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Work &amp; Wins

Work &amp; Wins Archives - The M Makers

<img loading="lazy" decoding="async" class="alignnone wp-image-541" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/04/ygn-img-1.jpg" alt="" width="540" height="306" />
We love blaming the brief.
If the work feels flat, safe, or forgettable, the brief is usually the first suspect. Too many mandatories. Too many stakeholders. Not enough freedom. Not enough time. Too much caution built in before the work has even started.
Sometimes, that is the case.
But not often enough to explain why so much advertising now ends up sounding the same.
A lot of work is not being ruined by the brief. It is being diluted by what happens after the brief: the rounds of smoothing, the pressure to take out anything divisive, the instinct to make every line easier to approve, the quiet drift toward work that feels technically sound but emotionally weightless.
That is where “polite” comes in.
Not polite in the social sense. Polite in the creative sense. Work that is well-behaved, carefully balanced, and almost impossible to object to.
It slips through because it does not create friction. It also tends to be forgettable. 
<h3>The brief gets too much blame</h3>
The brief is advertising’s favourite scapegoat because it is the easiest thing to point at.
It explains away flat work neatly. The brief was too restrictive. The asks were too heavy. There was no room to do anything interesting.
But constraints alone have never been enough to kill good work.
Advertising has always had limits: budget, timing, regulation, category norms, internal politics, business realities. None of that is new. In many cases, constraints sharpen the thinking. They force harder choices. They reward precision. A strong idea usually does not come from having infinite room. It comes from knowing exactly where to push. 
<h3>Constraints are not the enemy</h3>
What undermines the work is something else.
It is the habit of interpreting every constraint in the safest possible way.
Marketing Week has argued that risk aversion continues to block ideas with real transformative potential, even while marketers still recognise creativity as a major driver of effectiveness. WARC has made a similar point in Asia, highlighting governance structures, hierarchy, and fragmented ownership as obstacles to stronger execution across APAC. [<a href="https://www.marketingweek.com/marketers-ideas-risk-aversion/" target="_blank" rel="noopener">1</a>]
It seems once every restriction becomes a reason to soften the work, something important gets lost. Not necessarily the strategy. Not even the craft. Usually, it is the edge.
And edge does not have to mean provocation for its own sake. It can be humour. Specificity. A clearer editorial choice. A sharper line. A visual with some texture left in it. Anything that makes the work feel like somebody actually backed a decision.
<img loading="lazy" decoding="async" class="alignnone wp-image-539" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/04/ygn-img-2.jpg" alt="" width="540" height="376" />
<h3>Polite work survives because it offends no one</h3>
Polite work rarely looks broken. That is what makes it dangerous.
It can look polished. It can sound on-brand. It can tick every box on the list. It can be socially native, digitally optimised, beautifully laid out, and still feel like absolutely nothing.
Polite work, by contrast, tends to arrive pre-sanded.
You see it everywhere: captions that sound like they were written by committee, brand films that say all the correct things without landing a single memorable note, campaign routes that feel plausible on page one and invisible by page two.
Too much advertising now feels approved rather than imagined.
<h3>The middle is getting easier to make</h3>
This is becoming more obvious because the system is now very good at producing acceptable work at scale.
AI is part of that story, but only part of it. As automated output becomes more common, the middle gets easier to manufacture. Work can read smoothly, look clean, feel strategically safe, and still have no real charge in it.
That is the trap. The work is treated as ‘good enough’. 
 
But “enough” is exactly where memorable work goes to die.
<h3>Safe is not the same as effective</h3>
The industry likes to talk about bravery in abstract terms, usually after the work has already been softened beyond recognition.
But memorable work does not usually come from recklessness. It comes from conviction.
It comes from keeping the line that gives the work some bite. From refusing to clean up the visual until it loses all character. From recognising that the safest version is often the weakest version.
And “safe” work is not always safe in commercial terms either.
If nobody notices it, the media spend still happened.
If nobody remembers it, the impression is still gone.
If it sounds like every other brand in the category, the risk has not disappeared.
Now the risk is irrelevance.
<h3>What memorable work still needs</h3>
What memorable work needs is simple: a point of view, some editorial instinct, a little nerve, and someone willing to protect the sharp bit of the idea when the system starts sanding it down.
That is what many brands and teams need more of.
<img loading="lazy" decoding="async" class="alignnone wp-image-540" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/04/ygn-img-3.jpg" alt="" width="540" height="1004" />
<h3>The work needs conviction, not more room 
</h3>
Not necessarily more freedom.
More resolve.
The best work does not come from removing every boundary. It comes from resisting the urge to turn every boundary into compromise.
So yes, a good brief still matters. A lot.
But the next time forgettable work gets blamed on the brief alone, it is worth asking a harder question.
Did the work become too polite?

Stop blaming the brief. Most forgettable work fails because it becomes too polite—safe, sanded down, and approved to death. Discover why conviction matters more than creative freedom.

The brief isn't killing creativity—politeness is. We blame tight budgets, too many stakeholders, and restrictive mandates. But the real culprit? The quiet drift toward work that's technically sound but emotionally weightless. Safe, sanded-down, "approved" work rarely offends anyone. It also rarely gets remembered. Memorable work doesn't need more freedom. It needs more resolve. Keep the sharp bit. Protect the edge. Because the safest version is almost always the weakest version. Read the full piece.

Stop blaming the brief. Your work is just too polite.

The Brief Isn’t Too Tight. The Work Is Too Polite.

The Brief Isn’t Too Tight. The Work Is Too Polite. - The M Makers

https://secure.gravatar.com/avatar/0800df9d9cbbe237d7465c46391267de2eee5369eb42facd85c9e07f0e27e67f?s=96&d=mm&r=g

Ariane Goo

A new month always brings new trends.
This time, people are not just jumping on formats. They are stepping into stories, emotions, and moments that already mean something. And that’s exactly why these trends are spreading so fast.
Let’s break down what’s happening and why you probably see yourself in at least one of them.
<h3>Trend #1: PUNCH-KUN MONKEY TREND</h3>
<a href="https://www.tiktok.com/@chris/video/7612719364080471310?_r=1&amp;_t=ZS-94ZPpJEF9Al" target="_blank" rel="noopener"><img loading="lazy" decoding="async" class="alignnone wp-image-528" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/04/trend-1.png" alt="" width="400" height="642" /></a>
<section>It all started with a story.Punch-kun, a baby monkey in Japan, went viral not just because it was cute, but because of the emotional story behind it. The idea of travelling far just to see this one small, meaningful moment captured people’s attention. It was not about the monkey itself. It was about what it represented: effort, curiosity, and that feeling of “I need to see this for myself.”And then the internet did what it does best: it turned the story into a format.Now, it’s all about the journey. Walking, travelling, slowly building anticipation as you get closer to a moment everyone is waiting for. Sometimes the reveal is exactly what you expect. Other times, it’s something funny or unexpected.But every version follows the same emotional path: build-up → curiosity → payoff.And if you think about it, it’s something we all do. Waiting in line for a hyped food spot. Going across town for a café you saw once online. Chasing a small moment and hoping it lives up to the hype.
<h3>Trend #2: BRIDGETON DANCE</h3>
Then comes a completely different mood. Soft, elegant, and a little dramatic.
<a href="https://www.tiktok.com/@ritu.rinki/video/7614153405946154261?_r=1&amp;_t=ZS-94ZQ2tpbUrS" target="_blank" rel="noopener"><img loading="lazy" decoding="async" class="alignnone wp-image-529" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/04/trend-2.png" alt="" width="400" height="886" /></a>
With the release of the new Bridgerton season, creators started recreating ballroom-style dances. Think spins, poses, and that romantic, cinematic energy.
But here’s where it gets interesting. These “ballroom” moments are happening in bedrooms, hallways, and living rooms. That mix of fantasy and everyday life is what makes it so fun to watch.
It feels like a mini escape. For a few seconds, you get to step out of your routine and into something a bit more cinematic. And honestly, who hasn’t imagined themselves as the main character at some point?
<h3>Trend #3: NONA “WORK” DANCE</h3>
And then, we get something completely opposite.
<a href="https://www.tiktok.com/@officialnickkosir/video/7611334605936790814?_r=1&amp;_t=ZS-94ZQbWVwW94" target="_blank" rel="noopener"><img loading="lazy" decoding="async" class="alignnone wp-image-530" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/04/trend-3.png" alt="" width="400" height="866" /></a>
<section>The Nona “Work” dance started as a clean, precise routine that’s actually hard to follow. People gave it a go, and most did not get it perfectly. But that’s exactly why it took off.Instead of trying to fix the mistakes, creators leaned into them. Missed steps, off timing, awkward pauses, it all became part of the fun. Because it feels real. Trying something new, not getting it right away, laughing it off and continuing anyway. That’s something everyone understands.In a space where everything can feel overly polished, this trend reminds people that trying is enough. And sometimes, trying badly is even better.
<h3>Trend #4: HANGING OUT WITH A TYPE A PERSON</h3>
Finally, we land on something quieter, but just as powerful.
<a href="https://www.tiktok.com/@jezbreezy/video/7614335357777218837?_r=1&amp;_t=ZS-94aZGds4R7K" target="_blank" rel="noopener"><img loading="lazy" decoding="async" class="alignnone wp-image-531" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/04/trend-4.png" alt="" width="400" height="867" /></a>
<section>This trend does not rely on big visuals or choreography. It relies on recognition.It’s all about what it’s like to hang out with someone who has a plan for everything. The schedule is tight, every detail is mapped out, and everything runs on time. Until it does not.Plans shift, timing slips, and things do not go exactly how they were supposed to. That gap between expectation and reality is where the humour lives. You have seen it before,  probably experienced it, maybe you are that person.It’s simple, but that’s what makes it so easy to share. It’s the kind of content you send to a friend with “this is literally you.”
<h3>So… What Makes All of This Work?</h3>
At the heart of it, these trends feel real. They reflect small moments youve probably experienced yourself, which is why they’re so easy to connect with.
And honestly, that’s all you need.
Take something simple, make it your own, and share it.
You never know, your next post might be the one everyone relates to. 
</section>
</section>
<section></section>
</section>

From emotional journeys to elegant dances, messy fails, and Type A humor—these 4 trends work because they feel real. See yourself in them.

Punch-kun. Bridgerton. Nona. Type A energy.Four completely different trends. One thing in common: they feel real.Read why you’ve probably already related to at least one.

Why You’ll See Yourself in This Month's 4 Biggest Trends

April 2026 Trend Watch: The Rise of Real, Messy, and Shareable Content

April 2026 Trend Watch: The Rise of Real, Messy, and Shareable Content - The M Makers

Happiness can mean many things. 
 
Sometimes, it’s something big. Sometimes, it’s something simple. A small surprise. A moment of play. The feeling of being included. 
 
At The M Makers, that belief sits at the heart of Project Smile Pack.
This World Happiness Day is especially meaningful for us. It is not just a global celebration of wellbeing, it also marks The M Makers’ 5th anniversary. To celebrate, we wanted to create something fun, thoughtful, and rooted in giving back.
So we looked at something familiar in the trading card community and gave it a brand new purpose.
&nbsp;
<h2>Turning Surplus Cards Into Smiles</h2>
If you are part of the trading card community, you will know this feeling. Over time, cards pile up. Some are duplicates. Some are less sought after. Some simply get left behind as collections evolve.
But even if they are no longer chase cards, they still carry something valuable: imagination, play, and the thrill of discovery.
That is where Project Smile Pack begins.
We are repurposing surplus trading cards into curated packs that recreate the excitement of opening something new, while turning that experience into a way to give back. Every pack is assembled with care so it feels fun, meaningful, and full of possibility.
&nbsp;
<h2>The Heart of the Pack: Dream Creature</h2>
Each Smile Pack includes something extra special. At the centre of the experience is a limited-edition Dream Creature card, featuring artwork created by children from our partner homes, including <a href="https://www.cslmch.org.sg/" target="_blank" rel="noopener">Chen Su Lan Methodist Children’s Home</a> (Singapore) and <a href="https://dignityforchildren.org/" target="_blank" rel="noopener">Dignity for Children</a> (Malaysia).
We invited the children to imagine their own fantastical creatures and bring them to life through drawing. Those drawings are then transformed into real collectable cards.
There is something beautiful about that.
A child’s imagination becomes something tangible. A drawing becomes a card. A personal idea becomes something shared with a wider community.
It is play, pride, and creativity, all in one small pack.
<img loading="lazy" decoding="async" class="alignnone wp-image-508" src="https://dev-tmm-wp.themmakers.com/wp-content/uploads/2026/03/Trading-Card.jpg" alt="" width="551" height="368" />
<h2>A Circular Economy of Joy</h2>
Project Smile Pack is also about giving things a second life.
Together with <a href="https://onlyfriendslah.com/" target="_blank" rel="noopener">OnlyFriendsLah! (OFL!)</a>, <a href="https://collektr.co/?srsltid=AfmBOoqDCtGhDC0OhG65AJaGK0ndhvOoVsy5taTNuLIPc-NE8YB1pV97" target="_blank" rel="noopener">Collektr</a>, <a href="https://www.brandsforgood.asia/" target="_blank" rel="noopener">Brands For Good,</a> and <a href="https://www.themarketsociety.co/?srsltid=AfmBOop8JMPfRJp7j_z2KgURoeL-c0ojMDOZRSljbKsGxRYEznE6HGIU" target="_blank" rel="noopener">The Market Society</a>, supported by <a href="https://artbox.sg/" target="_blank" rel="noopener">Artbox</a> and <a href="https://www.lioncorp.com.sg/" target="_blank" rel="noopener">LION Singapore</a>, are giving trading cards a second life while creating moments of connection for children.
It is a small act, but one that reflects a bigger belief we care deeply about: joy does not always need to come from something brand new. Sometimes, it just needs to be redirected.
By bringing together sustainability, creativity, and community, Project Smile Pack becomes more than a product. It becomes a shared act of kindness.
&nbsp;
<h2>How You Can Trade Joy</h2>
From 20 March to 19 July 2026, there are a few ways to be part of Project Smile Pack:
<h3>1) Purchase a Smile Pack</h3>
Smile Packs are available on <a href="https://www.themarketsociety.co/pages/smile-pack" target="_blank" rel="noopener">The Market Society website</a> at $25 / RM25. 
You can keep one, gift one, or even buy one to donate.
<h3>2) Donate Your Surplus Cards</h3>
If you are a collector, you can contribute your surplus trading cards to The M Makers. We will sort, curate, and repurpose them into future Smile Packs.
<h3>3) Visit Us at Artbox Singapore</h3>
Come by during 03 to 05 April and 10 to 12 April 2026 to donate cards, purchase Smile Packs, and explore the Dream Creature gallery exhibition.
&nbsp;
<h2>Giving Back Where It Matters</h2>
Every Smile Pack sold helps support children through programmes that matter.
100% of net proceeds from Project Smile Pack will be donated to Chen Su Lan Methodist Children’s Home and Dignity for Children to support enrichment and educational programmes for the children they serve.
Because while daily essentials are important, children also deserve moments of play, imagination, and joy. They deserve the feeling of opening something that feels special and truly theirs.
&nbsp;
<h2>Trading Cards for True Joy</h2>
Project Smile Pack is our way of celebrating five years by doing what we do best: taking an idea, making it meaningful, and turning it into something people can be part of.
This World Happiness Day, we invite you to trade joy with us.
Because every card tells a story, and every pack gives back.

Celebrate World Happiness Day and The M Makers’ 5th anniversary! Learn how we’re repurposing surplus trading cards into Smile Packs to support children’s charities.

Project Smile Packs: Trade Joy This World Happiness Day

Project Smile Pack: Trade Joy This World Happiness Day

Project Smile Pack: Trade Joy This World Happiness Day - The M Makers

We are entering a new era of search, one that is fundamentally shifting how people discover, evaluate, and act on information online. For decades, marketers have relied on traditional search engines like Google to capture intent and drive results. Today, that foundation is being quietly disrupted by artificial intelligence.
Generative AI platforms like ChatGPT and Claude are changing the way people ask questions and expect answers. Instead of typing in keywords, users are having full conversations and expecting full answers. This is more than a tech shift; it’s a behaviour shift reshaping how people discover, evaluate, and decide online.
&nbsp;
The limits of the legacy search user interface
While Google’s <a href="https://www.nngroup.com/articles/ai-changing-search-behaviors/">AI Overviews</a> are a step forward, the core experience still revolves around a keyword bar and a static results page. This design favours fragmented phrases over full questions and often lacks the depth that <a href="https://www.cnet.com/tech/services-and-software/ai-is-taking-over-your-search-engine-heres-what-its-doing-and-why-it-matters/">AI chat</a> tools now deliver. The gap between what users want and what traditional search offers is widening.
&nbsp;
Is Southeast Asia feeling it?
In Southeast Asia, where mobile-first usage and <a href="https://gs.statcounter.com/search-engine-market-share/all/asia">high Google dominance</a> remain the norm, early indicators suggest this shift in behaviour is beginning to take shape. Query lengths are increasing, and search terms are becoming more specific and question-based. At the same time, click-through rates on paid search are declining, and the path to conversion is becoming more fragmented.
This suggests that the traditional search funnel is no longer as linear or predictable as it once was. Consumers are moving across platforms and devices, gathering information in micro-moments that are harder to capture and attribute. AI tools accelerate this behaviour by offering more immediate and comprehensive answers than a results page filled with competing links.
&nbsp;
What it means for SEM &amp; SEO
This shift presents clear challenges for marketers who rely heavily on Google Search as a performance channel. If users bypass the search engine altogether or engage with its features differently, then paid ads may no longer capture the same level of intent or return.
Additionally, <a href="https://researchfdi.com/future-of-seo-ai/">SEO is undergoing a similar disruption</a>. Traditional strategies like keyword stuffing, backlink chasing, and basic content optimisation are becoming less effective. AI summarisation features may cite websites for source material, but they also reduce the need for users to click through to those sites. This diminishes the visibility and traffic that SEO once guaranteed.
&nbsp;
Rethinking Strategy: The Way Forward
Marketers can no longer afford to treat SEM and SEO as isolated, transactional tools. The future lies in building intent ecosystems that mirror users&#8217; thinking and behaviour. To adapt effectively, we recommend the following:
<ol>
<li>Design for Conversation, Not Clicks</li>
</ol>
Begin with natural language prompts. Understand what your audience would ask an AI assistant when researching your product or category. Build campaigns and content that respond to these real-world questions.
<ol start="2">
<li> Treat Paid Search as a Trigger, Not a Closer</li>
</ol>
SEM is no longer the final stop before a conversion. It is often one of many touches along a nonlinear journey. Integrate SEM with upper-funnel content, brand storytelling, and remarketing tactics to build trust over time.
<ol start="3">
<li> Invest in Authority-Driven Content</li>
</ol>
As AI increasingly cites sources, publishing original, well-researched, and trustworthy content that AI models are more likely to include in their outputs is critical. This elevates your brand presence, even when traffic does not flow directly to your site.
<ol start="4">
<li> Advance Your Attribution Maturity</li>
</ol>
Use <a href="https://support.google.com/analytics/answer/10089681?hl=en">GA4</a> and other analytics tools to track assisted conversions, micro-interactions, and time-based attribution. While last-click models are, they no longer reflect the whole journey. Investing in multi-touch attribution strategies will give you a clearer picture of actual performance.
<ol start="5">
<li> Stay Experiment-Oriented</li>
</ol>
Run controlled tests using new ad copy that mimics conversational prompts. Evaluate search formats beyond Google, including <a href="https://www.perplexity.ai/">AI-native search engines like Perplexity</a>. Keep learning. The environment changes, and success belongs to those who evolve with it.
&nbsp;
Conclusion: From Being Found to Being Chosen
AI is changing more than just how users find information. It is redefining the relationship between users and content itself. In this new landscape, visibility alone is no longer enough. Brands must earn trust by being practical, contextual, and present at the right moments in the journey.
At The M Makers, we see this not as a threat, but as an opportunity. The future of search is not about outsmarting algorithms. It is about understanding people better.
We invite marketers and business leaders across Southeast Asia to rethink how they appear in this new search paradigm and consider how AI might change not just the way people search but also the way we connect.

AI is changing how we search. Learn how marketers can adapt SEM and SEO strategies as behaviours shift across Asia and traditional methods lose impact.

AI Is Reshaping Search: What Marketers Must Know - The M Makers

AI Is Reshaping Search: What Marketers Must Know

TikTok Shoppertainment: Opportunities and Brand Risks
TikTok’s “shoppertainment” model, where entertainment blends with commerce, has made livestreaming an engine for sales. According to <a href="https://retailasia.com/e-commerce/exclusive/tiktok-shoppertainment-drives-mega-sale-hit">Retail Asia</a>, livestream selling has driven a significant uplift during mega-sale periods in Southeast Asia.
However, the platform’s casual, fast-paced environment, designed to convert quickly, contrasts with the carefully crafted world luxury brands inhabit. While TikTok’s immediacy and promotional tone are well-suited for mass engagement, this dynamic raises questions for brands relying on exclusivity and narrative control to preserve prestige.
&nbsp;
Can Premium Brands Use TikTok Livestreaming Without Losing Prestige?
A 2024 study published in <a href="https://qemsjournal.org/index.php/qems/article/view/2812">Quantitative Economics and Management Studies</a> surveyed 204 TikTok users aged 17–50 in Bali. It confirmed that livestreaming significantly increases purchase intent, brand awareness, and price-value perception, especially among Gen Z audiences.
This presents a clear opportunity: livestreaming can enhance brand visibility and appeal to Gen Z, a key growth audience for luxury brands. However, it also poses a real risk if luxury positioning is compromised by the fast-paced, price-sensitive environment that defines TikTok Shop.
&nbsp;
Some brands have already begun to explore the space cautiously:
<ul>
<li style="font-weight: 400;" aria-level="1">TikTok Shop offers authenticated, used luxury items like Chanel and Louis Vuitton through verified resellers (<a href="https://www.voguebusiness.com/story/consumers/gen-z-can-now-buy-used-chanel-and-louis-vuitton-on-tiktok-shop">Vogue Business</a>).</li>
<li style="font-weight: 400;" aria-level="1">Coach and Michael Kors have experimented with capsule collections sold via live formats, leveraging stylists and creators to maintain narrative control.</li>
</ul>
&nbsp;
Why Livestreaming May Be Risky for Premium Positioning
1. Brand Image Dilution  
TikTok’s urgency-driven and discount-focused livestream culture contrasts with the exclusivity that luxury thrives on.
2. Loss of Narrative Control  
Selling through third-party livestreamers increases the risk of inconsistent messaging and dilution of brand values.
3. Perception Drift  
Premium consumers may perceive TikTok live selling as too accessible, undermining the aspiration factor essential to luxury.
4. What Premium Brands Should Do Instead
For brands that want to remain aspirational while still connecting with TikTok’s massive audience, there are more innovative paths forward:
5. Creator-Led Storytelling Without the Hard Sell
Collaborate with lifestyle tastemakers to showcase products through everyday inspiration style diaries, daily rituals, or career milestones tied to brand moments.
6. Exclusive Behind-the-Scenes Access
Reveal atelier craftsmanship, runway preparation, or archival stories. Content that deepens appreciation builds emotional connection without reducing perceived value.
7. Trend Participation Without Transaction
Join TikTok trends in subtle ways. Use a popular audio track for a style reveal, or participate in transitions that showcase your brand aesthetic. Think Burberry’s classic trench or Bottega’s signature pouch.
8. Time-Gated Drops and Private Links
Instead of mass-selling, launch limited styling sessions, curated capsules, or TikTok-only lookbooks with QR code access to a gated e-commerce experience.
&nbsp;
Be Present, But Be Premium
TikTok liveselling is undeniably effective but not universally appropriate. Presence doesn’t mean participating in every trend for premium and luxury brands. Instead, adapt your brand storytelling to align with TikTok’s energy without surrendering the exclusivity that sets you apart.
If you’re a premium brand looking to engage Gen Z without diluting your equity, choose engagement formats that reinforce your values, not just your sales.

TikTok’s rise across Asia has transformed online shopping into an entertainment-first experience. With the explosive growth of live selling, the platform is no longer just a place for entertainment. It’s a highly lucrative e-commerce engine. Brands rush to engage consumers in real-time, from mass-market beauty products to vintage luxury handbags.However, the question remains for premium and luxury brands: Can they participate in this trend without eroding brand equity?

Can Luxury Brands Sell on TikTok Without Losing Prestige? - The M Makers

Can Luxury Brands Sell on TikTok Without Losing Prestige?

Search marketing is in the midst of a structural shift. No longer just about keywords, bidding strategies, or even SERP rankings, the search experience is being reinvented—powered by artificial intelligence (AI) that’s not just assisting, but actively reshaping how consumers discover, evaluate, and engage with content.
Google’s major AI rollout in 2025 marks a turning point, with implications spanning both paid and organic search. At the core of this transformation lies a fundamental question for marketers: how do we stay discoverable in a world where AI increasingly controls the front door of search?
<hr class="" />
<h3 id="ember54" class="">AI Overviews: A New Gateway to Discovery</h3>
Google’s integration of AI Overviews into core search results means that users now receive synthesised, chatbot-style answers before ever reaching a website. This shifts brand visibility from traditional blue links to whether your content is selected, cited, or summarised by AI.
As reported by Search Engine Land, Google has now begun linking these AI-generated overviews directly to its search results interface, creating a new kind of zero-click experience where the AI answer becomes the end destination for many users (<a class=" " tabindex="0" href="https://searchengineland.com/google-links-ai-overviews-to-own-search-results-454239" target="_self" data-test-app-aware-link="">SEL, April 2025</a>).
The stakes are clear: if your content is not AI-readable, structured for summarization, or considered authoritative, it may never appear in these overviews at all.
<hr class="" />
<h3 id="ember58" class="">Trust in AI Is Rising—Even When It’s Wrong</h3>
A 2025 Fortune article highlights research by Columbia University showing that consumers often trust AI-generated answers more than ads—even when those answers are factually incorrect (<a class=" " tabindex="0" href="https://fortune.com/2025/03/18/ai-search-engines-confidently-wrong-citing-sources-columbia-study/" target="_self" data-test-app-aware-link="">Fortune, March 2025</a>). This is a critical insight: perception of intelligence now competes with actual accuracy in influencing user trust.
For marketers, this challenges both paid and organic strategies. It’s no longer just about getting seen—it’s about being seen as crediblewithin AI-curated environments, where traditional brand signals may be muted or bypassed altogether.
<hr class="" />
<h3 id="ember61" class="">Zero-Click Searches Are Now the Norm</h3>
According to Similarweb and Bain &amp; Company, zero-click searches are becoming the default user behavior—especially as AI Overviews, Featured Snippets, and Knowledge Panels continue to grow in prominence. By 2025, the majority of search sessions are projected to end without a click, as users find their answers directly on the results page (<a class=" " tabindex="0" href="https://support.similarweb.com/hc/en-us/articles/360006488277-Zero-Click-Searches" target="_self" data-test-app-aware-link="">Similarweb</a>, <a class=" " tabindex="0" href="https://www.bain.com/insights/goodbye-clicks-hello-ai-zero-click-search-redefines-marketing/" target="_self" data-test-app-aware-link="">Bain, 2024</a>).
This forces a rethinking of performance measurement, where traditional CTR-based models no longer capture the full value of search visibility.
<hr class="" />
<h3 id="ember64" class="">Google Ads and the Shift to Predictive Automation</h3>
On the paid media side, Search Engine Land reports that Google Ads is doubling down on AI-led automation in 2025, with new tools to streamline ad copy creation, predictive audience targeting, and smart bidding strategies (<a class=" " tabindex="0" href="https://searchengineland.com/google-ads-plans-major-ai-push-in-2025-reshaping-search-marketing-450029" target="_self" data-test-app-aware-link="">SEL, Jan 2025</a>).
For advertisers, this means fewer levers for manual control and greater dependence on Google&#8217;s machine learning models. The trade-off? Potentially higher efficiency, but at the cost of transparency and customizability.
<hr class="" />
<h3 id="ember67" class="">Content Must Meet E-E-A-T, Regardless of Who Writes It</h3>
The explosion of AI-generated content has prompted Google to reinforce its E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—as the benchmark for quality. Google’s latest guidance to quality raters states that AI-generated content should be evaluated using the same standards as human-created work (<a class=" " tabindex="0" href="https://searchengineland.com/google-quality-raters-content-ai-generated-454161" target="_self" data-test-app-aware-link="">SEL, April 2025</a>).
This levels the playing field in theory—but raises the bar for execution. It’s no longer enough to publish SEO-optimised copy. Content must be credible, useful, and backed by transparent sources and real-world expertise—whether produced by a human, AI, or both.
<hr class="" />
<h3 id="ember70" class="">New Metrics for a New Era</h3>
The rise of zero-click and AI-curated experiences challenges traditional success metrics. Clicks and conversions still matter, but they no longer tell the full story.
Instead, marketers must monitor:
<ul>
<li>Brand inclusion in AI-generated overviews</li>
<li>Visibility in structured snippets and answer cards</li>
<li>Growth in branded search demand post-impression</li>
<li>Content usage as cited reference material by AI engines</li>
</ul>
These are harder to track—but more reflective of influence in a world where the journey often ends before the click.
<hr class="" />
<h3 id="ember75" class="">Key Action Items for Brand Marketers</h3>
To navigate this evolving landscape, here’s what advertisers and marketers should prioritise:
<h3 id="ember77" class="">1. Make content AI-readable</h3>
Use schema markup, bullet points, clear subheadings, and Q&amp;A formats to improve summarization and inclusion in AI-generated overviews.
<h3 id="ember79" class="">2. Invest in E-E-A-T</h3>
Whether content is written by humans or AI, ensure it demonstrates expertise, cites reputable sources, and includes a clear author identity.
<h3 id="ember81" class="">3. Monitor your AI visibility</h3>
Assess whether your content appears in AI summaries. If not, audit content structure, authority signals, and freshness.
<h3 id="ember83" class="">4. Adapt performance KPIs</h3>
Move beyond CTR. Include impression-based influence, AI snippet appearance, and search volume lift in your reporting.
<h3 id="ember85" class="">5. Collaborate with AI strategically</h3>
Use AI to scale insights, optimize campaigns, and streamline production—while keeping a human hand on brand voice and message integrity.
<hr class="" />
<h3 id="ember87" class="">Conclusion: AI Won’t Replace Search—But It Is Rewriting the Rules</h3>
The future of search is not about competing with AI. It’s about understanding how AI interprets, selects, and elevates content. Marketers who embrace this shift—rethinking visibility, trust, and performance—will be best placed to lead in this new era of intelligent discovery.
AI is not just a tool in the marketing stack. It’s now part of the journey. Are you showing up where it matters?
<hr class="" />
Sources
<ul>
<li>Search Engine Land (2025): <a class=" " tabindex="0" href="https://searchengineland.com/google-ads-plans-major-ai-push-in-2025-reshaping-search-marketing-450029" target="_self" data-test-app-aware-link="">Google Ads’ AI Push</a></li>
<li>Search Engine Land (2025): <a class=" " tabindex="0" href="https://searchengineland.com/google-links-ai-overviews-to-own-search-results-454239" target="_self" data-test-app-aware-link="">AI Overviews in SERP</a></li>
<li>Search Engine Land (2025): <a class=" " tabindex="0" href="https://searchengineland.com/google-quality-raters-content-ai-generated-454161" target="_self" data-test-app-aware-link="">Google Quality Raters &amp; AI Content</a></li>
<li>Forbes (2025): <a class=" " tabindex="0" href="https://www.forbes.com/sites/rogerdooley/2025/03/10/ai-search-results-more-trusted-than-ads-what-cmos-need-to-know/" target="_self" data-test-app-aware-link="">Why AI Answers Are Trusted Over Ads</a></li>
<li>Fortune (2025): <a class=" " tabindex="0" href="https://fortune.com/2025/03/18/ai-search-engines-confidently-wrong-citing-sources-columbia-study/" target="_self" data-test-app-aware-link="">Columbia Study on AI Accuracy</a></li>
<li>Similarweb: <a class=" " tabindex="0" href="https://support.similarweb.com/hc/en-us/articles/360006488277-Zero-Click-Searches" target="_self" data-test-app-aware-link="">Zero-Click Search Trends</a></li>
<li>Bain &amp; Co (2024): <a class=" " tabindex="0" href="https://www.bain.com/insights/goodbye-clicks-hello-ai-zero-click-search-redefines-marketing/" target="_self" data-test-app-aware-link="">Redefining Search Marketing</a></li>
<li>Entrepreneur (2025): <a class=" " tabindex="0" href="https://www.entrepreneur.com/growing-a-business/how-to-use-ai-for-seo-wins-in-2025/483012" target="_self" data-test-app-aware-link="">Using AI for SEO</a></li>
<li>GWI: <a class=" " tabindex="0" href="https://www.gwi.com/blog/ai-and-search" target="_self" data-test-app-aware-link="">AI and Search Behavior</a></li>
</ul>

The Rise of AI in Search Marketing: How Brand Visibility Is Being Rewritten in 2025 - The M Makers

The Rise of AI in Search Marketing: How Brand Visibility Is Being Rewritten in 2025

https://secure.gravatar.com/avatar/6d46b467b6daecdfc9ca75ee6b87d53255a9427e9aa862ed50cb4a0086065876?s=96&d=mm&r=g

JerryChua

At The M Makers, one of the most important shifts we’ve made in our culture journey is committing to “living at cause, not at the effect of things.” It’s not just a leadership philosophy. It’s a way of working we’ve intentionally embedded across the team.
Why? Because we began noticing a familiar pattern.
“I couldn’t complete the task because a few ad hoc items came in.”
&#8220;The task wasn’t reassigned back to me, so I wasn’t aware of the status.&#8221;
“I was overwhelmed and forgot to follow up.”
“You seemed busy, so I didn’t want to disturb you and tried to solve the problem on my own.”
These reasons are understandable, and often valid. But they also reveal something deeper. When we stay at the effect of our circumstances, we give up the opportunity to influence outcomes. We focus on what happened to us instead of asking what we could have done differently.
So we started making a habit of asking ourselves:
&#8220;What could I have done to prevent this from happening?&#8221;
That one question helped us stop circling around the same issues and start owning the role we each play in creating better results.
Since last year, we raised the bar. Whenever breakdowns happened like missed deadlines, misalignment, dropped balls, we didn’t just look at the task or the person. We looked inward, as a team, and asked:
<ul>
<li>What could I be responsible for here?</li>
<li>What action could I have taken to move this forward?</li>
<li>How did we, as a collective, allow this to happen?</li>
</ul>
It was confronting at first. People naturally get defensive. But over time, as trust grew, something powerful emerged: We stopped blaming and started building.
We built rapport, self-awareness, and a shared sense of accountability. We saw teammates proactively following up. We saw people taking initiative to ask for help early, to flag bottlenecks, to nudge others with empathy. What used to feel like small individual tasks became team wins just simply because we followed through on what we said we’d do.
Are we there yet? No. And we probably never will be because this is a mindset that will always be a work in progress.
But what matters is this: We’ve started. And we keep choosing every day to hold ourselves to the question:
&#8220;What could I have done differently?&#8221;
<hr class="reader-divider-block__horizontal-rule" />
<h3 id="ember71" class="ember-view reader-text-block__heading-3">For leaders who want to build a “living at cause” culture, here are some first steps:</h3>
Model it yourself
Own your misses in front of your team. People learn from what you do, not just what you say.
Ask better questions.
Instead of asking who’s at fault, ask what part of this we own and what we could have done to prevent it.
Make it safe to take ownership.
Responsibility only happens when there’s room to speak up without fear. Create space for honesty, not shame.
Reward the right behaviours.
Celebrate those who consistently follow through, check in with others, and move things forward.
Coach the language shift.
Help your team notice when they’re in “effect” mode.
From “I didn’t know how” to “I could have asked for help.”
From “I was waiting” to “I could have followed up.”
Keep it alive.
Treat this like a muscle. Check in regularly. Ask where we showed up at cause and where we let things slide.
Because when we live at cause as a team, we don’t just improve performance. We build trust, momentum, and the kind of culture that creates its own future.
#TheMMakers #Leadership #CultureShift #Accountability #AgencyLife #TeamPerformance #GrowthMindset #LivingAtCause #OrganizationalCulture #BusinessCoaching

Culture isn’t built by chance — it’s built by choice. - The M Makers

Culture isn’t built by chance — it’s built by choice.

In today’s world of shifting values, global uncertainty, and changing expectations, speaking to ultra-high-net-worth individuals (UHNWIs) requires more than prestige. It takes clarity, empathy, and a deep understanding of what luxury really means.
At The M Makers, we’ve had the opportunity to work with some of the most iconic luxury brands across Singapore, Japan, Korea, Australia, and Southeast Asia. Through these experiences, we’ve come to understand that the definition of luxury is no longer just about exclusivity. It’s about intention.
<hr class="" />
<h2 id="ember54">What’s Changing in 2025</h2>
According to Knight Frank’s 2024 Wealth Report, the number of UHNWIs is projected to grow by 28 percent over the next five years, with Asia driving much of that growth. But that growth is unfolding alongside a few new realities:
<ul>
<li>Renewed tariff tensions and geopolitical shifts, such as ongoing trade friction between the US and China, are making affluent consumers more cautious.</li>
<li>Luxury stocks have shown signs of short-term volatility, even among long-standing market leaders.</li>
<li>Some consumers are pausing big purchases and reevaluating what truly matters.</li>
</ul>
Yes, wealth is growing. But so is the complexity of what motivates a luxury purchase.
<hr class="" />
<h2 id="ember58">What UHNWIs Value Now</h2>
Across recent studies and industry conversations, some clear patterns are emerging:
<ul>
<li>Time is their greatest luxury. Experiences that are seamless and thoughtfully curated carry more weight than overt displays of wealth.</li>
<li>Purpose matters. More than ever, buyers want to align with brands that reflect their own values — whether that’s legacy, sustainability, or innovation.</li>
<li>Privacy is preferred. Quiet luxury is taking the place of logo-heavy visibility. These consumers prefer brands that speak with subtlety and discretion.</li>
<li>Exclusivity needs meaning. It’s not just about access. It’s about access that feels personal and well-earned.</li>
</ul>
These individuals are highly connected but protective of their time and energy. Earning their attention requires patience, trust, and relevance.
<hr class="" />
<h2 id="ember62">Why Most Campaigns Miss the Mark</h2>
Traditional digital marketing doesn’t always resonate with this audience. Based on insights from The Luxury Strategy by Jean-Noël Kapferer and others in the space, the reasons are simple:
<ul>
<li>They are not moved by ads. They respond to purpose.</li>
<li>They don’t follow brands. They build relationships.</li>
<li>They don’t chase trends. They are intentional about what they invest in.</li>
</ul>
This is why many high-budget campaigns still miss the mark. If a brand doesn’t fully understand who they’re speaking to, it’s just another voice in an already crowded space.
<hr class="" />
<h2 id="ember66">What Brands Can Do Differently</h2>
If your brand wants to engage UHNWIs in a meaningful way, here are four core strategies to consider:
<ol>
<li>Go beyond personalisation. Speak to their lifestyle, preferences, and worldview. Not just their demographic.</li>
<li>Create deeper touchpoints. Use digital platforms to open the door, but offer high-touch, personal engagement wherever possible.</li>
<li>Make your message matter. The content you share should reflect timeless value and emotional connection, not just aesthetic appeal.</li>
<li>Choose your platforms wisely. Instead of blasting across every channel, focus on more intimate spaces—private messaging apps, curated communities, or premium placements.</li>
</ol>
<hr class="" />
<h2 id="ember69">How to Measure Impact</h2>
Standard metrics don’t always capture the full picture. For this segment, consider tracking:
<ul>
<li>Branded search volume and lift in HNW territories</li>
<li>Private referrals or word-of-mouth buzz</li>
<li>Engagement with premium CRM or invite-only content</li>
<li>Brand perception within closed, high-value circles</li>
</ul>
<hr class="" />
<h2 id="ember72">Looking Ahead</h2>
The brands that will stand out in today’s luxury landscape are not the loudest. They are the ones who understand when to speak, and when to simply be present.
The new code of luxury is not built around accumulation. It’s built around alignment. Not just recognition, but resonance. Not just reach, but relevance that feels earned.
If you’re speaking to the world’s top one percent, the question isn’t whether they’ll hear you. It’s whether what you say is worth their attention.
<hr class="" />
<h4 id="ember76">Sources and Further Reading:</h4>
<ul>
<li>Knight Frank Wealth Report 2024: <a class=" " tabindex="0" href="https://www.knightfrank.com/wealthreport" target="_self" data-test-app-aware-link="">https://www.knightfrank.com/wealthreport</a></li>
<li>CNA Luxury: <a class=" " tabindex="0" href="https://cnaluxury.channelnewsasia.com/obsessions/trump-trade-war-shatters-luxury-revival-2025-258191" target="_self" data-test-app-aware-link="">https://cnaluxury.channelnewsasia.com/obsessions/trump-trade-war-shatters-luxury-revival-2025-258191</a></li>
<li>Forbes: <a class=" " tabindex="0" href="https://www.forbes.com/sites/pamdanziger/2025/04/11/as-luxury-brands-brace-for-tariffs-affluent-consumers-hit-pause/" target="_self" data-test-app-aware-link="">https://www.forbes.com/sites/pamdanziger/2025/04/11/as-luxury-brands-brace-for-tariffs-affluent-consumers-hit-pause/</a></li>
<li>WSJ: <a class=" " tabindex="0" href="https://www.wsj.com/livecoverage/trump-tariffs-trade-war-stock-market-04-03-2025/card/luxury-stocks-take-tariff-lumps-heard-on-the-street-bw7iaAfnMvmbf2KxbAa9" target="_self" data-test-app-aware-link="">https://www.wsj.com/livecoverage/trump-tariffs-trade-war-stock-market-04-03-2025/card/luxury-stocks-take-tariff-lumps-heard-on-the-street-bw7iaAfnMvmbf2KxbAa9</a></li>
<li>McKinsey: <a class=" " tabindex="0" href="https://www.mckinsey.com/industries/retail/our-insights/state-of-luxury" target="_self" data-test-app-aware-link="">https://www.mckinsey.com/industries/retail/our-insights/state-of-luxury</a></li>
<li>Bain &amp; Co. Luxury Goods Worldwide Market Study</li>
<li>The Luxury Strategy, Jean-Noël Kapferer &amp; Vincent Bastien</li>
</ul>

The New Code of Luxury: Navigating the 2025 Market Amid Economic Headwinds - The M Makers

The New Code of Luxury: Navigating the 2025 Market Amid Economic Headwinds

From <a class=" " tabindex="0" href="https://www.instagram.com/lilmiquela/" target="_self" data-test-app-aware-link="">Lil Miquela</a> in the US to Japan’s <a class=" " tabindex="0" href="https://www.instagram.com/imma.gram/" target="_self" data-test-app-aware-link="">Imma</a> and Singapore’s <a class=" " tabindex="0" href="https://www.instagram.com/here.is.rae/" target="_self" data-test-app-aware-link="">Rae</a>, virtual influencers have moved from novelty to mainstream marketing. However, beyond the headlines, what is driving this shift, and how should marketers in Southeast Asia, especially in Singapore, consider using them?
<h2 id="ember53">What is Fueling the Rise of Virtual Influencers?</h2>
Academic research and market analysis highlight several reasons:
<ul>
<li>Cost and control: Virtual influencers do not cancel at the last minute, fall into scandals, or need breaks. Brands have complete control over their look, message, and availability, which reduces risk and lowers costs over time.</li>
<li>Around-the-clock reach: With the advancement of AI, virtual creators can interact in real time across markets and time zones, delivering personalized engagement at scale.</li>
<li>Cultural adaptability: A virtual influencer can be tailored to reflect local values and styles, helping brands connect in diverse markets like Southeast Asia.</li>
<li>Curiosity and novelty: Gen Z and younger millennials, in particular, are drawn to virtual influencers because they tap into gaming, anime, and other digital cultures where the line between real and virtual is already blurred.</li>
</ul>
Studies like The Emergence of Virtual Influencers (Haenlein et al., 2020) show that audiences are increasingly open to engaging with virtual characters if they offer value, entertainment, or a sense of connection.
<h2 id="ember57">Are Virtual Influencers Effective?</h2>
It is more than just hype.
Research like Virtual Influencer Marketing: The Good, the Bad, and the Unreal (Siddiqui et al., 2023) shows that virtual influencers can generate engagement levels comparable to, and sometimes higher than, human influencers, especially when their stories feel authentic and aligned with the brand.
Three factors matter most:
<ul>
<li>Authenticity: Audiences want engaging and real content, not cold or overly commercial.</li>
<li>Brand fit: A virtual influencer must reflect the brand’s image and values. Mismatches can quickly break trust.</li>
<li>Transparency: Ethical concerns arise if audiences are not told they are interacting with a virtual persona.</li>
</ul>
<h2 id="ember62">Will Virtual Influencers Replace Human Influencers?</h2>
Not likely, at least not anytime soon.
As explored in Unmasking Consumer Switching Intentions to Virtual Influencers (Xiao et al., 2023), human influencers bring emotional depth, relatability, and lived experience that virtual influencers cannot fully match. The future will likely be a mix of both, where human and virtual creators complement each other.
<h2 id="ember65">How Should Brands in Southeast Asia Approach This?</h2>
For brands in Singapore and across Southeast Asia, here is a roadmap:
<h3 id="ember67">When to use virtual influencers:</h3>
<ul>
<li>To highlight innovation or reinforce tech-forward brand values</li>
<li>To reach younger, digital-first audiences</li>
<li>When consistency is needed across multiple regions</li>
</ul>
<h3 id="ember69">When to avoid relying on them:</h3>
<ul>
<li>When your brand centers on authenticity, local stories, or human connection (such as grassroots movements or artisanal products)</li>
<li>When your audience has limited familiarity with virtual or digital trends</li>
</ul>
<h2 id="ember71">How Brands Can Start Building Their Virtual Influencers</h2>
For brands ready to explore this space, here are a few starting points:
<ul>
<li>Define the persona: Begin with a clear purpose. What values and tone will the influencer represent?</li>
<li>Partner with experts: Work with experienced agencies or studios skilled in design, animation, and AI.</li>
<li>Create a story, not just a face: Strong virtual influencers have personalities and storylines, not just product placements.</li>
<li>Start small and test: Launch limited campaigns, gather feedback, and adjust.</li>
<li>Be transparent: Make it clear the influencer is virtual to maintain audience trust.</li>
</ul>
<h2 id="ember74">The Bigger Picture</h2>
Virtual influencers are not just a passing trend. They reflect the ongoing evolution of brand storytelling. Used wisely, they can open new creative and commercial opportunities, but they work best as part of a balanced strategy. They should enhance, not replace, the power of human connection.
<h4 id="ember76">Sources and Further Reading</h4>
<ul>
<li><a class=" " tabindex="0" href="https://medium.com/ai-frontiers/the-rise-of-virtual-influencers-are-they-replacing-real-humans-ac3783bcad65" target="_self" data-test-app-aware-link="">The Rise of Virtual Influencers: Are They Replacing Real Humans? — Medium</a></li>
<li><a class=" " tabindex="0" href="https://hashmeta.com/blog/future-of-ai-influencer-marketing-trends-and-predictions-for-2025-beyond/" target="_self" data-test-app-aware-link="">Future of AI Influencer Marketing: Trends and Predictions for 2025 &amp; Beyond — Hashmeta</a></li>
<li><a class=" " tabindex="0" href="https://fortune.com/2025/03/24/ai-avatars-clones-influencers-creator-economy/" target="_self" data-test-app-aware-link="">AI Avatars and the Creator Economy — Fortune</a></li>
<li><a class=" " tabindex="0" href="https://metricool.com/ai-virtual-influencers/#:~:text=Virtual%20Influencers%20in%202025%3A%20How,Are%20Changing%20Social%20Media%20Marketing" target="_self" data-test-app-aware-link="">Virtual Influencers in 2025: How AI Is Changing Social Media Marketing — Metricool</a></li>
<li>Haenlein, M., Libai, B., Wegner, T. (2020). The Emergence of Virtual Influencers.</li>
<li>Siddiqui, N., Woodside, A., Koles, B. (2023). Virtual Influencer Marketing: The Good, the Bad, and the Unreal.</li>
<li>Xiao, X., et al. (2023). Unmasking Consumer Switching Intentions to Virtual Influencers.</li>
<li>Virtual Influencers and Pro-environmental Causes, Academic Research, 2022.</li>
</ul>

Virtual Influencers: Passing Trend or the Future of Social Content? - The M Makers

Virtual Influencers: Passing Trend or the Future of Social Content?

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collaborate with us, or simply have a chat.

Feel free to reach out if you want to collaborate with us, or simply have a chat.

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The New Code of Luxury: Navigating the 2025 Market Amid Economic Headwinds

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Want us to prove our point?

Want us to prove

our point?