News
YouTube Shorts Update Forces Asian Brands To Triple Output Overnight
YouTube’s update is driving up costs in Asia as brands must publish three to seven Shorts weekly, with agency fees ranging from US$60 to US$500 per video.
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.
Campaigns
Suntory’s -196 Mystery Gets Solved in Droga5’s Surreal New Films
The campaign clears up years of confusion about what -196 means, with Droga5 Sydney turning the gap into a fresh storytelling opportunity.
News
Netflix’s Bid for HBO and Warner Bros. Could Reshape Streaming in Asia
Western content drives 61% of premium streaming in APAC, making a Netflix–Warner Bros. deal especially impactful for regional viewers and advertisers.
News
Why Hepmil Sold to Publicis Instead of Raising Again
After raising US$11M, Hepmil opted for a Publicis acquisition when CEO Karl Mak admitted the team lacked the M&A capability required for more VC.
Campaigns
Central Rewrites Xmas Rules in Thailand With a Self-Gifting Twist
Wolf BKK created the campaign to mirror real shopping behavior during big sale events instead of the usual idealized holiday stories.
News
This Condom Brand is Measuring Couples’ Heartbeats to Prove Intimacy
SKYN's experiential campaign tests the heartbeat synchrony of adults back-to-back with monitors, drawing on research linking matched pulses to deeper relationship bonds.
News
Koto Rebuilds MassiveMusic Into a Single Powerhouse for Sonic Branding
The unified brand simplifies vendor selection for APAC marketers, with MassiveMusic Singapore providing full service sound design and voice work.
News
AI Agents Could Spend US$3.6B for Singapore Shoppers by 2030
Worldpay finds 44% of Singaporeans are ready to let AI agents browse and buy for them either now or within the next year.
Guides
How to Monitor Backlinks: A Seven-Metric Framework for Asia
A practical framework for auditing backlink health in Asia, with tool picks, toxic link detection, anchor checks, surge alerts, and governance templates.
News
Inside KFC’s Hawkins Fried Chicken Pop-Up Hidden Beneath Sydney
KFC balances global creative with local execution, pairing the UK’s supernatural-themed ads with Australia’s immersive Wynyard Tunnels experience.
News
Omnicom Shuts Three Legacy Agencies and Cuts 4,000 Jobs After IPG Deal
Workforce cuts across the merger may reach 14,000 jobs, as both groups push deeper cost optimization.
News
Hoegaarden Launches Capybara Butt Arcade and China is Obsessed
McCann brings Hoegaarden’s capybara arcade to life with 7-Eleven installs, subway ads, and furry merch that extends the sensory experience at home.