Gen Z perspectives: HBO's meme-fuelled rebrand redemption & more

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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, Singtel dropped a heartfelt 5G+ love story, Connie Chan stepped up as Stagwell’s new APAC chief growth officer, and HBO Max went full meme mode in the midst of rebrand chaos.

This one's worth your screen time. Hit play on the video or scroll on to read more.

Don't miss: Gen Z perspectives: WPP's updates & MARKies 2025

1. Singtel unveils patriotic brand film, rolls out enterprise-level 5G for consumers

Telecommunications company Singtel has launched a new campaign spotlighting 5G+, the next evolution of its 5G network. Anchoring the campaign is a 90-second brand film, released in conjunction with Singapore’s 60th birthday as it enables everyday consumers to tap into enterprise level connectivity.

The film weaves its message of connection into the SG60 celebrations, highlighting how different communities come together to support one another in times of need.

Read more here.

2. Stagwell nabs OMD China CEO as new APAC chief growth officer

Stagwell has onboarded OMD China CEO Connie Chan (pictured) as its new chief growth officer for Asia Pacific, effective July 2025. Based in Singapore, Chan will be responsible for leading Stagwell’s growth strategy and operations across APAC markets including Australia, Hong Kong, China, Malaysia, Singapore, Indonesia and the Philippines, with a focus on accelerating transformation, scaling integrated capabilities, and deepening relationships in local markets.

This appointment builds on Stagwell’s growth momentum across APAC on the heels of acquiring ADK GLOBAL earlier this year. Stagwell APAC now encompasses 2,500 employees across 34 APAC offices.

Read more here.

3. How memes saved HBO Max from the usual drama that follows a rebrand

Last week, Warner Bros. Discovery reversed course on its streaming identity, announcing that Max would once again become HBO Max. The move sparked immediate online backlash, with critics comparing it to Elon Musk’s Twitter-to-X saga and questioning the millions spent to end up back at square one.

Online, however, HBO’s social team stole the spotlight. Rather than duck the backlash, the brand leaned in with self-deprecating memes, iconic show references, and cheeky captions. From Euphoria memes to an Uno reverse card and Game of Thrones’ Daenerys rising from the flames with the HBO Max logo, the response was fast, witty and unexpectedly effective.