As livestream commerce rewires retail across APAC, in-housing is as much about speed and control as cost. When a single Chicjoc stream can generate RMB100 million and Taobao’s strongest live sales now come from store-run channels, the question is no longer whether brands should bring capabilities in-house, but how much.
TODAY'S EDITION
03/20/2026
Latest
'There has always been a tax collector in your tech stack'
The TTD-Publicis fallout just made it impossible to pretend otherwise.
Why in-housing is redefining brand control across the world
OUT NOW: Campaign Red’s latest market report 'The Inside Job'
Omnicom Media wins Nord Anglia Asia remit, led from Vietnam
The account was won after a competitive pitch.
Creative Minds: Sophie Harper once hid her creative side, until she realised copywriting was poetry with a pay cheque
The Saatchi & Saatchi Sydney scribe channels her stage presence and poetic flair into every pitch.
The Knowledge
APAC's creative power map: what three years of Spikes data shows
Australia, Japan, India and New Zealand still lead but data suggests the balance of creative power is starting to tilt.
HSBC revives its iconic 1980s passbook ad in Hong Kong
The throwback glows with the charm of a bygone era to promote a shift to integrated mobile banking.
OpenAI owns the AI conversation and Anthropic's 'good guy' play isn't changing that: study
The ChatGPT parent leads global AI narrative as rivals trail significantly, per Carma's research.
'Product is number one, two and three': H&M’s global CMO on fixing fashion’s retail problem
In a wide-ranging interview with Campaign Asia, global CMO John Ehrnst talks through the end of bland retail, what drives Gen Z back into stores, and why Asian insights now sit at the heart of the Swedish giant's strategy—and why, even now, everything begins with the product.
From indie to holdco and back again: RGA’s PE-owned independence
RGA leadership talks about the agency’s first year of returning to independence.
Coach and Kate Spade parent taps Dentsu to consolidate APAC media business
Exclusive: The three-year mandate spans brand and performance media planning and buying.
‘Still finding its feet’: Underwhelming early returns for ChatGPT Ads
Multiple brands have reported less than ideal results from their first few weeks of experimenting with ChatGPT Ads, citing poor CTR’s and opaque measurement capabilities.
The Iran war will not hit APAC advertising the way many assume
‘China is still the strategic variable,’ Whittaker writes, as a more fragmented APAC advertising landscape could blunt the risk of a single shock hitting all markets equally.
Why the ChatGPT uninstall wave is a brand story, not a tech story
When a defence contract determines whether people will use that AI, we have moved beyond features. Something deeper is happening, opines Sanat Sinha.
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The Work
Partner Content
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AI is a marketer’s best ally: how to win by harnessing human creativity
The remarkable data-crunching power of AI has rewritten the rules of marketing. But as two of the region’s most celebrated marketing leaders explain, it leaves the profession with a critical quandary – how to avoid just doing more of the same, faster, and instead practice the sort of ‘creative bravery’ that leads to outstanding results
IBM and Ogilvy end 32-year creative partnership
The WPP-owned agency has been the technology brand’s creative AOR since 1994.
Call for entries: Campaign Asia-Pacific’s 2026 Power List
The recognition will spotlight marketers who drive innovation, shape consumer behaviour, and redefine the game. Know a trailblazer leading the charge or think it’s your time to shine? Nominate now.
Omnicom Media appoints new OMD global leader
Ellen Griffin succeeds George Manas, who has been promoted to chief growth and solutions officer of Omnicom.
What do you do all day?
Ahead of Mother's Day a freelance director writes about her experience as a new mother.
Ray-Ban owner consolidates global media duties into Publicis Groupe
WPP Media and Publicis Groupe managed the majority of media duties before the consolidation, Campaign understands.
Why the messy middle of the 'sandwich years' makes the best leaders
The sandwich years are hard. Parenting, parents and a high-pressure professional role, all at the same time.
OPINIONS
Why marketing needs a more human story of health
Wellness marketing in Asia often glorifies perfection. Stuart A Spencer argues brands should focus on everyday progress if they want to make healthier lives feel possible.
WPP's Elevate28 is a white flag, not a victory flag
The $676 million savings plan is an exercise in juniorisation, centralisation and using AI as a shield to cut senior staff, writes a veteran of the "now-defunct holdco model."
Why age diversity still struggles for airtime?
Too many people plan their exit from advertising by 40, convinced experience has an expiry date—an outdated bias, one agency founder says it's time to dismantle.
The problem with 'women-focused' marketing
Almost 70% of women don't feel confident by the way marketing portrays them. Brands need to stop looking at women as a neat little segment.
Alvin Neo: Employees over 50 remember fundamentals, having learnt the hard way
With the deadline for Campaign's 50 Over Fifty list for 2026 approaching, one of Singapore's most prominent CMOs who won the recognition last year, explains how a healthy ' bullshit radar' can give senior professionals an advantage if also open to learn.
Why hesitation might be women's most valuable AI skill
The world doesn't need more people racing toward an AI future without stopping to ask what kind of future it actually is.
If you want transformative work, stop benchmarking the average
In a bell-curve industry, excellence is statistically rare. Darren Woolley argues that benchmarking the average almost guarantees mediocrity.
Women have been giving for years. Where is the gain?
IWD 2026: For decades, women have given time, labour and emotional energy in exchange for the promise of progress. Charu Srivastava says it’s time that generosity delivers real authority and access.