For years, authenticity has been treated as a creative buzzword — something marketers discussed in workshops but struggled to operationalise at scale. TikTok’s latest APAC whitepaper, The Art and Science of Authenticity, reframes the conversation entirely. Authenticity is no longer a tone of voice; it is becoming a measurable commercial
End-to-end e-commerce group Commerce.Asia said that enterprise-grade e-commerce infrastructure is increasingly enabling creator-led brands to scale, following the successful launch of Numinara, a beauty brand introduced today by actress and singer-songwriter Diana Danielle. The launch serves as a highly successful case study of how creator-driven demand can be converted into
Dentsu Creative Malaysia has launched “HORSE-H LIAO DRAMA” for Mister Potato, a Chinese New Year campaign that reimagines festive snacking through a comedic lens on classic kungfu cinema, as it introduces two limited-time flavours, La Zi Ji and Kam Heong Chicken. During Chinese New Year, traditional festive snacks dominate households
Dentsu Creative Malaysia’s heartfelt Chinese New Year brand film for Marrybrown, “纸为你” (pronounced zhǐ wèi nǐ) or “Crafted for Love”, celebrates the quiet beauty of traditions passed down through generations, through the delicate art of paper cutting. The campaign’s title is a poetic wordplay carrying dual meanings. Its literal translation,
Ask young Malaysians how life feels today compared to 2023, and the answer is unexpectedly upbeat. Nearly two-thirds say their quality of life has improved. Jobs feel more available. Infrastructure works better. Healthcare is steadier. Technology is moving things along. On paper—and in mood—there is progress. And yet, scratch beneath
In Thailand, kaprao is not just lunch. It is identity, routine, and national pride on a plate. Which is why KFC Thailand’s latest campaign lands with such delicious provocation. Get kaprao wrong, the film suggests, and you may as well prepare for jail! It is a mischievous premise, but one
The founder of Amsterdam-based brand experience agency HATTER talks about the power of meaningful events and the importance of community. It’s kind of a journalistic cliché to write about trends and backlashes, but I have a feeling it’s not a coincidence that HATTER is the second brand experience agency I’ve
Gravity is everywhere. Consequently, we think of gravity as a powerful force that keeps us glued to the ground. Actually, science tells us that gravity is a very weak force. In fact, it is the weakest known force in the universe. To prove this to yourself, go to a children’s
By Jamshed Wadia Back in September, I challenged the APAC marketing community to take the CMO Council and Zeta Global MarTech maturity assessment. I framed it then as a “credibility builder”, a way for leaders to move from opinion to evidence when aligning with the C-Suite. Now, we have a
When KK Supermart & Superstore Sdn Bhd signals an IPO, the headline may read like a finance story. But beneath the numbers, this is a marketing narrative about scale, trust, and the quiet power of ubiquity. According to The Edge, the homegrown 24-hour convenience retailer is reportedly eyeing a second-half
