Howard G.

The best ads are 3D... and interactive. KFC Hong Kong's latest campaign wanted to push the limits of 3D advertising. The inclusion of a QR code which gave users a voucher for a free burger encouraged them to stop and interact before pushing them toward stores. It was a genius plan that meant more eyes stayed on the campaign and ensured that this campaign did more than catch people's eyes; it got them to act, too. Want to make your 3D ads more interactive? 3Rock Global has got your back. #3D #DOOH #Advertising #InteractiveAds #CreativeAdvertising

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Open letter to the Thailand Advertising industry: Dear industry colleagues, As I reflect on the landscape of our industry over my past two years here in Thailand, I'm reminded of the wise adage: "Insanity is doing the same thing over and over again and expecting a different result." In our pursuit of effectiveness, it's easy to fall into the trap of repetition, relying on familiar tactics and messages to convey the appeal of our brands. Yet, as I've observed, when it comes to use of influencers and celebrities in our industry, it's become apparent that we often find ourselves in a cycle of sameness, where creativity takes a backseat to convention. Let’s call it what it is, it’s boring. I humbly recognise that we’re better than that. Thailand has long been celebrated as a bastion of creativity in the advertising world. Pre-Covid, the level of advertising was recognised globally and Thailand consistently featured heavily on the international scene, showcasing the innovative spirit that defines our industry. While circumstances may have shifted, our potential remains powerful. Perhaps the power has shifted even more to client side unbalancing an already unbalanced relationship dynamic. Whatever it may be, we need to get our mojo back. This is KFC's attempt at doing things differently. We could have opted for the familiar path of showcasing a celebrity endorsing our new KFC App with practiced perfection about all the features and benefits. Instead, we chose a different route — one that seeks to engage and resonate on a deeper level. We wanted to showcase Bam Bam not only as the perfect brand partner to the Colonel, but as a real human being, as someone who is more than the perfect image you see in many celebrity campaigns. Someone who has immense skill and talent but also has a human side who of course, loves the iconic KFC Taste - he is a big Wingz Zabb fan 😍 It’s not perfect. Our advertising will never be perfect. In fact, that’s the point. We don’t want to create perfect advertising. We want to tell interesting stories that captivate the heart. I encourage you to do the same. Why? In nurturing a culture of creativity, we elevate not only our own work but the entire industry. Because better advertising means better competition. Better competition means a higher level of creativity in our industry. Higher level of creativity leads to a higher level of innovation and ultimately, fosters the growth of the creative industry we all love. With respect, Suhayl #BamBam #KFCApp #Renegade 

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🎮 Chinese gamers like seeing brand collaborations with gaming KOLs. They also value the opinions of KOLs and professionals in the gaming scene. What should brands do to target them? Omnicom Media Group China shares interesting statistics and trends to help brands navigate this space, based on our 'Unlocking Gamers in Asia Pacific' exclusive research. Read more on Sina: https://lnkd.in/ghjQYN3D #BeOMG #Gaming #Advertising

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Over the past 3 months our Yahoo 'Data Maturity Pop Quiz' gathered insights from over 160 marketing and advertising professionals in Singapore and AU to assess their brands’ data maturity and preparedness. This quote from Kris Kam sums up the state of the market in Singapore 🇸🇬 perfectly. Food for thought as we take a hard earned holiday break 🏖️ and come back for a focused 2025. 💡 ✔️ "Clinging to the status quo not only squanders opportunities but also jeopardizes long-term growth. Marketers must adopt a more strategic and forward-thinking approach to data—one that’s both innovative and future-ready. The urgency to act has never been greater,” said Kris Kam, Head of PMX Media, Singapore at Publicis Media 3 min read - adobo magazine https://lnkd.in/ghtKTDJx Yahoo Advertising (SEA)Yahoo Advertising Lorraine Donnelly Natalie Phang Kenneth Koh menglye liu Calvin Wan ACE Tham Eve Tan Chai Chin Tin Felicia Ng Prachi Singh John McNerney Alice Beecroft Dana L. Steve Jones

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🌏 𝗘𝘅𝗽𝗮𝗻𝗱 𝗬𝗼𝘂𝗿 𝗥𝗲𝗮𝗰𝗵 𝘁𝗼 𝘁𝗵𝗲 𝗖𝗵𝗶𝗻𝗲𝘀𝗲-𝗦𝗽𝗲𝗮𝗸𝗶𝗻𝗴 𝗠𝗮𝗿𝗸𝗲𝘁! Looking to tap into the vast potential of the Chinese-speaking audience? At Beyond Borders, we specialise in helping brands break into this market through tailored social media strategies. 💡 What we offer: ✅ Social media campaigns tailored to Chinese platforms ✅ Culturally relevant content creation ✅ Market insights to drive engagement and growth Ready to take your business beyond borders? 🚀 DM us or email hello@beyondborders.sg to learn how we can help! #marketexpansion #chinesemarket #socialmediastrategy #globalmarketing #digitalmarketing #socialmediamarketing #wechat #wechatmarketing #xiaohongshu #littleredbook #marketingstrategy

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Retail Media Networks (RMNs) are rapidly growing in the Digital Advertising space, but they come with their own unique set of challenges, particularly for Yield Management teams. In my latest video, I dive into the key obstacles RMNs face and break down four actionable strategies to optimize yield and unlock greater potential. If you're navigating the complexities of RMNs, this is a must-watch! https://lnkd.in/gxxCQbGe #DigitalAdvertising #RetailMedia #YieldManagement #AdTech #AdvertisingTrends

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There are two fundamental constraints to Retail Media Networks (RMNs): Audience Size: RMNs and retargeting are closely related because they both depend on a finite audience—namely, the visitors to a retailer's website. This naturally limits the growth potential for both strategies. Just like retargeting, where effectiveness is capped by the number of users already engaging with a brand, RMNs are constrained by the traffic to the retailer’s ecosystem. If fewer people visit the site, the available audience for RMN ads shrinks, which in turn can reduce revenue, assuming a constant return on ad spend (ROAS). While expanding to offline shoppers or using lookalike audiences can increase reach, performance may not be as strong. Performance (Incrementality): The second key issue is incrementality—or rather, the lack of it. Serving an ad through an RMN doesn’t necessarily result in a new, incremental sale. Many of these ads reach shoppers who likely would have purchased the product anyway. This mirrors the problem with retargeting: when ads primarily reach people who are already inclined to buy, the impact of the ad spend diminishes. Advertisers are becoming more aware that increasing their RMN budget doesn’t always translate into a corresponding rise in sales. In the early days of RMNs, or even before they were called RMNs I had the honor of working with HookLogic, Inc. (Acquired by Criteo in 2016) advertisers were eager to spend more because ROAS was so high. But when budgets weren’t fully spent, the solution became offsite retargeting. Any change from an measurement standpoint on the advertiser side can cause a step up or down in spend. My general go to with any marketing technique is watch the 90s PSA video about cocaine and make sure you aren't in this doom loop. https://lnkd.in/e-mDQiVs #RetailMedia #DigitalAdvertising #MarketingStrategy

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In Decision Lab's Q4 2023 research into the Vietnamese Connected Consumer, a fascinating shift was discovered: the popularity of key e-commerce platforms like Lazada or Shopee is waning, while social media channels such as TikTok and Facebook are gaining momentum, particularly among the younger demographic. This evolving consumer behaviour underscores the importance for brands to nurture strong customer connections and adapt strategies accordingly. In one of our recent client projects here at Convosphere, we worked with a major player in the Asian e-commerce sector to explore the influence of their social media marketing efforts. Our goal was to uncover the content that genuinely struck a chord with consumers in various countries and identify the most effective platforms for engaging with them. Curious to know what we found out? Click through to the case study: https://lnkd.in/gvdq3uTu hashtag #Ecommerce hashtag #SocialMediaMarketing hashtag #ConsumerBehavior hashtag #DigitalMarketing hashtag #MarketResearch hashtag #VietnameseMarket hashtag #ECommerceTrends hashtag #SocialMediaTrends hashtag #BrandStrategy hashtag #MarketingInsights hashtag #DecisionLab hashtag #AsianMarket hashtag #TikTok hashtag #Facebook hashtag #Lazada hashtag #Shopee hashtag #ConsumerInsights hashtag #B2BMarketing hashtag #OnlineShopping hashtag #BusinessStrategy hashtag #SocialListening hashtag #SocialIntelligence

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📽️ IABHK Measurement Fuel Stop 🔟 Understanding Media Quality: Brand Safety, Ad Fraud, Viewability and Attention Metrics 🛡️Navigating the complexities of media quality is essential for brands aiming to protect their reputation and optimize advertising effectiveness. Join Timmy Kwok from Omnicom Media Group Hong Kong and Junny Yiu from DoubleVerify as they explore critical aspects of brand safety, fraud awareness, and measurement solutions. Key Highlights: 📈 Viewability and Attention Metrics: Effective ad impressions must meet viewability criteria while focusing on user engagement. 🔒 Brand Safety: Protects against negative associations, significantly influencing consumer perception. 🚫 Fraud Awareness: Non-human traffic can lead to substantial financial losses in advertising. Thanks to our insightful speakers: ✨ Timmy Kwok, Head of Performance, Omnicom Media Group Hong Kong ✨ Junny Yiu, Senior Business Director, DoubleVerify 📺 Watch EP10: https://lnkd.in/gPdcKf-b 📝 Fill out our short survey to provide feedback and suggest topics: https://lnkd.in/g3KDGDVV   🔸 Explore more MFS videos on our YouTube Channel: https://lnkd.in/gjdKuxqB #IABHK #DigitalFutureTogether #MFS #MediaQuality #BrandSafety #AdFraud #MarketingInsights

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Wise and pragmatic strategy: "Chinese consumer brands look to crack the global market with Singapore as a testbed". "Chinese consumer brands are using Singapore as a strategic launchpad for global expansion, leveraging its blend of Asian and Western cultures. Companies like Pop Mart and Chagee are focusing on Singapore for market testing and as their regional base, aiming to penetrate Southeast Asia. Despite cultural and strategic challenges, Chinese brands are embracing their unique identities and adapting to different markets with tailored strategies, says Forrester analyst Xiaofeng Wang." "In August alone, Chinese tea brand Chagee opened three stores in Singapore. Pop Mart, a Beijing-based retailer of collectible toys, wrapped up its second annual toy show on the island late last month with over 50 artists. While Chinese companies have long toyed with global ambitions, their latest strategy involves a concerted effort to reach Southeast Asia via Singapore. “Singapore is a place we call it like where east meets west, right? So for Chinese companies, if they want to go overseas, I think Singapore is a nice middle ground,” said Xiaofeng Wang, principal analyst at global market research company Forrester. Pop Mart’s executives are considering establishing an international headquarters in Singapore, Jeremy Lee, Go-to-Market Director of Southeast Asia at Pop Mart International, told CNBC on the sidelines of the Pop Toy show in late August. “If there is anything they [Pop Mart’s executives] want to launch in Southeast Asia, anything they want to start looking at or whether it works, [Singapore] is a good testbed to start ... to quickly look at whether the idea works or not, and then kind of fine tune from there,” said Lee." Smart thinking, if it works here it'll work in most places becaue of our dynamic nature, sophisticated consumer base and affluent one too, if not then you have saved money by having a small test. What do you think? If you are an entrepreneur and would like to find clients overseas our Ultimate LinkedIn Marketing and Personal Branding Service can do this for you, our premium and highly recommended service details are here on this LinkedIn SmartLink: https://lnkd.in/dqWRi6EZ https://lnkd.in/d8KrpvBx

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🌍 The Central Asia & CIS region offers vast opportunities; however, to effectively engage with audiences, brands must strategically navigate each individual market's distinct characteristics and media landscapes. With great cultural diversity and unique languages, brands need to move beyond stereotypes and embrace local nuances. Discover why understanding cultural specifics and media consumption patterns, and partnering with local experts are key to successful brand strategies in these dynamic markets. Dive into our full interview to explore more insights on leveraging these markets effectively. 👉 Read the full article➡️ https://lnkd.in/dP4fCVkB #ActionCentralAsiaCIS #MeaningfulConnections #CentralAsia #CIS #MarketingTrends #CulturalUnderstanding #BrandStrategy

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I had an incredibly energizing conversation with Marco Versolato, Chief Creative Officer at WPP@Unilever/VML. Marco has 17 Cannes Lions under his belt. He and his team brought the first-ever Singapore Cannes Lions Grand Prix. we covered a broad range of topics: 1) Marco's Journey to Grand Prix Cannes 2) Creatives and businesses clash very often? 3) Is Artificial Intelligence a friend or foe? 4) How did he develop some of the award-winning campaigns? 5) What are the most creative brands? 6) Marco's reading list to become a better creative? Smruti Radheshyam Anshul Dhar Siva Yegnaraman https://lnkd.in/g_WB87y6

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👶 Have you heard? OMD Vietnam and Sanofi CHC have conceived a market-first partnership between Lactacyd Baby Wash and CoComelon producer, Moonbug Entertainment. The groundbreaking partnership and IP deal combines branded content, consumer product license, advertising on CoComelon’s media ecosystem, and points of sales. Campaign activations run across Vietnam, the Philippines, and Indonesia. Read more on Branding in Asia: https://lnkd.in/gcFFCU5Y #OneOMD #Content #ECommerce Heejoo Won Simon Barnett Uyên Nguyễn Diệp Julien Courant

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Report A new SI Partners' report reveals Asian advertising groups are under pressure to adapt or face acquisition—with Q3 2024 deal volumes up 7.2% and #AI investments hitting $17 billion despite concerns over its reliability for agencies. SI Partners Global https://lnkd.in/giSwUPmJ

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Driving the Future: Sustainability and Innovation with Seenthis At Dentsu Group, we’re shaping a new era of digital marketing—one where sustainability and cutting-edge technology work hand in hand. Our global partnership with innovators like Seenthis is central to this vision. Seenthis’ adaptive streaming technology delivers high-quality video instantly, tailored to users’ internet speed, at display CPM prices. By adopting this next-gen tech, we can create seamless ad experiences that engage users while maximizing efficiency and results. Adding carbon offset value to the mix takes this to the next level, helping brands enhance both marketing impact and corporate value through sustainability. The future of digital marketing demands more than traditional approaches. It’s about embracing innovation and taking bold steps to stay ahead. Together, we’re setting the pace for what’s next—delivering value, driving progress, and creating a sustainable digital future. Special thanks to Tom Jones-Barlow and the SeenThis team for being incredible partners in this journey!

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CAMPAIGN REPORTS: Ebiquity's latest research of COMvergence barometer reveals a 11% decline in media pitches in China in 2023 compared to the previous year. Ebiquity predicts a significant rebound in 2024, forecasting a 20% to 30% increase in media pitches compared to 2023. Publicis Media Group and Zenith Media emerged as the top winners, securing new business net values of RMB 2.2 billion and RMB 1.5 billion respectively. Omnicom Media Group's Hearts & Science followed closely, achieving a new business net value of RMB 1.3 billion. Carlsberg, Junlebao, and Jaguar Land Rover topped the list of the three largest pitch with agency changes, with values reaching RMB 700 million, RMB 600 million, and RMB 600 million respectively. Looking ahead, Leela Nair Nick Waters Ilda Jamison Sanny Manduapessy Sandeep Srivastava Olga de Giovanni

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