Little-known Yiwu in eastern China is a clear indicator of football-driven consumer demand, it produces an estimated 70% of World Cup merchandise globally.
Latest
McCann Singapore names Gonzalo Olivera CEO as Paul Soon exits
Olivera takes the helm five months after the McCann and MullenLowe Singapore merger following Omnicom's takeover of IPG.
Arthur Sadoun to earn potential $11.3 million package after 20% salary hike
Salary rise follows Publicis’ finding that its chairman and CEO was lowest paid among rivals WPP and Omnicom.
AirAsia bets on new airline launch despite geopolitical tensions and jet fuel volatility
As rivals cut routes, freeze spending and brace for higher fuel costs, Tony Fernandes doubles down on expansion with a new airline, a 150-aircraft Airbus order and a contrarian marketing strategy.
'Advertising agencies are not banks': Malaysia's 4As calls out 120-day payments
The industry body warns that extended settlement windows squeeze agency cash flow, delay salaries and erode talent base.
Creative Minds: The psycology graduate who decided to write
The Kingdom Digital creative plans to write a horror game script, dine with Eva Green and Lady Gaga, and someday earn the affection of a cat.
Cathay marks 80 years with a 10-minute love letter to Hong Kong
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.
Livestreaming commerce is booming, but who's watching the claims?
It's become a performance goldmine, but live commerce is also a compliance minefield. As the channel scales and regulation catches up, who actually owns compliance risk?
Thierry Henry can't stop watching himself in new Samsung spot
With the World Cup six weeks out, Samsung and BBH Singapore deploy Thierry Henry and a television.
Philippines based Robinsons Retail names new CMO
The Philippines-based retail group has appointed Angela Totanes as chief marketing officer and Azaleah Amina Rillo as chief data officer, effective May 1.
Group CMO of Lazada exits after four year stint
Marcus Chew handled 11 Southeast Asia and South Asia markets at Lazada and Daraz.
Woolley Marketing: You cannot build a partnership on 90-day terms and a no-partnership clause
If you treat your agency like a vendor, you should not be surprised when they stop acting like a partner, says Darren Woolley.
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.
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.
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Campaign’s Over 50 list returns to spotlight APAC’s most seasoned changemakers
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Agency Performance Review 2026: We graded 22 agency networks
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Publicis and TikTok crack the code on why only 27% trends survive beyond two weeks
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‘If the world only remembers we sponsored the World Cup, we've failed’: Lenovo’s FIFA play
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Publicis grows 4.5% in Q1 as Arthur Sadoun pans 'squeeze to please Wall Street'
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The Work
Telstra turns up the volume on e-waste
In a world producing 7kg of e-waste per person, Telstra promises to give every second device a second life by 2030.
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Content Hub
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
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.
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.
Woolley Marketing: Why adland is trading magic for a faster milk cart
Allowing new AI technology to become the dominant consideration in choosing a partner means you value ‘more and faster’ over capability and performance.