As China’s outbound tourism continues to rise, travel marketers across Asia tell us how they are keeping pace and devising new strategies to attract China's digital-savvy and outwardly mobile younger generations.
Overseas, it has to grapple with scepticism on Chinese produce. Within its home country, it has to contend with a small market. Foong Li Mei explores how Anyue played the cards it was dealt.
When fashion brands co-opt protest to bridge the gap between politics and youth, it can bring people together behind a cause. But not all get it right.
How do co-ECDs navigate being their agency's creative engine and manager to their teams, as well as an effective, empathetic partner?
You know Weibo and WeChat...QQ and Baidu..perhaps Douyin and Pinduoduo. But do you recall the significance of BiliBili, Kuaishou, Momo, Zhihu and Paipai?
Sponsors testing the waters in this relatively low-cost, high-engagement area need to take extra care to strike the right tone.
Brands are treading carefully as they calculate how to get the most out of the biggest international sporting event before the Tokyo Games next year.
Marketing and brand experts offer insights on keeping in tune with the heightened emotions caused by elections across South and Southeast Asia.
We explore the work of some successful non-Chinese influencers working in China and ask whether they command more or less influence than their local counterparts—and whether that's changing.
Caught the influencer influenza? We take stock of the contagious KOL industry in China and determine how effective the spread really is.
Hitting big numbers is no longer enough, it’s all about making the right links with influencers who both connect and convert.
Research on podcast listener behaviour is still in its infancy, but early studies into the effectiveness of advertising on this popular medium are turning it into an exciting new playground for marketing creatives.
We explore some of the major preoccupations of today's media-agency world, from consultancy expansion to building the right talent pipeline.
From 'Escape the Corset' to the #MeToo movement, women around Asia are pursuing broader freedoms, rights and methods of expression. This includes reclaiming the definition of beauty. And brands are in a unique position to respond and engage.
The childrens' digital media market is growing as kids spend more and more time online. But how they interact with brands and what they look for when shopping isn't always obvious.
With authorities in China already starting to discourage effeminate behaviour in the media, we analyse whether the country's boy idols can keep delivering visibility and sales for brands.
Government support for creative industries, and marketing, created new cultural perceptions.
A brief glance at the current state of play reveals the folly of holding out on esports.
The home hub and how it fits in with our work lives is undergoing a shift that reflects changing attitudes. We take a look at how brands are responding to this in recent ad campaigns.
'Millennial pink' may be a fad — but it has lasted longer than expected. In a world where visuals are king, what other colour trends are important for brands seeking recognition online?