Category: Uncategorised

Avi Schiffmann wants you to hate his startup’s ads, and maybe that’s the point. The 22-year-old founder of AI companion company Friend has launched what he claims is the first major AI-focused out-of-home campaign, dropping over US$1 million to blanket New York City’s subway system with provocative posters. But rather than sell the idea of…

OpenAI may be one of the most watched companies in tech, but internally, it still operates more like a startup. That’s the message from James Wilczynski, OpenAI’s first Communications Director based outside the US, as he lifted the curtain on how the company navigates PR, storytelling, and trust at the recent PR Asia conference in…

Netflix and AB InBev are teaming up to bring beer brands directly into the streaming experience, both on-screen and off. This new global partnership spans title integrations, co-branded activations, event sponsorships, and even NFL ad buys. It marks one of the most expansive commercial tie-ups in Netflix’s history. For marketers, the deal signals a strategic…

Andy Morley, Uber’s Chief Marketing Officer for Asia Pacific, is stepping down after nearly a decade with the company. His exit marks a major leadership transition for the ride-hailing giant, especially across a region where marketing strategy has been pivotal to growth. This article explores Morley’s legacy, what the transition signals about Uber’s evolving marketing…

The long-brewing TikTok drama may have finally found a resolution, at least on paper. President Donald Trump has approved a US$14 billion deal that will keep the video platform operational in the United States but under a drastically different ownership structure. Backed by enterprise tech company Oracle, private equity firm Silver Lake, and the Abu…

Maybelline New York is rewriting one of the most recognizable beauty jingles in the world, and it is doing so with Miley Cyrus as the voice behind the refresh. The brand has named the pop star and culture disruptor as its new global spokesperson, anchoring a campaign that revives the decades-old “Maybe she’s born with…

Denim icon Levi’s has teamed up with Disney and Pixar for a new limited-edition collection marking the 30th anniversary of Toy Story, the first fully computer-animated film. The collaboration taps deep into nostalgia, turning fan-favorite characters into collector-worthy fashion pieces that fuse American Western style with playful cartoon details. This article explores how the Levi’s…

With ChatGPT and other AI engines siphoning off web traffic, some publishers are taking matters into their own hands. They’re building AI-powered answer engines that live directly on their sites. These tools are designed to mimic the chatbot experience without sending readers elsewhere. This article explores the emerging trend of branded publisher AI engines, what’s…

Kipling is leaning hard into playfulness this season. With its FW25 collection, the brand is rolling out “Follow your monkey,” a new global campaign that puts its iconic monkey mascot front and center. Not just as a keychain, but as a core branding character.  This article explores how Kipling’s campaign leans into emotional branding, what…

OpenAI is rolling out its largest brand campaign yet for ChatGPT, and this time, the AI company is ditching the tech-first narrative. Instead, it’s embracing real, human-centered stories—from finding a recipe for date night to planning a sibling road trip. Following a visually abstract Super Bowl debut earlier this year, OpenAI’s new campaign marks a…