In an exclusive conversation with Campaign Asia, Cathay’s Edward Bell discusses the airline’s ambitious anniversary film, Hong Kong nostalgia and the enduring power of long-form, human storytelling.
TODAY'S EDITION
05/06/2026
Latest
See who made Campaign's Over 50 list for 2026
Our second annual Over 50 list celebrates the industry’s accomplished leaders aged 50+, whose lasting impact, team-building instinct and entrepreneurial drive continue to shape media and marcomms across APAC.
‘Programmatic has a trust problem’: StackAdapt’s Yang Han on what comes next
StackAdapt co-founder calls human media trading 'outdated' and positions his platform as programmatic's transparent 'white knight' amid Publicis-Trade Desk fee scandals.
Trio of Singapore public sector bodies award PR mandates
AKA, IPG Dxtra and Ninemer Communications clinch the pitches.
Suncorp and Leo Australia return with 'Resilience Never Rests' work
The minute-long work is structured like a storybook.
Foreign companies lose trust edge as APAC turns inward, Edelman finds
67% across APAC say they're unwilling or hesitant to trust people different from them in values, societal views or background.
The Information
How top beauty brands are racking up regulatory violations in the race for livestream revenue
A Campaign investigation finds that the rapid growth of live commerce is moving faster than compliance and governance practices can keep up, exposing major brands like Aveeno, Glad2Glow, and L'Oreal to regulatory risk.
The Knowledge
Agency Performance Review 2026: Which agencies rose, who held, and who the numbers finally caught up with
We analysed three years of APAC Agency Performance Reviews to map the trends and changes in the region’s agency hierarchy.
‘If the world only remembers we sponsored the World Cup, we've failed’: Lenovo’s FIFA play
Jeff Shafer, Lenovo's global exec, on why the tech major doesn't treat FIFA as a media buy. Yes, it’s invested in the most valuable brand real estate on Earth but being just another logo on the pitch would miss the point.
The Information
Holdcos aren't cutting jobs because of AI. They're cutting jobs because Wall Street told them to
Omnicom doubled its cost-synergy target overnight and its share price jumped 13%. WPP has already cut 7,000 roles. Ian Whittaker writes on the financial logic that is quietly tearing the agency industry apart, and why Publicis is the only one that can say no.
Agency Performance Review 2026: We graded 22 agency networks
The grades are in for Campaign Asia's 23rd annual evaluation of APAC agency networks. Knowledge subscribers get early access.
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The Work
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Promoted content
Effectiveness at the Highest Level: Eos and Mischief @ No Fixed Address win back-to-back Iridium Effies
Setting a new benchmark for marketing effectiveness, the "Women’s Shave" campaign defies category norms to claim the industry’s top honour for the second year running.
OPINIONS
AI is abundant now but judgment is such a luxury
After a Chinese court ruled that AI-driven layoffs and pay cuts are unlawful and tech adoption is a choice. Ramakrishnan Raja says the responsibility for that choice sits squarely with the CMO.
3 marketing lessons from the Coachella 2026 post-mortem
Why ‘method branding’ and fan service defined the festival’s most-searched year yet.
Can culture be decoded, or does it have to be felt?
Publicis’ Rish Gopal has spent eight years in Japan watching brands get culture wrong. He says the problem isn’t data but a lack of patience, and that the long game is the only one that works.
If you want your campaign to go to market quickly, the best thing you can do is slow down
Rushing the brief doesn’t save time; it just moves it to the most expensive part of the process, says Pieter-Paul von Weiler, co-founder of BetterBriefs.
The Publicis-Microsoft partnership and the rise of a closed-loop economy
In a closed-loop economy, the stakes are higher and the margin for error thinner. Microsoft’s choice of Publicis challenges the idea that tech will make agencies obsolete.
Culture isn’t a campaign anymore and brands can’t just be guests
Audiences aren’t waiting to be told stories; they’re busy reshaping them. Brands now need to give them something to do, writes Virtue's Huiwen Tow.
The Information
Everyone needs partners in era of tech hyperscalers
Coming age of agentic AI is forcing more collaboration between “frenemies” across the advertising and tech ecosystem.
Nobody wants to unlock their potential, they want to feel better now
The lipstick effect is mainstream, and brands selling aspiration and transformation are missing the point, writes Ominicom Media's Daisy Huang.