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Article

Amid COVID-19, brands and organisations in Thailand have partnered up to quickly and efficiently provide for people’s everyday needs without having to re-develop their own capacities; Ogilvy’s Siyoree Thaitrakulpanich says brands and organisations realise they now have to really focus on the consumer and cannot get away with merely saying they care.

Rankings

McDonald’s, the fast-food giant, promoted its 24-hour opening times through a print campaign in Thailand.

Case Study

PHINMA Education boosted the numbers of low-income students enrolling in further education colleges in the Philippines by launching a 'music anthem' as a call to arms.

Article

GlobalWebIndex puts the spotlight on mobile payments by presenting its online research among internet users aged 16-64, providing a deep-dive into the industry.

News

Thai travel and hospitality brands have been adept at catering to foreign tourists, but with international traveller numbers plummeting this year they need to redesign their brand experience to meet the needs of domestic tourists.

News

Consumer behaviour changes in times of distress as people shift their priorities; new research identifies 11 ‘crisis personas’ in Thailand who are adapting to the new normal.

News

NEW YORK: In the same week that the partners in a global tobacco industry watchdog group were announced, studies have highlighted how smoking and media depictions of smoking continue to be common in countries as diverse as Indonesia and the UK.

News

Thai consumers are relatively relaxed and positive, given the country’s success in keeping the coronavirus pandemic under control, but marketers should be aware how the various age groups are responding differently to the current situation.

Case Study

The Singapore Tourism Board used an integrated approach based around passions to launch a global platform to attract leisure visitors to the island state.

Article

With international travel still up in the air, brands in Thailand should use this pandemic-driven reset to refresh their approach to the domestic market.

Article

Breaking down the new value exchange that travel brands will need to grab the attention and wallets of Thai consumers changed by the impact of the COVID-19 pandemic.

Opinion

With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.

Article

The economic impact of the pandemic will be heavy, but the Thais are resilient people, adept to change in creative ways, with opportunities for brands to thrive.

Article

New research from Far East Fame Line DDB breaks down how Thai consumers have adapted post-lockdown and outlines the differences across generations.

News

Consumers across APAC are increasingly adopting products and services that offer a higher level of convenience, a trend that has since accelerated thanks to COVID-19, according to a new report from Mintel.

Opinion

Marketing partnerships have long been an important marketing strategy for brands and businesses to drive revenue, expand their customer bases and meet and exceed future growth goals. In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at how COVID-19 has changed the playing field and takes a deep dive into what’s possible with partnerships that wasn’t before.

Opinion

Since its launch in 2014, rewards and discovery platform ShopBack has been steadily building out its partnership network as part of its goal to help shoppers in Southeast Asia “shop smarter”. Chief Commercial Officer Candice Ong speaks to WARC about effective partnerships and growth ambitions.

Case Study

Furniture brand SB created a multichannel campaign based on the Fifty Shades of Grey film franchise to sell its SBDS design services to audiences in Thailand.

Article

The pandemic has transformed our beliefs and knowledge systems and TSLA’s Cultural research desk says brands need to leverage changing worldviews and behaviours in a lasting way, with partnerships able to trigger or tap into these greater shifts.

Article

During a crisis such as the COVID-19 pandemic, ad agency Climax Creatology’s Nguyễn Thuỵ Anh aka Mic says partnership decisions must be challenged and scrutinised for flexibility and worthiness.

Article

Bang in the Middle’s Naresh Gupta puts an economic and historical lens on the complex issue that is the call for India to be more “vocal for local”.

Case Study

Royal Philips, a leading health technology company in the Netherlands, devised a campaign to raise awareness of sleep disorders among people in Singapore, leading to 21,900 online engagements and an editorial reach of 8.9 million.

Case Study

The Great Singapore Sale (GSS), Singapore's longest running sale, launched a rebranding to encourage more shoppers to visit its event through pre-launch events and tailored publication pitches.

Case Study

Fineline, a Thai laundry care brand, succeeded in standing out in an overcrowded market by repositioning the brand to appeal emotionally, via self-image and fashion, and growing brand value.

Article

It is natural for Indonesian institutions and corporations to collaborate and create alliances because of common traditional values, says McCann’s Imperia Oktabrinda.