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June 2017

Cover story: The 14th annual Asia's Top 1000 Brands research offers exclusive rankings, produced in partnership with Nielsen, alongside a wide range of analyses. Plus, exclusive interviews with Dentu's Takaki Hibino and Marriott's Irene Lin.

Brand Director’s letter

Welcome to the 14th issue of Asia’s Top 1000 Brands, the most definitive ranking of brands that consumers value the most across the region. This year’s ranking, produced in partnership with Nielsen, incorporates consumer brand perception in 13 key regional markets, including Australia, China, India, Indonesia, Japan and Vietnam. As one of the region’s most anticipated top-of-mind brand studies, it covers 17 major categories from automotive to consumer electronics and personal care, as well as 79 sub-categories.

The results underscore the movement of ideas and the shift in product development and leadership that is quickly expanding in this region. In many markets, such as China, consumers are increasingly turning to homegrown brands for the newest and most innovative products and brands. While the big, established names at the top of the rankings hold steady, the challengers are motivating consumers through a transparent sense of purpose and aligning strategies with their values.

Atifa Silk is brand director, Campaign Asia-Pacific

CONTENTS

04 Voices
Anne Rayner finds a gender inequality surprise

06 Need to know
The latest news from around the industry

12 Innovation
Smartphones start to understand what they see

16 Insights
Startups struggle to communicate with agencies

20 Intelligence
Marketers need to wake up to older consumers 

24 Influence
Consultants are stealing a slice of adland’s pie

28 Marketer profile
Marriott’s Irene Lin gets up close and personal

32 The Atifa Silk Interview
Dentsu’s Takaki Hibino on global ambitions

38 Opinion: James Thompson
Facebook forces first impressions in a flash

39 Opinion: Torie Henderson
Tackling the talent challenge

43 Asia’s Top 1000 brands 
Our annual survey reveals the region’s top names in all the major consumer categories

74 Opinion: Marco Koeder
Mobile gaming offers a massive opportunity

75 Opinion: Tom Doctoroff
China points the path for O2O success

76 Private View
Xuan Pham and Harry Llufrio critique a clutch of creative offerings

78 Best Places to Work
The Purpose Group Saigon and WeWork Hong Kong

About Campaignasia Magazine

Providing insights and intelligence into the ideas, work and personalities shaping the region's marketing-communications industry, Campaign Asia-Pacific dives deeper into important subjects and presents the most compelling information that matters to businesses in the fastest-growing and most exciting communications market in the world.

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