marketing interactive

Traveloka and the Singapore Tourism Board (STB) have launched a new regional campaign encouraging young Southeast Asians to book spontaneous weekend escapes to Singapore, strengthening a partnership that has grown steadily across the region. Titled “A world of experiences await”, the initiative positions Singapore as a convenient and varied short-haul destination – particularly for travellers seeking compact, activity-filled itineraries. Running from November 2025 to March 2026, the campaign covers Indonesia, Malaysia, Vietnam, and Thailand, spotlighting reimagined, lesser-known, and hyperlocal experiences that appeal to young explorers and repeat visitors. The announcement marks the second major regional collaboration between Traveloka and STB this year, signalling a sustained push to appeal to more spontaneous travellers. According to both organisations, Singapore’s advantage lies in its accessibility: a dense array of attractions, efficient public transport, and neighbourhood-level discoveries that can be experienced within a single day. Don’t miss: Traveloka appoints new VP of corporate communications “Traveloka has been an invaluable partner in highlighting the different sides of Singapore, a city that allows both families and friends to discover new experiences together. We look forward to continuing this strong collaboration to showcase a more intimate, inspiring perspective of the city – one that encourages visitors to explore Singapore in new and unexpected ways,” said Terrence Voon, STB’s executive director for Southeast Asia. The partnership further emphasises family travel, offering curated deals aimed at multigenerational groups – an increasingly significant segment for both the tourism sector and regional online travel platforms. The campaign includes stackable discount vouchers for flights, hotels, and activities discoverable via the Traveloka app.  Traveloka is using its platform intelligence to steer travellers toward under-the-radar activities, from sports-themed itineraries to musical experiences and hands-on creative workshops. These recommendations reflect the platform’s push to deepen emotional engagement and highlight culturally meaningful encounters. “Beyond the success of our first collaboration, the partnership with STB is rooted in a long-term commitment to authentic experiences and deeper emotional connections. Singapore remains one of the most popular destinations for our travellers and together, we will continue co-creating initiatives that celebrate local culture and strengthen the communities that make travel meaningful,” said Albert Zhang, co-founder of Traveloka. To inspire new narratives around Singapore, the campaign highlights lesser-known hotspots such as: Littered with Books, an independent bookstore in a conservation shophouse, emphasising slow travel and literary discovery; Née Vintage, a boutique specialising in secondhand luxury goods for fashion-savvy collectors; and New Bahru, a creative retail and dining enclave housed in a former school, home to over 40 independent brands. The campaign also promotes recently opened or revamped family attractions, including: Singapore Oceanarium, reopened with immersive marine exhibits; Bird Paradise, showcasing rare and colourful aviary species through interactive shows; and Rainforest Wild Asia, the region’s first adventure-based zoological park. Off-the-beaten-path activities round out the offering, from kayaking along Punggol Waterway to hands-on creative sessions such as The Make Pleat Bag Experience by Ginlee and a DIY chocolate bar workshop at Mr Bucket Chocolaterie. Related articles:Traveloka to board Disney Cruise Line as travel distributor in IndonesiaHave you checked out the Baby Shark and Traveloka installations in Jakarta’s airport yet?Traveloka partners with Philippine Airlines to strengthen tourism growth in The Philippines source

Nufresh has kicked off an islandwide campaign aimed at giving delivery riders some relief from Singapore’s heat, while encouraging customers to adopt a simple hygiene habit: wipe before you eat. The campaign, titled “Cool it forward”, was conceptualised and executed by local boutique agency ODD and involves popular eateries White Tiffin, Flips N Dips, and 87 Just Thai. As part of the activation, 1,000 cooling kits, each containing alcohol-free Nufresh cooling body wipes and a bottled drink, are being distributed directly to riders as they pick up orders. In parallel, 1,000 Nufresh food-safe wipes are being packed into delivery bags to help customers freshen up hands, utensils, or surfaces before mealtime. Adding a playful touch, the campaign includes collectible sticker sets featuring Snowy, the brand’s hero character. Riders can identify fellow “Fresh AF” riders on the road, while customers receive a nine-character sticker set representing all Nufresh variants, extending the campaign message beyond the meal. Don’t miss: 2025 in review: Campaigns that turned heads in Singapore The activation runs in two phases: 28 November to 7 December at White Tiffin and Flips N Dips outlets, and 5 to 14 December at 87 Just Thai, ensuring islandwide coverage. TikTok creator and delivery rider Stacy (@stacy_8lala) fronts the campaign, lending authenticity to the movement by highlighting the challenges faced by riders on the ground. “Food delivery is such a big part of how Singapore eats today, and the riders behind every order deserve more appreciation,” said David Chong, marketing manager at Kleen-Pak Pte Ltd, Nufresh’s parent company. “With ‘Cool it forward’, we wanted to honour riders and make the delivery experience fresher for customers. A single wipe may seem small – but when shared, it becomes part of a bigger cycle of care,” added Chong. The campaign builds on Nufresh’s ongoing efforts to make freshness fun and accessible, following earlier initiatives such as a hawker “chope” activation. The activation saw tables at Maxwell and Amoy Food Centres were “chope-d” with Nufresh food-safe wipes disguised to look like the typical tissue packets Singaporeans leave behind to save their seats. The twist? Each pack doubled as an invitation to ‘wipe before you makan’ (wipe before you eat). Beyond the surprise, the stunt doubled as a product education push, highlighting Nufresh’s food-grade, rinse-free, alcohol-free wipes that are gentle enough for pacifiers and utensils. At the same time, Nufresh launched a TikTok voice-controlled AR game to promote its new cooling body wipes. The game stars Snowy, a lovable snowman trying to survive Singapore’s relentless heat. As part of the game, users are challenged to keep Snowy from melting serving as a playful nod to the wipes’ refreshing effect. The game rewards players with prizes such as a staycation at Mandai Rainforest Resort by Banyan Tree. Related articles:  Nufresh flips Singapore’s ‘chope’ habit to spark hygiene talk  MOM strengthens protection for platform workers with new bill Ninja Van MY celebrates delivery riders in heartwarming Hari Raya video  source

Singapore is placing a SG$200 million bet on content as a global branding and commercial engine, with the launch of the Infocomm Media Development Authority’s (IMDA) new Talent Accelerator Programme (TAP). TAP is aimed at developing original intellectual property, strengthening co-productions, and scaling the international distribution of “Made-with-Singapore” stories. Announced at the opening of Asia TV Forum and Market 2025 yesterday (3 December), the three-year initiative is designed to support the full media value chain from ideation and development to production, marketing, and global distribution, marking a sharper commercial and marketing-led approach to how local content is taken to market. At its core, TAP formalises how Singapore positions its creative talent and IP for export. The programme introduces structured development pathways for professionals across film and television, spanning three key stages: development, production, and distribution. Don’t miss: StarHub and Mediacorp join forces to create stronger content and ad opportunities At the front end, IMDA will match makers, writers and studios with what global commissioners and buyers are actively seeking, alongside mentorships and masterclasses focused on story development, pitching, deal negotiation, financing models, distribution planning and IP ownership structures, signaling a stronger emphasis on commercial viability, not just creative output. Meanwhile at the production stage, IMDA will co-fund regional and global co-productions across scripted, unscripted and screen adaptations, reinforcing Singapore’s ambitions to be a regional co-production hub. Crucially for marketers, TAP also introduces a new distribution and marketing pillar. IMDA will elevate the profile of Singapore content, talent and production companies through a dedicated in-house marketing team, alongside a structured marketing fund to boost international visibility for selected projects. “In a fast-changing media landscape where audiences have more choices and AI is disrupting how content is produced, the government is committed to support our sector and professionals adapt and remain relevant and competitive,” said Tan Kiat How, senior minister of state for digital development and information and the ministry of health. “The SG$200 million Talent Accelerator Programme is a major investment to ensure that ‘Made-with-Singapore’ content stands out on the international stage,” he added.  In tandem, Yvonne Tang, assistant chief executive of the media industry group at IMDA said “IMDA is building a robust ecosystem where international partners see Singapore not just as a location, but as an essential creative collaborator. We believe that Singapore talent can hold their own alongside the world’s best.” The move reflects a broader shift in how governments are thinking about content as both cultural currency and commercial export, as global platforms intensify competition for distinctive IP with cross-border appeal. It also dovetails with Singapore’s growing slate of international partnerships, including its recent unscripted collaboration with Warner Bros. Discovery. More details on applications under TAP are expected to be released in the first quarter of 2026. IMDA’s investment in TAP is not an isolated move; it builds on an existing ecosystem of co‑production funds, digital‑capability support, destination‑branding via content, and global partnership facilitation. In 2023, the statutory board and Singapore Tourism Board (STB) partnered on a SG$10 million “Singapore on-screen fund”. The joint fund aimed to support international media and entertainment (M&E) partners in producing TV and film projects that reach global audiences and shine the spotlight on destination Singapore. These projects provided opportunities for local media enterprises and talent to work alongside global M&E partners in creating content for international audiences. Past collaborations included romantic comedy Crazy Rich Asians in 2018, K-drama Little Women in 2022 and sci-fi hit series Westworld season 3 in 2010.  Related articles:      IMDA pulls the plug on Wild Rice performance over drug depictions IMDA powers SG’s SMEs with fresh GenAI partnerships IMDA partners local media to spotlight Singapore’s history this SG60 source

Retail media is, by all accounts, one of the fastest growing segments in digital marketing. Yet, for many marketers in Asia, it remains a fragmented and frustrating landscape. The industry is caught in a tug-of-war between two disconnected worlds: the multi-billion-dollar budgets of brand marketing, focused on long-term storytelling, and the tactical, performance-driven budgets of trade and shopper marketing. This foundational disconnect, compounded by a “disconnected, walled garden” ecosystem where data is siloed and a full customer view is impossible, was the central challenge tackled at FairPrice Group’s (FPG) recent launch event – “The next frontier of media.” The event, which saw the official launch of FPG’s new retail media network, FPG ADvantage, brought together leaders from brands, agencies, and tech. The consensus was clear: the industry’s potential is being hamstrung by siloed budgets and a lack of data collaboration. FPG’s strategic entry is not just to add another platform, but to fundamentally challenge this model by positioning its network as a “collaborative ecosystem” built to unite a fragmented landscape. Charting the next frontier: Mindsets and budgets The core challenge was laid bare by Ashutosh Srivastava, advisor for FPG’s retail media network. He described today’s market as “money going into disconnected, walled gardens”, forcing marketers to “second guess what really happened” on the customer journey. The biggest opportunity, he argued, is for a retail media network to finally connect the “two disconnected worlds” of the brand manager and the trade manager. This challenge was the central theme of the day’s first panel – “Charting the next frontier of retail media.” Panellists explored why adoption in the region has been hesitant. Chloe Neo, CEO of Omnicom Media Singapore, identified “silo budgets” as a primary blocker, with spend often trapped at the intersection of shopper, trade, and digital. Sean Cheng, FPG’s managing director for eCommerce and chief omnichannel officer, dimensionalised this challenge, noting that while brands are now comfortable with eCommerce media – such as sponsored search – this is the “most narrow dimension” of retail media. The true, far larger opportunity, he argued, lies in “omnichannel fashion” which has “just started” and requires a new way of thinking. This sentiment was echoed by Leroy Seow, FPG’s managing director of products. He called on brand partners to “rewire the mindset of budget allocation”. Rather than seeing retail media as an entirely new cost centre to fund, he positioned it as a “sandbox” and urged partners to “test and learn” by allocating a portion of existing funds to pilot new and integrated approaches. A new playground built on deterministic data If the problem is fragmentation, FPG’s proposed solution is its vast, integrated ecosystem. CEO Vipul Chawla set the stage by outlining its evolution from a retailer to a multifaceted business spanning eCommerce, food services, loyalty, and banking, resulting in over one million daily customer interactions. This scale provides the “playground” for brands that was explored in the second panel discussion – “The new brand playground: Unlocking growth in unexpected ecosystems.” Karen Chan, FPG’s chief customer officer, detailed the data powering the network, highlighting its shift from inferred guesswork to trustworthy, first-party data. FPG processes nearly 350 million transactions annually, but its advantage, Chan explained, lies in “deterministic data”. Through its rich ecosystem of first-party data spanning Link Rewards membership profiles, in-app engagement signals, and SKU-level transaction behaviour, FPG is able to build a more accurate and holistic understanding of customer profiles. This enables reliable validation of demographic attributes and household shopping behaviours based on how customers interact across FairPrice stores, Unity, Cheers, and Kopitiam.” “Just because you purchase diapers and just because you also purchase Milo, doesn’t mean that you actually have household children,” Chan noted. This move towards verifiable data is FPG’s answer to demands for higher quality audience segmentation. Beyond the supermarket shelf: The non-endemic opportunity The “playground” concept truly came to life when discussing the opportunity for non-endemic brands – those not sold on supermarket shelves. Dione Song, CEO of Love, Bonito, described her “light bulb moment” during the panel. For a fashion brand, she explained, grocery data provides a powerful window into a customer’s life stage. “Imagine someone moving perhaps into a different life stage, let’s say, becoming a mother for the first time,” Song theorised. “You’re probably going to start making already specific choices when you’re going for your grocery shopping”. This insight, she noted, would allow Love, Bonito to recommend “maternity friendly pieces” at the exact moment the customer needs them. This sentiment was echoed by Dhiren Amin, chief customer officer of Income Insurance. For a category such as pet insurance, which suffers from low penetration, FPG’s network offers a direct line of communication. “Almost 100 out of 100, hopefully, pet owners are buying food for their pets,” Amin said. “A lot of them are buying food from FairPrice.” This “clear alignment” allows Income to “grow the awareness of the need of pet insurance amongst pet owners” at the precise point of purchase. Adeline Kim, country manager for Visa, highlighted that the true power lies in data collaboration. She noted that by connecting different data sets – such as FPG’s retail data with Visa’s wider payment data – brands can build richer, cross-category personas. Kim emphasised that value isn’t just in big campaigns, but in creating meaningful, frictionless “small moments” and “nudges”, such as a reminder for an expiring voucher, that makes the entire customer experience more seamless. A ‘sandbox’ to define the region’s future The event concluded with a clear call to action: treat Singapore as a collaborative test market. “Why don’t you treat Singapore like a sandbox?” Seow challenged the audience. This idea was reinforced by Rajat Jain, managing director of Nestlé Singapore. He argued that Singapore, despite its size, “has a unique position of leading global efforts and being the shining light of what is possible”. By providing a “safe, compliant, collaborative sandbox”, FPG is offering marketers a chance to develop and test new omnichannel strategies. As Srivastava summarised, the lessons learned here

The Competition and Consumer Commission of Singapore (CCS) has taken action against Courts and PRISM+ for using website design features that misled consumers and pressured them into unintended purchases. Courts was found to have automatically added unsolicited items into shoppers’ carts during certain promotional periods, a practice CCS described as an unfair trade practice. In one case, an Acer vacuum cleaner was added to a consumer’s cart after the shopper selected an Apple iPad for purchase. CCS said the practice placed consumers at risk of unknowingly paying for items they did not intend to buy if they failed to notice or remove them before checkout. Despite receiving customer complaints as early as 2024, Courts only made changes after CCS intervened in June 2025. Don’t miss: SG consumer watchdog CCCS to regulate product safety in expanded role Courts has since given an undertaking to stop the practice with immediate effect, made changes to its website, and agreed to refund affected customers. In a separate investigation, CCS found that PRISM+ used multiple website features that created “false urgency” to pressure consumers into hasty purchases. These included fake countdown timers that reset after reaching zero without any impact on checkout, misleading stock indicators that suggested low inventory even when substantial stock remained, and unsubstantiated claims of industry-wide shortages. CCS also found instances of inflated discount claims such as “up to 67% off”, where the advertised maximum discounts were unattainable based on the actual prices offered. For one product, the discount amounted to 38% despite a 67% off claim. PRISM+ attributed the discrepancies to technical errors. PRISM+ has rectified the issues and provided an undertaking to CCS that it will not engage in unfair trade practices. Under Singapore’s fair trading laws, it is an unfair trade practice for businesses to charge for unsolicited products or make false or misleading claims to influence purchasing decisions. CCS said businesses must ensure consumers clearly consent to all purchases and that claims on pricing, stock availability and urgency are truthful and factually accurate. CCS also advised consumers to review their shopping carts carefully, verify payment amounts before checkout, and remain cautious of urgency-driven messages when shopping online. Members of the public who wish to report unfair trade practices may contact CASE or submit a complaint online. “These two interventions form part of a series of recent enforcement actions taken by CCS against businesses that employ dark patterns to mislead and pressure consumers into unintended purchases,” said Alvin Koh, chief executive of CCS. He added, “CCS remains committed to ensuring fair, transparent and honest business practices in the digital space, enabling genuine competition amongst suppliers while empowering consumers to make informed decisions.” In response to CCS’ findings, PRISM+ told MARKETING-INTERACTIVE that a small number of “legacy marketing practices” on its website had contributed to the issues raised. These included unintentional errors in internal stock metafields, outdated COVID-period shortage messaging, and discount claims that were not consistently aligned with specific product offers. The company said it fully cooperated with CCS’ outreach and moved quickly to review and amend its website in accordance with the regulator’s guidance. PRISM+ added that all required corrections were made “within days”, no recent customers had been affected, and additional safeguards have since been put in place. “Since May 2025, all prices and discounts displayed on our website accurately reflect the offers available, and real-time stock availability is based on current inventory levels. We are aligned with CCS and ASAS guidance and are fully committed to fair consumer practices,” the brand said. PRISM+ added that it remains focused on responsible e-commerce stewardship in Singapore, improving internal processes and strengthening transparency. “Our customers deserve absolute clarity, and we take that responsibility seriously as a Singapore brand serving Singaporeans,” it said. The action against Courts and PRISM+ follows similar scrutiny by CCS earlier in June over Agoda’s website and mobile app in Singapore for potentially misleading design elements. The regulator found that Agoda’s “best match” label was influenced by commission earnings, not just user preferences, while its “Agoda preferred” badge did not clearly disclose that featured properties paid higher commissions. Related articles: foodpanda warned over ‘misleading’ free delivery ad for pandapro   Grab Singapore’s Trans-cab acquisition may violate competition law, says CCCSAirAsia accepts MalaysiaNow’s apology over misleading articles source

2025 has been a year of high-stakes communication, where missteps, misjudgments, and ethical dilemmas quickly made headlines. From political gaffes and boardroom disputes to fintech hiccups, loyalty programme shake-ups, and controversial agency work, the PR world faced a series of tests that underscored the importance of preparation, transparency, speed, and ethics. Whether it’s a public figure’s off-the-cuff remark, a CEO navigating a customer crisis, or an agency weighing the moral implications of a client, the lessons are clear: communication is never just about words, it’s about trust, perception, and long-term credibility. Here are the top five PR takeaways from 2025. Don’t miss: Future of PR: How SG agencies are rewriting the press playbook for 2026 SG acting minister apologises for calling HK football players and fans ‘idiots’ In November, Singapore’s acting minister for culture, community and youth, David Neo, apologised after calling Hong Kong football players and fans “idiots” during a livestream following Singapore’s 2-1 victory in the AFC Asian Cup qualifiers. While the comments were made in the heat of the moment, they sparked mixed reactions online, raising questions about judgment, diplomacy, and the responsibilities of public figures. Experts say the incident underscores the importance of preparation and measured communication. Public figures, even in casual or celebratory settings, represent more than themselves, and off-the-cuff remarks can quickly escalate into reputational or diplomatic issues. The episode highlights that while spontaneity can convey passion, it must be tempered with awareness, respect, and readiness to manage high-emotion situations, with clear, timely apologies when missteps occur. Read more here.  From boardroom to courtroom: Does comms have a say in the CDL family feud? City Developments Limited (CDL) faced a high-profile dispute between CEO Sherman Kwek and executive chairman Kwek Leng Beng in March, which quickly spilled into the public eye. As stock prices fell and brand sentiment plummeted, the situation highlighted the critical role of PR alongside legal counsel. Experts say communications teams must act as strategic partners to lawyers, balancing transparency with legal constraints while shaping public perception. Scenario planning, pre-vetted holding statements, and stakeholder-focused messaging help ensure the company maintains credibility throughout the dispute. Clear, structured communication, even when details are limited, is key to preventing speculation and mistrust. Read more here.  Will the Chocolate Finance’s CEO note post withdrawal blunder rebuild trust? In March, Chocolate Finance faced a backlash after suspending instant withdrawals on its Chocolate Card, following unexpectedly high usage of its HeyMax Miles programme. The CEO, Walter de Oude, took to LinkedIn to explain the issue and apologise, but the delayed and initially unclear communication caused frustration and negative sentiment among customers. PR experts highlight two key takeaways from the incident. First, transparency is critical: owning mistakes, clearly explaining what went wrong, and showing actionable steps to fix the issue builds trust. Second, speed matters: delayed responses allow speculation and panic to spread, making it harder to regain control of the narrative. Coordinated, timely, and authentic communication, especially in high-stakes sectors such as fintech, can turn a crisis into an opportunity to strengthen customer relationships. Read more here.  Re-writing a contract of trust: Why SIA’s KrisFlyer overhaul feels personal In August, Singapore Airlines unveiled a major revamp of its KrisFlyer programme, introducing higher mileage requirements for premium cabin awards and a new “Access redemption” category with variable mileage based on demand. While positioned as enhancements, the changes sparked frustration among loyal members, who questioned the value and fairness of the programme. Social listening and media monitoring revealed discussions about alternative credit cards and competing loyalty programmes, highlighting how quickly customer sentiment can shift. Experts say the move underscores a key PR lesson: even well-intentioned loyalty changes can erode trust if they’re not communicated transparently, with fairness and predictability front and center. Read more here.  Backlash over Stagwell’s Israel work puts PR ethics in the spotlight In September, Stagwell, the US holding group behind agencies including 72andSunny and Anomaly, faced scrutiny after reports surfaced that a small team conducted a messaging programme for the Israeli government. The revelation sparked backlash across the PR industry, raising questions about moral responsibility, staff alignment, and reputational risk. Experts stress that agencies must define their “North Star”, a clear ethical and values framework—to guide client decisions. While controversial clients may bring revenue, the reputational, internal, and talent risks can be profound. Agencies should advise clients, set boundaries, and, if necessary, walk away when legal or ethical lines are crossed. In today’s APAC market, where talent and public scrutiny are increasingly values-driven, ethics is not a backroom discussion, it is a business-critical consideration. Read more here.  Related articles: When scale meets strategy: Agency shake-ups that shaped 2025   PR in the spotlight: 5 lessons Malaysian brands learned in 2025   2025 in review: Campaigns that turned heads in Singapore source

Chick-fil-A, the third-largest quick-service restaurant chain in the US, is making its Asian debut with the opening of its first franchised restaurant in Singapore at Bugis+. The outlet opens to diners on Thursday, 11 December 2025, marking the start of the company’s 10-year, US$75 million investment in the region. Located at 201 Victoria Street, the Bugis+ restaurant will operate Monday through Saturday from 10am to 10pm, offering both dine-in and takeaway. True to Chick-fil-A tradition, it will remain closed on Sundays, a practice dating back to the chain’s founder, Truett Cathy, who wanted employees to have time to rest, worship, or spend with family. The restaurant will serve the chain’s signature items, including the Chick-fil-A chicken sandwich, waffle potato fries, lemonade, and a variety of milkshake flavours. Local diners can also try a new spicy chili Sauce developed exclusively for Singapore, alongside the full range of signature sauces. Don’t miss: Chick-fil-A appoints media partner ahead of Singapore debut Chick-fil-A is also spotlighting community engagement in its Singapore launch. The Bugis+ outlet will donate SG$25,000 to The Food Bank Singapore to celebrate its opening, with plans to contribute the same amount for each new restaurant opened in the country. Surplus food will be redistributed through the Chick-fil-A Shared Table program, which has created over 42 million meals globally. The Singapore restaurant will be locally owned and operated by Chyn Koh, the first independent Chick-fil-A franchisee in the country. Koh, a Singaporean with over 20 years in food and beverage, will lead daily operations, oversee team member development, and manage community initiatives. The outlet is expected to create between 60 to 80 jobs, with a focus on pathways for growth and upward mobility for staff. “Caring for people has always been at the heart of Chick-fil-A’s purpose,” said Hugh Park, head of Asia Pacific operations at Chick-fil-A (Asia). “As we begin this next chapter in Singapore, we are honored to partner with The Food Bank Singapore to help strengthen food support for those who need it most. This partnership reflects our long-standing commitment to making a positive impact in the communities we serve.” In tandem, Koh said, “Opening Chick-fil-A’s first restaurant in Asia is both an incredible honor and responsibility, and I am personally dedicated to leading it with heart. For me, this is more than operating a business. It’s about building a space where care is genuine, team members are supported to grow, and every guest can enjoy great food while feeling truly welcome and valued.” Arthur Chin, executive director of The Food Bank Singapore, expressed appreciation for Chick-fil-A’s contribution, noting that partnerships such as this demonstrate how businesses and communities can work together to make a meaningful difference. He described the collaboration as the start of a long-term effort to support those in need and create lasting impact. Ahead of its permanent entry into Singapore, Chick-fil-A tested local appetite through a pop-up activation in June 2024. Organised by Chick-fil-A Asia, the three-day experience introduced the brand to the community and gathered insights into guest preferences, serving more than 1,000 original Chick-fil-A chicken sandwiches. The event also raised SG$30,000 for Community Chest through a suggested SG$10 donation from attendees. MARKETING-INTERACTIVE has reached out for more information.  The Singapore launch comes amid a wave of international F&B brands entering the market. Earlier this year, Australian frozen yoghurt brand Yo-Chi made its local debut with a social-first launch designed to drive buzz and trial. Founded in Melbourne in 2012, Yo-Chi is known for its self-serve frozen yoghurt concept centred on creativity and customisation. Its Orchard Central flagship features 10 yoghurt bases alongside fresh fruits, crunchy toppings, cakes, Singapore-exclusive jellies, popping pearls, and a Nutella fountain. The brand leaned on short-form social content to spotlight its weight-based pricing, premium ingredients, and interactive topping bar, with more than 90 creators posting under #YoChiSG. The campaign translated online buzz into queues on opening day. Yo-Chi has since signalled plans for further Southeast Asia expansion while maintaining its focus on quality, sustainability, and community engagement. Related articles:      Mary Grace makes its first international move, bringing Filipino warmth to SingaporeKFC Singapore unveils first-ever merchandise space at revamped Kallang outlet        Carousell Group to open first luxury resale store at The Centrepoint      source

Google has released its annual “Year in Search” list for Singapore this year, revealing a year shaped by SG60 celebrations, the General Elections, economic pressures and a steady appetite for pop culture. The list tracks the people, topics, events and places that captured the attention of Singaporeans throughout the year, reflecting what Google described as a mix of cautious planning and moments of joy. According to the search engine giant, SG60 emerged as a major national talking point, ranking number 10 in trending SG news. Searches surged around government initiatives such as the SG Culture Pass, which ranked number eight among trending finance topics, and new tranches of SG60 vouchers, which appeared across multiple categories. Don’t miss: What were Singaporeans searching for on Google in 2024? Locals also showed strong interest in new and refreshed attractions. Rainforest Wild ASIA topped the trending city buzz list, followed by the Singapore Oceanarium and Punggol Coast Mall. In addition, food remained a consistent obsession. GastroBeats 2025 at Marina Bay ranked sixth in trending city buzz, while new dining spots such as Paradise Hotpot and Yo-Chi also made the top ten, with Yo-Chi emerging as a popular Gen Z hangout. Moreover, the Singapore General Elections stood out as one of the most closely followed national events of the year. Search interest spiked around political figures including Ng Chee Meng, Alexis Dang and Chee Soon Juan during the campaigning period. The results of the General Elections ranked among the top trending SG news topics as voters tracked outcomes closely. Cost of living concerns also featured prominently. Searches related to Trump tariffs and global market shifts made the trending news list. Mortgage quotes were the top trending SG news and finance topic, while credit cards and life insurance ranked among the top finance searches as consumers looked to manage rising costs. Money anxiety, it seems, had a very efficient SEO strategy. Other top trending searches in Singapore included DeepSeek, Charlie Kirk, COPD treatment, osteoporosis treatment, iPhone 17, Barbie Hsu, and Asia Cup 2025, highlighting locals’ diverse interests spanning health, finance, politics, tech, and sports. On the entertainment front, Lady Gaga’s Southeast Asia stop in Singapore for her MAYHEM tour ranked among the top trending SG news and international personalities. The Phantom of the Opera also drew strong search interest during its six-week Singapore run. Streaming continued to dominate home entertainment. New seasons of Squid Game ranked second in trending TV shows, while local sequel Emerald Hill – The Little Nyonya Story, alongside titles such as Bon Appétit Your Majesty and When Life Gives You Tangerines, drove significant viewership-related searches. In cinemas, Mission Impossible topped trending movie searches, followed by Thunderbolts. Other popular titles included K-pop Demon Hunters and A Minecraft Movie. Collectively, the 2025 search trends point to a year where Singaporeans balanced national milestones, financial planning and escapist entertainment, planning for the future while squeezing in a little fun between the budget spreadsheets. “Google’s annual Year in Search is a powerful snapshot of what mattered most to Singaporeans in the past year. From mastering new AI tools to exploring new places and seeking out the best entertainment, search continues to be their partner in discovery,” said Ben King, country managing director, Google Singapore.  He added, “As search patterns evolve, it has been exciting to see users make the best use of our generative AI features, such as AI Overviews and AI Mode, to get quicker, more helpful answers. We will continue to reimagine and expand what Google Search can do to ensure we provide faster, higher-quality responses for everyone.” Looking ahead, Google is also experimenting with how users interact with search itself. In May, the company rolled out a new AI mode in its search engine across the US, offering a conversational experience similar to a chatbot. Building on last year’s AI Overviews, the feature allows users to ask complex, multimodal questions and receive tailored results through a “query fan-out” approach, which breaks questions into subtopics and conducts multiple searches simultaneously. Early reports suggest it is driving higher engagement, with users of AI Overviews logging a 10% increase in search frequency for relevant queries. Related articles: SG60 campaigns that remind us why this is home, truly   GE2025: Are podcasts the new political battleground?   Lessons from Lady Gaga: Why trendjacking without rights hits a bad note source

BrandStory Southeast Asia has appointed Molly Jou as its new general manager, effective immediately, as the agency looks to strengthen its footprint across the region. BrandStory, founded in 2003, is a brand representation and PR agency with offices across Southeast Asia and Greater China. Jou brings over 15 years of experience spanning tourism, startups, education, and healthcare, with expertise in marketing strategy, public relations, and brand communications. Since joining BrandStory in 2014, she has played a key role on the Brand USA account, covering Taiwan, Hong Kong, and Southeast Asia markets including Indonesia, Vietnam, the Philippines, Thailand, Malaysia, and Singapore. She later served as SEA account director for New York City Tourism + Conventions and Qatar Tourism Authority, overseeing travel trade partnerships, PR, and social media marketing. Don’t miss: BrandStory China names new general manager Her portfolio includes leading destination marketing initiatives for the Hawai’i Tourism Authority, Brand USA, Visit Brisbane, Illinois Office of Tourism, Luxembourg National Tourist Office, and Kerala Tourism. Through these roles, she has helped clients navigate new markets, design strategic initiatives, and build strong industry partnerships, the agency shared in a statement.  In her new role, Jou will oversee BrandStory Southeast Asia’s business development, marketing, and communications efforts, working closely with clients and partners across travel, hospitality, lifestyle, and other industries. She will collaborate with Echo Zhao, general manager for BrandStory China, to reinforce the agency’s position as a trusted partner for businesses with interests in Greater China and Southeast Asia. Reene Ho-Phang, founder of BrandStory, commented, “I have full confidence in Molly’s dynamic ability in creative problem-solving, her resilience and integrity, and her energetic personality. She has successfully scaled efforts across multiple Asian cities, navigating market nuances in cross-border marketing, and clients enjoy working with her and her team.” Meanwhile, commenting on her appointment on LinkedIn, Jou said: “In dual leadership with Echo Zhao for China, we will continue our efforts in working closely with clients from around the world. Strategies for driving incremental travel arrivals and spend are to be unfold harnessed by AI. Unique stories of cultures and destinations are waiting to be told.” Jou’s appointment comes as the agency’s founder, Ho-Phang, shifts her focus to ANEW Story, a new BrandStory division dedicated to marketing communications for non-profits and travel businesses navigating an AI-driven world. Earlier this December, BrandStory China had appointed Echo Zhao as its new general manager, effective immediately. This appointment aims to bolster its leadership team to deliver strong performance for global clients engaged in the thriving Asian markets. With over 20 years of experience in travel and tourism in China, Zhao has excelled in various roles from leading brand marketing campaigns, managing revenue and lead generating initiatives for global destinations to driving yield management programs for meeting and convention spaces and international hotel chains. Prior to joining BrandStory, Zhao was sales director at Banyan Tree Shanghai on the Bund, after over six years with the MICE team at Shanghai World Financial Centre where she repeatedly filled the venue with local and international business events. Related articles: Universal Robina appoints new CMO amid Southeast Asia expansion driveGoogle strengthens SEA leadership to accelerate AI-driven growthHavas Media Singapore appoints new MD and GM, digital SEA source

Jeff Cheong is stepping down as CEO of DDB Singapore following the Omnicom–IPG merger, closing a chapter of more than seventeen years at the agency and marking one of the most significant leadership changes in the region as the newly combined group begins consolidating roles. In a statement to MARKETING-INTERACTIVE, Sean Donovan, who leads Omnicom Advertising said “We thank Cheong for his stellar work done in DDB and Tribal Worldwide for last 17 years and wish him the very best for his next chapter.” “I’ll carry the best memories of DDB and Tribal Worldwide for life, especially the clients who believed in and trusted me with their business. As I enter the second half of my career, I’m energised by the support of partners and clients to lead with confidence,” Cheong told MARKETING-INTERACTIVE.  Don’t miss: ‘A defining moment’: Omnicom ANZ folds DDB and FCB into new regional structure  Cheong first joined DDB Singapore as deputy president in 2018, was appointed deputy CEO in 2020 to lead the agency group’s marketing technology solutions, and became CEO in 2022, overseeing the agency’s growth, innovation, and client-facing transformation. He leaves DDB Singapore after four years as CEO, having guided the agency through digital transformation, regional growth, and a rapidly changing media and marketing landscape. Under his leadership, DDB Singapore strengthened its capabilities across creative, digital, and tech-driven campaigns, driving integrated solutions for brands in Singapore and Southeast Asia. His exit marks a significant transition for the agency as the merged Omnicom–IPG organisation realigns leadership and creative structures across Asia Pacific. Before joining DDB, Cheong spent 14 years at Tribal Worldwide, rising from managing director to vice president of Tribal Worldwide Asia, and ultimately serving as president and head of Tribal in 2014. During his tenure, he led innovation and pre-demand campaigns for clients across Singapore and the broader SEA region, collaborating closely with DDB Group’s T-Divisions to deliver cutting-edge marketing and technology solutions. In his career, Cheong has led major public communications work. From industry-first dialect info-drama 《吃饱没？》 Eat Already? that opened doors for more new entertainment formats, to engaging audience as storytellers in PUB’s Kinship, to fighting myths on COVID-19 vaccination with a worldwide hit. During the pandemic, he led the vaccination campaign featuring Phua Chu Kang in a disco number that went viral globally. Cheong’s departure comes amid a sweeping post-merger restructure by Omnicom following its US$13.3 billion acquisition of Interpublic. The integration will retire several longstanding agency brands, including DDB, FCB and MullenLowe, consolidating overlapping networks into three global creative networks: BBDO, McCann and TBWA. Reports indicate more than 4,000 jobs will be cut as part of the immediate post-merger realignment. Omnicom’s own announcement did not reference the retirement of these brands, but the updated organisational structure on its new website confirms the shift, with DDB, FCB and MullenLowe no longer appearing. Related articles:   Omnicom Media unveils new APAC leadership structureLeigh Terry exits IPG Mediabrands APAC amid Omnicom–IPG integration James Hawkins departs IPG Mediabrands APAC as merger reshapes region  source