Baby steps with programmatic in Hong Kong: Wyeth and Baby Kingdom
Private-marketplace model may help convince Hong Kong brands on advantages of programmatic.
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PR360Asia in two minutes
PR360ASIA: From brand versus agency to marketing versus PR, we talked to senior leaders in the communications industry about the hot topics from PR360Asia.
iProspect makes fourth acquisition this year: Search Factory
The Dentsu Aegis Network agency continues its buying spree with Australia's Search Factory
MediaWorks: The journey in two minutes
MEDIAWORKS SERIES: More than 100 young media professionals from across Asia took part in this year's MediaWorks, a four day training event that challenged them in ways they never anticipated. Here is a look at what went on.
Nest launches Metta platform for entrepreneurs, startups and brands
HONG KONG - While startup accelerators tend to be more cyclical, Metta aims to provide an ongoing way for entrepreneurs, startups and brands to collaborate.
From chef to digital creative leader: VML Australia's Aden Hepburn
A passion for cooking, computers, design, and self-teaching are some of the things that helped Aden Hepburn rise up as a creative leader within a digital agency.
'Passion and commitment makes phenomenal work’: MediaWorksXI
HANOI - The 11th edition of Campaign Asia-Pacific’s training event for young media professionals came to an end in Hanoi following some "impressive" pitches for the global luxury brand Bulgari.
MediaWorksXI kicks off with media and creative brief for Bulgari
HANOI - The 2016 edition of MediaWorks, the four-day training event for young media talents, has kicked off in Vietnam with a challenging brief from global luxury brand Bulgari.
Insurance accelerators: Not just brand practice
In Asia, rising healthcare costs, the ageing population and the disruption from startups force insurance companies to ‘accelerate’.
Publicis Singapore appoints creative director
SINGAPORE - Publicis Singapore has appointed Adrian Yeap, formerly creative director for Ogilvy & Mather, as creative director on Scoot.
Mead Johnson Nutrition awards digital duties to Saatchi & Saatchi and Nurun
SINGAPORE - Mead Johnson Nutrition has appointed Saatchi & Saatchi and Nurun as its digital agency of record for South Asia following a pitch.
Clemenger BBDO Melbourne appoints director of digital
MELBOURNE - Clemenger BBDO Melbourne has appointed Ben Kidney, formerly the head of digital at Ogilvy & Mather, as director of digital for the Australia market.
Y&R Shanghai wins Bosch, appoints business director
SHANGHAI - Following a pitch, Bosch China has named Y&R Shanghai as creative agency of record, effective immediately.
Watch: Creative directors explain KFC's edible nail polish
HONG KONG - KFC launched an edible chicken flavoured nail polish this week. We talked to the creative directors behind the campaign.
How Indonesia is finding its creative voice
ON THE GROUND - INDONESIA: A national infatuation with ecommerce, a design-driven mayor and a generation of digitally savvy youth are helping Indonesians build creative hubs that are shaping the country’s future.
Dentsu Aegis Network acquires Chinese agency VeryStar
CHINA - Shanghai VeryStar Internet Science and Technology will become part of Dentsu Aegis Network’s digital agency Isobar China and will be known as "VeryStar – Linked by Isobar".
Omnicom Media Group China appoints talent officer
SHANGHAI - OMG China has appointed Wendy Suen, formerly of TNS and GroupM China, as chief talent officer.
How to beat ad blockers with a 'considerate' video strategy
ASIA-PACIFIC - The rise in adblocking is predicted to wipe off US$41.4 billion from the global economy in 2016. The desire to find a solution has never been greater for the advertising industry. But what is the way forward?
Watch: Are marketers ready for machine learning?
ASIA-PACIFIC - The idea of trusting machines can bring up all kinds of emotions in people, let alone marketers. But as technology improves, the question is whether marketers are ready to embrace machine learning to its full extent.
Beijing Dentsu appoints Akimasa Baba as CEO
BEIJING - Akimasa Baba will start his role in June and replaces Yukiyasu Nagasaki, who will return to Tokyo.
How Skyscanner uses data to craft UX, content and feedback
HONG KONG – Flight search site Skyscanner says it is constantly using data to improve its user experience, product and content, with marketing staff also expected to be data scientists and product managers.
Watch: Marketing rugby in Hong Kong and beyond
HONG KONG - Accenture partnered with The Hong Kong Rugby Union to create an app for last weekend's Hong Kong Rugby Sevens tournament. The goal was to drive the rugby experience at the tournament and in the long term, beyond the stadium. Did the effort succeed?
Watch: How WeChat has infiltrated life in China
CHINA - In this video Kevin Ti, group account director at Razorfish Shanghai shares his observations on how WeChat has infiltrated Chinese culture and offers his advice to brands on the outside looking in.
MEC Asia launches content division Wavemaker
ASIA-PACIFIC – MEC has launched a global specialist division to simplify the "complicated process" of delivering content for clients, including in Asia.
Webinar highlights: 3 ways to achieve omnichannel marketing
ASIA-PACIFIC - Campaign Asia-Pacific’s webcast series for 2016, presented in association with Turn, kicked off yesterday with representatives of Starwood and Ecselis discussing three areas of omnichannel marketing that are most difficult for marketers.
Two things to learn from creative and cultural trends in South Korea
ON THE GROUND - KOREA: With one of the most highly developed mobile environments in the world and a young generation that is challenging traditional structures, South Korea is in a powerful creative transition period that is altering the way brands communicate.
Publicis Groupe's Rokkan expands to Asia with Singapore office
ASIA-PACIFIC - According to Publicis Groupe, the move follows the growth of Rokkan’s global clientele in the last three years. Publicis Groupe acquired the agency in 2012.
Watch: What would the ad industry be like without award shows?
HONG KONG - In January, Amir Kassaei, DDB's chief creative officer blew up the world of advertising with his comments about advertising award shows. We spoke to David Sable, Y&R's global CEO, about the same topic.
Nurun, VML, Accenture, PwC on adapting for design thinking
Brands seeking long-term edge are reviewing value propositions, and agencies are equipping themselves with design thinking to keep pace.
Ad fraud exists, so what do you do?
MEDIA360 TALKS SERIES: Some marketers think it's a huge problem, but others aren't so worried. What's your stand on ad fraud and what do you plan to do about it?
Diversity leads to advantage? Then do something about it
MEDIA360 TALKS SERIES: From gender inequality to race, culture and talent, nearly every industry sector is recognising the importance of diversity in key areas. The marketing and advertising industry also needs to move forward and better harness the power of diversity.
Defend or attack? Responding to brand disruptors
MEDIA360 TALKS SERIES: In today's environment, disruption to industries and brands may be inevitable. The question for marketers is whether they should have a defense against disruption—or become the disruptors themselves.
You're doing it wrong: 4 content marketing pitfalls
MEDIA360 TALKS SERIES: 'Content marketing' is a grossly overused term, perhaps because marketers are not discriminating enough about what good, relevant content is for their target audiences.
Photos: AIA Accelerator Demo Day 2016
AIA and Hong Kong venture-capital firm Nest hosted their second Accelerator Demo Day at an evening ceremony on Stubbs Road last week. Nine graduates of the accelerator's 12-week healthcare programme pitched their newly refined business models to 200 investors and industry experts in a bid to secure follow-on funding and partnerships. The accelerator featured technology and innovations from around the world, including a glove that translates sign language into text and voice, an application of artificial intelligence to drastically improve medical diagnoses, tele-medicine solutions that connect patients to remote medical specialists and a fitness wearable that combines hardware with personalised training plans.
Publicis Media's Steve King on his new role and the challenges facing media
MEDIA360 TALKS SERIES: Publicis is an 89-year-old agency business. In this video, Steve King, CEO of Publicis Media, talks about the challenges in his new role and the "radical transformation" taking place within the company and throughout the industry.
What's the future of marketing for brands and media agencies?
MEDIA360 TALKS SERIES: Technology and talent will change the way brands and agencies work together. But so will the global economy and the issue of accountability. What do top brand marketers and media executives see for the future of media and marketing?
Mediapalooza redux? What senior leaders expect in 2016
MEDIA360 TALKS SERIES: 2015 was a year of big media shakeups and reviews. What do senior media executives expect in 2016?
Media360 Talks series: Lindsay Pattison on how to be a modern media leader
ASIA-PACIFIC - From artificial intelligence to gender inequality, Lindsay Pattison, CEO at Maxus Worldwide, gives a speech packed with insights for current and future media leaders.
'Catalyst' centre: Inside PwC's design-thinking environment in HK
HONG KONG - In the last 12 months, agencies, consulting firms and brands in the region have been investing in design thinking. The competition is heating up, and PwC is the latest player to join in.
Be bold, scale content in connected yet fragmented world: Fonterra
HONG KONG – As consumer behaviours change, Anindya Dasgupta, global chief marketing officer at Fonterra, sees that old marketing concepts are disintegrating and that new ones are taking their place. For marketers, being bold with brand content is just the start.
Watch: Media360 Summit in 90 seconds
MEDIA360 TALKS SERIES: From building brands that are good for people, planet and bottom-line to thinking about the future of the internet, check out this 90-second video of Campaign's Media360 Summit.
Sheraton repositions to target millennial travellers
ASIA-PACIFIC - While the 83-year-old hotel brand won’t be shunning its existing customer base, it also wants to appeal to millennial travellers, who tend to think of Sheraton as a brand for their parents.
Creativity is about problem-solving, not just ideas
Richard Bradley is responsible for creating brand experiences for some of the world’s biggest brands, but he’s never really wanted to join an ad agency network.
The biggest ideas in media: Media360Summit video series
HONG KONG - At Campaign Asia's Media360Summit in Hong Kong last week, we spoke to some of the biggest names in media, and we'll be running a mini series of videos jam-packed with insights. Here's a little teaser.
The rise of the non-advertising creative in Thailand
ON THE GROUND: THAILAND - In Asia’s advertising and marketing landscape, Thailand has always stood out for its uniqueness. But locally some of that creative power is shifting from ad agencies to a new breed of independent creatives who are empowered, entrepreneurial and spreading the word.
How Kellogg is re-engineering its marketing in Asia
ASIA-PACIFIC - At Kellogg, idealised mass marketing is on its way out, and a consumer-centric approach is on its way in. With the help of a new technology partner, the brand's digital team is bringing this change to life with a focus on agility, social media and content.
Google's Sridhar Ramaswamy: Ad blocking, mobile video and high user expectations
EXCLUSIVE VIDEO: Google’s head of advertising sees immense opportunity in mobile, programmatic and video. To capitalise, key players must work together to solve the ad blocking issue
10 things you need to know about ad fraud
A quick and painless guide to the serious and painful problem of ad fraud. All brand marketers should know at least this much.
Ad-fraud video: The $7 billion problem explained in under five minutes
Bot traffic is estimated to be worth more than drug-trafficking, but how has the industry arrived at this number? How insidious is this problem? And how hard is it to solve?
Digital trends report 2016: We Are Social
ASIA-PACIFIC - We Are Social's annual digital trends report covers digital, social and mobile usage trends and insights to help you stay ahead.
Mobile, connectivity, conversation: We Are Social’s Global Digital Trends for 2016
ASIA-PACIFIC – Connectivity is becoming the norm. Social media is once again about conversations. And if you’re still wondering about how to optimise your website for mobile, others are leaving you in the dust.
McCann Health appoints five new creative leaders in APAC
ASIA-PACIFIC - As technology empowers consumers, healthcare communications is being shaken up, and McCann Health is moving to capitalise with five senior creative appointments in APAC.
7 ways to design better mobile campaigns in 2016
ASIA-PACIFIC - As mobile advertising moves along with the times, simply shrinking your TVC or campaign down to the size of a mobile ad could equate to pouring ad dollars down a drain. Here are some tips for getting the most out of your mobile ad campaigns in 2016.
Watch: Marketing MasterCard in Vietnam
VIETNAM - According to MasterCard Vietnam, 95 per cent of the population isn't familiar with electronic payments. But with high mobile penetration, burgeoning social-media use and a young population, the marketing potential for the financial services industry is huge.
What the demand for on-demand food says about consumers
HONG KONG - On-demand services, enabled by mobile and Internet of Things (IoT) technologies, have the potential to impact many industries and marketing plans. In Hong Kong, food and restaurant brands are at the forefront of this change.
'Play Melbourne Live' experiments with using Periscope for destination marketing
AUSTRALIA - In a two-month campaign leading up to the Australian Open tennis tournament, Tourism Victoria and Clemenger BBDO are using a Periscope-enabled ball and game-play mechanisms to lure tourists to Melbourne.
How a tiny team is building Uber's brand in Vietnam
VIETNAM - For Uber, Vietnam holds huge potential and challenges. Meet the team that is building Uber's brand in this dynamic market.
10 digital design trends for better marketing strategy and more in 2016
ASIA-PACIFIC - From the atomisation of apps to omnipresent services, these trends from design firm Fjord will help you stay on top of consumer behaviour in 2016.
6 visual trends to consider when designing creative in 2016
ASIA-PACIFIC - Getty Images has identified six visual trends that are taking shape across the globe and in Asia. This time ‘authenticity’ isn’t one of them.
Brands in Hong Kong and Asia begin using 360 video and VR
HONG KONG - Cheaper, faster and more effective, 360-degree video and other variations of virtual reality are becoming easier to experiment with for brands and creators in the region.
Parker’s plan to keep luxury pens relevant in the digital era
ASIA-PACIFIC - While smartphones represent the zeitgeist, traditional ink pens have lost some of their allure. But for Parker Pen, fine writing instruments couldn’t be more relevant at a time when people find it harder then ever to collect their thoughts.
Webinar highlights: Gaps in the digital customer journey
ASIA-PACIFIC - A Campaign Asia-Pacific webcast this morning, presented in association with IBM Marketing Cloud, took a deep look at the pain points in digital marketing and the customer experience gap online.
Dentsu Aegis Network acquires Band to boost B2B capabilities
ASIA-PACIFIC - Through the acquisition of Band, Dentsu Aegis Network will aim to provide end-to-end, business-to-business marketing services specialising in the technology and finance sectors.
WSJ experiments with virtual reality, open-sources mobile code
HONG KONG - While virtual reality has its challenges and limitations, The Wall Street Journal’s global head of visuals, Jessica Yu, believes that “getting in early and experimenting” is key to the medium’s success in the future.
Watch: The future of the five senses in experiential marketing
From a multi-sensory internet to smell coding and smart fabrics, through to applying theatrical principles to branding, the realm of the senses represents a brave new world for experiential marketers.
Ad-agency heads clash over ongoing 'identity crisis'
TAIPEI - From internally banning the word “TVC” to considering intellectual property frameworks in developing products and services for clients, Asia-Pacific agency heads from JWT, Ogilvy & Mather and McCann Worldgroup weigh in on the future of brand communications.
Photos: AdAsia event in Taipei
TAIPEI - The AdAsia conference has brought together leaders in the advertising industry as well as designers, innovators and creatives in a TEDx Talk series that ran within the AdAsia festival.
Asia needs design-led thinking: Accenture company Fjord
HONG KONG - Fjord, an Accenture Digital company, is launching its regional office in Hong Kong at a time when both companies say they see growing client demand for design-led innovation. But is short-term-focused Asia really ready?
Watch: Why millennials hate banks
Millennials aren't alone in holding a negative opinion toward banks, but their loathing may be a big concern for established financial-services companies. Of course that also makes it a big opportunity for disruptive players.
Watch: The 3 myths of "design thinking"
HONG KONG - According to Fjord, an Accenture Digital company specialising in service design, “design thinking” isn't just about thinking.
Watch: Pernod Ricard launches 'Bar Stars' platform in Hong Kong
HONG KONG - Pernod Ricard has launched Bar Stars, a geo-located site and platform that makes Hong Kong’s hipster bartenders and mixologists the go-to guides for the city’s bars and hangout spots.
Watch: Top 10 jargon words in financial marketing and beyond
HONG KONG - Campaign Asia-Pacific asked financial-services marketers what they feel are the biggest industry jargon words. From overused buzzwords to overly creative job titles, here are our 10 favourites.
Infiniti considers mobility beyond cars, cities as target customers
HONG KONG - As tech companies, platforms and traditional carmakers converge with cities, the idea of transportation and connectivity is being redefined. The concept, simply called ‘mobility’, is set to disrupt car brands and human activity.
Four signs that digital marketing is improving in Asia
ASIA-PACIFIC - New research from the CMO Council and Adobe shows that digital marketing has matured in Asia, but CMOs still need to take things a step further to impact the customer experience and content development at the digital level.
Watch: Ad fraud is less risky than drug trafficking
HONG KONG - Ad fraud is an area of great concern in the world of digital advertising. In Asia, the conversation is just beginning, along with the rise of programmatic buying.
Watch: Kantar Media on challenges and innovations in TV measurement
HONG KONG - What are the challenges, innovations and costs of TV measurement and how useful are TV measurement services to advertisers in Asia? Audience measurement company Kantar Media spoke to Campaign Asia at Casbaa 2015.
Panthera’s plan to save tigers by giving them royalties
VIETNAM - The number of wild tigers has dwindled from 100,000 a hundred years ago to an estimated 3,200 today. Panthera, a global conservation group, wants to change that with a 'Tiger royalty'.
Infographics: mobile marketing in Vietnam and southeast Asia
VIETNAM - This joint study between Epinion and OMD highlights consumer behaviour and best practises when it comes to mobile advertising in Vietnam, Thailand, Malaysia, Indonesia and the Philippines. The report is based on the survey of over 2600 respondents.
Vietnam: Land of opportunity for mobile marketers
VIETNAM - When Apple’s iOS9 was released in September, ad-blocking became a talking point around the world, but not in Vietnam, where the opportunities for marketers are sizable and mobile marketing is still being defined.
How to build a mobile startup on a minimum budget: HotelQuickly
HONG KONG – Much of the news on HotelQuickly tells a story of how the co-founders took a hotel booking idea that worked in the US and localised it in Asia. But the real success of the startup has come down to product development, speed and thrifty marketing.
Watch: Inside Samsung Hong Kong's Galaxy Note 5 campaign
HONG KONG - Campaign Asia headed over to the Cheil office in Hong Kong to get an inside look at a "live activation" for Samsung's Galaxy Note 5, featuring local celebrities Louis Koo and Michelle Loo.
Rightster launches VideoSpring to search and license viral vids
ASIA-PACIFIC – Rightster, a global multi-channel network for digital video has just launched VideoSpring in Asia, a searchable video licensing portal for brands, agencies and producers to source and use video content that is already trending on the web.
Why APAC marketers should note Google's first Vietnam ad
The search giant's campaign, which focuses on voice-based search in Vietnamese, carries a message about how mobile interaction is evolving in many Asian nations.
Bonds launches campaign specifically for 'The Boys'
AUSTRALIA - This is a sneak peek at life inside men’s undies.
Photos: behind the scenes of Google Vietnam's first-ever campaign
VIETNAM - An exclusive look at the behind-the-scenes of Google's first-ever campaign. Read the linked article below for the full story.
Brands: Get your head in the mobile-gaming game
Gaming is no longer just about gaming. Increasingly it’s about viewership—and advertising needs to catch up.
Instant messaging use soars globally, Asia leads
ASIA-PACIFIC - Instant messaging (IM) usage has increased by 12 per cent globally in the last year as more people opt for closed messaging platforms such as WhatsApp, Facebook Messenger and WeChat.
Watch: Is the ad industry a joke?
ASIA-PACIFIC - In between doing actual client work, Andrew Hook, executive creative director at Havas Worldwide, created a newspaper called Havas Gazette. It satirises the advertising industry and it's all in good taste.
Chinese marketers and state council prepare for O2O push
CHINA - A World Federation of Advertisers (WFA) study has highlighted the challenges and opportunities facing marketers in China who want to use mobile to drive O2O business performance.
GroupM partners with Chinese data giants
SHANGHAI - GroupM has announced a partnership between its programmatic and technology platform Xaxis and China‘s digital and data giants Youku, Tudou, Tencent, iQiyi, Sina Weibo, UnionPay Smart and Xiaomi.
Photos: GroupM's Digital Momentum event in Shanghai
GroupM's Xaxis announced a partnership with China’s digital and data giants Youku Tudou, Tencent, iQiyi, Sina Weibo, UnionPay Smart and Xiaomi at en event yesterday in Shanghai. Please see the related-article link at the bottom of the page for more information.
The behaviours of Gen Z in Vietnam
This joint study from Epinion and OMD highlights the behaviours, values and market potential of gen-Z in Vietnam. The researchers surveyed 710 Vietnamese between the ages of 13 and 21, largely in the Hanoi and Ho Chi Minh urban areas.
The young generations of Vietnam
VIETNAM - A new generation of creators and consumers are gaining media influence in Vietnam. They may not have the power to reshape the media landscape overnight, but their actions are already changing the way media is consumed and more importantly, valued.
Watch: Dentsu Aegis Network and Massive Music party
SINGAPORE - Dentsu Aegis Network partnered with Massive Music to throw a party at the Fullerton Boathouse in Singapore during Spikes Asia. Here's what the party looked like to Campaign Asia.
The war on ads: Ad blocker apps rise in Asia
ASIA-PACIFIC - Despite being top of the charts, ad blocker app “Peace” was removed from Apple’s app store. In Asia, another ad blocker app has quickly taken its place at the top of the charts.
Watch: The Body Coach talks social media and midget trees
SINGAPORE - Joe Wicks is The Body Coach, a fitness guru and social-media phenomenon from the UK. A year and a half ago he was just a personal trainer working out of Surrey. Now he has a brand, a mass social media following and an online business helping people across the world get lean.
Watch: Sapient Nitro's Spikes Asia party
SINGAPORE - Campaign headed to the Sapient Nitro party during Spikes Asia last week. Crazy party vans with smoke machines, disco balls, lasers and all out '90s dance music cranked up to maximum, was just the starting point.
Watch: McCann's Spikes After Dark party
SPIKES ASIA - Campaign Asia went to McCann Singapore's party during Spikes Asia. Here's our video coverage of the event.
Inside Mondelez' fearless talent sessions at Spikes
SPIKES ASIA - By 2020, Mondelez expects a considerable portion of its growth to come from e-commerce in Asia, driven by high mobile penetration, urbanisation and a growing middle class seeking safer food, Ganesh Kashyap, director of China ecommerce said at the company's session on the sidelines of Spikes Asia.
Watch: How much should we panic about Apple's iOS9 ad blocking?
Campaign's Adrian Peter Tse is roving around Spikes with multiple cameras.