The agency’s latest study conducted in partnership with YouGov, found that 94% of Hong Kong consumers have responded to declining brand credibility by changing their behaviour. 

Among them, 61% said they had stopped engaging with or purchasing from a brand over the past year because they no longer believed its claims. 

The findings point to what Ogilvy describes as a growing “believability economy”, where consumers increasingly expect brands to back up their promises with proof rather than marketing claims. 

While public criticism often attracts the most attention, the study found that consumers are more likely to disengage quietly. 

Eighty-nine percent of respondents said they preferred “silent disengagement”, with 46% stopping purchases altogether and 32% switching to competing brands. 

Meanwhile, 58% said they had taken more visible actions, including warning friends and family, leaving negative reviews, reporting misleading content, or sharing their experiences online. 

“The research findings are a stark wake-up call for brands and organisations, and show believability makes or breaks consumer decisions in immediate and severe ways,” said Clara Shek, President of Ogilvy Public Relations Hong Kong. 

She added that brands often underestimate the impact of consumers who simply leave without complaint, making silent disengagement a significant commercial risk. 

The research identified poor customer experiences as the biggest driver of distrust. 

Thirty-four percent of respondents said products or services failed to live up to brand promises, while 29% pointed to poor handling of problems or mistakes. 

Another 27% cited unethical business practices, followed by exaggerated or misleading communications (25%) and failure to respond to customer concerns (24%). 

When assessing whether to believe a brand, Hong Kong consumers place the greatest trust in credible sources rather than promotional content. 

Trusted sources (43%), personal knowledge or experience (34%), and official or institutional information (30%) ranked as the strongest influences on believability, while influencer content and social media engagement metrics were among the least persuasive. 

The study also found that traditional news media remains the most trusted communication channel for brands, with 58% of respondents saying it increased their confidence in a brand. 

Official brand-owned channels followed at 50%, while influencer content and private messaging platforms generated almost equal levels of trust and scepticism. 

Despite widespread scepticism, consumers remain open to rebuilding trust. 

Eighty-two percent of respondents said brands can regain credibility, with fixing problems (50%), publicly acknowledging mistakes (40%), and consistently demonstrating accuracy (40%) emerging as the most effective ways to restore confidence. 

Transparency alone was considered sufficient by just 29% of respondents.

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The inaugural 2026 APAC Believability Index: The Power of Proof, conducted in partnership with YouGov, surveyed 7,176 respondents across Australia, Indonesia, Singapore, Malaysia, the Philippines, Hong Kong SAR, and Mainland China to examine how consumers determine what—and who—to believe.

Among the report’s key findings is that brands are more likely to lose customers through quiet withdrawal than public criticism. 

While 93% of respondents said they would silently disengage after losing belief in a brand or organization, only 55% said they would voice their dissatisfaction publicly, and just 10% would post about a negative experience on social media.

The research also found that consumers place greater importance on brands delivering their core promises than on their stated values or purpose. 

Around 42% of respondents said they had stopped engaging with an organization because its products or services failed to meet expectations, compared with 29% who cited poor business ethics as the reason.

Consumer expectations also vary across the region. 

According to the study, respondents in Singapore and Malaysia tend to place greater trust in institutional authority and official sources, while consumers in Australia and the Philippines rely more heavily on peer recommendations and lived experiences when evaluating credibility.

Despite the consequences of losing consumer belief, the report suggests that trust can be rebuilt. 

Eighty-five percent of respondents said organizations can regain their confidence, although more than half (57%) believe fixing the underlying issue is more important than issuing an apology.

Richard Brett, President of Ogilvy PR APAC, said the findings reflect a shift in how reputation affects business performance.

“As AI slop and synthetic content reshape the communications landscape, believability has evolved from a PR challenge into a commercial imperative. Traditional reputation metrics no longer tell the full story because the greatest risks are now invisible. The true cost of lost belief is measured in lost revenue, rather than negative headlines.”

Alongside the report, Ogilvy introduced its Believability Diagnostic Tool, an AI-powered platform designed to help organizations assess the gap between brand promises and customer experiences. 

Built within WPP Open, the tool combines Ogilvy’s proprietary believability data with behavioral science models to help organizations identify reputational risks and anticipate customer churn before it affects business performance.

The report positions believability as an increasingly important measure of brand resilience, suggesting that consistent delivery of products and services—and not just messaging—has become a critical factor in maintaining consumer confidence across the Asia-Pacific region.

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Under the partnership, Ogilvy PR will lead Movember’s media presence in Australia, delivering strategic communications initiatives designed to deepen awareness of men’s health issues and boost participation in the organisation’s annual fundraising campaign. 

Founded in Australia in 2003 by two friends and just 30 original “Mo Bros,” Movember has grown into a global movement dedicated to improving men’s health outcomes. 

Since its inception, the charity has funded more than 1,250 men’s health projects worldwide, supporting initiatives focused on mental health, suicide prevention, and prostate and testicular cancer.

James Curtis, Head of Consumer PR and Influence at Ogilvy, said the partnership carried personal significance.

“Movember holds a deeply personal significance for me. As a Mo Bro of 13 years, it is a cause I have championed for a long time and one that sits close to my heart,” Curtis said.

“The organisation’s ability to tackle serious men’s health issues in a way that is genuinely unique and culturally resonant is something I have always admired. The opportunity to now contribute to that work, alongside such a talented agency team and client, is one we hold with real pride.”

He added that Ogilvy aims to bring “earned creative and culture-first thinking” to further amplify Movember’s impact.

“I can also say with confidence that 13 years of colleagues putting up with my questionable moustache has finally paid off,” he joked.

Louise Fennelly, PR Manager for Australia and New Zealand at Movember, said Ogilvy stood out for its strategic capabilities and understanding of the men’s health landscape.

“Ogilvy PR was selected for its earned creative credentials, strategic thinking, and deep understanding of the men’s health landscape,” Fennelly said.

“The agency demonstrated a strong ability to develop ideas that generate genuine media and cultural traction, while also showing a genuine passion for our cause and a clear connection to Movember’s mission.”

She added that the appointment marks an important step in Movember’s efforts to grow awareness, increase participation, and inspire more people to support the movement.

“Ogilvy PR’s earned creative thinking, depth of strategic capability, and strong influencer relationships, combined with a genuine commitment to improving men’s health, make the agency the right partner to amplify our mission,” Fennelly said.

“We look forward to working with them to connect with new audiences, spark meaningful conversations, and build on the incredible momentum Movember has generated globally.”

With 2026 shaping up to be a pivotal year for the charity, Movember said it remains focused on expanding its reach and deepening its impact through programmes and research that address some of the most pressing health challenges facing men today.

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Wertime will officially retire at the end of June, stepping down from his roles as co-CEO of Ogilvy APAC, Global Chief Operating Officer of Ogilvy, and Global Chief Executive Officer of Ogilvy One.

He joined Ogilvy in 1999 as CEO of Ogilvy Interactive Asia Pacific and went on to hold a series of regional and global leadership positions over nearly three decades. Throughout his tenure, he oversaw multiple responsibilities across the network and played a key role in the agency’s digital transformation efforts.

“It has been the privilege of a lifetime to help lead this incredible agency across both its global and regional frontiers. I have had the honor of working alongside some of the most brilliant minds in our industry worldwide,” Wertime said. 

“I want to thank Chris, my partner of ten years, for a shared journey in Asia Pacific filled with trust, mutual respect, and plenty of laughs. My deepest gratitude goes to our clients and the entire Ogilvy family globally and in APAC. I leave with absolute confidence in the talent, character, and ambition of this global network as it steps into its next chapter.” 

Alongside Wertime’s retirement, Reitermann will also step away from his role as co-CEO of Ogilvy APAC to focus exclusively on his position as CEO of WPP Greater China.

Reitermann said, “Leading Ogilvy APAC alongside Kent has been an extraordinary journey. Our partnership has been built on deep trust and friendship, and I could not have asked for a better partner to navigate the highs and challenges of this dynamic region. As I transition to focus entirely on driving WPP’s growth and integration in Greater China, I am incredibly proud of what we have built together.”

“I know the APAC region is in great hands with Kyoko and our regional leadership team, and I wish Kent nothing but happiness in his retirement.” 

Wertime and Reitermann have jointly led Ogilvy APAC since 2016, overseeing the network through a period marked by digital acceleration and evolving market dynamics across the region.

Wertime’s departure also leaves vacancies in his global positions as Ogilvy’s chief operating officer and chief executive officer of Ogilvy One, with successors yet to be announced.

In the interim, leadership responsibilities previously shared by Wertime and Reitermann will be assumed by the regional leadership team, which will work with local market leaders and Ogilvy’s global headquarters to maintain continuity across the network.

Commenting on the changes, Laurent Ezekiel, Global Chief Executive Officer of Ogilvy, said, “Kent is a true Ogilvy giant. Over his 27 years with the agency, he has demonstrated a rare combination of vision, sharp commercial acumen, and steady leadership. From pioneering our early digital transformation in Asia to simultaneously holding three of the most demanding roles in our global network, Kent’s impact on our business and our clients is immeasurable. We are immensely grateful for his dedication, his wisdom, and the incredible legacy of mentorship he leaves behind. We wish him the absolute best in a very well-deserved retirement.” 

Laurent added, “We also want to thank Chris for his outstanding leadership as Co-CEO of APAC alongside Kent. Under their joint stewardship, our APAC network has flourished as a creative and economic powerhouse. While Chris moves away from his Ogilvy regional role, we are thrilled that WPP Greater China will continue to benefit from his exceptional leadership, focus, and drive.”

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In his new role, Yong will oversee the group’s people, clients, and growth strategy across China, reporting to Chris Reitermann, Chief Executive Officer of WPP Greater China.

His responsibilities include leading the group’s operations across advertising, digital experience, social, influence, and public relations, while strengthening collaboration across its agency portfolio, including Ogilvy and Grey. Both agencies will continue to operate independently while working more closely across capabilities and client engagements.

Chris Reitermann commented,“I have had the privilege of working closely with Yong for 15 years and have seen firsthand the leader he has become. His strategic vision, integrity and unwavering commitment to our clients and people have earned him the trust and respect of colleagues and clients alike. His appointment reflects our long-term commitment to developing leadership from within and empowering proven talent to make an even greater impact. 

He added, “It gives me immense pride to see Yong step into this role, and I have every confidence in his ability to lead The Ogilvy Group China into its next chapter of growth. I look forward to continuing our partnership as we create even greater value for our clients.” 

Yong joined Ogilvy in 2011 and most recently served as president of Ogilvy Advertising China. He brings experience in brand development, client management, and business leadership, having spent more than a decade with the organisation.

He holds an MBA from Harvard Business School and has been involved in leading client and agency growth initiatives during his tenure at Ogilvy.

Commenting on his promotion, Yong said, “I’m honoured to take on this expanded role and deeply grateful for the trust placed in me. What has always distinguished Ogilvy is our ability to combine enduring expertise in brand thinking, creativity and integrated capabilities to help clients grow.”

He added, “As I take on this broader group leadership responsibility, I look forward to working closely with our teams across Ogilvy and Grey to strengthen collaboration, unlock new opportunities for our clients, and create an environment where our people can do the best work of their careers.” 

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Developed by Ogilvy for the Department of Health, Disability and Ageing, the “Could This Be Perimenopause?” campaign highlights common but often misunderstood symptoms associated with the transitional life stage for women, including sleep disruption, brain fog, sudden sweats, anxiety and fatigue. 

The campaign also encourages women to recognise potential signs of perimenopause and address common misconceptions while seeking evidence-based information, support, and treatment.

“The silence around perimenopause and menopause has carried a real cost. We’ve had decades of confusion, misdiagnosis, and suffering that women simply didn’t need to face alone,” said Fran Clayton, Chief Strategy Officer of Ogilvy.

“Our goal wasn’t simply to raise awareness, but to reframe the experience. This campaign finds women in that 3am moment, wide awake, wondering if they’re losing their mind, and says: we see you, this is a thing. Not to wrap it in a bow. Just to say it has a name, and there’s support if you know where to look,” she added. 

Running through the end of 2026, the campaign will be rolled out nationwide across television, BVOD, out-of-home, social, audio and digital channels, while targeting women aged 35 to 55 and broader audiences including younger women, healthcare professionals and support networks through a dedicated online information hub.

The Ogilvy-developed creative platform forms part of a wider communications program led by the Department of Health, Disability and Ageing in collaboration with agency partners including Fiftyfive5, Universal McCann, Fenton, Cultural Perspectives, Carbon, and Hall & Partners. 

The initiative is also supported by a dedicated campaign website at health.gov.au/perimenopause, providing evidence-based information, treatment guidance and access to support services for women navigating perimenopause and menopause.

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The campaign centres on a short film following the fictional life of Ryan, a young man whose descent into drug abuse leaves relationships fractured and futures abruptly altered. 

Three accompanying teaser films expand the story through the perspectives of his mother, girlfriend, and best friend—shifting the lens from the addict to those left carrying the emotional debris.

In Singapore, where anti-drug campaigns have long leaned on hard deterrence and zero-tolerance messaging, the softer but more psychologically charged approach marks a notable shift. 

The city-state continues to enforce some of Asia’s toughest narcotics laws, even as regional authorities grapple with rising synthetic drug flows and youth exposure across Southeast Asia.

Beyond the screen, the campaign moves into physical space through “The Library of Stories, Unfinished”, a three-day public exhibition at Suntec City from 15 to 17 May. 

Visitors walk through staged room sets—including a café, stadium, and dining room—where actors recreate memories overshadowed by addiction and loss. 

Guests are encouraged to speak with performers, ask questions, and sit within the discomfort rather than observe it from a distance.

The installation also includes sections featuring real-life accounts, research material, and regional case studies examining the broader social fallout linked to narcotics. 

Another segment explores the motivations of former drug dealers, while an ASEAN-focused section examines prevention and rehabilitation efforts across the bloc.

“It is our endeavour to present the gravity of the drug issue truthfully, from the effects of abuse on an individual to how loved ones and the wider community are affected,” said Audrey Ang, Director of Communications at CNB.

Ang emphasised, “Our selection of content for the pop-up library, from biographies to news articles, is curated to help visitors understand this. The campaign narrative itself explores the complex emotions victims of drug abuse may experience, and presents these through participatory interaction with live performers on set.”

“Through ‘Stories, Unfinished’, we hope to help Singaporeans reflect on the profound impact that drug abuse has and on our role as conscious members of society too,” she explained.

For Ogilvy Singapore, the assignment was less about awareness than emotional proximity—a difficult balance in a market saturated with public service messaging.

“Public education messages are often communicated through facts, warnings or enforcement. They can sometimes be heard but not deeply felt,” said Troy Lim, Group Creative Director at Ogilvy Singapore.

“With ‘Stories, Unfinished’, we wanted to create an experience that shifts audiences from passive awareness to emotional understanding by showing not just what drug abuse does to a person, but what it leaves unresolved for everyone around them. By unfolding the story across film, social perspectives and physical space, we hope to make that ripple effect more immediate, human and lasting,” he added.

The exhibition opens with free admission before travelling to Singapore heartland locations between 23 May and 27 June, extending the campaign beyond the glass towers of Marina Centre and into neighbourhood spaces where public outreach often lands hardest.

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The remit, led by Ogilvy China in coordination with local market teams, covers Europe, Latin America, the Middle East & Africa, and Asia-Pacific. It will focus on centralising and coordinating Changan Automobile’s global digital communications across markets.

The appointment comes as Changan advances its “Vast Ocean Plan 2.0″, which targets doubling overseas sales to 1.5 million units by 2030 as the automaker continues to scale its international footprint.

Under the partnership, Ogilvy will be responsible for managing and aligning the brand’s global social media presence and website operations, drawing on its international network and local market expertise to support multi-market execution.

The agency will implement its “One Team, One Platform, One Process” operating model to streamline coordination across strategy, content production, localisation, and digital publishing.

The model will also integrate data and AI-enabled tools across planning, creative development, and content workflows, aimed at improving consistency and efficiency across Changan Automobile’s global digital channels.

The partnership reflects Changan Automobile’s efforts to strengthen the structure and coordination of its international digital communications as it expands outside China.

Chris Reitermann, CEO of WPP Greater China and CEO of Ogilvy APAC and Greater China, said, “Ogilvy is honoured to partner with Changan Automobile on its global brand ambitions. Building a successful international brand comes down to three things: a clear and consistent core identity, localisation that truly resonates in each market, and continuous optimisation driven by data and technology. Backed by WPP’s and Ogilvy’s worldwide networks and AI capabilities, we will help Changan Automobile build a brand that is globally consistent, locally relevant, and built to grow.”

Jack Yin, President of Ogilvy One China, added, “We are grateful for Changan Automobile’s trust and excited to support its next phase of global growth. Our end-to-end approach connects research, creative, content, and performance optimisation through a single AI-powered operating model, ensuring every market receives consistent, high-quality brand communication. That’s how we deliver measurable business growth at scale.”

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The film titled, Some Traditions Aren’t Passed Down, They’re Rubbed In, directed by BAFTA-winning filmmaker Savanah Leaf, centres on a scene repeated across households for generations: a parent or grandparent applying petroleum jelly to a reluctant child.

First released in Kenya on April 8, the campaign has quickly gathered traction, crossing more than 1 million views on launch day and surpassing 11 million views across Vaseline East Africa’s platforms. 

The rollout will extend to social channels globally, encouraging audiences to share their own stories under the #AllYouNeedIsVaseline tag.

Created by Ogilvy Singapore alongside VML South Africa, the campaign leans into what marketers often overlook: the small, repeated acts that shape emotional connection over time.

“For anyone who grew up with a grandmother, mother, or dad rubbing Vaseline onto their skin, it was never just about moisture; it was an act of care, protection, and love,” said Nathalia Amadeu, Global Brand Director for Vaseline at Unilever. “By tapping into these shared cultural memories, this campaign honours that legacy, continuing to build Vaseline as a brand rooted in culture and deeply human at its core.”

The film itself traces a shift in perspective—from resistance in childhood to understanding in adulthood—set against an ironic soundtrack that undercuts the tension of the moment. What begins as discomfort lands as recognition.

“The most touching stories are often the ones people actually live through but never think to talk about,” said Nicolas Courant, Chief Creative Officer at Ogilvy Singapore. “‘Love Hurts’ is a ritual shared by millions across the world, yet it has rarely been told. By focusing on this one specific real-life experience, we turn an everyday moment into a story that people everywhere can resonate with.”

Produced by Park Pictures London and Whitecoat Productions, the campaign underscores a broader shift in brand storytelling.

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Developed with Ogilvy Singapore for Unilever, the “Vaseline Originals” range reframes the brand from product manufacturer to collaborator—drawing directly from ideas first shared by its online community.

The rollout puts two early creators front and centre. Jen Chae, known online as @frmheadtotoe, whose brow-taming hack dates back to the blogging era, and Lauren Luke, an early YouTube figure behind a Vaseline-based primer technique, have both inspired products now on shelves.

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A post shared by Jen Chae • 채수경 (@frmheadtotoe)

Their ideas have been translated into the Vaseline Brow Tamer and the Vaseline All-In-One Primer & Highlighter Jelly, respectively—each explicitly crediting the originators as part of the launch.

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A post shared by Lauren Buxton (@laurenluke_panacea81)

Nathalia Amadeu, Global Brand Director for Vaseline at Unilever, said, “For years, creators have been reimagining what Vaseline jelly can do, often without recognition. This campaign is about giving credit where it’s due: acknowledging, celebrating and rewarding the people behind those ideas. More than a campaign, it signals how we want to build going forward with our community, not just for them.”

Nicolas Courant, Chief Creative Officer at Ogilvy Singapore, said, “We started with a simple creative provocation: what if the best ideas were never in the boardroom, but already in people’s bedrooms and everyday routines? We traced how Vaseline was being used in culture back to its origins and found the OG creators who had been shaping these hacks long before they became mainstream.”

Courant added, “Vaseline Originals is a move from ownership to stewardship, honouring our OG content creators by sharing our success with them.”

The numbers point to a wider shift. More than 3.5 million posts tied to Vaseline-related hacks now circulate online, reflecting the brand’s unusual status as both staple and canvas for experimentation.

Aanchal Sethi, Asia Managing Director for Unilever at Ogilvy Singapore, said, “Vaseline Originals represents a deliberate strategic shift in how we build this brand, moving from validating what the community creates to actively shaping and developing ideas inspired by them. The commercial signals have been unambiguous: products selling out in minutes, demand scaling with every drop.”

Sethi further underscored, “But what this campaign confirms goes beyond a single launch. It shows that community-led innovation isn’t just culturally resonant. It’s a growth engine. This is how Vaseline stays relevant for the next generation, and how we intend to keep building.”

More creator-inspired products are expected to follow, as the brand continues its search for the original voices behind widely shared hacks—turning what was once user-generated content into a pipeline for product development.

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