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Ian Darby
Sep 19, 2024

Campaign Global Forecast: Can reactive advertising thrive in APAC’s fast-paced landscape?

Capitalising on fleeting cultural moments requires speed, a certain risk-taking ability and a sharp understanding of when a brand should act—or step back. It’s a high-stakes game where timing and relevance are everything.

Technology giant Samsung’s selfie campaign at the 2024 Paris Olympics has resulted in an uptick in sales for its new foldable phone

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