Robert Jeffery on Muck Rack

Robert Jeffery

  • Editor, Writer, and B2B Media Team Leader, Freelance
Singapore
As seen in: The International Journal of Behavioral Nutrition and Physical Activity, Campaign (UK), Campaign (US), Management Today, Raconteur, Campaign Asia, People Management, Third Sector, Campaign India, InPublishing Magazine and
Writer, editor and content strategist, and exiled AFC Wimbledon fan.
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Articles

Saving Singapore football

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By Robert Jeffery
| jom.media
The silence as dusk falls in Bishan Stadium is broken only by trains clattering into the depot in the distance, a small hubbub at the kopi stand, and the booting of the ball in the foreground. But soon, the chorus rises again, a few strained voices at first, then several dozen joining heartily, and eventually a drum accompaniment: “We all hate Sailors, da-da-dum. We all hate Sailors, da-da-dum”.
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‘Just because you can do it doesn’t mean you should’: PepsiCo’s Sorin Patilinet on AI and marketing restraint

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By Robert Jeffery
| buff.ly
The point when Sorin Patilinet realised the marketing profession had started to get serious about meaningfully integrating AI into workflows was, he jokes, “when people stopped just making animated characters”. The public release of ChatGPT in 2022 prompted introspection and plenty of rumination, but mostly, he adds, it turned marketers into amateur animators determined to create humanistic animals and use them in thrown-together campaigns for everything from credit cards to chocolate spread.
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The 2025 wrap: The biggest brand blunders and backlashes of the year

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By Robert Jeffery
| buff.ly
From Himalayan fireworks to a thong trimmed with fake pubic hair, 2025 was a crash course in how quickly brand ambition can blow up in public. Across APAC and beyond, marketers ricocheted between cultural misfires, creative overreach and some truly spectacular own goals. Here are ten standout moments from a year when the internet’s patience wore thin, and its pitchforks stayed sharp. 1.
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