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Sponsored: How a young German dancer convinced Asian mums that ‘Dirt Is Good’

eYekaThis content is brought to you by our partners eYeka

Across Asia, mums don’t like their children to come home with stained clothes. Yet exploring one’s environment and getting dirty in the process is an essential part of growing up. Unilever was looking for powerful, creative yet simple stories to explain to mums across Asia that dirt can be good for a child’s development.

We asked the eYeka community to come up with unconventional and surprising stories that show how mums can be brave and resourceful enough to creatively teach their children an important lesson, through dirt and stains. In just five weeks, we received 88 entries. Read More »

“Now is the time for marketers to take on the bigger issues”

marketing wordcloudThe ongoing confidence highlighted in today’s IPA Bellwether report is great news.

And today, media, especially digital, is relatively inexpensive. Which has a number of implications for marketers. First, marketers have many tools at their disposal as, on the face of it, marketing has never been so affordable. However, low barriers to entry for a mass media approach make for a crowded market. Which means gaining cut-through is increasingly challenging.

Brands continue to worry about channel proliferation, big data, social media and the associated complexity. However, with greater confidence, brands can afford to explore their options a little more. Read More »

Why Messenger’s new role is so important for Facebook

Facebook messengerSuddenly, Facebook’s decision to strip the messaging functionality out of its main mobile app and encourage people to use its dedicated Messenger service is beginning to make a lot more sense.

At the time, we thought it was designed to protect the Facebook brand within a rapidly evolving social networking landscape; as conversations shift away from the major networks towards mobile chat apps, the danger for Facebook was that it could become increasingly sidelined, especially with WhatsApp destined to remain a standalone product. Read More »

How to derive actionable insight from social data

Mobile dataHow can brands tap into social data to create a significant competitive advantage? Knowing what is being said about your brand on social channels is a great start, but if brands fail to move beyond data capture they will soon find themselves exposed.

Data sources are not created equal, so the real skill lays in the identification of the right data sources (social or otherwise), and their interpretation to derive actionable insights. Here are six tips to help brands do just that: Read More »

Technology is making us rude – so how should brands respond?

Reading newspapers on SubwayI have a horrible confession to make. I broke up with my ex-boyfriend because he complained that I used my phone too much. In the middle of conversations, while we were waiting to be served in a restaurant and as soon as I woke up in the morning. So strong was my attachment to this small, yet infinitely connected 5-inch device, that in the choice between him and it, well… I chose ‘it’. But I think that says more about society than it does about me.

Read More »

VR is the new drug – why brands should respond to the desire for immersive experiences

Oculus RiftIf you’ve ever dodged a roaring Tyrannosaurus Rex or peered down from the top of a 1920s skyscraper, chances are you’re part of a rarified group with access to an Oculus Rift headset.

Augmented and virtual reality are opening the door to wild, eye-opening, fantastical experiences that until now have only been accessible through dreams or drugs. As leading VR expert and Stanford University professor Jeremy Bailenson has said: “Anything is possible in a virtual world… You can be 30 feet tall, you can be a different species.” Read More »

The rise of Under Armour into a Super Brand

Johan-Hegg-Under-ArmourDid you know that Under Armour is now the number two sports apparel brand in America overtaking Adidas? This is despite the World Cup where Adidas is an official sponsor.

It is now only behind Nike, but with 22 successive quarterly profit increases surely it’s a matter of time before it overtakes Nike too. Americans love an underdog and that’s where Under Armour began and is positioned against the much more conservative and corporate Nike, Adidas and Puma.

Read More »

How did Israel become an ad tech giant?

Tel Aviv by Gabriel:FlickrSometimes, good things come in small packages. With only eight million residents, Israel’s entire population is roughly the same as London and a tenth of Germany. Yet, despite its size, Israel has already established itself as a leader in ad tech and is often credited with having the second Silicon Valley. Owing to a combination of geography, culture, and innovative minds, this nation has been able to pull well above its weight in the global tech scene. Read More »

What U2 and Thom Yorke can teach us about online content

U2 Apple launchThe last month has seen two of the world’s biggest music artists – U2 and Thom Yorke (of Radiohead fame) – release albums exclusively through digital channels, but with vastly different distribution methods.

U2 were widely criticised for ‘forced gifting’ their album into the iTunes libraries of 800m unsuspecting users. Thom Yorke was applauded for continuing to find new ways of selling his/Radiohead’s music online.

We can learn a great deal about how to best create and distribute online content from the music industry. The stark contrast between these two releases provides a great list of dos and don’ts for brands and agencies. Read More »

How Coca-Cola’s ‘Share a Coke’ campaign succeeded by putting the audience first

cokeCoca-Cola’s ‘Share a Coke’ campaign has been credited for increasing the company’s US soft drink sales for the first time in a decade and the campaign’s success is further demonstration of why they are such a strong marketing business - creating a talking point every time you visit the fridge by providing a moment of joy when you drink a bottle with your name in it.

But arguably the biggest strength of the campaign was Coca-Cola’s commitment to the idea by re-visiting it. Consistency is a much under-valued virtue in the digital age, when too often “new” is the primary goal. But by understanding the power of consistency and investing in an idea that’s resonated with their audience, Coca-Cola is developing an asset that’s becoming one of its marketing institutions alongside annual advertising staples such as their Christmas ad. Read More »