By Carol Mason Tourism Australia’s beloved “Come and say G’day” campaign is back with a bold new chapter. Chief Marketing Officer Susan Coghill explains how leveraging familiar faces like Robert Irwin and customizing for key markets is helping Australia cut through the content noise and win hearts across the globe.
By The Malketeer What if the cure to urban loneliness was hiding above our heads all along? In Seoul, one of Asia’s most vibrant yet isolating megacities, Heineken has found an unexpected answer: the humble rooftop. With its new campaign Rooftop Revival, created with LePub, the brewer isn’t just selling
As one of Malaysia’s most forward-thinking agency leaders, Sue-Anne Lim has built a career on reimagining media through a people-first lens. From helping transform the Trapper Group to steering Universal McCann (UM) into a “media plus” consultancy, her philosophy of Heartwork has placed culture and empathy at the centre of strategy.
This October, HOMESOY continues its commitment to women’s health with Stop That Dot Together, the sequel to last year’s campaign that inspired more than 11,000 women to undergo screenings. Building on that momentum, the new campaign takes a fresh angle by addressing the fear and stigma around screenings and reframing
Rather than inventing a mascot from scratch, Setel tapped into something Malaysians already saw as familiar and heartwarming. Setel’s new brand mascot, Cetel, isn’t just a cute face, she’s a clever bridge between brand and consumer, rooted in local familiarity and emotional resonance. Her origin story is humble yet potent,
By India Fizer From copyright landmines to the pitfalls of sameness, AI brings new challenges and opportunities for creative agencies. Rony Skaf, Head of Digital and Innovation at TBWA\RAAD, talks to AdForum about how the agency uses AI not just for speed, but for strategic differentiation and creative leadership. How
By The Malketeer OpenAI has just rolled out the largest advertising push in its history, a multi-channel campaign designed to show how ChatGPT fits into the fabric of daily life. After making its debut on one of the world’s biggest stages—the Super Bowl—the AI company is now taking a very
By The Malketeer For decades the inflight safety video has been treated as an unavoidable pre-take-off ritual. Malaysia Airlines’ latest version, “Where Culture Takes Flight,” shows how even a regulatory requirement can double as a brand stage. The brief to Reservoir Productions was more than a creative refresh. It revolved around
By Sue-Anne Lim, CEO of Universal McCann Malaysia Every brand wants to be seen. But let’s be honest, being seen is no longer enough. Some research says we’re exposed to anywhere between 4,000 to 10,000 ads a day. Think about that. Every poster blurs past when you’re driving. Every article you
What does it take to be both the voice of 10 million girls around the world and a young creative finding her way in the advertising industry? For Amirah Arshad, the answer lies in balancing passion with perseverance. In the latest episode of The NexGen Show, Amirah shares her extraordinary journey.
