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Max’s hands US$6 million media business to Carat Philippines

The account was won following a competitive five-way pitch. It is understood that the other four agencies involved included ZenithOptimedia, Havas, Universal McCann, and the incumbent, Mindshare. Carat will be responsible for the brand’s communications planning and buying including ...

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Data & Research

Cookie consumers: Brand traits help offset guilt

May 23, 2016

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’.