Change is a challenge; embrace it

Change can test a company’s mettle like no other business challenge. So it was with Campaign, as we began shaping our thoughts on the evolution of the brand in Asia. As we deliberated our transformation, we saw innovation all around us from a multitude of businesses that changed to stay ahead, and an industry that’s vibrant and dynamic — one that needs a voice to champion it, not just in Asia but on the global stage. 

And so, as part of our own reinvention, in this latest issue of Campaign we bring you a new look, editorial direction and sections that reflect the changes in Asia’s communications community. The content over the next few pages is designed to give you trends, insights, data and essential information relevant to your business in Asia. 

Our aim is to keep you informed, to inspire you, and, hopefully along the way, entertain you. And our mission is to tell Asia’s story to the world as an integral part of a growing global network that connects the marketing, advertising and media communities across major markets, from the UK, the US, the Middle East and Turkey to China, India
and Japan. 

Atifa Silk is brand director, Campaign Asia-Pacific

CONTENTS

Voices 
Calls for industry to demolish the ‘pink ghetto’

Need to know 
The latest news roundup

Innovation 
Take a peek behind the curtain at Mindshare’s ‘Loop Room’; James Thompson takes aim at liars

Insight 
Live-streaming explodes in popularity in China

Intelligence 
CMOs descend from their “ivory tower”; Tham Khai Meng on democratising creativity

Influence 
The perils and pitfalls of tackling taboos in Asia; Kristian Barnes on changing times

Marketer’s profile 
Kimberley-Clark’s Rahul Asthana

The Atifa Silk Interview 
JWT’s Tamara Ingram makes the case for diversity — of ideas as well as individuals

Crafting creative conditions 
Agencies in Asia take steps to close the creativity gap

Events 
What’s on at Spikes Asia 2016; Ravid Kuperberg analyses the science of winning awards; Agency-Marketer Partnerships Awards; Women to Watch Singapore; Top 1000 Brands briefings; young hopefuls battle it out at DigitalMediaWorks

Private view 
Barry Wong and Troy Lim take a critical look at some of the latest campaigns

Best places to work 
AI Leo Digital Network in Shanghai and Dentsu Aegis Network in Guangzhou