Matthew Keegan
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Is there a future for the brand mascot?
From Ronald McDonald to Tony the Tiger and the Michelin Man, brand mascots used to be ubiquitous and beloved. But where have they all gone?
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Russian brands eye opportunities in China—and vice ...
With numerous Western brands having left the Russian market at the onset of its war with Ukraine, more Chinese and Russian brands are sizing up opportunities in each others' markets.
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How brands are harnessing Taylor Swift mania in APAC
As ‘Swift-mania’ hits Singapore with the singer's sold out Eras Tour, Campaign explores how the American superstar has created a marketing frenzy in the region while providing a golden opportunity for brands to connect with fans in innovative ways.
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Can TikTok survive the Universal Music fallout?
As Universal Music pulls 30% of the world's music from TikTok over royalty and copyright concerns, Campaign explores how instrumental the use of music is to the success of the platform and for those who advertise on it.
Privacy and employee readiness still barriers to ...
EXCLUSIVE RESEARCH: The concluding results in a three-part survey series by Forrester and Campaign Asia-Pacific reveal concerns around copyright, IP protection, and employee adaptability as key barriers to the broader utilisation of Gen AI by brands and agencies alike.
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Why Hong Kong's AIA Carnival is becoming a ...
After a four-year hiatus, the AIA Carnival has returned to Hong Kong's harbourfront with no shortage of visitors and interest. Campaign explores how sponsors have proved critical to the event's continued success.
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