Opinion | Features
Q&A with InSkin Media APAC boss Angeline Lodhia: We'll always be fixated on CTR even though it's misleading
Angeline Lodhia has been with advertising technology firm InSkin Media for more than seven years, initially as commercial manager before promotion to her current role as GM in September 2013.
In this Q&A with Mumbrella Asia’s Robin Hicks, Angeline talks of the fixation with CTR, rejects the notion that creativity in Asia is poor, reveals how InSkin has been impacted by ad blockers and offers her pick of the region’s display ads.
Click-through rates for digital display have fallen everywhere around the world, and are now down to a fraction of a percent. Why would any client buy a display ad, which consumers either do not notice, ignore or find irritating?
24 Hours With… spotlights the working day of some of the most interesting people in Mumbrella Asia’s world. Today, we hear about a day in the life of Isobar’s Hong Kong-based APAC experience design lead, Dwayne Serjeant.
7:00am – Rise ’n’ shine. Between the morning regime, and stuffing my face with Bovril on toast, my mobile is loading up Flipboard, Facebook, Slack, Skype and Outlook – usually in that order.
Pei Pei Ng is one of Singapore’s top ad creatives, with experience at Ogilvy, Saatchi & Saatchi, JWT and TBWA. She was recently promoted to chief creative officer of WPP digital agency Possible.
In this Q&A with Mumbrella Asia’s editor Robin Hicks, Ng talks about her ambitions for Possible, her approach to developing talent, and the “fragmented” state of Singapore’s advertising scene.
Messaging mania has taken over the world. Once a simple service for exchanging text messages between users, messaging apps have evolved into expansive ecosystems connecting people with brands, merchandise and content – eclipsing many social networks for engagement. The question is, do they really work for marketers?
The gender diversity debate is far from over, and we must take pro-active steps to ensure women in marketing are given the encouragement and opportunity to rise to the top, argues Meredith Wallace.
It’s been nearly two weeks since Saatchi & Saatchi chairman Kevin Roberts resigned after his comments regarding gender diversity sparked an outcry in the marketing world.
In his interview with Business Insider, Kevin Roberts alluded that the gender diversity debate is nearly over, and that, in reality, women are content to never reach leadership roles as they lack the “vertical ambition” of men.
24 Hours With… spotlights the working day of some of the most interesting people in Mumbrella Asia’s world. Today, we hear about a day in the life of Sizmek vice president, Asia Pacific, Jordan Khoo
5.15am: The alarm rings. I get up! To kick start the day, it’s usually a banana and a shot of espresso before my workout.
5.35am: I do my 10 minute “being positive” ritual as recommended by Tony Robbins. I get grateful, practice visualization on the big goals in life and lastly decide on the one major thing that I need to achieve for the day.
Actions speak louder than words, and brands should stop talking and start doing more to show they are more than meaningless products or services, writes Henry Adams.
For a few years running, the Meaningful Brand Index has reported that most people couldn’t care less if 70% of brands disappeared in a puff of smoke right here, right now.
Q&A with McCann Worldgroup Japan boss Yasuyuki Katagi: It's tough to compete with the big three, but we're still growing
Yasuyuki Katagi is the president and CEO of McCann Worldgroup Japan, where the network is now regionally headquartered. With 650 staff and 50 years of experience in the market, McCann is the largest non-Japanese agency in Tokyo.
In this Q&A interview with Mumbrella Asia’s editor Robin Hicks in his office in Tokyo, Katagi talks about the current market conditions in Asia’s second largest ad economy, and how agencies can compete with the might of ‘the big three’, Dentsu, Hakuhodo and ADK.
How confident are clients in the market right now in Japan?
Q&A with UM Japan boss Takeshi Miyazawa: Local thinking around media transparency is slowly changing
Takeshi Miyazawa is the managing director of media agency UM McCann. He worked for Dentsu for 13 years in Japan, China and India before moving to McCann Worldgroup just over a year ago.
In this Q&A with Mumbrella Asia’s editor Robin Hicks in his office in Tokyo, Takeshi talks about transparency in what he suggests could be the world’s least transparent media market, why TV is still king, how newspapers are holding ground, and why the most active social media group in Japan is probably the oldest.
The relationship between client and agency has come under the spotlight a lot recently. Tom Child wonders if it’s time to rethink the nature of relationship, and move beyond the traditional role for agencies as problem solvers.
Clients have been locked in an arm wrestle for some time with their prospective agencies, each side resisting submission. Both perspectives looking to establish the greatest possible value, whether it talent, deliverables or ultimately cost.
24 Hours With… spotlights the working day of some of the most interesting people in Mumbrella Asia’s world. Today, we hear about a day in the life of Dr Victor Joseph ‘VJ’ Yamat, who is two years into the role of Havas Life Southeast Asia managing director, based in Singapore
4:00am: Yes, I’m an early riser. Some force of habit from my days in medical school. Yup, I am a trained medical doctor. So why am I in advertising? Well, that’s another story, altogether.
Q&A with new Wunderman APAC boss Caspar Schlickum: We invented direct marketing, now it's time to raise our profile
Caspar Schlickum is the new regional boss of Wunderman, the huge WPP-owned direct and digital network that has 1,300 staff in Asia.
In this Q&A with Mumbrella Asia’s editor Robin Hicks, the former Xaxis EMEA boss talks about raising the profile of a quiet giant, the biggest challenges he wants to address, and how his new and former agency might work better together.
For such a large agency, Wunderman has a very low profile. Do you plan to raise it?
In the latest in a series that looks under the hood of the best work from around the region, we shine a light on ‘Remote island of fighters’, a campaign to connect Pru Life with Filipino communities that endured Typhoon Haiyan. The work won top prize for PR at the Mumbrella Asia Awards.
Mumbrella asked the agency behind the campaign, BBDO Guerrero, about the challenge, the idea, the hardest part, and how they can prove that it worked.
In the first of a series on the stories behind Asia’s prestige brands – or “ueber brands”, as they’re referred to in his book Rethinking Prestige Branding – P&G marketer and author JP Kuehlwein reveals the secrets of success to Yuan Soap, whose handmade products can cost up US$90 for a single item.
We are standing in the middle of a field in YangMingShan National Park in Taiwan. It is a rainy day and only plastic bags over our shoes kept the mud from seeping in.
24 Hours With… spotlights the working day of some of the most interesting people in Mumbrella Asia’s world. Today, we hear about a day in the life of Opera Mediaworks Asia Pacific managing director Vikas Gulati.
7:40am. The kids are at school and there is vegetable juice to kickstart the day. If my wife is around, there is no way to miss this. Wardrobe is a quick decision as I like to keep it simple – chino pants, a v-neck shirt and a jacket.
Chinese tourists depicted as urinating pandas in PSA to encourage better behaviour abroad
China’s state television broadcaster CCTV has launched a public service announcement to encourage Chinese citizens to be better behaved abroad.
A TV ad depicts Chinese tourists as pandas on holiday in Australia, where they litter, sleep on park benches, urinate on public property and spray graffiti on trees.
The ad finishes with the line, ‘Be a good panda, be a good tourist.’
The agency behind the ad was DDB.
Update: Mumbrella has been informed by the agency that the PSA has been discontinued by CCTV, although the reason why was unclear at press time.
Update 15 October: DDB claims the above PSA is a director’s cut of the film and did not run on national television in China. A shorter version of the film did, however, run. In a press release, DDB describes the film as a “philanthropic piece” to remind Chinese people, “Do not forget the whole world is watching us.”
The film ran on the CCTV network, including channels CCTV-1, CCTV-7, CCTV-8, CCTV-9 and CCTV-10.
The version of the ad that DDB claims ran on national TV – minus the scene where the panda urinates in public – can be viewed here.
- That’s amazing. I’m going to write that down.
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