Tag: Partnership

United Kingdom – PwC has launched a new global identity that reflects its commitment to driving clients to the leading edge of innovation, debuting the refreshed look as the official consulting partner of Formula 1.

PwC has introduced a refreshed brand positioning and identity—the first major update in more than ten years—to better reflect how the firm operates today and its focus on helping clients unlock and protect value. Central to the update is a clarified purpose: helping clients build, sustain, and accelerate momentum.

The new visual identity features an updated logo incorporating a “momentum mark”, a bolder use of the brand’s signature orange, and refreshed imagery. Accompanying the visual changes is a new verbal identity, marked by a tone that is bold, collaborative, and optimistic.

The rebrand will roll out across advertising, sponsorships, and client-facing materials in the coming weeks. It will be introduced through a new global campaign titled “So You Can”, developed in collaboration with FutureBrand and McCann.

Antonia Wade, PwC global chief marketing officer, said, “PwC is constantly evolving how we bring technology and expertise to help our clients create and protect value. Now, we are evolving another important part of who we are: our brand. As technology and other megatrends continue to transform the economy, it is important that our identity provides the right platform for the formation.”

The brand update aligns with new initiatives aimed at helping clients apply artificial intelligence (AI) more effectively at scale. These include developments in agentic AI—systems designed to make decisions and act independently—alongside technology partnerships and the use of industry-specific insights, processes, and data models to support transformation efforts.

Paul Griggs, US senior partner at PwC, said, “We’re entering a bold new chapter—driven by sharp thinking, deep expertise and an unwavering focus on what’s next. In a world that’s changing faster than ever, we are reshaping how we deliver value as we drive our clients to the leading edge.”

Kristin McHugh, PwC US chief marketing & communications officer, added, “This brand evolution reflects the PwC our clients already experience. We’ve modernised the way we show up to match the strength of what we deliver. Our strategy is clear, our capabilities are deep and our people are what make it real—and we continue to put our clients at the centre of everything we do.”

As part of its brand evolution, PwC will debut this week as the official consulting partner of Formula 1, aligning its focus on innovation and agility with the global sport’s rapid growth.

The partnership launches at the FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX 2025, held from May 2 to 4, and underscores PwC’s aim to support high-performance organisations in operating more efficiently and intelligently.

Under a multi-year agreement, PwC will provide strategic consulting across key areas of Formula 1’s global operations, with a focus on boosting operational excellence and building long-term resilience.

“Formula 1 represents the kind of high-performance environment where strategy, speed and innovation converge – and that’s where PwC thrives,” Griggs said.

“As we work alongside F1’s team, we see an incredible opportunity to support them in their drive to the leading edge, bringing additional innovative thinking to complex challenges – helping them shape their future across an ever-changing global landscape,” he added. 

India – Magicbricks, a property platform based in India, has named Havas Media India as its media agency on record (AOR).

Havas Media India’s responsibilities will cover the full spectrum of media services, including strategy, planning, and buying across print, television, radio, cinema, digital, and below-the-line (BTL) channels. This also includes out-of-home (OOH), mobile, and movie integrations, celebrity management, and activations.

Prasun Kumar, chief marketing officer at Magicbricks, said, “Magicbricks has always been at the forefront of innovation in real estate, shaping category narratives and driving impactful conversations. Our full-stack offerings, including Home Interiors, Home Loans, Site Visits & many more apart from the core property platform, cater to varied needs of multiple consumer segments.” 

“As we step into another year of driving growth & scale, we needed a digital-first media agency that could spearhead our integrated mandate. Havas Media’s understanding of the modern consumer with data-driven intelligence & proprietary tools aligns perfectly with our vision,” he added.

According to the agency, its data-driven approach, proprietary tools, and technology-enabled media strategies were key factors in winning the mandate, supporting audience segmentation, media investment efficiency, and overall brand engagement.

Uday Mohan, chief operating officer at Havas Media India, commented, “We are thrilled to add Magicbricks to our marquee client roster. Our Converged OS and Meaningful Brands framework give us a distinctive edge, enabling us to deliver seamless, insight-led media solutions that enhance consumer engagement and maximise ROI.”

“This partnership underscores our commitment to creating strategic, outcome-driven campaigns that aid Magicbricks’ growth and its leadership in the real estate category,” Mohan concluded.

India – Mattel, Inc., a global name in toys and family entertainment, has appointed Dream Theatre as the official licensing agency for its iconic brand portfolio across India, Pakistan, Nepal, Bangladesh, and Sri Lanka.

Through the new partnership, Dream Theatre will collaborate with top-tier partners across categories to bring Mattel’s licensed merchandise to Indian consumers. The agency aims to tap into its extensive network of retailers and partners, alongside its deep market expertise, to expand the reach of Mattel’s products.

The agreement includes Mattel’s globally loved brands such as Barbie, Hot Wheels, UNO, Fisher-Price, Scrabble, Thomas the Tank Engine, Pingu, Masters of the Universe, and Barney.

Meredith Norrie, vice president of global licensing and consumer products at Mattel, said, “We’re excited to have Dream Theatre as our official licensing agency in India. Their expertise and passion make them the ideal partner to grow Mattel’s brand portfolio, deliver innovative, high-quality products, and strengthen our connection with consumers across India.”

The partnership is expected to strengthen the regional presence of Mattel’s brands while expanding Dream Theatre’s role in the licensed merchandise market across South Asia.

Jiggy George, founder & CEO of Dream Theatre, expressed, “We are excited to be appointed as Mattel’s Master Licensing Agency in India. This partnership presents an incredible opportunity to bring some of the world’s most loved brands to new generations of fans in this region.”

He continued, “Mattel’s renowned brand portfolio holds a strong emotional connection with families in India and around the world, making it a standout licensing proposition for brands and products in the Indian market. We look forward to driving their continued success through innovative licensing partnerships, localised offerings, and strong collaborations with market leaders in India.”

Singapore – Singapore Airlines has forged a partnership with OpenAI to develop GenAI solutions enhancing its operations and customer experience. The partnership aims to streamline the airline’s processes and improve staff productivity.

Through the partnership, SIA will have new tools augmenting its customer servicing capabilities, able to interpret text, audio, diagrams, and videos.

Building on SIA’s current AI features on its website, OpenAI will help improve its virtual assistant. The enhanced AI assistant will offer more intuitive experiences for customers planning their trips.

The virtual assistant is set to deliver personalised support for booking and managing destinations and travel processes by expanding self-service capabilities. It aims to provide a more cohesive experience for customers to boost engagement with SIA.

Meanwhile, SIA’s staff will also benefit from the automation of operational tasks. Through the OpenAI tool, the staff can access and process information more quickly, enabling better decision-making and problem-solving.

Additionally, SIA will be integrating OpenAI’s model with its existing tools to assist in flight crew scheduling, considering regulations and manpower availability.

George Wang, senior vice president information technology at Singapore Airlines, said, “This collaboration with OpenAI exemplifies Singapore Airlines’ commitment to digital innovation and leadership in the airline industry. By harnessing cutting-edge AI solutions, we will enhance operational efficiency and staff productivity, and elevate the end-to-end customer experience, helping the SIA Group retain its industry-leadership position.”

“Singapore Airlines has long been known for its leadership in innovation and service. We are excited to work with SIA and explore how advanced AI can enhance the travel experience, empower employees, and optimise complex operations,” Oliver Jay, managing director, international at OpenAI, said.

Philippines – Sleep brand Emma Philippines has appointed digital agency Greenpark as its social influencer strategy and engagement partner. The move marks a significant step in the mattress brand’s local marketing approach.

Nabbing Emma’s social influencer strategy remit, Greenpark reinforces its commitment to revolutionising creator marketing in Southeast Asia. Greenpark aims to advance Emma’s mission of becoming the ‘most trusted sleep partner in the Philippines’ through a unique social-search driven engagement model.

Greenpark’s approach centres on delivering relevant content to Emma’s audiences, considering value and timing to avoid becoming intrusive. 

Through a campaign, Emma is repositioning itself as a functional sleep product, reaching audiences through content creators. It leverages search behaviour across Instagram, YouTube, and TikTok to ensure relevance in creator selection and storytelling.

Aligning content with informational intent, Emma’s campaign aims to integrate Emma into cultural conversations as part of the larger self-care movement.

Through the partnership, Emma Philippines and Greenpark are poised to redefine how wellness brands engage with their target audiences in the Philippines.

“At Greenpark, we believe that the best social strategies are built on more than just trends and historical performance data. What many brands are still overlooking is the power of Social Search insights—and that’s where we’re changing the game,” Que Ramli, head of social at Greenpark APAC, said.

“Working with Greenpark is a breeze. The team is highly collaborative and given their market knowledge and tools used, they are able to provide a very insightful proposal with concrete next steps,” Calvin Theodore Ang, country lead of Emma Philippines, commented.

“It’s our first time working with Greenpark and I was particularly impressed by their data- driven approach and attention to detail in the recent creator strategy pitch,” Nicolle Bueno, team lead, influencer & affiliate marketing of Emma APAC, said.

Vietnam – VinFast has entered a strategic partnership with Indonesian service provider PT Penta Artha Impressi (Bengkel BOS) to enhance customer service and support the growing adoption of electric vehicles (EVs) across the country.

Under the agreement, 12 Bengkel BOS service workshops will be authorised to carry out repair, warranty, and maintenance services for VinFast’s electric vehicle models. The workshops are located in areas including South Jakarta, West Jakarta, East Jakarta, Tangerang, and Yogyakarta.

The services will follow VinFast’s technical standards and procedures. Bengkel BOS facilities are equipped with the necessary tools and machinery to meet the automaker’s operational requirements.

In addition to servicing, Bengkel BOS will supply genuine VinFast parts and components to support vehicle upkeep and ensure product consistency across the network.

Pham Sanh Chau, CEO of VinFast Asia, commented, “To accelerate the green transition in Indonesia, we believe that building strong, long-term customer trust is paramount. To achieve this, VinFast actively collaborates with reputable partners to expand our network of authorised service workshops in Indonesia. We remain steadfast in our commitment to the three core pillars that have defined the VinFast brand: high-quality products, inclusive pricing, and outstanding after-sales service.”

The partnership aligns with VinFast’s broader plan to grow its sales and after-sales network in Indonesia, in line with the expansion of its EV offerings. As part of the collaboration, VinFast will provide training and technical support to Bengkel BOS staff to ensure service readiness as vehicle deliveries increase.

Endro Arifin, president director at PT Penta Artha Impressi (Bengkel BOS), stated, “Leveraging our experience, local expertise, and extensive service workshop network, we are honoured to become a strategic partner of VinFast on its journey to conquer the Indonesian market. Together, Bengkel BOS and VinFast are committed to delivering exceptional experiences to consumers while contributing to the continuous development of the region’s electric vehicle market.”

VinFast’s electric vehicle lineup includes models such as the mini-SUV VF 3, the A-segment VF 5, and the C-segment VF e34. Alongside its growing product range, the company is expanding its network of dealerships and service centres across Indonesia. The company is also developing a wider green mobility ecosystem through partnerships with companies such as electric taxi operator GSM and charging infrastructure provider V-GREEN.

Philippines – The Department of Trade and Industry (DTI) has joined forces with the Department of Tourism (DOT) to strengthen micro, small, and medium enterprises (MSME) in the Philippines while boosting tourism. 

Both agencies will collaborate to boost creative industries for tourism growth, supporting their product development and branding. The move aims to drive inclusive economic growth in the country through inter-agency collaboration.

Through the partnership, DTI will provide financing opportunities for eligible tourism projects with the Small Business Corporation. It will also help drive investment opportunities and promote local products and services through DOT’s events.

The partnership will also see DTI integrating its ‘One Town, One Product’ stores with DOT’s Philippine Experience Program, cultural tourism offerings, and Tourist Rest Areas (TRA).

Meanwhile, DOT will launch marketing campaigns and co-develop tourism packages, highlighting Filipino heritage through joint initiatives. It will contribute to DTI’s trade missions, promoting investments and services related to tourism.

DOT will also carve spaces for local products within TRAs and extend its program offers to DTI stakeholders, including its Filipino Brand of Service Excellence.

“By working together, we are enhancing the synergy between tourism promotion and enterprise development. This convergence aims to foster inclusive growth, empower local industries, and unlock opportunities that reach far beyond our urban centres and into the heart of our communities,” Cristina A. Roque, DTI Secretary, said.

“We are so grateful that the Department of Trade and Industry brings its expertise to our tourism MSMEs. Through the MOA, we are building a bridge for our MSMEs to receive the tools and resources that they need, as well as access and exposure to compete in both local and global markets. By nurturing local businesses, we elevate the Filipino brand, showcasing our cultural heritage, creative talents, and unique products to the world,” Christina Garcia Frasco, DOT Secretary, said.

Singapore – Barilla, known for its pastas, has recently joined Formula 1 as its official partner following signing a multi-year deal with the popular motorsport event.

As an official partner, Barilla will have a strong presence both on and off the track and will encourage connection and the spirit of togetherness among fans, who will be able to enjoy dishes from the Italian brand’s Pasta Bars around the Paddock and in the prestigious Formula 1 Paddock Club.

Trackside signage, digital activations, and consumer promotions reaching millions of spectators worldwide will also bear the Barilla branding.

Moreover, the partnership will connect fans of both brands across the world, united by a passion for sports and the bonding tradition of sharing a meal.

Stefano Domenicali, President & CEO of Formula 1, said, “We are thrilled to welcome Barilla into the Formula 1 family, a collaboration flavoured with passion and heritage. Two stories that share the same values of excellence, authenticity and the pleasure of living extraordinary moments together.”

He added, “We cannot wait to start this incredible adventure with our new partner, certain that they will add an elevated taste to the emotions of F1.”

Meanwhile, Paolo Barilla, vice president of Barilla Group and former F1 driver, also commented, “A lightning-fast F1 car and a delicious plate of pasta: what do they have in common? At first, it may not be obvious, but behind both, and the effort that goes into making them, are skilled professionals, passionate and determined, driven by the desire to keep improving.”

He added, “Our greatest satisfaction is being able to offer all the men and women of F1, after an intense competition, a well-deserved plate of pasta.”

Lastly, Ilaria Lodigiani, chief category and marketing officer at Barilla, stated, “We look forward to welcoming all Formula 1 fans to the table every race weekend to enjoy both the thrill of racing and the comfort of a great meal. This partnership is an invitation to celebrate the moments that matter together, because we believe that sharing a meal has the power to turn strangers into family. At the track, at home, or around a table, Barilla and Formula 1 unite people beyond sport and cuisine.”

The new partnership is one of many partnerships Formula 1 has embarked on to boost fan engagement, including with LVMH and its vodka brand Belvedere, KitKat, and LEGO. It has also continued to score big brands as title sponsors for its races, including with Louis Vuitton for this year’s Australian Grand Prix, and the extension of Singapore Airlines’ title sponsorship for the Singaporean Grand Prix.

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.”

Manila, Philippines – GoTyme Bank has entered a three-year partnership with the Philippine Football Federation (PFF), becoming the official bank partner of the country’s football governing body. The agreement is aimed at supporting the development of football across various levels in the Philippines, from grassroots initiatives to elite competitions.

Under the partnership, GoTyme Bank and the PFF plan to launch several joint initiatives. One of the key highlights is the GoTyme Bank Cup 2025, a regional tournament that will feature men’s and women’s national teams from the Philippines, South Africa, Vietnam, and Singapore. The event is positioned to promote high-level competition and enhance the visibility of Philippine football on the regional stage.

The agreement also includes support for national teams, with players and coaches serving as brand ambassadors for GoTyme Bank. The bank’s financial products will be integrated into the teams’ operations, including services for international travel and overseas allowances.

Efforts to engage fans are also part of the collaboration, with planned activities such as merchandise campaigns, ticket promotions, player meet-and-greet events, and community watch parties during major matches.

At the grassroots level, GoTyme Bank will work with the PFF on youth programs that combine football training with financial literacy education. These initiatives aim to promote holistic development for young athletes while encouraging financial inclusion.

The bank will maintain a visible presence through branding on team jerseys, stadium signage, and interactive fan zones. On-site services will allow fans to open accounts and use GoTyme Bank offerings during events.

According to both parties, the partnership reflects shared goals of promoting sports development and providing greater access to services for Filipino communities.

Nate Clarke, CEO at GoTyme Bank, said, “There is an undeniable love for football in the country, and it’s only continuing to grow. Our partnership with the PFF allows us to be there for athletes and fans alike. We want to be part of the story of bringing Philippine football onto the global stage.”We understand that success isn’t a straight path—it’s full of hurdles. That’s something we see in sports every day. 

Meanwhile, Freddy Gonzalez, director of senior National Football Teams, commented, “This is the first time we are partnering with a bank, and we couldn’t have found a better ally than GoTyme Bank. We both share the goal of bringing Philippine football further, not only by supporting our national teams but also by developing training camps for young kids. This is a shared vision that shows GoTyme Bank is the right partner to help us build the future of Filipino football.”