Aug 16, 2023

K-pop partnerships: A win-win for brands and artists or just lazy marketing?

Look around and you'll now see a K-pop celebrity everywhere from the cover of a magazine to a coffee cup. But has it reached the point where attaching a K-pop artist to your brand is simply lazy marketing? Campaign explores the merits of the K-bubble and if it's likely to burst any time soon.

Aug 19, 2021

Are celebrity influencers losing their touch?

More than half (56%) of consumers would rather follow normal people on social media than celebrities, as they find the content they post more authentic, according to new research.

Aug 19, 2021

McDonald's and Saweetie: The potential of talent with personality

The chief strategy officer for We Are Social on McDonald's partnership with rapper Saweetie.

Mar 26, 2019

Insisting on using only celebs is like "gambling" in your KOL strategy

Caught the influencer influenza? We take stock of the contagious KOL industry in China and determine how effective the spread really is.

Mar 27, 2018

Booking global celebrities: Dos and don'ts

Asian brands enlisting the support of international talent can have a huge impact in the home market and abroad, but all too often they make the same easily avoidable mistakes, says UK talent booker Emma Usher.

Oct 28, 2016

No reason to pull Pierce Brosnan ads: Pan Bahar CEO

Contract wasn't violated, and the ads are working, the company's CEO tells Campaign India.