marketing interactive

Pantone has unveiled its Colour of the Year for 2026: PANTONE 11-4201 Cloud Dancer, a soft, airy white that’s all about calm, clarity, and a gentle reset. Imagine a colour that feels like a deep breath after a long day, a blank canvas for creativity, or the world’s chicest marshmallow—this is Cloud Dancer. The hue is designed to soothe overstimulated minds, encourage reflection, and create space for new ideas to take shape, offering a visual pause in an increasingly noisy world. Pantone describes it as “a whisper of calm and peace,” a colour that embodies serenity and quiet sophistication, without ever feeling boring or sterile. Leatrice Eiseman, executive director of the Pantone Color Institute, calls Cloud Dancer “a promise of clarity,” noting the hue provides respite from the constant demands and distractions of modern life. Laurie Pressman, vice-president of the Pantone Color Institute, adds that the colour represents the “liminal space” between digital and physical worlds, offering a launchpad for creative experimentation and new approaches to design. Don’t miss: HSBC introduces ‘HSBC Red’ and hand-drawn logo to celebrate 160 years But Pantone isn’t stopping at just naming a colour. Cloud Dancer is getting the full treatment with a global collaboration program spanning technology, lifestyle, interiors, and multisensory experiences. Motorola The motorola edge 70 is getting a Cloud Dancer makeover. Vegan leather, quilted finish, Swarovski crystals. Basically, serenity in your pocket with a touch of sparkle. Pantone calls it “bringing peace back to our pockets.” We call it the calmest flex of 2026. Play-Doh The classic modelling compound is turning Cloud Dancer white for its 70th anniversary. Squishy, sculptable, and somehow meditative, it encourages all ages to pause, breathe, and create. Proof that adulthood is just childhood with deadlines. Post-it For the first time, Cloud Dancer takes centre stage in a Post-it collection. The Neutrality Collection is a softer, calmer palette designed to help declutter your desk, and maybe your mind. Command Brand Command Brand’s limited-edition Cloud Dancer hooks and strips allows you to rearrange your space guilt-free. Finally, freedom to switch up your walls every weekend without angering your landlord. Pura Turning colour into scent, Pura is capturing Cloud Dancer in a fragrance designed to radiate calm and clarity. Now your nose can meditate too. Spotify 2026 marks the year for Pantone’s first-ever music collaboration. This features a Cloud Dancer playlist personalised to listener’s own listening habits, perfect for reflecting, relaxing, or pretending you’re at a spa while on the commute. Mandarin Oriental Ten global hotels under the brand are bringing Cloud Dancer to life with themed afternoon teas, spa treatments, festive decor, and even Cloud Dancer post boxes for letters to Santa. Luxury meets serenity. Joybird Furniture, rugs, pillows, and more, all wrapped in soft textures that cocoon and comfort. Cloud Dancer has never felt more like home. Monotype To celebrate Cloud Dancer, Pantone has also ventured into typography, teaming up with Monotype to create the first-ever typographic expression inspired by the 2026 Colour of the Year. The airy white hue is paired with “Jensen Arabique” from the Monotype library, chosen for its calm, handmade, and timeless vibe. Pantone positions Cloud Dancer as a structural colour, versatile across fashion, interiors, beauty, and packaging; quietly sophisticated, letting other colours shine, while bringing balance and lightness wherever it appears. In short, 2026 is shaping up to be a year of intentional calm and creativity. With Cloud Dancer, Pantone isn’t just setting a colour trend. It’s curating a multisensory, cross-category experience that invites the world to slow down, reset, and get inspired. At the end of last year, Pantone named Mocha Mousse (PANTONE 17-1230) as its colour of the year for 2025. The warming, brown hue was selected to spread a message of richness and it suggests the delectable qualities of chocolate and coffee, creating a feeling of comfort. Pantone explained that the versatile shade creates a strong chromatic foundation, complementing diverse applications, both minimalist and richly decorated, across design and all colour conscious industries. Additionally, the company designed five colour palettes to showcase distinct feelings and moods.Related articles: Pantone unveils colour of the year for 2025 This is Pantone’s colour of the year for 2024 Pantone redefines the colour nude in inclusive new skin tone palette source

Branding and design agency Imagination Riot has appointed Connor Reddy as head of social, marking a major step in the agency’s growth and its focus on helping brands connect meaningfully with culture. The move reunites Reddy with Imagination Riot founder Andy Reynolds, after the two first worked together over six years ago leading creativity across WPP agencies including Ogilvy and Superunion (now Design Bridge & Partners). In this newly created role, Reddy will lead Imagination Riot’s expanded social and culture offering, strengthening the agency’s ability to help brands cut through the noise with work that is purposeful, provocative and built for modern audiences. Don’t miss: Ogilvy Group Singapore appoints Shirley Tay as CEO    While Imagination Riot is headquartered in Singapore, Reddy’s remit is global and he will work with clients spanning APAC, Europe, the Middle East and North America. He will report to Reynolds. Reddy brings deep expertise in social-first storytelling, culture marketing and brand partnerships, with APAC experience for brands including HSBC, Riot Games, Discovery+, O2, Ticketmaster and Chelsea FC. He is also the creator behind Thailand’s viral content channel, “Farangs gone wild”, generating millions of monthly views and collaborating with White Claw, Rolling Loud Festival, Corona and Jameson. Prior to joining Imagination Riot, he was head of content and partnerships at Futera where he was responsible for increasing brand awareness and drive revenue for the premium sports trading card brand, securing commercial deals with athletes and support the launch of product marketing in China, among others.  “Reddy gets culture at a forensic level and knows how to tune its dials into ideas people actually care about. Bringing him back into the fold is a bit of coup for us and feels like picking up exactly where we left off — just with a lot more independence,” said Reynolds.  In tandem, David Fleet, director and COO of Imagination Riot added “Reddy’s appointment marks a natural progression in our growth. Brands today are navigating an environment of constant noise and AI-generated content at scale. What cuts through is human insight —sharpened by technology, not replaced by it.” “Reddy brings an instinctive understanding of how culture and social behaviour intersect. His experience will strengthen our ability to help clients build meaningful engagement that leads to results. We’re thrilled to have him onboard,” said Fleet. Imagination Riot first opened its doors in Singapore in 2024. Since its launch, it has partnered with brands such as Tim Hortons, Kenangan Coffee, TMall and more. Most recently in October, it partnered with tennis club Ace of Clubs in Bangkok to develop its brand strategy, name and visual identity system.  Related articles:    Next wave of creativity: What’s in store for 2026? Branding Records names new creative lead for Greater China  Verbal branding agency Reed Words expands into APAC with SG office  source

There are significant regional disparities in attitudes toward advertising and generative AI (GenAI), with global consumer receptiveness to ads averaging 57%, while the Asia-Pacific region lags at just 43%, survey finds. Conducted annually by Kantar, the “Media reactions 2025” survey includes responses from 974 marketing professionals across advertisers, agencies, and media companies worldwide, as well as 21,300 consumers from 30 markets, including Australia, China, Hong Kong, Indonesia, Malaysia, Singapore, the Philippines, the UK and the US. The survey highlights key priorities, trends, and data points to assist CMOs and planners in making confident, evidence-based decisions for their 2026 media strategy. Since 2020, receptivity to ads has steadily risen, with over half of consumers (57%) expressing a positive view in 2025. Consumers no longer differentiate between online and offline advertising; offline channels remain preferred, led by point-of-sale ads and in-person sponsored events. Notably, online sponsored events have reached seventh place, a record high for native online channels. The fragmented digital landscape is becoming normalised, and marketers are increasingly effective in executing ads and media plans. Alongside ad receptivity, brands are also better at integrating the ads in their campaigns to ensure they are a coherent part of a whole. Consumer perceptions of integration have increased over the past decade, from 58% to 66%. However, marketers’ confidence has dropped. In 2017, 89% of marketers felt that they were getting integration right across the different screens. In 2025, only 64% are confident they are integrating across channels.  Additionally, Kantar’s LIFT+ database reveals that nearly half of a campaign’s impact on brand KPIs (45%) comes from the synergy of multiple channels. This highlights integration as a fundamental component of successful campaigns. To alleviate fears as more ad platforms come out, marketers need to continue testing and learning while planning integrated campaigns to maximise impact. Regional variations in consumer receptiveness to ads and GenAI impact While global consumer receptiveness to ads has increased, the picture varies by region. The global average stands at 57%, but the Asia-Pacific region lags behind at just 43%. More negative responses are driven by Australia, Hong Kong, Japan and Singapore, while the other APAC markets, such as mainland China and the Philippines, are very positive towards ads. In contrast, Africa and the Middle East lead at 71%, followed by North America at 58%, Latin America at 57%, and Europe at 55%. This spectrum is true for preferred media brands as well. Ads on some platforms appeal to almost all groups, such as Amazon, which appears in the top three of all regions except, AME and leads across US. Pinterest, Prime Video and Google appear in the top three of two regions, and Disney+ is the leader in Europe. While marketers are negative towards X, consumers in North America and Europe favour it. Another area where voices differ is the controversial generative AI (GenAI). General sentiment about GenAI is becoming more positive. However, excitement is accompanied by apprehension. 57% of consumers are concerned about fake ads due to GenAI. Trust is a key issue in all communications today, from ads to packaging, and a part of this concern stems from how AI is changing our world.  Among marketers, who are more educated on the uses of GenAI in media, only 33% say they don’t have the right skills to use GenAI. In fact, 70% of marketers already use GenAI to work more efficiently. This means that the education of consumers in the media space falls onto marketer shoulders. Top ranking media brands among consumers Three of consumers’ top five preferred ad platforms are Amazon brands, with Amazon ranking first thanks to its relevant and useful ads. No single brand appears in the top five for both consumers and marketers. Snapchat’s ads are seen as fun, and consumers say they are less intrusive than they were in 2024. Meanwhile, consumers praise TikTok ads for being particularly attention-grabbing, fun, and entertaining. Twitch is seen as having the most trustworthy ads among global brands. Marketers’ preferred platforms are also those platforms whose ads they trust the most. A part of that trust is correlated with perceptions of brand safety, where Netflix, YouTube and Disney+ lead. According to Kantar’s APAC head of media, Andy Gallagher, Netflix with ads is the first streaming service to top the list in APAC. “Almost two in five (37%) consumers believe Netflix delivers trustworthy ads and over one-third (35%) say they are of better quality. Notably, Netflix is the top-ranking media brand with highest ad equity in Korea and Japan. In particular, the Japanese say ads on Netflix are the most trustworthy and of the highest quality. This mirrors the Netflix’s top global ranking too for better quality ads and being known for hosting immersive content.” However, marketers’ dollars don’t only flow into platforms where consumers want to see advertising or where they themselves prefer to see ads. In 2026, nearly two-thirds of marketers (64%) globally are planning to increase their spend on TikTok, despite not ranking it among their favourites. YouTube and Instagram aren’t far behind, with over half of marketers planning to increase their investment.  Meanwhile, one brand missing from all marketers’ top rankings is X (formerly known as Twitter). A net 15% of marketers were favourable towards ads on X in 2022: now that has slumped to a net -31% of marketers.  Additionally, a net 29% of marketers plan to decrease their spend on X next year, and they have ranked X last among all global brands for trust for the third year in a row. Implications for 2026 media planning Marketers should select partners aligned with their objectives, as while ad preference is a key consideration in media mix decisions, it significantly influences a campaign’s brand impact, according to Kantar. The focus should be on evaluating each partner’s strengths and weaknesses to choose those offering the right advertising propositions and formats for specific goals. Moreover, as the media landscape continually evolves, marketers should continue to test and learn to build confidence in their media mix decisions, especially regarding

Shangri-La has appointed Publicis Media to handle its integrated strategic media buying and planning duties for its subsidiary brands globally, MARKETING-INTERACTIVE understands.  This follows a pitch earlier this year, with Publicis chosen for its track record in delivering innovative media solutions and its deep understanding of the global market dynamics. Under the new two-year deal, Publicis will be tasked with handling media buying across all markets for the brand.  The appointment comes on the heels of the group’s latest development: the opening of Shangri-La Hongqiao Airport and Traders Hongqiao Airport, Shanghai — a dual-branded property located at the heart of the city’s Hongqiao transportation hub. As Shangri-La’s fifth hotel project in Shanghai, the new opening reflects the Group’s continued expansion in the city through a dual-brand strategy, while reinforcing Shanghai’s role as a hub for international exchange. The launch also marks the global debut of the Group’s refreshed Traders brand — a concept that blends technology with thoughtful service to cater for business travelers. These developments come amid strong financial performance. For the first half of 2025, Shangri-La reported revenue of more than US$1 billion, a 0.7% increase on last year. Shangri-La Group’s chairman and chief executive officer, Hui Kuok, said the performance shows resilience, despite uncertainties in the global economy. “Our solid and diversified asset base allows us to weather the challenges and our dynamic team across our core markets drove our business performance through innovation and operational efficiencies. In launching our latest brand Shangri-La Signatures in Hangzhou we demonstrate our strong belief in Chinese consumers and our focus on growing new customers,” she added. Related articles: Island Shangri-La highlights commitment to family travel with new luxury spaceMcCann SEA and director Dave Meyers partner to create film for Shangri-La source

Publicis Groupe has unveiled an AI-driven New Year film to mark its 100th anniversary, blending live-action footage with generative AI to bring moments from its century-long history to life. Titled “A lion never gives up”, the film was created by Publicis Conseil, the agency founded by Marcel Bleustein-Blanchet in 1926. It forms part of the network’s long-running annual Wishes tradition, which it has used for decades to signal its strategic direction for the year ahead. The film highlights the agency’s evolution from a Montmartre creative shop to a global holding company, showing how it has weathered wars, economic downturns, and technological shifts. Don’t miss: Can Publicis’ HEPMIL acquisition unlock new opportunities for boutique influencer agencies? The film opens in occupied Paris in 1942, where a woman portraying French singer Édith Piaf takes to the stage to tell a story of resistance. She introduces a “French lion”, which appears beside her, before the narrative rewinds to 1926 and the founding of Publicis.  In early scenes, a man argues with the lion, accusing it of caring only about advertising. The story follows the lion as it launches new ideas and products across Paris, including creative work featuring Piaf herself. The tone darkens during the war years, with soldiers hunting the lion as it flees. When Piaf later unveils that the enemy has been defeated, the lion emerges with a roar, symbolising the agency’s survival. The film tracks the growth of both the lion and the agency, before showing a major setback with the burning of the lion’s building. Recovery is shown through technology, with the lion travelling the world and creating what the film frames as iconic campaigns. More recent chapters depict the silence of the COVID-19 pandemic, with the lion connecting with employees through video calls. The film also references the group’s acquisitions and industry rankings, before turning its attention to the rise of AI. It closes with Piaf’s line that “whatever happens, the lion never gives up”, underscoring the group’s outlook as it enters its next century. The hybrid production combines real actors with 2D and 3D GenAI imaging built using Publicis Groupe’s proprietary platforms and tools. About a quarter of the film features live-action footage, with the remaining scenes generated using artificial intelligence trained on images, films, and documents from Publicis’ own archives. According to the company, more than 4,500 real images were sourced and catalogued to produce 150 individual shots, alongside a large volume of AI-generated visuals managed by dedicated AI prompt artists and archivists. The editing workflow was also reworked for the project. Unlike traditional post-production pipelines where shots are locked once editing begins, each scene in the film could be regenerated from scratch throughout the process. Publicis Groupe said the project reflects both its legacy and its focus on innovation as it enters its next century. In addition, the agency released a 35-minute documentary, showcasing the history behind Publicis with real-life interviews and footage from iconic campaigns.  Ahead of the release, Publicis teased the film on LinkedIn with a nod to its lion mascot, “Unlike some omnivores, a lion never eats its young.” The film comes at a moment of significant change in the global agency landscape. Omnicom, for instance, is retiring several long-established brands, including DDB, FCB and MullenLowe, as part of a sweeping restructure following its US$13.3 billion takeover of Interpublic. As part of the merger, overlapping networks are being consolidated, with FCB folded into BBDO and DDB and MullenLowe rolled into TBWA, while more than 4,000 jobs will be cut. Related articles:    Publicis Groupe to acquire identity and data solutions firm Lotame  Publicis acquires independent Aussie media shop Atomic 212     Publicis Media Singapore elevates Elaine Poh to COO source

Welcome back to Gen Z Perspectives, a feature that examines the week’s top stories and trending topics through the lens of Gen Z. From major industry developments to viral moments and marketing debates, we explore these topics with insight and perspective. This week, Omnicom Media revealed its new APAC leadership structure following the IPG merger, a new episode of Agency Agenda was released, and Shangri-La appointed its new global media agency. Stay with us as we break down the details.  Don’t miss: Gen Z perspectives: Omnicom-IPG merger, KFC Kallang’s revamp and MY’s social media ban 1. Omnicom Media unveils new APAC leadership structure Omnicom Media APAC CEO Tony Harradine has revealed the agency’s new leadership structure, with a set of key leaders to drive growth and innovation across the region. In an internal note, seen by MARKETING-INTERACTIVE, Harradine said, bringing together two organisations will always involve difficult decisions, and he acknowledges that openly. “Omnicom Media is committed to supporting everyone impacted, with clear information and ongoing guidance as we navigate these early days together,” he said. Read more here.  2. Agency agenda: Barby Siegel on future-proofing Zeno’s agency model As the communications landscape shifts at speed, Zeno Group global CEO Barby K. Siegel says the industry is entering a decisive moment, one where technology, talent and new models of integration will determine which agencies stay relevant. Speaking on Marketing Connected’s Agency Agenda, Siegel shared how Zeno is retooling its global operations while returning to double digit growth in Asia Pacific. Read more here.  3. Shangri-La concludes global media pitch Shangri-La has appointed Publicis Media to handle its integrated strategic media buying and planning duties for its subsidiary brands globally, MARKETING-INTERACTIVE understands.  This follows a pitch earlier this year, with Publicis chosen for its track record in delivering innovative media solutions and its deep understanding of the global market dynamics. Under the new two-year deal, Publicis will be tasked with handling media buying across all markets for the brand.  Read more here.  Related articles: Omnicom to shutter key brands, cut 4,000 jobs following IPG merger     James Hawkins departs IPG Mediabrands APAC as merger reshapes region      TBWA’s leadership for Greater China, SG and MY unchanged amid Omnicom-IPG merger    source

Perplexity has partnered with global football superstar Cristiano Ronaldo to launch an interactive CR7 experience on the AI answer engine, unveiling his personal archive and previously unseen images. Perplexity and Ronaldo share a belief that greatness is driven by relentless curiosity. The new CR7 experience marks the start of a multi-year global partnership, emphasising how Ronaldo, his fans, and Perplexity users can ask questions to unlock their full potential. While it targets curious individuals everywhere, Perplexity expects that Ronaldo’s fans will particularly connect with this, as he is a global icon who inspires people—whether they’re avid soccer fans or striving to excel in their own fields. In addition to providing additional content experiences and exclusive merchandise to fans through this partnership, Ronaldo will also join Perplexity as an investor. As part of this partnership, starting today, fans around the world can visit the Ronaldo hub to flip through previously unseen images from Ronaldo’s personal archive, delve into curated questions covering all eras of his life, and relive the greatest goals from his legendary career on an interactive pitch. Through Perplexity’s hub, Ronaldo fans can dive deeper into his statistics and ask their own questions, bringing them closer than ever to the legendary footballer. To promote the partnership, Perplexity has released a video on YouTube to encourage more people to explore their curiosity. The video features two children, who are fans of Ronaldo, discussing his achievements. As they approach a food truck, they continue their conversation. When they say the word “Siuu”, the food truck owner looks confused, searches on Perplexity, and discovers that it refers to Ronaldo’s iconic goal celebration.  This celebration, which means “Yes!” in Spanish and Portuguese, involves him leaping, spinning mid-air, landing with arms spread, and shouting, and it originated spontaneously during a 2013 Real Madrid match. In the coming years, Perplexity will conduct more activations through this partnership, including video content, merchandise, and new in-app features that Ronaldo will help create. Marketing strategies will vary with each initiative; for example, for this launch, Perplexity developed the in-app experience and promoted it across YouTube, Instagram, Twitter, Threads, and through press coverage. “Every milestone in my career has come from the same drive: pushing myself to be better than I was yesterday, and break my own records. Perplexity understands that excellence starts with the will to know more and to ask the right questions. That’s why I’m proud to partner with them in a mission to inspire the world to ask unlimited questions,” said Ronaldo.  “Ronaldo’s passion and drive have inspired me for decades. He embodies how curiosity unlocks greatness, and we’ll keep building new experiences for his fans,” said Aravind Srinivas, co-founder, president, and CEO at Perplexity. Don’t miss: Perplexity taps Lewis Hamilton and Eric André to bring AI to life in comedy short Back in November, Perplexity released a comedy short starring seven-time Formula 1 champion Lewis Hamilton and comedian Eric André (The Eric André Show, The Lion King, Man Seeking Woman). The short, produced by London-based Black-owned Sata Studios, highlights Perplexity’s athlete partnerships, showcasing shared values with top performers and the enthusiasm people have for the brand. In this case, the short features Hamilton, a global partner and investor who embodies the brand’s values: curiosity, a drive for excellence, and the belief that champions are made by asking better questions. Related articles: Perplexity taps Lewis Hamilton and Eric André to bring AI to life in comedy shortAI platform Perplexity to in talks to double valuation to US$8 billionCristiano Ronaldo to launch first-ever CR7 LIFE flagship store in HK source

TBWA’s latest leadership structure for Greater China, Singapore and Malaysia will remain unchanged following the US$13.3 billion merger between Omnicom and Interpublic, as confirmed to MARKETING-INTERACTIVE.  Under the current structure, Joanne Lao (pictured middle) will remain as CEO of TBWAGreater China, while Mandy Wong (pictured left) will continue as the president for TBWASingapore. Meanwhile, Yee Hui Tsin (pictured right) will remain as the CEO of TBWAMalaysia.  In a statement sent to MARKETING-INTERACTIVE, a spokesperson from Omicom Advertising (OA) said its leadership structure in Asia remains unchanged. Due to the complementary footprint of the OA and IPG creative agency brands, most markets in Asia remain unchanged. Some new roles will be announced in January. Lao, based in Shanghai, oversees nearly 600 employees across six offices and seven group brands. Before joining TBWA, Lao spent seven years in the travel industry. Lao was then transferred to Singapore as Banyan Tree’s head of corporate communications. After seven years in Singapore, Lao moved to Hong Kong, and in 2006 was appointed managing director of TBWAHong Kong, before taking up her position in 2015 running Greater China operations.  Wong has been with TBWASingapore for over two decades, where her experience and expertise have led her to focus on driving highly demanding and complex global and regional accounts within the collective. During her time at the agency, she had worked with various renowned brands such as the Singapore Tourism Board, Standard Chartered Bank, Airbnb and Carltex.  On the other hand, Yee has been the CEO of TBWAMalaysia since 2021, three years after she was promoted to managing director from COO following the departure of Aaron Cowie.  She was also the general manager of TBWA Digital Arts Network at one point. Most recently under her watch, TBWA bagged the Wipro Unza Malaysia creative account for its fragrance and kids categories, following a competitive pitch in August 2025.  The confirmation of TBWA’s stable leadership comes amid sweeping changes at Omnicom following its acquisition of Interpublic. As part of the integration process, Omnicom is consolidating overlapping networks—FCB is being folded into BBDO, while DDB and MullenLowe are being absorbed into TBWA. Though Omnicom’s public announcement did not explicitly mention the retirement of these legacy brands, the updated Omnicom website reflects the shift. DDB, FCB, and MullenLowe no longer appear in the creative network structure, which is now streamlined around three global agencies: BBDO, McCann, and TBWA. In Asia, Sean Donovan will lead Omnicom Advertising. The three global networks will be supported by a collection of 12 creative boutiques, including Alma, antoni, Carmichael Lynch, Goodby Silverstein & Partners, Lucky Generals, and The Martin Agency, all of which retain their individual leadership. Related articles: Omnicom to shutter key brands, cut 4,000 jobs following IPG mergerOmnicom Media unveils new APAC leadership structure source

PepsiCo is deepening its Formula 1 ambitions with a major multi-brand partnership with the Mercedes F1 Team, bringing Gatorade, Sting and Doritos into the paddock from 2026 in a first-of-its-kind deal for the sport. The agreement builds on PepsiCo’s broader global F1 partnership signed in 2025 and marks the first time three category-leading brands have united under a single team partnership. It positions PepsiCo at the centre of F1’s explosive global momentum, combining performance science, youth culture and fan-first brand activations. Gatorade will introduce its performance hydration expertise, anchored by the Gatorade Sports Science Institute, into Mercedes’ operations for the first time. In a sport where drivers can lose up to four kilograms through sweat during a race, hydration plays a decisive role. Don’t miss: What Barilla’s F1 move means for sports ads beyond Super Bowl Mercedes will implement a customised Gatorade program designed to give drivers a competitive edge in a competition defined by milliseconds. The partnership also taps into the cross-generational appeal of Mercedes F1 Team drivers George Russell and 18-year-old rising star Kimi Antonelli. Both will feature in global fan engagement initiatives across Gatorade, Sting and Doritos, including behind-the-scenes content and immersive race-weekend activations. Sting will use the partnership to extend its Gen Z positioning into F1. Its growth footprint mirrors F1’s expansion into high-growth regions, giving Mercedes and PepsiCo a stronger cultural and commercial link to some of the sport’s fastest-growing territories. Doritos, meanwhile, will activate its flavour-forward identity through global fan experiences designed to match the intensity and precision of Grand Prix racing. Eugene Willemsen, PepsiCo’s chief executive officer, international beverages, said the partnership unites performance, energy and culture at a pivotal moment for the sport. “This partnership unites performance, energy and flavour under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team,” he said. “Through Gatorade, Sting and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1.” Toto Wolff, team principal and CEO, Mercedes-AMG PETRONAS F1 Team, said the partnership aligns with the team’s push for performance through innovation. “Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport,” he said. Richard Sanders, chief commercial officer at Mercedes-AMG PETRONAS F1 Team, said the partnership would elevate both team performance and the overall fan experience across the racing calendar.  The expanded PepsiCo–F1 partnership covers rights across the 21-race global calendar and more than 200 broadcast territories, including trackside visibility, fan zone activations, branded content, hospitality and on-pack promotions. It also extends to the F1 Sprint series and the F1 Academy. Related articles: Audi F1 Team and adidas team up for high-performance style on and off the track   PepsiCo unveils new global brand identity after 25 years PepsiCo says it will be ‘agentic AI-first’ by 2026 source

For marketers, the “last mile of marketing” has expanded into a complex and “channel-less” puzzle. The customer journey is no longer linear, but a web of online research, in-store browsing, and AI-driven search. While 88% of retail transactions still happen offline, brands are struggling to bridge the gap between digital engagement and real-world business outcomes – not just in measurement, but in planning and activation. This challenge of turning fragmented insights into smarter campaigns was the central theme at a recent MARKETING-INTERACTIVE roundtable hosted in partnership with Locala. Leaders from across the automotive, CPG, retail, finance, music and QSR industries gathered to dissect the “phygital” consumer. The insight and planning gap The first hurdle identified was not just measuring the end result, but having the right insights to plan effectively. Speaking from the perspective of the coffee retail sector, Peilin Lee, head of marketing at Nespresso, encapsulated the core problem of planning in the dark. “We’re seeing the performance drop … clicks are dropping … bounce rates are going up,” she said. And now with AI, people are not going directly to sites for first-hand information. “This is a black box with the blind leading the blind … even agency partners can’t give absolute solutions as this is new to them as well.” This lack of visibility makes budget allocation a high-stakes gamble across various sectors. In B2B finance, for example, participants noted that sales cycles can last 12 to 18 months, making it difficult to determine where marketing input is actually driving consideration over such a long period. The areas of attribution remain “grey”, with marketers struggling to prove their worth in a relationship-heavy sales process. In the complex world of global travel retail, the planning challenge is geographical. One attendee highlighted the difficulty of never knowing if marketing targeted in a source market such as Thailand actually works to drive sales in a destination such as New York. While marketing mix models help get a “rough idea”, they often cannot pinpoint exactly which channel deserves the budget. Similarly, for FMCG giants, where the majority of transactions occur in physical stores, attribution remains the industry’s toughest question. The consensus was that linking an offline purchase all the way back to an upper-funnel digital exposure such as a TikTok video remains a complex challenge that few have fully cracked. The activation disconnect Even when insights exist, organisational silos often prevent smarter, seamless activation. Vincent Pang, managing director for APAC at Locala, defined the modern path as “loop zigzags and spirals”, where consumers move fluidly between offline and online touchpoints. However, activation strategies often fail to mirror this fluidity. Kenneth Lau, global digital commerce marketing lead at Mondelēz International, revealed how siloed structures hinder omnichannel executions. “We spend a majority of our media on awareness,” he said. “We get people to click and go to a website and then they sometimes disappear.” He added that in the FMCG space, clicks don’t always connect to a commerce outcome – a function of how brands sometimes remain siloed. This leads to media ineffectiveness, particularly in high-consideration categories such as automotive. Neri Miclaus, managing director at Piaggio Asia Pacific, argued that a generic social media activation is often not worth the spend if it fails to bridge the gap to the showroom. Meanwhile, Petromil Petkov, head of the innovation hub at Volkswagen Group Singapore, shared a strategy to tighten this activation loop. By linking its digital “car configurator” to physical showroom visits, it is “able to connect these dots in a meaningful way”, ensuring the digital interest is captured and activated in the real world. Smarter engagement and community With the traditional funnel breaking down, leaders are looking for smarter ways to activate budgets that drive the most consideration. For the fast-paced QSR (quick-service restaurant) sector, Jayss Rajoo, head of marketing and food innovation at Pizza Hut, noted this means moving beyond a broad reach to precision timing. “Moments are the new media channel. When the old funnel collapses, what matters is the micro intent – the right message, at the right craving, at the right moment,” Rajoo said. “AI will help enable such interactions – it can get us about 70% of the way by spotting patterns, but the final 30% still comes from understanding people, culture, emotions. Tech can predict behaviour, but it cannot manufacture desire. That’s why the best work comes at the intersection of AI precision and human intuition.” For Cassandra Tan, vice president, strategy, CRM and eCommerce, Southeast Asia and Korea from Universal Music Group, smarter activations means translating digital fandom into tangible products. Speaking on the broader music ecosystem, she noted that fans are co-creators and community drivers. While music is intangible, she explained there is a continued desire from fans to hold onto tangible products – memorabilia from an experience – which can lead to sales wins in merchandising when activated correctly. As the discussion concluded, the conversation turned to the future of intelligent advertising. Pierre Padiou, chief operating officer of Locala, emphasised that the solution lies in smarter planning and activation before a dollar is even spent. “You need to have access to the whole inventory to be able to target the right people at the right place on the right device,” he explained. He noted that by combining online and offline signals, brands can gain the visibility needed to focus budgets where they need consideration the most, bridging the gap between raw insights and effective, real-world activation. This roundtable and article were made possible by our partner, Locala, the leading location-based omnichannel advertising platform that helps brands bridge the gap between digital marketing and real-world business outcomes by solving the omnichannel planning, activation, and attribution challenges. By unifying online and offline signals, Locala helps marketers to zoom in on a brand’s local context, assess audience relevance, and deploy tailored and scalable campaigns without media waste. To learn more about how Locala can help you increase engagement with your customers, go to asklocala.com. To request