The renewed initiative positions Lazada as more than an e-commerce platform, but as a long-term growth partner that helps entrepreneurs build trusted brands, improve marketplace readiness, and scale sustainably in the country’s digital economy.

Centered on the theme “Grow Your Brand on Lazada,” the revamped LazGrow Together program focuses on three pillars: encouraging entrepreneurs to embrace digital commerce, providing structured onboarding and education, and equipping sellers with the tools and insights needed to grow within a trusted marketplace.

At the heart of the initiative is Lazada’s goal of helping MSMEs “sell right and sell wide,” supporting businesses from their first online sale through long-term expansion.

The relaunch comes alongside stronger collaborations with the Department of Science and Technology (DOST), Department of Trade and Industry (DTI), and Go Negosyo. 

Since October 2025, Lazada has participated in more than 10 joint initiatives focused on digital upskilling, seller onboarding, and marketplace readiness.

Through these partnerships, the company has engaged more than 300 aspiring brands and entrepreneurs, while identifying broader opportunities across DOST’s network of over 7,000 MSMEs nationwide.

To further support entrepreneurs, Lazada has also introduced practical enablement tools, including an Excel-based seller calculator that helps businesses better understand pricing strategies, profit margins, and overall e-commerce profitability.

The company added that additional partnership programs are in development as it continues to expand its support ecosystem for local businesses.

Alongside its MSME initiatives, Lazada said it remains focused on strengthening trust within its marketplace through LazMall, which connects shoppers with verified brands and official stores to help sellers build credibility and long-term brand equity.

“MSMEs drive the Philippine economy, and our responsibility is to ensure they are fully equipped to thrive in the digital arena,” said Carlos Barrera, CEO of Lazada Philippines.

“Through the LazGrow Together initiative and our vital partnerships with key institutions, we are proudly shaping a more inclusive, empowered, and dynamic digital marketplace for Filipino businesses.”

Lazada said it will continue working with government and ecosystem partners to expand access to digital commerce opportunities and help more Filipino entrepreneurs grow sustainable online businesses.

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That simple observation became the starting point for Hayden Scott, Creative Head APAC at VIRTUE Asia, when developing Snabbit’s latest “Make Snabbit a Habit” campaign, which, rather than asking consumers to pay attention to another brand film, was designed to exist across different corners of the internet in ways that felt native to each platform. 

In this exclusive MARKETECH APAC feature, Scott explains why brands should build creative systems instead of isolated campaigns, how internet culture can strengthen brand recall, and why creating habits may become more valuable than simply creating awareness.

Building familiarity via creative ecosystems

For Scott, the campaign was never about simply explaining what Snabbit offers. Instead, the objective was to ensure the phrase ‘Make Snabbit a Habit,’ “impossible to ignore.” 

Scott and his team also questioned whether consumers would willingly spend time watching advertisements for home services.

“We didn’t think so,” he said. “People don’t go online hoping to watch ads for home services. What they do consume, however, is an endless stream of short, strange, entertaining content. Memes, absurd videos, niche internet humour. That is the language people spend hours with every day.”

Through Scott’s creative leadership, Virtue Asia built an ecosystem of short-form content designed to live naturally across different digital spaces, allowing “Make Snabbit a Habit” to feel less like a traditional advertising campaign and more like “a piece of internet culture that people kept bumping into until it became familiar.” 

“Instead of interrupting that behaviour, we decided to participate in it,” adds Scott.

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Why memes and the internet culture matter

Scott believes memes are often misunderstood by marketers because they are treated as a content format instead of a cultural behaviour.

“Memes aren’t just a format. They’re how culture processes ideas today,” he says.

For Scott, this participatory nature makes memes especially valuable for younger brands looking to establish familiarity. Instead of asking audiences to remember an advertisement, brands can become part of the conversations people are already having online.

“The important thing is that brands shouldn’t try to “use memes.” They should understand why memes spread. They’re participatory, they’re timely, they’re usually built on a shared cultural understanding. If you get that right, the brand becomes part of the conversation rather than trying to interrupt it.”

Speaking the language of each platform

Beyond memes, Scott argues that effective creativity today depends on understanding the distinct behaviours of each platform.

“The pace, the humour, the editing style, even the way people hold the camera all become signals that tell audiences whether something belongs there or not,” he shares. 

For Scott, successful digital creativity is less about disguising advertising as entertainment and more about genuinely understanding how people interact with content.

“If someone watches the whole thing because it genuinely entertained them, you’ve earned a few extra seconds of attention. If they see variations of the same idea, that’s where recall begins to build,” Scott shared. 

Stop chasing trends

One of the biggest mistakes Scott sees brands making is confusing participation with imitation.

“A lot of brands think internet culture is about using the latest meme template or referencing whatever is trending that week. By the time they’ve done it, the internet has already moved on,” he says. “The second mistake is trying too hard to sound like the internet. People can tell when something feels manufactured.”

Instead of copying trends, Scott believes marketers should focus on understanding the behaviours behind them.

“The better approach is to understand the behaviour behind internet culture rather than copying its surface,” he explains. “Why are people sharing this? Why is it funny? Why does it feel native? Those questions are much more valuable than asking which meme is currently trending.”

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From campaigns to creative systems

Looking ahead, Scott believes marketing will continue moving away from isolated campaigns towards continuous creative ecosystems.

“Brands today don’t need one big film every quarter. They need systems of creativity that can continuously participate in culture,” Scott continues. “Attention isn’t won once. It’s earned repeatedly.”

“The brands that will stand out are the ones that understand culture not as a media channel but as a creative medium. They won’t just react to conversations. They’ll create worlds, recurring characters, formats and behaviours that people come back to over time.” 

“Ultimately, culture-led creativity isn’t about chasing relevance. It’s about creating enough distinctive memory structures that your brand feels familiar long before someone needs your product. For a brand like Snabbit, that’s exactly the job awareness should do.”

For marketers navigating today’s crowded digital landscape, the lesson is increasingly clear: memorable brands may no longer be those that shout the loudest, but those that create distinctive creative worlds people naturally encounter over time.

As Scott’s perspective suggests, building lasting brand recall is less about interrupting attention and more about creating ideas that naturally live within culture — earning familiarity long before consumers are ready to participate. 

The post From campaigns to culture: How VIRTUE Asia’s Hayden Scott is redefining brand awareness via habit-forming creativity appeared first on MARKETECH APAC.

The partnership aims to help advertisers reach audiences more effectively as viewing habits continue to shift across multiple screens, integrating brand messages directly within programming to create more contextual and engaging viewing experiences.

NIVEA India is the first brand to activate the solution, marking the inaugural campaign under the partnership.

The initiative combines audience intelligence, content insights, and scene-matched storytelling to place advertising naturally within television programmes and streaming content across JioStar’s platforms.

According to Omnicom Media India, the partnership responds to changing consumer behaviour, with audiences increasingly choosing premium streaming services and connected TV platforms that are becoming harder to reach through conventional advertising formats.

Kartik Sharma, CEO of Omnicom Media India, said the collaboration reflects the industry’s growing need for content-led advertising experiences.

“This collaboration with JioStar and Whisper World creates a unified approach that allows brands to stay connected with audiences across linear TV, OTT and CTV through content-led experiences rather than relying only on traditional ad breaks,” said Sharma. 

Adding to this, LS Krishnan, CEO of Whisper World India, said, “Our understanding of placing brands at the right frequency with the right messaging has helped brands reach business outcomes more effectively.”

The solution uses shared audience data to identify relevant programs before inserting contextual advertising between entertainment scenes, delivering campaigns simultaneously across JioStar’s television channels and its streaming platform, JioHotstar, including mobile devices and connected TVs.

Mahesh Shetty, Head of Entertainment Sales for TV at JioStar, said the partnership reflects how advertising needs to evolve alongside changing viewing habits.

“At JioStar, we are focused on creating advertising experiences that match how audiences consume content today. This initiative demonstrates how cross-screen approach, audience intelligence and contextual storytelling can work together to help brands build stronger engagement across screens, including among viewers on subscription and connected TV platforms,” said Shetty. 

For NIVEA India, the partnership offers a more integrated way to connect with consumers across multiple viewing environments while reducing disruption to the viewing experience.

“At NIVEA India, we’re passionate about bringing you moments that feel natural and meaningful. By integrating our products directly into the shows and stories you love, we avoid interruptive ads and create experiences that stick,” said Shweta Dalal, Marketing Director at NIVEA India. 

“This in-content approach grabs attention when you’re most engaged, helping you remember NIVEA more easily and feel a stronger connection to the brand. Backed by studies that measure real impact, our storytelling builds awareness and trust – so NIVEA becomes a familiar, confident choice in your daily routine,” added Dalal. 

The campaign is also being measured across both television and digital platforms, with brand lift studies currently underway to evaluate its impact on awareness, ad recall, and consideration.

Looking ahead, Omnicom Media India, JioStar, and Whisper World plan to expand the programme across more Beiersdorf brands and additional premium streaming content as connected TV audiences continue to grow in India.

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McBride brings more than 25 years of experience across Europe, Asia Pacific, and North America, having held senior leadership roles spanning agencies, technology companies, and digital platforms. He joins Monks from Shuttlerock, where he served as Chief Revenue Officer, overseeing global sales, customer success, and marketing operations across the US, Europe, and Asia Pacific.

Prior to Shuttlerock, McBride was Chief Digital Officer at IPG Mediabrands APAC, leading a network of more than 1,100 specialists across 13 markets. He also held several leadership positions at Ogilvy, including Regional Business Director for Social, Managing Director of Neo@Ogilvy, and Managing Partner for the Hong Kong Group. Earlier in his career, he founded an integrated agency in Europe.

Most recently, McBride led go-to-market and partnership strategy at Hoppr, a Total TV platform, and supported global client growth at Creatively Squared, an AI-enabled creative intelligence platform.

Based in Singapore, McBride will report to Kenny Griffiths, Executive Vice President, Monks APAC. He will oversee the company’s Southeast Asia business and work alongside Scott Spirit, Chief Growth Officer; Saufi Salleh, Head of Clients, Southeast Asia; and Yasmin Mansour, Head of Growth, Southeast Asia.

“Southeast Asia is one of the most important growth markets for Monks as clients increasingly seek partners who can help them navigate complexity, adopt AI, and accelerate transformation,” said Griffiths. 

“Scott’s track record of building and scaling businesses across agencies, platforms, and technology companies makes him exceptionally well placed to lead our next phase of growth in the region and strengthen our ability to help clients operate as Real-Time Brands and deliver measurable business outcomes.” 

McBride’s appointment comes as brands across Southeast Asia continue to increase investment in AI, adapt to evolving media environments, and seek stronger integration across marketing, technology, and data capabilities.

Commenting on his new role, McBride said, “Southeast Asia is a highly dynamic region where brands are navigating rapid change across technology, media, and consumer behaviour. What stands out is the ambition of clients and the speed of market evolution. Monks has a strong foundation in the region and a unique ability to combine creativity, data, media, and AI-powered intelligence and orchestration to help brands move faster from insight to impact in real-time.”

“What excites me most is the opportunity to help clients simplify complexity, connect capabilities more effectively, and unlock new opportunities for growth. I’m looking forward to working with the team and our clients to turn those opportunities into measurable business outcomes. “

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In his new role, Arsyad will lead the agency’s overall creative vision while helping to build a creative model that combines technology, audience insights, and human storytelling. 

The appointment marks Arsyad’s return to Flock after previously helping build the agency during its early years. 

Arsyad brings more than 16 years of industry experience, including his most recent role as creative director at Ogilvy Indonesia. During his previous tenure at Flock, he led campaigns for brands including Tokopedia and BCA, with the award-winning #MulaiAjaDulu platform becoming one of the agency’s most recognised pieces of work for its strong cultural relevance.

By returning to the agency, Arsyad is expected to combine his broader industry experience with Flock’s long-standing focus on culturally driven creativity.

Nikken Diahtantri, Managing Director at Flock, said the appointment strengthens the agency’s leadership as it prepares for its next stage of development.

“The work I care about most at Flock has always been building a team and a culture where great creative is inevitable, not occasional. Having Arsyad lead the creative vision alongside that gives me real confidence in where we are headed. We have the foundations. Now we build,” said Diahtantri. 

Ivan Hadywibowo, CEO of Future Creative Network, said the appointment reflects the network’s belief that technology and human creativity should work together rather than compete.

“Arsyad is one of the finest human storytellers this industry has produced. His return is not just a talent decision, it is a statement about the kind of agency Flock is choosing to become: one where data sharpens the brief, and genuine human creativity does what no algorithm can. That is the formula we believe wins,” shared Hadywibowo. 

Commenting on his appointment, Arsyad said his return to the agency is also about reconnecting with the culture that helped shape his creative career.

“I have always believed great work starts with great relationships. That is what brought me here ten years ago, and it is what brings me back today… I am excited to build the next chapter together through work that people genuinely connect with,” said Arsyad. 

The appointment also forms part of Future Creative Network’s continued investment in creative leadership as the industry adapts to changing consumer expectations and emerging technologies.

The post FCN’s Flock strengthens creative leadership with Arsyad’s ECD appointment appeared first on MARKETECH APAC.

Running across six shopping destinations—1 Utama, Sunway Pyramid, IOI City Mall, The Gardens Mall, AEON Tebrau City, and Gurney Plaza—the campaign features interactive vending machines that distributed 20,000 complimentary gifts to both new and existing L’Occitane members, with no purchase required.

Each interaction offers consumers complimentary L’Occitane products alongside exclusive vouchers, transforming routine retail visits into engaging brand experiences.

The activation forms part of L’Occitane’s global 50th anniversary celebrations and reflects the brand’s renewed purpose of “Crafting Life Ties,” which focuses on strengthening connections between people, communities, and nature.

The Malaysian campaign accompanies a broader global reinvention for the French beauty brand, including refreshed product collections, updated retail experiences, and a renewed creative direction as it enters its next chapter.

“Half a century ago, L’Occitane was born from a simple gesture…Today, we look ahead with pride and excitement for what we will continue to build,” said Adrien Geiger, CEO of L’Occitane en Provence.

Founded in 1976 by Olivier Baussan in Haute-Provence, France, L’Occitane now operates in more than 90 countries with over 3,000 points of sale worldwide. 

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The initiative expands the use of cross-border QR payments at tourism establishments nationwide, allowing eligible international travellers to pay through supported banking apps and e-wallets from their home markets instead of relying on cash or currency exchange. The service is currently available to users from China, Singapore, Malaysia, Indonesia, Vietnam, South Korea, Laos, Cambodia, and Hong Kong, with further market expansion planned.

The rollout is supported by the Bank of Thailand, eight participating banks—Krungthai Bank, Bangkok Bank, Kasikornbank, Siam Commercial Bank, Bank of Ayudhya, ICBC Thai, Bank for Agriculture and Agricultural Cooperatives, and CIMB Thai Bank—as well as payment infrastructure partners National ITMX, Alipay, WeChat Pay, and UnionPay. 

TAT is also promoting the initiative through its international marketing channels, particularly across East Asia, where QR-based mobile payments are widely used.

To support implementation, TAT is conducting a Merchant Activation Roadshow at Asiatique The Riverfront Destination in Bangkok, where tourism businesses can register for QR merchant services, consult participating banks, and assess their readiness to accept cross-border QR payments.

The Bangkok event builds on a pilot programme held in Udon Thani in March 2026, which introduced QR payment acceptance to local tourism businesses ahead of an expected increase in Chinese visitors. The pilot combined merchant training with on-site outreach for small businesses, serving as an early test of the initiative before its broader rollout. 

Mrs. Sirigesanong Trirattanasongpol, TAT Executive Director of the East Asia Region, said, “Changing traveller behaviour, particularly among visitors from East Asia and neighbouring markets where mobile payment and QR Payment are widely used in daily life, makes Cross-Border QR Payment increasingly important to the visitor experience. 

She added, “This cooperation marks another important step in advancing Thailand’s tourism industry, creating business opportunities for operators, and reinforcing the country’s image as a modern global destination for digital travellers from around the world.”

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In a statement, the ride-hailing operator said the prank was carried out without its prior knowledge, approval, or authorisation, adding that the driver neither informed the company before taking part nor reported the incident immediately afterward.

“Any conduct that could reasonably create fear, alarm, confusion, or the perception of criminal activity is inconsistent with the professional, safety, operational, and customer service standards expected of drivers operating under the Green GSM brand,” the company said.

Green GSM stressed that it does not permit company-affiliated vehicles or services to be used in activities that could lead the public to believe a crime or public safety incident is taking place.

The company said it has begun a thorough internal review and will take appropriate action in accordance with its policies and applicable regulations. It is also assessing additional safeguards to strengthen oversight and prevent similar incidents in the future.

Green GSM added that it is cooperating with the Land Transportation Franchising and Regulatory Board (LTFRB), which has suspended the electric taxi unit involved for 30 days pending investigation and is set to issue a show cause order against Green and Smart Mobility Philippines, Inc.

The regulator’s action followed the circulation of a video showing a driver announcing a robbery before two vloggers entered the vehicle pretending to be armed robbers as part of a staged prank.

LTFRB Chairperson Atty. Vigor Mendoza II said the stunt undermined public confidence in taxis and transport network vehicle services (TNVS).

“Hindi ito nakakatuwa, sa halip, ito ay naghahatid ng takot sa ating mga kababayan na regular na sumasakay ng taxi at TNVS. We will look into this and we assure that appropriate disciplinary measures will be done,” Mendoza said.

(“This is not amusing. Instead, it instills fear among our fellow Filipinos who regularly ride taxis and transport network vehicle services. We will investigate this, and we assure the public that appropriate disciplinary measures will be taken.”)

According to the LTFRB, the incident may constitute a violation of public utility vehicle operating conditions, particularly the obligation to provide safe and secure public transportation services.

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Under the mandate, Mutant will oversee public relations, social media management, corporate storytelling, and brand communications at the group level, supporting IHH Healthcare’s efforts to deepen stakeholder engagement in both markets.

The account will be handled by Mutant’s regional network and specialist healthcare communications team, leveraging the agency’s experience working with healthcare, healthtech, and patient-focused organisations across the region.

The appointment comes as IHH Healthcare builds on its recent brand refresh, with a renewed focus on reinforcing its narrative around clinical excellence, healthcare innovation, patient-centred care, and trust.

Lina Marican, Regional Managing Director at Mutant, said healthcare communications today goes beyond awareness, with patients, caregivers, healthcare professionals, and policymakers increasingly seeking transparency and credibility from healthcare organisations.

“As one of the world’s largest private healthcare providers, IHH Healthcare has a powerful story to tell, and is uniquely positioned to contribute to important conversations around healthcare innovation, clinical excellence, and the future of care in Asia. We look forward to helping bring those stories to life and strengthening IHH’s reputation among the audiences that matter most,” Marican said.

Meanwhile, Janet Low, Vice President and group Head of Communications and Branding at IHH Healthcare, said communications has become increasingly strategic in supporting the organisation’s transformation and leadership ambitions.

“Mutant demonstrated a strong understanding of our business, stakeholders and the opportunities ahead. We look forward to working together to further elevate IHH Healthcare’s reputation and strengthen our leadership narrative across areas such as innovation, AI-enabled care, new care models and patient-centred healthcare,” Low said.

The appointment supports IHH Healthcare’s next phase of brand and corporate reputation building as it continues to position itself as a multinational healthcare leader across the region.

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Tourism Secretary Ma. Bernadita Angara-Mathay said the initiative is designed to complement—not replace—the country’s flagship “Love the Philippines” campaign by giving travelers the opportunity to define their own travel experiences.

Initially focused on the domestic market, the campaign will introduce curated and discounted travel packages developed with tourism stakeholders, including hotels, airlines, and other travel providers. The DOT also plans to eventually expand the initiative to international audiences.

The campaign comes as domestic tourism continues to be a major contributor to the Philippine economy. According to the DOT, domestic travel generated PHP3.26 trillion in visitor spending in 2025, up 3% from the previous year.

Beyond driving local travel, the tourism department is also working to strengthen the country’s competitiveness in international markets, particularly as neighboring Southeast Asian destinations attract more Korean visitors through lower travel costs.

To address this, the DOT is collaborating with tourism stakeholders to develop bundled travel offers aimed at making trips to the Philippines more affordable and predictable.

The campaign has since secured support from industry partners, with AirAsia Philippines becoming one of its first airline collaborators by offering promotional domestic fares through the campaign platform. 

The airline has launched more than half a million promo seats with one-way base fares, reinforcing its commitment to making domestic travel more accessible.

Anna Victoria Lu, President and General Manager of AirAsia Philippines, said the partnership reflects the airline’s shared goal with the DOT of driving domestic tourism through affordable travel. 

“At AirAsia, we are one with DOT in its efforts to keep travel accessible so that more Filipinos can discover and appreciate the incredible destinations within our own country. Despite these challenging times, AirAsia strives to provide the best fares and deals for our customers.”

Our partnership with the Department of Tourism strengthens our shared goal of driving domestic tourism growth as this is deeply rooted in our low-cost DNA,” she added.

Meanwhile, the DOT remains optimistic about achieving at least 6.4 million international arrivals by the end of 2026, with the United States currently leading as the Philippines’ top inbound tourism market.

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