CASE STUDY: Gaming company Ponos and creative arm RGA resurrected a struggling mobile game that was deemed too 'complex'. The game eventually achieved triple-digit growth and regained over a million lapsed players.
Nvidia, Pandora, Range Rover, and—making history—the Jordan brand join Interbrand's ranking this year. This marks the first time a personality-driven brand has earned a spot on the list.
One of the Philippines' most prominent marketers, Henson reminisces about her all-time favourite brand campaign that instantly went viral and why.
Six in 10 CEOs are putting the kibosh on ESG investments in the spirit of corporate cost savings. We analyse the future of ESG amid talks of a recession.
High-profile departures, including that of former MD Joe Godsell, coupled with disappearing details from the agency's website, has fuelled speculation about TBWA Adelaide's future.
The 'demure' trend has officially infiltrated the marketing playbook for brands such as Ssense, Maybelline, Marc Jacobs and even Jennifer Lopez.
"Let's be honest, lots of brands, especially in banking, are tiptoeing around AI. But we say, why wait?", says marketer Shum in this wide-ranging interview with Campaign.
The departures are linked to GroupM’s ongoing ‘synergy project’ under GroupM CEO Christian Juhl's remit, announced last year. Additionally, a new chief executive has been appointed in Taiwan.
Rakuten's CMO is efficiency in action, with her speed strategy in consuming YouTube as unique as her leadership and innovations.
Marketers are duelling titans—as CMOs and CGOs—and they have an intertwined role in working towards growth and long-term brand building, according to Zalora's chief revenue and marketing officer.
Amidst heightened consumer polarisation, where traditional discount strategies are losing their edge, Unilever International’s CMO Nitin Agarwal has a plan for growth. The key? A dynamic, impact-driven approach that boldly challenges the status quo.
Despite market turmoil and organisational changes, 3M outpaced expectations to post strong quarterly results with over $8 billion in sales. Chitkala Nishandar, the APAC marketing director, reveals how the legacy brand adapts to the changing needs of Gen Z consumers.
Innovation, growth and the premiumisation of beer—these are just some of the hot topics on Asahi's marketing director for Asia, Loretta Lee's mind.
As Chinese lifestyle retailer Miniso marks its 10th anniversary and 5,700 stores worldwide, CMO Robin Liu takes a page from Lego's marketing playbook to craft a customer-centric brand that stands the test of time.
Growth, gigs and goals aside, AB InBev's marketing lead for South Asia advocates for better diversity and inclusion in the alcohol-beverage sector at a time when the BudLight fiasco is far from over.
Astrud Burgess on why she's committed to innovation, heritage and supporting women in sport.
“Take care of your associates and they will take care of the customers, who will come back time and again,”—a Marriott veteran of 23 years, Buiring's work philosophy sets their brand culture apart.
"Metaverse is where the next customers will come from," Spotify's SEA head of marketing believes in having fun whilst creating cultural moments and brand power.
A recent report by Adalytics exposed that many ads for Fortune 500 brands—including Amazon and Apple—were placed alongside harmful content. Campaign speaks to APAC leaders about the need for a nuanced approach that blends technology with human expertise.
“We tried peace for two years, now it is war,” Musk posted on X about the lawsuit following a significant dip in adspend on the platform since 2023.
A string of high-profile ad campaigns from Google, Apple, and Toys "R" Us that prioritise automation over human-led creativity have struck a sour note. Campaign discusses brand lessons from recent debacles.
Publicis Groupe led in creativity, PR, and culture, with OMD dominating media.
The Enforcement Directorate seized cash, gold, and documents in an alleged embezzlement case that also involves Suumaya Industries.
EXCLUSIVE: "Progress isn't a solo act," says global brand director Sean O'Donnell, as he explains the strategy behind Tiger's new 'You Never Roar Alone' campaign that's reshaping the brand for a new generation.
Accenture Song and TBWA walked home with multiple metals at the 2024 Campaign Asia-Pacific Agency of the Year awards for Japan and Korea. Check out the highlights here.
Jaguar could be facing its own Bud Light moment. However, Jaguar's boss has defended the “bold” rebranding, saying the message had been lost in “a blaze of intolerance” online.
The shift comes as Apple grapples with plunging iPhone sales, prompting a bold pivot to bring Apple News ad sales in-house. The big question: what’s in it for publishers?
Campaign dissects the secret sauce to Hello Kitty’s iconic global domination, its grasp of the timeless kawaii concept, and its astute understanding of nostalgia.
DFI Retail's Yuu has conquered Hong Kong's brand landscape, outpacing even Cathay Pacific. Challengers are rising in both airlines and banking.
As Donald Trump secures his second term as US president, marketing leaders across APAC weigh in on the potential impact on regional business, brand spend, and industry growth in a volatile economic landscape.
"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.
The impact of motherhood on women's careers in creative fields is undeniable. Campaign Asia-Pacific seeks solutions.
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.
Leo Burnett Australia, Saatchi & Saatchi Australia, and Publicis Worldwide Australia are among the agencies who have severed ties with the publication triggered by a male-dominated 'Work 2024' feature.
Significant inflation predicted for India, China, and Japan necessitates adaptation and optimisation of media strategies in APAC's fiercely competitive market.
In an interview with Campaign, Clare Pickens says creativity isn’t about awards—it’s about solving real business problems with bold, memorable ideas. She also champions humour and absurdism as essential tools.
BBDO Singapore's Tay Guan Hin will lead regional growth and strategy at The One Club. He is the second top executive at BBDO to exit in recent months.
EXCLUSIVE: Ooi, the OMG Malaysia CEO, steps into the regional role left vacant by James Hawkins' departure in April.
The win follows Carat's successes with the brand in Latin America and Europe, taking over from Wavemaker, which held the China account since 2019.
A tongue-in-cheek TikTok video has become a global marketing sensation. But with TikTok's pace of churn, brands and advertisers are forced to trend-jack at the speed of light to avoid irrelevance.
Green, who currently leads Accenture Song's Australia and New Zealand operations and holds the CEO title at The Monkeys, will relocate to New York to take the helm.
Angelina Villanueva is taking over as the role, replacing Brenda Kou. Kou departed the company in May 2024 after less than a year in the role.
China's faltering economy and a strong US dollar create headwinds, while India emerges as the region's shining star.
The five-product coatings solution, developed with creative partner Moonfolks, promises long-lasting wall protection and peace of mind for Indonesian homeowners, backed by a five-year money-back guarantee.
The agency's leadership in India including Ayesha Ghosh, Santosh Padhi and Shreekant Srinivasan have resigned.
A new report details that Chinese homegrown platforms dominate the local streaming landscape, fueled by its unique platform ecosystem and 5G technology.
The agency will be responsible for the bootmaker's media planning and buying account in China.
"Hundreds of thousands of MasterChef fans are being deceived into thinking that the gas used in the program is good for the planet," asserts Comms Declare as they file a formal complaint with the consumer watchdog.
After sustained pressure from environmental groups, B Lab has revoked Havas' B Corp certification, citing violations of core values due to the agency's association with Shell.
Omnicom's Q2 2024 earnings surpass estimates on the ad market strength. But while the group achieved strong revenue gains globally, APAC remained soft.
In China's competitive landscape and an economy where every marketing dollar counts, measurable ROI and effectiveness outweigh awards and accolades, or local versus multinational status, in agency-client relationships.
Hospitality is a fiercely competitive industry and marketer Alice Au of Wharf Hotels believes the race for market leadership will be set by the speed of digital transformation and customer engagement.
Tourism Australia’s creative account was held by M&C Saatchi and the digital account by Digitas since 2018.
"Thailand is one big restaurant. We'd be out of our league if we claimed that KFC is competing against Thai street food," says CMO Suhayl Limbada.
While Ogilvy Singapore secured one of the most prestigious awards at the Festival, and The Monkeys also nabbed a Grand Prix, the overall regional performance fell short.
Merging classic with contemporary, the anime streaming service brings the focus on the fun and joy of anime with new visual assets.
Arshan Saha, the APAC CEO of GroupM Nexus, will take over the newly created role as part of a dual remit.
McCann Worldgroup's APAC chief creative officer handpicks work with themes of innovation and humour that will reign supreme at the Festival de Cannes.
The agency's creative heads predict campaigns that stand a chance to snag the top honours at Cannes.
At Campaign’s flagship event, Love, Bonito's chief executive shares her winning strategy: a crystal-clear value proposition, thoughtfulness in design, and seamless omnichannel experience.
See APAC's metal haul and top winners from the 2023 Festival.
In an exclusive interview with Campaign, Stuart Spencer delves into ‘Rethink Healthy’, the insurance brand’s new proposition to challenge health as being solely about body size, eating salads, or intensive exercise.
In the hunt for the grand prize, TBWA's Peter Khoury reveals his list of APAC campaigns poised for roaring success in the French Riviera next week.
EXCLUSIVE: Piotr Morkowski, former BNG CEO, will now lead Assembly’s global digital commerce efforts, while Julia Dziurbiejko and Kacper Kłos assume key global roles.
Exclusive: 26 B Corp certified agencies demand B Lab to reconsider Havas' B Corp status over the Shell partnership.
Clean Creatives names SEC Newgate, Tinkle Communications, Cullen Communications, Edit, and Total Media in a report alleging fossil-fuel ties, but three agencies contest the findings, citing transparency and past disclosures.
The ongoing uproar raises the stakes for Messi's brand collaborations with Louis Vuitton, dairy brand Mengniu, baijiu major Chishuihe, and delivery giant J&T Express, among others.
Hong Kong debuts London’s iconic Chubby Hearts display, a heart-shaped installation 12 meters wide and four times larger than the London version, as part of a strategic campaign to rebuild #BrandHongKong and spread love across the city.
Thriving in 2023 with the metaverse, AI, agility and artistry, Siew Ting Foo's marketing story goes beyond metrics and KPIs.
He could've been a commercial captain, but ended up as a CMO. Get to know this Malaysian marketing genius' data-driven and CX-obsessed journey.
Premium condom brand Skyn creates a safe framework for two AI platforms to go on a live digital date. Awkward yet poignant, the love story pulls heartstrings.
The promotional blitz by Tatler featured Messi’s face right in the middle of all marketing material, leading fans to expect his magic on the field. Minister Kevin Yeung says spectators can contemplate independent legal recourse.
Angry fans booed during the pre-season friendly after a Lionel Messi no-show and the Hong Kong government said organisers, Tatler Asia, might face a reduction in funding.
After a year of mass layoffs, the company is more profitable than ever after.
The closure comes amid mounting financial losses exceeding $88 million. 300 employees to be impacted.
While Google and Meta deal with slowdowns, Amazon's advertising business, still a small fraction of the overall sales, grew 19% in the fourth quarter.
Two years on, the Phillipine island of Sargio is still reeling under super typhoon Rai's widescale destruction. BBDO Guerrero is helping with rebuilding efforts as it auctions artistic scrapboards to raise recovery funds.
The agency continues its strategic restructuring in Asia as well as globally, anticipating a 'small single-digit' revenue dip for H2 in soon-to-be-announced earnings.
SOUNDING BOARD: We ask industry experts if France’s ad ban on fossil fuels will have a butterfly effect on the APAC region to take similar steps.
DDB New Zealand's new spot seeks to set the record straight by spotlighting online inaccuracies that disadvantage women in sports.
WATCH: This year's effort by TBWA\Media Arts Lab Shanghai is an inspiring 18-minute long film shot entirely on iPhone 14 Pro and 14 Pro Max.
For a generation losing interest in sex, Skyn creates whispers of intimacy and hushed desires for a deeper connection in its latest Christmas offering. Here’s an exclusive peek.
South Korean e-commerce giant will provide a lifeline to the British luxury retailer founded by José Neves that had been seeking to avoid insolvency.
Campaign's 2023 40 Under 40 winner, Titshall has been the driving force behind RGA Australia’s growth for the last four and a half years.
The retainer expands Wavemaker's responsibilities to cover all media strategies and e-commerce sales for the beauty major in Thailand.
Ogilvy and Mindshare dominate Agency of the Year Greater China awards with a combined 24 wins, while Dentsu bounces back with an impressive 17 metals.
Climate campaigners had called on agencies to drop out of the media review, saying PR and advertising firms are aiding oil companies in delaying climate action.
The future of Joe Zawadzki's cutting-edge ad-tech platform is uncertain; most of its 300-odd employees have been made redundant.
EXCLUSIVE: Leo Burnett dabbled with AI, got a C-pop queen to compose a rhythmic soundtrack, and used Taiwan's biggest virtual studio for an ambitious 40th-anniversary film. McDonald's Asia CMO Brenda Kou and the creative team explain their thoughts behind the process.
SOUNDING BOARD: Industry experts weigh in on the best strategies for brands to nail the cultural tone and empathetic approach to connect during uncertainty.
BRAND HEALTH CHECK: The French beauty giant is channeling its inner K-beauty, but in the era of disruptors like Drunk Elephant and Glossier, can yet-another new brand squeeze its way to the top in the over-saturated beauty market?
EXCLUSIVE: Headquartered in Jakarta, Moonfolks retains key clients, business licenses, tax papers, talent, and partner contracts in line with the acquisition.
The newly formed independent creative agency defeated incumbent Ogilvy in a competitive three-way pitch.
EXCLUSIVE: The new partnership which kicks off this month marks an end to a seven-year relationship between Mandai and The Secret Little Agency.
EXCLUSIVE: TBWA's global creative head on the Adidas account, Khoury relocates from Amsterdam to Singapore for a dual role effective January 1.
The project developed between the London and Singapore offices will echo through the bank's 52 international markets.
Meanwhile, Alberto Canteli will continue as chairman and CEO of Havas Nordics, Benelux, Central and Eastern Europe, and the Middle East.
BRAND HEALTH CHECK: No stranger to PR stumbles, Lululemon's founder and former CEO Chip Wilson has once again created a firestorm. But amidst the verbal battleground and economic woes, how does the athleisure giant keep its cool and become a blueprint for customer loyalty?
INSPIRATION STATION: An exhibition in Tokyo challenges 1,600 years of gender bias and LGBTQ+ exclusion in the Japanese written language.
EXCLUSIVE: Amidst ongoing restructuring at M&C Saatchi globally, Indonesia president director Daryani acquires the profit-making Indonesia entity and eyes the independent route.