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.
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.
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.
brands
How Asia’s Brands Optimize ROI with Connected Journeys
Connected journeys across TV, mobile, and messaging drive 41% higher engagement in APAC. Learn how brands are closing the execution gap to turn ad spend into revenue.
guides
The Starter's Guide to Guest Posting in Asia in 2025
Guest posting in Asia costs 40-60% less than the West while driving real rankings and brand authority. Learn how to build a scalable program that works.
brands
How to Get Press Coverage on the Crypto & Web3 Beat in Asia
Web3 PR in Asia is crowded and noisy—here's how to cut through and land coverage on the crypto beat.
brands
Building a Recession-Proof Reputation in SE Asia's Emerging Markets
Economic uncertainty is reshaping Southeast Asia. Build recession-proof brands by leveraging trust as your crisis currency and shifting focus from price to purpose.
brands
The Evolution of C-Suite Comms in SE Asia: Beyond the Corporate Statement
SE Asia's C-suite leaders are ditching corporate statements for authentic social media engagement. Here's why 71% of consumers now prefer buying from socially active CEOs.
brands
PR Measurement Beyond Vanity Metrics: Proving Communications ROI to ASEAN Boardrooms
ASEAN CMOs struggle to prove PR value to boardrooms—only 40% believe communications impact is understood by executives. Learn how to shift from vanity metrics to outcome-based measurement that demonstrates genuine business ROI.
brands
Greenwashing vs Impact: How SE Asian Brands Can Communicate ESG Authentically
SE Asian consumers demand authentic ESG—87% want sustainable lifestyles. Learn how brands can build credibility without greenwashing as regulators tighten scrutiny.