Ayu Sadha

Don’t reinvent the wheel 🛞 Excited to share the latest episode of Meta Performance Talks, a series where we chat with inspiring marketing leaders about strategy, performance and industry trends. In this episode I sat down with Ruth Stubbs, Wavemaker CEO EMEA.  Here are some key takeaways: ✅ Don’t reinvent the wheel - focus on proven tactics that already work. ✅ Use AI to scale smarter - leverage automation and insights to make every dollar work harder. ✅ Growth might feel uncomfortable - but with the right tools, it’s entirely possible, even on a tight budget. #marketingstrategy #performancemarketing #digitalgrowth #AI

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Account-Based Marketing (ABM) a buzzword that have been around for ages. But ABM looks very different in APAC compared to the US or Europe. Here’s my humble view on what should be considered when running ABM in APAC. 1. Relationships still matter — buying decisions often hinge on trust and reputation, not just digital signals. 2. Local nuance is everything — a “pan-APAC” playbook rarely works. What resonates in Japan won’t necessarily land well in India or Singapore. 3. Orchestration beats one-offs — the most successful ABM campaigns here are those where sales lead the way with involvement from management, marketing, pre-sales etc, and even partners are fully aligned. APAC is catching up fast in ABM maturity, but it’s evolving in its own way and in many cases, innovating ahead. For those running ABM in APAC: what has been some of your biggest learnings? #marketing #accountbasedmarketing #abm #apac #relationship #orchestration #innovation

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On paper Boost Mobile x Liquid Death have no business doing a collab. In culture it makes perfect sense. There is no overlap of products, distribution, or consumption occasions. So why would they team up if there is no category adjacency. What matters here is shared positioning. Both brands define themselves as disruptors in industries where consumers have long felt taken advantage of. → Liquid Death takes bottled water and flips it with irreverence.  → Boost takes on the Big Three carriers with a promise of transparency. The common ground is not the product, it’s the attitude. That is why the Cellphone Bill character feels so natural. It is grotesque, absurd, and culturally resonant. It looks and feels like a Liquid Death idea, but it dramatizes the pain points of the wireless industry. In that move, Boost borrows credibility and attention from an audience already primed to enjoy it. Partnerships like this don't need to make sense in a traditional way.  They are about association and shared codes. → Associating with Liquid Death transfers its entertainment-first equity to Boost. → Associating with Boost gives Liquid Death a new canvas to extend its creative IP. For Boost, the strategy is clear. They cannot outspend Verizon or AT&T, but they can out-entertain them and dramatize consumer frustration in ways incumbents never will. For Liquid Death, it is proof that the brand is not just a canned drink, but a cultural IP factory that can collaborate with other disruptors. Together, this is less about selling phone plans or water and more about building relevance through shared cultural disruption. That association is enough.

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