news
Markable Opens Creator Tools as Social Commerce Hits US$100B
Markable democratizes creator tools as social commerce hits $100B. Why affiliate infrastructure commoditization matters for brand teams.
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.
news
Publicis Opens Singapore AI Hub With Government Backing
Publicis Groupe launches AI Development Hub in Singapore with government backing. New roles and capabilities, not automation cuts. How this shapes regional marketing.
news
OpenAI's GPT-5.5 Signals a New Era for Marketing Teams
OpenAI's GPT-5.5 sharpens coding and research gains, reshaping how marketing teams compete on AI-driven workflows and strategy execution.
campaigns
The TV-First Sports Campaign Model Is Dead. Here's What Replaced It
Coca-Cola's Powerade campaign for FIFA World Cup 2026 signals the death of the TV-first sports marketing model. Brands now embrace social-first, creator-led activations across 50 markets, with implications for Asian marketing leaders navigating fragmented, mobile-first audiences.
news
Tanishq Rewrites the Akshaya Tritiya Playbook With a Chef, Not a Gold Price
Tanishq's Akshaya Tritiya campaign decouples jewelry from gold-price storytelling, signaling a strategic pivot toward emotional and craft-led narratives in luxury marketing.
news
Three Shifts Redefining Asia's Marketing Workforce This Week
Three stories this week signal a single inflection point for Asia's marketing workforce: AI governance, automated design, and cultural brand-building.
news
Canva Hires Former Coles Data Chief as Enterprise Push Accelerates
Canva hires Coles data expert for enterprise push. With AI 2.0 and marketing automation acquisitions, it's building unified campaign infrastructure for Asia's CMOs.
news
The Creator Marketing API Race Reaches APAC: What's Changing Now
impact.com adopts YouTube Creator Partnerships API, closing measurement gaps for creator campaigns across APAC. Direct platform data replaces fragmented estimates.
campaigns
Why CMOs Are Rethinking What Budget Actually Controls
Marketing leaders are challenging a fundamental assumption: that budget determines effectiveness. New research reveals effectiveness comes from strategic clarity, not spending size.
campaigns
When Fandom Marketing Beats Paid Media: The NCT Effect
Apple Korea's NCT campaign proves that genuine cultural fluency drives earned media amplification—outpacing traditional paid media and making agency retainers look expensive. Discover how fandom-driven marketing is reshaping brand strategy across Asia.
campaigns
From Compliance to Capability: How Real Inclusion Gets Built
Why diversity policies fail across Asia-Pacific and how real inclusion gets built. Kavita Prasad's 35-year journey transforming a male-dominated post-production company reveals the difference between compliance optics and systems that actually work.
campaigns
Why Pepsi Is Ditching Traditional Sports Sponsorship for Entertainment IP
Pepsi just launched Football Nation, a fictional country powered by football fandom. The shift signals a major change in sports marketing: brands are moving from paying for athlete endorsements to owning entertainment properties that shape culture.