CAMPAIGN 360 PREVIEW: Brands today cannot afford to make mistakes with customer experience. From technology to content and beyond, Campaign looks at how brands can better understand and deliver what consumers want.
Great minds don't always think alike. This Autism Awareness Month, we're moving the dial on DEI to discuss why accessibility is still not high on the marketing agenda and why adland needs to think differently to make neurodiversity an asset.
McCann Shanghai pulls a charming and timely experiential campaign. We're toasting to their creativity and innovation.
The definition of boundaries is shifting—from emotional expression to personal pleasures—a Vice research highlights the tremendous transformation that Asia’s youth is undergoing. Campaign examines what this changing landscape means for brands targeting Gen Z.
TikTok's Shant Oknayan, the newly appointed head of global business solutions in APAC shares the platform's challenges like facing the US Congress and generative AI, as well as TikTok's plans for commerce.
The Asian magnet is drawing attention for all the right reasons. Understandably, domestic brands are not far behind. Here are those that dipped their toes in instant marketing.
Many female influencers encourage body positivity, encouraging followers to 'be themselves'. But has this meaningfully eroded harmful gender stereotypes? And is traditional advertising keeping pace?
Amid fears of greenwashing and a new era of greenhushing, brands are tiptoeing around communicating their sustainability journeys.
From takeaway boxes made of seaweed to compostable mailers made from plant-based materials, we meet those leading the charge to help brands end their plastic addiction and bring sustainable packaging to the masses.
Jacob Puthenparambil discusses the rapid growth of the agency and the use of AI tools which has become a trend.
Timely if not entirely timeless, the end product is trendy and nostalgic. If there ever was a masterclass in finding a middle ground, then this is it.
Industry experts weigh in on the best strategies for brands to nail the cultural tone and empathetic approach to connect during uncertainty.
Recently, brands like Lush, Balenciaga and Bottega Veneta have all walked away from social media. Is the anti-social trend here to stay? Are more brands likely to follow? And can they really survive without it?
Chris Reitermann and Kent Wertime sit down with Campaign Asia-Pacific to ponder the future of creativity in a sales-driven environment; the effects of tech layoffs for the agency world; and the unavoidable embrace of sustainability consulting.
Six in 10 CEOs are putting the kibosh on ESG investments in the spirit of corporate cost savings. We analyse the future of ESG amid talks of a recession.
Should agencies be supporting their employees' side hustles? We spoke to both agency leaders and their staff across adland in APAC to find out.
The recent spate of brazen celebrity scandals spotlights the risks brands face when they hook up with big names. For brands, this equates to a rethink of their marketing mix.
The brand is using the metaverse to 'demystify’ the orthodontist’s office.
Agencies across the APAC on how they are preparing for a potential global recession—and whether it could be an opportunity to shine for smaller agencies.
The apparel-maker made news this week for giving away its US$3 billion company towards climate-change efforts. We ask comms pros if this should set an example for other corporations.
The evergreen appeal of a cute animal can easily translate to ad deals, lucrative brand partnerships, and hundreds of thousands of followers. Here's why pet influencers are a goldmine for brands.
Beyond being just another social-media buzzword, ‘quiet quitting’ is having a real impact across adland. We ask industry leaders in the region how they are responding.
The F&B giant’s brand marketers explain how their latest multi-phased campaign reinforces a global brand locally, attempts to help Covid-hit communities and reaches GenZ all at the same time.
Keeping in mind pandemic learnings, we ask agencies their preferred working model going forward when it comes to fostering creativity.
While pay is a big draw, other compensation such as stock options and bonuses are a key attraction too.
Creative leaders in the region question whether the industry should prioritise awards tallies when looking for creative candidates.
While content creators have been flooded with work recently, they've also had to contend with a flood of copycats. But lax legislation and hesitancy for creators to take action remain pending issues.
Consumer understanding of data privacy is more sophisticated than ever, and brands should step up their game on protection, according to WE’s Brands in Motion study.
As agencies and marketing teams increasingly outsource their core offerings, freelancers are being inundated with requests. But issues such as reskilling, timely payments, and burnout are prevalent.
In his first interview since becoming Unilever's global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition.
As more and more brands are keen to get their foot in the door, we explore if it makes sense for all sectors to enter the metaverse and whether brands are clear about what they want to achieve in the space.
To drive home the idea that the metaverse is for everyone, Forsman & Bodenfors launches Kami, a confident young woman who wants to smash barriers in the digital space. Go behind the process of creating her.
We dive into what does it takes to create a virtual influencer from scratch and consider the efforts vs rewards for brands.
Amid record numbers of foreign talent leaving traditionally expat-heavy markets like Hong Kong and Singapore, we explore the repercussions for agencies.
A dearth of women in creative roles can greatly affect communications and narratives being pushed out, according to PR leaders.
A new report shows that securing coverage is no longer the end-all for PR clients as the move towards activity-based KPIs and real-time social data becomes evident.
A strong online presence is important to boost visibility and ‘sell’ your skills—but should it supersede meritocracy?
Can healthcare comms be sexy? To crack a serious talent shortage, agency leaders are finding creative ways to make the field more attractive for prospective talent—and looking beyond traditional PR to shop for talent.
Online platforms continue to rely on fossil-fuel companies for paid advertising, even as they roll out policies against climate-change misinformation. Where should the line be drawn?
Agencies that have evolved their offerings in this area say they’re reaping the benefits along with their people. If only such policies were more widespread across APAC.
Reiterating that brands must be a force for both growth and good, P&G’s chief brand officer tells the Spikes Asia x Campaign audience that creativity is central to making that happen.
Would you go halves on running a charity the way you would a restaurant bill? That simple, clever idea from a promising duo at BBDO Shanghai won gold at the Young Spikes PR competition.
Results from an APAC-wide study by Vice Media, revealed here exclusively, underscore the need for brands to re-examine everything they think they know about the way young people view family, money, time, mental health and work.
The PR industry in Hong Kong is clear about the causes and consequences of overtime, yet a majority of them are not communicating their frustrations to their managers, according to a survey.
If research shows that people are hesitant to work with clients that don’t align with their values, how are agencies managing differing moral choices among employees?
The devastating impact of fossil fuels to our planet is undeniable—yet a majority of agencies continue to promote and sustain the ‘dirty energy’ sector with no immediate sign of backing away.
Chair of the newly launched DEI committee Charu Srivastava discusses localising the DEI agenda, the importance of holistic change beyond policy, and why inclusive agencies can be a magnet for talent.
Following a major shareholder's criticism that Unilever is focusing too much on purposeful communications rather than its business performance, APAC marketing experts discuss whether there is a disconnect between the goals of brands and those of their shareholders.
Experts in the region express what communicators and corporate leaders should prioritise this year amid an increasingly fractured business and social environment.
The beer's global brand director explains why the Korean-born Tottenham Hotspur football star is the perfect ambassador for the ambitious 'Year of Your Tiger' campaign.
These agencies mirror the growing need for personalised and thoughtful communications that centre around purpose, inclusivity, and sustainability.
PRWeek asked five APAC industry pros to pick the best purpose-driven work they saw during the year.
Millennial mothers in Asia are voicing their needs, accomplishments and worries unlike any previous generation. Yet brands are not sensibly tapping into this group.
The platform’s annual shopping festival is straying away from shouting about its seasonal prices from the rooftops and is instead centring a vision that upholds sustainability and long-term goals.
Chairman and CEO Michel Lamunière speaks to us about how an evolution of the luxury-focused media company's approach is coming to fruition.
Q3 results showed resilience of agency sector, CEO says.
Law, banking, policy, and journalism are just some areas that corporate affairs agencies are looking towards to poach senior advisors. Major firms in the region tell us why.
The head of global internal communications at Philip Morris International on managing comms for a 77,000-strong workforce and keeping employees engaged throughout the pandemic.
According to new research, Singaporeans are willing to pay more for brands and services that offer a better-perceived ESG performance.
What’s in a word? Plenty, according to these social media rows that have managed to spark national debates.
On average, PR pros are working an equivalent of an extra day each week versus their contracted hours.
For years, the tech company has been used as political tool in US-China relations. We ask former Huawei PR leaders on advice for the brand moving forward.
Reports show that a significant number of harassment victim-survivors hesitate to officially lodge reports against their perpetrators. We explore the multiple systemic factors that contribute to the issue.
Instagram remains the dominant platform for influencer marketing campaigns in the region, but its growth is plateauing while that of Twitter is ramping up, according to a report from AnyMind Group.
Consumers in the region are expressing scepticism about brands promoting their purpose-driven agendas to sell products, according to WE’s new study.
A BBC study shows that leaders in Hong Kong, Singapore and Australia have become increasingly conscious about trustworthiness and misinformation when sharing news.
In China, consumers gain emotional or physical self-actualisation from brands and for the country's youth, symbols are both a continuum of ideas and history as well as being completely of the now.
Companies may fear or police employee activism on social media, but employees can be a company’s biggest influencer.
Vaccine makers should align around convincing the world to get more and more people vaccinated, even if it’s not their own vaccine, says one prominent ad exec.
What are the main communications challenges for aid bodies and charities working in Afghanistan following the Taliban's seizure of power last week, and what kind of messages have the biggest impact? We hear from three organisations.
PR pros express urgency for companies to act on and measure their ESG activities in a more transparent way, following the bombshell global report released earlier this week.
News presenter Mariko Oi speaks to us about reporting in Tokyo during the Games and news themes that have emerged on the fringe of the sporting action.
With more brands applying multi-sensory strategies, marketers are leveraging our sense of smell to tap into memories and aspirations. But there’s much more to scent branding than simply perfuming a physical space.
Following boycott calls sparked by a social media comment, Bangkok-based PR pros offer advice on where the food delivery company went wrong in its response, and what it should have done to appease stakeholders.
Two PR leaders discuss the consequences of incentivising publishers and journalists, and the unique challenges PR pros face when seeking earned coverage.
A new APAC study from Zeno Group shows that purpose is here to stay—so long as brands are authentic in their messaging.
Ispace, a commercial venture that counts Dentsu among its strategic partners, announced it's one step closer to putting a lander on the lunar surface next year—with brand sponsors along for the ride.
We speak to the founder of Supernewsroom about democratising PR functions through an app and the platform’s curious ‘guaranteed coverage’ feature.
Shifts to in-house roles have caused a dearth of mid-level talent in PR agencies. We ask three in-house staffers about the lures of the ‘other side’.
The Hong Kong beverage company is under intense scrutiny among Chinese consumers amid an incident that questioned mainland China-Hong Kong diplomacy.
India has a fast-growing elite and aspirational classes — and their insatiable appetite for luxury reminds global brands of China.
Award-winning campaigns at major awards are often disproportionately skewed towards the West; we ask APAC-based leaders how that can be rectified.
Alibaba CMO Chris Tung on the company’s marketing campaign, as well as its technological support for the Tokyo games and the upcoming Beijing Winter Olympics.
Two regional creative leaders argue that the industry needs to move away from the perception that corporate PR and creative-led PR exist in siloes.
Idan Haim, APAC VP of growth and marketing, talks to us about the content, cost, and talent efficiencies of in-housing and how it’s led to resounding success for the brand.
The International Festival of Creativity is almost upon us. Creative PRs share their thoughts on the new virtual format, and discuss what themes and campaigns they expect to dominate.
While many agencies and brands may be keen to work with diverse spokespersons, they must adapt PR strategies carefully for each market and be aware of the perils of 'pridewashing'.
How can brands celebrate Pride Month with authenticity and compassion? Three APAC creatives and members of the LGBTQIA+ community give their advice.
Regional marketing director Eugene Lee on the challenges of scaling and localising a mammoth global campaign.
A lesson in how not to address the public and press following a nationwide crisis.
Well-trained talent is an issue among Australian agencies; but is poaching the right answer?
Dairy Farm’s Southeast Asia marketing chief on the radical idea of permanently lowering prices and going against hype- and promotions-driven marketing.
How one TikTok video uploaded by a teenage student sparked a nationwide debate and shed light on an institutional failure in crisis management.
We ask leaders in the region about the app’s use as a marketing tool, an ‘alternative’ media outlet, and opportunities for commerce.
The pandemic may have permanently changed the ways agencies are maintaining and attracting talent. Agency leaders discuss navigating new workplace processes.
The pandemic had a noticeable impact on agencies’ financial results, but the China market showed to be have bounced back with little effect.
A new survey of Gen Z consumers by Devries Global Singapore showed that while transparency in comms is important, going 'too far' might reveal a falseness in intent.
However, trust is built on fragile foundations such as a need for better healthcare and education.
PRWeek Connect: Are consumers increasingly voting with their dollars? When should brands wade into a polarising issue? Leaders in the region discuss.