Gen Z perspectives: Creative Labs, Starbucks x Harry Potter and PR Awards 2026

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, Creative Labs named a new global marketing lead, Starbucks stirred up a little magic, and we unveiled the shortlist for PR Awards 2026.

Wands at the ready, the magic’s about to unfold.

Don't miss: Gen Z perspectives: Agatha Yap, Scoot's social pitch and Disney x F1

1. Creative Labs names global marketing lead

Audio brand Creative Labs (Creative) has appointed Cher Young Wee (pictured above) as its global marketing lead, reporting directly to newly appointed CEO Ernest Sim.

In the role, Wee will be responsible for building and executing a unified global marketing strategy aimed at strengthening Creative’s brand positioning, supporting product launches and driving demand across key markets. The appointment is also expected to align global and regional marketing efforts to ensure marketing investments translate into measurable business growth, he told MARKETING-INTERACTIVE.

Read more here. 

2. Starbucks brews magic with Harry Potter partnership

Starbucks is turning everyday coffee runs into wizarding adventures with its latest partnership with Warner Bros. Discovery Global Consumer Products. The partnership launches across 12 Asia Pacific markets from 23 March, combining themed beverages, merchandise and in-store experiences to drive engagement and fan connection.

The collaboration leverages the cultural power of the Harry Potter franchise to strengthen Starbucks’ experiential marketing. At the heart of the campaign are three 'Honeydukes bursting bonbons' beverages crafted with vanilla notes and honey bergamot flavoured bubble bursts that pop with citrusy brightness.

Read more here. 

3. PR Awards 2026 finalists revealed

The PR Awards 2026 shortlist is here, spotlighting the boldest, smartest, and most impactful communications campaigns across Southeast Asia, South Asia, and Oceania.

Now in its 13th year, the programme celebrates the teams, agencies, and organisations that are pushing the boundaries of strategic PR, proving how creativity, data, and purpose can deliver real-world results. From reputation-building initiatives and purpose-driven storytelling to cross-channel engagement and measurable impact, this year’s finalists showcase the growing sophistication and influence of the PR industry.

Read more here. 

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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