Campaign Asia

Campaign Global Forecast Q2 2024: Tech brands' ad spend set to return

The troubles in the tech world cast a shadow on the industry in 2023. Will the clouds clear in 2024?

Six things performance marketers need to know about Japan

A bigger economy than Germany, but a shrinking population makes Japan a unique market – but one full of opportunities.

Six things performance marketers need to know about New Zealand

New Zealand's affluent economy makes it a highly attractive market despite its small population, but marketers need to be wary of new data privacy legislation.

Is the rise of the influencer over or just beginning? Campaign's Global Forecast for Q4 2023 explores

Do marketers increasingly value influencers, and in what sectors will their usage thrive? Campaign's Q4 Global Forecast examines the influencer marketing landscape in Asia-Pacific, the UK, and the US.

Six things performance marketers need to know about South Korea

South Korea offers one of the biggest and most digitally engaged audiences in the world, with a huge gaming, influencer marketing and e-commerce audience keen to swap engaging experiences for their data—provided brands are transparent about its use.

From crisis to recovery: The shifting priorities in government advertising spend

Covid-19 put government advertising centre stage globally, but now, as countries face different challenges, Campaign explores how communication has changed.

Hospitality vs. cost-of-living-crisis: Adapting in uncertain times

With rising prices, labour shortages and changing consumer behaviour, Campaign's Q2 Global Forecast examines how the cost-of-living crisis is impacting the hospitality sector.

Six things performance marketers need to know about Australia

Australia is now the world’s 12th largest economy with just 0.3% of the global population. But a thriving digital (and DOOH) economy is about to face a new set of stricter data privacy laws. Performance Marketing World created a bluffer’s guide to the market.

The fragmentation of TV audiences

With the likes of Netflix and Disney+ bringing in advertising-supported subscriptions, Campaign examines the impact this will have on traditional TV advertising in different regions.

No ‘diversity’ without disability: why marketing needs to wake up to the world's most underrepresented minority group

The advertising and media industry's diversity drive should also encompass disability, so we explored what work is happening.

Have social 'likes' lost their value?

In an ever-shifting social media landscape, we explore the current value of social interactions and how brands can use them to more effectively engage with their audiences.

How Vietnam makes influencer marketing work

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.

RIP Gen Z, Millennial, Boomer: Is it time for the marketing industry to ditch generational labels?

Leading think tank The Pew Research Center has announced it will stop using generational terms like 'Gen Z' to describe different cohorts of society, but should marketers follow?

Temu shopping adverts banned for sexualising a young girl and objectifying women

Chinese-owned online retailer Temu has had five adverts banned in the UK, one that was found to be ‘portraying a child in sexual way’.

Is the era of social media dead?

SOUNDING BOARD: Head of Instagram, Adam Mosseri, admitted earlier this year that users have moved away from traditional social media platforms to direct messages, closed communities, and group chats. But is ad spend moving to reflect this shift?

Ignored no more: How the Shift 20 initiative is normalising disabled people in advertising

The initiative launched in Australia aims to shift perceptions of disabled people away from being objects of pity or inspiration, and instead as ordinary people doing ordinary things – eating breakfast, going to work and wearing undies.

Omnicom Q3 organic revenue grows 3.3%

With solid growth in advertising and media, precision marketing, and healthcare, the company remains in line with full-year expectations.

DBS and Citibank banking services outage angers customers in Singapore

DBS suffers brand damage after repeated online service failures due to data center issue.

GfK study reveals only 46% of CMOs in APAC say sustainability is important for their brand

The study also illuminates a huge gap between marketers' and consumers' expectations when it comes to environmental business priorities.

Twitter's blue bird will be replaced with an X in corporate rebranding

Elon Musk announces an interim "X" logo live since Sunday. It replaces the iconic blue bird symbol, while the site X.com now directs to Twitter.

‘Women must wear bikini bottoms’; the paradigm shift needed to ‘change the angle’ towards female athletes

Sports broadcasting is often justified by the commercial logic of “sex sells,” hiding behind the implicit assumption that the only way to consume sports is through the male gaze. But some brands are challenging this deeply misogynistic narrative, starting long-overdue conversations about the brazen objectification of women in sports.

'We have begun testing with Ernie Bot': How marketers are using China's AI tools

While we’ve heard about popular AI tools from the US, like ChatGPT, Midjourney and DALL-E—what are their Chinese equivalents and how much adoption do they have across the advertising industry?

Humans or machines; creativity or technology: is the marketing industry investing in the right areas?

Has the marketing industry invested too much in technology and quantifiable returns-on-investment at a cost to creativity and ideas that can truly stand out? Campaign explores if the era of big investment in technology has come at a cost to creativity?

Getty Images launches AI-driven image creator

The new tool allows customers to generate photos from word prompts and is solely trained on Getty Images’ own licensed images with full protection and usage rights.

Sounds like a hit: How brands are cutting through the noise using original music marketing

As brands continue to go viral on TikTok owing to their clever use of original music, the role of sound in campaigns is becoming less of an afterthought and more strategically significant for standing out in a crowded digital landscape.

DP World powers McLaren's Grand Prix ambitions ahead of Singapore F1 race

As the official logistics partner of the McLaren Formula One Team, DP World delivers a predictable and formulaic short film that nonetheless arrives just in time for the Singapore Grand Prix race weekend.

Why the long queue? The rise of competitive queuing in Asia

Despite a pandemic and the social distancing imperative, it feels like huge queues for product drops never actually went away in Asia. If anything, they're even bigger and more competitive than ever before. So, what's with the queue? Matthew Keegan explores.

Australia shamed in full-page New York Times ad over climate change inaction

Bought by The Australia Institute, the full-page advertisement in the New York Times calls upon the country's government to end new fossil fuel approvals and subsidies.

Asia tops list of business challenges for global comms professionals: survey

TOP OF THE CHARTS: Survey by IPREX of nearly 500 communicators from 28 countries finds budget is the top challenge globally, with stakeholder engagement and language barriers key issues for Asia.

Alpro unveils global brand redesign bursting with flavour

As the plant-based milk market booms, Alpro partners with design consultancy, Elmwood, in a global redesign to reaffirm its position in an increasingly competitive market.

Can Meta ever match the heights of its Facebook heyday?

BRAND HEALTH CHECK: Following record losses, job cuts, a rumoured cage fight with a rival billionaire, and most recently, a new app to take on Twitter, can Meta mend and march to its former might?

Dentsu's latest report reveals 78% of CMOs worry about the inextricable link between climate change and economic volatility

TOP OF THE CHARTS: The 'Creativity at a Crossroads' report shines a light on what CMOs around the world are thinking about when it comes to brands, business, and creativity.

Why brands need to play catch up when it comes to opportunities in women's sport

The FIFA Women’s World Cup 2023 was a turning point for women's sport, but while some brands are capitalising, others are still slow to recognise the opportunities to reach a highly engaged audience.

Ads for 'AI girlfriends' offering sexual images and company are flooding social media

Social media platforms, including Facebook, Instagram, and TikTok have been running hundreds of ads for apps that promise AI-generated sexual images and companionship.

How advertising agencies are future proofing themselves as AI takes over

Campaign explores to what degree ad agencies are putting in place protections around jobs and inequities that come with automation and the rapid acceleration of AI.

Is radical honesty better in the era of AI?

SOUNDING BOARD: WPP's CEO Mark Read recently admitted the company is using AI to cut costs. As investment in the space ramps up, is it better for industry leaders to be upfront about the impact it will have, be it good or bad?

'You don’t need a degree in empathy, you already care': TSLA partners with AIC in playful recruitment campaign

The Secret Little Agency launches a witty recruitment campaign with Agency for Integrated Care, aimed at demystifying misconceptions surrounding community care jobs.

TikTok Shop has yet to become mainstream amongst Singapore's consumers

TOP OF THE CHARTS: A study from Milieu Insight finds only 16% of consumers in Singapore have turned to social media for shopping.

How brands are taking back ownership of livestreaming in China

While livestreaming remains the mainstay of marketing in China's e-commerce sector, brands are increasingly building their own channels to compete with the industry's superhosts.

K-pop partnerships: A win-win for brands and artists or just lazy marketing?

Look around and you'll now see a K-pop celebrity everywhere from the cover of a magazine to a coffee cup. But has it reached the point where attaching a K-pop artist to your brand is simply lazy marketing? Campaign explores the merits of the K-bubble and if it's likely to burst any time soon.

Dentsu Q2 organic revenue declines by -4.7%, but pickup eyed in H2

The network continues to see organic revenues decline in Q2, but an acquisition and several one-off events are expected to spur growth in the second half of the year.

How Barbie has sustained as one of the most successful toy brands of all time

From her German fashion doll-inspired beginnings in the 1950s to breaking box office records in 2023, Campaign explores how Barbie has remained popular for the past six decades. Clever marketing or something else?

AFP sues Musk’s 'X' over its refusal to pay for news content

In a move that could set off a domino effect for like agencies, the AFP said the aim of the case is to force X to hand over data that will allow them to estimate a fair level of compensation for news shared.

Why AIA is betting on the metaverse with a Roblox game to help it reach a younger audience

The insurance company's Roblox game ‘AIA Arena’ is all about health, energy and community, with an aim to engage a younger audience in a way that is core to its purpose, not commerce.

Drinking rosé on a yacht whilst debating AI: Does the advertising industry need a reality check?

As the cost-of-living surges and other such challenges plague the every day consumer most agencies are catering to, is the ad world at risk of being too inward-facing and obsessed with new distractions such as AI? Campaign asks if it's time for an industry reality check.

Twitter: Is Elon Musk the biggest obstacle for advertising on X?

SOUNDING BOARD: Rebrand or no rebrand, Campaign asks if the real reason advertisers have abandoned Twitter is a lack of confidence in Elon Musk?

Loud is out: how brands can tap into the trend of quiet luxury

Luxury has got a new look: it’s low-key, minimalist, and tries to fly under the radar. Campaign explores how brands can tap into the 'stealth wealth' trend that has been propelled into the spotlight by TV shows like Succession.

How advertisers are funding record amounts of disinformation

The spread of unreliable AI-generated news websites are unintentionally being funded by some of the world's biggest brands through their programmatic ad buys. Campaign explores.

From magic to immersion, experiential marketing gets an AI upgrade

Through never-before-seen activations to events where the boundaries between digital and physical worlds blur, AI tools are fast pushing the limits of what experiential marketers can achieve.

Pride month: Are loud and proud campaigns still the best approach?

Pride marketing signals tolerance. With brands in the US under a genuine threat of backlash and boycott for their support of the LGBTQ+ community, where does this changed environment leave the socially conservative markets of APAC?

Are celebrities overused in advertising?

The use of celebrities is an increasingly popular and costly option for advertisers. But are brands getting a return on their investment?

Neurodiversity in advertising: the benefits of tapping into the world’s largest minority group

Great minds don't always think alike. This Autism Awareness Month, we're moving the dial on DEI to discuss why accessibility is still not high on the marketing agenda and why adland needs to think differently to make neurodiversity an asset.

Why social class is advertising’s biggest diversity blind spot

You’ll find precious few mentions of class and social mobility in the equality and inclusion policies of any leading profession, including advertising. But how much longer can adland continue to ignore class? And at what cost?

The demise of Vice, MTV News, Buzzfeed News and the broken model of youth media

Some of the biggest names in youth media have recently shuttered or filed for bankruptcy. Campaign explores if this is a broader sign of the death of digital media and what it means for advertisers in APAC.

Wokeness woes: Will the anti-woke wave reach Asia?

Every now and then, the right-wing backlash against 'woke' marketing engulfs the West, Campaign explores if there's any legitimacy to the 'go woke, go broke' sentiment. And if brands in APAC need to prepare to face fury?

NFTs aren’t dead, they are just shifting gears

Sure, the crypto market has cooled off considerably and the craze isn't the same but Asian brands that have a long-term adoption strategy deliver success.

Beyond ChatGPT: What's next for AI and the marketing industry?

Generative AI technologies like ChatGPT, Midjourney, and Dall-E have already impacted the marketing industry. But beyond these well-known tools, we explore other ways agencies and marketers use AI and how it might change the industry in the long term.

How momfluencers came to dominate influencer marketing

A marketer's dream for household spending, momfluencers might be acing the social media game with spotless kitchens and perfect lives, but are they peddling an unreal construct of real motherhood?

What advertisers can learn from markets that already have TikTok bans

With a potential ban of TikTok in the US looming, we asked advertisers in India and Hong Kong, where the short video app is already banned, which alternatives they have turned to, and whether or not they feel they're missing out?

Beyond likes and follows: how brands are redefining engagement

Authenticity is the new black. We explore how brands are marrying the art of connection with the science of customer loyalty with new-age products and services to create feelings of belonging.

Nepotism in advertising: is who you know still more important than what you know?

From the recent viral trend of "nepo babies" to people getting jobs based on connections, just how pervasive is nepotism in advertising, and what, if anything, is the industry doing to tackle it?

Deinfluencing: should brands be scared of the trend?

As the deinfluencing trend gains traction in Asia, how can brands and marketers best respond? And will it spell the end of influencer marketing as we know it?

Cryptocurrency marketing takes off in Asia, but with scams and fraud along for the ride

The growing popularity of crypto investing in Asia has given rise to fraudulent or scam ads. Is tougher regulation needed by advertising bodies, and what standards need to be applied to agencies who get involved with crypto startups?

Podcast advertising develops in step with Asia's growing audiences

Nascent measurement tools are limiting most podcast advertising to brand awareness, but new technology, formats and bigger audiences are already making audio content a more attractive draw.

China, America and the race for AI supremacy

As China and the USA compete to become the world’s first AI superpower, we explore who is ahead and how multinationals with offices in both countries avoid in-fighting when it comes to sharing technology and ideas.

The road ahead for digital media measurement

Will 2018 be the year that better governance and technology bring forth workable solutions to the problems facing digital media measurement in Asia?

The app-eal of in-app advertising in Asia

In-app advertising now accounts for the majority of all mobile ads in Asia-Pacific. But various challenges mean marketers need to be more creative than ever to compete.

Disney’s merger challenge

BRAND HEALTH CHECK: Disney’s US$52 billion deal with Fox is set to alter the media landscape worldwide. We look at what this means for the health of the Disney brand in Asia.

Are work perks working?

As more marcomms companies emulate startups by introducing unique and interesting work “perks” for their Asian employees, we look at which perks offer staff real benefits.

Neuromarketing: Ad gurus who do the voodoo based on what you view

The proliferation of smartphones and affordable wearables means marketers can take controversial methods of measuring ads’ impact out of the laboratory and into the street.

Can the metaverse make a comeback in 2023?

Is it game over for the metaverse, or is it just getting started? Many brands gambled and lost last year. Have lessons been learned? And what are the next evolutions of metaverse brand activations we'll likely see this year?

#Unstereotype: Have influencers done a better job of eroding gender stereotypes than advertising?

Many female influencers encourage body positivity, encouraging followers to 'be themselves'. But has this meaningfully eroded harmful gender stereotypes? And is traditional advertising keeping pace?

Female gamers are harassed online. Are platforms doing enough?

Recently, we highlighted the shocking misogyny that female gamers face in esports. Continuing the thread, in the run-up to International Women’s Day, Campaign deep dives into the root cause to find lack of DEI is a systemic problem.

AI generated art in advertising: Creative tool or creative replacement?

Creatives are increasingly using AI generated art in their campaigns, but is it saving time and costs? Will rights issues and ethical concerns prevent broader adoption? And is it really the future of the creative process?

Ogilvy reflects on climate solutions through Antarctic expedition

As you read this, members from Ogilvy APAC are on an Antarctic Climate Expedition along with a diverse global team of 110 citizens. The mission: turn the tipping point of climate change into a turning point.

Not plastic: Organisations on a mission to make sustainable packaging mainstream

From takeaway boxes made of seaweed to compostable mailers made from plant-based materials, we meet those leading the charge to help brands end their plastic addiction and bring sustainable packaging to the masses.

Accenture Song’s Nick Law & Johnny Tan on the tailwinds that will push Asia's emerging markets

In a wide-ranging interview, Song's creative leaders talk exclusively to Campaign about the importance of giving design a seat at the table, creating clarity in complexity and AI becoming the co-pilot for creativity.

Why most CNY campaigns in China continued despite recent Covid surge

Despite being in the grips of its biggest Covid surge in China to date, most brands stuck to their long-term CNY marketing plans. Agencies and marketers explain why, and what impact the health crisis actually had on campaigns.

Can Tesla reclaim the electric vehicle crown?

BRAND HEALTH CHECK: Following a sharp drop in its stock value, missed delivery targets, losing the sales race to competitors, and a CEO preoccupied with making a 'chief Twit' of himself, can the darling of the electric vehicle world steer itself back on track?

Changing masculinity: Is advertising doing enough to represent modern men?

Is it time for brands to acknowledge that many of today's men struggle to identify with adland's definition of masculinity and feel misunderstood?

Life after likes: will more brands follow Lush in going anti-social?

Recently, brands like Lush, Balenciaga and Bottega Veneta have all walked away from social media. Is the anti-social trend here to stay? Are more brands likely to follow? And can they really survive without it?

Global forecast: Pharma and healthcare brands shift their ad strategies

Campaign explores how pharma and healthcare brands project the year ahead in spend and media channels—particularly in these trying economic times.

Major auto brands linked to forced labour in Uyghur region

Based on a damning new report, brands such as Honda, Volkswagen and Mercedes-Benz are shown to have ties to forced labour in China. These claims are primarily associated with the production of steel and aluminium used in the making of nearly every major car part.

Facebook remains top social-media platform for APAC marketers: report

TOP OF THE CHARTS: Facebook, LinkedIn, and Instagram maintain their dominance while TikTok shows rapid growth. Plus, measuring social ROI continues to be a major challenge for marketers.

Howatson+Company and Special Group dominate AOY awards in ANZ

Ogilvy wins Gold for Australia Creative Agency of the Year while Special Group performs well in both markets. But it's independent agency Howatson+Company that picks up the most Golds overall.

Accenture Song and UM stand out in Japan/Korea AOY Awards

Beacon Communications wins the gold for Japan Creative Agency of the Year while TBWA performs well in both markets, but Accenture Song and UM net the most Golds overall.

How dating apps master the art of marketing matchmaking

We explore how dating apps set themselves apart in a crowded space and manage to beat Cupid at his own game.

Job insecurity: In times of mass layoffs, is freelancing the future?

Thousands of layoffs from tech firms in a matter of weeks show job security is largely a myth. So what's next for the talent affected how might this change the future of work?

What are Chinese sponsors hoping to get out of the World Cup?

Chinese brands are the biggest-spending sponsors at the 2022 Qatar World Cup. But with a tournament dogged by controversy, will it deliver the results brands are hoping for?

Losing billions: Why are brands still not prioritising digital accessibility?

Inaccessible websites lose $6.9 billion a year to their accessible counterparts, yet digital inclusion remains under-addressed. We look at how brands can benefit from placing accessibility at the heart of their strategy.

Are side hustles a win-win for both employers and employees?

Should agencies be supporting their employees' side hustles? We spoke to both agency leaders and their staff across adland in APAC to find out.

Adland reacts: What Elon Musk's takeover of Twitter means for advertisers

Super app or a 'Wild West'? Should advertisers be hopeful or concerned about the future of Twitter?

What Netflix and Disney+ ad-supported tiers mean for the TV ad world

Some media channels needs to lose sales in order for Netflix and Disney+ to win them, and the most likely source is linear TV.

How trigger marketing helped launch the music careers of stars

Music artists are finding cost-effective marketing campaigns in Southeast Asia are helping to trigger global streaming success.

Lion & Lion expands in SEA, invests in new hires

The agency is investing in specialised data capabilities, an in-house content production studio, and is expanding its teams.

YouTube’s VP of advertising on Shorts, brand safety, CTV, and more

Debbie Weinstein speaks exclusively to Campaign Asia-Pacific on why APAC is particularly important to YouTube, trends in CTV, Shorts advertising, shopping, and delivering the best ROI for advertisers.

Cost of living main barrier to sustainable living for APAC consumers: study

TOP OF THE CHARTS: 67% of APAC consumers want to do more to be more mindful of the planet and the environment, but their increased cost of living prevents them from doing so, according to a report by Kantar.

Is adland prepared for a global recession?

Campaign speaks to agencies across the region to find out how they are preparing for a potential global recession—and whether it could be an opportunity to shine for smaller agencies.

Google enters DOOH space: What does this mean for marketers?

Not content with being a leading player in the online advertising market, Google has announced they are entering the OOH market too. But is this a welcome move by the tech giant?

Where is brand experience headed?

In a post-pandemic world where brands are spending more on events, we ask brand experience experts across the region to find out if events will ever be the same.

Study reveals the 20 most influential people in digital marketing

The founder of software company HubSpot tops the list of Rock The Rankings' 20 most iconic people in the SEO and digital marketing industry.

Are chief music officers the next CMOs?

With more chief music officers joining the C-suite, does it signal a broader trend that brands are finally going to give sound the investment and strategic importance that it deserves?

Amazon is most-preferred ad environment for consumers globally

Tech giant Amazon tops Kantar's global ad equity ranking of media channels and media brands, while TikTok continues to be regarded as the most innovative media brand.

Adland speaks out on quiet quitting

Beyond being just another social-media buzzword, ‘quiet quitting’ is having a real impact across adland. We ask industry leaders in the region how they are responding.

The rise of ‘granfluencers’: Senior social-media influencers take over the feed

Asia's older influencers are racking up millions of followers, and advertisers are the ones who end up being out of touch if they're not taking note.

WFH or back to office: Where does creativity thrive?

Keeping in mind pandemic learnings, we ask agencies their preferred working model going forward when it comes to fostering creativity.

AI-driven synthetic media: Too real for comfort?

Companies are creating evermore realistic virtual humans—but experts in the region tell us if brands and consumers are ready to embrace this level of fake. We also explore the ethical and regulatory considerations.

Playable ads rise above other formats in mobile advertising: study

Liftoff’s annual Mobile Ad Creative Report shows Android coming in 2x less expensive than iOS, with playable ads being the most affordable across gaming formats.

Virtual goods are untapped opportunity for brand growth: study

A consumer study by Virtue shows that 86% of respondents in Korea have purchased virtual products with digital fashion being the most popular category.

Lux’s global brand VP on why the brand is calling out sexism

Severine Vauleon on the Unilever brand’s new ‘Shut Up Sexism’ campaign, and having a cause-driven strategy pay off—particularly in China.

How are agencies handling the return of pre-Covid overhead costs?

Looser borders and back-to-office plans indicate that agency overhead costs are inching towards pre-Covid levels. We explore what this means for agencies’ bottom lines and work culture.

How the world's first virtual influencer with Down syndrome was created

To drive home the idea that the metaverse is for everyone, Forsman & Bodenfors launches Kami, a confident young woman who wants to smash barriers in the digital space. Go behind the process of creating her.

Should all brands rush to enter the metaverse?

As more and more brands are keen to get their foot in the door, we explore if it makes sense for all sectors to enter the metaverse and whether brands are clear about what they want to achieve in the space.

Are virtual goods an untapped commerce opportunity for brands?

With spend on virtual goods outpacing mainstream industries, we explore why they could well be an under-explored avenue for brands.

Is creating a virtual influencer worth the trouble for brands?

We dive into what does it takes to create a virtual influencer from scratch and consider the efforts vs rewards for brands.

Nano KOLs drive increased investment in SE Asia's influencer marketing market

On-demand capability is driving more brands in the region to invest at least 30% of their marketing budgets into influencer marketing, reveals a new report by Partipost.

How are agencies managing the expat talent exodus?

Amid record numbers of foreign talent leaving traditionally expat-heavy markets like Hong Kong and Singapore, we explore the repercussions for agencies.

Brand Health Check: Can Cathay Pacific soar again?

Following record losses, job cuts, and the closure of its regional Cathay Dragon service, can the beleaguered airline 'move beyond' like its own motto suggests?

Google’s APAC head of privacy on how marketers can gear up

Jessica Martin on how Asia marketers should be privacy-ready, the promise of Topics, and why Thailand is ahead of the pack in privacy awareness.

It's 2020, so why are some groups still being shut out of ads?

Marketers say more diverse leadership teams are needed to confront bias in the industry and produce creative work that is more reflective of modern society.

Travel marketing under COVID-19: Is there any point?

We speak to travel marketers in the region about their approach during this period of no-travel and whether or not it's valuable to continue marketing.

Are men still passing responsibility for gender diversity initiatives to women?

More often than not, gender and other diversity initiatives, whilst promoting inclusivity, end up being exclusive by nature, say observers.

Why Asia's future CMOs will deliver much more than marketing

"CMOs will be a control tower between marketing, IT, innovation, finance, supply chain."

How sports luxury became an inevitable evolution

As luxury and sports brands increasingly team up, we look at how luxury is losing its barriers and being redefined by new ideals, particularly those of younger and Asian consumers.

How brands in Asia can capitalise on the rise of dark social

With most social interaction now taking place privately in 'dark social', we look at how brands are navigating these private domains.

Esports influencers battle in their own Asian arena

More marketers in Asia are tapping esports influencers whose interaction with massive online communities comes more naturally that traditional sports influencers.

Best strategies for marketing to China’s digital-savvy travellers

As China’s outbound tourism continues to rise, travel marketers across Asia tell us how they are keeping pace and devising new strategies to attract China's digital-savvy and outwardly mobile younger generations.

‘Brushing’ up on the fake review problem in Asia

As ecommerce exposes more brands to review fraud, we look at the size of the problem and how to mitigate it.

Beyond theory: is blockchain a legitimate weapon to fight ad fraud?

Blockchain has been heralded as a potential panacea for the ad industry’s fraud problem, but how much of a practical solution is it?

How brand in-house marketing teams in Asia have changed this decade

In-house marketing teams need different skill sets than in the past, driven largely by the increased focus on data and technology.

A year to Tokyo 2020: which brands will win the Games?

12 months out from the Tokyo Olympics, we take a look at how the Games are affecting Japan’s advertising market — and ask which brands stand to make the most from the sports extravaganza.

Five key KOL trends in China for 2019

Hitting big numbers is no longer enough, it’s all about making the right links with influencers who both connect and convert.

Marketing Macau's mega-hotels

From inverted Christmas trees to kung fu chefs, we take a look at the marketing teams working to promote some of the biggest luxury hotels in Asia.

Driving results from first and second-party data

As data privacy restrictions start to change in Asia, we explore how brands can up their first and second-party data game to establish trust and privacy, and also build a competitive advantage.

Will APAC advertising ever tackle its disability deficit?

Portrayals of persons with disabilities are overwhelmingly absent from advertising in Asia. But what barriers stand in the way? And will anything change following the Tokyo Paralympics?

'Human-like' voice search a major brand asset — if properly deployed

Have you looked into 'audio logos'? Is your brand optimised for 'rank zero'? Do you know how to avoid a Disney-Google style voice ad firestorm? If not, read on. Voice search is officially here.

Can China’s 'little fresh meat' deliver big brand results?

With authorities in China already starting to discourage effeminate behaviour in the media, we analyse whether the country's boy idols can keep delivering visibility and sales for brands.

Marketers no longer lost in neural machine translation

With so much buzz around neural machine translation being the key to smashing language barriers and speeding up entry into new markets, we explore how useful it really is to brands.

Cannes, culture and the state of Chinese creativity

China is frequently accused of lacking innate creativity, and homegrown campaigns rarely do well at Cannes. But are China's next generation of digital-obsessed creative hotshots cultivating—or killing—great imaginative work?

Meta rolls out ads on Threads globally, introduces new ad formats

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.

Dentsu share slide reflects year-long investor caution, not a one-day shock

Campaign Asia tracks last week’s 11% slide against a year of volatile trading and failed recoveries, leaving Dentsu’s shares nearly 18% below their 2024 peak.

Southeast Asia’s top 50 brands 2025

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.

Can Heytea blend mass appeal with premium prestige amid China’s tea wars?

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.

Why L’Oréal’s CMO is betting on startups to keep the world’s biggest beauty brand ahead in innovation

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.

The 2025 Wrap: Top M&A deals

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.

Publicis Groupe shines at Campaign’s Southeast Asia Agency of the Year 2025

Leo dominated in the creative categories and Spark Foundry swept the media honours.

PHD tops November APAC media rankings as Wavemaker, Mindshare rise and Carat tumbles

PHD climbs to the top of the table with major wins, including Marico, while Wavemaker makes the biggest leap, and Carat slides.

How Always Pakistan rebuilt trust in a taboo category and reversed a 20% market-share loss

CASE STUDY: P&G and creative agency And The Nerve crafted a daring activation that restored Always' brand perception in Pakistan.

Beyond the hype: Why most AI projects fail and how to get it right

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.

Southeast Asia boom markets: How digital wallets are redefining Malaysian consumer behaviour

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 Omnicom-IPG merger: Unpacking the future growth potential

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: Adland’s climate moment, ready or not

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.

Why AI cannot yet solve advertising’s measurement puzzle

While AI transforms much of advertising, fragmented data ecosystems mean measurement still demands a hybrid of technology and human judgement.

Why AI cannot yet solve advertising’s measurement puzzle

While AI transforms much of advertising, fragmented data ecosystems mean measurement still demands a hybrid of technology and human judgement.

How Shiseido used Uber’s Journey Ads to win Hong Kong’s holiday skincare market

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.

Why AI cannot yet solve advertising’s measurement puzzle

While AI transforms much of advertising, fragmented data ecosystems mean measurement still demands a hybrid of technology and human judgement.

Inside the Philippines’ ‘Safe Sound Check’ campaign for autism inclusion

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.

Will AI avatars boost or challenge the future of live commerce?

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.

Will AI avatars boost or challenge the future of live commerce?

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.

Inside the Philippines’ ‘Safe Sound Check’ campaign for autism inclusion

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.

Spark Foundry reclaims APAC top spot as Initiative soars and OMD slips

Initiative rockets 75 places in a single month, as Dentsu agencies close in on Publicis in the top five.

Why do it, Nike? What makes a good brand logo?

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.

Rooftop Revival: How Heineken is tackling the loneliness epidemic in cities

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.

How cinema advertising is reclaiming its place as a strategic channel for premium brands

As superheroes and dinosaurs pull audiences into theatres, advertisers are weighing cinema’s rare ability to command full attention against the lure of faster, cheaper clicks.

Spark Foundry reclaims APAC top spot as Initiative soars and OMD slips

Initiative rockets 75 places in a single month, as Dentsu agencies close in on Publicis in the top five.

Why do it, Nike? What makes a good brand logo?

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.

Rooftop Revival: How Heineken is tackling the loneliness epidemic in cities

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.

Publicis Groupe hires McCann talent for new managing director role in Indonesia

EXCLUSIVE: McCann and FCB Jakarta veteran Chetan Shetty joins Publicis Groupe Indonesia in a newly created role; Leo Indonesia beefs up creative ranks.

Lush is still choosing brand activism fights while beauty chases influencers

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?

Top 10 fashion brands in Southeast Asia 2025

Adidas edges out Nike to top SEA’s fashion brand rankings for 2025.

Jordan at 40: Can the Jumpman bounce back in a crowded sneaker market?

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.

How ‘un-government’ campaigns are changing the public sector

As public sector campaigns modernise across APAC, both in-house and external agencies are navigating new opportunities and challenges to deliver innovative, relatable government messaging.

Lush is still choosing brand activism fights while beauty chases influencers

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?

Top 10 fashion brands in Southeast Asia 2025

Adidas edges out Nike to top SEA’s fashion brand rankings for 2025.

Starcom holds APAC crown as Dentsu X records the biggest jump and Zenith slips

Dentsu X leapt 36 places in a single bound, Mediahub muscled its way into the top six.

Jordan at 40: Can the Jumpman bounce back in a crowded sneaker market?

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.

Starcom leaps to top spot in August APAC media rankings

Starcom climbs to the top of the table with major wins, including Mars, while Zenith posts the biggest leap, and FCB debuts in the top 20.

Top 10 financial brands in Southeast Asia 2025

GCash’s dominance in the Philippines has secured its spot as Southeast Asia’s top financial brand for the second consecutive year.

'People don’t wake up wanting insurance' Manulife's CMO on the art of connecting with Asian consumers

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.

Southeast Asia boom markets: How Indonesia is redefining social commerce

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.

Top 10 electronics brands in Southeast Asia 2025

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.

What does ethical marketing look like when AI is in the driver’s seat?

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.

Meta accused of inflating Shops ad performance to offset Apple privacy impact

Whistleblower claims Meta deliberately exaggerated the success of its Shops ads to mitigate revenue losses caused by Apple’s privacy restrictions on iOS tracking.

How brands can authentically engage with Philippines’ gaming culture

As gaming and esports culture explode across the Philippines, brands are discovering that success comes not from flashy ads, but from genuine integration into the country’s close-knit gaming communities.

Dentsu posts revenue dip in H1 2025 as international business struggles continue

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.

Live commerce set to hit $2 trillion by 2030, but brands still playing catch-up

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."

Top 10 beauty brands in Southeast Asia 2025

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.

Top 10 food brands in Southeast Asia 2025

Thai hot pot giant MK Restaurant has surged to the top spot as Southeast Asia’s most beloved food brand in 2025, outpacing global powerhouses like KFC and McDonald’s.

AI is the tool, not the creative: Agency experts reveal how they use GenAI tools to shape modern campaigns

From the first prompt to the final cut, Campaign takes an inside look at how agencies are actually using GenAI tools as they integrate them into their everyday creative processes.

Meet the changemakers who are reshaping disability inclusion in advertising

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.

Singapore's top brands 2025

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.

Havas reports solid Q2 growth despite APAC decline

The group grew organically by 2.6% in Q2 2025 but cautioned about ongoing headwinds in the APAC region and geopolitical uncertainties.

Vietnam's top brands 2025

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.

The Philippines' top 50 brands 2025

Electronics, digital wallets, tech, and ecommerce giants—discover which brands topped Filipino consumers’ preferences in our latest research with Pureprofile.

ColdplayGate and the ethics of reactive marketing

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?

Spark Foundry races to top spot in July APAC media rankings

Dentsu's Carat moves up to second place as WPP’s EssenceMediacom drops out of the top 20, while Australian independents Avenue C and Ryvalmedia make a debut.

Indonesia's top 50 brands 2025

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.

Red Bull gives you wings but can it keep flying high with a health-conscious generation?

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.

Reddit launches two AI advertising tools to usher in new era of community marketing

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.

Cannes Lions, AI, and the integrity reckoning

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?

Malaysia's top 50 brands 2025

See why Watsons topped Malaysia’s favourite brands in 2025, surpassing Uniqlo and Apple through unmatched customer loyalty and a strong nationwide presence.

Macau considers full ban on gambling advertising

Macau’s government has opened a 30-day consultation on a proposed law that would ban all gambling advertising citywide.

Thailand's Top 50 brands 2025

See why Lazada tops the list in Thailand and explore the rising challengers shaking up the rankings in Campaign’s regional research with Pureprofile.

HSBC celebrates 160 years with vibrant murals across Hong Kong’s 18 districts

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.

EssenceMediacom tops June's APAC media rankings for third straight month

Spark Foundry takes second place, powered by its Shanghai General Motors win, while Accenture Song, Assembly, and Brainlabs make notable new entries.

Preparing for the open agentic web: What brands need to know

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.

Inside the first global benchmark for AI creativity in advertising

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.

From loud and proud to lost and quiet? The 'confused adolescence' of Pride 2025

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.

Why adland pros are becoming creators themselves

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.

Omnicom’s $13.5 billion Interpublic deal approved by FTC with restrictions on ad boycotts

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.

WhatsApp officially introduces ads in updates tab

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.

Reddit: The social-media dark horse gaining momentum with advertisers

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.

Meta's AI advertising takeover: Will it reshape APAC’s diverse ad ecosystem?

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.

Why Thailand is a shining example of LGBTQIA+ brand leadership

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.

Inside Somersby’s ‘no-nonsense’ brand positioning with K-pop’s Yeonjun

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.

Meta aims to fully automate ad creation with AI by 2026

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.

Over 50% of APAC marketers plan to cut ad spend in 2025: Nielsen

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.

Rethinking SEO: How Google's AI Overviews are changing the game

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.

Suncorp’s Mim Haysom and Leo Australia’s Andy Fergusson on giving every Australian home a voice

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.

Spark Foundry and EssenceMediacom vie for top spot in May's APAC media league

WPP's EssenceMediacom narrowly hangs onto the top spot while Publicis' Spark Foundry enters the table in second position after winning Shanghai General Motors.

Japan drives Dentsu’s modest Q1 growth, APAC and global markets stumble

CXM struggles with double-digit declines globally, while media services provide steady growth.

Can HK food-delivery app Keeta's cash-burning blitz sustain its rapid 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?

EssenceMediacom retains top spot in April's APAC media league

OMD holds strong in second position while Publicis' Starcom climbs the highest after retaining Dabur's media mandate.

Are brands right to allow machines to handle customer service?

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.

AI, copyright, and creativity: The fine line between innovation and exploitation

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.

EssenceMediacom gains top spot in first APAC media league of the year

OMD and UM are among the top five agencies in the agency table, while independent Nunn Media continues its momentum. Meanwhile, WPP tops the first APAC holding company table.

Why B2B influencers are an essential spend for marketers

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.

Advertising in space: One giant leap for adland?

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.

No one talks about ads anymore: Have they lost their pop-culture charm?

Industry leaders weigh in on how brands can help shape pop culture again through innovative storytelling and a balanced approach between creativity and performance.

Will AI chatbot advertising disrupt adland?

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.

Retail media in ANZ is maturing beyond performance capabilities: report

Mars United Commerce's annual report reveals that retail media brings powerful new capabilities that have led to a sophisticated, brand-building channel for advertisers.

Temu, Shopee, TikTok Shop: Who will win the e-commerce battle in SEA?

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.

PHD holds the top spot in the final APAC media league of the year

Omnicom-owned PHD extends its lead in the final 2024 APAC media table, while Mindshare vanishes from top 20 after significant losses, including Volvo.

Is contextual advertising the definitive answer to privacy-first marketing?

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?

Google's grip on search at risk as US govt pushes for Chrome sell-off

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.

Why so many are leaving adland to embark on 'solopreneurship'

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?

HSBC’s CMO on using Hong Kong as a backdrop to storytelling

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.

How AI is reshaping the dynamics of ad fraud

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.

How indies are closing the gap between holding companies

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.

Should brands compensate consumers for their data?

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.

2025 salary benchmarks: Marketing, creative, comms

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.

Budgets 2025: Retail media and CTV will dominate adspend

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.

Amazon's ad business soars, reaching US$56 billion in 2024

Amazon's advertising business outpaced the company's overall growth in 2024, fuelled in part by the company's expansion into streaming advertising.

Top 10 telco and streaming brands in Southeast Asia

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.

How adland can reduce emissions from streaming ads

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.

The advertising dilemma in a post-fact world

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?

Should Lunar New Year campaigns move past same-old family themes?

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.

How Knorr used retail media to drive conversions

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%.

BYD closes 2024 on top, but can it sustain its EV supremacy?

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?

How marketing helped Chinese apps and games to expand overseas

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.

Top 10 financial brands in Southeast Asia

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.

Are marketers spending less on social media?

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.

Top 10 travel brands in Southeast Asia

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.

Special Group dominates at ANZ's Agency of the 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.

Publicis climbs the highest in APAC media rankings following Kenvue win

PHD retains the overall lead, as Omnicom Media Group sees an end-of-year boost from Tata Motors' win, and Publicis Media rockets to the sixth spot.

What makes holiday ads truly effective in APAC?

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.

Top exits and entrances of 2024

Explore our annual recap of marcomms leaders who transitioned into new roles or departed from their current positions over the past year.

Dentsu & Publicis excel at Campaign's Greater China Agency of the Year 2024

Dentsu Creative leads Agency of the Year Greater China awards winning the most metals, while Leo Burnett scoops the most Golds.

Can retail media compensate for weaknesses in performance media?

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.

Top 10 car brands in Southeast Asia

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.

What will it take for female creatives to get the recognition they’ve long been denied?

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.

Beyond the Paralympics: The business case for disability representation

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.

Southeast’s Asia’s top 50 brands 2024

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.

What will it really take for adland to divest from fossil-fuel clients?

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.

Top 10 fashion brands in Southeast Asia

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.

Tech On Me: The potential winners and losers of a Google break-up

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.

Text-to-video in advertising: Where are we now?

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.

Are AR glasses really the future?

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?

Top 10 food brands in Southeast Asia

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.

Publicis' Unilever win solidifies its strength in APAC media rankings

Dentsu's Carat jumps the most in positioning, WPP's Mindshare sees the biggest fall, while Omnicom's PHD retains the overall lead.

Why brands are scaling back their sustainability commitments

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.

Dentsu Q3 2024 earnings: Japan's growth contrasts with APAC fall

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.

Top 10 electronics brands in Southeast Asia

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.

How to fix adland's motherhood crisis

The impact of motherhood on women's careers in creative fields is undeniable. Campaign Asia-Pacific seeks solutions.

Why thought leadership is a missed opportunity for B2B brands

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.

F-list: Ogilvy and Edelman among those with most contracts with fossil-fuel clients

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.

Should agencies ditch CVs when hiring creatives?

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?

Lions Creativity Report 2024: Ogilvy Singapore and Colenso BBDO come out on top

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.

Is advertising ready for AI leaders?

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?

ChatGPT maker OpenAI to open office in Singapore

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.

Top 10 beauty brands in Southeast Asia

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.

Why print is an enduring force for advertisers

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.

How brands can make dynamic pricing fairer for customers

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.

How Roblox conquered the immersive ads space

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.

Meta launches AI accelerator programme in Singapore

The company also provides a first look at its text-to-video model, Movie Gen.

Is advertising still a viable career for young people?

Campaign explores how an industry reliant on new blood to remain current will need to adapt to appeal to the younger talent it wants.

Will Olympic glory translate to more brand investment for women's sport?

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.

Will the rise of AI search challenge Google's dominance?

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?

Yeo's CMO on partnering with Olympic medallist Max Maeder

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.

One year of Threads: Where does X's challenger stand among rivals?

Campaign explores how Threads has fared since its record-breaking launch including advantages for users so far and current setbacks for advertisers.

Paralympics: Opportunities and lessons 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.

Mars to acquire Pringles maker Kellanova in largest buyout in packaged goods history

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.

Is this the beginning of the end for Google's search dominance?

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.

How brands are going for gold at the Paris Olympics

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.

Is Asia behind the curve when it comes to making sustainability a priority?

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."

No longer 'Just Doing It': Can Nike recapture its magic?

'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?

'Don't torch journalism': 500 journalists strike in Australia over jobs and pay

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.

'Read this ad with your nose': The state of scent marketing

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.

Alphabet beats Q2 earnings predictions

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.”

How brands can edge out competition with bold storytelling

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.

Weirdness is a superpower and hyperfemininity is in: Virtue's Gen Z study reveals youth trends

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.

Can Netflix scale its advertising business?

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.

Vietnam’s top 50 brands

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.

Indonesia's top 50 brands

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.

The Philippines' top 50 brands

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.

Singapore’s top 50 brands for consumer experience

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.

Thailand's top 50 consumer brands

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.

How destination marketers should tackle overtourism

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.

Can marketing reconcile its growth and sustainability goals?

Many CMOs are stuck in the paradigm of growth at all costs. But the concepts of 'green growth' and 'degrowth' to counter traditional profit-making structures are slowly making waves in an attempt to mould climate-responsible corporations.

How agencies are safeguarding from being edged out by tech platforms

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.

RGA's Michael Titshall: 'Diverse capabilities and cross-border collaboration give us a competitive edge'

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.

What do chief AI officers do and does adland need them?

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.

Are controversial ads really such a bad thing?

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.

Is there a future for the brand mascot?

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?

Russian brands eye opportunities in China—and vice versa

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.

The Tesla trial: Can brands thrive without a traditional marketing team?

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?

Is there a place for 'fake OOH' ads in the industry?

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?

Why some brands are putting the brakes on Gen AI

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.

Why Hong Kong's AIA Carnival is becoming a sponsorship powerhouse

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.

How brands are harnessing Taylor Swift mania in APAC

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.

Can TikTok survive the Universal Music fallout?

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.

Privacy and employee readiness still barriers to brands and agencies embracing AI

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.

Differentiate or die: Have advertising agencies lost their distinctiveness?

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?

Apple Vision Pro is here: Will it be tech's next revolution?

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.

Can introverts truly thrive in marketing?

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.

Is finding the right balance between human and machine possible?

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.

How marketers will manage spend in 2024

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?

What adland will keep, ditch and start doing in 2024

Agency leaders share some of their plans for 2024.

Should advertising of high-carbon products be banned?

SOUNDING BOARD: Controls on advertising harmful products like tobacco and junk food have existed for years. With the climate emergency worsening by the day, is it high time to implement tighter rules on advertising high-carbon products like SUVs and long-haul flights, or even ban them altogether?

Year in Review: Six biggest brand fails of 2023

We kick-off our end of year content with an annual look at the brand disasters and slip-ups that dominated headlines this year.

Let's get 'phygital': What does the convergence of digital experiences with offline mean for brands?

With technologies like AR, VR and AI blurring the lines between the physical and digital, is now the time for every brand to have a 'phygital' strategy? Campaign explores.

Havas wins Shell's media account, deal sparks backlash as Red Havas loses client

Climate campaigners had called on agencies to drop out of the media review, saying PR and advertising firms are aiding oil companies in delaying climate action.

Is there a case for moving away from purpose-led marketing?

SOUNDING BOARD: Following Unilever's recent strategy announcement on cooling off on purpose-led marketing for some of its brands, Campaign asks industry experts to weigh in on whether or not there is a case for it, and if now is the right time?

Accenture Song and TBWA stand out in Japan/Korea AOY Awards

TBWA Hakuhodo is crowned top creative agency in Japan, while Ogilvy takes the same title in Korea. But Accenture Song nets the most Golds overall.

YouTube’s Ashley Chang on five things marketers should know about culture in 2024

In an exclusive interview with Campaign, YouTube's culture and trends lead for APAC, Ashley Chang, highlights five trends emerging across the platform, and shares tips on how marketers can tap into them for a successful content strategy in 2024.

'Wide-eyed innocence and blind terror': ‪Why haven't advertising professionals unionised?

As issues like the gig economy, AI, and the cost of living crisis see other creative industries joining forces to fight for better protections and working conditions, Campaign explores why advertising professionals have traditionally been slow to unionise.

Why Lush is encouraging users to rebel against Big Tech this Black Friday