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The state of play of content marketing in Asia
Sep 4, 2015
Matthew Carlton

The state of play of content marketing in Asia

Much more than just a marketing buzzword, content-marketing is proving essential to brands’ business. Matthew Carlton examines what’s changing

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OTT boom: Streaming companies plot Asia expansion
Aug 6, 2015
Matthew Carlton

OTT boom: Streaming companies plot Asia expansion

The region’s video streaming market is growing rapidly—but for the new entrants and incumbents the battle starts now.

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The quest for integration: 2015 Marketers' Outlook survey
Feb 11, 2015
Matthew Carlton

The quest for integration: 2015 Marketers' Outlook survey

Campaign Asia-Pacific's 2015 Marketers’ Outlook sees the industry enter the new year with cautious optimism and facing the challenge of evolving relationships.

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2015 Marketers' Outlook: It's never been more important for marketers to step up
Feb 10, 2015
Matthew Carlton

2015 Marketers' Outlook: It's never been more important for marketers to step up

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.

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Muslim consumers: Beauty brands eyeing halal cosmetics
Jan 6, 2015
Matthew Carlton

Muslim consumers: Beauty brands eyeing halal cosmetics

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.

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Concept stores: Brands take over Asian city centres
Nov 14, 2014
Matthew Carlton

Concept stores: Brands take over Asian city centres

From sugary treats to premium spirits, brands are snapping up prime retail to daze and delight their key consumers.

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Econometrics: Detailed data zeroes in on advertising impact
Aug 29, 2014
Matthew Carlton

Econometrics: Detailed data zeroes in on advertising impact

Sophisticated econometrics require significant resources, but can enable agencies to monitor precise outcomes.

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Embed creatives into your search strategy
Jul 11, 2014
Matthew Carlton

Embed creatives into your search strategy

Creatives and digital specialists must collaborate to optimise insights learnt from search and performance marketing.

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Headphone fad is music to brands’ ears
May 15, 2014
Matthew Carlton

Headphone fad is music to brands’ ears

SECTOR STUDY: The explosion of smartphone sales and the continued rise of ‘prosumers’ has fuelled greater demand for increasingly trendy—and expensive—audio products.

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Deal with acquisition anger through dialogue
Mar 13, 2014
Matthew Carlton

Deal with acquisition anger through dialogue

PR firms must reassure consumers to head off online resentment when Asian companies take over Western brands.

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Online video: Get past the pre-roll
Feb 11, 2014
Matthew Carlton

Online video: Get past the pre-roll

Digital video can deliver millions of views but to breed lasting engagement, brands need to do more to stay in the frame.

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Agencies divided on in-house production vs outsourcing
Dec 5, 2013
Matthew Carlton

Agencies divided on in-house production vs outsourcing

Technological evolution means companies have to decide whether to produce their own work or outsource to specialists.

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How CMOs and CIOs can join up
Sep 4, 2013
Matthew Carlton

How CMOs and CIOs can join up

The marketing and technology functions need to approach each other differently in order to move forward.

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Communications: Blending of roles may edge out PR agencies
Aug 28, 2013
Matthew Carlton

Communications: Blending of roles may edge out PR agencies

The blurring of lines due to social media has seen marketers in charge of communications—and PR agencies have to adapt.

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New-breed market research: Fast, focused and always on
May 13, 2013
Matthew Carlton

New-breed market research: Fast, focused and always on

Brands are now turning to quicker and simpler digital media research methods to gain rapid and continuous insight.

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FINANCIAL REPORT: Bank on trust
Nov 3, 2011
Matthew Carlton

FINANCIAL REPORT: Bank on trust

Financial institutions are strengthening corporate communications. But are they doing enough?

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INSIGHT: What the future holds for cameras
May 24, 2011
Matthew Carlton

INSIGHT: What the future holds for cameras

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?

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INSIGHT: No wind-down in regional watch market
Mar 9, 2011
Matthew Carlton

INSIGHT: No wind-down in regional watch market

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.

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The sweet taste of consumer success
Jan 6, 2011
Matthew Carlton

The sweet taste of consumer success

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.

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Gap's expansion fuels Asia fashion war
Jan 6, 2011
Matthew Carlton

Gap's expansion fuels Asia fashion war

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?

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