Fairmont Hotels & Resorts Drafts Kylian Mbappé to Kick Off Its Global Wellness Play
Fairmont Hotels & Resorts has launched a global "Wellness without walls" campaign, appointing football star Kylian Mbappé as its first wellness ambassador. The initiative redefines well‑being beyond gyms and spas, embedding it in everyday guest touchpoints and local experiences across its portfolio. A cinematic brand film highlights Mbappé’s performance and recovery routine, while the brand rolls out curated activities—from cold immersion in Canada to hydrotherapy in Spain—and a premium Nike gear‑lending program. Fairmont positions the platform as a long‑term pillar, aiming to meet rising traveler demand for seamless, location‑specific wellness.
Pinterest’s New Ad Asks: When Did Watching Life Online Become Enough?
Pinterest unveiled a 60‑second in‑house film titled “How did they do it?” that stitches together employee home movies to argue the best thing found online is a reason to go offline. The ad, part of a broader brand campaign against...
Fortune Asia Strengthens Leadership Bench with Senior Hires
Fortune Asia announced senior editorial appointments, naming Andrew Staples and Lee Williamson as editorial directors and Yuko Tsukada as head of Fortune Brand Studio, Asia Pacific. The trio will report to CEO Khoon‑Fong Ang and drive the publication’s editorial, live‑media,...
YouTube to Hold Back Ads During Peak Livestream Moments
YouTube introduced a suite of livestream enhancements aimed at preserving viewer engagement and boosting creator revenue. The platform will automatically hold back ads when live chat spikes, expand gifting to horizontal streams across several new markets, and grant ad‑free windows...
Havas Red Launches EchoWeave as Brands Race to Win AI Visibility
Havas Red has launched EchoWeave, an AI‑driven search capability that helps brands track and influence their visibility across large language models such as ChatGPT, Copilot, DeepSeek and Perplexity. Developed in Australia and the UK, the platform measures citations, source reliance...
Assembly Global APAC CEO Departs After 16 Years
Assembly Global’s APAC division, now a $5 billion‑billings network of 1,500 staff across 20 countries, announced the departure of CEO Richard Brosgill after six years. Brosgill highlighted completing an award‑winning, technology‑driven transformation and plans to recharge before his next challenge. The...
Can Nutella Keep Its Viral Cosmic Moment in Orbit?
Nutella’s jar briefly floated on a NASA livestream, sparking a viral surge that amassed millions of engagements across platforms. The unplanned, absurd juxtaposition of a familiar spread with a high‑tech space mission resonated as an authentic cultural signal rather than...
Vaseline Turns Viral Social Media Hacks Into Real Products
Vaseline’s new global campaign, "Vaseline originals (OGs)", turns viral TikTok beauty hacks into shelf‑ready products. Partnering with Ogilvy Singapore, the brand co‑creates two items—a brow tamer and an all‑in‑one primer/highlighter jelly—directly inspired by early creators Jen Chae and Lauren Luke. The products...
Visa Backs BTS Comeback as Worldwide Sponsor of ‘ARIRANG’ Tour
Visa has become the worldwide tour sponsor for BTS’s ARIRANG comeback tour, linking its payment network to 82 shows across 34 regions. The partnership will give Visa cardholders chances to win tickets in eight Asia‑Pacific cities and feature on‑site merchandise...
Indonesia Leads SEA's US$14b Gaming Opportunity as Brands Lag in Localisation
Indonesia now dominates Southeast Asia’s gaming landscape, housing more than 150 million players and accounting for over half of the region’s 290 million gamers. The broader gaming ecosystem—including creators, eSports and brand activations—is projected to expand from $6.6 bn in 2025 to $14 bn...
Only a Fraction of TikTok Trends Last Beyond Two Weeks, Publicis Groupe Finds
Publicis Groupe APAC’s new study of millions of TikTok data points across seven markets finds that nearly half of trends vanish within five days, and only a small fraction survive beyond two weeks. The research shows that longevity, not initial...
Indonesia's Kenangan Coffee Lands in Taiwan with First Outlet at Shin Kong Mitsukoshi
Indonesia’s fast‑growing coffee chain Kenangan Coffee opened its first Taiwan outlet in Taipei’s Shin Kong Mitsukoshi A11. The launch marks the latest step in a multi‑year international push that already includes Australia, India and other Southeast Asian markets. Kenangan now runs more...
WPP Reportedly Explores Sale of PR Arm Burson
WPP has hired Goldman Sachs to evaluate a sale of its public‑relations unit Burson, the agency created in 2024 from the merger of BCW and Hill & Knowlton. Burson reported a 6% revenue decline for the full year 2025 and now employs...
Harley-Davidson Revs up Brand Reset
Harley‑Davidson has launched a new global brand platform called “Ride,” which it describes as a full reset of the iconic motorcycle maker’s identity. The initiative revives the classic bar‑and‑shield logo and positions riding as a cultural lifestyle rather than merely...
M&M’S Powers up Marvel Tie-Up with APAC Gaming Adventure
Mars Foods is expanding its M&M’S‑Marvel partnership into eight Asia‑Pacific markets with a purchase‑linked gaming campaign that runs from April 1 to May 31, 2026. The initiative, built on SUPERFAN’s game engine, lets shoppers scan QR codes on packaging and...
