Middle East War 2026: SEA Business Leaders on Impact & Solutions

ADVERTISING

Rising Oil Prices are Pressuring Brands to Tighten Budgets, believes Sorada Sonprasit, CEO, Publicis Groupe from Thailand.

She talks about the war’s impact on the Thai advertising world, “The conflict has had a clear ripple effect on the advertising industry, primarily driven by rising oil prices  and overall cost inflation. As energy remains a fundamental base of the global economy, increased costs have pressured brands to tighten budgets, with marketing and media often being among the first areas to be optimized.”

Efficiency comes into focus for clients who are seeking stronger ROI, value-added solutions, and more performance-driven investments says Sorada. “However, this is also a period to watch closely. If the situation prolongs, the impact could be more significant, as advertising is typically one of the most flexible cost lines during economic uncertainty,” she adds.

Dealing With the War’s Impact: Flexibility & Support Doing the Trick

When it comes to dealing with the impact of the geopolitical crisis, Sorada’s focus has been on both people and clients. “On the people side, I have introduced more flexible working arrangements to help reduce commuting costs and ease the pressure from rising living expenses, including fuel-related challenges. It is important that our teams feel supported and less stressed during uncertain times,” she explains.

“On the client side, I think flexibility is equally critical. We are moving away from fixed models and working more closely with clients in an outcome-based approach—co-creating solutions that balance efficiency with impact. My focus has been to support them with both value-driven thinking and smart investment to sustain business momentum,” she further adds.

DIGITAL MARKETING

While the digital marketing function has not experienced substantial impact across the APAC region, yet there has been a shift in client behavior believes Dee Chong,  Managing Director, eGENTIC Asia Pacific (Singapore). “At this stage, the effect feels more psychological than structural,” she says.

“Campaign performance and platform dynamics have largely held. What is more visible is a shift in client behaviour — greater hesitation before committing, and increased scrutiny on where money is going. Activity is holding, but the confidence behind it is more guarded. The bigger risk is not what has happened yet, but what prolonged caution does to decision-making over time,” explains Dee.

Sharing her observation about how businesses usually react to such situations, she talks about stay steady rather than reacting. “If anything, my line of business becomes a harder argument to cut in an uncertain environment — it sits closest to revenue, and clients know that. What shifts is the mood around it. Decisions take longer, expectations are higher, and the tolerance for anything that feels like waste is lower,” she says.

In such scenarios, trust becomes more critical than any tool or tactic. Dee further explains, “Clients are not just evaluating performance right now, they