The return of Donald Trump: What it means for APAC's marketing industry

Donald Trump's return to the presidency in the 2024 election last night marked a significant inflection point in American political history, materialising after one of the most closely contested and intensely watched electoral battles in recent history. The former president surpassed extraordinary legal challenges and political headwinds to secure his position as the nation's 47th president, in a race that kept not just Americans but global observers on edge until its final hours.

As financial markets and businesses across Asia-Pacific begin processing this shift in American leadership, questions naturally arise about its impact on regional commerce and business operations. The advertising and marketing industries, which serve as key indicators of business confidence and economic activity, stand at a crucial juncture as they navigate potential changes in trade policies, market access and business sentiment.

To explore these dynamics and the possible road ahead, Campaign gathered insights from industry leaders across Asia-Pacific, seeking their perspectives on the implications, challenges, and opportunities this new chapter in US-Asia relations may bring for the marketing and advertising industries in the region.

Jet Swain
Founder, The Affection Economy
 

What does the future hold for underrepresented groups—everyone outside the demographic of white men—now that Trump has reclaimed the presidency in 2024? This moment echoes 2016: Have we truly learned nothing? How are we still here, enabling the same power structures that threaten the rights of women and minorities worldwide? Yes, the patriarchy has deep roots, but in just 60 years, we’ve made significant strides in redefining social norms. And yet today, too many have voted back in a leader who disregards these values, even to the point of preferring an unqualified man—one found liable for sexual abuse—over a woman in the role of US president. Does the world truly fear or dismiss women this much?

Let’s reframe this. In the APAC region, we have a unique opportunity—and responsibility—to lead by example. It’s time to showcase what true inclusion, diversity, and compassion look like in our industry. This is a call to action, to create an advertising landscape that respects and reflects all voices. The time for change is now. I want to live, work, and thrive in a world where a woman doesn’t have to use her vote just to cancel out her father’s, partner’s, or brother’s.

Duncan Meisel
Executive director, Clean Creatives
 

Marlina Lim
CEO, Leverate Group, Indonesia and Singapore

If Obama’s rhetorical style ushered in polished marketing, Trump’s showmanship and hyperbolic brand prompt marketers to consider leaning into exaggeration. The recent election also raised questions about celebrity endorsements as Kamala Harris’s star support didn’t boost her numbers. Brands may now shift focus toward community power, recognising that genuine support can be more influential than celebrity appeal. Consumers, in turn, must become more selective, choosing whether to embrace or resist this polarising, hype-driven landscape. The next few years will leave little middle ground—you’ll either adapt to a sober reality or get swept up in the hype.

David Ko
Managing director, Ruder Finn Interactive

Trump's unpredictability in foreign policy adds an additional layer of complexity as businesses must navigate an uncertain landscape where decisions can shift rapidly. Key implications include potential trade policies that may lead to increased tariffs and unilateral measures, disrupting supply chains and raising costs for Asian companies, particularly those with ties to China. Additionally, heightened geopolitical tensions in the Taiwan Strait and South China Sea could create an unstable business environment, impacting consumer confidence and spending.

On the opportunity front, companies may increasingly invest in Southeast Asia as alternative manufacturing hubs, creating openings for local marketing firms. The ongoing shift towards digital marketing and ecommerce offers avenues for innovation and enhanced consumer engagement. Furthermore, brands that align with social and environmental issues may resonate more with increasingly conscious consumers. However, challenges remain. Abrupt shifts in trade policies could create uncertainty, requiring businesses to stay agile. Rising nationalism may necessitate careful messaging to resonate with local audiences, and as firms pivot to capitalise on new opportunities, competition in the advertising sector may intensify. 

Abhinay Tiwari, 
Chief growth officer, Admattic APAC

A second Trump presidency could lead to a shift in US-China relations, influencing global trade patterns and impacting Asia's advertising landscape. However, this opens opportunities for brands in Asia to build regional resilience, likely pivoting toward intra-Asia trade and allowing homegrown platforms to capture market share. This shift demands cultural nuance and adaptability but positions regional brands to lead. Emerging technologies like AI and programmatic advertising will be essential, enabling precise targeting and efficient spending, fostering innovation in Asia, and reducing reliance on Western tech. While a fragmented tech landscape may complicate cross-border campaigns, it highlights Asia’s potential to set new digital advertising standards.

As data privacy regulations diverge in the US and Asia, compliance will be crucial for brands to build trust. With rising consumer demand for culturally authentic brands, companies in Asia have a unique opportunity to engage audiences through value-driven marketing. This environment positions Asia’s advertising industry to lead with innovation and a regional-first approach.

Nishita Lalvani
Fractional CMO, Rewardz

A second Trump presidency could accelerate deglobalisation, urging APAC marketers to localise strategies for stronger regional alignment. With increased scrutiny on tech platforms and shifting data standards, brands will need to prioritise compliance and build consumer trust by adapting to local regulations. This shift enables APAC brands to strengthen connections by aligning messaging and experiences with local values. APAC also has the opportunity to lead in authentic DEI efforts, emphasising gender inclusivity and community empowerment to resonate with regional audiences. As a fractional marketing leader, I see great potential for “local-first” initiatives that foster trust, loyalty, and a distinct regional identity, positioning brands for sustainable growth in a rapidly evolving landscape.

Luke Janich
Founder and CEO, RED² Digital
 

Asian markets and marketers are reacting sharply to the upcoming Trump presidency, with opinions The response from Asian markets and marketers to Donald Trump’s impending presidency is, at best, divided. Concerns are mounting over potential tariffs, trade restrictions, and the ripple effect of increased costs for some brands—and ultimately, for consumers. In the coming months, this uncertainty around trade policies and operational costs will weigh heavily on the minds of marketers, brand leaders, and agency heads, adding another layer of complexity to an already fragmented marketing landscape. One thing remains certain: in the months ahead, the importance of strategic planning and flexibility will be crucial to navigating this new terrain. While the landscape may grow more challenging, we must be prepared to adapt, as we have in the past, to achieve success.

Amy Lee-Hopkins
Associate director, communications, RMIT Vietnam

With Trump claiming a second presidency, Asia's advertising and marketing landscape faces a more polarised international climate. This uncertainty may lead to rapid shifts in consumer sentiment, however, it also opens doors for innovative storytelling and authentic engagement. Brands can tap into the region's unity by aligning their campaigns with shared values that resonate across the diverse cultures of our region. By emphasising themes like community, resilience, and sustainability, companies can foster a deeper connection with consumers. By leaning into common ground and highlighting local stories and champions of unity allows brands to create narratives that reflect the rich tapestry of Asia, building trust and positioning themselves as allies in pursuing common goals. In this rapidly evolving landscape, adaptability is crucial. By embracing creativity and strategic foresight rooted in empathy and pride in the cultural aspects of Asia that unite us, brands can continue to build trust amidst uncertainty. 

Sheettal Ganeriwal
Managing director, Agencies United

We’re in fascinating times. Having just moved from Hong Kong to the US, I’m now front-row to all the action. I watched the previous Trump presidency from afar, seeing its long-term ripples across Asia—forcing iconic brands to rethink strategies as tighter trade policies hit home. If Trump returns, leaders will need laser focus on what matters. Brands that thrive won’t just react; they’ll double down on resilience, investing in knowledge, nurturing empathetic leadership, and driving purpose-led initiatives that actually mean something. Now more than ever, it’s about leading with authenticity, kindness, and agility amid all the chaos. For Asia’s marketers, this shift is an exciting opportunity. It’s time to build brands that break cultural barriers, lead with intent, and showcase an unshakeable resilience. As the US turns inward, Asia can step up as a creative powerhouse, setting the tone on the global stage.

Lu Jin
Founder and managing consultant, PRConnect