Getting the brand experience

Getting the brand experience

Chung Su Ko, Creative Director, Brand Experience Group of Cheil Worldwide (Seoul), reveals the different countries and cultures to which he was exposed when growing up. He recalls his early career working in architecture and interior design, trying to find his niche. At AdFest 2015, he shared his thoughts on reframing the brand experience and gave examples of his work with Samsung. He speaks here enthusiastically about the Internet of Things and how it will become more important in the coming years.

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The digital journey

The digital journey

Nick Law, Global Chief Creative Officer of R/GA, speaks to Allein Moore on his path which led from design to advertising to interactive. He emphasises the importance of design skills even in the digital field. In his presentation at AdFest 2015, Law suggested ways to think creatively and tell brand stories. He feels the legacy agencies have not realised the potential of the abundant media.

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AdFest celebrates a bad year

AdFest celebrates a bad year

Each year the organisers of the Asia Pacific Advertising Festival (AdFest) dream up a new theme. This year it was ‘BE BAD’. The speakers did their best to follow the theme, but we doubt…

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Immortality

Immortality

The AdFest 2015 closed this year with the announcement that Neil French had been awarded the Lifetime Achievement Award. It was a well-deserved recognition of an advertising man who was not only one of the best English language copywriters to work in Asia but added a spark to the advertising industry in Singapore…

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Flying high and losing its way

Flying high and losing its way

Two brands had to face extraordinary circumstances in the week after Christmas. One responded valiantly while the other lost its way. Sony appears to have lost direction. This Japanese company was once the Apple of the 70s with its innovative…

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The Art of Bore

The Art of Bore

At this time of the year, there is a tendency people (and especially silver-haired folks of my age) to hark back to bygone eras. Indeed, a few years back, business gurus were urging us to study Sun Tzu and his book ‘The Art of War’. Military men were expected to know the strategies of Napoleon. But the world is changing so fast that to study advertising and marketing strategies of even a decade ago will provide…

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Inspiring

Inspiring

I was invited to speak recently at Commwards 2014 in Dhaka. It was my second visit to Bangladesh. This time I was invited by Southeast University as well as Bangladesh Brand Forum who organised the event. The University has introduced a course on Branding for…

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Native Advertising Summit 2014. The view is clear

Native Advertising Summit 2014. The view is clear

Native Advertising is the new buzz in town. And it is hardly surprising that we have just witnessed in Singapore the inaugural Native Advertising Summit organised by Asher Russell. This two-day event attracted…

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The natives are restless

The natives are restless

The latest buzz in the advertising and publishing industries is the term ‘native advertising’. The term seems to have arisen from the old colonial past, when any expatriate who adopted the habits of the locals, was considered by his more conservative colleagues as having gone ‘native’. Should he go further and take a local lady as his wife, he was soon dropped from ‘polite’ society and probably lost…

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Marketing Automation is Not Marketing Strategy

Marketing Automation is Not Marketing Strategy

Too often, these days, I am hearing B2B marketers mouth claims like ”We got this new [fill in the brand] automation tool, so now we can reduce headcount.” Or, “Once this automation system is installed, it will take our marketing to the next level.” This worries me. Marketers sometimes see automation as…. (Contributed by Ruth P. Stevens)

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