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How Brands should organise content marketing distribution globally

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  • March 29, 2017
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action”.
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Letter from London: Brexit and Counting

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  • March 20, 2017
By the time you read this, Article 50 may well have been triggered and we are starting to have some clarity on what Brexit is going to mean for the UK.
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12 Zutaten für die gute Zusammenarbeit

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  • March 3, 2017
Eine gute Zusammenarbeit zwischen Kunde und Agentur resultiert aus dem Zutun eines jeden Mitspielers. Die folgenden Aufgaben hierfür sind sowohl für die langfristige Zusammenarbeit als auch für die Pitch-Phase wichtige Bestandteile:
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Letter from Singapore: Year of the Rooster

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  • February 28, 2017
Chinese New year (also known as Lunar New Year) is one of the most important traditional holidays for the Chinese people. The day is rooted in centuries’ old customs and traditions and is one of the most popular public holidays. Apart from China, the day is also celebrated around Asia in countries like Korea, Bhutan, Vietnam, Singapore, Malaysia, Hong Kong etc., which follow the Chinese calendar.
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#BizTrends2017: Agencies need to observe, respond to marketers’ changing needs

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  • January 10, 2017
There is ever-increasing pressure on marketers globally to run 'efficient and effective' campaigns that deliver immediate return on marketing investment, while contributing strategically to long-term business growth.
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Letter From… The Observatory International, London: Annual global round up

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  • December 1, 2016
I will not be the first person to say that 2016 has been a year of seismic change. Brexit, Trump, ISIS, greater levels of terrorism and ‘post-truth’ being named Word of The Year both sides of the Atlantic by the Oxford English Dictionary are some of the more visible outputs.
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Letter from South Korea: the history of ‘Chaebols’

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  • November 9, 2016
What comes to your mind when you think of “Korea”? The Korean War, Samsung, Psy’s “Gangnam Style”, Korean television dramas, or the one and only “Kim Jong-Eun” in North Korea?
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The Rise and Rise of Content Marketing

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  • October 10, 2016
Over the last few years if you’ve looked at the Marketing predictions for the year ahead you will have seen Content Marketing sitting at number 1 or 2 of the most important trends...
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Letter from: South Africa – global v local

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  • October 7, 2016
Global versus Local Campaigns - the efficiency versus effectiveness conundrum
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Erfolgsbezogene Agenturhonorierung: Segen oder Fluch?

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  • September 14, 2016
Soeben hat der Global Innovation Index 2016 der Schweiz wieder ein ausgezeichnetes Zeugnis ausgestellt: Das Land war und ist mit klarem Vorsprung globaler Innovationsführer. Auf einem Gebiet ist von solcher Innovationsfreudigkeit allerdings nichts zu spüren: Bei der Abgeltung von Werbeagenturen herrscht hierzulande weit verbreitete Skepsis gegenüber Neuerungen aller Art, insbesondere gegenüber der wichtigsten von allen, der Honorierung mit Erfolgskomponente. Muss das so sein?
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