Marketing chiefs are the vanguards of change in the blitz of market disruption, and they need to apply both the left and right brain to succeed.
In the vanity-driven wearables market, fashion helps to sell function.
SECTOR STUDY: Price-sensitive consumers make emerging markets like Southeast Asia a challenging playing field. But the rewards are big for brands that play their cards right.
After a streak of lacklustre performances, it is fine dining’s time to shine as highly paid but highly stressed millennials seek therapy in luxurious experiences.
As Chinese coffee consumers switch between fresh brews and instant coffee, competing brands are shaping each others’ long-term strategy.
Many brands are shifting and allocating budgets towards physical experiences, but they’re not necessarily getting it right.
Virtual stores are making an unexpected appearance in shopping malls.
Agencies will benefit creatively from working with startups but will need to cast-out established models to succeed.
As baby-shy Asian couples increasingly turn their furry friends into ‘substitute children’, the pet-care industry is booming with innovative ways to empty their wallets.
SECTOR STUDY: Despite the nation’s size and tempting wealth, top-end brands aren’t necessarily having an easy time in India. Careful strategy is needed to thrive there.
SECTOR STUDY: Rising incomes and health awareness drive demand for dairy products across the region, but costs and quality concerns mean the right branding is crucial.
CREATIVE INTERVIEW: Ogilvy & Mather Indonesia’s new chief creative comes with a wealth of experience and is on a mission to shake up the traditional media-focused industry.