Matthew Keegan

Why B2B influencers are an essential spend for marketers
Analysis
2 days ago
Matthew Keegan

Why B2B influencers are an essential spend for ...

With B2B influencers on the rise, experts in the region advise marketers to prioritise trust and credibility over visibility and metrics. Meanwhile, an emerging business to human (B2H) trend is overtaking B2B storytelling.

Advertising in space: One giant leap for adland?
Analysis
Apr 15, 2025
Matthew Keegan

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.

No one talks about ads anymore: Have they lost their pop-culture charm?
Analysis
Apr 9, 2025
Matthew Keegan

No one talks about ads anymore: Have they lost ...

Industry leaders weigh in on how brands can help shape pop culture again through innovative storytelling and a balanced approach between creativity and performance.

EssenceMediacom gains top spot in first APAC media league of the year
Analysis
Apr 8, 2025
Matthew Keegan

EssenceMediacom gains top spot in first APAC media ...

OMD and UM are among the top five agencies in the agency table, while independent Nunn Media continues its momentum. Meanwhile, WPP tops the first APAC holding company table.

Will AI chatbot advertising disrupt adland?
Analysis
Apr 7, 2025
Matthew Keegan

Will AI chatbot advertising disrupt adland?

With the rapid rise in popularity of chatbots like ChatGPT and Perplexity, Campaign explores the impact of an advertising model, and competition with major players like Google and Meta.

Retail media in ANZ is maturing beyond performance capabilities: report
Analysis
Apr 2, 2025
Matthew Keegan

Retail media in ANZ is maturing beyond performance ...

Mars United Commerce's annual report reveals that retail media brings powerful new capabilities that have led to a sophisticated, brand-building channel for advertisers.

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