside the installation, the Gallery will document how the benches are used through film and photography, working with a group of Singapore-based visual creators. Members of the public are also encouraged to photograph and share their own interactions with the benches. “The Gallery benches” also anchors a new fundraising initiative. Organisations and individuals can adopt a bench for a three-year period at S$10,000, or sponsor one of its two rectangular elements at S$6,000. Proceeds will support the Gallery’s exhibitions, access programmes, children and family engagement, and arts and wellness initiatives. Following the islandwide showcase, the benches will return to National Gallery Singapore from 24 January 2026 and be installed within the Gallery. Having been used in public spaces, they will become part of the institution’s physical environment. The initiative coincides with the Gallery entering its second decade, signalling a renewed focus on visibility, accessibility and public connection. It also positions the Gallery as the first museum in Singapore to translate its visual identity into a usable public initiative at this scale. Encountered during a commute, lunch break or casual walk, the benches offer a pause point, and a reminder that the Gallery exists not just as a building, but as part of Singapore’s shared public spaces. “The Gallery believes that art is for anyone and everyone. These benches are a simple way of meeting people where they already are. By placing them in everyday public spaces, we hope to break down the perception of art as distant or intimidating, and show that it can be encountered casually, openly, and as part of everyday life,” said Eugene Tan, chief executive officer and director of National Gallery Singapore.  In tandem, Aun Koh, assistant chief executive, marketing and development at National Gallery Singapore said, “Our partnerships are built on shared values and long-term commitment. This initiative reflects a different way of supporting the arts – one that is visible in public spaces and allows art to be inclusive and embedded in everyday life.”  The initiative builds on the Gallery’s broader push to meet audiences beyond traditional museum settings. In June last year, National Gallery Singapore appeared as a cinematic backdrop in BTS Jin’s Don’t Say You Love Me music video, part of a collaboration between the Singapore Tourism Board and BIGHIT MUSIC. The feature positioned the Gallery as a living part of Singapore’s cultural narrative, exposing it to a global audience beyond core art enthusiasts. Speaking to MARKETING-INTERACTIVE at the time, Koh, said the Gallery’s aim was to demystify the museum experience and invite a wider spectrum of visitors through its doors. Related articles: Have you seen this 15-metre-long snake installation at Funan this CNY?   RWS and Sentosa go ‘Wicked’ with islandwide cinematic takeover   Cable cars get a nyonya twist as Sentosa turns cultural for SG60 source

Sport Singapore has appointed integrated creative agency DSTNCT as the creative, branding, and social content partner for Team Singapore (TeamSG) at the 13th ASEAN Para Games in January 2026 and the 33rd SEA Games in Thailand. The appointment comes as Singapore sends its largest contingent yet, with 930 athletes, more than half making their debut, as the nation builds on its strong showing at Paris 2024. National leaders, including prime minister Lawrence Wong and senior minister Lee Hsien Loong, have publicly rallied support, highlighting sport’s role in fostering national pride and unity. As the appointed agency, DSTNCT will lead the creative narrative for TeamSG under the theme “One team, one dream, one of us,” which frames athletes as neighbours, classmates, and colleagues rather than traditional sports icons. The campaign aims to deepen national affinity and relatability across generations, building on the emotional storytelling established during Paris 2024.The campaign aims to deepen national affinity and relatability across generations, building on the emotional storytelling established during Paris 2024. Don’t miss: Sport Singapore picks new PR agency Don’t miss: Sport Singapore picks new PR agency  In addition, the agency’s work spans the full campaign cycle, from pre-games engagement to post-games celebrations. Leading up to the games, DSTNCT rolled out nationwide visuals and estate banners to build emotional investment, alongside an athlete storytelling series spotlighting the team behind the team. During the games, the agency is providing real-time content, highlights, scorecards, and human-interest stories, while also hosting an interactive TeamSG pop-up exhibition at Kallang Wave Mall, where visitors can attempt athletic challenges, hear stories from athletes, and share messages of support online. Post-games, the agency will continue coverage through an island-wide welcome home campaign and content celebrating medalists, debutants, para-athletes, and teams, recognising not only podium moments but perseverance and growth. “Team Singapore represents who we are as a people. Our athletes are one of us. Everyday Singaporeans whose dreams drive them to represent our country. We’re honoured to help Singaporeans see themselves in these stories and unite behind our contingent,” said Alexandria Yeo, business director at DSTNCT.  “This campaign is not just about winning medals, it’s about winning hearts. Especially among young Singaporeans who will become tomorrow’s athletes, supporters and advocates,” said Matthew Zeng, managing director and co-founder at DSTNCT. “We want every child, parent and senior to see themselves in TeamSG — of hopes, aspirations, grit and triumph,” he added.  The 13th ASEAN Para Games is scheduled to take place later this month from the 20th to the 26th of January. It will be held in Nakhon Ratchasima Province, Thailand and will feature a record number of 19 sports. Meanwhile, the 33rd SEA Games was held on the 9th to 20th of December last year in Bangkok, Chonburi and Songkhla, Thailand.  Meanwhile, in August 2025, Sport Singapore appointed Team Lewis as its public relations agency following a competitive pitch. The two-year contract, with an option to extend for a further year, positions Team Lewis to provide strategic communications support across Sport Singapore’s portfolio of initiatives, including flagship programmes such as GetActive! Singapore, SportCares, Active Health, and Team Nila. The agency’s responsibilities will span communications strategy, media relations, issues management, and on-ground support for events and activations, reinforcing SportSG’s broader mission to make sport a way of life and showcase Singapore as a vibrant sporting nation. Related articles: Skechers to outfit Team Malaysia for 33rd SEA Games  Team SG picks creative agencies for Paris 2024 Olympic and Paralympic Games  Team SG partners graffiti artist to back local Olympians with Kampong Glam mural  source

2025 proved that the fight for attention online has never been fiercer. As feeds grew more crowded and audiences more scroll-happy, users began pushing back against endless content and fast-moving trends, seeking a slower, more enjoyable digital experience. In a 2025 social media report, one in four internet users already feel overwhelmed by the spaces they occupy online. In response, brands brought out bold formats, nostalgic cues, and playful provocation to stay in view, and that trend shows no sign of slowing. Building on this, Battenhall’s “Year ahead in social 2026” report highlights the forces shaping the platform economy this year, from Gen Alpha and AI influencers to backlash against trend-chasing and performative marketing. In 2026, brands no longer control the conversation; audiences do. Below are the five forces shaping social media in 2026:  Don’t miss: 5 trends that had brands in a chokehold in 2025  Gen Alpha: The digital generation The oldest members of Gen Alpha will turn 16 in 2026, marking a major shift for social platforms and brand marketing. Born from 2010 onwards, Gen Alpha is the first generation to grow up entirely in a mobile-first, always-on world. Yet despite being tech-native, the report noted that they are also deeply aware of screen fatigue and the impact of technology on their wellbeing. Rather than passive consumption, Gen Alpha expects customisation, co-creation and community. Platforms such as Roblox, Minecraft and YouTube function as social spaces as much as entertainment hubs, with two in five Gen Alpha gamers preferring games that allow them to build or create. They are also highly values-driven. According to the report, 61% cite helping people as one of the most important things in life, with diversity, inclusion and social responsibility shaping how they engage with brands. For marketers, the message is clear: Gen Alpha responds best to short-form video, gamified experiences and influencer content rooted in genuine community – not hard-sell tactics or trend-jumping. Crowd control If 2025 proved anything, it’s that controlled brand storytelling is over. The report pointed to a surge in online opinion, outrage and remix culture, where campaigns can be amplified, hijacked or dismantled within hours. In this environment, brands are walking a fine line between sparking conversation and alienating audiences. The report highlights contrasting examples. American Eagle’s controversial Sydney Sweeney campaign triggered backlash but also drove sales and a reported 25% rise in stock value. Arc’teryx, meanwhile, faced swift criticism after a fireworks stunt in the Himalayas was seen as environmentally irresponsible, forcing the brand to pull the campaign and apologise. Another cautionary tale is Jet2’s now-ubiquitous “Nothing beats a Jet2 holiday” slogan, which has been remixed across more than 114,000 TikTok videos. While the exposure is undeniable, the brand has largely lost control of tone and context. The takeaway? Virality is a double-edged sword. Brands can’t prevent hijacking, but they can prepare for it – by anticipating reinterpretation and responding with speed, clarity and authenticity. Faces of the future AI-generated influencers are no longer novelty acts. According to the report, mentions of AI influencers rose 50% in the first five months of 2025, with 63% of professionals planning to use AI and machine learning in influencer marketing. The appeal is obvious: AI influencers are scalable, always-on, cost-efficient and fully controllable. High-profile virtual personalities such as Lil Miquela, Imma and Shudu have already worked with brands including Prada, Samsung and BMW. Yet the report warns that perfection comes with risks. Concerns around authenticity, unrealistic standards, bias and transparency continue to fuel skepticism among both consumers and marketers. Research cited shows 37% of consumers would not trust a brand that relies on AI influencers, rising concerns among professionals as well. The report argues the future lies in hybrid models, where AI supports storytelling and scale, while human creators deliver emotional resonance and cultural credibility. Campaigns by Coach and Samsung are cited as examples where virtual and human influencers worked together without undermining trust. The social cycle As social media hits its 20-year mark, the report observed platforms and behaviours going full circle. Long-form content, newsletters and community-led platforms are resurging as audiences tire of endless short-form feeds. Substack grew 56% year-on-year, while Reddit now counts over 900 million monthly users, with brands increasingly engaging through AMAs and niche communities. At the same time, private interactions are overtaking public posting. Instagram has acknowledged that DMs now drive its biggest engagement, while platforms such as Discord continue to grow as hubs for focused, interest-driven communities. For brands, discoverability via algorithms still matters, but retention will increasingly depend on episodic content, community participation and relevance, not volume. The end of the trend  Trend-hopping isn’t dead, but audiences are far less forgiving. The report noted growing fatigue with brands forcing themselves into viral moments without relevance or cultural understanding. Overused formats and clumsy executions risk diluting brand identity, or worse, triggering backlash. The report contrasts missteps – such as Ironman’s poorly received TikTok attempt – with brands such as Duolingo and Currys, which succeed by building from their own brand lore and audience insight rather than copying trends wholesale. Looking ahead, the report predicts a shift towards serialised storytelling and long-form social content, as platforms extend video limits and audiences reward depth over speed. Social media in 2026 will reward brands that stop chasing control, trends and quick wins. Instead, success will come from participation over perfection, community over virality, and storytelling that reflects real values rather than borrowed moments. As the report puts it: The age of controlled storytelling is over. Brands that accept that reality – and build with their audiences rather than at them – will be the ones that last. As social media evolves globally, Battenhall’s recent expansion into the APAC region highlights just how varied the landscape has become. In a November 2025 blog post, the consultancy noted that APAC boasts some of the world’s highest social media penetration and engagement rates. From developed markets such as Japan and South Korea to emerging hubs in Southeast Asia, a one-size-fits-all strategy rarely