Heineken reignites Cities campaign with series of consumer experiences at Singapore Flyer

Heineken will take over Singapore’s giant ferris wheel, the Singapore Flyer, in a campaign that will see the creation of five specially designed capsules, each offering a different customer experience.

The beer brand has teamed up with five local creative minds to create the experiences as part of its global Cities campaign, which kicks off next week and is now in its third year in Singapore.

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Publicis One’s MSLGroup expands to Thailand with rebranding of Arc PR

msl2Publicis One, the global division of Publicis Group that oversees all agencies outside its top 20 countries, has expanded its MSLGroup to Thailand through the rebranding of its PR agency, Arc PR.

Arc PR Thailand, part of The Leo Burnett Group, will be now be known as MSLGroup Thailand and be led by Karl Kongkham who will take the role of director. He will continue to report to Songkran Sethesompobe, CEO of Publicis One in Thailand.

Kongkham was formerly business director at Arc Worldwide.

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Ad tech start-up AdAsia expands mobile advertising product

Kosuke Sogo, CEO and co-founder, AdAsia HoldingsSingapore-based ad tech firm AdAsia has continued its expansion with the launch out stream vertical video ads for mobile.

The product, called Parallax, enables video ads – which are located within web pages or pieces of content – to be activated when the ad space comes into view on a vertically held devise.

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Mediacorp and Netflix strike deal to take local content around the world

Netflix logoMediacorp and Netflix have signed a deal that will see more than 20 Singapore-made Chinese TV series available on the video on-demand streaming service.

The agreement will kick in from early 2017 with the content accessible to Netflix subscribers around the world.

Mediacorp said it wants to “cultivate more discerning fans” from other parts of the globe.

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Agency highlights sound of crispy crackers in campaign to launch Ritz in South Korea

Korean agency FCB Seoul has used sound technology to emphasise the crispiness of Ritz Crackers in a campaign to launch the product in South Korea.

The agency, in work for Mondelez/Dong Suh Foods, has used Autonomous Sensory Meridian Response (ASMR) to “dramatise the depth of sound levels”.

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Malaysia Airlines appoints U Mobile executive as new head of marketing

masMalaysia Airlines has appointment former AirAsia marketer Schrene Goh Miow Ying as its head of marketing.

She replaces Charles McKee who left in July after less than a year in the role.

Schrene Goh spent five years at AirAsia, the last four as head of marketing, before joining U Mobile in October last year as head of marketing, communications, brand and digital.

During her stint at U Mobile the company won Malaysia’s Strongest Brand Award 2016 in the telecommunications category.

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Marketers will have to wait five years for VR in every home

vrVirtual reality will not become a mainstream marketing tool for another three to five years because of the technical challenges involved in delivering a high-quality consumer experience, a prominent VR expert has claimed.

Speaking to Mumbrella at the Asia TV Forum and Market, which will see 600 delegates descend upon Singapore this week to hear the latest industry thinking, Eric W. Shamlin admitted that only once VR was a standard part of home entertainment systems would it attract marketers in large numbers.

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TV battling the perfect storm of piracy, Netflix and millennials

netflixPiracy, millennial viewing habits on mobile devices and the rapid global expansion of subscriber content services like Netflix are causing major challenges for the linear television market, delegates at the Asia TV Forum and Market heard today.

Last year, Netflix spent some $6 billion creating 30 exclusive shows. At the same time, the percentage of consumers in Asia who consumed content illegally was thought to be as high as 40 per cent of the population – meaning traditional TV programme and filmmakers could be losing up to 25 per cent of their annual revenue to piracy.

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Dentsu Singapore lands creative brief for Sentosa Development Corporation

sentosaDentsu Singapore has been named Sentosa Development Corporation’s creative agency of record.

The win sees Dentsu tasked with driving strategic branding and tactical marketing communications for the popular island resort.

The agency will provide strategic counselling and planning services, as well as oversee the conceptualisation, development and implementation of integrated branding and marketing activities for Sentosa.

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Advertising spend to fall as economic growth slows, predicts Zenith

singaporeAdvertising spend in Singapore is to drop by 5.6 per cent this year according to the latest predictions from Zenith.

The Publicis Groupe-owned media agency’s advertising expenditure forecasts for December anticipate a fall from $1.93 billion in 2015 to $1.83 billion in 2016, with weakness in both the economy and advertising investment expected to continue in 2017.

Growth in what Zenith classifies as ‘Advanced Asia’ – Australia, New Zealand, Hong Kong, Singapore and South Korea – is also expected to decline to 1.4 per cent for the year, down from 5.3 per cent in 2015. Both Australia and Singapore faced tough comparatives – Australia after an extremely strong year in 2015, and Singapore after its 50th birthday celebrations – while Hong Kong has suffered from a fall in shoppers visiting from mainland China.

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