Staff Reporters
Sep 9, 2015

What we learned on Day 1 at Spikes Asia

SINGAPORE - Here's a roundup of the key lessons that the Campaign Asia-Pacific team at Spikes Asia picked up on during the first day of Spikes Asia 2015.

What we learned on Day 1 at Spikes Asia

See also: Photos from Day 1 | Day 1 Twitter highlights | Much more

1. The more brands ask of consumers, the less interested they are in participating

Just over half of consumers in a study by TNS and J. Walter Thompson say they are interested in consuming brand content. But only three in 10 are open to interacting with brands online, and just 8 per cent have any interest in creating content for brands. This is among people who are already considering a purchase. The interest level is far lower among people who aren’t looking to buy. 

2. Data mining and nuanced analysis will be weapons of tomorrow for digital planners today

China has its own digital environment, and it’s common for an individual to have multiple accounts for each social-media platform. This makes it difficult to get a clear picture of the demographics of a market, according to Fareeda Cassumbhoy, chief strategy officer at Hylink.

"By creating a platform to capture and aggregate the data, mining through the information and analysing it, planners can play a much more effective role in helping brands reach their target audience," Cassumbhoy said. "If you’re not scared of big data, you should be because if you do not prepare and learn to use it, you will be left behind."

3. Innovation and boredom are best mates

"I innovate and experiment because of boredom, or because I'm tired of doing the same thing, or of repeating something done by others," said Vincent Laforet during his DDB Presents talk, as he explained the discovery of the tilt-camera technique he has grown famous for.

That said, Laforet told Campaign's roving video reporter Adrian Tse that it's not all about technique. The best thing about technical innovations is that they make high-quality tools accessible, but storytelling remains the most important aspect.

4. Asians aspire differently

What Asians regard as 'aspirational' is unique and rooted in the region's culture, according to BBDO's Beijing CCO, Arthur Tsang, and Greater China CSO, Hans Lopez-Vito. Western ideals, which are rooted in Ancient Greek philosophy, are centred around individualism and personal freedom. These are often diametrically opposed to Asian ideals, which are based on the teachings of Confucius and focus on harmony and social responsibility. Along these lines, aspirational branding in Asia should be tied into themes of filial dependability, social responsibility and mutual prosperity rather than personal success.

5. It’s not possible for a consultancy to do everything in-house anymore

A day in the life of Fitch, said Asia-Pacific ECD Darren Watson, “is like creating a film. Film directors create a moment with a winning team. We used to be insular; now we depend on a large group of collaborators that we can’t do without…. It’s very much about joint ownership and joint credit."

6. Consumers will pay for content

"It may not be massive, but I think it will grow and people are willing to pay for quality,” YouTube star Gursimranjeet Singh Khamba of All India Bakchod told Campaign Asia-Pacific in an exclusive video interview.

7. Fearless people are not necessarily an asset to creativity

We need to look for courageous people with a healthy sense of fear, according to BBDO’s Andrew Robertson. Similarly, when trying to create great work, we should not try to be bold, but simply learn how to manage risk. Look for a full writeup on this panel discussion hosted by Campaign Asia-Pacific's Atifa Silk tomorrow.

8. Stop using tech for tech's sake

Virtual reality can add depth to your brand experience, but don’t use it for the sake of novelty. Early involvement and collaboration is key to successful execution; VR cannot be an afterthought, according to David Mellor of Framestore Pictures.

9. Ecommerce is helping women

Ruth Stubbs CEO iProspect APAC, Marie Gruy Regional Head of Insight at Carat discussed new CCS research with Orange Cortez from Johnson & Johnson, Penny Cox from Redmart and Shannon Kalayanamitr from Moxy to reveal that women have turned to selling online to supplement incomes – with a 65 per cent increase in consumer to consumer sales in Indonesia. "Online retail is making participation a lot easier for women both from a buyer and seller point of view and the fact that this trend is accelerating due to women’s greater access to education and technology," said Cortez. 


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