Campaign Asia

DoubleVerify extends brand safety controls to 100 languages

TECH BITES: The firm cited research that claims the majority of online consumers outside the US “rarely or never buy from English-only websites.”

Tech MVP 2022 opens for entries

Nominations are open until April 29 for the most exceptional technical talent within the marcomms industry and the most innovative products from Asia-Pacific.

Meet Campaign's editorial team according to Google

Ever wondered what your search history says about who you are as a person, and how advertisers are targeting you? Presenting Campaign's editorial team, according to our Google ad profiles.

Senior tech leaders join Tech MVP 2022 award jury

Jury of six technology leaders from Essence, Google, Jungle Ventures, PubMatic, SCMP and Wunderman Thompson will judge entries in Campaign's awards for the region's top tech talent and products, with Haymarket Asia's editorial director acting as chair.

Australia's media regulator to investigate how tech platforms handle misinformation

The Australian Communications and Media Authority has been granted additional powers to review tech platforms' misinformation processes and improve a self-regulatory code being drafted by the industry.

Why are NFTs so divisive?

The emerging technology has polarised the industry, which tech experts attribute to a poor understanding of Web3. Three agency leaders unpack criticisms of NFTs, and suggest moving from 'fads' to long-term innovation planning.

HSBC acquires land in The Sandbox virtual world

The bank's first foray into the metaverse includes a virtual sports stadium, building on its legacy of sports partnerships.

Which agencies have the most comprehensive gender initiatives in APAC, and which have none at all?

As part of our International Women’s Day content, we have analysed the gender initiatives, targets and staff ratios across the 41 agencies we judged in our Agency Report Card project to establish average ratios, who is leading and who is lagging.

ACCC sues Meta over Facebook scam crypto ads

Australian regulator alleges that Meta "aided and abetted" scams that have robbed citizens of thousands of dollars since 2020.

Campaign asks: Are NFTs innovative or an overhyped fad?

SPOT SURVEY: Enthusiasts believe NFTs present "endless possibilities" for brands, but critics view the unique tokens as a "passing trend". Where do you stand?

Vaccination campaign that 'resurrects' those who died from Covid wins Young Spikes award

A proposal to post messages about the life-saving qualities of vaccines from the social-media accounts of people who died of Covid—intended to be shocking enough to cut through social-media feeds—won gold in the Young Spikes digital competition.

'Paradigm shift' needed to improve gender diversity in senior creative roles

Little progress has been made on improving the diversity of creative leadership—one of adland's biggest weak spots. What is required to fix this?

Google reveals significant step to restrict cross-app tracking on Android

The company plans to introduce stricter privacy controls including the removal of cross-app identifiers such as its own Advertising ID. The announcement comes just weeks after the impact of Apple's similar move—on Meta in particular—was revealed.

MediaMonks to roll out six-month graduate training programme in APAC

Talent development scheme will provide graduates with functional and role-based training, with a particular focus on digital and data skills.

The Philippines has the highest population of vlog watchers and influencer followers: Report

We Are Social and Hootsuite's annual Digital 2022 report reveals the habits of Asian internet users, who spend longer on mobile devices than anyone else in the world.

The Trade Desk pulls out of Google's ad auction: What are the ripple effects?

The demand-side platform has developed OpenPath, a product that connects advertisers directly with premium publishers, in the process ditching Google's auction. But it also circumvents adtech intermediaries, drawing ire from the supply side.

Mozilla and Meta collaborate on privacy-preserving attribution solution

Despite Mozilla's long-standing criticism of Facebook, the two companies have co-developed a measurement solution for the post-cookie, post-IDFA world—drawing ire from privacy advocates.

Mark Heap on ‘moving across the aisles’ to Mindshare and the ‘subtle difference’ between media agencies

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

Is Topics too basic?

Google Chrome's new proposed cookie alternative may be favoured by consumers and regulators, but appears to offer significantly reduced value for advertisers, according to early reactions from adtech experts.

Vattanac Brewery's Krud aims to 'raise the standard' of Cambodian beer

The Cambodian brewery is one of a handful of new players seeking share in a crowded market. It believes its focus on quality and a celebratory brand identity designed by TSLA will help it stand out.

How to prepare for hybrid commerce: Chinese consumers lead unification of online and in-store

As consumers seamlessly hop between physical and online, brands are expected to provide real-time stock information and personalised experiences across all of their touchpoints. But they must demonstrate a value exchange to consumers to collect the data they need.

Political disinformation among APAC's media-responsibility challenges: Mediabrands

Global clients want help navigating brand-safety and media-responsibility issues in APAC. But establishing standards is complex in a region with vast cultural and digital diversity. Mediabrands' Harrison Boys discusses his plans to tackle the nuances of the region.

The year ahead for adtech: First-party data, comprehensive ID solutions, increased standards

From adapting data strategies for continued deprecation to reassessing measurement and from infusing greater creativity in mobile to bringing standards to CTV, 11 adtech leaders guide us through what's coming for programmatic in 2022.

BBH traverses real and game worlds for Garena's Free Fire global campaign

BBH has developed Free Fire's first global brand campaign to introduce its 'Battle In Style' brand identity after being appointed strategic creative brand partner earlier this year.

Publicis and Siam Commercial Bank joint venture aims to bring banks into digital age

The platform-as-a-service business will provide consultancy and tech solutions to financial institutions, to help them reinvent how they engage with their customers online.

Netflix slashes India subscription prices by up to 60%

The streaming service is further tailoring its plans in India as part of a strategy to grow its footprint in low-income economies.

Kraft Heinz Asia CMO: Consider business objectives before investing in new metrics

Marketers should consider which metrics serve to increase sales, market share or penetration, and which are simply "old wine in a new bottle", says Dhiren Amin.

Ogilvy and TBWA clean up at Southeast Asia AOY

WPP agencies Ogilvy and Mindshare mark their return to AOY with 22 award wins for Southeast Asia, while TBWA retains the region's Creative Agency of the Year title.

Marketing in the metaverse: The biggest opportunities for brands

Brands are rushing to build real estate in the virtual realm before the market becomes bloated, but some are more of a natural fit than others. Campaign speaks with five marketing and innovation experts to figure out which experiments show promise.

A third of online Black Friday shoppers were fake: Cheq study

Cybersecurity firm Cheq estimates that retailers wasted $1.2 billion this Black Friday due to a combination of financial fraud, skewed data and lost revenue.

Who will control the metaverse?

Now that Facebook has shifted to Meta, who will pull the strings in what is being touted as the next iteration of the internet? Eight digital-marketing experts discuss whether decentralisation will come to fruition, or whether big tech players will keep their walled gardens up.

Apple says it earned nearly one-third of 2021 revenue from emerging markets

Technology giant said it has doubled its business in India and Vietnam over the past year and recorded an 83% surge in sales from Greater China in its fourth quarter.

Coca-Cola lifts full-year outlook as it steps up marketing spend

Beverage giant says it is reaping the rewards of a "more efficient and effective" approach to marketing. It is preparing for further change next year following the conclusion of its agency review, expected in Q4.

The Facebook Papers will not materially impact adspend, experts say

SOUNDING BOARD: While there may be some "token freezes" in spend, the social-media platform is considered "too big to fail", especially in Asia-Pacific.

Facebook outlines new direction as growth decelerates and scrutiny intensifies

Mark Zuckerberg reveals new strategic vision for the company as it faces revenue headwinds due to Apple's tracking changes, growing competition from TikTok, and fresh accusations of immoral behaviour.

Netflix catapults up Vietnam's top 100 brands

Vietnamese consumers favour brands that have provided entertainment and delivery services, home staples and affordability.

Vingroup drives away as Vietnam's top local brand

Vingroup's global EV ambitions and its commitment to aid in the pandemic have helped it get the cream over Vietnam's number one dairy manufacturer, which has topped the ranking for several years.

Will the metaverse trigger a restructuring of brand and agency teams?

The advertising industry can be slow to take advantage of new marketing opportunities due to legacy structures and relationships, as well as a lack of specialist talent/skills. Industry experts discuss how the metaverse could force some much-needed change.

Japan continues to witness high ad fraud while emerging markets make headway: IAS report

Grappling with high CPMs, Japan and Singapore report some of the highest fraud rates for IAS, while local brands pull rates down in Indonesia.

The making of Mandai Wildlife Group, a four-year branding project

The SVP of brand and communications at Mandai Wildlife Group and the creative lead at TSLA take Campaign behind-the-scenes on the exhaustive work that went into creating the Mandai brand.

Search your colleague's video background for signs of poor mental health, says awareness campaign

Is your co-worker's house messier than usual? Do they seem distracted? This could be a sign of mental ill health, according to Performics Mercerbell's awareness campaign.

Mediacorp shifts from short-term metrics to offer brand uplift

The CNA publisher will offer advertisers the ability to measure performance across awareness, consideration, preference and action intent.

Influencer marketing shifts gear to home-based verticals, product marketing and Twitter

Instagram remains the dominant platform for influencer marketing campaigns in the region, but its growth is plateauing while that of Twitter is ramping up, according to a report from AnyMind Group.

Google adtech dominance exposed; Australia watchdog plots regulatory crackdown

The ACCC's comprehensive inquiry into adtech has exposed an industry laden with anti-competitive practices, transparency problems and pricing issues—and calls for the power to develop "new regulatory solutions".

GroupM ties with Twitch in APAC to bolster gaming expertise

Agency network says it is the first to partner with Twitch in the region.

How did we get here? Merlee Jayme discusses why sexual harassment has permeated the ad industry

Dentsu International's APAC creative leader has been a prominent voice on harassment within the industry for several years. She is “pissed” that it allegedly slipped through the cracks at her own agency. Now she wants to see action.

Wouldn't you like to look like this beautiful hand-drawn owl?

INSPIRATION STATION: The video game publisher behind revered online puzzle game 'When the Past was Around' is offering one bespoke portrait from its Indonesian artist.

Eating ice cream in an Airbnb: Australia's top 100 brands

Magnum, Airbnb and electronics giant Hitachi rocket up more than 100 places in our ranking of Australia's favourite brands, a list that branding experts say displays a mixture of innovation and dependability.

Australians swap travel for a trip to the supermarket

Campaign's exclusive ranking of Australia's top local brands shows consumer support has shifted to businesses which delivered on essential needs—from groceries to banking, internet connectivity to search. Google becomes only international brand in the top 10.

Bots account for 8% of organic search traffic and 37% of direct traffic: Cheq report

EXCLUSIVE: The cybersecurity firm finds invalid traffic is causing missed SEO conversion and skewing marketing analytics.

Japanese architect reuses phone technology to craft a musical instrument from rings of bamboo and carbon fibre

INSPIRATION STATION: Kengo Kuma designed a multi-sensory installation for Oppo—an evolution of their 2019 collaboration—with a score from Japanese violinist Midori Komachi.

4As Philippines to release safe workplace code of conduct

Code will seek to ensure that agencies of all sizes have proper policies in place to protect their staff, as a wave of harassment accounts in the Philippines ad industry comes to light.

A book that will last 1000 years

INSPIRATION STATION: What if you could write a letter that could be perfectly preserved for great, great, great grandchildren to read? Ki Saigon figured out how, and the answer lies in our bins and the bellies of fish.

Singaporean artists depict country's fondest memories

INSPIRATION STATION: Up-and-coming artists visualise Singapore through the fondest memories of local dwellers, as part of a crowdsourced art exhibit by BBC StoryWorks.

Wunderman Thompson merges APAC and EMEA leadership under Ewen Sturgeon

Following departure of APAC CEO Annette Male, the region will fall under one international leader.

LinkedIn calls time on ephemeral Stories

Platform says its professional users want a more permanent and creative video experience.

Wunderman Thompson's APAC CEO Annette Male lands Facebook role

EXCLUSIVE: Male takes over leadership of Facebook's APAC agency team following departure of Neil Stewart in May.

How will marketers adapt to China's video-game restrictions for kids?

Industry experts give their thoughts on government-imposed gaming limits, and predict how marketing to young people may shift as targeting opportunities reduce.

Chinese tech giants split over long-term impact of Beijing's regulatory crackdown

China's biggest tech firms posted strong second-quarter revenues despite regulatory headwinds, leading to mixed expectations for the long-term.

'Unfair' and 'demotivating': APAC adland not enthusiastic about location-adjusted salaries

SPOT SURVEY RESULTS: Most in the industry believe location-adjusted salaries do not take into account the financial and productivity benefits that companies reap from remote workers. Nearly a third of Campaign survey respondents who work in the industry said such policies would drive them out of their companies.

Disney+ doubles subscribers in one year

The streaming service added 12 million subscribers in the most recent quarter and announced plans to launch in South Korea, Hong Kong and Taiwan later this year.

A peek into the metaverse: How to prevent a virtual world from becoming a dystopian nightmare

As big tech scrambles to build the metaverse, five technology experts prophesy what our lives will look like inside a virtual world, whether privacy and governance will be established, and how brands will occupy the space.

Adtech experts on why IAS purchased Publica and the future of CTV measurement

Industry pros discuss the incentives behind the union of Integral Ad Science and Publica, its potential to shape the future of measurement, and challenges to overcome.

Equality in APAC a 'long while away': Marketing leaders discuss whether diversity efforts have plateaued

Former Women to Watch winners provide their thoughts on whether diversity, equity and inclusion momentum has stalled in the region, and how businesses can create real and lasting change.

IDFA and cookie deprecation fuel growth in independent adtech in APAC

An OpenX and ExchangeWire report finds, among other trends, that APAC marketers are investing in first-party data and conducting supply-path-optimisation reviews.

Women to Watch 2021 opens for entries

We all have women in our life who inspire us through their innovations, leadership qualities and ability to elevate those around them. This is your chance to spotlight those who have been driving real change in the past year and deserve recognition for it.

M&C Saatchi develops first regional hub in Southeast Asia

Part of a global simplification strategy, the move will provide clients with "one door" to M&C Saatchi's resources across Southeast Asia. Agency leaders give Campaign an inside look at the new setup, which comes just days after its Singapore leadership team left.

Attention: How far away is it from becoming the ad industry's currency?

Attention-based metrics are heralded by advocates as a panacea to digital advertising's transparency issues, promising to remove the guesswork from metrics and prove true effectiveness. What is standing in the way of attention becoming mainstream?

In a defining year for streaming services in Asia, who prospered and who perished?

ASIA's TOP 1000 BRANDS: With the arrival of US giants like Disney+, regional expansion of Chinese streamers, and major investments in India, the streaming service category has witnessed major disruption in the past year.

Facebook notches 56% revenue rise, but warns of iOS headwinds

The social-media giant expects a "more significant impact" from Apple's targeting shift in the next three months. For now, it continues to reel in cash from a pandemic-induced boom in online advertising.

A fleeting lifespan for Twitter's ephemeral feature

Social-media network has called time on its disappearing format after it failed to fulfil its mission to encourage more active users.

Coca-Cola says it has doubled marketing spend year-on-year

The beverage giant is reversing a significant pullback in marketing spend in 2020, but is prioritising quality and targeting, and has dialled down its Olympics plans. It's also seeing growth in direct-to-consumer sales.

Netflix operating profit jumps 36% in Q2, lifted by strong APAC growth

Asia-Pacific witnessed a 40% year-on-year leap in revenue and accounted for two-thirds of net paid membership additions in the quarter.

Examining Samsung's decade as Asia's top brand

ASIA's TOP 1000 BRANDS: South Korean giant continues to gain share in new categories ranging from connected experience to insurance, but slips behind Apple in mobile phones.

Brand suitability violations in APAC drop by 25% in one year: Report

A DoubleVerify report also finds an increase in mobile app advertising quality in APAC, with reduction in fraud and increase in video viewability. But region lags in display.

YouTube Shorts rolls out globally: What does this mean for short video rivals?

SOUNDING BOARD: YouTube is betting on its established relationships with creators and advertisers to make Shorts a success. Seven social media experts discuss whether it presents a serious challenge to platforms like TikTok.

The Trade Desk incorporates identity and first-party data into Solimar trading platform

The adtech giant's trading platform adds customer-data management capabilities in its biggest upgrade to date.

A Singapore perspective: Life as an LGBTQIA+ person in the ad industry

In the fifth iteration of our LGBTQIA+ interview series, a Singaporean agency leader discusses why he doesn’t have an issue with virtue signalling, and how his activism work has influenced the way he runs his business—as he hopes to build a more welcoming society for future generations.

Data artistry elevated in Cannes Lions 2021 work: Maurice Riley

The Creative Data jury president discusses three key themes that emerged from the category, instilling camaraderie in the virtual jury room, and how APAC can do better.

Chrome cookie extension: What’s the implication for APAC marketers?

Five adtech and agency experts from across Asia-Pacific discuss how an extension to the deprecation of third-party cookies will alter solutions in APAC, whether it will kill momentum, and whether the industry will be ready by 2023.

After 100 years of tampon and pad marketing, brands are still struggling to embrace periods

A visual feature charting 100 years of marketing from two of the world's biggest feminine care brands, Kotex and Tampax, shows how long it has taken to break the taboo of periods.

A Vietnam perspective: Culture and working life as an LGBTQIA+ person in the industry

In the fourth iteration of our LGBTQIA+ interview series, we turn our attention to Vietnam, a market that has made some policy progress in recent years, but with discrimination and stigma still common, many continue to hide their identities.

Apple's role in the splintering of the internet

A feature designed to protect user privacy may damage Apple's government relations in the future. Examining the tech company's role in exacerbating internet censorship, and the commercial cost of ethics.

Pride month: How to gain the respect of the rainbow community

In the third of our series exploring how brands can mark Pride, FCB Auckland's Melina Fiolitakis discusses how to devise a meaningful marketing strategy that is equal parts celebratory and respectful of the community's struggle.

The ingredients of a perfect Pride campaign

In the second edition of our series exploring how to celebrate Pride authentically and with compassion, Initiative Australia's Olivia Warren shares a personal account of her work on LGBTQIA+ campaigns—and which brand she will never buy from again.

Lifting the veil on Accenture's acquisition of Entropia

EXCLUSIVE INTERVIEW: Leaders at Accenture and Entropia discuss why they believe their union will be a blueprint for the marketing business of the future.

Accenture acquires Malaysian full-service agency Entropia

It is the first acquisition by Accenture Interactive in Southeast Asia, and aligns with its focus on experience.

How to create an LGBTQIA+ friendly workforce

As part of series of articles to mark Pride month, a Facebook executive who co-chairs an internal Pride group shares her tips to creating an inclusive environment for the LGBTQIA+ community.

Pride month: How can brands avoid pinkwashing?

To mark the beginning of Pride month, Hesperus Mak, the head of strategic planning at TBWA Group Vietnam, shares his tips on how brands should approach the LGBT event.

Gary Vaynerchuk: 'Stop blaming platforms for your own bad behaviour'

In a wide-ranging fireside chat, the outspoken agency leader and influencer speaks of rising consumer awareness around the negative effects of social media coming at the detriment of personal accountability, which he describes as "the greatest virus in society".

Tech MVP 2021: Presenting the Most Valuable Professionals

A jury of tech leaders has named 10 individuals as the Most Valuable Professionals in technology in Asia-Pacific.

A Malaysia perspective: Culture and working life as an LGBTQIA+ person in the industry

In the third iteration of our LGBTQIA+ interview series, we turn our attention to Malaysia, where one individual—despite living under repressive laws—has found acceptance and is optimistic about the future of the country's community.

A Japan perspective: Culture and working life as a LGBTQIA+ person in the industry

In the second iteration of our LGBTQIA+ interview series, a Japan-based executive discusses his experience coming out to his coworkers, and aspects of religion and culture that disenfranchise the community.

What's it like working in the industry as an LGBTQIA+ person? Two Asia-based executives share their experiences

Two openly-LGBTQIA+ individuals imagine a future where there is no longer a need to close diversity gaps. But more focus is needed on gender and sexual identity to get there.

Tech MVP 2021: Presenting the Most Valuable Products

A jury of tech leaders has selected 10 business innovations as the Most Valuable Products in technology in Asia-Pacific.

Agencies and brands divided on impact of privacy on ad targeting

Media agencies have higher levels of concern and lower levels of confidence in their post-cookie solutions than brands and publishers, according to a comprehensive survey on privacy in APAC. Agency leaders from OMG and Mediabrands give their thoughts.

Breaking down the post-cookie solutions: Unified ID 2.0

There are dozens of post-cookie solutions. But how do they work and how do they compare to one another across key metrics such as scale, user intrusiveness and tech? This series will attempt to demystify the biggest solutions, starting with Unified ID 2.0.

Publishers most confident in their post-cookie outlook

Jessica Goodfellow