Mar 15, 2021

Pressure on brands rising over Tokyo Olympic Games

Organiser uncertainty and lack of in-person attendance may see brands rethink their investment, commitment and marketing plans for the Games.

Aug 18, 2020

The fandoms marketers need to know about

Mixing empathy with entertainment is key to driving purpose and social engagement in the post-Covid era as these groups show us, says the head of an Asian-based cultural marketing firm.

Sep 13, 2018

Brands now get the power of gaming: Twitch co-founder

Kevin Lin says from gaming streams to esports, advertisers are finally giving the world’s largest entertainment genre the respect it deserves.

Apr 11, 2018

Bundesliga: Scout APAC fans with data, score with local content

In a highly competitive Asian football fan market, finding new audiences is critical, says the German football league’s international CEO.

Jun 19, 2014

Mindshare's Paul Lau heads to FansTang as new China president

BEIJING - FansTang has ushered in a celebrity of a different sort to its executive team, by hiring Paul Lau, a decorated digital business strategist, as the new president of its China operations.

Aug 9, 2012

Case Study: Subway Singapore sends fans on a hunt for free sandwiches

SINGAPORE – Subway leveraged social media and direct activation to promoted its limited edition beef pastrami sandwich.