Branding
What to expect at Campaign360 2025
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.
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Apple leads as US dominates Kantar's Top 100 Global Brands
As US brands dominate the top 10 in Kantar's BrandZ 2025 ranking, Chinese companies and APAC players like Airtel are rapidly gaining ground, signalling a shifting balance in global brand power.
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Can HK food-delivery app Keeta's cash-burning blitz sustain its rapid growth?
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?
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Why sports marketing should lean into intimate, culture-driven experiences
In a world shaped by Gen Z and hyper-local engagement, the winning brands aren’t the loudest—they’re the ones that create authentic experiences that foster belonging and build trust.
How Want Want cracked Japan’s competitive confectionary market
Campaign speaks to Tony Chang of the iconic Taiwanese food brand to learn about the brand’s strategy in penetrating the Japanese market, and the challenges of localisation.
Jaguar Land Rover launches global creative agency review in wake of Jaguar rebrand
Accenture Song is the incumbent on the account.
Move and win roundup: Week of May 5, 2025
Catch up on our weekly roundup of people moves and account wins at DDB Group, Kantar, Moonji, Emergent, AKQA, TBWA, Ogilvy, Singapore Tourism Board, and more.
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Amazon unveils first brand overhaul in 25 years, led by Koto
The subtle design refresh spans over 50 sub-brands across categories like pharmacy, groceries, and on-demand streaming under a single brand umbrella.
When brands become the villain: Lessons from Coffee Mate's 'White Lotus' collab
The Nestlé product’s team was as surprised as anyone at the HBO show’s season finale. Here’s how brands and their agency partners avoid shocking plot twists involving their products.
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The art of dealing with the new trade order
Donald Trump's tariff tornado will have wide-reaching implications, potentially placing advertisers and agencies at a fundamental pivot point says New Commercial Arts’ David Golding
How the tariff war could strengthen Apple's ties with India
India could produce up to 25% of iPhones this year as Apple shifts production to counter escalating tariffs.
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Can purpose still sell? The changing face of brand activism
Once a badge of honour, is brand activism now a reputational minefield?
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Common Interest acquires Amplify to 'empower creativity'
The previously independent brand experience agency has offices in London, LA, Paris, New York and Sydney.
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At its core, ‘Careless People’ is a cautionary tale of disillusionment
Sarah Wynn-Williams’ memoir lifts the lid on life inside Facebook, exposing a culture where ambition eclipses ethics, and authenticity is welcomed only when it's convenient.
Brands are addicted to data and it’s killing creativity
In an era where algorithms dominate every decision, brand consultancy founder Upasna Dash argues that true brand power comes not from digital footprints—but from instinct, identity, and a deep understanding of what brings true joy to consumers.
How Chinese brands are rewriting the global expansion playbook
Campaign’s China Summit returned to Shanghai last month with a focus on cross-border marketing and brand expansion, as industry leaders from China’s top companies shared insights on cultural export, localisation, and long-term strategies for global success.
BYD races past Tesla—surpasses $100 billion revenue milestone
BYD has grown on the back of an impressive performance in APAC, even as a leading global EV market like the US remains off-limits.
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Brand banter or brand blunder? The fine line in cola wars
Reactive advertising keeps brands in the cultural conversation, but does it build loyalty or just fuel fleeting buzz? As Pepsi and Coke trade jabs, the debate over competitive advertising’s true impact continues.
Duolingo comms head Sam Dalsimer leads 'wholesome unhinged' strategy
Duolingo killed off its brand mascot and brought it back to life as part of an unhinged social media strategy and more wholesome comms approach.
Move and win roundup: Week of March 17, 2025
Havas, EssenceMediacom Brisbane, We Are Social, oOh Media and more in this week's people moves and account wins round-up.
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