the 2025 wrap
Campaign Asia's most-read stories of 2025
Yes, you mostly come for the agency holding company news. But you can't resist a good brand backfiring story. Strategic planners took notice when a target was put on their backs. And nothing topped your obsession with Labubu this year. Here's a look back...
The 2025 Wrap: The boldest brand crossovers in China
From mascots to IPs paired with food and cars, here's how global brands in China leveraged unconventional collaborations to win consumers' attention this year.
The 2025 Wrap: Work that captured the industry's heart
From the historic sounds of Korea’s Liberation Day to improving women's hearing through hijab, to a new mayor's hope, top APAC creatives highlight the work that inspired them this year.
The 2025 Wrap: 11 things APAC creatives taught us (none straightforward)
In this special edition of Creative Minds, this year’s cohort reminds us that creativity is seldom born of perfect CVs... it lives in the detours, the mishaps, and a cheerful disregard for sensible career choices.
The 2025 Wrap: The biggest brand blunders and backlashes of the year
From Arc’teryx’s Himalayan pyrotechnics to Skims' hair-raising stunt, we look back at ten moments when ambitious marketing veered off course.
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