Live-Fluence League showcases how creators are becoming entrepreneurs, partnering with brands to drive sales and build long-term brand equity, reflecting Ogilvy’s Creator Commerce proposition and principle: Sales Overnight. Brand Over Time

SINGAPORE – Media OutReach Newswire – 25 June 2026 – Ogilvy, in partnership with TikTok Shop, today launched the Live-Fluence League, a first-of-its-kind live commerce competition in Singapore which brought together eight of leading social sellers to compete in real time, driving measurable sales for featured brands through a live, trackable leaderboard. The atmosphere was electric and the energy unrivalled. Singapore became the first market across the Ogilvy Asia Pacific network to introduce the League this evening.

8 live sellers competed in Ogilvy’s Live-Fluence League
(Top Row, left to right) @summerscent, @paperyiran, @roy.kai, @27.fenn,
(Bottom row, left to right) @shermainevip, @veraciayong, @sereneloy.1004, @winzzles

More than a competition, the Live-Fluence League marked a milestone moment for Singapore’s rapidly evolving creator economy. For the first time, brands, marketers, media and creators witnessed the power of live commerce unfold in real time, with TikTok Shop experts providing live commentary and analysis of the strategies, techniques and commercial decisions that drive successful social selling.

“By bringing together creators, brands and platforms, Ogilvy’s Live-Fluence League demonstrated how creator commerce can serve as both a growth engine for businesses and a career opportunity for the next generation of entrepreneurs. This is part of Ogilvy’s long-term commitment of spearheading and advocating for a more sustainable and dynamic creator economy – one that equips creators with the opportunities, education and industry connections needed to thrive,” said James Baldwin, Head of Influence, Ogilvy Asia Pacific.

Unlike traditional industry events that discuss commerce in theory, guests experienced it first-hand, watching creators transform content into actual sales and influence with clear returns on investments for businesses.

This is especially relevant at a time where many are seeking alternative streams of income amid concerns about employment

Ogilvy is actively working hand-in-hand with brands to unlock new growth channels within the rapidly growing creator commerce economy, to turn everyday influence into a powerful driver of sales, strategic investment and measurable revenue.

Shirley Tay, Chief Executive Officer, Ogilvy Group Singapore shared, “As the commerce landscape rapidly evolves, we are focused on partnering with brands to unlock new, scalable avenues for growth through the creator-led economy. This isn’t just about content; it is about conversion. By integrating social, live-stream, and affiliate commerce directly into the brand ecosystem, we turn engagement into measurable revenue, building a frictionless commerce presence for our clients that meets consumers exactly where they are. As industry leaders, Ogilvy Singapore is proud to be pioneering this tech-enabled, creator-driven frontier for our clients because, as David Ogilvy famously said, ‘We sell, or else'”.

Ogilvy’s Creator Commerce proposition is built around a simple principle: Sales Overnight. Brand Over Time.

Of course, creator commerce presents enormous commercial potential, but rather than taking a short-term, tactical approach with creators done on ad hoc basis, Ogilvy believes sustainable success requires a strategic approach. This takes into consideration brand alignment, creator fit and the long-term equity being built—or eroded—with every engagement.

The sales overnight, brand over time approach combines the immediate revenue-driving potential of creator commerce with brand-building strategies that ensure creators, content and commerce work cohesively alongside wider marketing communication efforts.

Creator Commerce: The Next Frontier of Growth

By 2030, the ecosystem is projected to contribute US$1.2 trillion to Asia Pacific’s (APAC) economy, fuelled by a staggering 1,267% year-on-year increase in monetised creators across the region.[1] At the same time, retail is experiencing a growing authenticity crisis. Three in four APAC consumers now actively skip overly polished advertising, while 90% say they rely on authentic creator-led content before making a purchase decision.[2]

These shifts are fundamentally reshaping how consumers discover, evaluate and buy products. Social commerce is no longer an emerging trend—it is now one of the fastest-growing retail channels globally, contributing an estimated US$1.6 trillion to the US$5 trillion e-commerce industry.[3]

Yet despite the explosive growth of TikTok Shop and other social commerce platforms across the region, many brands remain on the sidelines and are not yet tapping into the strength of creator commerce to grow their business. As competition intensifies, the opportunity for brand early movers is becoming increasingly limited.

From Content Creators to Commercial Entrepreneurs

The Live-Fluence League was designed to spotlight a significant transformation taking place within the creator economy: creators are no longer simply content producers, they are becoming entrepreneurs, retailers, and business owners.

The competition showcased the sophisticated skill set required to succeed in this new economy—from persuasive storytelling and audience engagement to salesmanship, product positioning, data analysis and commercial strategy.

Beyond the competition itself, the event served as a platform for thought leadership and industry learning. Guests heard from platform leaders, commerce experts and successful creators on the future of social selling, changing consumer behaviour and the evolving role of creators in the digital economy. They were also given direct access to participating livestream sellers, providing a rare behind-the-scenes look at the individuals redefining modern retail through creator-led commerce.

In a marketplace where anyone can sell, the brands that will win are the ones that sell with purpose.

Hashtag: #Ogilvy

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About Ogilvy

Ogilvy has been creating impact for brands through iconic, culture-changing, value-driving ideas since the company was founded by David Ogilvy in 1948. It builds on that rich legacy through Borderless Creativity – innovating at the intersections of its advertising, public relations, relationship design, consulting, and health capabilities with experts collaborating seamlessly across more than 120 offices spanning 90 countries.

Ogilvy currently ranks as the #1 global agency network for creative excellence and effectiveness by WARC, signifying its ability to deliver creative solutions that drive unreasonable impact for clients and communities. Ogilvy is a WPP company (NYSE: WPP). For more information, visit Ogilvy.com, and follow us on LinkedIn, X, Instagram, and Facebook

Presenting on the subject “CEO AI Playbook” for retailers and manufacturers, Malina shared that while many organisations have identified AI use cases, few have addressed the real barrier to scale: culture and system design.

“AI does not transform companies. Leaders do,” said Malina. “Culture moves when everyone moves. If AI sits in IT, it fails. If every function moves together, it scales.”

From Pilots to Enterprise Synchronisation

Malina challenged the traditional cascade model – CEO to IT to training to business units – calling it too slow for today’s environment.

Instead, she outlined a CEO-led synchronised approach in which all businesses and functions adopt AI simultaneously, supported by IT and HR. AI is horizontal, not vertical. Everyone moves in parallel, embedding AI directly into workflows, decisions, and performance management.

“This is not about experimentation at the edges,” Malina said. “It is about enterprise-wide execution.”

Redefining ROI: From Static Returns to Compounding Value

“Traditionally, we start with a defined investment. We build a business case, implement the solution, and drive initial adoption. Once deployed, we measure productivity gains and calculate ROI. The focus is on achieving a fixed financial return within a set timeframe. Value is captured once – not compounded.”

“In AS Watson, we begin with Value Creation – identifying high‑impact AI use cases aligned to strategy in each function. Once value is proven, we drive Adoption across workflows to embed it operationally.”

“As adoption deepens, we achieve Value Scaling – expanding across functions, geographies, and additional use cases . That leads to measurable Value Realisation which funds and accelerates the next wave of value creation. This is how ROI becomes compounding value.”

The Agility Equation

A central moment of the keynote was the introduction of a simple formula:

Agility = Acceleration – Friction

Acceleration comes from technology investment and ambition. Friction comes from complexity, silos, slow decision rights, and misaligned incentives.

“Agility is not a talent issue. It is not a capability issue, not a software issue,” Malina said. “It is a leadership choice and a system design issue.”

She opined that most companies overinvest in acceleration while underinvesting in friction removal – leaving AI initiatives stalled in pilots rather than scaled across the enterprise.

“The question is not how to add more speed,” she said. “It is what friction leaders are willing to remove.”

A CEO Agenda

Closing the session, Malina positioned AI as a defining leadership test for the industry.

“AI will not transform the company because you bought it. It will transform your company because you led it.”

“The return on AI doesn’t come from the tool. It comes from the courage to change how the company works.”

“GenAI will not just change how retailers and manufacturers work — it will change how we work together.”

“Retail will become more human, not less. Technology will be invisible. Customers will remember how we made them feel, not how advanced our systems were.”

In an environment defined by margin pressure, supply chain volatility, and shifting consumer expectations, the message resonated clearly: AI-driven agility is no longer optional – it is structural.

Hashtag: #ASWatson

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About AS Watson Group

Established in 1841, AS Watson Group is one of the world’s longest-standing and most recognised retail companies with roots in Asia. Today, the company operates over 17,000 stores across 12 retail brands in 31 markets, employing 130,000 people globally. This makes AS Watson Group the largest international health and beauty retailer in the world.

In the fiscal year 2025, AS Watson Group reported revenue of over US$26 billion. The company’s technology-enabled O+O (Offline plus Online) platforms serve over 6 billion shoppers annually, seamlessly integrating physical and digital retail experiences.

AS Watson Group supported over 180 charitable and non-profit organisations every year, dedicating over 40,000 hours of volunteer work to serve over 370,000 people in need in our operating markets.

AS Watson Group is also a member of the world-renowned multinational conglomerate CK Hutchison Holdings Limited, which has four core businesses ‐ ports and related services, retail, infrastructure and telecommunications in over 50 countries.

Please visit www.aswatson.com/our-company/o-and-o-strategy/ for more information.

One of the most accomplished forwards of his generation, Suarez will provide exclusive match predictions, analysis, and expert commentary throughout the tournament for the global 1win audience. His insights and match analytics will be published across the 1win platforms, helping football fans engage with the biggest sporting event of the year from a professional player’s perspective.

As part of the collaboration, Suarez will also participate in a range of entertainment-focused digital activations and social media content created for football fans worldwide. The agreement is exclusive and covers the entire FIFA World Cup 2026, with opportunities for further cooperation beyond the tournament.

Luis Suárez is widely regarded as one of the greatest strikers in modern football history. The Suarez is the all-time leading goalscorer of the Uruguay national team, a two-time European Golden Shoe winner, UEFA Champions League champion, five-time Spanish champion, and the recipient of the Best Player award at the 2011 Copa America.

“Luis Suarez represents football passion, elite performance, and a deep understanding of the game. We are excited to welcome him to 1win during the FIFA World Cup 2026 and provide our audience with unique expert content from one of football’s most respected figures,” said a spokesperson for 1win.

Throughout the 2026 FIFA World Cup season, football fans will have the opportunity to follow Suárez’s predictions, tactical breakdowns, and match insights exclusively on the 1win platforms.

Hashtag: #1win

The issuer is solely responsible for the content of this announcement.

About 1win

1win is an international entertainment platform operating across multiple markets worldwide. Through partnerships with internationally recognized athletes and celebrities, the company creates engaging experiences and premium content for audiences worldwide.