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.
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.
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.
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.
Running, women and a move away from paid media added up to a winning formula in 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.
WPP’s analysis shows there is a clear early-mover advantage to be had in Myanmar. Apple, Telenor, Huawei prove strong.
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.
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.
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.
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.
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.
Lumping boorish behaviour in with incidents of sexual harassment and sexual violence threatens to dilute the power of #MeToo in India.
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.
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.
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.
ASIA-PACIFIC - Tourism Australia is using professional networking site LinkedIn to woo Indian tourists.
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.
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.
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.