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How Lexus Transformed Sports Sponsorship Into Product Trial
Lexus turned tennis rally data into an interactive EV test drive at the ASB Classic, proving sports sponsorships can drive product trial beyond stadium walls.
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.
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Melbourne Panel: AI Dashboards Deliver 420% ROI for Marketers
AI dashboards delivering 420% ROI are shifting APAC marketers from creative anxiety to operational wins. Automation is replacing spreadsheets, not strategists.
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Cognito Doubles Down on Financial Comms with Zhang Hire
Cognito appoints Edelman Smithfield's Tana Zhang as Hong Kong MD to expand financial comms and investor relations capabilities across Greater China.
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How DoubleVerify's IMDb Deal Tackles $1B CTV Waste Problem
DoubleVerify's IMDb deal cuts $1B in quarterly CTV waste by verifying where ads actually run. CMOs can finally justify streaming TV spend with transparent, AI-powered controls.
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NSW Pulls $12M SXSW Sydney Funding, Ending Festival After 3 Years
NSW pulls $12M SXSW funding, eliminating Asia-Pacific's only global creative festival after three years. Budget cuts trump growth metrics.
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Nielsen Hires TikTok's APAC GM as Regional Sales Leader
Nielsen taps TikTok's APAC ad chief to modernize measurement as 79% of Asian marketers shift budgets to digital channels. Here's why this hire matters for your strategy.
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VML ANZ Names Paul Bradbury CEO After TBWA Departure
VML ANZ taps TBWA veteran Paul Bradbury as CEO to lead 290-person operation managing Microsoft, Ford, and Nestlé. His track record: 30% revenue growth and a Cannes Grand Prix.
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Assembly Unifies Nine Asian Markets Under Single Brand
Assembly unifies nine Asian markets under one brand, deploying AI tools across 800+ employees. CMOs gain access to unified data infrastructure for faster, culturally relevant campaigns at scale.
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adjoe Brings Performance-Based Gaming Ads to 22M LINE Users
adjoe's gaming rewards platform reaches 22M LINE users in Taiwan, generating 40K downloads in 30 days. Performance-based ads are reshaping mobile marketing as privacy regulations limit traditional targeting.
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Australian Sunscreen Brand Pivots From Cinematic to Product-First Ads
Slather ditches cinematic storytelling for product-focused infomercials, using comedy and graphic effects to drive sun protection messaging to younger audiences.
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Mars, Disney Expand M&M's Marvel Partnership to 65 Markets
Mars and Disney scale M&M's Marvel partnership to 65 markets in 2026 with collectible packs and QR-unlocked digital prizes. A playbook for CPG brands leveraging IP to drive social sharing and retail velocity.
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Google Joins AI Commerce Race with In-Search Checkout
Google's in-search checkout is live in the U.S. and coming to Asia. CMOs must decide if AI commerce integration is a channel shift or a customer acquisition game-changer.