Tag: Partnership

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.

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.