BRANDTHINK Malaysia’s Post

Hong Kong’s #creative sector has transformed with the arrival of the #GenZ talent. Their awareness of contemporary trends has driven innovation and fostered creativity, reshaping the industry with fresh perspectives. In fact, this generation is receptive to brand stories as they demonstrate value and authenticity, but they also see there's a lack of engagement between youngsters and brands today, according to an Edelman Hong Kong report. The Gen Zs consider themselves “very loyal” to technologies (23%), consumer electronics (22%), and food and beverage (21%). However, when it comes to creative work for #ClientBriefs, they may face challenges such as unclear objectives and an unfocused target audience, which can create significant pressure for these young professionals. As such, #JeremyLam (pictured), senior account executive, Hardchi Creative, shares his insights on managing these complex client briefs. He discusses strategies for persuading clients to create briefs that enable the team to focus and effectively develop a clear direction, rather than being pulled in multiple directions. #GenZspeaks

👊👊 Thank you LBBonline - Little Black Book for the feature and giving me a platform to share my thoughts on creativity. #thoughtleadership TBWA\Group Singapore 🇸🇬 🏴☠️ TLDR Creativity: Being a creative is a lifestyle. Stay inspired, be a sponge and embrace all kinds of fandom. Collaboration: The Creative Lead protects the idea and steers the ship but having good partners will ensure the core of the idea is executed to the best of its potential. Making everybody feel like they are part of the journey helps build ownership. Young Creatives: With any career, it’s a marathon and not a sprint. Don’t expect overnight success. Luck is when preparation meets an opportunity.

I RECENTLY REDISCOVERED THIS MANIFESTO. It comes from the first international ad agency job I had. In 1999, I moved to Singapore to work for what was considered the hottest creative agency in the Asia region at the time - Batey Ads. It was founded and led by the charismatic but firm Ian Batey. His successes included the creation of iconic campaigns for Singapore Airlines, which for a long time was the #1 airline in the world. He started his agency at the same time the airline started and they grew together. It was a challenging agency to work at, the bar was set high when it came to the thinking and the work. No excuses were accepted. I produced some ads that to this day are still some of my favourites. Ian wrote an agency manifesto that, by today’s standards, may not pass the HR filter, but there are still some points in there that would benefit agencies today. Here it is in its entirety. Our Staff ·  We believe in sharing our financial rewards solely with the most deserving, our staff. ·  We believe in open-door management, delegating responsibility and making everyone responsible for their actions. ·  We believe every single person on staff, from office boy upwards, should think creatively, eat creatively and sleep creatively. ·  We believe that hard work makes Jack a bright lad. Our Craft ·  We believe in advertising that tickles the toes as well as the head. ·  We believe in creating ideas that endure rather than one-off ads that win awards. ·  We believe in never sacrificing the art for the profit. ·  We believe raw concept testing of advertising ideas was invented by a frustrated Tasmanian transvestite. ·  We believe that the most important rule to follow in developing an idea is not to have any rules. Our Business Attitude ·  We believe the best clients are the ones we have; it’s more important to develop existing business than to continuously chase new business. ·  We believe we must seek to know as much about our client’s business as the clients know themselves. ·  We believe there’s no such thing as a bad client, just bad judgment or salesmanship on our part. ·  We believe that the most effective way to build a strong client relationship is when the clients see us not only as an advertising/marketing partner but also as a business partner. ·  We believe forward planning is next to godliness. ·  We believe in treating the bottom line like grandma: with reverence. Our Personality ·  We believe we’re lucky to be in such an exciting industry and it shows in the energy and passion we apply to every task. ·  We are more like barrow boys than suave admen. ·  We believe in being fair to the point of being irreverent; cheerful, always cheerful – to a point. ·  We believe that a little madness helps keep us sane. As I said, some parts would not pass the HR litmus test today. But there are other parts that are worthy reminders of what could or should be done. #advertising #bateyads #creativeadvertising

I had a great convo with Justin Ong (as always) and Tim Till - both from Ogilvy - over lunch yesterday. One interesting topic that we discussed was “High Traffic vs Quality Traffic”. It’s always controversial on whether we should execute campaigns based on high traffic or quality traffic sites. Some say high traffic will generate more eyeballs and people will notice you. But what is the ultimate end goal here? Just brand awareness? Sales? Be honest… 😏 Photo taken from Ogilvy Singapore office before the lunch meet. I love their mantra - #Do ———————————————————————— 𝘐 𝘢𝘮 𝘸𝘰𝘳𝘬𝘪𝘯𝘨 𝘰𝘯 𝘵𝘩𝘪𝘴 𝘢𝘳𝘵𝘪𝘤𝘭𝘦 𝘤𝘢𝘭𝘭𝘦𝘥 “𝘏𝘪𝘨𝘩 𝘛𝘳𝘢𝘧𝘧𝘪𝘤 𝘷𝘴 𝘘𝘶𝘢𝘭𝘪𝘵𝘺 𝘛𝘳𝘢𝘧𝘧𝘪𝘤 𝘧𝘰𝘳 𝘈𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘦𝘳𝘴” 𝘸𝘪𝘵𝘩 𝘴𝘰𝘮𝘦 𝘶𝘴𝘦 𝘤𝘢𝘴𝘦𝘴, 𝘢𝘯𝘥 𝘸𝘪𝘭𝘭 𝘱𝘶𝘣𝘭𝘪𝘴𝘩 𝘪𝘵 𝘩𝘦𝘳𝘦 𝘪𝘯 𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯. 𝘍𝘰𝘭𝘭𝘰𝘸 𝘮𝘦 𝘵𝘰 𝘬𝘯𝘰𝘸 𝘸𝘩𝘦𝘯 𝘪𝘵 𝘪𝘴 𝘳𝘦𝘭𝘦𝘢𝘴𝘦𝘥. #KeepMoving #Do #MarTech #SpotLUMOS

Unlock the secrets to building a resilient brand! Start by understanding the Brand DNA and the core elements that shape it. Don't miss the opportunity to create an impactful and successful brand! Click below for the full article: English https://lnkd.in/gXen9Sct Vietnamese https://lnkd.in/ge7et6rE #MapInsight #ResearchSharing #BrandDNA #BrandStrategy #MarketResearch

McCann Worldgroup China has appointed Wu Jacqueline as its president of operations and the CEO of #Craft China, McCann Worldgroup’s production studio, effective immediately. “China is one of our most important markets as it demands high-quality localisation, which requires tailoring not only the language but also cultural values, aesthetics and deep understanding of their unique digital ecosystem. This can only be achieved through strong local expertise in creative production”, said Melissa Chan, regional managing director of Craft Asia Pacific. #appointment

It is no secret that #competition exists in the media, #PR and creative industries. Agencies battle it out in boardrooms during the pitching process, some leaving victorious while others left to lick their wounds and move forward onto the next challenge. But can competition be healthy? According to Andrew Lee, CEO of 4As Malaysia, healthy competition can be a powerful driver of innovation and creativity. This is especially when #agencies become motivated to outdo each other, push boundaries and come up with creative solutions to brand problems. #healthycompetition

The Secret Little Agency’s remit for Klook includes the development of a global brand strategy for marketing and communications, conceptualisation of global brand platforms and campaigns, as well as mapping opportunities for future experience pillars. Marcus Yong, vice president of global marketing at Klook, said, “Choosing the right partner to support our next stage of growth was crucial. The Secret Little Agency demonstrated a clear understanding of our goals and brought fresh ideas to the table." Meanwhile, Eunice Tan, group CEO at The Secret Little Agency, said, “Klook has transformed the way we travel and enjoy experiences over the past decade. We are excited to embark on this journey and to work together to co-create a revolutionary brand as they enter their next chapter of innovation.” #brandstrategy #creativepartner #advertising ------ -[Conferences] Our "What's NEXT" series is in full swing for 2024 and 2025, and will be held in Indonesia, Malaysia, Philippines, and Singapore to lead the discussion on the future of the marketing industry in the region. Check out our events lineup HERE: https://bit.ly/3AOYWKA -[Webinar] Join us for an insightful event where industry experts delve into the transformative power of conversational marketing to forge deeper, more personalised relationships. Register your interest for this webinar happening on October 3 HERE: https://bit.ly/4dI06WE -[Workshop] Exclusive for brand marketers in Singapore. Embark on a journey to harness the full potential of WhatsApp for Business from discovery to re-engagement, upselling, and beyond. Ready to level up Your WhatsApp marketing game? Register for this workshop HERE: https://bit.ly/3XcOZxU

During this semester break, I learned a lot from social media about personal branding, brand branding and marketing strategy. In the end, I was addicted to it and I decided to always write down the knowledge I got 🥹 so, I'll share a little bit of what I got. Branding itu adalah perception Personal Branding? is the calling of ‘the way people think about us’. Basically, effective personal branding can open up opportunities, build trust, and increase the credibility of an individual or business (Authority). on my opinion definitions of success and accomplishment are varied diverse and abstract, so in media digital platforms experiment it’s important. Don't be satisfied or give up if the algorithms don't improve. Explore the practical side of how you can start building a brand that reflects your unique identity and business values, and they also discuss the importance of consistency in maintaining that brand. Branding is about telling a story that nobody else is; instilling your name with meaning. This is what I got from what I learned through social media. #PersonalBranding #Branding #SocialMedia

"Cultural Nuances in Global Marketing Campaigns" In today’s interconnected world, global marketing campaigns have become the norm. However, the success of these campaigns hinges significantly on understanding and respecting cultural nuances. The ability to tailor messages that resonate with diverse audiences is what sets effective global brands apart from the rest. I collaborated with international peers during one of our core modules 'Global Branding'. We analyzed case studies where brands either thrived or faltered based on their cultural awareness. One key takeaway was the undeniable importance of cultural intelligence in crafting successful marketing strategies. We analyzed numerous case studies, learning how brands either thrived or faltered based on their cultural awareness. A fascinating example of a brand that excels in cultural sensitivity is Coca-Cola. While Coca-Cola is globally recognized, a lesser-known fact is their release of special Mt. Fuji bottles in Japan. This limited-edition design featured the iconic Mt. Fuji, a symbol of national pride and cultural significance in Japan. By incorporating such a prominent cultural symbol, Coca-Cola effectively connected with Japanese consumers on a deeper, emotional level, celebrating local heritage and boosting brand affinity. This thoughtful approach not only enhanced brand visibility but also demonstrated Coca-Cola’s respect and understanding of Japanese culture. These examples illustrate that cultural nuances are not just about language translation or festive calendars. It’s about understanding the underlying values, beliefs, and behaviors that drive consumer choices. Whether it’s product design, packaging, or marketing messages, every detail matters. As prospective marketers, it is our responsibility to bridge cultural gaps and foster genuine connections. By investing time and resources into cultural research and sensitivity, we can create campaigns that are not only inclusive but also truly impactful. #GlobalMarketing #CulturalNuances #MarketingStrategies #Branding #CustomerEngagement #Marketing