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Planner At Large Founder Announces Release Of Début Book Swimming Downstream
Award-winning consultant Judd Labarthe launches a much-anticipated book, Swimming Downstream, challenging conventional marketing wisdom with practical, evidence-based guidance
SINGAPORE – Media OutReach Newswire – 9 September 2025 – Judd Labarthe, the US-born founder of Singapore-based consultancy Planner at Large LLP, today announced the release of his début book, Swimming Downstream: How To Stop Struggling & Start Winning With Marketing That Actually Works, published by Marshall Cavendish Business.
In the author’s view, the marketing field is plagued by intuitive yet fundamentally flawed assumptions that lead even seasoned, well-meaning businesspeople to repeat the same avoidable mistakes.
“The good news”, said Labarthe, “is that successful marketing is more accessible than most businesspeople realize. Thanks to the work of some smart, often contrarian thinkers, we now know much more about what to commit to and what to avoid. It’s thinking that’s starting to catch on among more advanced marketers, but it’s not much talked about, let alone applied, by the people for whom the stakes are highest: brand and business owners themselves.”
Swimming Downstream aims to change that.
The book is built around a clear idea: most companies are ‘swimming upstream’, wasting resources on popular but misguided tactics that may feel right but don’t actually help them compete. Instead, Labarthe offers readers a more appealing alternative: to ‘swim downstream,’ by recognizing, understanding and aligning with the powerful currents of evidence-based marketing.
“The title metaphor is deliberate,” Labarthe explained. “We’ve been sold this image of success as a noble battle where we bravely fight the current to work our way upstream. But in marketing, if you stop chasing trends and start understanding the currents that actually drive growth, you can swim with these currents instead. And that means building success with less effort – and a lot less waste.”
Drawing from marketing science, real-life case studies, and Labarthe’s decades of experience, Swimming Downstream provides a success framework that’s immediately actionable – in part because it’s built around the core questions all businesspeople face sooner or later.
Specifically, brand and business owners will learn how to break free from convention, to recognize and harness marketing’s real success drivers, and to avoid making the common and costly mistakes that limit competitiveness and growth. Marketing professionals will develop a convincing arsenal of arguments for doing more of what will help, and against doing what won’t but is often baked into company culture as “best practice.” And marketing students and others new to the field will gain a plain-language set of evidence- and experience-based alternatives to conventional wisdom, including what’s commonly taught in school.
The book is also a gateway to the thinking that drives Labarthe’s consultancy, Planner At Large LLP, whose clients benefit from an approach to growing their business that focuses on building fame and distinctiveness. Asked about this approach, Labarthe said “we strive to be more creative than the typical management consultant, and more commercially savvy than the typical brand consultant. And the proof is in the pudding: over my career I’ve helped my clients win almost 80 awards for marketing effectiveness.”
Labarthe concluded: “Marketing is much more than logos and package designs and social posts and clever stunts; it’s how a business competes. You can’t tack it on at the end of the process of becoming more competitive; marketing is that process.”
Swimming Downstream is a refreshing and necessary dive into what successful marketing can and should be.
Availability
Swimming Downstream is available now on Amazon.com, Amazon.sg, Google Play, and in major bookstores including Kinokuniya and Popular, and through the author directly.
Early Praise for Swimming Downstream:
Swimming Downstream takes a thoughtful, analytical, and well researched approach to helping business leaders re-think their marketing with a focus on long-term success. Labarthe reminds us, rightly in my view, that marketing and brand are the responsibility of the top of the house, not a department. His anecdotes are instructive, and the chapter end summaries provide a shorthand “to-do list” for the attention-challenged. Swimming Downstream is a useful, understandable, and practical guide to fixing marketing, so it can make the cash register ring.
Stephen Ban, former Fortune 500 CMO
Swimming Downstream crushes the conventional wisdom dished out by marketing veterans and self-styled “experts”, and it does so with a deft combination of rigor, creativity and a fun, conversational style I really loved. Better still, Labarthe doesn’t simply poke holes in traditional marketing tropes; he provides solid, practical solutions illustrated with insightful case histories based on his experience as a marketing consultant.
Marty Horn, former SVP, DDB Worldwide and author of the forthcoming The Marketing Researcher’s Edge
As a nonfiction book editor who has co-written four books on marketing and sales, it’s safe to say I’ve read dozens of marketing books. Swimming Downstream offers two things I rarely see together: clear, practical, and actionable guidance for growing brands and businesses, and also a ripping great read! If you’re looking for a serious (and seriously witty) book that will change the way you think about marketing and how you do it, this book is for you.
Helena Bouchez, Principal, Executive Words
The most unconventional marketing book I have ever read. Labarthe is a critical thinker who questions and refutes the typical marketing concepts and buzzwords, the models taught in business schools and marketing classes. Instead, his book is a celebration of logical thinking and common sense. It’s both refreshing and entertaining. Will recommend it to my students!
Prof. Dr. Michael Bahles, BSP Business & Law School Berlin
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The Reality of the Raya Rush
The lead-up to Raya is a whirlwind of grocery runs, deep cleaning, and late nights in the kitchen. By the time the first open house begins, most women have already put in an incredible amount of effort for their families. The quiet moments in between are not just a break. They are earned.
XIXILI’s pajamas are made for those moments. Easy to move in, soft enough to wear through the night, and the kind of pieces that make coming home feel like something to look forward to. Designed to fit a wide range of body types, every woman can find something that feels as good as it looks.
“Raya is everything. The food, the family, the laughter. And at the end of it all, she deserves to rest just as well as she celebrated,” says Tara Tan, Marketing Director at XIXILI.
Comfort That Carries Through the Season
Raya may bring the occasion, but the shift happening in Malaysian wardrobes goes further than that. Women are increasingly treating sleepwear as a considered part of their self-care, not just something to change into before bed.
“We often talk about the joy of gathering, but we rarely talk about the exhaustion that comes with it,” Tara Tan adds. “Our goal for Raya 2026 is to ensure that when the last guest leaves, every woman has a high-quality piece of loungewear to retreat into. It is about honouring the work she does by giving her the rest she deserves.”
Quality loungewear for the wind-down, the slow morning, and every quiet moment in between has become one of the most considered purchases a woman makes this season.
Made to Be Worn, Not Just Owned
Good sleepwear should not sit tucked away at the back of a drawer. It should be the first thing she reaches for at the end of a long day, worn in and looked forward to. XIXILI’s range is built for exactly that, styles that settle naturally into her routine and carry her well beyond the festive season.
The full sleepwear collection is available online and at XIXILI boutiques nationwide. To shop the range, visit www.xixili-intimates.com.Hashtag: #XIXILI
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About XIXILI
A homegrown Malaysian brand, XIXILI offers beautiful fashion lingerie and shapewear in Malaysia that prioritises fit and comfort. With an extensive range of bra sizes from A to I and bands 65 to 110cm, XIXILI caters to women of all shapes and sizes. Expert fitters are dedicated to helping each customer find the perfect bra, boosting confidence and enhancing silhouettes.
XIXILI became the first Malaysian lingerie brand to introduce a Try-On in 3D avatar tool, allowing customers to virtually try on XIXILI lingerie using a 3D avatar tailored to their specific body type and measurements. Whether for everyday wear or something special, XIXILI ensures women always look and feel amazing.
Specifically, in addition to the existing incentives currently available, customers who switch from old gasoline vehicles to new VinFast electric vehicles during the program period will receive an additional 3% discount for cars and 5% discount for scooters. The program will be applied across all four markets: Vietnam, India, Indonesia, and the Philippines.
In line with VinFast’s pioneering spirit, GSM Green and Smart Mobility Joint Stock Company has also announced an immediate 10% reduction in fares for electric mobility services on the Xanh SM platform in Vietnam and Green SM in Indonesia from March 11 to March 31, 2026. This initiative offers customers a more environmentally-friendly and cost-effective transportation option.
The program may be extended depending on international developments and future fuel price movements.
Ms. Duong Thi Thu Trang, Deputy CEO of Global Sales, VinFast, stated: “The special ‘Trade Gas for Electric’ program launched in March across four key markets is VinFast’s timely response to geopolitical volatility that is affecting socio-economic conditions in many countries around the world. As one of the pioneering manufacturers leading the global electric vehicle revolution, VinFast together with companies in Vingroup’s green ecosystem aims to help reduce the impact of fuel prices on people’s daily lives while also lowering environmental pollution through smarter, more sustainable, and more cost-efficient mobility solutions.”
The special “Trade Gas for Electric” program will be implemented in parallel with and combined with other available incentive programs in each market. Through layered incentives, Vingroup and companies within its ecosystem aim to create favorable conditions for customers to transition quickly to electric vehicles, reduce dependence on gasoline, stabilize daily life, and contribute to building a cleaner and more civilized living environment.
Hashtag: #Vingroup
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Media OutReach
Singapore University of Social Sciences Expands Regional Footprint in China with Launch of Success Academy in Chongqing
New Academy and Shenyang satellite office strengthen SUSS’ visibility and partnerships across Western and Northeast China.
CHONGQING, CHINA – Media OutReach Newswire – 10 March 2026 – The Singapore University of Social Sciences (SUSS) today launched the SUSS Success Academy in Chongqing in collaboration with Raffles Young Academy (RYA) Pte Ltd and announced the establishment of a satellite office in Shenyang. Building on its Success Academies in Beijing and Shenzhen, the Academy strengthens SUSS’ presence in China and supports its growing engagement across Western and Northeast China.
The launch was commemorated with an opening ceremony at the CCI Gallery, attended by close to 70 guests from China and Singapore, including representatives from institutions of higher learning, and industry and community partners. The ceremony was presided by Vice-Consul (Political) Ms. Mavis Tan, Consulate-General of the Republic of Singapore, Chengdu and Mr. Li Xunfu, Deputy Director of Chongqing Municipal Commission of Commerce.
Success Academy to connect partners from Singapore and China
Anchored in SUSS’ commitment to lifelong learning and creating social impact, the Academy will serve as a key nexus for academic and industry partners from both countries. Through cross-cultural collaboration and practice-oriented learning, it also aims to develop future-ready talent equipped to contribute meaningfully to society and the economy.
RYA is an education and talent development organisation aimed at nurturing future-ready talent through industry-oriented learning and international exposure. RYA will bring its networks and local expertise to support and enhance the Academy’s initiatives.
Through the Academy, SUSS will provide opportunities for students from SUSS and other Singapore pre-tertiary and tertiary institutions to co-learn and co-innovate with peers in China. These include interdisciplinary global learning courses, impact startup and venture builder programmes, industry-based immersions and student exchanges. SUSS students will also gain regional exposure through internships and other workplace learning opportunities. In addition, the Academy will support SUSS in working with universities and organisations in China to jointly design and deliver industry-relevant courses and programmes for students and executives.
Extending engagement into Northeast China with Shenyang satellite office
To further deepen its engagement in Northeast China, SUSS will launch a satellite office in Shenyang on 11 March 2026 under the Success Academy in Chongqing. This office will support SUSS’ initiatives in Liaoning Province and surrounding areas, including Dalian. In addition, three Memoranda of Understanding (MOU) will be signed with the following organisations:
- Shenyang University of Chemical Technology (SYUCT): Collaborative development of a Master’s degree programme in Social Work, fostering cross-border knowledge exchange, curriculum innovation, and talent development to address evolving social service needs.
- North-East Institute of Population and Social Development: Joint research endeavours, professional development programmes, and meaningful academia-industry partnerships to generate evidence-based solutions, build capabilities, and promote active ageing ecosystems that benefit individuals and communities.
Professor Tan Tai Yong, President of SUSS, said, “China is an important partner for SUSS as we expand opportunities for our students and strengthen collaboration across Asia. The launch of the Success Academy in Chongqing allows us to work more closely with universities, industry and community partners in Western and Northeast China, and to deliver applied, practice-oriented education that responds to real-world needs. Our partnership with Raffles Young Academy reflects our shared commitment to developing future-ready talent and supporting professional growth across the region.”
Mr. Samuel Ng, Executive Chairman, RYA, said, “Our collaboration with the Singapore University of Social Sciences reflects a shared belief in applied, practice-oriented education and in preparing students and enterprises to navigate an increasingly complex and interconnected world. Chongqing’s strategic position as a gateway to Western China and a hub for industry and connectivity makes it an ideal location for immersive, industry-linked education. This partnership represents a long-term commitment to building enduring bridges between students and industry, between academia and practice, and between Singapore and China.”
The launch of the Success Academy in Chongqing is part of SUSS’ broader expansion across Asia. Since 2023, SUSS has established Success Academies in Beijing, Shenzhen, Ho Chi Minh City Bangkok, Kuala Lumpur, Jakarta, Manila and Mumbai.
For more information, visit www.suss.edu.sg/success-academy.
Hashtag: #SUSS
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The issuer is solely responsible for the content of this announcement.
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