Profiles, interviews, and performance stories of leading and emerging brands operating in Asia.
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Westpac ditched its agency of record model after one year with BMF, moving to project-based work with Droga5 ANZ. The shift reflects how new CMOs are resetting inherited agency relationships in financial services.
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Guzman y Gomez replaces its Global CMO with a two-person leadership model, signaling how fast-casual brands are restructuring marketing amid sector-wide financial pressure.
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Guzman y Gomez appoints Claire West as marketing leader following Lara Thom's departure. West inherits a $1.2B business and must sustain 23% YoY growth across multiple markets.
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Air Canada's CEO Michael Rousseau resigned after a four-minute crisis video delivered almost entirely in English sparked backlash over federal bilingualism obligations. A cautionary tale on how poor stakeholder insight can cost leadership.
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Intuit is winding down its proprietary SMB advertising network after less than three years, pivoting to third-party platforms like The Trade Desk. The move signals shifting B2B advertiser priorities away from search toward connected TV and audio channels.
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Vaseline launches free WhatsApp verification tool in Nigeria to combat counterfeit body oils. The campaign features a real Nigerian Prince and targets retail activation across major supermarket chains.
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Brands are moving beyond celebrity endorsements to cultural placement strategies with K-pop idols. Gen Z shows 55% purchase intent, driving CMOs to reallocate budgets toward lifestyle positioning.
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PayPal's Payment Links integration in Canva lets creators embed checkout directly into designs across 200 markets. A game-changer for Asia-Pacific merchants already primed for digital payments.
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WPP taps Estée Lauder's Rasha Choueiri to execute Elevate28, a $673M cost-cutting restructuring. The move signals urgent action as the holding company faces accelerating revenue declines.
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LoopMe's Chartboost Direct platform redirects brand budgets from declining web traffic into mobile apps. Asia-Pacific publishers can now access higher CPMs and cleaner supply paths.
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Paramount launches in-house publishing to deepen franchise control across print, digital, and audio. Studios are reclaiming publishing to own their IP ecosystems.
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Tourism Fiji's CMO departs after driving three consecutive years of record visitation, leaving newly appointed CEO Paresh Pant to fill the role amid broader leadership transitions.