Gen Z perspectives: New agency pairings and a microdrama plot twist

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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, Club Med appointed a media agency across APAC, Maybank Singapore picked a new social media agency, and we dive into the conversation surrounding Grab Singapore’s first microdrama.

Stick around, there’s more to unpack.

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1. Club Med shakes up media agency model across APAC

Holiday lifestyle brand Club Med has appointed FABCOM as its media agency across the APAC region, following a pitch earlier this year.

Under the partnership, FABCOM will oversee media buying and planning duties across 14 APAC markets, including Hong Kong, Singapore, Malaysia, Thailand, Indonesia, India, Vietnam, the Philippines, Brunei, Taiwan, Japan, South Korea, Australia, and New Zealand.

Read more here.

2. Maybank Singapore wraps social media pitch

Maybank Singapore has appointed We Are Social as its social media agency of record following a competitive pitch process.

The remit covers social media management and content development across the bank’s key platforms, with the appointment aimed at strengthening how Maybank Singapore engages customers and stakeholders across digital and social channels.

Read more here.

3. Grab responds to microdrama drama, but marketing intent deserves credit

Grab Singapore has acknowledged concerns over the title and premise of its first microdrama, I Fell In Love With My Grab Driver, saying it should have been “much more thoughtful” about how the campaign came across.

The ride-hailing platform issued a statement on 8 September after the series, which stars local actors Glenn Yong and Regina Lim, prompted questions around its portrayal of a romance between a Grab driver and passenger.

Read more here.

4. Microdrama, major dilemma: How far should brands go to tell a good story?

Microdramas are increasingly finding a place in brands’ content strategies. Done right, microdramas have the ability actively to hook consumers in, turning passive scroll into active engagement. However, with an increasingly discerning audience, creative executions can sometimes capture headlines for the wrong reasons.

Speaking to senior marketers from the industry, MARKETING-INTERACTIVE asked: How can marketers give creatives enough room to make the story compelling without losing sight of the brand’s responsibility?

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