Golin Asia Pacific's Darren Burns on why the spotlight at Cannes Lions shone firmly on Asia's creative power, from Indian Railways' Lucky Yatra to Singapore's Vaseline Verified, Asian brands are using creativity as a force multiplier.

As Lex Bradshaw-Zanger captured perfectly from our recent Cannes Lions Unpacked event in Singapore: "Marketing hasn't changed, but marketers must." The pace and scale have transformed dramatically, but the core remains rooted in consistent storytelling and strong creative platforms

The lights dimmed at Cannes Lions 2025, but the revelations from this year's festival continue to illuminate a fundamental shift in how great marketing actually works. Highlights from our Cannes Lions Unpacked session in Singapore.

The Meta Reels Impact Awards 2025 celebrate the most creative and impactful Reels campaigns across Southeast Asia and emerging markets. Open to brands, agencies, and creators, the awards recognise work that drives real business results through standout creativity.

On 9 July, in London, we celebrated 40 years of The Marketing Society Global Awards. Creative Strategy Winner was Heritage Editions: How Dulux showed its class through classic literature

The Marketing Society's correspondents at Cannes Lions 2025 returned with a unified message: marketing has found its confidence again.

The pace of marketing has never been faster, but does speed mean sacrificing long-term brand building? At the Creative Impact Unpacked session Cannes Lions, industry leaders from across Asia, including Andreas Krasser, The Marketing Society Board Member came together to tackle one of marketing's most pressing questions: how do we move fast and build brands simultaneously?

After a week at the Cannes Lions International Festival of Creativity with the SPCSHP & MSQ crew, one thing became crystal clear: if last year was about AI's potential, this year was about learning how to live with it.

It’s 2022 and hell it’s time to bring on the Technicolour. And all bets are on creativity to help take us all to a happier, sunnier, more colourful place. 

Sadly, even today, when you brief a lot of agencies, what you get back is a 30-second script. Not an idea. A script which is, in time, forcefully re-shaped, re-sized, blown up or cut down to fit whatever hole the media plan requires.