Deep Dive
'Product is number one, two and three': H&M’s global CMO on fixing fashion’s retail problem
In a wide-ranging interview with Campaign Asia, global CMO John Ehrnst talks through the end of bland retail, what drives Gen Z back into stores, and why Asian insights now sit at the heart of the Swedish giant's strategy—and why, even now, everything begins with the product.
Publicis CEO Arthur Sadoun: 'Competitors are living in a dream' about AI replacing people
As Publicis Groupe marks 100 years, CEO Arthur Sadoun tells Campaign Asia-Pacific why rivals cutting jobs and betting on AI “synthetic” companies are getting it wrong. Publicis, he says, is investing in talent and Asia-led innovation.
Have we reached peak Labubu? Charting the rise and fall of the ugly-cute viral toy
What began as a storybook monster became 2024's $430 million phenomenon via TikTok and celebrity flexes, but counterfeit scandals and market corrections now cast doubt on whether Labubu can evolve beyond a one-cycle craze.
Drones versus traditional OOH: Is the spectacle in the sky worth it?
China has proved drone advertising can scale, with thousands of drones forming logos and animations in the sky. But as the format spreads, marketers must decide whether aerial spectacle belongs in the regular media mix or remain a costly stunt.
ASIA ROARS INSIGHTS
What's the one thing that people in your region do more creatively than the rest of the world, and why?
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CAMPAIGN RED
How K-pop rewired global brand marketing
By the early 2020s, K-pop had moved past hype. Its future now rests on a global superfan economy marked by sustained engagement and long-term loyalty.
TOP 50 BRANDS
TOP 50 BRANDS - SEA 2025
ANALYSIS
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