Matthew Keegan

Retail media in ANZ is maturing beyond performance capabilities: report
Analysis
1 day ago
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.

Temu, Shopee, TikTok Shop: Who will win the e-commerce battle in SEA?
Analysis
Mar 25, 2025
Matthew Keegan

Temu, Shopee, TikTok Shop: Who will win the ...

As the online retail landscape in Southeast Asia heats up, Campaign explores the battle between platforms as governments seek to protect local merchants from the influx of cheap foreign goods.

Is contextual advertising the definitive answer to privacy-first marketing?
Analysis
Mar 20, 2025
Matthew Keegan

Is contextual advertising the definitive answer to ...

As the advertising landscape shifts towards greater privacy compliance, the resurgence of contextual advertising raises questions about its effectiveness and ROI compared to data-driven targeting. Is it a sustainable solution or a stopgap in digital marketing’s evolution?

Google's grip on search at risk as US govt pushes for Chrome sell-off
News
Mar 11, 2025
Matthew Keegan

Google's grip on search at risk as US govt pushes ...

The US Department of Justice has doubled down on its demand for Google to sell its Chrome browser, and to stop paying partners for preferential treatment of its search engine.

HSBC’s CMO on using Hong Kong as a backdrop to storytelling
Analysis
Mar 10, 2025
Matthew Keegan

HSBC’s CMO on using Hong Kong as a backdrop to ...

To commemorate HSBC’s 160th birthday, Shum talks with Campaign about marketing efforts to mark the occasion, how the brand maintains relevancy, and utilising the fabric of Hong Kong in its marketing.

Why so many are leaving adland to embark on 'solopreneurship'
Analysis
Mar 10, 2025
Matthew Keegan

Why so many are leaving adland to embark on ...

As mass layoffs and disillusionment with traditional agency models continue to drive professionals towards solopreneurship, can they cushion the pressures of running a solo venture?

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