Marketing
Tangrams Strategy and Effectiveness award winners for 2021 revealed
Mindshare and The Monkeys scoop up the most metal, with BMF taking the sole platinum.
How to tell engaging short-form stories
To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.
Lessons from Tesla, Apple and yoga (yes, yoga) in making sustainability cool
SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.
Spikes Asia Awards 2021: Campaign's contenders 3
As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.
WPP, Publicis and Unilever back industry-wide plan to get to zero carbon by 2030
In the UK, AA, ISBA and IPA-headed Ad Net Zero held its first supporters' meeting.
Upcycling creative content: Making the most out of the least
SPIKES ASIA X CAMPAIGN: Business and creative experts explores a leaner, meaner, more cost-efficient, and more agile creative methodology.
Spikes Asia Awards 2021: Campaign's contenders 2
As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.
Hyundai Motor replaces CMO
Hyundai's head of product and former BMW marketer Thomas Schemera takes over CMO role from Wonhong Cho to better align marketing with new product launches.
How British American Tobacco sells nicotine to young people
n this report by the Bureau of Investigative Journalism, Campaign reveals the marketing strategies used by tobacco companies to maintain the market for nicotine products.
Dentsu's 'brave new normal' creative trends for 2021
SPIKES ASIA X CAMPAIGN: Dentsu McGarrybowen global president Merlee Jayme spots five key creative trends for an increasingly virtual and socially distanced world.
MediaCom's Josh Gallagher on the challenges creatives face with ecommerce
Creativity has been sidelined as media teams have found new ways to get results, even as this red-hot sector has has seduced creative marketers into thinking in the short term only.
Spikes Asia Awards 2021: Campaign's contenders
As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has scoured through the 2021 shortlist to pick out the work we expect to win.
D&AD partners Google to expand Shift night school globally
Shift is a free educational programme for aspiring creatives from non-traditional backgrounds.
The CMO Panel: Let's talk effectiveness
SPIKES ASIA X CAMPAIGN: Leading marketing chiefs talk candidly about what they’re doing to ensure campaigns are having the desired effect and their plans for the future.
Interest in brand purpose heightened during pandemic and social unrest
SPIKES ASIA X CAMPAIGN: As consumers seek stability in their lives, they are gravitating toward brands and companies that can provide not just instant gratification with their products and services, but also longer-term value in their lives.
'The next wave of transformation is going to be creative'
SPIKES ASIA X CAMPAIGN: As more and more brands finish up their digital transformations, tech capabilities will be less of a differentiating factor. In turn, according to Wunderman Thompson's Justin Peyton, the game will be about commercial creativity.
Engaging the consumers of tomorrow
SPIKES ASIA X CAMPAIGN: What are brands doing to engage audiences today? How have their strategies changed, and what can we expect to see from brands as the world continues to define the new normal.
Getting creative with sustainable production
SPIKES ASIA X CAMPAIGN: New technology and innovation empower us to transform the way TV commercials are shot to be more sustainable. James Suh of DDB Korea, along with a technology expert and an entertainment-industry producer, showcase 3D, real-time virtual sets.
Predicting and delivering creative effectiveness
SPIKES ASIA X CAMPAIGN: Following the launch of Kantar's Creative Effectiveness Awards, Irene Joshy, the company's regional creative domain lead, share key insights based on human and machine learning that could inspire creative work in the coming years.
Storytelling at scale
SPIKES ASIA X CAMPAIGN: Building a brand at scale while retaining its depth is often a challenge. This session looks at how to achieve that goal using effective storytelling.
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