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How Community Marketing Outperforms Celebrity in India's D2C Space
Loopie chose community over celebrity. The baby gear brand's baby rave generated stronger ROI. A case study for D2C brands competing in India's market.
brands
Profiles, interviews, and performance stories of leading and emerging brands operating in Asia.
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Google Joins Pentagon's Classified AI Ecosystem, Reversing 2018 Ethics Stance
Google joins OpenAI and xAI in classified Pentagon AI contracts, reversing its 2018 ethics stance. The deal allows defense officials to adjust AI safety guardrails on demand.
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How Ogilvy Singapore Turned Runner's Pain into Brand Territory
Ogilvy Singapore made Vaseline the "Official Nipple Protector" of TCS Marathon. How a runner's problem became a global campaign.
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PR Industry Burnout Hits Critical Levels as Holding Giants Restructure
91% of PR professionals report poor mental health as major holding companies restructure. WPP and Edelman's moves reveal the true cost of legacy agency models.
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The Burnout Behind Big Tech's Communications Exodus
Meta's communications chief Bridgit O'Donovan steps down after 9 years, signaling a broader exodus. Senior APAC leaders are leaving high-pressure roles.
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Team.blue Embeds AI Into 4 SMB Platforms in European Expansion
Team.blue embeds AI into four SMB tools—booking, compliance, web creation, and analytics. The distribution play shows how to bypass adoption friction for small business adoption.
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Why TBWA\HAKUHODO's Clio Win Signals a Reckoning for Ad Agencies
TBWA HAKUHODO's Bronze Clio for the Smart Eye Camera signals a major shift in advertising awards—from creative novelty to measurable real-world impact.
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The $11B Market Betting on AI Orchestration Infrastructure
Orkes raises $60M Series B for AI workflow orchestration platform. Only 6% of enterprises see AI ROI; 89% of AI agents never reach production.
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Crisis Marketing Shifts: Brands Choose Community Over Sales
Unilever's UAE team launched a community-focused campaign within days of geopolitical tensions, reaching 3.5M people. A lesson in reading local sentiment and empowered regional teams responding faster than HQ.
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How Unified Retail Media Drove Kenvue's 60% Transaction Surge
Kenvue's unified retail media platform delivered 60% transaction surge and 3.6x budget scaling in MENA, signaling the infrastructure gap reshaping APAC advertising performance.
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SignalMelo Launches Decision-First Social Listening Platform
SignalMelo's decision-first social listening platform turns signal overload into actionable weekly priorities for marketing teams, with special relevance for APAC brands facing fragmented listening stacks.
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Why Tech PR in Asia Is Burning Out Senior Talent
After 9 years managing Meta's Asia comms amid Vietnam compliance mandates and government crises, a senior executive stepped down. What her exit reveals about the real cost of tech PR in Asia.