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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