Campaign Asia

Publicis Media poaches Mickey Zhang as China president

EXCLUSIVE: Zhang's appointment to a newly created leadership role is aimed at strengthening the team amid regional growth. She brings extensive brand-side and GroupM experience.

Eugene Lee steps down as McDonald's global CMO after 15 years

The international CMO at McDonald's announced his exit via LinkedIn; he looks ahead to new challenges and spending time with family.

Hakuhodo announces new leadership in planned transition

A leadership reshuffle at the Japanese ad powerhouse sees experienced executives step aside for a new crop of male leaders taking the helm.

DoubleVerify to add URL-level reporting amid CASM controversy

DoubleVerify and Amazon Ads will introduce transparency upgrades after an Adalytics report linked their platforms to harmful content funding.

Five by Five Global to deliver AI-powered campaigns in seven hours

Can creativity truly be compressed? Former Cheil Australia MD Mark Anderson, now at Five by Five Global, is betting big on AI with a new seven-hour sprint model to find out.

Starbucks APAC VP Samuel Fung steps down

The former VP of Product and Marketing is a two-time Campaign Power List honoree. He exits the role after nearly 12 years with the company.

OMG taps Dentsu exec for Malaysia CEO position

EXCLUSIVE: Winnie Chen-Head steps into Eileen Ooi's shoes, who was elevated to PHD APAC chief executive in September 2024. Chen-Head’s appointment is effective March 2025.

The anti-trend trend: How Starbucks aspires to use 'simplicity' to face rivals

THE CMO'S MO: Inspired by Apple, Starbucks Asia's marketing head, Samuel Fung, is blending tradition and innovation with a back-to-basics approach to build loyalty in a competitive market.

Amazon, Google among platforms under fire for ads on child-abuse sites

Following an Adalytics report linking ads from big tech to websites hosting child sexual abuse material, US Senators demand accountability. Advertising expert Arielle Garcia asks the damning question: "How much child sexual abuse is enough for them to take action?"

Assembly taps former Initiative CEO for Greater China leadership

EXCLUSIVE: Karen Ho joins the agency in a newly created role to drive growth in Greater China.

Assembly achieves B Corp in six APAC markets

EXCLUSIVE: The agency sets sustainability targets to expand certification to India, MENA, and North America next.

Musk's X sues Lego, Nestlé, Colgate, Shell over alleged ad boycott

X has broadened its legal battle with advertisers over an alleged ad boycott, adding new brands to a list that already includes the WFA, CVS Health, Mars, and Twitch among others.

Fuji TV leaders resign amid sexual misconduct case

Fuji TV chairman and president resign following reports of a sexual assault incident involving ex-TV star Masahiro Nakai, sparking an advertiser exodus and government backlash.

Fuji TV loses over 50 advertisers amid alleged sexual misconduct

Japan's TV giant Fuji has lost nearly 30% of its blue-chip advertisers after allegations against its star presenter surfaced.

'I'm dreaming of AI that reads our thoughts': Ant Group CMO

Ray Chen Liang, CMO of Ant Group, gets candid about the risk of being ‘cheap’ by calculating every marketing dollar, the game-changing value of AI for small businesses, and brands he admires from afar.

X escalates fight against advertisers

Less than a week before President-elect Trump takes office, X doubles down on legal war against advertisers with plans to expand its antitrust lawsuit.

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.

Experiential agency Verve expands in Singapore

EXCLUSIVE: Global client & development director Michael Pring will lead the charge.

IAS uncovers ‘Arcade’ ad-fraud scheme exploiting Android gaming apps

Using 50+ Android apps and roughly 10 million installs as its engine, Arcade appears to be the work of a coordinated fraud network and not a few rogue developers gaming the system, as per IAS.

How Marriott is turning K-pop fandom into a loyalty machine

When a Marriott ballroom in Tokyo turned into a 'mini Super Bowl' for Enhypen fans, it was long-term brand play. Marriott’s APEC chief commercial officer, John Toomey and loyalty boss, Ramesh Daryanani, break down their 'barbell marketing approach' to loyalty.

Publicis Groupe to acquire SEA influencer agency Hepmil Media Group

Singapore-based Hepmil works with more than 450 brands through a network of over 3,000 creators.

Sun Life Asia appoints WPP Media across five Asian markets

Havas Media is the incumbent.

Omnicom posts modest 2.6% Q3 organic revenue growth, profits shrink on integration costs

APAC slips 3.7% after strong H1 gains.

Zoom is still in the room: Global CMO Kim Storin's plans to 'disrupt itself' and make APAC its growth engine

Zoom is trading its 'just meetings' tag for an AI-backed, enterprise-ready identity—hoping to stay as essential in hybrid life as it was in lockdown.

Inside the reverse holding company: 'The future belongs not to the networks but the most networked'

At 87, Worldwide Partners is tearing up the holdco playbook with no HQ, no hierarchy—just a network out to prove that being connected beats being controlled. CEO John Harris talks to Campaign Asia-Pacific.

Initiative Thailand retains KFC media account

The account was won after a competitive pitch.

H&M appoints IPG Mediabrands as media AOR across six Asian markets

The account was won after a competitive multi-market pitch.

Japan could run out of Asahi Super Dry, ransomware outage enters second week

Most of Asahi’s 30 factories in Japan have been shut for a week, with no clear timeline for recovery.

Grey’s global CEO Laura Maness departs

The role will not be replaced. Maness announced her exit at a town hall in New York.

Maersk appoints WPP Media as global marketing partner

The account will be run out of Copenhagen for Maersk’s marketing across 130 countries, including APAC.

APAC agencies account for more than 20% of global fossil fuel contracts, F-List finds

All major holding companies, including Dentsu, Havas, Omnicom, Publicis, Stagwell, and WPP—as well as Edelman have current or recent contracts with fossil fuel companies, as per the report.

Why HSBC is betting on simplicity to stand out in its first-ever global corporate banking campaign

EXCLUSIVE: HSBC CMO Nicole German on the thinking behind the bank’s first global CIB campaign—live in 20 markets.

Meta removes 635,000 predator-linked accounts, rolls out new teen safety tools on Instagram

“Limiting DMs is basic. If Meta cared about teen safety, accounts would be hidden by default and only visible to approved contacts. That’s just common sense.” As Meta touts new protections, critics call the update surface-level and overdue.

ColdplayGate and the ethics of reactive marketing

ColdplayGate had the internet talking—and brands joining in. Campaign asks the industry if this is bold marketing or just a tasteless grab for clicks? Where's the line now?

Assembly and ADK Global officially merge

Stagwell’s long-awaited first APAC acquisition is now closed, with no layoffs, new leadership roles confirmed. Campaign sits down with Assembly APAC CEO Richard Brosgill and his ADK Global counterpart Yasuyuki Katagi to understand what’s next.

Mark Penn’s challenger playbook: Cockroach DNA, pickleball and a $5 billion bet

At Cannes Lions, the challenger network’s CEO outlines a $5 billion ambition, a $ 20 million-a-quarter AI investment, the closing of the ADK Global acquisition, and why spectacle still works in marketing.

Malaysia tightens media pitch rules: MSA draws a line on IP, scope abuse and pitch fatigue

Malaysia joins the ranks of at least four other APAC markets to formalise best practices for agency pitches.

'If it doesn’t entertain, don’t even enter': Valerie Madon on films, humour, and the power of purpose at Cannes Lions

Nearly 80% of the Film Lion winners used humour as a narrative style. McCann’s APAC chief creative officer and Film juror Valerie Madon explains why funny works, short-form is trickier than it looks, and why the best films sell more than just a feeling.

'Looking for the first domino': Titanium jury president Judy John on Lion-winning work

In a wide-ranging interview, John explains how APAC work, like New Zealand’s stigma-smashing Grand Prix for Good and Ogilvy Singapore’s work for Vaseline, are setting the stage for global creative change.

'Creativity is under duress': David Droga as he hands over the baton

“David’s fast. But I’m faster,” says incoming CEO of Accenture Song Ndidi Oteh, promising speed, talent, and integration.

Ad Net Zero updates sustainability guidelines to drive media decarbonisation

Over 100 companies contributed to these latest guidelines, including L’Oréal, LVMH and all six major holding companies.

Croisette dispatches: Editor’s diary from the heart of Cannes

The world felt heavier this year... AI panic, shrinking budgets and everything in between. But through all the noise, the best work still managed to cut through with clarity, heart and relevance.

AI won't kill advertising, it won't save it either: Apple's top marketing exec at Cannes

“Go make something wonderful,” Apple's Tor Myhren tells the creative industry as he bets on the irreplaceable power of human minds.

Creativity isn’t just for New York, London or Tokyo—it lives in Mongolia, too: Mongolia's first Cannes juror

Enkhbayasgalan Tungalag reminds the industry that world-class ideas can be born in yurt camps as easily as Madison Avenue; it’s time the global stage paid attention.

RGA debuts global AI Products Team, hires Ben Cooper as lead

The new offering is backed by RGA's $50 million Innovation Fund.

Meta's AI advertising takeover: Will it reshape APAC’s diverse ad ecosystem?

As the parent company of Facebook and Instagram plans to let advertisers generate complete AI-crafted ads, experts across APAC weigh in on the potential impact on the region's landscape and what it means for agencies.

2025 Cannes Contenders: Ogilvy's lineup of creative masterpieces

Nicolas Courant, chief creative officer of Ogilvy Singapore, shares his picks of campaigns set to reign supreme at the Festival de Cannes.

Under Armour appoints OMD as media AOR in APAC

The $40 million APAC media win consolidates the agency's global partnership with Under Armour, adding to its existing remits in North America and the EMEA.

PHD wins Bunnings media mandate after competitive pitch

PHD clinches Bunnings’ $50 million media account from Initiative in a fiercely contested multi-agency pitch.

Publicis Media wins back SAIC-GM media mandate in China

Publicis has reclaimed the US$146 million SAIC-GM account after a year-long break, marking a major comeback following a fiercely contested pitch.

GroupM Indonesia appoints Sri Widowati as CEO

Marketing veteran steps into agency leadership after client-side success at Danone, Meta and Unilever.

Coca-Cola and WPP renew global marketing partnership

Less than two months after Publicis outmanoeuvred WPP for the North American media business, WPP has renewed its multi-billion-dollar global partnership with Coca-Cola.

Ogilvy unifies social media offering in 16 APAC markets

In a major overhaul, Ogilvy has consolidated its expertise across 16 markets with 550 specialists to streamline social marketing. Jeremy Webb will lead the offering.

Connie Chan exits OMD China for Stagwell; Linda Wang named new leader

Chan, who transformed OMD China into a growth powerhouse, will move from Shanghai to Singapore to take on a regional role with Stagwell.

LePub Singapore appoints Penny Sadlier as MD, makes five senior hires

EXCLUSIVE: Sadlier's role expands within Publicis, and her leadership is bolstered with five key hires, including creative heavyweights from Ogilvy and MullenLowe.

'You Never Roar Alone': Tiger Beer's global brand director on the new repositioning

EXCLUSIVE: "Progress isn't a solo act," says global brand director Sean O'Donnell, as he explains the strategy behind Tiger's new 'You Never Roar Alone' campaign that's reshaping the brand for a new generation.

TBWA dominates in Japan/Korea AOY 2024 awards

Accenture Song and TBWA walked home with multiple metals at the 2024 Campaign Asia-Pacific Agency of the Year awards for Japan and Korea. Check out the highlights here.

Jaguar defends rebrand amid ‘vile hatred’ online

Jaguar could be facing its own Bud Light moment. However, Jaguar's boss has defended the “bold” rebranding, saying the message had been lost in “a blaze of intolerance” online.

Tech on Me: Apple begins selling News ads directly

The shift comes as Apple grapples with plunging iPhone sales, prompting a bold pivot to bring Apple News ad sales in-house. The big question: what’s in it for publishers?

The CMO's MO: Techcombank's marketer brings the marathon mindset to banking

Thai Minh Diem Tu, marketer of one of Vietnam's biggest private banks, talks about how her passion for running mirrors her approach to marketing, and why human touch remains irreplaceable in the age of AI.

Yuu dominates Kantar's BrandZ Hong Kong ranking

DFI Retail's Yuu has conquered Hong Kong's brand landscape, outpacing even Cathay Pacific. Challengers are rising in both airlines and banking.

Of fandom, kawaii, and marketing: Hello Kitty turns 50

Campaign dissects the secret sauce to Hello Kitty’s iconic global domination, its grasp of the timeless kawaii concept, and its astute understanding of nostalgia.

The return of Donald Trump: What it means for APAC's marketing industry

As Donald Trump secures his second term as US president, marketing leaders across APAC weigh in on the potential impact on regional business, brand spend, and industry growth in a volatile economic landscape.

The CMO's MO: Hyatt's APAC marketer on the power of prioritisation

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

How to fix adland's motherhood crisis

The impact of motherhood on women's careers in creative fields is undeniable. Campaign Asia-Pacific seeks solutions.

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.

GroupM’s Amazon win marks major shift, climbs to fourth spot in APAC rankings

Meanwhile PHD supported by retentions in China remains firm on the top.

Top agencies abandon Campaign Brief amid growing controversy

Leo Burnett Australia, Saatchi & Saatchi Australia, and Publicis Worldwide Australia are among the agencies who have severed ties with the publication triggered by a male-dominated 'Work 2024' feature.

The AI energy crisis: Who bears responsibility?

SOUNDING BOARD: Sustainable innovation in AI is no longer optional. Campaign examines who must step up to ensure a responsible future for the planet: big tech, the agencies using it, or the brands profiting from it?

How Ponos' Battle Cats clawed back more than a million lost players

CASE STUDY: Gaming company Ponos and creative arm RGA resurrected a struggling mobile game that was deemed too 'complex'. The game eventually achieved triple-digit growth and regained over a million lapsed players.

WFA: APAC media inflation set to soar in 2025, 2026

Significant inflation predicted for India, China, and Japan necessitates adaptation and optimisation of media strategies in APAC's fiercely competitive market.

Apple's brand value dips for the first time in 25 years: Interbrand report

Nvidia, Pandora, Range Rover, and—making history—the Jordan brand join Interbrand's ranking this year. This marks the first time a personality-driven brand has earned a spot on the list.

Wieden+Kennedy retreats from India, shuttering its Mumbai office and scaling back Delhi operations

The agency's leadership in India including Ayesha Ghosh, Santosh Padhi and Shreekant Srinivasan have resigned.

Tencent and Iqiyi lead China's streaming revolution

A new report details that Chinese homegrown platforms dominate the local streaming landscape, fueled by its unique platform ecosystem and 5G technology.

Zenith wins Ugg media mandate in China

The agency will be responsible for the bootmaker's media planning and buying account in China.

Leo Burnett’s new Australia CEO embraces innovation, ethical AI, and absurdism

In an interview with Campaign, Clare Pickens says creativity isn’t about awards—it’s about solving real business problems with bold, memorable ideas. She also champions humour and absurdism as essential tools.

Tay Guan Hin leaves BBDO to join global nonprofit

BBDO Singapore's Tay Guan Hin will lead regional growth and strategy at The One Club. He is the second top executive at BBDO to exit in recent months.

PHD appoints Eileen Ooi as APAC CEO

EXCLUSIVE: Ooi, the OMG Malaysia CEO, steps into the regional role left vacant by James Hawkins' departure in April.

Carat wins Pernod Ricard China's media mandate

The win follows Carat's successes with the brand in Latin America and Europe, taking over from Wavemaker, which held the China account since 2019.

Hakuhodo appoints new president & CEO for Hakuhodo International

Effective April 1, Akihiko Imai takes the helm as president and CEO of Hakuhodo International, succeeding Shuntaro Ito as the agency pushes forward with its mid-term business plans.

The world isn’t a studio Ghibli film (yet), but it’s trying to be

What's behind the current Studio Ghibli obsession? Here’s everything you need to know about the AI trend giving the world a Ghibli glow-up—magical fields, glowing skies, and a side of ethical chaos.

Beyond IWD: Marico’s CMO on why gender conversations can’t be a one-day affair

The gender gap in leadership isn’t about a lack of talent but rather about workplace biases, flawed hiring practices and rigid expectations. Marico’s Somasree Awasthi talks to Campaign on what needs to change and why companies can’t afford to wait.

Havas and Moonfolks form media alliance in Indonesia

EXCLUSIVE: Moonfolks, formerly M&C Saatchi Indonesia, enters an alliance with Havas to fill its missing media capability with the aim of creating a full-service agency with end-to-end solutions.

Jack Morton expands to Tokyo following growth of Japan business

EXCLUSIVE: The experiential agency appoints Mayumi Ninomiya as general manager and targets doubling revenue by 2025.

GroupM restructures across Asia, Indonesia leadership impacted

Staffing cuts across Asia have begun as GroupM transitions to a “single operating model” under the soon-to-be-rebranded WPP Media banner.

Lululemon hands media account to GroupM in key Asian markets

The business was won from Havas after a competitive pitch.

TBWA’s newly appointed chief AI officer on why 'AI is a co-pilot, not an autopilot'

Campaign Asia speaks exclusively with Lucio Ribeiro and TBWA's Kimberlee Wells on their AI talent investment and how it will bridge the tech and creativity gap to drive sharper brand outcomes.

'We need to disrupt ourselves before we’re disrupted': Zespri's marketing lead

The CMO's MO: As Zespri’s global marketing lead, KokHwee Ng talks about how the brand is balancing record growth, sustainability, and emotional storytelling to win in a crowded market.

Publicis Japan bolsters creative leadership with talent from Google and Hakuhodo

EXCLUSIVE: Ryutaro Seki, formerly with Google, and Naho Manabe, a 20-year Hakuhodo veteran, join Publicis Groupe Japan as the agency strengthens its creative bench.

Publicis Media leads China’s media pitches in 2024

EXCLUSIVE: OMG excels in retention in China’s fiercely competitive media agency market in 2024. Meanwhile, GroupM, Dentsu, and MediaBrands face mounting pressure.

Former McDonald's marketer Eugene Lee joins Chagee as APAC CMO

Earlier this month, the Chinese milk tea brand's Nasdaq debut boosted its valuation to US$5.95 billion.

The cookie stays crumbled: APAC experts weigh in on Google decision

After five years of promises, billions spent, and a cookieless future touted as inevitable, Google’s recent decision to hold onto third-party cookies has left the ad industry in limbo. Experts across the region call it a strategic stall and a blow to privacy leadership.

Microsoft's 50th anniversary campaign veers away from nostalgia

The campaign was done by global design studio Koto and is featured in digital, physical, and live touchpoints.

New B Corp rules to tighten standards and rebuild credibility

Stricter rules are coming for the 9,600 businesses in 102 countries that display the B Corp badge, as the accreditation system moves to better uphold its promise of putting ‘people and planet’ first.

BMF opens first APAC office in Hong Kong to drive regional growth

EXCLUSIVE: The agency is eyeing GBA and region-wide opportunities with a Hong Kong presence and targets doubling revenue by 2025.

The Monkeys rebranded as Droga5, Mark Green named global CEO

Green, who currently leads Accenture Song's Australia and New Zealand operations and holds the CEO title at The Monkeys, will relocate to New York to take the helm.

Very demure, very viral: Key brand and creator takeaways

A tongue-in-cheek TikTok video has become a global marketing sensation. But with TikTok's pace of churn, brands and advertisers are forced to trend-jack at the speed of light to avoid irrelevance.

McDonald's taps Yum Brands veteran for Asia CMO role

Angelina Villanueva is taking over as the role, replacing Brenda Kou. Kou departed the company in May 2024 after less than a year in the role.

TBWA asserts that Adelaide office remains amid rumours of closure

High-profile departures, including that of former MD Joe Godsell, coupled with disappearing details from the agency's website, has fuelled speculation about TBWA Adelaide's future.

APAC ad spend growth cools as global market tops $1 trillion: WARC

China's faltering economy and a strong US dollar create headwinds, while India emerges as the region's shining star.

'Very demure, very mindful': TikTok's latest craze is marketing gold

The 'demure' trend has officially infiltrated the marketing playbook for brands such as Ssense, Maybelline, Marc Jacobs and even Jennifer Lopez.

Is complete brand safety realistic?

A recent report by Adalytics exposed that many ads for Fortune 500 brands—including Amazon and Apple—were placed alongside harmful content. Campaign speaks to APAC leaders about the need for a nuanced approach that blends technology with human expertise.

The CMO's MO: HSBC's Cheuk Shum on why he's going 'all in on AI'

"Let's be honest, lots of brands, especially in banking, are tiptoeing around AI. But we say, why wait?", says marketer Shum in this wide-ranging interview with Campaign.

Musk’s X sues advertisers over alleged ‘illegal boycott’

“We tried peace for two years, now it is war,” Musk posted on X about the lawsuit following a significant dip in adspend on the platform since 2023.

Google removes AI Olympics ad after backlash: 'People are resistant'

A string of high-profile ad campaigns from Google, Apple, and Toys "R" Us that prioritise automation over human-led creativity have struck a sour note. Campaign discusses brand lessons from recent debacles.

Asian Paints taps Moonfolks to launch new product lineup in Indonesia

The five-product coatings solution, developed with creative partner Moonfolks, promises long-lasting wall protection and peace of mind for Indonesian homeowners, backed by a five-year money-back guarantee.

Love, limitations and an AI experiment: Skyn's Valentine's Day campaign

Premium condom brand Skyn creates a safe framework for two AI platforms to go on a live digital date. Awkward yet poignant, the love story pulls heartstrings.

Banking on sound: Standard Chartered gets a new sonic identity

The project developed between the London and Singapore offices will echo through the bank's 52 international markets.

Netflix is going all out for Squid Game season 2—and you’re about to feel it

With a Golden Globe nomination secured even before its release, the record-breaking series returns on December 26, backed by Netflix’s boldest marketing push yet.

Kingdom Digital secures Eva Air's creative AOR for Malaysia

The Taiwanese airline strengthens its alliance with the Hakuhodo-backed agency to amplify brand impact in the Malaysian market.

Dentsu India offices raided amid allegations of $16.5 million embezzlement scheme

The Enforcement Directorate seized cash, gold, and documents in an alleged embezzlement case that also involves Suumaya Industries.

Leo Burnett and OMD lead Agency of the Year APAC awards

Publicis Groupe led in creativity, PR, and culture, with OMD dominating media.

Adland reacts to Omnicom-IPG mega-merger

The creation of advertising's new superpower has sparked intense debate about the future of marketing services. Campaign speaks to industry figures about what the $25.6 billion deal means for creativity, competition, and clients worldwide.

The shocking things you can now say on Meta's platforms

As per the new policy, it is now okay to call gay and trans people ‘mentally ill’ and refer to women as ‘household objects’ on Facebook and Instagram.

Ahead of Trump's second-term, Meta to scrap fact checking on Facebook and Instagram

Traditional fact-checking will make way for X-inspired "Community Notes." This drastic overhaul signals a major shift in content moderation as the tech giant appears to appease the incoming Trump administration.

GroupM Southeast Asia CEO Himanshu Shekhar exits

Based out of Indonesia, Shekhar, a key figure in GroupM's regional growth, is leaving the agency after 25 years.

Hakuhodo and DY Media Partners merge in Japan

The two entities will merge by April 2025, uniting creative and media operations to form a 4,601-strong advertising powerhouse. Here's what it means for the advertising community.

The CMO's MO: Agoda's global CMO on why the future of travel is hyper-local

Say goodbye to generic travel ads. Agoda's Matteo Frigerio, talks about using AI to craft personalised video ads that speak your language, whisper your dreams, and ignite your wanderlust. Much like a pocket-sized AI travel agent.

Zalora's SEA CMO Achint Setia steps down

A Myntra, Mckinsey and Microsoft alum, Setia announced his exit via a LinkedIn post.

The CMO's MO: Astrud Burgess' disruptive and innovative work at ANZ Bank

Astrud Burgess on why she's committed to innovation, heritage and supporting women in sport.

From despair to digital hope, The Monkeys talk Tuvalu's Titanium triumph

CANNES LIONS 2023: "Minister Kofe compared the fate of Tuvalu to a terminal cancer diagnosis, and with limited time, you are forced to think about what's important," says the chief creative officer of The Monkeys on the award-winning Tuvalu campaign that saves its sovereignty one pixel at a time.

Tokyo Olympics bribery verdict: Former ADK president gets jail time

The Tokyo District Court has found Shinichi Ueno guilty of bribing a Tokyo Olympic official for soliciting favours and noted, "he [Ueno] repeatedly made unreasonable excuses, putting the blame unfairly on the subordinates and showing no signs of sincere remorse."

Embrace disruption or become history, says Mastercard global CMO Raja Rajamannar

Marketing is at a never-seen-before inflection point; new technology is coming in everything, everywhere and all at once. Mastercard's global CMO tells Campaign that if marketers don't rise above the sea of sameness and the clutches of traditional marketing, they'll be history. Catch his wide-ranging interview here.

The CMO's MO: HP's Siew Ting Foo's Da Vinci-inspired marketing strategies

Thriving in 2023 with the metaverse, AI, agility and artistry, Siew Ting Foo's marketing story goes beyond metrics and KPIs.

Plagiarism scandal fallout: DDB Philippines loses Tourism Dept contract

DOT terminates the US$900,000 contract with ad agency DDB Philippines; critics blame the local government for the fourth such tourism campaign debacle to make headlines.

MediaMath files for bankruptcy, acquisition talks goes awry

The future of Joe Zawadzki's cutting-edge ad-tech platform is uncertain; most of its 300-odd employees have been made redundant.

DDB Philippines apologises after stock footage blunder in PH campaign

DDB Philippines has come under heavy criticism after netizens found it used foreign stock footage for a Philippines tourism promotional campaign from at least five other countries, including Brazil and Indonesia.

A 'priceless' feast: Mastercard debuts APAC's first restaurant in Hong Kong

Luma, opening on 29 June in collaboration with the distinguished local F&B giant Lubuds, will host chefs, mixologists and experiences from around the world.

Cannes Lions 2023: APAC winners

See APAC's metal haul and top winners from the 2023 Festival.

Charted: Breaking down the ad industry via size, market footprint and presence

Arming you with interesting statistics that you need to know about adland in APAC, courtesy of Campaign's Agency Report Cards 2022.

Beyond black and white, a colourful QR-tistic renaissance

INSPIRATION STATION: Art is at your fingertips with generative AI; you've been told that plenty. Now look for yourself at how a Redditor reimagined QR codes to turn them into pure pixel perfection.

Tribal Worldwide retains Changi’s digital and creative AOR for iShopChangi

The mandate marks Tribal's second term with Changi, extending a four-year partnership by another three years and adding marketing duties to its scope.

M&C Saatchi adds additional duties to Anish Daryani's role

Effective immediately, the Indonesia president director will take on additional Southeast Asia growth and development duties, while continuing to lead at home base.

Elon Musk has found a new CEO to run Twitter

Without announcing a name, the billionaire tweeted, “She will be starting in ~6 weeks!” However, word on the street goes that NBCUniversal’s head of advertising, who appeared in a joint keynote conference with Musk last month, is in the running.

Singapore teen Zoe Gabriel on mastering TikTok stardom

CAMPAIGN360 PREVIEW: The 17-year-old influencer discusses why authenticity is a prerequisite in social media marketing and how she brings her own values into brand collaborations, ahead of her appearance next week.

The CMO's MO: From marketing to magic, Manulife's Melissa Henson looks up to Disney for inspiration

One of the Philippines' most prominent marketers, Henson reminisces about her all-time favourite brand campaign that instantly went viral and why.

Ikea writes a new chapter in Singapore with a colossal pencil

A 'sharp' move because a really long time calls for a really long pencil.

Eugene Lee promoted to McDonald’s International CMO

Effective immediately, under the new role, Lee will oversee the international developmental licensed (IDL) market segment in all global regions outside of the US.

Metaverse mane makeover: L’Oréal shows the future of fashion

Wunderman Thompson helps L’Oréal become the first hairstylist brand to drop direct-to-avatar products across multiple online marketplaces.

From swabs to sips, Hoegaarden flips the script on Covid booths in China

INSPIRATION STATION: McCann Shanghai pulls a charming and timely experiential campaign. We're toasting to their creativity and innovation.

The new zeitgeist: It's anti-heroes, neo-hedonism and emotional health for Asia's youth

The definition of boundaries is shifting—from emotional expression to personal pleasures—a Vice research highlights the tremendous transformation that Asia’s youth is undergoing. Campaign examines what this changing landscape means for brands targeting Gen Z.

Havas Group's Triptk launches in APAC

Speaking exclusively to Campaign, CEO Sam Hornsby shares the consultancy's commitment to sustainability, his vision and approach to seizing growth opportunities in APAC's tricky terrain.

Twitter Inc. is dead, it’s now X Corp

The latest move is seen as an accelerant for creating X— Elon Musk's vision of the 'everything app' and is consistent with the new owner's bid to let go of the old company and its brand value.

Google's AI chatbot Bard spouts lies and misinformation in 78% cases: report

In one instance, Bard wrote a 227-word monologue denying the Holocaust, which included details like the “photograph of the starving girl in the concentration camp…was actually an actress who was paid to pretend to be starving,” raising startling safety concerns.

The CMO's MO: Marriott's Bart Buiring on marketing, metaverse and opening two hotels a week

“Take care of your associates and they will take care of the customers, who will come back time and again,”—a Marriott veteran of 23 years, Buiring's work philosophy sets their brand culture apart.

DDB creates unified GBA offering, merges Hong Kong and Guangzhou offices

Andreas Krasser will now lead both Hong Kong and Greater Bay offices as CEO.

Pepsi unveils a new logo: a look back at the logos through the years

A bold leap forward, the design reflects changing consumer tastes and the brand's digital ambitions. Also, it comes just in time for Pepsi’s 125th anniversary.

A billion new online shoppers entering the market: Accenture

New study conducted across eight emerging markets represents a massive opportunity for digital commerce and marketers alike, highlighting the need to fast-track digital-first models.

Alibaba to split into six units, each to pursue independent IPOs

The shake-up comes a day after founder Jack Ma made a rare public appearance in China.

Event Marketing Awards 2023: How Magnum evoked the senses and fired on all cylinders

The winning campaign understood the product, its customers and used technology to create an immersive experience beyond the virtual space.

The CMO's MO: Spotify's Jan-Paul Jeffrey on brand opportunities, challenges and boxing

"Metaverse is where the next customers will come from," Spotify's SEA head of marketing believes in having fun whilst creating cultural moments and brand power.

70% Indonesian Gen Z are reducing shopping this Ramadan: study

Conservative about their shopping budget, undecided on brands and even categories for gifting, when Gen Z involves their wallets, it's largely after the advice of an influencer, that and more, in a new M&C Saatchi Ramadan white paper.

Michelle Yeoh historic Oscar win: Brands that paid tribute

The Asian magnet is drawing attention for all the right reasons. Understandably, domestic brands are not far behind. Here are those that dipped their toes in instant marketing.

Dentsu, Hakuhodo, ADK to face criminal charges in Tokyo Olympics bid-rigging case

Charges are centered around companies and individuals illegally colluding in assigning contracts for the test events and the actual Games—trial and sentencing to follow.

David Tang exits DDB as Asia CEO

After 20 years with the creative agency, Feb 28th will be Tang's last day at the shop; local markets will now report to management teams at DDB Worldwide.

Less than a quarter of APAC youth find identity in brands, even fewer influenced by celebrities: Vice

Results from an extensive APAC study by Vice Media, revealed to Campaign exclusively, reiterates the need for brands to recalibrate how young people view their identity, success and creativity.

Unfair game: Maybelline highlights toxic hatred faced by female gamers in esports

'Go back to your sink'. 'I’ll fucking talk to you however I want.' These actual insults, quickly followed by invitations for sex, consensual or not, emerge in Maybelline's new awareness campaign, focusing on the very real stomach-churning vitriol faced by female gamers.

As Singapore ends Covid rules, industry leaders recall their surreal pandemic memories

"People raided supermarkets for toilet paper... We really got so close to a near-collapse in human behaviour." We look back at these and other surreal moments which marcomms leaders recall from the pandemic years.

Jimmy Choo X Sailor Moon: a lesson in brand collaboration

Timely if not entirely timeless, the end product is trendy and nostalgic. If there ever was a masterclass in finding a middle ground, then this is it.

Luxury advertising amid an economic downturn

With global economic uncertainty showing no sign of easing, what impact will it have on luxury brands that have so far shown resilience?

Dentsu barred from bidding for Tokyo, Osaka govt contracts

As Japan continues the crackdown on all parties tainting the Tokyo Olympics 2020, Dentsu stands to be suspended from bidding for Tokyo and Osaka government contracts for a year.

The end of Facebook Live Shopping: How will it impact ecommerce?

SOUNDING BOARD: Brands will no longer be able to host any new or scheduled Live Shopping events on Facebook from October 1. Industry experts weigh in on how this will impact brands.

Can Hong Kong regain its lustre as 'Asia's World City'?

SOUNDING BOARD: Loosening Covid restrictions, the return of Rugby Sevens, and an international banker's conference—are these the watershed moments for the revival of #BrandHongKong?

Four-day workweeks are having a moment. Will adland adapt?

While smaller agencies are piloting this concept, bigger networks that rely on billing models, condensed hours, and client demands might present huge challenges.

Publicis Groupe elevates Jason Williams, Andy Fergusson in key appointments

Williams and Fergusson step into their new roles this month.

Chief growth officer Tobias Wilson departs from MediaMonks

Wilson joined the agency under Martin Sorrell's core team in 2019.

50+ market is cashed up, willing to spend and tired of being invisible: WPP's Rose Herceg

Campaign speaks to WPP's ANZ president who also insists marketers should forget the bland, predictable or transactional and instead make magic in the post-Covid world.

APAC CMO Suresh Balaji exits HSBC after 17 years

A veteran brand marketer, Balaji has been named in Campaign's list of top 50 influential and purposeful APAC CMOs in 2020 as well as 2021.

Alibaba to shut down Tmall in Hong Kong

Sources tell Campaign the reasons for the retreat have nothing to do with performance or competition from HKTVMall, but is instead part of the company's consolidating business strategy.

Dentsu Creative appoints Cheuk Chiang as new Asia Pacific CEO

Campaign talks exclusively to the newly appointed APAC CEO to understand his vision for future-proofing the agencies' creative footprint.

Cultural appropriation vs appreciation: Can luxury brands in China tell the difference?

SOUNDING BOARD: Dior, yet another luxury house, faces heat from China's internet—this time for basing the design of a pleated skirt that closely resembles a traditional garment. Brand experts discuss if high fashion has an appropriation problem.

Coding feelings: How AI is edging toward empathy

As artificial intelligence gets better at understanding and engaging with humans, what ethical considerations could marketers confront?

Tokyo Olympics bid-rigging: ex-Dentsu, other ad execs arrested

The arrests come after months of investigations into alleged corruption in the planning and sponsorship of the Tokyo Games held in 2021 after a pandemic-driven postponement.

Pippa Berlocher named EssenceMediacom CEO for ANZ

Berlocher joins from IPG Mediabrands’ performance marketing agency Reprise; current boss Pat Crowley moves into client lead role within the agency.

Dentsu admits to bid-rigging in Tokyo Olympics; charges for other arrests made

Dentsu joins rivals Hakuhodo and ADK in admission to collusion in the widening Tokyo Olympics bid-rigging and bribery case, but says there is "no factual basis for claims any employees have been arrested."

Amazon's ad revenue surges to $11.6 billion in Q4

While Google and Meta deal with slowdowns, Amazon's advertising business, still a small fraction of the overall sales, grew 19% in the fourth quarter.

Inspiration Station: Making art from the wreckage of super typhoon Rai

Two years on, the Phillipine island of Sargio is still reeling under super typhoon Rai's widescale destruction. BBDO Guerrero is helping with rebuilding efforts as it auctions artistic scrapboards to raise recovery funds.

CNY campaigns: Getting brand messaging right when China is reeling under Covid

SOUNDING BOARD: Industry experts weigh in on the best strategies for brands to nail the cultural tone and empathetic approach to connect during uncertainty.

Can L’Oréal's new luxury skincare line Shihyo shake up the beauty industry?

BRAND HEALTH CHECK: The French beauty giant is channeling its inner K-beauty, but in the era of disruptors like Drunk Elephant and Glossier, can yet-another new brand squeeze its way to the top in the over-saturated beauty market?

NFT art series to help you stick to your resolutions even after the first week

INSPIRATION STATION: We can't say if the NFTs highlighted here will help you incur financial gains or losses in the fiscal year, but if they help you stick to some healthy resolutions, we're intrigued.

Richa Goswami leaves HSBC

This marks the end of the marketer's second stint with the global bank.

Chat-based payments are here: Game-changer or privacy nightmare?

SOUNDING BOARD: After India and Brazil, WhatsApp's in-chat payment feature launches in Singapore but opens a debate. Are chat-based payments the future of digital innovation or add concerns of privacy and safety intrusion?

Fred & Farid and the palette of AI possibilities

INSPIRATION STATION: Taking AI-generated art beyond the amateur hour, Fred & Farid redefines creative artistry for milestone anniversary celebrations.

Inclusion at standstill: Singapore falls short on DEI and gender pay equality

Find out which APAC markets are making strides in bridging the inclusion and pay parity gap whilst Singapore remains stuck behind the curve.

The CMO's MO: Abdul Sani's superheroic marketing quest at RHB Bank

He could've been a commercial captain, but ended up as a CMO. Get to know this Malaysian marketing genius' data-driven and CX-obsessed journey.

Ethics or charade? The troubling truth of bluewashing

Emissions are just one part of ESG reality checks, but there are other unsettling ways that companies deceive to appear ethical, threatening trust in corporate social responsibility.

FCB Six enters India blending 'math and magic' for a notable client roster

As the fastest-growing capability within the FCB global network, Six enters the mobile-first, digital-first India market with a 35% business growth rate target in Y1.

Alibaba revenue disappoints, approves independent IPOs

Amid underwhelming revenue growth in its full fiscal 2023 results, the group announces major restructuring with a timeline to list its logistics and grocery businesses. A slumping Hang Seng index adds to investor concerns.

239 agencies listed as 'polluted' in Australia: report

Climate advocacy groups Clean Creatives and Comms Declare have revealed this year's version of the F-List, a list of agencies that work alongside oil, coal, and gas companies.

Foodpanda partners with GroupM, launches adtech solution in 11 markets

The food-delivery company will roll out a set of integrated features that include the Foodpanda app, digital marketing assets, and new partnership programmes.

Outbrain launches optimisation offering for publishers

Keystone uses proprietary bidding and optimization AI technology to generate revenue streams beyond advertising.

UOB unveils refreshed brand identity and ‘Doing Right By You’ campaign

New brand positioning kicks-off today with a refreshed logo, seal, uniforms and a regional campaign.

Furry and fabulous: Why brands shouldn't overlook pet influencers

The evergreen appeal of a cute animal can easily translate to ad deals, lucrative brand partnerships, and hundreds of thousands of followers. Here's why pet influencers are a goldmine for brands.

WFA uncovers the biggest blockers of creativity and effectiveness

The first global study of its kind addresses the role of clients in tackling the decline of creativity in marketing and advertising.

Alice Chow to replace Caroline Chan as GroupM Hong Kong CEO

Effective mid-December, Chan will depart the GroupM family after nearly 12 years as Mediacom's HK managing director steps into the top job.

Behind Manulife's new critical-illness campaign

Head of marketing Kenneth Luk on how this campaign—starring Gordon Lam and Louise Wong—aims to break the sea of sameness in Hong Kong's insurance category.

“Not coming to an iPhone near you”: Samsung trolls Apple in latest ad

There won’t be any innovation when Apple unveils the latest iPhone 14 on September 7, at least that’s what Samsung wants you to believe.

Redhill acquires VS Story to boost sustainability offering

This is the Singapore-headquartered PR firm’s second acquisition, following the purchase of Hong Kong's Creative Consulting Group in early 2022.

M&C Saatchi Indonesia launches omnichannel shopper and brand unit

"Every touchpoint is an opportunity for brand experience and to sell", says Mike Forster on the agency's Shopex launch in Indonesia.

Running an agency in a bankrupt country: How Dentsu is coping amid Sri Lanka crisis

"We have a unique opportunity to flip this crisis into a golden opportunity", says Mohenesh Chamith Buthgumwa of Dentsu Sri Lanka, who talks to Campaign with the backdrop of the island nation’s worst economic crisis in 70 years.

Should APAC enforce a tobacco-style ban on fossil fuel ads?

SOUNDING BOARD: We ask industry experts if France’s ad ban on fossil fuels will have a butterfly effect on the APAC region to take similar steps.

Hilton marketer on future-proofing the travel industry

SPIKES ASIA ACADEMY: Because "nothing will be the same again" in travel, Hilton's Ivy Esquero has a few tips on operating in the 'new normal'.

Budget retailer Miniso will drop Japanese styling after Chinese outcry

The brand is the latest retailer to come under flak amid a surge in consumer patriotism in China and growing geopolitical tensions.

Serena Williams: Inspiring brand lessons from the GOAT

Williams is as much a master on court as she is off-court when signing major brand deals and honing her personal brand. Brand experts pick out lessons to pick up from the tennis legend.

Why marketers should care about anime

The soaring popularity of the multi-billion-dollar Japanese anime industry has not gone unnoticed by Netflix, Prime, Disney, or Sony Pictures—and it's about time that brands take similar notice.

Shequal tackles female stereotypes in Australian advertising

The Australian advertising equality group addresses gender stereotyping in ads to avoid reinforcing harmful societal norms.

Should agencies insist on a 9am start time for creatives?

SOUNDING BOARD: If inspiration and ideas don’t follow the clock, and the ad industry is itself built on all-nighters and takeaway dinners, should creatives be measured against output or by a 9am presence in the office?

Sorrell's S4 Capital dodges tech turmoil, Q3 revenue and profits climb

The company "maintained momentum" in the third quarter, however, Asia-Pacific affected by China’s zero-Covid policy-driven slowdown remained the slowest growing region for the agency.

The business of climate: Where does ESG go in a recession?

Six in 10 CEOs are putting the kibosh on ESG investments in the spirit of corporate cost savings. We analyse the future of ESG amid talks of a recession.

Alibaba silent on Singles Day sales tally for the first time

A barometer of Chinese retail demand and known for smashing sales records, this year's Double 11 shopping festival was expectedly one of the most challenging since its inception in 2009.

Richard Tan is new Dentsu Creative China CEO

Tan takes over the reins from incumbent CEO Keita Ishikawa who moves to a group role in Japan.

Publicis Groupe SEA launches specialist gaming unit

The offering has already been piloted with several of the Groupe’s clients, including Singapore Tourism Board, McDonald’s and PepsiCo.

Matt Swinburne joins Colenso BBDO as group creative director

"I’ve had a Colenso crush for a long time," says Swinburne who brings multi-award winning work and over 17 years of experience to the role.

Dentsu International names Patricio De Matteis as the new ANZ CEO

De Matteis is currently leading the digital wing of Cognizant as chief digital officer and will be the agency's fourth ANZ CEO in four years.

Brand Health Check: Esprit's crowded road to recovery in Asia's retail market

A new leadership team, a return to profits and an ambitious comeback in seven Asian markets in the pipeline—what will it take for Esprit 2.0 to take a bite out of the highly competitive retail market in Asia?

Icon Agency wins Salesforce's Australian communications program

Salesforce is the newest addition to the rapidly expanding client roster at Icon.

9 in 10 marketers spend time in making global marketing locally relevant: report

TOP OF THE CHARTS: Singapore marketers reveal brand priorities and growth challenges in the current climate in new research from HubSpot and LinkedIn.

Victoria Police asks if you could be more...

Struggling to attract new recruits after implementing the infamous Covid mandates, Victoria Police's launches new recruitment campaign with Wunderman Thompson.

New spot celebrates what makes cricket, cricket!

Cricket Australia's new campaign celebrates crickets’ unique contribution to culture, samosas, snags and sweet memories.

Elon Musk acquires Twitter, reaches out to advertisers

Musk assures advertisers that Twitter ads won't be linked with any inflammatory content, saying: "Let us build something extraordinary together".

Is this the end for celebrity influencers?

The recent spate of brazen celebrity scandals spotlights the risks brands face when they hook up with big names. For brands, this equates to a rethink of their marketing mix.

Hoffman launches global talent marketing practice

The new service will address the shortage of technical talent in the market.

Diwali 2022 ads that touched hearts

Amazon, Dell, Cadbury, RHB Bank, Taylor's Education Group and more light up Diwali celebrations in 2022.

Google rolls out ‘My Ad Center’, lets users customise ad experience

The new privacy tool from Google allows users to follow specific brands and opt out of sensitive ad categories.

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.

Richa Goswami leaves HSBC

This marks the end of the marketer's second stint with the global bank.

Netflix introduces ads in Australia, Japan, and Korea

Launching in November across 12 markets globally, the ad tier will include an average of four to five minutes of ads every hour.

Sustainable labels: How can fast fashion emerge from an ethical mess?

With more brands slapping on eco-friendly promises that may, or may not be true, can sustainable marketing be a bigger part of the solution and less of the problem?

The Hoffman Agency taps into Techplomacy, launches new service in APAC

The Hoffman Agency creates tools for companies to navigate and simplify diplomacy in the digital age.

Bumper holiday shopping predicted: Marketers must adopt, says report

Evolved omnichannel shopping experiences, early holiday campaigns remain important for maximum marketing ROI at this time of the year.

Coca-Cola sponsors COP27: Buying its way into ESG or a chance for real change?

SOUNDING BOARD: By cashing in on Coca-Cola's cheque, is COP27 inviting conversation and giving an opportunity for reflection or is the climate change summit becoming a part of the greenwashing problem?

The simple truth about gender pay inequity in adland

Should companies relying on employee meet-ups, happy hours and Taco Tuesdays to create a good working culture instead shift their focus to fair pay regardless of gender, race or ethnicity?

McDonald's Asia CMO on his first-ever global World Cup campaign and more

Eugene Lee opens up in a wide-ranging interview about its upcoming 2022 FIFA campaign, leveraging creativity, the metaverse, their menu and his own marketing role.

'Legacy brands must constantly innovate to stay ahead': L’Oréal marketer

The 112-year-old French beauty giant has bounced back to pre-pandemic level sales while the SAPMENA region will be the key 'growth engine' for its future, according to its consumer products division general manager.

AXA 'breaks myths' and questions stereotypes in latest campaign

AXA's chief brand and communications officer Sabrina Cheung and Publicis' creative chief Natalie Lam on the conception behind the insurance brand's first-ever social-first campaign.

Tokyo Games bribery scandal: Hakuhodo reportedly confesses to rigging bids as probe widens

The news comes less than a month after ADK Holdings voluntarily confessed its culpability in the widening scandal, meanwhile Dentsu denies any knowledge of collusion.

Behind the Tokyo Olympics bribery scandal involving Dentsu, Hakuhodo and ADK

Less than two weeks after ad giants Dentsu, ADK and Hakuhodo were raided in Tokyo on alleged bid-rigging charges, we look at the troubled timeline of the tainted Games and whether it threatens Japan's bid to host the 2030 Winter Olympics in Sapporo.

Unwrapping Spotify Wrapped: What is the industry listening to?

The marcomms industry understood the assignment, followed the brief, and let music stay rent free in their head, just like an NFT. Here’s what the industry folks have been listening to this year.

WPP goes 'Beyond the Rainbow' to better understand queer audiences

Done on more than 7,500 respondents, the study aims to be a practical guide to bridge the gaps in the current Pride marketing model.

Mindshare, Ogilvy and Famous Innovations lead award haul at South Asia AOY 2022

WPP scooped 20 golds in the agency categories, while independent Famous Innovations scored key wins as well.

Dentsu, Hakuhodo raided as part of Tokyo 2020 corruption scandal

The ever-widening graft case of last year's Tokyo Olympics has Dentsu, ADK and Hakuhodo's offices being searched on grounds of rigging bids for test events.

Fidelity International taps Richa Goswami as group CMO

In a newly created role, Goswami will lead the firm’s global marketing teams from Asia.

J&T Express ropes in Lionel Messi as global brand ambassador

The Asian delivery giant has plans of expanding its global network and establishing itself as a one-stop ecommerce specialist in the logistics supply chain.

Flare Communications brings AI technology to influencer marketing management

The AI-driven influencer discovery platform aims to transform the way marketers pick talents in Greater China.

Pride without pandering: HSBC’s Richa Goswami on purpose and 'pink-washing'

The bank's chief customer and marketing officer on why brand support for the queer community can risk being 'performative' when initiatives start and end during Pride month.

Behind Spotify's new Southeast Asia campaign

EXCLUSIVE: Campaign talks to Jan-Paul Jeffrey, Spotify’s head of marketing, on the streamer's latest regional campaign for Indonesia, Thailand and Philippines.

Singapore govt clamps down on harmful social media content

Online security and scrutiny beef up in Singapore, as social media services are directed to remove harmful digital content.

Provide privacy or perish: WE study

Consumer understanding of data privacy is more sophisticated than ever, and brands should step up their game on protection, according to WE’s Brands in Motion study.

Stretching limits, sculpting success: Lululemon's rise from controversies to cult status

BRAND HEALTH CHECK: No stranger to PR stumbles, Lululemon's founder and former CEO Chip Wilson has once again created a firestorm. But amidst the verbal battleground and economic woes, how does the athleisure giant keep its cool and become a blueprint for customer loyalty?

M&C Saatchi sells stakes in loss-making units in Hong Kong and Sweden back to local owners

The agency continues its strategic restructuring in Asia as well as globally, anticipating a 'small single-digit' revenue dip for H2 in soon-to-be-announced earnings.

Skyn desires to touch souls, not just bodies this Christmas

For a generation losing interest in sex, Skyn creates whispers of intimacy and hushed desires for a deeper connection in its latest Christmas offering. Here’s an exclusive peek.

Jolin Tsai joins McDonald’s Taiwan in a nostalgic and innovative 40th anniversary campaign

EXCLUSIVE: Leo Burnett dabbled with AI, got a C-pop queen to compose a rhythmic soundtrack, and used Taiwan's biggest virtual studio for an ambitious 40th-anniversary film. McDonald's Asia CMO Brenda Kou and the creative team explain their thoughts behind the process.

'Fuzzy Feelings' is Apple's delicate touch to festive advertising

Apple doesn’t advertise, it narrates. Watch the nearly four-minute film that is easily a contender for the year's best Christmas ad.

Singapore Army's recruitment campaign marches to a new beat

Stepping away from tradition and authority showcased in military ads, Tribal Worldwide's bold and inclusive spin will resonate with a diverse audience.

We want to keep moving’: Edward Bell on Cathay’s edgier new global campaign

EXCLUSIVE: The airline’s first global brand messaging work in three years aims to trigger emotions over ticket sales and mirrors the way we consume media today, says the GM of brand, insights, and marketing.

Passion takes the pitch in Nike and W+K Shanghai's latest work

Shanghai lights up, and Nike scores in style to elevate Chinese football star Wang Shuang's inspirational story.

Paradise City's new campaign seeks to redefine Korean hospitality advertising

Simultaneously launching a popular, luxury Korean resort in two culturally diverse markets and different target audiences was a creative challenge for Dentsu. The end result does not disappoint.

Fast cars and classic games collide in a memorable campaign

Porsche is playing Pong with two Taycans and a drone—need we say more for car and gaming enthusiasts to get excited?

DDB launches new campaign to spotlight modern slavery

Modern slavery is real; globally 50 million people are trapped. Watch this campaign to see an NGOs rehabilitation efforts.

Apple CEO Tim Cook gushes over latest 'Shot on iPhone' Bollywood film

WATCH: TBWA rolls out the second 'Shot on iPhone' film of 2023, this time in partnership with multi-award winning Indian director Vishal Bhardwaj.

Break the bias, 'Correct the Internet' to make women in sports more visible

DDB New Zealand's new spot seeks to set the record straight by spotlighting online inaccuracies that disadvantage women in sports.

‘Through the Five Passes’: Apple highlights iPhone’s cinematic prowess in CNY film

WATCH: This year's effort by TBWA\Media Arts Lab Shanghai is an inspiring 18-minute long film shot entirely on iPhone 14 Pro and 14 Pro Max.

The secrets of a sticky brand: 3M’s CMO on her MO in challenging times

Despite market turmoil and organisational changes, 3M outpaced expectations to post strong quarterly results with over $8 billion in sales. Chitkala Nishandar, the APAC marketing director, reveals how the legacy brand adapts to the changing needs of Gen Z consumers.

‘Asian Amazon’ Coupang rescues Farfetch with $500 million deal

South Korean e-commerce giant will provide a lifeline to the British luxury retailer founded by José Neves that had been seeking to avoid insolvency.

RGA Australia CEO Michael Titshall takes charge of Asia Pacific

Campaign's 2023 40 Under 40 winner, Titshall has been the driving force behind RGA Australia’s growth for the last four and a half years.

Wavemaker earns another AOR term for L'Oréal Thailand

The retainer expands Wavemaker's responsibilities to cover all media strategies and e-commerce sales for the beauty major in Thailand.

WPP reigns, Dentsu resurges at Campaign's Greater China AOY

Ogilvy and Mindshare dominate Agency of the Year Greater China awards with a combined 24 wins, while Dentsu bounces back with an impressive 17 metals.

'Dubai could not hold COP28 without ad and PR firms greenwashing'

With one of the world’s biggest oil producers hosting this year’s COP 28 summit, climate activists are accusing the UAE of using PR and advertising narratives to position itself as a climate leader, despite failing to meet its renewable energy targets.

The Monkeys' Tara Ford's remit expands, takes on dual role at Accenture Song

Ford has consistently taken home metals at every significant international award show including the most recent, the Dan Wieden Titanium Grand Prix at Cannes with the ‘The First Digital Nation’ for the Government of Tuvalu campaign.

M&C Saatchi retreats from Singapore, Asia CEO steps down

In a series of changes in line with the UK overhaul, M&C Saatchi has downsized its advertising capabilities in Singapore, while Asia chief Richard Morewood will exit by the end of the year.

The Hermès game: Carefully-guarded craftsmanship or scarcity-driven marketing gimmick?

SOUNDING BOARD: With a market valuation of over US$218 billion in 2023, Hermès has managed to rise above the tidal wave of uncertainty sweeping across luxury brands. So, what's their secret to success? Industry experts weigh in.

Unilever's Samir Singh on joy, purpose and approach to legacy branding

Available in over 100 countries, Lux has had a remarkable turnaround in revenue and revived its brand power. Celebrating the centenary on a high, global CMO of personal care, Samir Singh spills the recipe for success and breathing new life into time-honoured brands.

The CMO's MO: Loretta Lee on putting the fizz back in Asahi's sales

Innovation, growth and the premiumisation of beer—these are just some of the hot topics on Asahi's marketing director for Asia, Loretta Lee's mind.

SCMP's pop-up exhibit: A 120-year ode to Hong Kong

From quills to pixels, the South China Morning Post pays homage to heritage and chronicles Hong Kong's storied saga.

DBS and Citibank banking services outage angers customers in Singapore

DBS suffers brand damage after repeated online service failures due to data center issue.

AS Watson's 182-year legacy shines anew with culture-infused rebrand

REBRANDING EXERCISES: Toasting to the future, the legacy brand has introduced a vibrant brand identity staying true to its purpose, vision, mission and DNA.

The CMO's MO: Robin Liu on Miniso's unique culture of 'co-creating joy with customers'

As Chinese lifestyle retailer Miniso marks its 10th anniversary and 5,700 stores worldwide, CMO Robin Liu takes a page from Lego's marketing playbook to craft a customer-centric brand that stands the test of time.

A vision for inclusivity: Australia debuts OOH campaign in braille

The effort is commendable, but is this a pivotal moment for accessibility or a mere drop in the inclusive advertising landscape? The real test lies in inspiring industry-wide change beyond a single bold initiative.

Getty Images launches AI-driven image creator

The new tool allows customers to generate photos from word prompts and is solely trained on Getty Images’ own licensed images with full protection and usage rights.

Formula One debuts the world’s first ‘kiss-activated’ trophy at Japanese Grand Prix

Clearly innovation at F1 isn’t just limited to what’s under the hood—it extends to every aspect of the sport, including the way in which champions are celebrated.

State of wellbeing in APAC in 2023: 1 in 3 hit all-time lows

Lululemon’s latest Global Wellbeing report delivers a stark wake-up call: wellbeing remains frozen since peak pandemic, mental health taboos persist even for Gen Z's, and workdays are lost to these struggles.

Havas wins Shell's media account, deal sparks backlash as Red Havas loses client

Climate campaigners had called on agencies to drop out of the media review, saying PR and advertising firms are aiding oil companies in delaying climate action.

Visa and athlete Siobhán Haughey dive into travel payment security with Olympian finesse

The 25-year-old star swimmer will feature in six bite-sized videos to raise education and awareness for travel payment security.

Islamic dating: Catering to marriage-minded Muslims in a $2.8 trillion market

Nearly eight out of 10 Muslims use online matchmaking platforms to find life partners. This is just one of several notable changes in how Muslim singles approach dating in the digital age revealed in TBWA Asia's new multi-market research.

'Joyced' out: Can Qantas soar beyond its recent scandals?

SOUNDING BOARD: From high profits to high drama, Qantas' fall from grace is one for the books. So, what will it take for the flying kangaroo to rebuild trust and reputation?

2023 APAC agency rankings: Pfizer looms large, but Wavemaker and Saatchi & Saatchi lead the pack

Publicis Collective and IPG Health both enter the rankings for the first time in 2023 while BBDO and Spark Foundry also make gains.

Social media agency Spin expands to APAC with Sydney hub

EXCLUSIVE: The London-born agency, fresh off wins with Fortnum & Mason, Google Cloud, Five Guys, among others, has launched in APAC with Shannon Johnston at the helm.

Levi’s appoints Samuel Minns as APAC marketing head

EXCLUSIVE: After a successful run at Timberland, Campaign’s 2025 Powerlister Samuel Minns has been appointed Levi’s most senior marketing leader in the region.

CMO Cindy Lin on why McDonald’s Taiwan is using Kung Fu to protect its fries

McDonald’s Taiwan spent months training kung fu masters and cast for a 3-minute-16-second film—all to sell fries. CMO Cindy Lin and creative partner Leo talk exclusively to Campaign.

Martin Sorrell on Dentsu's potential divestiture and S4’s own gameplan

On a visit to Singapore, Sorrell addressed the MSQ merger chatter and spoke about how his company is positioned for the future.

Doordash has hired Duolingo's famed social media manager

After turning Duo, the green owl, into a global social superstar, Zaria Parvez has landed at DoorDash to lead a seven-member brand social team.

Hasbro consolidates APAC media duties with Mediahub

The media AOR is effective immediately.

Margaret Key exits MSL for a top dual role at Allison Asia and Stagwell

Key will be based in Singapore for the new role, effective October 1.

TBWA Media Arts Lab names new ECD for Southeast Asia

Dennis Kung has worked across New York and Shanghai in previous roles.

Dentsu signals possibility of selling or partnering international business

The company is willing to make “bold” structural changes to overhaul underperforming overseas operations.

Accenture Song names Japan chief as new APAC lead in global leadership overhaul

EXCLUSIVE: Japan head Junichiro Kurokawa will double-hat as Song's APAC lead, while SEA lead, Simone Morandi, expands his remit.

'Ugly' is the ultimate flex: What Virtue’s beauty report means for your next campaign

With 46% of SEA consumers trusting nano-creators and #uglybeauty racking up 16 million views on TikTok, raw realness is outperforming airbushed content. Marketers who embrace the mess may just win.

How McDonald’s Korea turned local farming into a fast-food growth strategy

CASE STUDY: A five-year push to source over 800 tonnes of domestic produce has helped the QSR giant boost brand favourability, score creative gongs, and get government backing. Campaign gets the inside story from McDonald’s Korea CMO and agency partner Leo.

GroupM restructures in Hong Kong, senior leaders exit

The departures are linked to GroupM’s ongoing ‘synergy project’ under GroupM CEO Christian Juhl's remit, announced last year. Additionally, a new chief executive has been appointed in Taiwan.

MasterChef Australia’s ‘greener’ gas claims spark ACCC investigation

"Hundreds of thousands of MasterChef fans are being deceived into thinking that the gas used in the program is good for the planet," asserts Comms Declare as they file a formal complaint with the consumer watchdog.

The CMO's MO: From AI integration to environmental advocacy, Rakuten's CMO on tech-driven change

Rakuten's CMO is efficiency in action, with her speed strategy in consuming YouTube as unique as her leadership and innovations.

Cheuk Chiang assumes CEO role at Bastion's ANZ operations

Chiang moves from his position as APAC CEO of Dentsu Creative.

Dentsu ANZ restructures: CEOs Danny Bass and Steve Yurisich exit

The restructured model will also see regional leaders Fiona Johnston and Kirsty Muddle assume new responsibilities.

World Earth Day 2024: 1,000 agencies say no to fossil fuels

Asia Pacific joins the Clean Creatives movement with 67 regional pledges. To mark this occasion, the anti-fossil fuel campaign group has released a new film, lampooning the advertising industry.

Omnicom posts 4% organic growth in Q1, beats expectations

The agency group beat Wall Street estimates for the March quarter, with key sectors like advertising and media, precision marketing, experiential and healthcare fueling the ascent.

Fresh colours, new fonts: Inside Crunchyroll's rebrand

Merging classic with contemporary, the anime streaming service brings the focus on the fun and joy of anime with new visual assets.

Havas loses B Corp status over controversial Shell deal

After sustained pressure from environmental groups, B Lab has revoked Havas' B Corp certification, citing violations of core values due to the agency's association with Shell.

Omnicom reports 5.2% organic growth in Q2, APAC trails

Omnicom's Q2 2024 earnings surpass estimates on the ad market strength. But while the group achieved strong revenue gains globally, APAC remained soft.

Clean Creatives accuses five B Corp agencies of fossil fuel deals

Clean Creatives names SEC Newgate, Tinkle Communications, Cullen Communications, Edit, and Total Media in a report alleging fossil-fuel ties, but three agencies contest the findings, citing transparency and past disclosures.

China's marketers work with average of over 12 agencies for competitive edge

In China's competitive landscape and an economy where every marketing dollar counts, measurable ROI and effectiveness outweigh awards and accolades, or local versus multinational status, in agency-client relationships.

The CMO's MO: Alice Au thinks the marketing funnel has "fundamentally changed"

Hospitality is a fiercely competitive industry and marketer Alice Au of Wharf Hotels believes the race for market leadership will be set by the speed of digital transformation and customer engagement.

Accenture Song, The Monkeys, Droga5 win Tourism Australia account

Tourism Australia’s creative account was held by M&C Saatchi and the digital account by Digitas since 2018.

KFC Thailand’s CMO on local flair, innovation, and his recipe for success

"Thailand is one big restaurant. We'd be out of our league if we claimed that KFC is competing against Thai street food," says CMO Suhayl Limbada.

Pepsi unveils new logo and identity; colours 120 markets in electric blue

The bold logo shift after 14 years resonates with the “ripple, pop, and fizz” effect. To celebrate, Pepsi has activated over 120 CGI moments across the globe in a coordinated first.

Parsing the gap: Agencies grapple with pay disparity, OOH bucks the trend in Australia

Australia has published an employee gender pay gap report for the first time. Advertising fares better than the construction, banking, and consulting industries. However, top holding companies have gaping holes in their pay structure where equity should sit.

UM cuts jobs in Australia, veteran Andrew Murray steps down

UM secures Chery's media mandate in Australia amid restructuring in its Sydney and Melbourne offices, including the departure of its national head of trading.

TBWA Thailand appoints Wolf BKK co-founder as group CEO

EXCLUSIVE: Effective immediately, Phannika Vongsayan, an Ogilvy and Wolf BKK veteran, will work with the existing executive leadership to drive the transformation of TBWA Thailand.

Leo Burnett Australia appoints former Weiden talent as CEO

After 15 years in Amsterdam, Clare Pickens will take the reins as CEO of Leo Burnett Australia in April. The position had been vacant since July, when Emma Montgomery departed to lead DDB Chicago.

Lionel Messi issues apology after Hong Kong no-show amid backlash in China

The ongoing uproar raises the stakes for Messi's brand collaborations with Louis Vuitton, dairy brand Mengniu, baijiu major Chishuihe, and delivery giant J&T Express, among others.

Chubby Hearts: Hong Kong's monumental display for love and tourism

Hong Kong debuts London’s iconic Chubby Hearts display, a heart-shaped installation 12 meters wide and four times larger than the London version, as part of a strategic campaign to rebuild #BrandHongKong and spread love across the city.

The CMO's MO: 'You cannot take loyalty for granted' says Unilever International's Nitin Agarwal

Amidst heightened consumer polarisation, where traditional discount strategies are losing their edge, Unilever International’s CMO Nitin Agarwal has a plan for growth. The key? A dynamic, impact-driven approach that boldly challenges the status quo.

Tatler withdraws HK$16 million government grant for Messi no-show

The promotional blitz by Tatler featured Messi’s face right in the middle of all marketing material, leading fans to expect his magic on the field. Minister Kevin Yeung says spectators can contemplate independent legal recourse.

Tatler's Messi mess: Hong Kong event plunges into chaos without star player

Angry fans booed during the pre-season friendly after a Lionel Messi no-show and the Hong Kong government said organisers, Tatler Asia, might face a reduction in funding.

Despite layoffs, Amazon dominates Q4 with $14.7 billion in ad sales

After a year of mass layoffs, the company is more profitable than ever after.

APAC rankings: Publicis Groupe, GroupM lead creative and media tables

HSBC's global review is Asia-Pacific's largest media account move in the Sept-Oct period; TBWA's $100 million telecom Telstra account is the biggest creative win.

CNN Philippines to shut down operations on January 31

The closure comes amid mounting financial losses exceeding $88 million. 300 employees to be impacted.

Anish Daryani rebrands M&C Saatchi Indonesia to Moonfolks

EXCLUSIVE: Headquartered in Jakarta, Moonfolks retains key clients, business licenses, tax papers, talent, and partner contracts in line with the acquisition.

B Lab initiates formal investigation into Havas' B Corp status amid Shell controversy

Exclusive: 26 B Corp certified agencies demand B Lab to reconsider Havas' B Corp status over the Shell partnership.

DO SEA wins Red Bull's creative and strategic mandate in Vietnam

The newly formed independent creative agency defeated incumbent Ogilvy in a competitive three-way pitch.

M&C Saatchi Indonesia goes independent; Anish Daryani takes control

EXCLUSIVE: Amidst ongoing restructuring at M&C Saatchi globally, Indonesia president director Daryani acquires the profit-making Indonesia entity and eyes the independent route.

Mandai Wildlife Group hands creative AOR to TBWA Singapore

EXCLUSIVE: The new partnership which kicks off this month marks an end to a seven-year relationship between Mandai and The Secret Little Agency.

Havas elevates Rana Barua to group CEO of Havas India, Southeast and North Asia

Meanwhile, Alberto Canteli will continue as chairman and CEO of Havas Nordics, Benelux, Central and Eastern Europe, and the Middle East.

Scripting equality in the Japanese script, one character at a time

INSPIRATION STATION: An exhibition in Tokyo challenges 1,600 years of gender bias and LGBTQ+ exclusion in the Japanese written language.

TBWA Asia names Peter Khoury as regional chief creative officer

EXCLUSIVE: TBWA's global creative head on the Adidas account, Khoury relocates from Amsterdam to Singapore for a dual role effective January 1.

Cannes Lions 2024: APAC winners

While Ogilvy Singapore secured one of the most prestigious awards at the Festival, and The Monkeys also nabbed a Grand Prix, the overall regional performance fell short.

AIA’s CMO breaks down new campaign that redefines 'health'

In an exclusive interview with Campaign, Stuart Spencer delves into ‘Rethink Healthy’, the insurance brand’s new proposition to challenge health as being solely about body size, eating salads, or intensive exercise.

Cannes Contenders: TBWA's handpicked lion-hearted crusaders

In the hunt for the grand prize, TBWA's Peter Khoury reveals his list of APAC campaigns poised for roaring success in the French Riviera next week.

Stagwell rebrands Brand New Galaxy as Assembly

EXCLUSIVE: Piotr Morkowski, former BNG CEO, will now lead Assembly’s global digital commerce efforts, while Julia Dziurbiejko and Kacper Kłos assume key global roles.

GroupM names new Singapore CEO

Arshan Saha, the APAC CEO of GroupM Nexus, will take over the newly created role as part of a dual remit.

2024 Cannes Contenders: Valerie Madon's top bets

McCann Worldgroup's APAC chief creative officer handpicks work with themes of innovation and humour that will reign supreme at the Festival de Cannes.

2024 Cannes Contenders: M&C Saatchi highlights award-winning work

The agency's creative heads predict campaigns that stand a chance to snag the top honours at Cannes.

Dione Song on Love, Bonito: ‘Not just clothes, we sell empowerment, confidence and community’

At Campaign’s flagship event, Love, Bonito's chief executive shares her winning strategy: a crystal-clear value proposition, thoughtfulness in design, and seamless omnichannel experience.

The CMO's MO: Vineet Sharma on Budweiser's 15-year party in India

Growth, gigs and goals aside, AB InBev's marketing lead for South Asia advocates for better diversity and inclusion in the alcohol-beverage sector at a time when the BudLight fiasco is far from over.

Campari attempts to save films, one cocktail at a time

Turning unmade film concepts into posters and drive crowdfunding for the film’s creation is Campari's toast to cinematic dreams.

Wunderman Thompson names new APAC CEO

Audrey Kuah takes over the role left vacant by the exit of Annette Male in 2021. Global president and EMEA CEO Ewen Sturgeon was heading both regions in the interim period.

HSBC bats for belonging to woo overseas students with cricketer Virat Kohli

From wickets to wallets, HSBC and agency partner Wunderman Thompson nurture nostalgia in their latest global work. Campaign exclusively chats with the brand's global CMO on the creative journey and hitting an all-rounder with Virat Kohli.

Dentsu names new CEO for China as Deric Wong exits

Wong cites personal reasons for the exit; Chun Yin Mak, formerly an APAC managing partner at IBM Consulting, steps into his shoes.

Beyond labels, Merlee Jayme's 'Create Different' mindbook taps into neurodiverse talent

INSPIRATION STATION: "If there is an autistic spectrum, there’s an artistic spectrum too," says the ex-Dentsu creative on launching the first-of-its-kind mindbook to assess neurodivergent skillsets for the ad industry.

Pay equity and transparency gaining momentum in Asia

In a region where legal mandates fall short, a survey across 13 Asian markets finds that 62% of organisations voluntarily scrutinise pay equity, indicating a growing commitment to fairness and transparency in compensation practices.

The CMO's MO: Zalora's Achint Setia on the nexus of marketing, growth and profit

Marketers are duelling titans—as CMOs and CGOs—and they have an intertwined role in working towards growth and long-term brand building, according to Zalora's chief revenue and marketing officer.

Comms Declare blasts Shell’s ‘Olympic-level gaslighting’ as it calls for creative review

Environmental advocacy groups will closely watch Shell Energy's creative pitch in Australia to see how the company navigates the evolving landscape of environmental accountability and public perception.

Havas names new chief executives for Japan and Thailand

EXCLUSIVE: Havas strengthens Asia leadership with the appointment of new CEOs in Japan and Thailand markets, effective immediately.

Yannick Bolloré on AI, tech and creativity quests after a decade as Havas CEO

EXCLUSIVE: As generative AI's potential assumes extinction-level threats for industries, Bolloré chats with Campaign Asia-Pacific about 'doubling down on human creativity' and their Asia plans ahead of his tenth anniversary as leader.

Living beyond time: Inalife preserves family legacies in the digital age

INSPIRATION STATION: Through love and loss, this platform vaults eternal echoes for generations to come.

Marketers pour millions on BTL, only 2% say they can measure ROI

Despite sweeping investment in activations, marketers admit they lack the tools and the confidence to prove impact. Many see AI as the biggest hope for fixing the gap.

The rise and rise of Pinkfong: From kids earworm to stock-market powerhouse

Toddler’s delight and an adult’s torment, the viral jingle has helped its studio land on the Korean stock exchange—shares surged as much as 60% on debut.

Dentsu's international review 'moving as planned', staff reductions to hit in December

The year-end dividend is “undetermined” as the company braces for a heavy fourth quarter, when it will book the bulk of its ¥28 billion restructuring costs.

Dentsu lifts FY2025 profit guidance, Japan offsets international weakness

APAC ex-Japan posts the steepest global decline.

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.

Nikita Mishra