Klook’s next trip is Wall Street. Marketer Marcus Yong and TSLA’s Eunice Tan look back on a decade of turbulence, their new campaign with Marie Kondo, and turning bookings into something bigger... transformation.

After 60 days travelling solo through 30 cities in China, Wai Social founder Olivia Plotnick shares what she saw and learned.

Qualtrics’ Southeast Asia strategist Irene Ng warns that brands are mistaking AI adoption for AI acceptance and it’s costing them trust. While 68% of Singaporeans believe AI can make life better, barely 40% believe companies will use it responsibly.

As 90% of brands expand into new-language markets, at All That Matters 2025, marketers say bold risks, cultural authenticity and fan-driven creativity are now table stakes.

Two creative directors of global agency Forpeople share lessons in working with Chinese clients, ditching past assumptions to strike a balance in design expression for premium brand experiences.

Shoppers' abandonment rates remain high as 48% of consumers turn to AI agents to secure better deals and filter choices, posing challenges to brands trying to win the digital shelf.

From record-breaking smartphone launches to turning tech campaigns that stand out, Renreng has helped Xiaomi Indonesia become a market leader while mentoring the next wave of local marketing talent.

Known for her innovative and culturally resonant brand strategies, Rodriguez-Schwartz excels at delivering the ‘wow’ factor in consumer F&B experiences.

Applying her skills as a storyteller, content creator and marketer, Kapur is driving an agenda of growth and accessibility for young professionals across India.

In just half a decade, Dylan Yu has shaped Oppo from a budget player into a culturally attuned, community-conscious market leading smartphone brand in Singapore.

As brands invest in AI tools to engage with consumers, a recent Twilio media briefing in Hong Kong says 60% of people don’t believe brands act in their best interest when it comes to their data.

WPP OpenDoor’s latest campaigns swap ‘because you watched’ for mood-led recommendations, using AI to pair streaming suggestions with emotions — and even food orders.

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

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

With fewer people getting married or having children in China, many young adults are turning to pets, plush toys, and AI for comfort and connection, creating fast-growing markets that reflect new ways of building emotional bonds beyond traditional families.

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

Hundreds of brand marketers will attend the flagship event for two days of networking, inspiration, and insights from multiple stages and formats. During this time, Campaign Asia-Pacific will reveal its coveted lists of the top 50 brands and brand marketers.

As the 618 shopping festival kicks off earlier this year on May 13, RedNote and Alibaba Group have joined forces to integrate Xiaohongshu with Taobao and Tmall amid an increasingly competitive ecommerce landscape in China.

With Apple announcing its shift to AI search tools, the impact on the digital landscape could be disruptive as SEO experts rethink their strategies.

As generative AI evolves, a prompt-first economy will drive commerce, and it will be based on relevance, accuracy and structured data, predicts Lionel Sim, founder of AI Capitol.

The streaming giant is also rolling out a TikTok-style vertical feed to simplify browsing and boost content discovery.

BRAND HEALTH CHECK: In just 10 months, Meituan-backed Keeta has taken Hong Kong’s food delivery market by storm, toppling competitors with aggressive discounts and bold tactics. But is its cash-burning spree and rapid rise sustainable, or is a crash inevitable?

While AI offers efficiency, many still prefer human interaction for complex customer service issues, prompting questions about a balanced approach that combines technology with empathy.

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.

Agencies ought to tap into performance marketing's ability to inspire confidence within boardrooms, say Leo Burnett's Josh Bullmore and Richard Clay from Zenith.

Globally, AB InBev invested $7.2 billion in sales and marketing in 2024, focusing on strengthening its mega brands and building brand equity in high-growth markets like India.

Meghan Joyce, CEO and co-founder of Duckbill, explores the historical, scientific and technological reasons behind the feminine voices of AI assistants.

App usage in Indonesia surges during Ramadan, especially for shopping and entertainment. Community-based strategies and personalization are key to brand success.

Havas, EssenceMediacom Brisbane, We Are Social, oOh Media and more in this week's people moves and account wins round-up.

PHD MENA’s Ban Samara on the role AI should play in the sensitive territory of spirituality.

Fixing geographical issues in China and Indonesia and accelerating India are among Fernandez’s key priorities.

Pandering to GenZ by ‘meme-jacking’ will not help brands if they do not compensate and credit creators, says Bob Gold & Associates’ Albert Heape

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.

Amid a flood of internet micro-trends, brands can stand out by using data to offer genuine insights about their products to consumers.

OUTLOOK 2025: A clear, concise and constantly updated guide for industry trends and predictions—all in one place. Check back often for the freshest updates.

As the Campaign Asia-Pacific team signs off for the holidays until January 6, we wrap up 2024 with a festive ode to the year’s biggest marketing moments.

From Apple’s cultural misstep to Bumble’s billboard backlash and Jaguar’s controversial rebrand, here’s Campaign’s take on the brands that tripped up in 2024, offering lessons in creativity, cultural awareness, and the ever-tricky art of reading the room.

John Wren and Philippe Krakowsky speak to Campaign.

Check out the complete winners list from Campaign's final AOY 2024 event for Singapore and Malaysia, as well as several Southeast Asian regional awards with entrants across five markets.

Brands including Grab, Meta, TikTok, Unilever, and Warner Music Asia will be represented on the jury for 2025—and Mongolia joins the jury for the first time.

Also imparting a memorable mark: FCB Kinnect, Havas Media India, OMD, and White Rivers Media with their impressive wins showcasing gold, glory, and game-changing creativity.

During a tumultuous time in American media and advertising, the team will provide in-depth reporting on the business and cultural challenges plaguing the industry.

Launch of Campaign Germany follows Canadian expansion earlier this year.

Campaign's coveted Global Agency of the Year Awards are like no other. This year’s chair judge, Trix van der Vleuten, chief marketing officer at The Social Hub, shares how the awards drive agency success, her excitement for Asia’s social commerce innovation, and tips for crafting a standout entry.

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

As the online retail landscape in Southeast Asia heats up, Campaign explores the battle between platforms as governments seek to protect local merchants from the influx of cheap foreign goods.

Consumer goods companies are preparing for a potential slowdown in sales as price-sensitive consumers reduce non-essential spending.

Campaign Asia-Pacific announces its 12th annual Women to Watch, highlighting exceptional leaders and diverse talent powering the region's marketing boom.

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

It is shaking up the ad world, with immersive, data-driven campaigns that forge genuine, lasting bonds with consumers.