Matthew Keegan

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Campaign Asia

Matthew Keegan

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Driving results from first and second-party data

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Front and Centre

Jan 21, 2019

Matthew Keegan

Driving results from first and second-party data

As data privacy restrictions start to change in Asia, we explore how brands can up their first and second-party data game to establish trust and privacy, and also build a competitive advantage.

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Will APAC advertising ever tackle its disability deficit?

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Insight

Jan 2, 2019

Matthew Keegan

Will APAC advertising ever tackle its disability ...

Portrayals of persons with disabilities are overwhelmingly absent from advertising in Asia. But what barriers stand in the way? And will anything change following the Tokyo Paralympics?

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Innovation

Nov 6, 2018

Matthew Keegan

'Human-like' voice search a major brand asset — if ...

Have you looked into 'audio logos'? Is your brand optimised for 'rank zero'? Do you know how to avoid a Disney-Google style voice ad firestorm? If not, read on. Voice search is officially here.

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Advertising

Oct 29, 2018

Matthew Keegan

Can China’s 'little fresh meat' deliver big brand ...

With authorities in China already starting to discourage effeminate behaviour in the media, we analyse whether the country's boy idols can keep delivering visibility and sales for brands.

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Marketers no longer lost in neural machine translation

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Innovation

Jul 5, 2018

Matthew Keegan

Marketers no longer lost in neural machine translation

With so much buzz around neural machine translation being the key to smashing language barriers and speeding up entry into new markets, we explore how useful it really is to brands.

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Cannes, culture and the state of Chinese creativity

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Insight

Jun 5, 2018

Matthew Keegan

Cannes, culture and the state of Chinese creativity

China is frequently accused of lacking innate creativity, and homegrown campaigns rarely do well at Cannes. But are China's next generation of digital-obsessed creative hotshots cultivating—or killing—great imaginative work?