Campaign Asia

Gender equality is everyone’s fight—so why is marketing at the frontline?

The industry has become society's convenient scapegoat for gender inequality, but adland alone can't fix what governments, corporations and culture continue to break.

Le Monde expands global footprint with M International, spotlights Asian audiences

M Le magazine du Monde has debuted its English-language global edition including distribution in key Asian markets such as Japan, Korea, Greater China, and Singapore.

‘Marketing is the fuel to the fire of consumerism’: Former Amazon veteran Maren Costa

Ahead of her keynote at Campaign360, the former Amazon UX designer turned climate activist unpacks her journey from internal whistleblower to global advocate, calling out corporate consumerism and the tech industry’s environmental toll.

Why more celebrities are taking the creative reins at luxury brands

As Ray-Ban appoints ASAP Rocky as its first global creative director, it signals a growing trend of luxury brands leaning on celebrity vision to redefine cultural relevance and unlock commercial success in an increasingly competitive market.

Cultural nuances meet business realities: Marcus Krzastek on what's next for VaynerMedia in Asia

Recently appointed as VaynerMedia's first president, international, Krzastek tells Campaign about evolving client partnerships, India's market complexities, and why social and influencer marketing continues to gain momentum.

'The holding company model has been broken for a long time': MediaSense CEO

Fresh off two major acquisitions in 2024, Jamie Posnanski unpacks why the traditional agency-supplier model needs an overhaul, combating transformation fatigue, and why so few clients believe their agency models are fit for purpose.

The unbearable cost of truth

As information retreats behind paywalls and attention splinters into subscription tiers, advertising faces its terminal paradox: We've made truth so expensive that soon, no one will be left who can afford to buy what we're selling.

'Fear doesn't build trust': Cisco's CMO on why security marketing needs a reset

CMO Carrie Palin reveals why consumer trust, impact-readiness surrounding AI, and in-person connection might be the keys to sustain the company’s future.

PHD secures $500 million media duties for Volkswagen Group China

The remit encompasses media planning and buying across a portfolio of Volkswagen Group China's offerings over a tenure of three years.

The great corporate pretence is finally over

From Meta's masculinity pivot to the mass corporate retreat from DEI, flexibility, and parity commitments, 2025 is exposing the friction between corporate values and valuations, revealing what happens when trust is deemed to have outlived its market worth.

Stagwell to acquire ADK Global

The move marks Stagwell's first acquisition in Asia-Pacific and 12th globally since 2024, onboarding a host of new capabilities including integrated marketing and media expertise worldwide.

'Media isn’t a commodity. Treating it like one is a massive mistake': Ebiquity CEO

Ruben Schreurs tells Campaign why litigation, platform volatility, and outdated media models are distorting decision-making—and why advertisers need to focus less on adjacency panic, and more on strategic clarity.

Droga5's Tara Ford on big work, bold moves, and why she’s not done creating yet

The award-winning chief creative officer discusses leaving ANZ at its peak, joining Accenture Song UK, and what's next for creativity ahead of Cannes.

Jaguar's contentious rebrand finally gets its car moment, but questions remain

After much heated debate over its 'carless' rebrand and accusations of 'woke' marketing, Jaguar unveils its Type 00 concept car in Miami. But with prices set to surge and a pivot to art-world luxury, some critics are still saying the British marque has gone too far in its reinvention.

'Measurement is the new currency': OMG APAC's Tony Harradine on media's next chapter

As holding networks consolidate and AI reshapes the industry, Omnicom Media Group's APAC CEO talks about maintaining agency independence, China's future, weathering pitch losses, and why his biggest leadership lessons come far from the boardroom.

It's time we stopped treating Gen AI like our dirty little secret

All this heated discourse about AI in creativity misses a simple truth: This revolution isn't waiting for universal approval. It's already here—time to trade the resistance for renaissance.

Why Bluesky is emerging as X's most promising advertising alternative

With over one million new users since the US election and a growing professional base, Bluesky is emerging as a serious contender in the social media landscape. Here's what advertisers need to know.

Tech on Me: Political tension meets platform drama

As big tech's entanglement with politics draws fresh scrutiny post-US election, Western platforms face a deepening trust crisis—from X's advertiser exodus to Meta's legal battles—while Asian tech firms vie to emerge as credible alternatives.

PHD wins $35 million Bosch China media account

EXCLUSIVE: The multimillion dollar corporate media mandate moves after a competitive review process in Q2.

Beyond Wall Street: Dow Jones on redefining legacy media for a new era

As the media industry navigates a mercurial landscape, Dow Jones’ global CCO, CMO, and EVP and GM for leadership, luxury, and events sit down with Campaign to discuss why their news goes well beyond the parishioners of finance.

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.

Trump’s victory isn’t just America’s crisis—it’s a global marketing lesson we ignore at our own peril

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.

FCB India's Dheeraj Sinha on commanding agency results and self-respect

Marking one year in his role as CEO of FCB Group India and South Asia, Sinha sits down with Campaign to discuss building a culture of “swag, not arrogance," his intense leadership style, and empowering young talent.

GroupM wins Honor’s global media account, taking over China planning from Publicis

EXCLUSIVE: The contract will run from 2025 to 2028, with an option for a one-year extension.

Mastercard highlights value of inclusion in new autism campaign

EXCLUSIVE: Mastercard’s Julie Nestor talks about the brand’s #AcceptanceMatters campaign which aims to foster awareness and empathy around invisible disabilities.

GroupM appoints Milton Liao as South China client president and Greater Bay Area head

Liao will also continue to lead Wavemaker Hong Kong—with a focus on optimising client services and driving outbound business for Chinese brands.

McDonald’s Singapore rallies youth to embrace self-love and resilience

Launched on World Mental Health Day, the 'Lovin' Me' initiative aims to support youth mental wellness through music, podcasts, and resources, tackling the growing challenges of emotional well-being among young people.

‘Marketing spend isn’t decreasing, it’s just going elsewhere’: Bain & Co’s leaders

EXCLUSIVE: Bain’s Andreas Dullweber and Henrik Naujoks reveal shifts in spend, how today’s marketers are underutilising data, and navigating the balance between creativity and data.

Wavemaker China CEO exits, Nexus and Choreograph appoint leaders

EXCLUSIVE: Jose Campon departs after four years with the agency, while GroupM announces new leadership for Nexus and Choreograph in China.

Dentsu APAC CEO Rob Gilby steps down

Gilby exits Dentsu APAC after just over two years in the role, marking the latest in a series of senior leadership reshuffles at the Group.

US election outcome will affect Asia’s workforce and productivity: Anthony Scaramucci

During a recent visit to Singapore, the former White House director of communications spoke to Campaign about the intersection of geopolitics and business, highlighting the challenges Asian companies face amid shifting US policies, and the upcoming US election.

How Black Myth: Wukong evolved cultural storytelling in gaming

Having generated over $866 million within weeks of its release, the Chinese game's success offers key insights for marketers on the power of authentic, culturally rooted narratives in a region eager for representation.

Publicis ANZ’s creative and media chiefs on the increasingly blurry lines of agency disciplines

‘It’s becoming quite difficult to distinguish between what is a media idea and what is a creative idea’, say Dave Bowman and Imogen Hewitt during an exclusive chat with Campaign.

'Asia isn’t just part of the story—it is the story': WSJ’s Deborah Ball on why global news attention is shifting east

A year after taking the helm, The Wall Street Journal Asia's editor unpacks the newsroom’s strategic reboot—from a strengthened team in Singapore to a renewed focus on fast, analytical, and irreplaceable journalism.

We Are Social appoints APAC CEO, launches Thailand office

EXCLUSIVE: The social-led agency is expanding its regional presence with the appointment of Suzie Shaw to the APAC role and a renewed Bangkok leadership structure. Campaign has the details.

Former Dentsu APAC heads launch regional B2B marketing agency

EXCLUSIVE: Grove B2B will focus on APAC-wide advisory-to-activation, as the agency hopes to break the traditional legacy B2B model and deliver marketing-as-a-service underpinned by business results.

Not every brand or company needs to build AI to leverage it: Google's Sapna Chadha on finding balance in SEA's creator economy

Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.

'Creativity is not bound by age, it only evolves with experience': Atifa Silk on redefining success in a youth-obsessed industry

Haymarket Media's managing director for Asia gets candid on navigating stigma, ageism, and the challenges women face ahead of International Women's Day and Campaign's inaugural 50 Over Fifty awards.

Is there more to adland's talent crisis than we think?

OPINION: What if the industry's persistent talent woes aren't just about scarcity, but also a growing disconnect between the creative promise we sell and the operational reality we deliver?

'Don’t give it away for free': WPP’s Rob Reilly on why creative still deserves a formidable price tag

Following WPP’s strong showing at Spikes Asia 2025, its global CCO gets candid on charging for creative, pushing back against mediocrity, and making curiosity a non-negotiable—for work and for life.

Mash names all-female executive team, shifts global HQ to Singapore

EXCLUSIVE: Founder Tash Menon-Verheul steps into a board director and advisory role as the creative agency enters a new phase of growth across APAC.

Golin’s Jonny Bentwood on why PR won’t move forward if it keeps measuring backwards

With pressure mounting on CMOs to maximise the value of every channel, Golin’s global analytics lead argues that PR must stop proving its worth after campaigns end—and start using data to guide what gets made in the first place.

Forsman & Bodenfors expands earned-first model as Po Kay Lee takes on Asia role

After more than three years leading Forsman & Bodenfors Singapore, Po Kay Lee’s elevation to Asia president comes amid a series of regional wins—and signals a push to reorient the agency’s creative process around ideas, not just media spend.

Out-of-phone: What happens when creator content leaves the feed?

TikTok’s Dan Page and L’Oréal’s Abhishek Grover share insights from a Southeast Asia-first campaign that tested the power of creator storytelling across screens and cities.

McCann Worldgroup names Brandon Cheung Southeast Asia CEO

Cheung tells Campaign he will focus on scaling social, audience intelligence and automation across the region, as outgoing CEO Nick Handel moves to London to lead MRM UK.

Havas’ global leaders on smart acquisitions, serious CX, and scaling with intent

Less M&A, more CX. Campaign Asia speaks with Havas’ global and regional leads about how the network is reshaping its business with CX at the core, avoiding the temptation of scale, and its plans in APAC.

Havas launches Havas Red Japan, expands capabilities under merged media model

Led by managing director Masashi Kitaichi, the agency will focus on PR, social media, and experiential marketing to deliver tailored solutions for local and global clients.

Wit, grit, and a dash of banter: How Saatchi & Saatchi’s dynamic duo keep creativity fresh

Mandie van der Merwe and Avish Gordhan, the creative duo at Saatchi & Saatchi Australia, sit down with Campaign to discuss navigating creativity in a tech-driven world, the flexibility in their partnership, and their relentless pursuit of excellence.

Mondelēz China CMO exits following e-commerce investigation

Mondelēz China confirmed to Campaign that two employees have departed the company following an investigation that took place in late July.

We Are Social Singapore launches global creative collective

Powered by .XYZ, the future strategy and innovation arm of We Are Social, Vector aims to leverage a global creative collective to provide brands with innovative solutions that aim to go beyond traditional agency models.

Bloomberg Media's digital chief on gaining subscribers, navigating algorithm uncertainty, and leveraging AI in news

As Bloomberg Media surpasses 600,000 subscribers worldwide, the news organisation’s chief digital officer, Julia Beizer, speaks to Campaign about the evolving nature of digital news and how the company is staying ahead of industry shifts.

Dentsu H1 2024 earnings: Japan grows with digital ad gains as APAC struggles with market challenges

Dentsu Group reported a 0.2% organic revenue increase in Q2 2024—with Japan's digital advertising growth leading the charge. However, APAC's growth lags as client losses and market challenges persist, impacting overall regional performance.

Why the ascendancy of Asia will be key to shaping the future of the ad industry

In an exclusive chat with Campaign at Cannes Lions 2024, McCann Worldgroup APAC's Shilpa Sinha unpacks the findings of the Group's latest thought leadership on Asia's unique blend of tradition and innovation, and why it's setting new global benchmarks.

New SkillsFuture campaign encourages Singaporeans to upskill as job market slows

Created in partnership with Fiftyfull, the timely film and adjacent assets shine a spotlight on the significance of overcoming learning barriers in a precarious economic climate, and giving yourself and your family a chance at a better future.

Former GroupM China executives to face Shanghai court over bribery allegations

EXCLUSIVE: The trio will appear before Shanghai's Intermediate Court next week, marking the latest chapter in the bribery scandal that rocked WPP's GroupM China in October last year.

'The industry doesn’t need another behemoth’: Mark Penn on Omnicom-IPG

The political kingmaker-turned-Stagwell-chief tells Campaign why the $31 billion merger could see thousands of layoffs, shift pitch dynamics, and prove that AI will favour smaller players in the long run.

Omnicom and IPG 'huddling together as cold winds blow': Martin Sorrell

S4 Capital head and former WPP chief talks to Campaign about Omnicom-IPG's $30 billion mega-merger—predicting 7,500 job cuts, dismissing AI claims as 'smokescreen', and warns of 'brutal' integration ahead.

Publicis and OMD shine at SEA's Agency of the Year

Leo Burnett and BBH Singapore stole the spotlight, as OMD took home media glory.

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 truth doesn't take sides': BBC’s global news chief

In an era where algorithms reward outrage and newsrooms rush to take sides, the business case for impartial journalism faces its toughest test yet. BBC's Jonathan Munro unpacks whether swimming against the tide still makes strategic sense.

Magazines vs. the metaverse: Can traditional print differentiate in the AI boom?

AI is in, print is out...or is it? Creative glossies and magazines might still have more to offer than meets the tech eye, analyses Campaign Asia-Pacific's editor.

Personality key to fostering creative teams, shares Vogue Singapore Foundation

Aimed at shining a light on greater representation and support for creatives in Singapore, the foundation hosted their first educational session in partnership with Ray Dalio’s Principles US.

Google misleads advertisers, violating standards, says video ad research report

The tech giant has failed to meet promised standards when placing video ads on third-party sites, reveals a new study by the brand ad-analysis company, Adalytics.

Ogilvy and Mindshare split top APAC network awards at AOY 2023

With four out of four Network metals in the bag last night, WPP took home all the coveted honours at this year's awards ceremony, hosted live from the glitzy Ritz-Carlton in Singapore.

Senior leadership reshuffles at Dentsu APAC, as agency re-aligns to new Global Practices structure

EXCLUSIVE: As APAC leaders Cheuk Chiang (Dentsu Creative) and John Riccio (Merkle) exit the company, Campaign speaks with Dentsu APAC CEO Rob Gilby on their departures, their new Global Practices structure, and why agency convergence doesn't have to be a sign of doom and gloom.

AI, sustainability, Web3 and a need for continuous innovation: Vogue Singapore pins down 'what's next' in the worlds of fashion, creative and more

INSPIRATION STATION: AI is a new tool to harness self-expression, the metaverse has democratised creativity and sustainability is key to the future of design and fashion—get inspired by the insights from Vogue's 'Next in Vogue' in Singapore.

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.

Pond's new campaign with Ogilvy Singapore taps into women's unrealised skin desires

With over 177 years of heritage, the Pond's Skin Institute has partnered with Ogilvy Singapore to launch a new Bright Miracle product line with Tzuyu, its new K-pop brand ambassador.

WPP fires executive detained in Shanghai over bribery charges

The executive was terminated following a post by Shanghai's economic police, alleging that multiple former employees of an ad agency in China had taken advantage of their positions and facilitated large bribes.

Shanghai's economic police confirm GroupM executive detained on bribery charges

Following yesterday’s report in Campaign Asia-Pacific, the Shanghai Economic Investigations Department has released an official statement implicating three members of GroupM on bribery charges, including two former employees.

WPP executive understood to be detained in Shanghai, GroupM office raided

The latest detainment comes as China continues to crack down on foreign companies’ conduct in light of evolving data, security and corruption laws.

Credibility is key whether working on films or with brands: Bollywood star Ayushmann Khurrana

Touted amongst one of the top 15 brand ambassadors in India, Bollywood A-lister Ayushmann Khurrana has paved an unconventional path for himself both inside and outside of cinema. He sits down with Campaign to discuss acting, activism and all things authenticity.

Communications can lead AI innovation: Ruder Finn CEO Kathy Bloomgarden

In an exclusive interview, Ruder Finn CEO Kathy Bloomgarden shares her thoughts on communications' rightful place at the C-suite table in a post-pandemic world, and why it can lead with AI applications.

Ruder Finn acquires boutique digital marketing agency Pandan Social in Malaysia

EXCLUSIVE: Their latest acquisition bolsters Ruder Finn's ongoing efforts for expansion in APAC, integrating 14 new specialists into their Asian arm across the areas of strategy, PR, creative, video production, influencer management, website development and more.

UA Finance & M&C Saatchi Spencer uplift Hong Kongers during “challenging times”

As economic doom and gloom shadows over the lives of ordinary citizens, UA Finance and M&C Saatchi Spencer unveiled a clever outdoor activation that focused on uplifting those who need it most.

Is the era of human-generated journalism officially over?

From AI anchors to articles churned out by Chat GPT, what's the value today of a human journalist in a world where it costs only $400 to machine-generate the news? Plenty and then some, editor Rahat Kapur opines.

DoubleVerify’s global CCO: “If you run your business by looking at the stock price, you’re going to make some not very good decisions.”

DoubleVerify has been verifying data for hundreds of leading global brands for well over a decade. As an era of misinformation further beckons, their global CCO speaks exclusively to Campaign on what they're doing to overcome critical challenges.

HSBC tops Design Bridge and Partners x Kantar BrandZ list for Hong Kong

Beating out over 129 other brands to secure the crown, Campaign chats to HSBC's Brian Hui and Design Bridge and Partners' Hannah Duley on what it took to top their charts.

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.

Artificial intelligence: Tech marvel or 'morally problematic'?

CAMPAIGN 360: Delving into the ethics of artificial intelligence in his keynote address, Quintessence AI's CEO Hubert Etienne unpacked the AI 'black box' and how it holds the key to marketing more responsibly.

'Hire women: They do all the work and take none of the credit’: Cindy Gallop gets candid with Campaign

In a no-holds-barred conversation ahead of her headline appearance at Campaign 360 on May 14, adland veteran Gallop gets real about 'radical simplicity', women-led industry change, why the agency model is devaluing itself, and her sex-positive venture.

Andy Wilson launches sustainability-focused agency

The former Ogilvy head of sustainability for APAC has launched Early Majority, partnering with UK-based creative agency MSQ Sustain to help clients tackle environmental pressures in the Asia-Pacific region.

Alexis Ohanian on investing in women's sports, AI, and the future of Asia

Campaign Asia caught up with the Reddit entrepreneur and Seven Seven Six founder at the Bloomberg Bistro in Cannes last month, where he discussed his investments in AI, deep tech, women's sports, and why Japan is a key focus for the future.

Mondelēz China executives reportedly questioned in e-commerce investigation

Mondelēz China confirmed an ongoing matter in a statement to Campaign, saying the relevant employees have been placed on administrative leave pending investigation results.

Google abandons cookies plan: APAC experts weigh in

Google's decision to backtrack on removing cookies has left the ad industry in a tailspin. As the dust settles, Campaign speaks to industry experts to find out how marketers can cope with the latest news.

I only endorse what I believe in: Bollywood actor Sonam Kapoor

From Bollywood to brands to businesses, the multi-hyphenate star sits down for a candid chat with Campaign on balancing ambassadorship deals with integrity, her love for luxury, and why authenticity is her ultimate accessory.

Tourism Western Australia scouts for new marketing agency in SEA

The selected agency (ies) will play a crucial role in executing campaigns, reporting marketing trends, and developing stakeholder partnerships to boost Western Australia's appeal as a holiday destination across Singapore, Malaysia, and Indonesia.

Andrew Baxter: ‘Business planning should be simple and practical’

To avoid getting lost in lofty, ethereal value statements, business planning should accurately and speedily spell out a company’s goals, says the Australian marketing veteran in an interview with Campaign.

TSLA unveils expanded PR arm

The experiential and advocacy arm of The Secret Little Agency, PPurpose, is expanding its services to include everything from communications strategies and media outreach to PR event management and crisis comms.

‘Women’s careers are an investment, not a sacrifice’: IPG leader MJ Kim

To commemorate International Women’s Day, we speak with the Korea CEO of IPG Mediabrands on the evolving role of the ‘working housewife’, why higher education is key, and a priceless lesson attained from Tom Cruise.

Ten questions with Ingrid Verschuren: Head of Data Strategy & AI, Dow Jones

As the generative AI boom sweeps over the media industry, Campaign catches up with Dow Jones' Ingrid Verschuren to discuss how the news and finance conglomerate is embracing artificial intelligence and navigating both its threats and opportunities.

Woes for Woolies: Woolworths CEO Brad Banducci announces retirement following disastrous media appearance

Australian supermarket Woolworths found itself in the midst of a reputational blitz this week, as CEO Brad Banducci walked out of a major Australian interview when pressed on unfair pricing tactics, then announced his retirement days after.

Ex M&C Saatchi Singapore MD Madina Kalyayeva joins Tilt

As managing director and partner, Kalyayeva will be tasked with shaping the agency's strategy, client service and culture.

Patrick Xu steps down as CEO of GroupM China

EXCLUSIVE: After 10 years with WPP, Patrick Xu, the company's country manager and CEO for GroupM China, has resigned. His role will be split and replaced by existing WPP senior executives, Rupert McPetrie and Chris Reitermann.

The future truly lies in Asia: Havas' Rana Barua

Campaign speaks to Rana Barua, Havas' group CEO for Southeast and North Asia, on his expanded role beyond India, exploring the potential for strategic alliances in APAC, and why AI is now an inevitable part of life.

Why many brands and agencies are tempering Gen AI investments

EXCLUSIVE RESEARCH: When it comes to generative AI, the results of a Forrester and Campaign Asia-Pacific survey reveal that brands and agencies alike are still cautious about this new technological gold rush.

Not perfect, just Bettr: How a Singaporean coffee brand is humanising sustainability

As the first B-Corp-certified company in Singapore, Bettr Coffee has partnered with design practice Anak to not just redesign its packaging, but realign consumer perspectives on embracing sustainability with perfect imperfection.

Campaign at Cannes 2024: Editor's blog

Chill your rosé and pop the cork—it's Cannes Lions 2024! Join Campaign Asia-Pacific's Rahat Kapur as she takes you on a walk down the Boulevard de la Croisette live from this year's extravaganza, behind-the-scenes at the best talks at the Palais, unpacks the winning work with jurors, and more.

Australian Tax Office blames TikTok influencers for fleecing them of $780 million in fraud

The GST-related tax scam is said to be valued at over $2.99 billion, emerging via financial influencers on the social media platform TikTok in mid-2021.

'What's true in life is true in advertising': McCann's Harjot Singh on why great strategists will always be students for life

After 13 years at the organisation, McCann Worldgroup's group chief strategy officer is no stranger to the whims and fancies of the creative calling. In an exclusive chat with Campaign, he shares his thoughts on life, advertising and finding the magic in everything that falls in between.

Not so secret anymore: TSLA announces major leadership reshuffle with new group CEO and co-chief creative officer