Opinions
Pitching: Myth busters and home truths
From the misnomer of the so-called 'chemistry meeting', to the notion that the agency that wants it most will win, misconceptions around the pitch process are abound. It's time to cut through the bull, says Frazer Gibney.
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Dentsu's global creative chief on the enduring role of humanity and creativity in the age of AI
As AI both impresses and alarms us, what is the role of technology in augmenting our humanity? Dentsu's global creative chief, Yasuharu Sasaki, looks at how technology can unlock imagination and shape new experiences that bridge physical and virtual worlds.
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Brand loyalty-driven purchases versus impulsive #TikTokMadeMeBuyIt: Which one is more valuable for marketers?
In the hyper-connected age of social media, Spectra Global's Jayesh Easwaramony notes how TikTok Shop has blurred the lines between content and shopping by becoming the cheapest sales channel for people to buy goods online in Indonesia.
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Is there a case for moving away from purpose-led marketing?
SOUNDING BOARD: Following Unilever's recent strategy announcement on cooling off on purpose-led marketing for some of its brands, Campaign asks industry experts to weigh in on whether or not there is a case for it, and if now is the right time?
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A force for good? Three ways marketers can tap into AI responsibly
The critical question for marketers is not whether to use generative AI tools, but how to do so responsibly, says Avisenna Gusta, digital content producer at MediaMonks.
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No advertiser owes a media platform
Elon Musk’s robust message to advertisers this week betrays a fundamental misunderstanding of the commercial media dynamic.
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'Next year is going to be about collapsing the funnel': Meta's Dan Neary
The economic climate and consumer behaviour have all changed. Meta's vice president for APAC shares trends that he thinks will define social media in 2024.
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Why class is culture and we should celebrate both
By embracing all classes, adland has the chance to become hugely enriched, says Havas London's chief creative officer, Vicki Maguire.
Raymond: From 'the complete man' to an 'incomplete' man?
SOUNDING BOARD: Experts weigh in on whether menswear brand, Raymond, a brand that has long been associated with 'The Complete Man' tagline, will take a beating amid the latest family wrangle playing out between its MD and chairperson Gautam Singhania and his wife, Nawaz Modi Singhania
Gen Z does not care if your brand is popular
Why branded sonic is more effective than licensed music.
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A fabricated account of how judging the humour category in Cannes could play out
Ben Middleton, chief creative officer at Creature, imagines what it will be like to judge the "Humour in branded communications" category at Cannes next year.
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The rise of in-game marketing and eSports in China: A guide for brands and businesses
The potential to reach the gaming audience in China is massive fuelled by a surge of 480 million players. Mindshare's Liu Yi shares how brands can tap into the dynamic audience amidst regulatory shifts.
‘We’ve reached peak purpose’, Adam & Eve/DDB’s Martin Beverley says
Adam & Eve/DDB CSO believes there’s an appetite from brands, agencies and consumers for work that’s ‘not afraid of selling’, 4Creative's Lynsey Atkin concurs.
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YouTube’s Ashley Chang on five things marketers should know about culture in 2024
In an exclusive interview with Campaign, YouTube's culture and trends lead for APAC, Ashley Chang, highlights five trends emerging across the platform, and shares tips on how marketers can tap into them for a successful content strategy in 2024.
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Asian Boys' Love takeovers to live music: The pop culture moments shaping Asia
Marketers looking to navigate and capitalise on the evolving cultural landscapes in Asia-Pacific can significantly benefit from tapping into passionate communities, says Culture Group's Acacia Leroy.
Is Cannes Lions having a laugh with its new humour category?
Purpose-driven ads have increasingly become the norm, but what does a specific humour category mean for the ad landscape?
Journalists and PR people don’t have to be friends, but we rely on each other
Reporters may not always be your friend, but it doesn't mean they're your enemy either, opines The Message co-founder Chris Powell.
Does comms need a 'Men in PR' group? Industry debates
The PR industry has been discussing whether now is the time to launch an advocacy group for men working in comms, in light of International Men’s Day last weekend.
'Wide-eyed innocence and blind terror': Why haven't advertising professionals unionised?
As issues like the gig economy, AI, and the cost of living crisis see other creative industries joining forces to fight for better protections and working conditions, Campaign explores why advertising professionals have traditionally been slow to unionise.
Is it possible to prioritise AI safety as much as innovation in a for-profit industry?
Tensions within OpenAI’s board spotlight the challenge of commercialising AI and establishing competitive advantage while also setting up guardrails.
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