In 2025 and 2026, a quiet but unmistakable shift took hold in advertising. Brands started showing their work. Not as a creative experiment, but as a commercial strategy. As AI-generated imagery flooded feeds and consumers grew increasingly attuned to what was real and what was rendered, a growing number of brands made a calculated decision: […]

The 9-to-5 workday is gone. What replaced it is something more complicated, and for advertisers across Southeast Asia, far more consequential. The Infinite Workday Is Now the Default According to Microsoft’s 2025 Work Trend Index, the average worker today faces 275 interruptions a day. Meetings scheduled after 8pm are up 16% year-on-year. By 10pm, 29% […]

A brown toe ring leather sandal at Milan Fashion Week should not cause a diplomatic incident. But when Prada’s Spring/Summer 2026 menswear collection hit the runway on June 22, 2025, that is precisely what happened. The sandal in question was a near-identical replica of the Kolhapuri chappal, a centuries-old handcrafted footwear form from Maharashtra and […]

In Formula 1, brand visibility is bought by the centimetre. Logos on cars, pit lane boards, broadcast titles, driver suits. The sport generated over $2 billion in total sponsorship revenue last year. Sting Energy, a PepsiCo drink brand with strong roots in APAC and the Middle East, had just signed on as F1’s Official Energy […]

When the pandemic forced bars across the world to close their shutters in 2020, most beer brands pulled their media budgets and went quiet. Heineken did the opposite. What followed became one of the most commercially intelligent brand support campaigns in advertising history, and it has continued to evolve ever since. Shutter Ads: Paying Bars […]

Coachella has long stopped being just a music festival. For four days across two weekends in the California desert, 250 000 festivalgoers became the audience for one of the most competitive brand activation environments in the world, where music generates attention, creators distribute meaning, and brands build environments designed for immediate social amplification. Here is […]

Every social media platform runs campaigns telling you to spend more time on their app. Pinterest just ran one telling you to put your phone down and go live your life. It is the most counterintuitive campaign in tech marketing right now, and it is working precisely because no other platform can copy it. The […]

British fathers are legally entitled to just two weeks of paternity leave. This currently stands as the shortest allowance in Europe. The timeline is so staggeringly brief that ordinary grocery items frequently outlast a father’s entire stay at home. This grocery store stunt highlights policy flaws The Dad Shift is determined to rewrite this legislation. […]

The Michael Jackson biopic Michael is set to hit theatres on April 24, 2026, distributed domestically by Lionsgate and internationally by Universal Pictures. To get there, the studio bypassed conventional film promotion and built an outdoor campaign around live performance, turning public spaces into extensions of the film itself. Street dance takeovers place performers at […]

The French women’s rugby team attracts growing audiences but continues to face structural and cultural hurdles. AXA and Publicis Conseil launched a national media campaign to challenge outdated stereotypes and provide tangible support to female athletes. The strategy positions AXA as the first brand to partner with French women’s rugby across all levels, from amateur […]