"Your campaign is Vietnamese, so why isn’t your mockup?," asks Happiness Saigon
The creative agency launches the first mockup library with real Vietnamese media placements.
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How evolving consumer identities are driving a fresh surge in spending across China
Recent research and shopper trends point to a clear shift in China’s retail landscape with the most durable growth in categories including AI wearables, experiential luxury and premium pet care coming from brands that respond to the evolving priorities of consumers with meaningful innovation.
Levelling up: How quick commerce, cross-platform loyalty, and cultural relevance helped brands in China win big this summer
The insights for Q2 from the China Online Consumer Brand Index (CBI) reveal that to attain outsized growth, brands ought to move past mere marketing interventions and instead embrace innovative solutions that shrink the gap between communication and commerce.
Smartly CEO Laura Desmond on AI's Impact: "Without trust, there is nothing" for brands
Authenticity and purpose were high on the agenda at the Smartly Connect Singapore event – and that means brands need to focus on human-centredness as well as embracing AI technology and Intelligent Creative.
Critical need for creativity as businesses prioritise continuous growth
As Jury President for the Creative Business Transformation Lions category at the Cannes Lions International Festival of Creativity (Cannes Lions), Publicis Groupe’s Jane Lin-Baden reflects on the evolving role of creativity, not just as a tool for communication, but as a driver of scalable business change.
How top brands adapted to the changing tides: Three insights from a new china consumer index
A new index from Peking University with support from Alibaba’s Taobao and Tmall Group reveals how China’s savvier shoppers are reshaping the rules—and how agile brands are winning with performance, precision, and niche positioning.
Video marketing’s AI-powered transformation
How can marketers maximise AI’s potential as a super collaborator, while understanding its abilities and limitations in key areas like connection, culture, and driving business growth?
“Partnerships and the value agencies bring to marketers are more vital than ever” - Yahoo’s John McNerney
In an exclusive podcast, Yahoo’s MD for AUSEA John McNerney focuses on approaches being deployed to tackle the biggest challenges facing marketers, including the deprecation of cookies and the deployment of AI.
AI won’t take your job or business. The people who learn and apply AI will
Meta and Campaign’s Global Pioneers series on the future of advertising brings Accenture, Publicis Media and VCCP’s Faith to the stage to progress learnings on the present and future of AI.
Reel in your audience: Optimising short-form video marketing for Ramadan 2024
With Ramadan approaching, leverage the power of Meta’s AI-powered discovery engine via Reels to engage new and returning customers.
People power: The creator engine at work
Creative leaders from Tag discuss the array of creators needed to power a content engine — and what tomorrow will hold for creatives and the industry at large.
Caregiving and familial aid in Japan: ‘An inevitable and distinctly human need’
As Japan faces an ageing population and dwindling workforce, we hear from leaders at EssenceMediacom Japan and Uber Japan about why generational diversity, gender diversity, and familial aid are the way forward for a more compassionate workplace.
AOY Insights: How Publicis Groupe is a force to reckon with across creative, PR, media, and data disciplines throughout Asia
We take a closer look at Publicis Groupe’s award sweep at Campaign Asia-Pacific’s 2023 Agency of the Year awards.
TikTok: The new ‘eye level’ for CPG brands in the digital era
In a digitally driven world, TikTok has successfully replicated the outsized push that brands would get by being at the consumer’s eye level in traditional retail, through the platform's unique strengths of reach, relevance, and results.
AOY Insights: Transcending vanilla media planning and buying yields rich dividends for Carat Taiwan
Delving into strategy, AI-driven solutions, and ESG compliance helped Carat Taiwan race ahead of the pack to become Taiwan Media Agency of the Year.
Levelling up your chat game: Make the most of business messaging this Lunar New Year
Engaging customers in a digital world is more hands-on than ever. Meta shares insight into how to leverage your channels to maximise conversations with consumers.
Unlocking sustainability through efficiency
We hear from experts at Tag about how organisations can deliver on their sustainability goals by embracing incremental change and cross-functional thinking.
AOY Insights: Hat trick of wins caps stellar year for Atomic 212°, Australia’s largest independent media agency, and CEO Claire Fenner
Golds for Australia and New Zealand’s Agency Head of the Year, Performance Agency of the Year, and Independent Agency of the Year confirms remarkable 12 months of growth.
AOY Insights: Triumph over adversity as Virtue Worldwide wins SEA’s Boutique Agency of the Year
In the face of external challenges, the Singapore-based team found a winning formula by embracing ‘insider knowledge’ and doubling down on existing clients.
B2B messaging on ESG in China needs to be local, customer-focused, and relevant to resonate: WE Red Bridge report
WE Red Bridge’s most recent report ‘ESG means business in China’ focuses on the growing importance of ESG-linked themes for B2B companies in China and recommendations on how such initiatives need to be communicated.
AOY Insights: Zenith reaches peak as Vietnam Media Agency of the Year by prioritising change
Zenith went from surviving to thriving by pivoting its entire business strategy, which paid off in record revenue and lit the way for the next generation.
AOY Insights: Double gold for T&A Ogilvy — wins for SE Asia Influencer Marketing Agency of the Year and Vietnam PR Agency of the Year
‘Virtual influencers’ making a real-world impact and creators who cut across generational divides, have helped T&A Ogilvy Vietnam become the only agency from the country to win Southeast Asia Influencer Marketing Agency two years in a row, besides securing its second win in the PR category at a national level.
AOY Insights: DEI drives success at Dentsu Creative Hong Kong, winner of Best Place to Work in Greater China
Diversity, equity, and inclusion are among the reasons for high staff retention as Dentsu Creative Hong Kong eradicates the gender pay gap, champions mental health and well-being, and supports neurodiverse youth.
AOY Insights: Wavemaker China makes a splash as Greater China Data Analytics Agency of the Year
‘Provocative’ data solutions see Wavemaker build on its silver win from 2022 to nab the title of Data Analytics Agency of the Year.
What does DEI mean to Gen Z?
EssenceMediacom’s experts on Gen Z and Gen Z staff weigh in on their expectations from their workplace, and how the advertising business can navigate the often fraught landscape of diversity, equity, and inclusion.
YouTube Works Awards SEA winners reveal new rules of engagement for Southeast Asian audiences
With over 750 entries and 126 jurors over six markets, the first-ever YouTube Works Awards Southeast Asia came in with a bang. Celebrating the best advertising on the platform, the winning entries are an illustration of industry-wide trends, from the increasing adoption of AI to authentic creator collaborations and multi-format, multi-device storytelling.
Meet the 2023 Amazon Ads Partner Awards winners
Award-winning campaigns were celebrated at the Partner Awards Gala in New York
How omnichannel and identity are reshaping the marketer’s playbook
Deploying omnichannel strategies in lockstep with using first-party data for identity-based targeting can help marketers combat a key challenge — making optimal allocations of marketing budgets that are expected to work harder than ever before.
How generative AI is empowering marketers
Reshaping the future of the industry and boosting human potential.
From talk to action: Uncovering unconscious biases to prevent workplace classism
EssenceMediacom leaders across APAC shared how unconscious bias can be detrimental to the workplace, the very real impact it has on employees, and why the onus is on agencies to educate their clients on bias.
Connected creativity ignites business transformation
Leaders at Publicis Groupe, Heineken, and Suncorp share how embedding creative thinking at the heart of a business can empower its growth.
From omnichannel to omni experience: Crafting next-gen consumer experiences
In our era of fluid consumer journeys and rapid tech development, it’s time for brands to go beyond omnichannel and think about creating omni experiences.
2024 game plan: Balancing budgets and careful forays into artificial intelligence
As we prepare for the new year, we hear from leading marketing and media professionals about their top concerns for 2024, from the balance of upper- and lower-funnel ad dollars to the benefits and risks that artificial intelligence poses.
It’s time to raise the bar on media quality and performance
The latest report from DoubleVerify and WARC shows just how much impact media quality and performance have on advertising outcomes in APAC.
Supercharge your 2024 marketing strategies with TikTok’s upcoming products
At Southeast Asia’s ForYou Summit, TikTok revealed its flagship products for 2024 and gave an audience of marketers an insight into how its solutions will help brands and advertisers succeed in the age of content.
Pivoting for Value: Overhauling the media mix for a digital-first world
Changing economic conditions and media consumption habits are among the many factors prompting a shift in marketing approach. Meta’s latest whitepaper charts the path forward.
We Are Social Singapore unveils revamped innovation and future tech arm, .XYZ
At Campaign Game Changers, We Are Social Singapore debuts its revamped innovation arm, .XYZ, with a refreshed proposition.
The Singleton invites Chinese consumers to ‘Reunite with True Richness’ under the supermoon
In its mission to create authentic localised experiences and foster an emotional connection with Chinese consumers, the heritage whisky brand has rolled out a Mid-Autumn campaign inspired by Fujian culture and the spirit of reunion.
SEA’s YouTube Works Awards point to the multi-format, AI-powered future of marketing, says high-profile jury
A jury of marketing and advertising industry leaders give exclusive insights into how the first-ever Southeast Asia YouTube Works awards represent the future of creativity, effectiveness, collaboration, and the use of AI in marketing.
How can Douyin generate a new growth curve for the luxury industry?
For luxury brands, it’s no longer a question of whether to market themselves on Douyin, but rather how to do so.
How can AI maximise your Mega Sales Season?
As Mega Sales Season kicks off in APAC, we hear from experts at Meta about how AI can help supercharge the year-end festive sales season.
How can a content engine drive growth and efficiency for your brand?
With more content being produced and consumed than ever, how can a content engine help brands and agencies reach consumers across all touchpoints and drive business efficiency?
Amazon Ads Partner Awards reveal 2023 finalists
Entries were invited from all regions of the world
Beyond the hype and the paranoia — what generative AI means for marketing
Publicis Groupe and Meta are leveraging AI to create more bespoke, creative, and effective marketing campaigns, finally living up to the promise of personalisation at scale.
How AMD is rising to the challenge in APAC and beyond
We caught up with Virginia Loh, AMD’s marketing director for Asia Pacific and Japan, about how the company is making strides in APAC and beyond, driven by its challenger spirit and “exceptional culture.”
Hennessy X.O pairs French Cognac and Chinese culture to winning effect in Luoyang
In its odyssey to capture the hearts and minds of China’s younger generation, the historic Cognac brand looks towards rejuvenation and localisation.
Advertisers rejoice: APAC scores highly in media quality, consumer attention in new report
According to DoubleVerify’s Global Insights Report, APAC is stacking up well compared to other regions — but it’s important to consider all the factors at play when making media investments.
Diversity Talks 2023: Resetting work culture
For the third annual edition of Diversity Talks, we hear from brand marketers around APAC about why we need DEI more than ever and how companies can (and should) embrace DEI initiatives both internally, and in their products and services.
Making use of the seconds: Unleash the full power of bite-sized content
In the quest for audience attention in our saturated digital media landscape, how can brands ensure that no moment goes wasted? We dive into the details of an illuminating joint study from TikTok and WARC to find out.
Brands need to ‘reboot’ their e-commerce strategies and lean into the power of experiential shopping
With the industry shifting to content-first commerce, brands should aim to delight by tapping into consumers’ experiential needs — as well as the tools to leverage them.
“One-offs do not work”: How brands can play in culture
With culture evolving faster than ever, how can brands and artists work together to tap into the Zeitgeist?
How Vanish’s Autism campaign made the world a better place
The team behind Vanish’s award-winning ad campaign, ‘Me, My Autism & I’, outlined how they developed authentic creative that instantly connected with audiences.
Decoding APAC successes at Cannes Lions 2023 with Jane Lin-Baden
The Publicis Groupe Asia-Pacific CEO shares her thoughts on this year’s Titanium winners, the state of creativity in APAC, and what she hopes to see from future award entries.
For TikTok, the new creative renaissance is all about celebrating everyday creativity.
Instead of reserving our best creative selves for tentpole occasions — Super Bowl, shopping seasons, awards — we should infuse creativity into everyday moments, says TikTok’s Shant Oknayan.
Going green in e-commerce: Alibaba joins hands with partners and consumers in driving sustainability efforts
Armed with wide-ranging influence and innovative solutions, Alibaba is tackling sustainability alongside its partners and consumers.
“Only as good as the creativity that goes in” Growth in a new era
By merging technology and creativity, the UK is opening up new avenues for commercial success, and the world is taking note. We find out how.
The Next Frontier: Why brands must live their stories in Web3
In the interconnected, gamified world that’s Web3.0, it’s time brands moved from story telling, to story living. See how brands can co-create narrative arcs to let consumers “live the journey,” and brand equity cues that work in the virtual realm.
How adopting a holistic full-funnel approach to marketing helps get the most out of ad spend
At an exclusive Campaign360 roundtable, regional marketers unpacked the most persistent challenges they face in brand advertising, influencer marketing, and ad spends — and how a holistic, full-funnel approach can address those concerns.
Futureproofing your digital marketing efforts first requires education
In an ever-changing industry, your greatest defence is staying informed about the latest digital marketing tools and insights.
Petal Ads unlocks the power of the Huawei ecosystem
Meet Petal Ads, Huawei’s newly rebranded ad platform built to harness the potential of the Huawei ecosystem.
Taobao Tmall Group in 2023 and beyond: Thriving in the new era of e-commerce
As Taobao marks its 20th anniversary, the Chinese e-commerce giant is tapping into its rich ecosystem and technology-driven background to continue delivering for both merchants and consumers.
Employees to executives: Make sustainability commitments real
A new WE Communications report reveals that engaging employees in new ways is key to overcoming ‘green fatigue’ and igniting sustainable change.
How Publicis Groupe Greater China is building a new paradigm on talent acquisition and retention
Staff turnover is dropping in Publicis Groupe Greater China thanks to a new initiative which grants employees the autonomy to volunteer for new roles, promotions, or pay hikes outside the regular evaluation cycle.
Behind Alibaba’s Taobao Maker Festival: Engaging Gen Z consumers and setting the trend for China’s retail sector
Taobao’s flagship festival makes a triumphant return with exhibitions across 10 cities showcasing the shopping trends of China’s Gen Z consumers.
Why a data and identity strategy is a vital step to marketing in a cookieless world
Deploying first-party data-based identity solutions to track consumers is going to be essential for marketers in a world where third-party cookies are quickly losing relevance.
Delicious by design: Crafting foodie brands that pop!
The best food brands don’t have to tell you what they sell. You already know. A flash of colour, or a stylised letter. It’s all they need to incite desire.
Empathy and culture: The keys to successful M&A
Spain-based LLYC has acquired U.S.-based BAM. This video, presented by Agency Futures, the consultancy that advised on and helped close the transaction, underscores the vital role that certain overlooked factors can play in all such unions.
Responsible advertising is more than just reducing environmental impact — it’s also about sensitive engagement and positive influence
Sam Pattison, managing director of Teads SEA share his insights on the evolution of responsibility advertising and how brands can improve digital impact for their consumers.
Fostering DEI in the workplace from a leadership perspective
Eva Weng of EssenceMediacom China discusses how she has developed a diverse, equal and inclusive workplace to boost business success.
Reels for agencies: Supercharge your client campaigns with shortform video
Offering the brand-building opportunities of shortform video and backed by the full force of Meta’s ecosystem, Reels has the potential to expand and level up your client campaigns.
How TikTok is embracing the advertising paradigm shift
We speak to TikTok’s general manager of global business solutions, SEA about how the platform is innovating to meet changing consumer and marketer needs.
Sustainability: From need-to-have to want-to-have
It’s increasingly urgent: all brands need to up their game to be more sustainable. But how to do it with our region’s infrastructure in mind, while being affordable? The answer: design and design thinking.
How adtech maturity can make programmatic advertising more efficient in a post-cookie world
At a roundtable organised by Xandr featuring participants from dentsu, Lotame, and Accor, the panel discussed how a mature adtech model driven by curation and first-party data helps all participants in the digital advertising ecosystem
Have a little faith: When it comes to DEI, don’t forget about religious diversity
In an age where people are encouraged to be their full and authentic selves at work, diversity of faith can — and should — play a key role in your company’s DEI programme.
Creative Minds: Nogamoto's bucket list is like Costco's receipt—long and driven by FOMO
On the wish list is acing a hole-in-one with Tiger Woods in attendance, evoking emotions with words, getting six-pack abs. But first, pizza. He can't live without pizza, even those with pineapple.
Independent creative chiefs on turning attention into sales
How do creatives — wherever in the world — address the new client imperative to produce ideas that do more than get noticed?
IPG launches FCB Health in Japan
The new agency will be led by Masaya Hosogai of FCB Health and Junji Yokokawa of McCann Health Japan.
Different, not deficient: Why we should all be championing neurodiversity in the workplace
We speak with EssenceMediacom’s chief strategy and transformation officer for South Asia, Sonali Malaviya, about why we should embrace neurodiversity in the workplace, the importance of representation, and why neurodiversity benefits everyone.
AOY Insights: Wavemaker APAC’s Gordon Domlija named Asia-Pacific Agency Head of the Year
A strong year of meeting people, product and growth goals across the region is all the more impressive as it was orchestrated to deliver on Wavemaker’s vision from Shanghai under lockdown conditions.
AOY Insights: Triple gold for T&A Ogilvy, with win in ‘Southeast Asia Influencer Marketing Agency of the Year’ built on local success
Vietnam’s Digital Agency of the Year and PR Agency of the Year pushed the envelope with a year of innovations.
Beyond measure: How metrics can power a winning TikTok strategy
With its measurement framework, TikTok is making it easier than ever for advertisers to see what value the platform brings to their brand — and how to increase it with data-driven insights.
AOY Insights: Wieden+Kennedy Tokyo head ‘Best Place to Work’ in Japan and Korea
Agency sees results from turning global focus on culture and diversity into local learnings for its hybrid blend of talent.
Tuning into Generation Twitch: what sets the youthful audience for gaming and livestreaming apart
A new audience segment is emerging within young adults: Generation Twitch which spreads across millennials, Gen Z, and Gen Alpha. Brand owners ought to pay attention to what unites this audience — a greater focus on diversity, inclusivity, and authenticity.
AOY Insights: IdeasXMachina earn gold in Best Culture (SEA), MD Jedd Ilagan named region’s Young Business Leader of the Year
Manila-based agency puts people first to create an environment of growth, inclusivity and award-winning work.
Teads rolls out first-ever ‘Teads Care’ campaign in Southeast Asia with Foodpanda and Handprint
Using a portion of Foodpanda Singapore’s advertising budget from its Green Label sustainability accreditation scheme, Teads Care is helping Wateroam in its mission to provide clean drinking water free of charge to 65,000 people in Myanmar.
AOY Insights: Wavemaker China triumphs as ‘Performance Agency of the Year’ in Greater China
Taking a data-based approach has led to victory for the Shanghai-based agency as it overcomes China-specific challenges and adapts to brand demands.
AOY Insights: Grey Group China grabs wins for ‘Content Marketing Agency of the Year’ and ‘Agency Head of the Year’ in Greater China
New CEO Sharlene Wu masterminds golden turnaround that sees focus shift to mid-tier clients and working smarter.
AOY Insights: Red Ant Asia named ‘Influencer Marketing Agency of the Year’ in Greater China amid bumper trophy haul
Focusing on ‘Generation Now’ through ‘creator-led, commerce-centred partnerships’ between brands and social media’s shining lights reaps rewards.
AOY Insights: UltraSuperNew crowned ‘Independent Agency of the Year’ in Japan and Korea for second consecutive year
Tokyo’s UltraSuperNew earns another gold award with its focus on Gen Z, commitment to causes and shattering taboos.
Reach, relevance, and results: How Amazon Ads is addressing marketers’ needs
Shinji Tsukamoto of Amazon Ads shares his thoughts on changes within the advertising industry, the challenges Amazon Ads is working on solving, and why it’s best to always work backwards from the customer.
When human emotion unlocks the power of marketers’ data
The combination of both human and data science, alongside tech-powered media planning, is now a reality and fast becoming a marketer’s must-have.
Going the distance during a downturn: Building brands of tomorrow
Marketing spend is often the first victim of a recession. As talks of an uncertain economy and budget cuts deepen, marketers need to find a way to do more with less, and chart long-term brand growth while meeting short-term milestones. Across multiple studies, data points, and insights, one finding is clear: Companies that invest in brand-building amid a downturn emerge stronger, more resilient, and see more long-term benefits than brands that don’t.
From following marketing trends to creating them — a digital, mobile-led future is already emerging in APAC
Brand owners everywhere have lots to learn from a young, mobile-first population in APAC, who are at the vanguard of many of the emerging trends in marketing.
Boosting business expansion with generational diversity in the workplace
Age is, actually, more than just a number — it’s key to our individual perspectives and, harnessed correctly, generational diversity can benefit us all in the workplace. We hear from EssenceMediacom China’s Yolanda Gao and Joy Long about the importance of a workforce with a diverse age range and how the company is fostering a culture of age inclusivity.
Good packaging is good marketing — it’s time brands realised that
At a time when digital content and channels have evolved beyond recognition and marketing success is measured in clicks, views, and reach, it is easy for brands to overlook one of their most powerful forms of media: packaging. While the rise of digital has brought greater convenience and options to consumers, it’s also made it more important — and difficult — for brands to stand out.
Culture's changed. Has your marketing?
Gen Z is set to inherit the earth and they’ll be livestreaming on Twitch while it happens. Here’s how to understand, connect with and align your brand values to digital natives.
How merchants can use consumer insights from Alibaba to power product development success and impactful launches
Insights unlocked by Alibaba can help merchants to translate emerging consumer trends into product development.
Male allyship has both a practical and an egalitarian purpose
Inputs from senior leaders at the Japan operations of EssenceMediacom and AKQA on navigating a path through male allyship.
How are you using discovery commerce?
Today’s sophisticated marketers are using discovery commerce to connect with customers well before their intent to purchase using powerful technology that drives results. We’d love your insights on how you are using discovery commerce in this quick 1 minute survey!
United for success: How Chinese brands can leverage sports to win internationally
SPORTFIVE’s Echo Li expounds on how Chinese brands can use 'the beautiful game' to raise their global profile.