Category: Uncategorised

LIONS said on September 17 that Spikes Asia will become LIONS Asia from 2027, ending a regional identity that has lasted nearly four decades. The first LIONS Asia Festival of Creativity and Asia Lions Awards will take place in Singapore in September 2027. The announcement is more than an awards-show rename. It brings APAC’s creative…

Flipkart has made a Big Billion Days ad that is almost five minutes long at a moment when most campaign teams are trying to get to the point in six seconds. The length is not the interesting part. The structure is. For its 2026 festive push, Flipkart built ‘Luck Badal Sakta Hai, Yahan Kuch Bhi…

Some supermarkets compete on price. Others compete on convenience. Pangdonglai has managed to make people travel for the supermarket itself. Recent reporting from Sixth Tone describes long queues outside its stores in Xuchang and shoppers coming from other provinces. That makes the crowd easy to treat as the story. But the more useful marketing question…

Google Ads is reportedly giving some advertisers a new way to see how their weekly media spend and click volume compare with a group of businesses it classifies as peers. It sounds like a useful antidote to looking at an account in isolation. But it also creates a more awkward question: when the platform that…

For a live-service game, a collaboration only really becomes interesting when players recognize it as part of the world rather than a temporary ad. Overwatch is now testing that idea for a third time with LE SSERAFIM, bringing the K-pop group back into the game with another round of themed skins, challenges and a BlizzCon-linked…

There is a reason brand worlds in games keep showing up around back-to-school season: younger audiences are already spending time in these spaces to hang out, compete, and explore identity, not just to “play a game.” Carrefour is tapping that behaviour by using Fortnite as a way to make its behind-the-scenes food jobs feel like…

Most brand-monitoring tools do one job well: they tell you something happened. What happens next is usually left to whoever has the time to dig through the feed, figure out what matters, and decide what to do about it. Often, nobody does. A June 2026 Gartner survey of 426 senior marketing leaders found 84% of…

Limited-edition gaming collabs usually live or die on aesthetics: does it look good on a desk setup, and does it feel like something a fan would actually keep around. The interesting part here is that the “fan signal” is not just a printed graphic. It’s baked into the way the products look when they’re powered…

Goodwipes has turned OpenAI’s Astra campaign into “Asstra,” a fast-response parody that uses generative AI both as its subject and as part of its production process. Created with AI-native agency OK Future using tools including ArtCraft and Astra, the campaign translates a widely discussed technology ad into the wet-wipe brand’s deliberately irreverent world. The spot…

Earned media is easy to celebrate and surprisingly easy to misclassify. A journalist feature is earned. A customer recommending your product without payment can be earned. A sponsored article, paid creator post, or press release that appears exactly as submitted is not earned just because it sits on someone else’s website. For B2B marketers and…