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Editor's Picks
When Rory met TED
Life Lessons from an Ad ManRory Sutherland, 2009
In this hugely entertaining presentation to the TED conference, Rory Sutherland ponders the subject of intangible value, and how it can be created by advertising. He muses on how Frederick the Great persuaded the German people to eat potatoes by pretending to guard them; why smiley faces can be more influential in speed enforcement than financial penalties; and describes how a campaign for Shreddies, which is square shaped, launched a new diamond variant by tipping each piece of cereal on its corner. He ends with a quote, "Poetry is when you make new things familiar and familiar things new," remarking that this could be a definition of advertising.
Segmenting Asia
Advertising in AsiaMillward Brown, 2009
For global advertisers, Asia represents an enormous market, yet one whose very diversity poses an acute challenge. This study set out to identify ‘clusters’ of markets with common characteristics which could drive the executional strategy across the region. The results are not always predictable: Shanghai turns out to have a lot in common with India, while Malaysia stands on its own. And some markets, Millward Brown concludes, are better at giving, while others are better at receiving.
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Also in AdvertisingSee all
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JWT, 2010
JWT's annual look into the crystal ball for key trends in the year ahead.
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Shiv Moulee, 2009
India should not be regarded as a single country by advertisers, as consumers respond quite differently in its diverse markets.
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JWT, 2009
JWT identifies ten brands which have responded to the recession in an outstanding way.
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JWT, 2008
The future of the ad agency could be in nurturing ideas, says William Charnock after visiting the TED - Technology, Entertainment Design - conference.
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Duncan Southgate, 2009
What can advertisers realistically expect from online targeting, and how should they make their decisions?
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Matthew Fan, 2008
China's undeveloped rural market is about to be on the receiving end of a huge boost from central government spending, providing an exciting new opportunity for advertisers.
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Hamsini Shivkumar, 2005
The hope and desire of the brand team are that the agency creative will bring some magic... and create a global advertising idea (which could become a global communication idea if it is 'big' enough).
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