Analysis
The Labubu economy and the business of joy
‘Little joys’ and the continued impact of Asia across Western culture cannot be ignored.
Women to Watch 2024: Patra Patrasuwan, Yum Restaurants International
Patrasuwan’s marketing philosophy of delivering high-quality food at affordable prices and always keeping the customer at the heart of every decision has led KFC to become the number-one brand in Thailand’s QSR industry.
Women to Watch 2024: Penelope Shell, Zenith Media
As a chief strategy and product officer, Shell has extended her remit towards building Zenith’s business, growing its clients’ brands, driving innovation and shaping the industry’s principles to be responsible towards youth.
How Asia is redefining football fandom for the digital age: Report
The sport’s key players—from clubs to leagues—are using targeted social media strategies and exclusive content formats to drive growth in China, according to Mailman’s annual Red Card report.
Golin’s Jonny Bentwood on why PR won’t move forward if it keeps measuring backwards
EXCLUSIVE: With pressure mounting on CMOs to maximise the value of every channel, Golin’s global analytics lead argues that PR must stop proving its worth after campaigns end—and start using data to guide what gets made in the first place.
Coachella: The California music festival-turned ‘marketing mecca’
Reflecting on memory-making brand moments from 818 Tequila, Neutrogena, Pinterest and more as we head into Coachella weekend two.
Clicks, consent, and conscience: Marketing to the young consumers online
With livestream restrictions and content filters rising, marketers are rethinking their strategies about connecting with the youth, while keeping trust and ethics front and center.
Bats, reels, and buys: The new IPL media mix
From creator collabs to AR chefs, IPL 2025 proves brands must chase relevance across memes, match breaks, and micro-moments—not just media buys.
Meta’s anti-trust trial would be a ‘win-win all round if Instagram were split’
But breakup of the company could lead to higher prices for advertisers.
Creative Minds: Anthony Cassidy is waiting for a chance to set an ad to a Louis Prima soundtrack
The creative director at Clemenger BBDO on his love for an old Gap ad, annual pilgrimages to see The Flaming Lips, and his indifference to bucket lists.
Women to Watch 2024: Paula Chiang, iProspect
Chiang’s leadership, performance-agility mindset, and mentorship has made iProspect an industry champion in driving brand growth while pioneering the implementation of AI-driven solutions for clients and young talent.
Forsman & Bodenfors expands earned-first model as Po Kay Lee takes on Asia role
EXCLUSIVE: After more than three years leading Forsman & Bodenfors Singapore, Po Kay Lee’s elevation to Asia president comes amid a series of regional wins—and signals a push to reorient the agency’s creative process around ideas, not just media spend.
AI is no longer optional: Appier's CEO on creative intelligence and the company’s next chapter
Following Appier’s acquisition of AdCreative.ai, CEO Chih-Han Yu outlines the company’s full-stack marketing AI vision, what’s next for the firm, and the evolving role of CMOs in this era of AI-powered marketing.
Global adspend on news brands forecast to decline by a third
Creator journalists and UGC are starting to draw more attention from advertisers wary of potentially distressing content on news brands.
Spikes Asia Awards 2025: Campaign picks its favourite contenders
Do we have what it takes to be Spikes Asia judges? We’ll find out next week. Until then, the Campaign APAC team shares our favourite picks from this year’s shortlist.
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Out-of-phone: What happens when creator content leaves the feed?
EXCLUSIVE: TikTok’s Dan Page and L’Oréal’s Abhishek Grover share insights from a Southeast Asia-first campaign that tested the power of creator storytelling across screens and cities.
The new rules of out-of-home in political advertising
With Australia’s federal election looming and political ad spend projected to increase by 21%, Digital out-of-home (DOOH) is bringing data, flexibility, and measurability to the table–without the algorithmic noise says Veridooh’s Jeremy Yang
Women to Watch 2024: Nicole Geekie, Jaywing
Geekie’s pivotal role in evolving Jaywing’s service offering now brings the agency more than half of its revenue from The Studio, underpinning the importance of performance-driven solutions to marketers.
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Advertising in space: One giant leap for adland?
Brands are increasingly exploring the lucrative potential of advertising in space, with companies like StartRocket pursuing orbital billboards while others opt for more environmentally friendly near-space marketing alternatives.
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The art of dealing with the new trade order
Donald Trump's tariff tornado will have wide-reaching implications, potentially placing advertisers and agencies at a fundamental pivot point says New Commercial Arts’ David Golding
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