Opinion | Features
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.
While Dumb Ways to Die has won more creative awards than almost any other campaign to emerge from Asia Pacific, it has not been able to replicate that success in the coveted effectiveness categories. Miranda Ward investigates whether the much-vaunted campaign was ultimately a failure.
Recently AdAge named Metro Trains’ Dumb Ways to Die campaign as the 12th best campaign of the 21st century, an accolade largely based on the its creative prowess after it stormed the Cannes Lions advertising festival in 2013 to become the most awarded campaign in the history of the awards.
However, questions have been raised over how effective the campaign was in its goal of keeping Melburnians safer around trains, after it failed to win metal in the Crative Effectiveness category at Cannes last year, and picking up just a silver and two bronzes at the Australian Effies in 2013.
Coca-Cola halts advertising in the Philippines as efforts focus on Typhoon Haiyan relief effort
Coca-Cola, one of the largest advertisers in the Philippines, has halted advertising in the archipelago and diverted its energies towards the Typhoon Haiyan (known locally as Typhoon Yolanda) relief effort.
In an ad that ran in the national press today, the company said that it would put its advertising efforts on hold while the company scrambled resources towards helping people recovering from one of the worst typhoons ever to make landfall.
Coke has contributed US$2.5m in cash and in-kind contributions to support the relief effort – more than many countries – in collaboration with bottling partner Coca-Cola FEMSA Philippines.
Coca-Cola’s agencies in the Philippines include ad agency McCann and media agency Starcom MediaVest Group.
- Asia’s Got Talent judging line-up revealed on
- The Independent unifies Malaysia and Indonesia in their hatred for Tony Abbott on
- Is content marketing myopic? on
- Three-way merger forms Asian ad tech firm CtrlShift on
- The Independent unifies Malaysia and Indonesia in their hatred for Tony Abbott on
- Singapore blogger Xiaxue: I thought the ‘kissing a girl’ video would be controversial, but it was good for publicity on
- Christel Quek on social media addiction, vanity metrics and what she wants out of her next job on
- Creative agencies more to blame for holding back spend on new media, says Mondelez marketer Pete Mitchell on
- Spotify goes karaoke with lyrics feature
- GroupM Singapore launches talent accelerator programme
- Havas Media India wins pitch for Ranbaxy digital
- Ninemer PR hires Pamela Tor Das from Golin as director
- 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
- Ran-once Guinness Singapore ad was world's most awarded print ad in 2014: Gunn Report - 10 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
- Great Online Shopping Festival expects Singapore e-commerce transaction value to double, uses digital tokens to prevent data theft - 4 comments
- There's only two Brian Stelters - 3 comments
- Singtel sticks with lampooned slogan as it launches six new TV channels - 2 comments
- By ignoring feedback about its rebrand, Singtel has reinforced negative perceptions - 2 comments