The six-part series — created in collaboration with WPPCP, WPP Media, WPP Production, and Ogilvy ANZ — features Asian influencers in place of traditional actors, reimagining familiar K-drama tropes such as awkward blind dates and disapproving relatives.

Across the episodes, Colgate Optic White Purple is positioned as a narrative device within the storyline, with each instalment centred on moments of social discomfort that transition into expressions of confidence. The product is integrated into the narrative and linked to character development throughout the series.

The campaign reflects the brand’s broader push to expand its K-beauty positioning, with a shift towards episodic, social-first storytelling distributed across TikTok and key regional markets in Asia Pacific.

Featured influencers include Andrea Nicole and Evan Tan from the Philippines, Malle Christian Anderson and Siti Khadijah Halim from Malaysia, and Baby Jingko and Cute Kiw from Thailand.

In a TikTok-exclusive activation, the campaign also invites users to create their own storylines to respond to AI-generated antagonists, positioning the initiative as an effort to open up storytelling participation and highlight human creativity in contrast to artificial intelligence.

“We are incredibly proud to unveil the next evolution of the incredibly successful Colgate Optic White Purple franchise with our social-first ‘Purple Café’ K-drama series,” said Samir Singh, EVP Marketing, Colgate-Palmolive, Asia Pacific. “We recognise that the way people consume media and content has dramatically changed, especially on TikTok. Our campaign takes our association with Korean beauty and culture to a whole new level, presenting our product not just as a beauty essential but as a pivotal character that transforms our influencer protagonists’ confidence in fun, cheeky ways.”

The full episodic series is available on the Colgate Thailand, Colgate Philippines, and Colgate Malaysia TikTok channels.

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According to the study, nearly half (49%) of Asia Pacific travellers use AI to discover destinations and travel ideas as its most common use case, while also utilizing it to gather reviews (41%) and discover local tours and experiences (35%), complementing traditional travel websites and social media.

This suggests that travellers are becoming more deliberate in how they plan holidays amid rising costs and global uncertainty, using AI and digital tools to make trips more practical, flexible, and personalised while reducing uncertainty before they travel rather than travelling less.

Travellers are also increasingly carrying out detailed research before booking, checking accommodation, insurance, visa requirements and local developments before departure, with AI simplifying their planning process by making information easier to access and compare.

Alongside AI, payment confidence has become a crucial part of pre-trip planning, with 33% of respondents citing payment security as their biggest travel concern and 27% worried about card acceptance, which reflects a growing reliance on digital payments as 73% of travellers now carry payment cards or mobile wallets during their trips.

The report also highlights that travellers are balancing careful planning with flexibility. Nearly four in five (79%) book accommodation before travelling, while only 51% secure activities in advance. 

Most dining (72%) and transport (65%) decisions are made after arriving at their destination, allowing travellers to adapt their plans based on local recommendations and experiences.

While planning habits are evolving, Asia Pacific travellers continue to favour destinations closer to home. Around 63% travelled within the region, with Japan remaining the most popular destination, followed by Australia, Thailand, South Korea and Hong Kong. 

Beyond familiar locations, travellers are increasingly planning holidays around food, culture and major live events, with 37% prioritising unique local experiences and one in four travelling for sporting or entertainment events.

“The latest Global Travel Intentions study  affirms the importance of travel to Asia Pacific. Travel is not slowing – it is becoming more planned,  purposeful, and intentional,” explained Danielle Jin, Chief Marketing Officer at Visa Asia Pacific. 

“As digital-first travellers seek familiar sights and plan more practically, what  matters is how destinations, businesses, and issuers enable every traveller to explore the places they love 

in their own way, from using AI to help travellers pursue their passions, values, and aspirations to  delivering secure and seamless payment experiences at every stage of their journeys,” added Jin. 

The findings are based on Visa’s 2026 Global Travel Intentions study, which surveyed more than 47,000 consumers worldwide, including over 17,000 respondents across Asia Pacific. 

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The deal marks Carro’s entry into Australia and combines the company’s digital automotive marketplace capabilities with CarPlace’s established retail presence. As part of the agreement, Autoleague will remain a strategic shareholder in CarPlace and join Carro as a strategic investor, reinforcing the long-term partnership between the two companies.

Through the collaboration, Carro aims to deliver a more transparent, seamless, and technology-driven experience for both dealers and consumers by introducing its proprietary digital capabilities across vehicle inspections, inventory tracking, asset management, lead management, customer experience, dealer networks, and lifecycle management.

The acquisition also gives Carro an immediate physical presence across Western Australia and Queensland through CarPlace’s showroom network while expanding its wholesale operations from Victoria, with plans to grow wholesale capabilities by serving the Japan-Australia vehicle import corridor.

The move represents another milestone in Carro’s regional growth strategy, extending its operations to eight markets across Asia-Pacific and reinforcing its position as one of the region’s largest multi-country automotive marketplaces.

“We’re really excited about the potential to grow into a leading business in Australia. We believe the market is ripe for a platform like Carro to transform the used car landscape and deliver a better, convenient, more transparent customer experience that is powered by technology and AI,” said Aaron Tan, Co-Founder and CEO of Carro.

“Carro has a track record of partnering with local dealers to support their growth, and we welcome ‘win-win’ partnerships in Australia. We’re confident in our strong Wholesales capabilities, thanks to our presence in Japan which puts us in a very strong position to bring in popular Pre-Owned and Brand New Japanese models that Australians have grown to trust and love,” added Tan. 

“It’s really a fantastic opportunity to partner and be a strategic shareholder in Carro,” shared Dan Kawai, Managing Director and CEO of Autoleague. “We’ve seen Carro’s technology infrastructure, streamlined operations and unwavering commitment to transparency within the industry, and we’re confident in their goal to become a leading player in Australia and the top choice for customers. We’re supportive of Carro’s ambitions in Australia and are committed to working closely together to achieve that.”

By combining CarPlace’s local market expertise with Carro’s technology platform and Autoleague’s automotive network, the partnership aims to modernise Australia’s used car ecosystem while delivering a more efficient and trusted buying and selling experience for customers.

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Among the new wins are mandates from Volkswagen Singapore, SGInnovate, Shell Singapore, a leading insurance provider, and a leading banking institution, with appointments spanning creative, performance media, Generative Engine Optimization (GEO), Search Engine Optimization (SEO), social media, and digital transformation services across multiple industries.

The latest appointments reflect a broader shift in how organisations are purchasing marketing services, with many regional and multinational brands increasingly favouring agencies that can combine strategic leadership with scalable delivery across multiple markets.

GrowthOps said the trend is being driven by marketing procurement teams that are placing greater emphasis on regional efficiency, integrated capabilities and the ability to deliver consistent execution across different countries.

Alongside the new client wins, GrowthOps recently launched two digital platforms for semiconductor and electronics manufacturer Kulicke & Soffa, which included a multilingual corporate website and a customer software portal covering UI and UX design, Sitecore development, analytics and SEO.

“Singapore remains the strategic centre of gravity for regional marketing decisions. But the era of funding a brief entirely out of a Singapore cost base is ending,” said Shaad Hamid, General Manager and Regional Head of Performance Marketing at GrowthOps Singapore. 

“Clients are far more sophisticated about where strategic thinking needs to happen versus where execution can be delivered, and they’re choosing partners whose model reflects that reality.”

GrowthOps currently operates across Singapore, Kuala Lumpur, Manila and Hong Kong, allowing the agency to combine local market knowledge with broader regional execution capabilities.

“The model positions the agency directly against a growing procurement preference for regional capability without single-market overhead,” added Hamid.

The agency also noted growing demand for AI-driven search and discoverability services, including GEO, as brands prepare for a search landscape increasingly influenced by generative AI platforms and tools.

Chris Greenough, General Manager and Regional Head of Creative Services at GrowthOps Malaysia, shared, “They want integrated partners who can connect the full customer journey and they want that integration delivered at a price point that makes commercial sense across a region, not just in one market.” 

The latest appointments mark another step in GrowthOps’ regional expansion strategy as brands continue to prioritise integrated, scalable marketing solutions across Asia-Pacific.

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Based in Singapore, Fairil will play a key role in helping the agency expand its AI-enabled services, strengthen strategic partnerships and create new growth opportunities for clients and the wider business, reflecting  TEAM LEWIS’ continued investment in combining technology, creativity, data and communications to deliver measurable business outcomes.

In his new role, Fairil will focus on three key priorities: driving AI-led revenue growth across the agency, helping clients unlock opportunities created by artificial intelligence, and accelerating AI adoption and capability development throughout TEAM LEWIS’ global network.

Fairil returns to TEAM LEWIS in what marks a boomerang appointment, having previously spent seven years with the agency, including serving as Senior Vice President for Asia-Pacific. Most recently, he held leadership positions at Accenture Song and Mastercard, bringing more than 20 years of experience across marketing transformation, digital acceleration, customer engagement and growth strategy.

Throughout his career, Fairil has worked with organisations across Asia-Pacific to modernise business capabilities, drive innovation and deliver commercial growth through the strategic use of technology and data.

Commenting on his appointment, Fairil shared, “At TEAM LEWIS, we see AI not as a feature, but as a fundamental operating advantage. AI should not sit on the sidelines as a specialist capability. It should be embedded into how we think, create, collaborate, and grow.”

“I’m excited to work alongside our talented leaders and specialists around the world to help clients unlock new opportunities and shape the future of growth through the combination of human imagination and machine intelligence,” added Fairil. 

Yvonne van Bokhoven, Chief Operating Officer (COO) at TEAM LEWIS, explained, “We are delighted to welcome Fairil back to TEAM LEWIS in this new global role. His track record in client  leadership, combined with deep experience across consulting and innovation, makes him  uniquely positioned to help accelerate our AI ambitions worldwide.”

“AI is reshaping how brands compete. Fairil will play a crucial role in scaling our AI-enabled services offering to deliver measurable value for our clients,” added van Bokhoven. 

Through the appointment, TEAM LEWIS aims to further strengthen its global growth agenda while helping clients navigate the evolving AI landscape and unlock new opportunities through the combination of human creativity and machine intelligence.

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Based in Singapore, Kee will oversee Fabulate’s commercial operations across Southeast Asia, Japan and South Korea, leading client, platform and agency partnerships across the region.

He joins the company with more than two decades of experience across the media, technology and entertainment sectors, having held senior leadership roles focused on commercial strategy, partnerships, digital transformation and brand marketing.

Prior to joining Fabulate, Kee held leadership positions at Meta, Yahoo and The Walt Disney Company. At Meta, he helped develop strategic agency partnerships and played a role in establishing the company’s operations in Malaysia. During his time at Disney, he led regional functions spanning brand marketing, partnerships, creative and digital, overseeing teams across Southeast Asia.

Commenting on his appointment, Kee said, “I’m incredibly excited to be joining Fabulate at such a pivotal moment in its growth journey as it takes its footprint across the region to the next level. The creator marketing industry is experiencing such phenomenal growth, yet many brands are still managing fragmented workflows, disconnected data and manual processes that limit scale and efficiency.”

He added, “What excites me most about Fabulate is that it has built a genuinely end-to-end platform that brings together technology, intelligence and creativity in a way that the market has been demanding for years. The company’s investment in AI, automation and measurement is helping solve some of the biggest challenges facing marketers today while creating new opportunities for brands, agencies and creators alike.”

The appointment comes as Fabulate continues to expand its presence across APAC. The company currently operates in Australia, Singapore, Malaysia, the Philippines, Vietnam, Thailand, Indonesia, South Korea and Japan.

According to Fabulate, the creation of the regional commercial director role reflects the company’s growth across APAC and its focus on strengthening partnerships in key creator marketing markets.

“The opportunity across Southeast Asia, Japan and South Korea is enormous, and I look forward to working with our clients, agency partners and platform partners to help shape the future of creator-led marketing across the region,” Kee said. 

Over the past two years, Fabulate has expanded its regional operations, established its Singapore presence and launched its AI-powered SparQ product suite. The company has also been recognised by industry organisations including MARKETECH APAC for its influencer marketing technology offerings.

“Jon is one of the most respected commercial leaders in the region and brings an extraordinary combination of platform expertise, commercial acumen and brand-building experience,” said Ben Gunn, Chief Revenue Officer at Fabulate. “Having held leadership roles across companies such as Meta, Disney, and Yahoo, he has a rare understanding of how technology, media, content and partnerships come together to drive business outcomes. 

Gunn continued, “As creator marketing continues to mature into one of the most important channels in the marketing mix, having someone of Jon’s calibre join the business is a landmark moment for Fabulate. His experience scaling businesses, building strategic partnerships and leading high-performing teams makes him the ideal person to lead our next phase of growth across Southeast Asia, Japan and South Korea.” 

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The new discipline forms part of Omnicom Media’s global operating model and is intended to provide a more structured approach to client management and delivery across the region.

Leading the function is Paul Hawkey, Chief Client Success officer for APAC, who brings more than three decades of experience in client management and business transformation within Omnicom Media. 

In the role, Hawkey will oversee the development of a connected client leadership community across the region, support the implementation of delivery standards, and help scale Omnicom Media’s capabilities across APAC markets.

Commenting on his appointment, Hawkey shared, “The most successful client partnerships are built on trust, shared ambition and a deep understanding of our clients’ businesses. Client success is about ensuring we consistently deliver our best work, bringing together the right expertise from across our network, and helping clients navigate increasingly complex business challenges.”

“By launching the Client Success discipline in APAC, we are investing heavily in our client leadership teams and creating greater consistency in how we deliver value to clients across the region. This positions us to build deeper, future-ready client partnerships and drive stronger business outcomes,” he added. 

Supporting Hawkey are four newly appointed Client Success Leads representing Omnicom Media’s agency networks: Kris Biti, Executive Director, Client Success at OMD APAC; Susannah Llewellyn, Executive Director, Client Success at PHD APAC; Raveena Udasi, Executive Director, Client Success at UM APAC; and Madelin Farrington, Executive Director, Client Success at Initiative APAC.

The regional leadership team will work with agency leaders to establish consistent approaches to client leadership and service delivery across markets and brands.

The Client Success organisation comprises more than 180 client leaders across 13 APAC markets. As part of the initiative, the group will participate in development programmes focused on enhancing capabilities, sharing best practices, and responding to evolving client requirements.

According to Omnicom Media, the structure is intended to create greater consistency in client leadership and delivery while enabling local teams to connect clients with expertise from across the wider network. The move also aligns with the company’s broader efforts to standardise client management practices across its global operations.

Tony Harradine, CEO, Omnicom Media APAC, said, “The challenge facing clients today is about knowing how to connect the right capabilities to solve business problems. As media, technology, commerce and AI continue to converge, these appointments enable us to provide a more connected way for clients to access the full breadth of our expertise and agency networks. 

Harradine continued, “Ultimately, our role is to simplify complexity, strengthen partnerships and help clients unlock greater growth, and I am confident Paul and the team will be able to help our clients access the best of Omnicom Media through a single, connected leadership experience.”

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In his new Singapore-based role, Saha will lead on expanding the Aleph’s regional strategy and operations across APAC, including Malaysia, strengthening platform partnerships and helping advertisers and partners unlock greater value across diverse markets.

Saha joins Aleph from WPP Media, where he most recently served as Chief Executive Officer (CEO) for Singapore and Malaysia while also leading media management and delivery across the Asia-Pacific, Middle East and Africa (APMEA) region. During his tenure, he led initiatives across addressable media, influencer marketing and commerce while driving operational excellence and media accountability.

With more than 17 years of experience in the advertising industry, Saha has built and scaled data-driven businesses across key Asia-Pacific markets, including China, India, Australia and Southeast Asia. He is also recognised for his expertise in ad-tech, platform partnerships and digital innovation.

Commenting on his appointment, Saha shared, “APAC is at the heart of the next wave of digital transformation, and the opportunity to lead Aleph’s growth across this incredibly diverse and fast-moving region is one I’m delighted to take on.”

“Aleph’s combination of global scale, exclusive platform partnerships, and deep local execution is unmatched, and I look forward to working alongside our talented teams across the region to unlock new possibilities for our partners, our clients, and the wider digital ecosystem,” added Saha. 

The appointment forms part of Aleph’s broader strategy to deepen its presence across APAC and strengthen connections between global digital platforms and local advertisers throughout the region.

Aleph operates across more than 130 high-growth markets and over 90 offices worldwide, leveraging exclusive partnerships with more than 55 digital platforms to help businesses scale through local expertise and global reach.

Through its network, Aleph provides brands and advertisers access to a portfolio of major digital platforms, including Uber, X, Pinterest and Reddit, helping businesses navigate local markets while enabling global platforms to scale more effectively across high-growth regions.

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As the region prepares for the biennial football tournament set to take place from 24th July to 26th August, Hyundai champions the idea that football can transcend borders, cultures and languages, positioning the sport as a powerful force for unity across the region’ss 11 participating markets.  

Through ‘Driving ASEAN as One,’ Hyundai aims to reinforce its global “Progress for Humanity” vision while strengthening its connection with football fans throughout Southeast Asia.

Supporting the campaign is the Hyundai STARGAZER, which has been named the hero model for Hyundai Cup™ 2026 and serves as a symbol of connection, togetherness and shared journeys.

The campaign will come to life through a series of fan-focused experiences leading up to and throughout the tournament, including the ongoing Hyundai Cup™ 2026 Trophy Tour, giving supporters across the region an opportunity to engage with one of the tournament’s biggest symbols before kick-off.

Fans can also look forward to match-day stadium activations, exclusive giveaways and test-drive experiences designed to bring the campaign closer to local communities.

Building on more than 27 years of global sports partnerships, the campaign highlights Hyundai’s continued investment in football as a platform for bringing people together through shared passion and memorable experiences.

Additional country-specific activations and fan experiences are expected to be announced across ASEAN markets in the lead-up to the tournament.

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New data from Criteo shows APAC travel demand remained resilient heading into the spring season, with hotel traffic rising and a late spike of nearly 30% year-on-year, even as OTA conversion rates softened 10% year-on-year in Q1.

The report found that while overall demand remains steady, travellers are becoming more selective about how and where they travel. Air traffic in the region fell 17% year-on-year in Q1 2026, as tensions in the Middle East prompted some travellers to reconsider long-haul plans. However, demand has largely shifted toward nearer destinations rather than declined.

In April, air bookings rose 1.0% for short-haul and 1.8% for medium-haul travel year-on-year, while long-haul bookings fell 2.8%, signalling a continued pivot to regional travel. Rather than a broad pullback, the data points to a recalibration in demand, creating opportunities for destination marketers and online travel agencies focused on shorter-haul routes.

Criteo also found that APAC travellers are spending more time researching and comparing options before booking. On average, travellers browse around 25 hotel listings before booking, while 66% cite reviews as a key decision factor. For travel brands in the region, the challenge has shifted from attracting interest to closing bookings.

This longer consideration period is also reflected in APAC’s extended booking season compared to other regions. Travel bookings outpaced retail sales week-on-week from early July through mid-October 2025, longer than in both EMEA and the Americas. The trend signals an extended activation window for marketers, supporting always-on campaign strategies over short, peak-driven bursts.

At the same time, travellers are increasingly turning to AI tools for planning, with APAC leading adoption. The report found that full-trip AI planning is most common in the region, with 45% of Japanese travellers and 47% of South Korean travellers using AI for end-to-end trip planning, versus a global average of 30%.

AI is also emerging as a key channel in the travel journey. In March 2026, ChatGPT accounted for a higher share of travel booking page visits than traditional search by 13 percentage points, while 72% of Criteo’s travel clients recorded at least one booking from ChatGPT referrals.

Criteo said the shift underscores the need to identify high-intent travellers rather than focus on volume. In partnership with the company, Skyscanner shifted its mid-funnel success metric from clicks to “Engaged Search Sessions”, defined as sessions where users did not bounce and completed at least one search for flights, hotels or car hire. Campaigns optimised on this metric in India and Canada delivered up to a 67% lift in ROI and an 80% increase in engaged search sessions.

As travellers navigate a more cost-conscious and complex environment, Criteo said brands that best convert will be those using real-time commerce data, AI-driven targeting, intent-based strategies and full-funnel activation to engage travellers throughout the booking journey.

“In Japan and South Korea, nearly half of travellers are now turning to AI in their trip planning, a strong signal for the rest of APAC. How a hotel, airline, or destination is surfaced and described by AI now matters as much as how it’s advertised,” said Szi Wei Lo, Executive Managing Director, APAC, Criteo. 

“Travel brands no longer win simply by outbidding competitors — they win by making it easier for travellers to understand, compare and choose their offering. The travel brands that pull ahead will be those treating content and product data as the driver of discovery, not a back-end concern.”

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