In a world where every click, swipe, and scroll is tracked, marketers know exactly who they’re talking to, but not always how to make them feel.



In this episode, Sandeep Joseph, CEO and Co-Founder of Ampersand Advisory, explores the rise of vibe marketing: campaigns built not just on data and targeting but on mood, emotion, and cultural resonance. From brands that master atmosphere to those that lose their way chasing cool, this conversation reveals what it takes to create marketing that doesn’t just perform, it connects.

In a world where every click, swipe, and scroll is tracked, marketers know exactly who they’re talking to, but not always how to make them feel.In this episode, Sandeep Joseph, CEO and Co-Founder of Ampersand Advisory, explores the rise of vibe marketing: campaigns built not just on data and targeting but on mood, emotion, and cultural resonance. From brands that master atmosphere to those that lose their way chasing cool, this conversation reveals what it takes to create marketing that doesn’t just perform, it connects.

Marketing Mojo examines the dynamic world of branding and marketing strategies. We explore the latest trends, share expert insights, and uncover innovative tactics to help you ignite your brand's spark and captivate your audience. Get ready to drive your brand (and sales) to new heights with Marketing Mojo!!

Marketing Mojo

Can You Feel That Ad? The Rise of Vibe Marketing

Shopping today is no longer just about price, speed, or convenience. It's about experience. As entertainment, commerce, and culture converge, platforms like TikTok Shop are reshaping how consumers discover, trust, and buy from brands.



We speak with Abby Ling, Managing Director of Southeast Asia at Nativex and an official TikTok Marketing Partner, about how “shoppertainment” is changing the rules of e-commerce in Malaysia. 



With the country now accounting for more than 10% of TikTok Shop sales in Southeast Asia, we discuss how creators are becoming entrepreneurs, how SMEs are scaling beyond borders, and what brands must understand to compete in this new attention-driven marketplace.



Image Credit: Shutterstock

Shopping today is no longer just about price, speed, or convenience. It's about experience. As entertainment, commerce, and culture converge, platforms like TikTok Shop are reshaping how consumers discover, trust, and buy from brands.We speak with Abby Ling, Managing Director of Southeast Asia at Nativex and an official TikTok Marketing Partner, about how “shoppertainment” is changing the rules of e-commerce in Malaysia.&nbsp;With the country now accounting for more than 10% of TikTok Shop sales in Southeast Asia, we discuss how creators are becoming entrepreneurs, how SMEs are scaling beyond borders, and what brands must understand to compete in this new attention-driven marketplace.Image Credit: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.shutterstock.com/image-photo/internet-things-marketing-conceptscustomer-use-application-552853360?trackingId=%7B%22app%22%3A%7B%22module%22%3A%22image-search-results%22%2C%22name%22%3A%22next-web%22%2C%22page%22%3A%22ecomm%22%7D%2C%22providers%22%3A%5B%7B%7D%5D%2C%22svc%22%3A%22recommendation-api%22%2C%22strategy%22%3A%7B%22name%22%3A%22INTENT%22%2C%22version%22%3A%221.0%22%7D%2C%22uuid%22%3A%22021ebdc2-88df-4823-b71c-d22be4ef2c68%22%7D">Shutterstock</a>

The Business of Shoppertainment

A&W is one of Malaysia’s most recognisable heritage brands — from the frosty mug root beer to the iconic drive-ins that shaped generations of memories. What happens when a brand from your parents’ dating days suddenly becomes cool again on TikTok?



Staying relevant isn’t guaranteed. As consumer tastes shift and competition intensifies, how do you refresh a legacy brand so it speaks to boomers, millennials, and Gen Z all at once?



We speak with Andrew Khoo, Executive Chairman and CEO of the MUI Group, and Director of A&W Malaysia, about the brand’s renewed momentum, its expanding footprint, and what it really takes to evolve a nostalgic favourite into a modern, multi-generational brand.



A conversation on heritage, reinvention, and why a revival is more than just nostalgia.

A&amp;W is one of Malaysia’s most recognisable heritage brands — from the frosty mug root beer to the iconic drive-ins that shaped generations of memories. What happens when a brand from your parents’ dating days suddenly becomes cool again on TikTok?Staying relevant isn’t guaranteed. As consumer tastes shift and competition intensifies, how do you refresh a legacy brand so it speaks to boomers, millennials, and Gen Z all at once?We speak with Andrew Khoo, Executive Chairman and CEO of the MUI Group, and Director of A&amp;W Malaysia, about the brand’s renewed momentum, its expanding footprint, and what it really takes to evolve a nostalgic favourite into a modern, multi-generational brand.A conversation on heritage, reinvention, and why a revival is more than just nostalgia.

Root Beer, Retro Vibes & Revival

One of the biggest shifts since the pandemic has been in what people expect from brands. It is no longer enough to run clever campaigns. Today’s consumers want companies to stand for something, contribute to something, or challenge something. They want activism, not advertising. We’ve seen it globally with brands like Patagonia donating its profits to environmental causes, and closer to home with companies stepping up during the floods or supporting food security initiatives. These moments changed how people judge a brand’s purpose.



But what does brand activism really mean? How far should brands go, and at what point does it become performative? And are Malaysian consumers ready for brands that take a stand?



Nizwani Shahar, CEO of Havas Malaysia, joins us to discuss why brand purpose has evolved, and what modern consumers now demand from the companies they support.

One of the biggest shifts since the pandemic has been in what people expect from brands. It is no longer enough to run clever campaigns. Today’s consumers want companies to stand for something, contribute to something, or challenge something. They want activism, not advertising. We’ve seen it globally with brands like Patagonia donating its profits to environmental causes, and closer to home with companies stepping up during the floods or supporting food security initiatives. These moments changed how people judge a brand’s purpose.But what does brand activism really mean? How far should brands go, and at what point does it become performative? And are Malaysian consumers ready for brands that take a stand?Nizwani Shahar, CEO of Havas Malaysia, joins us to discuss why brand purpose has evolved, and what modern consumers now demand from the companies they support.

Can You Feel That Ad? The Rise of Vibe Marketing

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