MARKETECH APAC’s Content Marketing Awards Asia Pacific 2026 is a prestigious celebration of dynamic, creative, and impactful content-driven storytelling across the region, honouring the campaigns, brands, agencies, and individuals redefining how content shapes connections, builds communities, and drives business impact in today’s ever-evolving landscape.

The Grand Prix — the most coveted recognition of the night — is awarded to the brand, agency, or MarTech company that performed best across all categories. Points are assigned for each win (gold = 3 points, silver = 2 points, bronze = 1 point), and winners are determined by cumulative score, with a minimum of 10 points required to be named Agency or Brand of the Year, underscoring the level of consistent excellence the title demands.

GrowthOps Asia claimed the Agency of the Year Grand Prix with nine trophies for a total of 23 points. The agency dominated with six golds for Best B2C Content Campaign, Best Content Campaign for Product Launch, Best Influencer-Led Content Campaign, Best Podcast / Audio Content Campaign, Best Social Media Content Campaign, and Best Video Content Campaign, alongside two silvers and one bronze. 

Runners-up for the Agency title were Dentsu Hong Kong with eight trophies for 17 points, Leo Hong Kong with six trophies for 14 points, and Lèngua with seven trophies and VML Singapore with five trophies tied at 13 points each. 

Commenting on their win, Chris Greenough, General Manager & Regional Head of Creative Services at GrowthOps Asia, said, “Bringing a great idea to life is not unlike any other great moment in life. It can feel like trying to catch lightning in a bottle. You need the right people, in the right place, at the right time. You need trust. You need courage. And, if we’re being honest, you need a little bit of luck.”

Standard Chartered Bank (Hong Kong) emerged as Brand of the Year with nine trophies for a total of 19 points. The bank secured three golds for Best Integrated Content Campaign, Best Engagement-Driven Content Campaign, and Best Customer Acquisition Content Campaign, along with four silvers and two bronzes. 

Following closely as runners-up for the Brand title were Unifi TV with six trophies for 17 points, CityPlaza Hong Kong with eight trophies for 16 points, Malaysia Airlines with eight trophies and Scoot and Singapore Tourism Board with five trophies each tied at 13 points. 

Among the most contested categories, Best Storytelling Campaign drew 10 entries, with Malaysia Airlines sweeping all three podium spots — gold, silver, and bronze. Its winning campaign, “Time for Chiang Mai,” also picked up three bronze awards elsewhere in the programme and earned Malaysia Airlines two National Winner Awards, for Best Storytelling Campaign and Best Content Campaign in Travel & Hospitality.

CMAA 2026 introduced the National Winner Award for the first time, given when a specific category receives at least five entries from a single country (e.g., Singapore, Malaysia, Thailand), with the highest scorer in that category named National Winner.

Joining Malaysia Airlines in the National Winners’ circle were Unifi TV and GrowthOps Asia, who topped Best Integrated Content Campaign on the Brand and Agency tracks, respectively, with their award-winning campaign “Wedding Crashers”. 

Meanwhile, Mastercard, together with its agency partners AsiaWorks and Carat, and tech partner LinkedIn, led Best Video Content Campaign with their “In The Loop: Turning Broadcast Credibility Into Always-On B2B Influence” campaign, which also earned multiple awards in other categories. 

A total of 28 unique organisations attended the gala night. Winners came from markets including Singapore, Malaysia, the Philippines, Indonesia, Thailand, Hong Kong,  India, Vietnam, Australia, and Mongolia, reflecting the programme’s wide regional representation. 

Malaysia led the trophy count with 31 wins, followed by Hong Kong with 19. The Philippines and Singapore tied for third with 18 trophies each.

See the full list of winners HERE.

The judging process was overseen by a distinguished panel of senior creative, marketing, and media agency leaders, bringing years of industry expertise to ensure the credibility and integrity of the results. 

The Head of Jury appointments and categories are as follows:

• Tim Green, Chief Creative Officer APAC, Edelman (Singapore) – Marketing Campaigns Categories (Brand, Storytelling & Cultural Impact)
• Andrew Pinto, Vice President, Unifi Brand and Marketing, Telekom Malaysia – Marketing Campaigns Categories (Integrated Campaigns, Partnerships & Impact)
• Rajat Basra, Chief Executive Officer, Omnicom Media Group (Indonesia) – Marketing Campaigns Categories (Performance, Platforms & Growth)
• Simone Tam, CEO Greater Bay Area, dentsu (Hong Kong) – Industry-Focused Categories

See the full list of the jury HERE. 

In his closing speech, Joven Barcenas, Founder and CEO of MARKETECH APAC, said, “To every market represented tonight — whether you took home one award or many — your presence on this regional stage means something. Your content community is alive, ambitious, and ready to be seen.”

He continued, “We started tonight by saying this was a new chapter. Tonight, together, we wrote the first page…Thank you for making the inaugural Content Marketing Awards Asia Pacific a night to remember.”

Brands, agencies, and martech companies interested in joining next year’s CMAA may reach out via [email protected].

The post GrowthOps Asia and Standard Chartered Bank HK take top honours at inaugural CMAA 2026 appeared first on MARKETECH APAC.

Agoda’s 2026 Travel Outlook found that 73% of Gen Z travelers intend to travel one to six times annually and 86% prefer shorter trips lasting one to seven days, demonstrating a lifestyle shift toward more frequent travel that creates year-round engagement opportunities for brands.

These evolving travel habits are also changing expectations around loyalty programmes, as Gen Z consumers increasingly expect travel booking, rewards, and personalised offers to be integrated into a single digital experience, allowing banks, airlines, and financial service providers to keep users engaged while making travel planning more convenient.

Experiences remain the biggest motivation behind Gen Z travel decisions—led by cultural exploration at 32%, outdoor activities at 30%, and culinary experiences at 28%—which presents brands with opportunities to move beyond traditional discounts by offering destination-specific experiences, exclusive member perks, and bundled travel packages that make loyalty rewards feel more meaningful.

Sustainability is also becoming a stronger influence on booking behaviour. Around 38% of Gen Z travellers actively look for accommodation with recognised sustainability certifications, while 23% choose to travel during off-peak periods to reduce their environmental impact.

These preferences create new opportunities for brands to incorporate sustainability into their loyalty strategies, as airlines can encourage off-peak travel through exclusive member fares, while banks and loyalty providers can highlight certified accommodation, reward responsible travel choices, and make sustainable options easier to discover within their platforms.

The findings suggest that loyalty programmes are evolving from transactional rewards into connected travel ecosystems, where booking, experiences, and sustainability are embedded into a single customer journey, meaning that as Gen Z continues to prioritise convenience, personalisation, and purpose, brands that integrate travel more naturally into their digital platforms are likely to strengthen long-term engagement and customer loyalty.

“Gen Z is changing what travel loyalty needs to feel like,” said Damien Pfirsch, Chief Commercial Officer and Head of Rocket Travel by Agoda. “They plan around experiences and expect a straightforward path from discovery to booking. The opportunity here is to make travel feel native within the platform’s existing experience, so members can see value clearly, book with confidence and use rewards across the trip.”

“Programs must also be thoughtful about surfacing offers that align with their growing budget and sustainability values. When travel feels like a natural extension of the loyalty experience, partners can increase engagement and build stronger long-term customer relationships,” added Pfirsch. 

The post 73% of Gen Z travellers plan up to six trips a year, reshaping travel loyalty programmes appeared first on MARKETECH APAC.

Effective immediately, Chadwick will continue in her existing role as General Manager of Marketing for Australia Retail while taking on enterprise-wide responsibility for ANZ’s marketing agenda. 

Her remit includes overseeing brand strategy and identity, improving marketing effectiveness, guiding marketing investment, and coordinating marketing activity across the group.

The appointment comes as ANZ continues to sharpen its customer-focused growth strategy by strengthening its marketing capabilities and ensuring greater consistency across its business.

Chadwick brings extensive experience across brand strategy, customer engagement and marketing transformation. In her expanded role, she will focus on building stronger marketing capabilities, improving how the organisation measures marketing impact and delivering greater value for both customers and the business.

Pedro Rodeia, Group Executive for Australia Retail at ANZ, said Chadwick’s leadership experience makes her well positioned to lead the bank’s next phase of marketing evolution.

“Sian is a highly respected marketing leader with deep expertise across brand, customer engagement and transformation. She is highly regarded for building capability, bringing teams together and delivering strong outcomes for customers and the business. We are delighted to appoint her as ANZ’s Chief Marketing Officer and look forward to her leadership as we continue to strengthen our marketing effectiveness and customer focus,” said Rodeia. 

Commenting on her appointment, Chadwick said she is looking forward to building on the work already established across the organisation while continuing to strengthen ANZ’s marketing capability.

“I’m excited to build on the strong foundations established by Astrud [Burgess] and the team, continuing to strengthen our marketing capability, enhance how we measure impact and ensure every marketing investment delivers value for our customers and the business. We have a strong brand, talented teams, and a clear opportunity to deepen customer relationships through our marketing,” shared Chadwick. 

The post ANZ taps Sian Chadwick as Chief Marketing Officer to advance brand strategy and customer growth appeared first on MARKETECH APAC.

Developed by Connecting Plots Group, the campaign builds on Changi Airport’s 2025 A Taste of Asia and Week-long Layover initiatives, responding to growing demand for authentic, experience-led travel.

The new content series follows Australian food creator and cookbook author Tom Smallwood alongside comedian Lachy Mac as they explore Labuan Bajo in Indonesia, Cebu in the Philippines, and Phu Quoc in Vietnam, all accessible through Changi Airport. 

Through creator-led storytelling, the campaign highlights local cuisine, hidden attractions and cultural experiences that extend beyond conventional travel itineraries.

According to Changi Airport Group, the campaign is designed to inspire travellers to explore lesser-known destinations while positioning Changi as a gateway to discovering Southeast Asia.

Kelvin Ng, Vice President of Corporate and Marketing Communications at Changi Airport Group, said, “Many travellers return to Southeast Asia time and again because it’s close, familiar and offers incredible variety. But beyond the well-known destinations, there are countless experiences that often go undiscovered.”

“A Taste of Asia is about inspiring travellers to look a little deeper and giving them the confidence to explore a different side of the region, and of course to choose Changi Airport as the gateway to Asia.”

The campaign combines creator partnerships, destination-focused itineraries and social content designed to engage travellers throughout the planning journey. 

Trip.com has also joined the initiative as the booking partner, offering travel promotions aimed at converting inspiration into bookings.

Dave Jansen, Chief Imagination Officer at Connecting Plots Group, said the campaign reflects changing traveller expectations.

“Travel inspiration is everywhere. Trust isn’t. People are getting better at spotting manufactured influencer moments and polished recommendations. What they want now are experiences that feel real, useful and culturally authentic.”

The latest ‘A Taste of Asia’ campaign is now rolling out across Australia and New Zealand.

The post Changi Airport spotlights emerging Southeast Asian destinations in new ‘A Taste of Asia’ campaign appeared first on MARKETECH APAC.

Based in Mumbai, Ganguli will report to Mohit Joshi, CEO of Havas Media Network India, and lead the network’s trading operations nationwide, where his responsibilities include building strategic media partnerships, strengthening trading capabilities, and driving greater commercial excellence across the business.

Bringing over 30 years of media, advertising, and entertainment experience, Ganguli joins from Astus Group, where he served as Country Head for India, having previously spent over 12 years helping establish Matrix Publicities and Media India (part of WPP Group) as a leading media buying and trading organization.

His career also includes leadership roles at GroupM ESP, Sahara One Media & Entertainment, Sony Entertainment Television and Star TV, giving him extensive expertise in media trading, buying, sales, digital strategy, strategic partnerships and business management.

Joshi said Ganguli’s appointment reinforces the agency’s commitment to strengthening its integrated capabilities and supporting client growth.

“We are delighted to welcome Sparsh to Havas Media Network India. His rich experience across media trading, strategic partnerships and business leadership makes him a valuable addition to our leadership team,” said Joshi. 

“As we continue to strengthen our integrated capabilities and deliver Growth Powered by Desire for our clients, Sparsh’s expertise will play a pivotal role in building stronger partnerships, driving commercial excellence and accelerating our growth journey. We look forward to the leadership and perspective he brings to our network,” he added. 

Commenting on his appointment, Ganguli said he looks forward to working with Havas Media Network India’s teams to strengthen partnerships across the media ecosystem while delivering long-term value for clients and stakeholders.

“The network has built a strong reputation for its integrated approach, entrepreneurial culture and commitment to delivering impactful business outcomes for clients. I look forward to collaborating with the talented teams across the network, strengthening our partnerships with the media ecosystem and creating long-term value for our clients and stakeholders,” shared Ganguli. 

The appointment forms part of Havas Media Network India’s continued investment in expanding its leadership bench and future-ready capabilities as it develops more agile, data-driven media solutions for brands.

The post Havas Media Network India appoints Sparsh Ganguli as Head of Trading  appeared first on MARKETECH APAC.

Created with Leo Manila, the campaign, “AI Wanna Taste It,” follows Chip, a curious AI character fascinated by the way people connect over McDonald’s Fries. 

Through a music video released following National Fries Day, the campaign contrasts AI’s ability to analyse human behaviour with its inability to experience simple pleasures such as sharing food, satisfying a craving, or creating memories.

The campaign is built on the insight that while artificial intelligence can interpret vast amounts of consumer data, it cannot replicate the emotions and experiences that have made McDonald’s Fries a familiar part of everyday life.

Ada Almendras-Lazaro, Chief Marketing Officer at McDonald’s Philippines, said the idea emerged from the enduring popularity of the brand’s fries.

“For generations, McDonald’s Fries have been part of everyday moments that people genuinely look forward to – so much so that in the age of AI, we now have an abundance of data that points to one undeniable truth: humans love McDonald’s Fries.”

Almendras-Lazaro added, “This led us to an interesting tension: technology can analyse those moments, but it can never actually experience them. That’s what inspired this idea: McDonald’s Fries are so good, even AI wants them.”

Raoul Panes, Chief Creative Officer at Leo Manila, added that the campaign began by examining what AI would discover if it could study the rituals and conversations surrounding the product.

“The campaign idea started with the strength of the product. We asked ourselves: if AI could study every conversation, craving, ritual and memory surrounding McDonald’s Fries, what would it discover? That question eventually led to an AI character we fondly call CHIP, through whose eyes we celebrate the uniquely human enjoyment behind every fry moment.”

Chip will continue appearing across McDonald’s Philippines’ social media channels in the coming weeks as the character learns that enjoying fries is tied not only to taste but also to the people and moments that surround them.

Margot Torres, Managing Director of McDonald’s Philippines, said the campaign highlights how shared experiences remain constant despite advances in technology.

“What we love about this idea is that it starts with a truth people already know. Our fries have been part of countless moments in people’s lives. While technology may change how we live, the connections we share, the memories we create, the simple moments we look forward to – these remain timeless.”

As part of the campaign, McDonald’s Philippines is also dedicating every “Fryday” from 17 July to 28 August to promotions centred around its World Famous Fries.

Directed by Joel Limchoc of Film Pabrika and featuring music by Loudbox Studios, the campaign combines live-action filmmaking with AI production techniques.

The post McDonald’s Philippines explores what AI cannot replicate in latest fries campaign via Leo Manila appeared first on MARKETECH APAC.

Created by the creative agency Narrow Door, the campaign moves away from destination-focused messaging in favour of highlighting different travel passions, from music fandoms and food exploration to sports, photography, and road trips. Launched in late June, the campaign will run throughout the 2026 summer travel season.

At the centre of the campaign is the “Summer OUTernship,” a creative take on a corporate recruitment drive. Instead of applying for conventional jobs, consumers are invited to “claim” one of eight travel-themed roles that reflect their interests, including Fandom Rice Catcher, Lying Flat Officer, Chief Sweat Seeker, Professional Viewfinder, Window-seat Tracker, Sleepless Overdriver, Canto-Palate Quality Controller, and Stadium Hype-Man.

Terry Tsang, Director of Narrow Door, said, “We wanted to break away from traditional, generic summer travel ads and create something that genuinely cuts through the noise. By playfully hijacking the familiar corporate ‘recruitment’ framework and twisting it into the ‘Summer OUTernship,’ we found a high-energy hook that instantly connects with Hong Kongers.”

Terry continued, “This campaign is a celebration of subcultures—whether you identify as a ‘酒店躺平師’ (literally Hotel lying flat officer) or a ‘無心睡眠駕駛員’ (sleepless overdriver). Our creative goal was to inject a sense of unfiltered fun and relatable humour into the visuals, proving that the absolute best summer ‘job’ you can have is simply living out your travel obsession to the fullest.”

The campaign targets both the broader Hong Kong travel market and niche communities such as K-pop fans, staycation enthusiasts, sports lovers, foodies, and road-trip travellers.

To support the campaign, Klook has rolled out a series of videos across its owned digital channels, including Facebook, Instagram, and its website. The content strategy includes a 30-second hero film introducing the “Summer OUTernship” concept, three 20-second videos spotlighting selected travel roles, and five short-form social videos featuring the remaining themed positions.

The campaign also incorporates creators and key opinion leaders matched to each travel category, aiming to demonstrate how travellers can use Klook’s offerings across its Play, Move, and Stay services based on their individual interests. It aims to encourage users to explore travel products based on their interests and claim one of the themed travel titles through the Klook platform.

Kenny Sham, Global Events Head and General Manager for Hong Kong & Macau at Klook, said, “Summer 2026 is about shifting the narrative from where you travel to how you travel. With the launch of the ‘Summer OUTernship,’ Klook is moving beyond destination-driven marketing to champion true identity-driven travel. This campaign is our bold invitations to travellers to reclaim their summer on their own terms. Klook is far more than a booking platform—we are a complete ecosystem of Play, Move, and Stay verticals that fully back our users’ unique passions.”

Kenny added, “We are inviting everyone to explore our curated summer inventory, match it with their personal vibe, and claim one of these playful titles. Whatever your travel passion is this summer, Klook is ready to fuel it and transform your ultimate travel obsessions into reality.”

The post Klook introduces eight travel-themed ‘Summer OUTernship’ roles in latest HK campaign appeared first on MARKETECH APAC.

Effective immediately, Hudson will oversee Burson’s operations in Sydney, Melbourne, Brisbane and Perth, as well as its specialist government relations firms, Hawker Britton and Barton Deakin. Based in Sydney, she will report to Burson APAC CEO HS Chung.

Hudson joins Burson from Johnson & Johnson as Director of Communications & Public Affairs for Australia and New Zealand, bringing over 20 years of diverse in-house and agency leadership experience across healthcare, technology, and corporate affairs.

Before Johnson & Johnson, Hudson spent 11 years at WE Communications, including serving as Executive Vice President for its International Health practice across APAC and EMEA. She also previously led the agency’s Australia and New Zealand business as CEO.

With the appointment, Burson aims to strengthen its position in Australia and New Zealand while helping clients navigate an increasingly complex communications landscape spanning consumer and brand communications, corporate affairs, advocacy, public policy, and government relations.

HS Chung, APAC CEO at Burson, said, “We are thrilled to welcome Gemma to lead our AUNZ business as we accelerate our growth ambitions and continue to expand our offering.”

“Gemma brings a valuable client-side perspective and deep sector experience which will bolster our healthcare practice and elevate the unique ‘culture to cabinet’ positioning in AUNZ – supporting clients across consumer and brand, advocacy and influence, corporate affairs and government relations,” added Chung. 

Commenting on her appointment, Hudson said she is looking forward to returning to agency life at a time when organisations face growing challenges around reputation, policy and culture. 

“Today’s geopolitical environment has made it more important than ever for organizations to navigate culture, reputation and policy. I’m delighted to be joining a business that brings together the capabilities to support clients across that full spectrum,” Hudson shared.

“AUNZ is a dynamic market full of opportunity, and I am looking forward to unlocking that potential with an exceptional team. Burson’s enviable data and tech stack will underpin everything we build in Australia, helping us deliver smarter, more impactful solutions for clients as they navigate an increasingly complex communications landscape,” she added.

Her appointment also reinforces Burson’s focus on investing in strategic growth markets and expanding its reputation-led communications services across the Asia-Pacific region.

The post Burson appoints Gemma Hudson as CEO for ANZ  appeared first on MARKETECH APAC.

Developed by frank. Singapore, Omnicom’s dedicated Unilever team, the campaign centres on the message, “Days might get tough, but Sunsilk keeps it smooth.” 

It follows BABYMONSTER through rehearsals, photoshoots, performances, and other moments behind the spotlight, drawing parallels between the group’s demanding schedules and the everyday challenges consumers face.

The move comes as brands continue to tap K-pop’s global influence while responding to growing demand for more authentic storytelling that extends beyond traditional celebrity endorsements.

The campaign marks the second collaboration between Sunsilk and BABYMONSTER and is designed to connect with audiences through shared themes of perseverance, growth, and self-confidence. 

View this post on Instagram

A post shared by BABYMONSTER (베이비몬스터) (@babymonster_ygofficial)

Shot in a nostalgic home-video style, the campaign film offers a more intimate look at the group while reinforcing Sunsilk’s promise of helping keep hair soft and smooth through busy days.

Panisa Suwanarat, Global Brand Director at Unilever, said, “Today’s consumers are increasingly drawn to authenticity. While BABYMONSTER is admired around the world for their talent and success, we wanted to showcase the hardwork and dedication behind those achievements.”

“Through this campaign, Sunsilk celebrates the confidence that comes from staying strong through life’s challenges while reinforcing our belief that smooth, healthy hair can help people feel ready to take on whatever the day brings.”

Beyond the campaign film, the initiative spans television, social media, and digital channels, featuring Sunsilk’s shampoo and treatment products across multiple consumer touchpoints.

Subarna Prabhakar, Global Business Director at frank. Singapore, said, “We wanted to strengthen Sunsilk’s connection with a new generation of consumers who increasingly value brands that reflect the realities of modern life.”

“For years, idol culture has often been portrayed through polished performances and picture-perfect moments. Yet, behind every performance is an enormous amount of hard work, sacrifice, and resilience. By capturing those realities through a more intimate and authentic lens, we were able to create a campaign that feels relatable even if you’re not a global superstar.”

The post Sunsilk reunites with BABYMONSTER for campaign spotlighting confidence beyond the stage appeared first on MARKETECH APAC.

Based in Singapore, Williams will oversee BBC Studios’ advertising sales strategy across Asia Pacific, including Japan and Australia and New Zealand. 

She will also lead the regional sales organisation, with responsibility for driving revenue growth, strengthening client relationships, and expanding the company’s advertising and branded content offering across platforms.

Williams joins BBC Studios from a career spanning senior leadership roles at CNN, Time Warner, and Fox Sports, bringing experience in commercial growth and advertising across Asia-Pacific markets.

The move comes as BBC Studios continues to invest in its advertising business in the region, with the appointment forming part of its strategy to expand its commercial footprint and deepen relationships with brands.

James Wildbore, Global Senior Vice President and General Manager of Advertising Sales at BBC Studios, said, “Erin brings outstanding leadership experience, deep regional knowledge and a clear commercial vision. Her appointment marks an important step in strengthening our advertising capabilities in APAC and positions us for continued growth across the region.”

Williams said, “As one of the most iconic and powerful brands in the world, I’ve long admired the strength of BBC Studios’ content, impact and reputation amongst audiences and partners alike.”

“I’m absolutely thrilled to be joining the APAC team, working together to evolve and grow advertising partnerships with smart and influential creative solutions.”

Beyond the appointment, Williams will work with BBC Studios’ global and regional leadership teams to advance the company’s advertising strategy and develop integrated commercial offerings for clients across the region.

The post BBC Studios appoints Erin Williams as SVP of Advertising Sales, StoryWorks for APAC appeared first on MARKETECH APAC.