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It’s that point of the 12 months after we look again and delve into our most-read options that held our readers’ curiosity. 2022’s round-up features a assortment of thought-provoking sounding boards, in-depth business interviews on digital transformation, model positioning and sustainability, updates on festive campaigns, and off target one thing to do with the metaverse. In brief, this vacation studying listing has one thing for everybody.
1. Behind Sprite’s first-ever world rebrand
Our hottest function was an unique in-depth take a look at the making of the primary world marketing campaign for an iconic model, recent off WPP’s huge world Coca-Cola win. It’s uncommon to get this a lot entry to a model’s artistic course of and preview its parts, together with Sprite’s personal advert that references the article.
2. Adidas defends determination to tweet picture of naked breasts
Everyone knows why this text was our second-most widespread. It’s the identical cause why Adidas conceived of this marketing campaign within the first place. There may be nonetheless one thing titillating about pictures of naked breasts, when there actually shouldn’t be. How media, together with us, reviews on this, then solely provides a second layer of debate.
3. Unilever oral-care model asks {couples} to get married within the metaverse
Can’t get legally married as a same-sex couple? That’s the unhappy fact for many on this area. Unilever’s Closeup toothpaste model’s resolution created a Metropolis Corridor of the Love within the metaverse for a ceremony full with an NFT marriage certificates. It’s a novel thought and on-brand gesture, even when it doesn’t resolve the higher drawback of discrimination.
4. Why DBS desires to be seen as a tech startup somewhat than a financial institution
Everybody desires to have the ability to use their cash shortly and simply and entry their financial savings with ease. A narrative a couple of widespread shopper financial institution making an attempt to speak this very factor clearly resonates.
5. Behind the ‘overly profitable’ launch of Belief Financial institution in Singapore
Hmm, one other Singapore-based user-friendly digital banking story–appears like we’ve tapped an viewers nerve. However this story additionally had the distinctive twist of the service turning into too widespread too shortly, resulting in some uncommon admissions and additional complications for the advertising workforce.
6. How Unilever ships Partitions ice cream to Maldives, St. Ives moisturiser to Australia and Vaseline lip balm to Mongolia
Aseem Puri, CMO of UI
Unilever Worldwide, a billion-euro entity, is the patron items big’s in-house ‘challenger enterprise’, CMO Aseem Puri talks about how he helps establish new progress alternatives for manufacturers in new markets.
7. They’re grrrrreat: Our favorite 12 months of the Tiger campaigns
Marketing campaign Asia-Pacific editors voted on their favorite 12 months of the Tiger work, sorting the 12 months’s crop of festive campaigns right into a prime three, just a few runners up, and…the remainder.
8. Behind Spotify’s new Southeast Asia marketing campaign
Jan-Paul Jeffery, Spotify’s head of selling, SEA
Marketing campaign completely sat down with Jan-Paul Jeffrey, Spotify’s head of selling, on the streamer’s ‘Magic of Music’ SEA marketing campaign, its greatest and most bold regional marketing campaign on the level.
9. McDonald’s Asia CMO on his first-ever world World Cup marketing campaign and extra
Eugene Lee spoke in a wide-ranging interview about its 2022 FIFA marketing campaign, leveraging creativity, the metaverse, their menu and his personal advertising position.
10. Cultural appropriation vs appreciation: Can luxurious manufacturers in China inform the distinction?
Dior ‘hallmark silhouette’ on the left, conventional Chinese language horse face skirt on the correct
Dior got here below heavy criticism in China after a flared skirt from its Fall ’22 assortment branded as its ‘hallmark silhouette’ was discovered to carefully resemble a standard Chinese language horse-face skirt courting to the Music and the Ming dynasty. Model specialists mentioned with Marketing campaign if excessive vogue has an appropriation drawback.
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