by Avery Booker | Campaign Asia

Avery Booker

May 26, 2022

Should luxury brands reduce their dependence on China?

For luxury brands, taking the current Covid-impacted softness in mainland China as a cue to reduce exposure to the market is the wrong approach.

Could China’s short drama boom create lucrative IP?

Advertising

Dec 5, 2021

Avery Booker

Could China’s short drama boom create lucrative IP?

Short dramas are racking up hundreds of millions of views on China's video platforms, but producers are grappling with how to sustainably monetise the format.

In China, luxury must bridge digital and physical like never before

Marketing

Nov 24, 2021

Avery Booker

In China, luxury must bridge digital and physical ...

In-person events must adapt to the demands of younger Chinese consumers, who increasingly demand immersive and engaging content from luxury brands.

Why China’s war on celebrities could actually benefit brands

Marketing

Sep 22, 2021

Avery Booker

Why China’s war on celebrities could actually ...

Beijing's ongoing crackdown on celebrity and fan culture has seen brands searching for ambassadors who are less likely to attract controversy, such as subject matter experts, athletes, and mature influencers.

As brands produce more content, production houses launch brands

Digital

May 31, 2021

Avery Booker

As brands produce more content, production houses ...

High-quality branded content offers a way to convey brand messaging via streaming platforms such as Netflix that generally don’t allow traditional advertising.

Digital

May 4, 2021

Avery Booker

Why livestreaming may not be for every luxury brand

While ecommerce livestreaming is likely to see explosive growth at the lower end of the market, it may ultimately be less influential in driving luxury sales.