Yong Ping Loo’s Post

Insanity or desperation? "141 agencies have responded to the Ministry of Communications and Information's (MCI) whole of government creative pitch." Many of these are far from being small players. They include Accenture Singapore, BLKJ Havas, Cheil Singapore, DDB Worldwide, Dentsu Solutions, Edelman, Fisherman Integrated, Grey Group, IPG Mediabrands, Ruder Finn Asia , TBWA Singapore, and Ogilvy... And the potential prize? To end up on "a panel of an estimated 80 contractors for the whole of government in Singapore." So after all that, there is still no guarantee of getting any projects to recoup your investment in the pitch and maybe make some money. Can somebody please explain how this makes sense for the participating agencies? https://lnkd.in/gpHCQQji

As international marketers, we know the value of a strong, global brand truth. But how practical is it when each market is unique? We've seen the fallout from campaigns that were copied from one market to another, only to fall flat, or worse, offend. Mistakes that lead to significant damage for the brand. So, how to ensure local success for our international campaigns? Here's a few rules we stick to at Freedman International. 1. Preparation is key: Do your homework. Consult local market teams as early as possible. 2. Creativity must respect culture: Understand the cultural context of your audience to ensure the message lands. 3. Choose words and visuals wisely: Invest in quality translation and be aware of cultural sensitivities around images and symbols. 4. Handle broadcast clearance carefully: Take account of local regulations early to avoid delays and missed local media deadlines. Any other tips you'd add for successful international campaigns?

Just recently a respected senior Hong Kong creative leader said something to me at a reception that nearly caused me to choke on my shandy. She said “Ideas don’t matter anymore” That’s a pretty sweeping statement and had me mulling this over for a few days, at the end of which I concluded “Nonsense.” In advertising, in driving brands, I think ideas are as important today as ever. Whenever we see people sharing good work in social media (the irony) it’s nearly always something founded on a great idea, not an execution. Ideas are what get our attention (not pop-ups FFS). They entertain us, intrigue us, make us want to know more. We all love great ideas. The problem today is not that they don’t matter, it’s just that in this world of technology-driven and data-reliant mass marketing, a whole generation has grown up not knowing what ideas are, or how to have them. Most advertising these days tries to get attention through execution alone. But great work does get done and does stand out. So with my AdCademy presentation and workshop on ‘What’s the big idea?’ I set out to try and get to the bottom of all this. Where ideas come from (some great direct and surprising examples), how they lead to great campaigns, how to evaluate ideas at concept stage beyond just personal taste. It does get a bit Carl Jung in places, but it’s an entertaining journey. Here’s the link to the site if you want to know more: www.kcadacad.com

We are 24. For 24 years, we’ve stayed rooted in who we are—fiercely independent, proudly Malaysian, and passionately committed to creating work that matters. This journey has taught us to redefine success, embrace growth, and stay grounded in what matters most: our purpose, our people, and the clients who trust us to bring their visions to life. We’ve had a lot to celebrate, from the milestones to the challenges that have sharpened our edge. But this isn’t about staying in the past. It’s about the promise of what’s next. Our journey has been defined by resilience, innovation, and the incredible people who have joined us along the way: our team, our trusted partners, and the clients who inspire us to do amazing work every day. Thank you for being part of our story. Here’s to year 25 – and the many chapters yet to be written. #BRANDTHINK24 #WeAreStorytellers #brandthink #brandthinkmy #brandthinkmalaysia #LifeAtBrandthink #InsideBrandthink #communications #pragency #socialagency #publicrelations #socialmediaagency #socialmedia #digitalmarketing #design #marketing #influencermarketing #agency in #kualalumpur #Malaysia #branding #pr #brand #branding #contentmarketing #digitalpr [www.brandthink.com]

This is WPP picking up Creative Company of the Year at Cannes Lions International Festival of Creativity last week. In this weird and wonderful world of ours, this is the biggest prize of them all at the biggest show of them all. Now look at the guy holding up the trophy. He's surrounded by some GREAT people - some of the very best ever to do what we do. I'll pick out Rob Reilly, Liz Taylor, Devika Bulchandani, I bet the legendary Pandeys are up there, and Debbi Vandeven, and leaders from across all the group's agencies. Mark Read of course. They're obviously very happy. They're also saying thank you to the guy with the trophy. That's the orchestrator, connector, assessor, right-hand, left-hand and all-round creative excellence mastermind who played a role no-one outside the group will see. WPP won 160 Lions last week. That needs an extraordinary volume of great work of course. But that's not enough. It can't happen without the kind of intelligence, planning and diligence that Eric brings to that team. He and his team have done it before. They'll do it again. And while he might not be as 'visible' as a Rob or a Nils or an Anselmo or a Piyush or a Rob'n'Lol or a Colleen or a Jeff or a Dave or a Liz or a Margaret or a Cindy - everyone on that stage knows it wouldn't have happened without him. I love the visibility of this industry, and our collective ability to make change happen. I love many of those leading the charge at the front. I also love that there can be less visible heroes too: the quiet influence and the soft power. Eric Monnet - chapeau mon ami.

In a region as dynamic and diverse as APAC, understanding cultural nuances and consumer preferences is key to creating impactful video campaigns. In this video, our APAC Managing Director, Lexi Hayes, shares her insights on navigating the latest trends and creating video content that resonates across APAC.

This is such an amazing breakdown where you can learn more about the differences between Western cultures and Asian cultures in marketing and see exact examples to understand easily. It was not only good to understand how people who live abroad see Korean marketing itself, but the comparison among countries was so amazing. The 7 key parts that you can check here in the article: 1. Celebrities In The Spotlight 2. Narrator Models Grab Your Attention 3. Sexy Still Sells – For Just About Anything 4. Bodily Functions? No problem 5. Supernational Office Chairs and a Clever Pun 6. Mockery Makes Its Mark 7. Confusing Destination Branding As a Korean marketing specialist myself, I also take full responsibility for tackling some issues in our advertising – sexism is still a part of our advertising, as well as poor localization from Korean to English. For more information, please check out the article below! You can even watch fun advertising examples to understand it at a deeper level. https://lnkd.in/gn9bHiug #KoreanMarketing #Korea HY MARKETING

As the marketing landscape continues to be more complicated, how can brands stand out amidst the chaos? Join us on June 11 to find out more.

Which brands makes you think of a specific city or country and vice versa? 🍫💄🚗🌎 Recently attended a seminar about branding and connecting it with geographical origin. There’s so much “free storytelling” that comes with that territory. It’s important to really have put thought into the why’s, the pros and cons before going down that path though. Ask yourself questions like: 📍 Does it make sense for the brand and does it feel genuine to connect it with a specific place? 📍 Are you contributing to the city/country or are you just coasting on the reputation? 📍 Are you ready to face challenges and bad pr connected with the city/country? 📍 Reminder: Reevaluate the geographical ties regularly as the brand grows Picture is from my first trip back to South Korea 🇰🇷 #branding #storytelling

Speak the Language of Culture! Did you know James Joyce’s "Finnegans Wake" became a bestseller in #China thanks to #transcreation? Imagine what that kind of #cultural connection can do for your brand! In our latest blog, we explore Transcreation in #Advertising: Asian Brands That Speak the #Language of Culture. Learn how huge brands like Coca-Cola, KFC, and Nike are mastering cultural adaptation to resonate with diverse audiences. Ready to make your brand’s messaging global? Dive into the power of transcreation and start connecting authentically. Read more: https://lnkd.in/encFj24q