Brands
How Miniso Turned Cuteness Into a Competitive Moat
Owning IP slashes fees, boosts pricing power, and builds loyalty that competitors can’t easily copy, tapping into a global licensing market on the rise.
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
Meet the E-Mutants: Samsung’s Eccentric Move on E-Waste Day
Samsung India ran a quirky but smart activation for International E-Waste Day.
Guides
Publicis 2025: The Blueprint Every Asian CEO Can Steal
Publicis Groupe is doubling down on AI to power its next wave of growth, boosting its forecast after a strong Q3 showing.
Campaigns
5 Key Takeaways from Vodafone's Mythical Creature Campaign
Vodafone's iPhone launch shows how to time campaigns, use humor, video, and partnerships to drive ARPU and trust.
Insights
5 Comms Lessons from China’s First Pig-to-Human Liver Transplant
Here are some essential PR tips from China's latest step forward in organ transplantation.
Guides
5 Essential Strategies for Harnessing the Creator Economy in Asia
It's not about likes. It is about reach, conversion, and measurable ROI. Here are five strategies to put the creator economy to work in Asia.
Guides
Gen Z's Analog Resurgence: Why Physical Experiences Are the New Gold
Gen Z craves offline. Learn how experiential marketing in Asia turns pop-ups, campuses, and stores into ROI in 2025.
Brands
Five Lessons from X’s Ad Revenue Drop
Build a resilient paid social strategy in Asia for 2025. Learn 5 lessons from X’s ad decline: brand safety, budget shifts, and multi-platform planning.
Brands
Airwallex's Sports Sponsorship: A Bold B2B Marketing Strategy
Why Singapore's Airwallex partnered with McLaren for F1 to reach decision-makers who may not be reading trade press every day.
News
Why Absurdist Humor Works: The KFC and Ogilvy Shinjuku Experiment
KFC just took a very Japanese idea and made it work for Australia.
Brands
How Asia’s Brands Optimize ROI with Connected Journeys
Asia’s brands are racing to connect every touchpoint into one seamless customer journey. The goal is simple: make it easy for people to move from ad to action, and do it in real time.
Guides
The Starter's Guide to Guest Posting in Asia in 2025
A simple guide on guest posting in Asia, focusing on what actually moves the needle in 2025, not old tricks.