Profiles, interviews, and performance stories of leading and emerging brands operating in Asia.
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Heineken revived its decade-old "Most Interesting Man" campaign after testing showed 97% brand recall. CMOs should note: nostalgia campaigns work when data proves enduring consumer love.
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Google ditches aspirational celebrity ads for Oscar Piastri's deadpan humor to combat smartphone market stagnancy in APAC. Here's why authenticity is winning over polish.
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Coca-Cola creates its first chief digital officer role to centralize strategy and accelerate AI adoption across global operations. CMOs must watch how legacy brands consolidate digital leadership.
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Hennessy splits CNY strategy: €30K crystal decanters for collectors, neighborhood pop-ups with bakkwa brand for mass-market gifting.
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Honda's new H mark logo rolls out across all models by 2027, signaling a "second founding" pivot to electric vehicles and modular platforms.
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Netflix launches podcasts to plug content gaps between blockbuster releases. CMOs should watch how this strategy reshapes subscriber engagement and ad opportunities.
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H/Advisors opens Riyadh office as Saudi Vision 2030 drives demand for strategic advisory services. Global PR firms are racing to establish Middle East footholds.
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TikTok launches PineDrama to monetize microdramas separately from its main app. CMOs must understand how platforms are fragmenting content categories to capture new revenue streams.
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Porsche's 10% sales collapse in China signals deeper trouble for luxury brands as local EV makers capture premium buyers during economic slowdown.
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Strategy chiefs now own commercial growth targets in MENAT reshuffle. FP7McCann's promotion signals agencies are redefining strategy roles as revenue drivers, not just creative support.
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AI is cutting consumer research cycles from weeks to minutes, forcing CMOs to rethink how they gather insights and compete in fast-moving Asian markets.
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Australian indie agencies are stealing enterprise clients from WPP and holding companies. Here's why agility and AI platforms are winning.