Much more than just a marketing buzzword, content-marketing is proving essential to brands’ business. Matthew Carlton examines what’s changing
The region’s video streaming market is growing rapidly—but for the new entrants and incumbents the battle starts now.
Campaign Asia-Pacific's 2015 Marketers’ Outlook sees the industry enter the new year with cautious optimism and facing the challenge of evolving relationships.
ASIA-PACIFIC - With the launch of the 2015 Marketers' Outlook survey, conducted in association with Ipsos, Campaign Asia-Pacific asked Ruth Rowan, CMO AMEA for BT and chair of The Marketing Society in Asia, what path she believes the industry will take this year.
Long ignored or misunderstood by the mainstream, Muslim women’s beauty needs are being championed by a new wave of niche brands, to commercial success.
From sugary treats to premium spirits, brands are snapping up prime retail to daze and delight their key consumers.
Sophisticated econometrics require significant resources, but can enable agencies to monitor precise outcomes.
Creatives and digital specialists must collaborate to optimise insights learnt from search and performance marketing.
SECTOR STUDY: The explosion of smartphone sales and the continued rise of ‘prosumers’ has fuelled greater demand for increasingly trendy—and expensive—audio products.
PR firms must reassure consumers to head off online resentment when Asian companies take over Western brands.
Digital video can deliver millions of views but to breed lasting engagement, brands need to do more to stay in the frame.
Technological evolution means companies have to decide whether to produce their own work or outsource to specialists.
The marketing and technology functions need to approach each other differently in order to move forward.
The blurring of lines due to social media has seen marketers in charge of communications—and PR agencies have to adapt.
Brands are now turning to quicker and simpler digital media research methods to gain rapid and continuous insight.
Financial institutions are strengthening corporate communications. But are they doing enough?
With more and more people using their phones to take photos and instantly sharing them through social platforms, are compact digital cameras on the way out?
REGIONAL - Asia’s penchant for watches of all categories continues to grow, putting brands under greater pressure to create distinct characters and sales points for their products.
With more disposable income, consumers in emerging markets are indulging their sweet-tooth and leading confectioners can't wait to get a piece of the action.
Asia is an attractive breeding ground for fast-fashion labels. But is this just part of the retailer's global expansion or to compensate for poorer performances elsewhere?