Adrian Peter Tse
Jan 16, 2015

Wrap-up: 7+ things you need to know this week

HONG KONG – The habits of trusted brands, talent pool challenges, the Bloomberg Media CEO’s vision for media, new agency rosters, business wins and how to build service brands. Here’s a round-up of some of the stories you might have missed this week.

Wrap-up: 7+ things you need to know this week

1. Exclusive interview: Bloomberg Media Group’s CEO Justin Smith

The new CEO explains why media brands need start-up culture and outlines his vision for a seamless flow of content.

2. How do brands achieve authenticity and what makes a trusted brand?

Cohn & Wolfe’s ‘Authentic brand study for 2013 yields some surprising findings, not least that KFC and HSBC are perceived as the most ‘authentic’ brands in China and Hong Kong, respectively.

3. Diving into talent-pool challenges

Alan Couldrey, CEO of the brand Union Asia-Pacific has taken on the additional role of chief talent officer for Ogilvy & Mather Asia Pacific while Chris Reitermann, CEO of Ogilvy & Mather China is looking to restructure teams from project-based to performance-based relationships.

Five senior industry figures also speak to Campaign Asia-Pacific about tackling the skills gap and how the industry needs to address the millennial workforce.

4. Product brands vs. service brands

Can the advertising and marketing paradigm used for product brands be applied to service brands? James Stuart, co-founder of The Brand Co and author of Hotel Brand Bites, thinks the answer is no and here’s why.

5. Creative business wins, new agency rosters and consolidations

TSLA wins creative business for mobile giant Telenor Group. Reckitt Benckiser revises their agency roster and SC Johnson consolidates global media planning with PHD.

6. Five steps to standardize digital metrics across countries

Tracking digital marketing performance can be daunting across many channel and region. Robin Leonard of ALLFamous Digital offers some hands on tips and examples.

7. From 'fair dinkum' campaigns to apps that help autistic kids connect

Check out interesting campaigns in the region that you might have missed this week.



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