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Last year, I mentored ten media professionals at Campaign APAC's MediaWorks event. Smart, ambitious individuals from Taiwan, Vietnam, China, Singapore, Indonesia and Korea. Not a single one had ever worked on a brand campaign. The Standard Chartered brief at that event was their first.  They loved it. Why had their 5-6 year careers given them no opportunity to work on a Brand campaign?  How did we get here?  I have a theory…. Over the past 15 years, the industry shifted the m

Over my 23 years in media planning, I've watched billions flow to offshore digital platforms - creating some of the most valuable companies in history. This has had real consequences for local media companies in Singapore and around the world: ▪️ Less money to make local TV shows ▪️ Fewer Journalists, smaller Newsrooms ▪️ Lower investment in the content that builds and reflects local culture How did we end up here? Media planners have been trained digital first. They star

Everyone agrees that brand building matters. There's no shortage of articles urging marketers to prioritise long-term brand over short-term performance. Yet brand budgets still get cut. Performance optimisation keeps winning out. Most explanations focus on short-termism or marketers being seduced by immediate ROI. But that misses the structural reality: once advertising budgets migrated into digital channels, the industry created conditions where brand building simply became

We’re six months into the journey at Taman Warna Pte Ltd, a new kind of company built to enable creativity through smart tools,...