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Opinion

The advertising industry is excited by the possibilities of video, but these extend far beyond social and online channels.

News

Contrary to reports of a “consumption downgrade” in China, innovation is driving sales growth in consumer categories, including FMCG, according to local observers.

Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Article

HowStuffWorks, the education-focused media company, saw great success with a true-crime podcast entitled “Atlanta Monster”, and hopes to repeat this impact with the second season in the “Monster” franchise.

Article

Marketers looking to explore the world of eSports can draw on their experience in traditional sports as they seek to make sense of this burgeoning industry.

Article

Swedish Fish, the confectionery brand owned by Mondelez International, successfully engaged with consumers through a sponsorship tie-up with aquariums.

News

LOS ANGELES: Hilton Hotels & Resorts, the hospitality company, has yielded major benefits from adopting a more cohesive approach to social media.

Case Study

Lendlease, a construction, property and infrastructure company, brought many stories of migrant workers to people in Singapore during the month of Ramadan.

Case Study

Daiwa House, a leading house builder in Japan, addressed housework inequality through a combination of home design and a targeted campaign combining surveys, online content and offline events to stimulate a nationwide conversation about "nameless chores".

Case Study

Huawei, a mainland Chinese global smartphone brand, had to fight an uphill battle to gain acceptance among increasingly anti-China Hong Kong consumers.

Case Study

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign connecting Olympic popularity with its portfolio of brands, creating fun consumer engagement to drive sales in China.

Case Study

Thermos, a food and drink storage brand, increased sales in Japan with videos distributed through TV, cinema, digital and social media.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Case Study

Spray paint brand Nippon Pylox tapped into distinct specialist user communities to increase engagement and drive sales in Malaysia.

Case Study

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Case Study

Malaysian online marketplace mudah.my targeted Chinese Malaysians with a humorous social media campaign, filmed in their local dialect, to boost site listings during Chinese New Year.

Case Study

India's leading toilet cleaner brand Harpic launched a print-based campaign to encourage behaviour change and grow demand in rural areas.

News

SINGAPORE: The four Cs of marketing in luxury travel are “content, content, content and content”, according to a senior marketing expert in the area.

Article

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

Article

General Mills, the food manufacturer, is using digital data as it aims to build deeper relationships with its customers.

Article

The Home Depot, the retailer, has developed content capabilities enabling it to meet a wide range of consumer needs.

Case Study

Taj City, a luxury property development in Cairo, used a social-media-based campaign to attract new residents.

Article

Dr Pepper, the soft drinks brand, is leveraging the power of eSports to connect with young consumers around a deep passion point.

Article

Comcast, the telecoms and media company, has built a successful business-to-business (B2B) division in large part through focusing on the customer experience.

Article

Dr Pepper, the soft-drinks brand, is using a nuanced strategy as it pursues eSports marketing.