Daily habits may seem small, but can feel like lifelines in an increasingly uncontrollable world. People are rewriting their daily rhythms and routines, from fixing where and how they spend their time to building personal rituals to reclaim boundaries. Welcome to the latest issue of NEXT UP, our monthly culture drop turning signals into strategic fuel for brand growth.
When everything is engineered for ease, exposure and endless choice, value itself is being rewritten. The same consumers who once equated abundance with success are now seeking control through curation – buying fewer, better and more meaningful things. This month, Next Up dives into people’s changing ideas of value and consumption, from phygital ownership to lo-fi luxury redefining what it means to “own” something.
Everything feels under watch – from how we spend to what we say online. In this pressure cooker, people are split between two instincts: shielding themselves with irony, therapy-speak, and disclaimers; and yet exposing flaws, oversharing and embracing cringe as a form of armor. This month, NEXT UP dives into this cultural push-pull and how people are surviving, performing and protecting themselves in a world that never stops watching.
Awards
MullenLowe Singapore clinches Bronze award at the Effies for Clear Men's Winning Play against Dandruff
In a world of system overwhelm, people are renegotiating control and chaos —loosening strict scripts, redefining financial security, and reclaiming ownership of how they live and consume. Welcome to the latest issue of NEXT UP, our monthly culture drop turning signals into strategic fuel for brand growth.
Recent
The world feels loud, unstable and never quite real. No wonder people are trying to wrest back a sense of control and safety. How are they dealing — online, offline, and in-between? Welcome to our first issue of NEXT UP, our monthly culture drop turning signals into strategic fuel for brand growth.
| Little Black Book
Creative Director Teddy Sandu explores the middle grounds that can be found with ethical and effective prompting in generative AI. This article first appeared on Little Black Book.
MullenLowe Singapore Voices
It’s Earth Day so we’re spotlighting 4 ads we love that showcase renewable energy through creative or heartwarming ways. These ads prove that creativity can drive culture — and culture can drive change. As advertisers, let us seize the opportunity to model the world we want to live in, on Earth Day and every day.
Thought Leadership
| TTG Asia
Kevin Koh, senior growth manager at MullenLowe Singapore, and Eugene Sun, marketing senior manager at Mandai Wildlife Group, discuss how the evolution of themed attractions are adapting to the growing demand for genuine travel experiences. This article first appeared on TTG Asia.
MullenLowe Singapore Voices
Other recent highlights
More Valentine’s Day ads celebrate singlehood today, and yet people are lonelier than ever. From cultural shifts to technology mediation — what must brands know and do to remain resonant to audiences in today’s complex romantic environment?
Thought Leadership
Mindful consumption. A deconstruction of facades. The offline shift. 2025 brings a world of possibility and renewal. We sat down with five of our team members who told us the new trends they’re excited about this year and how advertisers need to adapt.
Thought Leadership
Over a 27-month retainer, MullenLowe Singapore will work with NTUC to improve brand awareness and perception of NTUC in its role to take care of workers’ welfare, wages, and work prospects in Singapore.
Announcements
Every year, the John Lewis Christmas ad heralds the arrival of Christmas more so than any other tradition. More and more, the advertising industry helps us to define key moments of our culture. That’s why we’ve sat down with five of our team members to hear about their favorite Christmas ads and why these ads speak to them.
Thought Leadership
“Don’t shit in your own backyard,” goes the unforgettable advice of one of our mentors. We’re no longer in school but for this year’s Teacher’s Day, our team members came together to celebrate beloved mentors and thank them for their role in shaping our lives and work. From inspiration to pursue advertising during a talk in college, to encouragement not to give up on the creative industry, read on to find out more the impact mentors can have on us.
MullenLowe Singapore Voices
An evolving nation and what it means for advertisers. This article first appeared on Marketech APAC.
MullenLowe Singapore Voices
In helping to plug gaps in our knowledge and reimagine the way we view the world, technology adoption will help us go a long way in achieving our #GenerationRestoration goals.
Thought Leadership
Going against the norm has never look so cool (and successful)
Thought Leadership