Tag: Marketing
K-Wave has long been a global phenomenon, from chart-topping K-Pop hits to binge-worthy K-Dramas and fashion trends flooding social feeds. But in Indonesia, the influence of Korean culture goes beyond fandom. For the country’s Gen Z and young Millennials (Gen MZ), K-Wave has been remixed, personalised,...
Hong Kong – Lee Kum Kee has relaunched its premium oyster sauce with a campaign aimed at reintroducing its relevance to younger home cooks while highlighting the brand’s century-long heritage of craftsmanship. While Lee Kum Kee has long been a household name for home-cook sauces across many markets,...
Manila, Philippines – Lending company Skyro and creative agency GIGIL are turning heads again with a new billboard stunt, literally “wringing out” tarpaulins to nudge Filipinos toward appliance loans. Skyro provides flexible loans, targeting heads of households looking to purchase home appliances. For...
Singapore – Australian Pork has launched a Chinese New Year campaign in Singapore that reframes the idea of prosperity during the festive season, shifting the focus from extravagant meals to quality ingredients and trust. The campaign features chef and author Audra Morrice, who fronts a content series...
Hong Kong – Playboy has entered an agreement with United Trademark Group (UTG), a consumer brands operator in the Greater China area, to sell 50% of its business in China, Hong Kong, and Macau for US$122m. Under the agreement, Playboy will receive US$45m payable over two years for UTG’s 50% stake in...
Hanoi, Vietnam – Merck Sharp & Dohme (MSD) has partnered with Dentsu Creative Vietnam on a campaign encouraging Vietnamese consumers to prioritise preventive healthcare as part of their Tết (Lunar New Year) rituals. The campaign positions preventive healthcare, particularly HPV prevention, as a modern-day...
Singapore – Mediacorp has partnered with Mastercard to launch Singapore’s first end-to-end media measurement solution powered by anonymised and aggregated transaction insights, setting a new benchmark for how media effectiveness is assessed. The market-first collaboration gives brands clearer visibility...
Carro rolls out a regional AI-powered campaign using generative AI to spotlight its 15-minute response time and 24-hour payment process.
For years, the search strategy for clients has followed a similar operating model: Search Engine Marketing (SEM) focused on bidding, performance, and conversion by keywords; Search Engine Optimisation (SEO) targeted organic traffic and ranking; and paid media operated within its own optimisation loop....
Bangkok, Thailand – The Mall Group will stage its Chinese New Year activation under the theme Joy, Luck, Love, running from 12 to 22 February across its flagship shopping centres, including Siam Paragon, Emporium, EmQuartier, and Emsphere. The event is developed in partnership with the Tourism Authority...
