The brand's Asia CMO discusses the diversified demands of marketing a storied brand in a complex and competitive market. Here's how Visa is iterating campaigns, learning from China and capturing first-party data.
Companies such as Cigna, Microsoft, Intel and Unilever have shown how to deliver innovative B2B campaigns. But APAC is just finding its feet in making this shift.
With a multitude of entertainment options, the 130-year old club has a fight on its hands to keep consumers—especially millennials—interested in the club, says executive director Donna-Maria Cullen.
AWS and advertising sales were the growth driver for the tech giant.
Softness in Chinese commerce business offset by growth in cloud computing unit.
EXCLUSIVE: The two industry veterans will be part of the bank's corporate affairs, brand, and marketing leadership team.
Thrivikraman was previously chief creative officer for global clients, leading creative work for Publicis Groupe’s dedicated units across P&G and Tiger Beer.
Farhat Chowdhury and Farah Amira Khan's Click 2 Care campaign sought to use a frugal HK$1000 budget to earn HK$1 million in donations.
MARKETING WORKS: Most marketing briefs not only lack both a clear plan of attack and a strategic direction but also are riddled with jargon, contend the founders of BetterBriefs.
CMOs in 2022 will be challenged like never before with leaders focusing on brand purpose, data insights, sustainability, agility, complexity and the rise of new media, Campaign has discovered.
YEAR IN REVIEW: If the theme last year was about consolidation of operations and conservation of resources, a pickup in sentiment saw a surge in deal-making in 2021.
Mindshare bags the top digital- and media-agency awards, while Ogilvy wins the top prize for creative shops in South Asia and Wavemaker wins two people awards.
EXCLUSIVE: These funds accounted for 45% of all deals made in the year, as activity from holding groups and consultancies was muted, according to this advisory's data.
The security specialist previously known as White Ops will use the capital to accelerate expansion into new markets and expand its headcount.
BRAND HEALTH CHECK: The IPO-bound company’s bright orange branding is unique in a low-involvement category, but as it considers further expansion beyond its mainstays of Mainland China and Hong Kong, can it continue to stand out?
With some employees embracing logging in from wherever suits their fancy, the industry faces a race to keep pace with the desires of an increasingly footloose workforce.
The Secret Little Agency says the move transforms the unit from a strategic insights bureau into full-service cultural strategy agency.
Ad sales growth, along with two years of Covid-fuelled ecommerce growth is slowing, shifting the global online retailer's focus toward cost efficiencies.
The combined entity will be renamed &Friends, and will become a global content and production entity.
Despite strong numbers for this quarter, the iPhone maker forecasts growing supply chain pains for its gear and components.
Based on Kantar's annual BrandZ Most Valuable Global Brands report, Apple knocks Amazon off its perch as Chinese brands' growth dims.
CAMPAIGN 360: CMOs need to contend with the inevitability of the rise of the latest form of the web and be prepared for new business models it throws up, say marketers in the region.
SOUNDING BOARD: Experts weigh in on how the video streamer's move to offer a cheaper advertising-driven plan may help fix its buffering business.
The video streamer's recent earnings show stress of growing competition, sharing of accounts, and geopolitical tensions.
Losses increased because of decline in value of investments in publicly-traded companies; backing for newer businesses such as Taocaicai and Taobao Deals; and the continued impact of Covid.
The network has replaced long-time leader Songkran "Jod" Sethesompobe with two new leaders under a co-CEO structure.
In his first interview since becoming Unilever's global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition.
The FMCG giant aims to address the chronic shortage of dental specialists in Southeast Asia with a campaign promoting free teledentistry consultations.
Under the name Artifacts by SCMP, the publisher is introducing both an NFT series drawing on its 118-year-deep media archive and a metadata standard that aims to add context to historical NFTs.
AGENCY REPORT CARD ANALYSIS: Industry leaders across the 41 agencies we reviewed agreed the topic was atop their agenda, but their implantation of practices and solutions varied.
Marketers are grappling with how to reach consumers in the categories they spend the most time and money in, while subverting gender stereotypes in their ecommerce campaigns.
The agency has promoted Kanaporn Hutcheson to chairwoman and named Thipayachand Hasdin as the new CEO.
Marketers open up about switching to lower-funnel activity as they prioritise conversions.
The group reported 14.9% growth in net revenue at Dentsu Japan Network, and its international business posted a 17.7% uptick in its top line for the first quarter of 2022.
Former Kraft Heinz CMO looks to drive change at the Singapore-based insurer, which has recently undergone corporatisation and is seeking to expand its digital offerings across the region.
Lukasz Roszczyc has stepped down as CEO and media leader Francois Goddet will return to Europe midyear, to be replaced by Kate Bayona-Garcia and Vineeth Dhruvan, respectively.
AGENCY REPORT CARD ANALYSIS: Rather than announce splashy new concepts, shops preferred to talk about geographically scaling out and commercialising ideas this year.
The pandemic has given more momentum to a movement that sees young people rediscovering their faith, and brands are rushing to capitalise. But they need to be seen as authentic rather than opportunistic to really connect.
Facebook to suffer the worst jolt from Apple's privacy squeeze, which caused four large platforms to lose $10 billion in lost revenue, notes a new report from Lotame.
According to agency leaders in the region, employers are battling growing wage inflation, a shift of power in the recruitment process, and a stronger demand for flexibility.
New offering, AnyX, claims to give brands a single view of their online sales across retailers including Shopee, Lazada, Rakuten, Amazon and Shopify.
'Tears were not shed when the brand exited Southeast Asia': Experts weigh in how the ridesharing and food delivery giant can resurrect its struggling business in the region.
WOMEN LEADING CHANGE AWARDS 2022: Isobar Group's CEO in India has had a strong year, boosting business growth and driving innovation, all while proving to be an empathetic and enabling leader.
As agencies and marketing teams increasingly outsource their core offerings, freelancers are being inundated with requests. But issues such as reskilling, timely payments, and burnout are prevalent.
For a new global campaign, the premium beer brand aimed to leverage local content creators from its various markets. We speak to the global director of Heineken's international premium beer portfolio about how this was done.
While content creators have been flooded with work recently, they've also had to contend with a flood of copycats. But lax legislation and hesitancy for creators to take action remain pending issues.
With over 100 staff, this deal will help scale the network's digital transformation capabilities in the market.
In his new book, industry veteran and Entropia's founder Kumar details how data is upturning marketing—and what CMOs need to do to keep up.
Chinese technology giant reports heaviest profit decline in five years and slowest revenue growth since it listed in 2014.
Rohan Philips takes on responsibility for developing the product strategy and roadmap for Dentsu clients worldwide across Carat, iProspect and Dentsu X.
GAME CHANGERS: To make a mark, they need to decide on whether their aim is immediate revenue gain or less immediately tangible exposure.
Aimone Ripa di Meana and Alessandro Piscini expect the investment to help their venture attract new brands to the digital commerce ecosystem by reaching the United States, China and Southeast Asia.
While the Japan business has recovered strongly, its international unit, especially APAC was a drag on third quarter metrics.
Campaign sentiment has shifted from dreaming of a vacation to pushing consumers to graduate from weekend trips to weeklong adventures, says Ben George the chain's senior VP and commercial director.
BRAND HEALTH CHECK: The Vietnamese brand will need to find a niche for itself in the face of Tesla's overwhelming presence and the acceleration of legacy vehicle makers towards electric propulsion.
The win follows a competitive three-way tussle and wrests business from incumbent TBWA.
Chinese tech platform reports its first revenue dip for the second quarter of its financial year.
Talent wellness, resources, time, and cost have pushed agencies to be more viable in their search for new business, but not everyone is agreed on the way forward.
A round-up of ads from Indian brands including Thums Up, Tata Tea, Godrej Group, and Rage Coffee.
With hundreds of measurement options and widely varied ESG implementation across markets, CMOs in APAC face a rocky road to improve their sustainability scores.
Creative leaders reflect on why usually-strong markets such as Japan, New Zealand, Australia and Thailand underwhelmed this year.
The former global client partner will have a wide mandate, including managing the recently acquired Wiredcraft team.
As more clients split up their marketing budgets, it's making way for short-term projects. We ask agency leaders how this affects staff workload, creative output, and business sense.
While pay is a big draw, other compensation such as stock options and bonuses are a key attraction too.
Unilever International, a billion-euro entity, is the consumer goods giant's in-house 'challenger business' and helps identify new growth opportunities for brands in new markets.
Soo, who was formerly head of Reprise, will focus on financial services and tech businesses to drive growth in this region.
Murakami moves up from his role leading client services across Japan and Korea.
Media giant houses 300 people in the new hub that consolidates the operations of legacy businesses including Warner Bros, HBO and Turner and will serve as the region HQ for its streaming service HBO Max.
Mith will join Bacon Time and SBTC Esports as part of Ampverse’s portfolio of owned and operated esports assets.
INSPIRATION STATION: MediaMonks has helped the luxury fashion label collaborate with installation artists Lv Xiaohe, Yang Jiaxi, Shen Li, and balance artist Han Suining, in China to co-create four art pieces.
The biggest gaps, according to research from the World Federation of Marketers, are in the segments of ecommerce and shoppable media, with no respondents satisfied with their performance.
Remit includes includes strategic brand, experience and communications planning, alongside a total revamp of the visual identity.
CMOs and agency leaders agree the insurance industry isn't known for electrifying creative work. What needs to happen to change that?
Deal will enable shop to add ecommerce and omni-channel solutions offerings and win a bigger chunk of business from clients.
Salesforce's senior director of marketing in APAC holds forth on an explosion in data sources, saturation in virtual marketing and the re-skilling required for marketers as pandemic changes to the market turn permanent.
INSPIRATION STATION: Alibaba, WWF and F5 collaborated on highlighting the tremendous damage caused by 1.5 billion masks finding their way into the oceans.
The firm's research also reveals that 44% have Instagram, when legally they are meant to be over 13 to sign up for both.
Despite a stable top three, consumers in this southeast Asian market disrupted their brand preferences in the past year.
INSPIRATION STATION: What started out as a metaverse passion project by a junior designer has helped connect remote working colleagues and could be a template for other companies to emulate.
The omnipresent agriculture-to-telecom CP remains atop the local brand ranking in Thailand once again, but can more homegrown emerge from the shadow of MNC rivals to shine?
She joins from another fintech player, Rapyd, and has had stints with Grab and Visa previously.
BMW's premium compact car brand has enlisted the Publicis shop on a five-year contract.
SOUNDING BOARD: Industry experts weigh in on the future for LinkedIn and other non-native tech platforms in China, as the business-networking site confirms it will shrink to a jobs board in the market.
Global CMO Arjan Dijk explains how the travel portal is helping consumers (who now value a vacation higher than finding true love, thanks to the pandemic) discover new sights in their backyards (for now).
The insurer will lean on local KOLs to piece together short campaigns in order to boost its presence in APAC and compete with global and local rivals.
The maker of Tide and Pampers sees pandemic habits persisting, as it reports strong growth from its fabric and home care unit. But costs increased and price hikes are on the way.
To meet burgeoning demand and adjust to pandemic shifts, the nine-decade old company is focusing on catering to grown-up passions ranging from flowers to fast cars.
The EVP of Unilever’s near $10 billion global skin cleansing and oral care unit, Samir Singh, says brands can’t hunt for purpose in the middle of a pandemic.
Trust has to be something that's tied to the mission and the vision of the company, not siloed into one department.
The streaming service hires former Disney+ leader Amit Malhotra as MD for SEA and India as a launch looms in Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam.
From Snow Beer to KFC, the shop's Let's Twinkle creative unit is bending the rules of the game to cater to consumers in a rapidly changing market.
Four of the five brands that doubled their values in the new Global Top 100 hail from the mainland, and China now has 18 homegrown brands in the ranking.
The VCCP Partnership, comprising VCCP Singapore, SomeOne and Good Relations, worked on the mandate to refresh and consolidate the brand's identity.
While employee attrition has always been an industry bugbear, a growing cohort of Covid quitters has pushed companies to rethink the future of work and employment. Although not all are ready to admit there could be a problem afoot.
Flush with funding, companies in the fintech space are more experimental, and shops need to be more agile to keep pace, says Thunes CMO Irina Chuchkina.
CMO Rajashree R. explains how Tata Consultancy Services' inhouse team is breaking away from stereotypical B2B imagery of buildings, servers and people, to focus on aspiration and human connection.
The agency will work with the condom manufacturer to drive social conversation and consumer engagement in the sex-shy market.
INSPIRATION STATION: To drive awareness of its plant-based egg offerings, the American brand teamed up with MediaMonks serve up a unique dining experience.
A new report from Channel Factory and Magna shows that while consumers are entertained by misguided ads, advertisers will not be amused by the results of content-ad misalignment.
Following a recent campaign fronted by longtime ambassador George Clooney, chief brand officer Anna Lundstrom says she wants to deepen the brand's product range and reinforce its purpose to build upon a Covid bump.