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How to market to Hong Kong’s 'maturing' Generation-Y
Dec 18, 2014
Adrian Peter Tse

How to market to Hong Kong’s 'maturing' Generation-Y

HONG KONG – According to research from Text100, Hong Kong’s post-'80s generation can no longer be labelled ‘frivolous, self-centered, and lacking a sense of responsibility’. Instead this generation is growing up, signalling a new opportunity for brands.

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The digital lives of post-'80s Hong Kongers
Dec 18, 2014
Adrian Peter Tse

The digital lives of post-'80s Hong Kongers

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.

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Wrap-up: 8 things you need to know this week
Dec 12, 2014
Adrian Peter Tse

Wrap-up: 8 things you need to know this week

HONG KONG - Asian airlines take on “nutty” passengers, a Harvard “jerk” causes a stir, Instagram reaches 300 million average monthly users, Yahoo shuts offices in Southeast Asia, and some people change jobs before the New Year. These are just a few things you need to know for this week.

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Thai telecom giant AIS returns to emotional roots
Dec 11, 2014
Adrian Peter Tse

Thai telecom giant AIS returns to emotional roots

THAILAND – After defining a unique brand persona among Thai telecom companies nearly a decade ago, AIS abandoned the style of advertising that it helped popularise. On the back of its strength as a network, it continued to succeed through product-based advertising. Now the brand is going back to where it started.

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‘Design-led digital’ gains traction in Asia: Brilliant Basics
Dec 10, 2014
Adrian Peter Tse

‘Design-led digital’ gains traction in Asia: Brilliant Basics

SINGAPORE – On the back of client wins in the banking, education and travel sectors, Brilliant Basics, a digital product design firm, has launched in Singapore. The company wants to position itself for a greater demand in Asia for digital products designed with the customer experience in mind.

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‘Citra Pariwara’: Indonesia’s effort to raise national creativity
Dec 9, 2014
Adrian Peter Tse

‘Citra Pariwara’: Indonesia’s effort to raise national creativity

JAKARTA - Now in its 27th year, Citra Pariwara, Indonesia’s creative advertising festival has had its share of ups and downs. The tides are changing however, with strong domestic and international support that has led to record submissions, greater recognition and a sense of reinvigorated creativity in 2014.

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Ichitan drink aims to solve Thai’s ‘guilt after eating’
Dec 4, 2014
Adrian Peter Tse

Ichitan drink aims to solve Thai’s ‘guilt after eating’

BANGKOK - Exploding street food and surreal comical characters highlight the grab-and-go eating culture of Thai people in a campaign for ready-to-drink brand Ichitan.

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DBS highlights ‘game changers’ in content-driven branding campaign
Dec 1, 2014
Adrian Peter Tse

DBS highlights ‘game changers’ in content-driven branding campaign

HONG KONG – To further branding efforts, DBS bank is launching a series of video interviews with innovators and entrepreneurs on its digital and social media platforms with the aim of arousing interest in industry insights that tie back to the brand.

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Wrapup: 9 things you need to know this week
Nov 28, 2014
Adrian Peter Tse

Wrapup: 9 things you need to know this week

A few things you might have missed: Chinese LandWind’s Land Rover carbon copy, Agency of the Year and Network of the Year activity, Bruce Lee instant drinks, Airbnb’s homemade global campaign and restructuring at Hootsuite.

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‘Immersive experience’: A conversation marketers need to have
Nov 24, 2014
Adrian Peter Tse

‘Immersive experience’: A conversation marketers need to have

ASIA-PACIFIC - From broadcast augmented reality to live human-controlled avatars, technology has reached the point where immersive experience is no longer tacky. But according to Alex Poulson, founding partner of INDE, it’s the end of the ‘gimmick era’ that makes future use of the technology most exciting.

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‘Contradict the status quo’: Mayarya’s advice for building fashion brands
Nov 11, 2014
Adrian Peter Tse

‘Contradict the status quo’: Mayarya’s advice for building fashion brands

HONG KONG - Given this city's high rental costs, international competition and a local market dominated by big players, launching a startup fashion brand requires a creative eye, the identification of a strategic gap and strong business fundamentals within a global context.

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Yahoo digital lockers act as redemption centers, “data gatherers”
Nov 6, 2014
Adrian Peter Tse

Yahoo digital lockers act as redemption centers, “data gatherers”

HONG KONG – 180 digital locker cabinets will appear in Hong Kong's Mong Kok district in mid-November as part of a plan to enhance Yahoo’s digital shopping network through a paperless, self-serve platform, linking mobile to offline pick-ups.

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'Alive to thrive': The creative key to success in Thailand
Nov 5, 2014
Adrian Peter Tse

'Alive to thrive': The creative key to success in Thailand

IN-DEPTH: Conversation rules and brands that know how to talk can thrive in Thailand where the democratisation of smartphones and an innate culture of sharing are driving some of the most creative uses of social media in the region.

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Can a new ingredient in milk powder connect with mothers?
Nov 4, 2014
Adrian Peter Tse

Can a new ingredient in milk powder connect with mothers?

HONG KONG – Replacing the overused “DHA” seen in milk-powder marketing with a new chemical acronym, “GA”, which stands for ganglioside, is the 'emotional' focus of DDB’s campaign for milk formula brand, Anmum.

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CMOs in Asia need to 'speak up', address digital skills gap
Nov 3, 2014
Adrian Peter Tse

CMOs in Asia need to 'speak up', address digital skills gap

ASIA-PACIFIC - According to research from CMO Council, marketers in the Asia-Pacific understand the value of digital, but no country is taking full advantage of the opportunities.

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TNT looks to raise brand from the inside out
Oct 29, 2014
Adrian Peter Tse

TNT looks to raise brand from the inside out

ASIA-PACIFIC – Four weeks after launching the global 'Human Truck' campaign, regional heads at logistics brand TNT are working with Etcetera/DDB for a localised rollout as they look to build the brand in Asia.

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Eureka aims to be an inspiration dashboard not a monitoring tool
Oct 24, 2014
Adrian Peter Tse

Eureka aims to be an inspiration dashboard not a monitoring tool

ASIA-PACIFIC - Circus, a Singapore-based marketing software company, has launched an idea-generating social tool that it claims can scour the web for relevant inspiration and help clients create compelling content on the go.

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Can an insurance company pick cool music?
Oct 23, 2014
Adrian Peter Tse

Can an insurance company pick cool music?

HONG KONG – Cool new music and insurance policies don't exactly seem related, but insurer Fwd hopes to make a brand impact through young people's daily dose of music on Spotify.

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How Vice builds brands and lets content consumption guide expansion
Oct 20, 2014
Adrian Peter Tse

How Vice builds brands and lets content consumption guide expansion

ASIA-PACIFIC – To its youth followers, Vice is the rock star of digital media publishing. But its lesser-known commercial side could also be seen as a trend-setter for the way it works with brands to form a synergistic business model.

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What social-media marketers can learn from True Blood’s Brian Buckner
Oct 17, 2014
Adrian Peter Tse

What social-media marketers can learn from True Blood’s Brian Buckner

ASIA-PACIFIC - Brian Buckner, writer and co-executive producer of HBO's global sensation True Blood talks about bringing the emotive power of “authentic” storytelling to social media and advertising.

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