Opinions

1 day ago

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.

1 day ago

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.

2 days ago

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.

2 days ago

Do agency groups employ too many CEOs?

Dentsu International had 250 people with CEO title.

3 days ago

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.

4 days ago

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.

Feb 19, 2021

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?

Feb 19, 2021

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.

Feb 18, 2021

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?

Feb 17, 2021

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.

Feb 16, 2021

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.

Feb 16, 2021

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.

Feb 15, 2021

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.

Feb 11, 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.

Feb 11, 2021

Super Bowl ads missed the mark on diversity

The industry’s male dominance was on display during this year’s game.

Feb 11, 2021

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.

Feb 10, 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.

Feb 10, 2021

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.

Feb 10, 2021

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.

Feb 10, 2021

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.