global

insights

APAC Brands Are Winning Google—And Losing AI Search

Google AI Overviews now dominate 25% of searches, yet 73% of ranking brands get zero mentions. APAC marketers must shift from click metrics to AI visibility or lose buyers entirely.

insights

Gen Z Trusts Teachers, Not Brands: Why School TikTok Flops

Schools are chasing TikTok followers to solve enrollment decline, but the real crisis is demographic. Gen Z trusts teachers, not brands and social media marketing can't reverse plummeting birthrates.

insights

How the ANDY's Binary Standard is Reshaping Global Creative Awards

The ANDY Awards reward original ideas over production budgets. Two Asian jurors are reshaping how creative leaders approach award strategy.

campaigns

The TV-First Sports Campaign Model Is Dead. Here's What Replaced It

Coca-Cola's Powerade campaign for FIFA World Cup 2026 signals the death of the TV-first sports marketing model. Brands now embrace social-first, creator-led activations across 50 markets, with implications for Asian marketing leaders navigating fragmented, mobile-first audiences.

campaigns

When Fandom Marketing Beats Paid Media: The NCT Effect

Apple Korea's NCT campaign proves that genuine cultural fluency drives earned media amplification—outpacing traditional paid media and making agency retainers look expensive. Discover how fandom-driven marketing is reshaping brand strategy across Asia.

campaigns

Why Pepsi Is Ditching Traditional Sports Sponsorship for Entertainment IP

Pepsi just launched Football Nation, a fictional country powered by football fandom. The shift signals a major change in sports marketing: brands are moving from paying for athlete endorsements to owning entertainment properties that shape culture.

campaigns

The Invisible Rule Behind This Year's Most Effective Campaigns

Kantar's 2026 Advertising Effectiveness Awards reveal a fundamental shift in how campaigns work. The most effective campaign skipped TV entirely, creative and media are no longer separate, and heritage brands outperformed innovation. What CMOs miss about measurement.

news

40% of Ad Spend Wasted: Here's How One AI Tool Aims to Fix It

Perion's Outmax AI tool is optimizing ad campaigns across Africa, solving a 40% ad spend waste problem. The rollout signals how global ad tech vendors are localizing execution across high-growth regions.

campaigns

Control vs. Scale: How Anthropic and OpenAI Diverged on Cyber AI Risk

Anthropic limits cyber AI access via Project Glasswing. OpenAI scales broadly. Which risk philosophy fits your organization best?

news

Coca-Cola Fires and Rehires from Same Holding Company

Coca-Cola fired WPP's media account, rehired them for creative, then gave Ogilvy the Diet Coke account. Why holding company loyalty is at an 8-year low.

news

M+C Saatchi Posts Worst Results as Holding Company Model Falters

M+C Saatchi's 75% profit collapse and WPP's 87% market loss signal the end of holding company dominance. Brands now prefer independent agencies.

news

MENA Agencies Win 19 Clios, Signal Growing Creative Power

MENA agencies claimed 19 Clio Awards 2026, with Saatchi & Saatchi UAE winning gold. A regional creative ecosystem demonstrates world-class work across airlines, automotive, and retail.