What if your next Pizza Hut meal could be paid for with creativity instead of cash? In this episode of SMARTIES Studio, Rohit Dadwal is joined by Augusto Correia and Ahmad Hasan to unpack the award-winning Pizza Hut campaign, “Pay With Your Trend.” The conversation goes beyond the case study to reveal how the team […]
SMARTIES Studio | How Pizza Hut Turned Content Into Currency Read More »
New benchmark from Marketing + Media Alliance (MMA) and Decision Lab maps how deeply marketing teams across the region have integrated AI, and where the real gaps remain. For years, the question in Southeast Asian marketing was whether to adopt AI, and that question is now settled. The Marketing + Media Alliance (MMA) and Decision Lab have released The State of
Everyone in Southeast Asia Has Adopted AI But Almost No One Is Ready to Scale It Read More »
What happens when artificial intelligence meets human creativity, brand legacy and responsible storytelling? In the first episode of SMARTIES Studio, Rohit Dadwal sits down with Kayhan Dural and Mutlu Bozkurt Besimzade to unpack the thinking behind an extraordinary AI-powered campaign that won SMARTIES X 2025 Best in Show Award and brought the ideas and legacy
SMARTIES Studio | Evolution of Marketing in AI Era Read More »
For decades, marketers built careers around mastering execution. Their ability to craft campaigns, manage channels, and produce content at scale created competitive advantage. Today, that advantage is evaporating because execution is becoming abundant. One of the most consequential discussions centred on a reality many organisations have yet to fully absorb: AI is changing what creates
When Machines Do Marketing, What Must Marketers Become? Read More »
Marketing has spent decades fighting for a seat at the table. It may have been fighting the wrong battle. The real challenge is not whether marketing belongs in the boardroom. It is whether marketing is speaking the language of enterprise value once it gets there. At MMA Impact India 2026, one message came through
Attracting thousands of submissions annually from around the globe, the Business Impact Index recognizes the best-of-the-best. Our proprietary methodology developed in collaboration with WARC, the global authority on advertising and media effectiveness, compiles the rankings using finalist and winner data from the awards programs across the globe. Search by region or company type. The MMA
SMARTIES™ Business Impact Index 2025 – Philippines Read More »
E-commerce intelligence firm YouNet ECI has officially released the Vietnam E-commerce Landscape & Consumption Insights Report 2025. The report highlights a paradox: while online spending continues to grow strongly, the era of “easy growth” has ended, forcing brands into a period of rigorous market filtration. The report updates multi-industry e-commerce revenue figures continuously collected and processed by YouNet ECI
Vietnam E-commerce 2025: 26% growth, but consumers are increasingly price-sensitive Read More »
Over the past decade, Southeast Asia (SEA) has witnessed an unprecedented expansion of human-led influence. What began as fragmented experiments with KOLs, KOCs, and community voices has matured into the primary driver of purchase decisions across the region. However, despite this dominance, the industry remains at a crossroads. The industry still lacks: a system-level definition of how trust operates, a
Introducing People Media: The Evolution of Trust-Based Marketing in Southeast Asia Read More »
A research “How AI-Enhanced Creatives Transform User Engagement” provided by Hybrid & Dentsu unveils groundbreaking insights into the evolving landscape of advertising formats. The research sheds light on the AI-driven Contextual advertising platform VOX which provides eye-catching In-image ads along with other native creatives. The companies explain how special effects implemented to ads creatives are reshaping audience engagement, providing marketers with
Innovative Ad Formats Reshape Audience Engagement: Reveals Latest Research Read More »
By 2025, most brands have already implemented some form of AI-driven personalization. Recommendation engines, dynamic creative, predictive targeting, the tools were in place, the pilots were run, and “AI-powered” had become table stakes rather than a differentiator. What remained far rarer were breakthrough results. Despite widespread adoption, only a small number of brands could point
Personalization Rewired: How AI Decisioning Will Define 2026 Marketing Read More »
