Opinions
‘Purpose’ still has a purpose
From Cannes to the pages of Campaign, purpose fatigue is taking hold, as creatives rail against po-faced, sanctimonious campaigns devoid of humour.
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Asia-Pacific new-biz spotlight: WPP leads big six with star performances from Ogilvy and Wavemaker
India is only market in top three to record new-business growth in November.
If purpose is our only purpose, Cannes Lions has no purpose
Brand purpose campaigns will again sweep the Cannes Lions this year, and when they win, we all lose.
ChatGPT is already impacting our client work—here’s how
From ideation to creating assets, advisement to copy writing, ChatGPT is fast becoming an indispensable enabler for creative teams.
Should we be calling time on adland's booze culture?
If you can do a dry January, maybe you can do a dry 2023.
How to fix adland staffing pressures? Pay has to be the focus
A major Advertising Association report on the industry's struggle to keep hold of talent points to a clear problem – salary levels.
What is the secret sauce behind Lululemon’s popularity in China?
The logo resembling the Greek letter Omega has become a huge hit amongst workout enthusiasts,—but what exactly makes Lululemon stand out from the rest of its sportswear peers in China?
Fame: Brands wanna live forever
THE AD CONTRARIAN: While most brands are preoccupied with differentiation, positioning and purpose, their real aim ought to become famous in their category.
How to make digital advertising in SEA safer and less attractive to criminals
In this piece, Nick Stringer from the Trustworthy Accountability Group (TAG) argues that companies in growing regions can lift digital industry ad fraud and safety standards simply by asking for them.
Agencies will feel impact of tech layoffs, but carnage won’t be as bad
Tech companies laid off thousands of workers in the past month, casting a dark shadow over the white-collar labor market — but the impact on the agency sector is unlikely to be as grim.
A view from Dave Trott: New problems need new solutions
New solutions are needed for advertising, just like climate change.
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Recession-safe planning will be the downfall of media progress
Advertisers must avoid the temptation of monthly re-plans and short-termism if they want to come out of the recession stronger. Here is why, and what clients and agencies should focus on.
How will consumers choose brands this year?
PepsiCo Europe's chief marketing officer outlines three crucial elements for brands to consider over the coming 12 months.
Why most CNY campaigns in China continued despite recent Covid surge
Despite being in the grips of its biggest Covid surge in China to date, most brands stuck to their long-term CNY marketing plans. Agencies and marketers explain why, and what impact the health crisis actually had on campaigns.
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SPH Media scandal: Is trusting media to deliver on numbers enough?
The need to measure and validate media consumption data using third parties before deciding on ad spend has never been greater, reminds AAMS president Shufen Goh.
Emerging trends affecting OOH in the marketing mix
Marketers need to consider proof, pace, innovation and purpose regarding OOH, says Melanie Lindquist, the managing director for Asia Pacific at Talon Outdoor.
Everyone must support advertising’s drive to Net Zero in 2023
There are five things that should be on every company's sustainability to-do list for this year, the chair of Ad Net Zero says.
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Building a more inclusive world in the metaverse? It all starts with creators
Brands can drive the creation of meaningful experiences in the metaverse by reimagining collaboration with a new wave of creators.
Restoring brand confidence in the age of cancel culture
Being cancelled by a mass audience is a terrifying prospect for any brand, and with social media and the court of public opinion reigning supreme, VFS Global's Sukanya Chakraborty talks about the importance of on-point crisis communication to turn the tide.
A view from Dave Trott: The War of Jenkins' Ear
Many years ago, in really boring history classes, I learned the names of lots of wars and treaties and immediately forgot all of them. But over the years, there was one name that stuck in my mind: the War of Jenkins’ Ear.
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