•Greater China
The cost of "magic" - Cannes Lion 2014 report
I analyzed APAC's Cannes Lions winners against media ad spend and discovered surprising efficiency gaps—Australia and India punch above their weight while bigger spenders lag.
Strategy
99 posts in this category
•Mobile
Smarties Trend Report 2014
I've curated 31 award-winning mobile campaigns from the Smarties Trend Report, highlighting my top picks like Neutrogena's sun-activated ads and Cannes winners.
•Greater China
Around 50% of Digital ad spend in APAC will be on Mobile by 2018
Mobile ad spend will hit $30.5B—nearly half of all digital spending—in APAC by 2018, with China alone dominating the landscape alongside three vastly different markets.
•Strategy
Asia top 1000 Brands 2014
L'Oreal outspends everyone in Asia-Pacific with $2.8B in ads, but remove China and Japan from the equation and the rankings flip dramatically—here's what the data reveals.
•Analytics
Multi-channel attribution what you need to know
I've learned that choosing which multi-channel attribution problem to solve is just as critical as solving it—here's how to pick the right one for your business.
•Paid Media
How Not to run a YouTube Video campaign
After being bombarded by the same 3-minute ad for days, I finally understand why most YouTube video campaigns fail—and it's not just about the creative.
•Strategy
Response to "Agency, position thyself" by Greg Paull
I've made the mistake of trying to be a full-service agency, but learned the hard way that chasing every digital trend means you'll never match specialists' execution quality.
•Strategy
Is Mobile First the right strategy for APAC?
With smartphone penetration varying wildly from 15% to 87% across APAC markets, I explore whether mobile-first is truly universal or if success demands a more nuanced approach.
•Earned Media
Sách điện tử "Những cơ bản về quảng cáo trực tuyến ở Việt Nam"
Tôi đã dịch cuốn sách 250 trang này sang tiếng Việt theo yêu cầu của độc giả, bao gồm 15 chương chi tiết về quảng cáo trực tuyến từ cơ bản đến nâng cao tại thị trường Việt Nam.
•Earned Media
Secrets revealed behind the 106 Million view video - Dove Sketches campaign
I break down how Dove's 165M-view campaign launched globally in just 24 hours by throwing out traditional regional planning and following the audience in real-time.
•Owned Media
Are you ready for a Mobile world? What are your options?
Smartphones offer brands an intimate channel to customers, but is your site ready? Explore mobile sites, native apps, and responsive design options.
•Facebook
Everyone is doing Photo Contest in Vietnam
Photo contests dominate Vietnam's digital marketing, but 90% are won by prize hunters gaming the system—not your actual target audience.