Opinion | Features
In a post that first appeared on Digimind’s blog, Melissa Chue suggests that brands have gone too far piggybacking Singapore’s fiftieth birthday celebrations, as this week’s SG50 fishcake saga has shown.
Another week, another SG50 campaign or product launch.
As Singapore’s 50th birthday inches closer, more and more brands are looking to cash in on the year long hype. But when does too much become too much?
On 27 July, a fishcake carved with the number “50” (to represent Singapore’s 50 years of independence) went viral, and was met with ridicule on social media.
In this guest post, Jane Ng charts the rise of Southeast Asia’s most valuable brands, and wonders what has made them so successful.
Despite economic and societal disruptions, brand value has risen substantially over the past 10 years in Southeast Asia.
The total brand value of the Top 100 now stands at $3.3 trillion, a 14 per cent increase since 2014 and a 126 per cent growth over the 10 years since the BrandZTM Top 100 Most Valuable Global Brands study was first launched by WPP and Millward Brown.
Steve Blakeman recently ended nine successful years in Asia Pacific, the last four as regional CEO of OMD, to return to the UK.
Here, the Brit casts a nostalgic eye over his time in the region and shares what he’s learned about creativity, local talent, what young people in media want, Singapore as a regional marketing hub, transparency and three million miles of travel.
Farhan Siregar is one of Mindshare Indonesia’s brightest young talents. A product of GroupM’s Media Masters programme, three years on the 27 year-old now leads the national planning team for Unilever’s oral care business.
In this Q&A, Siregar talks about what he did and didn’t learn about media at university, what his parents and friends think he does for a living, the best, hardest and most frustrating things about his job, and why clients and agencies should be thinking about “the right way” to spend on digital in Indonesia.
In this guest post, Shabaz Hussain wonders what a posh British drink’s surprise social media win at Wimbledon says about sports sponsorship for brands.
According to a recent Brand Intelligence Report from Amobee the brand most associated with The Championships at Wimbledon in 2015 across social and digital is Pimm’s – a traditional cocktail drink that spectators enjoy at the event.
What makes this more interesting is that fact that they were not an official sponsor of The Championships.
When bloggers began sharing the brands they loved and used in their everyday lives, readers found their endorsement authentic and relatable; it came from someone “just like them”. Research found such backing from “real people” was more successful in swaying purchasing decisions than celebrity endorsements, and marketers opened their eyes to a massive opportunity to leverage bloggers’ voices.
The concept of blogger outreach was born.
The quality of advertising in Singapore has seen better days. Which is why Robin Hicks is happy to pick out one agency that has been producing good work consistently – without cheating.
For those (like me) who are a bit cynical about the standard of advertising in Singapore, and feel that the most creative stuff isn’t actually advertising at all but fluff made for awards shows, there is one agency that is showing the market that you don’t have to fake it to do great work.
This black sheep has been delivering the goods for a while, albeit in a quieter fashion than some of its bigger rivals. What prompted me to write this is an ad that launched yesterday, for a government-linked insurance company, that reduced me to a blubbering mess.
Asia’s international media scene was shocked by the news that Sunita Rajan, who has spent much of her career at BBC Worldwide building the company from the ground up in Asia, was moving to rival CNN at the start of the year.
In this Q&A with Mumbrella’s editor Robin Hicks, Rajan, who is vice president for advertising sales for CNN APAC, talks about her first 100 days with the company, why she left the Beeb, and why the CNN brand has more clout than ever in the era of young, web-first news brands.
Sunita, after 16 years with BBC Worldwide you had become synonymous with the brand is Asia, a much-loved fixture and company icon. Why did you move?
Byron Perry is the founder and MD of Coconuts Media, a network of city news websites that casts an irreverent eye over the local happenings, quirks and trends of Bangkok, Manila, Hong Kong, Singapore, Kuala Lumpur, Jakarta, Bali and Yangon. (Bombay will probably be next.)
In this Q&A with Mumbrella Asia’s editor Robin Hicks, Perry talks about what makes Coconuts different, what makes it so popular, how the sites make money, who his competitors are, walking the thin journalistic line in Singapore, why he admires STOMP, and who he’d sell to if the right offer was on table.
If there’s one reason why Coconuts is so popular, what is it?
For years, virtual reality has been the domain of the gamers and the geeks. Something we associate with Spocky looking headsets, darkened living rooms littered with cans of energy drinks and far away tech trade shows.
Our old friend, the purchase funnel, looks somewhat different to of old.
Non-linear? Pretzel-shaped? Possibly not even a funnel at all.
Whatever your preferred configuration, what’s clear is that digitisation has radically changed buying behaviours and narrowed the gap between consideration and conversion.
In this interview from her offices in Jakarta, Mumbrella Asia’s editor Robin Hicks talks about why the current ill health of Indonesia’s economy is a “matter of sentiment”, where growth in the archipelago’s advertising market will come from next, and how WPP is tackling the country’s talent crunch.
Indonesia’s economy is not in a good way. What’s your take on the situation?
Another dubious Cannes Lions entry has emerged. Perhaps the problem lies not so much with agency behaviour but with how the organisers enforce the rules, argues Mumbrella’s Tim Burrowes
So stop me if you’ve heard this one before.
It’s a year ago today since we called out a couple of suspicious Australian campaigns that had been recognised in the 2014 Cannes Lions.
And guess what? We’re back again.
The process has been much the same: The announcement of shortlists. Curiosity about an unfamiliar piece of work. Rival agencies discreetly raising questions. Bullshit PR statements from the entrant. A complacent response from the awards organiser.
With the exponential growth of programmatic some brands are having conversations about “moving in house”, using their own trading desks rather than agencies’. Australian pay-TV firm Foxtel is a stand out success in doing so, plus a number of others have had rumblings.
Given much of the press conjecture, one could be forgiven for thinking agencies and brands sit on opposite sides of the fence from each other.
In this guest post that first appeared on Digimind’s blog, the data intelligence firm suggests there are a few PR lessons to be learned from Scoot’s 22 hour flight delay saga.
On the evening of 20 June, a flight from Singapore to Perth was delayed for more than 22 hours, making it the second flight delay in three days for the budget carrier.
Using our monitoring tool Digimind social, we put our listening ears on how Scoot handled the crisis on the social media front, as well as what lessons we could learn from this incident.
1. Evidence speaks for itself on social media
Death of Mita Diran reflects ‘failure of account management’
The death of a young creative in Indonesia earlier this week reflects the failure of the account servicing function in advertising, an agency boss has suggested.
Mita Diran, a copywriter for Y&R Indonesia and daughter of Fortune ECD Yani Sharizal, slipped into a coma then died after working continuously for almost three days fueled by energy drinks, it emerged yesterday.
Her last tweet read: “30 hours of working and still going strooong.”
Henry Saputra, the long-time chairman of media and ad agencies Publicis and Zenith Optimedia Indonesia, said that he feels that Diran’s sad passing “confirmed the lack of project management capabilities at both a client and agency level.”
Clients are too tough on agencies insisting on unrealistic deadlines. But agencies are too willing to accept these deadlines without thinking carefully about how to meet them, he said.
“Many clients insist that deadlines are met, but have not briefed their agencies early enough,” Saputra said. “And agencies accept these deadlines without considering how to manage the workload,” he said.
Y&R, which has expressed its condolences to Diran’s family, has said it is too early to respond to questions about the tragedy.
Her death comes six months after a young Ogilvy PR executive, 24 year-old Li Yuan, died from a heart attack in China after working late nights continually for a month.
- Esso celebrates Singapore’s food heritage with ‘wok down memory lane’ SG50 campaign on
- Calvin Soh and his son launch children’s book about little red dot growing up on
- Esso celebrates Singapore’s food heritage with ‘wok down memory lane’ SG50 campaign on
- STOMP asks Singaporeans to rat on backstabbers to win $100 shopping voucher on
- The Economist’s free kopi luwak subscription promo in Singapore riles animal welfare group on
- Actor recreates ultimate death scene in Sea Shepherd ad targeting the whaling industry on
- Consumer confidence in Q2 2015 down in every Southeast Asian market bar the Philippines on
- Uber: real experiences not traditional advertising have helped brand grow in Asia on
- Outbrain’s Best Practices Series – Outbrain for Branded Videos: Opt-In, Not Interruptin’
- Ultimate guide to assessing your digital marketing program
- Building Brand Engagement through Online Video – Singapore 24 October – event recording
- Multi-Screen Advertising 2014 – white paper
- Facebook nation – making it work for your brand – webinar recording
- MediaCorp releases Lee Kuan Yew DVDs
- Ratings boon for E! in the Philippines after launch of “I Heart Pinoy” block
- National Geographic Channel launches global Red Planet series about Marc
- Orchard Advertising hires Lubna Khan from Grey as national strategy director
- Adobe just ahead of IBM, Oracle and Salesforce in digital marketing platform market
- Text100 Singapore wins Pioneer and iQNECT
- Fox partners with JTBC to launch JTBC3 FOX Sports in Korea
- Hive Consulting wins Klapsons boutique hotel PR brief
- One Singapore agency network shows that good work can be done without scamming - 15 comments
- Mangham Gaxiola sells minority stake to Dentsu Aegis as McGarryBowen launches in Singapore - 9 comments
- NTUC Fairprice re-appoints Havas for media but hands creative to Asatsu-DK - 8 comments
- Magners - for men who are 4.5% gentleman - 6 comments
- 'It was like trying to win the Tour de France without doping' - 5 comments
- Calvin Soh and his son launch children's book about little red dot growing up - 4 comments
- Big Mobile to launch in Philippines, restructures as APAC MD Rob Hall exits and Graham Christie named CEO - 3 comments
- A mother's love never gets old in campaign for Philips' Airfryer in Singapore - 3 comments