Opinion | Features
The week in review: Local-foreigner debate resurfaces in Singapore | Venus Navalta's homecoming | Ogilvy in Effies pole position | Josh Grace joins Burnett client | DDB's IPG alliance
In a week in which Venus Navalta came out of retirement to return to the company she worked for for 17 years, India was named the world’s top country for strategy, Josh Grace joined Leo Burnett client Abbott, a British newspaper thought that Malaysia and Indonesia were the same country, and another British newspaper, the Financial Times, seemed to be writing a pre-death obituary with the headline Singapore after Lee Kuan Yew: The legacy of its founder looms large.
Our industry’s fixation on content marketing is keeping us from seeing the bigger picture.
The power of content extends far beyond lead generation, conversion, and other measures of marketing ROI. It is, perhaps the critical ingredient of any brand – essential to the vision of any discipline involved in creativity or communication, and indicative of their healthiness and longevity.
Mumbrella caught up with Chris Reed, the head of Singapore-based LinkedIn agency Black Marketing, to find out what people and companies are getting right and wrong on LinkedIn, how the platform has changed over the past year, and whether LinkedIn is a worthy replacement for recruiters.
Chris, we ran a Q&A with you just over a year ago which asked how brands and agencies can use LinkedIn better to brand themselves. How do you think things have progressed since then? What are companies and individual still getting wrong?
Roger Sharp is chairman of Asia Pacific Digital, a Singapore-headquartered digital services network of 360 people that listed on the Australian stock exchange last year. Earlier this month, it bought Singapore digital agency @ccomplice.
In this Q&A with Mumbrella, the former lawyer from New Zealand talks about the origins and ambitions of a company that claims to be the biggest independent digital network of its kind in Asia.
First, tell about the origins of Asia Pacific Digital.
Razorfish APAC chairman Vincent Digonnet on his new global role, 20 years in Asia, and why ad agencies are still failing at digital
Vincent Digonnet, the Asia Pacific executive chairman of digital agency Razorfish, has just moved into a new global role as chief growth and transformation officer.
In this interview with Mumbrella Asia editor Robin Hicks, Digonnet talks about his task ahead, his best memories of working in Asia for 20 years, and what traditional agencies are still getting wrong in digital.
Monsieur Digonnet, you appear to have a very tough brief in your new role – to replicate the growth Razorfish has seen in Asia in markets elsewhere, such as Europe. How is that even realistic?
The week in review: Singapore falls below Russia in press freedom index | Dave McCaughan leaves McCann after 28 years | Omnicom results outshine Publicis Groupe | Matt Harty joins The Trade Desk | Reuters TV goes live | Stuff Singapore cuts print frequency
In a week in which most Asian countries tumbled in a global press freedom ranking, Leo Burnett Singapore parted ways with its MD but brought back a former creative director, a brewer put the world’s first virtual wine store in a Hong Kong train station, a public service announcement in Singapore warned of bad behaviour being exposed on social media, and McCann parted ways with Dave McCaughan after 28 years of service.
While we wait with ‘bated breath’ or some other saucy cliché for the release of Fifty Shades of Grey’s global release on Valentine’s Day, Unilever’s Surf has jumped ahead and released a new ‘Flirty Shades of Surf’ laundry detergent range.
The household products are infused with aphrodisiac cues that allegedly will bring a ‘touch of naughtiness’ to the bedroom. Oh my.
Mumbrella asked some local agency execs in Japan, India, New Zealand, Singapore, Thailand, Malaysia, Korea, Vietnam, Indonesia and Australia which brands in their respective countries would win hearts and mind, and why.
The week in review: KFC moves Singapore creative | IAB leadership unveiled | Unilever assigns Cambodia media | Coke quotes Hitler | Al Jazeera journalist freed | BBH MD leaves Asia | Telenor's ad debut in Myanmar
In a week in which the MD of one of Asia’s best agencies, BBH, left for LA, Singapore Airlines turned to Instagram to tease its customers about the launch of its premium economy class, KFC moved its creative account in Singapore, MediaCom’s e-commerce head went to McDonald’s, Telenor launched its first ad in Myanmar, and agencies with local bosses won the Singapore50 pitch.
Pitching for new business, or defending business in a pitch can very highly stressful – for both agency and advertiser. It is under this pressure that Murphy’s Law of “if something can go wrong, it will” thrives.
But contrary to popular belief, it is not just the agencies that screw up a pitch.
Jetstar is sponsoring the first series of Asia’s Got Talent, a pan-regional version of the popular format that is to launch on 12 March across 20 countries on AXN. The show is billed as “The biggest talent contest in the world”.
In this Q&A, Mumbrella’s Asia editor Robin Hicks spoke to Chantal van Wijnbergen, the airline’s regional manager for marketing and PR, Southeast Asia, about how Jetstar and the show are a good fit, what ROI she expects from the sponsorship, and why she thinks the format could become Asia’s answer to the Eurovision Song Contest.
So, why is Jetstar sponsoring Asia’s Got Talent? What’s the connection between the two brands?
In recent weeks, months and years, we’ve all become used to hearing predictions on the demise of Facebook. Most of us in the marketing world realise the death of the social network is still a long way off.
However, it is true Facebook faces some big challenges, which are forcing the company to look down new, and potentially lucrative, avenues.
In this guest post, Patrick D’Souza argues that by ignoring feedback about its rebrand, Singtel – which used the grammatically incorrect slogan ‘Let’s make everyday better’ in a pledge to improve its customer service – has reinforced negative perceptions about one of Asia’s most powerful telcos.
Singtel has always been seen as something of an arrogant brand. Not acknowledging that it has made a mistake with its rebrand does not ease this notion.
With $4 million being spent on 60 seconds of Super Bowl airtime, you’d hope that the ad that runs in the slot is actually worth watching. Not all were this year, which has been dubbed a “Punch you in the feels” Super Bowl as brands played the emotive card. Here are 10 that we thought were the pick of the Super Bowl XLIX pack so far.
The week in review: XM brand passes into history | Guinness Singapore print ad is world's most awarded | Singtel's answer to Netflix | Tencent: China's most valuable brand | TODAY reporters banned from government briefings | TOC says sorry to MINDEF
In a week in which Malaysia Airlines’ website was hacked and replaced with a ‘Plane not found’ message, Singtel’s drew scorn over its rebrand but launched a rival to netflix, the XM brand was retired after 20 years, the world went into shock when some social media sites went down for 40 minutes and BBDO Singapore’s ran-once ad for Guinness was named the most awarded print ad of 2014 by The Gunn Report.
Hegarty: Asia will never be a dominant force in advertising if it doesn’t cut out scam
Advertising legend John Hegarty has hit out at the “endemic” level of scam advertising in Asia.
In an interview with Mumbrella at the Cannes Lions festival today, the Bartle Bogle Hegarty founder and creative chief said that there was no signs that scam – the practice of ad agencies creating work purely to win awards – was diminishing in the region.
“There have been no statements from agencies that they won’t do it,” he said.
Client are in on the act too, Hegarty said.
“They’re trying to beat each other in the rankings to take awards home. It’s a disgrace.”
“If you focus on scam – which a lot of agencies do in Asia – you’ll always lack proof that creative work actually works.”
“You can con yourself by calling it ‘proactive’ work. But that’s just another word for scam.”
“We’re proactive every day by trying to solve client’s problems, not pretending we can produce pretty ads that never run anywhere.”
“If Asia is to become dominant force in advertising, it must kick this habit,” said Hegarty.
Scam is not difficult to spot, he added.
“Just look out for the beautiful piece of art, with a tiny logo in the bottom corner.”
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- DDB Philippines forges media alliance with IPG, DM9 to stay with DDB group after Dentsu talks on
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- Josh Grace joins Leo Burnett client Abbott in regional marketing role on
- Josh Grace joins Leo Burnett client Abbott in regional marketing role on
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- Goodstuph beats two agencies to land Carlsberg Singapore digital and social business
- Become Hong Kong office wins UK Trade & Investment award
- Lowe India’s PR arm wins INOX Leisure
- TV5Monde inks with Movideo for APAC OTT video services
- Declining tourist numbers in Singapore partly due to STB using international agency network, says local agency boss - 11 comments
- Creative agencies more to blame for holding back spend on new media, says Mondelez marketer Pete Mitchell - 9 comments
- Singapore Police Force draws scorn in social media for 'Shop theft is a crime' musical video - 5 comments
- There's only two Brian Stelters - 3 comments
- The Independent unifies Malaysia and Indonesia in their hatred for Tony Abbott - 3 comments
- By ignoring feedback about its rebrand, Singtel has reinforced negative perceptions - 2 comments
- When and why pitches go wrong - 2 comments
- Michel Mommejat ends eight years with Wunderman as he joins FleishmanHillard - 2 comments