Category: Uncategorised

Chocolate meets chart-topping K-pop in M&M’S latest marketing move. The Mars Wrigley-owned brand has signed rising girl group ILLIT as regional ambassadors across Asia, marking its first-ever collaboration with a K-pop act. This partnership is the cornerstone of M&M’S refreshed “It’s more fun together” tagline, aiming to capture the hearts and TikTok feeds of Gen…

For more than a decade, e27 has been a household name in Southeast Asia’s tech startup scene, serving as a go-to source for news, insights, and community connections. While many media outlets cover the region, e27 stands out for its strong focus on amplifying voices through its Contributor Programme. This platform allows founders, investors, and…

TikTok is no longer just a place for dance challenges and memes—it’s Gen Z’s cultural barometer, shopping guide, and search engine rolled into one. As of 2025, the platform boasts 1.59 billion monthly users, with nearly half (45%) falling in the Gen Z demographic (ages 10–25). That makes it a must-watch—and must-understand—platform for any brand…

Search engines may still dominate desktops, but for Gen Z, discovery starts somewhere else. New research from Sprout Social reveals that social media has overtaken traditional search engines as Gen Z’s top channel for finding information, including product reviews, local spots, and lifestyle content. This article explores the key findings from Sprout’s Q2 2025 Pulse…

Levi’s and Beyoncé have dropped the curtain on their year-long REIIMAGINE campaign with “The Denim Cowboy,” a 90-second cinematic piece that stitches together fashion, culture, and empowerment. The finale does not just showcase denim. It reinforces Levi’s position as a cultural storyteller with Beyoncé at the helm. This is not a one-off celebrity collaboration. Across…

If you work in financial marketing or brand management, Mastercard’s latest launch is one to watch. The company just unveiled its AI Card Design Studio, a tool that helps issuers design custom-branded payment cards using AI. This article explores how the platform works, why Mastercard is betting on AI for card branding, and what it…

Samsung is doubling down on the fusion of AI, culture, and youth marketing. At its recent First Galaxy AI Live Creation event in Jakarta, Samsung Electronics Indonesia introduced girl group no na as the youngest members of Team Galaxy. The move signals a sharper focus on Gen Z audiences while positioning AI not just as…

After years of battling declining ad revenues, algorithm shifts, and the rise of clickbait farms, high-quality publishers might finally be seeing a turn in the tide. And it’s coming from the very technology many feared: Generative AI. This article explores how large language models (LLMs) are shifting the economics of digital media, why trust and…

For brands wondering how to stay culturally relevant during national milestones, 7-Eleven Singapore offers a fresh case study. Its SG60 campaign, launched to celebrate Singapore’s 60th birthday, proves that nostalgia, food memories and smart partnerships can do more than spark sentiment. They can also reinforce a brand’s role in daily life. Instead of a typical…

As AI-generated voices become more lifelike, marketers face a growing question: Can synthetic voiceovers be used in ads without sacrificing emotional connection? Studio Resonate, the in-house audio agency at SiriusXM Media, teamed up with neuromarketing firm CloudArmy to explore this issue at a deeper level. Their study, The Power of the Human Voice in An…