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Marketing Strategy

China outlook: Great expectations | Analysis

Editor’s note: We’ll be featuring 2017 Outlook content from the latest issue of Campaign all this week. Subscribers can see it all now in the emagazine. The whirlwind of events that blew over all of us in 2016 will undoubtedly leave everyone wondering what the year to come will bring. From the passing of the musical icon that was David Bowie to the brutish campaign to get elected to the highest office in the US, the coming year will affect us in [...]

Rocked by scandals, Japan must change | Analysis

Editor’s note: We’ll be featuring 2017 Outlook content from the latest issue of Campaign all this week. Subscribers can see it all now in the emagazine. The dust had barely settled from the revelation that Japan’s largest agency, Dentsu, had been overcharging Toyota for its online advertising, when yet another controversy emerged to call the nation’s online marketing practices into question.  In early December, mobile internet company DeNA shut down nine of its 10 content curation sites following criticism over poor and inaccurate [...]

How Hatchimals became this year’s toy craze | Analysis

Hatchimals are this season’s must-have toy, and the comms team behind it says its success all comes down to its mysterious launch. Zeno Group has been PR AOR for Spin Master, the company behind Hatchimals, for two years.  The first phase of promoting Hatchimals—a toy bird that hatches from a shell—began at toy fairs in New York, London and Nuremberg early in the year. But the brand decided to go about the launch in an unorthodox way. “When toys launch [...]

Let’s stay human in 2017 | Analysis

What the US election certainly proved was that even when we have the most sophisticated algorithms analyzing genuinely robust data points – that it comes down to whether you are putting the right question, to the right person. Now more than ever, we need to get out of the echo chamber of ‘what we know’ being constantly played back to us. When we consider this in relation to our modern marketing world, I ask myself – is anyone really [...]

New China live streaming regulations could benefit brands | Advertising

CHINA – China’s long arm of censorship now reaches live streaming, a wildly popular phenomenon that has brands such as Xiaomi, Mondelez and Durex jumping on bandwagon to broadcast product-related videos to consumers in real time. Earlier this month, Chinese authorities ordered the shutdown of thousands of live stream accounts which purportedly host “inappropriate content”. Starting next year, online live performance operators must apply for permits and performers are required to register their real identities. Speaking to Campaign Asia-Pacific, Amber [...]

Campaign China’s top brand missteps from 2016 | Advertising

See all our 2016 year-in-review features across Asia-Pacific: Brand crises; major appointments and departures; big launches; the best, worst and strangest ads; and more. Racist Qiaobi laundry detergent ad Eyebrows were raised to the ceiling for this laundry detergent ad that shows a black man being turned into a Caucasian after swallowing a detergent capsule and spending some time in the washing machine. Qiaobi’s apology  did not help to stifle the global condemnation when the company suggested that internet users and the media [...]

Facebook and Twitter desperately need to change in 2017

This is why Facebook and Twitter desperately need to change in 2017

As we are nearing the end of 2016, social networks are bigger than ever. Billions of people in the world are connected through only a small amount of platforms — the biggest being Facebook, Twitter and Instagram, the last of which announced it passed 600 million monthly active users last week. Statistically, most of them are doing fine — but in a lot of other ways, it is been a horrible year for social networks. Facebook is under scrutiny for [...]

Wynn Las Vegas to put Echos in Every Room

The Wynn Las Vegas hotel has unveiled plans to equip all its 4,748 rooms with an Amazon Echo. The roll-out will start this month with Echos installed in suites at the hotel. It will be in all guest rooms by summer 2017. Guests will be able to control a variety of room features with a series of voice commands via the device. Initially, this will include lights, room temperature, drapery and the television. As the project evolves, future features [...]

M&C Saatchi Abel Introduces Charity ‘Stamps for Good’

M&C Saatchi Abel has created a new initiative to allow people to include a virtual stamp, in every email they send, that is linked to a specific charity. In collaboration with RocketSeed, Stamps for Good is made up of 10 stamps linked to 10 different charities. To get involved, subscribers must visit the Stamps for Good website, pick a cause, pay for the stamp – that will be embedded in the emails – and all the proceeds then go [...]