PropertyGuru's The Moving Out Show drew more than 3.3 million organic views as a viral nine-part Gen Z microdrama on TikTok and Instagram. Many viewers only realised at the end that it was a marketing campaign. Was it simply a clever campaign, or does it reflect a bigger shift in how brands earn attention? On Industry Insight, Lynlee Foo speaks with Professor Amitava Chattopadhyay, Professor of Marketing at INSEAD, about why storytelling matters, how consumer behaviour is reshaping marketing, and why the fundamentals of building a strong brand haven't changed.

 

PropertyGuru's The Moving Out Show drew more than 3.3 million organic views as a viral nine-part Gen Z microdrama on TikTok and Instagram. Many viewers only realised at the end that it was a marketing campaign. Was it simply a clever campaign, or does it reflect a bigger shift in how brands earn attention? On Industry Insight, Lynlee Foo speaks with&nbsp;Professor Amitava Chattopadhyay, Professor of Marketing at INSEAD, about why storytelling matters, how consumer behaviour is reshaping marketing, and why the fundamentals of building a strong brand haven't changed.
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Take a step back, refocus, and Reset with Lynlee.

Every weekday, Lynlee Foo speaks with the people behind the biggest stories in business, technology and society to help you understand not just what's happening—but why it matters and what's coming next.

From AI and consumer behaviour to leadership, geopolitics and the economy, Reset cuts through the headlines with intelligent, engaging conversations that help you make sense of a rapidly changing world.

Featuring Viewpoint, Industry Insight and Suite Talk, each episode offers practical insights, fresh perspectives and meaningful conversations with experts, business leaders and decision-makers.

Take a step back, refocus, and Reset with Lynlee.
Every weekday, Lynlee Foo speaks with the people behind the biggest stories in business, technology and society to help you understand not just what's happening&mdash;but why it matters and what's coming next.
From AI and consumer behaviour to leadership, geopolitics and the economy, Reset cuts through the headlines with intelligent, engaging conversations that help you make sense of a rapidly changing world.
Featuring Viewpoint, Industry Insight and Suite Talk, each episode offers practical insights, fresh perspectives and meaningful conversations with experts, business leaders and decision-makers.

Reset with Lynlee

MONEY FM 89.3 is Singapore’s first and only Business and Personal Finance station. MONEY FM is a 24-hour English talk format station featuring local and international business and financial news. We provide you with financial market and currency updates and insights from analysts, economists, policy makers, industry experts and business owners.

In the lighter hours, listen to discussions on social issues and features on topics that include health, education, arts and music.

MONEY FM 89.3 is Singapore&rsquo;s first and only Business and Personal Finance station. MONEY FM is a 24-hour English talk format station featuring local and international business and financial news. We provide you with financial market and currency updates and insights from analysts, economists, policy makers, industry experts and business owners.
In the lighter hours, listen to discussions on social issues and features on topics that include health, education, arts and music.

MONEY FM 89.3 is Singapore’s first and only Business and Personal Finance station.

MONEY FM 89.3

Take a step back, refocus, and Reset with Lynlee.

Take a step back, refocus, and Reset with Lynlee.

Airing weekdays from 1pm to 4pm, the show brings clarity to the stories shaping Singapore and the world — from current affairs and global developments to business trends and industry shifts. Through insightful conversations and fresh perspectives, Lynlee explores what’s driving the headlines and where things are heading next.

Featuring segments like Viewpoint, Industry Insight and Suite Talk, Reset goes beyond the noise to offer thoughtful analysis, real-world context and ideas that help you recalibrate for the rest of your day.

Take a step back, refocus, and Reset with Lynlee.
Airing weekdays from 1pm to 4pm, the show brings clarity to the stories shaping Singapore and the world &mdash; from current affairs and global developments to business trends and industry shifts. Through insightful conversations and fresh perspectives, Lynlee explores what&rsquo;s driving the headlines and where things are heading next.
Featuring segments like Viewpoint, Industry Insight and Suite Talk, Reset goes beyond the noise to offer thoughtful analysis, real-world context and ideas that help you recalibrate for the rest of your day.

Reset with Lynlee (1pm – 4pm)

Industry Insight: Marketing in the age of attention

What if data stolen today could be unlocked years from now?

Quantum computers powerful enough to break some of the encryption protecting our digital lives may still be years away. But governments and businesses are already preparing, and the transition to quantum-safe security could itself take years.

Jag Foo, Chief Security and Policy Officer at Safeheron, a digital asset security firm, explains the threat of “Harvest Now, Decrypt Later”, which industries have the most at stake, why upgrading today’s security is far more complicated than simply installing new technology, and how prepared Singapore is for the post-quantum era.

What if data stolen today could be unlocked years from now?
Quantum computers powerful enough to break some of the encryption protecting our digital lives may still be years away. But governments and businesses are already preparing, and the transition to quantum-safe security could itself take years.
Jag Foo, Chief Security and Policy Officer at Safeheron, a digital asset security firm, explains the threat of &ldquo;Harvest Now, Decrypt Later&rdquo;, which industries have the most at stake, why upgrading today&rsquo;s security is far more complicated than simply installing new technology, and how prepared Singapore is for the post-quantum era.

Industry Insight: Are we ready for the quantum threat?

Shopping online is shifting from search to discovery, with short videos, livestreams, creators and AI recommendations increasingly shaping what consumers buy.

As content becomes a bigger part of how businesses attract customers and drive sales, discovery commerce is changing how brands and SMEs sell online and the capabilities they need to compete.

On Industry Insight, Lynlee Foo speaks to Leon Koh, Fashion and Seller Management Lead, TikTok Shop Singapore, about how discovery commerce is reshaping online selling, the growing role of content and creators, and where e-commerce is headed next.

Shopping online is shifting from search to discovery, with short videos, livestreams, creators and AI recommendations increasingly shaping what consumers buy.
As content becomes a bigger part of how businesses attract customers and drive sales, discovery commerce is changing how brands and SMEs sell online and the capabilities they need to compete.
On Industry Insight, Lynlee Foo speaks to Leon Koh, Fashion and Seller Management Lead, TikTok Shop Singapore, about how discovery commerce is reshaping online selling, the growing role of content and creators, and where e-commerce is headed next.

Industry Insight: Is selling online becoming a content business?

AI glasses can take photographs, translate speech and interpret what their wearer sees—all while looking much like an ordinary pair of spectacles. Lynlee Foo asks whether wearers should tell you when AI is analysing something about you during a conversation, even if no video is being saved, and where the line should be drawn between useful assistance and personal privacy.

AI glasses can take photographs, translate speech and interpret what their wearer sees&mdash;all while looking much like an ordinary pair of spectacles. Lynlee Foo asks whether wearers should tell you when AI is analysing something about you during a conversation, even if no video is being saved, and where the line should be drawn between useful assistance and personal privacy.

Industry Insight: Marketing in the age of attention

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