Gen Z perspectives: Dentsu’s big shake, Anak’s fashion move, The Conjuring & DMA buzz

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week we dove into Dentsu International’s possible billion-dollar shake-up, Anak’s climate-conscious fashion flex, and Warner Bros. Malaysia’s terrifyingly clever The Conjuring activation. Plus, we dragged our old soul Gen Z conference producer Zia Xin in for the scoop on Digital Marketing Asia Singapore.

This lineup will haunt you if you skip it.

Don't miss: Gen Z perspectives: Logos, leaders and thoughts on KrisFlyer’s overhaul

1. What Dentsu International's potential sale could mean for agency models

Japanese advertising giant Dentsu is reportedly exploring the sale of its international business. The move comes as the group evaluates strategic options, with potential buyers, including industry players and private equity firms, are already being approached.

While no final decision has been made, insiders say Dentsu aims to have a clear roadmap by year-end. Options under consideration range from selling a minority stake to a complete divestiture of its overseas operations. To manage the process, Dentsu has appointed Mitsubishi UFJ Morgan Stanley and Nomura Securities to identify potential buyers in what is expected to be a multi-billion-dollar deal.

Read more here. 

2. Anak turns up the heat with climate-themed fashion showcase

Global design and brand agency Anak will present "HOT BODIES", an exhibition exploring how fashion and apparel can adapt to rising global temperatures.

The pieces tackle everyday heat-related challenges, such as resistance to outdoor activity, frequent sunscreen application, and the need for long-lasting UV protection. Anak said the showcase aims to spark discussion on how design can help humanity cope with increasingly hotter living conditions.

Read more here. 

3. Warner Bros. Malaysia drives horror into everyday life for The Conjuring

In the lead-up to the release of The Conjuring: Last Rites, Warner Bros Malaysia brought horror to the streets of Klang Valley in a unique, social-led campaign designed to turn everyday journeys into spine-chilling experiences.

The campaign featured iconic franchise characters Valak and Annabelle behind the wheel of specially themed Grab rides, surprising passengers with unexpected terror on their regular routes. “We love bringing terrifyingly fun experiences to scare up a major buzz for the movie,” said a Warner Bros. Malaysia spokesperson.

Read more here.

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