TODAY'S EDITION February 04, 2026

Latest

Welcome to the new Campaign Asia-Pacific

A slick design and a sharper editorial focus and with it, a renewed commitment to analysis-led journalism, alongside the launch of Asia Roars and Campaign Red.

WPP consults with shareholders on boosting Cindy Rose's pay

Compensation policy will be voted on at AGM.

The Knowledge

Japan: the art of making things too well

Japanese brands are engineered on a philosophy where nothing is accidental and everything earns its place. In a world addicted to disruption, is that discipline perched on a knife-edge?

PHD wins global media remit for Mandai Wildlife Group

Publicis Media’s Spark Foundry was the incumbent agency.

HSBC CMO John McDonald to chair Campaign’s Global Agency of the Year Awards

Bank's top global marketer will lead judging panel for sixth edition of awards.

Virtus Health’s cheeky ‘Call to Balls’ takes aim at Australia’s sperm shortage

A delightfully ballsy campaign calling on Aussie men to join the “w@#kforce” and quite literally lend a hand to boost the nation’s dwindling sperm donor numbers.

Spotify appoints Citra Marina as head of marketing for Southeast Asia

A Unilever alum, Marina has been with Spotify since 2022.

Campaign Indonesia’s inaugural Power List: The marketers shaping Indonesia today

A definitive list of the 20 most influential marketing leaders in Indonesia.

Running against the giants: Can On outpace Nike and Adidas in Asia?

BRAND HEALTH CHECK: Swiss sportswear challenger On is sprinting ahead in Asia with 94% sales growth and flagship expansions, but can its CloudTec innovation and community-driven hype convert into lasting loyalty?

Gotta catch ’em all: what 30 years of Pokémon teaches brands about building fandom at scale

When you think about the brands you truly love, that fondness is often based on shared memories with others.

Why cutting brand spend is the corporate equivalent of cutting defence budgets

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.

The Work


Marriott Bonvoy makes loyalty feel intuitive in new brand spot

BBH Singapore strings together a series of everyday traveller scenes that let the value reveal itself.

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