As ‘Swift-mania’ hits Singapore with the singer's sold out Eras Tour, Campaign explores how the American superstar has created a marketing frenzy in the region while providing a golden opportunity for brands to connect with fans in innovative ways.
As Universal Music pulls 30% of the world's music from TikTok over royalty and copyright concerns, Campaign explores how instrumental the use of music is to the success of the platform and for those who advertise on it.
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.
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?
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.
EXCLUSIVE RESEARCH: The concluding results in a three-part survey series by Forrester and Campaign Asia-Pacific reveal concerns around copyright, IP protection, and employee adaptability as key barriers to the broader utilisation of Gen AI by brands and agencies alike.
It's been argued that in the past, clients had a clearer idea of what different agencies brought to the table. But amid consolidation, mergers, and the pressure to be a one-stop shop for all in the digital era, can agencies ever get back to becoming more distinct again?
Early reviews of Apple's latest spatial computing marvel are mixed. Whilst some say it's a revolution in tech that'll change the way we see the world, others are worried about the weight of the product on humanity...literally. Campaign unboxes the Apple Vision Pro hype.
Campaign explores why the extrovert bias might be misguided and why introverts might just have as much to offer, if not more, in some cases, as their extroverted peers.
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.
2024 is expected to be another year of tight budgets. In an era of volatility and recession concerns, Campaign asks how will marketers do more with less?
Gen AI might've been the buzzword for 2023, but was all the hype justified? Campaign unpacks the boom of a new tech revolution, what it means for adland, and asks if finding the right balance between human and machine is truly even possible.
After surveying 10,000+ consumers across Southeast Asia, Pureprofile and Campaign crown Samsung and Shopee as the top brands, joined by 48 others leading the region’s market.
BRAND HEALTH CHECK: As the tea market turns into a price war, Heytea pushes back against 'involution' and bets on overseas growth to stay premium.
With some brands allocating up to 40% of digital spend into influencer-led commerce, Vietnam is a useful case study in how social platforms, creators and sales have fully converged.
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?
From billion-baht flash sales to AI personalisation and festival-driven shopping rituals, Thailand’s ecommerce sector is shaping the future of retail in Southeast Asia.
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.
With AI systems increasingly involved in sensitive areas like therapy, marketers must balance innovation, scale, and speed with a deep responsibility to protect vulnerable users.
Despite solid growth in Japan, Dentsu’s international restructuring failed to bear fruit, leading to a 0.2% H1 organic decline, a lowered full-year forecast, and an 8% global workforce cut.
Whistleblower claims Meta deliberately exaggerated the success of its Shops ads to mitigate revenue losses caused by Apple’s privacy restrictions on iOS tracking.
Many brands outside China are still missing the point of live commerce. “They think it’s ‘QVC plus Instagram. It’s an entire ecosystem, not a one-off show."
Indonesian halal beauty brand Wardah retains its crown as Southeast Asia’s top beauty brand in 2025, narrowly beating global giants like Dove and Vaseline.
Despite the persistent underrepresentation of disabled people in advertising, Campaign spotlights four influential champions who are driving urgent and meaningful change in disability inclusion across media.
See why Singapore Airlines continues to soar as Singapore’s most beloved brand in 2025, beating notable favourites such as Shopee and Uniqlo to become local consumers' top brand.
The group grew organically by 2.6% in Q2 2025 but cautioned about ongoing headwinds in the APAC region and geopolitical uncertainties.
See why Watsons topped Malaysia’s favourite brands in 2025, surpassing Uniqlo and Apple through unmatched customer loyalty and a strong nationwide presence.
Macau’s government has opened a 30-day consultation on a proposed law that would ban all gambling advertising citywide.
See why Lazada tops the list in Thailand and explore the rising challengers shaking up the rankings in Campaign’s regional research with Pureprofile.
INSPIRATION STATION: Hong Kong’s streets are coming alive with 18 colourful murals commissioned by HSBC with Grey Hong Kong, celebrating the city’s heritage and community as part of its 160th anniversary.
As AI agents and answer engines reshape how people search and interact online, brands are rethinking web design, SEO, and measurement for a new era of dual human and machine audiences.
As AI tools become increasingly essential in creative workflows, an independent initiative backed by Springboards has launched the first benchmark to measure the true creative instincts of large language models.
As rainbow logos vanish and corporate sponsorships dwindle, Pride 2025 reveals a new era of caution and introspection for brands navigating political pressure and demands for authenticity.
AI’s promise in advertising is clear. But with a high failure rate, agencies must move beyond experimentation to strategic integration of AI and human creativity to avoid wasted resources.
As e-wallets evolve from simple payment tools to integrated super apps, Malaysian marketers are shifting strategies to embed brand presence within consumers’ daily digital habits.
The historic merger between IPG and Omnicom sets the stage for a new advertising giant, but what do recent moves by both companies reveal about future growth prospects?
COP30 opens amid mounting pressure on sectors like advertising to reconcile their climate responsibilities with ongoing fossil fuel ties, testing the summit’s potential for real progress.
CASE STUDY: P&G and creative agency And The Nerve crafted a daring activation that restored Always' brand perception in Pakistan.
CASE STUDY: By combining Uber’s first-party trip data with The Trade Desk’s programmatic platform, Shiseido successfully cut through the holiday advertising clutter to engage affluent Hong Kong shoppers in real time.
After a 25-year-old autistic man in the Philippines was attacked over noise on a bus, the Jayme HQ has launched a microsite to teach Filipinos about sensory sensitivity and make daily spaces more inclusive.
While AI transforms much of advertising, fragmented data ecosystems mean measurement still demands a hybrid of technology and human judgement.
Vietnam’s 2025 brand landscape is dominated by tech giant Samsung, which outperforms rivals across customer service, loyalty, and purchase frequency to take the crown.
ColdplayGate had the internet talking—and brands joining in. Campaign asks the industry if this is bold marketing or just a tasteless grab for clicks? Where's the line now?
Electronics, digital wallets, tech, and ecommerce giants—discover which brands topped Filipino consumers’ preferences in our latest research with Pureprofile.
See why Samsung claims the top spot as Indonesia’s most beloved brand and scores highest on awareness, touchpoints, and CX in Campaign Asia-Pacific’s exclusive Southeast Asia brand ranking.
BRAND HEALTH CHECK: As clean-living youth gain buying power, the adrenaline-powered brand must find a way to stay wired to the next generation without losing its edge.
The first ever Cannes Lions Grand Prix withdrawal for AI misuse signals a watershed moment, but is this just the beginning of a much bigger reckoning for marketing in the AI age?
As the advertising landscape shifts and job security wanes, a growing number of ad professionals are reinventing themselves as creators to stay relevant and stand out.
The US Federal Trade Commission approved Omnicom’s $13.5 billion acquisition of Interpublic, with restrictions against coordinating ad spending based on political or ideological content.
Unveiled at Cannes Lions 2025, Reddit’s AI-powered tools are designed to help brands tap into the power of community conversations and real-time insights.
For the first time, WhatsApp will display ads and offer paid subscriptions for exclusive content in its Updates tab, expanding its revenue streams while keeping personal messages ad-free.
Once overlooked by advertisers, Reddit is rapidly emerging as a powerful and authentic platform that's challenging brands to rethink how they connect with audiences in an increasingly crowded social-media landscape.
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.
As the parent company of Facebook and Instagram plans to let advertisers generate complete AI-crafted ads, experts across APAC weigh in on the potential impact on the region's landscape and what it means for agencies.
In a year marked by global uncertainty for LGBTQIA+ rights, Thailand’s vibrant Pride celebrations and evolving brand partnerships offer a blueprint for authentic inclusion in Asia.
The parent company of Facebook and Instagram plans to let advertisers generate complete, AI-crafted ads with just a product image and budget, automating the entire campaign process across its platforms.
Facing leaner budgets and a changing media landscape, APAC marketers are prioritising data-driven decisions and new channels, Nielsen’s 2025 Annual Marketing Report reveals.
CXM struggles with double-digit declines globally, while media services provide steady growth.
BRAND HEALTH CHECK: In just 10 months, Meituan-backed Keeta has taken Hong Kong’s food delivery market by storm, toppling competitors with aggressive discounts and bold tactics. But is its cash-burning spree and rapid rise sustainable, or is a crash inevitable?
While AI offers efficiency, many still prefer human interaction for complex customer service issues, prompting questions about a balanced approach that combines technology with empathy.
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.
We Are Social and Meltwater data show India as Threads’ biggest ad market globally, while Taiwan and Hong Kong lead reach among adults aged 18 and over.
To maintain its leadership in the rapidly evolving beauty tech space, L’Oreal is partnering with startups to accelerate innovation, deliver personalised beauty experiences, and pioneer new technologies.
Adland’s holding groups went on a 2025 buying spree, with Omnicom forming the world’s largest agency via IPG, while Publicis and Havas scooped up APAC indies amid a martech and AI boom.
Leo dominated in the creative categories and Spark Foundry swept the media honours.
Campaign exclusively chats with Carlsberg Asia’s senior director, Rommel Fuentebella, about Somersby’s new tagline and campaign, with a sprawling Asia push that enlists K-pop idol Yeonjun.
In an exclusive interview with Campaign, Suncorp's Mim Haysom and Leo Australia's Andy Fergusson discuss Haven, the new online tool that offers homeowners a unique way to assess their property’s vulnerability and access practical resilience tips.
With Google's AI Overviews and 'AI Mode' set to transform the search landscape, publishers and agencies are grappling with declining click-through rates and the need to adapt their SEO strategies.
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.
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.