Branding

3 days ago

Lego rolls out overhauled brand identity

Design elements of the rebrand are inspired by comic books.

Apr 9, 2024

Is there a future for the brand mascot?

From Ronald McDonald to Tony the Tiger and the Michelin Man, brand mascots used to be ubiquitous and beloved. But where have they all gone?

Apr 4, 2024

Beyond the Great Wall: Navigating global expansion for Chinese businesses

Chinese brands seeking success abroad must fully commit to brand building, stay flexible and take ESG seriously, says SPRG Beijing's strategy director.

Mar 27, 2024

Brands can learn a lot from Nike’s reimagined St George’s Cross

The new England football kit, featuring Nike’s reinterpretation of the St George’s Cross, has been the talk of the design world and much of the nation since its release last week.

Mar 26, 2024

Kate Middleton’s cancer diagnosis is another reminder for social media managers to think before posting

Brands joked this week about “spotting” Kate, who hadn’t been seen in public for months.

Mar 25, 2024

The Magic Brush: How listening to Gen Z can guide brands through challenging economic periods

As China navigates a rare period of economic downturn, brands and businesses need to reassess the pictures they are painting—and how they provide value, says ECD of Design Bridge and Partners Shanghai.

Mar 22, 2024

Why Formula One's return to China is set to drive new opportunities for APAC-focused campaigns

While the majority of F1 continues to look west-ward, the horizon to the east is quickly and quietly realigning itself for potentially immeasurable growth, says Prism Sport’s Simon Hinchliffe.

Mar 21, 2024

Why plant-based proteins shouldn’t be marketed as ‘alternative’

Flying Fish Lab's Mario Braz de Matos has a few suggestions on how to make the plant-based protein industry more exciting for various demographics.

Mar 14, 2024

Creative Minds: Malou Ko wants to have dinner with the late Virgil Abloh and Hikaru Utada

The founder of design studio The Cabinet on the wild idea of starting a design agency while still a student, and her dream dinner guests.

Mar 14, 2024

Decathlon relaunches as a global sports brand with focus on 'Wonder'

Global brand consultancy Wolff Olins and creative agency AMV BBDO collaborated to rebrand Decathlon, the third-largest sports company globally, emphasising enjoyment, connection, and adventure.

Mar 11, 2024

'The lack of female leadership in Japan is undeniable': McCann's Ji Watson

As part of our International Women’s Day 2024 coverage, we speak to the CEO of McCann Worldgroup Japan who opens up about her sometimes-arduous journey to becoming a senior leader in a male-dominated market.

Mar 8, 2024

Danone's Sri Widowati on work-life challenges, the glass cliff, and women's advancement in corporate Indonesia

The VP of marketing for Danone opens up about her conflict of priorities as a single mom with career goals and aspirations as part of our International Women’s Day 2024 coverage.

Mar 6, 2024

How brands are harnessing Taylor Swift mania in APAC

As ‘Swift-mania’ hits Singapore with the singer's sold out Eras Tour, Campaign explores how the American superstar has created a marketing frenzy in the region while providing a golden opportunity for brands to connect with fans in innovative ways.

Mar 4, 2024

Pepsi unveils new logo and identity; colours 120 markets in electric blue

The bold logo shift after 14 years resonates with the “ripple, pop, and fizz” effect. To celebrate, Pepsi has activated over 120 CGI moments across the globe in a coordinated first.

Feb 28, 2024

Spikes Asia announces Innovation Spikes 2024 shortlist

This year's shortlist includes 11 entrants from six countries including India, Japan, Australia, Singapore and South Korea.

Feb 23, 2024

Looking back, looking forward: Tze Kiat Tan, BBDO Asia

In a fresh series, APAC adland CEOs share their hopes and fears for the year ahead and reflect on 2023. In this edition, we chat with Tze Kiat Tan, CEO of BBDO Asia.

Feb 22, 2024

Spikes Asia announces P&G Asia as the Advertiser of the Year 2024

Their second win since 2012, P&G are the only brand to achieve such a milestone in the history of the Awards.

Feb 20, 2024

The Body Shop: Mourn its passing but celebrate its impact

So, The Body Shop, one of the pioneers of a better way to do business, has gone to the wall. It doesn't mean its impact won't be left behind, opines Amanda Powell-Smith.

Feb 20, 2024

Entry deadline looms for Campaign Agency of the Year Global Awards

World's leading agencies, big and small, will be judged by top marketers.

Feb 16, 2024

Chubby Hearts: Hong Kong's monumental display for love and tourism

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.