Analysis
As crypto crashes, what’s the next big Super Bowl ad category to emerge?
After FTX filed for bankruptcy this month, agencies are watching for emerging categories at this year’s marketing extravaganza — but they haven’t counted crypto out just yet.
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How fraudsters are committing malvertising by targeting VPN users
Users may use VPNs to avoid scrutiny or geo-blocked content, but a rising number of bad actors are luring users to malicious sites. Industry experts explain how advertisers can circumvent and rectify this issue.
Media buyers react: TV is fine – let's stop separating linear and digital
The shift from traditional channels to digital is not new, but the looming recession is causing advertisers to take a cautious approach.
Women to Watch 2022: Tara Crosby, Twitch
Overseeing Twitch’s highest-performing sales team in APAC, Crosby’s passion and ability to lead from the front has seen her smash targets and even outpace forecasts.
Campaign CMO Outlook: Is the metaverse a fad or here to stay?
In this second part of the 2022 CMO Outlook report, Campaign uncovers how chief marketing officers view a new form of digital advertising; metaverse-based marketing. Meanwhile, marketers also reveal their latest thoughts on talent and on agency partnerships.
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Global new-biz round-up: WPP wins big as it scoops up a third of all September billings
Mediacom picks up Nestlé – one of the biggest media accounts.
Back to basics: Measuring marketing ROI for your campaigns
There are three steps that can help successful marketing organisations to accurately calculate MROI says AppsFlyer's growth director for ANZ.
Creative Minds: Adeline Siow can decipher Ikea hieroglyphics really well
Get to know the associate creative director at BBH Singapore, whose favourite piece of work is a hilarious, wacky campaign for an Amsterdam budget hotel.
Women to Watch 2022: Sonali Malaviya, Essence
Malaviya is a fierce advocate of a people-first approach. And this has led to increasing retention rates, best-ever employee engagement scores, and relatedly, incredible business growth.
Job insecurity: In times of mass layoffs, is freelancing the future?
Thousands of layoffs from tech firms in a matter of weeks show job security is largely a myth. So what's next for the talent affected how might this change the future of work?
PR industry becoming more profitable despite underlying issues, say agency bosses
PR firms across the world expect to become more profitable within the next year, having higher expectations than in 2021, according to a new ICCO survey.
Don’t see any major slowdown hampering the industry: Yannick Bolloré
Vivendi's chairperson explains why the Havas Group could see a slower Q3 compared to previous quarters this year, why consumers won't listen to Jeff Bezos and buy refrigerators, Twitter's acquisition, and more.
Why marketers should care about anime
The soaring popularity of the multi-billion-dollar Japanese anime industry has not gone unnoticed by Netflix, Prime, Disney, or Sony Pictures—and it's about time that brands take similar notice.
Qatar's Budweiser beer ban ‘a storm in a pint cup’
Sports marketing leaders say the last minute U-turn on Bud selling alcoholic beer at World Cup games has been blown out of proportion.
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Why brands are turning to commerce media
A commerce system captures users, products, and transactions and having that first-party data will enable a brand to understand the behaviour of each customer. However, brands are unable to do that when selling on marketplaces like Lazada and Shopee.
As beauty brands shutter stores in China, can the metaverse offer a second chance?
Affordable beauty labels in particular have faced numerous challenges in the market, from pandemic-induced disruptions to the rise of domestic competitors.
Women to Watch 2022: Shivani Maharaj, Wavemaker
Early on, Maharaj married her creative calling with passion. And the result is a stellar career marked by upward trajectory.
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Sorrell: Clients still placing cautious, selective bets amid global instability
The executive chairman of S4 Capital says macroeconomic headwinds will undeniably have an impact, forcing brands to become more strategic.
Qatar's time-zone makes it conducive for Budweiser consumption in India: Vineet Sharma
The VP, marketing - South Asia, AB InBev, explains why he expects consumption to increase during the tournament, the recent foray into the whiskey category and more.
Is the World Cup worth the investment for brands?
Between human rights violations, a corruption scandal and a global recession, the 2022 FIFA World Cup soccer tournament poses a tricky balancing act for advertisers.
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