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Chinamaxxing fades as North Asia exports commerce-native creator playbooks

Chinamaxxing fades as North Asia exports commerce-native creator playbooks

Micro dramas, live commerce, and review-led discovery compress content and checkout, forcing brands to rethink creator strategy and conversion design.

Li Ning’s Hong Kong-only Curry T-shirt turns a tour stop into collector culture

Li Ning’s Hong Kong-only Curry T-shirt turns a tour stop into collector culture

Li Ning’s Hong Kong-only Curry T-shirt ties merch to place, scarcity, and retail check-ins, reflecting how fans collect moments during tours.

Ka-chow! F1 brings Lightning McQueen to Monza for a Cars anniversary moment

Ka-chow! F1 brings Lightning McQueen to Monza for a Cars anniversary moment

F1 brings Pixar’s Cars to Monza with a Lightning McQueen appearance, a bespoke safety car livery, and merch aimed at sustaining fandom.

Wondrlab launches AI agents for end-to-end influencer campaigns

Wondrlab launches AI agents for end-to-end influencer campaigns

Wondrlab's WondrAgents puts AI agents across creator discovery, outreach, contracting and reporting while keeping humans in strategic control.

McDonald’s is turning SpongeBob x One Piece into a collector Happy Meal moment

McDonald’s is turning SpongeBob x One Piece into a collector Happy Meal moment

McDonald’s brings SpongeBob and One Piece into one 15-toy Happy Meal set. A look at why collector behavior and fandom remix culture convert.

Praytell expands influence team with two senior hires

Public Relations

Praytell expands influence team with two senior hires

Praytell adds Catherine O'Neill and Paige Weber as it brings media, creators and social under one Influence Department.

RHEI CEO Shahrzad Rafati on AI's release-day job

Shahrzad Rafati on letting AI run everything except the artist's voice

RHEI's AI music release workflow turns one track into campaign assets while keeping artists in control of voice and publishing.

Smalls' Melody Park on turning 'cat' into a brand you can't escape

Smalls' Melody Park explains how the new Is Cat campaign uses selective copy, concentrated OOH, and live feedback to build recognition.

StarHub turns “more coverage” into a real-world stunt for 5G+

StarHub turns “more coverage” into a real-world stunt for 5G+

StarHub’s 5G+ campaign uses a fifth-bar visual, transit takeovers, and a Lau Pa Sat stunt to make coverage and speed feel tangible in Singapore.

Toyota’s Yaris Cross ad turns Alice in Wonderland into a car feature story

Toyota’s Yaris Cross ad turns Alice in Wonderland into a car feature story

Toyota frames the Yaris Cross through Alice in Wonderland, using story cues to communicate features and scale creative across channels in Europe.

Arla’s “Breakfast Yourself to Victory” shows breakfast as everyday competition fuel

Arla’s “Breakfast Yourself to Victory” shows breakfast as everyday competition fuel

Arla’s Feed Life masterbrand platform connects its UK portfolio, starting with a breakfast campaign built around humour and everyday “small wins.”

Vitasoy reunites its 2009 cast for a new “Stand by me” film in Hong Kong

Vitasoy reunites its 2009 cast for a new “Stand by me” film in Hong Kong

Vitasoy reunites its 2009 cast for a new “Stand by me” film and an open call for stories, leading to a Hong Kong Station OOH showcase.

Burger King and Toei bring Dragon Ball Super menu to Malaysia

Burger King and Toei bring Dragon Ball Super menu to Malaysia

Burger King and Toei’s Dragon Ball Super collab in Malaysia uses store makeovers and collectible figurines to turn meals into fandom moments.

John Lewis taps Louis Theroux for a gifting podcast and shoppable content series

John Lewis taps Louis Theroux for a gifting podcast and shoppable content series

John Lewis launches “Gift List” with Louis Theroux, blending celebrity gifting stories with commerce and in-store production to reach younger shoppers.

AI deal hunting reshapes back-to-school marketing

AI deal hunting reshapes back-to-school marketing

Parents are using AI to compare prices and find deals, forcing retailers to rethink how value is expressed across product data, offers and search.

MINISO turns LISA partnership into a global pop-up tour across key markets

MINISO turns LISA partnership into a global pop-up tour across key markets

MINISO takes its LISA collab global with pop-ups across Asia and North America, mixing local drops with physical experiences and mall media.

Liberty casts Helena Bonham Carter for its Beauty Advent Calendar push

Liberty casts Helena Bonham Carter for its Beauty Advent Calendar push

Liberty markets its £285 beauty advent calendar with a mockumentary film and founder cameos, spotlighting curation as the differentiator.

Jake and Logan Paul back Archive as creator AI tops 1,000 brands

Jake and Logan Paul back Archive as creator AI tops 1,000 brands

Archive's new funding backs AI-driven creator discovery, social listening and campaign operations as enterprise adoption passes 1,000 brands.

Starbucks and Peanuts drop a fall merch collection inspired by Great Pumpkin

Starbucks and Peanuts drop a fall merch collection inspired by Great Pumpkin

Starbucks and Peanuts roll out a Great Pumpkin-inspired merch set Sept. 15. A look at scarcity rules, collectibles, and seasonal habit marketing.

CMOs need a learning budget, not another channel budget

CMOs need a learning budget, not another channel budget

A marketing learning budget gives CMOs a controlled way to test new channels, cap downside, and buy evidence before larger allocation decisions.

PepsiCo reportedly selects Publicis for AI-led global media model

PepsiCo reportedly selects Publicis for AI-led global media model

PepsiCo’s reported Publicis appointment points to a global media model where AI connects planning, activation, identity and technology.

Study projects TikTok-linked K-culture spending to hit $10.1B by 2030

Study projects TikTok-linked K-culture spending to hit $10.1B by 2030

TikTok and Kearney estimate platform-attributable K-culture spend could reach US$10.1B by 2030, led by beauty and fast-growing tourism.

LG’s AI-Dol turns laundry features into a K-pop-style idol group

LG’s AI-Dol turns laundry features into a K-pop-style idol group

LG’s AI-Dol maps washer-dryer features to idol “members,” using a song and K-pop visuals to make AI time sensing and capacity easier to recall.

The UPS Store adds “Blu” to make small-business services feel simpler

The UPS Store debuts Blu in a multiyear campaign to broaden service awareness beyond shipping, supporting franchise consistency and recall.

DoorDash ties delivery perks to live gigs in new Live Nation partnership

DoorDash ties delivery perks to live gigs in new Live Nation partnership

DoorDash’s Live Nation ANZ deal adds concert perks and festival activations, reflecting how brands use live events to drive loyalty beyond discounts.