SPIKES ASIA - Three representatives from Proximity showed how combining existing technologies into something new can, in their words, “make shit happen”—or, in more industry-centered language, drive results.
In anticipation of Campaign's upcoming innovation issue, we present a timely Q&A with WPP's Sir Martin Sorrell that examines what's fuelling innovation in China today.
ASIA-PACIFIC - Dow Jones has named Jonathan Wright as managing director and group publisher for the region.
Can you incorporate programmatic buying with an online video strategy? What are the risks and opportunities, and what strategies are working? Campaign's next edition in its webinar series looks at the video landscape, digs into the massive growth numbers and helps you answer questions about adopting video into your ad strategy.
HONG KONG - An intimate breakfast briefing around Asia’s Top 1000 Brands (the second in a series of three) this morning examined how brands can stay abreast of changing consumer behaviour, with observations from companies including Sony, Fuji Xerox, HSBC, Calvin Klein and Pizza Hut.
‘Because you can’, a rebranding campaign for Australian budget airline Jetstar, moves away from a focus on cheap tickets to highlight destinations, experiences and the obligatory travel selfies that result.
The second annual Digital A-list China is out and online. A gala dinner follows today’s Digital360 conference in Shanghai to honour this year’s inductees.
If there were a channel that engaged close to half the region’s population and could drive a quarter of your sales, would you want to know more about it? Well there is, and you can. But it’s much bigger than just a sales tool.
Together with global insights firm Nielsen, Campaign Asia-Pacific today released rankings of the top brands in Japan, Taiwan and Thailand. This completes this year's slate of brand rankings in 13 APAC markets, published as part of our exclusive Asia's Top 1000 Brands report.
Brand extensions are a tried-and-true marketing tactic, but can easily go awry when eagerness trumps common sense.
The company announced roll out of its Digital Ad Ratings measurement product in six Asian markets.
It’s no secret China’s digital marketing sector has been on a tear recently. New numbers show just how much.
Instagram swells past the 300 million average-monthly-user mark. Is the platform ready for brand prime time, or is it still just a bunch of selfies?
Ryan Higa says he became a YouTube star by accident. But he's now a pro at pleasing not only his audience but also the brands he works with. Campaign Asia-Pacific spoke to Higa in an exclusive interview in Hong Kong’s Google offices after his appearance at the recent Media360Summit.
Data is everywhere, but brands need a strategy in order to get anything from it.
HONG KONG – Throughout the summer, Campaign has been charting, reporting and analysing Asia’s Top 1000 Brands. In June we released the region-wide study and each month we’ve drilled down to individual markets with insights and commentary from country-specific experts. For September we’ve opened the gates on eight more markets.
ASIA-PACIFIC - Sriramagopalan Desikan has left his position as Hewlett-Packard’s (HP) printing and PC marketing director for Asia-Pacific and Japan to take on a new role at Facebook as global business manager of emerging markets.
HONG KONG - Here’s our weekly windup of key things that got us thinking and readers talking this week: a perplexing pun quash in China, app communities, nearly naked in Singapore, low-tier opportunity, Facebook video ads, Asian programmatic, Absolut music, digital war rooms and the year in review.
HONG KONG - Carat’s latest report, “The next goldmine 2.0”, paints a picture of lower-tier China as a near-parallel to the post-WWII United States. Buying power in tier-3 to tier-5 cities has expanded, and that means opportunity if you pay attention to consumption habits and historical patterns.
Space aliens, the collapse of newspaper revenue and Asia’s economic strength all inform de Nardis’ view of the media landscape.
HONG KONG - Uber launched its taxi integration in Hong Kong today to expand the brand’s service and consumer reach. Word-of-mouth is its main tool for both marketing and expansion.
Storytelling might be vital in traditional, linear media, but to drive engagement on social channels, brands might want to think about adding conversationalists to the team.
BEIJING - Optimedia Beijing announced a media-planning win with consumer electronics firm Tsinghua Tongfang for its Cloud Can device. Related social planning and execution business also went to the agency’s branded content and experience division, Newcast.
Social media and media that has been socialised have changed the dynamics for how brands present their face to the world. Easy enough to point out but how do we tackle the issue on a daily basis? Luckily there is some advice on this, and in this case it’s actually free.
SPIKES ASIA - Steph Bouvard from the World Federation of Advertisers (WFA) moderated a forum panel that looked at how brands can work with user-generated content to create a strong word-of-mouth strategy and build trust.
SPIKES ASIA - The big idea is dead. Digital and social technology changes how ideas form and where they come from. To thrive today, brands and agencies need to be flat and fast, says Marc Landsberg, founder and CEO of Social Deviant.
SPIKES ASIA - Marketing is about solving problems and for Indy Saha, the director of creative strategy for Google Creative Lab, the main problem he has to solve is how to build awareness for new technologies. His presentation late Wednesday was a series of briefs aimed at using technology as a creative raw material.
Fresh off an excursion to visit McCann’s APAC clients and offices, Harris Diamond and Charles Cadell expressed enthusiasm about the global economic climate, their agency’s momentum and an optimal business structure for maximizing agency effectiveness and growth.
Facebook’s $19 billion buy speaks loud and clear about the value of messaging in the worlds of social media, branding and very big business.
Economies along the Mekong have been growing through the 21st century. Go Communications sees Laos as the next success story on the horizon and has parterned with local Sengdara Communications’ to bring its PR service to the emerging market.
SINGAPORE - Leo Burnett invited Campaign Asia-Pacific for an exclusive inside view of its Global Product Committee (GPC). Kicked off some 20 years ago, the company positions the quarterly conference as a business tool for honing talent and sharing best practices within its network.
HONG KONG - Global chief creative officer for McCann Health, Jeremy Perrot, talks to Campaign Asia-Pacific in an exclusive interview about how to deliver a clear and accurate message while navigating regional legalities, complex information and general media clutter to deliver brand trust for healthcare firms.
As the technical partner for the Extreme Sailing Series and sponsor of its own team in the competition, SAP uses data to enhance the experience of fans and sailors alike. While measuring key start line parameters including: angle to wind, favoured side and advantage, all in real-time, the company also analyzes social media to measure the event’s reach.
HONG KONG - LinkedIn’s strategy is to expand the company’s profile beyond a social network to encompass business publishing. Senior director Olivier Legrand explains how two new programmes aim to widen the audience and boost the quality of the content marketing favoured on the site.
HONG KONG - Three leaders from PROI sat down exclusively with Campaign Asia-Pacific to talk about the organisation's structure, the challenges ahead and opportunities likely to derive from both.
SINGAPORE – A new app called nanu, which provides free calls and a potential new advertising medium by playing ads while the call connects, has attracted interest from major brands.
HONG KONG - Marketing is more digital than ever and building brand awareness in that arena is now more vital than ever. Which is why Campaign Asia-Pacific picked the topic of branding and multi-screen strategies for our follow-up webinar on programmatic buying, the second in our series on the advertising technology presented in conjunction with Turn.
The 'bogeyman' haunting native advertising is the idea that the tactic is a blurry, deceptive trick that dupes readers or viewers into consuming something they don’t want to. The flip side is, it’s simply more effective advertising that gives people what they want. Regardless of which side you take, the approach is not a fad; strong business fundamentals drive the adoption.
HONG KONG – Digital technology has multiplied the ways brands can reach people. But all the opportunity also means less simplicity. Michael McLaren, global CEO of MRM//McCann, speaks exclusively with Campaign about his vision of using tech to help consumers cut through the clutter and how China is leading the way in some cases.
HONG KONG - Prognostications about programmatic’s push beyond real-time bidding (RTB) into mainstream media buying are piling on. Are you prepared for your programmatic future? The final webinar in our series can help.
HONG KONG - Ahead of the Lions Health festival, a jury member offers exclusive insight into effective and award-winning healthcare communications.
HONG KONG - The debate of quantity versus quality, and which is more valuable, is a philosophical question you might not expect to play out in the TV arena.
HONG KONG - As Casbaa hosts its annual conference here, the organisation is about to release a report that shows the number of multichannel TV homes in Asia Pacific has grown past 500 million. But that doesn't mean TV executives should feel safe.
HONG KONG - If big data is supposed to give companies so much insight, why do business people have so much trouble nailing down what it is and what it can do for them?
HONG KONG - It’s not a buzz-phrase yet but expect ‘relevance marketing’ to supersede the idea of content marketing in the near future. The value of social networking isn’t in the clicks; it’s in the relationships. If you ever bought a product because your mother told you it was a good idea, you’ve already seen the concept in action.
ASIA-PACIFIC - RapidFire partners with online-gaming website Miniclip to become the publisher's first in-game advertising provider. RapidFire’s technology allows media buyers to place ads inside video games and turns ambient surfaces into monetizable ad space.
HONG KONG - You’ve heard of RTB as real-time bidding, but what about the idea of real-time branding? Online advertising offers brands more options for taking advantage of context, news cycles and popular trends than any previous technology. But using it effectively can still be elusive. Our next webinar asks experts to shed some light on the subject.
Moblie use across Asia-Pacific plays a key role for reaching consumers. The city's relatively low data-plan costs and density of wifi coverage make it a unique study for the role of mobile in the marketing process. The Mindshare & Yahoo Smart Device Study 2013 takes a deep look at mobile integration and concludes it's not just a device, it's a way of life.
How the region’s consumers rate brands is more telling than ever.
HONG KONG - In town to announce a university partnership Monday morning, the internet giant’s executive chairman emphasized working in the digital era and solving the world’s problems, although an age-old local issue still stalled everyone.
HONG KONG AND NEW YORK - In an innovative deal with US backers, China has opened its doors to a new American-style arena football league that could put opportunities in play for brands on both sides of the Pacific.
HONG KONG - Three weeks after renaming its Hong Kong operation to spotlight Spencer Wong, McCann is making more changes, bringing in a new GM as current MD Dave McCaughan departs the network after 28 years.
Campaign Asia-Pacific speaks with the BBH founding partner about his new book, the nature of creativity and why digital media formats are like electric guitars.
HONG KONG - Linkedin hosts the CVs of anyone who wants to be somebody, and apparently every one of them is a 'creative,' 'strategic' 'expert'.
HONG KONG - Zach King’s flashy and fun vines and videos have drawn millions of fans and brought big brands to clamor at his virtual doorstep. But the cornerstone of success for @FinalCutKing, and the key lesson for marketers, is simple: relationships.
GLOBAL - As far as WPP and Dentsu Aegis Network (DAN) are concerned, the end of the prolonged pre-merger process between Publicis and Omnicom came a little too soon. "The best thing for us would be if it had carried on forever," WPP chief Sir Martin Sorrell told Campaign Asia-Pacific.
We’re in the midst of an information industrialization. Social networks, mobile devices and programmatic buying have made their mark but how these technologies shift the industry and converge global cultures is a still unfolding story. Learn more about the big picture and get in on the conversation during our exclusive webinar presented in conjunction with The Economist.
SINGAPORE - Kerry Taylor, the senior VP and international head for MTV youth and music at Viacom International Media Networks, and Philip O'Ferrall, global head of digital media at MTV’s parent Viacom, give tips for reaching Asia’s growing youth audience and tapping into its surging buying power in an exclusive interview.
HONG KONG – China has seen more people leave its talent pool than enter it in recent years, a fact a new joint report from PwC and LinkedIn calls out while looking into economic adaptability around the world. But there is more to the story if one views it as a starting point rather than an end.
Petro China climbed into the top 10 this year and Moutai slipped a few notches to land at number 12, but overall the apex of the BrandZ ranking has only shuffled slightly. China Mobile and the Industrial and Commercial Bank of China (ICBC) both held onto their number one and number two spots.
Consumer power has placed online marketing at the centre of business strategy and everyone wants a piece of the action, including major consulting companies.
GLOBAL - News of Lenovo’s Motorola purchase lit up the news sites this morning in Asia. The consensus is that the deal is less about technology and more about brand.
HONG KONG - According to the Campaign/Ipsos Marketers Outlook Survey, mobile stands out as the venue brands and agencies believe will be the most effective method for reaching consumers over the next three years. Other industry research and factory shipments agree.
HONG KONG – Well-established brands can learn from the world of scrappy startups. 'Growth hacking' melds tech savvy with social strategies and a 100 per cent user focus to pioneer a following and build profitability.
HONG KONG - Crowdfunding might seem like an irrelevant trend to established brands. But aiming a regional marketing budget at a small tech firm’s innovative product development could pay off with an innovation halo, earned- and social-media enthusiasm and maybe even a new business model.
Can you grow packaging? Or program paper? How about tasting what’s on your screen? SapientNitro’s Melanie Cook, head of strategy Singapore and Hong Kong, and Phil Phelan, national strategy director Australia, believe the future lies in emerging organic technology and pointed to imaginative prospects in their TechTalk at Spikes Asia Friday.
SPIKES ASIA - Bankers have one definition of BRICs but Josy Paul, chairman and CCO of BBDO India, and Mike Schalit, CCO of Net#workBBDO (South Africa) have a different interpretation.
SPIKES ASIA - Graham Fink arrived on stage to deliver a battle cry, not a seminar. And it was simply inspiring.
SPIKES ASIA - The more personal an ad is, the more engaging it is. Simple enough on the strategic level, but how do we get there? Chris Dobson, executive chairman of The Exchange Lab, shared techniques to programmatically blend digital, social and creative to boost engagement.
SINGAPORE - The media and communications agency secured a global planning win for the premium brand after a “hush-hush” pitch process.
SPIKES ASIA - India presents brands with the challenge of communicating to people who live in effectively three disparate countries: modernised India, small-town India and a transitional India somewhere between those two extremes.
SPIKES ASIA - Melissa Barnes’ enthusiasm for Twitter is understandable. As head of global brands, it is her job to inform and educate marketers about the plus points of the micro blogging site. The former PR executive even had a lesson or two for us at Campaign Asia-Pacific.
SPIKES ASIA - Microsoft is pushing past the console concept, aiming to make the Xbox an engagement platform for better game and brand experiences.
SINGAPORE - Following on its February announcement of expanding shopper marketing efforts in Asia, independent agency, Project: Worldwide, is putting Kunal Roy on the job as strategy and planning director, effective immediately.