Campaign Asia

2026 Cannes Contenders: TBWA’s Lion-worthy picks

TBWA Melbourne’s creative director Stephanie Gwee picks her Lions contenders.

2026 Cannes Contenders: Dentsu India's Gurbaksh Singh picks Cannes favourites

Watch three distinct campaigns that turn practical problems into sharper pieces of cultural communication.

2026 Cannes Contenders: Ogilvy’s Nikhil Panjwani champions ‘goosebump-inducing craft’

Spanning Film, Craft, PR and Sport Entertainment, Ogilvy APAC's ECD picks four APAC tipped for the Palais.

Guardian Indonesia appoints M+C Saatchi Performance as agency of record

Exclusive: The agency hires former Publicis Media and MediaCom executive to lead Indonesia operations.

What Asian brands hope to gain from World Cup sponsorship

The World Cup offers unrivalled reach, yet attention is hard to hold. As fans skip ads and scatter across channels, what justifies the investment?

'In the best-case scenario, you don't think about us at all': Visa's Danielle Jin on marketing an invisible brand

19 years at FIFA, a six-year MAMA title deal that pulled 400 million viewers, and a 25% lift in Hong Kong cross-border spend during the awards weekend; Danielle Jin, on why a brand designed to be invisible is going all-in on football, K-pop and gaming.

2026 Cannes Contenders: Thinkerbell predicts winners from APAC

Chief creative Tom Wenborn shares his winning bets with Campaign.

'Familiarity does not equal immunity': Outrage over Starbucks Korea's 'Tank Day' campaign refuses to quell

The marketing fiasco has wiped out millions in sales, delivery worker unions have vowed to refuse orders, and government officials will ban the coffee giant from public events. The fallout in Starbucks' third biggest market shows no sign of stopping.

Made in China has a new meaning—and the world is lapping it up

EXCLUSIVE: Gone are the 'cheap and cheerful' days. Chinese brands now lead on quality and are gaining cultural ground, as evident with the viral success of DJI, Pop Mart, and BYD, per an in-depth Totem 2026 report.

PHD wins $10 million De'Longhi media business in China

De'Longhi's three primary brands include De’Longhi, Braun and Kenwood.

Wieden+Kennedy Tokyo appoints new CCO and president: 'This is the moment for independent creative companies'

In an exclusive sit-down with Campaign Asia, the incoming leadership makes the case for independent creativity in a holdco-dominated market and explains why the AI era is wind in their sails.

Cathay marks 80 years with a 10-minute love letter to Hong Kong

In an exclusive conversation with Campaign Asia, Cathay’s Edward Bell discusses the airline’s ambitious anniversary film, Hong Kong nostalgia and the enduring power of long-form, human storytelling.

Agency Performance Review 2026: Top trends

We analysed three years of APAC Agency Performance Reviews to map the trends and changes in the region’s agency hierarchy.

‘If the world only remembers we sponsored the World Cup, we've failed’: Lenovo’s FIFA play

Jeff Shafer, Lenovo's global exec, on why the tech major doesn't treat FIFA as a media buy. Yes, it’s invested in the most valuable brand real estate on Earth but being just another logo on the pitch would miss the point.

Initiative China retains Uni-President media remit

The account was awarded without a pitch.

Assembly APAC CEO Richard Brosgill exits the role

Brosgill, who grew Assembly's Asia-Pacific footprint across 14 markets and led the ADK Global acquisition, has stepped down after 16 years with the network. No successor has been named.

Malaysia Airlines appoints Kingdom Digital as digital creative agency

The global marketing remit spans 20 countries.

Ogilvy names Duffy Lau Hong Kong CEO

The former Grey Hong Kong MD takes charge of both Ogilvy and Grey amid a leadership reshuffle.

Publicis and TikTok crack the code on why only 27% trends survive beyond two weeks

Thailand, Indonesia and Vietnam move as a single cultural bloc with 70% shared trending content even as they speak different languages. Japan is the self-contained opposite ecosystem that breaks every regional playbook, findings from six months of TikTok data points across seven markets.

Dentsu's incoming CEO vows to 'turn change into strength' in first address to staff

Takeshi Sano pledges execution-led transformation as the group tackles a sweeping international overhaul.

Honda Office launches Southeast Asia PR network for Japanese clients

Exclusive: Senior communications leaders across six ASEAN markets will advise Japanese brands expanding beyond Japan.

The Trade Desk says Omnicom audits ‘have not identified any issues’

The DSP pushes back on Omnicom’s audit as routine oversight, even as its shares tumble around 7% in intra-day trading.

Laopu Gold’s 221% revenue jump points to new rules of premium in China

The 'Hermès of Gold' just proved that in China, heritage, scarcity and price hikes are the new definition of premium.

Coach and Kate Spade parent taps Dentsu to consolidate APAC media business

Exclusive: The three-year mandate spans brand and performance media planning and buying.

'Product is number one, two and three': H&M’s global CMO on fixing fashion’s retail problem

In a wide-ranging interview with Campaign Asia, global CMO John Ehrnst talks through the end of bland retail, what drives Gen Z back into stores, and why Asian insights now sit at the heart of the Swedish giant's strategy—and why, even now, everything begins with the product.

Toby Hack joins Kepler as APAC and EMEA CEO

Exclusive: Longtime PHD executive steps into the role following the exit of Mallory Simmonds, who previously led Kepler’s APAC and EMEA business.

Rupert McPetrie to step down as WPP Media China CEO, Shiseido’s Tina Chen named successor

Chen will work alongside McPetrie as co-CEO for three months from March 30 as part of a leadership transition.

The quiet IWD: where did all the DEI campaigns go?

With visibly fewer brand activations this International Women’s Day, Campaign Asia-Pacific asks whether DEI is being deprioritised in the region or simply de-risked.

Publicis creates Japan and South Korea sub-region

Exclusive: Gareth Mulryan expands his remit to lead the new JSK unit.

Moonfolks expands regional footprint with Brunei launch

Sheikh Idham Abas to helm the office as managing partner.

Edelman wins PR mandate for the Singapore Tourism Board

WE Communications is the incumbent.

Dentsu drops sale of international arm but is open to deals in local markets

EXCLUSIVE: After months of uncertainty over its overseas operations, Dentsu has ruled out a comprehensive partnership, announcing sweeping management changes as it reports its steepest annual loss on record.

Innocean renews global media mandate with Havas

Remit spans Hyundai, Kia and Genesis brands across Europe, the Middle East, Asia Pacific and Latin America.

PHD wins global media remit for Mandai Wildlife Group

Publicis Media’s Spark Foundry was the incumbent agency.

Welcome to the new Campaign Asia-Pacific

A slick design and a sharper editorial focus and with it, a renewed commitment to analysis-led journalism, alongside the launch of Asia Roars and Campaign Red.

Verve Singapore names Stan Lee as business director

EXCLUSIVE: Lee is the experiential agency’s first senior hire in Singapore as it builds the market into an Asia-Pacific hub.

Not ‘lying flat’: Hong Kong’s Gen Z is ambitious, anxious and spending to cope

The cohort makes up 22% of Hong Kong, commands HK$50 billion in spending, particularly across travel, entertainment and snacking, new Publicis research finds.

Omnicom finalises Hong Kong leadership restructure after IPG acquisition

BBDO will be relaunched in Hong Kong, with former DDB chief Andreas Krasser appointed chief executive of Omnicom Advertising Hong Kong.

Dentsu shares slump 11% as buyers walk away from sale of international unit

Dentsu says it has made no announcements on its international business, after reports that talks to sell the unit have collapsed.

Pinterest global CMO Andréa Mallard exits after eight years

Pinterest has not yet announced a replacement.

KFC Singapore appoints Maker Lab for creative and social AOR

RGA Singapore previously held the account.

CCO Valerie Madon exits McCann after two-and-a-half years in top creative role

Most of McCann’s regional creative team has been dissolved; creative leadership is consolidated under Daniel Kee in Singapore.

A wider field emerges at Campaign’s ANZ Agency of the Year 2025

Special led the overall tally across Gold and People wins, with Motion Sickness and OMD rounding out the top tier.

Omnicom's new structure: Here's who leads APAC

An internal memo seen by Campaign Asia-Pacific confirms market heads and senior roles across the media networks are now finalised.

Asahi's ransomware attack may have compromised 1.9 million personal records

Asahi would delay the release of its full-year financial results to focus on dealing with the fallout of the attack.

Marketers pour millions on BTL, only 2% say they can measure ROI

Despite sweeping investment in activations, marketers admit they lack the tools and the confidence to prove impact. Many see AI as the biggest hope for fixing the gap.

The rise and rise of Pinkfong: From kids earworm to stock-market powerhouse

Toddler’s delight and an adult’s torment, the viral jingle has helped its studio land on the Korean stock exchange—shares surged as much as 60% on debut.

Dentsu's international review 'moving as planned', staff reductions to hit in December

The year-end dividend is “undetermined” as the company braces for a heavy fourth quarter, when it will book the bulk of its ¥28 billion restructuring costs.

Have 30 years of COP changed the world or just the rhetoric?

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.

Dentsu lifts FY2025 profit guidance, Japan offsets international weakness

APAC ex-Japan posts the steepest global decline.

IPG sheds 3,200 jobs, vacates office space ahead of Omnicom merger

The holding company’s latest SEC filing shows 800 layoffs in Q3 2025 and over 700,000 sq ft of office space vacated as it races to streamline costs before completing its $13.5 billion merger with Omnicom.

Activists call on UN, Brazil to cut Edelman from COP30 over client conflicts

An open letter from more than 60 climate activists challenges Edelman’s credibility as the UN climate summit’s PR lead.

Starbucks to sell majority stake in China business

Starbucks’ China arm will remain headquartered in Shanghai and continue to operate its 8,000 stores, with ambitions to grow to 20,000.

Experiential agency Verve expands in Singapore

EXCLUSIVE: Global client & development director Michael Pring will lead the charge.

IAS uncovers ‘Arcade’ ad-fraud scheme exploiting Android gaming apps

Using 50+ Android apps and roughly 10 million installs as its engine, Arcade appears to be the work of a coordinated fraud network and not a few rogue developers gaming the system, as per IAS.

Publicis Groupe to acquire SEA influencer agency Hepmil Media Group

Singapore-based Hepmil works with more than 450 brands through a network of over 3,000 creators.

How Marriott is turning K-pop fandom into a loyalty machine

When a Marriott ballroom in Tokyo turned into a 'mini Super Bowl' for Enhypen fans, it was long-term brand play. Marriott’s APEC chief commercial officer, John Toomey and loyalty boss, Ramesh Daryanani, break down their 'barbell marketing approach' to loyalty.

Sun Life Asia appoints WPP Media across five Asian markets

Havas Media is the incumbent.

Omnicom posts modest 2.6% Q3 organic revenue growth, profits shrink on integration costs

APAC slips 3.7% after strong H1 gains.

Zoom is still in the room: Global CMO Kim Storin's plans to 'disrupt itself' and make APAC its growth engine

Zoom is trading its 'just meetings' tag for an AI-backed, enterprise-ready identity—hoping to stay as essential in hybrid life as it was in lockdown.

Initiative Thailand retains KFC media account

The account was won after a competitive pitch.

Inside the reverse holding company: 'The future belongs not to the networks but the most networked'

At 87, Worldwide Partners is tearing up the holdco playbook with no HQ, no hierarchy—just a network out to prove that being connected beats being controlled. CEO John Harris talks to Campaign Asia-Pacific.

H&M appoints IPG Mediabrands as media AOR across six Asian markets

The account was won after a competitive multi-market pitch.

Japan could run out of Asahi Super Dry, ransomware outage enters second week

Most of Asahi’s 30 factories in Japan have been shut for a week, with no clear timeline for recovery.

Maersk appoints WPP Media as global marketing partner

The account will be run out of Copenhagen for Maersk’s marketing across 130 countries, including APAC.

Grey’s global CEO Laura Maness departs

The role will not be replaced. Maness announced her exit at a town hall in New York.

APAC agencies account for more than 20% of global fossil fuel contracts, F-List finds

All major holding companies, including Dentsu, Havas, Omnicom, Publicis, Stagwell, and WPP—as well as Edelman have current or recent contracts with fossil fuel companies, as per the report.

Why HSBC is betting on simplicity to stand out in its first-ever global corporate banking campaign

EXCLUSIVE: HSBC CMO Nicole German on the thinking behind the bank’s first global CIB campaign—live in 20 markets.

Social media agency Spin expands to APAC with Sydney hub

EXCLUSIVE: The London-born agency, fresh off wins with Fortnum & Mason, Google Cloud, Five Guys, among others, has launched in APAC with Shannon Johnston at the helm.

Levi’s appoints Samuel Minns as APAC marketing head

EXCLUSIVE: After a successful run at Timberland, Campaign’s 2025 Powerlister Samuel Minns has been appointed Levi’s most senior marketing leader in the region.

CMO Cindy Lin on why McDonald’s Taiwan is using Kung Fu to protect its fries

McDonald’s Taiwan spent months training kung fu masters and cast for a 3-minute-16-second film—all to sell fries. CMO Cindy Lin and creative partner Leo talk exclusively to Campaign.

Martin Sorrell on Dentsu's potential divestiture and S4’s own gameplan

On a visit to Singapore, Sorrell addressed the MSQ merger chatter and spoke about how his company is positioned for the future.

Doordash has hired Duolingo's famed social media manager

After turning Duo, the green owl, into a global social superstar, Zaria Parvez has landed at DoorDash to lead a seven-member brand social team.

Hasbro consolidates APAC media duties with Mediahub

The media AOR is effective immediately.

Margaret Key exits MSL for a top dual role at Allison Asia and Stagwell

Key will be based in Singapore for the new role, effective October 1.

TBWA Media Arts Lab names new ECD for Southeast Asia

Dennis Kung has worked across New York and Shanghai in previous roles.

Dentsu signals possibility of selling or partnering international business

The company is willing to make “bold” structural changes to overhaul underperforming overseas operations.

Accenture Song names Japan chief as new APAC lead in global leadership overhaul

EXCLUSIVE: Japan head Junichiro Kurokawa will double-hat as Song's APAC lead, while SEA lead, Simone Morandi, expands his remit.

'Ugly' is the ultimate flex: What Virtue’s beauty report means for your next campaign

With 46% of SEA consumers trusting nano-creators and #uglybeauty racking up 16 million views on TikTok, raw realness is outperforming airbushed content. Marketers who embrace the mess may just win.

How McDonald’s Korea turned local farming into a fast-food growth strategy

CASE STUDY: A five-year push to source over 800 tonnes of domestic produce has helped the QSR giant boost brand favourability, score creative gongs, and get government backing. Campaign gets the inside story from McDonald’s Korea CMO and agency partner Leo.

Meta removes 635,000 predator-linked accounts, rolls out new teen safety tools on Instagram

“Limiting DMs is basic. If Meta cared about teen safety, accounts would be hidden by default and only visible to approved contacts. That’s just common sense.” As Meta touts new protections, critics call the update surface-level and overdue.

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?

Assembly and ADK Global officially merge

Stagwell’s long-awaited first APAC acquisition is now closed, with no layoffs, new leadership roles confirmed. Campaign sits down with Assembly APAC CEO Richard Brosgill and his ADK Global counterpart Yasuyuki Katagi to understand what’s next.

Mark Penn’s challenger playbook: Cockroach DNA, pickleball and a $5 billion bet

At Cannes Lions, the challenger network’s CEO outlines a $5 billion ambition, a $ 20 million-a-quarter AI investment, the closing of the ADK Global acquisition, and why spectacle still works in marketing.

Malaysia tightens media pitch rules: MSA draws a line on IP, scope abuse and pitch fatigue

Malaysia joins the ranks of at least four other APAC markets to formalise best practices for agency pitches.

'If it doesn’t entertain, don’t even enter': Valerie Madon on films, humour, and the power of purpose at Cannes Lions

Nearly 80% of the Film Lion winners used humour as a narrative style. McCann’s APAC chief creative officer and Film juror Valerie Madon explains why funny works, short-form is trickier than it looks, and why the best films sell more than just a feeling.

'Looking for the first domino': Titanium jury president Judy John on Lion-winning work

Nikita Mishra