Campaign finds out how they can avoid risking digital irrelevance by crafting campaigns that inspire authentic audience dialogue, blending creativity with insights.
True
authenticity
Social media fatigue? Agencies must spark conversations, not noise
authenticity
digital marketing
marketing channel
social media
Brands have more power than governments to make a difference
authenticity
brands
Dentsu
How brands can leverage their influence to create meaningful societal change, ensuring authenticity and measurable impact in their initiatives
'Touch, tell, selling and care': Thule on creating an authentic brand experience
authenticity
brands
The outdoor products brand is employing new strategies and technology to connect with customers more meaningfully.
Crafting culturally authentic ads that appeal to everyone
authenticity
culture
mcdonalds
When brands speak authentically to a specific population, their ads end up more appealing to the general population than the average ad produced by those same brands.
Inauthentic influencers: is honesty the best policy?
authenticity
influencers
kol
social media
Last month, Ogilvy announced it would no longer work with influencers who distort or retouch their bodies or faces for ads. While it's a bold move for an agency to take such a stance, it’s unlikely to totally eradicate the issue of inauthentic influencing.
Understanding today’s Gen Z: From glossy luxury brands to inclusivity and cultural identity
authenticity
gen z
inclusivity
Concerned about worsening income inequalities, Gen Z is shifting expectations of what luxury brands should represent away from exclusivity and aspiration, and towards authenticity and accessibility, according to a strategy and insights executive at M&C Saatchi Performance.
How Indeed’s Pride campaign with Mika encouraged authenticity at work
authenticity
The ‘#SoundtrackOfEmpathy’ campaign raised $40,000 for Lady Gaga’s Born This Way Foundation.
How Microsoft goes about providing authentic incentive experiences
authenticity
microsoft
The software giant's senior manager of rewards and recognition programmes talks about how to curate truly authentic events while accounting for delegates' cultural and even emotional makeup.
Authenticity still important amidst tech advancement: Sabre
authenticity
At a time when trust in governments and corporations is at an all-time low, authenticity allows users and attendees to experience simplicity and certainty.
JAPAN: Technologically authentic
authenticity
digital
google
measurement
technology
At its core, marketing is about building a relationship between a person and a company, and creating a mechanism that sustains and grows the business. That mechanism has largely become digital.
Tidying up: Shoppers shun clutter, embrace authenticity
authenticity
brands
shopping
After decades of consumerism, shoppers are finally starting to say ‘enough’. Here’s what brands can do about it.
Influencer network agencies boom in Asia
asia
authenticity
influencer
kol
partnerships
Spike in new firms connecting influencers and brands reveals varied commercial models and approaches to authenticity.
Inside Lenovo's partnership with YouTube star Ryan Higa
authenticity
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.
Authenticity: The habits of trusted brands
asia
authenticity
brands
research
Cohn & Wolfe’s ‘Authentic brands’ study for 2014 yields some surprising findings, not least that KFC and HSBC are perceived as the most ‘authentic’ brands in China and Hong Kong, respectively.
BOOK EXCERPT: Unravelling the notion of authenticity in China
authenticity
china
publishing
A new book, 'Consumers and Individuals in China: Standing Out, Fitting In' by Michael B. Griffiths, director of ethnography at Ogilvy & Mather Greater China, reflects on Chinese reality and challenges many a preconceived idea that its people are not ‘real’ individuals.