campaigns
SGSecure’s Viral Campaign Exposed a 93% Crisis Readiness Failure
Viral campaign hit 1.1M views, but 93% of people failed to act on staged threats. CMOs must bridge the gap between awareness and actual crisis readiness.
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
What Happens When Heineken Takes Over Seoul’s Rooftops?
Heineken transforms Seoul's empty rooftops into social hubs, proving brands can solve urban loneliness while building loyalty through shared experiences.
news
Taste Orchard’s Termination Sparks a PR Test for Retail Brands
Taste Orchard's early lease termination exposes a cascading risk for retail brands: sub-tenants lose protection when master leases crack, threatening cash flow and expansion plans across Asia.
news
Safety is the New Brand Equity: Lessons From Xiaomi’s EV Meltdown
Xiaomi's 11.7% stock plunge after safety concerns shows how fast trust erodes in Asia's real-time media. CMOs must treat safety as brand equity, not compliance.
brands
Why Samsung is Doubling Down on SLS Alliance
Samsung shifts from one-off sponsorships to multi-year community partnerships with SLS, betting that sustained brand presence drives 300% higher engagement and stronger ROI.
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.
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.