Celebrity Endorsement

Malaysian Bank Tells Persistence Story at CNY Via eSports

January 27, 2019

Malaysian bank RHB has released a creative short film in the advent of Chinese New Year, blending together positive storytelling and - in a break from cliché -…

Family Brand Kia Switches to K-Pop, Post-Olympics

January 4, 2019

After a starring role in the family of sponsors at the Winter Olympics a year ago, South Korea’s Kia Motors is set to partner a stable of K-pop…

Nike Deepens Chinese Endorsement Investment With Female Football Star Wang Shuang

January 2, 2019

Nike has secured an endorsement deal with 23-year-old Chinese female footballer Wang Shuang to boost its position there.

India Widens Endorsement Pool With Regional Influencers

December 19, 2018

India’s evolving media landscape – with broadcasters and publishers catering to demand for local language content – is being reflected in the influencer market as brands dive into…

Qatar National Bank Leverages Neymar Endorsement For Global Growth

December 15, 2018

Paris Saint-Germain’s Brazilian superstar Neymar Jr has become a global brand ambassador for Qatar National Bank (QNB).

Panasonic India Pushes For Influencer Marketing

November 9, 2018

Influencers have inverted the funnel to such an extent in recent years that marketers in India are starting to factor them into their annual calendars, according to a…

Is Naomi Osaka Set To Be Asia’s Next Endorsement Darling?

September 19, 2018

Fresh from sealing Japan’s maiden Grand Slam title, tennis sensation Naomi Osaka is set to become a commercial magnet for major homegrown brands ahead of Tokyo 2020.

How A Box Office Hit Can Double a Star's Endorsement Fees Overnight

July 31, 2018

The hit movie Sanju - a biographical movie depicting Indian actor Sanjay Dutt which has grossed close to US$100m in Indian box offices - has reportedly enabled its…

Federer Strikes Commercial Jackpot With US$300m Uniqlo Deal

July 3, 2018

Swiss tennis legend Roger Federer has confirmed his apparel switch from long-term sponsors Nike to Uniqlo on the first day of Wimbledon when he arrived for his opening…

Pantene Malaysia's Branded Content Subverts Stereotypes

June 26, 2018

P&G's Pantene has launched a branded content campaign in Malaysia that aims to subvert ‘Wanita Besi’ (Iron Lady), a derogatory Malay phrase used on unfeminine women.