Influence

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Rugby World Cup campaigns a 'road test' for the 2020 Olympics
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Jun 11, 2019

Rugby World Cup campaigns a 'road test' for the 2020 Olympics

Brands are treading carefully as they calculate how to get the most out of the biggest international sporting event before the Tokyo Games next year.

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Asia's elections:
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Apr 30, 2019

Asia's elections: "Whatever you do, resist the urge to take sides"

Marketing and brand experts offer insights on keeping in tune with the heightened emotions caused by elections across South and Southeast Asia.

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Foreign vs local KOLs: who wields more power in China?
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Mar 27, 2019

Foreign vs local KOLs: who wields more power in China?

We explore the work of some successful non-Chinese influencers working in China and ask whether they command more or less influence than their local counterparts—and whether that's changing.

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Using only celebs is like
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Mar 26, 2019

Using only celebs is like "gambling" in your KOL strategy

Caught the influencer influenza? We take stock of the contagious KOL industry in China and determine how effective the spread really is.

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5 key trends changing the KOL game in China right now
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Mar 15, 2019

5 key trends changing the KOL game in China right now

Hitting big numbers is no longer enough, it’s all about making the right links with influencers who both connect and convert.

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Heard the one about the efficacy of podcast ads?
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Mar 5, 2019

Heard the one about the efficacy of podcast ads?

Research on podcast listener behaviour is still in its infancy, but early studies into the effectiveness of advertising on this popular medium are turning it into an exciting new playground for marketing creatives.

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Adding value as a media agency: trends, tools and talent
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Feb 26, 2019

Adding value as a media agency: trends, tools and talent

We explore some of the major preoccupations of today's media-agency world, from consultancy expansion to building the right talent pipeline.

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APAC women reclaiming the meaning of 'beauty'
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Jan 14, 2019

APAC women reclaiming the meaning of 'beauty'

From 'Escape the Corset' to the #MeToo movement, women around Asia are pursuing broader freedoms, rights and methods of expression. This includes reclaiming the definition of beauty. And brands are in a unique position to respond and engage.

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The art of marketing to kids without treating them like adults
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Oct 30, 2018

The art of marketing to kids without treating them like adults

The childrens' digital media market is growing as kids spend more and more time online. But how they interact with brands and what they look for when shopping isn't always obvious.

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Can China’s 'little fresh meat' deliver big brand results?
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Oct 29, 2018

Can China’s 'little fresh meat' deliver big brand results?

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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The ‘Hallyu Wave’: How Korean culture spread across the world
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Oct 15, 2018

The ‘Hallyu Wave’: How Korean culture spread across the world

Government support for creative industries, and marketing, created new cultural perceptions.

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Esports’ market-ready platforms offer new arena
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Oct 12, 2018

Esports’ market-ready platforms offer new arena

A brief glance at the current state of play reveals the folly of holding out on esports.

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Family life has changed. How are ads adapting?
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Aug 27, 2018

Family life has changed. How are ads adapting?

The home hub and how it fits in with our work lives is undergoing a shift that reflects changing attitudes. We take a look at how brands are responding to this in recent ad campaigns.

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Colour me successful
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Jul 23, 2018

Colour me successful

'Millennial pink' may be a fad — but it has lasted longer than expected. In a world where visuals are king, what other colour trends are important for brands seeking recognition online?

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What is that jumble of Chinese characters pitchside at the World Cup?
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Jun 19, 2018

What is that jumble of Chinese characters pitchside at the World Cup?

Your comprehensive guide to the official and unofficial Chinese sponsors on display at the World Cup — and what their presence says about China's long-term football ambitions.

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The unique face of the fake news debate in Asia
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May 23, 2018

The unique face of the fake news debate in Asia

Several Asian governments are experimenting with controls to limit fake news, amid criticism they're merely gagging the press. How can brands and audiences navigate the many factors playing into a story's authenticity?

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Facebook and Google under fire: who will rein in the duopoly?
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Mar 19, 2018

Facebook and Google under fire: who will rein in the duopoly?

The tech giants' scale and influence continue to draw critical attention, with Facebook under renewed scrutiny for its data practices. Yet few marcomms leaders dare to challenge them directly.

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Kidfluencers: The rise of pint-sized digital trendsetters
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Jan 31, 2018

Kidfluencers: The rise of pint-sized digital trendsetters

They may not yet have reached their teens, but this new breed of junior content creators is taking Asia by storm. Here's what brands need to know about working with them

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Pop-up power: Short-term shops stoke FOMO
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Jan 4, 2018

Pop-up power: Short-term shops stoke FOMO

Temporary retail rentals are as much about marketing as they are about sales, and can give brands a new lease on life.

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Japanese advertisers start to take transparency seriously
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Nov 10, 2017

Japanese advertisers start to take transparency seriously

Just over a year since it emerged that Dentsu systematically overcharged clients including Toyota for digital work, we ask a digital media auditor if anything has changed.

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