With brand loyalty dropping among young consumers, encouraging interaction, gamification and new experiences through technology can really help. Pico's global activation VP provides recent examples.
Chevrolet's logo looked like a red cross, a crucifix or a sanitary napkin to many adults in China. A group of (much) younger ‘consumers’ helped change that.
'Millennial pink' may be a fad — but it has lasted longer than expected. In a world where visuals are king, what other colour trends are important for brands seeking recognition online?
Chocolate makers Callebaut chose Hong Kong as a key target market to launch its pink 'ruby' chocolate to pâtisserie chefs and chocolatiers — and hordes of enthusiastic Instagrammers.
In his first article examining Islamic culture from a Japanese perspective, Shun Matsuzaka of McCann Worldgroup notes that young Muslims have a strong interest in Japan, but that the country still has much to learn about their culture.
Three CEOs and four new joiners from Publicis, OMD and Isobar share their first job experiences. Long hours and demanding clients persist, but changes in technology and workplace culture mark the greatest shifts in a generation.
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