JW Marriott Marquis Hotel Dubai selects GCC comms partner

SideQuest Worlds has appointed Alpha Story Indonesia as its strategic communications partner. Part of Vista Adhya Paragon, SideQuest Worlds serves as the local operator of Squid Game: The Experience Jakarta, bringing its local venue, commercial and audience network to deliver the experience in Indonesia.

Alpha Story Indonesia will lead communications and media relations for the project across Indonesia, while supporting regional outreach to Singapore and Malaysia. The work will focus on building awareness, strengthening media understanding of the experience, and tracking media coverage and sentiment across key markets. Set to open on 16 October 2026 at Agora Mall, Thamrin Nine, the Jakarta edition will be the first Squid Game: The Experience in Southeast Asia.

“Bringing Squid Game: The Experience to Jakarta is about giving Indonesian audiences a new way to engage with a global story they already know, through a shared, in-person experience,” said Rea Qinthara, Marketing & Commercial Lead at SideQuest Worlds. “As we prepare for the 16 October opening, we selected Alpha Story Indonesia to help build clear, locally relevant communications that introduce the experience to audiences, media, and partners across Indonesia and the wider region.”

Alpha Story Indonesia Country Lead, Leighton Cosseboom, said, “A global entertainment IP needs a local story that people can understand and connect with. With Alpha Echo, our role is to help SideQuest Worlds identify opportunities and apexes that are not immediately apparent, and translate the Squid Game scale and excitement into marketing and communications strategies that resonate with local audiences. We will deliver this while also building public understanding, trust, and anticipation ahead of and after the opening.” 

Upcycle Communications has expanded its regional team with new hires in Kuala Lumpur and Manila, broadening its reach across Southeast Asia, while continuing to build from its Singapore headquarters.

The agency has also grown its client portfolio, adding new design, jewellery and wellness clients. These include Hong Kong-based interior architecture and design studio Deboss Collective, Singapore heritage brand B.P. de Silva Jewellers and classical Pilates studio Altum Pilates.

In addition, the team has renewed its partnership with Tourism New Zealand for FY27. The agency first won the account through a competitive pitch in 2025. Its work covers strategic communications, earned and paid media, and influencer campaigns across Singapore, Malaysia, Indonesia and Thailand, with a focus on world-class culinary experiences, considered travel and active escapes.

“We have continued to grow from strength to strength, ensuring meaningful growth is about more than scale,” said Jennifer Dembitz, Founder and Managing Director of Upcycle Communications. “We prioritise the people we choose to partner with and the quality of ideas we can create together. As the world evolves, we see an opportunity to keep challenging how communications, content and community can create meaning, relevance and lasting value.”

 Alongside its growing regional footprint, Upcycle Communications has unveiled a refreshed website and visual identity. The update is aimed at reflecting the agency’s ethos and evolving practice, placing its philosophy of “upcycling” at the heart of the brand - the belief that thoughtful transformation can create greater relevance, resonance and value. 

Independent public relations and content agency, Bud Communications, has secured several account wins in the first half of 2026.

The agency has added manufacturing company, Daikin, to its portfolio and has also been appointed to lead public relations across APAC for payments and fleet management solutions company, WEX.

“Australia has been one of our best growth stories these past two years,” said Oliver Budgen, CEO and Founder at Bud Communications.

“Going from a one-person outpost to a fast-growing team, and picking up accounts like Daikin and WEX, largely through word of mouth, comes down to how we work: focusing on building client believability, adopting and applying new technology, and nurturing a culture that lets us attract people who’d rather challenge how comms is done rather than repeat it.”

Bud has also added to its content team in Australia, bringing onboard former AdNews Deputy Editor, Ashley Regan, as the agency’s Senior Content Executive.

Richie Kenzie, Australia Lead, Bud Communications said: “We’re thrilled to have someone of Ash’s journalistic calibre join Bud’s Australia team. Not only does she expand our presence to Melbourne, she also brings a wealth of experience across industries where the majority of our clients do business. Her addition further demonstrates Bud’s ability to provide both best-in-class PR and genuinely impactful marketing content for our partners.

“Alongside the slate of new client wins we’ve had in the first half of the year, it’s been an extremely positive period overall for the business, and we’re excited to continue our upward momentum.”