Opinions

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It’s time to fix how we measure
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19 hours ago

It’s time to fix how we measure

Unless we start from scratch and build systems that give us meaningful insights, we may as well move to the Caribbean, says Henry Wood at Marquis Insight.

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Chinese New Year videos: Old dog, new tricks
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Feb 15, 2018

Chinese New Year videos: Old dog, new tricks

Nick Erskine-Shaw shares a few tips on how all brands, big and small, can get in on the action as we enter the Year of the Dog.

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A CNY resolution for agencies: Be more like dogs
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Feb 15, 2018

A CNY resolution for agencies: Be more like dogs

In the upcoming year of the dog (and in any year), agencies would do well to cultivate the qualities humans admire in canines.

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The imitation game is killing Chinese design creativity
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Feb 13, 2018

The imitation game is killing Chinese design creativity

'Walk first, die first' might hold true on battlefields, but the instinct to avoid risk is devastating for design creativity—and for brands—in China, writes JKR's René Chen.

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Why leaving adland is the easy option
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Feb 12, 2018

Why leaving adland is the easy option

The perception is that it’s easier to leave the industry than to change it. I call bullshit.

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Advertising and moral hazard: questions that brands and regulators must ask
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Feb 12, 2018

Advertising and moral hazard: questions that brands and regulators must ask

There is peril at the intersection of public proclamations of purpose and the pursuit of profit, writes GroupM's former chief digital officer.

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Why Japan should pay attention to Muslim millennials
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Feb 9, 2018

Why Japan should pay attention to Muslim millennials

In his first article examining Islamic culture from a Japanese perspective, Shun Matsuzaka of McCann Worldgroup notes that young Muslims have a strong interest in Japan, but that the country still has much to learn about their culture.

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Storytelling in 6 seconds: Tips for the shortest video ad format
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Feb 9, 2018

Storytelling in 6 seconds: Tips for the shortest video ad format

BBH China's CCO shares advice based on the agency's experience converting a fairy tale into a series of ultra-short clips.

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Pokémon Go launch in China: Better late than never?
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Jan 31, 2018

Pokémon Go launch in China: Better late than never?

Some expect the AR game's China launch to disappoint. But Taptica's SVP for client services still sees a huge opportunity for marketers.

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Let's make 2018 the year of transparency: WFA president
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Jan 30, 2018

Let's make 2018 the year of transparency: WFA president

For clients to see agencies as true business partners, we need to see meaningful commitments on both sides, built on transparency, openness, access and fair remuneration.

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No one wants to have a drink with you
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Jan 26, 2018

No one wants to have a drink with you

Young people in Japan have profoundly different expectations than their managers as to what company life should be. We need to listen to them.

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Let's end the panic over Facebook's algorithm changes
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Jan 26, 2018

Let's end the panic over Facebook's algorithm changes

It's not going to be so bad, and following some simple advice will better serve brands, writes Ogilvy's head of digital and social in Malaysia.

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Can we all stop developing advertising the way small children play football?
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Jan 25, 2018

Can we all stop developing advertising the way small children play football?

When everyone is running to one spot, BBH's APAC chairman despairs.

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Japanese companies need to do a lot more to become female-friendly
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Jan 24, 2018

Japanese companies need to do a lot more to become female-friendly

While corporate Japan is heading in the right direction with maternity and childcare leave, it needs to jettison social norms that continue to make workplaces uncomfortable for women.

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Accenture juggernaut sets pace in sector ripe for disruption
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Jan 23, 2018

Accenture juggernaut sets pace in sector ripe for disruption

Accenture showed it was serious about moving into marketing services in 2017. It must prove it can win business in 2018, writes Campaign UK's head of media.

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Facebook's big newsfeed rethink: 5 key lessons for brands
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Jan 19, 2018

Facebook's big newsfeed rethink: 5 key lessons for brands

Fans are useless, organic reach is (mostly) dead, and three other truths you need to absorb.

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Why Instagram is about inspiration, not influencers
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Jan 16, 2018

Why Instagram is about inspiration, not influencers

Brands in Japan are falling over themselves to be ‘Instagenic’, but they must remember to communicate on the same level as the people they are trying to reach, explains AKQA’s Omri Reis.

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Are we representing the voice of the customer, or just stalking them?
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Jan 15, 2018

Are we representing the voice of the customer, or just stalking them?

A little less time with the data and a little more with the digital consumer goes a long way in building trust.

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These technologies will set the tone for marketing in 2018
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Jan 11, 2018

These technologies will set the tone for marketing in 2018

According to R/GA’s group technology director.

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The end of agencies as we know them, and what to do now
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Jan 11, 2018

The end of agencies as we know them, and what to do now

Rei Inamoto offers some sound advice for advertising service providers that want to remain relevant.

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