Tag: Artificial Intelligence

In Asia’s fast-evolving communications landscape, there’s no single formula for agency leadership. What’s needed is a rare blend of adaptability, optimism, and entrepreneurial drive—qualities that help leaders thrive amid shifting market dynamics and rising client expectations.

For David Ko, managing director of Ruder Finn Interactive Asia (RFI Asia)—the regional innovation and digital arm of Ruder Finn—that mindset defines his approach. It’s a leadership style equally grounded in navigating the cultural complexities of local markets and confronting the seismic changes reshaping the global agency model.

In this edition of Agency Leadership Decoded, MARKETECH APAC speaks with Ko about navigating cultural complexity, empowering teams, and why the agency model, in the face of AI and client transformation, must reinvent itself or risk extinction.

From founder to network leader: scaling agility with structure

Before joining the Ruder Finn network, Ko had built Daylight Partnership into a standout digital agency. When it was acquired, the shift from founder to regional leader marked more than just a change in title—it became an opportunity to scale his impact without losing the entrepreneurial edge that defined his leadership.

“Transitioning taught me the value of blending entrepreneurial agility with the resources and structure of a larger organisation,” he said. “As a founder, you learn to move fast, take risks, and wear many hats. The biggest lesson? Culture is everything. You need to preserve the innovative spirit that made your company successful, even as you leverage the reach of a global network.”

That experience also gave Ko perspective on the contrasts between running a boutique firm and leading within a large agency ecosystem—especially at a time when rapid technological shifts are rewriting the rules of the industry.

“For the first time in history I believe the agency model is under serious threat, and whether our industry survives very much depends on how well we can adapt and thrive,” he said.

Against this backdrop, Ko’s leadership focuses on trust, empowerment, and innovation from within.

“I focus on building trust, encouraging initiative, and ensuring our people have the freedom to innovate. This optimism and belief in our team’s potential, combined with a practical approach to problem-solving, have allowed us to deliver strategic counsel that’s both locally relevant and globally competitive,” he added.

Leading across cultures through autonomy, mentorship, and empowerment

Operating in Asia’s fragmented landscape means no two markets—and no two teams—are the same. For Ko, effective regional leadership begins with cultural respect and clarity but is ultimately built on trust, autonomy, and shared purpose.

“It starts with recognising that each market has its own way of working, and every team member brings something unique to the table,” he shared. “I’m a strong believer in developing talent from within and giving people the autonomy to lead in their own style.”

At RFI Asia, empowerment isn’t just about handing out responsibilities—it’s about creating the right conditions for people to take ownership, take risks, and thrive. Ko avoids micromanagement in favour of mentorship, fostering an environment where ideas can flow freely and individuals are encouraged to grow into their strengths.

“In practice, empowerment at RFI Asia means identifying each person’s strengths and giving them opportunities to lead projects, experiment with new ideas, and learn from failure without fear,” he said.

That commitment extends to investing in training, supporting cross-market collaboration, and championing initiative at all levels. “I make it a point to be a cheerleader—if someone wants to try something new or take on more responsibility, I’ll back them up.”

The result is a team that’s united by purpose but flexible in approach—capable of delivering for clients across diverse markets, while building a culture of trust and continuous growth from within.

Tech-enabled storytelling: beyond good content

With AI, immersive platforms, and dark social channels redefining how people interact with content, Ko sees the future of storytelling as deeply personalised and experience-led.

“Tech-enabled storytelling is no longer just about formats—it’s about creating experiences that are personal, interactive, and memorable,” he explained. “AI lets us tailor content in real time, but the difference between ‘good content’ and truly immersive storytelling is emotional resonance.”

According to Ko, what makes stories stick isn’t just technology—it’s originality and authenticity. At RFI Asia, that means crafting ideas that can live across multiple ecosystems—while staying anchored in human insight.

“Immersive stories invite the audience to become part of the narrative, not just observers. “It’s about using tech to deepen engagement, not distract from the message,” he emphasised. 

Agency evolution: consultative, cross-disciplinary, and client-first

As clients in Asia demand more strategic value at faster speeds, Ko believes agency networks must evolve beyond traditional service delivery to become truly consultative and tech-empowered.

“Clients want partners who can move fast, offer actionable insights, and deliver integrated solutions across markets,” he said. “That means investing in AI, data analytics, and cross-disciplinary teams—but also doubling down on local creativity.”

While in-housing and AI pose undeniable challenges to the traditional agency model, Ko is optimistic about the future—provided agencies adapt with purpose.

“The qualities that make agencies indispensable haven’t changed: fresh perspectives, diverse skill sets, scalability, and industry best practices,” he said. “At the end of the day, clients want partners who are in it with them—not just to deliver, but to co-create.”

Despite what he describes as a looming “tsunami” in the form of AI and business transformation, Ko remains confident in the resilience of people-led agencies—especially those willing to evolve.

Singapore brands’ success hinges on more than just reaching consumers—it is also about engaging them through intelligent, seamless, and personalised connections. Marketers stand at the forefront of this evolution, harnessing advanced technologies to keep pace with the dynamic industry. To thrive, brands must navigate the AI-first world, leveraging its capabilities while strengthening their omnichannel strategies.

Designed to empower this shift in the industry, the ‘AI-volution: Spark, Engage, Convert’ workshop is heading straight to the hub of innovation to dive into AI and omnichannel strategies for customer engagement. While discussing practical applications in marketing, the event will also gather brands and industry experts to share insights and ultimately shape customer engagement strategies.

The workshop will be held on 2 July 2025 at InterContinental Singapore,  from 9:30 a.m. to 12:30 p.m. SGT. Through the event, brands will gain knowledge on methodologies and platforms essential for forging meaningful connections with customers. It aims to demystify how AI-driven personalisation and omnichannel journeys are becoming the catalyst for sustainable growth.

Participants can expect mastery of omnichannel, blending AI with human connection, and customer-centric growth through the workshop. The event will cover strategies for creating seamless customer journeys, leveraging AI for personalised interactions, and the importance of innovative digital chat. Attendees will also engage in interactive sessions and hear from industry leaders on customer-first principles for sustainable growth.

Leading this transformative session is Asnawi Jufrie, vice president and general manager for Southeast Asia at SleekFlow, an omnichannel conversational AI platform. Jufrie’s extensive background in CRM, CX, and AI positions him to provide extensive insights on how brands can scale through smart automation while preserving the human element in their customer-first approach. More speakers will be announced soon to complete the lineup.

SleekFlow partnered with MARKETECH APAC to host the event. To join the AI-volution and redefine your brand’s customer engagement, register your interest here to secure a spot and step into the future of intelligent customer engagement.

Australia – Australian marketers are grappling with widespread underutilisation of marketing technology, capability gaps in first-party data, and mounting pressure to adapt to emerging AI technologies, according to a new report from digital consultancy Arktic Fox.

The Digital, Marketing & eComm in Focus 2025 report, released today in collaboration with recruitment firm Six Degrees Executive, surveyed over 200 senior marketing and business leaders nationwide. Now in its fifth year, the report paints a sobering picture of the challenges facing the industry, with only 19% of brands reporting semi or strong utilisation of their martech tools.

The findings suggest many brands are falling short in converting technology investments into business impact. While 51% of brands say they’re focused on implementing existing tools rather than acquiring more, utilisation remains low, and nearly half of respondents feel pressured to prove return on investment. Arktic Fox founder Teresa Sperti says the disconnect points to broader strategic and organisational issues.

“Despite significant investment in martech and data, many aren’t seeing meaningful returns. Maturity gaps across key areas like analytics, customer experience, and AI readiness are holding brands back,” said Sperti.

AI adoption accelerates, but sophistication remains elusive

The report reveals that 59% of brands are experimenting with or scaling their use of AI and generative AI, particularly in personalisation and content generation. However, Sperti warns that many efforts are still efficiency-led and lack strategic depth.

“Brands are beginning to embed AI into workflows, reskill teams and establish governance,” she said. “But without strong data foundations—like a unified customer view—more advanced AI applications remain out of reach for most.”

Just 14% of brands reported having a mature, unified view of the customer. While most respondents rank customer data strategy as a high priority, 53% admit their capabilities in this area are lagging.

Data strategy misalignment and privacy readiness lag

The findings also highlight a growing tension between data ambitions and execution. While 83% of brands view first-party data as critical over the next two years, only a minority are investing in identity resolution—a foundational step toward creating a unified customer profile.

Billy Loizou, area vice president at Amperity, said the misalignment is a major red flag. “Without identity resolution, personalisation falls apart. Brands can’t grow without it. Closing that gap is no longer optional.”

Privacy compliance is another pain point. Fewer than half (47%) of surveyed leaders believe upcoming changes to the Privacy Act are well understood by their teams, and only 4 in 10 say they have a plan in place to adapt.

Talent and skills gap deepens

Adding to the challenge is a widening skills gap. For the first time in the report’s history, ‘emerging technologies’ overtook data and analytics as the most urgent skills gap across marketing teams. This reflects the growing pressure on marketers to adapt to rapid technological change and the AI revolution.

Meanwhile, e-commerce maturity continues to lag, with 75% of respondents saying they trail behind global leaders. Trust in retail media networks is also low, with only 46% expressing confidence in these platforms.

Shift toward composable martech stacks

In response to rising frustration with monolithic martech platforms, the report found a shift toward more flexible, composable stacks. Brands that embraced this model reported higher levels of utilisation and impact. However, Sperti noted that IT departments often remain a barrier.

“Too often, IT drives martech decisions based on control and cost rather than business impact,” she said. “Aligning IT and marketing strategy is critical for driving value from these platforms.”

Outlook: ambition outpacing execution

While many brands understand the strategic imperatives—AI, data unification, privacy compliance—the report concludes that execution remains the primary barrier to progress.

“There’s a disconnect between ambition and capability,” said Sperti. “Investment must now shift from tools to skills, strategy, and activation if brands want to close the maturity gap and unlock value.”

With economic pressures rising and competition intensifying, the report serves as both a wake-up call and a roadmap for brands looking to evolve.

India – As part of its latest campaign, Agoda has unveiled an AI-driven vacation planner for Indian travellers, created in partnership with Google AI.

Developed using Google’s Gemini and Imagen models, the new tool combines AI-driven natural language understanding with Agoda’s global inventory of travel offerings to generate customised destination and itinerary recommendations. The ‘AI Vacation Planner’ is designed to respond to user preferences and travel intent, delivering detailed, personalised itineraries within seconds.

Gemini processes input from travellers to identify their needs and interests, while Imagen transforms the resulting itineraries into visually rich, interactive presentations. Users can download and share their tailored travel plans, which may also include platform-exclusive discounts.

“At Google, we believe in empowering visionaries to transform industries. Our collaboration with Agoda is a perfect example, as we collectively embark on a journey to truly reimagine travel – moving beyond simple bookings to instantly personalised, vividly inspiring journeys for every traveller, powered by advanced AI,” said Pulkit Lambah, industry head for travel at Google Asia Pacific. 

Agoda says the tool draws from over 5 million properties, 130,000 flight routes, and 300,000 activities available on its platform, simplifying the process of trip planning for users seeking curated travel suggestions.

The campaign targets a range of traveller profiles through Google’s AI-enhanced ad tools across YouTube and Google Ads. Agoda also partnered with creative agency Kulfi Collective and AI studio TrueFan for campaign development.

As part of the promotional effort, Bollywood actor and Agoda brand ambassador Ayushmann Khurrana appears in the role of “Chief Wellness Officer”, Mr Vacaywala. In the AI-generated videos, Khurrana offers personalised, budget-friendly travel suggestions and narrates itineraries tailored to individual users.

The AI Vacation Planner is available to Indian users through AgodaVacationPlanner.com and will remain live until 30 June. Promotional efforts will continue across YouTube and Meta platforms throughout the campaign period.

Gaurav Malik, country director of India, Sri Lanka, and Nepal at Agoda, shared, “Imagine travel planning that’s as exciting and smooth as the journey itself. That’s what we’ve achieved by blending Google’s advanced AI models with Ayushmann Khurrana’s dynamic Mr Vacaywala. On the campaign website AgodaTravelPlanner.com, we’ve redefined the travel planning experience to be both personal and inspiring, and we’re absolutely thrilled to make this available to Indian travellers this month!” 

Kuala Lumpur, Malaysia – The Forward Asia Strategic Transformation (FAST) movement under Persatuan Usahawan Maju Malaysia (PUMM) is making its latest stop at Penang, continuing its objective of championing the importance of embedding ESG and AI into the core strategies of SMEs to ensure long-term relevance in today’s competitive landscape.

In its latest stop in Penang, FAST featured a session titled “Unleashing the Untapped Potential of Business to 10x with AI & the Right Strategy,” delivered by Jaff Low, founder of AdsHelper.

“AI is no longer something for tech giants alone,” Jaff said. “It’s now the key enabler for everyday businesses to automate smarter, reduce inefficiencies, and scale faster with the right tools, especially in marketing to the right person. With the right approach, even a traditional SME can have 10x its reach and revenue.”

The FAST movement is built on the belief that ESG is not just for large corporations, and AI is not just about technology, it’s about transformation. PUMM President Dato’ Dr. Teh emphasised that embracing these elements is no longer optional.

“AI and ESG have risen to a level where businesses simply can’t ignore them. They are the new standards of responsible and scalable growth. Those who don’t adapt will risk being left behind, both locally and globally,” he said.

With AI rapidly changing business norms, leaders must not only adopt technology but develop the agility to reimagine their business in a digital-first world.

Yens Chong Yen Kai, the organising chairman of the event and visionary who initiated the FAST movement, reminded attendees that in today’s business world, simplicity can be deceptive.

“Doing business today has become so easy—it’s also become harder to stand out. That’s where ESG comes in. It helps businesses rediscover their purpose and responsibility. And AI? It’s the force multiplier. But even with both, you still need Adaptability Quotient(AQ) to navigate constant change. That’s the true competitive edge today.”

Through PUMM, FAST has positioned itself not just as a campaign, but a nationwide transformation movement, designed to help business owners upgrade their strategies, align with global standards, and contribute to national economic resilience.

With 15 sessions planned across Malaysia and a flagship summit scheduled for November 2025 in Kuala Lumpur, the FAST movement is gaining momentum as a beacon of change for ASEAN’s SME ecosystem. Each session builds toward a larger goal: equipping business leaders with the tools, mindset, and connections to transform, compete, and lead.

India – Britannia Milk Bikis has joined forces with World Chess Champion Gukesh Dommaraju to roll out an interactive virtual chess challenge designed to engage and inspire young thinkers across India.

The partnership kicks off with the launch of Britannia Milk Bikis Smart Moves, an interactive virtual chess game accessible by scanning a QR code on Britannia Milk Bikis Base and Atta variant packs. The game invites players to test their logic, speed, and strategic thinking through two levels of chess-based challenges.

In the first level, players are presented with a one-move checkmate puzzle. Those who solve it successfully receive assured cashback. Successful players then advance to the second level, which ups the difficulty by requiring a two-move checkmate. Completing this level unlocks a subscription to the CircleChess platform.

The game features a live leaderboard ranking participants based on the speed and efficiency of their solutions. The top player—determined by the fastest checkmate—will either get the chance to play a match with Gukesh Dommaraju or win a trip to Europe to witness him compete in an international tournament*.

To support the campaign, Britannia Milk Bikis has released a fully AI-generated film featuring Gukesh D. Every frame—from his likeness and voice to his expressions—was developed using advanced generative AI tools. The film marks a creative milestone by maintaining full visual consistency throughout a human character, addressing a longstanding challenge in generative storytelling. 

The game can be played in three simple steps. First, scan the QR code on the Milk Bikis pack using a mobile device. Next, complete the Level 1 one-move checkmate to receive cashback. Then, solve the Level 2 two-move challenge to unlock a CircleChess subscription. Those who complete both levels enter the running for the grand prize—a chance to play chess with Gukesh D or travel to Europe*.

Siddharth Gupta, general manager – marketing at Britannia, said, “Gukesh D represents the sharpest mind of his generation, and we at Britannia are proud to join hands with him for Britannia Milk Bikis. With Milk Bikis Smart Moves, we’re bringing a new dimension of engagement to our consumers, a game that not only entertains but also exercises the brain. Taking this innovation a step further, we’ve also launched a fully AI-generated film featuring Gukesh, setting a creative benchmark in the way stories can be told using technology. Every Milk Bikis pack now becomes a gateway to thinking faster, playing smarter, and being rewarded for it.”

He added, “This collaboration reflects Britannia’s continued commitment to nurturing talent in sports and inspiring the next generation of champions across diverse disciplines. The campaign blends tech, gaming, and strategy to spark curiosity and competition among young audiences in a fun, rewarding way.”

“This film is a bold leap into the future of storytelling. With this film, we’ve redefined what’s creatively possible with Gen AI in advertising. To bring a world champion like Gukesh D to life entirely through AI — with absolute realism and consistency — is not just a technical feat but a creative breakthrough. We’re proud to partner with Britannia on this historic first for Indian advertising,” said Meherzad Contractor, head of studios at Hogarth India.

At just 17, Gukesh Dommaraju made history by becoming the youngest-ever winner of the FIDE Candidates Tournament and is now India’s newest World Chess Champion.

The collaboration between Britannia Milk Bikis and Gukesh celebrates the synergy of play and strategy, aiming to inspire children to sharpen their thinking skills and embrace smart decision-making through the game of chess.

Gukesh Dommaraju shared, “I’m really excited to partner with Britannia Milk Bikis. Chess has taught me patience, focus, and the power of thinking ahead, and I believe every young mind can benefit from it. With Milk Bikis Smart Moves, I’m glad that young minds across the country now have a fun and accessible way to experience the magic of chess. It’s a great first step into a game that sharpens the mind and builds confidence, and I can’t wait to see the talent it inspires.”

Kuala Lumpur, Malaysia – Malaysia Airlines is ramping up its digital transformation efforts through an expanded strategic partnership with tech giant Google. The collaboration, first launched in 2024, will now focus more intensively on artificial intelligence, personalised marketing, and digital innovation across the airline’s operations.

The announcement marks a new chapter in the airline’s strategy to enhance customer engagement and streamline services. Under a newly formalised Joint Business Plan, the partnership aims to embed Google’s AI technologies — including Gemini and image-to-video tool Veo — throughout the traveller experience.

One of the recent highlights of the collaboration was an interactive AI showcase at the MATTA Fair, where visitors were able to use Veo to turn personal photos into short videos. This experience tied into Malaysia Airlines’ “Time For” campaign, demonstrating how emerging technologies can create more engaging, shareable travel content.

“This is about transforming how we connect with our customers — from inspiration to booking, to every interaction across the journey,” said Dersenish Aresandiran, chief commercial officer of airlines at Malaysia Aviation Group (MAG). “By leveraging Google’s advanced technology and global expertise, we’re unlocking new opportunities, enhancing the travel experience, and reinforcing Malaysia’s appeal as a world-class tourism destination.”

The partnership will prioritise four main areas:

  • AI-Powered Marketing: Utilising Google’s Performance Max and Search tools to deliver data-driven campaigns.
  • Global Brand Expansion: Launching YouTube marketing campaigns across key markets including the UK, Australia, New Zealand, Japan, and ASEAN.
  • Innovation Acceleration: Cultivating a culture of experimentation to test new digital ideas quickly.
  • Customer Data Integration: Enhancing loyalty programmes and premium offerings through first-party data insights.

Farhan Qureshi, Google Malaysia’s Country Director, said the partnership highlights the power of combining technology and creativity. “Together, we’re pushing boundaries to deliver more relevant, intuitive, and engaging experiences for travellers worldwide,” he said.

The strengthened alliance comes as Malaysia Airlines positions itself as a key player in regional aviation ahead of Visit Malaysia 2026, the country’s upcoming tourism campaign. The airline aims to become a digital-first carrier and support Malaysia’s goal of being the gateway to Asia.

The collaboration also reflects a broader trend in the aviation industry, where digital capabilities are becoming central to both customer satisfaction and commercial success.

Australia – As artificial intelligence continues to disrupt traditional retail and marketing landscapes, industry leaders are turning their focus to how AI can future-proof loyalty programs. The Australian Loyalty Association (ALA) has confirmed that artificial intelligence, personalisation, and customer data ethics will headline discussions at the upcoming 2025 Asia Pacific Loyalty Conference.

Recent ALA research reveals a growing tension between consumer expectations and trust. Nearly half of members (46%) expect brands to understand their preferences, while 58% are willing to share their data in exchange for more relevant offers. 

However, 53% remain uneasy about the sheer volume of data collected by loyalty programs. Communication preferences also signal a need for brands to tread carefully: 75% of consumers prefer email updates, but only 35% are open to receiving texts, with 68% limiting SMS to urgent matters.

ALA Founder and Director Sarah Richardson said the growing complexity of customer expectations demands a smarter, tech-driven response from loyalty professionals. “AI is not just a tool—it’s a transformative force in the loyalty ecosystem,” she said. “To remain competitive, loyalty leaders must embrace new technologies while being deeply mindful of consumer comfort and trust.”

As AI reshapes every stage of the loyalty journey—from data strategy to seamless customer experience—the 2025 Asia Pacific Loyalty Conference will serve as a critical forum for brands seeking to stay ahead in an increasingly intelligent and customer-centric marketplace.

The 2025 conference agenda opens with a Fireside Chat featuring Robert Lopez, Chief Marketing & Innovation Officer at Norths Collective, and Lucinda Acheson, Customer and Loyalty Strategy Lead at Salesforce. The session will explore how AI technologies such as predictive analytics and machine learning are reshaping customer experience and loyalty across the Asia Pacific region—highlighting strategies to balance innovation with transparency and ethical data use.

Robert Pope, General Manager of Customer at Myer, will also speak on adapting loyalty strategies during an economic downturn. His session will delve into how brands can remain agile in the face of inflationary pressures while continuing to deliver meaningful value to their members.

“In this session, we will explore how the AI era is reshaping customer experience and member loyalty,” said Pope. “Attendees will leave with practical strategies to apply AI in creating more efficient, personalised and trusted loyalty experiences.”

With over 30 expert speakers and 200 brands represented, the event promises insights into the future of loyalty across multiple dimensions—including emotional loyalty, omnichannel engagement, and data-led personalisation.

MARKETECH APAC is also hosting its What’s NEXT in Marketing conference series, which highlights the future of marketing in APAC this 2025 and beyond, as well as the Retail & E-Commerce Innovation series, highlighting the convergence of retail and e-commerce for brands in Southeast Asia.

India – DermiCool has partnered with Wondrlab India to launch a fully AI-generated advertisement film, marking a bold step forward in tech-driven brand storytelling.

Created in collaboration with AI creative agencies The TopScout and Crushed Studios, the ad film reimagines the fight against ghamoriyan (prickly heat) through a video game-inspired narrative. Set on a stylised battlefield, it features animated warriors combating heat-induced monsters, representing DermiCool’s cooling effect.

Amit Akali, co-founder and CCO of Wondrlab, said, “Very rarely does a client present a brief that lets us push creative and technological boundaries. We had the concept in place, but bringing AI into the mix supercharged the execution and gave the film an entirely new visual identity.”

Gauri Gokarn, content lead at Wondrlab, added, “While AI is still in its early days in advertising, this project has shown us just how powerful the technology can be when used thoughtfully. It wasn’t just about creating content—it was a collaborative learning journey that opened up new creative avenues.”

The release builds on the momentum of the brand’s earlier ‘Garmi ki Pakad’ campaign, which resonated strongly with audiences.

Now live across major digital platforms, the AI-generated film reflects a growing shift toward tech-enabled storytelling in Indian advertising.

Kaushik Vedula, AVP-marketing for DermiCool at Emami India, said, “DermiCool enjoys the love of its consumers owing to it consistently delivering cooling relief from heat and associated problems like prickly heat. In our efforts to win the new generation of consumers, we realised that we needed to adopt modern storytelling formats while retaining the legacy we are proud of.”

“DermiCool Warriors, our digital film, is an effort in that direction. It embraces future-facing technologies in brand communication while staying true to the brand’s core emotional legacy and promise. The campaign highlights the strategic use of AI as a cost-effective alternative to high-budget filmmaking while being a more agile and efficient approach to creative development,” Vedula added.

China – LUX, together with VML Singapore, has unveiled a new campaign that challenges deep-rooted naming traditions in China—encouraging women to reclaim their identity by creating meaningful, modern names that celebrate who they truly are.

As part of the campaign, LUX and VML Singapore launched ‘Reclaim Her Name’, a digital tool that allows women in China to replace outdated, gender-biased names with alternatives that reflect modern values and personal empowerment. The tool, accessible via mobile apps WeChat, Weibo, and Rednote, uses AI to suggest new names based on the original—retaining key elements such as sounds and characters, but shifting away from regressive associations.

The initiative introduces the concept of “self-renaming”, a response to the enduring practice of assigning names that reflect traditional gender hierarchies. In China, it remains common for women to be given names that signify fragility, inferiority, or disappointment—such as Zhao Di (“I wish I had a boy”), Ya Nan (“Second to man”), and Sheng Nan (“Bear me a boy”). These names continue to reflect deep-seated gender bias, subtly reinforcing the idea that women are secondary to men.

Rooted in feminist history, the campaign draws inspiration from Nu Shu, a centuries-old secret script developed and used exclusively by women during the Song Dynasty. Created as a way for women to communicate and share their experiences in a male-dominated society, Nu Shu’s flowing, symbolic strokes form the basis for the campaign’s custom-designed “New Women’s Font”, which appears throughout the tool.

The name-changing process is designed to be interactive and intuitive. Users enter their current name and simply shake their phones to receive a new suggestion. If the result doesn’t resonate, they can continue shaking until they find a name that aligns with their identity.

By combining technology with cultural insight, ‘Reclaim Her Name’ offers a modern response to a longstanding issue—providing women with a means to assert agency over something as foundational as their name.

Marco Versolato, chief creative officer – WPP@Unilever at VML Singapore, said, “Inspired by an ancient, secret language created only for women, we’re rewriting sexist traditions to create meaningful new names that reflect the spirit of modern, dynamic women in China.”

Since its launch, ‘Reclaim Her Name’ has generated over 14,000 new names, reflecting growing engagement with the tool and broader conversations around identity and gender norms in China.

Judy Zu, global brand director at LUX, shared, “Each Chinese character is an alchemy of sound and symbol: the same strokes, rearranged, weave blessings or critiques. At LUX, we believe every woman deserves a name that becomes a mirror to her strength and a compass for her journey. Yet, even today, profound bias still lurks behind many women’s names. That’s why we created Reclaim Her Name: not just to rename, but to reignite. Because every woman can – and should – sculpt her identity unapologetically; just as characters transform with every stroke, so can we.”