Content Champions: 10 brands leading the content charge in SEA

In a year marked by continued volatility and fast-changing consumer expectations, content marketing has once again proven its resilience and adaptability. While the function remains integral to the marketing ecosystem, it’s becoming increasingly clear that content practitioners are facing a unique set of pressures.

One of the most notable shifts is how audience behavior has evolved. Consumers today are more selective, more skeptical, and far more fragmented in how they engage with content. The bar for relevance has never been higher—and content must now work harder, smarter, and faster to cut through the noise. It’s no longer enough to simply tell a story; brands must create experiences that resonate deeply, culturally, and emotionally.

At the same time, the reality of leaner marketing budgets is forcing teams to reimagine their approach. Efficiency is no longer optional—it's essential. This has sparked a wave of innovation, with marketers leaning into new platforms, shorter formats, and performance-driven content strategies that are not only impactful, but also resource-savvy.

Overlaying all of this is the rapid pace of technological transformation. AI, automation, and real-time analytics are now table stakes, equipping marketers with sharper tools—but also raising the stakes on how creatively and responsibly those tools are used.

As we celebrate the 13th edition of Content 360, MARKETING-INTERACTIVE is proud to spotlight 10 standout brands from the region that are pushing the envelope on content. Unveiled during our signature Content Champions segment, these brands exemplify what’s possible when storytelling meets strategy, agility, and cultural intelligence.

Each brand was shortlisted as part of the Marketing Excellence Awards 2024 and underwent an additional round of evaluation by our editorial and content teams, ensuring that only the most compelling, results-driven work made the final cut.

Here are our top 10 Content Champions: