strategy
VMLY&R picks chief commerce and strategy officer for Asia
Nick Pan has been promoted to this role, and will work closely with the recently announced chief growth officer Camellia Tan as well as CEO Yi-Chung Tay.
How should Perfect Day launch a new brand in Asia?
MARKETING WORKS: Mid-level marketers at Campaign's training event competed to devise a plan for an upstart dairy brand to get noticed in a competitive market.
The high risk & reward behind Adidas’ China-focused intimates line
The brand dove into China’s growing intimates market with its controversial #SupportisEverything campaign. but will find it challenging to win customers in this sensitive segment.
Is your strategy effective or commercially successful?
The industry needs a new formula to achieve 'total effectiveness'.
How to write clearer, more concise marketing briefs
MARKETING WORKS: Most marketing briefs not only lack both a clear plan of attack and a strategic direction but also are riddled with jargon, contend the founders of BetterBriefs.
Planners gonna plan (but don't always)
Planners need to treat everything in life with the same rigour they would approach a brief.
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