Marketing to the modern Asian woman: Trends to watch
By Vic Corsi, Executive Director Singapore, Landor


Landor logoI was recently asked by a marketing magazine here in Asia to evaluate what I thought of the new (or should I say, reinvented) Singapore Airlines campaign. The campaign, if you have not seen it, shows the familiar Singapore Girl—a lovely Singapore Airlines flight attendant—walking around various iconic locations of the world (Paris, Wuzhen, San Francisco, and Jaisalmer) with a serene look on her face, helping people as she goes.

After gathering opinions both in-house (from my team in Landor’s Singapore office) and from others in the creative industry in Asia, I’ve determined this is a very polarizing campaign. To be clear: I like it. It’s a pleasant commercial to watch in a media space cluttered with a lot of harassment, shameless credentialing, and cheesy, “hilarious” creative. And I know this ad is Singapore Airlines: The campaign ticks all the brand-building boxes and enforces its unique iconography without showing a single A380 or SilverKris (until the end frame).

Most of my Singaporean female staff are apathetic about the campaign with an it’s-OK-nothing-new reaction. Our male teammates are more positively engaged. However, the rather passionate detractors (including both men and women) feel it’s cliché, lacks emotional depth, and paints a picture of an Asian woman from days past which is insulting today.

What do you think? Is the new Singapore Girl campaign symbolic of the modern Asian woman, or is it an insult? Let’s take a look at what typifies women in Asia today.

First, let me define what I mean by “Asian women.” You may be thinking in terms of either Chinese, Japanese, or perhaps Indian or Korean women, and forget about the Southeast Asian countries (of which there are 12 including the Philippines, Indonesia, Vietnam, Thailand, and Cambodia) and Northern Asian countries, like Pakistan. But it’s crucial to take all these various nations into account. It’s key to keep in mind that Asian women encompass a melting pot of ethnicities, each with their own cultural constructs. If for practical purposes we think of all Asian women as one group, what epitomizes a modern Asian woman? And how should brands behave to attract this increasingly sophisticated consumer and earn her loyalty?

Brands need to appreciate that Asian women live in the fastest-growing consumer market in the world. The distribution of wealth in Asian countries is also like no other region: On one end of the spectrum China, Japan, and India’s GDP puts them in the top five richest countries in the world.(1) On the other side we have Afghanistan, which due to extreme poverty and civil unrest, has the world’s second highest infant mortality rate at 150/1,000 live births.(2) This great discrepancy in wealth influences Asian women’s purchasing choices, whichever end of the spectrum they live in.

An Asian woman is more empowered in the market today than ever before. Whether she lives in an established economy like Japan or Singapore, enjoying product choices and the ability to buy everyday luxuries, or she lives in a developing market where she is offered the opportunity to start a small business through microfinance—women in Asia are active in the workforce and the marketplace.

Asian women work in a more equitable environment than their Western sisters. The gap between women’s income and men’s is closing far quicker in Asia than it is in the West.(3) The often-quoted Chinese proverb states that women “hold up half the sky.” Now, in addition to fulfilling her traditional role in the home, Asian women have more disposable income than before and annually spend seven times the amount of money as Asian men.(4) More Asian women are leading large companies and becoming the new captains of industries—such as Sung Joo Kim of Korea, the chairwoman and CEO of Sungjoo Group AG and MCM Holdings, and Yan Cheung “the recycling queen,” chairlady and cofounder of Nine Dragons Paper Holdings, who is reportedly the richest woman in China. Across Asia there has also been a steady increase in the number of women gaining tertiary qualifications.

On top of being well educated, employed in high-paying jobs, and enjoying more disposable income than before, today’s affluent Asian women are younger too. Eighty percent of wealthy women in China are under 45 compared to 30 percent in the United States and 19 percent in Japan.(5) To get the attention of Asian women consumers, brands need to speak to a young, successful female audience. Think ages 18–25. Ambitious. Smart.

Brands must also take into account that Asian women’s shopping behavior is unique from her Western sisters. Shopping is a social activity and the goal is not necessarily to make a purchase. Group shopping is one of an Asian woman’s main hobbies—over 20 percent of Asian women go shopping every weekend with no expectation of purchasing. While she peruses the malls contemplating what to buy—either now or on some future shopping mission—the Asian woman is looking for brands to convince and entertain.

Both female and male Asian consumers are avid readers of product information on packs. They are also increasingly cynical about traditional advertising and research their purchases thoroughly. As a result, marketers tend to constantly reinvent their products and amplify their benefits with claims on packs like: “Better skin in seven (or five, or three) days”; or “Younger, slimmer, and more beautiful in just one week.”

Stores like Sephora, where cosmetics can be tried out prior to purchase, are increasing in popularity. In Tokyo, Shiseido built education centers where consumers can only sample products, not even buy them. These types of educational retail environments are seen as worth the investment in the competitive Asian beauty space where women need to believe in a brand’s promise. To attract the attention of Asian women out meandering the shops with friends, brands need to tell a story that describes relevant, functional benefits.

Asian women are spending more time online: 53 percent of her media consumption is online.(6) She outnumbers her North American sisters more than two to one in terms of time spent online, at approximately 24.8 hours per month.(7) She is more of an early adopter of digital innovations than her Western sisters too: 37 percent of women in China and Japan use their mobile phones to stalk—I mean, track—their friends versus 13 percent in the West.(8) Like all busy “super women” around the world, an Asian woman has much less spare time these days for one of her favorite social activities—shopping. She balances a lack of time to visit malls with an insatiable appetite for shopping up a storm online. But not only is her shopping method shifting, the particulars of what she’s buying is too.

Contrary to popular stereotypes of Asian women being predominantly family focused in their consumption, 81 percent of purchases made online are for herself only.(9) Her growing role in the business world and increased earning power mean she’s indulging more. However, she is not just purchasing the expected fashion or beauty items. As she takes more control of the household purse, her purchases include more consumer electronics, travel, and banking items. Marketers should focus media buying efforts on clever online use.

When brands compete in the retail space, marketing efforts should highlight functional benefits and offer “shoppertainment”—without corrupting the brand’s equity, of course. Beyond shopping online, the Asian woman is researching brands, networking, blogging, and gaming more than her Asian male contemporaries.

On top of everything else, Asian women are putting more effort into their beauty routine than Western women. According to a recent study conducted by TNS Asia Pacific, 59 percent of Asian women feel it is important to put effort into looking good before leaving home in the morning compared to 39 percent of their U.S. sisters.(10) And I believe it: Having lived in Asia for the past three years, I am constantly assaulted by offers to make my breasts larger, my skin lighter, my waist leaner. Despite Asian women being among the most educated in the world, beauty is still very important and perceived as just as critical to success as a good job and solid education. According to some newspaper articles, the Chinese plastic surgery industry has grown into a $2.5 billion industry, and South Korea is reported to have the highest rate of cosmetic surgery in the world.(11)

Now that the prevailing trends have been discussed, what do you make of the Singapore Airlines campaign and its demure portrayal of a beautiful female protagonist? While Asian women are no doubt beautiful, social, and caring, there’s much more to them than a pretty face and helpful attitude. Remember her earning power, control of the family finances, and high level of education for starters!

Any marketer who hopes their brand will win the hearts and minds of Asian women should first consider the complexity of the Asian region, then take a rational, heavily benefit-led approach. It’s crucial to go to where she spends most of her time: online. Make sure brands help Asian women become more successful and more beautiful, gain credibility and status, and build a healthy family. Oh, and don’t forget: Brands must make her happy, too. Easy, right?

The following brands are making a successful claim in Asia.
SK-II
sk-ii.com.sg
Japan’s best-kept secret SK-II targets the modern, successful Asian woman’s key beauty concerns: how to get radiant, blemish-free white skin following a simple, proven regimen. Its positioning is scientifically based; it has a clean, sophisticated visual identity system and speaks in a straightforward tone of voice. With relevant, believable celebrity endorsers whose radiant skin is tracked over the years as they use SK-II, the brand strikes the perfect balance between being a great product with proven benefits and one that’s associated with celebrity glamour.

Coach
coach.com
Many luxury brands are a success here in Asia but few start a fashion revolution. Coach’s wristlets are the sought-after fashion accessory of 2011 for the practical Asian female shopper. In fact, when I mentioned to my team that I had never heard of a wristlet, I was looked at with what can only be discerned as pity! Fastened around the wrist, these mini purses with room for keys, phone, credit cards, and cash are perfect for a busy day at the market or mall. It’s a glamorous accessory with a practical application.

UOB’s Lady’s Card
uobladys.com/sg/index.html
United Overseas Bank ran a campaign called “The men don’t get it” for its women-only credit card club to attract female customers by offering them deals specific to their needs. The campaign could have been patronizing but the insightful positioning of its launch ensured it was well received. Its accompanying “Lady’s Soulmate” app (available on most smartphone platforms) is pure genius. It appeals to the busy, modern woman and her desire to stay connected, allowing her to organize her life, connect with her friends, and track hot deals from her mobile.

Raoul
raoul.com
Singaporean fashion label Raoul, created by power couple Douglas and Odile Benjamin, began life in 2002 as a men’s shirt company. Later the duo added a successful women’s line, and opened 30 stores across Southeast Asia and the Middle East. Raoul debuted in Europe during Paris Fashion Week in 2009.

Alldressedup
net-a-porter.com/Shop/Designers/ALLDRESSEDUP
Another Singapore-based fashion label, Alldressedup has been recognized internationally and is now sold alongside Marc Jacobs and Stella McCartney at online powerhouse net-a-porter.com. With 30 years’ experience in luxury fashion and lifestyle retail, founder Tina Tan-Leo believes her successful label appeals to the “bohemian-spirited traveler in every woman.” Raoul and Alldressedup are proof that local Asian design talent is on the meteoric rise. 

  1. “Top 25 Richest Countries as Defined by GDP,” CountryReports, countryreports.org/compare/top25.aspx?c=GDP (accessed 16 March 2011). 
  2. “Country Comparison Infant Mortality Rate,” The World Factbook, Central Intelligence Agency. 
  3. “Building Relationships with Busy Female Professionals,” presentation by Lizzy Nolan of Mediacom at 2010 Marketing to Modern Asian Women Conference (Singapore, 29 November 2010).
  4. 4 See footnote 3. 
  5. “Co-creation with Affluent Asian Women,” McKinsey & Company, 2009, presented at 2010 Marketing to Modern Asian Women Conference (Singapore, 29 November 2010). 
  6. “The Secret Online Lives of Asian Mothers Uncovered,” from the presentation, Asian Mothers: Embracing Online Shopping by Starcom MediaVest Group and Microsoft, presented at 2010 Marketing to Modern Asian Women Conference (Singapore, 29 November 2010). 
  7. “What Women Want: Leveraging on Digital Channels to Enhance Marketing Campaigns to Asian Women,” presented by Nikolaus Ong of MRM Worldwide at 2010 Marketing to Modern Asian Women Conference (Singapore, 29 November 2010). 
  8. See footnote 3. 
  9. See footnote 6. 
  10. Jessica Davey and Emily Walton, Ogilvy Action, at 2010 Marketing to Modern Asian Women Conference (Singapore, 29 November 2010). 
  11. Facts and Details, Jeffrey Hays, 2010. factsanddetails.com/china.php?itemid=136&catid=11&subcatid= (accessed 16 March 2011);
    Asian Plastic Surgery, asianplasticsurgeryguide.com/news10-2/081003_south-korea-highest.html (accessed 16 March 2011).

© 2011 Landor Associates. All rights reserved.

This article appeared in slightly different form in the Hub (May/June 2011).


Tools Print page E-mail page Reading Room Get Acrobat Reader

 
Related links

 

   Go >
 

The Essential CIO
Amazon and Google have changed the way we do business forever with the cloud. We must change our company's ideas, perceptions and behaviours to survive. That change starts with technology change, and the foundational reinvention of information technology taking place today being driven by cloud computing, mobile devices, social media and data analytics. We need to reinvent ourselves in order to survive as businesses and as CIOs. Our future is at stake.
(Click for details)

The Thoughts of Chairmen Now
The Thoughts of Chairmen Now is essential reading for anyone planning to enter China or currently doing business there. It's also beneficial for Chinese executives, analysts, journalists, academics and anyone else interested in the unfiltered thinking of Chinese business leaders.
(Click for details)

Luxury Brands in Emerging Markets
Luxury Brands in Emerging Markets is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands.
(Click for details)

The Lighter Side of China
In 'The Lighter Side of China,' published by ACA Publishing, Scott Kronick delights the reader with comic tales and lessons learnt from living and working in China and North Asia over the past two decades.
(Click for details)

The 10 Principles of Open Business: Building Success in Today's Open Economy
The revolutionary power of the internet has accelerated the demand for a totally new kind of business. Stakeholders now demand more open, connected and meaningful relationships with organizations, and the world's leading brands are taking note.
(Click for details)

The Personal Experience Effect
If there is a person who can teach you how to define and create your personal brand, that person is master marketer Jim Joseph. The bestselling author of The Experience Effect has now turned his attention to building that most precious of all brands -- you.
(Click for details)

Brands and Rousers
In this timely and important book, Luis Gallardo argues that executives and managers not only have to think holistically (in terms of strategy, structure and operations), but also act personally (to become rousers) if they are to succeed in these ever-changing times.
(Click for details)

The Advertising On-Ramp
“The Advertising On-Ramp: Getting Your First Advertising Job” (Paramount Books) is the first book to take the suddenly-out-of-school through the hiring process at big advertising agencies.
(Click for details)

A Master Class in Brand Planning: The Timeless Works of Stephen King
In 1988, on Stephen King's retirement JWT published 'The King Papers' a small collection of Stephen King's published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine.
(Click for details)

Tell the Truth
In "Tell the Truth", Jonathan Baskin and Sue Unerman look at the content and context of marketing communications. They provide the research of hundreds of companies and in-depth case studies on more than 50 global brands to show us that truthful brands deliver sales, profits, and sustainable relationships. Truth truly yields true competitive advantage.
(Click for details)

The Athena Doctrine: How Women Will Rule the Future
From acclaimed social theorist, consumer expert, and bestselling author, John Gerzema, and award–winning author, Michael 'Antonio, The Athena Doctrine shows how feminine traits are ascending - and bringing success to people and organizations around the world. By nurturing, listening, collaborating and sharing, women and men are solving problems, finding profits, and redefining success in every realm.
(Click for details)

The Edge: 50 Tips from Brands that Lead
In The Edge, Allen Adamson examines how the leading brands of today maintain their dominance in the market utilizing the strategies put forth in his previous books BrandSimple and BrandDigital. Adamson succinctly accounts specific challenges facing the biggest brands of today, from major companies like Apple and General Mills to celebrity brands like Lady Gaga and Jay Z. He reveals the guiding principles employed to ensure the message stays focused, remains clear, and continues to drive a brand to the top of the market.
(Click for details)

Lifestyle Brands: A Guide to Aspirational Marketing
Antonio Marazza, General Manager of Landor Milan, and Stefania Saviolo, Professor at Bocconi University, investigate the reasons why some brands are adopted by people not for what they do, or what they stand for, but for the inspiration they provide.
(Click for details)

# THOUGHT LEADERSHIP tweet
#THOUGHT LEADERSHIP tweet is part of the THiNKaha series whose slim, easy-to-read-and-absorb books contain 140 thought-provoking and actionable quotes (tweets/ahas). Authors Dr. Liz Alexander and Craig Badings, who have more than 50 years of consulting experience between them, have devised a series of questions that will provoke you to consider all the elements necessary to execute a successful organizational thought leadership campaign. The authors have done the preliminary thinking for you so that your organization can better leverage your value in your industry.
(Click for details)

The Luxury Market in India: Maharajas to Masses
Added Value, the global brand development and marketing insight consultancy, has contributed a chapter to the world’s first authoritative book to be published about the luxury market in India. The Luxury Market in India: Maharajas to Masses, co-edited by Glyn Atwal and Soumya Jain, and published by Palgrave Macmillan, is a window into the highly complex Indian luxury market.
(Click for details)

Turbo Chinese
What can a man from the land of software and street squalor; yogic nirvana and dreamy Bollywood tell over half a million working expats in China, about learning the language? That learning Chinese (and doing it fast!), has less to do with memory and more to do with technique; that Chinese comes alive when learning is organic and inspired by life experiences rather than restricted to templates as books make us believe.
(Click for details)

Raw: Pervasive Creativity in Asia
A sumptuously illustrated look at grassroots creativity in Asia, the conditions that drive it, and what it means to build a business using the power of ideas. There is nothing on the market that is comparable. This is not a dry text business or psychology book. The basis of a creative economy is the recognition that ideas are democratic and come from everyone, followed by the conversion of ideas into financial profitability. This book explains how this is happening in Asia and what, strategically, the West can learn from it.
(Click for details)

Sexy Little Numbers
In this book – the first of its kind – Dimitri Maex, Managing Director of global advertising agency OgilvyOne New York and the engine behind the agency’s global analytics practice, reveals how to turn your data - those sexy little numbers that can mean more profit for your business – into actionable strategies that drive real growth and revenues. And he can show you how to do it at virtually no cost.
(Click for details)

Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action
With Likeonomics as a guide, readers will get unconventional advice on how to stand out in a good way, avoid the hype and strategic traps of social media, and appeal to customers in a way that secures your company as a trusted and believable resource.
(Click for details)

Velocity: The Seven New Laws for a World Gone Digital
Written as a fascinating and enjoyable conversation between the authors - Stefan Olander, Vice President of Digital Sport from Nike and Ajaz Ahmed founder and Chairman AKQA - Velocity´s up-to-date examples illustrate key lessons, together with insights, ideas and inspiration that individuals and businesses should adopt to thrive.
(Click for details)

The Art of Shopping: How We Shop and Why We Buy
This book is the result of 20 years of pioneering research (from filming shoppers in-store to brain scanning) into how people around the world really shop. It explores what we actually do rather than what we think we do, how we really choose and make decisions to buy, and what really works for brands trying to persuade us to buy.
(Click for details)

Walmart: Key Insights and Practical Lessons from the World's Largest Retailer
offers a comprehensive insight into how the retailer emerged from its humble roots in rural Arkansas to become a global retailing phenomenon.
(Click for details)

I'd Rather Be in Charge
Charlotte Beers is proof that women can achieve power, pride, and joy at work--despite the odds. In the highly competitive and often cutthroat world of advertising, Charlotte became the first female ever to head two giant, multinational advertisingagencies.
(Click for details)

Grow: How Ideals Power Growth and Profit at the World's Greatest Companies
In this, the next big idea book, Stengel deftly blends timeless truths about human behaviour and values into an action framework, to show us how by embracing what he describes as 'brand ideals', the world's best businesses can achieve incredible growth and drastically improve their performance.
(Click for details)

All Business is Local: Why Place Matters More than Ever
Marketing experts John Quelch and Katherine Jocz offer a new way to think about place in every strategic decision-from how to leverage consumer associations with locations to where to position products on the shelf. They explore case studies such as Nike and The Apple Store, which use place in creative ways.
(Click for details)

The Wiki Man
This book acts as an introduction to Rory Sutherland's key thoughts and ideas, and gives an insight into his unique character and personality-attempting to encapsulate the essence of Rory. The book takes you on a winding journey through blog posts interweaved with snippets of interviews, tweets and reference material to give a rich and engaging introduction to Rory's mind.
(Click for details)

Marketing to the New Majority: Strategies for a Diverse World
David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations.
(Click for details)

How to Use Politicians to Get What You Want
This book is an informal how-to guide for consumers, pressure groups, residents groups, etc to demonstrate how and when to use your national and local politicians to assert your rights as both a consumer and a citizen.
(Click for details)

The Branded Mind
Explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour.
(Click for details)

Consumer India: Inside the Indian Mind and Wallet
In Consumer India, Dheeraj Sinha weaves the narrative of a changing India through examples of Bollywood, our cultural conditioning, today’s role models, our behavior as consumers, and the role of brands and marketing amidst all this.
(Click for details)

Marketing Excellence 2
The first volume of Marketing Excellence was published in 2006, and this second edition contains 34 new case studies, selected from the last four years of The Marketing Society Awards for Excellence. These case studies are the best of the best and although they encompass examples of different marketing techniques in action, all are consistent in one thing: all showcase great strategic thinking, great creativity and perfect execution.
(Click for details)

Spend Shift
In this book, consumer expert John Gerzema and Pulitzer Prize winning writer Michael D'Antonio point to a revolution in consumer values that will remake the consumer marketplace and revitalize the economy.
(Click for details)

Custom Surveys Within Your Budget
This book acts as a comprehensive guide to cost effectively managing a survey and covers everything from the evaluation of a research program to the actual output and analytics of the research.
(Click for details)

The Big Book of Marketing
The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today.
(Click for details)

Go Logo! 12 Keys to Designing Successful Global Brands
Go Logo! provides both creatives and brand custodians a diagnostic anaylsis of, and a guideline to, the 12 prerequisties for establishing a brand’s emotional benchmarks.
(Click for details)

A-Z Dictionary of Change 2010
Bates 141's "A-Z Dictionary of Change 2010" is an annual handbook containing words and concepts that are changing the way people live, work, play and learn.
(Click for details)

The Future of Marketing
The Future of Marketing is a collection of commentaries from 50 CEOs of some of the world's most successful businesses - who were asked to answer one simple question: 'What role do you see marketing playing in the future success of your company?'
(Click for details)

Shopper Marketing: How to increase purchase decisions at the point of sale
Shopper Marketing explores the subject of shopper marketing, which takes places in the store, aiming to turn shoppers into buyers, at the point of purchase. The goal of shopper marketing is to influence purchase decisions when the shopper is close to the product in the store. Shopper marketing is a relatively new area of marketing, but the financial investments being made in the area are increasing each year.
(Click for details)

Vulnerability Management
Vulnerability management proactively prevents the exploitation of IT security gaps and weaknesses that exist particularly within a larger organization. This book demonstrates how prevention can reduce the potential for exploitation and shows that it takes considerably less time and resources to manage potential weaknesses, than to clean up after a violation.
(Click for details)

Black and Green: Black Insights for the Green Movement
Black and Green is a call to action for the Black community to join the green movement. The book offers insights, ideas, and strategies that demonstrate how Black people can benefit from this movement and also fuel the go-green effort.
(Click for details)

The Next Evolution of Marketing: Connect with Your Customers
Marketing guru Bob Gilbreath explains how to inspire customers to truly engage with the marketing message, uncover a spectrum of unmet customer desires, and build a campaign designed to fulfill customers’ needs and move more product than ever.
(Click for details)

Brand Stand: Seven Steps to Thought Leadership
A modern-day bible on thought leadership. It is the first book on the topic which outlines a method, START IP, which provides companies and individuals with a step-by-step process to arrive at a thought leadership position and advises how to take it to market.
(Click for details)

China Beyond
China’s 4th-6th tier towns, which account for 37% of China’s population, have notably different consumer cultures and retail landscapes not only from the major metropolises of Beijing, Shanghai and Guangzhou but also from 2nd-3rd tier cities, according to ’China Beyond’, a new study released by Ogilvy China.
(Click for details)

Inside the Mind of the Shopper: The Science of Retailing
How today's shoppers really think, behave, and buy: Breakthrough insights for creating high-profit retail experiences.
(Click for details)

Survive, Exploit, Disrupt: Action Guidelines for Marketing in a Recession
The first book in Mindshare's new Strategy Applied publication series deals with recession strategies
(Click for details)

Qualitology: Unlocking the Secrets of Qualitative Research
This book centres on offering classical knowledge and techniques which are still used successfully today, as well as emerging trends and innovative techniques adapted to solve contemporary marketing issues.
(Click for details)

Generation Ageless: How Baby Boomers Are Changing the Way We Live Today
An “authoritative and eye-opening” look at the past, present, and future of Baby Boomers.
(Click for details)

Perfect Pitch - The Art of Selling Ideas and Winning New Business
A professional “pitching coach” for one of the world’s largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business.
(Click for details)

A Smile in the Mind: Witty Thinking in Graphic Design
A Smile in the Mind focuses on the graphics which give the most pleasure - the ideas that prompt a smile. These are the jobs that people remember, the projects that make designers famous.
(Click for details)

Beans and Pearls
Seminal lecture delivered by Martin Sorrell to D&AD in 1996 placing creativity - in its widest sense - at the core of WPP’s offer to clients.
(Click for details)

All Consumers Are Not Created Equal
This book demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program. A previous Atticus winner, it introduces many of the ideas, now widely accepted, about segmenting customers by profitability.
(Click for details)

Public Opinion in a Globalised World
Written by leading political experts across the TNS global network, the book explores the importance of public opinion in informing politics in modern democracies and across our globalised economies. It reveals a rare international perspective on public opinion polling issues that are key to political decision makers.
(Click for details)

Rigorous Magic: Communication Ideas and their Application
In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there? What are their characteristics? How should you use them? And what makes a good one? Most marketers simply cannot answer these questions.
(Click for details)

Mobile Marketing Essentials, Strategy & Best Practices
Mobile Marketing Essentials is a book for marketing managers, brand managers and their agencies. It helps you developing campaigns or manage both client and agency engagements.
(Click for details)

Action Planning: How to Follow Up On Survey Results to Implement Improvement Strategies
For anyone who needs clarification on what action planning is and how to maximize its effectiveness, this is the perfect resource.
(Click for details)

The Dictionary of Change
Dictionary compiled by Bates 141 identifying new words and phrases that entered into common parlance during 2008.
(Click for details)

The Global Brand: How to Create and Develop Lasting Brand Value in the World Market
In this thorough investigation of brand strength in the accelerated modern business world, Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands.
(Click for details)

Search Engine Marketing, Inc.
In this book, two world-class experts present today's best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals.
(Click for details)

Strategic Database Marketing
Strategic Database Marketing details the latest web-focused strategies for unleashing the power in your company's customer database and turning it into a sales-building weapon.
(Click for details)

The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It
Your company's stock price depends on the value of your brand. So if consumers aren't valuing it as much as financial markets, the future of your company could be in for big trouble. You could be the victim of a "brand bubble." Customer surveys show that the number of high-performance value-creating brands is diminishing across the board.
(Click for details)

BrandDigital: Simple Ways Top Brands Succeed in the Digital World
In his best-selling book, BrandSimple: How the Best Brands Keep it Simple and Succeed, Allen Adamson explained, in a straightforward manner, how powerful brands get built. Adopting the same engaging style in BrandDigital: Simple Ways Top Brands Succeed in the Digital World, he explains that in the fast accelerating digital marketplace the basic principles of building a powerful brand have not changed (as some may think) but, rather, have been magnified.
(Click for details)

ENTERPRISE 2.0: How Social Software Will Change the Future of Work
Enterprise 2.0 is one of the first books to explain the impact that social software will have inside the corporate firewall, and ultimately how staff will work together in the future. Niall Cook helps you navigate this emerging landscape and introduces the key concepts that make up 'Enterprise 2.0'.
(Click for details)

China's Creative Imperative
Based on interviews with a wide range of creators - designers, musicians, folk artists, painters, discussions with common people about the role that creativity played in their seemingly mundane lives, and extensive trawling of the popular culture scene in China, China's Creative Imperative provides rich evidence and a provocative point-of-view that businesses should find hard to ignore.
(Click for details)

Personality not included
In his new book, PERSONALITY NOT INCLUDED, marketing expert, award winning blogger and social media guru Rohit Bhargava explains how faceless companies do not work in today's environment. In a world where consumers have more access to information than ever, and more power to share their voice, a brand's identity is no longer controlled through marketing and advertising.
(Click for details)

Customer Churn Reduction and Retention for Telecoms: Models for All Marketers
Industry expert Arthur Middleton Hughes explains what Telecom enterprises can do to continue to exist. Their salvation rests not in their technologies, Hughes explains, but in their marketing strategies.
(Click for details)

A Brand with Power: Fuelling Success in the Energy Market
Deregulation is causing the utilities market to change across much of the globe. In the free market, state-owned monopolies have been replaced by an array of companies selling gas, electricity and water. From dusty monopoly to Danish Energy giant, this book explores how DONG shook off its outdated image and completely transformed itself into an innovative and dynamic company with a strong brand.
(Click for details)

DigiMarketing: The Essential Guide to New Media and Digital Marketing
Developments in media and digital technology have spawned a new era in marketing.
(Click for details)

Greater Good: How Good Marketing Makes for Better Democracy
Marketing has a greater purpose, and marketers, a higher calling, than simply selling more widgets, according to John Quelch and Katherine Jocz. In Greater Good, the authors contend that marketing performs an essential societal function--and does so democratically. They maintain that people would benefit if the realms of politics and marketing were informed by one another's best principles and practices.
(Click for details)

Actionable Web Analytics: Using Data to Make Smart Business Decisions
Getting ROI from the web is everyone's job. Right now someone is clicking on your website, and knowing everything you can about those clicks and the people that make them is a business imperative. That's the first of a set of compelling business lessons distilled from the authors' decade of experience with the world's most powerful online brands.
(Click for details)

Microtrends: The Small Forces Behind Tomorrow's Big Changes
Bill Gates, Tony Blair and President Clinton are among those who have listened closely to Mark Penn's analysis. In Microtrends, you'll understand why so many influential leaders have sought Mark Penn's counsel. Mark Penn highlights everything from religion to politics, from leisure pursuits to relationships. Microtrends will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.
(Click for details)

Get Ahead by Going Abroad: A Woman's Guide to Fast-Track Career Success
A ground-breaking book that highlights a growing trend among successful, globe-trotting women. Working abroad can fast-track your career, broaden your professional capabilities, increase your pay and expand your personal horizons.
(Click for details)

BrandSimple
Drawing on years of experience with some of the world's top brands, Allen Adamson argues for a return to the basics of good branding and shows how to simply and effectively communicate your brand's message
(Click for details)

Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing
A collection of thought-provoking observations on marketing issues from client management and brand management to strategy and product development. Essential reading for any communications professional
(Click for details)

Space Race
What is communications planning? Where is it going? Who will own it? How will it change things? Planner Jim Taylor sets out to define the structure of tomorrow's agencies by interviewing the leading lights of the industry today
(Click for details)

Brands & Gaming
Added Value marketers on how brands and businesses can understand and harness computer gaming, the huge opportunities available and the unique rules of engagement required
(Click for details)

One Billion Customers
Ogilvy Public Relations advisor and former Wall Street Journal China bureau chief McGregor on the lessons from the front line of doing business in China. Includes case studies of successful, and unsuccessful, ventures
(Click for details)

Pick Me
Ogilvy & Mather Toronto co-creative chiefs on how to land a job in advertising and thrive once you're in. Fourteen industry luminaries share their insights.
(Click for details)

The Future of Men
Charts the evolution of the role of men and what it means for business and culture, arguing that the new definition of male will revolutionise how we define and reach the 'new' male market
(Click for details)

Sponsorship’s Holy Grail
Employs Six Sigma quality improvement programme to enable organisations to understand, conduct and monitor sponsorship activities in line with specific business goals
(Click for details)

The Advertised Mind
Draws on information about the working of the human brain to suggest why emotion is so important a factor in remembering an advertisement and pre-disposing consumers to buy brands
(Click for details)

BRAND sense
Employs Millward Brown research to explore the effects of leveraging all five of the senses - touch, taste, smell, sight and sound - when building brands
(Click for details)

The Business of Brands
Outlines how brands are a source of value for businesses in terms of shareholder value through revenue generation and as a management tool - and for consumers, as a source of trust or predictor of quality
(Click for details)

Being Direct
In his own words, how 'the pioneering father of direct marketing' did it. With a groundbreaking final chapter on marketing in the 'post-present' and a new chapter on the impact of the Internet
(Click for details)

More Bull More
A collection of 70 short essays covering the marketing gamut, from advertising and brands to the people they are aimed at
(Click for details)

The 360 Degree Brand in Asia
With case studies on IBM, American Express, Pond's Institute, Nestle, amongst others, the authors set out a framework by which companies can plan their marketing strategy and budgets as they globalise
(Click for details)

Truth, Lies & Advertising
Describes how successful account planners work in partnership with clients, consumers and agency creatives. Argues that well-thought-out account planning results in better, more effective marketing and advertising
(Click for details)

Ogilvy On Advertising
The timeless reference on what works to create great brands, effective campaigns that make the cash register ring, and a productive agency environment. David Ogilvy pulls no punches, and his advice is priceless.
(Click for details)

 
Share
Be the first of your friends to like this page.
-