THE FACE BEHIND THE BRAND: Hilton Worldwide’s new APAC chief marketer Mark Liversidge aims to make the hospitality group’s name synonymous with travel.
As Asia’s societies become more health conscious and affluent, consumers look for technologies to help them stay healthy and exercise more, or at least remind them to. Do these devices solve real problems, or are they pure marketing gimmicks?
In 2014, Singapore’s employers must adapt to a new advertising rule, the “Fair consideration framework,” which starts in August. Savvy firms will use employer branding to help ease into the new legal landscape and grab the best talent.
MANILA - Typhoon Yolanda represents an opportunity for brands to engage with people and contribute to society. More to the point, 96 per cent of the population expects nothing less, according to a McCann Worldgroup report.
SECTOR STUDY: Consumer demand is nudging makers away from the sugary and fizzy, towards the healthy and natural, often using local ingredients and flavours.
MANILA - Pantene Philippines, with BBDO Guerrero, hopes to foster real social change with its recently launched ‘Whip It movement’.
ASIA-PACIFIC – Consumers are craving more content, creating an opportunity for brands and publishers to fulfill their hunger, according to the Wave 7 social-media study conducted by UM.
According to a recent study, around 40 per cent of consumers have relationships with three or more financial service providers, which represents an obvious opportunity for banks that can tempt such customers into monogamy. But it won't be easy.
ASIA-PACIFIC - Social-media managers must tread a fine line when it comes to monitoring and moderating comments posted on social-media sites such as Facebook.
SINGAPORE - Yannis Kavounis sees cultural tensions dominating the luxury sector. But the future, he says, depends on how companies resolve them.
CREATIVE PROFILE: After turning its Indonesia office around, Hakuhodo’s Woon Siew Hoh enjoys the challenge of bringing the rest of the region up to the standard set by Japan.
BANGKOK - A controversy over a recent Dunkin' Donuts ad in Thailand, which was first defended by the local CEO and then pulled after it created negative publicity in the West, highlights a complication of marketing in the hyper-connected age.
SINGAPORE - When Malaysia's tourism slogan, 'Endless possibilities', was allegedly plagiarised by Israel recently, the incident said far more about the lack of imagination applied to country branding than it did about ethical failures.
SINGAPORE - In the region's fiercely competitive airline industry, "kid-free" (or "family-friendly") zones on flights are a recent value-added offering carriers are using to one-up each other. But the concept has the potential to backfire if the messaging is not handled sensitively.
CREATIVE INTERVIEW: JWT Singapore’s CCO Valerie Cheng believes that the most effective creative work should result in sustainable and scalable business solutions for clients.
SINGAPORE - Tom Keaveny, Discovery Asia-Pacific's outgoing president and managing director, shared insights for the medium's future in the region in this exit interview with Campaign Asia-Pacific.
Posting a ‘We’re hiring’ sign on the door just doesn’t cut it anymore. To attract top talent, companies need to build bonds.
MANILA - The Philippines has proved that it is “the texting capital of the world”, with the country’s first Grand Prix campaign––textbook-by-SMS campaign TXTBKS.
Many mature brands would like to rejuvenate their image to appeal to younger consumers, as Watsons has been doing in Singapore, but experts advise a thoughtful approach in such initiatives to avoid alienating current fans.
Brands can avoid guilt by association with unethical practices by adopting a policy of sustainability and transparency.