Price brings over 25 years of experience as a strategic leader, 17 years of which have been spent in Asia. It marks his global and diverse perspective.

He has worked with brands across different markets, advising on their marketing and communications strategy. Prior to his role as brand strategist, he worked as a producer in film and television in Canada.

“LePub has a clear mission: to help brands genuinely play in culture. Culture is the most important ‘medium’ for nurturing brands today, in my opinion. And few brands are tapping it well. I’m excited to do whatever I can to support LePub’s mission and make a real difference for the brands we work on. It’s energising to be part of such a smart, innovative, and wildly creative team,” Price commented.

In his new role at LePub Singapore, Price will report directly to Penny Sadlier, recently appointed as managing director. He will also be working closely with Stephan Schwarz, executive creative director at the agency.

Sadlier commented, “Jordan has the perfect mix of experience, across categories and cultures, to help LePub Singapore’s clients stay relevant and resonate deeply with their customers. With Jordan at our strategic helm, LePub Singapore will leverage cultural insights, creativity and technology to create more meaningful connections, and shape strong brands that thrive for years to come.”

Along with Sadlier’s appointment in May, LePub Singapore also strengthened its creative department with the appointments of new creative directors, client services director, senior copywriter, and senior art director.

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Through the device, developed for Snap Spectacles, reading experiences will be elevated through audio-visual AR effects in real-time. While the user reads, the reading lenses scan the book. It uses text recognition and machine learning to provide audio-visual effects

Complementing readers’ experiences, it sets the mood through soundscapes and visuals about the storyline. Depending on the story, it provides effects such as suspenseful music, distant chattering, or music that sets the scene. 

The AR Spectacles are currently undergoing beta testing and are set to be available for readers to try later this year. It was created by LeGarage, LePub’s innovation hub, while collaborating with Snap’s team in Paris.

Gene Tan, chief librarian & chief innovation officer at the National Library Board, said, “We are happy to partner LePub and Snap in this to explore ways to enhance the experience of stories and books for everyone. This is part of NLB’s ongoing efforts to engage with partners to experiment with new experiences that could inspire discovery and spark a renewed passion for reading and learning.”

Antoine Gilbert, senior manager, AR Studio Paris, Snap, said, “Snap’s AR Studio Paris’ mission is to educate and inspire the world about the possibilities of augmented reality in the fields of art, education, and culture. With the latest generation of Snap Spectacles, we are pushing the boundaries of immersive experiences, enabling new ways to interact with the world.”

“This innovation is further exemplified by the development of the world’s first Augmented Reading experience — a breakthrough designed to transform how people engage with written content through Snap Spectacles. By bridging the physical and digital realms, we continue to empower creativity and redefine the future of storytelling,” Gilbert added.

“Our goal is not to replace the traditional reading experience, but to enhance it by creating a compelling gateway to books. These glasses are an invitation to rediscover the joy of deep, meaningful engagement with text. Once people are hooked on the story, we hope they’ll keep reading to the end,” Stephan Schwarz, executive creative director at LePub Singapore, commented.

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To boost its creative team, Le Pub Singapore has appointed Bruno Andrade and Pedro Pedreira as creative directors, Francesca Babet as client services director, Ernest Kok as senior copywriter, and Claudius Keng as senior art director.

In her new role, Sadlier will leverage her expertise in building brands and delivering integrated campaigns to drive impact across the agency’s clients.

Having collaborated with brands in Asia for over a decade, Sadlier has strengthened her experience in fast-moving consumer goods, food and beverages, automotive, and pharmaceuticals.

“Since opening its doors in Singapore in 2022, LePub’s story has been one of incredible growth and ambition – who wouldn’t want to be part of this trajectory? It’s a huge honour to be leading LePub Singapore into its next era, working alongside some of our industry’s sharpest minds and creative technologists to create brands that truly live in culture,” Sadlier said.

Andrade and Pedreira join the agency from Ogilvy Singapore, bringing their skill for art direction. Meanwhile, Kok and Keng join from MullenLowe Singapore. Babet previously served as global brand director at Publicis Groupe Singapore.

“LePub Singapore is a vibrant place of growth and innovation, attracting some of the most original and bold thinkers in the region. Rooted in data, creativity, and tech, the team is delivering some of our most exciting and forward-looking work both in Asia and around the world. I can’t wait to see where their creativity leads us next,” Bruno Bertelli, global CEO at LePub and CCO at LePub Worldwide, said.

Amrita Randhawa, Southeast Asia CEO at Publicis Groupe, commented, “To lead LePub in this next chapter, you need a ton of skills – consummate client leadership, great people and team building skills, the ability to work across countries and cultures, and an impeccable eye for craft and ideas. Lucky for us, Penny has it all in spades.”

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Called ‘Trust Bars’, the concept offers a practical solution for dedicated UEFA Champions League fans in Korea, who often struggle to find social venues to watch matches that air around 4am or 5am local time—hours when most bars are closed due to high labour costs.

Instead of hiring late-night staff, selected bars in Seoul are opening their doors 24/7 and placing trust in fans to gather, watch matches, and serve themselves. These venues are stocked with a supply of self-service Heineken and snacks. 

At each Trust Bar, fans can order, pay, and pour their own drinks using Heineken’s self-payment terminals. Developed in partnership with LeGarage, LePub’s global innovation unit, the system is designed for easy installation and could be scaled to other markets with strong trust cultures, such as Japan and Singapore.

Security and age verification technologies are also in place to ensure that only legal-age patrons enter and are served, supporting responsible alcohol consumption.

Stephan Schwarz, executive creative director at LePub APAC, explained, “Korean football fans show incredible dedication, waking up at all hours of the night to support their favourite European teams. Trust Bars entrust our Heineken taps to passionate fans without the constraints of traditional bar hours – giving them a full match-day experience with friends. At the same time, we also relieve bar owners of late-night staffing woes. Two birds. One tap.”

Heineken and LePub designed the campaign with Seoul’s unique environment in mind, where a strong culture of self-service and social trust makes the concept viable. In Korea, it’s common to use self-service kiosks or reserve tables via smartphone, and leaving personal items unattended in public spaces is part of everyday life.

Giwoun Park, marketing director at The Heineken Company, Korea, shared, “Korea’s strong foundation of social trust makes it the perfect market in which to pioneer this concept. Trust Bars are a natural extension of the communal respect already prevalent in Korean society. As a longstanding sponsor of the UEFA Champions League, we loved the idea of uniting Korea’s trusting culture with its innovative e-commerce technology.” 

“By creating the world’s first fully automated bars, we are alleviating late-night operational costs for bar owners while giving football fans a place to cheer on their teams together,” he added.

The first 24/7 Trust Bars opened in April in Seoul’s Hongdae district, timed with the UEFA Champions League season. The launch coincides with the tournament’s semi-finals this week, leading up to the final on 31 May.

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Making its debut on April 1, the limited-edition Heineken ‘Smootheriser’ launch incorporates humour, drawing inspiration from the smooth Heineken Silver. From beer, Heineken is taking its crisp and smooth formula to a beauty cream.

With its playful strategy, Heineken is hopping onto cultural trends, leveraging consumers’ preferences to engage with brands in unconventional ways. It aims to spark curiosity and conversation amongst consumers.

Moreover, its launch in Asia is tapping into the rising popularity of skincare and self-care in the market to engage more audiences.

“The Heineken Smootheriser is not just about jumping on the latest trends. It’s about Heineken’s move to blend humour, innovation and cultural relevance to create a memorable crossover that gets people talking whether they’re into beer, skincare, or both. After all, when something is as smooth as Heineken Silver, why stop at beer?” Nabil Nasser, global head of the Heineken Brand, said.

Stephan Schwarz, executive creative director at LePub Singapore, commented, “Heineken Silver is so velvety that we just had to take it beyond the pint, bottling that sensation in the most unexpected way to create something you can actually touch and experience. Barley and hops never felt so good.”

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Titled ‘Festive Celebrations’, the campaign reinforces Heineken’s belief that the festive season is a time for meaningful reconnections—best enjoyed without the constant buzzing and dinging of our phones.

Directed by Maxime Govare and produced by Cream Paris, the campaign film follows an aunt and her nephew who, caught up in doom-scrolling, find a playful way to snap each other out of their phone-induced daze and embrace the festive moments around them.

“At a time of year when we should be winding down from work, reuniting with family and friends, and making actual, real-life connections, Heineken saw an opportunity to remind people that there is more to our social lives when we spend less time tethered to our phones. Who better than Heineken to nudge people toward refreshing their social habits and focusing on what truly matters—real-life conversations and authentic human connections? “Nalini Bhagwandin, communication manager at Heineken APAC, said. 

Stephan Schwarz, executive creative director for APAC at LePub Singapore, added, “We have all found ourselves scrolling while socialising or reaching for our devices without even realising that we’ve tuned out from the real world. We loved the idea of giving Heineken a clear role in turning festive moments into quality socialising time so that everyone can enjoy the joy of togetherness this holiday season.” 

For 150 years in 192 countries, Heineken has championed the importance of social connection. This festive campaign furthers its mission by encouraging people to trade mindless scrolling for meaningful moments.

This year’s festive campaign marks Heineken’s first Lunar New Year initiative to launch across multiple Asian markets, including China, Singapore, and Vietnam.

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Through the campaign, Tiger builds on its ‘Uncage Your Tiger’ brand platform, reflecting the evolution of what it means to be bold. 

The campaign aims to remind people of how unveiling one’s boldness to progress can be done better with support from other people. It redefines how courage does not only come internally, but also from a community.

Directed by Romain Chassaing of Solab Films, the ‘You Never Roar Alone’ campaign film follows the story of a street vendor with an ambition of growing his business. Through his family and friends, he slowly actualises his vision.

“Our research highlighted that individual progress accelerates when you connect with family and friends, and that sharing your dreams and ambitions can give you the strength and courage to keep going. This insight inspired our latest brand evolution, which introduces the idea that progress isn’t a solo act: we draw strength from the people around us who encourage us to uncage our inner Tiger,” Sean O’Donnell, global brand director of Tiger Beer, said.

“Together, the roar of their support empowers all of us individually to be bolder and unstoppable,” O’Donnell added.

“We loved the challenge of bringing Tiger’s brand evolution to life with a story about the collective spirit that fuels progress. More than a film, we are igniting a movement, reminding everyone that we are stronger when we support one another,” Stephan Schwarz, executive creative director of APAC at LePub Singapore, said.

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