Shifting ad dollars to experiential helped carry Mastercard from 87th to 12th in the Kantar BrandZ rankings. Dubai chocolate makes the case, at the opposite end of the spectrum, that great marketing travels the world on a shoestring.
Latest
China's $78 billion ad market grows 4% but agencies lose share of spend: Ebiquity
International holdcos gained 2.6% while domestic players shrank 1.5% in 2025, as Publicis overtook WPP Media on a current run-rate basis.
Havas chief: Agency sector is now ‘in a good place’ as perceptions have ‘flipped’
Yannick Bolloré said clients and investors have fresh appreciation for value of agencies, and he also discussed why his family has taken majority control of French agency group.
ANZ Group's Astrud Burgess exits CMO role
Sian Chadwick will take over as CMO, while Burgess shifts her focus to her managing director role.
The image-makers look in the mirror and like most of what they see
An industry confident enough to publish its own flaws is an industry mature enough to fix them
As creators become media companies, how should the relationship with brands and agencies evolve?
SOUNDING BOARD: Campaign asks the industry how the relationship between creators, brands and agencies should evolve.
Meta removes controversial AI feature within days of launch
The negative reaction to the tool was swift and global, forcing Meta to say it ‘missed the mark’.
Mercedes-Benz Singapore’s Darren Ng on the new rules of luxury retail marketing
Ng explains why customer experience, usability, and community matter more than polished campaigns in an increasingly crowded auto and EV market.
Sapna Chadha on Google’s AI-powered shopping push
Google's vice president of Southeast Asia on the company's “agentic Gemini era”, giving rise to new opportunities for brands and how they can interact with customers.
The big World Cup campaigns, in one scroll
Check out the best ads from the world's biggest brands, including Coca-Cola, McDonald's, Samsung, Adidas, Marriott, Hyundai, Nike, and more.
APAC commands 55% of global OOH ad spend, the highest of any region
The region accounts for $29.7 billion in annual OOH spend, ahead of North America and Europe, with China leading the top 10 markets by volume, World Out of Home Organisation’s (WOO) report finds.
Even as Europe baked, sustainability remained off the Cannes agenda
Outside the AI-induced enthusiasm, Laura Ranzato argues that the industry paid remarkably little attention to the energy and environmental costs that come with it.
'The question wasn't whether AI was used, but whether it made the idea stronger': Anupriya Acharya on Cannes Creative Data
As jury president, Acharya explains the rigorous Cannes jury room process and how the panel cut through the AI hype to crown strong ideas that drove real change.
Backlash mounts after Louis Vuitton wins $1.5 million trademark case against Molly Tea
"I hope that lawsuit was worth it," wrote one user as the ruling ignited a backlash in China, where netizens question the optics of a Western luxury house defending a monogram long associated with Japanese design influences against a local tea chain.
ATTENTION-WORTHY
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- Devika Bulchandani on WPP’s own impatience with its turnaround plan
- Arthur Sadoun: Fewer Cannes entries mean better work
- 40 Under 40 2026: The new faces of influence across APAC marketing
- 40% Cannes Lions entries used AI in 2026, but sophisticated use lags
- Coca-Cola launches global media review as WPP and Publicis go head to head
- APAC Power List 2026: The top 50 marketers shaping the region's next chapter
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The Future of attention
Attention has become one of the most valuable resources in marketing, yet one of the least understood. In this four-part video series, leaders from Kenvue, Disney and Xpln.ai explore how changing consumer behavior, evolving media environments and new approaches to measurement are reshaping the way brands earn attention, build trust and drive impact.
OPINIONS
Cannes proved everyone's getting on the experiential train. Not everyone should be driving it.
Brands don't need more experiences; they need better ones.
How inclusive marketing won hands-down at Cannes
Unpicking Creative Equals' research on Cannes Lions winners.
Why did APAC’s Cannes tally fall sharply in 2026?
SOUNDING BOARD: Did APAC simply produce less award-worthy work this year, or did Cannes’ tougher rules expose markets that had become as skilled at building case studies as campaigns?
Is advertising still a good career choice for young creatives?
Campaign asks APAC's creative leaders is advertising still the career choice for young creatives to dream big, take risks, and make work that matters?
Eurovision Asia is a new test for brands
For brands eyeing Eurovision Asia, the real question is not whether they can be seen, but whether they can add value to the communities and fandoms it creates.
What does it mean to be an LGBTQ+ influencer in Asia in 2026?
Campaign spoke to Queer content creators across Singapore and Hong Kong on navigating fewer deals and rising caution as brands pull back from Pride marketing.
'AI can't replicate human vulnerability': Lili Jiang on the Cannes Lions 2026 reset
Jury expectations have changed drastically in recent years, the Cheil Hong Kong ECD opined. She believes creative judgement is the key differentiator in winning work.
Why Asia still struggles for recognition at Cannes
Cannes deserves credit for putting Asia on the agenda, the next step is making sure the work gets judged on its own terms, writes Andreas Krasser.