Influence
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
The ‘Hallyu Wave’: How Korean culture spread across the world
Government support for creative industries, and marketing, created new cultural perceptions.
Esports’ market-ready platforms offer new arena
A brief glance at the current state of play reveals the folly of holding out on esports.
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.
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?
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.
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?
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.
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
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.
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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