The three organisations signed a memorandum of understanding (MOU) under the theme “Unlocking Possibilities – Creating Value Through Connections”, combining SBS Transit’s transport network, Moove Media’s transit advertising capabilities and Mediacorp’s content ecosystem to create a more connected commuter experience.

As an initial rollout, commuters will receive curated content, including CNA news headlines, across digital screens at all 67 MRT stations on the North East and Downtown Lines, as well as bus interchanges. 

Tham Loke Kheng, CEO of Mediacorp, said the collaboration extends the company’s content beyond traditional channels while creating new opportunities for advertisers.

“Whether audiences are at home, online or on the move, our focus is on bringing them trusted, engaging and relevant content wherever they are.”

The companies also plan to explore community programmes and other content initiatives designed to make daily journeys more engaging.

Kheng added, “This collaboration with Moove Media and SBS Transit allows us to extend Mediacorp stories, news and entertainment into everyday commuter journeys, while creating fresh opportunities for brands to reach audiences in meaningful and measurable ways.”

Jeffrey Kwek, CEO of Moove Media, added that the partnership reflects the growing role of transit media as a connected advertising channel.

Beyond commuter-facing content, the partnership will also develop integrated advertising solutions spanning Mediacorp’s media platforms and Moove Media’s out-of-home transit network. 

These include cross-platform campaigns, bundled advertising offerings and enhanced audience measurement capabilities to help brands engage consumers across both physical and digital environments.

“Together with SBS Transit and Mediacorp, we are bringing content, data and transit media closer together to enrich the commuter journey while delivering greater impact and accountability for advertisers,” Kwek added. 

Meanwhile, SBS Transit Group CEO Jeffrey Sim said the initiative is designed to add value to commuters’ daily journeys beyond simply displaying content.

“It’s about finding new ways to add value to the everyday commute of our passengers. By combining our strengths, we’ll bring timely, relevant and engaging content to all 67 of our MRT stations on the North East Line and Downtown Line and bus interchanges.”

The MOU took effect immediately following its signing at Dhoby Ghaut MRT Station.

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Available from 3 July, the launch features Apple English Breakfast Tea alongside the CHAGEE | Tate merchandise collection, which draws inspiration from three still-life paintings in Tate’s collection: A Plate of Apples (1861) by Henri Fantin-Latour, Still Life with Water Jug (c.1892–3) by Paul Cézanne, and The Basket of Fruit (1925) by Mark Gertler. 

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The artworks are featured across limited-edition cups, insulated carrier bags, and collectible merchandise including shawls, umbrellas, travel tags, and picnic mats.

The launch forms part of CHAGEE’s broader partnership with Tate, which also includes support for the institution’s paper and photography conservation work aimed at preserving artworks in its national collection.

“Culture has always travelled through food and drink, and tea is probably the best example of that in history. With Apple English Breakfast Tea, we wanted to honour all of those journeys in a single cup, creating something that people from every country and culture can genuinely connect with,” said Eileen Lau, Head of Marketing at CHAGEE Singapore.

Rosey Blackmore, Director of Licensing and Merchandising at Tate, added, “At Tate Enterprises, we’re always looking for meaningful ways to extend engagement with Tate’s collection beyond our galleries.”

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“This partnership has allowed CHAGEE to create a product range that thoughtfully brings together art, design and everyday ritual, inspired by Henri Fantin-Latour’s A Plate of Apples, Paul Cézanne’s Still Life with Water Jug and Mark Gertler’s The Basket of Fruit from Tate’s collection.”

Alongside the launch, CHAGEE will host a public experience inspired by artworks from Tate’s collection at VivoCity in Singapore from 3 to 12 July. Visitors can take part in an art-themed photo booth and explore the campaign.

Apple English Breakfast Tea will be available across all CHAGEE outlets in Singapore and through the CHAGEE app from 3 July.

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The partnership aims to help advertisers reach audiences more effectively as viewing habits continue to shift across multiple screens, integrating brand messages directly within programming to create more contextual and engaging viewing experiences.

NIVEA India is the first brand to activate the solution, marking the inaugural campaign under the partnership.

The initiative combines audience intelligence, content insights, and scene-matched storytelling to place advertising naturally within television programmes and streaming content across JioStar’s platforms.

According to Omnicom Media India, the partnership responds to changing consumer behaviour, with audiences increasingly choosing premium streaming services and connected TV platforms that are becoming harder to reach through conventional advertising formats.

Kartik Sharma, CEO of Omnicom Media India, said the collaboration reflects the industry’s growing need for content-led advertising experiences.

“This collaboration with JioStar and Whisper World creates a unified approach that allows brands to stay connected with audiences across linear TV, OTT and CTV through content-led experiences rather than relying only on traditional ad breaks,” said Sharma. 

Adding to this, LS Krishnan, CEO of Whisper World India, said, “Our understanding of placing brands at the right frequency with the right messaging has helped brands reach business outcomes more effectively.”

The solution uses shared audience data to identify relevant programs before inserting contextual advertising between entertainment scenes, delivering campaigns simultaneously across JioStar’s television channels and its streaming platform, JioHotstar, including mobile devices and connected TVs.

Mahesh Shetty, Head of Entertainment Sales for TV at JioStar, said the partnership reflects how advertising needs to evolve alongside changing viewing habits.

“At JioStar, we are focused on creating advertising experiences that match how audiences consume content today. This initiative demonstrates how cross-screen approach, audience intelligence and contextual storytelling can work together to help brands build stronger engagement across screens, including among viewers on subscription and connected TV platforms,” said Shetty. 

For NIVEA India, the partnership offers a more integrated way to connect with consumers across multiple viewing environments while reducing disruption to the viewing experience.

“At NIVEA India, we’re passionate about bringing you moments that feel natural and meaningful. By integrating our products directly into the shows and stories you love, we avoid interruptive ads and create experiences that stick,” said Shweta Dalal, Marketing Director at NIVEA India. 

“This in-content approach grabs attention when you’re most engaged, helping you remember NIVEA more easily and feel a stronger connection to the brand. Backed by studies that measure real impact, our storytelling builds awareness and trust – so NIVEA becomes a familiar, confident choice in your daily routine,” added Dalal. 

The campaign is also being measured across both television and digital platforms, with brand lift studies currently underway to evaluate its impact on awareness, ad recall, and consideration.

Looking ahead, Omnicom Media India, JioStar, and Whisper World plan to expand the programme across more Beiersdorf brands and additional premium streaming content as connected TV audiences continue to grow in India.

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As part of the collaboration, SM Entertainment has launched an official Pinterest board for Lemon Tang, featuring exclusive visuals tied to Hearts2Hearts’ latest release. Curated around summer-inspired beauty, fashion, and lifestyle themes, the board includes behind-the-scenes content such as stage outfits, hair and makeup looks, room décor, travel inspiration, and other visuals connected to the album’s creative direction.

The partnership marks the beginning of a broader collaboration between Pinterest and SM Entertainment, with Hearts2Hearts serving as the first featured artist. Fans will also have access to exclusive behind-the-scenes photos from the group’s comeback while discovering the concepts, styling, and visual identity behind the eight-member group’s latest release through official Pinterest boards.

According to SM Entertainment, “Our fans are some of the most creative communities in the world. They’re constantly reimagining concepts, styling and stories from our artists in their own way. By working with Pinterest, we can give fans more ideas and inspiration to express themselves – whether they’re planning a concert fit, exploring beauty ideas or discovering new ways to connect with the music and artists they love.”

The collaboration builds on Pinterest’s role as a visual discovery platform, where artists and brands share curated content and audiences explore creative inspiration across fashion, beauty, lifestyle, and entertainment.

According to Pinterest, global interest in K-pop-related content on the platform continues to grow, with year-on-year searches for “K-pop style” increasing by 19% and “K-beauty” rising by 114%, reflecting growing demand for fashion and beauty inspiration influenced by Korean pop culture.

Pinterest said users typically visit the platform to discover and organise ideas for future purchases and projects, with K-pop fans using it to plan concert outfits, save fashion and beauty inspiration, curate décor and gift ideas, discover new brands and creators, and browse merchandise and collectibles related to their favourite artists.

“K-pop isn’t just something people listen to – it’s a visual world fans want to bring into their everyday lives,” said Ayumi Nakajima, Senior Director, Content Partnerships, Asia Pacific, Pinterest. “On Pinterest, we see K-pop fans planning outfits, beauty looks, and fan projects months in advance. Partnering with SM Entertainment and Hearts2Hearts brings that inspiration even closer to fans, connecting the concepts they love with the ideas and products that help them create the life they want.”

Fans can access the official Hearts2Hearts Pinterest profile and explore the Lemon Tang board alongside other K-pop-inspired content available on the platform.

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Developed in collaboration with Google Cloud, the solution aims to address what Globe Business describes as an “adoption paradox” in the Philippines, where AI usage among individuals has surged but enterprise-wide deployment remains limited. 

According to the company, while 86% of Filipino knowledge workers use AI in their personal workflows, fewer than 15% of local businesses have strategically implemented AI at scale.

The launch comes as customer experience becomes an increasingly important business differentiator. Globe Business cited research showing that 82% of consumers will abandon a brand after a poor discovery experience, while 32% will stop engaging with a brand they otherwise like after a single bad service interaction.

Powered by Google’s AI infrastructure, GE CX combines conversational AI, commerce capabilities and customer support tools within a single platform. 

The system allows businesses to deploy intelligent virtual agents that can guide customers from product discovery to purchase, while also handling post-purchase concerns such as refunds and replacements without requiring multiple handoffs between support channels.

The platform is built around four key capabilities: low-code deployment of virtual agents, integration with existing enterprise systems, multilingual and context-aware customer interactions, and real-time analysis of customer conversations to support human agents.

“Customers today no longer think in silos. They simply expect every interaction to feel seamless, responsive, and personalized,” said KD Dizon, Chief Marketing Officer at Globe. “With Google Gemini Enterprise for Customer Experience, businesses can remove friction across the customer journey, helping local enterprises flip customer service from an operational expense into a proactive growth engine.”

Among the platform’s features is multimodal visual troubleshooting, which enables customers to upload images and receive AI-generated guidance. 

Globe Business cited a television installation scenario where users can submit a photo of a device’s back panel and receive visual instructions on cable connections instead of relying on manuals or contacting support.

The company also emphasised the platform’s security architecture, noting that customer data remains within private cloud environments and is not used to train public AI models.

Dizon added that the partnership combines Globe Business’ local market expertise with Google Cloud’s AI capabilities to help enterprises adopt AI more effectively.

The launch forms part of Globe Business’ broader digital transformation strategy, which includes consultative services, proof-of-value programmes and implementation support for enterprises seeking to deploy AI solutions. 

The company said GE CX can be rolled out within weeks through pre-built templates and low-code development tools.

As businesses increasingly look to move beyond AI experimentation towards operational deployment, Globe Business is positioning customer experience as one of the most immediate and measurable use cases for enterprise AI adoption in the Philippines.

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Founded in 2019 by Nadia Bartel, Michelle Ring and Laura Broque, HENNE has built a strong following for its minimalist wardrobe essentials and premium fashion aesthetic, becoming one of Australia’s fastest-growing contemporary fashion brands.

The appointments mark a new chapter in HENNE’s growth strategy as the Melbourne-founded brand looks to strengthen customer acquisition across Australia and New Zealand ahead of future international expansion.

Under the partnership, Jaywing will oversee paid media strategy, execution, and optimisation across Meta, Google, TikTok, and Pinterest, while also managing reporting, analytics, creative strategy, and production support to improve campaign performance and marketing effectiveness.

Meanwhile, The Social CliQ will lead HENNE’s social media strategy across Meta and TikTok, delivering full-funnel campaigns spanning influencer marketing, user-generated content (UGC), and conversion-focused creative.

The appointments follow a competitive pitch process, where HENNE evaluated agencies based on strategic thinking, creative capability, performance marketing expertise, measurement and team fit.

As part of its remit, Jaywing will also deploy its proprietary FeedOps platform to optimise HENNE’s product data across paid media channels, helping improve campaign performance while preparing the brand for emerging AI-powered and agentic commerce environments.

Ash Terry, eCommerce Director at Jaywing, said the partnership comes at an important stage of HENNE’s growth journey.

“We’re delighted to be partnering with HENNE at such a pivotal stage of its journey. What stands out is the brand’s commercial maturity and its clear focus on sustainable new customer acquisition,” said Terry. 

“That long-term mindset creates the conditions for truly effective performance marketing, where data, creative and media work in lockstep. With the addition of FeedOps and our advanced measurement approach, we can unlock new levels of efficiency and scale for HENNE,” added Terry. 

Talia Datt, Founder and Managing Director of The Social CliQ, added that HENNE’s strong brand identity creates opportunities to build deeper engagement across social platforms.

“HENNE is a brand with an incredibly strong aesthetic and cultural resonance, which gives us a powerful platform to build from. We’re excited to be working alongside Jaywing and the HENNE team on this great Australian brand,” said Datt. 

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Founded in 1997, CX Lavender has built a strong reputation for helping Australian brands improve customer experiences through loyalty programmes, digital platforms and transformation projects that connect strategy with execution.

The acquisition marks another step in Omnicom Oceania’s strategy to expand beyond traditional media and creative services into broader customer and marketing transformation. 

It also reflects growing demand from businesses for integrated partners that can combine strategy, technology and customer experience under one roof.

The deal includes CX Lavender’s team of around 20 specialists, its proprietary technology assets, and its brand, with existing clients, including Westpac, continuing to be supported by the agency under Omnicom Oceania.

Nick Garrett, CEO of Omnicom Oceania, said customer experience has become a business-wide priority for organisations.

“This acquisition accelerates our customer experience  capabilities across the group. The partnership marks another step in Omnicom Oceania’s progress moving beyond a  traditional media and creative model into a broader marketing and customer  transformation business,” explained Garrett. 

Adrian Paul, COO of Omnicom Oceania, added that the acquisition strengthens the group’s connected capability model.

“This acquisition will preserve the independent spirit and culture of Lavs, backed by the  scale and capabilities of Omnicom Oceania. This investment strengthens the connected  capability model we are building across Omnicom Oceania and further expands our ability to help clients navigate increasingly complex customer and marketing environments,” said Paul.

Ryan Stubna, Chief Creative Officer at CX Lavender, shared, “Joining the Omnicom Oceania  network gives us the opportunity to scale our capability and continue evolving how we help  clients design and deliver connected customer experiences. Our Client Services Director, KaLing Ng, and I are excited to retain our indie energy, backed by a powerhouse network.” 

“There’s a strong alignment in how both businesses think about the future of customer  experience and the growing need for more connected customer journeys. Bringing our specialist capability together with Omnicom Oceania’s broader network creates exciting opportunities for both our team and our clients,” added Stubna.  

CX Lavender has worked with leading Australian brands across financial services, retail, and travel, delivering customer transformation programmes that combine strategy, experience design, and technology.

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The collaboration marks a significant step in Sea’s ambition to embed artificial intelligence across its ecosystem spanning e-commerce, digital financial services, and gaming. It also signals OpenAI’s growing push to integrate its technology into everyday consumer experiences beyond standalone chat interfaces.

Under the new agreement, the Shopee app is now available in ChatGPT for users in Indonesia, Malaysia, the Philippines, Singapore, Thailand, Taiwan, Vietnam, and Brazil. 

According to Sea, this makes Shopee the first e-commerce platform of its kind to be accessible across Southeast Asia and Latin America through ChatGPT.

The integration allows users to discover products using natural language prompts. Consumers can ask ChatGPT for gift ideas, travel essentials, fashion inspiration, or help finding niche products, before seamlessly continuing their purchase journey on Shopee.

“Sea has always focused on using technology to improve the lives of consumers and small businesses across our markets,” said Forrest Li, Chairman and CEO of Sea.

“Our strategic partnership with OpenAI reflects a shared commitment to making AI more accessible and meaningful for the communities we serve. By combining OpenAI’s advanced AI capabilities with Sea’s vibrant ecosystem, we hope to deliver more intuitive AI-native experiences for consumers while enabling businesses of all sizes to use AI to grow and stay competitive in the digital economy,” he added.

Beyond consumer discovery, the partnership also targets small businesses operating on Shopee.

Sea plans to introduce ChatGPT for Business to its seller ecosystem, enabling merchants to use AI for tasks such as creating product listings and marketing content, improving customer service workflows, and automating day-to-day operations. 

Eligible sellers will receive trial access, alongside onboarding support, training programmes, and best-practice guides designed to accelerate adoption.

The announcement builds on an existing relationship between the two companies. Since 2025, Sea and OpenAI have worked together to broaden access to ChatGPT through marketing promotions and ShopeeVIP membership benefits.

OpenAI’s Chief Revenue Officer Denise Dresser said embedding AI into familiar platforms can help users unlock more practical value from the technology.

“Sea has built an extraordinary ecosystem across some of the world’s most dynamic digital markets,” she said.

“By bringing OpenAI’s technology into the products and services people already use, we can make AI more useful and accessible in their everyday lives. This partnership will help more consumers discover new AI-powered experiences, give small businesses practical tools to grow, and enable more people to put AI to work as an operating layer across the company and the broader builder ecosystem.”

The partnership also extends to developer communities. Earlier this year, Sea and OpenAI launched the first regional Codex Hackathon series in Asia Pacific. The initiative kicked off in Singapore in June, attracting more than 1,200 applications and 40 shortlisted teams. Additional hackathons are planned across Vietnam, Taiwan, Indonesia, and Malaysia.

The latest move underscores a broader shift in how AI is reshaping commerce. As consumers increasingly rely on conversational interfaces to discover products and businesses seek productivity gains through automation, companies are racing to integrate AI directly into the customer journey.

For Sea, the partnership represents another milestone in its evolution into an AI-native business. For OpenAI, it offers a pathway to bring its technology to millions of users across some of the world’s fastest-growing digital economies.

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Covering media strategy, planning, and trading, the appointments of OMD WA, MediaHub, and Initiative position the agencies to support government communications and reinforce Omnicom Oceania’s growing role in the state’s public sector.

Together, the three agencies will form part of the WA Government’s media roster, reflecting the group’s expertise in delivering integrated media solutions backed by data, technology and measurable outcomes.

The appointments also expand Omnicom Oceania’s government portfolio in Western Australia, highlighting the group’s continued investment in public sector communications and its ability to support large-scale campaigns across multiple agencies.

Kristiaan Kroon, CEO of Omnicom Media Australia, said the appointments recognise the strength of the group’s talent and capabilities in the state.

“This is a fantastic result for our agencies and a strong vote of confidence in the breadth and  depth of talent we have across Omnicom Oceania and Omnicom Media in WA. With the addition of MediaHub and OMD WA to the WA Government roster, alongside Initiative, we are further scaling our already significant presence in the state,” explained Kroon. 

Alongside creative agency 303 and independent partner Longreach, Kroon added that the appointments are expected to support a more connected approach across the state.

“This is about a more joined-up, whole-of-government approach, bringing together experienced talent, data and technology to deliver clearer, more accountable outcomes for  Western Australians. It will be a step-change in how we partner with the WA government to drive real impact across services, communications and community engagement,” shared Kroon. 

The latest appointments further reinforce Omnicom Oceania’s position as a trusted partner for government communications while expanding opportunities for collaboration across its media agencies in Western Australia.

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The appointment highlights the growing confidence brands are placing in independent agencies that offer agile thinking, local market understanding and culturally relevant storytelling. 

This also reflects a broader shift in the financial services sector, where marketers are increasingly looking beyond traditional agency networks for creative partners.

Moving forward, Chariot will work alongside CIMB’s brand team to develop creative campaigns that better reflect how people across Malaysia and the wider ASEAN region experience wealth, progress and everyday life.

For Chariot, the win represents a major milestone since the agency was established in 2021, with the firm stating that its entrepreneurial approach and focus on authentic, locally grounded storytelling helped differentiate it during the pitch process.

Adrian Cheah, Managing Director at Chariot, described the appointment as a defining moment for the agency.

“This is a defining moment for Chariot and a testament to what independent agencies can achieve when a client values agility over legacy corporate structures. CIMB is an institution that moves at the speed of ASEAN’s ambitions. Because we are independent, we share that exact same entrepreneurial DNA,” explained Cheah. 

“We understand the grit it takes to build something from the ground up in these markets. We aren’t looking to deliver safe, predictable banking ads; we are here to do the most audacious work of our careers by capturing how people in this region actually interact with wealth and progress,” added Cheah. 

The appointment further strengthens Chariot’s position in Malaysia’s creative industry while signalling growing opportunities for independent agencies to compete for major brand mandates traditionally dominated by global agency networks.

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