marketing interactive

The Media Shop Group has appointed Jason Tan (pictured) to the newly created role of chief operating officer and managing partner, as the independent media agency looks to strengthen its regional footprint and leadership bench. In his new role, Tan will focus on accelerating the development of The Media Shop’s regional partner network while enhancing its digital and strategic capabilities. Tan brings over 18 years of experience across strategic planning, digital media activation and new business development. He joins The Media Shop from Jolt Digital, where he served as general manager, leading the Singapore office and Vietnam activation hub. Don’t miss: Bonsey Design COO steps down after seven years Prior to Jolt Digital, Tan spent more than four years at Publicis Media, where he held roles including APAC lead for Spark Foundry: M1, executive director of strategy and new business, and regional lead for Publicis Imagine. He has also held senior roles at Zenith, Neo@Ogilvy and Universal McCann. Commenting on the appointment, Jessica Toh, CEO of The Media Shop Group, said the leadership move marks a key step in the company’s growth plans. “This leadership evolution is a key step in our growth plan and highlights our commitment to strategic capabilities and synergy with our clients,” she said, adding that Tan’s experience across agency operations positions the group for continued growth in Asia. Tan said, “The Media Shop is a leader amongst independent media agencies in Singapore and I am proud to be part of the leadership team driving the agency’s next chapter of growth.” He added that the agency is well positioned to capture regional growth opportunities through integrated planning, data-driven digital strategy and a client-centric approach. Alongside Tan’s appointment, The Media Shop has also named Joseph Lee as digital strategy and activation director. Lee brings over 12 years of experience across digital media activation, adtech and integrated marketing, spanning both agency and publisher roles. He most recently served as channel partnership director at SPH Media, and has previously held roles at Publicis Media, Initiative and Oracle. “I am delighted to join such a dynamic agency and to accelerate the digital capabilities of The Media Shop across the region,” Lee said. The move comes amid a broader focus across the media agency landscape on strengthening operational leadership at the senior level. In June last year, Publicis Media Singapore promoted Elaine Poh to chief operating officer, reflecting the network’s push to sharpen operational decision-making at the country level and formalise her expanded remit across its full Singapore portfolio, spanning both local and international teams. In her role, Poh oversees operational alignment across media clients and teams, drives talent development and mobility across business lines, and works closely with Groupe leadership to integrate capabilities and accelerate growth. Related articles: PRecious Communications names first regional COO, expands leadership remit in Malaysia    WPP COO Andrew Scott steps down after 27 years with company     Edelman names Christiane Schulz as new APAC COO source

Singapore Tourism Board (STB) has renewed its partnership with Maker Lab, appointing the inhousing agency as its outsourced creative team for social media for a further two years. Under the renewed contract, Maker Lab will continue to deliver end-to-end social media services for Visit Singapore, spanning content creation, community management and social performance analysis. The work will be handled by an embedded social team supported by Maker Lab’s proprietary AI tools and workflows, aimed at accelerating delivery and improving creative output.  STB first called for a pitch in August 2025, which led to the agency securing the renewal.  Don’t miss: KFC Singapore picks new integrated creative and social agency  The renewal follows a period of strong performance across Visit Singapore’s digital channels, including TikTok, Instagram and YouTube. According to STB, Maker Lab’s “Where chefs eat” series generated 27 times more engagement than the average Visit Singapore Instagram reel and contributed to a 21.6% month-on-month increase in new followers during the campaign period. Since the partnership began in 2024, Maker Lab’s remit has expanded from creative production to full-scale social content operations, anchored by an in-house team of creators. STB said the shift has strengthened community engagement, improved responsiveness to content trends and enabled deeper audience insights to inform social strategy. “Social is where destination brands are discovered, debated and desired, and partnering with ambitious brands like STB to create this kind of impact is what we love doing,” said Intan Mokhnar, managing director at Maker Lab. “We’re thrilled to build on the momentum we’ve started together and bring Singapore’s story to the world in ways that feel authentic, culturally fluent and unmistakably global,” she added.  The two-year renewal cements Maker Lab’s role in shaping Visit Singapore’s social presence, as STB looks to maintain an agile, insight-led approach to engaging travellers across the journey, from inspiration to consideration. it also adds to the agency’s growing list of clients, having recently won KFC’s integrated creative and social pitch. While the social media pitch has concluded, STB’s broader creative pitch is still ongoing. As of November 2025, four agencies have been shortlisted: TBWASingapore, BLKJ Havas, Publicis Singapore, and Ogilvy Singapore. The initial lineup had also included Forsman & Bodenfors, McCann Worldgroup Singapore, Toaster, and TSLA, according to GeBIZ. The process is being overseen by marketing consultancy Ebiquity. Related articles:    Traveloka, STB unveil regional push for spontaneous weekend escapes to Singapore  ‘Superman’ actor David Corenswet explores Singapore’s high life in STB collabSTB names veteran Oliver Chong assistant chief executive of international group   source

KFC Singapore has appointed Maker Lab as its integrated creative and social agency. The agency is set to drive the fast-food chain’s creative and social efforts under a three-year contract. Maker Lab will be responsible for the end-to-end management of the brand’s marketing campaigns. This includes content creation, creative and social strategy, design, and performance marketing. In addition, the agency will establish an embedded social and creative team working alongside KFC’s marketing leadership to deliver brand events, marketing collateral, and always-on digital and social activity, with a focus on maintaining brand consistency and enabling faster, more agile execution across channels. Don’t miss: KFC Thailand retains media agency following competitive pitch  The appointment follows a multi-agency pitch in October 2025 that evaluated capabilities across strategy, creative, social, and integrated brand support. Maker Lab was selected for its proven ability to design specialist teams around client needs, providing a more innovative approach to address existing inefficiencies around costs and quality. “We’re excited to welcome Maker Lab as our creative partner. They bring a new way of working, with a bespoke team of specialists who will be closer to our brand and part of our day-to-day operations. Having an embedded team means we can move faster, be bolder, and stay closer to our customers’ evolving tastes,” said Jaslyn Lam, marketing and food innovation director at KFC Singapore. “We’ve always believed that the best work doesn’t happen when agencies and brands work at arm’s length. KFC is an iconic brand that connects with millions of Singaporeans, and we’re so thrilled to help shape their story in the coming years with a model that has been so impactful for our clients in the region” said Intan Mokhnar, managing director at Maker Lab. KFC Singapore joins Maker Lab’s current slate of clients including Google, Samsung, P&G, Grab, Singapore Tourism Board, TikTok, Nike and Figma. The news also comes as KFC revamps its Kallang outlet in November last year, unveiling neon-lit interiors, interactive features, and Singapore’s first physical merchandise corner. The revamp reflects the brand’s push to make its outlets more than just dining spaces, combining social and lifestyle experiences under one roof. Related articles: KFC Singapore brings Japanese Christmas to stores with anime twist  KFC Singapore unveils first-ever merchandise space at revamped Kallang outlet  KFC brings Butterbear and Thai heat to Singapore  source

This Lunar New Year, 1664 is turning 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. Created to spark joy and connection during reunion gatherings, the mahjong set transforms the game table into a statement of elevated celebration, where tradition meets modern creativity. The set will be available exclusively as a gift-with-purchase: shoppers who spend S$128 on any 1664 products at selected retail outlets and eCommerce platforms will receive it, while stocks last. Don’t miss: How the 1664 X Walala partnership reinvents festive traditions across Asia  According to 1664 when MARKETING-INTERACTIVE reached out, mahjong was chosen as the centrepiece for the effort for its cultural significance, frequently played during Lunar New Year gatherings as a symbol of reunion, togetherness, and shared moments. For 1664 in Singapore, the game embodies the joy of coming together during the festive season, while a contemporary design lens allows the brand to honour age-old customs and celebrate modern expressions of togetherness. Moreover, the collaboration with Walala was a natural fit for the brand. Known for transforming everyday objects into joyful, design-forward statements, Walala’s global sensibility and playful approach align with 1664’s “Playfully elegant” brand spirit, elevating the mahjong set into a collector’s piece, explained the brand.  The mahjong set forms part of 1664’s broader Lunar New Year initiative in Singapore, which spans both in-store and online channels. Rather than a standalone activation, the mahjong set is integrated within festive retail executions and digital touchpoints throughout the period. This is not 1664’s first collaboration with the French artist. The partnership was first sparked in November 2025, when the beer brand worked with Walala to reimagine the holiday season through limited-edition designs and experiential activations. Spanning Singapore, Malaysia, Hong Kong, mainland China and Vietnam, the earlier collaboration saw Walala’s playful aesthetic applied to 1664 Blanc, Rosé and Brut bottles and cans, alongside a range of co-branded merchandise and collectables, including red envelopes, tote bags, glasses and umbrellas. Speaking to MARKETING-INTERACTIVE at the time, Rommel P. Fuentebella, senior director of premium and execution at Carlsberg Asia, said the collaboration exemplified the Carlsberg Group’s “Accelerate SAIL” strategy, which aims to drive bold growth, elevate professionalism and position the group as a positive societal force through experiences that resonate across APAC markets where lifestyle and creativity are highly valued. Related articles:  1664 taps Robert Pattinson as global ambassador ahead of cinematic 2026 campaign  Kronenbourg 1664 brings fashion fizz to the streets in bold OOH takeover  1664 partners with urban fashion brand CLOT to drive Asian growth  source

Netflix is inviting viewers to see what 2026 has in store, and which shows might dominate their watch lists, through a playful new digital experience. The “Netflix tarot” forms part of the streaming giant’s “Discover your future” campaign where users are guided through a personalised tarot reading that pairs life fortunes with Netflix content. Participants begin by choosing one of three decks and answering three questions about where they want to invest their energy this year, from career and love to bold adventures or personal goals. Each reading reveals three cards, offering a fortune for 2026 alongside a Netflix movie or series that mirrors that path. Archetypes such as “The treasure hunter” or “The wild card” add another layer of playful insight, while eagle-eyed tarot fans can spot classic Arcana symbols and custom icons referencing Netflix titles. Don’t miss: Netflix to buy Warner Bros. in US$82.7bn deal after Discovery split To bring the experience to life, Netflix also released a four-minute short film. It follows a young woman who, while grabbing a coffee at a convenience store, encounters a mysterious grey cat that leads her into a tarot room. There, tarot reader Teyana Taylor asks the question: What next? The film transports her through a series of fantastical worlds inspired by Netflix shows. A “love” card lands her in the romantic setting of Bridgerton, followed by adventures with Aang from Avatar: The Last Airbender and Monkey D. Luffy from ONE PIECE. Subsequent cards send her to Lupin and Emily in Paris in France, an anime-inspired sequence, and even into Sesame Street, before she falls through various upcoming Netflix titles and crosses paths with Theo James. The journey ends back in the tarot room, with Taylor posing a final question: “What will you discover next?” The experience is designed for sharing, making it easy to compare results with friends and family. Netflix is also encouraging users to explore its 2026 slate of movies and returning series, from the latest season of ONE PIECE to Bridgerton and Virgin River, or bid farewell to shows such as Queer Eye. By merging cosmic curiosity with streaming recommendations, Netflix’s tarot reading offers a lighthearted way for viewers to plan their year, both in life and on screen. Netflix is continuing its immersive approach to fan experiences, following its December 2025 activation for the fifth and final season of Stranger Things. Fans in Kuala Lumpur braved heavy rain from 27 to 30 November to experience the “One last adventure” event at Daily Dose Coffee @ Bangunan Getah Asli, hopping on trishaws inspired by iconic series locations such as Scoops Ahoy, the Hellfire Club, and Surfer Boy Pizza. Each ride featured whimsical yet eerie touches, from Demogorgon heads on wheels to neon-lit designs and costumes, creating a fully immersive experience ahead of the Hawkins gang’s climactic showdown with Vecna. Related articles: Netflix brings the Upside Down to Kuala Lumpur with Stranger Rides fan event  Netflix rewinds time with 80s-style Stranger Things cassette ahead of final season      Netflix brings Wednesday’s black tears to life through eerie Grand Canal activation source

When Pantone unveils its Colour of the Year, the announcement rarely lands quietly. Designers, brands and marketers around the world immediately respond, adapting campaigns, products and visual identities to the chosen shade. But behind the cultural moment is a long, deliberate process that Pantone insists must remain independent, reflective and deeply human. In an exclusive interview with MARKETING-INTERACTIVE, Leatrice Eiseman, executive director of the Pantone Colour Institute, shared the intricate process behind the selection of 2026’s Colour of the Year: Cloud Dancer, a neutral white with balanced warm and cool undertones. “The colour we select to be our Pantone Colour of the Year is a colour we see crossing all areas of design; a colour that serves as an expression of a mood and an attitude on the part of the consumer,” she explained. It is a reflection of the global zeitgeist. Don’t miss: Pantone picks ‘Cloud dancer’ as 2026 colour of the year, sets off global collab wave Pantone’s team looks far and wide for inspiration. “There are many factors that play into our colour selection on any given year, including the entertainment industry and films in production, traveling art collections and new artists, fashion, all areas of design, aspirational travel destinations, new lifestyles, playstyles, and enjoyable escapes, as well as socio-economic conditions,” said Eiseman. “Influences may also stem from new technologies, materials, textures, and effects, relevant social media platforms, and even upcoming sporting events that capture worldwide attention,” she added. The research begins early in the previous year, as Eiseman described: “We start looking for ‘clues’ that will lead us to our ultimate choice. One of the most important areas to consider is insights into consumer mindsets, what they are seeking emotionally that might lead to specific purchases that help satisfy their needs and expectations.” The meaning, mood, and what comes after For Pantone, the Colour of the Year is about more than aesthetics. It is about emotional resonance and creative possibility. “Cloud Dancer is about our desire for simplicity and clarity, a desire to step back and disconnect, to relax, reflect, and allow our minds to reset, opening the door to imagination, creativity, and innovation,” Eiseman said. The neutral white color was selected by a diverse global team of colour experts, including psychologists and trend forecasters at the Pantone Color Institute who highlight the emotional and creative resonance of a colour at a moment in time and its rising popularity in design. She likened the colour to a blank page, ready for inspiration: “It gives us the ability to become receptive both to what can be and what’s ahead. The name ‘Cloud Dancer’ reflects a universally shared experience: wherever we are in the world, we all look up to the buoyant clouds for inspiration, wonder, and to spark imagination. In the simple act of looking up, we’re connected by the drifting lightness of clouds.” “That universality is a huge part of why Cloud Dancer was selected as the Pantone Color of the Year 2026,” she explained. The announcement often sparks rapid adoption in design and branding, or even trendjacks, but Eiseman emphasised context and skill in its use. “We have seen the growth throughout all design areas such as fashion, beauty, interiors, architecture, entertainment, packaging, and product design. The response is always based on the context and skill employed in the usage.” Looking ahead, Eiseman is optimistic about the program’s influence. We have seen this influence grow throughout Pantone’s history and will see it increase even more in the future as our continuing research and leadership evolve with the times. She also highlighted Pantone’s commitment to guiding designers, marketers, and consumers alike in translating colour trends into meaningful, culturally relevant creative work. For its launch in early December, the selection of Cloud Dancer as the 2026 Colour of the Year also sparked a wave of global collaborations across lifestyle, technology, and even multisensory experiences. From Motorola’s Edge 70 smartphone dressed in quilted vegan leather and Swarovski accents to Play-Doh’s sculptable 70th anniversary edition in Pantone white, brands are interpreting the calming, reflective qualities of the colour in playful and functional ways. Post-it’s Neutrality Collection, Command Brand’s Cloud Dancer hooks, and Pura’s meditation-inspired fragrance all extend the hue beyond sight, turning everyday objects into moments of serenity. The collaborations even extend to experiences and hospitality. Mandarin Oriental hotels worldwide are embracing the colour in themed afternoon teas, spa treatments, and festive décor, while Joybird furniture lines cocoon living spaces in soft Cloud Dancer tones. Pantone is also experimenting with sound and typography, from a personalised Cloud Dancer playlist to a typographic expression with Monotype that evokes calm, timeless elegance. Related articles: HSBC introduces ‘HSBC Red’ and hand-drawn logo to celebrate 160 yearsPantone unveils colour of the year for 2025This is Pantone’s colour of the year for 2024 source

Geneco has kicked off Chinese New Year 2026 with a music video that flips family roles on their head, placing children front and centre of its festive sustainability push. The electricity retailer unveiled “幸福园” (“happy garden”), a Chinese New Year song and music video created in collaboration with local YouTube creators 怪咖Outcasts, as part of its latest “#WhereProsperityBlooms” campaign. The video features children stepping into the roles of parents, offering a playful take on family life while reinforcing Geneco’s message that children represent the truest form of prosperity. Anchored in themes of reunion, love and harmony, the video aims to spotlight how nurturing the next generation is key to building a greener future. Don’t miss: Geneco concludes social and PR pitch Beyond the screen, the campaign extends into a series of environmental and educational initiatives centred on long-term impact. Marking its fifth year of partnership with the Garden City Fund, Geneco is supporting the digitalisation of the Singapore Herbarium at the Singapore Botanic Gardens. Launched in October 2025, the project aims to create Southeast Asia’s largest online database of around 800,000 herbarium specimens by 2027, coinciding with the Herbarium’s 150th anniversary and the Gardens’ 10th year as a UNESCO World Heritage Site. Backed by a S$15,000 donation from Geneco, matched dollar-for-dollar under the Tote Board’s Enhanced fundraising programme, the initiative will digitise centuries of botanical records, including specimen data such as collection dates, habitats and vernacular names. The effort is also brought to the public through the “Pressed in pixels: Digitalising the Singapore herbarium” exhibition, which features live viewing galleries and interactive activities designed to engage families and young learners. Geneco is also renewing its partnership with Marshall Cavendish Education to inspire young innovators through technology. As presenter of the International Environmental Coding Competition (IECC) held in December 2025, the brand continues to encourage students to develop coding solutions aligned with environmental challenges under the UN Sustainable Development Goals. A key highlight is the “Where prosperity blooms game”, co-developed with eight-year-old IECC participant Ethan Reber from the Philippines. The sustainability-themed game invites the public to pledge support through gameplay, with each play contributing to Geneco’s donation towards the Herbarium digitalisation project. Rounding out the campaign are Geneco’s limited-edition Chinese New Year red packets, featuring four floral designs with pop-up elements inspired by blooming prosperity. Printed on 100% recycled paper, the packets also include educational facts about the Singapore Herbarium, turning a festive tradition into a learning moment for children. The brand’s “Used red packet recycling initiative” also returns for its sixth year, expanding to more than 250 collection points islandwide in 2026. Since launching in 2021, the initiative has collected over 12,100kg of red packets. This year’s partners include Lendlease Malls, Takashimaya Department Store, SingHealth institutions, SAFRA clubs and Suntec City, alongside returning partners such as CapitaLand Malls, Gardens by the Bay and the National Environment Agency. An interschool recycling contest organised with The Bettering Branch will see students take the lead on sustainability efforts, with winners to be announced at the end of the competition. To bring the campaign to life on the ground, Geneco will host an interactive pop-up at Bugis Junction from 26 January to 1 February 2026, where visitors can play the game, recycle red packets and watch the 幸福园 music video. “At Geneco, we believe that prosperity isn’t measured by what we own, but by the future we build together with our family. Through ‘#WhereProsperityBlooms’, we continue to #PowerTheChange by encouraging families to continue to grow together and nurture the next generation, so that both our communities and our environment can flourish,” said Alex Chan, head of brand, communications and marketing at Geneco. He added, “By working closely with like-minded partners, such as the Garden City Fund, Marshall Cavendish Education, and SG Recycle, we hope to inspire young minds to take root in sustainability, creativity and ownership, helping them build the foundations for a greener future.” Chan said the campaign reflects Geneco’s belief that meaningful progress comes from long-term collaboration with communities and like-minded partners, adding that sustained partnerships, particularly those involving youth, help the brand engage families while empowering the next generation to contribute to a more sustainable future. In tandem, Guy Harvey-Samuel, chairman of Garden City Fund, said, “We are grateful for Geneco’s partnership in helping to catalyse our mission to bring the Singapore Herbarium into the 21st century. This collection is more than a historical archive; it is a critical scientific tool for understanding biodiversity and combating climate change.” He added that digitalising the collection not only preserves the region’s botanical heritage but also supports global research efforts to address biodiversity loss and climate change. Speaking on the education partnership, Lim Soon Jinn, head of education at Marshall Cavendish Education, said strategic collaborations are critical in exposing young learners to diverse experiences that deepen their understanding of the world while nurturing future-ready, design-thinking mindsets. He added that the organisation values its close collaboration with Geneco and hopes the campaign will resonate with the wider community. The Chinese New Year push builds on Geneco’s broader focus on family and social impact. In November last year, the brand rolled out its “Star light, star bright” campaign, which spotlighted themes of love, resilience and second chances through art. The initiative brought together partners including Yellow Ribbon Project, The Salvation Army’s Children & Youth Group – Kids In Play, Science Centre Singapore and Families for Life. As part of the campaign, Geneco marked its third consecutive year working with Yellow Ribbon Project and its first collaboration with The Salvation Army’s Kids In Play group, unveiling artworks co-created by incarcerated mothers and their children during a rare open visit in September. Related articles: Geneco celebrates the beauty of losing your way in latest mental health campaign     Geneco grows familial bonds with tree planting initiative this CNY     Real life incarcerated parents write stories for their children in Geneco’s new book source

The National Arts Council (NAC) has launched a new multi-year brand campaign, “Life. Better with the arts”, developed in partnership with TBWASingapore, aimed at encouraging Singaporeans to see the arts as part of everyday self-improvement. Running from 9 December 2025 to 31 January 2026, the campaign will roll out across social media, digital platforms and digital out-of-home (DOOH) touchpoints nationwide. It positions engagement with the local arts scene as a catalyst for personal growth, confidence-building and everyday betterment. Rooted in the insight that Singaporeans are constantly seeking ways to improve themselves, the campaign highlights how small encounters with the arts can unlock new perspectives and tangible life skills, both personally and professionally. Don’t miss: Have you seen these themed MRT trains by the National Arts Council yet? The campaign launches with two short films targeting audiences who may overlook the role of the arts in their busy lives. These include working professionals focused on career progression, and parents looking to provide meaningful enrichment for their children. One film, “Who’s the new Aida?”, follows a busy office worker who gains confidence, curiosity and creative energy through her engagement with the arts, with these qualities spilling into her workplace interactions. In the 30-second clip, Aida is shown chatting with a colleague while showcasing various artworks in her office cubicle. Another, “Who’s the new Ethan?”, centres on a young child who finds his voice and builds confidence through creative expression. The short clip shows Ethan performing confidently in a play, underscoring how skills gained through the arts extend beyond the stage. Beyond film, the campaign will extend across social media and out-of-home placements through #OurSGArts stories, which profile local artists and arts groups. According to NAC, the integrated approach is designed to reach audiences across multiple touchpoints and reinforce the idea that the arts are embedded in everyday life. “’Life. Better with the arts’ is built on the consumer insight that Singaporeans are always striving to be the best version of themselves. At NAC, we believe that the arts can play a meaningful role in this endeavour – the creative spark found through the arts is one of the most powerful ways to unlock new perspectives and enrich lives.” said Lynette Pang, deputy chief executive officer of NAC.  In tandem, Gustavo Figueiredo, group creative director, TBWASingapore, said, “The arts aren’t a separate world. They’re a springboard for growth, confidence, and better living. This campaign invites Singaporeans to see the arts not as something distant, but as something essential and accessible.” The campaign follows other recent national initiatives highlighting the role of creativity in everyday life. In June last year, DesignSingapore Council (Dsg) launched “Nation by design”, a national campaign positioning design as a core driver of Singapore’s progress. Developed with Kinetic Singapore, the campaign reframed design as a mindset of intentionality shaping the city-state’s systems, identity and future-readiness. Anchored by a brand film asking “Can a nation be designed?”, the initiative also featured “60 on 60”, a series sharing perspectives from 60 Singaporeans across generations and industries, released progressively on Dsg’s website and social channels. Related articles: Singapore leads Southeast Asia in design-driven CX   Canva unleashes fantasy shorts to put imagination to work    Sephora and Haus Labs go Gaga for self-expression this Pride source

Reddit has launched a beta of its new automated advertising tool, ‘Max campaigns’, aimed at simplifying campaign management while offering deeper insights into audience behaviour. The platform uses machine learning and what it calls “Reddit community intelligence” to predict the value of each ad impression and automate elements such as targeting, creative rotation, placements and budget allocation. Reddit said the tool is designed to reduce manual optimisation while giving advertisers more transparency than other automated options. Don’t miss: Why Reddit’s ad hiding feature isn’t so bad for brands Early testing with advertisers reportedly showed improved efficiency and engagement, highlighting the potential for brands to streamline campaigns without constant manual adjustments. Max campaigns also include AI-assisted creative tools tailored to Reddit’s discussion-driven format, including headline suggestions based on trending language, thumbnail generation for in-feed placements, and upcoming AI-powered video cropping for adapting content from other platforms. A new reporting feature, “Top audience personas”, uses AI to cluster users into groups such as new parents or home cooks, showing which segments are engaging most with campaigns and the topics they are currently interested in. Reddit said the tool draws insights from more than 23 billion posts and comments. “New advertisers are coming to Reddit each day. Our goal is to make their experience as simple and insightful as possible,” said Jyoti Vaidee, VP of ads product at Reddit.  She added, “Max campaigns empower advertisers to launch high-performing ads in the right places on Reddit, while giving them insight into the audiences they’re reaching. We’re not just making ad management faster – we’re making it smarter and tailored to our community.” The launch builds on Reddit’s broader push into community-driven advertising. In June last year, the platform unveiled “Reddit community intelligence“, positioning it as a way for brands to turn two decades of human conversation into structured marketing insights. The initiative draws on more than 22 billion posts and comments, and was introduced alongside two alpha-stage tools: Reddit Insights, an AI-powered social listening product for campaign planning and brand health tracking, and Conversation summary add-ons, which surface relevant community commentary beneath ads. Early tests showed the latter delivered a 19% lift in clickthrough rates compared to standard image ads, with brands such as Jackbox Games and Lucid among the first to trial the format. Related articles: Reddit gives users more control over profile visibility in latest update  IAS rolls out global media quality tools on Reddit, expanding third-party insights    Reddit acquires gen AI firm Memorable AI to enhance advertiser performance     source

Singapore-based non-profit theatre Buds Theatre has appointed communications and public affairs firm SW Strategies as its official communications partner. The partnership, running pro bono for twelve months until December 2026, will see SW Strategies provide media relations, content support, and stakeholder communications for Buds Theatre initiatives in Singapore, Malaysia, Indonesia, the Philippines, Thailand and Vietnam. The aim of the appointment is to raise the theatre group’s profile, strengthen engagement with audiences and partners, and expand the reach of its programmes across the region. Don’t miss: Yellow Ribbon Singapore seeks new PR agency  Buds Theatre runs initiatives including Buds Youth Theatre and a range of education and outreach programmes designed to equip young people with creative and transferable skills. Its flagship programme, the Asian Youth Theatre Festival (AYTF) Movement, brings together youth theatre groups and artists from across Asia through performances, workshops, dialogues and exchanges. Since 2016, AYTF has engaged more than 1.5 million youths from Singapore, Malaysia, Indonesia, Brunei, the Philippines, Laos, Cambodia, Myanmar, Vietnam, Thailand, Japan and Bangladesh. As part of the collaboration, SW Strategies will handle media outreach, donor- and sponsor-facing materials, and social media support. Jose Raymond, founder and managing director of SW Strategies, said the partnership reflects the firm’s ongoing commitment to supporting at least one non-profit organisation on a pro bono basis each year. “Buds Theatre has been a nurturing ground for creative talent and a strong advocate for socially conscious storytelling, and we are honoured to support them and amplify their very meaningful work in the Southeast Asian region,” he said. Claire Devine, co-artistic director of Buds Theatre, added “SW Strategies’ pro bono partnership will be instrumental in amplifying our initiatives in Singapore and across Asia. They will help us strengthen our voice, engage new audiences and partners, and bring greater visibility to our programmes. We are honoured to collaborate with a team that shares our belief in the transformative power of the arts.” The partnership adds to SW Strategies’ growing portfolio of clients. Just last month, the agency was appointed by Global Switch to lead Singapore communications and engagement efforts. As the appointed agency, SW Strategies will support Global Switch through a dedicated communications programme focused on strengthening brand visibility, elevating market positioning and expanding its thought leadership within Singapore’s digital infrastructure industry.  Related articles:   Maybank Singapore picks new PR agency Mercedes-Benz Singapore appoints new strategic communications agency   Singapore Tourism Board on the search for PR agency   source