Campaign podcast Campaign Asia-Pacific

In an exclusive podcast, Yahoo’s MD for AUSEA John McNerney focuses on approaches being deployed to tackle the biggest challenges facing marketers, including the deprecation of cookies and the deployment of AI.

Meta's vice president for APAC Dan Neary joins Campaign's tech and media editor Shawn Lim to share his thoughts on AI, the competition from TikTok, Apple's ATT and of course, the metaverse.

How do you associate liangpi noodles with summer clothing? Well, Bananain and agency partner Godzilla found a way to do just that. 

Click here to see the ad video discussed in this episode. You can also find it (and watch this episode in video form) at http://www.campaignasia.com/creationstories

Financial services doesn’t often prove to be a highly creative playground for agencies. But of course in Thailand, the normal rules don’t always apply.




In this episode of Creation Stories, host Richard Bleasdale talks with Krungsi First Choice (a brand under Ayudhya Capital Services) and its agency partner Leo Burnett Thailand, about their partnership journey to create ‘Metaverrrrrrr’, one of the funniest, most topical and distinctive financial-services campaigns we have seen in a while.




Krungsi First Choice faced a real challenge to grow engagement with a younger audience. Leo Burnett’s answer: Why don’t we try and create a commercial in the Metaverse?




The creation story which follows is a fascinating case-study of a smart and brave client team, which knows its has a real marketing challenge and is prepared to truly partner with its agency—and buy into the agency's advice and expertise. Working together with real trust at every stage of the process, right down to the tiny details of production and launch, the duo delivered a campaign which is truly distinctive and memorable. And one which is already paying real dividends with the brand's target consumers.

Richard's guests on this episode are:

From Ayudhya Capital Services (Krungsi First Choice):





Pathatai Kulachan, EVP managing director
Athip Sinpagekan, EVP head of marketing

From Leo Burnett:





Praewpakorn Chumsaina Ayudhaya, strategic planner
Sarut Yungcharoen, creative director

Flybuys, a ubiquitous consumer loyalty program with more than 8 million active members, had been losing relevance and engagement, especially among younger consumers.




In this episode of Creation Stories by Campaign Asia-Pacific, host Richard Bleasdale talks to Jarrod Flood of Flybuys and Jamie Herman of CHE Proximity*, about the creation of 'Give a Flybuys'—an ear-catching, attitude-drenched rap that gave the brand a distinctive, contemporary new voice.




You'll hear how the partners used data to understand the challenge, carved out user personas and arrived at their key message that "Savvy is the new sexy". You'll also hear how they relied on mutual trust to overcome inevitable hurdles. And you'll learn how the concept got buy-in from the brand's many stakeholders—thanks in no small part to a copywriter who gave a virtuoso rap performance in multiple conference rooms.



Click here to see the 'Give a Flybuys' video that plays during this episode. You can also watch every episode of Creation Stories in video form at www.campaignasia.com/creationstories.

* Just after this interview was recorded, Herman left CHE Proximity and has since joined Thinkerbell.