Campaign Asia

Why EssenceMediacom agency leaders in Asia feel ready to compete

The APAC and China CEOs of WPP's newest media agency take Campaign behind its merger strategy and discuss how it plans to operate against a challenging economic and social backdrop.

How Meituan's PR lead uses communications to cultivate sentiment

Meituan’s senior PR director speaks to Campaign about how he balances big data and social-media sentiment to form a brand communications strategy during a time of change for the brand.

How to trust the remote shooting process: Sweetshop's Laura Geagea

Sweetshop’s new regional MD Laura Geagea shares behind-the-scenes stories of a global production house working during pandemic lockdowns.

Ogilvy, Zenith lead Greater China AOY awards

The two agencies win all regional awards and bring home nine golds between them. LEO Digital Network and Ruder Finn Asia bag two golds. BBDO wins one gold and Greater China Best Place to Work.

11.11 shopping festival turns to long-term, sustainable growth

Amid competition and economic uncertainty, more brand participants in China's preeminent ecommerce festival in China may be seeking deeper customer engagement beyond driving up GMV with discounts.

A floating metaverse experience on an OLED TV

INSPIRATION STATION: These art pieces unlock an immersive experience of OLED displays and the TV industry.

Brand Health Check: How can Pop Mart continue to stay relevant?

In a saturated domestic market, consumers are getting tired of 'blind box' strategies. So how should the toy retail company adapt to changing Gen Z preferences?

China’s media buying costs to rise less than 3% in 2023: Ebiquity

Real media buying cost inflation stands at 2.5%, while advertisers cut media budgets by 10% to 15% in 2022, says a recent report.

Chinese sportswear brand Li-Ning courts controversy for 'offensive' clothing

The apparel-maker is rocked by accusations that items from its latest collection strongly resemble Japanese military outfits during WW2.

Jason Wu returns to DDB as China CEO

The former Wunderman Thompson Shanghai MD and 20-year veteran has joined DDB to succeed Matthew Cheng.

Chinese beverage company under fire for implying its product can enlarge breasts

The brand has been fined twice before for ‘obstructing social public order or violating good social customs’.

Media spending on Chinese ecommerce platforms is rising but shifting: Ebiquity

Higher consumer engagement through content sharing is opening new opportunities for social commerce, even as ecommerce festival ROI is being challenged, says a recent report.

Chinese tea brand angers working mothers with misleading copy

A social media post on Red was called out for discriminating against working mothers, and it forced a new coffee brand to empty its online store on Douyin.

Pets, tech, fashion, eco-products and subcultures: What China's Gen Z cares about

This week's Alibaba's Maker Festival reflects many of the latest Gen Z consumer trends in China. We ask Gen Z creatives for their input and advice on how brands can respond.

Dentsu China appoints new CGOs for Media and Merkle

Former IPG Mediabrands China MD Alex Tan joins Dentsu as Media CGO and Richard Wu from Charoen Pokphand Group moves to Merkle in the same role.

Rebuilding Bruce Lee’s home in the metaverse

INSPIRATION STATION: The martial arts star's old home can now be accessed using VR technology in the metaverse.

DFI Retail's Ronald Wong on how the Yuu loyalty app's marketing cut through the noise

The brand VP and marketing leader of Yuu, one of Hong Kong's leading loyalty and O2O retail platforms, shares how innovation, community and inclusion were key to its success.

Will China's new influencer rules improve the transparency of KOL marketing?

Chinese marketing observers suggest the new rules will improve indeed improve transparency, with one suggesting this could start a new shift away from KOL marketing as we know it.

What one agency is doing to help local Shanghai shops cope with a slow post-lockdown economy

MARKETING FOR GOOD: We Are Social’s Saving Shanghai Shops programme is giving select businesses an entire suite of marketing services to help them reach customers.

Interone wins BMW China’s digital creative business

BBDO’s Interone will continue its long-term partnership with BMW China and build a deeper integrated creative and digital business.

Brand Health Check: Has Didi swerved off the tracks?

China's top ride-hailing brand is being fined US$1.2 billion following a cyber-security investigation, and this could hamper its plans to gain new users. Experts advise on what the brand can do to rebuild its reputation.

As Hong Kong goes increasingly cashless, what does it mean for marketers?

A new round of consumption vouchers is coming to the city in early August with more choices of cashless payment options. Brand experts share their observations on how digital payments are affecting marketing and competition.

Brand Health Check: Why Perfect Diary is hanging in the balance

The iconic C-beauty brand is currently suffering from a domestic sales drop, financial losses, and stock-plummets. But it's attempting to tap into global markets by buying high-end brands and building ecommerce power overseas.

Ogilvy Beijing former president Selina Teng joins SG Group as co-president

After working for over two decades in Ogilvy, Teng will lead the Chinese agency's expansion of new business and international development.

Havas' Karl Wu on digital trends and localisation in China

Havas Group's Greater China chairman and CEO Karl Wu opens up about acquiring Front Networks during the lockdown, the expat talent crunch, and the journey towards a more localised advertising industry in China.

Miniso's CMO on consumer-centricity in local marketing and product design

Robin Liu opens up about the brand’s marketing strategies and overseas expansion for the New York-listed Chinese retailer.

Why Gen Z is so important to SK-II and its 'Pitera & Me' campaign

Sue Kyung Lee, Global CEO of SK-II details how the brand's new campaign was inspired, ideated, and designed to connect with Gen Z consumers.

Audi and M&C Saatchi accused of plagiarism in new ad

The Audi film—featuring HK star Andy Lau—is under fire for word-for-word similarities to a poem constructed by a Chinese influencer on Douyin.

Budweiser's APAC CMO on 'effortless marketing'

Matt Che expands on building a beer empire in the region, sticking to its brand purpose through inclusivity while celebrating seasonal events and using experiential tech to leverage consumer insights.

Leveraging esports fandom through storytelling

CAMPAIGN360: Panellists shared strategy tips for brands through authentic content and innovate use of channels.

How brands in China are grappling with social media misinformation issues

Rumours and invalid traffic that mislead consumers and investors can cause brand losses and PR nightmares. All the more reason for brands to engage and interact with verified information of their own, say China marketing experts.

What's the fuss about private-traffic marketing in China?

Private traffic is becoming a sought-after brand asset, especially as walled gardens made up of Alibaba and Tencent are being torn down by regulators.

Havas acquires independent advertising agency Front Networks in China

Front Networks has a team of more than 200 people, with offices in Beijing and Shanghai.

Could the next style capital rise in the metaverse?

Decentraland hopes to join Paris, London, New York, and Milan as a style capital and many, many brands are joining in.

'996' debates continue, but overwork prevails in China internet companies

A year after the death of a Pinduoduo staff member led to calls for change, some company rules about overtime have changed, but the broader culture of overwork remains stubbornly in place.

How brands are supporting women in remote Chinese villages

Brands and platforms like PepsiCo, Alibaba, Tencent, ByteDance and Bilibili have stepped up support through CSR programmes while encouraging online consumer education and interaction.

Weixin Channels: The next point of growth for WeChat marketing in China

CHINESE PLATFORM SPOTLIGHT: Tencent's video-sharing platform within WeChat may be a latecomer in the Chinese market, but it offers marketers specific capabilities and large potential reach.

Challenging ‘deadly beliefs’ in a positive way wins gold at Young Spikes integrated competition

A creative duo from Mindshare in Bangladesh won gold in the 2022 Young Spikes integrated competition with a proposal to overcome vaccine hesitancy.

Panda mascot, Eileen Gu among winners in Olympics brand fest

Brands are snapping up deals with star athletes and the Games' impossibly cute panda in a partnership frenzy this season.

Uncovering insights on China's lower-tier cities

Publicis Edge report aims to deliver a fresh perspective on China's geographical nuances compiled from a study of nearly 300 cities.

Quarantainment for the quarantined

INSPIRATION STATION: Games staged outside a quarantine hotel, created by Dentsu Mcgarrybowen China, brightened dull days (and promoted local restaurants).

Duty-free shop becomes a 'Surreal Island' digital experience

Hybrid product creatures—such as a tote-bag tiger—cavort across giant screens in a Macau retail installation by Superunion for China Duty Free International.

Crisis hits: Brands which landed in hot water in China this year

YEAR IN REVIEW: There were dozens of examples of brands and influencers falling foul of Chinese consumer expectations this year, resulting in boycotts, terminated contracts and store closures. We round up a few of the high-profile cases.

Ogilvy, Leo Digital Network shine in Greater China AOY awards

The two agencies win all four regional awards and bring home eight golds between them. MediaMonks bags four awards, including two golds.

How China's marketing community sees the metaverse

Campaign China asked Gen Z creatives and senior marketing and branding experts to discuss how they view the present and future of the metaverse in the China market?

Superunion opens Shenzhen studio

Seeing opportunity in the vibrant Greater Bay Area, the agency sets up its fourth office in the Greater China region.

L’Oréal handles pricing controversy in China following Double-11 promise

The brand faced an uproar from consumers and top KOLs over what appeared to be a broken pricing promise. Its response, perceived by most as reasonable, has defused the situation.

Kuaishou: TikTok’s Chinese nemesis

CHINESE PLATFORM SPOTLIGHT: China’s No. 2 short-video platform has accelerated its ecommerce presence and introduced exclusive sports content.

Constancy and change: How the 11.11 global shopping festival is evolving

With input from China ecommerce experts, we look at the global shopping festival's new additions this year, the challenges brands face, such as consumer fatigue and loss of third-party data, and future opportunities including virtual products.

JKR names first China CEO

In the new position, Jacquelien Postigo Brussee will cooperate with China CCO René Chen.

Taiwan's Top 100: Digital and local brands shake up the list

ASIA's TOP 1000 BRANDS: No less than 23 new brands entered the Taiwan market's Top 100 list this year.

Taiwan's strongest local brands: TSMC and PX Mart continue their rise

ASIA's TOP 1000 BRANDS: The global computer chip maker rises to top spot for local recognition amid a chip supply squeeze, while grocery chain PX Mart takes advantage of adding convenience through online services.

Douyin: More than the Chinese version of TikTok

CHINESE PLATFORM SPOTLIGHT: The Chinese counterpart of TikTok is a social and ecommerce platform that is helping brands and marketers in China and opening doors for overseas brands.

France moves to block Shein over sale of ‘childlike’ sex dolls

Days before Shein could cut the ribbon on its first Paris store, the ultra-fast fashion platform is swept into a criminal probe, along with Temu, AliExpress and Wish.

Starbucks to sell majority stake in China business

Starbucks’ China arm will remain headquartered in Shanghai and continue to operate its 8,000 stores, with ambitions to grow to 20,000.

Short dramas: The RMB 100B content format marketers cannot ignore

What began as scrolling fodder has exploded into a blockbuster content business. At IAB Hong Kong's recent event, experts showed how marketers are moving quickly to reach global audiences through the format.

Ebiquity predicts zero media spend growth for China in 2026

Exclusive: The dour forecast contradicts more optimistic media spend outlooks by major agencies and higher GDP projections. Ebiquity China predicts e-commerce will prop up the overall cost of media by a mere +1.2% with TV and print costs set to decline.

Starbucks CEO confirms 'strong interest' as China stake sale nears

Business rebounds, CEO Brian Niccol said, “high-quality partners” are vying for a stake in its second-largest market.

Arc'teryx apologises after fireworks stunt in the Himalayas

Mixed messaging on Weibo and Instagram has only intensified the backlash, with parent company Anta Sports now under growing pressure from Chinese netizens.

Zespri’s top marketer joins Driscoll's to promote berries worldwide

Jiunn Shih, a member of Campaign Asia-Pacific's Power List of top CMOs, has picked some new fruits, relocating from Singapore to Hong Kong and California to help build a global berries brand.

Miniso wants its own pop-star dolls: Inside the marketing playbook with CMO Robin Liu

In a candid chat, Miniso’s CMO breaks down the push for original characters, why its supersized stores are hitting their stride, and how Miniso is reinventing itself from bargain retailer to lifestyle destination.

Black Myth: Wukong and McDonald's come together for a festive collab

After McDonald’s Japan saw Pokémon merch fly off shelves (and onto the resale market), the brand builds the hype for the Mid-Autumn Festival.

Alibaba, Tencent beat forecasts with strong results

Both Chinese tech giants continue to record robust growth. Meanwhile, Tencent's market capitalisation is already more than double that of Alibaba’s.

Baidu PR head departs company following controversial videos

Baidu's former PR head, Jing Qu, has left the tech giant after a series of short videos which led to intense backlash on social media.

Baidu PR head apologises after backlash sparked by controversial videos

In the wake of public outrage and a significant decline in share prices, Baidu refrained from commenting on the matter.

Dentsu China's new CEO on transformation, talent, and looking beyond borders

Chun Yin Mak is spearheading a four-year business transformation amid the network's One Dentsu global rollout.

The Kraft of good sauce: Heinz brings the magic of AI to Chinese cuisine

If you know ketchup, you know Heinz. But what about soy sauce, with a touch of AI? Campaign speaks to Kraft Heinz China's Eric Yu and Cristina Kenz on their latest artificial intelligence-led campaign, the art of mastering the Chinese pantry and much more.

Singles' Day 2023: From KOLs to trust, the changing dynamics of consumer choices

Rationality eclipses impulse buys, prompting brands to wage a fierce platform war for customer loyalty.

Dance company brings artistry across Hong Kong in campaign film

INSPIRATION STATION: Hong Kong Dance Company celebrates cross-disciplinary collaboration through film produced by award-winning film director Chan Kin Long.

House of Creed partners with Robbi to capitalise on China’s collectible toy craze

Robbi is trendy, British French brands like Creed are capitalising on it to lure the chic China consumer. Campaign talks exclusively to CEO Sarah Rotheram to understand the brand journey and strategy behind such collaborations.

Malaysia's top 50 brands

Shopee continues its dominance in the region, this time topping the Malaysia list in 2024. See which brands are challenging to move up the rankings in Campaign's research in partnership with Milieu Insight.

Ebiquity China report: International agency groups dominate, but local agencies are catching up

TOP OF THE CHARTS: The latest research from Ebiquity shows the Chinese advertising market is experiencing robust growth, with ad expenditure by key brands increasing 6.1% in 2023.

Short drama marketing: Buzzword or blue ocean market in China?

Campaign speaks to marketing experts from top agencies in China about the surge in short drama marketing, exploring how this innovative format—combining storytelling, celebrity endorsements, and direct sales links—is revolutionising brand promotion and captivating millions of viewers.

FTLife Insurance rebrands, launches new identity with strategic focus on CX

Targeting Mainland China and broader Asian markets, CTF Life's rebranding leverages its association with the renowned Chow Tai Fook Group. Campaign speaks with the brand's CSO on enhancing customer experience through this strategic transformation.

Brand Health Check: How should Florasis chart its entry into the high-end market?

Nearly a year following a PR crisis, the Chinese cosmetics company manages to gain a cult following and has ambitious plans to penetrate international luxury markets. Marketing experts weigh in on how the brand should forge its path forward.

‘Creatives need fresh air rather than to sit in front of a computer’: Dentsu China CCO

Veteran creative chief Chris Chen on elevating Chinese work to Cannes Lions, changing client needs, his fascination with tech, and the importance of whole-heartedly embracing Gen Z opinions.

Kraft Heinz's CMO on marketing Western sauces to a Chinese audience

China CMO Allen Cai expands on the importance of targeting younger consumers, innovating a global product in a local market, and the tricky balance between flavour and health.

'The lack of female leadership in Japan is undeniable': McCann's Ji Watson

As part of our International Women’s Day 2024 coverage, we speak to the CEO of McCann Worldgroup Japan who opens up about her sometimes-arduous journey to becoming a senior leader in a male-dominated market.

How Oatly penetrated the Chinese plant-based market

Oatly's Greater China president David Zhang opens up about how the brand expanded into the Chinese market and pioneered a new plant-based category, all within a span of just five years.

Crisis in a cup: Manner Coffee faces PR debacle following incidents of employee violence

One of China's top coffee brands is now under intense scrutiny regarding its workplace culture and customer safety.

Trends from China’s ‘super long’ mid-year shopping festival

This year’s sales period for 618 indicated a slew of new trends, including the proliferation of AI, the cancellation of pre-sales, and the growth of outdoor apparel.

BlueFocus CEO: Half of digital marketing work and positions will be replaced by AI

In an exclusive interview, Pan Fei, CEO of the largest Chinese marketing agency group, is unapologetic about using AI to replace human outsourcing, leading creative output, and eventually replacing human employees.

'Pseudoscientific marketing' or a bold innovation in quantum science? Guerlain's new luxury skincare offering sparks controversy

SOUNDING BOARD: Luxury skincare brand Guerlain has come under fire for its bold claims that its new $740 cream boasts the innovations of quantum science. Whilst some online have revelled it as a marvel, others are labelling it a misguided marketing attempt. Campaign asks experts to weigh in on the debate.

BBDO comms leaders on moving beyond DEI as a ‘corporate buzzword’

We wrap up our International Women’s Day 2024 coverage with insight from two China leaders at BBDO Asia who have plenty to share about defying gender-based stereotypes and misconceptions around female leadership.

What we can learn from Bilibili's buzzword for 2023, ah?

The Chinese video streaming service has made an annual tradition of spotting the top buzzwords among young people in its chats as a way to signal new consumption trends.

Campaign's China Summit 2023: Key takeaways

Navigating post-pandemic brand dynamics, adapting to AI's emergence, and embracing ESG values—all the insights from Campaign’s first in-person event in Shanghai since 2019.

Chinese creative legend Tomaz Mok: ‘No relationship between awards and business growth’

In an exclusive interview with Campaign in Shanghai, the former McCann veteran gets candid about the obscurity of international awards for Chinese work, leaving a big network after 36 years, and his advice for young talent.

How personality test MBTI penetrated the marketing world

The famed personality test is being utilised by brands to not just categorise its consumers to relevant products, but also to inject playfulness in their campaigns. The question then—does it sell, or is it just a social-media talking point?

'It's never been a better time': BBDO's global leaders bet big on creativity and a fresh start

In an interview with Campaign Asia, global CEO Nancy Reyes and chief creative officer Chris Beresford-Hill discuss their commitment to creativity, a new global positioning, female leadership, and why they believe the best is yet to come.

Brokers still embedded in China’s media market despite raids and court cases

As brokers are "unlikely to disappear" from China’s media supply chain, a new R3 whitepaper deciphers the brokers' system and urges advertisers to contain and manage risks through contractual safeguards and negotiations.

China ecommerce titans show growth without profit in Q2: JD, Meituan, Alibaba under pressure

Intense competition in China’s delivery market means revenue gains come at the cost of falling profits.

Why Hermès’ Ghibli-inspired summer campaign misfired in China

"Playfulness is a great entry point, but it must never cheapen a luxury brand," says Gordan Domlija, a lesson Hermès’ Ghibli-inspired shorts learned the hard way in China.

84% of Asian consumers have watched or bought via livestream: Report

Yet influencer-led sales remain tiny. Totem and Rakuten Insight’s exclusive report shows why DTC remains a sideshow, even as 74% of brands plan to ramp up influencer spending over the next 18 months.

Why Western coffee giants are losing ground in China's coffee boom?

China added 12,000 coffee shops last year, but why are Western giants like Starbucks falling behind local upstarts? Campaign breaks down where they’re losing the plot.

Swatch apologises for ‘slanted eyes’ ad in China

Incident adds to a growing list of Western brands criticised in China for racially insensitive imagery. Both Dior and Gucci have previously faced similar backlash.

McDonald’s Japan’s Pokémon promo backfires, ends in scalping and food waste controversy

Scalpers swarmed McDonald’s Japan in a mad grab for limited-edition Pokémon cards.

Does a Hong Kong listing spell the end of Shein’s Western sheen?

BRAND HEALTH CHECK: Shein’s Plan C, an IPO in Hong Kong, lands just as Trump-era tariffs return and scrutiny over its Chinese roots intensifies. With Western doors closing, will Shein’s global shine take a hit?

Meituan taps Olympic star Sun Yingsha as Chinese brands intensify price wars

Meituan turns to Olympic gold medalist Sun Yingsha in a high-profile brand push.

Power shift in China’s ad market, local agencies lose ground: Ebiquity

The agency-handled share of China’s RMB 1.55 trillion ad market is shrinking as local agencies collectively decline and international networks gain ground.

Why China’s delivery discount spree could backfire

China’s food delivery giants are burning billions in a cutthroat price war. Orders are soaring, but so are concerns over collapsing margins, declining service, and vanishing brand loyalty.

Luckin Coffee to take on Starbucks in Hong Kong—will its strategy work?

BRAND HEALTH CHECK: Ahead of Luckin Coffee's Hong Kong debut, Campaign asks experts if the brand's China playbook can translate to success in a new, highly competitive market.

Bestore's regulatory clearance fails to quell consumer concerns

The Chinese snack giant may be cleared of mislabeling, but the brand faces online accusations as it prepares to sue those involved for defamation.

Double 11 records massive sales, despite a final day Alipay outage

A record number of 45 brands surpass the RMB 1 billion mark in GMV. The list of high-flyers include international giants like Apple and Nike, and Chinese brands such as Haier, Midea, Xiaomi, and Wuliangye.

Top Chinese snack company faces regulatory scrutiny over alleged misleading food labels

China’s premium snack giant Bestore is under regulatory scrutiny after influencers exposed labeling inconsistencies. The publicly listed brand has a presence in 15 countries.

It's the battle for emotional fulfilment in China's longest Double 11 festival

The five-week shopping marathon pushes platforms to their limits, competition gets fiercer—and the strategies savvier.

Mainland Chinese expats in HK favour Douyin and WeChat: report

TOP OF THE CHARTS: A new report by EternityX shows that Mainland Chinese expats remain connected to their cultural roots through platforms such as WeChat, Douyin, Xiaohongshu, Weibo, and Dianping.

Volkswagen China CMO deported from China for drug use

Jochen Sengpiehl, the former global CMO of the brand, was detained and expelled from the country after allegedly testing positive for drugs, with traces of cannabis and cocaine found in his blood following his return from Thailand.

Double trouble for JD.com over stand-up comedian endorsement

Bang in the middle of Single's Day shopping bonanza, JD finds itself embroiled in a dual controversy with a comedian fallout and withdrawal rumours.

How Leo Burnett and McDonald's achieved five billion impressions in a single day

CASE STUDY: The success of McDonald's Children's Day campaign in China can be attributed to the power of super fans, an effective collaboration with Mr Doodle, and the creation of a limited-edition product that managed to pique collective interest.

Bilibili’s Youth Day video stirs plagiarism claims

Bilibili disputes the plagiarism claims on the video, which has already garnered over a million views on the platform.

What marketers can learn from Gen Z cultures across Asia

EXCLUSIVE: In a new report by Ylab and Hakuhodo Consulting, Gen Zs across eight markets are studied to understand what shapes their purchasing decisions.

Brand Health Check: How can Uniqlo compete with affordable alternatives in China?

BRAND HEALTH CHECK: Given the brand's revenue decline in mainland China, we ask experts about what the retailer can do to reignite growth.

Nearly half of marketers eyeing budget cuts: Totem China marketing and media trends 2025

TOP OF THE CHARTS: Totem’s 10th annual report on marketing and media in China highlights key 2025 forecasts, including 48% of brands planning budget cuts and a projected rebound in consumer spending through 2025 and 2026.

Audi China marketers on launch of new EV brand

In an exclusive interview with Campaign, Audi China's marketers spoke about launching an entirely new brand targeted at younger consumers, competing in China's busy EV market, and picking Zheng Qinwen as an ambassador.

Is Jung von Matt’s independence its secret to 'creativity without borders'?

The indie’s agency’s global and regional leaders sit down with Campaign to unpack their global-meets-local strategy, learnings from its various markets, and the magic of ‘speed’.

Hakuhodo DY Holdings names new president and COO

Yasuo Nishiyama and Kenji Nagura will join the new leadership team, with Masayuki Mizushima set to become chairman following Yuichi Toda's retirement.

'Local with full autonomy': Ogilvy global leaders on their mission in China

In an exclusive interview with Campaign Asia during their recent trip to China, Ogilvy's global CEO Devika Bulchandani and creative chief Liz Taylor discuss their vision in the region, the changing face of creativity, and the reality of being a female leadership duo.

The risks and opportunities of Red's international fame

Amid a looming TikTok ban, Chinese social-media app Red is enjoying a sharp increase in users. But China’s marketing community view the phenomenon as a double-edged sword.

Publicis China CCOs on creativity in a hyper-speed market

"When you live in China, you have to be constantly on the tip of your toes because of how dynamic it is," say Publicis Creative chiefs Kelly Pon and Tian It Ng, who share their thoughts on China’s global creative ambitions and more.

BRAND HEALTH CHECK: What’s behind Adidas’ brand surge in China?

Seven quarters of growth, petwear drops and a teahouse in Chengdu later, the sportswear giant is making a very local, very calculated comeback.

Xiaohongshu unveils new brand identity, ditches 'lifestyle guide' label

Xiaohongshu wants you deep in niche rabbit holes with people who care about the same weird stuff you do. “This isn’t just a slogan change,” says Ashley Dudarenok, “it’s Xiaohongshu cementing its moat against rivals like Douyin.”

How a Chinese gold brand is glittering from the 618 shopping spree

Laopu Gold posted impressive sales figures during the 618 shopping festival, setting the potential for further growth and brand expansion by tapping Chinese cultural identity.

China’s 618 shopping festival sees electronics surge, platforms rethink strategies

Electronics and home appliances soar as government subsidies kick in, but once again, top e-commerce platforms are silent on overall GMV—reflecting both changing consumer habits and a 618 season that keeps breaking its own timeline.

2025 Cannes Contenders: David Guerrero handpicks top work for Lions

Kicking off this year’s Cannes Contenders series is a selection from David Guerrero, creative chairman of BBDO Guerrero.

Mindshare, EssenceMediacom China chiefs exit

Campaign understands that both Mindshare and EssenceMediacom’s China chiefs are stepping down; WPP Media pushes regional restructuring post rebrand.

CEO Sharlene Wu exits Grey and AKQA China

The award-winning advertising veteran and longtime creative leader is relocating to the US after a 20-year career in the region.

Disney sets sail: VP Sarah Fox on the brand’s cruise bet in Asia

With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.

From Hiroshima to Hangzhou: How Jagabee and Frugra drive Calbee's growth strategy

The Tokyo-headquartered maker of the hugely popular potato fries, Calbee, is tapping into anime fandom and IP collaborations to boost sales and brand affinity in China. Read our interview with CMO Hiroyuki Miyakura.

How Want Want cracked Japan’s competitive confectionary market

Campaign speaks to Tony Chang of the iconic Taiwanese food brand to learn about the brand’s strategy in penetrating the Japanese market, and the challenges of localisation.

Alibaba’s Taobao and Tmall Group team up with RedNote

The new collaboration aims to bridge content and commerce as merchants will be able to embed product links directly into RedNote social posts.

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.

Shamus Qu to replace Grace Zhu as marketing lead for Mondelēz China

The former CMO of Nestlé Greater China joins Mondelēz China as vice president, marketing and growth, replacing Zhu, who recently exited following the findings of an ecommerce investigation.

Slowdown in China’s media-buying costs to continue in 2025: report

New predictions by Ebiquity show that China’s economic downturn and cautious marketplace are contributing to a continuous decline in media spend.

The marketing efforts behind Black Myth: Wukong’s phenomenal debut

On Tuesday, the debut of the first-ever made-in-China AAA game took the global gaming market by storm, achieving record sales across platforms and a swarm of brand collaborations.

Brand Health Check: Will Yili’s meme marketing continue to succeed post-Olympics?

Campaign explores Yili’s Summer Olympics marketing campaigns—which included trend-jacking memes, memorable colours, and athlete ambassadorship—and discusses future strategies to ensure the brand's lasting momentum.

How Chinese brands are leveraging sports marketing to go global

Chinese brands such as HeyTea, Chagee, and Tecno are joining Alibaba in targeted sponsorships and creative collaborations abroad.

How can AI be leveraged in community engagement?

At IAB's recent event in Hong Kong, panellists from Meta, Netflix, 9Gag, and Xiaohongshu debate the many pros and cons of AI to connect with its communities.

Why brands in China are entering the podcast world

Podcasters and branding experts in China talk about the the importance of connecting with Chinese youth through audio content, creating a unique sound or conversation style, and the risks of slow returns on podcasts.

McDonald’s China’s CGO on 'kidult' marketing and super-fan power

McDonald’s China's chief growth officer, Yabin He, tells Campaign that he deprioritises ROI in place of emotional connections and targeting the 'inner child' of consumers.

Kantar BrandZ reveals 2024’s most valuable Chinese brands

Tencent remains at the top of the list for the fourth consecutive year, and Huawei has returned to the top five.

FAW Audi hands creative account to Dentsu Creative and Saatchi & Saatchi in China

Dentsu Creative join incumbents Saatchi & Saatchi to form a duo of creative agencies for the brand.

Ebiquity: China's media spend growth rates forecasted to lower for 2023 and 2024

TOP OF THE CHARTS: The consultancy’s new research shows that China's advertising market has transitioned from high-speed to a low-growth era, and predicts media cost inflation at 2.65% for 2024, down from its 2023 level.

When luxury brands meet new consumer brands: A likely pick or gimmick for China's Gen Z?

SOUNDING BOARD: Fendi x Heytea, Louis Vuitton x Manner... luxury brands and new consumer brands are teaming up to embrace Gen Z consumers in post-pandemic China. Is it sustainable or short-lived?

Plastic dreams or seasick reality? The oceans are crying for help

INSPIRATION STATION: Dreamy for some, disturbing for others, DDB Hong Kong and Greenpeace hold a new exhibition in Hong Kong that dives into the depths of the 'seabed.'

Ogilvy's TB Song retires as chairman of Greater China

One of Asia's best-known advertising executives and a trailblazer in the Greater Chinese market, Song's career with Ogilvy has spanned four decades. See Campaign's exclusive in-depth interview with Song about his past, present and future.

Apple retains top glory; F&B is the most resilient: Kantar 2023 BrandZ Ranking

Apple is the most valuable global brand in the world; McDonald’s is the most valuable non-tech brand; whilst Coca-Cola recovers its top 10 global brand status after an eight-year hiatus.

Top advertisers’ KOL spend in China up tenfold since 2020: Ebiquity

Ebiquity's new study indicates that leading brands in China steered more KOL advertising to Douyin and Red but less on WeChat and Weibo.

From humble beginnings to sweaty success, Lululemon's impressive China triumph

Expansion and engagement in China's saturated market is no mean feat for an international company. As popular athleisure brand Lululemon celebrates a milestone anniversary, Campaign asks the brand marketing VP to decode its China strategy.

A bubbly surprise, Coca-Cola ignites senses with OOHA campaign

Coca-Cola and WPP 'Lighten Up!' to make everyday moments extraordinary in the latest rollout.

Cathay acts swiftly, fires crew involved in insulting non-English speaking passenger

CEO Ronald Lam apologises for the crew discriminating against non-English speakers, stresses on 'zero tolerance' towards any violation of internal Code of Conduct after the incident draws media flak.

UM China CEO and Mediabrands China COO exit

Two C-suite executives Lawrence Wan and Jacky Tang step down from leadership positions citing personal reasons.

Cathay Pacific faces Chinese social media backlash after blanket incident

Hong Kong's flagship carrier has apologised on Chinese Weibo and vowed to conduct an investigation following a passenger complaint alleging discrimination against non-English speakers on a flight from Chengdu.

Infiniti Motor creates 'once-in-a-blue-moon' kind of hue for new SUV

INSPIRATION STATION: Publicis Q, Infiniti, and Ouchhh Studio play with astral data and generative AI to bring a rare and ethereal hue to life.

How did agencies crack the China conundrum in 2022?

AGENCY REPORT CARD ANALYSIS: See how the APAC agencies we judged were able to get through a tough year in China due to the Covid-19 pandemic and nationwide lockdown.

Alibaba holds the largest Taobao Maker Festival in eight years

Widely seen as a showcase of future consumption trends for Chinese youth, ten cities joined the exhibition this year as Taobao marks its 20th anniversary.

Design Bridge and Partners' Nikki Lin on sustainability, powerful design and leading with drive

Six months after the global launch of Design Bridge and Partners, its managing director for China shares their latest award-winning work, her vision for sustainable design, and reflections on being one of the handful of female creative leaders in the country.

Grey Tokyo's Yukiko Ochiai on celebrating the agency's 60th anniversary, empowering women and more

On the occasion of Grey Tokyo’s 60th anniversary, president and CEO Yukiko Ochiai shares her inspirational career stories, thoughts on female empowerment across Japan's ad landscape, her vision for the future, and more.

Turning clicks to cash: Red's monetisation is reshaping China's influencer landscape

BRAND HEALTH CHECK: Born as a UGC platform a decade ago, Red (Xiaohongshu) is now chasing business opportunities from ecommerce to live streaming for brands and content creators in China and overseas markets.

Ogilvy's Chris Reitermann addresses China's 'economic long Covid', creativity, AI and more

In an exclusive interview, Chris Reitermann, co-CEO of Ogilvy Asia and CEO of Ogilvy, Greater China, discusses creative and social trends emerging in post-pandemic China, AI-enhanced work, Cannes and the talent crunch for expats.

Tecno's global CMO on how to build a global brand with local storytelling

From traveling around the world to better understand local consumers, and adapting to the ever-changing needs of Gen Z, Chinese mobile brand Tecno's global CMO Laury Longfei Bai shares why he'll "stop at nothing” to build a global brand.

How Partipost grew its influencer marketing platform in Asia and how it now works with media agencies

Partipost co-founder and head of Taiwan speaks with Campaign about their partnership with Dentsu X and how technology is helping to scale micro-influencers networks.

WPP design powerhouse officially launches as Design Bridge and Partners

Following the merger of Design Bridge and Superunion last summer, leaders of the new company discuss their new identity and organisation in Asia.

Embracing AI-generated content, BlueFocus will replace human copywriters and creatives

Top Chinese marketing agency BlueFocus's share price spiked on the news, adding concerns about job cuts and AI-related unemployment in the marcomms community.

Ebiquity: expect more reviews and pitches in China in 2023

TOP OF THE CHARTS: Covid and related restrictions delayed many media account reviews in 2022, which is why the media consultancy expects a resurgence in 2023.

Brand Health Check: Will a new name, logo and products grow a new future for Chi Forest?

BRAND HEALTH CHECK: A controversial beverage brand that never lacks new marketing tricks and tactics, will Genki Forest's rebranding to Chi Forest help it compete?

‘Havas Play’ launches worldwide

The new entertainment, sports, technology, and fandom offering aims to leverage Vivendi ownership and replaces Havas Sports and Havas Sports & Entertainment across all markets.

Jason Wu exits DDB as China CEO

Wu joined the agency from Wunderman Thompson and left DDB after five months as China CEO.

Donation wallpaper gives a charity new life in Taiwan

INSPIRATION STATION: Leo Burnett designed a special collection of cellphone wallpapers for McDonald’s with a barcode that donates to its charity whenever you buy something.

Chinese brands that stepped up their International Women's Day actions

While many use IWD as another shopping festival opportunity, local marketing experts see a change in the gender equality dialogue.

McCann Worldgroup China CEO Emily Chang exits

Chang, former CMO of Starbucks China, joined the agency over two years ago.

China's time limits for kids: How marketers can adapt

As giants like Bytedance, Kuaishou, Tencent and Netease adjust to new regulations about how long children can watch videos and play games, China-based experts discuss how marketers can react.

Brand design in China enters early adulthood: JKR's René Chen

Commercial design in China is growing beyond an adolescence marked by uncertainty and imitation, according to the partner and CCO of JKR Shanghai. But even as brands become more bold and assured, more progress is needed to achieve full maturity.

Little Red Book: When content meets ecommerce in a UGC community

CHINESE PLATFORM SPOTLIGHT: A user-generated content community and a sharing and shopping app for young Chinese women, industry experts analyse the popularity of Red and its attractiveness for marketers.

Alibaba.com CMO on their global B2B outreach with tools, problem-solving and storytelling

Liz Wang, CMO of Alibaba.com, is leading their international efforts to help buyers and merchants solve supply chain issues with events and campaigns to keep the Alibaba brand at the heart of global commerce.

Moutai meets Luckin: A sip of surprise and a formula for viral success?

Baijiu-infused lattes are taking China by storm this week. Whether it's a match made in heaven or a risky bet, only time will tell, but one thing is certain—'Moutai Latte' is the talk of the town, with over 100 million yuan in revenue on day one.

Reviving the brew: Kungfu Pu’er's rebranded tale in tea

INSPIRATION STATION: Design Bridge and Partners stir tradition and freshness in revitalised brand story for Kungfu Pu’er Chinese tea.

Brand Health Check: 'Zara's Apprentice' Urban Revivo's future beyond the Chinese market

BRAND HEALTH CHECK: Chinese fast fashion brand Urban Revivo has skyrocketed to achieve unprecedented popularity in the mainland market over recent years. So, how do branding experts view its success and its potential to tap into overseas markets?

MRM appoints Jonathan Beh as China CEO

As a digital marketing veteran of programmatic and performance marketing, Beh joins MRM from IPG's sister agency, Kinesso.

Cockroach costs milk tea brand up to $200 million in market value

Nayuki's share price has plunged after an undercover Xinhua reporter spotted a cockroach and other hygiene issues in its Beijing shops.

Artefact taps Edouard de Mézerac to lead APAC and China

De Mézerac, who previously headed data and consulting in APAC, wlll now lead all activities in China and Asia.

Brands cut ties with Chinese star Kris Wu over rape and teen sex allegations

Sexual misconduct accusations cost the pop star more than 10 brand ambassadorships with the likes of Bulgari, Porsche, Tuborg and Master Kong overnight.

Alibaba and Tencent: What could a future without walled gardens look like?

As the two tech giants face increased regulatory scrutiny over their size and closed ecosystems, marketing experts discuss the current state of play in China and how a potential opening up of their walled gardens would affect consumers and brands.

Hong Kong's Top 100: Brands with deeper digital connection dominate

Marketing campaigns, customer experience, social-media marketing and digital evolution shaped branding in Hong Kong as the pandemic wore on over the last 12 months.

Rewarding loyalty helps brands make gains in Hong Kong's top local brands ranking

ASIA's TOP 1000 BRANDS: Rewards programmes and savvy online marketing allows brands to break new ground in an otherwise stable list of local brands in Hong Kong.

Will Honor bring more honour to Chinese smartphones?

China's No. 3 smartphone brand Honor recently launched its Magic 3 series into the global market, starting out by teasing an ambiguous UFO shape.

Bilibili's hold on the hearts of Gen Z in China

CHINESE PLATFORM SPOTLIGHT: In the first of a new series, we recruit experts to look into the mainland video platform's audience, content, brand usefulness and future prospects.

Pandemic and competition reshuffle China’s top 100 brands

Both Chinese and overseas brands face increasingly fierce competition in the Chinese market, leading to big changes from the top 10 on down in our exclusive ranking of the mainland's top 100 brands.

China's strongest local brands: Li-Ning rides homegrown fashion wave

National pride, expressed in a preference for 'guochao', made an impact among consumers asked to name the strongest local brands in China.

Tencent’s online advertising bounces back despite quarterly revenue missing estimates

Total revenues fell short of expectations this quarter, but overall profit and online advertising spiked.

Alibaba's Q1 revenue surges 14%, beats forecasts

Five of the six business units show more vigorous growth in the first quarter of this financial year as the group starts reorganisation.

Starbucks x Blackpink: Buzz for the brand yet bother for the customer?

The phenomenal campaign across Asia achieved record brand sales in-store as well as online. Still, if a collaboration leaves patrons blacked out and pinked in, it raises questions about the shortcomings of influencer marketing.

Burger King sells more burgers in Taiwan with AI assistant

INSPIRATION STATION: Appier’s AI technology is boosting interaction and conversions for Burger King online in Taiwan, and generating customised offers for consumers regardless of weather conditions.

China ecommerce boom to continue, but marketers have to work harder to win

2021 PREDICTIONS: Six mainland marketing experts discuss the biggest ecommerce and online marketing trends for 2021 in China.

Sustainability bonds become fashionable among fashion brands

Adrian Cheng's K11 mall joins Chanel and Burberry in issuing a sustainability-linked bond, which commits the company to a renewable-energy goal.

'No sale': Patagonia defies shopping festival fervour in China

'Buy less, demand more', the outdoor brand has proclaimed, in a contrarian tactic that has drawn attention amid the frantic discounting of the country's June ecommerce festival.

Milk tea brand in hot water over '0 sucrose' claims

Fast-growing Chinese drink brand Genki Forest has had to apologise and change the labels on its popular milk tea products.

Brands see Chinese seniors becoming active digital users

Latest Wavemaker report on China's "silver economy" finds a rise in smart products and digital campaigns are connecting with older generations.

La Mer transports visitors into ethereal underwater experience

INSPIRATION STATION: An interactive exhibition for the Estée Lauder skincare brand combines technology and art to transport visitors into a kelp forest.

Nike, Adidas, Burberry, Uniqlo ensnared in Xinjiang cotton controversy

A great many brands find themselves facing consumer ire and losing their celebrity endorsers in China as a boycott that began with H&M continues to spiral.

Brand Health Check: will Haidilao's expansion pay off?

China’s top hot pot brand is struggling with financial woes and more complaints during the pandemic, while rapidly opening more chain stores.

For crisis management, bring in the dancing robots

A crew of 11 waltzing robots spraying sanitizer, plus exemplary use of sensible crisis-management principles like transparency, helped Hong Kong shopping destination K11 Musea bring visitors back after a Covid outbreak.

Visa names new APAC head of marketing

Danielle Jin will take over the position left open by the promotion of Frederique Covington Corbett to a global role.

Moutai loosens even more tongues in holiday rap about China's 'national liquor'

INSPIRATION STATION: To promote the booze brand to a younger generation with an international edge, three foreigners joined a Chinese rap, creating a social-media sensation.

How Oppo's new global media director aims to reach Europe

Jan Harling, who joined Oppo on February 1, believes the brand is still in its infancy internationally. And he plans to use media expertise to reach the next level.

Mobvista aims to increase reach across sectors with Reyun acquisition

CAMPAIGN CHINA EXCLUSIVE: Mobvista CEO and co-founder Clement Cao explains the reasoning behind the company's $220 million acquisition of the China-based third-party mobile measurement and martech company.

Legendary Hong Kong theatre becomes a cultural icon again

INSPIRATION STATION: An exhibit by a real estate developer celebrates the 1950s grandeur of a 1400-seat movie house now slated for redevelopment as a cultural landmark.

A hot pot brand remains in a hot spot

Haidilao’s founder commented on zero marketing cost of the brand and admitted that he was wrong about the hot-pot chain's expansion strategy.

Ogilvy China at 30: Chris Reitermann on where the agency goes from here

To mark the 30th anniversary of Ogilvy opening its first office in Mainland China, the long-standing CEO takes Campaign China on a journey through its past, and discusses its outlook for the future.

Alibaba lights Olympic marketing campaign

Alibaba CMO Chris Tung tells us about the company’s marketing campaign, as well as its technological support for the Tokyo games and the upcoming Beijing Winter Olympics.

Mainland China brands ascendant in Asia's Top 1000 Brands

ASIA's TOP 1000 BRANDS: WeChat, Didi Chuxing and Huawei enter Asia's top 100 brands as mainland China contributes major growth for both traditional and digital-native brands.

Disney orchestrates a symphony of diversity

INSPIRATION STATION: A very diverse musical group—in terms of the musicians and their instruments—called True Colors Symphony recreated 'A whole new world' in a music video produced at Hong Kong Disneyland.

Nike dropped a soup pop-up in Guangzhou, Gen Z is eating it up

The campaign is fronted by Olympic sprinter Su Bingtian.

Have 30 years of COP changed the world or just the rhetoric?

SOUNDING BOARD: Despite cheaper renewables and mainstream net-zero, emissions are up 65% and extreme weather cost $1.5 trillion last year. With COP30 in the Amazon, the ad industry faces mounting scrutiny over fossil-fuel work and its widening credibility gap.

Minnie Wang