Cambridge returns to Initiative after serving as CEO of Omnicom Media Digital Australia and New Zealand, bringing more than 18 years of experience across agencies, publishers, technology platforms, and media businesses.

In his new role, Cambridge will lead Initiative’s strategic direction, focusing on deepening client partnerships, building on the agency’s momentum and helping brands unlock growth through culture, people, and technology.

The appointment comes as Initiative continues to evolve its proposition as a cultural experience agency, with an increased focus on delivering integrated solutions that connect brands more meaningfully with audiences.

Cambridge’s experience spans some of the industry’s largest organisations, including TikTok, where he served as Head of Agency for Australia and New Zealand, as well as senior leadership positions at Nine Entertainment and Initiative itself.

Kristiaan Kroon, CEO of Omnicom Media Australia, said Cambridge’s broad experience across the media ecosystem made him well suited to lead the agency’s next chapter.

“[Cambridge] is a people-first leader and already knows what makes Initiative special. He understands the culture, ambition and talent that sit at the heart of the agency, and he shares the values that have long differentiated Initiative in the market. We’re excited to welcome him back into the brand,” said Kroon. 

Commenting on his appointment, Cambridge said returning to Initiative was an opportunity to build on the agency’s strong foundations and continue delivering meaningful experiences that support client growth.

“The agency has always stood apart because of its people, its culture and its relentless focus on helping brands grow through experiences that matter. I’m excited to work alongside the talented Initiative team to build on the agency’s strong momentum, deepen our client partnerships and shape what’s next for the business,” shared Cambridge. 

Cambridge succeeds Jo McAlister, who recently departed the agency to join News Corp as general manager of StoryX.

The post Initiative Australia appoints Andrew Cambridge as CEO to lead next phase of agency growth appeared first on MARKETECH APAC.

As the aviation group continues to expand its global footprint, the appointment positions Carat Malaysia as MAG’s central media hub, overseeing globally aligned campaigns designed to strengthen engagement with travellers at every stage of their journey while supporting the group’s long-term international growth ambitions.

Under the partnership, Carat will integrate media and SEO capabilities into a single strategy, combining global coordination with local market insights to deliver more relevant and effective communications across diverse audiences worldwide.

Operating from Malaysia, Carat will collaborate with local market teams and specialist partners to ensure campaigns are tailored to regional behaviours and cultural nuances while maintaining consistency across MAG’s international network.

The move reflects MAG’s ongoing efforts to strengthen its position as a leading aviation organisation through more seamless and data-driven traveller experiences.

Bala Pomaleh, CEO of Media at dentsu Malaysia, said the partnership presents an opportunity to connect travellers with both the MAG brand and the broader Malaysian story.

“We are incredibly proud to be handed this mandate, bringing together the strength of our global capabilities and Asian heritage with deep local truths, to craft strategies that resonate across markets while staying  grounded in the spirit that makes Malaysia unique,” said Pomaleh. 

“Together with MAG, we look forward to creating more meaningful connections with travellers around the  world and showcasing the very best of what Malaysia has to offer,” added Pomaleh. 

The appointment further strengthens Carat’s presence in the travel and aviation sector, while reinforcing MAG’s commitment to building stronger relationships with international travellers through integrated and insight-led marketing.

As MAG continues to grow its international presence, the partnership is expected to play a key role in helping the group deliver more personalised and connected experiences across its global markets.

The post Malaysia Aviation Group appoints Carat as global media AOR across 26 markets appeared first on MARKETECH APAC.

As part of the move, Archetype has promoted Mei Ling Yeow to Executive Vice President and APAC Head of Strategy & Innovation, while Simon Lesch joins the agency’s regional senior leadership team as Head of APAC AI & Transformation. The agency has also appointed Florence Mae Jarillo as APAC Data & Insights Lead.

The leadership expansion comes as organisations acrosAr the region seek new ways to improve visibility, trust, and discoverability as AI becomes a growing gateway for information, recommendations, and decision-making.

Together, the appointments are designed to strengthen Archetype’s consulting capabilities across strategy, AI, data and analytics, enabling clients to build stronger visibility and credibility in an increasingly AI-shaped world.

Leading the agency’s strategy and innovation agenda, Yeow will focus on expanding Archetype’s AI visibility consulting offer, deepening its advisory capabilities across markets, and helping clients connect business strategy, communications, and technology into measurable programmes.

Lesch will lead the integration of AI across Archetype’s consulting and creative workflows, helping teams and clients leverage intelligent systems to improve speed, decision-making, and campaign effectiveness.

Meanwhile, Jarillo joins the agency to strengthen its regional data and insights capabilities, translating audience, brand and campaign signals into actionable strategies that help clients better understand and engage their audiences.

The appointments also support the continued expansion of VISTA, Archetype’s integrated consulting framework designed to help brands improve their visibility, authority and trust across AI-powered discovery platforms.

VISTA combines the agency’s expertise across communications, strategy, AI, data and analytics to help organisations strengthen the signals they send to both people and machines, while connecting communications efforts to measurable business outcomes.

“What we’ve found is that having a consulting framework that acknowledges this and yet embraces testing and validation is critical. VISTA gives clients a way to step in, start moving and evolve their approach as they go, while connecting what they’re doing to what’s actually changing, attributing action to impact, not just activity to hope,” said Yeow. 

“AI has changed the operating model of communications, but it has not replaced strategy, judgement or creativity. The opportunity is to use AI to remove friction, accelerate workflows and create more space for higher-value thinking. For clients, that means faster decisions, smarter execution and communications programmes that can adapt with greater precision,” Lesch shared. 

“Data only matters when it improves the quality of decisions. Our role is to turn signals into insight, and insight into strategy clients can act on. By strengthening our data and insights capability across APAC, we can help clients better understand audiences, measure what matters and design campaigns that are more relevant, responsive and effective,” added Jarillo. 

According to Archetype, the strengthened leadership bench reflects its commitment to building a future-ready consultancy model as brands increasingly adapt to an environment where AI influences how audiences discover, trust and engage with businesses.

With the additions, Archetype APAC aims to further position itself as a strategic partner for organisations looking to remain visible, relevant and trusted in the next era of communications.

The post Archetype APAC expands senior leadership team to support next phase of AI-led consulting appeared first on MARKETECH APAC.

Based in Sydney, Sigaloff will oversee Quantcast’s operations across Australia, Singapore, Hong Kong, and other Asian markets, with a focus on helping brands and agencies drive data-led growth through AI.

A key part of his remit will be leading the regional rollout of Q+, Quantcast’s new goal-based advertising platform designed to help marketers optimise campaigns across the open internet through a single ad set.

The platform enables advertisers to set one performance objective—such as cost per acquisition (CPA), return on ad spend (ROAS) or site engagement—while using AI to automatically allocate budgets across display, video, connected TV and native advertising in real time.

Quantcast said the appointment comes as demand for AI-powered advertising solutions continues to grow across the region.

Sigaloff brings more than 25 years of experience across media, digital, technology and advertising, having held senior leadership roles across the UK, Australia and Asia-Pacific.

He previously spent nearly a decade at Yahoo, where he served as vice president of APAC and led the company’s digital media and technology businesses across Australia, New Zealand, India, Southeast Asia, Hong Kong, Taiwan and Japan.

His career also includes leadership roles as chief revenue and growth officer at oOh!media and, most recently, global chief customer officer at marketing intelligence platform Mortar AI.

In addition to his corporate roles, Sigaloff currently serves on the board of UnLtd, the media and marketing industry’s social purpose organisation.

“As AI reshapes how brands buy advertising across APAC, Q+ is a critical launch for Quantcast in the region and represents what we believe is the future of autonomous performance for brands. It treats the entire open internet as a single, fluid inventory pool, with a focus on driving performance, not just buying media,” said Konrad Feldman, CEO of Quantcast. 

“Paul is an impactful and purpose-driven leader, known across the industry for his energy,  vision and people-first approach. His experience in sales and leadership, and his expertise in media, AI and working closely with both brands and agencies, will be critical to our mission to help clients not only reach audiences but meet performance goals with Q+,” added Feldman. 

Commenting on his appointment, Sigaloff said, “Advertising is being rewritten by AI, and  the winners will be the brands that turn data and intelligence into real business outcomes,  not just impressions. Quantcast has spent two decades building exactly that capability,and I am thrilled to lead our growth across APAC.”

“This is a moment to move the industry forward – for our clients, for our people, and for good,” added Sigaloff. 

The post Quantcast names Paul Sigaloff as APAC VP to accelerate AI advertising growth appeared first on MARKETECH APAC.

The Star reported that the proposed changes were outlined in a public consultation document released by the Intellectual Property Corporation of Malaysia (MyIPO).

Among the key proposals is the introduction of a legal framework governing the use of copyrighted works by AI. The proposed framework would prioritise transparency, fairness and appropriate compensation, ensuring creators are informed about how their works are being used while supporting continued AI innovation.

“Malaysia is considering a framework that balances protec­ting creators with supporting AI innovation,” shared MyIPO with The Star. 

To strengthen efforts against online piracy, MyIPO is proposing the introduction of dynamic injunctions, a mechanism that would allow courts to block entire networks of pirate websites under a single order and add newly identified infringing sites without requiring separate legal proceedings.

The proposed reforms would also expand the powers of the Copyright Tribunal by allowing either licensing bodies or their members to refer royalty disputes without requiring consent from the other party. MyIPO has also proposed that all tribunal cases be resolved within 60 days after hearings conclude.

Another proposal focuses on orphan works—copyrighted materials whose owners cannot be identified or located—allowing them to be used for education, research, preservation, and public interest projects under the proposed framework after a diligent search for the rights holder has been conducted.

MyIPO said the changes could help libraries and universities digitise historical materials, while providing researchers and educators with greater access to cultural resources and supporting the wider creative economy.

The consultation document also proposes the introduction of an Artist’s Resale Right (ARR), which would allow artists to receive royalties when their works are resold. 

Malaysia currently does not recognise ARR, despite more than 90 countries implementing similar schemes.

Eligible works under the proposal would include fine art, photography, illustrations, crafts, architecture, designs and prints, allowing artists to benefit from increases in the value of their works after the initial sale.

In addition, the amendments would provide clearer distinctions between copyright protection for creative works and industrial design protection for manufactured products, with the aim of improving enforcement consistency and reducing disputes.

According to MyIPO, the broader reforms are intended to improve access to justice, provide greater legal certainty and enable faster resolution of copyright disputes as Malaysia’s creative and digital economies continue to evolve.

The post Malaysia considers AI rules, anti-piracy measures in proposed copyright law overhaul  appeared first on MARKETECH APAC.

Running from July 2026, the activation is designed to create an immersive commuter experience across stations and trains, reaching more than 16 million passenger journeys each month. The initiative also coincides with the completion of the Circle Line, marking a significant milestone in Singapore’s public transport network.

Building on the momentum of its 2025 campaign, which saw 65 Maybank-branded buses operating across Singapore, the bank is now bringing its signature yellow identity to the MRT network to strengthen everyday connections with consumers.

The Circle Line links several of Singapore’s key interchanges, including Bishan, Serangoon, HarbourFront and Bayfront, making it one of the island’s most connected transport routes. 

Through the activation, Maybank aims to reinforce its commitment to serving customers through meaningful touchpoints that connect communities, businesses and destinations.

According to Annie Lee, Head of Country Corporate Office at Maybank Singapore, the activation reflects the bank’s purpose of humanising financial services while celebrating the connectivity enabled by the completed Circle Line.

“The completion of the Circle Line is a reminder of how connectivity brings people, businesses, and communities closer together. These are values that resonate strongly with us,” shared Lee.  

Meanwhile, Stellar Ace said the partnership demonstrates how out-of-home campaigns can create memorable experiences by engaging audiences throughout their daily journeys.

“The completion of the Circle Line brings people, places, and opportunities across Singapore closer together. We are delighted to partner Maybank, bringing its ‘Served Your Way’ campaign to commuters across the Circle Line network,” said Tony Heng, President of Stellar Ace.

“By bringing together stations and trains across the network, we are demonstrating how brands can engage consumers through shared everyday journeys to create memorable moments that stay well with commuters,” added Heng. 

For the next four months, commuters across the Circle Line will encounter Maybank’s ‘Served Your Way’ campaign as part of a network-wide experience designed to celebrate connection, accessibility, and the role brands can play in everyday life.

The post Maybank Singapore celebrates Circle Line completion with Stellar Ace-led brand activation   appeared first on MARKETECH APAC.

Under the two-year mandate, i-dac Indonesia, part of Hakuhodo International Indonesia, will lead the account locally while working closely with H+’s regional network to deliver integrated media planning and execution across the Indonesian market.

The appointment reflects IKEA Indonesia’s focus on creating more connected and customer-centric experiences as consumers increasingly move between digital and physical touchpoints.

Through the partnership, H+/i-dac Indonesia will support IKEA Indonesia’s long-term growth ambitions by enhancing media effectiveness, improving audience engagement, and delivering measurable business outcomes.

Muhammad Taufiqurrakhman, Country Marketing Manager at IKEA Indonesia, said the agency stood out during the pitch through its understanding of consumer behaviour, known as the Japanese “Sei-Katsu-Sha” philosophy, alongside its data-driven full-funnel approach that links media investments to retail performance.

“The team who will serve us are young professional teams who are really passionate to work on our brand. We believe this partnership will support IKEA growth and help us deliver greater value to the consumers we serve,” said Taufiqurrakhman. 

Fitri Rizayati, Managing Director of i-dac Indonesia, shared, “We are delighted to partner with IKEA Indonesia as they continue to evolve and strengthen their connection with consumers across the country. By combining strategic thinking, data, technology, and a deep understanding of  consumer behavior, we look forward to helping create meaningful customer experiences that  drive measurable business impact.” 

Meanwhile, Devi Attamimi, Group CEO of Hakuhodo International Indonesia, noted that IKEA is a brand that resonates strongly with Indonesian consumers, adding that the partnership presents an opportunity to apply the agency’s Value Design approach to support both business growth and customer value.

“We look forward to bringing our Value Design thinking into this partnership to help IKEA continue growing in ways that create value for both the business and the people it serves”, said Attamimi. 

The appointment further strengthens H+/i-dac Indonesia’s regional portfolio, which includes brands such as Netflix, while reinforcing H+’s commitment to helping brands navigate an increasingly dynamic media landscape through integrated and data-led solutions.

The post IKEA Indonesia appoints H+/i-dac Indonesia as media agency appeared first on MARKETECH APAC.

Agoda’s 2026 Travel Outlook found that 73% of Gen Z travelers intend to travel one to six times annually and 86% prefer shorter trips lasting one to seven days, demonstrating a lifestyle shift toward more frequent travel that creates year-round engagement opportunities for brands.

These evolving travel habits are also changing expectations around loyalty programmes, as Gen Z consumers increasingly expect travel booking, rewards, and personalised offers to be integrated into a single digital experience, allowing banks, airlines, and financial service providers to keep users engaged while making travel planning more convenient.

Experiences remain the biggest motivation behind Gen Z travel decisions—led by cultural exploration at 32%, outdoor activities at 30%, and culinary experiences at 28%—which presents brands with opportunities to move beyond traditional discounts by offering destination-specific experiences, exclusive member perks, and bundled travel packages that make loyalty rewards feel more meaningful.

Sustainability is also becoming a stronger influence on booking behaviour. Around 38% of Gen Z travellers actively look for accommodation with recognised sustainability certifications, while 23% choose to travel during off-peak periods to reduce their environmental impact.

These preferences create new opportunities for brands to incorporate sustainability into their loyalty strategies, as airlines can encourage off-peak travel through exclusive member fares, while banks and loyalty providers can highlight certified accommodation, reward responsible travel choices, and make sustainable options easier to discover within their platforms.

The findings suggest that loyalty programmes are evolving from transactional rewards into connected travel ecosystems, where booking, experiences, and sustainability are embedded into a single customer journey, meaning that as Gen Z continues to prioritise convenience, personalisation, and purpose, brands that integrate travel more naturally into their digital platforms are likely to strengthen long-term engagement and customer loyalty.

“Gen Z is changing what travel loyalty needs to feel like,” said Damien Pfirsch, Chief Commercial Officer and Head of Rocket Travel by Agoda. “They plan around experiences and expect a straightforward path from discovery to booking. The opportunity here is to make travel feel native within the platform’s existing experience, so members can see value clearly, book with confidence and use rewards across the trip.”

“Programs must also be thoughtful about surfacing offers that align with their growing budget and sustainability values. When travel feels like a natural extension of the loyalty experience, partners can increase engagement and build stronger long-term customer relationships,” added Pfirsch. 

The post 73% of Gen Z travellers plan up to six trips a year, reshaping travel loyalty programmes appeared first on MARKETECH APAC.

Effective immediately, Chadwick will continue in her existing role as General Manager of Marketing for Australia Retail while taking on enterprise-wide responsibility for ANZ’s marketing agenda. 

Her remit includes overseeing brand strategy and identity, improving marketing effectiveness, guiding marketing investment, and coordinating marketing activity across the group.

The appointment comes as ANZ continues to sharpen its customer-focused growth strategy by strengthening its marketing capabilities and ensuring greater consistency across its business.

Chadwick brings extensive experience across brand strategy, customer engagement and marketing transformation. In her expanded role, she will focus on building stronger marketing capabilities, improving how the organisation measures marketing impact and delivering greater value for both customers and the business.

Pedro Rodeia, Group Executive for Australia Retail at ANZ, said Chadwick’s leadership experience makes her well positioned to lead the bank’s next phase of marketing evolution.

“Sian is a highly respected marketing leader with deep expertise across brand, customer engagement and transformation. She is highly regarded for building capability, bringing teams together and delivering strong outcomes for customers and the business. We are delighted to appoint her as ANZ’s Chief Marketing Officer and look forward to her leadership as we continue to strengthen our marketing effectiveness and customer focus,” said Rodeia. 

Commenting on her appointment, Chadwick said she is looking forward to building on the work already established across the organisation while continuing to strengthen ANZ’s marketing capability.

“I’m excited to build on the strong foundations established by Astrud [Burgess] and the team, continuing to strengthen our marketing capability, enhance how we measure impact and ensure every marketing investment delivers value for our customers and the business. We have a strong brand, talented teams, and a clear opportunity to deepen customer relationships through our marketing,” shared Chadwick. 

The post ANZ taps Sian Chadwick as Chief Marketing Officer to advance brand strategy and customer growth appeared first on MARKETECH APAC.

Based in Mumbai, Ganguli will report to Mohit Joshi, CEO of Havas Media Network India, and lead the network’s trading operations nationwide, where his responsibilities include building strategic media partnerships, strengthening trading capabilities, and driving greater commercial excellence across the business.

Bringing over 30 years of media, advertising, and entertainment experience, Ganguli joins from Astus Group, where he served as Country Head for India, having previously spent over 12 years helping establish Matrix Publicities and Media India (part of WPP Group) as a leading media buying and trading organization.

His career also includes leadership roles at GroupM ESP, Sahara One Media & Entertainment, Sony Entertainment Television and Star TV, giving him extensive expertise in media trading, buying, sales, digital strategy, strategic partnerships and business management.

Joshi said Ganguli’s appointment reinforces the agency’s commitment to strengthening its integrated capabilities and supporting client growth.

“We are delighted to welcome Sparsh to Havas Media Network India. His rich experience across media trading, strategic partnerships and business leadership makes him a valuable addition to our leadership team,” said Joshi. 

“As we continue to strengthen our integrated capabilities and deliver Growth Powered by Desire for our clients, Sparsh’s expertise will play a pivotal role in building stronger partnerships, driving commercial excellence and accelerating our growth journey. We look forward to the leadership and perspective he brings to our network,” he added. 

Commenting on his appointment, Ganguli said he looks forward to working with Havas Media Network India’s teams to strengthen partnerships across the media ecosystem while delivering long-term value for clients and stakeholders.

“The network has built a strong reputation for its integrated approach, entrepreneurial culture and commitment to delivering impactful business outcomes for clients. I look forward to collaborating with the talented teams across the network, strengthening our partnerships with the media ecosystem and creating long-term value for our clients and stakeholders,” shared Ganguli. 

The appointment forms part of Havas Media Network India’s continued investment in expanding its leadership bench and future-ready capabilities as it develops more agile, data-driven media solutions for brands.

The post Havas Media Network India appoints Sparsh Ganguli as Head of Trading  appeared first on MARKETECH APAC.