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How Balter Turned Beer Coasters Into Brand Experience Tools
Balter turned beer coasters into a self-help book to cut through digital noise. CMOs should rethink how physical formats drive engagement when social channels saturate.
brands
Profiles, interviews, and performance stories of leading and emerging brands operating in Asia.
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Netflix Taps Singapore's Nativex for 190M-Viewer Ad Platform
Netflix's ad-supported tier hits 190M viewers. Nativex partnership gives brands access to premium inventory and first-party data targeting across global markets.
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McDonald's Singapore Launches Dual-Tier Plushie Loyalty Program
McDonald's Singapore rewards superfans with exclusive plushies while targeting casual buyers—a dual-tier strategy that sustains engagement throughout Lunar New Year.
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Chinese Safety App Sileme Tops Charts, Rebrands to Demumu
Chinese safety app Sileme hits number one on Apple's China charts, then rebrands to Demumu for global expansion. Why the name change matters for Asian startups chasing international growth.
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How Lexus Transformed Sports Sponsorship Into Product Trial
Lexus turned tennis rally data into an interactive EV test drive at the ASB Classic, proving sports sponsorships can drive product trial beyond stadium walls.
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How DoubleVerify's IMDb Deal Tackles $1B CTV Waste Problem
DoubleVerify's IMDb deal cuts $1B in quarterly CTV waste by verifying where ads actually run. CMOs can finally justify streaming TV spend with transparent, AI-powered controls.
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Assembly Unifies Nine Asian Markets Under Single Brand
Assembly unifies nine Asian markets under one brand, deploying AI tools across 800+ employees. CMOs gain access to unified data infrastructure for faster, culturally relevant campaigns at scale.
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adjoe Brings Performance-Based Gaming Ads to 22M LINE Users
adjoe's gaming rewards platform reaches 22M LINE users in Taiwan, generating 40K downloads in 30 days. Performance-based ads are reshaping mobile marketing as privacy regulations limit traditional targeting.
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Australian Sunscreen Brand Pivots From Cinematic to Product-First Ads
Slather ditches cinematic storytelling for product-focused infomercials, using comedy and graphic effects to drive sun protection messaging to younger audiences.
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Mars, Disney Expand M&M's Marvel Partnership to 65 Markets
Mars and Disney scale M&M's Marvel partnership to 65 markets in 2026 with collectible packs and QR-unlocked digital prizes. A playbook for CPG brands leveraging IP to drive social sharing and retail velocity.
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Times Square DOOH Emerges as Post-IPO Showcase for Asian Brands
Grab uses Times Square billboards to showcase Southeast Asian tourism and SMEs post-IPO. A breakdown of how Asian brands build global credibility through landmark DOOH.
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YouTube Dominates Asia's Living Rooms While Instagram's TV App Remains Unproven
YouTube dominates Asia's living rooms with 79M Southeast Asian viewers, while Instagram's TV app remains unproven. CMOs must decide where 2026 budgets go.