Opinions
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Why sports marketing should lean into intimate, culture-driven experiences
In a world shaped by Gen Z and hyper-local engagement, the winning brands aren’t the loudest—they’re the ones that create authentic experiences that foster belonging and build trust.
Creative Minds: Vũ Đăng Khoa is fuelled by chaos and curiosity
Dentsu Creative Vietnam’s Vũ Đăng Khoa on his journey from scrawling graffiti on textbooks to the more controlled chaos of advertising.
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Woolley Marketing: How much transparency is too much transparency?
Trust in advertiser-agency relationships hinges not on absolute transparency, but on reasonable openness that empowers both sides without drowning them in irrelevant details, says Darren Woolley.
Is there more to adland's talent crisis than we think?
OPINION: What if the industry's persistent talent woes aren't just about scarcity, but also a growing disconnect between the creative promise we sell and the operational reality we deliver?
Did marketing create the manosphere?
A new report reveals how marketing’s obsession with success and status has fuelled a toxic ideology in young men.
Why it’s time we took Singaporean content creators more seriously
Hazel Yap, co-founder of influencer marketing agency Serious Media, unpacks the business behind the buzz—arguing that content creation isn’t just Gen Z’s latest phase, but a viable career reshaping Asia’s marketing economy.
11 minutes of fame, many more of regret
Blue Origin’s mission promised empowerment but delivered disappointment—missed opportunities, tone-deaf choices, and a frustrating lack of impact.
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100 days in, how are Trump’s tariffs reshaping marketing in Asia?
SOUNDING BOARD: As the ongoing US tariffs fuel uncertainty across global trade and regional growth, Campaign asks brand and agency leaders across Asia about how they're rethinking priorities and preparing for a more volatile future.
Creative Minds: Gian Nealega is a believer in the greatness of grit
Grit, determination, persistence and a whole lot of creativity has helped Dentsu Creative Philippines Gian Nealega shift lanes from training to be a nurse to becoming a creative leader.
Old souls, smart tech—the consumer paradox brands can no longer ignore
As technology races ahead, a new kind of consumer is emerging—one who wants smart solutions powered by AI, but also the grounding comfort of rituals, nostalgia and analogue charm, observes FCB Interface's Noor Samra.
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As US slams door, can the rest of the world offer Chinese ecommerce a lifeline?
Or is this just another dead end? The party seems to be over, writes Ian Whittaker, as Chinese ecommerce giants scramble amid the US crackdown.
Death to 'the client'
The evolution of ‘the client’ from a straightforward descriptor — someone receiving services — to a phrase laced with frustration or negativity is easy to understand.
Here’s a thought: The ad industry still needs big personalities
While personality cults around agency founders seem a relic of a less enlightened past, three experts argue that to break the rules and take back control, advertising needs at least a few larger-than-life figures.
Are Gen Zers just boomers in disguise? What marketers must be mindful of as kids become adults
Marketers have long attempted to distill generational behaviors into easy stereotypes, but Gen Z resists these tidy boxes.
The Labubu economy and the business of joy
‘Little joys’ and the continued impact of Asia across Western culture cannot be ignored.
Why music still matters in modern branding
In a world obsessed with visual-first content, brands often forget their most powerful trigger is sound, argues Quantum’s Rahina Renanggalih.
The new rules of out-of-home in political advertising
With Australia’s federal election looming and political ad spend projected to increase by 21%, Digital out-of-home (DOOH) is bringing data, flexibility, and measurability to the table–without the algorithmic noise says Veridooh’s Jeremy Yang
The biggest shift in PR history is not AI
Agencies need to address a fundamental shift in the nature of the PR industry, says Instinctif Partners’ Jim Donaldson
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The art of dealing with the new trade order
Donald Trump's tariff tornado will have wide-reaching implications, potentially placing advertisers and agencies at a fundamental pivot point says New Commercial Arts’ David Golding
Is corporate silence on Trump tariffs really golden?
Despite a chaotic week for PR figures handling the fallout from US President Trump’s tariff changes, the corporate world has remained relatively silent—but is this the right comms move?
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