TODAY'S EDITION February 02, 2026

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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.

Spotify appoints Citra Marina as head of marketing for Southeast Asia

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

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.

Verve Singapore names Stan Lee as business director

EXCLUSIVE: Lee is the experiential agency’s first senior hire in Singapore as it builds the market into an Asia-Pacific hub.

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.

Should Cannes Lions’ new AI Craft category be judged by robots?

“It’s soothing for humans to decide what qualifies as brilliant AI,” writes Leo ECD Hilary Badger. What’s less comforting is deciding who gets to judge creativity that is no longer human.

There’s opportunity in being a late mover: Netflix’s ads chief Amy Reinhard

With investors watching closely as Netflix pursues Warner Bros Discovery, global ads president Amy Reinhard says 'premium positioning', not 'price play', will drive the company’s next phase of growth.

The age of 'being recommended' has begun: what ChatGPT ads will change

In AI-led marketing, trust beats targeting, says Resonant principal Ramakrishnan Raja.

Creative Minds: Naho Manabe on finding calm between skydiving and climbing Mount Fuji

A mother, marathoner, and Cannes-winning creative, the Publicis Groupe Japan group creative director finds meaning in balanced living.

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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