Asia is a big place. While digital media are thriving on the world’s largest continent, local differences in culture, infrastructure and access mean there’s no one-size-fits all approach for brands. TNS Australia’s Carolyn Childs breaks down the rules of digital engagement.
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Engagement Checkup, Travel
Can Airline Podcasts Amplify the Brand Experience?
In this month’s Engagement Checkup, we give ear to airline podcasts and find most carriers tuned out to this most intimate and mobile medium. Why aren’t more brands speaking directly to their customers?
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Design, Travel
Brands That Click: How to Design a Great Travel Website
For most travellers these days, the journey experience starts online. That means travel brands need a website that speaks to and serves the consumer in transit. Online travel expert Andy Hayes explains how you can improve your customer’s experience, even before they become your customer.
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Return on Engagement, The Transumer
Brand Olympics: The Best Marketing Campaigns of the 2010 Vancouver Winter Games
Officially, the way for brands to earn the spotlight at the upcoming 2010 Olympic Winter Games is sponsorship. But some brands are finding creative ways to position themselves near the aura of the rings. Local Sparksheet columnist Charlene Rooke reports on the best marketing campaigns of Vancouver 2010.
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Q&A, Relationships, Travel
Banking on Airports: Q&A with HSBC’s Global Advertising Head
With ad buys in 48 airports in 24 countries, HSBC has staked its claim as the go-to bank for the consumer in transit. We spoke to Andrea Newman, HSBC’s Group Head of Advertising, about the ups and downs of marketing a brand across the globe. First rule? Tell people you’re a bank.
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AVOD, Q&A, Return on Engagement
The Future of Branded Entertainment: Q&A with Brent Friedman
As executive producer of MTV’s Valemont, Sony’s Woke Up Dead, and other branded transmedia projects, Brent Friedman obliterates the line between broadcast and interactive media. In a special interview for Sparksheet, content marketer Russell Sparkman spoke to him about brand integration and the art of creating “universes worthy of devotion.”
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Publishing, Travel
Let’s Get Personal: Mass Customization in Travel Marketing
Customization queen Anita Windisman describes a marketing strategy that has your customer’s name written all over it. Literally.
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