Rahat Kapur

3 weeks ago | campaignasia.com | Rahat Kapur

It’s an anxious time to be in the business of ideas. Depending on who you ask, creativity is either unravelling—flattened by algorithms, hemmed in by media plans, and devalued by procurement—or on the cusp of reinvention. One camp mourns the decline of craft. The other sees a future fuelled by AI, intuition, and everything in between. The only consensus? The rules are being rewritten. Rob Reilly has spent his career navigating precisely these kinds of tensions.

3 weeks ago | campaignasia.com | Rahat Kapur

Independent creative agency Mash has named a new leadership team, relocated its headquarters to Singapore, and formalised a strategic shift toward an in-housing agency (IHA) model—marking a new chapter in its growth across Asia Pacific and beyond. The agency, which launched in 2018, built its early reputation on curating decentralised creative teams across 31 countries for brands including Netflix and Accor.

3 weeks ago | campaignasia.com | Rahat Kapur

For years, earned media has occupied a peculiar position in the marketing ecosystem: Widely regarded for its credibility and influence, yet rarely equipped with the measurement infrastructure now standard in other parts of the industry.

1 month ago | campaignasia.com | Rahat Kapur

Seven years after Forsman & Bodenfors launched its first international outpost in Singapore, the agency has matured into a creative hub with a distinct identity. Far from being a distant extension of its Swedish headquarters, the Singapore office has fused Scandinavian idealism with local agility to pioneer a form of creativity rooted in cultural relevance and fame-led thinking.

1 month ago | campaignasia.com | Rahat Kapur

In Asia’s hyper-competitive consumer landscape, marketers are feeling the heat. With social feeds flooded, ad budgets stretched, and digital behaviours fragmenting, attention has become a scarce commodity. Yet even as performance marketing dominates the conversation, a quiet rebalancing is underway. Brand awareness—long considered the top of the funnel and now often dismissed in favour of short-term ROI—is regaining its strategic importance.