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Many B2B marketers focus on ‘content’ rather than advertising, but is that the best thing to do in 2022? For the answer, columnist Samuel Scott interviewed the person who created the term ‘mental availability’, professor Jenni Romaniuk of the Ehrenberg-Bass Institute.
Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic.
THE AD CONTRARIAN: People are mostly too busy, too lazy, or too indifferent to give two-fifths of a flying shit about "brand meaning”. And recent positive press for purpose-based advertising is woefully off-base.
Adland uses the word 'brave' with abandon. But given real life is full of instances of genuine bravery – especially in these strickened times – 'brave' advertising is a misnomer that needs to be ditched.
In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. This time, we speak to Hong Kong’s emerging bright minds.