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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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While many client organisations have been ‘doing digital’, some haven’t been doing it right

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  • September 6, 2016
Lucinda Peniston-Baines, Owner and Managing Partner of The Observatory International, a firm specialising in marketing and communications consulting, describes 2015 as a good and busy year. “We didn’t experience quite the same level of growth as in 2014 (which had been exceptional), but it was more than satisfactory. Our business was strong and stable, both in London and across the world.” Lucinda attributes the marginal reduction in activity to some client hesitancy about what support they required, given the more unpredictable market conditions that emerged last year.
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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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Der Einkauf steht Kopf: Modernes Marketing braucht Investment Manager und keine Kostendrücker

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  • July 14, 2016
Mehr Kanäle, mehr Devices, enge Budgets, knappe Ressourcen, hohes Tempo des Wandels, enormer Erfolgsdruck und die Anforderung, die gesamten Consumer Journey zu beherrschen – das ist die Realität und der Alltag eines jeden modernen Marketers. Die Art und Weise, wie Marketingteams sowohl intern miteinander als auch mit externen Partnern zusammenarbeiten, verändert sich zunehmend.
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The Observatory International, Paris; France – VIVATECHNOLOGY a crazy bet…

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  • July 14, 2016
One of Mark Twain’s famous quotes, “They did not know it was impossible so they did it...”, comes to my mind as the first edition of VIVATECHNOLOGY has just closed its doors.
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Letter from Cannes: Creativity in the age of the machine

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  • July 8, 2016
This year marks the 63rd anniversary of the Cannes Lions International Festival of Creativity, the largest industry global event with more than 15,000 creative communications, advertising and marketing professionals gathering together.
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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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