Gen Z perspectives: IBM and Ogilvy part ways, Grab in Taiwan & our favourite Raya campaigns

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, IBM and Ogilvy called time on a 32-year partnership, Grab made its move into Taiwan, and we took a closer look at the Raya campaigns that stuck with us this year. 

Swing into the buzz you need to see.

Don't miss: Gen Z perspectives: Creative Labs, Starbucks x Harry Potter and PR Awards 2026

1. IBM and Ogilvy part ways after three decades

WPP’s Ogilvy has concluded its tenure as IBM’s creative agency of record, bringing a 32-year partnership - one of the longest in modern advertising - to a close. An Ogilvy spokesperson told MARKETING- INTERACTIVE the agency would not participate in IBM's creative RFP.

The relationship started in 1994, when IBM placed its US$500 million advertising business with Ogilvy, leading to campaigns that shaped the company’s identity over multiple eras. The two firms celebrated the three-decade milestone in August 2024 at Ogilvy’s 3 World Trade Center headquarters.

Read more here. 

2. Grab to expand into Taiwan via foodpanda acquisition

Grab Holdings is set to enter Taiwan for the first time through the acquisition of Delivery Hero’s foodpanda delivery business in the market, marking a major milestone in its regional expansion strategy.

The deal, valued at US$600 million on a cash-free and debt-free basis, will see Grab establish a presence in its ninth market and its first outside Southeast Asia. The transaction remains subject to regulatory approvals and is expected to close in the second half of 2026.

Read more here. 

3. 11 Raya campaigns that hit the right notes in 2026

2026 is the year brands truly went all out for their Ramadan-Raya campaigns. We’ve seen everything from musicals to social-first activations, microdramas, heartwarming tearjerkers and, did we already mention… musicals?

For brands with longstanding legacies of releasing Raya films each year, expectations were higher than ever. Notably, some big names have chosen to sit this year out, despite delivering memorable campaigns in the past. While they are missed, this year’s lineup has more than made up for it, bringing both tears and festive joy, offering a much-needed spark amid everything happening in the world right now.

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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