14 ways to bring about best practices in marketing

Low Lai Chow

According to a global analysis by Havas conducted on 700 brands and 134,000 consumers from 23 countries, the majority of the consumers surveyed would not care if 73% of brands suddenly disappeared from the face of the earth.

Why is that so? Will Gilroy, the director of communications for the World Federation of Advertisers (WFA), who cited the above finding at a session of ad:tech ASEAN held in Singapore in July 2014, thinks it all boils down to a disconnect between people and brands and he finds that worrying.

"Sometimes brands and brand marketing can be out of sync, misaligned with what people and society expect," he said. "Sometimes it can be a big disconnect between what we do and what brands do."

About half a year ago, the WFA worked with Singapore-based social agency We Are Social on its Project Reconnect initiative to reach out to global industry experts for a broad industry perspective of great brand marketing. Speaking alongside Gilroy, We Are Social's regional managing partner in Asia, Simon Kemp, presented the key findings from the research that was conducted with hundreds of senior marketers from both client-side and agencies on advancing best-practice marketing for the future.