It’s game-on in China and Southeast Asia
Following China’s decision to lift the ban on consoles, it is not just mobile and PC games that are exploding—advergames by brands are catching on too.
Choose Campaign site
OTT boom: Streaming companies plot Asia expansion
The region’s video streaming market is growing rapidly—but for the new entrants and incumbents the battle starts now.
The state of play of content marketing in Asia
Much more than just a marketing buzzword, content-marketing is proving essential to brands’ business. Matthew Carlton examines what’s changing
Econometrics: Detailed data zeroes in on advertising impact
Sophisticated econometrics require significant resources, but can enable agencies to monitor precise outcomes.
How CMOs and CIOs can join up
The marketing and technology functions need to approach each other differently in order to move forward.
Muslim consumers: Beauty brands eyeing halal cosmetics
Long ignored or misunderstood by the mainstream, Muslim women’s beauty needs are being championed by a new wave of niche brands, to commercial success.
Communications: Blending of roles may edge out PR agencies
The blurring of lines due to social media has seen marketers in charge of communications—and PR agencies have to adapt.
INSIGHT: Asia sustains the market for gems
Demand for jewelery may have diminished in the rest of the world, but it has never been greater in Asia-Pacific where both men and women are buying big.
INSIGHT: Local marques offer strong competition
The motorcycle sector continues to grow, fuelled by emerging markets where consumers place trust in local engineering. Yet the advertising lacks compulsion.
INSIGHT: What the future holds for cameras
With more and more people using their phones to take photos and instantly sharing them through social platforms, are compact digital cameras on the way out?
The sweet taste of consumer success
With more disposable income, consumers in emerging markets are indulging their sweet-tooth and leading confectioners can't wait to get a piece of the action.
Gap's expansion fuels Asia fashion war
Asia is an attractive breeding ground for fast-fashion labels. But is this just part of the retailer's global expansion or to compensate for poorer performances elsewhere?
INSIGHT: The hybrid message catches in Asia
Few car buyers in Asia have embraced hybrid cars, with most yet to be convinced of the environmental benefits. But this is now starting to change.
INSIGHT: No wind-down in regional watch market
REGIONAL - Asia’s penchant for watches of all categories continues to grow, putting brands under greater pressure to create distinct characters and sales points for their products.
Headphone fad is music to brands’ ears
SECTOR STUDY: The explosion of smartphone sales and the continued rise of ‘prosumers’ has fuelled greater demand for increasingly trendy—and expensive—audio products.
INSIGHT: China dairy struggles to win credibility
International players have made headway in China thanks to safety concerns, but domestic companies are also realising the role of ethical practice in brand building.
INSIGHT: Cigarette firms fight in shrinking space
The tobacco industry faces a serious threat to brand development in Australia that has broad implications, but diverse regulations mean that growth is still possible.
ASIA'S TOP 1000 BRANDS: What makes a strong brand?
Brands that resonate with the Asian audience are those that have traits that consumers in the region can identify with.
Embed creatives into your search strategy
Creatives and digital specialists must collaborate to optimise insights learnt from search and performance marketing.
Concept stores: Brands take over Asian city centres
From sugary treats to premium spirits, brands are snapping up prime retail to daze and delight their key consumers.
The quest for integration: 2015 Marketers' Outlook survey
Campaign Asia-Pacific's 2015 Marketers’ Outlook sees the industry enter the new year with cautious optimism and facing the challenge of evolving relationships.
2015 Marketers' Outlook: It's never been more important for marketers to step up
ASIA-PACIFIC - With the launch of the 2015 Marketers' Outlook survey, conducted in association with Ipsos, Campaign Asia-Pacific asked Ruth Rowan, CMO AMEA for BT and chair of The Marketing Society in Asia, what path she believes the industry will take this year.
The rise of the brand-savvy beer consumer
National beer brands are capitalising on traditional and legacy values to attract a new breed of young and image-conscious drinkers and keep trendy imports at bay.
Deal with acquisition anger through dialogue
PR firms must reassure consumers to head off online resentment when Asian companies take over Western brands.
Changes at the top signal cause for concern
High levels of CEO churn attributed to account turnover, timing horizons, loyalty and talent.
Are brands maximising sports marketing potential in Asia?
Use of sports as a communications channel is growing, but are brands maximising their potential in Asia?
Are brands maximising sports marketing potential in Asia?
Use of sports as a communications channel is growing, but are brands maximising their potential in Asia?
Are brands maximising sports marketing potential?
Use of sports as a communications channel is growing, but are brands maximising their potential in Asia?
New resorts see Singapore's tourism sector thrive
After its most successful January ever, following the recent openings of Resorts World Sentosa and Marina Bay Sands, Singapore's tourism sector is determined to keep its momentum.
Agencies divided on in-house production vs outsourcing
Technological evolution means companies have to decide whether to produce their own work or outsource to specialists.
Marketers' Outlook study: Where will budgets go in 2013?
ASIA-PACIFIC - Following a better-than-expected year, marketers are more optimistic, but will place greater emphasis on growing brand loyalty, integrated campaigns, ROI and overall effectiveness.
New-breed market research: Fast, focused and always on
Brands are now turning to quicker and simpler digital media research methods to gain rapid and continuous insight.
Online video: Get past the pre-roll
Digital video can deliver millions of views but to breed lasting engagement, brands need to do more to stay in the frame.
Financial marketers seek to regain trust
ASIA-PACIFIC - Financial institutions are strengthening communications, but are they doing enough to win back consumers?
FINANCIAL REPORT: Bank on trust
Financial institutions are strengthening corporate communications. But are they doing enough?
Hong Kong's property prices continue to surge upwards
Spend on property - and advertising it - in Hong Kong continues to shoot skywards as big players battle for gain.
2010 Predictions: Will this year signal the demise of traditional media?
The media landscape is altering rapidly, with consumers now able to access a slew of content via mobile devices that have become portable media centres.
Live Issue... Up for a fight? The 2010 battle lines are drawn
Coke and Pepsi are old news. Matthew Carlton looks to the car and luxury sectors for the real fireworks in the year ahead.
Marketers shoot for World Cup ROI
GLOBAL - While spectators wait for the kick off, marketers and media owners hope the FIFA World Cup 2010 will kick start their industries out of a slump, as the tournament is set to add two per cent to global advertising revenue this year.
ASIA'S TOP 1000 BRANDS: The power of quality and luxury
Asian consumers show a preference for brand leadership and value beyond the price point.
Gatecrashers all set for Olympic party
GLOBAL - Many brands are looking to illicitly bask in Games glory, bringing into question the value of official sponsorship.