As mobile gaming ad spend climbs and user acquisition costs rise, brands pivoting to AI and immersive formats to sustain growth into 2026

VIETNAM, 27 November 2025 — XMP, the cross-channel intelligent media buying platform under Mobvista (1860.HK), today released its Global Mobile Gaming UA Trends & Strategy Report, revealing a year marked by explosive ad activity, rising interactivity, and the growing dominance of AI-generated creatives in mobile gaming. The report highlights how advertisers are leveraging AI to automate creative optimization and cross-channel campaign management, aligning with global trends in performance marketing. 

Interactive ad formats such as playable demos and hybrid video ads — once experimental — are now mainstream, blending entertainment with performance. Key global insights include: 

• Global installs rose 7.4% YoY, reaching 38.9 billion downloads between Q1–Q3 2025.Android led with 80.8% of installs, while iOS accounted for 19.2%. Global gaming revenue (IAA + IAP) climbed 13.2% YoY to US$82.5 billion.
• Hyper-Casual remained the most downloaded genre, while Puzzle and Action games continued to perform strongly across markets. On the revenue side, Shooting and Puzzle titles led the ad-driven monetization.
• Video dominated ad formats, comprising 81% of all creatives, but hybrid formats — especially video-playable combinations — grew sharply, signaling advertisers’ embrace of immersive and interactive experiences.
• South America emerged as the most active advertising region, generating the highest creative volume, with video creatives making up nearly 85% of all ads.
• Meta maintained its global dominance in ad spend across both casual and hardcore genres, followed by Google and TikTok, reflecting advertisers’ continued reliance on large-scale, optimized ecosystems.
• AI-generated videos and avatars are reshaping creative production, enhancing retention and conversion by personalizing engagement at scale.

Despite record growth, advertisers faced continued headwinds in 2025:

• Rising user acquisition (UA) costs.
• Data fragmentation challenges from cross-channel marketing.
• The need for unified creative and enhanced performance visibility.

These challenges reflect a broader industry move toward automation and transparency as marketers look for ways to simplify cross-channel execution. To meet rising expectations for scale, speed and accountability, modern campaign workflows now emphasise four core capabilities:

• Cross-Channel Management: Control campaigns across Meta, Google, TikTok, and SDK networks in one interface.
• Unified Creative Management: Upload and manage video, image, and playable assets from a central hub.
• AI-Powered Optimization: Automate bidding, budget allocation, and creative rotation based on real-time performance.
• Full-Funnel Transparency: Integrate analytics from multiple sources to monitor ROI and performance across channels.

Zidan Tang, Head of XMP by Mobvista said: “As advertisers prepare for 2026, we’re seeing a clear shift toward more automated, cross-channel workflows that streamline planning, execution and measurement across major media networks. 2025 marked a turning point for mobile advertising as advertisers moved from volume-based campaigns to creative-led, performance-driven strategies powered by AI and cross-channel visibility, which shows that mobile gaming marketing has fully entered the intelligent era.”

“Advertisers are moving toward efficiency and precision. Our data shows that hybrid ad strategies and AI-driven optimization are now the rule, not the exception. XMP helps brands unify fragmented ecosystems and achieve measurable growth,” Zidan added.

As 2025 closes, the data points to a market that is both growing and evolving. With global ad spending and downloads both climbing, and interactive ads becoming a new creative standard, XMP’s findings provide a snapshot of how mobile advertising is redefining digital engagement worldwide.

For advertisers entering 2026, the message is clear: those who embrace AI, interactivity, and unified data visibility will lead the next wave of mobile growth.

Access the full report here.

About XMP
XMP is Mobvista’s cross-channel intelligent media buying platform that simplifies global app advertising. Integrated with top global media, including Meta, Google, TikTok, and SDK networks, XMP enables advertisers to manage campaigns, creatives, and data from one place, maximizing efficiency and performance. Learn more at xmp.mobvista.com.

Report Methodology
Sources of Information: The report draws on two primary sources: Insightrackr, which monitors global mobile advertising activity, and XMP, a cross-channel media buying platform providing aggregated platform data.

Coverage & Period: The data spans  January to September 2025 , covering 147 key global markets  (excluding Mainland China) and more than 150 advertising media .

Data Methodology: Some figures are estimated using Insightrackr’s algorithms and are for trend or comparative analysis only.

According to the latest annual 10th edition e-Conomy SEA 2025 report by Google, Temasek, and Bain & Company, Vietnam's digital economy is set to reach $39 billion in Gross Merchandise Value (GMV) in 2025, representing a 17% YoY growth rate, making Vietnam the second fastest growing digital economy across SEA.

Double digit growth trend across key sectors 

All key digital economy sectors are sustaining double-digit growth, and the E-commerce sector remains the largest contributor to Vietnam's GMV, accounting for two thirds of the overall digital economy, projecting more than 17% growth to $25 billion.

The momentum extends beyond e-commerce, with Transport and Food continuing as Vietnam’s fastest-growing GMV sector, projected to achieve 20% growth to reach $5 billion in 2025. Vietnam is experiencing the rapid electric vehicle (EV) adoption, propelled by government incentives and demand from transport platforms.

Online media is seeing a significant acceleration from previous years, projecting more than 16% growth to $6 billion. This sector comprises Advertising, Gaming, Video-on-demand, and Music-on-demand. A significant driver is gaming, with Vietnam being a key source of strength, boasting three developers among the global top 15 by downloads.

Online travel is projected to achieve 16% growth, reaching $4 billion in GMV. Vietnam’s tourism sector has become a key pillar of the national economy, with robust YoY growth continuing from 2024 into 2025. Boosted by favourable visa policies and strategic international promotion, this strong performance reflects both recovering international arrivals, particularly from Asian and European markets, and a resilient domestic travel segment. 

Vietnam leads Southeast Asia in consumer AI adoption, trust, and upskilling metrics

Vietnam has secured the leading position in SEA for AI user readiness and trust. This is established by three metrics where Vietnam ranked highest in the region: 81% of users engage with AI tools and features daily, 83% are participating in AI learning and upskilling, and critically, 96% express a willingness to share data with AI agents.

This collective user engagement is reflected commercially by an increase of 78% revenue growth in apps featuring AI over the one-year period concluding in the first half of 2025. User motivations for adopting AI are primarily centered on saving time on research and comparisons (44%), leveraging 24/7 customer support (35%), and obtaining savings through better deals (30%).

In terms of capital, Vietnam currently has over 40 active AI startups and the market recorded $123 million in private funding for AI over the past year. This volume represents a 5% share of total region AI investments during that period. 79% of investors expect funding to increase in Vietnam, with an emphasis on software and services, as well as AI and deep tech.

“Vietnam's digital economy is demonstrating robust resilience, fueled by users' effective access to and adoption of AI in both life and work,” said Marc Woo, Managing Director, Google Vietnam. “With 81% of users interacting with AI tools daily, it underscores a highly dynamic and adaptive digital landscape in Vietnam that is keeping pace with modern trends. Driven by the digital economy's positive growth and the region's highest AI adoption rate, Vietnam has established itself as one of the most pivotal markets in Southeast Asia's digital evolution, contributing to enhanced productivity and value creation across various sectors.”

Digital finance and video commerce: new frontiers driving inclusive growth

The Digital Financial Services (DFS) sector in Vietnam is a key area of expansion, driven by the government's strategic push for cashless payments. The Gross Transaction Value (GTV) of Digital Payments is projected to reach $178 billion in 2025, underscoring widespread digital adoption. 

Within DFS, digital lending is experiencing significant momentum, ranking as the second fastest-growing financial vertical in the region with a strong 22% growth rate over the last year.

The widespread adoption of digital finance is supported by government policy and infrastructure. Vietnam has rolled out electronic IDs for all residents, streamlining access to online public services. Active e-wallet accounts have grown to 30 million, fueling a surge in non-cash and VietQR payments toward the 80% cashless transaction target in e-commerce by 2030. Furthermore, QR payments are now fully interoperable with Thailand and Cambodia, creating new potential for cross-border economic flows and tourism.

Vietnam's video commerce segment stands out as a key driver of digital growth and is confirmed as the second largest and second fastest-growing market in SEA. The sector recorded a significant 60% YoY growth for number of sellers and transaction volume, demonstrating strong consumer acceptance of content-driven shopping models. This expansion has generated a massive scale, resulting in 1.3 billion transactions over the period with 650,000 sellers. This robust momentum positions video commerce as a critical new frontier for the digital economy, enabling inclusive growth and new business models across the nation.

“Southeast Asia’s digital economy has shown extraordinary growth and remarkable resilience, sustaining momentum despite periods of investor caution and a shifting macroeconomic landscape over the last decade. Within it, Vietnam stands out as one of the region’s most dynamic markets, leading Southeast Asia in AI adoption and consumer trust while sustaining growth across e-commerce, digital financial services, and video commerce, which grew 60% year-on-year. With a digital economy on track to reach $39 billion by 2025, Vietnam is showing how trust and technology can combine to drive inclusive growth at scale. The real opportunity now lies in how businesses harness AI as a catalyst for impact while balancing Vietnam’s structural realities,” said Erik Pot, Partner, Bain & Company.

In 2026, multiple major sporting events will take place locally and across the globe. More than half a billion people across APAC are expected to engage with sport as a result, generating around 10.8 billion conversations online. Winning Fans & Feeds in APAC highlights the key cultural trends driving sport’s evolution, the way they impact fandom, and how brands can engage to win fans and feeds in the new era of social-first sports entertainment. 

With the landscape of sport evolving at pace, the report identifies four shifts brands should be aware of to capitalise on the moment:

Energy in the intersections: Sport is becoming a shared global resource for infinite cultural remixing, and the outputs spread like wildfire on social media. Deep subcultures and niches are fuelling cultural products of their own in fashion, music and art by creating crossover moments and movements between sport and culture. 

Entertainment in the algorithm: Sport is becoming equal parts entertainment and performance, with new distributors and platforms contributing to emerging fandom habits. As Netflix gets more involved in sports, fandom is being sparked not only from flagship reality and docu-style television, but even TikTok. Now, sports content and characters are spinning off from the anchor events of games themselves. This shift has elevated athletes as "main characters." 

Women in the driving seat: Women are taking centre court in this next chapter of sports, driving new fandoms, models for engagement, and social storytelling. Female fandom is booming – carving out space in traditionally male-dominated sports, and sparking entire businesses and communities built around a new and underserved audience. 

Identity in the divide: Sports fandom and experiences are bifurcating. At one end of the spectrum is luxury, prestige and signalling, and at the other, grassroots, fan-first belonging for “real fans”. As tentpole events become a hotter and hotter ticket, fans focused on the community are developing their own events without all the trappings of an increasingly affluent customer and “luxury” experiences. 

In addition to outlining four key trends shaping sport across APAC, the report introduces We Are Social’s proprietary Fandom Fabric methodology — including sport-specific brand archetypes designed to help marketers refine their strategies and maximise fan engagement.

Suzie Shaw, APAC CEO at We Are Social said: ”Across APAC, fans are no longer just spectators. They’re also collaborators in the culture of sport. Whether it’s turning matches into viral social moments or celebrating the women who are changing the game, fandom here is vibrant, fast-moving and deeply connected. Winning Fans & Feeds in APAC is rich with insight about how brands can meet fans where they live — online and in culture.”

Winning Fans & Feeds in APAC was compiled by We Are Social’s Strategy and Research & Insights team in the region, with guest contributor Grace Gordon.

Download the full report now on We Are Social’s website. 

September 24, Google bringing Google AI Plus to 40 more countries. It’s the newest plan designed to help more people do more with Google AI for less. Google launched this plan first in Indonesia, and the reception has been really positive, so we’re looking forward to bringing it to more countries.

With AI Plus, users creative process gets a major boost: get access to Google's video generation model, Veo 3 Fast, directly in the Gemini app. The plan also includes access to cutting-edge image and AI filmmaking tools Whisk and Flow.

For students and researchers, AI Plus gives access to Gemini 2.5 Pro and more features in NotebookLM, helping users get insights and summaries from their documents faster than ever - perfect for tackling big research projects or studying for exams. The plan also includes  more access to 2.5 Pro in Gemini – the capable AI model for the more complex queries, and 200 GB of storage for your photos, documents, and backups. 

With AI Plus, users also get Gemini’s powerful assistance built right into the Google apps you use everyday, like Gmail, Docs, Sheets, and more. Whether you're drafting an important email, organizing a project plan, or creating a presentation, Gemini is there to help you do it faster and better.

Imagine you are starting your first job. That first day can feel overwhelming, with tasks like setting up schedules in Sheets, analyzing lengthy reports, and sending updates to clients. Gemini makes it easier. It helps you create clean task lists, get quick summaries with NotebookLM to help you understand faster, and draft professional emails in Gmail that are ready to send. With Gemini's help, you can work like a seasoned professional from day one.

Plus, users can share all of these benefits - from Gemini in Workspace to the 200 GB of storage - with up to five other family members. It’s an easy way for everyone to enjoy an upgraded Google experience with a single plan.

Price varies by country. Google AI Plus is now available in Angola, Bangladesh, Benin, Bolivia, Burkina Faso, Cambodia, Cameroon, Côte d'Ivoire, Egypt, El Salvador, Ghana, Haiti, Honduras, Indonesia, Kenya, Kyrgyzstan, Laos, Mali, Mexico, Moldova, Morocco, Mozambique, Nepal, Nicaragua, Nigeria, Pakistan, Papua New Guinea, Philippines, Rwanda, Senegal, Tajikistan, Tanzania, Togo, Tunisia, Uganda, Ukraine, Uzbekistan, Vietnam, Yemen, Zambia and Zimbabwe.

Singapore & Addis Ababa, 14 August 2025  –  Ethiopian Airlines, Africa’s largest and most awarded carrier, has appointed Ellerton & Co. as its agency of record for Singapore, Australia, and New Zealand.

This partnership marks a new chapter in Ethiopian Airlines’ mission to connect cultures and continents, not just through flights, but through shared stories, human kindness, and meaningful experiences.

Known for its world-class service, modern fleet, and extensive network, Ethiopian Airlines also holds a reputation for going the extra mile for its passengers. From arranging medical care and covering medical expenses for a young child who fell ill mid-journey, to being one of the few international airlines that allow pets to travel in the cabin with their owners, Ethiopian Airlines has quietly built a legacy of compassion in the skies.

“These are the stories that define us,” said Engineer Telila Deressa Gutema, Regional Manager, Ethiopian Airlines. “Our planes may carry passengers across continents, but it’s our people who carry their hopes and dreams. That spirit of care defines who we are - from helping a family in crisis to welcoming pets in the cabin. As Ethiopia opens up and its economy accelerates, there’s a growing world of opportunity for both business and leisure. We’re investing in our fleet and our people to meet that demand - and we can’t wait to share the spirit of Ethiopian hospitality with more travellers from Singapore, Australia, and New Zealand.”

Ethiopian Airlines has been awarded “Best Airline in Africa” by Skytrax for eight consecutive years and operates one of the youngest fleets in the world, including Boeing 787 Dreamliners and Airbus A350s. The airline is also at the forefront of sustainable aviation, pioneering the use of Sustainable Aviation Fuel and preparing for the deployment of electric air taxis.

Ellerton & Co., a Southeast Asia-based PR and marketing agency with teams in Singapore, Indonesia, Philippines, Malaysia, Vietnam and Thailand, will lead efforts to humanise the brand across key markets, tapping into shared values and highlighting Ethiopia not just as a destination, but as a story worth discovering.

“Ethiopia is a country that many in Asia don’t know much about, but it’s unforgettable once you do,” said Oliver Ellerton, Founder of Ellerton & Co. “It’s the birthplace of coffee, home to ancient churches carved into rock, and the cradle of humankind. And the food, I’ve had injera in Yemen, the U.S., London, and Ethiopia itself, it’s always been a joy. People across Asia-Pacific will love it. Our job is to tell these stories, to bring out the warmth and soul of both the airline and the country it represents.”

With Addis Ababa as a strategic gateway to Africa and Singapore as a key hub in Asia, the partnership between Ethiopian Airlines and Ellerton & Co. will help build bridges between the two regions, one story at a time.

Ellerton & Co. partners with a diverse portfolio of brands and businesses across Greater Southeast Asia. In addition to its core practices in Finance, Technology, Startups & Venture Capital, and Corporate & Sustainability, the agency also has a dedicated Hospitality & Travel practice driven by Oliver Ellerton. Ethiopian Airlines joins a growing roster of clients in this space, which includes EHL Hospitality Business School, Andermatt Swiss Alps, and Smiling Gecko Cambodia.

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About Ethiopian Airlines

Ethiopian Airlines Group (Ethiopian) is a true African success story, transforming a visionary dream into a globally renowned reality for nearly eight decades. Operating flights to more than 160 domestic and international passenger, and cargo destinations across five continents, Ethiopian bridges the gaps between Africa and the world. Emphasizing passenger comfort and environmental sustainability, Ethiopian utilises ultra-modern aircraft such as Boeing 737s, 777s, 787s, Airbus A350-900, A350-1000 and De Havilland Q400.

Ethiopian, the Star Alliance member airline, champions in various coveted awards including Skytrax’s ‘Best Airline in Africa Award’ for eight consecutive years, APEX ‘Best Overall in Africa’ award and ‘Leadership in Connecting Africa through Transport’ Award among others. Ethiopian aims to further excel in its success through a strategic plan dubbed ‘Vision 2035’ and become one of the top 20 most competitive and leading aviation groups in the world. Embracing a Pan-African spirit, Ethiopian is pursuing multi-hub strategy through hubs in Lomé, Togo with ASKY, in Lilongwe, Malawi with Malawi Airlines, in Lusaka, Zambia with Zambia Airways, and in Kinshasa, Democratic Republic of the Congo (DRC) with Air Congo.

For more information, visit our website at www.ethiopianairlines.com email us at CorporateCommunication@ethiopianairlines.com, or call us at (251-11)517-8913/8165/8907.

About Ellerton & Co. Public Relations

Ellerton & Co. is a leading public relations partner for brands and businesses across Greater Southeast Asia, Hong Kong, India, and the Middle East. Beyond traditional PR services, the agency offers integrated capabilities in social media management, branding and design, and investor relations. Our internationally recognized, multi-award-winning team has partnered with a diverse range of clients—from Fortune 500 leaders to high-growth startups. Whether your goal is to elevate brand awareness, drive sales, engage stakeholders, or strengthen your reputation, we tailor our strategies to deliver measurable results that align with your business objectives.

For more information, please visit www.ellerton.co.

AD ADDICT has made history in Thailand’s advertising industry by doing what no publisher has ever done before: replacing its CEO with a new mascot. Super MWAH now serves as Chief Entertainment Officer, leading a mission to make Thai advertising more fun and engaging.

In an industry where exhaustion has become the norm, AD ADDICT — Thailand’s trusted media platform for advertising and creativity — set out to change the mood. Its answer was to turn its iconic lips logo into something bigger: Super MWAH, a mascot designed to make advertising fun again.

AD ADDICT introduces Super MWAH as more than just a mascot — it comes with its own playful backstory as an alien from the planet Lablinn XP, born from the power of creativity across the universe. With this origin, Super MWAH takes on a serious mission: to become a hero who connects the advertising world with the public, spreads fun through fresh experiences, and restores smiles to the industry.

What many don’t know is that Super MWAH had already made a secret debut. At the beginning of 2024, AD ADDICT sent plush Super MWAH dolls as New Year gifts to agencies and partners, acting as undercover “observers” of advertiser and marketer life. This stealth move marked the very first step in building recognition for the mascot.

On August 13, 2025, AD ADDICT officially unveiled Super MWAH with a dramatic Facebook takeover. The highlight was nothing short of bold: the removal of current CEO - Pongpiti “Pert” Phasukyud and the appointment of Super MWAH as the new CEO (Chief Entertainment Officer). The stunt generated massive buzz across social media, igniting the viral phenomenon #MWAHTakeover.

To prove that Super MWAH reflects the spirit of the ad industry, AD ADDICT introduced “MWAH The Disguiser,” a campaign that reimagined the mascot in the image of Thailand’s top creatives, marketers, and leaders. The personalized twist drove organic buzz and conversation across the community.

Throughout the day, Super MWAH also took center stage across a variety of content formats — from knowledge posts, original song & music video, memes to an exclusive interview with the mascot itself.

The takeover wrapped up with the launch of ‘MWAH! at Office’ LINE stickers, which captured everyday insights of agency life and turned them into relatable stickers for industry professionals — bringing MWAH into daily conversations while also creating a new business opportunity for AD ADDICT.

After making buzz online, The very next day (August 14, 2025) Super MWAH surprised the industry once again with its first-ever offline appearance at DAAT DAY 2025, one of the largest gatherings of advertising professionals (more than 2,000 attendees). At the event, Super MWAH mingled with attendees through the playful activity “Send a Kiss with MWAH”, creating memorable selfie moments that quickly became one of the most talked-about highlights of the conference.

But that wasn’t the end. As the newly appointed CEO, Super MWAH went on to launch ‘cOffice Hour’ — Thailand’s first morning coffee rave party designed especially for agency people. The idea was inspired by the insight that agency folks often work late nights and rarely have time to recharge with friends. Instead, MWAH invited agencies to send their hardworking team members for a morning filled with coffee, music, and good vibes alongside peers from other agencies. 

The event featured coffee, sandwiches, and exclusive souvenirs. Interactive activity zones were also created, including a message wall for sharing encouragement and a “Send-a-Kiss” corner where participants could record kiss-voice clips to become part of MWAH’s ongoing secret mission.

The highlight of the party was the ‘DJ MWAH’, where the mascot and CEO took on the role of DJ, spinning a special custom “Kiss Playlist” and entertaining the crowd with playful antics. The event turned into a joyful, energy-boosting morning that left everyone recharged and ready to return to work with a smile.

The appearance of Super MWAH marks the first-ever use of a mascot in Thailand’s advertising and marketing media publisher industry — serving as a bridge to build a stronger brand identity. More than creating a friendly and approachable image, Super MWAH strengthens the bond with followers, making them feel closer to AD ADDICT and more eager to engage with its content. The offline activations also demonstrate a creative approach to elevating customer experience — going far beyond text on a screen.

And this is only the beginning of Super MWAH’s mission to re-energize the advertising world. Looking ahead, AD ADDICT will continue bringing Super MWAH into the heart of the industry through new creative activities under #MWAHClub — a community designed as an entertainment and happiness hub for advertising and marketing professionals. At the same time, AD ADDICT will keep rolling out original content starring Super MWAH across all platforms, with one clear mission: to establish this mascot as the true “Hero of Thailand’s Advertising Industry.”

SINGAPORE & MUMBAI – September 17, 2025 – Ellerton & Co. Public Relations (“Ellerton & Co.”), a strategic communications firm, today announced its expansion into India with the appointment of Sanil Shirsat as its India lead. This significant move marks the launch of the firm’s ambitious “Greater Southeast Asia” vision, aimed at creating a powerful communications corridor between India and Southeast Asia.

Shirsat, a seasoned public relations strategist with over 12 years of experience, will be responsible for establishing Ellerton & Co.’s presence, driving growth, and delivering high-impact communication strategies for clients in the Indian market.

"India is one of the world's most dynamic and exciting markets, and establishing a presence here is a critical step in our growth journey," said Oliver Ellerton, Founder and Director of Ellerton & Co. "We are thrilled to welcome Sanil to our team. His extensive experience with global brands, deep understanding of the technology sector, and proven ability to craft compelling narratives make him the ideal leader to build our foundation in India and deliver exceptional value to our clients."

The expansion is a cornerstone of the firm’s strategy to offer a seamlessly integrated network across Asia's key growth regions. Ellerton & Co. currently operates in Singapore, Malaysia, Indonesia, Vietnam, the Philippines and Thailand, in addition to their new India presence.

“Our expansion into India is a pivotal moment for Ellerton & Co.,” said Prayaank Gupta, Executive Director. “It not only strengthens our footprint but also launches our Greater Southeast Asia vision, spanning East Asia, India, the Middle East, and ASEAN."

“This move follows a strong run of new business wins across key client sectors, including a number of India mandates. The goal is to connect Southeast Asia and India, two regions with strong synergies, offering our clients unparalleled access and expertise across these interconnected markets,” added Gupta.

Shirsat joins Ellerton & Co. with a distinguished career, having worked with top-tier global agencies including Weber Shandwick, MSLGroup, and Archetype, and a notable five-year tenure at Adfactors PR. There, he led the Frontier Tech Practice from Mumbai. His expertise lies in translating complex information into compelling narratives for leading global brands, homegrown startups, and conglomerates across business, culture, and technology. His client experience includes IBM, ABB, McAfee, ServiceNow, Tata Communications, and Air India SATS, among others.

“I am incredibly excited to lead Ellerton & Co.’s charge into India,” said Sanil Shirsat. “The synergy between India and Southeast Asia presents an immense opportunity for brands to forge powerful cross-border connections. In a future-obsessed world, understanding cross-cultural dynamics is critical. I look forward to building a practice that serves as a strategic bridge between these vibrant regions, helping our clients navigate diverse audiences and achieve their most ambitious goals. I am also excited to collaborate with colleagues across other key markets, ensuring our clients benefit from truly integrated regional expertise.”

Ellerton & Co. advises a diverse portfolio of clients across sectors including hospitality, travel, education, energy, sustainability, public sector, technology, investment firms, and high-growth startups. The firm was recently handed mandates for a number of global and local names such as Star Alliance member Ethiopian Airlines, AI infrastructure leader Nebius, BDx Data Centers, City Energy, Taiwan Trade, and MoneyHero Group.

About Ellerton & Co.

Ellerton & Co. is a strategic public relations (PR) partner for brands and businesses across Greater Southeast Asia. We combine the art of storytelling with both online and offline channels to craft powerful, impactful brands. By merging creative narratives with strategic communications, we help brands thrive in the market, connect with their audiences, and achieve sustainable success.

Our team of internationally recognised, multi-award-winning consultants has collaborated with a wide range of clients - from Fortune 500 industry leaders to ambitious startups. We focus on your business goals and objectives, whether it's building brand awareness and loyalty, driving sales, engaging investors and regulators, or strengthening your overall brand presence.

For more information, please visit www.ellerton.co.

SEOUL, SOUTH KOREA – September 2nd, 2025 – Samsung Electronics promotes its latest AI-enabled innovations and vision through a new global campaign, “SmartThings meets AI Home,” that was revealed today.

Thanks to SmartThings, Samsung’s global connected living platform where you can connect and control smart home devices in one place, Samsung AI Home understands what you need and helps you with various tasks, often without you even knowing. The marriage between the two elements - coined as “SmartThings meets AI Home” - serves as the central message throughout the entire campaign.

Unlike smart homes, where users are asked to do a lot themselves, Samsung AI Home powered by SmartThings allows users to do less and spend more quality time. Home becomes more autonomous and adaptive, streamlining your everyday tasks effortlessly, such as turning on the robot vacuum, dishwasher, washing machine, TV, or switching off lights and closing the blinds.

Cheil worked on the global campaign, including the lead main film, in close partnership with Samsung. Told from the point of view of an unexpected narrator, the film beautifully portrays the entire family focusing on what truly matters to them – having an enriched and undisturbed quality time offered by Samsung AI Home.

“Samsung AI Home is here to make life more convenient, efficient, healthy and safe. Our latest campaign illustrates the tangible benefits of Samsung’s unique AI Home experiences that users get to enjoy. Home finally becomes a place it should be – a place where you get to do less, and live more,” said Tal Shub, Global Executive Creative Director at Cheil.

The full 360-degree campaign by Cheil will roll out globally, encompassing various types of assets and touch points such as global TVC, Samsung’s owned channels, and landmark screens including Piccadilly Circus and Times Square. Single-minded films, key visuals, and digital OOH will bring specific value pillars to life through relatable and insightful moments that take place within the AI Home.

Credits
Campaign Title: SmartThings meets AI Home
Client (Samsung Electronics): Yeji Kim, Misoo Choo, Hosun Ryu, Jongeun Lee

Creative Agency: Cheil
Global Executive Creative Director: Tal Shub
Art Director: Woohyun Lim, Jose Maria Neves
Copywriter: Drew Botcherby
Account Director: Euiyoung Kim
Account Manager: Hyunsoo Ra, Sohyun Jess An, Eyoung Kwon, Seohyeon Kim
Head of Global Planning: Eldad Heilweil
Agency Producer: Daniel Son
Media Planners: Global Media Strategy Team
Project Manager: Hyekyung Lee
Production: DUO Films, Gang Films
Director: Jason van Bruggen
DOP: Olmo Sobrino
Executive Producer: Tony Moon, Jean Villers, Matt Grousset
Producer: Lisa Myer, Teresa Masdeu
Head Of Production: Xavi Ros
PM: Pablo Martínez
1st AD: Javier Zamorano 

Editorial: UPPERCUT
Head of Production: Nicholas Markus
Executive Producer: Lisa Sadek
Senior Producer: Chris Muldoon
Producer: Harrison Draper
Editor: George Dodsworth
Assistant Editor: Allen Rounsley
Head of Visual Effects: John Geehreng
Flame Artist: Peter Oliver
Junior Flame Artist: Ernie Armitage
Visual Effects Assistant: Frankie Morales 

Post Production: The-Artery
Executive Visual Effects Producer: Vico Sharabani, Deborah Sullivan
Visual Effects Producer: Jared Biunno
Visual Effects Coordinator: Gerry Orz, Hannah Sinagra
Compositing Supervisor: Bruno Martins de Azevedo
Compositor: Abigael Kurtz, Eric Kim, Je Ho Yoo
Junior Compositor: Aaron Windmueller
Colorist: Steve Picano
Graphics Artist: Samuel Checo
Photo Retoucher: Dave Miao, Steve Warren

Music and Sound: Sorisomssi (SRSC)
Sound Supervisor: Samuel Choi
First Assistant: Min Jung Kim
Second Assistant: Ji Hyun Sim
Music Composer: Joo Yeop Kim

About Cheil
Cheil is a global network creating connected experiences that drive growth for clients, operating in 46 countries worldwide with around 7,000 employees. We provide optimized brand experiences to consumers and deliver business growth to clients through bespoke solutions connecting creativity, data, and technology. Our global network includes Cheil, Barbarian, BMB, Cheil Centrade, Cheil PengTai, ColourData, Experience Commerce, Iris, McKinney, One RX, and Social Beat.

HONG KONG SAR - 20 August 2025 - A new chapter is underway at Carlsberg Asia, as the brand outlines a future-facing digital roadmap anchored in strategic collaborations with three of Asia's major O2O and quick commerce platforms – Meituan, Grab and Delivery Hero. The initiative comes at a pivotal time, as digital behaviours continue to transform how people discover, shop, and engage with brands. The Digital Acceleration Program aims to future-proof its commercial model, infuse AI and data into core operations, and redefine beer experiences for the next generation of consumers across the eight key Asia markets, and further expanding beyond.

Building on a strong year of digital sales growth in 2024, underpinned by strategic MoU signings and multiple brand activations, the Program is designed to empower and integrate with digital partners while cementing Carlsberg's position as a leader in the beer industry. In the coming years, Carlsberg Asia aims to drive deeper use of data and insight from digital platforms to unlock beer consumption occasions in order to understand each target market's consumer behaviours, to broaden regional wide partnerships and enhance cross-markets synergy, and to accelerate online-to-offline commerce and further support brand's local penetration.

"We see our digital partners not just as platforms, but as strategic growth engines," says Arindam Varanasi, Vice President, Commercial Asia, Carlsberg. "This is the boldest partnership at Carlsberg Asia to date. The success of our digital sales on e-commerce platforms last year is a testament to the power of collaboration and innovation. By joining forces with Meituan, Grab, and Delivery Hero, we are eager to deepen these partnerships to unlock mutual growth opportunities."

"As we move forward with our Digital Acceleration Program, we are looking forward to continuously making our Carlsberg brands portfolio more relevant, to build a digitally connected ecosystem that enhances every touchpoint of the consumer journey from discovery to delivery, also to elevate consumer experiences through convenience and relevance while reinforcing our commitment to celebrating responsibly." says João Abecasis, Executive Vice President, Asia, Carlsberg.

Immersive brand experiences to strengthen strategic digital partnerships

To supercharge the collaborative alliances, Carlsberg Asia hosted a three-day strategic forum at its global headquarter in Copenhagen, welcoming executives from Meituan, Grab and Delivery Hero. The immersive experience at the Home of Carlsberg offered partners a behind-the-scenes look at the brand's heritage, brewing philosophy, and long-term growth vision.

At the forum, digital partners engaged in closed-door top-to-top discussions with Carlsberg's senior executive team to align on growth strategies and new approaches to distribution across O2O channels. To expand digital growth opportunities from Asia to global, the forum focused on unlocking insight-driven, scalable commercial value through the utilisation of each partners' platform technology, data, and consumer insights to co-creating modern, consumer-centric experiences.

From click to cheers: Taking beer moments to exciting new heights

In partnership with Meituan, a new chapter is brewing in China, with long-term plans to co-create the next generation beer experience across cross-border markets. At the core of the partnership is to expand on series of initiatives that integrate with Meituan's ecosystem of advanced technology and consumer behavioural data that will deliver real-time, occasion-based beer experiences, such as 30-minute quick commerce delivery to personalised promotions and curated product selections.

Meanwhile in Southeast Asia markets, Carlsberg and Grab strengthen the partnership with a focus on online to offline product distribution, always-on responsible drinking initiatives and driving brand awareness through direct consumer engagement with shared passion points such as football matches and music festivals via Grab's platform. The partnership aims to elevate on-trade experiences with partner restaurants by introducing dine-in reservation promotions and bundled deals.

Carlsberg and Delivery Hero are teaming up to fully integrate Carlsberg's premium beer offering into Delivery Hero's dynamic delivery ecosystem. Through foodpanda and its pandamart grocery stores in Asia, this partnership bridges on-trade and off-trade channels to create a unified home-dining experience, complete with a chilled beer delivered to consumers' doorsteps. The shared vision is to make Carlsberg's product effortlessly accessible and create memorable occasions that celebrate the joy of food and drink. Looking ahead, the brands are committed to expanding this innovative partnership globally, bringing an elevated beer experience to consumers around the world.

These immersive engagements underscore Carlsberg Asia's ambition to redefine its digital partnerships through innovation, collaboration, and a deep focus on the consumer. Stay tuned for future announcements about exciting campaigns and activations under each partnership. For more information, please visit: https://www.carlsberggroup.com/.

About Carlsberg Asia

Established in 1847 by brewer J.C. Jacobsen, the Carlsberg Group is one of the leading brewery groups in the world, with an attractive portfolio of beer and other beverage brands. With over 37.000 employees, and with a presence in more than 125 markets, the Group has a purpose of brewing for a better today and tomorrow Doing business responsibly and sustainably supports that purpose – and drives the efforts to deliver value for shareholders and society.

Carlsberg Asia is a dynamic and diverse region comprising of 8 operating markets: Cambodia, China, Hong Kong S.A.R., Laos, Malaysia, Myanmar, Singapore and Vietnam. Altogether we have 34 breweries and some 12,000 employees spreading across the Asian markets. The Asia Regional Office is based in Hong Kong.

Bonn - DHL eCommerce has released its E-Commerce Trends Report 2025, drawing on insights from 24,000 online shoppers across 24 key global markets. This year's study includes eight chapters, featuring six shopper types and four generational segments, all highlighting how evolving consumer expectations are reshaping the future of online retail. While the report covers everything from cross-border purchasing to shoppers' views on sale days like Black Friday, four findings stand out in particular: the way AI and social commerce are transforming online shopping, the essential role that delivery plays in cart conversion, and sustainability shaping loyalty. 

"It's important to recognize that there isn't just one type of online shopper or one type of market. The reasons for cart abandonment can vary widely. Our E-Commerce Trends Report analyzes the trends and developments shaping online shopping worldwide to help our customers grow their businesses. Logistics plays a crucial role in this process, and we see ourselves as a vital partner, offering our customers relevant insights, expertise, and solutions to drive their success," said Pablo Ciano, CEO of DHL eCommerce.

Shopping powered by AI: Smarter Journeys, Higher Expectations

Advancements in generative AI are ushering in the next industrial revolution. But how will AI impact online shopping? DHL's latest e-commerce trend report reveals that AI is one of the most highly anticipated and demanded innovations among consumers, with 7 in 10 shoppers globally wanting retailers to offer AI-powered shopping features. Virtual try-ons, AI-powered shopping assistants, and voice-enabled product search top the list of features consumers actively want to use. Shopping via voice commands is already on the rise, with 37% of global shoppers - and nearly half of social commerce users - making purchases hands-free. As digital expectations rise, so does the demand for intuitive, tech-enabled shopping journeys that blend utility with delight.

Social Commerce Becomes the New E-Commerce

The traditional e-commerce website is increasingly being replaced - or bypassed - by social platforms. Consumers are turning to apps like TikTok, Instagram, and facebook not just for discovery, but for purchase. Seven in ten shoppers say they have already made a purchase via social media, and that same proportion expects these platforms to become their primary shopping destination by 2030. 

The power of influence also plays a critical role: 82% of shoppers say viral trends and social buzz influence their buying decisions. TikTok in particular is driving change in markets such as Thailand, where 86% of online shoppers report buying through the app, and globally among Gen Z, where almost 50% are already using the platform to purchase. This shift signals a major transformation in how and where brands need to engage with their audiences, and calls for seamless, mobile-native experiences built for in-app conversion.

Delivery and Returns: The Ultimate Conversion Drivers

While new technologies continue to transform the digital shopping experience, it's the fundamentals of delivery and returns that remain the biggest drivers of cart abandonment. Shoppers aren't willing to compromise when it comes to convenience, flexibility, and control. In fact, 81% of consumers say they will abandon their purchase if their preferred delivery option isn't available. Just as critically, 79% will leave if the return process doesn't match their expectations. Trust also plays a major role, with three out of four shoppers reporting that they will not buy from a retailer if they don't trust the delivery and returns provider. These expectations emphasize the importance of transparent, customer-centric logistics strategies - not just as an operational concern, but as a core part of the conversion funnel.

Sustainability and the Circular Economy: From Buzzword to Bottom-Line Impact

Sustainability has evolved from a brand differentiator into a core consumer demand. Globally, 72% of shoppers now consider sustainability when making online purchases. For many, this goes beyond packaging or shipping - one in three shoppers have abandoned their carts due to sustainability concerns. Among Gen Z, this figure spikes to nearly one in two. 

Consumers are also embracing more circular models of consumption, with over half opting for pre-owned or refurbished goods, motivated by both environmental values and cost efficiency. Additionally, 58% of shoppers express willingness to participate in recycling or buy-back programs offered by retailers. These behaviors point to a growing expectation that brands will not only reduce their footprint but actively empower consumers to shop more sustainably.

As DHL look towards 2030, social media sales alone are expected to reach 8.5 trillion EUR, exceeding twelve times the current volume. Insights from DHL' E-Commerce Trends Report provide a clear roadmap for retailers aiming to capture the attention of today's diverse shopper demographics. By embracing technology, prioritizing sustainability, and understanding the evolving preferences of consumers, businesses can transform challenges into opportunities. Further insights and information as well as the full report are available under the following link: dhl.com/e-commerce-report or dhl.com/reports

About the DHL E-Commerce Trends Report 2025

The E-Commerce Trends Report 2025 surveyed 24,000 consumers from Europe, the Americas, Asia-Pacific, Africa, and the Middle East. Its findings offer actionable insights for e-commerce brands seeking to meet changing expectations, personalize experiences, and create growth through smarter logistics and innovation.

Bangkok, 14 August 2025: KFC has teamed up with socially-led creative agency We Are Social Thailand and Warner Music for the KFC Bucket Search x WAVS 3 project to provide Thai youths with opportunities to build a career in the music industry.

The project brings together two initiatives, the KFC Bucket Search, which provides Thai youths in juvenile centres with education and opportunities to reintegrate into society, and WAVS, a community initiative led by Warner Music to help artists from across the country gain access to education and professional development opportunities in the music industry.

We Are Social led the brand partnership, campaign strategy and creative execution for the project which included creating an immersive branded space for KFC within the WAVS metaverse platform also developed by the agency. 

The platform enables the community to learn, connect, and grow whenever they want and wherever they are. Participants receive guidance from coaches through the platform and can brainstorm, compose, and share music with peers. It connects directly to the streaming platform in real-time, making the creative process more interactive and accessible.

The technology has helped eliminate both geographical and financial barriers with participants in the program who are able to access the platform virtually anywhere on a standard computer. 

In its third year, We Are Social has also helped WAVS facilitate partnerships with L’Oréal, Maybelline, Garnier, and Marshall for the initiative. The program is rolled out over three phases: recruitment and live audition via the metaverse or in-person at Warner Music Studio; workshops where participants will be able to build their virtual studio, connect with the community and learn in virtual and IRL environments; and a live performance sponsored by the brand partners.

Suhayl Limbada, market lead & chief marketing officer, KFC Thailand said: “This project was designed to unlock the potential of out-of-school youth. We believe in the power of ‘music’—not just as an art form for entertainment, but as a tool for emotional healing and a gateway to new life opportunities.

“KFC chose to drive this project with a vision of finding 'shared values' by igniting the hidden potential within each individual and embracing every dream. The collaboration with We Are Social (as the developer adapting the metaverse technology) and Warner Music Thailand (as the music network and coaches) is a perfect synergy that takes the KFC Bucket Search to a more profound level.”

Patt Nitikarn, managing director at We Are Social Thailand added: “Bringing the KFC Bucket Search together with WAVS felt like the perfect synergy. Together, KFC and Warner Music are giving rare opportunities to out-of-school youth to learn digital music skills, helping them build a career as an artist and re-enter society with dignity. 

“At We Are Social, we believe in crafting solutions that go beyond just marketing but also help solve real challenges in innovative and meaningful ways. Utilising the metaverse for this project allowed us to help create safe and accessible spaces for participants who would otherwise have been unable to take part in such a program due to geographical and financial limitations. The metaverse is more than just a piece of technology; it's a safe space that creates opportunities. It has helped turn the dreams of at-risk youth into a reality on an equal footing.”

Singapore & Addis Ababa, 14 August 2025 – Ethiopian Airlines, Africa’s largest and most awarded carrier, has appointed Ellerton & Co. as its agency of record for Singapore, Australia, and New Zealand.

This partnership marks a new chapter in Ethiopian Airlines’ mission to connect cultures and continents, not just through flights, but through shared stories, human kindness, and meaningful experiences.

Known for its world-class service, modern fleet, and extensive network, Ethiopian Airlines also holds a reputation for going the extra mile for its passengers. From arranging medical care and covering medical expenses for a young child who fell ill mid-journey, to being one of the few international airlines that allow pets to travel in the cabin with their owners, Ethiopian Airlines has quietly built a legacy of compassion in the skies.

“These are the stories that define us,” said Engineer Telila Deressa Gutema, Regional Manager, Ethiopian Airlines. “Our planes may carry passengers across continents, but it’s our people who carry their hopes and dreams. That spirit of care defines who we are - from helping a family in crisis to welcoming pets in the cabin. As Ethiopia opens up and its economy accelerates, there’s a growing world of opportunity for both business and leisure. We’re investing in our fleet and our people to meet that demand - and we can’t wait to share the spirit of Ethiopian hospitality with more travellers from Singapore, Australia, and New Zealand.”

Ethiopian Airlines has been awarded “Best Airline in Africa” by Skytrax for eight consecutive years and operates one of the youngest fleets in the world, including Boeing 787 Dreamliners and Airbus A350s. The airline is also at the forefront of sustainable aviation, pioneering the use of Sustainable Aviation Fuel and preparing for the deployment of electric air taxis.

Ellerton & Co., a Southeast Asia-based PR and marketing agency with teams in Singapore, Indonesia, Philippines, Malaysia, Vietnam and Thailand, will lead efforts to humanise the brand across key markets, tapping into shared values and highlighting Ethiopia not just as a destination, but as a story worth discovering.

“Ethiopia is a country that many in Asia don’t know much about, but it’s unforgettable once you do,” said Oliver Ellerton, Founder of Ellerton & Co. “It’s the birthplace of coffee, home to ancient churches carved into rock, and the cradle of humankind. And the food, I’ve had injera in Yemen, the U.S., London, and Ethiopia itself, it’s always been a joy. People across Asia-Pacific will love it. Our job is to tell these stories, to bring out the warmth and soul of both the airline and the country it represents.”

With Addis Ababa as a strategic gateway to Africa and Singapore as a key hub in Asia, the partnership between Ethiopian Airlines and Ellerton & Co. will help build bridges between the two regions, one story at a time.

Ellerton & Co. partners with a diverse portfolio of brands and businesses across Greater Southeast Asia. In addition to its core practices in Finance, Technology, Startups & Venture Capital, and Corporate & Sustainability, the agency also has a dedicated Hospitality & Travel practice driven by Oliver Ellerton. Ethiopian Airlines joins a growing roster of clients in this space, which includes EHL Hospitality Business School, Andermatt Swiss Alps, and Smiling Gecko Cambodia.

About Ethiopian Airlines
Ethiopian Airlines Group (Ethiopian) is a true African success story, transforming a visionary dream into a globally renowned reality for nearly eight decades. Operating flights to more than 160 domestic and international passenger, and cargo destinations across five continents, Ethiopian bridges the gaps between Africa and the world. Emphasizing passenger comfort and environmental sustainability, Ethiopian utilises ultra-modern aircraft such as Boeing 737s, 777s, 787s, Airbus A350-900, A350-1000 and De Havilland Q400.
Ethiopian, the Star Alliance member airline, champions in various coveted awards including Skytrax’s ‘Best Airline in Africa Award’ for eight consecutive years, APEX ‘Best Overall in Africa’ award and ‘Leadership in Connecting Africa through Transport’ Award among others. Ethiopian aims to further excel in its success through a strategic plan dubbed ‘Vision 2035’ and become one of the top 20 most competitive and leading aviation groups in the world. Embracing a Pan-African spirit, Ethiopian is pursuing multi-hub strategy through hubs in Lomé, Togo with ASKY, in Lilongwe, Malawi with Malawi Airlines, in Lusaka, Zambia with Zambia Airways, and in Kinshasa, Democratic Republic of the Congo (DRC) with Air Congo.
For more information, visit our website at www.ethiopianairlines.com.

About Ellerton & Co. Public Relations
Ellerton & Co. is a leading public relations partner for brands and businesses across Greater Southeast Asia, Hong Kong, India, and the Middle East. Beyond traditional PR services, the agency offers integrated capabilities in social media management, branding and design, and investor relations. Our internationally recognized, multi-award-winning team has partnered with a diverse range of clients—from Fortune 500 leaders to high-growth startups. Whether your goal is to elevate brand awareness, drive sales, engage stakeholders, or strengthen your reputation, we tailor our strategies to deliver measurable results that align with your business objectives.
For more information, please visit www.ellerton.co.

9 July, at Google Marketing Live Southeast Asia (GML SEA) in Singapore, Google announced a new generation of AI-powered tools on Search and YouTube designed to help brands and marketers stay ahead in an increasingly complex digital landscape. From transforming creative production to reimagining search ads, Google is turning AI into action—bringing smarter tools directly into the hands of marketers. 

Google and YouTube: Trusted channels for businesses in Southeast Asia

Every day, people turn to Google Search and YouTube to find information, discover new things, and get inspired. With over 5 trillion searches a year, AI is helping Search go beyond information to intelligence, allowing users to ask questions in different ways.

People now search using voice, images, and video—not just typed keywords. AI tools like Google Lens, Circle to Search, AI Overviews, and AI Mode on Search are opening new ways for users to explore and discover information faster. This shift is already delivering meaningful impact: Google Lens has grown 65% year-over-year globally, with more than 100 billion visual searches in 2025 so far—with one in five showing commercial intent. Circle to Search is also seeing rapid adoption, with younger users initiating over 10% of their searches with the feature.

Google also now facilitates over 1 billion shopping journeys every day around the world, with Gen Z emerging as the most active demographic on Search, driving more daily queries than any other age groups. This creates new opportunities for advertisers to connect with users throughout today’s fragmented consumer journey – from discovery to decision-making.

YouTube continues to lead the way in Southeast Asia—not just in viewership, but in delivering real impact for businesses. It’s the #1 video platform in the region, reaching more daily users than any other video platform. YouTube’s reach cuts across generations. In fact, more Gen Zs  in Southeast Asia watch YouTube than any other video platform. But what really sets YouTube apart is trust. Independent research from Kantar and MTM shows that in Southeast Asian markets like Indonesia, Thailand, and the Philippines users trust the views and opinions of YouTube creators more than those on other platforms. 

And when it comes to business results, YouTube consistently delivers. Across markets like Indonesia, Thailand and Vietnam. YouTube drives more than 2X the ROI of linear TV –  specifically 4.1X in Indonesia, 2.3X in Thailand and 2.9X in Vietnam. It also outperforms other social platforms like TikTok and Meta – delivering 1.5X in Indonesia, 1.6X the ROI in Thailand, and 1.2X in Vietnam.

That’s proof that combining trusted creators, wide reach, and high relevance pays off—making YouTube an unmatched platform for brand discovery and growth in Southeast Asia.

Leveraging AI to help businesses to meet consumers where they are 

Digital advertising plays a crucial role in connecting curious consumers with businesses of all sizes.  The announcements at GML SEA detailed how Google is reimagining the future of advertising by delivering a roadmap of powerful, predictive tools designed to help marketers move from simply responding to the market to predicting it.

Product innovations highlighted at the event include: 

(1) Ads in AI Overviews: Now used by over 1.5 billion people worldwide, AI Overviews is the most widely used gen AI product in the world. It’s driving over 10% growth in applicable query types in major markets and has resulted in increasing volume of commercial queries. Ads within AI Overviews are now expanding to desktop in the US, and to mobile and desktop in select countries in English. 

Later this year, Ads in AI Overviews will roll out in English in the Philippines, Malaysia, Singapore, and Indonesia. This means more opportunities for businesses to show up right at that moment of relevance—when consumers’ curiosity is high and consideration begins.

(2) Asset Studio: This new centralized workspace in Google Ads will use generative AI—including Google's advanced image and video models like Imagen and Veo—to help marketers create more valuable and helpful interactions by generating infinite variations of high-performing creative assets.

(3) AI Max for Search is a new AI-powered tool that helps businesses show up in more relevant search moments—without relying on a long list of keywords. It uses Google’s Gemini models to understand your website and ads, and automatically generates tailored headlines based on what people are really looking for. Whether someone types, speaks, or snaps a photo, AI Max helps ensure the right ad shows up—driving better results with less manual work.

Brands testing this are already seeing compelling results. Shopee, for example, ran a focused 5-week campaign experiment in  Singapore and Malaysia and saw 100% increase in conversions and a 49% higher ROI. 

(4) AI Mode: AI Mode is our most powerful AI search, with more advanced reasoning and multimodality, and the ability to go deeper through follow-up questions and helpful links to the web. Early testers are asking questions two to three times longer than traditional searches. We’ll soon begin testing relevant ads within AI Mode in the US, integrated into responses where it makes sense. This gives brands even more chances to show up in highly relevant, AI-powered moments.

(5) YouTube Creator Partnerships Hub: A new tool in Google Ads that makes it easier than ever for brands to discover and collaborate with YouTube creators. With smart search powered by AI, marketers can find creators by keyword, category, or trend—and view detailed insights like audience demographics and engagement before reaching out to the creator. Once a partnership is formed, brands can promote the creator’s content as ads and measure what’s performing best. It’s a one-stop shop to turn creator collaborations into real business results. The hub is now available in Singapore and Indonesia, with more markets coming soon.

(6)Agentic capabilities: Agentic AI is like having a supercharged assistant built right into Google Ads and Analytics. It doesn’t just support marketers—it works with them. By learning from your inputs like landing pages and performance data, Agentic AI can automatically generate, optimize, and maintain campaigns. In Ads, that means helpful features like real-time keyword suggestions and creative tweaks. In Analytics, it means instant, smarter insights. It's less manual work, and more time for strategy, creativity, and results.

“For years, we’ve been at the forefront of AI-driven advertising. As consumer journeys become more complex—and resources more limited—we’re equipping marketers with our most advanced models yet: more intelligent, more agentic, and more personalized. That means faster creative, wider reach, sharper insights, and better results. At today’s Google Marketing Live, we introduced new AI tools that span the entire marketing journey—from creative to performance, brand discovery, and agentic capabilities and showcased how brands in Southeast Asia are already unlocking real value with AI”, said Sapna Chadha, Vice President, Google Southeast Asia and South Asia Frontier.

24 June 2025 – Ho Chi Minh City – WPP Media, WPP’s media investment group, has been appointed as the media agency of record by KFC Vietnam (Joint Venture Co Ltd) following a competitive pitch. WPP Media will be fully responsible for integrated media planning and buying, as well as analytics across the Vietnamese market. This will include leveraging its in-house Data & Analytics practice and specialist influencer marketing expertise via GOAT.

KFC Vietnam initiated the pitch as it sought a media partner capable of unlocking the full potential of media as a business growth driver. The decision to appoint WPP Media was based on the agency’s standout strategic approach, strong business understanding, extensive network support, and competitive commercial offering.

Sibojyoti Chatterjee (Shiv), General Director, KFC Vietnam, said: “Winning consumers’ hearts at the speed and scale Vietnam demands calls for more than creativity—it requires the data strength to turn every impression into measurable growth. We were looking for a partner that could go beyond execution and truly understand how to use media to drive our category forward. WPP Media demonstrated that in both thinking and team capability. Their world-class platform, super-charged by its audience-first precision, gives us exactly that. Together we’ll fuse insight, innovation, and rigorous metrics to amplify KFC Vietnam’s brand love and set new benchmarks for media excellence. We are excited to begin this journey with them.”

Shankar Rajagopal, CEO of WPP Media, Vietnam, added: "We’re incredibly proud to be partnering with one of Vietnam’s most iconic restaurant brands. KFC is a beloved name with ambitious growth plans, and we look forward to helping them scale through media that is not just effective, but also deeply connected to the Vietnamese consumer."

About WPP Media
WPP Media is WPP’s global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit wppmedia.com

18 June 2025, AirAsia has been named “The World’s Best Low-Cost Airline” at the Skytrax World Airline Awards 2025, reaffirming for the 16th year running its legacy as the global gold standard in low-cost travel.

This achievement reflects AirAsia’s unmatched reach across Asean and beyond, underpinned by a vast network connecting over 130 destinations, affordable fares, and a strong commitment to operational excellence. AirAsia continues to redefine connectivity, making travel accessible, affordable, and seamlessly integrated across Asia leveraging its multi-hub strategy across Malaysia, Thailand, Indonesia, the Philippines and Cambodia.

In accepting the award at a ceremony at the Paris Air Show 2025 in France on Tuesday, Datuk Kamarudin Meranun, Chairman of Capital A and Co-Founder of AirAsia said: “Sixteen years on, this recognition remains just as meaningful as ever. We started with a simple dream to make flying affordable for everyone. To be recognised for the 16th time reaffirms that we have stayed true to that mission and continue to soar high in the minds of the many millions of passengers who choose to fly with us each year. While this award is truly another fantastic achievement, we never rest on our laurels and it inspires us to go even further.”

Tony Fernandes, CEO of Capital A and Co-Founder of AirAsia, said: “This is a deeply emotional win for me. From flying just 200,000 guests in our first year to aiming to welcome our one billionth guest this year, this journey has been made possible by the unwavering support of our guests, and the tireless dedication of our incredible Allstars. Every challenge we have faced, every comeback we have made, was made possible by their trust and effort. We thank the Skytrax team for recognising our work, and I would like to share the award with my Allstars - it belongs to them. Thank you for believing in the dream.”

Edward Plaisted, CEO of Skytrax, said: “We congratulate AirAsia on this fabulous achievement at the 2025 World Airline Awards. This success for a record sixteenth time is a clear reflection of their dedication to providing quality, affordable travel options to customers. This is a most competitive and fast growing market for low cost airlines, and this award demonstrates AirAsia success.”

The award also serves as a testament to the airline’s contribution to connecting both primary and underserved secondary and tertiary cities. This model has enabled the launch of unique and strategic routes such as Kuala Lumpur-Labuan Bajo, Bangkok-Narathiwat, Manila-Tagbilaran, Jakarta-Silangit, and others expanding access to emerging travel corridors and tourism growth areas. Looking ahead, the airline is set to deepen its connectivity across Central Asia and the Middle East, marking a significant step forward in its ambition to become the first truly global low-cost network carrier.

At the same time, AirAsia’s continued emphasis on guest experience sets it apart. Having flown close to one billion guests, the airline maintains high levels of customer loyalty and brand advocacy across its key markets. Ranked as the 24th most valuable airline brand globally with a value of USD1.93 billion, AirAsia reflects both strong regional roots and global appeal.

The Skytrax World Airline Awards is one of the most prestigious accolades in the global aviation industry. The online survey operated from September 2024 to May 2025, and more than 100 customer nationalities participated, with 22.3 million eligible entries counted in the results. Over 325 airlines were featured in the survey results. All costs of the Survey and Awards event are borne by Skytrax, and airlines do not pay any entry or registration fee.