Gen Z perspectives: GE’s chief marketer departs, seeing double & PR Asia 2025

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: Great Eastern confirmed the departure of chief marketer Colin Chan, Maybank fed us Singapore-Malaysia foodie feels, and we took a look at a curious case of Malaysia Airlines vs Batik Air’s lookalike ads. Plus, your scoop on PR Asia 2025.

No embargo here. The story drops now.

Don't miss: Gen Z perspectives: JISOO blooms in SG and Netflix MY's gothic ‘Wednesday’ activations

1. Great Eastern chief marketer Colin Chan to step down after 30 years

After more than 30 years with Great Eastern Group, Colin Chan (pictured) will be stepping down from his role as managing director, group marketing. 

A spokesperson from Great Eastern told MARKETING-INTERACTIVE that Chan will be leaving the company. The move comes shortly after the company announced the appointment of Kwek-Perroy Li Choo as managing director, group integrated propositions and platforms. There will be a transition period between the two leaders, said a spokesperson. 

Read more here. 

2. Maybank serves up cross-border bonds with 'Hungry neighbours' campaign

Maybank has launched a new social campaign titled "The hungry neighbours", designed to spotlight its growing suite of cross-border banking services between Malaysia and Singapore. The initiative forms part of Maybank Beyond Borders, which bundles features such as QR payments, instant regional fund transfers via Maybank Overseas Transfers and DuitNow, as well as linked accounts for easier money management.

The series launched on Maybank Singapore and Malaysia’s social media platforms, hosted by Singaporean content creator Pamela Lee Nur Shuhadah (@leeshuhadah) and Malaysian content creator and comedian Ho Ming Yue (@mingasaur).

Read more here. 

3. Similarity in Malaysia Airlines and Batik Air ads raise questions on originality

Malaysia Airlines (MAB) is finding itself in an unexpected position after elements of its global brand campaign “Time for” surfaced in an unlikely place — in promotional ads by Batik Air.

The situation highlights the broader challenges marketers face in balancing originality with relevance, particularly in highly competitive industries such as aviation. While some similarities between campaigns may occur by coincidence, experts noted that overlaps can also result from creative shortcuts, insufficient market scanning, or simple oversight during execution.

Read more here. 

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