Top 10 stories of 2022 that stirred chatter among readers

The year 2022 has been one of many changes and transitions. The social landscape has shifted and with that, how major brands function has changed as well. Digital transformation is still being talked about and there has more focus on diversity and inclusion as well as more talk about sustainability and greenwashing.

Brands that fall short have come under scrutiny from several parties including consumers and the media. As the year comes to a close, the team at MARKETING-INTERACTIVE takes a look at the top 10 stories of the year that had our readers clicking and chatting.

10. Thor’s delayed release evokes anger from fans:

One of Marvel’s reining superhero films, Thor: Love and Thunder faced a delayed release in Malaysia this year. Malaysian cinema chain, TGV Cinemas, had indefinitely postponed the film’s release which invoked angered responses from netizens. TGV’s CMO, Mohit Bhargava, previously told A+M that TGV cinemas always aims to create a personal relationship with its audiences.

However, in this instance, providing a personalised message communicating the delay in release undoubtedly backfired. The cinema chain’s sales were heavily affected as a result of this, with fans travelling abroad or resorting to other channels to watch the film. 

9. adidas uses bare breasts to promote new line

Adidas’ sports bra campaign, #SupportisEverything, was gravely criticised for using images of diverse bare breasts to promote their diverse range of sports bras. The brand was accused of using sex to sell its products in the name of inclusivity. Nonetheless, adidas also received support for the campaign with some netizens on Instagram praising the brand for normalising all body types. The mixed bag of reactions begs the question – are audiences offended because of the body-neutral campaign or because of the nudity?

8. Malaysia Airlines Sagar Paranjpe steps down

Sagar Paranjpe, head of brand, strategy and creative of Malaysia Airlines (MAB), left the airline after four years. Speaking to A+M previously, he explained how he was challenged at the role and that MAB helped him accomplish some of his greatest achievements. According to him, the airline also taught him how to become a great leader.

"I've worked in advertising agencies most of my life and have managed to be in quite a liberal environment. So walking into a GLC was quite the culture shock for me. But over a period of time as I learned how to navigate through this massive company and its processes, I was given more responsibility," he said.

7. Inclusive or insensitive?

In celebration of Chinese New Year, The Guardian and BBC published an article with recipes associated with the festival earlier this year. However, photographs depicting these recipes showed the dish being accompanied by joss paper ang paos (red packets) respectively, which are often associated with and used in funerals. This oversight was criticised by the likes of Vivienne Chow, a correspondent for the art market website "artnet". While BBC responded with an apology, The Guardian did not.

6. FairPrice accused of mislabelling

NTUC FairPrice incorrectly labelled the weight of boneless chicken breast and once accused, the brand quickly apologised and rectified its mistake. However, this brought about the debate of whether citizens should circulate unverified claims, and if these claims needed to be addressed by brands. NTUC FairPrice said in a statement that it promised to "safeguard the integrity of its reputation" against such claims if necessary. 

5. Excluded because of her race

Content creator Tina Amir claimed she was actively excluded from a campaign because of her race. Despite her avid portfolio of work with world-renowned brands including Shein, Swisse, Tagespresso, Vitalsheild, and Similac Total Comfort, she was told by the PR agency that she did not match the target profile of the brand. Hence, she was dropped from the campaign. Tina also alleged that the brand only agreed to bring her on board if she participated in the campaign for free.

This snafu brought to light the role of PR agencies in ensuring diversity and inclusivity, wherein they do hold the responsibility of keeping their clients in check when it comes to creating an inclusive space for all.

4. Night Owl Cinematics pivots from influencer-led strategy

Night Owl Cinematics (NOC) pivoted from an influencer-led company to a content-driven one earlier this year. Alongside this shift, the company also rolled out a new website with the aim of becoming a 360-degree content hub. Co-founder Sylvia Chan told MARKETING-INTERACTIVE previously that the decision was made after she came under the spotlight last year for reportedly using slurs and mistreating employees.

3. The Swatch x Omega collaboration

The collaboration between Swatch and Omega caused an absolute frenzy. The launch attracted swarms of consumers across Asia, so much so that Swatch released a statement reinforcing that the collection is not a limited edition. 

The launch of the watches saw consumers queuing in the wee hours of the morning not just in Singapore, but across markets such as Hong Kong, Thailand, Malaysia, Japan and many others. Industry players MARKETING-INTERACTVE spoke to said the move is not just a great way to spike short-term sales for the Swatch Group, but also introduces a new consumer segment to Omega.

2. Chubb's unfortunate ad placement

When the news of the death of two young boys hit newspapers and rattled the community, one would not expect a Chubb’s insurance advertisement to be placed alongside it. A spokesperson from SPH Media Trust previously confirmed that the ad served was via the Open Marketplace where the brand safety controls are managed by the buyer. She added that when campaigns are activated via its direct sales channels, SPH Media Trust will ensure that all brand safety measures are in place.

1. AirAsia’s customer service blunder

A TikTok video showing a paraplegic man crawling across the cabin to reach his wheelchair went viral, putting AirAsia’s management team in the hot seat. The airline’s chief airport and customer experience officer told A+M that the safety and well-being of its guests are top priority, even though the incident proves the contrary, reinforcing that there are procedures in place to aid differently-abled people. The airline has since apologised and ensured that no such incident will happen again. This unfortunate incident has brought to the forefront the importance of support teams that are trained and have the necessary tools to ensure quality customer service.