5 Trends Cecil The Lion Saga Can Teach Brands

Few stories this year have captured public attention more than the killing of Cecil the Lion, the iconic feline in Zimbabwe’s Hwange National Park. The account of Cecil’s killing are now well known but the public outrage is worth examining from a corporate and brand perspective for the trends that emerge. 1. The context and nuance matter Conservation issues and animal cruelty issues often don’t converge with such clarity to create such global...

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EDELMAN TRENDING #FASHION 2015

As the various global fashion weeks fast approach and Google released details of its first ever fashion report based on search, our girl Jacqueline Young hit the streets of Hong Kong to investigate how fashionistas are really consuming information and what or who they are influenced by. ...

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Emoji Musings from Edelman Millennial, Carol Yeung.

If you get what I mean, we’re probably from the same generation - born and raised in the digital age and heavily reliant on social media. Emojis have become an integral part of everyday communications for millennials in Hong Kong. #smileyface! The rise of emojis can be explained in 2-fold:   Spreading a little bit of love – emojis made it easier to convey emotions beyond words, especially positive ones. Research shows ...

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Adapt or perish - Hong Kong media urged to change after trust slumps to record low!

Is it time for a shake-up in Hong Kong’s long-established media industry? The question dominated a vibrant and sometimes fiery debate at the latest afterhours@edelman event on Tuesday night (July 7, 2015).  The discussion took place against a backdrop of an industry in crisis. Between 2013 and 2014 trust in media plunged from 63% to 41%, according to Edelman’s Trust Barometer. Notably, people said they trusted media even less than they trusted the embattled Hong Kong government.  Addressing the slump, speakers from the media industry...

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Desperately seeking content…strategy

Until recently, content has a ‘nice to have’ added on top of a traditional marketing or communications campaign: The video of an event; an infographic with a press release. But in the last few months content has moved to the fore. It increasingly sits at the heart of major integrated campaigns. A case in point is Procter & Gamble’s current offering for the Sochi Winter Olympics. It leads with a two-minute YouTube clip, ‘Pick them back up’, that has been viewed over 11 million times. Content hubs are all the rage, with vodka brand Absolut...

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“Trust, the Marketing Mix and Communicating for Business Success”

The world of communications has changed The communications landscape has seen a sea change, resulting an environment rife with new, interactive channels and increased connectivity and speed. In the past year, the media industry in Hong Kong and around the globe has felt the aftershocks. Social media use has exploded, and new hybrid media sites are popping up independently and as versions of old newspaper empires. Traditional media giants such...

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