Deep dives into standout brand activations, creative ideas, and strategy breakthroughs in Asia.
news
Quill's integrated campaign for the Open Masters Games Abu Dhabi generated 212 million impressions in three months, reshaping how the nation views aging and competitive sport.
news
Green SM's tone-deaf crisis response alienated the Indonesian public within hours. KAI's empathetic approach became the benchmark.
news
Oman's first 3D holographic advertising network launches at retail malls, but without independent measurement of real engagement or sales lift, the premium format remains spectacle without proof.
news
Universities in the UAE are moving beyond credentials and rankings. MAHE Dubai's campaign signals a fundamental shift in how education institutions compete for Gen Z students through authenticity.
news
Gatorade reused an existing campaign with Son Heung-min rather than filming new ads during the World Cup, prioritizing the athlete's preparation time.
news
Ogilvy Singapore made Vaseline the "Official Nipple Protector" of TCS Marathon. How a runner's problem became a global campaign.
news
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.
news
Teads secures exclusive LG Smart TV home screen rights across APAC. A signal of wider CTV advertising consolidation reshaping Asia-Pacific.
news
Brands are shifting from celebrity endorsements to creative partnerships. Marc Jacobs, Venmo, and Heineken 0.0 are bringing talent into the writers' room, not just in front of cameras.
news
Casio shifts from celebrity endorsements to real creators in its Middle East campaign. Gen Z prefers authentic community figures over famous faces.
news
CIMB Niaga ditched product specs entirely for a three-episode TV series. How narrative strategy over features is reshaping SME banking campaigns.
news
Pfizer skips Super Bowl for NFL Draft cancer campaign. How pharma brands are sequencing sports moments for targeted health messaging.