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All about the experience: Hilton's Mark Liversidge
Mar 31, 2014
Racheal Lee

All about the experience: Hilton's Mark Liversidge

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.

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Wearable tech: A chance for brands to exercise sport mindedness
Jan 21, 2014
Racheal Lee

Wearable tech: A chance for brands to exercise sport mindedness

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?

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Under Singapore's 'fair consideration' rule, employer branding gains importance
Jan 20, 2014
Racheal Lee

Under Singapore's 'fair consideration' rule, employer branding gains importance

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.

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Filipinos expect brands to bring positive change after Yolanda
Jan 17, 2014
Racheal Lee

Filipinos expect brands to bring positive change after Yolanda

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.

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RTD tea: Healthier drinks get a low-sugar rush
Jan 15, 2014
Racheal Lee

RTD tea: Healthier drinks get a low-sugar rush

SECTOR STUDY: Consumer demand is nudging makers away from the sugary and fizzy, towards the healthy and natural, often using local ingredients and flavours.

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Closer look: Pantene's Philippines campaign to empower women
Dec 13, 2013
Racheal Lee

Closer look: Pantene's Philippines campaign to empower women

MANILA - Pantene Philippines, with BBDO Guerrero, hopes to foster real social change with its recently launched ‘Whip It movement’.

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Brands have a golden opportunity to fill Asia's content gap
Dec 11, 2013
Racheal Lee

Brands have a golden opportunity to fill Asia's content gap

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.

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Banks seek to woo wandering consumers into exclusive relationships
Dec 4, 2013
Racheal Lee

Banks seek to woo wandering consumers into exclusive relationships

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.

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Zen and the art of Facebook comment maintenance
Oct 22, 2013
Racheal Lee

Zen and the art of Facebook comment maintenance

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.

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Tensions create opportunities for the luxury sector
Oct 9, 2013
Racheal Lee

Tensions create opportunities for the luxury sector

SINGAPORE - Yannis Kavounis sees cultural tensions dominating the luxury sector. But the future, he says, depends on how companies resolve them.

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Hakuhodo's Woon Siew Hoh reflects on the right place to shine
Sep 25, 2013
Racheal Lee

Hakuhodo's Woon Siew Hoh reflects on the right place to shine

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.

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When global sensibilities trump local marketing: Thailand's Dunkin' Donuts ad
Sep 5, 2013
Racheal Lee

When global sensibilities trump local marketing: Thailand's Dunkin' Donuts ad

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.

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Country branding: Malaysia's slogan not plagiarized, just too obvious
Sep 3, 2013
Racheal Lee

Country branding: Malaysia's slogan not plagiarized, just too obvious

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.

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Child-free zones on airline flights require careful marketing
Aug 27, 2013
Racheal Lee

Child-free zones on airline flights require careful marketing

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.

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Be discontented and go beyond the brief: JWT's Valerie Cheng
Aug 27, 2013
Racheal Lee

Be discontented and go beyond the brief: JWT's Valerie Cheng

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.

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TV companies need local content, local leadership: Discovery's Keaveny
Aug 5, 2013
Racheal Lee

TV companies need local content, local leadership: Discovery's Keaveny

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.

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Fight the talent war with total engagement
Jul 24, 2013
Racheal Lee

Fight the talent war with total engagement

Posting a ‘We’re hiring’ sign on the door just doesn’t cut it anymore. To attract top talent, companies need to build bonds.

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TXTBKS Grand Prix campaign reflects Philippines'
Jul 1, 2013
Racheal Lee

TXTBKS Grand Prix campaign reflects Philippines' "texting capital" status

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.

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Mature brands should focus on core vision when refreshing their image
Jun 19, 2013
Racheal Lee

Mature brands should focus on core vision when refreshing their image

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.

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CSR: Brands can no longer afford to pass the buck
Jun 11, 2013
Racheal Lee

CSR: Brands can no longer afford to pass the buck

Brands can avoid guilt by association with unethical practices by adopting a policy of sustainability and transparency.

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