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HONG KONG – Walking into the section of Weber Shandwick Hong Kong office occupied by its new content marketing offering Mediaco is not unlike walking into a digital design lab.
Both CNN and the BBC are working to recast their online platforms to serve mobile-first consumers, even though the ad dollars may take a while to catch up.
CREATIVE PROFILE: After turning its Indonesia office around, Hakuhodo’s Woon Siew Hoh enjoys the challenge of bringing the rest of the region up to the standard set by Japan.
In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, reflects on the reasons for and benefits of taking a consumer safari.
Some agency groups in Asia are looking towards the future. — yeah this
ASIA PACIFIC - As brands increasingly seek integrated approaches to campaigns and marketing strategies, PR agencies have been revamping their organisations in order to meet clients’ changing needs, as well as attract more varied talent.
Tired of waiting for marketers to get on board, agencies are mobilising the brands by breaking down the cost barrier to adoption.
THE FACE BEHIND THE BRAND: The competitive sports shoe market fits nicely for the adidas Greater China MD.
GLOBAL - C-level executives are stepping up their game to drive digital strategies within their companies, and support from senior-management is still key to an initiative’s success, according to a recent McKinsey study.
ASIA-PACIFIC - Despite a strong tradition for its sport in Asia and Europe, the International Federation of Table Tennis (ITTF) is fighting to build the game's image—and potential as a branding platform—in Southeast Asian markets.
The introduction to Asia-Pacific of GRPs as a comparable measurement tool may finally bring some parity between traditional and online media adspend.
SHANGHAI - Cindy Chen (pictured), head of biscuits, media and consumer engagement at Mondeléz China, talks to Campaign Asia-Pacific about her active involvement in the new branding for the company.
ASIA PACIFIC - While some brands are still using YouTube as little more than a place to post their TV ads, others are finding better ways to use the medium to connect with their customers. Here, Campaign Asia-Pacific highlights three brands using YouTube effectively and talks to them about how they make the world's favourite video site work for them.
While there are still barriers to mobile marketing in China, brands are at last realising the potential payoffs are too big to ignore.
HONG KONG - Japan's premium denim brand Evisu—named after the Japanese goddess of prosperity—has gone through turbulent times, but 34-year-old chairman & CEO David Pun is determined to reverse the company's fortunes and make it into a global fashion icon.
BANGKOK - A controversy over a recent Dunkin' Donuts ad in Thailand, which was first defended by the local CEO and then pulled after it created negative publicity in the West, highlights a complication of marketing in the hyper-connected age.
The marketing and technology functions need to approach each other differently in order to move forward.
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