GLOBAL MARKETING AND EVENT AGENCY IN 2025 Lawrence Chia Chairman Pico Group
,, ,, Wealth consists not in having great possessions, but in having few wants.
- Epictetus
Experiences— Pico Group’s Global Impact in 2025
Intoday’sbrand-drivenworld,whereconsumer
attentionisfleetinganddigitalengagementis paramount,experiencesareeverything.Attheheartof thisexperiencerevolutionstandsPicoGroup,atrailblazing globalmarketingandeventagencythatcontinuesto redefinehowbrandsconnectwithaudiences.Aswe highlight Global Marketing and Event Agency in 2025,Pico Groupemergesasashiningexampleofcreativity, innovation,andstrategicexcellence.
Withapresencespanningover35citiesworldwide,Pico hasbecomesynonymouswithimmersivestorytelling, seamlesslyblendingphysical,digital,andhybrid experiencesintounifiedbrandnarratives.Whetherit'shighprofileexpos,tech-drivenproductlaunches,orglobal marketingcampaigns,Picohasconsistentlydemonstrated itsabilitytodeliverbold,data-informedsolutionsthatleave alastingimpact.
WhatsetsPicoapartin2025isitsabilitytonotjust adapt—butlead—inarapidlyevolvinglandscape.Inanage ofpersonalization,interactivity,andreal-timeengagement, thegrouphasharnessedcutting-edgetechnologieslikeXR, AI,andadvanceddataanalyticstotransformeventsinto meaningful,measurablebrandmoments.Theirstrategic approachplacesaudienceexperienceatthecore,ensuring thateveryinteractionispurposefulandemotionally resonant.
Beyondexecution,PicoGroup’ssuccessisbuiltonits strongfoundationofcollaborationandtalentdevelopment. Theirinterdisciplinaryteams,backedbydecadesof expertise,bringararesynergyofdesign,strategy,and innovation.Thispeople-firstculturefuelstheirmission:to craftexperiencesthatdon’tjustengagebutinspire.
InhonoringPicoGroupasaleadingforceinglobal marketingandevents,werecognizemorethana company—wecelebrateavision.Avisionwherebrands don’tjustspeak,butconnect.Whereeventsdon’tjust impress,buttransform.
Picoisn’tjustbuildingexperiencesfortoday—they’re shapingthefutureofengagement.
Managing Editor
A R T I C L E S Creating Memorable Global Events: The Art of Experiential Marketing
The Power of Storytelling in International Advertising Campaigns
www.facebook.com/CIOLook
www.x.com/CIOLookmagazine
Pico Group Crafting Exceptional Integrated Brand Experiences A single campaign may offer several different experiences incorporating elements of VR, AR, and physical and online activity.
Lawrence Chia Chairman Pico Group
Over 50 years of Total Brand Activation leadership!
Brandshavealwaysbeenmorethannamesandlogos;
theyrepresentstoriesandvalues.Butasfascinating astheymaybe,theyareunlikelytobelong rememberedbyaudiencesunlesstheyarefeltasmuchas heardandseen.Forbrandstotrulyresonatewithaudiences, theymustbe experienced.
Throughevents,marketingcampaigns,exhibitions, conferences,andevencommercialinteriors,thePico Grouphasbeencraftingsuch‘totalbrandexperiences’for morethanhalfacentury.Ineachofthoseyears,ithas combinedcreativitywiththelatesttechniquesand technologiestomakethemmoreimmersive,more engaging,andmorememorablethanpreviouslypossible.It wouldbeanunderstatementtocallthegroup’sapproach merelysuccessful:injustover50years,ithasundertaken projectsrangingfromsingleeventstomajorsports tournamentsandworldexposforclientsofallsizesfrom acrossthespectrum.
Today,withtheadvanceoftechnologiessuchasVR/AR andAI,breakthroughsintheuseofdata,andnew techniqueslikegamification,PicoGroup’sinnovativepath hasbroughtittotheforefrontofanexcitingneweraof brandexperience.Theycallitan‘IntegratedBrand Experience,’anditpromisesmoreofeverythingthatbrands need:bigger,moreactivelyinterestedaudiences,engaged asloyal,long-termbrandcommunities.
Total Brand Activation in a new era
AsPicoGroup’sChairmanLawrenceChiarelates, IntegratedBrandExperienceenablesaudiencestobe engaged—orchoosetobeengaged—inthewaysthatare easiest,mostnatural,andmostorganic: “We use data to deeply understand the habits, behaviours, and perceptions of a target audience, then craft brand experiences to directly appeal to them. A single campaign may offer several different experiences incorporating elements of VR, AR, and physical and online activity, but all integrated seamlessly into a coherent whole with a single purpose.”
“As well as multiplying the ways audience members can become immersed in the brand, the digital elements of such campaigns mean they aren’t necessarily limited to a certain time or place. The potential audience is tremendous. With gamification [a means of incentivising engagement through entertaining brand activities with rewards] in the mix, their engagement can not only be shareable but also ongoing, repeated, and habit-forming.”
Thepotentialofintegratedbrandexperiencehasalready beenrealizedinmanyPico-ledprojects.Inmaturemarkets likeEuropeandtheUSA,brandsareincreasinglyrelying
We have always been innovative and collaborative; we have always used the latest technologies where they offered a clear advantage, and we have repeatedly reinvented ourselves to use the latest advances to the fullest. “ “ ontheirabilityto‘cutthrough’medianoisetoengage audiencesandrealizeanimpressiveROI.Pico’scampaigns forinsurancegiantStateFarm,forexample,havebeen widelylaudedfortheireffectiveuseofsocialmediaand gamificationtograbtheattentionofyoungaudiences.Inthe MiddleEast,thecompanyplayedapivotalroleinthe th successofthe25 ArabianGulfCupOpeningCeremony andhasseveralsignificantprojectsinthepipelinealigning withSaudiArabia’sgiantVision2030initiative.
The team & technology it takes
Asmightbeexpectedwithsuchhighlyintegrated, sophisticatedcampaigns,whatreachestheaudienceisjust thetipoftheiceberg,theculminationoftheintegratedwork ofadiverseteamofprofessionalsthatinsomecases transcendsnationalboundaries.Itisbyleveragingthe expertiseandlocalinsightsof2,600professionalsin35+ citiesaroundtheglobethatPicocansoeffectivelydeliver onclientgoalswithitscross-platformactivations.
Chiaexplainsfurther: “The integrated approach isn’t a bandwagon we’ve jumped onto; it’s something that has evolved naturally from what we’ve been doing all along. We have always been innovative and collaborative; we have always used the latest technologies where they offered a clear advantage, and we have repeatedly reinvented ourselves to use the latest advances to the fullest.”
AidingconsiderablyinPico’sabilitytocollaboratively harnesstheabilitiesandinsightsofdiversepeopleand teamswithintheintegratedbrandexperienceframeworkis itsPowerONEUnifiedITsystem.Thisstreamlines processesandenhancescustomerrelationshipmanagement, ultimatelydrivingconsistentlysuperiorresultsforclients. Becausetechnologyisonlyasusefulasthepeoplewhouse it,thecompanyalsoprovidestrainingtocultivatea knowledgeable,creativeworkforceadeptatnavigating contemporarychallenges.
“ We have not only survived but thrived in this challenging environment, thanks to our culture of innovation, creativity, and flexibility, and we can continue to win a larger market share on the same basis.
“ Recognizingthesignificanceofdata—andunderstanding howtocollectit,analyzeit,andexploitit—isanother distinctiveabilitysharedbyPico’steams.Here,the increasingpresenceofdigital-basedelementsinactivations aidsingatheringcrucialdataonaudiencebehavior The Group’sproprietaryAI-poweredExQ™Experience Analyticstoolthenenablestheeffectivenessofaudience experiencestobemeasuredcomprehensively,both quantitativelyandqualitatively,toprovideinsightsfor furtherimprovementinROEandROI.
Keeping ahead of the curve Nothingstandsstillintoday’smarket,withtheexpectations ofbrandsandcustomersalikechangingwiththeadvanceof technology.Likewise,PicoGroupcontinuestolook forward,exploringnewwaystomakeintegratedbrand experiencesevenmoreengaging,resonant,andfarreaching.
OneofitsnewadvancesisYAOLAND,aversatileWeb3.0 platformoptimizedforlow-costusebybrandsofallkinds. YAOLANDenablesseamlessuserinteractionwithout downloads,regardlessofthedevice.Inside,userscancreate personalizedavatarstoengageinreal-timeinteractionswith brandsandotherusers,facilitatingimmersiveactivitieslike tourism,shopping,andproductdemonstration.Ifdesired, userscanevenearnrewardswhileexploringbrandstories.
Also,intunewiththetimesandexpectations,Picoisoneof theindustryleadersinsustainability Theircommitmentis morethanskin-deep,withthecompanyhavingmade significantstridesinreducingitscarbonfootprint.Inits offices,efficientnewtechnologiescontinuetoreducethe usageofpaper,water,andelectricity,whilePico’sextensive productionfacilities—totallingapproximately70,000 squaremetersoffloorarea—havebecomewell-versedat usingrecyclableandrepurposedmaterialswithminimal waste.
Picoteamsputsuchknow-howtogooduseinmanyclient activations,oftenleadingtoenvironmentallyfriendly innovationsoftheirown.AnotableexampleisPico’s contributiontotheCOP29conference,whereitservedas themainofficialcontractorfortheBlueZone,hostingthe worldwithsomeofthegreenestglobalorganizations.
Looking ahead, as always
“The last decade has seen the global market change radically, and the changes continue, driven by advancing technology, geopolitical events, and the gradual stabilisation of the global economy. Risks of supply chain disruptions and fluctuating demand continue,” Chia observes.“We have not only survived but thrived in this
Our extensive network, the breadth of our deep expertise, and our embrace of new technology and ideas give us an unparalleled edge in the industry and our clients real advantages when it comes to activating their brands. “ “ challenging environment, thanks to our culture of innovation, creativity, and flexibility, and we can continue to win a larger market share on the same basis.”
FurtherbuttressingtheGroup’sreachandcapabilitiesisits recentfullacquisitionofInfinityMarketingTeam,LLC, solidifyingitspresenceintheUSmarket.Theacquisition alsofurtherenrichestheGroup’sabilitytodeliver integratedcross-channelsolutions.Pico’sprojectpipelineis alsofull,withworkintheelectricvehiclessector(forBYD, Polestar,GACAion,andXiaomi,amongothers),several themeparksandmuseums(includingtheHongKong MuseumofHistoryandaHollywood-themedpropertyin Japan),andnotableeventssuchastheSingapore InternationalTransportCongressandExhibitionareall ongoing.
Chiaconcludes,“Our extensive network, the breadth of our deep expertise, and our embrace of new technology and ideas give us an unparalleled edge in the industry—and our clients real advantages when it comes to activating their brands. As always, we’re building on our success and plan to continue our pivotal role in shaping the future of global marketing and events.”
CaseStudiestoHighlight: TheBigGameCametoUs(SuperBowlLVII) HPAntarcticDomeatCoachella TeamCoca-ColaPlayNationattheTokyo2020Olympics
Leadership is the capacity to translate vision into reality. - Warren Bennis Creating Memorable Global Events: The Art of Experiential Marketing Inthehighlyconnectedandsuper-saturatedworldof
today,oldmarketingtacticsloseoutwhenitcomesto connectingwithaudiencesonadeeperlevel.The consumeroftodaynolongermerelysearchesforservices orproducts—they'reouthuntingforqualityexperiences thattranslateintovalues,emotions,anddreams.Thishas spawnedexperientialmarketing,amethodusedtodesign memorable,interactiveexperiencesthatbuildmemories. Globalbrandsareleveragingexperientialmarketingmore thanevertodifferentiate,createemotionalbonds,andbuild long-termbrandloyaltyinforeignmarkets.
Experientialmarketingisnotflashypop-upsorinteractive installations,though.Rather,itisathoughtfulstrategythat shiftsmarketingfromtransactionaltotransformational.It givestheaudienceopportunitiestoengagewithabrandin anactivewayinsteadofreceivingitpassively Witha thoughtfulperformance,virtualrealityexperience, immersiveinstallation,orlive-streamedglobalproduct launch,experientialmarketingputstheaudienceinthe middleofthenarrative.
Whendonewithdeliberationandimagination,these experiencesdelivermorethanfleetingexcitement.They buildmemories,fosterconversation,andleaveasenseof belongingtosomethinggreaterthantheproduct.That emotionalbondisastrongdiscriminatorinacluttered globalmarketplace.
TheGlobalStage:CulturalRelevanceandLocalization Itrequiresmorethantorepeatthesamethingelsewherein othercitiesandnationstoproduceiconicglobalevents throughexperientialmarketing.Culturalsensitivity,local adaptation,andknowledgeoftheregionalidiosyncrasies arewhatcanmakeorbreakit.OnethatisasuccessinNew YorkcanbombinTokyounlessitisadaptedtothelocal culture,sensibilities,orhumor.
That'swhyglobalexperientialmarketingneedsmeticulous researchandcooperationwithlocalinsiders.Fromtoneand languagetovisuallookandmusicselection,everydetail mustbecraftedthroughathoughtfullylocalized perspective.Thatguaranteesauthenticityandrelevanceand preventserrorsthatalienateandoffend.Thosebrandsthat embracelocalizationdon'tsimplycreatetrust—theycreate deeperemotionalconnectionthatresonatesmuchlonger thanamoment.
TechnologyasaFacilitatorofExperience Intheeraofhybridandvirtualexperiences,technologyis boththepaintandthepainterwhenitcomestoexperiential marketing.Fromaugmentedandvirtualreality,artificial intelligence,tolivestreamplatforms,brandsnowcan deliverexperiencesinreal-timetotheaudienceatthe farthestcorneroftheglobe.Withthesetechnologies, opportunitiesopentowardsaccessandinclusion,where peoplewhowouldnototherwisecometoanactualevent arepresentinabrand'snarrative.
Technology-enabledeventsacrosstheworldhavethe potentialtotranscenddistanceandprovideindividualbut sharedexperiences.Fromexperientialbrandexperienceat technologyeventspacestorobotizedproducttrialsthrough AI,aswellasvirtualbrandtoursinspiredbygameplay, technologycanturnpassivespectatorsintoactiveplayers. Mostimportantly,technologyhasthepotentialtoallow brandstocollectuserdatainrealtime,test,andsend behavior-andfeedback-drivenfollow-up.
MeasuringImpactBeyondFootTraffic Experientialmarketingiswronglybelievedtobe unmeasurable.Butintoday'seraofdata,itsimpactcanand mustbemeasured.Contemporarymarketershavethetools tomeasureattendeeengagement,socialmediaimpressions, leadgeneration,brandsentiment,andlong-termloyalty metrics.
Thetruemeasureofanevent'ssuccessisnotnecessarily howmanypeopleattend,buthowdeeplytheexperience touchesthemandmovesthemtoaction.Whetherit'sa surgeinsocialshares,anincreaseinuser-generatedcontent, orarippleeffectofonlinecommunitygrowth,theimpactof anexperiencethatwillnotbeforgottenismeasuredbythe conversationitgenerates.
Inaddition,bycarryingtheconversationswithvisitors beyondtheeventincustomizedcontentorspecialoffers, brandshavethecapacitytotransformfleetingmomentsinto long-lastingrelationships.Experientialmarketingcanstart withaspark,butitsrippleeffectisfeltformonths,andeven years.
Behindeverygoodexperientialmarketingcampaignstands agoodnarrative.Whenstoriesaretoldthatspeaktobrands' purposeandvalues,thereisanopennessforaudiencesnot onlytowitness,butparticipateinthenarrativeofthebrand. Itisthroughthismutualcreationprocess—consumeras activepartofstory—thatadailyexperienceisenhancedto onewherenoonewilleverforgetit.
Experientialexperiencesthatareinternationalneedtobe basedonnarrativesthataretransborder,human-emotive, andaboutwhatitistobehuman.Regardlessofwhetherthe causeissustainability,innovation,inclusion,orcommunity, allofthesecausesallowforaudiencesofvariouscultures andgeographiestoconnectwiththebrandinmeaningful andpersonalways.
BuildingLoyaltyThroughExperience Inaworldwhereconsumersbecomemoreandmorepicky aboutthebrandstheywishtobeidentifiedwith,creating experiencesthatcountisameanstoearntheirloyaltyand trust.Experientialmarketingcreatesasenseofbelonging, emotionalattachment,andownership.Itcommunicatesto themthatthebrandcares,anditcaresaboutitsaudienceas notonlyconsumers,butindividualswithaspirations,hopes, andvoices.
Byputtingforththoroughlyconsideredandculturally relevantglobalevents,brandsnotonlybecome unique—theybecomehuman.Theyarenolongeratagline oralogo.Theyareanexperiencetoberemembered.
The Power of Storytel ling in I nternationa l Advertising Campaigns namoregloballyconnectedworld,brandsare
extendingtheirpresencebeyondbordersandcultures, attemptingtoconnectwithlinguistically,culturally, andvalue-systemdiverseaudiences.Data-drivenpromotion andfocusedmediapositionremainvaluabletools,butitis storytellingwhichliesattheheartoftrulysuccessful internationalcampaigns.Storiesareuniversal.Theyspan geographiesanddemographics,offeringameanstobuild longer-termemotionalconnectionandbrandaffinitythan onecycleofcampaigns.
WhyStorytellingMattersWhentheMarketIsGlobal Advertisershavebeendoingstorytellingforawhilenow, butitsvaluegetsmagnifiedwhentheaudienceisglobal. Factsmayinform,butstoriesdrive.Itenablesbrandsin internationalmarketstomanageculturalsubtletiesina humanway.It'swithinnarrativesthatintangiblebrand valuesaregiventangible,concreteform,andrecall.People mayforgetacollectionoffeaturesorfigures,butnotthe mannerinwhichabrandtreatedthem.Theyrememberthe herowhoconqueredchallenge,thetriumph,thelaughthat wasshared,orthetearfulreunion.
Globaladvertisingneedstoworktwiceashardinorderto resonatethroughmultiplesocialnormsandaffectivecues. Acompellingtaleoffersaunifyingplatformforempathy andfeelingtothrive.Itbridgesacrossculturesbylaying emphasisonuniversalhumanexperiences—family,love, desire,fear,andhope.Theyaretheissuesthattranscend nationalboundaries,andtheyarewhatmakestorytelling themosteffectivesolutioninglobalinitiatives.
NavigatingCulturalNuancethroughNarrative Rollingoutasuccessfulforeignadcampaignismorethan havingthelanguagemerelytranslated.Thereneedstobe culturalawarenessandinstinctregardingnuancesthatalter thereceptionofastory.Somethingthatiseffectiveinone countryisworthlessorworseinanother Thestrengthof tellingastoryistheeasewithwhichitcanberemolded.A storymaybere-moldedmultipletimes,notdeviatingfrom itscoremessagewhilebeingrespectfulofcontext.
Globalbrandsmakemasterstoriesthatarethenlocalizedto incorporatespecificculturalallusions,socialcircumstances, andemotivetones.Localizationdoesnotdilutethe message—itenrichesit.Goodstorytellingallowseach audiencetoidentifywiththestory.Itrespectstheiridentity withoutbetrayingtheglobalvoiceofthebrand.Withthis approach,campaignsarenotmerelyheardbutfelt.
EmotionalResonanceandBrandLoyalty Strongstorybrandsarerecalledlonger,cherishedmore. Storytellingleavesanemotionalimpressionthatgetsbrands rememberedandbelieved.Ininternationalmarketswhere consumershesitatetotrustforeignbrandsorare overwhelmedbychoices,storytellingestablishesfamiliarity andemotionalbonds.Storytellingintroducesthebrandasa friend,acompanion,orevenaninspirationalongwith beingaproductorserviceentity
Whenindividualsempathizewiththenarrativeofabrand, theyaremorepronetobepassionatechampions.They promotethebrand'smessage,rallybehinditsideals,and takeownershipofitsjourney.Emotionalresonancethereby isacompetitiveadvantage,particularlyinsaturatedand jadedmarkets.Storytellingthusisnomarketingtool—itis anenduringwayofcreatingworldwideconnections.
DigitalPlatformsandtheAmplificationofStories Theadventofsocialmediaanddigitalplatformshas revolutionizedthegeographyandscopeofglobal advertising.Agoodstorycannowmaketheroundsofthe globeinhours,gatheringmomentumthroughshares,likes, comments,andwatercoolerconversation.Brandsnolonger needtodependonlinearstorytelling.Theaudiencecannow participate,reinterpret,andevenco-authorstorieswiththe brand.Thissharedstorytellingenvironmentengagesthe audiencemoreandextendsthecampaignduration.
Visualstorytelling,bite-sizedcontent,interactive,and influencerpartnershipsallowbrandstotellinaformthat suitslocaldigitalbehavior Thenarrativemayevolveacross channels,havingadeeprichexperience.Eachtouchpointis anopportunitytomakethebrand'semotionalbonddeeper withitsglobalaudience.
AuthenticityastheCoreofImpactfulStorytelling Honestyisn'tanoptioninglobalmarketing—it's imperative.Consumersthesedaysarespecialistsin recognizingartificialattemptsatappropriatingcultureor insincereattemptsatstorytelling.Bestcampaignsareones thatsharetheirnarrativefromthepointofauthorityand intentionality Theynarraterealnarratives,realfaces,and realstruggles.Theysharevulnerabilityandempathy,and theyrejoicewithvictoriesandlosses.
Authenticstorytellingshowsabrand'scommitmentto listeningandrespectingtheindividualsitintendstoserve.It turnscampaignsintoconversationsandconsumersinto communities.Inaninternationalworld,thistypeof authenticitycanmeanthedifferencebetweenfleeting attentionandlastingimpact.
TheEnduringValueofStory Storytellingisthemosthumanofallmodesof communication.Itishowweexplaintheworldto ourselves,givemeaningtoourexperiences,andconnect withothers.Inglobaladvertising,storytellingisthebinding forcethattiesinternationalcampaignstogether.Itbrings strategysoulandcommercehumanity.
Asbrandsreachfartherandfarther,theonesthatleadwith genuine,culture-connectedstorytellingwillnotonlybe heard—they'llbetrusted,they'llbeloyal,andthey'llcreate alegacythatcrossesborders.
