Opinions
Why more brands are finally ditching the perfect-family trope
Perfect parents, perfect kids, perfect home—ads love the fantasy. But as diverse households become the norm in Asia, Quantum's Rayhan Wildan Ramadhani explores how clever brands are embracing new family dynamics through fresh storytelling.
Keeping the creative fire alive in a global network
Global chief creative officers weigh in on cultivating creativity without losing identity in a large agency network.
Will you still need me, will you still feed me?
While discussions around ageing within advertising tend towards the gloomy, Current Asia’s chief executive has some practical suggestions to address the challenge.
Brands are still measuring the wrong things—it’s time to fix that
Metrics dictate business decisions, but do they capture what truly matters? Team Lewis' Calvin Siew explains why brands must break free from outdated KPIs and redefine relevance in real time to truly embrace customer-centricity.
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The value of experience: Why adland must address ageism
The advertising industry's obsession with youth risks sidelining seasoned professionals, leading to a loss of intellectual capital crucial for long-term success, argues IPG Mediabrand's Geoff Clarke.
What brands can learn from Anora beating Wicked at the Oscars
The Working Assembly’s Jolene Delisle says that cultural resonance is not about being the loudest, but being the most meaningful.
Will DeepSeek change the game in AI branding?
As AI brands seek to build trust and familiarity, DeepSeek’s bold identity signals a departure from the industry’s minimalistic norms.
Media is key battleground for agency giants in new world order
Growth in media reflects how the scope has become much broader for clients, and Omnicom’s acquisition of IPG is poised to drive further change in the sector.
Woolley Marketing: Is agency new business a marketing or sales activity?
Every agency is trying to find the sales pitch that will win the business, but in the process, you might lose the very differentiation that secured your place in the pitch in the first place, says Darren Woolley.
Why hasn’t adland tackled its long-hours culture?
Despite ongoing discussions about work-life balance, the industry remains caught in a cycle of late nights, last-minute deadlines, and climbing pressures. Adland weighs in on the persistent challenges and potential solutions.
Is CTV the new primetime for advertisers during Ramadan?
While traditional TV holds sentimental value, CTV offers advertisers precision, measurability, and creativity, says Xapads’ Edo Fernando.
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Here’s a thought: Marketers can sell anything—except their own value
Despite effectiveness being so high on the agenda, why are marketers still failing to make their case to the C-suite? Gurdeep Puri delves into the industry’s most frustrating paradox.
It's time to take a stand against bland marketing
AI can crunch data, but can it truly create magic? Anathea Ruys, CEO of UM Australia, urges brands to use it wisely—or risk fading into the noise.
How Steve Jobs’ legacy lives on through Apple’s creative impact
On what would have been his 70th birthday, Steve Jobs’ enduring legacy, built on creativity, vision and commitment to design, ensures Apple’s impact far outlives its founder.
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Why APAC agencies need shorter work weeks
APAC agencies should adopt a shorter work week to enhance productivity, improve work-life balance, and gain a competitive edge in talent retention, says Anne Rayner, CEO of Productivity Bargain.
Pitch consultants respond to 'pay-to-play' criticism: Don't 'lump all intermediaries in one bucket'
Industry body VoxComm said the rise of this model puts agency-client relationships at risk.
Do the latest holding company results signify a shift towards media first?
Industry leaders weigh in on what Dentsu, Omnicom, Publicis Groupe and Interpublic Group results mean for media.
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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.
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Take a peak: How marketers can turn digital noise into lasting loyalty
In an attention-starved and price-sensitive market, brands are battling for fleeting consumer focus. NP Digital's Neil Patel shares how leveraging emotional resonance through the 'peak-end rule' can create powerful moments that stick.
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