Marketers often split their budgets into two camps: performance for quick wins and brand for long-term awareness. Performance gets the dashboards and dashboards get the budget. Brand is left fighting for justification. But new research from the Brand as Performance (BaP) initiative proves that this split is misleading. Brand does not just support performance — […]
The Hidden Multiplier Effect of Brand on Sales Growth Read More »
Festive marketing in 2025 is no longer about casting a wide net; it’s about striking with intent. The era of one-size-fits-all festive messaging is fading fast. Consumers across APAC are navigating their purchase journeys with sharper expectations—not just for value, but for values. They want deals that are timely, platforms that are intuitive, and brands
Inside Festive 2025: How APAC Shoppers Are Rewriting the Rules of Conversion Read More »
Last year, we highlighted how the consumer journey in SEA had evolved beyond the linear Awareness, Interest, Desire, Action (AIDA) model. In 2025, consumer behaviour in Indonesia has shifted even further, driven by influencer trust and affiliate commerce at the heart of everyday shopping. The country’s mobile-first economy has moved past the experimental phase of
From Post to Purchase: Indonesia Sets the Pace in Influencer-Led Sales Read More »
PT Kino Indonesia Tbk, a prominent fast-moving consumer goods (FMCG) company, has reiterated its steadfast commitment to sustainable growth with the release of its 2024 Sustainability Report. This comprehensive report details the company’s advancements across economic, environmental, social, and governance (ESG) aspects, aligning with its core strategy to integrate local traditions with modern innovation. Economic
Sustaining Growth Through Comprehensive ESG Initiatives Read More »
In 2025, personalization is no longer a marketing differentiator – it’s a growth lever. Yet despite widespread AI adoption, many brands still struggle to connect personalization efforts to meaningful ROI. The gap isn’t technology. It’s approach. This article explores how leading marketers are moving beyond rule-based targeting to build more adaptive, intelligent systems and how
Personalization at Scale: How Leading Brands Are Delivering ROI with AI in 2025 Read More »
The False Choice in Marketing For decades, marketing leaders have been told they must choose: Focus on performance to drive sales now, or Invest in brand to build future equity This split has divided teams, budgets, and strategies. But what if there’s a way to deliver both — and more — with the same audience?
The Triple Win: Sales Today, Penetration Tomorrow, Brand Equity for the Future Read More »
AI personalization has moved past the stage of proof-of-concept. The technology works, and the results are consistent. The question now is who will scale it fastest — because in every category, early movers are already pulling ahead. The State of Play Across more than 25 CAP experiments, the average performance lift from AI personalization is
The AI Personalization Race: Why Scaling First Matters Read More »
Marketers often feel confident they know their top-performing audiences. After all, they’ve built personas, studied analytics, and run campaigns based on years of experience. Yet markets evolve, customer behaviors shift, and entirely new segments emerge — often unnoticed. The Breakthrough In one CAP study, AI identified an audience segment that the brand had never targeted
The Market You’re Missing: How AI Personalization Finds New Growth Segments Read More »
We hear it often: personalization is the future of marketing. For AI, it’s not just important — it’s the foundation of how it creates value. But if personalization is so central to modern marketing, why do so many organizations struggle to deliver it effectively? At a recent CAP panel, one statement set the tone for
If Personalization Is Everything, Why Is It So Hard to Do? Read More »
A new study by global advertising technology leader The Trade Desk (Nasdaq: TTD) reveals that 66 percent of Southeast Asian consumers are tuning out repetitive ads shown on a single channel. The findings in the study “The Untapped Opportunity of Omnichannel” underscore the urgent need for advertisers to move away from siloed, multichannel strategies
Ad Fatigue Hits Hard in Southeast Asia: 2 in 3 Consumers Tune Out Repetitive Ads Read More »
