The telco has moved past vanity metrics for its campaigns—such as clicks and viewable impressions—in favour of metrics that show a clear path to business outcomes, such as sales.
Study finds that media spend needs to be between 1% and 9% of revenue to stay competitive.
The three brands are the grand winners of the Kantar's Digital Creative Awards SEA.
107 finalists from 11 APAC territories have made the cut, with winners to be announced in September
More than half of the UK consumers surveyed admitted they could not recall a brand’s name after seeing it in an influencer post, with only a quarter having purchased a product recommended by an influencer.
Strategies are moving towards rooting brands in specific cultures over the long term, rather than flashy, short-term campaigns. It may be time to rethink awards categories to reflect this, writes BBH Singapore's chief creative officer.
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