Brands across sectors are investing in, producing and distributing their own content. None perhaps as aggressively, and successfully, as Red Bull. The energy drink company has extended its brand experience from product to culture to marketing. It’s made its master creative vision part of its DNA, having built its brand on the back of entertainment content. Today it’s producing and managing high-end youth culture-oriented content that spans web, social, film, tablet, print, music and TV—and proving that information and entertainment content can go beyond the paid model.
Nissan, Coca-Cola, Intel and other big brands have adopted varied approaches to create their own content and speak directly to consumers. They’ve taken stories beyond their original and in the ‘transmedia storytelling’ approach shared the brand experience across various media platforms. You’ll find some of the best examples in this issue.
The constantly changing social and media landscape makes it possible for these brands to experiment and share their content on a larger scale. The question with ‘own’ content, of course, is how to monetise it. And, as brands seek greater control of their content while at the same time looking to create cost efficiencies, where does it leave agencies?
The ‘Power of own entertainment’ feature investigates the impact of this new model and discovers how forward-thinking agencies are investing and creating a position around it.
In this issue, we also feature the second part of our ongoing sports coverage, which looks at how Asian brands are gearing up for the London Olympics, and offers insight into which sports are popular with the region’s youth. A panel of experts shines some light on the murky world of match-fixing in cricket and how it has affected the sport’s image.
We also plunge into the Indonesia market to analyse why global brands are bullish on the country becoming Asia’s next big consumer market after China and India. We find that while TV still rules the roost, digital is set to explode in the next few years.
Atifa Silk Editorial director, Campaign Asia-Pacific atifa.silk@haymarket.asia
CONTENTS
04 Inbox Letters, blogs, polls
06 The Month Instant news round-up
10 The Rankings New business leagues, creative rankings
12 The Bigger Picture More money, more shopping in India
14 Insight/Advertising Art leaves lasting impression Kentaro Kimura keeps Kettle on the boil Craig Davis on ideas
18 Insight/Marketing Local brands in China’s auto market Unlimited potential for India’s telcos Health check on Sony Marketers debate brand awareness Adam Morgan on insight
24 Insight/Media Brand stories build consumer relations Richard Porter maintains BBC values Online video ads click with consumers Media debate on search marketing Marcel Fenez on media
30 Insight/PR Speak the language of the boardroom Cindy Gallop on influence
32 The face behind the brand Coca-Cola’s Shakir Moin talks about how it’s building the business that matters
34 Branded media Creating own entertainment content that speaks directly to consumers
38 The Atifa Silk interview HTC’s Lennard Hoornik believes in the brand’s quiet brilliance
43 Sports report Asian brands gun for gold as London Olympics loom
56 PR Spotlight Industry forum looks at the challenges that lie ahead for the industry
59 Indonesia report Opportunities abound in the archipelago thanks to its rising middle class
72 The Work The latest ads reviewed
74 Improve your career Jeremy Bullmore, career lessons, plus the latest industry jobs
82 Offline Industry gossip, party pics, twitterati and Google personalities
