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influencers

Australian company fined for telling influencers to conceal paid posts
influencer influencer marketing influencers regulation regulations By Matthew Keegan

In a first-of-its-kind case, Australian authorities have slapped a US$27,608 penalty over undisclosed influencer gifting.

Creators aren't the destination; they're often a launching point: Edelman’s Tristan Roy
creators edelman influencers

As AI scales, Edelman’s president of Integrated Solutions and Delivery believes that the real battle is protecting trust and originality. In 2026, integration is inevitable, but integrity is not optional.

Changi Airport ropes in Aussie influencers to promote SEA foodie cities
changi airport connecting plots food influencers By Ad Nut

A three-part video series sees Changi Airport positioning itself as the gateway for travellers to discover Southeast Asia’s rich food culture.

Why it’s time we took Singaporean content creators more seriously
content creation influencer marketing influencers serious media

Hazel Yap, co-founder of influencer marketing agency Serious Media, unpacks the business behind the buzz—arguing that content creation isn’t just Gen Z’s latest phase, but a viable career reshaping Asia’s marketing economy.

Bats, reels, and buys: The new IPL media mix
creators cricket indian premier league influencers ipl sports marketing

From creator collabs to AR chefs, IPL 2025 proves brands must chase relevance across memes, match breaks, and micro-moments—not just media buys.

Why B2B influencers are an essential spend for marketers
b2b influencer marketing influencers linkedin marketing By Matthew Keegan

With B2B influencers on the rise, experts in the region advise marketers to prioritise trust and credibility over visibility and metrics. Meanwhile, an emerging business to human (B2H) trend is overtaking B2B storytelling.

Unilever influencer focus: Are creators leaving PR in the dust?
influencers pr unilever By Evie Barrett

As Unilever’s new CEO invests heavily in influencers, casting doubt upon corporate messaging from brands, the state of the comms market is reexamined.

Not every brand or company needs to build AI to leverage it: Google's Sapna Chadha on finding balance in SEA's creator economy
ai creator economy google influencers martech performance marketing sapna chadha By Rahat Kapur

Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.

Unilever CEO: 'Spend on social will jump from 30% to 50%'
fernando fernandez influencers marketing budgets marketing spend unilever By Robin Langford

Fixing geographical issues in China and Indonesia and accelerating India are among Fernandez’s key priorities.

Indonesian creators produce the most content in Southeast Asia: GroupM study
creators groupm influencers By Gunjan Prasad

The 'State of the Creator Economy’ report was released during GroupM's content day in Jakarta, led by GOAT, its data-driven influencer marketing agency.

What to know about California’s new ‘kidfluencer’ law
influencers By Julia Walker

The law is designed to protect the financial security of child influencers.

One in four influencers want brands to ask before gifting
influencers By Evie Barrett

Almost one in four creators said brands should ask for permission before sending a gifted product, according to new research.

Micro-influencers: The new powerhouses of marketing
influencer influencers marketing

As brands seek genuine connections and targeted reach, micro-influencers are emerging as the key players in influencer marketing, delivering higher engagement and cost-effective solutions.

Should influencers pose as subject matter experts?
content creators influencers media

SOUNDING BOARD: As the growing trend of influencers dishing out advice online grows—be it across health, finance or food—Campaign asks experts whether this approach is marketing genius or risky territory.

‘Vada Pav Girl’ and ‘Dolly Chai Wala’: Signalling the surge of India's regional social media stars
influencers media By Campaign India Team

As audiences choose raw snatches of life from regional influencers over superficial content from influencers in urban pockets, a new medium for brand marketing has opened up.

Brands tap more influencers from India's tier 2 and 3 cities for authentic, local content
content creators influencers marketing

Marketers in India are partnering with content creators in smaller cities due to the freshness of their content and relatively lower cost of collaboration.

TikTok study reveals five best marketing practices when working with creators
creator economy influencers partnerships tiktok By Brandon Doerrer

TikTok partnered with creator marketing platform CreatorIQ on the report, which reveals creator partnerships deliver maximum bang for buck on the scrollable platform.

Consumers prefer AI content from influencers, research suggests
ai consumer behaviour content creation influencers research study By Evie Barrett

More than half of consumers (60%) prefer creator content designed by generative AI, a new study has found.

Why brands need to play catch up when it comes to opportunities in women's sport
influencers sponsorship By Matthew Keegan

The FIFA Women’s World Cup 2023 was a turning point for women's sport, but while some brands are capitalising, others are still slow to recognise the opportunities to reach a highly engaged audience. 

Why oil and gas companies are tapping influencers to clean up their image
influencers oil and gas By Jessica Heygate

Fossil fuel giants like Shell and BP are leaning on influencers to promote their green initiatives and rewards programs as ad giants address their role in the climate crisis.