Advertising
How personality test MBTI penetrated the marketing world
The famed personality test is being utilised by brands to not just categorise its consumers to relevant products, but also to inject playfulness in their campaigns. The question then—does it sell, or is it just a social-media talking point?
Hello Kitty and Kuromi star in Sanrio’s OOH push against knockoffs
Sanrio’s latest campaign is a clapback against the counterfeit industry, but can consumer education and marketing really curb demand for cheaper alternatives?
Performance and staff numbers decline across global agency groups in 2024, as restructures continue
An analysis of key trends from the performance of global holding companies through 2024.
Lewis Hamilton welcomed to Ferrari and Italy with non-alcoholic beer from Peroni
Created by McCann London, the film marks the start of The Italian Way campaign
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Lifebuoy urges Indonesian youth to get 'possessed by coolness'
The soap brand presents itself as the solution to the country's record-breaking heatwaves in a horror-comedy to resonate with Gen Z.
Spikes Asia live judging underway in Vietnam
GALLERY: More than 80 jurors from across Asia Pacific are in Da Nang, judging the best creative work from across the region in contention for a coveted Spikes Asia Award, ahead of the April 24 gala.
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Havas and Moonfolks form media alliance in Indonesia
EXCLUSIVE: Moonfolks, formerly M&C Saatchi Indonesia, enters an alliance with Havas to fill its missing media capability with the aim of creating a full-service agency with end-to-end solutions.
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.
Bloomberg Media ropes in The Brutalist director for latest edition of Context Changes Everything campaign
The campaign is driven by a global full funnel strategy including CTV placements in Singapore.
Can AI complement the spiritual essence of Ramadan?
PHD MENA’s Ban Samara on the role AI should play in the sensitive territory of spirituality.
Recently launched Google Ads tool to help advertisers monitor carbon emissions
The tool has undergone testing for around a year with advertisers including L’Oréal and LVMH.
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Jack Morton expands to Tokyo following growth of Japan business
EXCLUSIVE: The experiential agency appoints Mayumi Ninomiya as general manager and targets doubling revenue by 2025.
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.
Samsung, Nissin, Oreo are YouGov's top advertisers of the month in SG
Samsung's high-profile launch campaign for its AI-powered Galaxy S25 series take it to pole position.
Coca-Cola media business contract lies between Publicis and WPP
Incumbent WPP first won the business in 2021, and formed a bespoke unit called WPP Open X dedicated to the beverage brand client.
Greenwashing allegations against Mars lead to AMV BBDO facing employment tribunal
Former creative partner at the agency Polina Zabrodskaya alleges 'harassment and discrimination' after raising concerns about campaigns.
WPP and Bain mull sale of Kantar Worldpanel data division for $6.5 billion
The deal could give WPP, which owns a 40% stake in the research company, a new source of cash after the ad giant suffered a $55 million profit drop in its latest earnings.
Clean Creatives highlights fossil fuel risks in Omnicom-IPG merger
The group is urging shareholders to demand greater transparency on fossil fuel-related risks, before approving the merger.
The rational consumer: Why China’s shoppers are spending smarter, not more
A new mindset is reshaping the Chinese consumer—64% now prioritise emotional fulfilment over material goods. Live entertainment, wellness and self-improvement are taking precedence over luxury shopping. For brands, selling happiness now matters more than selling products.
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HSBC’s CMO on using Hong Kong as a backdrop to storytelling
To commemorate HSBC’s 160th birthday, Shum talks with Campaign about marketing efforts to mark the occasion, how the brand maintains relevancy, and utilising the fabric of Hong Kong in its marketing.
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