Young adults, 21 to 29 years old, will play a large role in shaping Vietnam’s small but growing retail-banking market. These young consumers are less wary of borrowing, likelier to use remote channels, and more open to foreign banks than are their elders. And on most banking-related issues, the generation gap in preferences and attitudes is larger in Vietnam than in the 11 other Asian markets we examined as part of a study involving about 13,000 urban banking consumers across the continent.1
"Brands should own entertainment rather than rent it," declared Doug Scott, senior partner-executive director of Ogilvy Entertainment, kicking off Advertising Age's second annual Digital Marketing Conference with a mission statement of sorts. Mr. Scott was one of four panelists who spoke with Ad Age's Claude Brodesser-Akner during the Digital Marketing Conference, being held in New York today and tomorrow. The panel explored the changing models for commercial content, both creative and distribution-oriented.
The brightest person I have met in marketing was a consultant who had a double first from Oxford in mathematics and physics. Brain the size of a planet? This guy's frontal lobe alone covered most of space between here and Alpha Centuri. He had an extraordinary recall of psychological, sociological and marketing theory. He had an exceptional skill in dissecting and reconstructing problems. But he was a lousy planner for two very simple reasons. Firstly, because he had failed ...
Shelling out big bucks is no guarantee of success. Chances are, two weeks ago you hadn’t even heard of Hong Kong singer/actor, Edison Chen. Now, thanks to the internet and a healthy dose of amoral curiosity, you’ve probably seen a bit too much of him.The speed of ‘Edisongate’ has left Asia’s marketing industry baffled. In response, brands such as Pepsi, EPS and Disney have dropped Chen and several of the female victims, including Twins singer Gillian Chung, from their marketing activities.
Young adults, 21 to 29 years old, will play a large role in shaping Vietnam’s small but growing retail-banking market. These young consumers are less wary of borrowing, likelier to use remote channels, and more open to foreign banks than are their elders. And on most banking-related issues, the generation gap in preferences and attitudes is larger in Vietnam than in the 11 other Asian markets we examined as part of a study involving about 13,000 urban banking consumers across the continent.
"Brands should own entertainment rather than rent it," declared Doug Scott, senior partner-executive director of Ogilvy Entertainment, kicking off Advertising Age's second annual Digital Marketing Conference with a mission statement of sorts. Mr. Scott was one of four panelists who spoke with Ad Age's Claude Brodesser-Akner during the Digital Marketing Conference, being held in New York today and tomorrow. The panel explored the changing models for commercial content, both creative and distribution-oriented.
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The brightest person I have met in marketing was a consultant who had a double first from Oxford in mathematics and physics. Brain the size of a planet? This guy's frontal lobe alone covered most of space between here and Alpha Centuri. He had an extraordinary recall of psychological, sociological and marketing theory. He had an exceptional skill in dissecting and reconstructing problems. But he was a lousy planner for two very simple reasons. Firstly, because he had failed ...
Shelling out big bucks is no guarantee of success. Chances are, two weeks ago you hadn’t even heard of Hong Kong singer/actor, Edison Chen. Now, thanks to the internet and a healthy dose of amoral curiosity, you’ve probably seen a bit too much of him.The speed of ‘Edisongate’ has left Asia’s marketing industry baffled. In response, brands such as Pepsi, EPS and Disney have dropped Chen and several of the female victims, including Twins singer Gillian Chung, from their marketing activities.
