Opinions
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Beyoncé's country pivot and lessons in fearless marketing
In the disrupt-or-die era, there is no space for marketers to fear failure. If your brand is strong, creative risks pay off. Take a cue or two from Beyoncé's masterclass in risky branding.
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Want to be funny on social media? Don't appropriate culture
Allen & Gerritsen PR associate Tyler Brindamour urges brands to avoid appropriating inauthentic vernacular in their attempt to connect with audiences.
Gamers are not who brands think they are
From geeks to grandmas, the traditional gamer persona no longer holds true. So what does it mean for brands?
M&A rumour mill is buzzing as Publicis pulls ahead of agency pack
Speculation has created what one insider calls a 'febrile' atmosphere at the top of the agency sector.
Taking the entrepreneurial route: Lessons from a first-year founder
Starting a business is no easy feat, but it's one of the most fulfilling adventures you could undertake. Charu Srivastava, co-founder of TriOn & Co., reflects on her first year leading the business.
What are ChatGPT, Copilot and Gemini saying about your brand?
AI and the (near) future of brand reputation management, from Axicom’s Brian Snyder.
How to tackle data-driven customer experience strategy
It's never been more crucial to understand audience targeting, brand growth, and campaign success measurement. Yet, Australian businesses are lagging in the adoption of data-driven strategies, asserts RMIT Online's Anshu Arora.
Transphobic media organisations are alienating the whole queer community
As part of Lesbian Visibility Week, the movement’s director says brands whose adspend drives the culture wars should expect to be shunned by the whole LGBTQIA+ community.
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What Swifties can teach CMOs about the internet
Marketers could learn a thing or two from Swifties’ understanding of the internet's machinations and willingness to learn more for the sake of their idol.
How Gen AI is changing customer support through email
Traditional ticketing systems are falling short of modern expectations. Businesses need to harness AI to refine their email strategies and deliver a seamless customer experience, writes Yellow.ai's Rashid Khan.
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We all have a collective responsibility to make progress on sustainability
To mark Earth Day 2024, Matt Bourn and Sebastian Munden, authors of a book on the importance of sustainable advertising, warn that this is no time to stand still.
Formula 1 Shanghai: A watershed event for brand sponsors
With Shanghai native Zhou Guanyu in the race, this could be the kickoff to even more fierce positioning among Chinese brands.
Two generations, same Spotify playlist: Why marketers need to know Gen X to reach Gen Z
They might be separated by 30 years but the two generations have many similarities, says the Forsman & Bodenfors cultural strategist.
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Campaign's Spotlight HK 2024: Highlights
The full-day event in Hong Kong on April 18 saw dozens of marketers share insights on disruption, AI, trust, and more. Catch the event highlights here.
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How businesses in China should balance prosperity and ESG
SPRG's Arthur Hagopian on the many benefits of ESG for Chinese businesses, and how they should adopt them.
Bling bling: Exploring the landscape of luxury in India
From the boom of the middle class to the 'if I want it, I'll get it' attitude of Gen Z in the nation, the meaning of luxury in India is evolving rapidly and brands need to catch up. Quantum's Himani Pundir explores.
Signs of light: Is fun coming back to adland?
The best reason to work in advertising should be that it’s fun, says Angus Tucker. Without it, advertising is just telemarketing.
The individual vs the collective effort in environmental progress
Brands have the power to revitalise the value of sustainability, its collective progress, and individual benefits—and now is the time for them to do it. Natasia Wangsaputra opines.
What the printing press democratisation of knowledge can teach us about AI
Businesses must embrace AI across operations, services, and strategy or risk becoming obsolete, warns Fujitsu's APAC CEO Graeme Beardsell.
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Diary of a Young Creative: Darkrooms and waffle heists
We decamp to the great city of Berlin for this latest diary, featuring Haribo, hedgehogs, marathon training and the occasional crafty ciggie.
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