Tag: Global

Singapore – Samsung, in collaboration with BBH Singapore, has launched a new global advertising campaign spotlighting the Galaxy S25 Ultra and its AI features. Powered by Google Gemini, Samsung highlights how the Galaxy S25 Ultra offers practical AI assistance for users in its campaign.

Following its initial launch campaign for the S25 Ultra, Samsung and BBH Singapore released a series of three short films showing the smartphone’s AI capabilities. 

Each film depicts scenarios where AI provides tips for cooking, laundry, and studying. The series shows the smartphone’s conversational intelligence through Gemini Live.

The campaign seeks to resonate with Gen Z audiences, who are actively seeking ‘life hacks’ content and view AI as a go-to solution

Beginning its rollout this month, the global campaign is set to run across various media channels, including television, cinema, social media platforms, and online.

Sascha Kuntze, chief creative officer at BBH Singapore, said, “This campaign captures what people really want – practical solutions that make life easier. Rather than positioning the AI as futuristic tech, we’re showing how Galaxy S25 Ultra unlocks everyday discovery and is your go-to companion for figuring things out.”

United Kingdom – PwC has launched a new global identity that reflects its commitment to driving clients to the leading edge of innovation, debuting the refreshed look as the official consulting partner of Formula 1.

PwC has introduced a refreshed brand positioning and identity—the first major update in more than ten years—to better reflect how the firm operates today and its focus on helping clients unlock and protect value. Central to the update is a clarified purpose: helping clients build, sustain, and accelerate momentum.

The new visual identity features an updated logo incorporating a “momentum mark”, a bolder use of the brand’s signature orange, and refreshed imagery. Accompanying the visual changes is a new verbal identity, marked by a tone that is bold, collaborative, and optimistic.

The rebrand will roll out across advertising, sponsorships, and client-facing materials in the coming weeks. It will be introduced through a new global campaign titled “So You Can”, developed in collaboration with FutureBrand and McCann.

Antonia Wade, PwC global chief marketing officer, said, “PwC is constantly evolving how we bring technology and expertise to help our clients create and protect value. Now, we are evolving another important part of who we are: our brand. As technology and other megatrends continue to transform the economy, it is important that our identity provides the right platform for the formation.”

The brand update aligns with new initiatives aimed at helping clients apply artificial intelligence (AI) more effectively at scale. These include developments in agentic AI—systems designed to make decisions and act independently—alongside technology partnerships and the use of industry-specific insights, processes, and data models to support transformation efforts.

Paul Griggs, US senior partner at PwC, said, “We’re entering a bold new chapter—driven by sharp thinking, deep expertise and an unwavering focus on what’s next. In a world that’s changing faster than ever, we are reshaping how we deliver value as we drive our clients to the leading edge.”

Kristin McHugh, PwC US chief marketing & communications officer, added, “This brand evolution reflects the PwC our clients already experience. We’ve modernised the way we show up to match the strength of what we deliver. Our strategy is clear, our capabilities are deep and our people are what make it real—and we continue to put our clients at the centre of everything we do.”

As part of its brand evolution, PwC will debut this week as the official consulting partner of Formula 1, aligning its focus on innovation and agility with the global sport’s rapid growth.

The partnership launches at the FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX 2025, held from May 2 to 4, and underscores PwC’s aim to support high-performance organisations in operating more efficiently and intelligently.

Under a multi-year agreement, PwC will provide strategic consulting across key areas of Formula 1’s global operations, with a focus on boosting operational excellence and building long-term resilience.

“Formula 1 represents the kind of high-performance environment where strategy, speed and innovation converge – and that’s where PwC thrives,” Griggs said.

“As we work alongside F1’s team, we see an incredible opportunity to support them in their drive to the leading edge, bringing additional innovative thinking to complex challenges – helping them shape their future across an ever-changing global landscape,” he added. 

Singapore – Omnicom Media Group (OMG) is uniting all its influencer capabilities globally under its marketing agency Creo. The move signals a shift in its influencer marketing approach, placing it at the core of its media strategy.

By centralising influencer capabilities, Creo can tap into the vast data available within Omni, the technology platform supporting all Omnicom agencies. It enables relevant creator discovery, precise planning and measurement, and alignment between creator and consumer actions.

Creo has data partnerships with Amazon, Google, Instacart, Snap, and TikTok, further bridging creators and commerce platforms.

The move complements recent launches within Omni, including the ‘Creator Briefing Tool’ that leverages Google Gemini, AI-powered ‘Creo Influencer Agent,’ and ‘Omni Creator Performance Predictor.’

Creo has led campaigns for brands such as Mountain Dew, Delta, and State Farm, using its influencer-centric approach.

“With influencers playing an outsized role in how consumers discover, experience and ultimately choose a brand, we’re bringing together the deep capabilities that we have built in this space – across all of our regions –under a single brand and approach to ensure that every client, in every market can access the same industry-leading talent, tools and technology to build influencer partnerships that unlock brand growth,” Florian Adamski, OMG CEO, said.

The Creo units in Asia-Pacific (APAC) under OMG’s offering are led by Georgina McKinnon, CEO of content at OMG APAC. In selected markets, including India in APAC, the capabilities will operate as OMGCreo.

McKinnon said, “Influencer partnerships are key for our clients, who look to drive cultural impact and build genuine connections with consumers. With Creo, our clients get access to end-to-end solutions that provide them with the strategic advantage to elevate their campaigns and drive measurable results in today’s dynamic market. We look forward to helping our clients lead in the influencer marketing space.”

United Kingdom – Digital identity and financial network World lampoons outdated internet captchas in its latest global brand campaign with Iris Worldwide.

Bringing the captchas from the internet to the real world, the campaign aims to promote better humanity tests through an outdoor statement.

Iris and World installed real-life captcha image grids in urban areas, capturing objects like traffic lights, bikes, and street signs among others. It mimics the style of online captchas.

The real-life captcha was installed in Singapore, Berlin, and Buenos Aires. QR codes are featured on each installation, leading to World ID, a digital identity allowing individuals to prove they are human. The technology offers an alternative humanity test without sharing personal data.

The campaign is part of World’s effort to build its real human network through World ID. It is driven by the inability of captchas to stop bot-driven frauds as they become more advanced.

“Proving you’re human is becoming increasingly important online—but the ways we do it are increasingly irritating and, even worse, ineffective. World ID is a simple and anonymous proof of humanity built for the age of AI. To make people aware of it, we reminded them just how ridiculous the current method actually is. The best ideas are simple and surprising. With real world captchas, we’re trying to capture attention with something as playful as it is provocative,” John Patroulis, chief marketing officer of Tools For Humanity, a contributor to World, said.

Menno Kluin, global chief creative officer at Iris Worldwide, commented, “For years, we’ve tolerated captchas as a necessary evil. This campaign challenges that mindset. We’ve taken something people are used to ignoring online and dropped it into the real world to make it unmissable. It’s a disruptive creative device with a clear message: there’s a better way.”

London, United Kingdom – Socially-led creative agency We Are Social has appointed key leaders to boost its global operations. The agency has promoted Mobbie Nazir as its new chief strategy and growth officer, Emma Cumming as chief of staff, and Silvia Mauri as global head of people and culture.

Nazir previously held the role of global chief strategy officer. Expanding his role, Nazir will oversee the agency’s global business growth, solidifying its position in the market. He will also focus on marketing and public relations, bolstering social media strategy.

Meanwhile, Cumming was formerly the agency’s global culture director. In her new role, she will handle strategic initiatives, overseeing leadership effectiveness and internal communications.

Mauri, previously the global people director, will be focusing on the agency’s employee satisfaction and engagement in her new role.

Nazir, Cumming, and Mauri comprise We Are Social’s executive management board.

“Social media is more crucial than ever for marketers and We Are Social is in the fortunate position of being the world’s leading social agency at a time when investment in social is accelerating. As the social landscape evolves, we’re seeing increasing opportunities to build on what we’re best known for – our first-class social creative output – with more creator and influencer-led work, greater global scale and an increased focus on the integration of paid social and ROI-driven measurement. I’m excited to be taking on this role, helping align our approach to growth more closely with our wider business strategy,” Nazir commented. 

Toby Southgate, global group chief executive officer at We Are Social, said, “The promotions of Mobbie, Emma and Silvia mark a significant shift for We Are Social, demonstrating our commitment to growth and to our people. With Mobbie’s extensive experience in global client and strategy work, and her huge contribution to our business strategy and thought leadership over the last decade, she’s perfectly placed to drive our growth plans forward at the speed that social demands. 

“I’d also like to congratulate Emma and Silvia on their well-deserved promotions. They have both been key players in the agency for a long time, and their roles will be vital to ensuring that our people all over the world thrive, can make career-defining work, and have fun doing it. Their leadership will be invaluable to our continued success,” Southgate added.Southgate, to whom the newly promoted leaders will report, was recently appointed to lead We Are Social as global group CEO.

United Kingdom – Liverpool Football Club (LFC) is reuniting with adidas, striking a multi-year partnership anew. The sportswear giant is set to kick off its deal with LFC in August 2025.

Marking the return of an iconic partnership, adidas will be the club’s official kit partner, seeing the brand supply match kits, training gear, and apparel to all teams and staff.

The partnership rekindles a connection that spans some of LFC’s successful periods from 1985 to 1996 and 2006 to 2012. The previous kits were among fan favourites as they adorned the iconic three stripes.

This marks LFC’s third partnership with adidas.

The new adidas Liverpool kits will be revealed through the brand and club’s channels. They will be available for purchase starting August 1, 2025.

Liverpool is currently in partnership with adidas’ competitor Nike, with the deal set to conclude in July after five years.

Billy Hogan, CEO of Liverpool FC, said, “Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time. adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future.”

Bjørn Gulden, CEO of adidas, commented, “We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base. The jerseys worn during previous partnerships are some of the greatest ever created. We are honoured to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”

Singapore – Levi’s has released the second chapter of its ‘REIIMAGINE’ campaign starring Beyoncé. Titled ‘Pool Hall,’ it builds on Levi’s recent campaign reimagining the brand’s decades-old advertisements.

Aiming to highlight Levi’s denim as timeless and versatile, ‘Pool Hall’ draws from a 1991 advertisement of the same title. It also intends to showcase Levi’s legacy over the years.

Levi’s first ‘REIIMAGINE’ chapter, titled ‘Launderette,’ took inspiration from its 1985 advertisement.

The film, directed by Melina Matsoukas, features Beyoncé modelling Levi’s denim in a pool hall setting alongside actor Timothy Olyphant. 

Supplemental images also highlight Levi’s denim products, customised to reflect individuality.

‘Pool Hall’ rolls out globally on television, digital, social media, out-of-home, and brand activations.

The campaign was made in collaboration with TBWA\Chiat\Day LA and de la revolućion/PRETTYBIRD.

“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does. And when I think of all those things, I think of Levi’s,” Beyoncé said.

“For the second chapter in our collaboration, we had even more fun in reimagining the denim-on-denim narrative, through the lens of a woman, who can be sexy, bold and a fierce competitor, all at once. We wanted to celebrate the duality of grace and power,” she added.

“Levi’s has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core. Pool Hall honours our heritage while breaking new ground, giving fans a chance to personalise their Levi’s and express their unique style,” Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co, said.

Singapore – Samsung places Galaxy AI in the spotlight in its latest global campaign for the newly-released S25 series. The campaign was made in collaboration with creative agency BBH Singapore.

Amplifying the flagship phone series, the campaign emphasises how Galaxy AI, Samsung’s built-in collection of AI features, is fundamental to users’ daily lives.

To boost engagement, the integrated campaign includes a film and a series of commercials revolving around the smartphones’ new AI features.

As part of the campaign, BBH Singapore conceptualised characters to be featured on various content across channels. The characters, placed in different situations, represent how Samsung can help make their experiences better.

The global campaign is set to roll out in the following weeks across social media and digital channels, television, and cinema.

“We identified a crucial opportunity with the S25 Ultra launch to transform how people think about Galaxy AI. Through an audience-centric campaign built around genuine everyday insights, we’ve shown how Galaxy AI naturally fits into people’s lives – not just as innovative tech, but as a companion,” Sascha Kuntze, chief creative officer at BBH Singapore, said.

Sung Chang, executive vice president at Samsung Electronics, commented, “Working with BBH, the campaign perfectly showcases the next chapter of Galaxy AI, welcoming a new era where your phone understands and adapts to you like never before.”

USA – Japan Airlines (JAL) has teamed up with global digital marketing firm Jellyfish to launch its latest global brand campaign, ‘You Mean the World,’ starring Liverpool FC players.

Japan Airlines’ (JAL) new campaign highlights its commitment to ‘omotenashi,’ Japan’s tradition of selfless hospitality, emphasising personalised service for every traveller. It aims to make every passenger feel valued, whether in the air or on the ground.

The campaign draws parallels between travel and football, featuring Liverpool FC players to symbolise shared experiences and JAL’s dedication to exceptional service.

As the official airline partner of Liverpool FC, JAL’s campaign features players Dominik Szoboszlai, Darwin Núñez, and Jenna Clark in visuals incorporating symbolic elements such as crane feathers for tranquillity, butterflies for travel excitement, and cherry blossoms for renewal. Developed through 3D scans by Mayda Creative Co., the imagery combines traditional and modern design influences.

Minako Kent, managing director of global marketing at Japan Airlines, said, “Our new overseas advertising campaign aims to inspire potential travellers and showcase the exceptional service that can be expected when travelling with us to destinations around the world. We also want each and every customer to know how much they are valued through a simple yet sincere message expressing that they mean the world to us.”

Mayumi Tatsuta, VP creative at Jellyfish, added, “Our goal was to capture the magic of travel through Japan Airlines’ lens of omotenashi. This campaign celebrates those unforgettable moments where care, comfort, and wonder converge.”

The You Mean the World campaign has launched across connected TV, online video, social media, and digital out-of-home platforms in the UK, US, Thailand, and Singapore.