Timely updates on marketing, media, and communications developments in Asia.
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Specialist publisher ad revenue has collapsed as Google AI Overviews redirect traffic. PR agencies now allocate 7-12% budgets to publisher support to sustain earned media channels.
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Swatch's Royal Pop launch exposed a critical vulnerability in teaser marketing: when information gaps exist, AI tools now generate aspirational concepts that real products can't match. Despite consumer disappointment, the watches sold out—revealing a paradox between imagination and purchasing.
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Almarai ditched TV for a Fortnite branded island, signaling how FMCG brands are pivoting to gaming platforms to reach Gen Z and millennials.
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Zeta Global and Snowflake announce the Open Semantic Interchange, a vendor-neutral data standard designed to eliminate conflicting metrics across marketing stacks and improve AI reliability.
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Search is fragmenting. 37% of consumers now use ChatGPT or Perplexity instead of Google. Marketing teams need a visibility strategy—and the tools are finally here.
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Hakuhodo Indonesia appoints Daisuke Yanaoka as COO in a coordinated ASEAN restructure. The move signals deeper investment in creative technology and operational efficiency across Southeast Asia.
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Meta's Q1 revenue surge masks investor fears over US$145B AI spending with no clear ROI. For APAC marketing leaders, this threatens ad pricing and platform decisions.
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Publicis and Goldman consolidate. Independent practices like Capel Sport counter with local networks. APAC brands must choose between scale and cultural expertise.
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Darlie Malaysia eschews product claims for consequence-driven creative storytelling in its new 'You Are What You Eat' campaign. How the brand uses horror-comedy to drive engagement.
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86% of major advertisers say they'll shift budget to the open web if AI tools match Google and Meta's capabilities. Taboola survey reveals $millions in potential reallocation awaits.
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BYRDLI's campaign with San Diego Tourism Authority proves that influencer partnerships work best when measured by bookings, not likes. How travel brands are closing the gap between awareness and revenue.
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AJIO consolidates digital strategy under 22feet Tribal, shifting from discounts to cultural branding in India's competitive fashion market.