Opinion

The week in review: iProspect boss ‘industry must fight bots’ | DBS chief marketer on being an expat | Possible ‘scam’ Cannes ads outed in Australia | New campaigns for Coke and Samsung

Picture-75-100x100In a week which saw the APAC boss of Denstu’s search arm iProspect call for action to combat botting and click fraud, the chief consumer marketing boss for banking giant DBS talked about the experience of being an expatriate marketer and the challenges facing the banking sector,  Samsung and Coca-Cola both release new campaigns with strong creative and Havas hired Sunny Hermano for a regional role.

Story of the week

Ruth 2In an interview with Mumbrella, Ruth Stubbs APAC boss of iProspect laid it all out in terms of the challenge facing the marketing industry on botting and click fraud.

“It is a highly complex issue fraught with difficulties. It seems that only when a client is particularly impacted by fraud does anyone take an interest, and then, it’s ring fenced so as not to scare the other clients,” she warned.

Her comments come just months after The Wall Street Journal reported online advertising was facing a crisis with up to a third of online traffic driven by bots.

Quotes of the week

“There are many predictions such as Asia will have 65 per cent of the world’s middle income earners by 2030 vs the current 28 per cent – that’s an amazing shift. According to DBS Group Research, the Asian economies are growing at a pace that equates to growing a ‘Germany’ every three and a half years. The rate of growth and the rate of change is the biggest challenge for banks in the region.”

DBS consumer marketing boss Sivea Pascale in the challenges facing expatriate marketers

“With no national team in the World Cup, Asia Pacific fans will tend to follow their favourite players into their respective national squads,”

Octagon’s Adam Hodge in Will Fan Passion for the World Cup diminish with the Asian teams eliminated?

“And (McDonalds) and (Panasonic) – these efforts have taken place in the names of your brands. I’d be much obliged if you could clear up what may well be a huge misunderstanding,”

Mumbrella’s content director Tim Burrowes in Questions over whether Aussie Cannes Lions entries for Panasonic and McDonalds are ‘scam’

“Our experience shows this is not an emerging market problem only – it comes down to markets being less exposed as long they are not focussed on cheap inventory,”

Ruth Stubbs iProspect boss on the battle against the bots.

Best work

Phibious which created a new global ad for soft drink brand Coca-Cola

Cheil China has recently completed a new campaign for Samsung China which shows the company’s charity work in the country.

Best-read story on Mumbrella Asia

Adam HodgeAs the World Cup reduced to just 16 teams and with Asian teams all knocked out, Octagon’s Adam Hodge looked at what impact that will have on the region’s enthusiasm for football and what that means for marketers who have invested in the sport.

In particular he asked what about the brands that have invested heavily in football as a marketing platform over the past few months?

Should they be worried that with no Asian teams left to support that fan passion for the World Cup will diminish?

Good week for…

Havas Worldwide who has hired Wunderman/Agenda China’s general manager Sunny Hermano to be its business development & integration director for Southeast Asia.

Phibious’s Vietnam office which has created a global ad for soft drink brand Coca-Cola that will air in over 120 countries.

Bad week for…

The Australian divisions of Panasonic, McDonald’s, DDB, Saatchis & Saatchis and Cannes Lions organisers who are all refusing to answer questions about possible scam award entries in this year’s competition.

Blogger Roy Ngreng who has received his statement of claim from the Singaporean Prime Minister Lee Hsien Loong in the defamation actions against him.

Staff at Australian public broadcaster the ABC who are waiting to hear about their job futures and the closure date of the international satellite television service, which broadcasts in 44 countries across Asia and the Pacific.

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