Social-first is no longer an option. It has become the central battleground of marketing in Southeast Asia. But as social becomes central to marketing, a more important question emerges: Is social creating real impact for brands, or merely generating activity?...

For many years, most marketing activities have been organized around execution: Campaigns Media Creative Platforms Performance This model has helped marketing grow rapidly in the digital era. However, as data, AI, social commerce, and the creator economy begin to converge,...