Branding
Women to Watch 2024: Meet the exemplary women in APAC marketing and communications
Campaign Asia-Pacific announces its 12th annual Women to Watch, highlighting exceptional leaders and diverse talent powering the region's marketing boom.
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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.
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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.
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Performance vs. branding? You're asking the wrong question
While marketers wage endless war over metrics versus memory, the smartest brands have already moved on, argues Quantum's Saim Qadri.
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Malaysia's FashionValet faces corruption probe after US$10 million loss of public funds
Malaysia's Anti-Corruption Commission has officially opened an investigation into the US$10 million loss of state funds invested in the local fashion ecommerce platform.
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Top 10 electronics brands in Southeast Asia
Samsung has beaten stiff competition from other global players like Apple and Panasonic to become Southeast Asia’s top electronics brand in 2024. Dive into the insights from Campaign’s exclusive research with Milieu Insight.
Is brand sponsorship enough for Asian sports?
As brands embrace grassroots support and local sports initiatives, the VP of Toyota Motor Asia explores how investments beyond ambassadorship are essential.
Biti's Hunter 'steps forward' in new branding campaign
REBRANDING EXERCISES: The Vietnamese footwear brand taps Dentsu Redder to resonate with a new generation through its new streetwear-inspired offering.
Landor: Tap branding as the key to corporate transformation
Landor's APAC president Lulu Raghavan says one's brand can make up to a third of the total value of a company.
Victoria’s Secret’s comeback fashion show portrays ‘tokenistic’ brand identity
Campaign speaks with experts about the brand’s ‘muddled’ messaging as its attempt to rebrand itself as inclusive missed the mark with consumers.
Campaign Agency of the Year Global Awards 2024: Entries now open
Drawing submissions from over four continents, these awards invite you to showcase your imagination, creativity, and commercial prowess on a global stage, competing head-to-head with the industry’s finest.
Top 10 food brands in Southeast Asia
The Philippine's Jollibee has pipped global giants like McDonald's and KFC to become Southeast Asia’s top food brand in 2024. Dive into the insights from Campaign’s exclusive research with Milieu Insight.
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Chinese-Canadian actor Simu Liu criticises boba brand for appropriating Asian culture
In a CBC Dragons' Den episode, Liu criticised the brand's founders for their insensitivity to boba tea's cultural origins—sparking widespread social media support for respecting Asian products and avoiding their exploitation for profit.
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How brands can make dynamic pricing fairer for customers
Dynamic pricing is one of the hottest trends in e-commerce, but while it benefits brands by optimising profit margins, Campaign explores how it can be made fairer for consumers.
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Ratan Tata: The quiet titan who shaped global business and social good
Under his guidance, Tata Group became a global conglomerate with a brand value of $28.6 billion and India’s most valuable company, symbolising the country’s economic ascent.
DDB hires Chris Nurko as global director of brand integrity and experience
EXCLUSIVE: The newly created role brings Nurko to DDB from another Omnicom holding, Interbrand.
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Top 10 beauty brands in Southeast Asia
Indonesia’s Wardah surges past global giants like Vaseline, Dove, and Nivea to become Southeast Asia’s top beauty brand in 2024. Dive into the insights from Campaign’s exclusive research with Milieu Insight.
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80% of brands worried about agency use of gen AI, WFA survey finds
Half of brands also shared they're planning to change contracts with agencies to address legal, ethical and reputational risks.
The inside story of the Kamala Harris-inspired ice cream from Ben & Jerry's co-founders
The flavour is not from Ben & Jerry’s. But that’s not showing up in a lot of media coverage.
Kantar BrandZ reveals 2024’s most valuable Chinese brands
Tencent remains at the top of the list for the fourth consecutive year, and Huawei has returned to the top five.
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