Opinions
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All AI, no 'aha': Has SXSW lost its creative spark?
Once the industry’s most inspiring week, SXSW 2025 leaned too heavily on AI and left creativity to the sidelines. If it wants to stay relevant for brand and agency leaders, it’s time to refocus on substance over spectacle.
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At its core, ‘Careless People’ is a cautionary tale of disillusionment
Sarah Wynn-Williams’ memoir lifts the lid on life inside Facebook, exposing a culture where ambition eclipses ethics, and authenticity is welcomed only when it's convenient.
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Why live commerce is the sleeping giant of the attention economy
Live commerce is delivering thousands of hours of fully engaged, 100% leaned-in attention—and brands are barely noticing, says brand advisor Dominic Powers.
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Why are the majority of AI assistants female?
Meghan Joyce, CEO and co-founder of Duckbill, explores the historical, scientific and technological reasons behind the feminine voices of AI assistants.
The power—and problem—of ‘girl words’ in 2025
Brands need to understand that women can feel alienated due to the ‘broligarchy’ and the corresponding rise in hate speech.
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Why traditional branding still matters in Singapore's marketing landscape
While digital marketing continues to dominate, traditional branding techniques remain indispensable for marketers in the Lion City, says Mark Pointer, CEO of Superbrands Singapore.
Brands are addicted to data and it’s killing creativity
In an era where algorithms dominate every decision, brand consultancy founder Upasna Dash argues that true brand power comes not from digital footprints—but from instinct, identity, and a deep understanding of what brings true joy to consumers.
Pitch. Win. Exit? How private equity is reshaping the agency model
Private equity is no longer circling the ad industry—it’s taking over. As agencies transform into investment assets, Helios & Partners CEO Humphrey Ho unpacks the high-stakes tension between creative independence and financial control.
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AI is not the villain, the demand for ‘virality’ is
When brands prioritise gimmicks over genuine messaging, consumer trust is often the casualty, says Social Panga’s copy lead.
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Creativity has been under attack for years. How do we bring it back?
We can either treat creativity as something to optimise and automate—or as the last true differentiator worth protecting and investing in, says Gonzalo Olivera, managing partner, MullenLowe Singapore.
How marketers can navigate the hidden costs of ad platform automation
Nasser Oudjidane, CEO and Co-founder of Tapper, explores the hidden costs of ad platform automation and shares actionable strategies to tackle budget waste and performance volatility.
Growth, business and the brand safety blindspot in live commerce
Acknowledging the potential and power of live commerce is a far different animal to understanding the platform and what the medium requires to ensure success, says Dominic Powers, independent brand advisor.
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Want to optimise your digital campaign? Add some good old print to the mix
“Print is being rediscovered as a premium channel… precisely because everyone’s eyes are glazed over from too many digital ads,” says Éric Blais in his latest Free to Disagree column.
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B2B marketing shouldn’t be caged—but is compliance killing creativity?
Most CMOs say that B2B marketing has grown in importance over the last year, but to truly harness its power for business growth requires a shift in perspective.
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In marketing, it is better to be interesting than right
Marketers should prioritise grabbing attention over being correct when making ads, even if it feels random or weird, says TBWA Melbourne's Zac Martin.
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It's not about keywords anymore, it's about AI visibility
As digital marketing shifts, brands must pivot from search engine optimisation to influencing AI systems like ChatGPT and Google Gemini, which now shape consumer perceptions, says Alfonso Asensio, MD of Jellyfish Japan.
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Why it's a great time to be an indie right now
Brands are searching for faster, nimble agencies that really understand the nuances of cultural behaviour.
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Too old for the party, too young to leave—the paradox of middle age in advertising
There comes a time when no amount of Adidas Sambas or Botox can hide the fact that you’re no longer the right person to give advice on micro-influencers. Alison McKinnon on the realities of ageing in advertising—and why she’s not done yet.
Why brands should stop posting PR briefs on LinkedIn
Rooster’s James Brooke cautions that tossing briefs onto LinkedIn is lazy and ineffective, besides being a poor look.
Why more brands are finally ditching the perfect-family trope
Perfect parents, perfect kids, perfect home—ads love the fantasy. But as diverse households become the norm in Asia, Quantum's Rayhan Wildan Ramadhani explores how clever brands are embracing new family dynamics through fresh storytelling.
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