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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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