Tag: Marketing

Singapore – Omnicon Media Group (OMG) agency OMD Singapore has named Adamson Alagan its general manager. Alagan has been promoted from his previous role as regional business director of OMD APAC and Singapore.

In his new role, Alagan will focus on managing OMD’s operations in Singapore, including its client relationships and talent.

Having over a decade of experience in different markets, Alagan brings his expertise in integrated marketing and branding, along with his ability to integrate data to improve brands’ connection with consumers.

Having served as OMD’s regional business director since 2021, Alagan has spearheaded digital transformations for major clients through innovative solutions. He led initiatives to retain OMD’s clients, highlighting its operational excellence and innovation. 

Chloe Neo, CEO of OMG Singapore said, “Since joining us, Adamson has successfully driven our transformation agenda and led the teams at OMD to push boundaries in innovation, data, and tech. His tenacious attitude, together with OMG’s Agency as a Platform proposition, will help drive OMD Singapore to the next level of growth, helping our teams and clients disrupt the status quo and create what’s next.”

Alagan commented, “I thank the OMG Singapore leadership and our clients for their support and trust in my role to deliver cutting-edge media creativity and innovation. My priorities are clear: to increase focus on network connectivity for our clients, help them cut out the noise to maximise their budgets, and continue attracting and retaining the best talent. As our clients’ trusted agency partner, we believe in the importance of co-creating solutions with them to create what’s next in this evolving industry. With the strong team at OMD Singapore, I am confident we will continue to deliver remarkable outcomes for our clients, our business, and our people.”

United Kingdom – Digital identity and financial network World lampoons outdated internet captchas in its latest global brand campaign with Iris Worldwide.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

Philippines – Pop culture lifestyle brand Funko is set to open its first licensed store in Southeast Asia in June 2025. The store, to be established in the Philippines, is under the local retailer Funtastik Enterprises Corp.

The expansion in the region is part of Funko’s growth strategy, bringing the brand closer to fans internationally. With Filipinos ranking among the top most engaged Funko fans, the strategic move is expected to boost local engagement while attracting new fans.

Funtastik’s partnership with Funko reflects its expertise in the market, including its focus on customer service.

The Funko store will be located in SM Mall of Asia. The shop will be offering exclusive product launches and interactive areas. Various collectibles, including the Funko Pop, Bitty Pop, and Loungefly lines will be available in the store.

“As a global brand, Funko is committed to expanding our presence in the most engaged and fastest-growing fan communities. The Philippines is one of our strongest-performing markets in Asia, and this licensed store represents our investment in its passionate fanbase. We’ve seen remarkable success with similar stores in the Middle East, and we’re excited to bring that momentum here,” Cynthia Williams, CEO of Funko, Inc., said.

“By deepening our retail footprint and enhancing direct-to-consumer experiences, we hope to inspire connection, self-expression, and fun for our fans—wherever they are in the world,” Williams added.

Funko, based in America, manufactures various figures, plush, and apparel among others. It has one of the largest selection of pop culture licenses worldwide.

London – Spotify has launched a new global marketing campaign that pays tribute to the vibrant traditions and distinct cultures of music fandoms around the world, spotlighting the millions of passionate listeners who power the platform.

Brought to life through striking film photography, the campaign serves as a visual tribute to fan culture, spotlighting the spirit and identity of seven major global fandoms, including those of Chappell Roan, Doechii, Oasis, Olivia Rodrigo, ROSALÍA, SEVENTEEN, and Turnstile.

The initiative seeks to honour fans worldwide by highlighting the distinct symbols and traditions that define each community—from the pink cowboy hats of Chappell Roan supporters to the iconic recreation of Olivia Rodrigo’s debut album cover and the uniform mod haircuts embraced by Oasis enthusiasts. Through this campaign, Spotify casts a spotlight on the passion and loyalty that fuel these vibrant fan bases.

Marc Hazan, VP of partnerships and marketing at Spotify, explained, “At Spotify, connecting artists and fans is fundamental to what we do, and this campaign puts that into action. We’re fans too, so we understand the passion and unique identities that make these fandoms so special.”

“From the Pink Pony Club’s distinct energy to the iconic style of ’90s U.K. fashion, we wanted these visuals to really resonate. We want fans to see their communities reflected and feel that connection with the artists they love,” Hazan added. 

As part of the campaign, Spotify is rolling out a 360-degree activation across key UK cities, including London, Manchester, and Birmingham. The initiative features high-visibility out-of-home (OOH) placements, such as a takeover at 1 Quaker Street in Shoreditch beginning April 21, and advertising across the London Underground. Additional OOH installations will go live from April 14 at Albion Street East in Manchester City Centre and Lichfield Road near Aston Station in Birmingham.

Singapore –The Institute of Singapore Chartered Accountants (ISCA) is reintroducing the accounting profession through a brand film launch with brand and creative consultancy ABrandADay. The film, ‘Changing Perspectives,’ highlights the importance of the profession and the people behind it.

Challenging misconceptions, the film follows the story of a granddaughter returning her grandfather’s glasses, a symbol of vision and clarity. Her journey unveils accountants’ work in various industries, including in courtrooms, forensics, and financial planning.

ISCA is reframing the image of accountants as decision-makers and strategists who safeguard integrity. Through storytelling, ISCA aims to inspire the next chartered accountants in Singapore.

“This film is a tribute to the depth, resilience, and enduring relevance of the profession. Through the eyes of a child, we offer a fresh perspective on the impact behind every accountant’s work — proving it’s far more than just functional,” Nafe Tong, chief creative officer at ABrandADay, said.

“Because behind every critical decision, there’s a Chartered Accountant shaping outcomes with purpose,” Tong added.

“We’re proud to partner with ABrandADay to spotlight the modern accountant: capable, agile, and future-ready. This film breaks outdated myths and redefines what the profession stands for today. Launching it during SG60 makes it even more significant — a tribute to the legacy of our accountants and a call to the next generation shaping Singapore’s future,” Fann Kor, ISCA CEO, commented.

Philippines – The Department of Social Welfare and Development (DSWD) is set to launch information caravans for its campaign against fake news.

DSWD’s nationwide campaign amplifies its efforts to combat misinformation and disinformation on the agency’s programs and services. It aims to protect the public from people who are exploiting the poor, vulnerable, and marginalised sectors in the country for their own advantage.

The information caravans will educate the public on how and where they can access accurate information about DSWD’s programs and services. It highlights the importance of credible information and empowering the public to be resilient from fraudulent schemes and misinformation.

The campaign is incorporated into the agency’s activities, including its conduct of family development sessions for the beneficiaries of the ‘Pantawid Pamilyang Pilipino Program.’

“It is extremely critical for our fellow citizens that for them to receive the right assistance, they must have access to the correct information about the programs and services of the DSWD,” Carissa Lara Duran, director of the Public Relations Service, said during an interview at a Teleradyo program.

“We understand that not all of our clients have access to the internet. Not everyone has a smartphone or data, so what we do is, together with our field offices, we go to geographically isolated and disadvantaged areas to orient them about the programs and services of the DSWD,” Duran added.

The DSWD is the department of the Philippine government responsible for advancing the social welfare rights and social development of Filipinos.

Philippines – Automotive manufacturer VinFast is set to open over 60 new showrooms across the Philippines as part of its global expansion. To establish the showrooms, the company has forged partnerships with six local distributors.

In its effort to bring smart and sustainable mobility solutions to consumers in Southeast Asia (SEA), VinFast has partnered with Autoflare, Xentro Motors, Kar Asia, Semicon Motors, EV Tech, and Toncars.

The collaborations enable VinFast to expand its footprint in Metro Manila and other major cities, setting a base for its growth in the Philippine market.

Through the partnership, Autoflare is set to launch 20 VinFast showrooms in 2025, while Xentro Motors will build 32 showrooms across malls. EV Tech will establish two showrooms, while Kar Asia, Semicon Motors, and Toncars will open one location each.

Complying with VinFast’s global standards, the showrooms will incorporate modern designs in their areas for product displays, customer experiences, sales consultations, and after-sales service.

Each showroom will also have an electric vehicle (EV) charging infrastructure, offering convenience for its customers.

The expansion is part of VinFast’s broader ‘For a Green Future’ strategy in key SEA markets, which includes building a comprehensive EV ecosystem.

To contribute to improving the charging infrastructure in the Philippines, VinFast is also investing in service centre development and forging a partnership with V-GREEN.

Duong Thi Thu Trang, deputy CEO of global sales at VinFast, said, “Partnering with top distributors in the Philippines is a strategic step in VinFast’s journey to make electric vehicles more accessible throughout the region. With the support of these experienced local partners, we are confident in quickly building a strong distribution network that delivers comprehensive and distinctive experiences to customers.”

Philippines – Filipinos trust Google and YouTube over leading social media platforms for their purchases, according to Ipsos’ study.

Ipsos’ findings reflect the reliability of Google and YouTube, helping consumers make informed decisions through content.

According to the study, Google and YouTube are both present in 75% of consumer journeys where Filipinos discover new brands and products.

Google Search and YouTube allow brands and businesses to achieve growth, turning discovery into actual purchases. Leading businesses in the Philippines have leveraged the platforms to identify high-intent search queries and tailor advertisements according to customer behaviour and preferences.

YouTube also allows brands to create video campaigns that resonate with audiences.

Ipsos, a leading market research company, launched its online platform Ipsos.Digital in the Asia-Pacific region in 2022 to boost its capabilities and insights.

Recent reports in the Philippines have also found that Filipinos find free shipping an important consideration when online shopping. Meanwhile, Filipinos are increasingly shifting to online communities from traditional ones.

Kuala Lumpur, Malaysia – Chariot has retained its role as global social media agency for virtual reality (VR) technology brand PICO, following a competitive pitch held earlier this year. The win extends a growing partnership now entering its third year, as PICO continues its push to expand brand influence and deepen engagement across international markets.

The two-way pitch culminated in Chariot securing the renewed mandate for 2025. This marks another significant milestone in a relationship that first began in 2023, when Chariot was selected as PICO’s global social agency for the first time.

As part of the renewed scope, Chariot will continue to lead content planning, community building, and data-driven analysis across PICO’s global social media platforms, including X (formerly Twitter), Instagram, Facebook, and TikTok.

PICO is a VR technology brand established and developed in 2015 by ByteDance, known for pushing boundaries in immersive tech through high-quality content and innovative experiences. In 2025, PICO is set to amplify its presence in key overseas markets such as Germany, the UK, France, Italy, Spain, China, Japan, South Korea, Malaysia, amongst others.

Adrian Cheah, managing director at Chariot, said, “We’ve built a strong foundation of storytelling and community with PICO. The next phase is all about deepening impact. From emerging markets to core territories, our focus is on making PICO’s vision of VR a more immersive and inclusive experience for everyone.”

The renewed partnership reflects a shared ambition to accelerate global visibility for PICO, and to solidify its role as a leader in shaping the future of virtual reality.

Philippines – Podcast network The Pod Network is collaborating with audio production company Hit Productions to advance podcast growth in the Philippines.

Through the partnership, Hit Productions will provide The Pod Network with training and mentorship to elevate the quality of podcasts in the Philippines. The audio production company’s roster of seasoned professionals will share their skills in post-audio production, including sound design, mixing, and mastering.

The collaboration enables Hit Productions to extend its reach in the industry, which corresponds to its legacy as an industry leader behind iconic audio production.

With its expertise, Hit Productions is enhancing The Pod Network’s ability to create impactful podcast experiences. It enables brands and businesses to leverage a better platform to engage their audiences.

The podcast network has produced over 40 podcast shows since its launch in 2023. The network has garnered a significant number of followers and monthly listeners in all of its shows.

In a study with the socio-cultural research film The Fourth Wall, The Pod Network has found that podcast listenership in the Philippines has reached over 17m in 2024. This solidifies podcasting’s position as an emerging platform for entertainment and brand engagement in the country, surpassing other streaming sites.

“This partnership signals a pivotal moment for Philippine podcasting. With Hit Productions onboard, The Pod Network is primed to reshape not just the quality of content, but the scale of our impact. We’re helping build as well as shape the future of podcasts locally, one story, one voice at a time, and this move puts the entire industry on notice,” Alan Fontanilla, The Pod Network CEO, said.

“We’ve always believed in the power of sound to connect, move, and inspire —and podcasting is a space where that continues to evolve in exciting ways. Our investment in The Pod Network is a natural extension of Hit’s long-standing commitment to audio. This is about being part of where audio is headed and supporting the growth of meaningful, creator-driven content,” Vic Icasas, Hit Productions CEO, said.