strategy

May 12, 2022

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.

Mar 3, 2022

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.

Mar 2, 2022

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.

Feb 28, 2022

Is your strategy effective or commercially successful?

The industry needs a new formula to achieve 'total effectiveness'.

Feb 18, 2022

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.

Feb 8, 2022

Planners gonna plan (but don't always)

Planners need to treat everything in life with the same rigour they would approach a brief.