Opinions
Why it’s time we took Singaporean content creators more seriously
Hazel Yap, co-founder of influencer marketing agency Serious Media, unpacks the business behind the buzz—arguing that content creation isn’t just Gen Z’s latest phase, but a viable career reshaping Asia’s marketing economy.
11 minutes of fame, many more of regret
Blue Origin’s mission promised empowerment but delivered disappointment—missed opportunities, tone-deaf choices, and a frustrating lack of impact.
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100 days in, how are Trump’s tariffs reshaping marketing in Asia?
SOUNDING BOARD: As the ongoing US tariffs fuel uncertainty across global trade and regional growth, Campaign asks brand and agency leaders across Asia about how they're rethinking priorities and preparing for a more volatile future.
Creative Minds: Gian Nealega is a believer in the greatness of grit
Grit, determination, persistence and a whole lot of creativity has helped Dentsu Creative Philippines Gian Nealega shift lanes from training to be a nurse to becoming a creative leader.
Old souls, smart tech—the consumer paradox brands can no longer ignore
As technology races ahead, a new kind of consumer is emerging—one who wants smart solutions powered by AI, but also the grounding comfort of rituals, nostalgia and analogue charm, observes FCB Interface's Noor Samra.
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As US slams door, can the rest of the world offer Chinese ecommerce a lifeline?
Or is this just another dead end? The party seems to be over, writes Ian Whittaker, as Chinese ecommerce giants scramble amid the US crackdown.
Death to 'the client'
The evolution of ‘the client’ from a straightforward descriptor — someone receiving services — to a phrase laced with frustration or negativity is easy to understand.
Here’s a thought: The ad industry still needs big personalities
While personality cults around agency founders seem a relic of a less enlightened past, three experts argue that to break the rules and take back control, advertising needs at least a few larger-than-life figures.
Are Gen Zers just boomers in disguise? What marketers must be mindful of as kids become adults
Marketers have long attempted to distill generational behaviors into easy stereotypes, but Gen Z resists these tidy boxes.
The Labubu economy and the business of joy
‘Little joys’ and the continued impact of Asia across Western culture cannot be ignored.
Why music still matters in modern branding
In a world obsessed with visual-first content, brands often forget their most powerful trigger is sound, argues Quantum’s Rahina Renanggalih.
The new rules of out-of-home in political advertising
With Australia’s federal election looming and political ad spend projected to increase by 21%, Digital out-of-home (DOOH) is bringing data, flexibility, and measurability to the table–without the algorithmic noise says Veridooh’s Jeremy Yang
The biggest shift in PR history is not AI
Agencies need to address a fundamental shift in the nature of the PR industry, says Instinctif Partners’ Jim Donaldson
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The art of dealing with the new trade order
Donald Trump's tariff tornado will have wide-reaching implications, potentially placing advertisers and agencies at a fundamental pivot point says New Commercial Arts’ David Golding
Is corporate silence on Trump tariffs really golden?
Despite a chaotic week for PR figures handling the fallout from US President Trump’s tariff changes, the corporate world has remained relatively silent—but is this the right comms move?
How Japanese car brands can race past US tariff adversity
UltraSuperNew’s Marc Wesseling recommends automotive car brands to focus instead on Asian markets and continue to craft compelling narratives with local cultural insights.
How real is the threat of AI-driven job cuts within PR?
Is the PR industry on the cusp of widespread redundancies or is the truth a little more nuanced and complicated?
Woolley Marketing: Is it pessimism or realism to manage digital marketing?
Marketers looking to justify ROI should get used to asking straightforward questions and brace themselves for answers—even ones they may not want to hear, says Darren Woolley.
Malibu's new global campaign encourages office workers to ‘clock off’
Created by Wieden & Kennedy London, the global campaign features Succession actor Brian Cox.
In the age of AI, standing still is moving backward
AI isn’t taking your job, but it is rewriting the brief. Zach Kitschke, global CMO at Canva reveals how ambitious marketing teams are moving from surface-level experimentation to lasting strategic change.
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