To put this global trend in perspective, APAC’s consumer internet has never quite been a homogenous one. The search, social, video, and e-commerce ecosystems in APAC, have been split a number of ways for many years, as consumers are inclined to use what is locally relevant, shifting easily between global and local platforms. China started

As Chinese New Year celebrations are shifted online, brands have to figure out new ways to stand out in one of the biggest marketing events of the year. This lesson will highlight the components of an effective strategy by analysing successful campaigns of years past. Welcome back to Campaign Asia-Pacific’s Crash Course learning series, in which you

It has been estimated that APAC would be home to 1.5 billion gamers in 2020, accounting for 55% of the global gaming population, and worth over $78 billion in revenue. Suffice to say, these projections will now be easily surpassed given the pandemic’s significant impact on gaming behavior, usage and spending, as experienced and new gamers

Sharon Soh, Head of Integrated Strategy & Marketing at UM, APAC highlights the growth of the region in part 1 of a 4-part series. The past two decades have seen APAC’s remarkable development and rapid rise as the new center of the world, thanks to its soaring consumption and increasingly central role in global trade

UM has been named the media agency of record for CDO Foodsphere Inc., following a competitive pitch earlier this year. The Filipino company dates back 45 years and encompasses brands CDO Funtastyk Tocino, CDO Karne Norte, Highlands, San Marino, and Danes. “We were impressed by UM’s ideas, strategies, and use of data analytics,” said Theresa

SHANGHAI, CHINA — Following a highly competitive pitch, Burger King China has appointed UM China – the full service media and marketing solutions agency within Mediabrands, to manage its media  planning and buying business. UM China won the business by demonstrating its unique Futureproof philosophy, leading strength in  leveraging data and personalized content, and the ability to address tangible targets

The new CEO of UM Australia is Anathea Ruys, replacing Fiona Johnston. Ruys has a 25-year international career in media business leadership and is currently executive vice president and managing director of Carat West Coast and Mid-West USA, as well as the lead of Dentsu’s West Coast office. Johnston has been promoted to chief growth officer, Mediabrands, Global/EMEA,

UM Australia chief executive officer, Fiona Johnston, has been promoted to a new international role for Mediabrands that will see her relocate to London. Johnston has served in the role since 2017, when she replaced Ross Raeburn, moving from executive consultancy Wild and Safe. Now she heads to the UK to take up the role of

In the global version of the Outlook 2021 report, a key tension was identified between those who want to capitalize on the “forward momentum” towards digital transformation accelerated by the pandemic, and those who wish to return to the way things were down before, as the driving force for the digital landscape over this new