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Thai Soap Brand IngOn Turns Leftover Bar Habit Into Competitive Edge

Thai soap brand IngOn turns the universal habit of pressing leftover bars into new soap into a competitive advantage. A breakdown of how product insight becomes campaign positioning.

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Samsung Ads Partners with Eyeota to Add Precision Targeting in Southeast Asia

Samsung Ads partners with Eyeota to bring data-driven precision targeting to connected TV in Southeast Asia. CMOs now have TV-based audience segmentation rivaling digital platforms.

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Diabetes Australia Uses Food Industry's Own Playbook Against It

Diabetes Australia deployed the food industry's playbook in a radio campaign. How creative cause marketing outperforms clinical warnings.

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Twitch Viewbot Fraud Hits $4.8B: How Brands Misallocate Creator Budgets

Global creator fraud hits $4.8B as 80% of top Twitch streamers show viewbotting signs. How brands can protect marketing budgets through better measurement.

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OpenAI's ChatGPT Ad Pilot Falls Short: Agencies Left With Unspent Budgets

OpenAI's ChatGPT ad pilot left agencies with massive unspent budgets and unrealistic expectations. A US$250K commitment yielded only US$2.5K in spend, revealing a cultural rift between software and media companies.

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Why Australia's 2026 Marketing Downturn Feels Worse Than 2008

Australia's 2026 marketing crisis is worse than 2008, with ad bookings down 5.2% and consumer confidence plunging.

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The adidas Blueprint: Entertainment as Product Launch Strategy

adidas Japan commissioned a full anime film for the 2026 World Cup kit campaign. How premium animation and genuine creative partnerships are reshaping brand marketing in Asia.

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Almarai's Snapchat AR Campaign Beats Global Benchmarks by 73%

Almarai's Snapchat AR campaign reached 15 million people and beat global benchmarks by 73%. How culturally relevant location-based advertising drove record engagement.

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Omnicom Pledges Ad Tech Overhaul, But Publishers Still Wait for Money

Omnicom promises to cut ad tech middlemen, but publishers aren't seeing the savings yet. An investigation into where supply chain margins actually go.

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Why E-Commerce Tools Are Abandoning Single-Marketplace Strategies

Sellyze launches as an agnostic alternative to Amazon-only tools, covering Walmart, Etsy, and TikTok Shop. At US$29/month, it undercuts incumbents by 70-80%, addressing APAC sellers' multi-platform needs.

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How AI Search Dismantled Digital Media's Growth Engine

BuzzFeed and Vox Media's collapse reveals a hard lesson: traffic-chasing isn't a business model. AI search has fundamentally changed how audiences discover media.

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Dubai Agency Wins ADC Merit for Health Data Visualization Campaign

Horizon FCB MENA becomes the only MENA agency to win ADC recognition for its Vitamin SEE health data visualization campaign. A meaningful signal of global creative ascent.