Search results for "event marketing"

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Marketing's role in doubling JAL's international business
Apr 3, 2019
David Blecken

Marketing's role in doubling JAL's international business

With a newly formed global department, Japan Airlines is aiming for greater brand consistency and service innovation.

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At TikTok, Akira Suzuki wants to usher in a new era for marketing
Jun 17, 2019
David Blecken

At TikTok, Akira Suzuki wants to usher in a new era for marketing

The former Dentsu creative director sees the video sharing app as an example of a platform that doesn’t just understand its audience, but “sympathises” with them.

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Zozo and the new world of apparel marketing
Sep 10, 2018
David Blecken

Zozo and the new world of apparel marketing

The innovative Japanese retailer is at the forefront of fundamental change in the way fast fashion brands engage with their customers.

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Is a marketing degree really necessary?
Aug 6, 2018
David Blecken

Is a marketing degree really necessary?

Opinions are divided about the validity of modern marketing degrees. We explore what differentiates some of Asia's top courses and ask to what extent they help—or hinder—future industry professionals.

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Genetic data: a marketers’ dream that may never become reality
Jan 7, 2019
David Blecken

Genetic data: a marketers’ dream that may never become reality

Adapting products, services and communications based on consumer DNA is an alluring idea that will be difficult to implement.

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As Tokyo’s iconic Tsukiji market closes, will the brand endure?
Oct 10, 2018
David Blecken

As Tokyo’s iconic Tsukiji market closes, will the brand endure?

The Tokyo government wants to preserve one of the city’s strongest cultural assets in a new location, but lacks a strategy.

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Does a marketing degree make it easier to survive in an agency?
Aug 12, 2018
David Blecken

Does a marketing degree make it easier to survive in an agency?

A foundation in the basics can help build an equal footing with clients, but more specific skills combined with the right personal qualities can go a lot further.

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Jan 7, 2019
David Blecken

"Our industry makes a lot of crap": Hopes and fears for Japanese marketing in 2019

Five pundits from different corners of the business share their anticipations.

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Q&A: Selling disruption to a market that hates disruption
Jul 30, 2018
David Blecken

Q&A: Selling disruption to a market that hates disruption

How TBWA Hakuhodo's new Disruption Consulting unit plans to help Japanese companies change.

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5 lessons from the Japanese marketing scene in 2017
Dec 18, 2017
David Blecken

5 lessons from the Japanese marketing scene in 2017

The year brought home some uncomfortable truths about online media, HR policy in advertising and pitching.

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Japanese marketing in 2016: A point of view
Dec 18, 2016
David Blecken

Japanese marketing in 2016: A point of view

Campaign Japan concludes its coverage for the year with a look back at some of the most important happenings, ideas and work—and considers what the industry can learn from it all.

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Why Rakuten launched a big-data marketing consultancy
Feb 7, 2018
David Blecken

Why Rakuten launched a big-data marketing consultancy

The company aims to hold TV accountable at last, pushing Dentsu out of its comfort zone.

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An inbound marketing guru spells it out for novices
Oct 25, 2016
David Blecken

An inbound marketing guru spells it out for novices

Some straight advice on becoming more customer-centric from the president of HubSpot's first Diamond Partner in Asia, 24-7.

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The brand battle for Japan’s holiday rentals market is just beginning
Jul 5, 2017
David Blecken

The brand battle for Japan’s holiday rentals market is just beginning

Rakuten is looking to HomeAway’s brand to help it compete following the approval of a law to regulate vacation rental services.

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Innovation can kill cash, says Visa’s new Japan marketing head
Nov 29, 2017
David Blecken

Innovation can kill cash, says Visa’s new Japan marketing head

The company needs to give a cash-loving society a reason to break its habits.

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Japanese brands need to market culture and innovation to win in emerging Asia
Jun 24, 2015
David Blecken

Japanese brands need to market culture and innovation to win in emerging Asia

ASIA-PACIFIC - Japanese companies looking to grow in emerging Asian markets would benefit from putting more emphasis on cultural assets and innovative qualities, according to an in-depth study by J. Walter Thompson.

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Experimentation critical to good marketing: Diageo's Venky Balakrishnan
Jul 30, 2013
David Blecken

Experimentation critical to good marketing: Diageo's Venky Balakrishnan

GLOBAL - Marketers need to work more closely with technology companies and be prepared to take a test-and-learn approach to everything they do, according to Venky Balakrishnan, Diageo's global vice-president for marketing innovation.

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Positioning alcohol in Asia: Pernod Ricard's top marketer on finding the right blend
Jul 22, 2014
David Blecken

Positioning alcohol in Asia: Pernod Ricard's top marketer on finding the right blend

THE FACE BEHIND THE BRAND: Pernod Ricard’s Glen Brasington says positioning alcohol brands in the region means connecting strategic objectives to market needs.

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Don't overlook the Paralympics, and other sporting advice from Advertising Week Asia
May 30, 2019
David Blecken

Don't overlook the Paralympics, and other sporting advice from Advertising Week Asia

Advertising Week: Sports-related sessions at this year's event in Tokyo encouraged brands to be open-minded, adaptable, and realistic about the costs involved in effective sponsorship activation.

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'Tokyo resonates with the whole world': An assessment of Japan’s Olympic prospects
Jul 28, 2019
David Blecken

'Tokyo resonates with the whole world': An assessment of Japan’s Olympic prospects

One of the brains behind Tokyo’s successful 2013 bid to host the Olympic Games thinks the event will be an operational triumph that also represents an unprecedented challenge for sponsors.

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