Millennial mums blow the budget on Christmas
Millennials Mums in the East and in the West are choosing to over-indulge their children this Christmas, writes Marie Gruy, insight director with Dentsu Aegies Network.
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Asia's millennial moms aren't all 'Tigers'
Six key findings for brands looking to communicate with Millennial Moms and three action points for marketers.
Is it time for Asia’s creators to unionise?
A US$40 billion industry built on creativity still runs on handshake deals. Inside the creator economy’s “cowboy” problem and why unionisation might finally bring law and order to the Wild West of influence.
Brand suitability is key: IAS on AI's role in verification that cuts ad waste
Consumer trust is more difficult to retain than ever, with an influx of AI-generated content that could be unsuitable for brands, says Marc Grabowski, COO at Integral Ad Science. Ironically, the solution to improving ad verification also involves more AI.
The challenge of 2026 will be an authenticity deficit, says Colgate marketer Samir Singh
The CMO's MO: There’s a lot of AI noise, but the brands that will truly win will be the ones putting real human moments front and centre, says Singh, Colgate-Palmolive’s EVP of marketing, APAC.
Playing it safe won’t cut it: Heineken and Standard Chartered on bold marketing in APAC
As 90% of brands expand into new-language markets, at All That Matters 2025, marketers say bold risks, cultural authenticity and fan-driven creativity are now table stakes.
VCCP acquires GOVT and merges Singapore operations to form GOVT VCCP
The combined agency will serve clients including OCBC Bank, Cathay Pacific, Canon and Singapore government bodies.
‘Credibility has never been more important’: Burson’s HS Chung on reputation in the GEO era
In her first interview since taking the APAC CEO role, Chung explains how generative platforms are changing crisis dynamics and why earned credibility will outweigh media spend.
Creating at scale: Canva's CMO on why mastering basics is the right strategy for growth
The CMO's MO: As generative AI transforms how people design, Canva's greatest challenge is keeping creativity human and meaningful. Zach Kitschke talks to Campaign about the values that propelled its rise into an indispensable resource.
Asia's values are defining global brand building, TBWA report says
Asian brands are no longer chasing generic global gloss, according to the Eastfluence report. Asia CSO Emmanuel Sabbagh makes the case for marketers to embrace big emotions, intentional limits, and social codes as competitive advantages for Asia, not creative constraints.
The 2025 Wrap: How have creative formats and storytelling evolved in APAC in 2025?
The shift towards hijacking culture and the new focus on 'how' creative work is done to make brands part of the cultural story.
Why brands should avoid channel siloes in the age of AI super platforms
As AI platforms consolidate power, Braze CEO Bill Magnuson talks to Campaign Asia on why multichannel mastery matters more than ever.
Omnicom-IPG merger nears completion: Here’s the full timeline
With Omnicom closing the IPG acquisition for $9 billion, we break down the key milestones that have shaped the industry-defining merger.
The rise and rise of Pinkfong: From kids earworm to stock-market powerhouse
Toddler’s delight and an adult’s torment, the viral jingle has helped its studio land on the Korean stock exchange—shares surged as much as 60% on debut.
Mixue scaled faster than McDonald's. What must it prove next?
BRAND HEALTH CHECK: The frugal milk-tea upstart is now the world’s largest F&B chain by store count. The next test is whether it can build real emotional equity without losing its edge.
Is it time for Asia’s creators to unionise?
A US$40 billion industry built on creativity still runs on handshake deals. Inside the creator economy’s “cowboy” problem and why unionisation might finally bring law and order to the Wild West of influence.
Brand suitability is key: IAS on AI's role in verification that cuts ad waste
Consumer trust is more difficult to retain than ever, with an influx of AI-generated content that could be unsuitable for brands, says Marc Grabowski, COO at Integral Ad Science. Ironically, the solution to improving ad verification also involves more AI.
The challenge of 2026 will be an authenticity deficit, says Colgate marketer Samir Singh
The CMO's MO: There’s a lot of AI noise, but the brands that will truly win will be the ones putting real human moments front and centre, says Singh, Colgate-Palmolive’s EVP of marketing, APAC.
Nearly 1 in 2 shoppers drop purchases over poor online experiences, study finds
Shoppers' abandonment rates remain high as 48% of consumers turn to AI agents to secure better deals and filter choices, posing challenges to brands trying to win the digital shelf.
Playing it safe won’t cut it: Heineken and Standard Chartered on bold marketing in APAC
As 90% of brands expand into new-language markets, at All That Matters 2025, marketers say bold risks, cultural authenticity and fan-driven creativity are now table stakes.
ChatGPT use is shifting from work to daily life, study finds
Users are turning to the platform for instant answers, how-to advice, and writing help. Non-work-related messages are up 53% YoY on the platform.
Top 10 travel brands in Southeast Asia 2025
Vietnam Airlines retains its top spot as Southeast Asia’s top travel brand in 2025. Check out Campaign’s exclusive insights from its research with Pureprofile.
How RSAF’s interactive campaign redefines defence recruitment with immersive gaming
‘Everything is real, from the missions to the pilots’: BLKJ Havas channels Top Gun-style tech immersion for RSAF's new recruitment campaign.
Fast Retailing’s Uniqlo problem: can one brand carry the empire?
BRAND HEALTH CHECK: Fast Retailing is riding high on Uniqlo’s success but when a single label drives 90% of the profits, the cracks in GU and Theory start to matter. How long can the empire lean on one brand?