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

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.

Can You Feel That Ad? The Rise of Vibe Marketing

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.

Post Pandemic Brands: Why Consumers Expect Activism, Not Advertising

As the lines between entertainment and advertising blur, how can brands and artists collaborate authentically? We're joined by a man who has lived in both worlds: Sasidharan Chandran, also known as Malaysian music pioneer Sasi The Don.



Now the founder of his own brand storytelling company, Sasi shares his unique journey from music to advertising. He discusses why genuine "passion for entertainment" is the key to successful partnerships, what agencies and artists must learn from each other, and why he views AI as a "virtual collaborator" in a creative scene with no limits.

As the lines between entertainment and advertising blur, how can brands and artists collaborate authentically? We're joined by a man who has lived in both worlds: Sasidharan Chandran, also known as Malaysian music pioneer Sasi The Don.Now the founder of his own brand storytelling company, Sasi shares his unique journey from music to advertising. He discusses why genuine "passion for entertainment" is the key to successful partnerships, what agencies and artists must learn from each other, and why he views AI as a "virtual collaborator" in a creative scene with no limits.

Entertainment vs. Advertising: Can They Truly Coexist?

AI has made content creation instant, but it can’t make audiences care.



Dulya Wijeratne, Key Accounts Lead at Cult Creative, explains why smart storytelling, not smart prompts, is the key to cutting through the noise in today’s attention economy.



She shares how brands can combine AI’s efficiency with human empathy, why creators are appreciating assets rather than expenses, and how Southeast Asia’s creator landscape is redefining what authentic connection looks like in marketing.

AI has made content creation instant, but it can’t make audiences care.Dulya Wijeratne, Key Accounts Lead at Cult Creative, explains why smart storytelling, not smart prompts, is the key to cutting through the noise in today’s attention economy.She shares how brands can combine AI’s efficiency with human empathy, why creators are appreciating assets rather than expenses, and how Southeast Asia’s creator landscape is redefining what authentic connection looks like in marketing.

Storytelling vs AI: Who Wins the Battle for Attention?

There was a time when marathons were for the serious enthusiasts, and fun runs were community events — a way to get people moving, raise funds, or build brand goodwill.



Today, you can find several runs happening on the same Sunday morning, sometimes at the same location with different starting points. What was once about fitness or CSR has become a crowded race for branding, sponsorship, and social media impressions… Or, is it?



So, what’s really driving this wave — purpose or publicity? And what can Malaysian brands learn from football and Formula 1, where sponsors don’t just fund the show, but shape it?



Datuk Stuart Ramalingam, Founder of Sportsintel, joins us to explore how Malaysian sports marketing can move beyond logo-plastered events toward authentic fan engagement, sustainable partnerships, and smarter storytelling.

There was a time when marathons were for the serious enthusiasts, and fun runs were community events — a way to get people moving, raise funds, or build brand goodwill.Today, you can find several runs happening on the same Sunday morning, sometimes at the same location with different starting points. What was once about fitness or CSR has become a crowded race for branding, sponsorship, and social media impressions… Or, is it?So, what’s really driving this wave — purpose or publicity? And what can Malaysian brands learn from football and Formula 1, where sponsors don’t just fund the show, but shape it?Datuk Stuart Ramalingam, Founder of Sportsintel, joins us to explore how Malaysian sports marketing can move beyond logo-plastered events toward authentic fan engagement, sustainable partnerships, and smarter storytelling.

Beyond the Bib: The Business of Sports Marketing

We speak with Brandon Lee, Co-Founder of Pandan Social, about why trust has become the most valuable, and most volatile, asset in modern marketing.


In a time where a high-profile institution was called into question for fast-tracking its way to glory, we explore what happens when audiences demand proof instead of promises. From creator credibility to performative branding, Brandon explains how Malaysian consumers, especially on platforms like TikTok and Instagram, are no longer impressed by polished slogans. They want transparency, receipts and real process.



If your brand has ever claimed to be “authentic,” “local,” or “community-driven,” this is the episode that asks, can you prove it?

We speak with Brandon Lee, Co-Founder of Pandan Social, about why trust has become the most valuable, and most volatile, asset in modern marketing. In a time where a high-profile institution was called into question for fast-tracking its way to glory, we explore what happens when audiences demand proof instead of promises. From creator credibility to performative branding, Brandon explains how Malaysian consumers, especially on platforms like TikTok and Instagram, are no longer impressed by polished slogans. They want transparency, receipts and real process.If your brand has ever claimed to be “authentic,” “local,” or “community-driven,” this is the episode that asks, can you prove it?

Credibility Costs. Hype Is Cheap. 

The End of the Wild West for Finfluencers.



With over half of adults in some markets now getting financial advice from social media, regulators across ASEAN are tightening their grip. A key change in Malaysia now classifies anyone discussing financial products as an "advertiser," putting both brands and the influencers they work with under the microscope.



Mimrah Mahmood, Vice President of Enterprise for APAC at Meltwater, joins us to break down this new, complex landscape. He discusses the risks of "blind spots" like WhatsApp groups and the proactive monitoring strategies brands can use, including sentiment analysis and AI, to stay compliant and protect their reputation.



We discuss:


The new regulations and why "finfluencers" are now legally considered advertisers.


The "blind spots": navigating the risks of encrypted channels like WhatsApp.


A proactive monitoring playbook using keywords, sentiment analysis, and AI.


How to properly vet influencers and set clear compliance guidelines.


The future: a strategic shift to "transparency-first" financial marketing.




For marketing and compliance leaders in the financial services industry, this is an essential guide to navigating the new rules of influencer engagement.

The End of the Wild West for Finfluencers.With over half of adults in some markets now getting financial advice from social media, regulators across ASEAN are tightening their grip. A key change in Malaysia now classifies anyone discussing financial products as an "advertiser," putting both brands and the influencers they work with under the microscope.Mimrah Mahmood, Vice President of Enterprise for APAC at Meltwater, joins us to break down this new, complex landscape. He discusses the risks of "blind spots" like WhatsApp groups and the proactive monitoring strategies brands can use, including sentiment analysis and AI, to stay compliant and protect their reputation.We discuss:<ul><li>The new regulations and why "finfluencers" are now legally considered advertisers.</li><li>The "blind spots": navigating the risks of encrypted channels like WhatsApp.</li><li>A proactive monitoring playbook using keywords, sentiment analysis, and AI.</li><li>How to properly vet influencers and set clear compliance guidelines.</li><li>The future: a strategic shift to "transparency-first" financial marketing.</li><li>For marketing and compliance leaders in the financial services industry, this is an essential guide to navigating the new rules of influencer engagement.</li></ul>

A Marketer's Guide to New Finfluencer Rules

For decades, Google Search was the undisputed gateway to the internet, but a new door is opening thanks to ChatGPT and friends. With AI-driven website referrals surging 357% year-on-year in June, is the threat of ‘Google Zero’ a material concern for today’s brands and marketers?



René Menezes, Leader at the full-funnel digital media solutions provider Kult, joins us to unpack this potential shift in internet traffic. He discusses why it’s too early to declare Google dead, how to navigate the rise of AI-driven leads, and the new playbook for brands and publishers.



We discuss:


The surge in AI referrals and what it means for consumer behaviour.


Google Zero: a fever dream or a real threat for publishers?


Is AIO (AI Optimisation) the new SEO?


How brands can adapt their content strategy for LLMs.


The winners and losers in the new era of online discovery.



For marketers, publishers, and brand leaders, this is an exploratory dive into the future of internet traffic and the new rules of engagement.

For decades, Google Search was the undisputed gateway to the internet, but a new door is opening thanks to ChatGPT and friends. With AI-driven website referrals surging 357% year-on-year in June, is the threat of ‘Google Zero’ a material concern for today’s brands and marketers?René Menezes, Leader at the full-funnel digital media solutions provider Kult, joins us to unpack this potential shift in internet traffic. He discusses why it’s too early to declare Google dead, how to navigate the rise of AI-driven leads, and the new playbook for brands and publishers.We discuss:<ul><li>The surge in AI referrals and what it means for consumer behaviour.</li><li>Google Zero: a fever dream or a real threat for publishers?</li><li>Is AIO (AI Optimisation) the new SEO?</li><li>How brands can adapt their content strategy for LLMs.</li><li>The winners and losers in the new era of online discovery.</li></ul>For marketers, publishers, and brand leaders, this is an exploratory dive into the future of internet traffic and the new rules of engagement.

Is ChatGPT Killing Google Search?

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

Social links:

Follow the podcast:

79 clip(s)