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AI is the tool, not the creative: Agency experts reveal how they use GenAI tools to shape modern campaigns
ai ai creativity ai production creative process creativity gen generative ai By Matthew Keegan

From the first prompt to the final cut, Campaign takes an inside look at how agencies are actually using GenAI tools as they integrate them into their everyday creative processes.

Gen Z: progressive, illiberal or both?
gen By Luke Hodson

Where does social justice stop and intolerance of others start?

Why gen-Z symbols are different in China
gaming gen luxury starbucks By Gemma Williams

In China, consumers gain emotional or physical self-actualisation from brands and for the country's youth, symbols are both a continuum of ideas and history as well as being completely of the now.

AXA to inject local flavour in APAC to boost global brand recast
brand gen By Rahul Sachitanand

The insurer will lean on local KOLs to piece together short campaigns in order to boost its presence in APAC and compete with global and local rivals.

Here's why ‘Princess style’ is all the rage with China’s Gen Z
china gen By Jennifer Zhuang

As debates over womanhood become increasingly heated, many Gen Zers are reinterpreting what it means to be a powerful woman while embracing femininity.

Is New Year's Eve an underappreciated opportunity for reaching China's Gen Z?
gen tencent By Soon Chen Kang 江欣珍

A report from Tencent QQ Ads sheds light on what Chinese Gen-Z consumers talked about during the Singles Day period.

Publicis Media unveils 'transformation' board
gen generation media Publicis By Faaez Samadi

The ‘next generation’ board will work with the agency’s global executive on future opportunities.

How to market to Hong Kong’s 'maturing' Generation-Y
gen generation By Adrian Peter Tse

HONG KONG – According to research from Text100, Hong Kong’s post-'80s generation can no longer be labelled ‘frivolous, self-centered, and lacking a sense of responsibility’. Instead this generation is growing up, signalling a new opportunity for brands.