As budgeting season begins, comms must fight for their seat at the table as a growth engine that drives trust, sales and staying power, writes Andrew Ho from Ellerton & Co.
True
opinion
Five reasons not to cut your communications budget
budget
communications
opinion
Brands are addicted to data and it’s killing creativity
algorithms
branding
opinion
social media
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.
Here’s a thought: Marketers can sell anything—except their own value
cmos
csuite
gurdeep puri
marketing effectiveness
opinion
Despite effectiveness being so high on the agenda, why are marketers still failing to make their case to the C-suite? Gurdeep Puri delves into the industry’s most frustrating paradox.
Your customers have changed, have you?
aia insurance
brand behaviour
cmo
opinion
Empty innovation is dead, authentic connection is everything. AIA Singapore's chief marketing and healthcare officer unpacks why brands must evolve beyond surface-level digital transformation in 2025, or risk losing entire generations of consumers.
Advertisers, it’s time to face facts. Because truth matters
2024 us election
advertising
donald trump
opinion
Tech companies doing away with fact checkers is further proof of why advertisers must support journalism.
Why the CMO role has not got easier
ces
cmos
havas media
marketing
opinion
sir martin sorrell
With the expansion of the customer journey, CMOs are being asked to do considerably more than before—creative, research, brand strategy, CRM, social, PR and even HR.
Brand sales are the real awards for marcomms agency partners
opinion
Agencies can win any number of gongs at awards shows but the real sustainable payback comes from helping clients increase sales and achieve their business goals.
Navigating the beauty revolution: The key trends and what your brands should do about them
beauty trends
opinion
From savvy consumers seeking top value in beauty products to mastering the application of medical-grade skincare, Irene Squeo from Quantum reveals three key trends impacting beauty culture—and the strategies to engage with them effectively.
Why creativity remains at an all-time premium
ai
creativity
opinion
tech
The age of Gen AI might be here, but the era of creativity isn't anywhere near over, says Mirum's Hareesh Tibrewala.
What do you do if you're Dentsu?
advertising
Dentsu
earnings
ian whittaker
media buying
opinion
As a growing divergence in financial performance between Japan and the rest of the world emerges, Ian Whittaker explores if it's time for Dentsu to evaluate whether or not to keep its international assets.
A view from Nepal: The much-awaited advertising transformation
opinion
The founder of Outreach Nepal provides an update on how the ad industry is evolving in Nepal, including how brands are adapting to new regulations, and how new alliances are being formed to advance the industry.
Opinion: Dear plus-sized women, you’re still not welcome in mainstream advertising
opinion
Advertising in India may be ‘woke’, but it's still not truly inclusive, writes a journalist with Campaign India.
Play with 'scam' and you might get burned
advertising
awards
opinion
OPINION: A brief tale about the risks and rewards of creating ads not to satisfy a brief, but to win awards.
The world has changed forever. Are you ready?
opinion
I don't do hyperbole, but this really is the biggest global event since the Second World War.
That's what advertising is now
advertising
opinion
'I don't know a single consumer sitting around waiting for the next great print ad.'