Gen Z perspectives: Duolingo's 'rogue' takeover, Farrokh Madon & activations galore

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, dentsu B2B APAC lost a chief creative officer, Duolingo’s unhinged owl hijacked the internet, and Disney went all out to promote its latest live-action movie, Lilo & Stitch. We also devoured Popeyes’ new breakfast drop and hit every activation in sight.

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1. Creative veteran Farrokh Madon exits dentsu B2B APAC

Farrokh Madon has stepped down as chief creative officer of Dentsu B2B APAC. The industry veteran, known for his trailblazing campaigns and leadership, is now poised to embrace new opportunities in Singapore and beyond.

Madon has over three decades of experience in shaping creative strategy across Asia and Europe. His career has spanned India, Singapore, and Amsterdam, where he built a reputation for resilience and creative leadership. “During three decades in advertising, I have had more comebacks than Muhammad Ali,” he told MARKETING-INTERACTIVE. He joined dentsu in April 2022 as its chief creative officer after helming the role at Wunderman Thompson and Y&R Singapore.

Read more here. 

2. Duolingo goes rogue amid 'AI-first' backlash

Last week, online language learning app Duolingo wiped its usual social media content, replacing it with a full-blown takeover by one of its bird-like team members, a three-eyed, hoodie-wearing rebel owl. A check by MARKETING-INTERACTIVE found that the brand has since restored its original posts. The unhinged move follows the company’s declaration that it was going “AI-first"

However, not everyone was chirping with excitement. Since its announcement, Duolingo’s "AI first" operating model has been met with mixed reactions, with some users criticising the focus on quantity over quality. 

Read more here. 

3. Stitch invades SEA in Disney’s latest activation blitz

Disney has unleashed chaos and charm across Southeast Asia with a regional activation blitz for its live-action remake of Lilo & Stitch. From roving trucks to train wraps, the House of Mouse has brought the blue alien’s playful spirit to life through immersive, fan-first experiences across key cities. 

In conversation with MARKETING-INTERACTIVE, Allie Benedicto, head of integrated marketing, The Walt Disney Company Southeast Asia said, "Stitch’s signature mischief and charm have captured hearts since his animated debut, and it’s been a joy to see that spirit come alive once again across Southeast Asia."

Read more here. 

4. Why Popeyes is finally cracking into Singapore’s breakfast scene

Popeyes Singapore is entering the breakfast scene with its first-ever menu, launching islandwide across all 19 outlets from 28 May. Called the “Breakfast symphony,” the lineup fuses bold Louisiana flavours with familiar local favourites.

In conversation with MARKETING-INTERACTIVE, Popeyes Singapore said the breakfast menu is part of the brand's strategic evolution into an all-day dining destination. "We maintain our commitment to serve soulful, flavorful meals, now, throughout the day. This launch follows extensive guest research and testing that reflects Popeyes’ commitment to creating memorable dining experiences that go beyond its signature fried chicken," said the fast-food brand.

Read more here. 

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