Marketing to the modern parent: Understanding Asia's mothers

Low Lai Chow

This article explores how mothers across Asia consume content and explores characteristics of a very diverse demographic.

The modern mum, according to Ken Mandel, president of innovation and commerce president at Publicis Media, is one of a kind.

"She is not the mum on the cereal box with the golden retriever and the happy kids, with the smiling husband," said Mandel at the CHOmum Marketing to Mums Conference held in Singapore recently.

"She is an individual."

Mandel was speaking at a panel session about understanding mums alongside Lego's director of digital marketing for APAC, Ivan Zeng; Twitter's head of sales for SEA, Tina Pang; and Outbrain's commercial director for APAC, Fionn Hyndman.

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