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.
We analysed three years of APAC Agency Performance Reviews to map the trends and changes in the region’s agency hierarchy.
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.
The account was awarded without a pitch.
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.
The global marketing remit spans 20 countries.
The former Grey Hong Kong MD takes charge of both Ogilvy and Grey amid a leadership reshuffle.
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.
Takeshi Sano pledges execution-led transformation as the group tackles a sweeping international overhaul.
Exclusive: Senior communications leaders across six ASEAN markets will advise Japanese brands expanding beyond Japan.
The DSP pushes back on Omnicom’s audit as routine oversight, even as its shares tumble around 7% in intra-day trading.
The 'Hermès of Gold' just proved that in China, heritage, scarcity and price hikes are the new definition of premium.
Exclusive: The three-year mandate spans brand and performance media planning and buying.
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.
Exclusive: Longtime PHD executive steps into the role following the exit of Mallory Simmonds, who previously led Kepler’s APAC and EMEA business.
Chen will work alongside McPetrie as co-CEO for three months from March 30 as part of a leadership transition.
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.
Exclusive: Gareth Mulryan expands his remit to lead the new JSK unit.
Sheikh Idham Abas to helm the office as managing partner.
WE Communications is the incumbent.
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.
Remit spans Hyundai, Kia and Genesis brands across Europe, the Middle East, Asia Pacific and Latin America.
Publicis Media’s Spark Foundry was the incumbent agency.
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.
EXCLUSIVE: Lee is the experiential agency’s first senior hire in Singapore as it builds the market into an Asia-Pacific hub.
BBDO will be relaunched in Hong Kong, with former DDB chief Andreas Krasser appointed chief executive of Omnicom Advertising Hong Kong.
The cohort makes up 22% of Hong Kong, commands HK$50 billion in spending, particularly across travel, entertainment and snacking, new Publicis research finds.
Dentsu says it has made no announcements on its international business, after reports that talks to sell the unit have collapsed.
Pinterest has not yet announced a replacement.
RGA Singapore previously held the account.
Most of McCann’s regional creative team has been dissolved; creative leadership is consolidated under Daniel Kee in Singapore.
Special led the overall tally across Gold and People wins, with Motion Sickness and OMD rounding out the top tier.
An internal memo seen by Campaign Asia-Pacific confirms market heads and senior roles across the media networks are now finalised.
Asahi would delay the release of its full-year financial results to focus on dealing with the fallout of the attack.
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.
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.
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.
APAC ex-Japan posts the steepest global decline.
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.
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.
An open letter from more than 60 climate activists challenges Edelman’s credibility as the UN climate summit’s PR lead.
Starbucks’ China arm will remain headquartered in Shanghai and continue to operate its 8,000 stores, with ambitions to grow to 20,000.
EXCLUSIVE: Global client & development director Michael Pring will lead the charge.
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.
Singapore-based Hepmil works with more than 450 brands through a network of over 3,000 creators.
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.
Havas Media is the incumbent.
APAC slips 3.7% after strong H1 gains.
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.
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.
The account was won after a competitive pitch.
The account was won after a competitive multi-market pitch.
Most of Asahi’s 30 factories in Japan have been shut for a week, with no clear timeline for recovery.
The role will not be replaced. Maness announced her exit at a town hall in New York.
The account will be run out of Copenhagen for Maersk’s marketing across 130 countries, including APAC.
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.
EXCLUSIVE: HSBC CMO Nicole German on the thinking behind the bank’s first global CIB campaign—live in 20 markets.
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.
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.
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.
On a visit to Singapore, Sorrell addressed the MSQ merger chatter and spoke about how his company is positioned for the future.
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.
The media AOR is effective immediately.
Key will be based in Singapore for the new role, effective October 1.
Dennis Kung has worked across New York and Shanghai in previous roles.
The company is willing to make “bold” structural changes to overhaul underperforming overseas operations.
EXCLUSIVE: Japan head Junichiro Kurokawa will double-hat as Song's APAC lead, while SEA lead, Simone Morandi, expands his remit.
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.
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.
“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 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?
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.
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 joins the ranks of at least four other APAC markets to formalise best practices for agency pitches.
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.
In a wide-ranging interview, John explains how APAC work, like New Zealand’s stigma-smashing Grand Prix for Good and Ogilvy Singapore’s work for Vaseline, are setting the stage for global creative change.
“David’s fast. But I’m faster,” says incoming CEO of Accenture Song Ndidi Oteh, promising speed, talent, and integration.
Over 100 companies contributed to these latest guidelines, including L’Oréal, LVMH and all six major holding companies.
The world felt heavier this year... AI panic, shrinking budgets and everything in between. But through all the noise, the best work still managed to cut through with clarity, heart and relevance.
“Go make something wonderful,” Apple's Tor Myhren tells the creative industry as he bets on the irreplaceable power of human minds.
Enkhbayasgalan Tungalag reminds the industry that world-class ideas can be born in yurt camps as easily as Madison Avenue; it’s time the global stage paid attention.
The new offering is backed by RGA's $50 million Innovation Fund.
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.
Nicolas Courant, chief creative officer of Ogilvy Singapore, shares his picks of campaigns set to reign supreme at the Festival de Cannes.
The $40 million APAC media win consolidates the agency's global partnership with Under Armour, adding to its existing remits in North America and the EMEA.
PHD clinches Bunnings’ $50 million media account from Initiative in a fiercely contested multi-agency pitch.
Publicis has reclaimed the US$146 million SAIC-GM account after a year-long break, marking a major comeback following a fiercely contested pitch.
Marketing veteran steps into agency leadership after client-side success at Danone, Meta and Unilever.
Less than two months after Publicis outmanoeuvred WPP for the North American media business, WPP has renewed its multi-billion-dollar global partnership with Coca-Cola.
In a major overhaul, Ogilvy has consolidated its expertise across 16 markets with 550 specialists to streamline social marketing. Jeremy Webb will lead the offering.
Chan, who transformed OMD China into a growth powerhouse, will move from Shanghai to Singapore to take on a regional role with Stagwell.
EXCLUSIVE: Sadlier's role expands within Publicis, and her leadership is bolstered with five key hires, including creative heavyweights from Ogilvy and MullenLowe.
Staffing cuts across Asia have begun as GroupM transitions to a “single operating model” under the soon-to-be-rebranded WPP Media banner.
The business was won from Havas after a competitive pitch.
Campaign Asia speaks exclusively with Lucio Ribeiro and TBWA's Kimberlee Wells on their AI talent investment and how it will bridge the tech and creativity gap to drive sharper brand outcomes.
The CMO's MO: As Zespri’s global marketing lead, KokHwee Ng talks about how the brand is balancing record growth, sustainability, and emotional storytelling to win in a crowded market.
EXCLUSIVE: Ryutaro Seki, formerly with Google, and Naho Manabe, a 20-year Hakuhodo veteran, join Publicis Groupe Japan as the agency strengthens its creative bench.
EXCLUSIVE: OMG excels in retention in China’s fiercely competitive media agency market in 2024. Meanwhile, GroupM, Dentsu, and MediaBrands face mounting pressure.
Earlier this month, the Chinese milk tea brand's Nasdaq debut boosted its valuation to US$5.95 billion.
After five years of promises, billions spent, and a cookieless future touted as inevitable, Google’s recent decision to hold onto third-party cookies has left the ad industry in limbo. Experts across the region call it a strategic stall and a blow to privacy leadership.