Mobile marketing in Asia: tips from Unilever, Prudential, McDonald's and BMW

This event report looks at evolving attitudes towards mobile among big brands in Asia. Unilever is boosting its mobile adspend by between 200% and 500% in different markets, based on the view that this is the minimum base required just to keep up.

Mobile marketing in Asia: tips from Unilever, Prudential, McDonald's and BMW

Low Lai Chow

If ever a sign was needed that brands are fully invested in the mobile space in Asia, it came from Rahul Welde, vice president of media for Asia, Africa, Middle East and Turkey at Unilever, the FMCG group.

"When we think of mobile marketing adspend, we are not thinking in terms of percentage," he said at the MMA Forum, a conference organised by the Mobile Marketing Association and held in Singapore.

"We are thinking typically in terms of how many 'x'. It's either 2x, 3x, 4x,...

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