The festive football season will throw up enough challenges for brands in terms of media planning and creative, but the white elephant in the room that has many marketing executives cautious is where the event is being held – Qatar.
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A new mindset is reshaping the Chinese consumer—64% now prioritise emotional fulfilment over material goods. Live entertainment, wellness and self-improvement are taking precedence over luxury shopping. For brands, selling happiness now matters more than selling products.
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To commemorate HSBC’s 160th birthday, Shum talks with Campaign about marketing efforts to mark the occasion, how the brand maintains relevancy, and utilising the fabric of Hong Kong in its marketing.
Dentsu, Orange Line, Sparro, and more, in our weekly collection of people moves and account news.
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The advertising industry's obsession with youth risks sidelining seasoned professionals, leading to a loss of intellectual capital crucial for long-term success, argues IPG Mediabrand's Geoff Clarke.
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