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The latest must-have for any business is “agile”

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  • July 4, 2017
With digital powering the speed of social and conversational trends there is no doubt that larger businesses and their marketing departments are finding it hard to keep up and stay relevant.
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Letter From The Observatory International, Hamburg

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  • July 4, 2017
The demands of programmatic marketing and the rigours of providing responsive ‘always-on’ content are gaining traction in Germany, but ‘quick and dirty’, ‘trial and error’, ‘test and learn’ are anathema to those who are used to another older system.
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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 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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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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Letter From… The Observatory International, Switzerland

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  • August 2, 2016
Why market forces matter What kind of goods come to your mind when you think of Switzerland? Swiss watches, Swiss chocolate, Swiss cheese, right?
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Letter from Paris: Luxury and digital

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  • July 6, 2016
The 2016 Digital Luxe meeting took place here in Paris in early May, with marketing professionals gathering to share their views on the issues affecting the luxury goods sector...
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