As the nature of marketing changes, so do the sources of creativity. We examine the new stakeholders and what they mean for the future of the industry.
Spike in new firms connecting influencers and brands reveals varied commercial models and approaches to authenticity.
In a consumer-savvy world, why shouldn’t brands be expected to behave with ever higher standards?
From a heritage of media buying, agencies have introduced planning processes that put a brand’s owned media front and centre.
BRAND AMBASSADOR: MG might not have retained much of its British heritage, but the Chinese-owned car brand is counting on a Brit to sell its new SUV.
THE FACE BEHIND THE BRAND: Global fans now far outnumber loyal locals, but according to Chelsea FC’s Asia MD Adrian New, demands for success make Asian devotees hard taskmasters.
As demand for branded visuals goes through the roof, agencies and brands have to keep closer track or risk playing with fire.
As cinema audiences grow across Asia, advertisers are returning to the big screen and finding new ways to engage the masses.
Cohn & Wolfe’s ‘Authentic brands’ study for 2014 yields some surprising findings, not least that KFC and HSBC are perceived as the most ‘authentic’ brands in China and Hong Kong, respectively.
As China moves to outlaw ridiculous celebrity endorsement claims, brands will need to learn new marketing tactics.