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How Lenovo Is Using Humor to Solve the AI Credibility Problem
Lenovo uses humor and David Beckham to make AI approachable for FIFA 2026. A case study in solving the AI credibility challenge.
brands
Profiles, interviews, and performance stories of leading and emerging brands operating in Asia.
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Why Ma Yansong's Museum Design Attracts Record Audiences
A newly designed science museum in Hainan attracted 350,000 visitors during its trial opening. Learn how architect Ma Yansong's innovative spiral design became a model for community-centered museum spaces.
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The Differentiation Crisis: How B2B Brands Escape AI Sameness
As AI commoditizes marketing content, brand clarity becomes the only differentiator. B2B Finance found top 100 brands grew US$250B. Here's how Asian companies compete.
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Why APAC Brands Are Moving Beyond Cause Marketing to Create Real Impact
Five APAC campaigns embed social responsibility in creative work. Authentic impact drives brand effectiveness over hollow cause marketing.
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Why Weber Shandwick Refuses to Hire External CEOs
Weber Shandwick names Karen Pugliese as CEO, continuing a 25-year pattern of internal promotions. The move signals stability amid Omnicom's integration while APAC leadership expands.
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Indonesia's Insurance Buyers Demand Transparency Over Price
Indonesian insurance buyers now prioritize transparency and claims performance over price. Brands that succeed won't be cheapest—they'll be clearest and most trustworthy.
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Why AI Platforms Are Now Built for Creators, Not Enterprises
Async targets rising creators with AI credits and commissions, building platform loyalty before enterprise scale. The creator-first distribution shift.
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Rivals and Biscoff Show APAC Brands How to Embed Into Culture, Not Ads
Rivals and Biscoff prove that brands succeed by embedding into authentic cultural moments, not manufacturing attention. APAC marketers must identify which shows, creators, and cultural moments in their markets have genuine pull.
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Crisis Communications Veteran Jim Olson Joins Corus International as CCO
Crisis communications veteran Jim Olson brings 25 years of leadership experience to Corus International. The appointment signals how nonprofits now value communications expertise.
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Smosh Hires MTV Executive as First Chief Content Officer
Smosh names its first Chief Content Officer from Paramount. The creator economy is importing TV executives to formalize growth at scale.
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Diageo CMO Departs as Lewis Pivots to Affordability Strategy
Diageo's new CEO Dave Lewis is dismantling the premiumization strategy that failed to deliver. This leadership shake-up signals a shift toward affordability as consumer wallets tighten.
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Deloitte and Zoom Cut Parental Leave—Will APAC Follow?
Deloitte and Zoom slash parental leave benefits, raising alarms for APAC multinationals facing talent and reputation risks as cost cuts spread industry-wide.