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Apple has launched a new global campaign for Mac titled “Great ideas start on Mac”, highlighting creators across disciplines and positioning the Mac as the starting point for world-changing ideas. But the bigger story lies in the voice behind the narration. The spot features the final collaboration with Jane Goodall, who passed away earlier this…

Indonesia is now one of Asia-Pacific’s top breakout markets in mobile apps, according to Adjust’s Mobile App Growth Report: 2025 Edition. The country notched a growth score of 43.1, placing it right behind India (49) and well ahead of global averages. In a year marked by AI-driven targeting, soaring user acquisition costs, and ongoing privacy…

Spotify is officially getting into the generative AI race, but not in the way some might expect. Rather than launching a tool that churns out synthetic songs or voice clones, the streaming platform is aligning with some of the world’s biggest music companies to develop AI tools that prioritize artists, not replace them. Sony Music…

In a strategic move to grow its fandom beyond China, collectible lifestyle brand POP LAND has opened its first overseas pop-up in Singapore. From 15 to 26 October, the brand is staging a pastel-themed retail activation at Bugis+ Mall’s Level 2 Atrium. The setup includes exclusive merchandise, photo-ready installations, and strict entry controls. Known for…

Pokémon fans in Singapore were treated to more than just a game launch last weekend. They became part of the campaign itself. To mark the arrival of Pokémon Legends: Z-A, the brand turned Orchard Road into an interactive guessing game by bringing its iconic “Who’s that Pokémon?” quiz to life. This article explores how Pokémon…

Singapore’s Ministry of Digital Development and Information (MDDI) is taking a new and more emotionally raw approach to public health messaging. Teaming up with TBWASingapore and several government agencies, including the Ministry of Health (MOH), Health Promotion Board (HPB), and Health Sciences Authority (HSA), MDDI launched a national campaign that puts real victims at the…

Legacy gaming IP Neopets is attempting what few brands can achieve: reviving a forgotten internet icon by turning nostalgia into a strategic growth lever. At the Digital Marketing Asia event in Hong Kong, Neopets CEO Dominic Law laid out a clear plan to bring the 25-year-old franchise back to life. Once home to over 150…

RPGs remain a dominant force in global mobile gaming, but rising user acquisition costs and shifting player behavior are forcing developers to rethink how they drive in-app purchases. According to Mintegral’s latest report, despite bringing in over 40% of global IAP revenue in 2024, the RPG genre saw a 12% year-over-year revenue drop in Q2…

As AI adoption races ahead across Southeast Asia, monday.com is making its case for how teams should actually use it. The global work management platform has launched a 360° brand campaign in Singapore, aiming to show businesses how AI can help, not hinder, daily operations. With a mix of out-of-home placements, character revival, and regional…

Garuda Indonesia is taking its “Sky explorer” IP further with a fresh twist: a cross-industry marketing push that unites air travel, automotive, FMCG, and youth-centric storytelling into one cohesive brand universe. In its latest iteration, the airline has partnered with Mitsubishi Motors and OT Group to create a campaign that connects experience, movement, and consumer…