Just as Europe is relearning that security cannot be bought on the fly, Ian Whittaker argues that slashing brand spend isn't fiscal discipline, it's corporate disarmament.
True
performance marketing
Why cutting brand spend is the corporate equivalent of cutting defence budgets
ian whittaker
oped
performance marketing
Google AI Max and SEO: What it means for brands and consumers
ai max
brand marketing
google
performance marketing
Google’s AI Max for Search signals a shift in how information is found, used, and expected to perform—and is raising new challenges for marketers and brands alike.
Instead of criticising performance marketing, steal from it
performance marketing
Agencies ought to tap into performance marketing's ability to inspire confidence within boardrooms, say Leo Burnett's Josh Bullmore and Richard Clay from Zenith.
Pepsi moments don’t wait—and neither do we: Cathy Graham Kidd
anytime is pepsi time
coca cola
consumer engagement
cricket
cultural relevance
digital marketing
pepsi
performance marketing
rebranding
sporting events
With ‘Anytime is Pepsi Time,’ Pepsi’s senior brand director unpacks the brand’s global playbook, cultural agility, and the art of real-time marketing.
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
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.
Brands are still measuring the wrong things—it’s time to fix that
branding
kpis
measurement
performance marketing
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 Team Lewis' Calvin Siew explains why brands must break free from outdated KPIs and redefine relevance in real time to truly embrace customer-centricity.
Take a peak: How marketers can turn digital noise into lasting loyalty
customer loyalty
digital marketing
neil patel
np digital co
performance marketing
In an attention-starved and price-sensitive market, brands are battling for fleeting consumer focus. NP Digital's Neil Patel shares how leveraging emotional resonance through the 'peak-end rule' can create powerful moments that stick.
Google rolls out several new PMax updates following successful beta launches
google
google ads
media
performance marketing
pmax
Intending to improve brand safety, depth of search and customer segmentation, the new tools further integrate Google AI into advertisers’ campaigns.
Why traditional programmatic is holding you back
performance marketing
programmatic
The media ecosystem in Asia is now embracing app-driven, performance-first advertising. It's a shift that demands immediate attention from regional CMOs, says Resonant Agency's principal Ramakrishnan Raja.
Can retail media compensate for weaknesses in performance media?
performance marketing
privacy
retail media
Following reports on declines in performance media earnings, Campaign explores what strategies marketers can employ to navigate this changing landscape—including the promise of retail media.
Performance vs. branding? You're asking the wrong question
branding
performance marketing
quantum
While marketers wage endless war over metrics versus memory, the smartest brands have already moved on, argues Quantum's Saim Qadri.
MediaSense buys R3 as it eyes global client opportunities in creative
acquisition
mediasense
performance marketing
pwc
r3
shufen goh
The change impacts APAC markets, including Singapore, New Delhi, Jakarta, Hong Kong, and Sydney, while R3 China will continue to operate as a MediaSense affiliate.
Controversial new Meta tool optimises campaign performance without notifying advertisers
adtech
meta
performance marketing
The 'automatic adjustments’ feature is designed to increase efficiency, but advertisers could fear losing control over their campaigns.
How brands can edge out competition with bold storytelling
iprospect
performance marketing
report
research
storytelling
From generating emotional engagement to real time measurement, a new report by iProspect outlines the ways in which brands can enhance their storytelling capabilities in today’s dynamic media environment.
Mastering the ad budget mix for maximum results is easy-peasy
advertising budgets
brand marketing
performance marketing
Looking to balance brand and performance ad budgets across different business stages? Here are some practical insights.
Inside Burger King's performance-marketing strategy in Korea
adtech
performance marketing
programmatic
The fast-food joint started with a vision to obtain high-value users in South Korea. We speak to the brand’s digital marketing representative to learn about the brand’s data-driven approach to obtain long-term users and optimise creative campaigns.
Google responds to IAB Tech Lab’s Privacy Sandbox report, citing “many misunderstandings and inaccuracies”
google
performance marketing
Despite IAB Tech Lab criticism, Google has reaffirmed its commitment to phasing out third-party cookies on Chrome by H2 2024. Emphasising user privacy and digital advertising support, the tech giant says it welcomes feedback on its Privacy Sandbox solutions.
Six things performance marketers need to know about Japan
japan
performance marketing
A bigger economy than Germany, but a shrinking population makes Japan a unique market – but one full of opportunities.
Six things performance marketers need to know about New Zealand
new zealand
performance marketing
New Zealand's affluent economy makes it a highly attractive market despite its small population, but marketers need to be wary of new data privacy legislation.