CASE STUDY: By trading traditional names for local Gen Z slang, Coca-Cola turned its 14-year-old 'Share a Coke' campaign into a digital success that recruited nearly half a million new users across ASEAN and the South Pacific.
Latest
Moonfolks expands regional footprint with Brunei launch
Sheikh Idham Abas to helm the office as managing partner.
Uber names new Tokyo-based Asia-Pacific marketing director
Get the latest details on Ally Doubé's new role, plus more from Netflix, Bside, Castlery, Untangld and more, in our weekly collection of people moves and account news.
Initiative leads the preliminary 2025 global media league
Publicis Groupe shops make up the rest of the top five.
Omnicom to axe and relocate more jobs as it doubles cost savings target to $1.5 billion
Majority of synergies will come from $1 billion cut to staffing costs, including job losses and offshoring.
New Dentsu CEO to prioritise “flatter structure”, speed and improving holdco brand
Dentsu's corporate shake-up and appointment of a new chief executive follows record $2bn (£1.5bn) annual loss.
Red Rooster celebrates heartland heroes who punch above their weight
The new campaign by Leo Australia keeps the chicken shop's customers real and their food looking fun and tasty.
No kids, no problem? Why Vietnam’s Gen Z is choosing financial autonomy over traditional milestones
Vietnam's Gen Z are embracing DINK (Dual Income, No Kids) values as a survival strategy, controlling 92% of spending while delaying traditional milestones amid rising costs.
Inside Korea’s culture engine: How reinvention and fandom keeps fuelling the global K-wave phenomenon
In the Hallyu 4.0 era, the creative conversation is no longer about Made in Korea but Made with Korea, a framework where brands and talent co‑create shared IP that blurs the lines between entertainment and commerce.
Perplexity pulls the plug on ads, citing trust concerns for AI
Executives told the Financial Times that ads risk making users 'suspicious of everything'.
January APAC advertiser of the month: Kia, trivago and Woolworths
The three brands lead in advertising awareness gains in Australia this month, with Kia's campaign launched for the Australian Open dominating public attention.
Creative Minds: Why Lyndon Christie wants a store-closing stunt etched in the client hall of fame
Inspired by ideas too bold for the opening pitch, the Leo Sydney copywriter believes clients should champion campaigns that still resonate a decade later.
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Dentsu drops sale of international arm but is open to deals in local markets
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Publicis hits record profit margin, adds 5800 staff and hikes cash bonuses 8%
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Dentsu reports record loss ahead of CEO transition, suspends dividends
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Dentsu shares slump 11% as buyers walk away from sale of international unit
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Labubu, the art toy craze and why grown-ups can’t get enough
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The Work
Apple’s 2026 Lunar New Year film
Apple’s ninth Shot on iPhone Lunar New Year film is a gentle story of routine, companionship and return.
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Content Hub
Confessions of a CMO: How the modern CMO is using survival intelligence to overcome C-suite challenges
The CMO role is not just adapting to change — it is leading it. New research from Worldwide Partners finds today’s top marketing leaders are embracing ambiguity and redefining themselves as strategic disruptors, narrative builders and internal culture shapers. Explore the five new CMO archetypes reshaping the C-suite in Confessions of a CMO.
OPINIONS
Google has just provided 400 billion reasons why the search apocalypse is cancelled
NP Digital ANZ’s managing director says search isn’t dead; it’s become more human. And Google’s Q4 earnings provide the receipts.
Why the Super Bowl’s best ads don’t feel like ads anymore
The Big Game is no longer the idea — it’s the amplifier.
The LLM ad wars have begun and Google isn’t blinking
ChatGPT ads will spark a new battle for intent, but dislodging Google’s search dominance will take more than conversational AI.
Woolley Marketing: Why ‘value’ is the new cost-cutting strategy
After one too many 'pivot to value' conference speeches, Darren Woolley gets honest about what really happens once the doors close.
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.
How a little cultural wit helped Canva land in Japan
UltraSuperNew’s creative team discuss why authenticity, tone, and star chemistry helped Canva’s message of effortless design shine at Spikes Asia.
From festive overload to signal mastery: Will Q1’s Ramadan reset Indonesia’s recovery radar?
To connect across the archipelago's widening economic divide, brands must shift to curating relevance over reach, Dentsu Indonesia's marketing leaders opine.
Why bringing APAC’s creative industry together matters more than ever
Spikes Asia director Melanie Speet shares insights on Spikes Asia Week 2026, looking ahead to the industry's future, championing emerging talent, and celebrating creative excellence.