Campaign Asia

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?

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.

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.

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?

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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?

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.

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.

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.

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.

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.

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?

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.

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.

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.

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.

'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.

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.

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.

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.

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.

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.

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?

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

Matthew Keegan