The Drum Awards for Marketing APAC 2025 showcased the evolution of marketing strategies across the region, emphasizing actionable campaigns rather than just eye-catching ones. The winners highlighted the importance of culturally relevant insights and local adaptations, marking a shift towards hyper-local marketing. Additionally, pop-up events have seen a resurgence, illustrating their role in boosting foot traffic and emotional engagement. The article delineates ten key trends identified among the winners, reflecting a deeper understanding of consumer behavior and market dynamics in the region.
Winning campaigns helped people do something. Whether it was Google Play changing how mobile gamers in Indonesia buy in-game currency or End Food Waste Australia nudging households toward everyday habits.
Brands leaned into local nuance as a strength, not a constraint. This wasn't just translation. It was transcreation - culturally relevant insight applied with precision.
Pop-ups weren't just for buzz - they were critical to how brands drove foot traffic, emotional connection, and online amplification.
The Drum Awards for Marketing APAC 2025 revealed not just who's doing great work but how great work is being done across the region.
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