Tag: Partnership

USA – NASA has announced that its NASA+ live programming will launch on Netflix this summer, expanding access to space content for global audiences.

The collaboration will offer viewers an additional platform to watch live rocket launches, astronaut spacewalks, mission coverage, and real-time views of Earth from the International Space Station.

By joining forces with Netflix—which has a reach of over 700 million users worldwide—NASA aims to make its scientific and exploratory work more accessible to a broader audience in today’s digital media landscape.

The initiative forms part of NASA’s wider communication efforts, which include distributing content through video, audio, social media, and live events, to engage the public with the agency’s activities and discoveries.

NASA+ will continue to be available for free and without ads on the NASA app and website. Further programming details and launch schedules will be shared in the coming weeks.

Rebecca Sirmons, general manager of NASA+, said, “The National Aeronautics and Space Act of 1958 calls on us to share our story of space exploration with the broadest possible audience. Together, we’re committed to a Golden Age of Innovation and Exploration – inspiring new generations – right from the comfort of their couch or in the palm of their hand from their phone.”

Singapore – So Drama! Entertainment and FLY Entertainment have forged a strategic partnership to enhance media and entertainment content and production. Seeking to combine their creative strengths, the collaboration aims to develop content that resonates with local audiences.

So Drama! Entertainment and FLY Entertainment’s collaboration kicks off with ‘Kakee Originals,’ a serialised video content that underscores the companies’ commitment to homegrown storytelling. Featuring talents from FLY’s roster, the video content is set to be available on SoDrama!’s rebranded entertainment and lifestyle app, Kakee.

The initiative includes existing series such as ‘See You There,’ ‘Then & Now,’ and ‘The Situation Report. The upcoming “The Office Survival Guide” series is also set to launch later this year.

Besides casting, the partnership also includes co-investment in content, brand collaborations, and talent development. FLY is expected to contribute talent, production support, and customised training for So Drama!’s talents.

Meanwhile, FLY Entertainment is also collaborating with digital casting platform IAmCasting to discover new personalities and influencers for the Kakee Originals series.

Melvin Kuek, executive director at So Drama!, said, “We’ve been quietly cooking up this collaboration for a while now — and the timing couldn’t be more perfect with the launch of the Kakee app! The chemistry between So Drama! and FLY promises fresh possibilities for talent, brands, and bold new content that can become a strong differentiation factor for Kakee as an entertainment platform. We’re absolutely buzzing to dive in together and serve up stories that will delight audiences and shake up the Singapore entertainment scene.”

Irene Ang, founder & CEO of FLY Entertainment, commented, “This partnership is more than just a content deal — it’s a bold declaration. We’re championing Singaporean stories and putting local talent exactly where it belongs: in the spotlight. We’re proud to co-create with So Drama! from casting and production to talent development. It’s time our creatives take centre stage.”

India – Commerce media company Criteo and agency network dentsu have announced an expanded global partnership to enhance commerce and performance media campaigns. This collaboration marks the first time a major holding company will fully utilise Criteo’s Commerce Media Platform.

The partnership aims to equip dentsu’s clients with advanced buying tools, consultancy services, and measurement capabilities to improve commerce results. This also enables Criteo’s network of retailer and publisher partners to see increased ad spending from brands looking to connect with consumers on their platforms.

The collaboration will leverage both dentsu. Audiences, dentsu’s global data and identity solution, and Criteo’s Commerce Audiences, built from an extensive open commerce dataset. This combined approach will create a powerful offering for activation across Criteo’s demand platforms. 

Dentsu will strategically utilise Criteo’s Commerce Media Platform stack, including the Commerce Max Retail Media Demand-Side Platform, Commerce Growth Performance Buying Platform, Commerce Grid Supply-Side Platform, and the Commerce Yield Retailer Monetisation Platform.

Clive Record, president partnerships and solutions of dentsu, commented, “We want our clients to grow in the Algorithmic Era, and the integration of Criteo’s commerce SKU signals and product intelligence will help power our range of Next Gen media solutions. This is a transformational partnership which will provide new levels of intelligence and allow us to design for differentiation. We’re excited to harness Criteo’s advanced commerce solutions, audiences, AI and expertise.”

Brian Gleason, chief revenue officer and president of retail media at Criteo, said, “We’re thrilled to partner with dentsu and provide a holistic set of solutions that will propel commerce media momentum for its clients. An industry leading toolset, coupled with a comprehensive strategy, are crucial to maximise success in today’s environment, and our partnership with dentsu is a testament to the value that holistic commerce-driven technology platforms provide.”

Singapore – Beauty brand Garnier has been appointed as the exclusive skincare partner of the first EA Sports FC Mobile Festival Bangkok. The mobile festival is EA Sports’ e-sports championship.

To support gamers, Garnier’s skincare is set to help EA Sports FC Mobile Festival gamers, encouraging them to put their ‘#GarnierGAMEFACE’ on. The partnership aims to help gamers gain confidence, having a skincare routine as part of their preparation ritual.

The festival is uniting the top FC Mobile teams, spanning Thailand, Vietnam, Australia, and Singapore. It kicked off in Bangkok on June 14 and 15, celebrating the football culture through e-sports and entertainment. The two-day event featured gameplay, live performances and a Q&A session with football icon Rio Ferdinand.

As the official skincare partner, it is introducing the ‘Garnier Game Face Starter Pack’ activation zone in the EA FC Mobile Fan Zone, where fans can experience advanced formulation and transform their skincare routines.

The activation will also feature a life-sized immersive set design, tapping into the popular social media trend of ‘starter packs’ in life. Through the installation, participants can enter the zone and star in their own starter pack that blends football and gaming cultures.

As part of the partnership, Garnier is tapping 60 content creators to highlight its skincare solutions as part of gamers’ daily rituals for facing challenges in each game and in real life.

Garnier has a range of products tailored for gamers, including its Garnier Men AcnoFight Anti-Acne facial cleanser and Garnier Bright Complete Serum cleanser.

Roger Salhab, general manager at Garnier, South Asia Pacific, Middle East, North Africa, said, “Asia is home to over 1.5 billion mobile gamers, with males making up around 60% of the audience. At Garnier, we see skincare as the confidence booster for gamers — helping them stay fresh, focused and ready for the spotlight — giving them the #GarnierGAMEFACE. Garnier is no longer a routine — it now becomes a ritual.”

“We are proud to be the official and exclusive skincare partner at the inaugural FC Mobile Festival, bringing our performance-driven expertise to the gamer lifestyle, offering skincare solutions tailored to Asian skin needs — including formulations specially designed for men,” Salhab added.

Singapore – Machine learning company Moloco has forged a strategic partnership with the International Internet Business Department of technology company Xiaomi. The global partnership aims to enhance ad performance optimisation.

Through advanced machine learning technology, Moloco and Xiaomi’s collaboration will offer efficient advertising solutions, enabling developers’ growth in global markets. The partnership allows brands to reach more audiences while deepening user engagement.

The collaboration will see Moloco integrating its advanced machine learning algorithms with Xiaomi’s inventory, enhancing monetisation value while enabling personalised ads. Moloco will be able to deliver targeted ad placements on GetApps, Xiaomi’s overseas app store, boosting app downloads.

Xiaomi is optimising its advertising efforts through the partnership with Moloco, as part og its broader strategy to maintain its position as a market leader.

Moloco and Xiaomi initiated a pilot partnership in 2023, enabling daily spend growth, optimised ad formats, and global market expansion.

Ikkjin Ahn, Moloco co-founder and CEO, said, “As the mobile advertising industry continues to evolve, demands for efficient monetisation and the ability to target and reach the right users from advertisers continue to grow.”

“We are thrilled to partner with Xiaomi’s International Internet Business Department and leverage Moloco’s deep expertise in machine learning and ad tech to not only enhance Xiaomi’s ad monetisation capabilities but also optimise the campaign results and ROI of the advertisers who work with us. Moving forward, we will continue to expand our collaboration to drive further growth in the mobile advertising industry,” Ahn added.

Qiang Song, general manager of Xiaomi International Internet Business, commented, “Our partnership with Moloco has delivered significant results in ad monetisation and campaign optimisation. Moloco has helped enhance the competitiveness of our ad platform and is enabling advertisers to precisely reach their target users. We look forward to exploring more innovative models together in the future, further unlocking growth potential and creating greater commercial value for global brands and developers.”

Kuala Lumpur, Malaysia – Agoda and Tourism Malaysia have announced a strategic partnership aimed at positioning Malaysia as a premier travel destination in Southeast Asia. The collaboration supports the national Visit Malaysia 2026 (VM2026) campaign and will focus on leveraging digital platforms to promote the country’s diverse attractions to a global audience.

The two parties signed a two-year Memorandum of Collaboration (MoC), under which they will launch a series of digital marketing campaigns. These initiatives will showcase Malaysia’s cultural heritage, scenic landscapes, vibrant cities, and renowned cuisine through Agoda’s online channels and social media platforms.

The partnership also aligns with Tourism Malaysia’s goal of welcoming 45 million international tourists this year. By tapping into Agoda’s global travel data and insights, the collaboration aims to enhance tourism policy planning and strengthen promotional strategies targeted at both international and domestic travellers.

“This partnership underscores Agoda’s dedication to connecting Malaysia with travellers worldwide through our innovative technology and engaging content,” said Fabian Teja, country director Malaysia at Agoda. “We’re excited to work with Tourism Malaysia to highlight the country’s unique offerings, from lush rainforests to rich cultural traditions.”

Meanwhile, Director-General of Tourism Malaysia, Datuk Manoharan Periasamy, expressed optimism about the partnership’s potential. “Embracing digitalization, we value our collaboration with Agoda to leverage their industry expertise and promotional strategies. Together, we are confident in drawing more visitors and achieving our VM2026 objectives.”

In addition to marketing efforts, the partnership includes joint workshops focused on traveller behaviour and sustainable tourism development. These efforts aim to improve the travel experience and encourage exploration of Malaysia’s varied destinations.

The collaboration marks a significant step forward in preparing for VM2026 and is expected to serve as a catalyst for growth in Malaysia’s tourism sector.

Indonesia – OTT platform VISION+ has entered into a collaboration with Indosat Ooredoo Hutchison (Indosat) to offer Indosat customers access to a selection of premium digital content through the VISION+ platform.

Under the partnership, VISION+ content—including box office films, international sports broadcasts, and VISION+ Originals—will be integrated into Indosat’s digital ecosystem via product activations and made available through multiple mobile and online distribution channels nationwide.

The initiative responds to the growing demand for accessible, high-quality digital entertainment and aims to improve the user experience by leveraging both platforms’ strengths.

Clarissa Tanoesoedibjo, deputy CEO of VISION+, said, “This collaboration is a strategic move to provide added value for our users by combining Indosat’s strong connectivity with VISION+’s premium entertainment in a single, seamless offering.”

“We believe that the combination of IOH’s powerful network and the rich variety of VISION+ content can deliver a more enjoyable, accessible, and rewarding digital experience for all our customers,” she added.

In addition to expanding access to content, the collaboration aligns with the broader objectives of both companies to extend their digital reach, strengthen customer engagement, and explore new models for content delivery. The offerings, which include flexible service options and tailored promotions, will be available through the myIM3 app for both prepaid and postpaid users.

By combining Indosat’s network infrastructure with VISION+’s content library, the partnership aims to provide a more seamless entertainment experience for audiences across Indonesia.

“Indosat Ooredoo Hutchison (IOH) is proud to work with VISION+ to empower customers with premium entertainment at an affordable price,” said Ritesh Kumar Singh, director and chief commercial officer of Indosat Ooredoo Hutchison.

“This collaboration brings together IOH’s reliable, far-reaching network with the rich and diverse content of VISION+, creating a smooth and enjoyable digital experience. Customers can now enjoy exclusive shows, live TV, and on-demand entertainment—supported by the strength of IOH’s network—anytime and anywhere,” he continued.

Philippines – Lifestyle destination developer Ayala Malls has forged a partnership with out-of-home (OOH) solutions provider Summit Outdoor Media to redefine customers’ retail experience.

The partnership leverages Ayala Malls’ high traffic and strategic locations to deploy Summit Outdoor Media’s suite of integrated OOH solutions. It aligns with Ayala Malls’ goal to solidify its position as an innovative mall developer, while Summit Outdoor Media aims to enhance customer experience through targeted content.

Through the collaboration, brands and advertisers can leave an impact and enrich shoppers’ experiences. OOH formats include interactive digital displays, experiential zones for brand interactions, and integrated mobile connectivity.

With the fusion of different formats, Summit Outdoor Media is expected to contribute to the ambience and engagement within Ayala Malls. 

The partnership is set to first roll out at One Ayala, targeting the commuters at the Makati transport hub.

The integration of OOH solutions will be made under the direction of Paul Birkett, chief operating officer at Ayala Malls.

“Ayala Malls’ vision is to shape inspiring environments that spark imagination and deliver personalised, immersive experiences. This partnership with Summit Outdoor Media allows us to expand the canvas upon which Ayala Malls, tenants, and relevant brands create visual brand identities which resonate with our unique customer demographics,” Birkett said.

“Our malls are intentionally designed to serve as a catalyst for meaningful connections between brands and consumers. Consumer journeys have shifted from a linear path to a dynamic, multi-touchpoint environment. Merchants and brand partners need to engage with consumers beyond their stores and owned channels, as consumers experience moments of influence at different stages and touchpoints. Having an extensive array of OOH solutions in Ayala Malls provides more opportunities for our merchants, brand partners, and consumers to meaningfully connect, engage, and interact,” Birkett added.

“We’re excited to partner with Ayala Malls to bring fresh, innovative out-of-home solutions to their spaces. By combining our creative and tech-driven approach with Ayala Malls’ premier retail environments, we’re opening new ways for brands to connect with people through immersive and experiential experiences,” Abigail Pe Aguirre, deputy head of Summit Outdoor Media, commented.

Paris – Agency network Havas has expanded its partnership with online research data and analytics technology company YouGov to span more networks. The expanded partnership now includes 30 markets in media, creative, and health networks.

With the expanded partnership, Havas is combining its ‘Converged’ strategy through data and tech capabilities with YouGov’s attitudinal and psychograph data. The collaboration allows them to activate audiences globally with a privacy-centric approach.

Leveraging YouGov and first-party data sources, Havas is enhancing its ‘Converged’ operating system to drive actionable insights across its network.

“By accelerating the adoption of YouGov’s data and insights, we’ve been able to build larger, smarter models, creating increasingly sophisticated audiences that can be leveraged across the entire agency network in our Converged operating system. For our clients, we’ve boosted performance while safeguarding customer privacy, and for our people, we’ve unlocked new efficiencies that empower them to focus on more strategic tasks,” Dan Hagen, global chief data and technology officer at Havas, said.

“We’re incredibly proud of YouGov’s work with Dan and his team at Havas since our partnership started four years ago,” Stephan Shakespeare, co-founder and CEO at YouGov, commented.

“The enhancement of the relationship is testament to how much they value the quality and connectivity of our data, our pioneering products and our deep expertise. We look forward to further expanding YouGov’s partnership with Havas in the years to come as we continue to develop innovative approaches to show consumers’ reality across the world,” Shakespeare added.

Singapore – Formula 1 is scoring yet another partnership, this time with Disney as it will bring Mickey & Friends in the high-speed world of Formula 1 through experiences, content, and merchandise around the globe. Said partnership will begin in 2026.

The new relationship is created by the two brands’ shared affinity for creativity, entertainment, and innovation, to bring fans together around the globe through unforgettable and one-of-a-kind experiences.

It is worth noting that Formula 1 has seen a huge surge in growth with younger fans and data shows that more than four million children aged 8-12 now actively follow the sport across the EU and US, while 54% of followers on TikTok and 40% on Instagram are now under 25 years old.

Emily Prazer, chief commercial officer at Formula 1, said, “Our collaboration with Disney is set to be a brilliant one, as we introduce the world of Mickey & Friends to our fans, and vice versa. It fits perfectly with our strategy to step outside the world of sport, and into a broader consumer market, and in return we’re introducing Disney to our 820 million fans worldwide.”

She added, “It’s a fantastic match as both brands are known for pushing boundaries and bringing entertainment and excitement to millions, so I can’t wait to see what our teams come up with for the circuit and beyond.”

Meanwhile, Tasia Filippatos, Disney Consumer Products President, commented, “As we celebrate nearly a century of Mickey Mouse & Friends, our collaboration with Formula 1 offers a unique opportunity to bring two powerhouse entertainment properties together to create products that fans will love. This exciting collaboration will unfold across a global stage, with unforgettable content and experiences tailored for Disney and F1 fans alike.”

It is worth noting that this is one of many partnerships Formula 1 have formed, which included brands and companies such as PwC, Barilla, LVMH, LEGO, and KitKat.