Nov 15, 2023

Rexona partners with K-pop group G(I-dle) for a not so fresh deodorant campaign

Ad nut is convinced now is the time to burst the K-pop endorsement bubble.

Aug 27, 2023

Fans can 'meet' K-pop supergroup Blackpink in Roblox

The activation was created by London metaverse studio Karta.

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.

Jul 24, 2023

TBWA Media Arts Lab helps K-pop quintet NewJeans shoot ETA video as iPhone ad

Apple has everything to gain by proving it can shoot K-pop videos with an iPhone 14 Pro.

Nov 11, 2022

Maybelline takes K-pop band Itzy on interactive virtual shopping trip for 11.11

Watch the video conceptualised by McCann Worldgroup agency Gotham

Jul 27, 2022

Korea: The Asian Tiger’s cultural leap

How South Korea leveraged ‘soft power’ and cultural dominance in its killer marketing strategy.