There was a time when celebrities were integrated more deeply into brand narratives, inhabiting distinct brand worlds rather ...
After a cautious 2025, when brands either sat out in producing Lunar New Year campaigns or defaulted to shorter, safer formats, 2026 sees a marked return of film. This shift signals a deliberate bet ...
Celebrity endorsements saw a significant decline in 2025, with brands shifting towards influencers for cost-effectiveness and better engagement with younger audiences. Now, virtual influencers are ...
Incremental marketing is the strategy of increasing advertising expenditures and product exposure when certain benchmarks are met.
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