Marketing Strategy

ASN VERDICT: Total must “Activate or Die" around its Category-breaking Badminton Deal

January 14, 2015

The recent news of French energy behemoth Total pumping in USD10m+ in a four-year deal with the Badminton World Federation (BWF) has created a buzz in the Asian…

How Sponsorship can Influence Millennials (and their Wallets)?

January 9, 2015

According to a recent global study by Zenith Optimedia, there are 5 simple ways to winning over Millennials - that elusive generation of liberalised, jacked-in twenty/thirty-somethings - and…

ASN Verdict: “Havaianas FIFAWC Ambush: great in Americas; lame in Asia”

July 16, 2014

There are not many Brazilian fashion brands as famous worldwide as sandal giant Havaianas. But we didn't know they had an ambush streak in them

ASN Verdict: Hyundai FIFAWC 2014 Activation "needed more originality"

July 14, 2014

Well it's all over. The FIFA World Cup 2014 has run its course and this week ASN looks back at all the sponsor activation from around the world.…

Longer TVCs Gaining Traction In Korea

July 3, 2014

Korea’s advertising industry is keeping up with the global trend of the growing presence of TV commercials spanning over 30 seconds.

INTERVIEW: Content Marketing will cease to exist in 5 years. It will just 'be'

April 2, 2014

Following on from ASN's interview with US brand giant, GE (General Electric) - and the revelations about how they've shifted almost half of their media budgets to (Branded)…

Huawei Seals Deal With Gunners

January 17, 2014

EPL club Arsenal have sealed a deal with Chinese IT & Communications giant Huawei as their new global smartphone partner.

ASN INSIGHT: Outlook On Global CSR Landscape

January 15, 2014

Due to its higher profile, Sponsorship and Branded Content earn many more column inches in press than Corporate Social Responsibility (CSR) but now Sponsorium, the Sponsorship and Community…

EXCLUSIVE INTERVIEW: How the biggest sponsorship deal in South-East Asia was done!

November 30, 2013

Last week ASN reported on the groundbreaking sponsorship deal between OCBC Bank (OCBC.SI) and the Singapore Sports Hub, a landmark deal estimated at SGD50m+ (USD40m+) over 15 years.

Multi-screening is a challenge but not a threat to TV advertising: research

October 14, 2012

Multi-screening - the act of using smartphones, table devices or laptops while watching television - is not likely to reduce the impact or value of television advertising, according…