As part of our International Women’s Day 2024 coverage, we speak to the CEO of McCann Worldgroup Japan who opens up about her sometimes-arduous journey to becoming a senior leader in a male-dominated market.
Nearly a year following a PR crisis, the Chinese cosmetics company manages to gain a cult following and has ambitious plans to penetrate international luxury markets. Marketing experts weigh in on how the brand should forge its path forward.
Targeting Mainland China and broader Asian markets, CTF Life's rebranding leverages its association with the renowned Chow Tai Fook Group. Campaign speaks with the brand's CSO on enhancing customer experience through this strategic transformation.
Shopee continues its dominance in the region, this time topping the Malaysia list in 2024. See which brands are challenging to move up the rankings in Campaign's research in partnership with Milieu Insight.
Veteran creative chief Chris Chen on elevating Chinese work to Cannes Lions, changing client needs, his fascination with tech, and the importance of whole-heartedly embracing Gen Z opinions.
Both Chinese tech giants continue to record robust growth. Meanwhile, Tencent's market capitalisation is already more than double that of Alibaba’s.
Bilibili disputes the plagiarism claims on the video, which has already garnered over a million views on the platform.
Baidu's former PR head, Jing Qu, has left the tech giant after a series of short videos which led to intense backlash on social media.
In the wake of public outrage and a significant decline in share prices, Baidu refrained from commenting on the matter.
Top Chinese marketing agency BlueFocus's share price spiked on the news, adding concerns about job cuts and AI-related unemployment in the marcomms community.
Chun Yin Mak is spearheading a four-year business transformation amid the network's One Dentsu global rollout.
SOUNDING BOARD: Luxury skincare brand Guerlain has come under fire for its bold claims that its new $740 cream boasts the innovations of quantum science. Whilst some online have revelled it as a marvel, others are labelling it a misguided marketing attempt. Campaign asks experts to weigh in on the debate.
From mascots to IPs paired with food and cars, here's how global brands in China leveraged unconventional collaborations to win consumers' attention this year.
TOP OF THE CHARTS: 'Involution', or business stagnation, looms large in Totem Media's 11th annual report, but with slightly more optimism from marketers as media costs edge higher and brand awareness gains importance.
As more global brands pursue a “glocal” strategy in China, such as selling majority stakes to local partners to speed up digital, product, and cultural localisation, the question now is what lessons multinationals can take from the past and apply to the future.
Jiunn Shih, a member of Campaign Asia-Pacific's Power List of top CMOs, has picked some new fruits, relocating from Singapore to Hong Kong and California to help build a global berries brand.
In a candid chat, Miniso’s CMO breaks down the push for original characters, why its supersized stores are hitting their stride, and how Miniso is reinventing itself from bargain retailer to lifestyle destination.
As brokers are "unlikely to disappear" from China’s media supply chain, a new R3 whitepaper deciphers the brokers' system and urges advertisers to contain and manage risks through contractual safeguards and negotiations.
Intense competition in China’s delivery market means revenue gains come at the cost of falling profits.
Yet influencer-led sales remain tiny. Totem and Rakuten Insight’s exclusive report shows why DTC remains a sideshow, even as 74% of brands plan to ramp up influencer spending over the next 18 months.
China added 12,000 coffee shops last year, but why are Western giants like Starbucks falling behind local upstarts? Campaign breaks down where they’re losing the plot.
Meituan turns to Olympic gold medalist Sun Yingsha in a high-profile brand push.
The agency-handled share of China’s RMB 1.55 trillion ad market is shrinking as local agencies collectively decline and international networks gain ground.
Seven quarters of growth, petwear drops and a teahouse in Chengdu later, the sportswear giant is making a very local, very calculated comeback.
BRAND HEALTH CHECK: Ahead of Luckin Coffee's Hong Kong debut, Campaign asks experts if the brand's China playbook can translate to success in a new, highly competitive market.
The bleak-sounding app that has taken China by storm is a simple digital check-in tool for people living alone.
From the historic sounds of Korea’s Liberation Day to improving women's hearing through hijab, to a new mayor's hope, top APAC creatives highlight the work that inspired them this year.
Gen Z shoppers buy with emotion, platforms sell with algorithms, and sustainability is the new fault line in China’s trillion-yuan e-commerce ecosystem.
Starbucks’ China arm will remain headquartered in Shanghai and continue to operate its 8,000 stores, with ambitions to grow to 20,000.
SOUNDING BOARD: Despite cheaper renewables and mainstream net-zero, emissions are up 65% and extreme weather cost $1.5 trillion last year. With COP30 in the Amazon, the ad industry faces mounting scrutiny over fossil-fuel work and its widening credibility gap.
What began as scrolling fodder has exploded into a blockbuster content business. At IAB Hong Kong's recent event, experts showed how marketers are moving quickly to reach global audiences through the format.
Days before Shein could cut the ribbon on its first Paris store, the ultra-fast fashion platform is swept into a criminal probe, along with Temu, AliExpress and Wish.
China’s food delivery giants are burning billions in a cutthroat price war. Orders are soaring, but so are concerns over collapsing margins, declining service, and vanishing brand loyalty.
Xiaohongshu wants you deep in niche rabbit holes with people who care about the same weird stuff you do. “This isn’t just a slogan change,” says Ashley Dudarenok, “it’s Xiaohongshu cementing its moat against rivals like Douyin.”
Laopu Gold posted impressive sales figures during the 618 shopping festival, setting the potential for further growth and brand expansion by tapping Chinese cultural identity.
After McDonald’s Japan saw Pokémon merch fly off shelves (and onto the resale market), the brand builds the hype for the Mid-Autumn Festival.
Electronics and home appliances soar as government subsidies kick in, but once again, top e-commerce platforms are silent on overall GMV—reflecting both changing consumer habits and a 618 season that keeps breaking its own timeline.
Kicking off this year’s Cannes Contenders series is a selection from David Guerrero, creative chairman of BBDO Guerrero.
Campaign understands that both Mindshare and EssenceMediacom’s China chiefs are stepping down; WPP Media pushes regional restructuring post rebrand.
With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.
The Tokyo-headquartered maker of the hugely popular potato fries, Calbee, is tapping into anime fandom and IP collaborations to boost sales and brand affinity in China. Read our interview with CMO Hiroyuki Miyakura.
Campaign speaks to Tony Chang of the iconic Taiwanese food brand to learn about the brand’s strategy in penetrating the Japanese market, and the challenges of localisation.
The new collaboration aims to bridge content and commerce as merchants will be able to embed product links directly into RedNote social posts.
Xiaomi disciplined its PR chief and CMO after fan backlash on Weibo.
Brands are losing sight of what they're paying for in influencer spend in China, per R3.
Exclusive: The dour forecast contradicts more optimistic media spend outlooks by major agencies and higher GDP projections. Ebiquity China predicts e-commerce will prop up the overall cost of media by a mere +1.2% with TV and print costs set to decline.
Business rebounds, CEO Brian Niccol said, “high-quality partners” are vying for a stake in its second-largest market.
The award-winning advertising veteran and longtime creative leader is relocating to the US after a 20-year career in the region.
Yasuo Nishiyama and Kenji Nagura will join the new leadership team, with Masayuki Mizushima set to become chairman following Yuichi Toda's retirement.
In an exclusive interview with Campaign Asia during their recent trip to China, Ogilvy's global CEO Devika Bulchandani and creative chief Liz Taylor discuss their vision in the region, the changing face of creativity, and the reality of being a female leadership duo.
BRAND HEALTH CHECK: Given the brand's revenue decline in mainland China, we ask experts about what the retailer can do to reignite growth.
TOP OF THE CHARTS: Totem’s 10th annual report on marketing and media in China highlights key 2025 forecasts, including 48% of brands planning budget cuts and a projected rebound in consumer spending through 2025 and 2026.
Podcasters and branding experts in China talk about the the importance of connecting with Chinese youth through audio content, creating a unique sound or conversation style, and the risks of slow returns on podcasts.
Amid a looming TikTok ban, Chinese social-media app Red is enjoying a sharp increase in users. But China’s marketing community view the phenomenon as a double-edged sword.
"When you live in China, you have to be constantly on the tip of your toes because of how dynamic it is," say Publicis Creative chiefs Kelly Pon and Tian It Ng, who share their thoughts on China’s global creative ambitions and more.
EXCLUSIVE: In a new report by Ylab and Hakuhodo Consulting, Gen Zs across eight markets are studied to understand what shapes their purchasing decisions.
In an exclusive interview with Campaign, Audi China's marketers spoke about launching an entirely new brand targeted at younger consumers, competing in China's busy EV market, and picking Zheng Qinwen as an ambassador.
The Chinese snack giant may be cleared of mislabeling, but the brand faces online accusations as it prepares to sue those involved for defamation.
The famed personality test is being utilised by brands to not just categorise its consumers to relevant products, but also to inject playfulness in their campaigns. The question then—does it sell, or is it just a social-media talking point?
In an interview with Campaign Asia, global CEO Nancy Reyes and chief creative officer Chris Beresford-Hill discuss their commitment to creativity, a new global positioning, female leadership, and why they believe the best is yet to come.
The indie’s agency’s global and regional leaders sit down with Campaign to unpack their global-meets-local strategy, learnings from its various markets, and the magic of ‘speed’.
A record number of 45 brands surpass the RMB 1 billion mark in GMV. The list of high-flyers include international giants like Apple and Nike, and Chinese brands such as Haier, Midea, Xiaomi, and Wuliangye.
The five-week shopping marathon pushes platforms to their limits, competition gets fiercer—and the strategies savvier.
China’s premium snack giant Bestore is under regulatory scrutiny after influencers exposed labeling inconsistencies. The publicly listed brand has a presence in 15 countries.
TOP OF THE CHARTS: A new report by EternityX shows that Mainland Chinese expats remain connected to their cultural roots through platforms such as WeChat, Douyin, Xiaohongshu, Weibo, and Dianping.
CASE STUDY: The success of McDonald's Children's Day campaign in China can be attributed to the power of super fans, an effective collaboration with Mr Doodle, and the creation of a limited-edition product that managed to pique collective interest.
Jochen Sengpiehl, the former global CMO of the brand, was detained and expelled from the country after allegedly testing positive for drugs, with traces of cannabis and cocaine found in his blood following his return from Thailand.
Following Appier’s acquisition of AdCreative.ai, CEO Chih-Han Yu outlines the company’s full-stack marketing AI vision, what’s next for the firm, and the evolving role of CMOs in this era of AI-powered marketing.
Hybrid product creatures—such as a tote-bag tiger—cavort across giant screens in a Macau retail installation by Superunion for China Duty Free International.
In an exclusive interview with Campaign in Shanghai, the former McCann veteran gets candid about the obscurity of international awards for Chinese work, leaving a big network after 36 years, and his advice for young talent.
Bang in the middle of Single's Day shopping bonanza, JD finds itself embroiled in a dual controversy with a comedian fallout and withdrawal rumours.
Incident adds to a growing list of Western brands criticised in China for racially insensitive imagery. Both Dior and Gucci have previously faced similar backlash.
Scalpers swarmed McDonald’s Japan in a mad grab for limited-edition Pokémon cards.
BRAND HEALTH CHECK: Shein’s Plan C, an IPO in Hong Kong, lands just as Trump-era tariffs return and scrutiny over its Chinese roots intensifies. With Western doors closing, will Shein’s global shine take a hit?
China CMO Allen Cai expands on the importance of targeting younger consumers, innovating a global product in a local market, and the tricky balance between flavour and health.
Oatly's Greater China president David Zhang opens up about how the brand expanded into the Chinese market and pioneered a new plant-based category, all within a span of just five years.
One of China's top coffee brands is now under intense scrutiny regarding its workplace culture and customer safety.
This year’s sales period for 618 indicated a slew of new trends, including the proliferation of AI, the cancellation of pre-sales, and the growth of outdoor apparel.
In an exclusive interview, Pan Fei, CEO of the largest Chinese marketing agency group, is unapologetic about using AI to replace human outsourcing, leading creative output, and eventually replacing human employees.
Campaign speaks to marketing experts from top agencies in China about the surge in short drama marketing, exploring how this innovative format—combining storytelling, celebrity endorsements, and direct sales links—is revolutionising brand promotion and captivating millions of viewers.
TOP OF THE CHARTS: The latest research from Ebiquity shows the Chinese advertising market is experiencing robust growth, with ad expenditure by key brands increasing 6.1% in 2023.
Dentsu Creative join incumbents Saatchi & Saatchi to form a duo of creative agencies for the brand.
The former CMO of Nestlé Greater China joins Mondelēz China as vice president, marketing and growth, replacing Zhu, who recently exited following the findings of an ecommerce investigation.
New predictions by Ebiquity show that China’s economic downturn and cautious marketplace are contributing to a continuous decline in media spend.
Chinese brands such as HeyTea, Chagee, and Tecno are joining Alibaba in targeted sponsorships and creative collaborations abroad.
Partipost co-founder and head of Taiwan speaks with Campaign about their partnership with Dentsu X and how technology is helping to scale micro-influencers networks.
McDonald’s China's chief growth officer, Yabin He, tells Campaign that he deprioritises ROI in place of emotional connections and targeting the 'inner child' of consumers.
At IAB's recent event in Hong Kong, panellists from Meta, Netflix, 9Gag, and Xiaohongshu debate the many pros and cons of AI to connect with its communities.
Campaign explores Yili’s Summer Olympics marketing campaigns—which included trend-jacking memes, memorable colours, and athlete ambassadorship—and discusses future strategies to ensure the brand's lasting momentum.
Tencent remains at the top of the list for the fourth consecutive year, and Huawei has returned to the top five.
On Tuesday, the debut of the first-ever made-in-China AAA game took the global gaming market by storm, achieving record sales across platforms and a swarm of brand collaborations.
BRAND HEALTH CHECK: Born as a UGC platform a decade ago, Red (Xiaohongshu) is now chasing business opportunities from ecommerce to live streaming for brands and content creators in China and overseas markets.
In an exclusive interview, Chris Reitermann, co-CEO of Ogilvy Asia and CEO of Ogilvy, Greater China, discusses creative and social trends emerging in post-pandemic China, AI-enhanced work, Cannes and the talent crunch for expats.
Liz Wang, CMO of Alibaba.com, is leading their international efforts to help buyers and merchants solve supply chain issues with events and campaigns to keep the Alibaba brand at the heart of global commerce.
The Chinese video streaming service has made an annual tradition of spotting the top buzzwords among young people in its chats as a way to signal new consumption trends.
Navigating post-pandemic brand dynamics, adapting to AI's emergence, and embracing ESG values—all the insights from Campaign’s first in-person event in Shanghai since 2019.
From traveling around the world to better understand local consumers, and adapting to the ever-changing needs of Gen Z, Chinese mobile brand Tecno's global CMO Laury Longfei Bai shares why he'll "stop at nothing” to build a global brand.
On the occasion of Grey Tokyo’s 60th anniversary, president and CEO Yukiko Ochiai shares her inspirational career stories, thoughts on female empowerment across Japan's ad landscape, her vision for the future, and more.
We wrap up our International Women’s Day 2024 coverage with insight from two China leaders at BBDO Asia who have plenty to share about defying gender-based stereotypes and misconceptions around female leadership.
Mixed messaging on Weibo and Instagram has only intensified the backlash, with parent company Anta Sports now under growing pressure from Chinese netizens.