Customer Experience
40 Under 40 2025: Dylan Yu, Oppo
In just half a decade, Dylan Yu has shaped Oppo from a budget player into a culturally attuned, community-conscious market leading smartphone brand in Singapore.
.png&h=268&w=401&q=100&v=20250320&c=1)
Klook grows up: From travel app to experiences brand, and now, IPO-bound
Klook’s next trip is Wall Street. Marketer Marcus Yong and TSLA’s Eunice Tan look back on a decade of turbulence, their new campaign with Marie Kondo, and turning bookings into something bigger... transformation.
40 Under 40 2025: Andi Renreng, Xiaomi
From record-breaking smartphone launches to turning tech campaigns that stand out, Renreng has helped Xiaomi Indonesia become a market leader while mentoring the next wave of local marketing talent.
.png&h=268&w=401&q=100&v=20250320&c=1)
What 60 days in China's lower-tier cities revealed to me about retail
After 60 days travelling solo through 30 cities in China, Wai Social founder Olivia Plotnick shares what she saw and learned.
Singapore’s AI optimism highest globally but AI-powered customer service is failing, Qualtrics report
Qualtrics’ Southeast Asia strategist Irene Ng warns that brands are mistaking AI adoption for AI acceptance and it’s costing them trust. While 68% of Singaporeans believe AI can make life better, barely 40% believe companies will use it responsibly.
.png&h=268&w=401&q=100&v=20250320&c=1)
Playing it safe won’t cut it: Heineken and Standard Chartered on bold marketing in APAC
As 90% of brands expand into new-language markets, at All That Matters 2025, marketers say bold risks, cultural authenticity and fan-driven creativity are now table stakes.
China's new sense of 'premium'
Two creative directors of global agency Forpeople share lessons in working with Chinese clients, ditching past assumptions to strike a balance in design expression for premium brand experiences.
Nearly 1 in 2 shoppers drop purchases over poor online experiences, study finds
Shoppers' abandonment rates remain high as 48% of consumers turn to AI agents to secure better deals and filter choices, posing challenges to brands trying to win the digital shelf.
40 Under 40 2025: Tara Kapur, Duolingo
Applying her skills as a storyteller, content creator and marketer, Kapur is driving an agenda of growth and accessibility for young professionals across India.
40 Under 40 2025: Sarissa Rodriguez-Schwartz, SJS Group
Known for her innovative and culturally resonant brand strategies, Rodriguez-Schwartz excels at delivering the ‘wow’ factor in consumer F&B experiences.
.jpg&h=268&w=401&q=100&v=20250320&c=1)
Why Western coffee giants are losing ground in China's coffee boom?
China added 12,000 coffee shops last year, but why are Western giants like Starbucks falling behind local upstarts? Campaign breaks down where they’re losing the plot.
Consumers raise concerns over data privacy as more brands turn to AI: report
As brands invest in AI tools to engage with consumers, a recent Twilio media briefing in Hong Kong says 60% of people don’t believe brands act in their best interest when it comes to their data.
.jpg&h=268&w=401&q=100&v=20250320&c=1)
When Prime Video ads guess your mood before you watch
WPP OpenDoor’s latest campaigns swap ‘because you watched’ for mood-led recommendations, using AI to pair streaming suggestions with emotions — and even food orders.
.jpg&h=268&w=401&q=100&v=20250320&c=1)
Why China’s delivery discount spree could backfire
China’s food delivery giants are burning billions in a cutthroat price war. Orders are soaring, but so are concerns over collapsing margins, declining service, and vanishing brand loyalty.
Why Chinese youth bet on pets and plushies as their new family
With fewer people getting married or having children in China, many young adults are turning to pets, plush toys, and AI for comfort and connection, creating fast-growing markets that reflect new ways of building emotional bonds beyond traditional families.
.png&h=268&w=401&q=100&v=20250320&c=1)
Disney sets sail: VP Sarah Fox on the brand’s cruise bet in Asia
With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.
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.
Google may no longer be the ‘Godfather of search’ as AI tools gain ground
With Apple announcing its shift to AI search tools, the impact on the digital landscape could be disruptive as SEO experts rethink their strategies.
Breaking walled gardens: Why RedNote and Alibaba teamed up for Red Cat
As the 618 shopping festival kicks off earlier this year on May 13, RedNote and Alibaba Group have joined forces to integrate Xiaohongshu with Taobao and Tmall amid an increasingly competitive ecommerce landscape in China.
.png&h=268&w=401&q=100&v=20250320&c=1)
ChatGPT, conversational AI and the shift from search-based shopping
As generative AI evolves, a prompt-first economy will drive commerce, and it will be based on relevance, accuracy and structured data, predicts Lionel Sim, founder of AI Capitol.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
