Research from Text100 and Redshift research reveals the behaviour, interests and digital preferences of the post-'80s generation in Hong Kong. The study also segments this key demographic into six distinct personas and suggests that, by engaging with their behaviour and interests rather than their wallets, marketers can earn the trust and loyalty of this digitally literate generation.
FMCG sales growth across the region slowed to 6.7 per cent in 2013, and volume growth accounted for less than 3 per cent of overall growth, according to a Nielsen report released today. The slowdown has continued into 2014, with Q2 2014 sales growth figures falling to 4.1 per cent while volume was almost flat at just 0.3 per cent. Meanwhile, convenience stores and minimarkets account for a larger share of growth as their greater accessibility lures shoppers.
ASIA-PACIFIC - Recruitment firm font surveyed 276 marketers in Singapore, Hong Kong, Malaysia and New Zealand on their career plans in 2015, and their opinions on Christmas marketing. The study found that a disconcerting 42 per cent of marketers will be looking for new jobs in the new year.
These images accompany the 'Asian Champions of Design' article on Mikimoto (please see the related-article link at the bottom of the page).
Photos from the 2014 Agency of the Year and Agency Network of the Year Award presentations last night in Singapore. Please see the related-article link at the bottom of the page for winner lists and details.
The Content Marketing conference in Shanghai Monday (8 December) explored the evolution of content marketing in China and what it means to the Chinese consumer. Look for highlights from the conference in the next issue of Campaign Asia-Pacific.
Photos from Campaign Asia-Pacific's 2014 Agency of the Year Awards for Greater China last night at the Hyatt on the Bund.
Yahoo and Mindshare released a joint report on Singapore’s mobile shopping habits, with the conclusion that there’s a lot more marketers could be doing to take advantage of ubiquitous smart devices. The research focused on user behavior across devices and highlights cross-device usage as well as time spent, top activities, types of content and emerging trends.
The report finds that marketers spend about 36 per cent of their media budget on digital channels globally. But in Singapore the digital spend is only 12 per cent. Considering the phone, tablet and phablet saturation in the city, that discrepancy seems like a particularly large gap that could mean opportunity for brands that step up and do more in the digital space. And while there is a range of activities, from gaming to movie watching, there’s also a lot of shopping.
Close to 90 per cent of Singaporeans use their mobiles for pre-purchase decision-making. And that’s the sweet spot for reaching them: not when they are buying but when they are making up their mind. This report shows what they are up to all day on mobiles and gives some advice for how to utilise that small screen interaction for a branding or selling benefit.
Selected data from adspend forecasts released today by Magna Global and ZenithOptimedia. Please see related-article link below for additional details.
More than 40 per cent of kids in Southeast Asia are most likely to use a smartphone or tablet for more than an hour when their parents let them, according to a new study. Samsung Kidstime and theAsianparent.com surveyed 2,714 parents from Indonesia, Malaysia, the Philippines, Singapore and Thailand about kids' usage of mobile devices and apps. Collectively the respondents have at least 3,917 children aged between 3 and 8 years. The full report is available at http://bit.ly/DeviceUsageAmongKids2014
The 30th annual HK4A's Kam Fan Awards Presentation Gala, which took place Friday, included a Grand Prix and two Kam Fans for the Film & Promo/Activation categories, as well as nine golds, 18 silvers and 47 bronzes. This year’s Kam Fan Jury was led by Akira Kagami (executive advisor of Drill Inc Japan) with a panel consisting of Endy Fung (story barista of Storybusi Shanghai), Graham Kelly (former regional ECD of Isobar Asia Pacific), Allen Lee (group creative director of United Advertising Taiwan), Ted Lim (regional chief creative officer of Dentsu Aegis Network South-East Asia) and Stefan Schmidt (founder and creative director of dieckertschmidt Berlin).
Running Friday through Sunday, the 7th annual Clockenflap festival drew large crowds to a waterfront area in Hong Kong's West Kowloon district to enjoy an eclectic international musical lineup including headliners Kool and the Gang, Deserts Xuan & Algae, Mogwai, Travis, Tenacious D and The Flaming Lips. The festival, which featured several stages showcasing local acts, a family-entertainment area, and a silent disco among its attractions, enjoyed prominent sponsorship from Sennheiser, Carlsberg, Cathay Pacific, Replay, Zippo and Chocoolate.
Fourteen senior marketers and agency heads came together Friday in Singapore to discuss the ‘Science of Shares: Quantifying Video’s Digital Future’ at a roundtable discussion presented by Campaign in association with Unruly. Please see the related-article link below for discussion participants and highlights.
BBDO Bangkok's 'BBDO YourSpace' event on 14 November saw individuals and teams transform their work areas into elaborately customised spaces such as a café for vintage bike lovers, a music play room, a Thai temple, '7 Heaven' (a combination of 7-Eleven and 7th heaven), a personal swimming pool and a retro barber shop. The event, now in its second year, produced 44 designs by 24 individuals and 20 teams. Suthisak Sucharittanonta, the agency's chairman and CCO, says workplace environment directly affects performance and enhances creativity.
The Marketing Society Asia held a breakfast on 25 November in Hong Kong with guest speakers Erica Kerner, VP of marketing and communications in Asia Pacific for Tiffany & Co., Nick Marsh, APAC managing director of executive search with Harvey Nash and Adam O’Conor, CEO of Ogilvy & Mather Group Hong Kong. The event, which took place at KMPG head office, drew more than 40 senior marketers for a panel discussion on the challenges of talent recruitment and management in the marketing industry. Photos by Lucy McNally.
An AdMaster study of consumer sentiment after Single's Day 2014 has found out that 83 per cent of online shoppers participated in the shopping frenzy this year, versus 64 per cent in 2013. Clothing and accessories were still the most popular items, and consumers bought more Chinese products than in prior years. Two of the most exciting breakthroughs in 2014 were the popularity of mobile shopping, with mobile-based sales 3.5 times higher than last year, and the acceptance of prepay arrangements, chosen by almost one-third of shoppers.
BBDO marked 40 years of operation in Hong Kong last night at an event at a restaurant in the city's Causeway Bay district. About 80 colleague and clients, including representatives of Mercedes-Benz, FedEx, Visa and Fonterra were in attendance.
Creativity is more important than ever to businesses, and thanks in part to transformative technologies, the best days for creative professionals are ahead of them, according to Adobe's APAC Creatives Pulse research. The company surveyed 2,557 creatives in September and October. Respondents came from a range of company types from small business to agencies in India, Australia, New Zealand, Greater China, Singapore and Korea. The graphics here reveal what keeps creatives up at night, what skills are most in demand and some potential surprises, such as how creatives feel about the influx of data into their job function.
Please see the related-article link at the bottom of the page for additional information.
Top marketers from the region gathered in Singapore yesterday to decide on not only the Campaign Asia-Pacific Agency Network of the Year winners but also the first Agency-Marketer Partnership award. The latter award, presented in conjunction with Roth Observatory, recognises Asia's most effective client-agency relationships. Please see the related-article links at the bottom of this page for details.