news
National Geographic Launches Creator Cohort to Tap TikTok, YouTube
National Geographic taps eight creators across TikTok and YouTube to reach 800M followers. Legacy publishers are now competing for creator talent.
campaigns
Deep dives into standout brand activations, creative ideas, and strategy breakthroughs in Asia.
news
Telstra Turns E-Waste Into Working Synthesizer to Drive Recycling
Telstra builds a working synthesizer from e-waste to shift recycling behavior through creativity, not guilt. A playbook for Asian telecoms facing similar sustainability pressure.
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Why Organic Viral Moments Outperform Paid Campaigns for Asian Brands
Organic viral moments like IKEA's Punch macaque moment outperform paid campaigns, driving sellouts across Asia without media spend. CMOs must shift strategy to amplify authenticity over ads.
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KFC Thailand Wins Cannes Lions Gold for Education Campaign
KFC Thailand's Cannes Lions Gold campaign turned collectible toys into a movement addressing one million out-of-school youth. Here's how brands drive social impact while building loyalty.
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Australian Pork Shifts CNY Marketing Focus to Quality Over Abundance
Australian Pork ditches feast-size messaging for ingredient quality in CNY push. CMOs: consumers now value trustworthiness over abundance.
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Spotter Showcase 2026 Positions Creator Deals as TV Upfront Alternative
Creator deals are moving faster than TV upfronts. Spotter's 2026 Showcase proves brands can skip traditional broadcast cycles and close partnerships in months, not years.
news
Amazon Ads API Now Open to AI Agents Across 36 Countries
AI agents can now manage Amazon Ads campaigns in plain language across 36 countries. Beta testing showed 67% faster launches—a critical edge as APAC programmatic spending hits $258B.
news
Big 4 Holiday Parks Launches A$150K Year-Long Content Campaign
Big 4 Holiday Parks is betting A$150K on customer-generated content, turning one family into year-long brand ambassadors. Here's why experience-led marketing is reshaping leisure brands.
campaigns
How APAC's Complexity Could Be Its AI Advantage
APAC's fragmented channels and regulatory complexity are slowing global AI adoption—but giving mid-market agencies a genuine competitive edge.
news
How AI Dubbing Is Collapsing APAC Campaign Timelines
AI dubbing collapses APAC campaign timelines from weeks to 60 seconds, forcing CMOs to rethink localization strategy and creative workflows.
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Why Marketers Are Targeting AI-Cited Publishers Now
Marketers are now targeting the publishers that AI cites in its responses, creating a new programmatic ad opportunity to reach high-intent buyers.
news
MSD Vietnam Launches Tết-Focused HPV Campaign With Dentsu Creative
MSD Vietnam ties HPV vaccination to Tết rituals, positioning preventive healthcare as a cultural protection practice. CMOs should note how pharma brands are localizing health messaging to drive seasonal behavior change.