insights
Singapore's Ad Fatigue May Signal a Shift in Asian Markets
Singapore's ad fatigue signals a regional reckoning: half of consumers ignore brand messages while budgets keep climbing. CMOs must shift strategy fast.
Leighton Cosseboom
Founder of Mission Media. A marketing entrepreneur and veteran operator in Southeast Asia, leading corporate comms at Dunkin' Indonesia and PR & IR at DailyCo. Ex-CMO at ACV Capital, founder of C2 Media, and former Tech in Asia senior editor.
brands
This Retail Brand Knows Exactly What Gen Z Wants
Gen Z shoppers want moments to share, not just products. Oh!Some is converting browsers into buyers with interactive stores, character collabs, and live events.
brands
How Miniso Turned Cuteness Into a Competitive Moat
Miniso is ditching licensing fees to build its own character IP. Owning cute characters cuts costs, builds pricing power, and taps China's massive untapped licensing market.
campaigns
Meet the E-Mutants: Samsung’s Eccentric Move on E-Waste Day
Samsung turns e-waste activism into action at 1,200 service centers, proving pledges drive durable behavior change. Here's how to scale sustainability marketing in Asia.
guides
Publicis 2025: The Blueprint Every Asian CEO Can Steal
Publicis grew 5.7% in Q3 by embedding AI into its entire operating model, not treating it as a side project. Asian CEOs need this blueprint to compete.
campaigns
5 Key Takeaways from Vodafone's Mythical Creature Campaign
Vodafone's mythical creature campaign shows how to time tech partnerships for maximum subscriber wins. CMOs should steal this playbook for APAC markets.
insights
5 Comms Lessons from China’s First Pig-to-Human Liver Transplant
China's pig-to-human liver transplant offers five PR lessons: name your unknowns, map stakeholders, blend human stories with data, and build credibility through transparency.
guides
5 Essential Strategies for Harnessing the Creator Economy in Asia
Creator economy spending in Asia hits $26B in 2025—but most CMOs still vet influencers manually. Here's how to scale strategically.
guides
Gen Z's Analog Resurgence: Why Physical Experiences Are the New Gold
Gen Z is ditching screens for real-world brand experiences, with experiential marketing projected to hit $9.3B by 2030. CMOs must shift budget to physical stores and events to rebuild trust and drive discovery.
brands
Five Lessons from X’s Ad Revenue Drop
X lost 34% of ad revenue in three years, signaling real risk for brands over-reliant on single platforms. Diversify now or face sudden reach collapse.
brands
Airwallex's Sports Sponsorship: A Bold B2B Marketing Strategy
Airwallex ditches trade press for Formula One to build trust with Asia's young, digital business buyers. Sports sponsorship is becoming B2B's secret weapon.
news
Why Absurdist Humor Works: The KFC and Ogilvy Shinjuku Experiment
KFC's absurdist chicken-meets-sauce love story proves visual humor travels across cultures when brands commit to craft. Here's why CMOs should embrace the weirdness.