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WPP's Media Innovation Group ventures into Asia, headed by James Welch

Based in Singapore, MIG will work to bring digital media buying and data insights closer to creative agencies. It uses data from audience interactions across paid, owned and earned digital media to optimise media investment across digital channels. MIG is already up and running in the USA, ...

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Data & Research

Cookie consumers: Brand traits help offset guilt

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This research into the consumption of sweet biscuits found that friendliness was the personality trait ASEAN consumers identified with the most in the biscuits they buy and eat most frequently. This was followed by brands that were regarded as ‘cheerful and fun’, and ‘trendy’.