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Why Tech PR in Asia Is Burning Out Senior Talent
After 9 years managing Meta's Asia comms amid Vietnam compliance mandates and government crises, a senior executive stepped down. What her exit reveals about the real cost of tech PR in Asia.
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.
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Dubai Overtakes Silicon Valley as Enterprise AI Hub
Dubai is rapidly becoming the world's most important enterprise AI hub, driven by strict compliance frameworks and infrastructure investment. Finance and healthcare firms are deploying AI at scale.
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The Authenticity Paradox: Why Genuine Loyalty Looks Like PR
When organic advocacy looks too coordinated to be real. The UAE's genuine community response was mistaken for propaganda. Why this matters for brands.
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MiQ Study: 87% of Consumers Abandon the Traditional Marketing Funnel
MiQ data shows 87% of consumers abandon the traditional marketing funnel. Asian brands face unique measurement challenges as 80% of APAC consumers use AI in purchasing decisions.
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Major Brands Are Reshaping Talent Deals: Celebrities as Creative Partners
Brands are shifting from celebrity endorsements to creative partnerships. Marc Jacobs, Venmo, and Heineken 0.0 are bringing talent into the writers' room, not just in front of cameras.
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Adobe Retires Experience Cloud for AI-Powered CX Enterprise
Adobe retired its flagship Experience Cloud and rebuilt it around AI agents. CX Enterprise coordinates agents across data, content, and campaign delivery, shifting marketing teams from execution to oversight.
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Celebrity Endorsements Drop 22%: Casio Bets on Creator Casting Instead
Casio shifts from celebrity endorsements to real creators in its Middle East campaign. Gen Z prefers authentic community figures over famous faces.
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Why Banks Are Ditching Product Specs for Storytelling
CIMB Niaga ditched product specs entirely for a three-episode TV series. How narrative strategy over features is reshaping SME banking campaigns.
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Pfizer Skips Super Bowl, Bets on NFL Draft for Cancer Awareness
Pfizer skips Super Bowl for NFL Draft cancer campaign. How pharma brands are sequencing sports moments for targeted health messaging.
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TransUnion Launches Business Profile Tool Amid AI Search Shift
TransUnion's Digital Business Profile helps SMBs sync info across 80+ platforms. AI search now demands consistency everywhere, not just Google.
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AI Commoditizes Content: Why Brands Must Compete on Taste, Not Volume
As generative AI floods markets with volume, smart brands are competing on taste and quality instead. Here's how leaders like Veo Sports and Unilever are winning.
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Maxxing Culture Shrinks Safe Space for Brands in Asia
McCann Singapore's NextUp Issue 9 reveals the shrinking middle ground for brands. As maxxing culture and performativity scrutiny intensify, clarity and authenticity become essential for Asian marketing leaders.