Opinions
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Woolley Marketing: Why change is not always a disruption
From Netflix to Nvidia, true disruption is rare. Darren Woolley shares his nuanced perspective on the difference between evolution and revolution in business.
Why CTV and retail media could transform digital advertising in Hong Kong through 2025
Connected TV will be crucial for boosting customer conversions and brand impact in 2025, while Hong Kong will also see a rise in search spending on e-commerce, driven by growing confidence in retail media, predicts the Trade Desk's Chris Ngan.
YouTube’s dominance and other podcast trends to watch for in 2025
Podcasting’s meteoric growth has been underscored by blockbuster deals like Joe Rogan’s $250 million Spotify contract and SiriusXM’s $125 million investment in Alex Cooper’s Call Her Daddy.
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BYD closes 2024 on top, but can it sustain its EV supremacy?
BRAND HEALTH CHECK: After outpacing Tesla and smashing 2024 sales records, BYD faces its toughest road yet. With 45% EU tariffs and a locked-out U.S. market, can the EV giant supercharge global ambitions or stall under trade barriers?
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During the age of misinformation, the Baldoni-Lively lawsuits put the onus on social media platforms and influencers
Influencers have a responsibility to question their sources before sharing defamatory content.
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Why Google has never looked more fragile as an advertising channel
As the DOJ vs. Google case rumbles on into the new year, how can advertisers best prepare for a post-Chrome world?
Keeping up appearances: The truth about 2024
Faking it has become the industry’s survival mechanism—but at what cost? Andreas Krasser reflects on a year of inflated appearances, shrinking budgets, and the urgent need for honesty and authenticity in both agencies and clients alike.
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What's shaping digital OOH in 2025? Key trends revealed
From fragmented markets to consolidated buying platforms, from brand awareness to performance metrics, 2025 will mark the year DOOH cements its position on advertising's main stage.
The $31 billion Omnicom-IPG deal has industrial logic but also many caveats
The biggest beneficiary might not be the two companies involved, but the wider agency sector itself, writes Campaign UK editor-in-chief, Gideon Spanier.
Why traditional programmatic is holding you back
The media ecosystem in Asia is now embracing app-driven, performance-first advertising. It's a shift that demands immediate attention from regional CMOs, says Resonant Agency's principal Ramakrishnan Raja.
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An AI lens on the marketing headaches of 2024
Privacy fracas, economic turmoil, and an attention-fleeting digital world—Trinity P3 founder and chief executive Darren Woolley asked AI to prioritise the pain points that dominated marketing agendas across Asia-Pacific in 2024. Here's his take.
Why Australia's social media ban impacts global marketers
With Australia set to ban social media for under-16s next year, the digital landscape faces a seismic shift. As younger audiences move offline and platform trust erodes, marketers must fundamentally rethink their approach to reaching consumers, argues Veridooh co-CEO Mo Moubayed.
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Omnicom’s Interpublic ambition: A deal that could redraw advertising’s power map
"This is more about cost synergies than revenue growth," argues Campaign columnist Ian Whittaker. As Omnicom targets Interpublic, is this deal a revolution or a recalibration?
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The 12-minute window to CTV’s goldmine
The fight for CTV inventory is fierce, but the most valuable ad space isn't where you think it is. Ramakrishnan Raja says that CMOs must master how to leverage the 12-minute discovery window for maximum impact.
Tech On Me: Can OpenAI’s new CMO turn brilliance into brand?
As OpenAI hires its first-ever marketing head, it’s a reminder that even the most groundbreaking technology needs a story—and a storyteller—to sell it.
Why marketers are falling short on retail media this festive season
Onsite retail media remains a missed opportunity for many APAC retailers, yet it holds the key to higher profits and loyalty. Moloco's Junho Lee reveals how machine learning and automation can uncover its power this festive season.
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Woolley Marketing: An agency village can be the dream team or a disaster
Every marketing ecosystem has its weak link. Darren Woolley explains how to spot—and avoid becoming—the "village idiot" before your agency network collapses under its own weight.
Chinese influencer Li Ziqi returns, sparking renewed interest in traditional cultural practices
Renowned Chinese internet personality, Li Ziqi returns to content creation after more than three years, positioning herself as a champion of traditional cultural practices amid their growing popularity in China.
Does your brand have the soul to succeed?
After shepherding billion-dollar brands at HP, Mars, and Unilever through an era where AI threatens to make marketing more mechanical than ever, veteran CMO Siew Ting Foo challenges conventional wisdom with a powerful argument: the future belongs to brands that dare to be human.
Agency holdcos face a new crossroads: reunite media and creative, or risk irrelevance
Iain Jacob predicted five years ago that buying tech and data, rather than renting it, would help agency “dinosaurs” modernize. Now, he says, merging media and creative will be a key differentiator in the AI era.
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