Author: admin

AI is now embedded into day-to-day life at advertising agencies. According to an ADWEEK reader survey, over two-thirds of agency employees use artificial intelligence tools several times a week. From media buying and copywriting to project planning, artificial intelligence has already shifted from experimental tech to an everyday collaborator. But while AI adoption rises, overall…

The line between entertainment and retail keeps getting thinner. In its latest IP play, lifestyle brand MINISO has expanded its One Piece-themed merchandise collection into more than 70 markets. This expansion is also backed by immersive global pop-ups that speak directly to fandom culture. This article explores how MINISO’s collaboration with One Piece reflects a…

In 2025, remote work isn’t just a perk—it’s the norm. With more than 32 million Americans expected to work remotely, and over 91% of global employees preferring flexible work arrangements, marketers need more than just a good Wi-Fi signal to stay ahead. This article explores the essential tools marketers need to stay productive, secure, and…

As Singapore gears up for its 60th National Day, Starbucks has launched a campaign that blends local heritage, childhood nostalgia, and modern lifestyle branding into one collectible-heavy celebration. Branded “Shiok together,” the campaign aims to resonate with a generation of Singaporeans through uniquely local collaborations, retro-inspired product design, and a limited-edition food and beverage menu.…

A new crop of AI startups is taking aim at one of marketing’s most overlooked pain points: ad operations. In 2025 alone, companies building “agentic” AI—software that acts autonomously on behalf of users—have raised nearly US$700 million, per Crunchbase. While the human touch in marketing still matters, the rise of AI agents signals a shift…

Mastercard is shifting gears in its latest Southeast Asia campaign, opting for emotional resonance over feature lists. With a trio of 15-second videos that feel more like micro-moments than traditional ads, the brand is changing how it communicates digital security. Now digital security is not something visible or tech-heavy, but quiet, ever-present and a source…

Tea brand CHAGEE is serving more than just drinks this season. Its new limited-edition “Bes-tea” plushie campaign is now live in Singapore, Malaysia, and Thailand. The campaign is turning into a masterclass in localised emotional marketing. Timed around International Friendship Day (30 July), the campaign features blind-box plushies inspired by CHAGEE’s popular tea flavors, complete…

In a move set to shake up branded gaming and fan engagement, Roblox has launched a self-serve licensing platform that gives creators legal access to blockbuster intellectual property (IP). This isn’t just a win for fan-developers, it’s a strategic greenlight for marketers looking to build immersive, brand-safe experiences in the world of user-generated content (UGC).…

Celebrity marketing is nothing new—but it’s becoming harder to get right. With average view times on social media shrinking to just three seconds, attention is the first casualty. Yet big names still move the needle when they’re used strategically. Human Made Machine (HMM), a creative pre-testing firm, wants to flip the script on how brands…

B2B marketing just got a lot less boring in Southeast Asia—thanks to a fiery sambal seller named Aunty M. Google Southeast Asia has launched Marketing Unfiltered with Aunty M, its first creator-led YouTube series aimed at demystifying its advertising tools. The campaign leans on comedy, cultural insight, and character storytelling to connect with marketers and…