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Uber Japan Turns Food-Delivery Habits Into a Taxi Acquisition Channel
Uber Japan's Reichi campaign promotes Taxi inside the Eats app. Its September data reveals an awareness gap and a chance to convert existing users across services.
Marcus Teo
Marcus Teo is a Singapore-based journalist covering marketing, media, PR, the creator economy, and AI across APAC. Drawing on agency and publishing experience, he writes for business leaders navigating the evolving media landscape.
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KFC Makes Specialty Drinks a New Growth Platform in Australia
KFC's KWENCH launch introduces 11 specialty drinks as a permanent subbrand. The challenge is winning new beverage visits, not just attention for a music video.
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TBWA Greater China's Succession Test Comes at a Critical Time
Joanne Lao will leave TBWA Greater China by year-end. With a successor not yet named, the agency faces a client-continuity test amid Omnicom's wider integration.
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Reddit Turns Community Search Into Advertising Inventory
Reddit's new search ad test puts paid placements alongside the questions users ask within communities. With referral traffic under pressure and measurement details still undisclosed, regional media buyers face a sharper decision: can this inventory deliver incremental sales without weakening trust?
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Luxury Publishing Is Turning Audience Trust Into Access
Are Media's 2027 luxury agenda brings memberships, curated experiences, cross-border publishing and AI visibility together. The commercial test is whether trusted audience access delivers measurable value beyond reach.
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Social Search Is Becoming a Cultural Strategy Decision
REALMS and SEEN's Find:Seek pairs social search intelligence with cultural planning, but the larger contest is over who turns audience questions into content, creator and channel decisions. For CMOs, the challenge is proving relevance beyond a visibility dashboard across APAC markets.
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Singapore's Less-Salt Campaign Turns Advice Into Participation
Singapore's Health Promotion Board and TBWA Singapore are making a less-salt request the centre of a surreal film and MRT activation. The approach tests whether playful, participatory creative can help turn awareness into real dining behaviour, rather than just campaign engagement.
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Retail Media Budgets Are Outpacing Measurement Confidence
IAB Europe's latest retail media study finds investment rising even as buyers demand stronger attribution and proof of incremental sales. The measurement gap is becoming a procurement issue for CMOs, with similar pressure evident across Australia's retail media market.
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Voice AI Is Becoming A CRM Procurement Decision
Salesforce's agreement to buy voice AI specialist Cresta puts complex customer calls closer to its CRM and Agentforce strategy. For APAC service leaders, the real test is whether human handoffs, measurable resolutions and telephony independence survive the integration.
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A $420M Adtech Deal Tests Cross-Channel Conversion Claims
Affle's US$420 million agreement to acquire Perion brings mobile conversion advertising closer to connected TV, digital out-of-home and in-store retail media. The bigger test for CMOs is whether a combined platform can demonstrate incremental sales rather than simply broaden inventory access.
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Roblox's Southeast Asia Bet Moves Beyond Player Growth
Roblox has appointed Joel Neoh to lead Southeast Asia and Oceania, with local creators, brand partnerships and youth trust on his agenda. The move raises a harder question for regional marketers: how much value can immersive campaigns deliver to the communities building the games?
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Brand Budgets Are Entering The Microdrama Writers' Room
VIRTUE Asia, V47 Entertainment and COL Group have opened their 2027 microdrama slate to brand partners. The commercial test is whether marketers can negotiate lasting entertainment rights, audience access and meaningful outcomes rather than fund another short-lived placement.