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branding

Gotta catch ’em all: what 30 years of Pokémon teaches brands about building fandom at scale
branding gaming By Dean Rodgers

When you think about the brands you truly love, that fondness is often based on shared memories with others.

France moves to block Shein over sale of ‘childlike’ sex dolls
branding fashion france pr shein By Minnie Wang

Days before Shein could cut the ribbon on its first Paris store, the ultra-fast fashion platform is swept into a criminal probe, along with Temu, AliExpress and Wish.

'Baidu it and you’ll know' fades as China's Gen Z turns to social platforms for search
baidu branding china digital gen z google marketing platforms search engines

As traditional search engines lose ground, China's Gen Z are increasingly turning to social media and AI tools for quicker, more relatable answers.

Common Interest acquires Amplify to 'empower creativity'
acquisition amplify branding common interest creativity By Alessandra Scotto di Santolo

The previously independent brand experience agency has offices in London, LA, Paris, New York and Sydney.

Brands are addicted to data and it’s killing creativity
algorithms branding opinion

In an era where algorithms dominate every decision, brand consultancy founder Upasna Dash argues that true brand power comes not from digital footprints—but from instinct, identity, and a deep understanding of what brings true joy to consumers.

Why more brands are finally ditching the perfect-family trope
branding parent marketing singe parents By Rayhan Wildan Ramadhani

Perfect parents, perfect kids, perfect home—ads love the fantasy. But as diverse households become the norm in Asia, Quantum's Rayhan Wildan Ramadhani explores how clever brands are embracing new family dynamics through fresh storytelling.

Brands are still measuring the wrong things—it’s time to fix that
branding kpis measurement performance marketing By Calvin Siew

Metrics dictate business decisions, but do they capture what truly matters? Team Lewis' Calvin Siew explains why brands must break free from outdated KPIs and redefine relevance in real time to truly embrace customer-centricity.

Havas Creative Network appoints Tamara Greene chief client officer of global brands
appointments branding global chief client officer havas havas creative By Eszter Gurbicz

Role takes leadership of 'almost all multi-market and global client relationships' within Havas Creative Network.

Samsung named Spikes Asia 2025 Advertiser of the Year
advertiser of the year 2025 advertising awards branding creativity marketing spikes asia 2025 By Staff Reporters

The tech giant recognised for pioneering creativity in marketing and will be recognised at the Spikes Awards ceremony on April 24 in Singapore.

Duolingo's mascot death stunt: Genius or confusing?
branding duolingo pr stunt By Jess Ruderman

Now that Duo the Owl is back from the dead, was the stunt a success?

Trust erosion leading to grievances: Edelman Trust Barometer 2025
branding davos 2025 edelman marketing pr trust barometer By Staff Reporters

The PR firm surveyed more than 33,000 people in dozens of countries for the 25th edition of its annual report, which debuts ahead of the World Economic Forum in Davos.

Does your brand have the soul to succeed?
apac branding cmo Diageo siew ting foo unilever By Siew Ting Foo

After shepherding billion-dollar brands at HP, Mars, and Unilever through an era where AI threatens to make marketing more mechanical than ever, veteran CMO Siew Ting Foo challenges conventional wisdom with a powerful argument: the future belongs to brands that dare to be human.

Audi China marketers on launch of new EV brand
automotive branding china ev marketing By Minnie Wang

In an exclusive interview with Campaign, Audi China's marketers spoke about launching an entirely new brand targeted at younger consumers, competing in China's busy EV market, and picking Zheng Qinwen as an ambassador.

Jaguar's identity crisis: A self-inflicted wound that could have been avoided
branding jaguar marketing rebrand By Ramakrishnan Raja

Jaguar's baffling attempt at reinvention from feline grace to rock-based abstraction is a masterclass in brand self-sabotage, says Resonant's Ramakrishnan Raja—and it risks destroying the marque entirely.

Performance vs. branding? You're asking the wrong question
branding performance marketing quantum By Saim Qadri

While marketers wage endless war over metrics versus memory, the smartest brands have already moved on, argues Quantum's Saim Qadri.

Is brand sponsorship enough for Asian sports?
branding milo sports sports marketing By Preston Tan

As brands embrace grassroots support and local sports initiatives, the VP of Toyota Motor Asia explores how investments beyond ambassadorship are essential.

Landor: Tap branding as the key to corporate transformation
branding landor By Bernadinus Adi Pramudita

Landor's APAC president Lulu Raghavan says one's brand can make up to a third of the total value of a company.

Why brands in China are entering the podcast world
branding china podcast By Minnie Wang

Podcasters and branding experts in China talk about the the importance of connecting with Chinese youth through audio content, creating a unique sound or conversation style, and the risks of slow returns on podcasts.

Is Gen Z rewriting the marketing playbook?
branding consumer trends gen z marketing oped

Born into a world of unprecedented access and excess, Gen Z is reshaping the rules of engagement. Brands now face the realities of cancel culture, fleeting attention spans and a demand for authenticity. But are today’s challenges really so different from the past?

Sweet disruption: Chocolate Finance shakes up Singapore’s banking scene
banking branding chocolate finance By Shawn Lim

Campaign explores how Singapore’s newest digital banking entrant is using bold branding, Henry Golding as its ambassador, and simple offerings to carve out space in a crowded market and capture Gen Z’s attention.