Marketing Connected

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Marketing Connected is your weekly low-down on the inspiring stories across Southeast Asia's marketing, advertising, and media industry. Visit our website at www.marketing-interactive.com for the latest updates in the marketing and advertising industry.

6 jul

Content360 MY: Leading with heart in the age of intelligent content

It’s clear that while the way we market is becoming more intelligent, the core of great marketing remains undeniably human. This Content360 Malaysia panel explores how to lead with heart in an age dominated by data and automated content. Hear from leaders who balance cutting-edge innovation with a deep commitment to empathy, purpose, and meaningful connection. Catch the full conversation right here.
29 jun

Content360: Why Mamee Double-Decker did everything a snack brand shouldn’t do

For a while, Mamee Double-Decker felt like it was doing everything right. The company was launching campaigns, rolling out SKUs and pushing limited-edition products. Yet despite staying visible, something was missing. “Our problem was not really the attention or media - but meaning,” said How Yuan Yi during a recent case study presentation at the Content360 Malaysia conference. Catch the full conversation right here.
17 jun

In Conversation | From meme pages to shaping SEA's creator economy

In this episode of “In Conversation,” Karl Mak, co-founder of HEPMIL Media Group, shares how a failed regional expansion and the rise of TikTok led them to pivot into the creator economy, culminating in HEPMIL’s acquisition by Publicis Groupe. He discusses maintaining their cheeky brand identity, nurturing Southeast Asian creators, and why the future of media, commerce, and culture will be shaped by the creator economy. HEPMIL houses SGAG, MGAG, HEPMIL Creators’ Network.
10 jun

In Conversation | The business of belief and marketing national pride

In this episode of Marketing Connected's "In Conversation", Melvin Kuek, executive director of So Drama Entertainment, unpacks his journey from agency leader to digital-first content maker. Kuek shares how success metrics have shifted from pure profit to community signals and trust, explains the difference between traditional advertising and branded entertainment, and dives into bold projects like Singapore’s first action drama movie and the Kaki lifestyle app. He also discusses elevating local talent and what it really means to market national pride.
5 jun

Are AI chatbots building the next walled garden?

Artificial intelligence chatbots have quickly become part of our everyday routines—from answering questions and drafting emails to planning trips and summarising long documents. But as these tools become more convenient, they also become more deeply embedded in our digital lives, quietly collecting and processing vast amounts of personal information in the background. This raises pressing questions about what we trade away in exchange for AI-powered convenience - and how aware we really are of those trade-offs. As AI chatbots ramp up data collection, a familiar pattern appears to be reemerging: the creation of another walled garden—this time built not from clicks, but from users’ thought processes. This article was written by Karen Wong.
3 jun

Content360 PH: CHAGEE's localisation bet on Philippines' experience economy

Born into the digital era rather than retrofitted for it, CHAGEE is betting that technology-led localisation - not simply aggressive expansion - will define whether global lifestyle brands can truly resonate in culturally nuanced markets such as the Philippines. Speaking at the 2026 Content360 Conference in a fireside chat marking International Tea Day, Oliver Rabatan, deputy general manager and head of marketing and user operations at CHAGEE Philippines, outlined how the tea chain is approaching localisation not as a campaign layer, but as a structural business strategy.
2 jun

In Conversation | Can creativity still win in a data-driven media world?

In this episode of “In Conversation”, Astro Malaysia chief sales and marketing officer Tai Kam Leong reflects on navigating rapid media disruption, balancing analytics with creativity, and why Astro is betting on experiential fandom and Malaysian content. He also shares insights into audience fragmentation, digital channels, OTT partnerships and the future of media consumption in Malaysia’s evolving entertainment landscape.
27 may

In Conversation | Managing crises beyond the courtroom

In this episode of Marketing Connected’s “In Conversation”, APRW managing director Cho Pei Lin shares how she transitioned from practising law into PR and became an early advocate for litigation and disputes communications in Singapore. She discusses crisis management, reputation strategy, public trust and why legal, operational and communications teams must work together from the very beginning of a crisis.

Tráiler

Introducing: Marketing Connected, by Marketing-Interactive

Welcome to Marketing Connected, a show by Marketing-Interactive. So far, we’ve been bringing you the latest updates on Asia's advertising and marketing industry via our newsletters and web publication. Now, we’re taking it one step further to bring you conversations with the region’s top marketers, leaders, and creative minds— through podcasts!

Marketing Connected is your weekly low-down on the inspiring stories across Southeast Asia's marketing, advertising, and media industry. Visit our website at www.marketing-interactive.com for the latest updates in the marketing and advertising industry.

Creador

Marketing Interactive
Años de actividad

2020 - 2026
Episodios

157
Clasificación

Apto
Copyright

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