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Sparksheet Monthly

Subscribe to Sparksheet Monthly and receive our free e-newsletter on or near the first Tuesday of every month.

Sparksheet Columns

China in Motion

Going Local: The Real Winners in China’s Online Space

How can Western brands engage China’s 500 million online consumers? By drawing on local expertise, explains the China Observer’s Joel Backaler.

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Travel Touchpoints

TNS Australia’s Carolyn Childs explores how travel brands are using new platforms to connect with people around the world.

Travel Touchpoints

Beyond Boomtown: Second Tier Cities in Emerging Markets

In the last instalment of her series on the world’s emerging markets, TNS Australia’s Carolyn Childs explains why brands should look beyond Mumbai, Rio and Shanghai to the smaller cities and towns of the developing world.

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Travel Touchpoints
Emerging Markets Leap into Mobile

Emerging Markets Leap into Mobile

The world’s emerging markets are embracing mobile technology at incredible rates, but each in its own culturally nuanced way. In her latest column, TNS Australia’s Carolyn Childs advises travel brands to understand local differences before taking… more

Travel Touchpoints
Sex Still Sells in Emerging Markets

Sex Still Sells in Emerging Markets

The world’s “emerging markets” are brimming with opportunities for brands, but each comes with its own local quirks and challenges. In her latest column, TNS Australia’s Carolyn Childs explains that while sex is still a universal selling… more

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Video Branded

Alphabird’s Alex Rowland on the future of online video and branded entertainment.

Video Branded

The Rise of Performance-Based Video

If an ad plays on YouTube and nobody watches it, does it make an impression? In his latest column, Alphabird's Alex Rowland breaks down the increasingly complex online video advertising game and why it all comes down to measuring – and rewarding – performance.

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Video Branded
Branded Entertainment vs. Viral Videos

Branded Entertainment vs. Viral Videos

Every brand wants its content to go viral, but that’s like winning the lottery in the crowded online media world. Online video expert Alex Rowland explains how brands can find the sweet spot between viral video and branded entertainment – and why… more

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The Content Revolution

Spafax Content Director Arjun Basu believes content is everywhere, everything is content and that brands are on the front lines of the content revolution.

The Content Revolution

Slow Content: Lessons from the APA’s International Content Summit

Slow Food. Slow Cities. Slow Content. Invoking the late Steve Jobs, Spafax Content Director Arjun Basu argues it’s time for content creators and conference-goers to stop worrying about trends and start doing good work.

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The Content Revolution Content By Any Other Name

Content By Any Other Name

The international content community will converge in Cleveland next month for the three-day Content Marketing World event. To get the conversation started, Spafax content director Arjun Basu provokes content people to think beyond the web. more

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The Design Code

Whether in print, online, or on some other shiny screen, design is informed by the content it’s serving. Sparksheet Creative Director Charles Lim on designing and developing across platforms.

Events

Tech Circus: Five Lessons from CES 2012

Every January, media brands, gadget geeks and tech professionals flock to Las Vegas for the International Consumer Electronics Show. From interactive TV to in-car content, Sparksheet Creative Director Charles Lim takes us through the highlights and hype of CES 2012.

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Engagement Checkup

In the digital age, brands are more connected than ever before. But which ones are really connecting with customers?

Engagement Checkup

When Content Meets Community: Brands on Tumblr

Is it a social network? Is it a blogging platform? No, it’s Tumblr! In our latest Engagement Checkup, we examine how brands are tapping into Tumblr’s unique content-centered community.

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Engagement Checkup
What’s the Deal with Groupon?

What’s the Deal with Groupon?

Groupon brought the “daily deal” into the digital age. But is the brand’s golden veneer starting to fade? In our latest Engagement Checkup, we offer a thorough examination of Groupon’s complicated relationship with retailers and shoppers. more

Engagement Checkup
Cause Marketing in the Digital Age

Cause Marketing in the Digital Age

Brand meets cause. Brand markets cause. Brand and cause grow old and rich together. Simple, right? In our latest Engagement Checkup, we look at how cause marketing has become much more complicated in the age of social media. more

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The Transumer

The consumer in transit. The transient consumer. The global citizen. Whichever definition you prefer, there’s no doubt that we have unique and elusive needs when we’re on the go, and it’s up to brands to figure out how to fulfill them.

Luxury Brands

Storied: Luxury Hotels Star in Their Own Branded Films

Luxury hotel brands are using high-production-value short films to entice travellers to their storied properties, reports Natasha Mekhail. The recipe? Add supermodels; let simmer online.

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Travel Airplane Food Goes High-End

Airplane Food Goes High-End

In our latest look at unexpected brand mashups, award-winning food and travel writer Chris Johns explores how international airlines are pairing with gourmet chefs to turn inflight food into haute cuisine. more

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China in Motion

On-the-ground stories and insights into China’s emerging consumer class.

China in Motion

Going Local: The Real Winners in China’s Online Space

How can Western brands engage China’s 500 million online consumers? By drawing on local expertise, explains the China Observer’s Joel Backaler.

Keep Reading →
Feature Article Shanzhai: China’s Brand Copycats

Shanzhai: China’s Brand Copycats

China’s consumer class is on the rise, but visitors may still find themselves checking in to a “Marvelot” or shopping at a “Dolce and Banana.” In this month's feature article, columnist Kunal Sinha looks at China’s copycat problem and… more

China in Motion
Old and New Converge in Hong Kong

Old and New Converge in Hong Kong

As Sparksheet’s China columnist, Ogilvy & Mather’s Kunal Sinha gives us a first-hand look at the emerging Chinese consumer class. This month he reports on a hot summer day in Hong Kong – a city where the old and new worlds collide in unexpected… more

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Brand Brazil

Brazil may be the most digitally engaged country in the world, but most marketers fail to see past the samba. Sparksheet’s Brazilian correspondents bring you the latest on South America’s social media nation.

Brand Brazil

Samba in the Streets: Young Brazilians Say No to Brands at Carnival

Rio de Janeiro’s Carnival is the world’s biggest street party, with roughly 5.3 million participating in 2012. But as our Brazilian correspondent Renata Acioli reports, just because the party is big, doesn’t mean that brands are invited.

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Brand Brazil Transmedia, Brazil: Q&A with Henry Jenkins

Transmedia, Brazil: Q&A with Henry Jenkins

Media scholar and "Convergence Culture" author Henry Jenkins visited Brazil this summer to check out the country’s burgeoning transmedia scene. Local journalist Renata Acioli spoke to him about a culture on the threshold of international attention.… more

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The Business of Storytelling

Corporate strategist Gunther Sonnenfeld waxes analytic on the role of storytelling and curation in today’s branded world.

The Business of Storytelling

The Human Side of Brand Storytelling

In his last three columns, Gunther Sonnenfeld explored how brands are “co-creating” meaningful experiences with people. This time he explains the connection between branded experiences and brand advocacy.

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The Business of Storytelling
The Business of Storytelling

The Business of Storytelling

Whether you’re a major brand, an online marketer or a media outlet, telling stories is the heart and soul of what you do. Corporate technologist Gunther Sonnenfeld explains how businesses can use storytelling to curate relevant branded experiences… more

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Marketing to Muslims

There are 1.8 billion Muslims in the word and they’re young, tech-savvy and drastically under-served by brands. Here’s what marketers need to know about the emerging Muslim consumer.

Marketing to Muslims

Eco-Halal: How Food Brands Can Market to Muslims

Organic. Local. Halal? People are more conscious than ever about where their food comes from and Muslim consumers are no exception. In her latest column, Ogilvy Noor’s Shelina Janmohamed explains why brands should care.

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Original Sparksheet content is licensed under a Creative Commons License permitting non-commercial sharing with attribution. Please include a link to the original article. © 2011 Spafax, a tenthavenue company

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