Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.
Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.
While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.
SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.