Branding
China’s 618 shopping festival sees electronics surge, platforms rethink strategies
Electronics and home appliances soar as government subsidies kick in, but once again, top e-commerce platforms are silent on overall GMV—reflecting both changing consumer habits and a 618 season that keeps breaking its own timeline.
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Inside Somersby’s ‘no-nonsense’ brand positioning with K-pop’s Yeonjun
Campaign exclusively chats with Carlsberg Asia’s senior director, Rommel Fuentebella, about Somersby’s new tagline and campaign, with a sprawling Asia push that enlists K-pop idol Yeonjun.
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Why Thailand is a shining example of LGBTQIA+ brand leadership
In a year marked by global uncertainty for LGBTQIA+ rights, Thailand’s vibrant Pride celebrations and evolving brand partnerships offer a blueprint for authentic inclusion in Asia.
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Southeast’s Asia’s top 50 brands 2025
After surveying 10,000+ consumers across Southeast Asia, Pureprofile and Campaign crown Samsung and Shopee as the top brands, joined by 48 others leading the region’s market.
Asia-Pacific Power List 2025: Robin Liu, Miniso
Liu has driven Miniso’s rapid global expansion and innovative marketing, positioning the brand as a leading IP design retail powerhouse with a strong commitment to purpose and sustainability.
What to expect at Campaign360 2025
Hundreds of brand marketers will attend the flagship event for two days of networking, inspiration, and insights from multiple stages and formats. During this time, Campaign Asia-Pacific will reveal its coveted lists of the top 50 brands and brand marketers.
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Apple leads as US dominates Kantar's Top 100 Global Brands
As US brands dominate the top 10 in Kantar's BrandZ 2025 ranking, Chinese companies and APAC players like Airtel are rapidly gaining ground, signalling a shifting balance in global brand power.
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Can HK food-delivery app Keeta's cash-burning blitz sustain its rapid growth?
BRAND HEALTH CHECK: In just 10 months, Meituan-backed Keeta has taken Hong Kong’s food delivery market by storm, toppling competitors with aggressive discounts and bold tactics. But is its cash-burning spree and rapid rise sustainable, or is a crash inevitable?
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Why sports marketing should lean into intimate, culture-driven experiences
In a world shaped by Gen Z and hyper-local engagement, the winning brands aren’t the loudest—they’re the ones that create authentic experiences that foster belonging and build trust.
How Want Want cracked Japan’s competitive confectionary market
Campaign speaks to Tony Chang of the iconic Taiwanese food brand to learn about the brand’s strategy in penetrating the Japanese market, and the challenges of localisation.
Jaguar Land Rover launches global creative agency review in wake of Jaguar rebrand
Accenture Song is the incumbent on the account.
Move and win roundup: Week of May 5, 2025
Catch up on our weekly roundup of people moves and account wins at DDB Group, Kantar, Moonji, Emergent, AKQA, TBWA, Ogilvy, Singapore Tourism Board, and more.
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Amazon unveils first brand overhaul in 25 years, led by Koto
The subtle design refresh spans over 50 sub-brands across categories like pharmacy, groceries, and on-demand streaming under a single brand umbrella.
When brands become the villain: Lessons from Coffee Mate's 'White Lotus' collab
The Nestlé product’s team was as surprised as anyone at the HBO show’s season finale. Here’s how brands and their agency partners avoid shocking plot twists involving their products.
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The art of dealing with the new trade order
Donald Trump's tariff tornado will have wide-reaching implications, potentially placing advertisers and agencies at a fundamental pivot point says New Commercial Arts’ David Golding
How the tariff war could strengthen Apple's ties with India
India could produce up to 25% of iPhones this year as Apple shifts production to counter escalating tariffs.
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Can purpose still sell? The changing face of brand activism
Once a badge of honour, is brand activism now a reputational minefield?
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Common Interest acquires Amplify to 'empower creativity'
The previously independent brand experience agency has offices in London, LA, Paris, New York and Sydney.
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At its core, ‘Careless People’ is a cautionary tale of disillusionment
Sarah Wynn-Williams’ memoir lifts the lid on life inside Facebook, exposing a culture where ambition eclipses ethics, and authenticity is welcomed only when it's convenient.
Brands are addicted to data and it’s killing creativity
In an era where algorithms dominate every decision, brand consultancy founder Upasna Dash argues that true brand power comes not from digital footprints—but from instinct, identity, and a deep understanding of what brings true joy to consumers.
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