Analysis
Game on: Inside Razer’s quest to turn avid gamers into brand loyalists
From influencer collaborations to luxury chair designs, Razer's global head of partnerships and PR, Nikhil Kharoo, explains how community engagement, bold collaborations, and a gamer-first ethos drive the brand’s success.
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.
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PHD holds the top spot in the final APAC media league of the year
Omnicom-owned PHD extends its lead in the final 2024 APAC media table, while Mindshare vanishes from top 20 after significant losses, including Volvo.
‘The White Lotus effect’ on Thai tourism
For its third season, HBO’s The White Lotus has shifted location to Koh Samui in Thailand, provoking increased interest in the destination, based on data by Carma.
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.
4 flashpoints in the Trump White House's war with legacy media
From banning AP correspondents to canceling subscriptions, here are a few ways the Trump administration is intentionally stressing its own relationship with mainstream journalists.
Micro dramas: Is the rags-to-riches medium a heartbreak for brands?
With their short duration and vertical format, micro dramas offer fresh entertainment to social media users. But as a marketing channel, they demand special consideration from brands.
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Rejuvenating the lost art of long copy ads
Long ad copy isn’t dead—it just needs a comeback. Wit and storytelling still sell, says Thought Blurb’s founder and CCO.
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How to put creativity back into media buying
RedTrack’s Vladyslav Zhovtenko examines the impact of context-switching, yet at the same time why marketers shouldn’t automate everything.
Creative Minds: Fachrul Rizal considers advertising his kitchen
Having passed up a career crafting culinary masterpieces, Dentsu Creative Indonesia’s Fachrul Rizal brings the rigour of a Michelin-obsessed chef to advertising and creativity.
Gen Z isn't buying Black History Month campaigns from brands scaling back on DEI
Posting alone isn’t enough to cover anti-DEI behavior anymore, says Adfero’s Kayla Marrero.
Google is on a mission to make using AI ‘A-OK’
The tech giant’s AI Lighthouse Program is one of a slate of recent efforts to give its Gemini tools the human touch.
Martin Sorrell on 'lack of strategy' at Omnicom and why WPP should be 'broken up'
In an interview with Campaign Germany, the 80-year-old S4 Capital chief executive took aim at rivals, fielded questions about his own holding company and made predictions about the future of adland.
40 Under 40 2024: Titipun Tubthong, Brilliant & Million
Championing clever uses of AI, Tubthong is transforming businesses through creativity and technology while fostering innovation at every step.
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Should brands compensate consumers for their data?
As brands increasingly adopt tactics to collect first-party data, questions arise about the value of compensating consumers for their data and how such practices might influence customer loyalty and trust.
1000 Media: Can Nas Daily’s storytelling magic shake up Indian marketing?
Nuseir Yassin’s latest digital marketing company bets on fast, AI-powered, emotion-driven storytelling to help brands break through digital clutter—starting with India.
Which agency was crowned the global new-business winner in 2024?
Publicis Media edges closer but is unable to knock the Omnicom shop from the top.
'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.
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Advertisers of the month in Malaysia: Watsons, Milo, and Nivea
The three brands led advertising awareness gains in Malaysia during the month of January, with Watsons’ Chinese New Year campaign achieving the highest visibility.
Time to Nike-ify DEI
Why we need to rescue the concept of 'merit' from being solely a Trump card.
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