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Meet the marketer charged with selling coconuts to Southeast Asia
Feb 10, 2016
Emily Tan, Byravee Iyer

Meet the marketer charged with selling coconuts to Southeast Asia

Selling pre-packaged coconut water in Southeast Asia is not unlike selling ice to Eskimos, but Vita Coco’s Prinz Pinakatt welcomes the challenge of building an entirely new product category from the ground up.

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Programmatic no longer a buzzword in Asia: Marketing Innovation Summit
Nov 18, 2014
Byravee Iyer, Nikki Wicks

Programmatic no longer a buzzword in Asia: Marketing Innovation Summit

SINGAPORE - Programmatic is no longer just a buzzword in Asia, but challenges still abound, as we discovered at Campaign Asia-Pacific’s inaugural Marketing Innovation Summit here yesterday.

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Mobile, native ads key to growth in Asia: Yahoo marketing head
Jul 20, 2014
Byravee Iyer

Mobile, native ads key to growth in Asia: Yahoo marketing head

During an interview last month with Campaign Asia-Pacific, Yahoo chief Marissa Mayer underscored the importance of reinventing products around mobile. It is clearly a sentiment echoed across the company including by Nitin Mathur, senior director, marketing, Asia-Pacific.

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Est Cola deal with Manchester City in Thailand typifies market-specific sponsorship trend
Jul 4, 2013
Byravee Iyer

Est Cola deal with Manchester City in Thailand typifies market-specific sponsorship trend

BANGKOK - English football club Manchester City has inked a sponsorship deal with Est Cola to become its official soft drinks partner in Thailand, a move that illustrates the current trend among football clubs to seek more sponsorship deals on a country-by-country basis.

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What Puma is doing right in Asia
Oct 11, 2016
Byravee Iyer

What Puma is doing right in Asia

Running, women and a move away from paid media added up to a winning formula in Asia.

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Table tennis fights to elevate game quality and branding potential in Southeast Asia
Sep 10, 2013
Byravee Iyer

Table tennis fights to elevate game quality and branding potential in Southeast Asia

ASIA-PACIFIC - Despite a strong tradition for its sport in Asia and Europe, the International Federation of Table Tennis (ITTF) is fighting to build the game's image—and potential as a branding platform—in Southeast Asian markets.

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MNCs and local brands have equal opportunity in Myanmar: BrandZ
Jul 6, 2016
Byravee Iyer

MNCs and local brands have equal opportunity in Myanmar: BrandZ

WPP’s analysis shows there is a clear early-mover advantage to be had in Myanmar. Apple, Telenor, Huawei prove strong.

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MasterCard's CMO on refreshing a 'Priceless' platform
May 7, 2015
Byravee Iyer

MasterCard's CMO on refreshing a 'Priceless' platform

GLOBAL - It’s tempting to take a 17-year-old brand platform and overhaul it, but MasterCard CMO Raja Rajamannar is too smart to mess with a legendary concept, so instead he is evolving the 'Priceless' campaign.

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Aesop: Beauty with a cause
Aug 15, 2013
Byravee Iyer

Aesop: Beauty with a cause

ASIA-PACIFIC - Leave the big budgets and audacious advertising to the Unilevers and Procter & Gambles of the world. Australian-headquartered skincare brand Aesop prefers to keep it simple, with no advertising and minimal promotion.

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Universal Networks rebranding focuses on universal appeal of storytelling
May 1, 2013
Byravee Iyer

Universal Networks rebranding focuses on universal appeal of storytelling

SINGAPORE - Christine Fellowes, MD Asia-Pacific for Universal Networks International talks about localisation as a growth strategy, upcoming digital plans and viewing preferences in Asia.

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Diageo underscores APAC’s importance with introduction of new worldwide brand, Odyssey
Aug 27, 2012
Byravee Iyer

Diageo underscores APAC’s importance with introduction of new worldwide brand, Odyssey

ASIA-PACIFIC - When the world’s largest liquor maker launches its latest luxury scotch whiskey, John Walker & Sons Odyssey, in Asia-Pacific well before its Global launch, you know it’s on to something.

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Viacom seeks localised content mix for MTV in Thailand
Apr 21, 2013
Byravee Iyer

Viacom seeks localised content mix for MTV in Thailand

SINGAPORE - Viacom International Media Network Asia has just signed an exclusive licensing deal for its MTV Thailand division with AppleTool, a local entertainment provider, to introduce localised content this year.

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#MeToo must retain its focus
Oct 11, 2018
Byravee Iyer

#MeToo must retain its focus

Lumping boorish behaviour in with incidents of sexual harassment and sexual violence threatens to dilute the power of #MeToo in India.

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Beyond Van Damme's 'Epic Split': Volvo Trucks' APAC strategy
Jun 25, 2014
Byravee Iyer

Beyond Van Damme's 'Epic Split': Volvo Trucks' APAC strategy

Even Jean-Claude van Damme's 'Epic Split' can only take a brand so far. Here's a look at how Volvo Trucks, the brand responsible for that Cannes-winning viral video, has been working to build relevance and sales among customers in key Asia-Pacific markets.

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Myanmar adspend grows, but not in line with expectations
Jan 26, 2014
Byravee Iyer

Myanmar adspend grows, but not in line with expectations

YANGON – Although Myanmar’s newly emerging consumer class has fueled growth in ad spending, the industry may have been overly optimistic about the country's economic renaissance, according to industry executives.

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Singapore EDB claims benefits from new agency model
Jul 31, 2014
Byravee Iyer

Singapore EDB claims benefits from new agency model

SINGAPORE - The proliferation of digital has changed the way clients and agencies work, and so Singapore’s Economic Development Board opted for a new, collaborative agency structure to suit its business objectives of wooing foreign businesses into Singapore.

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Tourism Australia plans to lure Indian travelers
Jun 3, 2013
Byravee Iyer

Tourism Australia plans to lure Indian travelers

ASIA-PACIFIC - Tourism Australia is using professional networking site LinkedIn to woo Indian tourists.

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Forbes outlines ambitious plans for Vietnam
Jul 2, 2013
Byravee Iyer

Forbes outlines ambitious plans for Vietnam

HANOI - Days after announcing the launch of Forbes Vietnam, the US-based media company told Campaign Asia-Pacific it will expand into other platforms including online and events in the months to come.

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Adolf Hitler: The new brand ambassador?
Jul 18, 2013
Byravee Iyer

Adolf Hitler: The new brand ambassador?

BANGKOK - When the signage for the Hitler restaurant went up in Bangkok last month, it caused a stir not only for its poor taste, but for its resemblance to the KFC logo.

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War room empowers social buzz
Sep 20, 2016
Byravee Iyer

War room empowers social buzz

Mindshare sees its expanding network of ‘Loop’ rooms and ‘adaptive marketing’ support structure as crucial to stepping up a gear, from intermediate agency to principal partner.

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