Despite creative highs and big wins in India and Southeast Asia, McCann APAC’s 2024 story was one of steady resolve rather than standout acceleration—with structural shifts, China softness and the looming Omnicom–IPG merger shaping a pivotal year ahead.
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Based on $2.4 billion in ad spend across 1,300 apps, AppsFlyer’s latest report reveals why emotional storytelling, tutorials and platform-native talent now outperform big-budget creative in mobile marketing.
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OMD holds strong in second position while Publicis' Starcom climbs the highest after retaining Dabur's media mandate.
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A three-part video series sees Changi Airport positioning itself as the gateway for travellers to discover Southeast Asia’s rich food culture.
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