Gen Z perspectives: Stagwell Media, Maybank gets theatrical and ZUS remixes a classic

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, Stagwell launched Stagwell Media, Maybank turned a Circle Line train into a live theatre, and Dato’ Sri Siti Nurhaliza put a fresh ZUS Coffee spin on a familiar song.

There’s plenty on the playlist this week.

Don't miss: Gen Z perspectives: New moves, Zouk gets spooky and Luckin's 100th store

1. Stagwell launches Stagwell Media built on Assembly foundation

Stagwell has unveiled Stagwell Media, a new global media agency designed to deliver high-performance marketing built on an agile, integrated model powered by Stagwell's agentic technology platform, Machine OS.

Building upon the foundation of the Assembly agency, Stagwell Media merges Assembly’s performance heritage and ecosystem expertise with next-generation artificial intelligence. 

Read more here. 

2. Maybank turns Circle Line train into a live theatre on adulting

Last weekend, Maybank turned a Circle Line train into a live theatre, bringing more than 200 young Singaporeans into an interactive experience about money, relationships and the realities of adulting.

Held at Dhoby Ghaut MRT Station, the activation featured actress, director and content creator Annette Lee and content creator Jenn Chia, who used live performances, humour and audience interaction to explore the choices and milestones that come with young adulthood.

Read more here. 

3. Dato' Sri Siti Nurhaliza re-records 'Bukan cinta biasa' with a ZUS twist

Malaysians will likely be familiar with Dato’ Sri Siti Nurhaliza’s emotional song, Bukan cinta biasa ('Not an ordinary love'). 

Originally released in 2003, the power ballad is one of her signature tracks. And now, ZUS Coffee is bringing it back with a new twist. Instead of singing “bukan cinta biasa”, she sings, “bukan kopi biasa” (‘not an ordinary coffee’).  

Read more here. 

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