brand building
How performance marketing and brand-building can get along just fine
Dentsu’s APAC media chief outlines the prospects for the new iProspect.
iProspect repositions globally as full-service media agency
The agency unveiled its go-to-market after merging with Vizeum in November.
Airbnb slashes spend in permanent shift from performance marketing to brand
CEO describes move as 'very important'.
What the Airbnb IPO teaches us about the value of brand
Airbnb's eye-popping surge in value shows the profound power of a truly customer-centric brand, according to Wunderman Thompson's APAC transformation and strategy officer.
When embracing strength becomes a great weakness
Do you believe in the 'strong force' theory of advertising or the 'weak force'? Publicis Groupe's planning director asks whether the industry is leaning too hard into the wrong communication model.
Chinese Automakers Begin Brand Journey
Chinese car makers have made huge headway over the past decade in terms of the number of vehicles sold, but they are only now starting to place their energy into brand building,
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