Marketing
Campaign Asia-Pacific
Jan 4, 2016

BNP Paribas' Michelle Toy talks diversity and localisation

Michelle Toy, Asia-Pacific head of marketing and communications at BNP Paribas Securities Services, explains the importance of staff diversity and localising marketing content for individual markets.

Toy spoke with Campaign Asia-Pacific at the Financial Services Marketing forum in Hong Kong.

This video was produced in collaboration with Fundamental Media.
 
Filmed and edited by Edwin Lee, Fallout Media HK
Source:
Campaign Asia

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

WPP Media: How did one of the world’s biggest comms companies mess up the messaging?

1 WPP Media: How did one of the world’s biggest comms companies mess up the messaging?

GroupM restructures across Asia, Indonesia leadership impacted

2 GroupM restructures across Asia, Indonesia leadership impacted

GroupM to merge agency brands into single P&L

3 GroupM to merge agency brands into single P&L

Jaguar Land Rover launches global creative agency review in wake of Jaguar rebrand

4 Jaguar Land Rover launches global creative agency review in wake of Jaguar rebrand

Creative agency shake-up at WPP: Grey to move into Ogilvy Group

5 Creative agency shake-up at WPP: Grey to move into Ogilvy Group

Labubu, the art toy craze and why grown-ups can’t get enough

6 Labubu, the art toy craze and why grown-ups can’t get enough

How Trust Bank went from zero to a million customers in less than three years

7 How Trust Bank went from zero to a million customers in less than three years

Lululemon hands media account to GroupM in key Asian markets

8 Lululemon hands media account to GroupM in key Asian markets

WPP set to drop GroupM brand in media shake-up

9 WPP set to drop GroupM brand in media shake-up

Six agencies pitch for Emirates' $126 million global media account

10 Six agencies pitch for Emirates' $126 million global media account

Related Articles

AXA's Mabel Leung: Multi-market campaigns require cultural sensitivity
Jan 4, 2016
Campaign Asia-Pacific

AXA's Mabel Leung: Multi-market campaigns require ...

Lars Hamberg: Digital entrants a tremendous threat to financial old guard
Jan 4, 2016
Campaign Asia-Pacific

Lars Hamberg: Digital entrants a tremendous threat ...

FSM highlights: Top financial marketers gather in Hong Kong
Dec 23, 2015
Campaign Asia-Pacific

FSM highlights: Top financial marketers gather in ...

Nearly half of marketers eyeing budget cuts: Totem China marketing and media trends 2025
Dec 18, 2024
Minnie Wang

Nearly half of marketers eyeing budget cuts: Totem ...

Just Published

Apple leads as US dominates Kantar's Top 100 Global Brands
1 day ago
Staff Reporters

Apple leads as US dominates Kantar's Top 100 Global ...

As US brands dominate the top 10 in Kantar's BrandZ 2025 ranking, Chinese companies and APAC players like Airtel are rapidly gaining ground, signalling a shifting balance in global brand power.

Microsoft to retire Xandr DSP in favour of an AI-powered future
1 day ago
Joseph Arthur

Microsoft to retire Xandr DSP in favour of an ...

After acquiring the DSP from AT&T in 2021, Microsoft’s priorities began to shift more to the sell side, with AI at the forefront.

Arthur Sadoun calls for ‘different approach’ at Cannes amid economic challenges
The Information
1 day ago
Gideon Spanier

Arthur Sadoun calls for ‘different approach’ at ...

Publicis CEO says Lions festival should not just be about 'AI theory' or 'celebrating creativity for its own sake', given the toughest conditions since the pandemic.

From Hiroshima to Hangzhou: How Jagabee and Frugra drive Calbee's growth strategy
2 days ago
Minnie Wang

From Hiroshima to Hangzhou: How Jagabee and Frugra ...

The Tokyo-headquartered maker of the hugely popular potato fries, Calbee, is tapping into anime fandom and IP collaborations to boost sales and brand affinity in China. Read our interview with CMO Hiroyuki Miyakura.