Campaign Asia

Elmwood: Your packaging is talking. But is it saying the right things?

With unboxing culture and AI-powered shopping on the rise, packaging speaks before brands do—and increasingly, it’s the only pitch that matters, per an Elmwood report.

The jet fuel crisis is testing how travel brands adapt campaigns under pressure

Geopolitical disruptions have been a fixture for travel marketers in Asia. The fuel cost crisis is now the latest test as consumer trust becomes harder to retain.

AirAsia bets on new airline launch despite geopolitical tensions and jet fuel volatility

Tony Fernandes presses ahead with a new airline, a 150-aircraft Airbus A220 order and a marketing strategy that runs against the industry mood.

Singapore government awards $2.5 million in social media business

The Ministry of Transport and SkillsFuture Singapore have awarded the contracts after competitive pitches.

Hearts & Science wins Xiaomi $140 million media buying account in China

The mandate spans Xiaomi's smartphones and home electronics to its growing automotive division.

After Labubu, China’s IP boom is facing its first real test

As Labubu's demand and resale show signs of cooling, here's a look at the next phase of scalable IPs and what separates lasting franchises from fleeting hype.

'You’re spending media behind creative that doesn’t work': VaynerMedia's Marcus Krzastek

A brand can pour in millions into paid media, but without strong organic signals, it's merely amplifying weak creative, says VaynerMedia's global president in an interview with Campaign Asia.

Omnicom lands IBM's global media account

WPP Media, the incumbent, did not defend the account.

How AIA's 'Rethink Healthy' is challenging body image pressures shaping Asia's next generation

CMO Stuart A. Spencer breaks down the insurer's latest campaign film and why he believes shifting consumer attitudes towards health is key to making a lasting brand impact.

DBS calls creative agency review across six markets

The remit spans Singapore, China, Hong Kong, India, Indonesia, and Taiwan.

‘Fairness isn’t the story we tell. It’s why the product works’: Tada’s co-founder takes on ride-hailing giants

As Tada scales from Singapore to New York, co-founder Kay Woo outlines how years of investment by Grab and Gojek have lowered barriers for challengers built on different economics.

How Hyrox built a $130 million brand by turning fitness into a marketing engine

In eight years, Hyrox grew from a 700-person debut in Hamburg to a defining sports marketing story in Asia-Pacific. Campaign breaks down the brand strategy behind fitness's fastest-growing phenomenon.

No TVC, no YouTube ads, millions sold: APAC CMO Eugene Lee on turning Chagee into a cultural phenomenon

The CMO's MO: Tea is the world's second most-consumed beverage. Eugene Lee on the social-first, experience-led playbook behind one of the most ambitious brand-building bets in the F&B sector.

Laopu Gold’s 221% revenue jump points to new rules of premium in China

The 'Hermès of Gold' just proved that in China, heritage, scarcity and price hikes are the new definition of premium.

RedBus holds 37% of Malaysia’s online bus market. Now it wants to shape travel decisions

CASE STUDY: Widely used but seen as a booking utility, RedBus built a food travel map to influence travel planning earlier and lift organic installs.

Google, IAS bust AI ad fraud scheme infecting 25 million devices globally, a third in APAC

Built on nearly 500 AI-made sites and 115 Android apps, the ad fraud scheme built a fake web to drain advertiser dollars, IAS said.

Brands are trading noise for restraint in 2026's Lunar New Year ads, and it's for the long run

2026's festive work marks a clear pivot away from loud tropes, moving towards quieter, longer‑term platforms rooted in subtle narratives. Big brands are now leaning into film to reinforce why they matter.

Why brands are testing Lemon8 even as TikTok dominates budgets

ByteDance’s lifestyle platform is a lower-funnel discovery playground, where saves, search behaviour and nano-creators matter more than follower counts.

‘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.

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.

Inside Korea’s culture engine: How reinvention and fandom keeps fuelling the global K-wave phenomenon

In the Hallyu 4.0 era, the creative conversation is no longer about Made in Korea but Made with Korea, a framework where brands and talent co‑create shared IP that blurs the lines between entertainment and commerce.

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.

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.

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

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Marielle Descalsota