Campaign Asia

Global forecast: Telco marketing and the rollout of 5G

EXCLUSIVE RESEARCH: Telco companies across the region have been heavily investing in 5G. Campaign explores the repercussions on agency billings and broader marketing.

Independents, unlimited: Agency leaders see only upsides

The heads of thriving independent agencies around APAC explain why it's a fine time to be in charge of their own destiny, and why they wouldn't have it any other way.

Publicis drinks in PepsiCo China media win

The account moves from Mindshare to a dedicated Publicis Groupe unit, led by Zenith, that will handle planning and buying for all the company's beverage and food brands for three years.

The Ramadan outlook for brands: Optimistic

TOP OF THE CHARTS: Consumers in Indonesia are ready to travel and spend during the Ramadan season after two years of restricted celebrations, according to a research report from M&C Saatchi Indonesia.

Miroma Group acquires in-housing agency Maker Lab

The acquisition will lead to Singapore-based Maker Lab expanding into Europe and North America, while The Miroma Group plans to expand its other offerings into APAC.

Mental health: Provide an EAP and call it a day?

AGENCY REPORT CARD ANALYSIS: When it comes to nurturing overall wellbeing among employees, standout agency networks recognise that buying into an employee assistance programme isn't nearly enough.

PHD China wins World Gold Council appointment

The agency will be tasked with media strategy, planning and buying duties.

Parental leave policies leave inequities of maternity leave behind

Agencies that have evolved their offerings in this area say they’re reaping the benefits along with their people. If only such policies were more widespread across APAC.

Singtel names new creative lead agency

Publicis Groupe's Leo Burnett takes over duties previously held by BBH and Goodstuph as Ogilvy retains a B2B remit.

'Immunity Medal' concept wins Young Spikes metal for Australian team

Camille Gray and Joel Cant won gold in the 2022 Young Spikes media competition by suggesting a new SEA Games medal for the country with the highest vaccination rate, along with a campaign that would treat everyday people like hero athletes.

'Billboards for good' initiative gives charities space and design support

Lumo Digital Outdoor and online design-tool provider Canva are launching the initiative in New Zealand but hope to see it spread internationally.

MyRepublic rockets into next phase with rebrand

REBRANDING EXERCISES: The telco unveils a refreshed look—spearheaded by Superunion—that it says better suits its status as a mature player with B2B offerings and global ambitions.

Former DDB Hong Kong leader joins Mindshare

Irene Tsui will assume the Hong Kong MD role on March 7.

93% of APAC youth say pandemic changed their lifestyle forever

Results from an APAC-wide study by Vice Media, revealed here exclusively, underscore the need for brands to re-examine everything they think they know about the way young people view family, money, time, mental health and work.

FCB Group India adds affiliate in Sri Lanka

Addition of KL.LK will help FCB offer "seamless" service to clients who view South Asia as a contiguous market, according to FCB Group India.

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

Display in Muji. Book plots in haiku format. Library promo.

INSPIRATION STATION: Singapore's National Library Board promotes reading with help from Ogilvy, Muji, and a venerable Japanese poetic form.

WFA offers guide for DEI-conscious media planning and buying

DEI is not just a task for creative and HR teams, the guide's authors argue: Planning and buying choices play a critical role in supporting diverse voices and controlling whether hate speech and misinformation get funded.

The men in Mirror reel in brand deals

While reporting 29% adspend growth in Hong Kong for the full year 2021, media reporting company Admango has also documented the stunning number of brands using local boyband Mirror to push their products.

Warc announces Awards for Media winners

A campaign for Water Safety New Zealand by FCB New Zealand is among the four Grand Prix winners.

Outlook 2022: Key themes for APAC creativity

We asked APAC leaders to identify creative trends for the coming year. The developing metaverse—as an exciting canvas and a challenge—figures strongly in their thinking about how creativity in APAC will evolve in 2022.

Son Heung-Min kicks off multi-market Tiger Beer campaign

Exclusive: The beer's global brand director explains why the Korean-born Tottenham Hotspur football star is the perfect ambassador for the ambitious 'Year of Your Tiger' campaign.

Our top 10 condemnation-worthy ads of 2021

YEAR IN REVIEW: See our list of the campaigns that left us raving (not in a good way) and probably shouldn't have been created. Plus, a collection of dishonourable mentions, including two bad ads we secretly love.

Our top 10 applause-worthy ads of 2021

YEAR IN REVIEW: We pick the top 10 campaigns that left us raving (in a good way) about APAC creativity, plus a collection of honourable mentions.

Digital agency Dept comes to APAC, with Vishnu Mohan as head

EXCLUSIVE: The former Havas Group regional leader joins the Amsterdam-based agency as it initiates a plan to scale up rapidly in the region.

Virtual tour gives 'unfiltered' history of British Museum's stolen artefacts

With Dentsu Webchutney, Vice World News has created a virtual tour of the 10 most disputed items in the British Museum, narrated by people from the communities those objects were taken from.

Accenture Interactive and Cheil stand out in Japan/Korea AOY Awards

Grey Tokyo wins the gold for Japan Creative Agency of the Year, but Accenture and Cheil each net four golds overall. UM extends its winning streak in both markets to three years.

How Toyota aligned 17 APAC markets behind a common purpose

The vision for Toyota’s transformation to a purpose-led company came from the very top. To make it live and breathe across a diverse region, Toyota Motors Asia Pacific started at the bottom.

The top 10 headphone and audio brands in Asia-Pacific

Which brands have the ears of APAC consumers, both on a regional basis and in specific markets? Find out in this special report derived from Campaign's Asia's Top 1000 Brands research.

NFTs for Santa: Hong Kong artists auction creations for charity

INSPIRATION STATION: The SCMP invited five Hong Kong artists to mint NFTs of original works to raise funds for the annual Operation Santa Claus charity drive.

Easy shortcuts to achieving diversity and inclusion in brand experience

Sorry, the above headline is a lie. There are no easy shortcuts to designing DEI into your brand experience. Accenture Interactive’s Bronwyn van der Merwe explains the challenging but rewarding path forward.

Content, community and commerce (and a catamaran): Tatler’s new formula for success in the luxury space

Chairman and CEO Michel Lamunière speaks exclusively to Campaign about how an evolution of the luxury-focused media company's approach is coming to fruition.

Industry pays tribute to Jimmy Lam

A 'Godfather' of advertising who inspired and touched many people during a long career, Lam passed away on October 30.

Was this Squid Game promo appropriate? Industry opinion is split

SPOT SURVEY RESULTS: Nearly half of respondents to our survey say the activation crossed a line. And high fractions of respondents also favour more caution by brands—and even regulation—when it comes to exposing kids to marketing for adult fare.

Read a book written by 70 Indonesian authors, over Twitter

INSPIRATION STATION: M&C Saatchi Indonesia and Twitter orchestrated the writing of a crowdsourced book to spark more interest in reading and writing among young Indonesians.

Red light, green light: Did Netflix go too far with this Squid Game promotion?

SPOT SURVEY: A giant doll aside the Sydney harbour evoked an outcry from some parents. But where does a brand's responsibility end, and where does a parent's begin? We want to hear your thoughts on this issue.

60% of agencies lack any process for ensuring DEI in their work: R3

Almost half of all advertising portrays negative gender-role stereotypes, and clients never demand DEI specifications in their briefs, according to 40% of agencies surveyed.

The top 10 mobile phone brands in Asia-Pacific

For better or worse, the power smartphones hold over us is pretty much unprecedented in the history of consumer products. Find out which brands people in Asia obsess over the most in this special report.

Denise Tee files defense against Herbert Hernandez's 'baseless' libel claim

Tee, whose allegations of sexual harassment against the Gigil co-founder led several other women in the Philippines ad industry to come forward with their own stories, has filed an affidavit affirming her account of the incident.

Stephen Li departs as OMD APAC CEO

Li is on gardening leave until November and a search for a replacement is underway.

BrandZ China: Tencent overtakes Alibaba; Kuaishou, Meituan and Douyin surge

The top 100 most valuable brands in China gained 57% in brand value year-over-year, reaching $1.56 trillion, according to Kantar's latest ranking.

The top 10 skincare and cosmetics brands in Asia-Pacific

From eyeliners to cleansers, from foundations to moisturisers, and from concealers to anti-aging serums, beauty is big business. See which brands get the most facetime in Asia-Pacific in this special report.

Publicis appoints group head of creative tech

Laurent Thevenet moves from RGA for the regional role. The company has also named a creative community manager and a head of creative PR.

Revealed: Bribery in advertising pitches is pervasive in APAC

More than 85% of respondents to a Campaign Spot Survey agreed that bribery is a problem in agency pitches in APAC, and nearly 70% have personally seen it influence the outcome of a pitch.

Conscientious Korean consumers demand the full package

KOREA's TOP 100 BRANDS: In South Korea over the last 12 months, the brands that gained favour among consumers were those that met the moment in terms of convenience, safety and demonstrable responsibility.

In Korea, loyalty to local brands may not be automatic for the people

The powers that be still enjoy a position of strength bolstered by national pride, but young consumers appear more willing than previous generations to be swayed by foreign brands that deliver value—and values.

The top 10 shoe brands in Asia-Pacific

While the top two brands across APAC won't surprise you, read this special report to find out how widely brand preference for shoes and sportswear varies from market to market across APAC—and why shoes are like cars for your feet.

Found in translation: Australian artists improve on poorly translated government Covid info

INSPIRATION STATION: A group of artists created posters that provide Covid guidance in 26 languages—in response to government info that wasn't translated with proper care.

Essence absorbs AKQA Media in Australia

Pat Crowley named Essence CEO as Lesley Edwards, CEO of AKQA Media, departs.

The top 10 liquor and spirits brands in Asia-Pacific

It's Friday. So relax, get a glass and pick your poison, as we explore the spirits/liquor brands people in Asia most love to drink—responsibly, of course.

Initiative names APAC president

James Smyllie joins from Essence to fill the role that APAC CEO Leigh Terry has been covering since the departure of Will Anstee in April 2020.

APAC marketing stunts: A collection of the strangest (and stupidest) on-the-street promotions

Clowns. A bear. A subway-riding cat. A giant pineapple. A giant tissue pack. A bunch of small coffins. People with big pills on their heads. What do all these things have in common? They all feature in this historical collection of strange and/or ill-advised on-the-ground promotional stunts by APAC brands.

Three-quarters of marketers claim they're 'mobile-first': Research

TOP OF THE CHARTS: Only 7% of marketers admit they're not using a mobile-first strategy, according to research by Warc and the Mobile Marketing Association.

The top 10 car brands in Asia-Pacific

A car is the most expensive consumer good many people will ever buy. But cars are also a source of fantasy—both for those who can't afford one at all and for those who would like to upgrade. See which auto brands Asia admires most in this special report.

40 Under 40 2021: Now open for nominations

Calling all rising stars and those destined to make a big mark in APAC's marketing, media and advertising arena: Nominations are now open for our ninth-annual list of standouts.

Cambodia Beer underlines icon status, while removing a controversial icon

REBRANDING EXERCISES: A recast by Design Bridge Singapore melds progressive and traditional cues in a new design that removes an icon based on a Buddhist temple.

TBWA HK launches ecommerce offering focused on HKTVMall

Along with Omnicom sister agency The Integer Group, the agency claims it will offer brands help navigating the popular retailer's inner workings and hidden rules.

The top 10 beer brands in Asia-Pacific

Beer! Humans love it. And Asia drinks more of it than any region. But what beer brands do people love the most across Asia, and in specific markets? Find out in this special report derived from our Asia's Top 1000 Brands research.

Illustrators transplant TV horror shows to Singapore

INSPIRATION STATION: Disney+ engaged three local illustrators to give a Singapore perspective on 'The Walking Dead', 'What We Do In The Shadows', and 'American Horror Stories'.

Accused of harassment, Gigil co-founder files libel complaint

Herbert Hernandez, co-founder of Philippines creative shop Gigil, has taken a leave of absence from the agency and has filed a criminal libel complaint against Denise Tee, a creative director at Wunderman Thompson.

Brands need both values and utility to thrive in New Zealand

A knack for storytelling also helps, according to Aotearoa-based experts responding to the newly released ranking of New Zealand's top 100 brands for 2021.

Close-knit New Zealand favours brands that are part of the social fabric

Asked to name the strongest local brands, Kiwis name companies that represent the country on a global stage, those that do their part for the community and the world and those that communicate forthrightly.

The top 10 snacks and candies in Asia-Pacific

We can't settle international arguments over controversial terms such as 'cookies' versus 'biscuits' or 'crisps' versus 'chips'. But thanks to our Asia's Top 1000 Brands research, we can give you not one but three top 10 lists about the brands people in Asia turn to when they're feeling peckish.

Matthew Miller