marketing interactive

Global creative and communications agency W Communications has launched HelloFranses! in Asia, establishing Singapore as the regional hub for its standalone celebrity and creator-first consultancy. The move marks W’s first step into talent representation and signals a broader regional investment push across influencer, social and digital capabilities. Founded in the UK by Chloe Franses, HelloFranses! has grown into a 20-person team working with brands including Disney, Hublot, Aston Martin and Bacardi. The consultancy was also behind POP MART’s Labubus shift from cult collectible to mainstream fashion accessory. The Asia rollout positions the practice to tap the region’s expanding creator economy and increasing demand for cross-market, culturally fluent partnerships. Warren Johnson, founder of W Communications, said the expansion is part of a wider plan to bring more of W’s specialist brands into APAC. “And then we’ll also be rolling out some of the other W brands into the region, the first and most important one being HelloFranses! We’ll be looking at that as a full-service influencer agency, doing paid influence management,” he told MARKETING-INTERACTIVE exclusively.  Don’t miss: Can Publicis’ HEPMIL acquisition unlock new opportunities for boutique influencer agencies?  Singapore will anchor HelloFranses! Asia, a decision driven by existing operations and the market’s growing influencer maturity. “Many of the brands we work with are already using influencers, but often as an extension of PR. What we’re seeing globally, across the hubs we operate in, is a growing appetite for influencer to be a standalone focus,” explained Franses. “Singapore is interesting because it has such a vibrant culture: from new food offerings to product launches, plus B2B dynamics. LinkedIn is a big part of that. It’s such a business hub, and there’s a growing need for businesses to have strategies that speak to B2B influencers. The strategy piece is really key,” she added.  HelloFranses! offers end-to-end influencer solutions spanning strategy, creator shortlisting, content production, paid amplification and campaign analytics. Its tech platform supports real-time reporting and streamlined content management, with the agency aiming to focus its teams on long-term, culturally relevant brand–creator relationships. In APAC, HelloFranses! will also directly represent influencers for the first time. Its roster will feature KOLs, creators, emerging celebrities and creatives, with a focus on luxury and global-facing talent. A shifting influencer landscape  According to Franses, the creator economy is moving from traditional endorsement to something more akin to paid media planning, adding that reporting rigour has now become essential. “From a reporting perspective, it is important for brand managers and teams working with brands to actually see the value and ROI they’re getting from each partnership and each endorsement done through influencers, so the reporting part is really key. We now have various tools, including proprietary ones, that help with that.” The consultancy’s remit spans the entire creator spectrum. Franses highlighted the career development aspect, working with talent at different levels, from creators who feed the constant content needs of brands to those building long-term careers. “There’s a need for those collaborations to be real, and for creators to see their own career paths. That’s something we’re very focused on and looking to do more of,” she said. Building on its experience with big-name celebrities, HelloFranses! works across nano and micro influencers producing UGC content, as well as macro influencers and established stars who feature in large-scale campaigns, appearances, and key activations that bring brands to life. When asked about talent names, Franses cited work with Idris Elba, Charlize Theron, Orlando Bloom, as well as UGC creators supporting brands such as Victoria’s Secret. Building on this breadth of talent, Robin Chang, general manager of W Communications APAC, highlighted a growing appetite for cross-border collaborations and B2B influencer work. “A lot of our current clients and prospects are asking for cross-collaborations — celebrities and influencers from the Philippines to Singapore, UK crossovers, and so on. It’s no longer linear. There’s real cross-pollination of KOLs, even on the B2B side. With the growth of platforms such as Substack, this is increasingly possible,” he said. He added that creators are seeking more than one-off transactional posts. “KOLs and celebrities want agencies like us to help land partnerships and endorsements. They want new ways of creating content with brands: more organic, less formulaic.” Acquisitions on the horizon  Chang’s comments underscored the increasingly complex and interconnected nature of influencer campaigns across markets. To capitalise on this momentum and strengthen its regional footprint, W Communications will use Singapore as the base for a more aggressive APAC expansion strategy. “We’re going to be a lot more acquisitive and will invest more money in Singapore and the region,” said Johnson. “We’ve got a significant war chest to make acquisitions, likely in influencer, social, and digital. We can probably open more PR offices organically, which Chang and I are working on, but we’ll look to buy social, digital, and influencer expertise on a market-by-market basis.” Johnson highlighted Indonesia, Thailand and Malaysia as immediate opportunities, with China, Japan, Korea, Hong Kong and Taiwan also on the radar. He noted cultural fluency as a core requirement in any acquisition, citing the risk of applying Western models without localisation. “We don’t want to adopt cultural imperialism or operate in mono. We want to work with brilliant, authentic partners on the ground so we can run great work market by market,” he said. The founder added that Southeast Asia offers stronger entrepreneurial momentum compared with Western markets: “In this region, there are some of the most innovative agencies. There’s so much energy and ambition. In other markets, you’re scraping the barrel.” Chang also pointed to W and Bellow’s joint venture model as part of the region’s future content strategy. Earlier in April this year, the agency launched W Productions, a global join in venture partnership with multi-discipline content agency, Bellow. “Our joint venture with Bellow is based on the foresight that you can’t do big videos and billboards at five-digit budgets anymore. We support talented creators, former YouTubers, for example, who set up their own outfits and focus on short-form impactful content

This post is sponsored by NTUC Club. Over the years, Downtown East has evolved from a leisure spot into a multifaceted destination, constantly redefining what it means to be a hub for families and communities. More than just a shopping mall, it has grown into an ecosystem of play, learning and connection, where offerings are refreshed in step with the changing rhythms of its audiences. At the heart of this evolution lies an acute awareness of timing, understanding when to introduce new experiences, and reimagining the ways families come together. Reaching the right people with the right message at the right moment in the customer journey makes marketing more successful. This becomes especially important in lifestyle and entertainment, where seasons and festivities create golden opportunities. Done well, timing can elevate a campaign, maximise attendance, spark excitement, and ultimately, drive results. Aligning campaigns with school holidays and festivities Well-timed campaigns around school holidays and festivities have proven effective for recreational venues as families seek fun, value, and bonding. Naturally busy periods allow for richer experiences instead of mere crowd surges. Introducing thoughtfully timed promotions enhances the sense of reward for guests, making their visits feel more worthwhile without undermining the peak season’s appeal. Wild Wild Wet’s mid-year splash deal 2025 from 1 June to 31 July (during the school holiday period), exemplified this, going beyond leveraging savings and giving families more reasons to hang out. A “student special” (off-peak pass, plus vouchers) valid until the end of March was also offered, timed to tap into school breaks and student downtime. On the Downtown East side, the 2024 Christmas to Chinese New Year “Magical bamboo forest” campaign transformed its space into a free-entry bamboo forest maze, coupled with panda-themed meet-and-greets, treats, performances and festive décor, and ran from mid-November 2024 through to early February 2025. By spanning this over both the Christmas and Chinese New Year periods, Downtown East caught multiple high-traffic seasonal moments. Creating limited-time attractions Building on how timing can shape campaigns around holidays, another powerful lever is scarcity, hinting to target audiences that the opportunity is fleeting. When promotions or attractions are available only for a limited window, feelings of urgency and exclusivity are triggered. That tension deepens engagement, promotes repeat visits, and amplifies word-of-mouth. Take Wild Wild Wet’s month-long “Dive into colours” festival, where themed décor and installations, night parties, and special programming were all framed as time-bound experiences. Complementing the festival was a flash deal selling child passes at just SG$2, a smart move that further heightened scarcity. Since both the deal and festival ran only for a short time, guests were motivated to purchase and attend rather than postpone. Similarly, Downtown East’s limited-duration magical bamboo forest maze and festive installations encouraged families to plan for these events before they disappeared, with many returning year after year to catch the next seasonal take. Time-bound attractions become moments people feel compelled to enjoy, turning interest into action. Building anticipation with pre-launch hype Apart from syncing campaigns with seasons, timing is also about knowing when to start the conversation. Building anticipation in the lead-up keeps audiences intrigued and sparks curiosity early on. When the event arrives, people are already primed to act. That’s why Downtown East’s calendar – full of seasonal highlights – is never introduced with just a single announcement. Instead, there remains a steady drumbeat on its Instagram, Facebook and TikTok, including teaser posts, sneak peeks, behind-the-scenes snippets and timely reminders, all carefully strategised to maintain momentum and top-of-mind recall. Without this sustained presence, individuals might quickly lose interest or turn their attention to other choices in today’s saturated landscape. The key here lies in layering communications so that by the time the gates open for something such as Wild Wild Wet’s songkran festival or Downtown East’s magical bamboo forest, excitement has peaked, making attendance feel almost irresistible. Analysing past campaigns to optimise timing There’s a tendency to treat campaigns as closed projects once they’re over and to immediately move on to the next. But doing so means missing out on valuable insights that can shape future success. Analysing past campaigns enables marketers to identify strengths and weaknesses, using information such as peak attendance and performance metrics to bridge gaps and refine timing strategies for the next round. Data-driven decision-making helps pinpoint when audiences are most responsive so as to optimise promotional lead times, reminders, and activations at the strongest possible moment. At Downtown East, the abundance of seasonal programming isn’t just about fresh experiences that bring loved ones together, it’s also because holiday periods consistently lead to higher footfall, spending and greater potential for engagement. Beyond a tactical advantage, Downtown East has shown how strategic timing and seasonality, when harnessed with intent, become more than a calendar opportunity; they become a catalyst for deeper audience connection and better turnout. source

Singtel is turning concert week into a month-long celebration for fans, creators and tourists with “The concert pass”, a pop-up playground designed to extend the fan experience beyond the stage. Running from 24 November to 24 December, the activation blends lifestyle, connectivity and culture in an immersive, content-friendly space that encourages fans to create and share memories. Shilpa Aggarwal, VP, mobile, customer solutions at Singtel Singapore, described the activation as a space built for expression, content creation and community. Travellers picking up a Singtel Tourist SIM are guaranteed best-in-class connectivity from the moment they land, allowing them to instantly share travel moments. On arrival, they’re greeted with fan freebies and immersive photobooths, setting the tone even before the concert weekend begins. Don’t miss: Singtel unveils patriotic brand film, rolls out enterprise-level 5G for consumers Singtel worked with Dollop and Butler Experiences to bring the activation to life. Dollop’s ultra-aesthetic photobooths, including a rotating camera in a car, drive the content-first experience, while Butler manages the on-ground build-out and operations. The result is a space designed to match the energy fans bring into the city during concert season. The activation aligns with Singtel’s broader strategy to elevate fan engagement during major events. Concerts are peak cultural moments, and with the company’s network already supporting high-demand shows such as Coldplay and the Singapore F1 Grand Prix, the telco wanted to offer fans more than just connectivity. “The concert pass” aims to extend the concert high beyond the venue, provide a 5G+-powered content playground, and position Singtel as the go-to Tourist SIM for fast uploads, navigation and real-time updates. Fans can enjoy DIY stations, collectables and premium photostrips built for hands-on fun, highly shareable content and personal keepsakes. The activation is designed for both tourists and locals: Singtel Postpaid 5G+ priority customers can redeem freebies at Kallang Leisure Park, while a SG$5, 48-hour priority pass via the MySingtel app offers priority queue access for others on a first-come, first-served basis. Singtel is also exploring similar tie-ups across concerts, festivals and cultural moments as it develops a hi!tourist experiential approach aimed at enriching both fan and visitor journeys. “Concerts are cultural moments when the city lights up, and we wanted our customers to feel that excitement from touchdown to encore. The Concert Pass brings together our 5G+ speeds, creator-ready spaces and fan-first perks to elevate the entire journey — not just the show. It’s a demonstration of customer centricity in action, enriching the Singapore experience for tourists and deepening fandom culture for locals.,” said Aggarwal. “The concert pass” is part of Singtel’s broader push to enhance experiences for visitors and fans. Earlier in June, the brand unveiled a 5G+ Tourist SIM that flips the traditional prepaid checklist on its head. Instead of just buying a SIM on arrival, travellers can now unlock augmented reality (AR) experiences that turn sightseeing in Singapore into an interactive, gamified adventure. Once activated, the SIM grants access to an “AR passport”, a digital travel companion guiding users through ten must-visit spots including Merlion Park, Sentosa and Mandai Zoo, using AR maps, trivia, games and rewards. Together with initiatives such as the Concert Pass, the AR Tourist SIM reinforces Singtel’s focus on blending connectivity with lifestyle, turning every visit — and every concert weekend — into an immersive experience. Related articles: Singtel banks on AI to tell Singaporean folktale in multiple languages      Singtel marches down National Day Parade memory lane in SG60 film   Singtel banks on AI to tell Singaporean folktale in multiple languages source

Singapore fans of the iconic McDonaldland characters are in for a treat this December. Grimace, Hamburglar, and Birdie are making their first-ever stop in the Lion City for a limited-time tour, bringing with them exclusive merchandise, a music festival, and a lineup of new menu items. McDonald’s first teased the campaign on 26 November with an Instagram post showing the McDonaldland Crew partially revealed, accompanied by the caption “McDonald Crew Singapore tour”. The following day, the brand dropped a short clip on Instagram, showing the beloved characters arriving in Singapore, just ahead of the launch of the new menu items. Don’t miss: McDonald’s SG serves BTS magic with TinyTAN Happy Meals The McDonaldland Crew music festival runs from 12 to 14 December at Plaza Singapura’s Level 1 Outdoor Area, promising a weekend packed with meet-and-greets, interactive zones for fans of all ages, and live performances from local musicians. In addition to the festivities, McDonald’s Singapore is rolling out a series of exclusive collectibles. From 1 December, fans can snag McDonald’s pocket pouch blindboxes featuring Grimace, Hamburglar, Birdie, or a special French Fries design with every meal purchase, excluding Happy Meals. MyMcDonald’s rewards members can redeem points from 8 December for the special french fries pocket pouch and a matching phone strap. A limited-edition McDonaldland sticker sheet will also be available from 11 December with select meals, including the cheesy jalapeño burger feast. Foodies won’t be left out either. McDonald’s is introducing the cheesy jalapeño quarter pounder and cheesy jalapeño chicken burger, each packed with crispy bacon and a tangy jalapeño cheese sauce. Fries get an upgrade too with the debut of truffle cheese McShaker fries, while classic sides now include tub-served tartar sauce. Dessert fans can indulge in a cookies & cream pie made with OREO crumbs or enjoy a tropical twist with the mango and pineapple cone, available as a cone, sundae, or McFlurry with OREO bits. MARKETING-INTERACTIVE has reached out for more information.  McDonald’s Singapore has been leaning into music-driven fan experiences this year. Back in September, the brand hosted its first-ever Griddlecore A.M. Fest, an invite-only celebration for fans of the McGriddles at Cineleisure. The morning festival brought together devotees for live sets from local acts Estelle Fly, DJ Taz Angullia, and DJ Nicolette Yip, while quirky, McGriddles-themed activities included personalised charms, collectible holographic “emotional baggage” tags, and interactive photobooths. Access was secured either through the limited-edition Griddlecore bundle, which sold out within hours in August, or by topping the McGriddles Leaderboard on the McDonald’s app. Related articles: McDonald’s SG steps up the crunch with McCrispy MRT takeover  McDonald’s SG serves up breakfast bars with new rap McDonald’s Malaysia turns up the heat in Putrajaya with spicy burger concert  source

KFC Singapore is bringing a taste of Japan to the island this Christmas with its latest campaign, “Chikin land”, turning five of its outlets into immersive, anime-inspired destinations. The campaign, running now until 1 January 2026, aims to tap into the holiday travel frenzy while offering a playful, crowd-free alternative. Diners can explore Japan-themed décor, interact with stamp stations reminiscent of the popular Japanese “stamp rally” culture, and enjoy limited-edition packaging featuring an anime-style Colonel Sanders, adding a whimsical, festive touch to the in-store experience. At the heart of the campaign is a new Japanese-themed Christmas menu, featuring the takoyaki-inspired Oiishii Zinger burger and Oiishii chicken nites, complemented by sweet potato fries and hazelnut chocolate egg tarts. For larger gatherings, KFC has introduced special Christmas buckets for two or four, reflecting the Japanese tradition of festive KFC meals and allowing friends and families to share the experience together. Don’t miss: KFC Singapore unveils first-ever merchandise space at revamped Kallang outlet  To bring the menu to life, KFC Singapore has released an anime-style short film. In the short, a weary woman sits on a train, scrolling through her phone. She pauses at a photo of Colonel Sanders, who winks at her, and she is magically transported into Chikin Land. There, she finds herself at an idyllic KFC set against the backdrop of Mount Fuji, where Colonel Sanders is seen preparing the new menu items. The short combines whimsical animation with a sense of escapism, reinforcing the campaign’s theme of transporting fans to a festive, Japan-inspired world, no passport required. In addition, five KFC outlets including Compass One, Kallang, Jurong Point, Sun Plaza, and Harbourfront Centre have been transformed into portals to Japan. Diners can wander under sakura trees, neon Shibuya lights, or snowy shrine backdrops while collecting stamps in a nod to Japan’s popular “stamp rally” culture. Limited-edition postcards are available for customers who purchase KFC’s Oiishii Boxes at these locations. The campaign also features a social media contest that encourages fans to share their in-store experiences with the hashtag #KFCOiishii, standing a chance to win round-trip tickets to Japan. In addition, a lucky draw linked to Oiishii meal purchases offers further prizes of Japan trips. KFC Singapore said the campaign aims to deliver “a festive experience beyond food”, bringing elements of Japanese pop culture and travel-inspired escapism to local audiences. This marks the first time KFC Singapore has rolled out a Christmas campaign with immersive, location-specific experiences tied to a country-themed narrative, blending in-store activation, social media engagement, and merchandise. The launch coincides with the reopening of KFC’s next-generation Kallang flagship store, which doubles as the brand’s first in-house merchandise space in Singapore. The redesigned space now seats 216, up from its previous 130, and will operate 24 hours on Fridays, Saturdays, and the eves of public holidays, with breakfast service beginning at 4.30am on those days. Inside, the outlet features neon lighting, graphic panels, and selfie-friendly zones designed to appeal to younger consumers. Limited-edition items, including apparel and accessories created in collaboration with AMOS ANANDA, will be available for purchase at the outlet. Related articles:  KFC Malaysia adds anime zest to Japanese Yuzu launch  KFC brings Butterbear and Thai heat to Singapore  KFC makes Singapore’s quirks the main course in biggest local campaign  source

This post is sponsored by Cvent. From boardrooms to inboxes, AI now permeates every corner of business – and in marketing, it isn’t just influencing the landscape, it’s rewriting the rules. From redefining content creation to revolutionising customer segmentation, the impact of automation and intelligence is seismic. But as the buzz grows louder, so does the pressure on tech providers to jump on the AI bandwagon. The result? A flood of AI tools that are appended to existing systems as afterthoughts rather than as core enablers, often with little regard for how real marketers actually work, what they need or how fluent they are with AI-driven workflows. Breaking away from this trend, Cvent – a global leader in event technology – has taken a fundamentally different approach. Earlier this year, it introduced CventIQ™, an intelligence layer built into the core of its platform to support planners, marketers, and hospitality professionals at every stage of event management and marketing. Unlike many AI solutions that simply repackage publicly available data, CventIQ is powered by years of proprietary expertise, smart technology, and intelligent infrastructure. It brings AI to events with capabilities designed to fuel the modern event economy, so teams can scale impact without scaling headcount. For marketers, that means faster content production, deeper personalisation, clearer insights, and tighter collaboration with the partners who help bring experiences to life. Turning speed into strategy The AI writing assistant has features that can help you create high-quality event content such as emails, landing page copy, session descriptions, and speaker bios, in minutes instead of days. Unlike other tools, it leverages your existing event data in Cvent to make content creation faster, easier, and more accurate. You can also use your existing session and speaker data to create on-brand social content that builds buzz and drives registrations, reducing the gap between planning and promotion. This means you can spend more time refining your narrative and positioning, and less time struggling with a blank page. Personalising every touch, at scale With AI-powered personalisation, you can connect attendees to the relevant people and sessions based on interests, help potential registrants get answers directly on the event website, and deliver personalised daily summaries of participation to deepen on-site engagement. Marketers can also capture key session moments through live transcripts and quick notes, making it easier to repurpose content and accelerate post-event nurture without combing through hours of footage. Translating data into decisions The CventIQ turns complex event data into clear and useful insights such as summarised attendee feedback on speakers and sessions. This helps you quickly improve your programmes and show results to stakeholders. For marketers specifically, CventIQ helps create tailored promotional content faster, translates event data to demonstrate your overall impact, and maximises on-site engagement to fuel pipeline programmes and post-event activation. Trust, reliability, and responsible AI CventIQ is anchored by three pillars marketers value most: expertise, data, and trust. Backed by more than three decades of industry experience, CventIQ has weaved best practices and hard-won lessons from across the event ecosystem into every feature. This foundational expertise empowers users with proven workflows and actionable, predictive insights. Seamless data unification is at the heart of the platform. With every event, your insights grow richer, compounding the impact of your marketing investments over time. Every CventIQ feature is powered by enterprise-grade AI models such as Azure OpenAI and AWS Bedrock, with strict safeguards in place to protect customer data. Cvent maintains compliance with the world’s most rigorous standards, including SOC 1 & 2, ISO 27001, ISO 27701, PCI DSS, GDPR, and CCPA. With a secure software design, independent penetration testing, and a robust vulnerability disclosure programme, your data is protected at every layer. The takeaway For marketers, CventIQ is less about chasing an AI trend and more about operational excellence: faster content, smarter personalisation, clearer proof of value, and a better collaboration that compounds over time. That’s how event programmes become growth engines, not just great experiences. Learn more about how CventIQ can amplify your next event programme and your marketing outcomes. source

The Singapore Police Force (SPF) has directed Apple and Google to roll out new anti-spoofing safeguards on iMessage and Google Messages, as part of the Online Criminal Harms Act (OCHA). The implementation directives were issued on 24 November, with both companies required to introduce the measures by 30 November. According to a press release from the Ministry of Home Affairs (MHA), the move aims to curb impersonation scams, which have grown more sophisticated as scammers shift from SMS to IP-based messaging platforms. While government agencies have used the “gov.sg” SMS sender ID since July 2024, the safeguards enforced through the SMS Sender ID Registry (SSIR) do not extend to iMessage and Google Messages. Don’t miss: Singapore orders Meta to curb Facebook scams or face S$1m fines SPF noted that government agencies do not use “gov.sg” on these platforms, raising the risk of confusion as messages appear alongside SMSes. The authoroity has already observed cases of spoofed SSIR-registered sender IDs on iMessage and Google Messages, including more than 120 incidents involving SingPost. Under the directives, Apple and Google must prevent accounts and group chats from displaying names that spoof “gov.sg” or any government agency, or filter messages from such accounts. They must also ensure unknown senders’ profile names are hidden or shown less prominently than their phone numbers to help users better spot suspicious messages. Both tech firms have agreed to comply. The authorities are urging users to keep their iMessage and Google Messages apps updated to ensure the new safeguards are active. As Google prepares to implement the new requirements, the move follows broader online safety efforts it unveiled in October. At the time, the tech giant said it would roll out age assurance solutions across its products in Singapore in the first quarter of 2026 to give younger users more age-appropriate experiences. The initiative uses machine learning to estimate a user’s age and automatically apply protections such as SafeSearch filters, restricted access to adult apps on Google Play, and wellbeing limits on YouTube. Users flagged as under 18 are notified of changes and may verify their age using government-issued ID or a selfie. Related articles:  IMDA: Social media platforms should do more to protect children from harmful content    Online scams and gambling main target of social media takedowns, says minister         Meta joins SPF and NCPC to beat scammers at their own game source

Ogilvy’s ASEAN business spans six remarkably different markets, and for Kunal Jeswani, the CEO overseeing Malaysia, Singapore, Thailand, Indonesia, the Philippines and Vietnam, 2024 has been a baptism by fire. Speaking on Marketing Connected’s Agency Agenda, Jeswani shared that upon taking on the regional role earlier this year, he quickly realised that scaling from two markets to six was not simply a matter of widening oversight. It meant navigating complexity in a year that has been far more volatile than expected. “It has been tough for me personally, not so much managing the width of it, but managing the complexity of it in a particularly challenging year,” he said. Each market has its own pressures, but the single biggest concern across the region has been shrinking budgets. Growth is the fuel that drives our business forward. When we are struggling to grow, it creates all sorts of problems. Don’t miss: Agency agenda: Rana Barua charts Havas’ growth across Asia Yet amid tough market conditions, Jeswani is clear about where momentum is building. The strongest growth across ASEAN is coming from three rapidly scaling capabilities. “Social, influence and full service content studios for clients. Those are three drivers of our growth,” he said. He explained that while traditional advertising continues to soften, demand for new content and influence-led models is outpacing the agency’s ability to keep up. Today, the network has 180 specialists across these six markets. By next year, Jeswani intends to double this. “I need to scale that 180 to 360, and that needs to go quickly.” Markets such as the Philippines and Singapore are already benefiting from earlier investments in these spaces. “Philippines is the one market where our social influence content capability is already extremely strong. As revenue shifts from advertising into these spaces, we are able to grow faster.” In other markets, the task is to scale new capabilities fast enough to offset advertising declines. To get there, Jeswani believes everything must start with leadership. “Having strong leaders in every market who understand the space in which you want to grow and represent it,” he said. With social and influence leads now placed across the region, the focus is on building teams that can support integrated work where social and influence sit at the centre. As 2026 approaches, the agenda is unmistakably clear. “All our growth next year is going to come from social, influence and content.” And at the heart of that growth, Jeswani promises one thing: What you will see from us is more great work. Work that we enjoy, work we are proud of, and work that we’d want to share with our friends.  Also tune in to the full conversation on Spotify: Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube.Related articles: Agency agenda: Sir Martin Sorrell says ‘Data is not the enemy of creativity’WPP moves Grey under Ogilvy in creative agency shakeupCindy Rose reshapes WPP leadership, Ogilvy handed to Ezekiel in global revamp source

Xbox and Crocs have joined forces to launch a limited-edition collection of gaming-inspired clogs. The release transforms the iconic Xbox controller into footwear, featuring fixed buttons and joysticks for a playful, gamer-centric design. Cushioned footbeds labelled “Player left” and “Player right” promise comfort for long gaming sessions or casual wear. Available on the Crocs website, the collection also includes a five-pack of Xbox-themed Jibbitz charms showcasing characters and icons from Halo, Fallout, DOOM, World of Warcraft, and Sea of Thieves. Don’t miss: McDonald’s X Crocs collab lands in HK to surprise Gen Alpha  The collaboration merges lifestyle and gaming culture, offering fans a collectible item that doubles as everyday footwear. An Instagram video from Xbox and Microsoft highlights the crossover, showing a person slipping out of the Microsoft-themed Crocs and stepping into the Xbox-themed pair, signalling the playful continuity between the two releases. “As part of Microsoft’s 50th anniversary celebration, we’re releasing a Microsoft limited edition Crocs bundle that includes nostalgic nods like Windows XP-inspired Crocs, custom Jibbitz charms, and a Bliss-themed drawstring backpack,” said Frank Shaw, chief communications officer at Microsoft, at the time. This follows Microsoft’s earlier limited-edition Crocs bundle unveiled in October, which leaned into nostalgia. The release featured design elements inspired by Windows XP, including the iconic “Bliss” backdrop reimagined across accessories and charms, as well as references to Clippy, the MSN butterfly, Internet Explorer logo, and other classic icons. The collection formed part of Microsoft’s 50th anniversary celebrations, aimed at blending culture, creativity, and community. Related articles:  Snack on the go with Crocs and Pringles’ new limited-edition collection     Microsoft reorganises Xbox gaming and marketing leadership   Ready player Alpha: Why gaming is the new brand playground source

Burson has appointed HS Chung (pictured left) as CEO for Asia Pacific, expanding her remit from North Asia Pacific to oversee the agency’s full regional footprint. The appointment is effective 1 December 2025, with Chung continuing to be based in Seoul. Chung had been leading Burson’s operations across China, Hong Kong, Japan and Korea. She will now take charge of the wider region, which includes Australia and New Zealand, India, Indonesia, Malaysia, Singapore and Thailand. “Chung has a combination of superpowers that make her very well-suited to lead the entire region,” said Corey duBrowa, global CEO at Burson. “She is a trusted and sought after CEO and C-suite advisor, a business builder, a talent advocate and an operational maven. These skills, together with her deep understanding of the cultural nuances across and between the markets, will enable Burson to continue delivering exceptional results for our clients and further build on our strong foundation across our Asia Pacific footprint,” he added.  Don’t miss: EU greenlights Omnicom-IPG US$13.5bn merger Chung has advised C-suites across multinational brands in food and beverage, electronics, personal care, automotive and healthcare. She also leads specialised service offerings for the Korean government and has worked on several major national projects, including the Olympics. She founded Synergy Communications in 2000, which joined Hill & Knowlton in 2002, and previously served as president, Asia, at Hill & Knowlton before joining Burson. Chung also served as director of marketing and public relations at The Ritz-Carlton Hotel Company. “It’s an honour to lead the Asia Pacific region as CEO,” said Chung.“We have strong momentum across the business and will continue to turn it into results through disciplined focus and execution. As our clients navigate unprecedented complexity, we are using our comprehensive AI capabilities and our exceptional talent bench to help businesses make decisions with clarity so they can succeed today and in the future.” With Asia Pacific continuing to grow and shape the global economy, Chung said that she is excited to help clients and teams seize the opportunities that lie ahead. The move comes as Adrian Warr (pictured right), who had been leading South Asia Pacific for Burson, departs the business as of 30 November 2025 to return to the United Kingdom with his family. In a LinkedIn post, Warr reflected on his decision to leave the region after “a decade and a half of adventures in Asia,” sharing that he and his family will be returning to the UK. “I’ve had the pleasure of working with thousands of amazing colleagues and clients and it’ll be a wrench to leave this region which has given us so much – not least of which our two wonderful boys Oscar and Rufus. But the allure of log fires, dingy pubs and rainy BBQs can only be resisted so long,” he wrote. He added his thanks to colleagues at Burson and WPP “for making a hard decision as easy as possible,” and expressed appreciation to friends across Hong Kong, Singapore and Thailand. “To family and friends back in the UK, sorry we’re late, it took a bit longer than the two years we promised, but we can’t wait to see you soon,” he said. “I’d like to extend my thanks to Warr for his contributions to Burson during his time with us, for his leadership in driving our business in South Asia Pacific and his partnership with Chung and our leadership team. I wish him the very best in his future endeavours,” added duBrowa. These appointments follow a series of regional leadership moves earlier this year. In June, Burson named Maggie Lu as China CEO, effective immediately. Based in Shanghai, Lu will oversee the agency’s operations in Beijing, Shanghai, Guangzhou and Shenzhen, responsible for client satisfaction, agency growth and talent management. Within the same month, Burson Indonesia promoted two leaders in a strategic move highlighting the firm’s ambition to strengthen its position in Indonesia’s communications consultancy sector through data-driven, AI-integrated strategies. Harry Deje, previously managing director, was elevated to chief operating officer, while Shirley Tangkilisan, formerly general manager, stepped into Deje’s role as managing director. Related articles:   Burson launches AI-powered tool to link reputation with shareholder value   Women who lead: Burson Indonesia’s Marianne Admardatine on making compromises, not sacrifices Weber Shandwick strengthens leadership in China and across APAC   source