#performance marketing | Campaign Asia

Mar 27, 2025

Pepsi moments don’t wait—and neither do we: Cathy Graham Kidd

With ‘Anytime is Pepsi Time,’ Pepsi’s senior brand director unpacks the brand’s global playbook, cultural agility, and the art of real-time marketing.

Mar 17, 2025

Rahat Kapur

Not every brand or company needs to build AI to leverage it: Google's Sapna Chadha on finding balance in SEA's creator economy

Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.

Brands are still measuring the wrong things—it’s time to fix that

Mar 11, 2025

Calvin Siew

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 Team Lewis' Calvin Siew explains why brands must break free from outdated KPIs and redefine relevance in real time to truly embrace customer-centricity.

Google adds new asset testing to PMax to improve campaign performance

Feb 25, 2025

Reem Makari

Google adds new asset testing to PMax to improve campaign performance

The tech giant has also launched other creative capabilities that can help advertisers better target audiences through AI recommendations and testing.

Feb 20, 2025

Neil Patel

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.