Digital happenings this week from the AFAA, Nike, Tencent, Samsung and more

Social media should no longer merely be an extension of a ‘traditional’ advertising campaign; campaigns must be ‘social by design’ from the start, according to a report by the Asian Federation of Advertising Agencies (AFAA) and Warc.

Mobile search is driving more traffic on mobile than it is on PCs, accounting for nearly 30 per cent of mobile web traffic, according to a report from Adobe.

Carat Asia-Pacific appointed Lee Walsh as regional managing director, digital media GMIO (General Motors International Operations), effective immediately. The agency says that everything is “business as usual” following the departure of GM CMO, Joel Ewanick.

Over in China, Nike made a swift rehash of its 2008 reaction with a timely Weibo ad capitalising on the country’s collective grief within half an hour of Chinese hurdler Liu Xiang's crash in the 110-metres hurdles race at the London Olympics yesterday. Nike’s initative was described as “just in time” and “very much in tune with the sentiments of the Chinese people” by Samuel Mak, managing director of Madison Communications.

Hong Kong-listed China internet giant Tencent has called a creative pitch for its new Online Media Group, with Ogilvy, JWT and Grey among those pitching for the business, according to industry sources.

The decision to ban remakes of foreign shows by SARFT, China’s film and TV censorship board, was described by industry experts as a decision made by “old-school minds”.

Publicis Groupe acquired performance marketing agency Resultrix, a  Seattle-headquartered agency with offices in Mumbai, New Delhi, Singapore and Dubai. Resultrix will operate as a unit within Performics, under the name ‘Resultrix, a Performics Company’.

In Vietnam, independent digital marketing agency Notch Digital has launched a social media unit in a bid to mine the “huge opportunities” for social in the market.

Samsung Asia has appointed Dell’s Damien Cummings as its regional marketing director for digital and social media. He told Campaign Asia-Pacific that he was attracted to Samsung’s extraordinary growth record, which recently saw the brand beat off competitors Apple and Sony to claim the top spot in Campaign Asia’s Top 1000 Brands study. He said in the newly created role he hoped to help Samsung become a leader in digital marketing and social media across Asia.

Matias Palm-Jensen, European chief innovation officer of McCann Erickson, will be leading the judging process for this year's Digital Media Awards as jury president.