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brand

Nobody wants to unlock their potential, they want to feel better now

brand brand marketing By Daisy Huang

The lipstick effect is mainstream, and brands selling aspiration and transformation are missing the point, writes Ominicom Media's Daisy Huang.

Can purpose still sell? The changing face of brand activism

activism advertising brand marketing purposeled marketing unilever

Once a badge of honour, is brand activism now a reputational minefield?

From ads to experiences: How experiential marketing is shaping brand-consumer relationships

brand marketing

It is shaking up the ad world, with immersive, data-driven campaigns that forge genuine, lasting bonds with consumers.

Top Chinese snack company faces regulatory scrutiny over alleged misleading food labels

brand food pr crisis By Minnie Wang

China’s premium snack giant Bestore is under regulatory scrutiny after influencers exposed labeling inconsistencies. The publicly listed brand has a presence in 15 countries.

6 ways a brand idea can turn into an unforgettable experience

brand By Campaign Staff

For any brand looking to turn a bold idea into a lasting legacy, the answer lies in transforming ideas into experiences that people will talk about for years to come.

Why audio is the new video for advertisers

advertising brand communications marketing netflix spotify

The vice president—brand and communications at Pocket FM notes that audio has emerged as an invisible challenger to visual media, making its voice heard in brand communication strategies.

X poised to suffer ‘biggest recorded pullback’ from advertisers ever

brand x By Joseph Arthur

With brand perception concerns pushing advertisers away from X, YouTube, Netflix and TikTok are among the ad platforms most preferred by consumers and marketers.

Barclays hires global MD of brand, creative and media

brand creative media By Lucy Shelley

Simon Groves will report to his former O2 colleague Nina Bibby, who joined the bank last year.

Landor's global president on shaping brands as business assets

brand landor

Talking to Campaign, Christian Schroeder reflects on his return to Landor, how the brand consultancy agency has transformed, and the strategies that set it apart in a tech-driven world.

How Social, India's worker-friendly restaurant chain, serves up killer brand collaborations

brand

From Spotify to Netflix to Nestlé and Cred, Social’s chief growth officer Divya Aggarwal sits down with Campaign to discuss how partnerships are spicing up both its menu and marketing game.

Generation AI: Can AI redefine friendships for the Indian youth?

artificial brand cheil intelligence llm By Campaign India Team

From wingman to co-creator: a report by Cheil India reveals how AI is tackling loneliness and reshaping the modern social fabric.

When luxury brands meet new consumer brands: A likely pick or gimmick for China's Gen Z?

brand china collaboration sounding board By Minnie Wang

SOUNDING BOARD: Fendi x Heytea, Louis Vuitton x Manner... luxury brands and new consumer brands are teaming up to embrace Gen Z consumers in post-pandemic China. Is it sustainable or short-lived?

Has brand love been jilted by the short-term sale?

brand performance By Eularie Saldanha

A Goafest 2023 panel of India's top brand marketers discuss brand love, the role of creativity, and the relationship between marketers and creative agencies

Why are brand experiences still so rubbish in adland?

brand By Mark Bell

The industry is sometimes losing sight of where interactions should focus.

Why a data and identity strategy is a vital step to marketing in a cookieless world

brand data marketing the trade desk ttd By Staff Writer

Deploying first-party data-based identity solutions to track consumers is going to be essential for marketers in a world where third-party cookies are quickly losing relevance.

Craving human-centricity? Remove war language from your brand’s vocabulary

brand By Maria Vorovich

Military language proliferates in marketing culture – and the nature of these words carry impact.

Breaking the cliches, smashing stereotypes, one campaign at a time

brand dei iwd By Campaign Staff

Female creatives from across APAC pick the most powerful ads from the last decade which go beyond selling things to tackling societal norms. On International Women's Day and beyond, these are ads that took a step in the right direction.

Refreshing your brand? Be creative, take a stand and embrace your purpose

brand By Katie Klumper

Lessons from Denny’s president John Dillon.

Art galleries and museums: the final frontier of brand licensing

brand By Alicia Chen

The global art and cultural sector has woken up to the lucrative opportunities of brand licensing, matched by growing consumer demand for culturally-inspired products.

Serena Williams: Inspiring brand lessons from the GOAT

brand By Nikita Mishra

Williams is as much a master on court as she is off-court when signing major brand deals and honing her personal brand. Brand experts pick out lessons to pick up from the tennis legend.