The controversial RM49.56 million branding contract for the Asia Pacific Economic Cooperation 2020 Congress (Apec 2020) got off on the wrong note earlier this month when its attempt to create a social media buzz became the butt of jokes.

Social media analysis shows it was a satirical take on the campaign by artist Fahmi Reza, which won the most engagement and exposure on social media, negating the positive buzz that the paid campaign aimed to generate...