Encouraging local creativity: You can’t tell creative people to be creative, but you can let them.

It’s Chinese New Year on February 19. The Spring Festival is regarded as the most vibrant gift giving and shopping season in China, and therefore one of the major push for many leading… Continue reading

2015 forecast: Tell me something new. Tell me something real.

It’s not quite what you are expecting. I know. It doesn’t start with “50 tips to…” or “15 trends for…” I did try. I promised you. Towards the end of December I have… Continue reading

Idea + execution…and then there is craft

What is craft? Two spots, both were created for the same event Rugby World Cup 2015. Rugby 2015 “Promo”   Rugby 2015 “Team Talk”   The spot entitled “Promo” was released in 2013 in… Continue reading

How do global brands adapt the advertising for the local market? Start with the product.

When developing a global campaign for a local market, the first thing many people might consider is how do we maintain the global idea and adapt it in a creative way so that… Continue reading

Unleashing the global creative potential within us all

In an interview at Cannes Festival of Creativity this year, Sir John Hegarty responded to the question about the state of creativity in the ad industry. He raised the concern about the effectiveness… Continue reading

A great global idea can come from anywhere

I often say that a great idea does not have language barriers. Because deep down there is a universal truth that can always be translated in any culture. I also often advocate that… Continue reading

The age of customization: You don’t own the idea. The consumers do.

You can tell a lot about a person by the apps on the front screen of their phones. For Apple, you can tell a lot about a person by the front cover of… Continue reading

When brand and culture collide: Adidas X Marina Abramović

We ought to be excited when we saw this video. Commissioned by Adidas, designed to be coincide with the World Cup season, it featured an artistic interpretation of the brand’s ongoing “All In or… Continue reading

The Airbnb identity: More than a trademark, it’s a movement.

Airbnb had just unveiled their new identity as part of a brand overhaul. Many people would say that it’s time for the brand to think global. Afterall, in 2013, it was reported that more than… Continue reading

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