Five steps to great Asian marketing: Winning campaigns from the APPIES 2012

Low Lai Chow

The APPIES are an annual awards show for marketing in Asia-Pacific, held in Singapore. Reporting on the 2012 Awards, this article features comments from Leanne Cutts, chief judge and vp of Kraft Foods Asia Pacific, who describes five key factors in the award-winning submissions: breaking conventions, integrating technology, high quality execution, potential for global adaptation, and rational and emotional resonance.

Five steps to great Asian marketing: Winning campaigns from the APPIES 2012

Low Lai Chow

The APPIES, an annual awards show for marketing in Asia-Pacific held in Singapore, culminated in the award of 10 gold medals on 27th July.

The contest featured video showcases and live presentations for 100 marketing campaigns by 48 global brands across 16 countries. And, as Warc found with its own Prize for Asian Strategy, India emerged as a particularly strong market for campaign strategy. Four of the 10 gold-winning campaigns came from India.

The judging panel – which included senior regional marketers...

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