Marketing Connected: Recent Episodes
Marketing Interactive
Marketing Connected is your weekly low-down on the inspiring stories across Southeast Asia's marketing, advertising, and media industry.Visit our website at www.marketing-interactive.com for the latest updates in the marketing and advertising industry.
In this third episode of Agency Agenda, Ogilvy's ASEAN CEO Kunal Jeswani breaks down how he’s steering six markets across Southeast Asia and where growth will come in 2026.
From scaling social, content, and influence capabilities to driving creative excellence, he shares his leadership approach and what clients and talent can expect from Ogilvy in the year ahead.
OpenAI’s leap from a quiet research lab to a tech giant with 700 million weekly users has brought intense scrutiny and unprecedented comms challenges. From balancing reactive press demands to shaping proactive narratives, its team has had to evolve at the pace of its own technology.
Hear Jake Wilczynski, APAC communications head, OpenAI, unpack that rapid transformation in this PR Asia Singapore fireside session.
In today’s TikTok-fuelled landscape, a single viral moment can reshape a brand’s reputation overnight. PR teams now operate in a real-time, always-on environment where narratives shift fast and misinformation spreads even faster.
Ben LaBolt, former White House communications director and senior advisor to president Joe Biden, breaks down what this means for communicators, drawing from his frontline political campaign experience. Catch this insight-packed snippet from PR Asia Singapore.
In this second episode of Agency Agenda, Rana Barua discusses his blueprint for Havas’ regional growth — agility, collaboration, and a “One Asia” mindset.
He dives into cultural insights, innovation, and what Southeast and North Asia really need from a modern agency network.
What does the future of advertising look like when AI, data, and creativity collide?
Sir Martin Sorrell, founder of WPP and executive chairman of S4 Capital, shares his insights on the trends shaping the industry and what will separate the winners from the rest. He also opens up about his plans for S4 and the Monks agency, from expanding client relationships to integrating businesses more efficiently in an AI-driven age.
Tune in to this Agency Agenda episode to hear his take on strategy, creativity, and how agencies can navigate a rapidly evolving global market.
You’re tuned into a special snippet from our Digital Marketing Asia 2025 conference in Hong Kong.
This episode features industry veteran Gary Liu in a fireside chat with our editor in chief Rezwana Manjur. Liu was formerly the CEO of the South China Morning Post, and head of Labs at Spotify. Today, he is the co-founder and CEO of Terminal 3 and chairs Web3 Harbour.
Against the backdrop of agentic AI’s rapid rise—Gary argues that staying ahead means understanding both AI’s immense potential and its hidden risks, from unchecked data flows to critical gaps in governance.
You’re tuned into a snippet from our Digital Marketing Asia 2025 conference in Malaysia. DMA is one of Marketing-Interactive’s core conferences and returns this year as the region’s premier gathering of industry disruptors, where tech, creativity, data and performance converge.
This episode features Santharuban Thurai Sundaram, Etika Group of Companies' CEO overseeing Malaysia, Singapore, Brunei and exports. Besides sharing his journey from CMO to CEO, Santharuban discusses his take on leading a company in the age of AI, and building a culture where risk-taking can flourish.
In this snippet from MARKETING-INTERACTIVE's PR Asia Malaysia 2025 conference, Izlyn Ramli, head of group corporate affairs at Maybank, and CEO of Maybank Foundation, shares what it means to align PR, communications, and branding with a clear purpose: delivering simple, intuitive financial solutions while building trust and authenticity at every touchpoint.
She also discussed how this philosophy shapes Maybank’s storytelling, media engagement, and internal culture, creating a human-first approach in an industry often defined by numbers and regulations.
In this latest "In Conversation" episode, Gusto Collective’s Southeast Asia head, Tjin Lee, shares how her journey from agency entrepreneur to content creator has shaped her leadership and creative approach.
She talks about experimenting with social media firsthand, why one needs to “drive the car” to understand it, and how authenticity, curiosity, and constant reinvention have kept her and her brand, relevant in a fast-changing digital world.
In the latest episode of MARKETING-INTERACTIVE’s Marketing Connected podcast series, “In Conversation,” Matthew Eaton, editor of MARKETING-INTERACTIVE Australia, shares about the publication’s growing presence down under, the evolving marketing landscape, and how the brand is building stronger bridges between Australia and the rest of Asia-Pacific.
Also, the conversation somehow veers into fish farming and brush turkey territory. Tune in!
In this snippet from the Digital Marketing Asia 2025 conference in Singapore, NP Digital co-founder, Neil Patel, said that hyper-personalisation is now the benchmark and brands that fail to activate it will be left behind.
He also shared that AI in marketing is no longer a choice, “it’s a necessity,” urging brands to move beyond buzzwords and embrace personalisation at scale.
You're tuned into a snippet from our Digital Marketing Asia 2025 Conference in Singapore. DMA is one of MARKETING-INTERACTIVE's core conferences, and returns this year as the region’s premier gathering of industry disruptors – where tech, creativity, data, and performance converge.
This episode features Piyush Gupta, former CEO of DBS Bank, and the current chairman of Singapore Management University and Mandai Park Holdings; in a fireside chat with our editor-in-chief Rezwana Manjur.
As DBS’s transformation under Piyush had been ranked alongside Amazon and Netflix, from running hackathons and AI challenges to bold storytelling, the former CEO says that execution – not strategy – defines success.
In this next episode of MARKETING-INTERACTIVE's Marketing Connected podcast series, "In Conversation", VJ Anand, co-founder and CCO at creative consultancy Ballsy, explains how marketers can create resonant campaigns by thinking like consumers and drawing from lived culture.
He also shares that successful creative marketing starts with understanding real-world experiences and human behavior.
In this special Digital Marketing Asia 2025 episode, we’ll be diving into the world of data, AI, and marketing measurement with Ayudante APAC, a digital marketing consulting firm.
On 24.5.2025, Naohiro Yamaura, the chairman and CEO of Ayudante APAC is set to take the stage for a case study titled: “The future of AI-powered marketing measurement: Building a resilient data foundation for growth”, at Marketing-Interactive's DMA conference in Singapore.
As a prelude to Yamaura's session, we sit down with Nur Raihana, and Jason Pua, GMP Consultants at Ayudante APAC, to get a quick preview into some misconceptions surrounding AI, how marketers can future-proof their measurement strategies, and what the next three to five years could look like in this space.
In the latest episode of MARKETING-INTERACTIVE’s Marketing Connected podcast series, "In Conversation", Eugene Lee, VP and CMO APAC at Chagee, shares his journey from rising through the ranks at McDonald’s to leading marketing for a fast-growing Chinese tea brand.
He dives into how Chagee uses cutting-edge technology, from cloud-connected tea machines to automated stores, to scale globally while keeping human interaction at the heart of the brand.
Fractional chief marketing officers (CMOs) are on the rise. These folks are quietly reshaping how companies tackle marketing leadership, delivering top-tier strategy and expertise on a flexible, part-time basis without the hefty price tag of a full-time hire.
But what are some of the misconceptions and hurdles that fractional CMOs have to face in APAC?
This article was written by Dhanya Vimalan.
In the latest episode of MARKETING-INTERACTIVE’s Marketing Connected podcast series, "In Conversation", we speak with Sai Tzy Horng, director of Julie’s Biscuits, who oversees marketing and people functions while leading the brand’s global rebranding.
He shares how he’s modernising the family business while balancing heritage, humour, and growth.
In this snippet from MARKETING-INTERACTIVE's PR Asia Malaysia 2025 conference, Priya Dharshini Prabakaran, director of Astro Audio, shares how the “Vel vel” controversy in March became a turning point rather than a setback.
She discusses how leaders can turn moments of national controversy into opportunities for education, dialogue, and long-term impact.
With the reported Dentsu international business sale on everyone’s mind this week, EP5 of “In Conversation” takes a deep dive into the fast-changing world of marketing industry M&As, with Hattie Marsden, founder of Truwater Advisory, sharing her insights.
From what it really takes to prepare for a sale, to the pitfalls founders should avoid during an exit, Hattie shares sharp insights and predictions on how the M&A landscape could shift in 2025, and what that means for agencies big and small.
As privacy concerns grow and the cookie-less future approaches, marketers are turning to smarter, safer ways to power their campaigns. One such solution gaining traction is synthetic data, a technology Forrester has listed among its top 10 emerging technologies for 2025.
Speaking to MARKETING-INTERACTIVE, three digital and media agency professionals shared what the use of synthetic data looks like in the field of marketing and advertising.
This analysis piece was written by Lee Shin Yiing.
In this episode of the Marketing Connected podcast series “In Conversation”, Goh Shufen, co-founder of R3 and APAC president of MediaSense, shares insights on the recent acquisition, the value of maintaining a hustler mentality, and her enduring passion for the marketing industry’s potential.
She also offers a glimpse into upcoming changes at R3, hinting at what’s next for the marketing consultancy.
In this episode of Marketing Connected’s “In Conversation” podcast, Parminder Singh, co-founder of Claybox AI, and former CDO of Mediacorp, takes us inside his unique approach to building a career.
He also unpacks why driving innovation velocity is essential to staying ahead of global competition.
In this episode of Marketing Connected’s “In Conversation” podcast, Manisha Seewal, group president of communications agency Redhill, unpacks what it takes to bring structure to growth in today’s agency landscape.
She also shares how her transition from marketing to public relations has shaped her leadership style, and gives us a glimpse into her personal passions — from studying graphology to learning the sitar.
Also catch the full video of this conversation on MARKETING-INTERACTIVE's YouTube channel.
In this first episode of "In Conversation," MARKETING-INTERACTIVE's editor-in-chief Rezwana Manjur offers an intimate look into her 13-year journey through the marketing and media landscape. She shares insights on the industry's evolution, from art-driven approaches to data-focused strategies, and the importance of creative integration.
Rezwana also discusses her leadership philosophy, emphasising the power of inspiring teams and creating meaningful work that connects organisations with consumers.
Luxury has always traded on the allure of what’s out of reach - the invitation-only events, the hushed boutiques, the air of untouchability. But as luxury consumers evolve, so do the rules of engagement.
In this episode of Analysis, MARKETING-INTERACTIVE speaks to marketing experts about how exclusivity today has taken a new form, moving away from the idea of being "untouchable" to now being more immersive, inclusive and accessible.
This analysis piece was written by A'bidah Zaid Shirbeeni.
Air India is under scrutiny after CEO Campbell Wilson released a crisis video strikingly similar to one by American Airlines CEO Robert Isom earlier this year.
From tone to structure, the resemblance was uncanny — sparking speculation online about the use of AI-generated scripts. The near-identical delivery has raised fresh concerns over templated crisis responses, and whether they risk doing more harm than good. MARKETING-INTERACTIVE spoke to industry professionals for their take.
This analysis piece was written by A'bidah Zaid Shirbeeni.
Content360 is one of MARKETING-INTERACTIVE’s core conferences which has been running across Asia for the past 13 years. It brings together the finest in the content marketing industry. This year, Content360 Hong Kong was all about content as a competitive edge.
In this episode, hear from Douglas Young, co-founder and CEO of heritage design and lifestyle brand G.O.D., in a fireside chat with our deputy editor Karen Wong, as he shares about using artificial intelligence as a tool to support human creativity, and not replace it.
He also talks about the balance between technology and human creativity, naturally leading to the importance of collaboration.
Content360 is one of MARKETING-INTERACTIVE’s core conferences which has been running across Asia for the past 13 years. It brings together the finest in the content marketing industry. This year, Content360 Hong Kong was all about content as a competitive edge.
In this episode, hear from Grace Chan, HK actress, host and digital creator, in a fireside chat with our deputy editor Karen Wong, as she shares about creating lasting content online and tailoring content for the various platforms available in Hong Kong such as Instagram and Xiaohongshu.
Also listen on to hear what she has to say about being authentic in the social media space, and insights into her brand collaborations.
The Qantas Group will be ceasing the operations of its Singapore-based low-cost subsidiary, Jetstar Asia, as part of a strategic restructure which supports its historic fleet renewal program and to strengthen its core businesses.
The low-cost carrier (LCC) space in Asia is fiercely competitive, with dominant players shaping consumer expectations around price and frequency of flights. In such an environment, where travellers often compare fares down to the last dollar, it is easy to question whether branding, positioning, or marketing could have made any meaningful difference for Jetstar Asia.
But is being ‘cheap’ enough to win in Asia’s skies? In light of Jetstar Asia’s exit, MARKETING-INTERACTIVE asked marketers if smart marketing and positioning could have helped the airline stand out and survive.
This analysis piece was written by Lee Shin Yiing.
Content360 is one of MARKETING-INTERACTIVE’s core conferences which has been running across Asia for the past 13 years. It brings together the finest in the content marketing industry. This year, Content360 Malaysia was all about where creativity conquers media fragmentation.
In this episode, hear from RHB Banking Group’s CMO Abdul Sani Abdul Murad, Time’s head of branded content and social, Lau Mun Yee as well as Burger King Malaysia’s head of marketing Leong Huey Ying, as they discuss the balance of brand building and performance marketing in a panel session led by PRecious Communication’s regional vice president Joey Gan.
Listen on to hear their thoughts and insights on how to build authentic conversations, manage stakeholder buy-ins, and how brand building can translate to conversions.
In this Analysis episode, we dive into the use of agentic artificial intelligence (AI) in Hong Kong and Australia.
With the rise of agentic AI, we're entering a new era where AI doesn't just analyse or respond, it can act with autonomy, make decisions, and execute multi-step campaigns on behalf of human marketers. And the implications for marketing, CX and brand loyalty are already having a profound impact on how the customer experience is evolving under a tech-led reset.
These analysis pieces were written by Karen Wong and Matthew Eaton.
Content360 is one of MARKETING-INTERACTIVE’s core conferences which has been running across Asia for the past 13 years. It brings together the finest in the content marketing industry. This year, Content360 Singapore was all about unlocking imagination and spearheading for an impactful tomorrow.
In this episode, hear from Linda Hassan, group chief marketing officer of Domino’s Pizza Malaysia, Singapore and Cambodia, as she shares about championing the power of brand love while navigating the ever-changing digital landscape, in a fireside chat with our editor-in-chief Rezwana Manjur.
From advocating for strong marketing fundamentals to using data-driven insights and balancing short and long-form content strategies, Linda talks us through keeping consumers engaged — even in a fast-paced, high-pressure business, like selling pizzas.
Content360 is one of MARKETING-INTERACTIVE’s core conferences which has been running across Asia for the past 13 years. It brings together the finest in the content marketing industry. This year, Content360 Singapore was all about unlocking imagination and spearheading for an impactful tomorrow.
In this episode, hear from content creators Munah Bagharib, and Rishi Budhrani, in a fireside chat with our editor-in-chief Rezwana Manjur, as they discuss the growing role of laughter in building authentic, engaging brand narratives.
Also keep listening to catch their insights on the balance between live and digital humour, and the broader shift in how brands view digital content creators.
Content360 is one of MARKETING-INTERACTIVE’s core conferences which has been running across Asia for the past 13 years. It brings together the finest in the content marketing industry. This year, Content360 Singapore was all about unlocking imagination and spearheading for an impactful tomorrow.
In this episode, hear from Baskin-Robbins' Malaysia and Singapore CEO, Ng Yau Chuan, in a fireside chat with our editor, Matthew Eaton. Catch his perspectives on marketing, coming out of Loob Holding as its chief marketing and digital officer, to becoming the CEO of Golden Scoop.
Also keep on listening to hear his thoughts on the role of metrics, data-driven marketing, and engaging senior management.
Coca-Cola has launched its new “Classic” campaign, celebrating the brand’s presence in some of the world’s most beloved books.
The integrated campaign taps into literary nostalgia, highlighting Coca-Cola’s appearances in classics such as The Shining by Stephen King, Extreme Metaphors by J.G. Ballard, and A House for Mr. Biswas by V.S. Naipaul.
In this Analysis episode, we explore if this campaign is a stroke of genius or a nostalgic echo chamber, and whether other brands attempt something like this.
This analysis piece is written by: Dhanya Vimalan
As Singapore gears up for its General Elections on 3 May 2025, political campaigning is undergoing an audio transformation as podcasts emerge as a surprising front-runner for voter engagement.
In this new digital landscape, where authenticity and accessibility matter more than ever, podcasts offer a unique platform — one that allows political figures to sidestep sound bites and engage in deeper, more personal dialogue with voters.
To understand the growing influence of this medium, MARKETING-INTERACTIVE spoke with content strategists and political podcasters how it’s reshaping the way voters connect with politics in Singapore.
This analysis piece was written by: A'bidah Zaid Shirbeeni
Content360 is one of MARKETING-INTERACTIVE’s core conferences which has been running across Asia for the past 12 years. It brings together the finest in the content marketing industry. This year, Content360 Singapore was all about unlocking imagination and spearheading for an impactful tomorrow.
In this episode, hear from Singapore Tourism Board’s assistant chief executive of marketing, Kenneth Lim, in a fireside chat with our editor-in-chief Rezwana Manjur. With a career spanning two decades at STB, Lim has held diverse roles in the agency.
Most recently, his team worked on Coldplay’s ‘Man in the Moon’ music video, which was filmed in Singapore, as well as the Made in Singapore global positioning campaign that reinforces Singapore’s status as a Culinary Capital and food haven.
In this final episode of our "Women who lead" series, Eileen Ooi, APAC CEO at media and marketing communications agency PHD, which falls under Omnicom Media Group, reflects on the deep fulfillment she finds in witnessing both business and personal transformation.
She also shares her perspective on balancing motherhood and leadership, emphasising that the quality of time and meaningful connection with her children matter more than constant presence.
Prior to her role at PHD, Eileen was the CEO of Malaysia for OMG for about 3 years. She is also on the president of the Malaysia Digital Association. Eileen first started off in the industry as a strategic media planner with Starcom.
Following the controversial "Ghiblification" of personal images, another AI trend has taken over social media. This time, users are digitalising their identities into the form of an AI doll.
Many brands across the region have since hopped onto the viral trend, including insurance company Prudential Singapore, Toast Box Singapore, and Grab Malaysia.
While the trend is primarily a fun and creative way for consumers to engage with technology, the rapid adoption by brands comes as a growing concern around brand control and intellectual property.
This analysis piece was written by: Dhanya Vimalan
The Monetary Authority of Singapore (MAS) has received eight complaints against financial influencers ("finfluencers") in 2025, an increase from the average of five complaints per year in the last five years.
MAS said that by and large, finfluencers help create awareness of products and services offered by financial institutions and some play a role in promoting financial literacy. However, they must do so responsibly and must not veer into providing financial advice, which is a regulated activity.
What are industry experts saying about this? Find out more in this episode.
This analysis piece was written by: Dhanya Vimalan
News around the United States imposing sweeping tariffs on numerous countries, including several in Asia, aiming to address trade imbalances and bolster domestic industries, have dominated headlines globally.
These tariffs have led to significant economic worries and ripples across the region. What was clear was that for marketers in Asia, these developments necessitate a strategic reassessment of market positioning.
This analysis piece was written by: Rezwana Manjur
In this sixth episode of our Women Who Lead series, Julia Wei, CEO at The Atelier & Co., opens up about her transition from leading Edelman Singapore to heading the luxury experiences company. She shares her personal measure of success as a female leader and reflects on the evolving dynamic between brands and agencies.
Prior to her CEO role at TAC, Wei was the chief executive officer of Edelman Singapore. She also held roles in AKA Asia, Lazada Singapore and The Secret Little Agency.
In this Women Who Lead episode, Marianne Admardatine, CEO of Burson Indonesia, shares what it takes to be a communications expert as an Indonesian, and the compromises she has made to get to where she is today. She is also the APAC head of innovation and creativity for Burson.
Admardatine also opens up about what it has been like to balance managing a crisis with spending quality time with her family, and the importance of having discipline as a public relations professional.
This April, MARKETING-INTERACTIVE is continuing its "Women who lead" podcast series, celebrating the powerful female leaders in the agency industry across the region.
This April, MARKETING-INTERACTIVE is continuing its "Women who lead" podcast series, celebrating the powerful female leaders in the marketing and advertising industry across the region.
In this episode, Althea Lim, CEO of Gushcloud International shares about her jump from studying biomedical science, to working in her uncle’s bakery, and starting up Barnett Group which would later become Gushcloud.
Besides explaining how she and her co-founder caught on to influencer marketing from the blogging era, Lim also opens up about the sacrifices made to buy back Gushcloud. Additionally, she gives us a peak into Gushcloud’s current progress in Hollywood, Los Angeles, as well as the outlook of the content creator market.
In this episode, Amrita Randhawa, CEO of Publicis Groupe Singapore and Southeast Asia, opens up about her departure from Mindshare after 17 years, and why it matters to show genuine care for a client’s business.
Before Publicis, Amrita began as a journalist in New Delhi before transitioning to advertising at JWT Media. She later held roles at Mudra Communications and Starcom India before re-joining Mindshare, where she rose to CEO of Asia Pacific and executive chair of Greater China.
Welcome back to MARKETING-INTERACTIVE's “Women who lead” podcast series! Join us as we celebrate the powerful female leaders in the marketing and advertising industry across the region.
Sharifah Menyalara Hussein, better known as Lara Hussein, opens up about her 22 year journey leading M&C Saatchi Malaysia as its CEO and founding partner. Lara first started off as an intern with a RM800 paycheck, and slowly, made her way into Bates Malaysia, then Dentsu Young & Rubicam, before moving on to start Brand Energy on her own.
She also shares about how she honed her knowledge in advertising through specialisation and catering to specific industries, rather than being a jack of all trades. Now, Lara is taking a backseat from running the day-to-day operations of M&C Saatchi to focus on mentoring.
This March, MARKETING-INTERACTIVE is excited to launch its "Women who lead" podcast series, celebrating the powerful female leaders in the marketing and advertising industry across the region.
This March, MARKETING-INTERACTIVE is excited to launch its "Women who lead" podcast series, celebrating the powerful female leaders in the marketing and advertising industry across the region.
In the debut episode, Anu Gupta takes us on an inspiring journey, starting from her days as a 21-year-old in a student exchange program to becoming the director of the integrated communications agency APRW in Singapore. She opens up about the challenges and triumphs of her career break and how she made a remarkable comeback. As a mother of two, Gupta also shares what matters most to her— her family.
Welcome to Marketing Connected, a show by Marketing-Interactive. So far, we’ve been bringing you the latest updates on Asia's advertising and marketing industry via our newsletters and web publication. Now, we’re taking it one step further to bring you conversations with the region’s top marketers, leaders, and creative minds— through podcasts!
The media landscape has come across big changes in the past year and 2025 will drive towards a fully addressable, shoppable and accountable media ecosystem, marking a shift into the “New Era of Media”.
According to GroupM’s 2024 Global End-of-Year Forecast, the global ad industry has surpassed US$1 trillion in total revenue in 2024 and climb 7.7% in 2025 to US$1.1 trillion. Advertising on digital platforms, which includes retail media as a segment, is what’s driving that increase.
The rapid integration of AI across the media value chain has also transformed how brands interact with consumers.
In a conversation with MARKETING-INTERACTIVE, Rupert McPetrie (pictured), CEO, GroupM China, also shared his optimism about the outlook of the media industry in 2025.With more elections concluded in 2024 than ever before, there is now more confidence and certainty, leading to greater optimism for 2025. He believes there’s a terrific opportunity for industry players in 2025 and it’s crucial for them to protect the spirit of entrepreneurialism.
Welcome back to this week's Weekly Roundup! This week, the team is coming to you live and in person from Jakarta where we have just wrapped our Digital Marketing Asia conference. Want a glimpse at the top stories of the week, listen on.
Welcome back to this week’s episode of the Weekly Roundup! Search is quickly changing the game and using ‘Google’ as a verb may not be as popular with the new generations as it used to be. We break it down in this brand new episode.
Millennials rejoice! The iconic Flappy Bird game is making a comeback and we are here to give you everything you need to know in this week's episode of the Weekly Roundup.
In this week’s Weekly Roundup, Gen Z journalist A'bidah covers a controversial blackface video by a local car dealership, Taylor Swift’s savvy PR response to Trump’s AI photos and more.
In this week's Weekly Roundup, our Gen-Z journalist A'bidah takes us through this week's hottest topics including the launch of new agency Sweatshop by ex-Germs CEO and ex-Publicis ECD, Australia's new law and more.
In this week's Weekly Roundup, we dive into some really incredible campaigns we have seen from across the region as well as exciting new appointments.
In this week's Weekly Roundup, our Gen-Z journalist A'bidah takes us through this week's trending topics including Maybank's photo spot on Xiaohongshu, how engagement on dating apps has peaked during the Olympics and more.
In this week's Weekly Roundup, we dive into DBS' trendjack of Max Maeder's Olympic win and a deep dive into what marketers need to know as Instagram switches to views as a primary metric.
In this week's Weekly Roundup, we dive into the ongoing saga surrounding Income Insurance and deep dive into OpenAI's new SearchGPT prototype and how marketers can prepare for the future of search.
In this week's Weekly Roundup, we take a look at the AI-generated ads that have stirred up heated conversations and give you key SEO tips from THE best digital marketer in Asia. Tune in to find out more!
Google is backtracking on its plan to remove third-party cookies in its Chrome browser, after its long-standing effort to phase out the cookies that were created to track users online. The big move comes after advertisers continuously expressed their concerns as the phaseout of the cookies on Chrome will impact their ability to collect data for personalised ads, meaning they will need to rely on Google's user databases. How is the industry taking the news? More here: https://www.marketing-interactive.com/google-decides-to-keep-cookies-in-chrome-should-marketers-be-relieved
This week, one of the hottest topics of discussion on TikTok has been around influencer and model Nara Smith who has been incredibly popular for making things such as cereal, bubble gum and bagels from scratch. But what got netizens talking was a video by Bee Better Company which breaks down some of the marketing tactics Smith uses, describing them the "darkest, most psychologically manipulative marketing tactics" he has ever seen on social media.
More here: https://www.marketing-interactive.com/empty-billboard-opinion-neutral-influencers-nara-smith
Did you find the content on the Paralympics Tiktok page funny or offensive? In this week's episode, we discuss the content that had our newsroom split into generations. While our younger journalists and colleagues found the content hilarious, some of the Millennial (and above) folks thought the content to be slightly offensive. What did the industry think about it?
Read the full article here: https://www.marketing-interactive.com/paris-olympics-paralympics-2024-tiktok-strategy-humorous
In this week's episode, we explore fake OOH executions which has taken over the industry by storm, forcing marketers to think creatively. But what are some of the regulations to executing these FOOH stunts that marketers need to keep in mind? Listen to the session to find out.
For a more in-depth understanding, read the full article here: https://www.marketing-interactive.com/fake-ooh-ads-rules-regulations-singapore
In this week's Weekly Roundup, we discuss why 'Kudasai' girl Devin Halbal is such a global phenomenon as AirAsia becomes the latest brand out of Asia to onboard her as a part of its influencer content strategy. What makes her so special? Tune in to find out.
Top stories of the week:
'Kudasai' girl Devin Halbal for dummies: 101 on her virality formula
Chagee Singapore nabs ex-foodpanda head as new CEO
So Drama! Entertainment nabs ex-BBDO CEO Melvin Kuek as executive director
In today’s world where budgets and purse strings are being tightened, marketers can no longer waste their marketing budgets. Media veteran Phin Wong, who currently heads content marketing and lifestyle media at SPH, debunks some of the myths around content marketing. He will also be speaking live at Content360 Singapore. Check out the agenda here: https://conferences.marketing-interactive.com/content360-sg/
Last July, Singaporean hip hop artist and rapper Yung Raja received a shoutout from American TV show host Jimmy Fallon in the “Do Not Play” segment of The Tonight Show. Fallon usually roasts songs in that segment and he happened to play a snippet of Raja’s single “Mami”, which was released last March.
As a result, Yung Raja's stream numbers jumped nearly 4,000 overnight to more than 583k. His MV views also jumped by more than 11,000 to 170k overnight. What did it feel like to be roasted by Fallon?
In this episode, Yung Raja also shares the importance of authenticity in hip-hop and content creation.
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NFTs can be seen as a game changer for creators, allowing them to now reach out directly to their loyal fans as well as a wider global audience. So how will NFT transform the creator and influencer marketing landscape?
Hear from Jeffrey Hau, co-founder and director of PRIZM Group Hong Kong; Avery Akkineni, president of Vayner3; Shannon Dix, CMO of Virtually Human; and Robby Yung, CEO of Animoca Brands on this matter.
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NFTs are all the rage these days. UK-based consultancy Juniper Research said the number of NFT transactions globally will grow from 24 million in 2022 to 40 million by 2027. Brands that have yet to enter this space would definitely find it exciting.
But what about those that have already made the daring leap into NFTs? What’s next for brands that have entered the scene? Leaders from Animoca Brands, Vayner3 and Virtually Human give us the low down!
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Malaysia Airlines put a twist to its in-flight safety video earlier this year by turning it into a star-studded musical. While some consumers praised it for its creativity, others found the seven-minute video too long and distracting. Nonetheless, the airline is proud to have produced something different and eye catching.
Group chief marketing and customer experience officer, Lau Yin May, shares what went into the creation of the new video and what makes for good marketing these days.
Malaysia Airlines launches new in-flight safety video: https://www.marketing-interactive.com/malaysia-airlines-new-in-flight-safety-video
Brands these days are under scrutiny to produce timely and engaging content, especially when everyone is fighting for a piece of the consumers’ attention. Beyond just jumping on trending social media platforms, brands need to really think about the type of content they produce and how it can fulfil consumers’ needs and wants.
Aisha Speirs, creative director and executive editor, APAC, The Trust, WSJ Barron’s Group, shares how her team helps brands figure out the best ways to engage their audiences, and the types of content that works for consumers.
To learn more about The Trust, visit: https://thetrust.wsjbarrons.com/
Four years ago, DBS told customers it wanted them to "Live more, bank less". Today, the bank seeks to continue defying the status quo and makes it clear in its latest brand campaign that it is more like a startup, a technie, an eco-warrior and less like a traditional bank.
Karen Ngui, MD and DBS head of group strategic marketing and communications, shares how the new positioning will play into the "Live more, bank less" tagline and how the bank plans to bring the new positioning to life.
The pandemic has upended how events and work gets done. Where work is done is no longer a one size fits all; and when work gets done is also debatable since companies have shifted to remote working. Cathy Novelli, CMO at Hubilo, shares how the industry can rethink what events can and should look like in this new landscape.
Last year, Zenyum launched its first-ever pop up experiences in Singapore and Hong Kong as part of its aim to create more extraordinary and unexpected retail experiences. Right off the bat, consumers might associate Zenyum with the dental industry which might not be as exciting as other B2C brands in general. SVP of marketing, Bassam Abdel-Rahman, shares how the team is making the brand fun and relatable with its marketing.
With companies battling screen fatigue, production values of events have gone up significantly. Organisations were also sent scrambling by COVID-19 to put together non-traditional event planners such as internal communications departments, HR groups, and DEI councils.
However, do-it-yourself events may still not be enough, and Hubilo’s VP of corporate marketing, Liesl Leary-Perez, shares why.
Being an entrepreneur was never on Yvonne Low's list, but her goals changed when she encountered two very inspirational mothers who became entrepreneurs themselves. Find out how the former OCBC and McDonald's marketer entered the fitness category with her own resistance band brand, Band of Sisters.
Fly entertainment founder and entrepreneur Irene Ang talks about her new global casting platform called TADAA! Casting and bringing Asian talents to the global scene.
Social commerce is the new hot topic. But can brands actually sell well on social? Varun Sharma, Emplifi’s VP, Asia Pacific and Japan, gives us the break down on how brands in Asia can come out on top in this space.
Just today, the South China Morning Post announced that it will spin-off its blockchain-based NFT business to form a new company called ‘Artifact Labs’. At launch, SCMP CEO Gary Liu will take on the responsibility to oversee the expansion of Artifact Labs.
He tells MARKETING-INTERACTIVE why this decision came about and the potential synergies between the NFT business and a 119-year-old company.
Shopee's regional marketing lead Pan Hui Yan shares what the future of eCommerce is going to be like and how Shopee is helping brand partners with their full-funnel journey.
What is marketing like for tattoo parlours? Jade Quinton, also known as Jade Sparkle, is the owner and founder of tattoo parlour Potato Parlour. She is well-known for specialising in realism tattoos in Singapore and has more than 11,000 followers on Instagram.
She is among the list of tattoo artists that have taken to social media to raise awareness about her brand and promote her business. Find out how Jade stands out from the crowd with her marketing.
Museums are generally thought of as places fit for cultural connoisseurs that feature antiquities. But the Asian Civilisations Museum has been pushing the boundaries of its marketing to draw the younger crowd. This included a partnership with ESSEC Business School to promote the Life in Edo x Russel Wong in Kyoto exhibition. Find out how the museum is switching up its marketing and what the future of museums would be like.
It is common to hear about marketing from brands in the FMCG, F&B, and eCommerce sectors. But what does marketing mean in industries that we don't often hear about?
In the first episode of this new series, we have a no holds barred conversation with Cecile Gasnault, brand director at Ramblin' Brands which is also the creator of female sexual wellness brand Smile Makers. Find out how Smile Makers is using marketing to normalise conversations around sexuality.
Founded in 2012, NOC mainly focused on influencer-driven content and worked with brands such as Grab, Sony and AirAsia. Last October, CEO and founder Sylvia Chan was accused of using slurs and bullying employees. Shortly after this incident, Sylvia took time to rethink NOC's direction and decided to pivot to become a content-led company. Find out why in this episode!
Shopee’s regional marketing lead, Pan Huiyan, and Microsoft’s online and eCommerce head for Southeast Asia, Korea and India, Ashima Chetan, discuss how merchants and brands can make the most of shopping festivals, and the perks of being part of these festivals.
Edelman CEO, Richard Edelman, explains in a fireside chat at PR Asia 2021 why PR agencies and professionals should "fight back hard" against ad agencies and business consultancies. He also talks about the future of PR agencies in the age of the shrinking publisher landscape.
Raushida Vasaiwala, general manager at Celtra Asia Pacific, shares how brands can power creative transformation, the pressures creative teams face and what role technology plays in setting a creative team up for success.
This episode is powered by Celtra. To find out more about Celtra, check out the link here: https://celtra.com/.
AirAsia's group CEO Tony Fernandes explains during a recent fireside chat session at Digital Marketing Asia on the company's transformation journey from a budget carrier to a digital lifestyle company, and how the pandemic gave it time to rethink its strategy and pivot.
Ken Mandel joined Grab in 2018 as regional MD and head of GrabAds and brand insights. He has come a long way in his advertising career, having worked at Bates & 141, XM-JWT and Ogilvy. While Ken went over to the client side to work with Yahoo, Salesforce and Hootsuite, he still found himself getting drawn back into the adland. Let's find out why!
Personalisation and CX is never easy. We speak to experts from Treasure Data, a company founded in 2011 that aims to simplify customer data management and help brands transform customer experiences, to decode the space for us. In this episode, APAC marketing lead, Sean Valencia, shares the various hurdles companies face when it comes to customer experience and the takeaways SMEs can learn from Treasure Data’s enterprise customers.
This episode is powered by Treasure Data. To find out more about Treasure Data, check out the link here: https://www.treasuredata.com/
In the hot seat are host, comedian and actor, Rishi Budhrani and VaynerMedia Asia Pacific's managing partner and head of creative, VJ Anand, who share the importance of having a good hashtag strategy and why there is no need to wait until you are perfect to start social media.
Omar Marks, founder of Maki-San and former ad man, launched Singapore-based sushi place Wooshi last year in the midst of a pandemic. He shares how the pandemic has impacted the company’s plans, what it is doing to stand out in the crowded sushi space, and the role he plays in marketing Wooshi Sushi.
Geoff Tan spent 34 years at Singapore Press Holdings before joining Really Singapore as chief ideas officer. Before entering the media scene, Geoff spent about five years in the adland. His entry into the ad world, however, was an accidental one. He shares how that transpired.
Lynette's latest venture, The Scent Apothecary, came unexpectedly after four years as Sentosa's CMO. She shares what prompted her to pursue her passion and what it was like marketing a tourist destination during the pandemic.
While Marc is widely known for being the founder of private members’ club 1880, he also spent time in the adland. One of his defining experiences was his time as owner of a now defunct agency named Rocket X Media.
With 18 years of experience in marketing and advertising under his belt, Adrie Basuki decided it was time to pursue his passion for fashion instead, starting his own fashion brand in 2014. Basuki shares how he got started on his journey.
S4 Capital chairman Martin Sorrell shares in a fireside chat how the tech wars will impact Southeast Asia, why he thinks pitching is artificial and why S4 Capital believes in "landing and expanding" instead.
In a fireside chat, Lim discusses the rise of Asian influencers in the West, the importance of giving back to the community, and why authenticity matters. Bling Empire is a Netflix reality series that follows the glitz and glamour of the lives led by wealthy Asian Americans in Los Angeles.
Last year, influencer Wendy Cheng, also known as Xiaxue, was thrusted into the spotlight for some comments she made around 10 years ago regarding the transgender community and migrant workers, which saw the ignition of the “cancel culture” towards her and the brands she worked with. This led to many brands, at least in the public eye, distancing themselves from Wendy.
In 2019, influencer Preeti Nair, also known as Preetipls, landed in a bit of hot water when the Singapore government accused her of making "blatantly racist rap video". As a result, she had to apologise for it. We hear from Preeti, more than a year later, where she stands on the matter.
Comedian Sharul Channa recently made headlines for speaking out against an inappropriate remark made to her during an interview. While Channa saw women's advocy group AWARE stand by her side, she also had to deal with online trolls and backlash. In this interview, done prior to the incident, Channa shares with us her views on comedy, working with brands and the need for boundaries.
Creative content is not necessarily the first thing people associate with eCommerce in the marketing world. Celtra's APAC GM Raushida Vasaiwala shares why content creation is crucial to eCommerce and challenges brands face in creating content that drives eCommerce sales. She also touches on whether creativity and personalised experiences are two sides of the same coin.
Sign up for the conference here: https://conferences.marketing-interactive.com/digital-marketing-asia/
To learn more about Celtra, head to: https://www.celtra.com/
While OTT ad revenue currently lags behind mobile and desktop, it is still a significant source of programmatic video advertising income. In this episode, Elaine Tan, head of sales at iQIYI, and Marcus Pousette, country manager for Southeast Asia, Greater China and Korea at PubMatic, discuss the benefits of OTT, and how it can be a sound investment for brands and advertisers.
This episode is powered by PubMatic. To learn more about PubMatic, head to: https://pubmatic.com/.
The concept of supply path optimisation might not be new but as the adtech scene evolved, so have SPO decisions and mechanics. Sudipto Das, VP, advertising solutions, APAC at Pubmatic and June Oh, regional director, account and partnership development at Mediamath break down the science behind SPO and how marketers can be more aware if their dollars and cents are not being optimised.
This episode is powered by PubMatic. To learn more about PubMatic, head to: https://pubmatic.com/.
What is header bidding and what are its benefits? In this episode, Ashish Thomas, CEO of Summit Media and Khin Mu Yar Soe, associate director, customer success at PubMatic, share the options available for publishers when it comes to header bidding, and the benefits surrounding it.
This episode is powered by PubMatic. To learn more about PubMatic, head to: https://pubmatic.com/.
In the latest episode of Unboxed, Cyrion Wang, head of programmatic at Meitu, and Lashanne Phang, associate director, publisher development for APAC at PubMatic, speak to our regional editor Rezwana Manjur on some of the developments in the space in-app advertising space and what we can expect in the future.
This episode is powered by PubMatic. To learn more about PubMatic, head to: https://pubmatic.com/.
In this new series, PubMatic's chief revenue officer of APAC, Jason Barnes, unboxes the supposedly murky world of adtech, and dishes out advice for brands that are new to the adtech space and are unsure about how to get started.
To learn more about PubMatic, head to: https://pubmatic.com/.
Shopify Plus was launched in 2014 with the aim of giving hyper-growth businesses a customisable enterprise solution, without the high cost of time, money and development. In this episode, its head of marketing for Asia Pacific, Robin Marchant, shares his COVID-19 learnings, the changing retail customer experience, and what is stopping brands from taking the next step to create their own new channels.
This episode is powered by Shopify Plus. To find out more about Shopify Plus, check out the link here: https://www.shopify.com.sg/plus
Treasure Data’s VP of global marketing Tom Treanor and APAC marketing specialist Sean Valencia discuss the types of companies that are acing the game during the pandemic, and how to kickstart the journey to build on technology despite the uncertain future. They also share areas to take note of when it comes to data adoption and implementation in a diverse market like Southeast Asia.
Sign up for the conference here: https://conferences.marketing-interactive.com/digital-marketing-asia/
To learn more about Treasure Data, head to: https://www.treasuredata.com/
What is a network effect and what are the key aspects that go into creating a successful one? Aiken Digital's chief commercial officer Joseph Chua and regional planning lead Mark Bellamy give our regional editor Rezwana Manjur the low down on how marketers can avoid cannibalising the brand DNA when creating the network effect, as well as the role of creativity in today’s tech-focused economy.
Sign up for the conference here: https://conferences.marketing-interactive.com/digital-marketing-asia/
To learn more about Aiken Digital, head to: https://www.aikendigital.com/en
Selling Simplified's VP of sales, Asia Pacific, Wayne Wong, discusses the data-related trends and challenges clients in the region face, as well as how the pandemic has changed B2B marketing mindsets and budgets. Selling Simplified is a Platinum Sponsor for Marketing’s Digital Marketing Asia conference held from 10-26 November 2020. Wayne will be speaking on “Predictive & Embedded Analytics: Extracting the right information to tailor the best content for customers” as a panelist on 19 November 2020.
Sign up for the conference here: https://conferences.marketing-interactive.com/digital-marketing-asia/
To learn more about Selling Simplified, head to: https://sellingsimplified.com/
Matthew Gain, SVP, head of Audible, APAC, Japan and India gives us the low down on why marketers should not forget the importance of creatives despite data playing a crucial role in marketing nowadays. He also shares tips to ensure marketing and finance speak the same language and his pet peeves when it comes to brand executions on mobile.
Sign up for the conference here: https://conferences.marketing-interactive.com/digital-marketing-asia/
Daimler's digital transformation and innovation head, Franco Chiam, gives us the low down on the push backs he initially faced in the digital transformation journey, the three crucial areas brands should focus on when embarking on transformation, and how you can do more with less.
Sign up for the conference here: https://conferences.marketing-interactive.com/digital-marketing-asia/
Kevin Huang shares his unconventional journey on becoming the head of Hong Kong telco Birdie, after more than a decade as co-founder and CEO of adtech firm Pixels. Despite leading the company, Kevin also describes himself as a student, having to learn the ropes as he dives into a new world.
Standard Chartered's director of digital wealth management, Joan Cheong, kicks off the DMA 2020 podcast series by sharing what humanising technology means and how customer experience has evolved, especially in these challenging times.
Sign up for the conference here: https://conferences.marketing-interactive.com/digital-marketing-asia/
A political contender in Singapore's recent GE2020, Jose Raymond shares how his journalism career paved the way for his entry into politics and what he wishes he could change in the field of corporate communications.
In its first year, Roots Digital was one of the youngest agencies handpicked to join the Google Elevator Programme. Co-founder and CEO Ian Ong shares what drove him to start his own firm in 2016 and the ups and downs of his journey.
This episode is powered by Roots Digital. To find out more about Roots Digital, check out the link here: https://www.rootsdigital.com.sg/
No stranger to Indonesia's adland, Anne Ridwan has led Ogilvy, Publicis One and Leo Burnett as CEO. In an unique shift, Anne jumped into the nutrition industry last year, pursuing her passion for fitness and health. She dishes out advice for individuals too scared to hit restart on their lives, and shares one thing about the adland she would change.
Read more about her journey in the adland here:
https://www.marketing-interactive.com/ogilvy-mather-indonesia-appoints-new-ceo
https://www.marketing-interactive.com/ogilvy-indonesia-names-new-chief-executive-as-anne-ridwan-steps-down
https://www.marketing-interactive.com/publicis-one-asia-appoints-new-ceo-for-indonesia-operations
In her last role within the ad world, Carolyn Kan ran the creative agency M&C Saatchi as its managing director. Over 10 years later, she is now hailed as the renowned designer and founder of artisan jewellery brand Carrie K. Carolyn is also involved in programmes with Lasalle College of the Arts and Nanyang Academy of Fine Arts. In this episode, she reflects back on her past life and the journey she took to build a business from a simple passion.
Jeffrey Seah, former SEA CEO of Starcom, jumped straight into the venture capital world after leaving the adland. Looking from the outside in, Jeffrey shares some of the issues that are currently plaguing the media industry and what he misses about the ad world!
Read more about Jeffrey's career here:
https://www.marketing-interactive.com/former-starcom-head-jeffrey-seah-ventures-into-blockchain-technology-space
Industry veteran and former Asia president of Y&R, Matthew Godfrey, gives us the low down on what propelled him to take on a role in a completely different industry. Does he heave a sigh of relief while looking at all the disruption currently occurring in the ad world? Let's find out!
To find out more about Matthew's career, read the articles here:
https://www.marketing-interactive.com/yrs-matthew-godfrey-takes-up-ceo-role-with-nutrition-innovation
https://www.marketing-interactive.com/yr-asia-president-matthew-godfrey-to-exit-after-7-years-with-the-agency
Industry veteran Linda Locke on writing children's books, leaving the industry she served for 30 years and hitting restart on her life, and being famously labelled as the “dragon lady”. Read the article on: https://www.marketing-interactive.com/marketing-podcast-life-after-advertising-with-linda-locke
To find out more about Linda and her career, click here: https://www.marketing-interactive.com/mad-wo-men-of-marketing-meet-godmother%E2%80%99s-linda-locke
Jacqui Lim, group CEO at Havas Group Singapore, shares her journey when it comes to double hatting the role of media and creative head and debunks the myth that media folks aren’t that great in taking on creative units. To read parts of her interview, click here: https://www.marketing-interactive.com/marketing-podcast-a-media-veterans-creative-journey
In a fireside chat at Marketing Interactive's recent Content 360 virtual conference, Gary Vaynerchuck, CEO of VaynerMedia and chairman of VaynerX, gives the low down on brands can get their content marketing strategy right during these turbulent times as well as the issue of content fatigue.
Joseph Tan, CEO of Indonesia-based creative shop ROMP, in a no holds barred conversation about his fairly controversial exit from MullenLowe Group after 11 years, as well as his experience running his own firm.
Roshni Mahtani, founder and CEO of theAsianParent group, shares the biggest struggle that media companies face today and the perks of being married to a fellow entrepreneur.
Investigative journalist Clare Rewcastle Brown walks us through her expose which brought down the Najib regime. The Sarawak Report founder shares why she continued pursuing the story despite being harassed, stalked and vilified, and the importance of funding public interest journalism.
S4 Capital’s chief growth officer Scott Spirit gives us the low down on what it's like to reunite with Sir Martin Sorrell and key learnings from the world of mergers and acquisitions.
Cheryl Lim, Manulife’s VP, head of marketing, opens up about her brushes with failure, some of which almost cost her a job she loved.
American entrepreneur and hip hop mogul Russell Simmons on investing in Asia and how the hunt for talent has changed.
Founder of KellerMedia and broadcast presenter Denise Keller dishes out tips for content creators to avoid burnout and how marketers can cut through the clutter. Catch Denise, along with our star studded speakers, at our virtual Content 360 conference from 8 to 11 June: https://conferences.marketing-interactive.com/content360-sg/
Goodstuph founder Pat Law shares what drove her to launch her own agency, the feeling of competing with the network agencies, and how COVID-19 will reshape the industry.
Jolt Digital's founder and CEO Sebestien Lepez shares his decision to return to the agency world and why marketers should be spending during this uncertain period.
Soren Beaulieu, founder of Marketing's Agency of the Year awards, dishes out tips to winning the coveted gold.