With forecasts suggesting up to 90% of web content could be AI-generated by 2026, media and fraud experts explain why verification tech alone won’t shield advertisers from the rise of convincing synthetic content.
As agencies move closer to owning the media they sell, the debate shifts from whether principal media belongs in the mix to how transparent and responsible it can truly be.
As AI tools become increasingly essential in creative workflows, an independent initiative backed by Springboards has launched the first benchmark to measure the true creative instincts of large language models.
While text-to-video AI tools are fast becoming the industry's latest obsession, Campaign goes beyond the hype to explore the current capabilities on offer and limitations of AI video generators for the advertising landscape.
The study also illuminates a huge gap between marketers' and consumers' expectations when it comes to environmental business priorities
Early reviews of Apple's latest spatial computing marvel are mixed. Whilst some say it's a revolution in tech that'll change the way we see the world, others are worried about the weight of the product on humanity...literally. Campaign unboxes the Apple Vision Pro hype
COP30 opened amid mounting pressure on sectors like advertising to reconcile their climate responsibilities with ongoing fossil fuel ties, testing the summit’s potential for real progress.
Some media channels needs to lose sales in order for Netflix and Disney+ to win them, and the most likely source is linear TV
Following reports on declines in performance media earnings, Campaign explores what strategies marketers can employ to navigate this changing landscape—including the promise of retail media.
With AI systems increasingly involved in sensitive areas like therapy, marketers must balance innovation, scale, and speed with a deep responsibility to protect vulnerable users.
BRAND HEALTH CHECK: "I don't think Google can expect to keep the status quo," warns Brian Benway of Mintel, as a landmark antitrust ruling might threaten the tech giant's future.
Brands are increasingly exploring the lucrative potential of advertising in space, with companies like StartRocket pursuing orbital billboards while others opt for more environmentally friendly near-space marketing alternatives.
The US Federal Trade Commission approved Omnicom’s $13.5 billion acquisition of Interpublic, with restrictions against coordinating ad spending based on political or ideological content.
Amazon's advertising business outpaced the company's overall growth in 2024, fuelled in part by the company's expansion into streaming advertising.
Has the marketing industry invested too much in technology and quantifiable returns-on-investment at a cost to creativity and ideas that can truly stand out? Campaign explores if the era of big investment in technology has come at a cost to creativity?
BRAND HEALTH CHECK: Following record losses, job cuts, a rumoured cage fight with a rival billionaire, and most recently, a new app to take on Twitter, can Meta mend and march to its former might?
With a possible break-up of the tech giant's businesses on the cards, Campaign examines the potential winners and losers in the fight for the future of digital advertising.
The FIFA Women’s World Cup 2023 was a turning point for women's sport, but while some brands are capitalising, others are still slow to recognise the opportunities to reach a highly engaged audience
In an exclusive interview with Campaign, YouTube's culture and trends lead for APAC, Ashley Chang, highlights five trends emerging across the platform, and shares tips on how marketers can tap into them for a successful content strategy in 2024
The group grew organically by 2.6% in Q2 2025 but cautioned about ongoing headwinds in the APAC region and geopolitical uncertainties.
The new tool allows customers to generate photos from word prompts and is solely trained on Getty Images’ own licensed images with full protection and usage rights
Recently, brands like Lush, Balenciaga and Bottega Veneta have all walked away from social media. Is the anti-social trend here to stay? Are more brands likely to follow? And can they really survive without it?
Once overlooked by advertisers, Reddit is rapidly emerging as a powerful and authentic platform that's challenging brands to rethink how they connect with audiences in an increasingly crowded social-media landscape.
With solid growth in advertising and media, precision marketing, and healthcare, the company remains in line with full-year expectations
A women-dominated Olympics is fuelling optimism in increased brand endorsements for women's sport. Campaign explores why marketers who have the foresight to invest in female athletes now will reap the biggest rewards.
In the coming year, when Netflix's user growth slows down as most predict, increasing ad revenue will become even more crucial. Campaign explores how the streaming giant plans to scale its advertising business.
Severine Vauleon on the Unilever brand’s new ‘Shut Up Sexism’ campaign, and having a cause-driven strategy pay off—particularly in China
Beyond being just another social-media buzzword, ‘quiet quitting’ is having a real impact across adland. We ask industry leaders in the region how they are responding
Whistleblower claims Meta deliberately exaggerated the success of its Shops ads to mitigate revenue losses caused by Apple’s privacy restrictions on iOS tracking.
Edelman's global chair of business marketing, Joe Kingsbury, explains why thought leadership—when applied substantially—is the single-most important opportunity for B2B marketers to stand out.
Campaign explores how Threads has fared since its record-breaking launch including advantages for users so far and current setbacks for advertisers.
With technologies like AR, VR and AI blurring the lines between the physical and digital, is now the time for every brand to have a 'phygital' strategy? Campaign explores
The network continues to see organic revenues decline amid tech and finance ad slowdown
As the parent company of Facebook and Instagram plans to let advertisers generate complete AI-crafted ads, experts across APAC weigh in on the potential impact on the region's landscape and what it means for agencies.
CXM struggles with double-digit declines globally, while media services provide steady growth.
While AI offers efficiency, many still prefer human interaction for complex customer service issues, prompting questions about a balanced approach that combines technology with empathy.
Following Apple's recent 'Crush' ad controversy and Bumble's fumble, Campaign explores whether or not there is merit in an ad that is criticised but still garners attention, as opposed to going unnoticed.
Dentsu reduced headcount by 2,100 roles in 2025 and said a further 1,300 cuts are planned.
By sticking to traditional recruitment methods, agencies are failing to attract a diverse, digitally native talent pool. How much or little is the industry evolving its hiring practices to adapt to modern times and needs?
With the hype and excitement of last year's Gen AI boom now dissipating, Campaign explores why some brands and agencies are adopting a pushback stance when it comes to the new technology in a bid to avoid its pitfalls.
TOP OF THE CHARTS: The 'Creativity at a Crossroads' report shines a light on what CMOs around the world are thinking about when it comes to brands, business, and creativity
The first ever Cannes Lions Grand Prix withdrawal for AI misuse signals a watershed moment, but is this just the beginning of a much bigger reckoning for marketing in the AI age?
Unveiled at Cannes Lions 2025, Reddit’s AI-powered tools are designed to help brands tap into the power of community conversations and real-time insights.
A pattern exists of brands targeting the disabled community during the Paralympics, but ignoring the community afterwards. Campaign explores what it will take for disability inclusion to become a constant in advertising rather than just seasonal.
SOUNDING BOARD: WPP's CEO Mark Read recently admitted the company is using AI to cut costs. As investment in the space ramps up, is it better for industry leaders to be upfront about the impact it will have, be it good or bad?
With B2B influencers on the rise, experts in the region advise marketers to prioritise trust and credibility over visibility and metrics. Meanwhile, an emerging business to human (B2H) trend is overtaking B2B storytelling.
Are your ads funding lies? Social media's prioritisation of engagement over truth puts brands at risk. So, how can marketers protect brand reputation and reach real audiences in a world of rampant misinformation?
Campaign explores how an industry reliant on new blood to remain current will need to adapt to appeal to the younger talent it wants.
AI has climbed the corporate ladder in record time, with some companies already replacing their CEOs with an AI bot. But just how much is the ad industry embracing AI leadership and how much control and responsibility is sensible for AI to assume?
Why do legacy brands rebrand, and what does it take to succeed? Campaign examines whether the investment pays off and the steps behind a successful transformation.
We Are Social and Meltwater data show India as Threads’ biggest ad market globally, while Taiwan and Hong Kong lead reach among adults.
As superheroes and dinosaurs pull audiences into theatres, advertisers are weighing cinema’s rare ability to command full attention against the lure of faster, cheaper clicks.
The network saw an organic revenue decline in Q1 but expects performance to be second-half weighted, driven by a number of one-off events later in the year
Campaign Asia tracks last week’s 11% slide against a year of volatile trading and failed recoveries, leaving Dentsu’s shares nearly 18% below their 2024 peak.
As brands increasingly adopt tactics to collect first-party data, questions arise about the value of compensating consumers for their data and how such practices might influence customer loyalty and trust.
Sure, the crypto market has cooled off considerably and the craze isn't the same but Asian brands that have a long-term adoption strategy deliver success
To maintain its leadership in the rapidly evolving beauty tech space, L’Oreal is partnering with startups to accelerate innovation, deliver personalised beauty experiences, and pioneer new technologies.
The growing popularity of crypto investing in Asia has given rise to fraudulent or scam ads. Is tougher regulation needed by advertising bodies, and what standards need to be applied to agencies who get involved with crypto startups?
With the rapid rise in popularity of chatbots like ChatGPT and Perplexity, Campaign explores the impact of an advertising model, and competition with major players like Google and Meta.
Sports broadcasting is often justified by the commercial logic of “sex sells,” hiding behind the implicit assumption that the only way to consume sports is through the male gaze. But some brands are challenging this deeply misogynistic narrative, starting long-overdue conversations about the brazen objectification of women in sports
EXCLUSIVE: Results from an extensive APAC study by Virtue, revealed in advance to Campaign, uncover five cultural codes that are driving Asia’s Gen Z and how brands can tap into them.
From SearchGPT to Perplexity, new AI-driven search engines are gaining ground and have the potential to change search behaviour. But will it be enough to disrupt Google’s stronghold on search and search advertising?
Meta recently showed off its prototype for holographic AR glasses and is betting on them being transformational for brands and users. Will this be a revolutionary step for AR or it is it just another hype cycle?
As brands continue to go viral on TikTok owing to their clever use of original music, the role of sound in campaigns is becoming less of an afterthought and more strategically significant for standing out in a crowded digital landscape
Financial profit is often attributed as the main reason agencies continue to work with fossil-fuel clients. Experts in the industry argue that stricter regulation and forward-thinking measures are needed to move away from agencies’ over-reliance on fossil fuels.
Agency leaders share some of their plans for 2024
We kick-off our end of year content with an annual look at the brand disasters and slip-ups that dominated headlines this year
Following a sharp drop in its stock value, missed delivery targets, losing the sales race to competitors, and a CEO preoccupied with making a 'chief Twit' of himself, can the darling of the electric vehicle world steer itself back on track?
Following a recent double-page spread that highlighted the glaring lack of gender diversity in the creative industry, Campaign Asia-Pacific asked women creatives in the region about the steps needed to enact real change.
Acquiring its snack rival for US$36 billion will mark the largest deal of 2024, giving Mars ownership of global cereal brands including Special K and Kellogg's Corn Flakes outside North America.
The tech giant has beaten Q2 revenue and profit estimates driven by strong ad sales and its cloud unit, and says that its AI investments are “driving new growth.”
Industry leaders weigh in on how brands can help shape pop culture again through innovative storytelling and a balanced approach between creativity and performance.
Despite a robust 2.8% Q3 increase in Japan, Dentsu has downgraded its full-year outlook to flat (0%) due to a sharp fall in the APAC region.
India was negatively impacted by client losses in the media sector in Q2, but a new leadership team led by Anita Kotwani in media and Harsha Razdan as CEO, India, has resulted in a significant shift in favour of more effective teamwork and a client-centric approach
Facing leaner budgets and a changing media landscape, APAC marketers are prioritising data-driven decisions and new channels, Nielsen’s 2025 Annual Marketing Report reveals.
With tech giants lobbying for AI training on copyrighted material and artists filing lawsuits to protect their work, adland faces the challenge of integrating AI while respecting copyright, originality, and the livelihoods of creators.
Swiss sportswear challenger On is sprinting ahead in Asia with 94% sales growth and flagship expansions, but can its CloudTec innovation and community-driven hype convert into lasting loyalty?
The parent company of Facebook and Instagram plans to let advertisers generate complete, AI-crafted ads with just a product image and budget, automating the entire campaign process across its platforms.
The Paris Paralympics look set to achieve record-breaking audience reach and ad sales. Campaign explores the unique opportunity it offers brands, sponsors, and advertisers to make a meaningful impact during the main event and beyond.
For the first time, WhatsApp will display ads and offer paid subscriptions for exclusive content in its Updates tab, expanding its revenue streams while keeping personal messages ad-free.
With a potential ban of TikTok in the US looming, we asked advertisers in India and Hong Kong, where the short video app is already banned, which alternatives they have turned to, and whether or not they feel they're missing out?
Leading think tank The Pew Research Center has announced it will stop using generational terms like 'Gen Z' to describe different cohorts of society, but should marketers follow?
While AI transforms much of advertising, fragmented data ecosystems mean measurement still demands a hybrid of technology and human judgement.
'Somewhat a victim of its own scale and lack of specialisation,' Nike faces a perfect storm of challenges as sales slow and rivals innovate. Can the giant reinvent itself, or is this the start of a long decline?
Adland’s holding groups went on a 2025 buying spree, with Omnicom forming the world’s largest agency via IPG, while Publicis and Havas scooped up APAC indies amid a martech and AI boom.
From her German fashion doll-inspired beginnings in the 1950s to breaking box office records in 2023, Campaign explores how Barbie has remained popular for the past six decades. Clever marketing or something else?
Jessica Martin on how Asia marketers should be privacy-ready, the promise of Topics, and India's Personal Data Protection Bill
SOUNDING BOARD: Following Unilever's recent strategy announcement on cooling off on purpose-led marketing for some of its brands, Campaign asks industry experts to weigh in on whether or not there is a case for it, and if now is the right time?
Climate campaigners had called on agencies to drop out of the media review, saying PR and advertising firms are aiding oil companies in delaying climate action
Tesla CEO Elon Musk reversed course from a traditional advertising push last month by scrapping a freshly formed marketing team. Can brands survive or even thrive without a marketing team?