Opinions
How Gen AI is changing customer support through email
Traditional ticketing systems are falling short of modern expectations. Businesses need to harness AI to refine their email strategies and deliver a seamless customer experience, writes Yellow.ai's Rashid Khan.
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We all have a collective responsibility to make progress on sustainability
To mark Earth Day 2024, Matt Bourn and Sebastian Munden, authors of a book on the importance of sustainable advertising, warn that this is no time to stand still.
Formula 1 Shanghai: A watershed event for brand sponsors
With Shanghai native Zhou Guanyu in the race, this could be the kickoff to even more fierce positioning among Chinese brands.
Two generations, same Spotify playlist: Why marketers need to know Gen X to reach Gen Z
They might be separated by 30 years but the two generations have many similarities, says the Forsman & Bodenfors cultural strategist.
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Campaign's Spotlight HK 2024: Highlights
The full-day event in Hong Kong on April 18 saw dozens of marketers share insights on disruption, AI, trust, and more. Catch the event highlights here.
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How businesses in China should balance prosperity and ESG
SPRG's Arthur Hagopian on the many benefits of ESG for Chinese businesses, and how they should adopt them.
Bling bling: Exploring the landscape of luxury in India
From the boom of the middle class to the 'if I want it, I'll get it' attitude of Gen Z in the nation, the meaning of luxury in India is evolving rapidly and brands need to catch up. Quantum's Himani Pundir explores.
Signs of light: Is fun coming back to adland?
The best reason to work in advertising should be that it’s fun, says Angus Tucker. Without it, advertising is just telemarketing.
The individual vs the collective effort in environmental progress
Brands have the power to revitalise the value of sustainability, its collective progress, and individual benefits—and now is the time for them to do it. Natasia Wangsaputra opines.
What the printing press democratisation of knowledge can teach us about AI
Businesses must embrace AI across operations, services, and strategy or risk becoming obsolete, warns Fujitsu's APAC CEO Graeme Beardsell.
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Diary of a Young Creative: Darkrooms and waffle heists
We decamp to the great city of Berlin for this latest diary, featuring Haribo, hedgehogs, marathon training and the occasional crafty ciggie.
Narratives: The stories holding women back at work
It's time women stopped being subjected to narratives that both harm and hinder their progress and peace in the workplace, gender equality advocate and author Mette Johansson opines.
Marketers shouldn’t fear the accountability brought by data
If you’ve never run a failed campaign, are you sure you’re holding yourself to the right standard?
Beyond the Great Wall: Navigating global expansion for Chinese businesses
Chinese brands seeking success abroad must fully commit to brand building, stay flexible and take ESG seriously, says SPRG Beijing's strategy director.
ROI Romance: why it’s time for CMOs and CFOs to rekindle their relationship
‘It’s not me, it’s you!’. There’s a rash of boardroom break-ups happening across adland and it’s time for marketing and finance to get back together.
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Why it’s important to avoid generic healthcare communications
GCI Health's Glen Halliwell says that communicating about healthcare in APAC should be tailored to a market’s concerns such as an ageing population, cultural norms, and insurance habits.
How to stand out in an attention economy
Even as consumer attention spans dwindle and the popularity of short-form videos reaches unprecedented levels, livestreaming has surfaced as a surprisingly effective countermeasure. Gemma Battenbough of Twitch explores.
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Journalism is not a crime
As we reach the one-year anniversary of the detention of Wall Street Journal reporter Evan Gershkovich in Russia, the role of the media has never been under such intense scrutiny.
How to avoid shiny object syndrome
In the constant pursuit of the next newest thing, the industry often overlooks the real benefits of technology.
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Welcome to the year of the 'Prosumer'
As digital literacy grows and the content market booms, consumers aren't happy just sitting back and letting brands drive. Instead, they're proactively shaping today's marketing narratives, writes TikTok's Shant Oknayan.
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