Coca-Cola got the prevailing zeitgeist among the world’s major advertisers spot-on when it chose ‘Energizing refreshment’ as the theme of its competition for creative wannabes across the world. As the new technology explosion intensifies pressures on innovation, budgets and competition grows
ever faster and more furious, so the thirst for cut-through ideas among multinationals like Coke has become unquenchable.
And it’s not necessarily their long-time agency partners they are turning to for solutions. That’s because brands are searching not just for innovative ways to market their products but for ways to involve consumers in the development of new ones. In short, they want to learn more about how to add value to people’s lives.
The boss of a Singapore-based marketing consultancy claims he’s being inundated with requests from major brand owners wanting new communication ideas or to be put in touch with any of the nimble young specialist agencies that can provide them. “I’m being run off my feet,” he says.
Little wonder that the trend for clients to look for solutions beyond their roster agencies in the region is - according to some insiders - causing a lot of sweaty palms. Having once been the undisputed guardians of the brands they promoted, some say agencies are trapped within silo structures that don’t encourage innovation.
Catch the full article in the June issue of Campaign Asia-Pacific now available to subscribers online.