Localize the product, not just the name.

When a western brand enters a foreign market, a lot of people will first set sight on the name. However, a name, as important as it seems, is just part of the defining… Continue reading

JOMO: The trend that leads us to a mindful way of living

It has become very difficult for us to think about just one thing at a time. In the process, we have all become self-confessed information junkie. We absorb everything from every sources, and… Continue reading

Building unique brand experiences in local markets

There is a subtle difference between brand pushing messages to consumers, and letting consumers discover what the brand represents. Recently, a giant pavilion in the shape of a Louis Vuitton suitcase emerged on… Continue reading

Is your brand ‘world-ready’?

Technology brands are not often good in coming up with their product names. They also tend to focus more on building the best products and put much more emphasis in communicating what the… Continue reading

Great idea is an idea well-shared

Great global ideas do not come about easily. There is always the challenge when an idea works really well in one market but does not resonate with the consumers in another. There is… Continue reading

How traditional media innovates through partnership

I came across this campaign earlier this year. It was created by Print Power Europe, advocating the effectiveness of print media in the multi-media environment. Like any organisation exists to protect the role… Continue reading

Be an ‘ambassador of clarity’

It was a blast at the recent first ever Advertising Week Europe in London. There were truly diverse viewpoints from a wickedly broad representation of thought leaders in the industry. True, it was… Continue reading

Data provides the context. Creativity makes it happen.

There are certain debates that seem almost impossible to have a conclusion. …Left brain versus right brain. …Is advertising an art or a science? …Is technology an enabler of creativity or in fact… Continue reading

Collaboration and co-creation: How creativity works hand-in-hand with data

Topshop is no stranger to creating social media sensations. Last year, Topshop took the high street fashion chain’s social presence to a global level when they collaborated with Facebook on a “Customize The… Continue reading

Participation + Sharing = The first ad campaign created entirely by consumers

If there were two essential ingredients in creating brand content today, it will certainly be ‘participation’ and ‘sharing’. Ford announced an updated Fiesta social media initiative that will invite content generated by users.… Continue reading