BRAND HEALTH CHECK: Swiss sportswear challenger On is sprinting ahead in Asia with 94% sales growth and flagship expansions, but can its CloudTec innovation and community-driven hype convert into lasting loyalty?
AI avatars have the potential to reshape live commerce by offering brands 24/7 multi-platform reach and scalability, but questions remain about authenticity and audience trust.
Why do legacy brands rebrand, and what does it take to succeed? Campaign examines whether the investment pays off and the steps behind a successful transformation.
Heineken's global head of brand, Nabil Nasser and LePub's global CEO, Bruno Bertelli, talk exclusively to Campaign about Rooftop Revival, a pioneering campaign that reimagines city rooftops to solve the paradox of urban isolation in the digital age.
From Ronald McDonald to Tony the Tiger and the Michelin Man, brand mascots used to be ubiquitous and beloved. But where have they all gone?
After a four-year hiatus, the AIA Carnival has returned to Hong Kong's harbourfront with no shortage of visitors and interest. Campaign explores how sponsors have proved critical to the event's continued success.
There's been a steep rise in 'fake ads' in the past year. With new technologies like Gen AI and CGI lowering the barrier and opening the floodgates, we explore whether fake OOH ads are inherently bad, or if they could even push marketers to create better work?
With the hype and excitement of last year's Gen AI boom now dissipating, Campaign explores why some brands and agencies are adopting a pushback stance when it comes to the new technology in a bid to avoid its pitfalls.
'Somewhat a victim of its own scale and lack of specialisation,' Nike faces a perfect storm of challenges as sales slow and rivals innovate. Can the giant reinvent itself, or is this the start of a long decline?
Up to 500 journalists from some of Australia's leading newspapers began a five-day walkout on Friday to oppose job cuts and demand a real wage increase.
Scent is increasingly being used by brands as a way to experiment with multi-sensorial concepts. Campaign explores how marketers can use scent effectively without causing too much of a stink.
The tech giant and parent of Google has beaten Q2 revenue and profit estimates driven by strong ad sales and its cloud unit, and says that its AI investments are “driving new growth.”
From generating emotional engagement to real time measurement, a new report by iProspect outlines the ways in which brands can enhance their storytelling capabilities in today’s dynamic media environment.
EXCLUSIVE: Results from an extensive APAC study by Virtue, revealed in advance to Campaign, uncover five cultural codes that are driving Asia’s Gen Z and how brands can tap into them.
In the coming year, when Netflix's user growth slows down as most predict, increasing ad revenue will become even more crucial. Campaign explores how the streaming giant plans to scale its advertising business.
There are many environmental and social issues associated with overtourism. Hence, not all marketing is good marketing when it comes to popular destinations such as Bali and Tokyo.
See why Shopee tops the Vietnam list in 2024 and which brands are challenging to move up the rankings from Campaign's regional research in partnership with Milieu Insight.
See why Shopee tops the Indonesian list in 2024 and which brands are challenging to move up the rankings from Campaign's regional research in partnership with Milieu Insight.
Online retailers, digital wallets, tech or e-commerce giants—check out which brand earned the coveted top spot for exceptional consumer experience in our research with Milieu Insight.
Discover why Singapore Airlines reigns supreme in 2024 and which brands are vying to climb the ranks—insights from Campaign’s regional research in collaboration with Milieu Insight.
See why Shopee tops the Thai list in 2024 and which brands are challenging to move up the rankings from Campaign's regional research in partnership with Milieu Insight.
With in-housing, automation, and tech platforms getting closer to clients, Campaign explores how ad agencies are protecting themselves for the future amid a wave of disruption.
In a wide-ranging interview with Campaign, RGA's CEO for Asia Pacific discusses the changes and challenges of his first six months in the role—from the agency's recovery following a dip in tech clients, to the redefinition of its proposition, and the pursuit of new, high-potential revenue sectors.
The position is the hot new C-suite job that can pay handsomely, but is it more than just a fancy title? We speak to experts across the region.
Following Apple's recent 'Crush' ad controversy and Bumble's fumble, Campaign explores whether or not there is merit in an ad that is criticised but still garners attention, as opposed to going unnoticed.
Tesla CEO Elon Musk reversed course from a traditional advertising push last month by scrapping a freshly formed marketing team. Can brands survive or even thrive without a marketing team?
With numerous Western brands having left the Russian market at the onset of its war with Ukraine, more Chinese and Russian brands are sizing up opportunities in each others' markets.
As budgets shift from linear TV to streaming, Campaign explores how some agencies are devising new tools to reduce the increased emissions that streaming generates while minimising the carbon footprint of their overall digital media.
Are your ads funding lies? Social media's prioritisation of engagement over truth puts brands at risk. So, how can marketers protect brand reputation and reach real audiences in a world of rampant misinformation?
Why do so many brands stick to familiar narratives of the past in Lunar New Year campaigns? We ask creative leaders in the region how brands can break the mould and explore new approaches this festive season.
The Philippines' leading mobile wallet service GCash has earned top ranking in Southeast Asia’s top financial brands in 2024. Dive into the insights from Campaign’s exclusive research with Milieu Insight.
Studies suggest that marketers are increasingly diversifying their media investment away from social. Campaign explores changing media spend and how marketers can innovate with social media to drive ROI.
Vietnam Airlines soars above the competition, claiming the title of Southeast Asia’s top travel brand in 2024. Explore Campaign’s exclusive insights from its research with Milieu Insight.
Amid holiday ad fatigue, Campaign delves into how brands can craft tailored campaigns to resonate with diverse APAC audiences and seize opportunities in this year’s evolving shopping landscape.
Explore our annual recap of marcomms leaders who transitioned into new roles or departed from their current positions over the past year.
Special and Howatson+Company were the only agencies to win more than one Gold on the night, but The Monkeys scooped the coveted Gold for Australia Creative Agency of the Year.
Dentsu Creative leads Agency of the Year Greater China awards winning the most metals, while Leo Burnett scoops the most Golds.
Following reports on declines in performance media earnings, Campaign explores what strategies marketers can employ to navigate this changing landscape—including the promise of retail media.
With a possible break-up of the tech giant's businesses on the cards, we examine the potential winners and losers in the fight for the future of digital advertising.
While text-to-video AI tools are fast becoming the industry's latest obsession, Campaign goes beyond the hype to explore the current capabilities on offer and limitations of AI video generators for the advertising landscape.
Meta recently showed off its prototype for holographic AR glasses and is betting on them being transformational for brands and users. Will this be a revolutionary step for AR or it is it just another hype cycle?
In a world fixated on quick wins and bottom-line results, print advertising has come to stand as a testament to brand-building despite closures of print publications and declining print sales.
Dynamic pricing is one of the hottest trends in e-commerce, but while it benefits brands by optimising profit margins, Campaign explores how it can be made fairer for consumers.
Campaign explores how an industry reliant on new blood to remain current will need to adapt to appeal to the younger talent it wants.
Faced with an an alarming rise in invalid web traffic due to the rise of AI-powered crawlers and scrapers, Campaign explores the strategies advertisers can implement to mitigate the impact of evermore sophisticated AI ad fraud schemes.
In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.
As brands increasingly adopt tactics to collect first-party data, questions arise about the value of compensating consumers for their data and how such practices might influence customer loyalty and trust.
MCG Talent unveils its salary benchmarks for industry roles in Hong Kong and Singapore, with junior talent equipped with AI expertise expected to be given more opportunities this year.
The industry is poised for significant growth in 2025, fuelled by robust digital revenues and shifting consumer behaviours that could see budgets moving to social platforms and retail networks over traditional channels. Media experts weigh in.
CASE STUDY: Unilever brand Knorr teamed up with The Trade Desk and foodpanda on a retail-data campaign that achieved more than 12.9 million impressions, exceeding the brand's goal by more than 70%.
Amazon's advertising business outpaced the company's overall growth in 2024, fuelled in part by the company's expansion into streaming advertising.
Local loyalty trumps global reach as Vietnamese telco Viettel takes the crown in Campaign Asia-Pacific's Southeast Asia telco and streaming brand rankings. Get the insights.
BRAND HEALTH CHECK: After outpacing Tesla and smashing 2024 sales records, BYD faces its toughest road yet. With 45% EU tariffs and a locked-out U.S. market, can the EV giant supercharge global ambitions or stall under trade barriers?
Campaign explores the factors that have propelled Chinese apps and games—such as Black Myth: Wukong, Temu, Shein, and TikTok—to international success, and the insights marketers can leverage from their success stories.
Malaysia's largest car manufacturer Perodua pipped other global favourites like Toyota, BMW and Tesla to become Southeast Asia’s top car brand in 2024. Dive into the insights from Campaign’s exclusive research with Milieu Insight.
A record-breaking hot year makes COP29's climate finance promises feel dangerously inadequate. Corporate sustainability is crumbling under cost pressures and a "quiet" greenwashing surge.
Despite a robust 2.8% Q3 increase in Japan, Dentsu has downgraded its full-year outlook to flat (0%) due to a sharp fall in the APAC region.
Samsung has beaten stiff competition from other global players like Apple and Panasonic to become Southeast Asia’s top electronics brand in 2024. Dive into the insights from Campaign’s exclusive research with Milieu Insight.
Customers who participated in a comprehensive research survey conducted by Milieu Insight and Campaign rated Samsung and Shopee at the top of their list. View the other 48 brands who made the cut.
The impact of motherhood on women's careers in creative fields is undeniable. Campaign Asia-Pacific seeks solutions.
Financial profit is often attributed as the main reason agencies continue to work with fossil-fuel clients. Experts in the industry argue that stricter regulation and forward-thinking measures are needed to move away from agencies’ over-reliance on fossil fuels.
Following a recent double-page spread that highlighted the glaring lack of gender diversity in the creative industry, Campaign Asia-Pacific asked women creatives in the region about the steps needed to enact real change.
Japanese casual wear giant Uniqlo has trumped other global favourites like Nike and Adidas to become Southeast Asia’s top fashion brand in 2024. Dive into the insights from Campaign’s exclusive research with Milieu Insight.
The Philippine's Jollibee has pipped global giants like McDonald's and KFC to become Southeast Asia’s top food brand in 2024. Dive into the insights from Campaign’s exclusive research with Milieu Insight.
The Singapore office to open later this year will be OpenAI's second in Asia, and is set to be a hub for its regional partners.
Indonesia’s Wardah surges past global giants like Vaseline, Dove, and Nivea to become Southeast Asia’s top beauty brand in 2024. Dive into the insights from Campaign’s exclusive research with Milieu Insight.
A pattern exists of brands targeting the disabled community during the Paralympics, but ignoring the community afterwards. Campaign explores what it will take for disability inclusion to become a constant in advertising rather than just seasonal.
By sticking to traditional recruitment methods, agencies are failing to attract a diverse, digitally native talent pool. How much or little is the industry evolving its hiring practices to adapt to modern times and needs?
Having won Singapore its first ever Grand Prix with the coveted Glass Lion for Change, Ogilvy Singapore is named Asia's agency of the year. Meanwhile, Colenso BBDO ranked as the top agency across the Pacific region.
AI has climbed the corporate ladder in record time, with some companies already replacing their CEOs with an AI bot. But just how much is the ad industry embracing AI leadership and how much control and responsibility is sensible for AI to assume?
A women-dominated Olympics is fuelling optimism in increased brand endorsements for women's sport. Campaign explores why marketers who have the foresight to invest in female athletes now will reap the biggest rewards.
From SearchGPT to Perplexity, new AI-driven search engines are gaining ground and have the potential to change search behaviour. But will it be enough to disrupt Google’s stronghold on search and search advertising?
Campaign explores how Threads has fared since its record-breaking launch including advantages for users so far and current setbacks for advertisers.
Acquiring its snack rival for US$36 billion will mark the largest deal of 2024, giving Mars ownership of global cereal brands including Special K and Kellogg's Corn Flakes outside North America.
The region most vulnerable to climate change is failing to implement the sustainability regulations needed to combat it, leaving businesses and consumers grappling with a "value-action gap."
Ang Chong Lee talks exclusively to Campaign about why Yeo's decided to take a bet on Singaporean athlete Maeder, and the opportunities in sports marketing for brands.
The Paris Paralympics look set to achieve record-breaking audience reach and ad sales. Campaign explores the unique opportunity it offers brands, sponsors, and advertisers to make a meaningful impact during the main event and beyond.
BRAND HEALTH CHECK: "I don't think Google can expect to keep the status quo," warns Brian Benway of Mintel, as a landmark antitrust ruling might threaten the tech giant's future.
Campaign explores how Asian brands are maximising ad spend at the mega sporting event, the keys to a winning marketing strategy, and the best platforms to engage young fans.
As the immersive gaming platform scales its advertising and ecommerce offerings, Campaign explores how brands can best leverage the platform and the ethical implications to consider when targeting its predominantly young user base.
The company also provides a first look at its text-to-video model, Movie Gen.
Edelman's global chair of business marketing, Joe Kingsbury, explains why thought leadership—when applied substantially—is the single-most important opportunity for B2B marketers to stand out.
According to the annual report by Clean Creatives, 219 contracts are split between major holding companies in APAC for clients such as Shell, BHP, and Chevron.
As the online retail landscape in Southeast Asia heats up, Campaign explores the battle between platforms as governments seek to protect local merchants from the influx of cheap foreign goods.
As the advertising landscape shifts towards greater privacy compliance, the resurgence of contextual advertising raises questions about its effectiveness and ROI compared to data-driven targeting. Is it a sustainable solution or a stopgap in digital marketing’s evolution?
The US Department of Justice has doubled down on its demand for Google to sell its Chrome browser, and to stop paying partners for preferential treatment of its search engine.
To commemorate HSBC’s 160th birthday, Shum talks with Campaign about marketing efforts to mark the occasion, how the brand maintains relevancy, and utilising the fabric of Hong Kong in its marketing.
As mass layoffs and disillusionment with traditional agency models continue to drive professionals towards solopreneurship, can they cushion the pressures of running a solo venture?
With tech giants lobbying for AI training on copyrighted material and artists filing lawsuits to protect their work, adland faces the challenge of integrating AI while respecting copyright, originality, and the livelihoods of creators.
With B2B influencers on the rise, experts in the region advise marketers to prioritise trust and credibility over visibility and metrics. Meanwhile, an emerging business to human (B2H) trend is overtaking B2B storytelling.
Brands are increasingly exploring the lucrative potential of advertising in space, with companies like StartRocket pursuing orbital billboards while others opt for more environmentally friendly near-space marketing alternatives.
Industry leaders weigh in on how brands can help shape pop culture again through innovative storytelling and a balanced approach between creativity and performance.
With the rapid rise in popularity of chatbots like ChatGPT and Perplexity, Campaign explores the impact of an advertising model, and competition with major players like Google and Meta.
BRAND HEALTH CHECK: In 2025, with most brands ducking controversy, Lush is doubling down on taking stands and making noise—unapologetically outspoken, principled, and expensive. In a polarised world, does courage pay off?
Adidas edges out Nike to top SEA’s fashion brand rankings for 2025.
The brand is still iconic, but 40 years on, a new sneaker culture and regional players like Hoka, Anta, and Li-Ning are nipping at the Jumpman's heels.
GCash’s dominance in the Philippines has secured its spot as Southeast Asia’s top financial brand for the second consecutive year.
Manulife's Harshal Shah reveals a growing shift among consumers who prioritise quality of life and financial freedom over mere lifespan, prompting new approaches in insurance marketing and education.
TikTok Shop and YouTube run the show in Indonesia, where brands and creators are turning live streams into must-watch cultural events—and a $22 billion growth opportunity by 2028.
Samsung is still king of Southeast Asia’s electronics scene in 2025, leading with a rising brand score and solid footing in Indonesia, Thailand and the Philippines.