Female talent needs recognition and nurture
Welcome to our special issue dedicated to women. One day, we hope there will be no need or reason to single out women as a specific group when we look at the rising stars in the world of advertising and marketing. But the reality today is different and we believe the industry needs to build a stronger pipeline of women leaders in Asia and take the time to celebrate its top achievers.
We are delighted to profile the 20 women who are set to make a difference in the region’s advertising and marketing industry. Selecting this year’s ‘Women to Watch’ candidates wasn’t easy. We invited nominations from the industry and together with the editorial team’s recommendations came to the final list of top female stars on page 46.
Marketing to women, meanwhile, remains a minefield for many brands that fail to acknowledge that women in Asia are more determined and independent than ever before.
Women were also on the agenda at WPP’s Stream Asia, recently held in Langkawi, Malaysia. One of the best-attended discussions there was ‘Women in leadership roles’ and the challenges organisations face in nurturing female talent.
The event is essentially a crowd-sourced ‘un-conference’, a concept developed by venture capitalist Yossi Vardi and co-host WPP CEO Sir Martin Sorrell. It’s interactive and engaging. Unlike the usual conferences, there’s no content agenda. No PowerPoint presentations or sales pitches. It’s all very democratic and sounds a bit chaotic until you get there.
But it works. WPP provides an overall structure and participants create the agenda or topics in real-time throughout the duration of the event. The most popular sessions, unsurprisingly, were those around the topics of big data, social and ecommerce, as well as the future of wearable technology and connected homes. One the most interesting and edgy, however, was ‘Should WPP dispose of Sir Martin Sorrell’, a topic by Ogilvy@Social’s Thomas Crampton (note: Sorrell wasn’t around to defend himself). Check out photos from Stream on page 36.
Atifa Silk is brand director, Campaign Asia-Pacific
Letters, blogs, campaignasia.com’s top 10
6 The Month
10 The Rankings
12 The Big Picture
Asia less confident, but willing to learn
Ease the pain of the pitch process through technology
Dentsu’s new Vietnam ECD
Craig Davis on ideas
Enterprise feedback management systems close customer service gap
Multinationals target region’s growing sweet tooth
David Jones looks for a lifeline
The changing face of marketing teams
Adam Morgan on insight
Media agencies expand revenue streams beyond their core services.
Spotify’s Asia director Sunita Kaur
The lure of mobile messaging
Why consumers opt out
Marcel Fenez on media
What ‘storytelling’ actually means
Cindy Gallop on influence
32 The face behind the brand
Tiffany’s Erica Kerner wants to make every anniversary a diamond celebration
36 WPP Stream Asia 2014
Pictorial highlights from the event
How retailers are cashing in on the socialisation of shopping
42 The Atifa Silk interview
David Sable on transforming Y&R
46 Women to watch
Twenty female stars on the rise
52 Marketing to women
Brands need to stop using shame to sell
56 The Work
58 Improve your career
Jeremy Bullmore, career lessons, plus the latest industry jobs
Industry gossip, party pics, twitterati and Google personalities
The influence of social media is opening up the potential of e-commerce as a branding platform.
In trying to connect with Asian women’s hopes, dreams and concerns, many brands still miss the mark by a wide margin.
PROMOTIONAL FEATURE: China’s ban on ads for intimate products prompted Reckitt Benckiser marketing director Ben Wilson to move to the forefront of social media and video usage.
Advice for curious planners.
Closing the loop between customers, user-experience and frontline staff, this may be the IT system no CMO can do without.
BRAND HEALTH CHECK: Declining profits see venerable Australian high-end department store looking for a lifeline
SECTOR STUDY: Multinational chocolate companies have expanded production in Asia-Pacific and are now pulling out all the stops in marketing to make their mark in the region.
ASIA-PACIFIC - Ogilvy overtakes McCann in creative, while Mindshare surges to the top in media rankings.
As costly traditional pitches offer no guarantee of success, some agencies are trying alternative approaches to get clients’ attention.
About CampaignAsia Magazine:
Campaign Asia-Pacific, which supersedes the fortnightly Media, launched as a new, subscription-based monthly with a circulation of 15,000 copies on September 20 at the Spikes Asia Festival in Singapore.
The new magazine focus on analysing industry issues, reporting on trends and delivering expert industry opinions, case studies, plus heavyweight sector and platform reports. Carrying twice the number of pages as Media in an all-new design, Campaign Asia-Pacific dives deeper into the key issues of the month, uncovering the performance of agencies and individuals, examining topical questions, giving essential career advice plus a 16-page section of industry insight.