Campaign Asia

Wearables’ form now reflects function

In the vanity-driven wearables market, fashion helps to sell function.

CMOs descend from their ‘Ivory Tower’

Marketing chiefs are the vanguards of change in the blitz of market disruption, and they need to apply both the left and right brain to succeed.

Keeping up with China’s caffeine buzz

As Chinese coffee consumers switch between fresh brews and instant coffee, competing brands are shaping each others’ long-term strategy.

Experiential marketing takes off across region

Many brands are shifting and allocating budgets towards physical experiences, but they’re not necessarily getting it right.

Asean powering beauty gadgets growth

SECTOR STUDY: Price-sensitive consumers make emerging markets like Southeast Asia a challenging playing field. But the rewards are big for brands that play their cards right.

Can young Asia’s hunger for experience feed fine dining?

After a streak of lacklustre performances, it is fine dining’s time to shine as highly paid but highly stressed millennials seek therapy in luxurious experiences.

Startups and innovation: Partnerships build intangible ROI

Agencies will benefit creatively from working with startups but will need to cast-out established models to succeed.

Pet care: Doting owners splash out to show love

As baby-shy Asian couples increasingly turn their furry friends into ‘substitute children’, the pet-care industry is booming with innovative ways to empty their wallets.

Hell yeah! How to swear in ads and get away with it

After Zomato's recent gamble on the edge of obscenity, Li-Mei Foong explores the intricacies of using expletives in ads without landing yourself in censorship soup.

Beauty out of the box: keeping up with the modern Asian woman

From 'Escape the Corset' to the #MeToo movement, women around Asia are pursuing broader freedoms, rights and methods of expression. This includes reclaiming the definition of beauty. And brands are in a unique position to respond and engage.

The art of marketing to kids without treating them like adults

The childrens' digital media market is growing as kids spend more and more time online. But how they interact with brands and what they look for when shopping isn't always obvious.

Dairy products: Milking the deep pockets of Asia

SECTOR STUDY: Rising incomes and health awareness drive demand for dairy products across the region, but costs and quality concerns mean the right branding is crucial.

Ogilvy's Sumedi out to break Indonesia’s mould

CREATIVE INTERVIEW: Ogilvy & Mather Indonesia’s new chief creative comes with a wealth of experience and is on a mission to shake up the traditional media-focused industry.

Luxury in India growing amidst thorns

SECTOR STUDY: Despite the nation’s size and tempting wealth, top-end brands aren’t necessarily having an easy time in India. Careful strategy is needed to thrive there.