Opinions
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.
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.
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.
Do agency groups employ too many CEOs?
Dentsu International had 250 people with CEO title.
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.
The secret to better brand collaborations with artists
SPIKES ASIA X CAMPAIGN: Warner Music’s brand partnerships lead and singer-songwriter Nathan Hartono look at how to create win-win scenarios for brands and artists.
How to measure the impact of influencer marketing campaigns
During the pandemic, marketers across the board have culled or cut down on their traditional campaigns and instead leant on influencers to directly reach out to consumers. But just how do you measure the impact of these campaigns?
Marketers have the power to fix media imbalances
Facebook’s recent action in Australia and the subsequent boycott calls point to the need for a vibrant, competitive advertising ecosystem which marketers have the power to foster, argues Mediabrands' Joshua Lowcock.
Four reasons consumers hate your luxury brand
What is the source of luxury brand hate, and should luxury brand managers be on edge if their brand is on the most-hated list?
Is this the silver bullet for agencies?
Until marketing services agencies become more commercial, they will never solve any of the other, equally pressing issues that they face.
How Jollibee's Arline Adeva gauges effectiveness
Ahead of the Tangrams shortlist and winners announcements, we ask the 2021 jury member how she gauges effectiveness in her own work at the Filipino fast food giant and in the campaigns of others.
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Game on: advice for global brands ahead of the Tokyo Olympics
Conversations in society around issues like diversity function differently in Japan from the West.
Which influencers should brands focus on in 2021? Those who combat misinformation
How the last tumultuous 12 months will shape brands’ influencer campaigns in 2021.
The way you make me feel: Striking the right sentiment with consumers and context this Valentine's Day
Evidence shows that when customers feel connected to brands, they increase their spending. For Valentine’s Day, Integral Ad Science's Laura Quigley reviews how technology can help brands keep sentiment and emotion at the core of ad placements.
Super Bowl ads missed the mark on diversity
The industry’s male dominance was on display during this year’s game.
Four marketing tactics to win China in 2021
From new brand advocacy approaches to the growth of live-streaming, a review of the marketing techniques set to blow up in China in 2021.
Please, let’s end wokevertising
Turning generational social movements into marketing trends isn’t just callous and at times offensive. It could have truly dangerous implications.
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LGBTQIA+ series: A Vietnam perspective
In the fourth iteration of our LGBTQIA+ interview series, we turn our attention to Vietnam, a market that has made some policy progress in recent years, but with discrimination and stigma still common, many to continue to hide their identities.
Ad agencies will resolve their identity crisis
Creative agencies are in a state of flux but they will emerge stronger, albeit perhaps in a different guise, because the role of creativity itself remains paramount.
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Yes, that $5.5m Super Bowl ad makes media sense: a top advertiser explains
With so many digital alternatives, is there really a case to advertise on TV during the big game? Jerry Daykin of GSK Consumer Healthcare offers five compelling reasons.
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