Asia is rising but its brands need to stop hiding
No doubt, Asia’s GDP is soaring and its cultural influence is on the rise. Yet, as execs from The Effectiveness Partnership point out, its brands are still getting lost in the shuffle.
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The job of advertising is not to sell
"Be more entertaining. Be more interesting. Be more attention-grabbing. Hit people in the feels,” urges Zac Martin, who challenges advertising’s fixation on persuasion.
Why CMOs must design a future where AI, humanity, and creativity coexist
As more creatives adopt AI in their work, creativity is at risk of sameness. Putting humanity at the centre of the craft harmonises AI's precision with human unpredictability, says Yasu Sasaki, global chief creative officer at Dentsu.
'Baidu it and you’ll know' fades as China's Gen Z turns to social platforms for search
As traditional search engines lose ground, China's Gen Z are increasingly turning to social media and AI tools for quicker, more relatable answers.
The Candid CMO: Why Cheryl Goh doesn’t play it safe at Grab
Grab’s founding CMO, Cheryl Goh, looks back on 13 years of building the brand, pushing past consensus, hiring people better than her, and why purpose still drives everything she does.
Cutting through complexity with humanised communications in APAC
At a recent dinner and panel event hosted by Campaign Asia-Pacific and We. Communications, We.’s President of APAC Nitin Mantri says that “APAC communicators are among the least likely to believe that things have stayed the same,” and humanised storytelling is required to close the gap between what organisations say and what audiences hear.
Confessions of a CMO: Global-regional trends shaping the role
Campaign sat down exclusively with John Harris, CEO of Worldwide Partners, Inc.(WPI), the world’s most collaborative agency network, and Humphrey Ho, president of Helios Worldwide and Asia Pacific board director at WPI, for an in-depth discussion on how the role of the CMO is evolving within today’s rapidly shifting marketing landscape.
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.
In marketing, it is better to be interesting than right
Marketers should prioritise grabbing attention over being correct when making ads, even if it feels random or weird, says TBWA Melbourne's Zac Martin.
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.
Jaguar Land Rover axes chief creative officer
Sources tell Autocar and Autocar India that designer Gerry McGovern was asked to leave the firm this week.
The problem with ROI
ROI looks impressive on a slide, but it’s a measure of efficiency, not effectiveness. As Zac Martin argues, it rewards cuts over growth and short-term wins over long-term brand value.