Campaign Asia

The contentious future of ID bridging in digital advertising

As ID bridging gains traction as a potential replacement for third-party cookies, concerns over transparency, privacy, and fraud risk are mounting within the industry. Campaign explores.

How indie agency NP Digital takes on major holding companies

In the second part of Campaign's in-depth interview with Neil Patel in Boston, the digital marketing expert discusses how his agency holds up against the big names and why SEO is valuable throughout the funnel.

Five key takeaways from Google's defense against the DOJ

As the industry awaits the closing arguments of the DOJ's lawsuit against Google on November 25, Campaign looks at the tech giant's defense strategy throughout the trial.

Tech On Me: Apple Intelligence could change the face of email marketing

But what does it mean for brand marketers and how can they adapt?

Neil Patel on redefining search, and why content is no longer king

With tools like SearchGPT and Perplexity AI emerging as marketing silver bullets, can AI alone deliver results, or does content still matter in the era of 'search everywhere optimisation'? Campaign catches up with NP Digital's Neil Patel in Boston to find out.

Wavemaker China CEO exits, Nexus and Choreograph appoint leaders

EXCLUSIVE: Jose Campon departs after four years with the agency, while GroupM announces new leadership for Nexus and Choreograph in China.

Disney banks on storytelling to keep content magic alive

Disney chairman Josh D’Amaro took the stage at HubSpot Inbound in Boston last week to discuss the company’s focus on storytelling, navigating weakening demand, and the role of immersive experiences in uniting Disney’s physical and digital worlds.

Tech On Me: Is the Meta Quest 3S just a shiny new toy?

This week, we explore the latest AI-focused announcements by Meta at Connect 2024, and Google bringing AI-search to Australia to determine how they will impact brands and marketers.

Sweet disruption: Chocolate Finance shakes up Singapore’s banking scene

Campaign explores how Singapore’s newest digital banking entrant is using bold branding, Henry Golding as its ambassador, and simple offerings to carve out space in a crowded market and capture Gen Z’s attention.

ECI Media Management and MMC appoint George Patten as APAC head

EXCLUSIVE: The former Accenture and Dentsu leader will help clients drive higher media value through media performance audits, pitch management and more.

Tech On Me: Google’s business practices are not just anti-competitive, they’re anti-innovation

This week, we explore the unfolding Google-DOJ trial, examining allegations of the tech giant’s monopolistic grip on adtech and anti-competitive practices—offering brands and marketers a timely warning.

Will Australia succeed in its plans to ban minors from social media?

Industry leaders tells Campaign that banning young people from social-media platforms is often seen as inefficient, cumbersome, and expensive.

Monks elevates Munas van Boonstra to MD for Southeast Asia

Van Boonstra has been at Monks since 2022 and replaces Joris Knetsch who recently departed after a decade at the agency.

APAC experts react to first day of DOJ and Google trial

Google's “trifecta” of monopolies has crippled the open web, the US Department of Justice charged in a Virginia court. As the landmark antitrust trial begins, APAC experts weigh in on the implications for the region.

Tech On Me: AI reshapes newsrooms; Alibaba and Tencent forge unlikely alliances

This week, Google’s AI workshops and Alibaba’s WeChat Pay integration highlight the growing influence of AI and the move towards greater tech collaboration.

Why brands shouldn't dismiss advertising alongside news content

Brands have long avoided advertising alongside news content, but new findings reveal controversial topics may not always hurt ad performance. Campaign explores how advanced targeting and AI are empowering advertisers to confidently leverage the news landscape.

It's time to clean up Telegram

TECH ON ME: Telegram’s founder lands in handcuffs, sparking a firestorm over brand safety—while Apple makes an aggressive push to dominate India’s digital landscape. That, and more in our weekly tech digest.

Tech On Me: Who benefits from the legal war between Shein and Temu?

This week, we look at the escalating legal war between Shein and Temu, Chinese tech giants scrambling to find AI startups, and Klook's new partnership with TikTok, among other tech headlines in the region.

TikTok’s Matty Lin on fostering growth amid global challenges

The Southeast Asia GM talks to Campaign about embracing changing consumer trends, building brand safety, and expanding AI in one of the platform’s most vital markets.

Tech On Me: Alibaba's Q2 earnings are disappointing. Where does it go from here?

This week, we look at Alibaba's Q2 2024 results, Douyin cracking down on corruption, and the GroupM-Pacvue partnership, among other tech headlines in the region.

Navigating the rise of SSPs in CTV: A media buyer's guide

Supply-side platforms are bundling CTV inventory into curated deals, often mixing in less desirable content or resold inventory. Campaign examines why this practice raises concerns about quality and value, and how buyers can stay ahead.

Is complete brand safety realistic?

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.

Tech On Me: Google, X and the big tech drama

This week saw Google hit with antitrust rulings that could shatter its dominance, while Musk's X hemorrhaged advertisers with a redeclared war. The digital landscape is fracturing before our eyes. What happens next?

As Oracle sunsets its ad business, what can adtech learn from this?

Once a prominent player in adtech for its viewability and ad verification tools, Oracle will close its advertising business in September after facing multiple challenges. Campaign unpacks learnings for the adtech industry.

Tech On Me: SearchGPT prepares to launch, Outbrain snaps up Teads, Chinese tech at the Olympics, and much more

This week, I speak to APAC tech leaders about OpenAI's new SearchGPT. Plus, I look at Singapore-based Qoo10's unfolding crisis, and Chinese tech at the Olympics, among other tech headlines in the region.

'Makes the brand feel old': Apple's Thai ad criticised for stereotypical depictions

The almost 10-minute film is part of Apple's 'The Underdogs' ad series, known for its over-the-top style. However, critics argue that Apple may have crossed the line this time.

Tech MVP 2024: What makes a standout entry

How do you win Most Valuable Professional and Most Valuable Product for Tech MVP 2024? Campaign's jury of technology leaders reveals it all.

SearchGPT: Disruption or hype? APAC experts share their thoughts

SOUNDING BOARD: SearchGPT is currently in beta testing with a limited number of users, with plans to be integrated into ChatGPT eventually. Campaign consults industry experts to determine if this new tool is truly a game changer or just another spike in the tech innovation hype cycle.

Tech On Me: APAC tech leaders says it's business as usual after Google's cookie decision

This week, I speak to APAC tech leaders about Google deciding not to end cookies. Plus, Meta's new challenge against OpenAI, and Kakao's founder arrest among other tech headlines in the region.

Google abandons cookies plan: APAC experts weigh in

Google's decision to backtrack on removing cookies has left the ad industry in a tailspin. As the dust settles, Campaign speaks to industry experts to find out how marketers can cope with the latest news.

Google reverses plan to eliminate cookies from Chrome

In a surprising turn of events, Google says it is now 'proposing an updated approach that elevates user choice' instead of removing cookies entirely from Chrome.

What the Microsoft-CrowdStrike outage means for brand reputation

Friday's global outage disrupted critical infrastructure such as airports and healthcare systems, bringing entire industries to a standstill. So, how will this crisis impact the reputation of the brands involved?

Tech On Me: What Disney's leak tells us about tension over gen AI

This week, we cover the hack on Disney's internal communications, how a loophole in TikTok is putting minors at risk, and how workers suffer during Amazon's Prime Day among other tech headlines in the region.

Publicis Media wins Nestlé media remit in China

A dedicated Nestlé China team comprising Publicis' media and creative teams will work on the brand from August onwards.

Why are retail media networks gaining traction in APAC?

With companies like Grab, FairPrice and Carousell recently launching their retail media networks, Campaign explores the opportunities, concerns, and effectiveness of RMNs in the region.

Tech On Me: Will Singapore succeed in banning deepfakes?

In this week's edition: Singapore wants to ban deepfakes ahead of the country's elections, Google declines to buy HubSpot, and confusion over video games and gambling in India among other tech headlines in the region.

AppsFlyer's APAC chief on gearing up for the privacy-conscious marketing era

AppsFlyer has been focused on building out a privacy-focused marketplace, adding ChatGPT to its data clean room and boosting its analytics offerings.

Tech On Me: Are Chinese tech giants doing enough to eliminate xenophobia?

In this week's edition: Chinese social media platforms take on xenophobia, Australia looks to prevent teens from using social media, Meta's plans to introduce generative AI into the metaverse, among other tech news in the region.

Inside Reddit's strategy to court advertisers in Asia Pacific

Durgesh Kaushik, the platform's APAC leader explains to Campaign why Reddit has already put down roots in Australia, Taiwan, Hong Kong, Cambodia, Malaysia and Vietnam.

Tech On Me: Will Temu face the same fate as TikTok in Indonesia?

In this week's edition: Temu faces regulatory hurdles in Indonesia, OpenAI delays ChatGPT's voice mode, and a new climate action marketplace promises greener advertising solutions, among other tech news in the region.

Yum China hands $400 million media account to Publicis

EXCLUSIVE: The KFC and Pizza Hut parent-company has ended its 26-year relationship with GroupM in China, becoming the third brand to do so in recent months.

Agencies heavily invested in gen AI in 2023—has it paid off?

AGENCY REPORT CARD ANALYSIS: In 2023, gen AI and cookieless solutions were top priorities for APAC agencies. We analyse our annual report cards to pick out innovation progress and point out where agencies are still falling short.

Do trans people in adland get the workplace support they need?

Coming out as a trans person can be scary for individuals who seek to live as themselves. We speak to two trans people at OMG about what a supportive office environment should look like, the importance of policy, and allyship from colleagues.

SIA retains PHD as media agency of record

EXCLUSIVE: After five years of working with PHD, Singapore's flag-carrier Singapore Airlines has retained the agency for media duties.

Tech On Me: Can adtech wean itself off MFAs?

This week's edition: The fifth The Media Responsibility Index is out, Snap launches a real-time image model, and TikTok ads now have AI creators, among other tech news in the region.

APAC media new-biz rankings: Mindshare makes strides, PHD seals top spot

PHD's win of the Vitasoy account in Hong Kong and retention of the brand in China helped the agency retain first place. Meanwhile, retaining the big Ford account in China helped Mindshare rise to second place.

Tech On Me: Is Apple renewing its focus on improving its ad measurement capabilities?

In a busy tech week, Apple unveils new ad tools, Oracle exits from ad tech, Amazon makes a big Taiwan bet, and Musk launches a war on Apple devices, and other weekly highlights.

Tech On Me: Will pornography content increase on X?

Welcome to the inaugural edition of Tech On Me, a weekly newsletter where Campaign's media and technology editor, Shawn Lim, breaks down the latest technology news and trends and gives his take on it.

Can curation revive the programmatic open auction?

Campaign explores the value of the open auction for publishers, and whether the risk of vulnerability can be subsided with curation.

Where APAC CMOs can lead: Subway, Coca-Cola and Zespri weigh-in

As brands look to APAC for growth and consumer mindsets transcend boundaries, three CMOs tell us how this region can influence more global market strategies.

Grab integrates OpenAI technology into its platform

Aside from making an impact on accessibility, customer support, and mapping, OpenAI's generative AI technology has the potential to impact Grab's advertising tools like retail media.

APAC media agency rankings: PHD surges ahead in Q1 new-biz league

PHD's performance was boosted by retaining SAIC Volkswagen. Meanwhile, Publicis Media benefited from GroupM's long-term clients leaving the agency in China.

'We are now a performance business': DoubleVerify's CEO on expanding beyond brand safety

On a recent trip to Singapore to attend Campaign 360, CEO Mark Zagorski spoke to Campaign about the company's expansion into social-media measurement, retail media, and AI plans.

Will zero-party data restore consumers' trust in brand value?

Allowing individuals to willingly and conveniently share their data in exchange for better experiences can be a win-win. But as Campaign discovers, certain conditions and challenges must be met for all to benefit.

Why international airlines want a piece of Air India’s chatbot technology

Leveraging gen AI to develop a chatbot has been an important facet of Air India’s digital transformation. The Silicon Valley-based chief technology officer of the airline talks to Campaign about the process of developing and besting the chatbot.

Why Microsoft Advertising is doubling down on AI

CAMPAIGN 360: Following a restructure, the tech giant is aggressive in its integration of advertising with AI through Copilot and other tools. Nick Seckold, the regional VP for APAC at Microsoft Advertising, explains.

Why OpenAI believes artificial general intelligence can align with humanity

OpenAI's CTO Mira Murati stresses that the platform is doing all it can to achieve artificial general intelligence (AGI) while ensuring it does not become uncontrollable and replace humans.

How Porsche zeroes in on smaller details to improve customer experience

As the owner of less than 15% of its dealerships, the German high-end automaker uses open text mining to enhance its customer IDs, focusing on language and personalisation to elevate satisfaction to excitement.

Gen AI has created an 'iPhone moment': Coca-Cola's ASEAN marketing chief

Ahead of Campaign360, Coca-Cola's Matthias Blume explains how the brand continues to grow efficiently while maintaining creative excellence, platform relevance, and meaningful consumer engagement.

APAC is a market of inspiration: OMD's George Manas

In a conversation with Campaign, OMD's worldwide CEO George Manas and APAC CEO Charlotte Lee discuss everything from managing agency operations to cookie deprecation to Gen AI, diversity and more.

Google delays cookie deprecation again: APAC adtech leaders respond

Google will now phase out cookies entirely in 2025 after being told the concerns around Privacy Sandbox still need to be addressed.

Amazon layoffs impact APAC adtech and media leaders

The job cuts are part of Amazon's plans to streamline its sales, marketing and global services division globally.

James Hawkins steps down as PHD APAC CEO

Hawkins leaves PHD after close to six years leading the agency, and there will be no immediate replacement for him.

How UOB reduced its ad emissions without compromising on attention time

UOB believes there is an opportunity for marketers to minimise their campaign’s impact on CO2 while improving overall effectiveness. Campaign finds out how.

Why does such a lack of transparency still exist in adtech?

Although many adtech players remain incentivised to keep the ecosystem opaque, new business models and auditing practices are challenging the status quo to demonstrate value for clients.

Swatch switches media duties to Publicis from GroupM in China

Swatch is the second long-term client after Dyson to depart from GroupM to Publicis this year, following news of a bribery scandal in China in 2023.

Forbes ‘mistakenly’ ran MFA site for years

The MFA site featured ads from global brands while all major holding companies were found to have purchased ad space on the now-disgraced platform.

Netflix appoints Hakuhodo's H+ as media AOR for SEA and Taiwan

EXCLUSIVE: Having previously partnered with UM, Netflix placed its media account under review and has now appointed H+ as its regional AOR.

Deloitte's Dorothy Peng on why she left adland for consultancy work

In her first interview since joining Deloitte, the former regional MD for RGA speaks to Campaign about her journey into consultancy, what innovation looks like outside of adland, and inspiring women around her as a veteran.

Dyson China ends partnership with Mindshare, hands media duties to Publicis

Dyson's decade-long partnership with GroupM has come to an end after a competitive review that followed a bribery scandal in China last year.

'Centre on people': Meta's monetisation lead on the rise of generative AI tools

Meta's John Hegeman explains to Campaign how the platform is automating creative processes to produce a range of images or videos to enhance campaign efficiency and cost-effectiveness for advertisers.

Inside Burger King's performance-marketing strategy in Korea

The fast-food joint started with a vision to obtain high-value users in South Korea. We speak to the brand’s digital marketing representative to learn about the brand’s data-driven approach to obtain long-term users and optimise creative campaigns.

Is it time for publishers to reassess their adtech stack?

Publishers are struggling to assess the value of multiple vendor relationships while streamlining their tech stack. Campaign asks experts in the region for suggestions on what publishers should do.

Billions in ad revenue untapped due to inefficient programmatic advertising: What needs to change?

Presently, investment in programmatic media does not provide advertisers with the reach and viewability they are paying for. We ask experts how marketers should navigate problems such as made-for-advertising websites.

Singtel reappoints OMD as media agency of record

The media review began in September 2023 and participating agencies included Publicis and GroupM.

APAC adtech veterans come together to further education efforts in Nepal

Formed by a group of friends in the advertising and technology industries, Team Dayā's mission is to broaden access to education by constructing primary schools in some of the poorest regions globally—with this month's efforts focused on a remote community in Nepal's Terai (the lowlands).

IWD 2024: Google's Sapna Chadha on how Singapore can increase women's board participation

Google's Sapna Chadha shares her journey as a female leader in a male-dominated industry in the first part of our International Women’s Day 2024 coverage.

APAC 2023 final rankings: Publicis and GroupM finish atop creative and media tables

Digitas' win of Aldi in December was enough to push the agency above fellow Publicis agency Saatchi & Saatchi to top the creative table. On the media side, Wavemaker held on to first place, keeping fellow GroupM agency Mindshare at bay.

What the Disney—Reliance merger means for marketers in India

As Disney's long-standing efforts to establish a presence in India seem to have paid off with the newly-announced Reliance merger, we take a preliminary look at what the deal signifies for marketers in the world's most populous nation.

Google allows advertisers to audit ads in Search Partner network

After significant lobbying by the industry, Google has decided to change its Search Partner policy to provide more transparency to advertisers.

How will the TikTok-Tokopedia alliance disrupt the Indonesian e-commerce space?

With an $840 million investment on the line, TikTok and Tokopedia's new merger is primed to dominate the social commerce landscape in Indonesia. But how will this impending partnership actually play out, and who does it really benefit? Campaign explores.

Nielsen rolls out CTV measurement for APAC advertisers on YouTube

As free ad-supported television (FAST) content on platforms like YouTube continues to grow in Asia-Pacific, Nielsen is expanding its connected TV capabilities across 11 markets.

Dentsu expects organic growth of 1% in 2024 after a challenging 2023

Overall organic revenue for Dentsu in 2023 was lacklustre, with the agency largely seeing growth in its home market of Japan.

How brands and agencies are actually using generative AI

EXCLUSIVE RESEARCH: The results of a Forrester-Campaign Asia-Pacific study reveals that brands and agencies share common AI goals, like personalised marketing, but are at different stages and also differ in usage.

Yum Brands, Swatch and Dyson put media duties with GroupM China under review

EXCLUSIVE: A number of GroupM's most prominent clients in China have placed their long-standing accounts with the agency under review, Campaign understands.

Reddit eyes IPO, boosts ad business in Asia-Pacific

With less-than-anticipated ad revenues in 2023, the popular online platform is gearing up for a projected $5 billion IPO this quarter, whilst expanding its advertising footprint into Asia.

Empowering China's Gen Z: Apple's new CNY film takes on the touchy topic of insecurities

WATCH: Shot entirely on iPhone 15 Pro Max, the 15-minute film by Apple and TBWA Media Arts Lab Shanghai addresses China's increasing pressures on Gen Z and encourages them to embrace confidence in themselves.

From stuck to sizzle: How Ajinomoto turned a customer complaint into a culinary community

Faced with a frying pan faux pas, Japanese food giant Ajinomoto transformed a PR hiccup into a flavourful rendezvous—all while setting new standards in brand transparency. Campaign explores.

Netflix media agency review underway for Southeast Asia

Exclusive: Media agencies in Southeast Asia have up to January 29 to submit their proposal to be Netflix's next media agency.

Riot Games lays offs 11% of total workforce worldwide

As Tencent's Riot Games announced it's laying off more than 500 employees globally, industry experts are left wondering how to create sustainability in gaming models that go beyond a dependency on ad spend.

Colgate-Palmolive hands newly-created global creative role to Yves Briantais

Exclusive: Yves Briantais will move to New York in June after spending more than four years leading marketing for Colgate in Asia-Pacific.

Building brand reputation and fostering innovation in the energy sector: Campaign's Global Forecast Q1 2024 – Part two

In the second part of Campaign's Global Forecast for this quarter, we explore why energy brands have been criticised for their contribution toward the climate emergency, and speak to industry figures to uncover how these challenges will affect new business for agencies in the future.

Unilever to make layoffs in Singapore, realign marketing roles around Asia