Analysis
5 trends for marketers to watch in the Year of the Rat
From customer experience to data and purpose, VMLY&R leaders pick out the important trends marketers should watch in the new year.
Why Asia's future CMOs will deliver far more than marketing
"CMOs will be a control tower between marketing, IT, innovation, finance, supply chain."
Without cookies, what targeting options do advertisers have?
SOUNDING BOARD: Online IDs, panel-based attribution, browser segmented-audiences, contextual targeting—there's a handful of solutions being touted as the answer to cookies' imminent demise.
Expert SEA e-commerce advice
The e-commerce scene in Southeast Asia gives an Ogilvy e-commerce expert who cut his teeth in China a distinct sense of déjà vu. But the involvement of Facebook, Google and SEA's own super-apps multiplies the factors brand marketers must consider.
Is a cookie-less future a concern in mobile-heavy Asia?
SOUNDING BOARD: Google's plan to kill third-party cookies in Chrome within two years has sent shockwaves in the industry, but does APAC's heavy mobile share put it in a position of strength?
Brand story in the age of experience
A FutureBrand strategist shares five narratives for brand stories in different situations that still remain effective.
KFC takes heat for 'sexist grooming'
The criticism is deserved, and the brand may have made things worse with a classic 'non-apology apology'.
Australia’s biggest marketing challenge: reviving its international image
As Australia’s Prime Minister announces a $76 million recovery package in response to this summer's bushfires, how can marketers now salvage the country’s image as a holiday destination?
Is 'demonic' Dominic Cummings the best adman in the UK?
Even if you don't care about UK politics, the way Brexit was sold to the public underscores important but oft-forgotten advertising advice, according to BBH's Asia chairman.
Douyin scores for football leagues
Find out which clubs, leagues and players win the hearts of Chinese fans, and via what media channels, according to Mailman Group's annual Red Card report.
Google's two-year cookie deadline: are advertisers ready to change?
Marketers know the days of using trackers for third-party data are coming to an end, but only a minority report confidence in using their own first-party data. And what technologies will replace cookies in browsers such as Chrome?
I was the token female in the creative department
In the latest edition of Untold Stories, a woman recalls the toxic and shaping experience of being the only female in an agency creative department.
'There are many who are hoping AI is just a fad that'll go away'
Martech has shifted the role of marketing managers to metrics and strategy, not promotions and creatives, says Darden School of Business professor Rajkumar Venkatesan.
Adtech fuels M&A deals in 2019 as holding companies hit the brakes
Dentsu once again topped the list, but its total of 12 was far below the 34 it made in 2018, says Results International.
Cyber coaxing: Nudge strategies in the age of AI
AI based nudges would be even more powerful levers to modify behaviour
Luxury 2030: The rise of personal luxury experiences
Luxury consumers will only get more demanding in the future, and the key to attracting a new generation of buyers will be greater personalisation.
2020 will be a defining year for adtech
Six experts gaze into the crystal ball and predict the biggest shifts that will occur within the adtech industry in what is expected to be a whirlwind year.
Questions to ask before, and during, transformation
Transformation is all the rage, but nearly three-quarters of companies fail to meet their objectives. A PMI executive shares essential questions companies need to answer—and keep on asking—to overhaul their inner workings.
Brands to watch in the 2020s, according to experts
Four branding experts give their view on which brands will be the ones to watch over the next decade.
My 10 best pieces of career advice for young agency folk
F**k politics, plus nine other bits of wisdom that DDB Group's Hong Kong CEO picked up during his climb up the agency ladder.
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