Marketing
Growth, business and the brand safety blindspot in live commerce
Acknowledging the potential and power of live commerce is a far different animal to understanding the platform and what the medium requires to ensure success, says Dominic Powers, independent brand advisor.
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Apple named Cannes Lions Creative Marketer of the Year
The tech giant has picked up the accolade for the second time.
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B2B marketing shouldn’t be caged—but is compliance killing creativity?
Most CMOs say that B2B marketing has grown in importance over the last year, but to truly harness its power for business growth requires a shift in perspective.
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Runners ‘get high’ in global Puma campaign
Puma has launched its largest global campaign to date, created by Adam & Eve/DDB. This marks an evolution of brand identity as the sportswear giant prioritises long-term, sustainable growth.
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Navigating the contextual advertising resurgence: A sustainable solution or a short-term trend?
As the advertising landscape shifts towards greater privacy compliance, the resurgence of contextual advertising raises questions about its effectiveness and ROI compared to data-driven targeting. Is it a sustainable solution or a stopgap in digital marketing’s evolution?
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GoTo ad revenue soars 92% as on-demand business turns profitable
Food delivery platforms now account for 1.6% of GMV through advertising, marking a transformation from an add-on service to a meaningful source of revenue.
Unilever uses digital twins to accelerate content creation
Unilever slashes product shoot costs by 50% using AI-powered "digital twins," freeing up marketers for creative innovation. Chief growth and marketing officer Esi Eggleston Bracey spoke at the Nvidia GTC 2025 conference.
It's a year of shake-ups in APAC adland
As full-year results roll in, some agencies are gaining momentum while others face headwinds. And with China’s downturn forcing a rethink, where will the next wave of growth come from? Ian Whittaker pens down his thoughts.
Indian CCI raid GroupM, Publicis, IPG and Dentsu offices over alleged price-fixing
As India’s ad market evolves, CCI's raids on global agencies and broadcasters raise concerns over price collusion, media buying, and market fairness.
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L'Oréal Indonesia's CMO on merging efficacy with authenticity
The CMO's MO: Fabian Prasetya on how the beauty company aims to build a brand that resonates with the values of a new generation, why sustainability is a USP, and consumer personalisation via beauty tech.
M&C Saatchi reveals AI tool that measures brands' 'cultural power'
The agency group rebranded on a global level last December.
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How pharma-backed websites are easing doctors’ search woes through AI
Pharma struggles to engage healthcare professionals online. Here's how AI could transform the user experience.
AI’s gender gap: The blind spot in media innovation
Without diverse teams, AI risks reinforcing stereotypes in advertising. Can the industry afford to ignore half the talent pool?
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Meta to begin testing Community Notes feature across Facebook, Instagram and Threads
Following its move away from third-party fact-checking, Meta’s Community Notes feature is intended to be less biased and more scalable.
Snap’s global AR creative lead on turning ads into invitations
With four out of five brands on Snap seeing strong results with AR ads, Resh Sidhu explains why augmented reality is becoming one of the most powerful tools in a marketer’s arsenal.
Frances Ralston-Good leaves EssenceMediacom
The global chief operating officer's departure comes amid an ongoing restructure at GroupM.
US regulator asks Omnicom and IPG for information ahead of vote on acquisition deal
Shareholder vote due to take place on 18 March.
Not every brand or company needs to build AI to leverage it: Google's Sapna Chadha on finding balance in SEA's creator economy
Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.
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It's not about keywords anymore, it's about AI visibility
As digital marketing shifts, brands must pivot from search engine optimisation to influencing AI systems like ChatGPT and Google Gemini, which now shape consumer perceptions, says Alfonso Asensio, MD of Jellyfish Japan.
Move and win roundup: Week of March 17, 2025
Havas, EssenceMediacom Brisbane, We Are Social, oOh Media and more in this week's people moves and account wins round-up.
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