'Play Buy Share': How brands can adapt to Asia's digital consumers

Consumers have been made restless thanks to digital technology and so have little brand loyalty, according to Neil Hudspeth, chief digital officer for Leo Burnett in Asia Pacific.

'Play Buy Share': How brands can adapt to Asia's digital consumers

Low Lai Chow

Brand loyalty is paper thin, declared Leo Burnett's Chief Digital Officer for Asia-Pacific Neil Hudspeth at the recent ad:tech Singapore.

It's not the brand; it's the consumer. More specifically, it's the consumer made restless thanks to digital technology. "It's a very creative, a very disruptive and a very transformative time for everybody. Which makes it equally competitive, equally challenging for all brand marketers to try to engage fully prospects and ongoing consumers," said Hudspeth.

Changing consumer behaviour

In Southeast Asia, particularly in the...

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