As aspiring Japanese multinationals enter Asia’s emerging markets, they need to compete with domestic legacy brands and with brand-savvy Western competitors. That may pose challenges to some Japanese companies, which typically emphasize product rather than brand differentiation. ...READ MORE
Since Facebook started allowing advertising on its site, marketers and brands have rushed to get on the platform to get their messages in front of its large and global audience (1B+ active users) and many were excited about the ability to do so at little or no cost having spent decades paying thousands/millions to reach TV and radio audiences. ‘Early adopter’ brands that invested time and the right resource into social media marketing quickly rose to the top, building huge audiences constantly digitally connected with their brand. ...READ MORE
While BRIC countries often dominate the conversation when talking about emerging markets in digital, Latin America (beyond Brazil, of course) also represents significant growth in connectivity. In fact, while the global level of Internet penetration is 34%, the average for this region is 43%. In some countries the figure is even higher; 66% of Argentineans have access to the Internet, exceeding continental Europe (63%). Coupling this increased connectivity with consistent GDP growth, a massive opportunity for brands has opened up in Latin America.
The Internet thrives on commentary, and every good brand manager knows it’s important to keep track of what’s being said about your brand. The thing is, the news no longer travels only through major publications. It’s the age of social media; a celebrity’s Instagram photo might carry as much promotional weight as an article in the Wall Street Journal. JWT Sao Paolo is addressing the problem with BrandMagz, a tool that streamlines digital buzz-tracking. ...READ MORE
Every conference—from Social Media Week to SXSW—seems to have a couple overarching trends that nearly all the panels address in some way or another. Advertising Week X (#AWX) is another example. On one hand it’s a great way to keep your finger on the pulse, but after a few days, it quickly becomes overkill. ...READ MORE
JWT MENA is spotlighting today’s “New-Age Ramadan,” the direct result of progressive mindsets in the Middle East/North Africa region, in a new report. Enculturation has seen Ramadan gradually moving from being religious/traditional to more of a cultural festival, with the emergence of a typical commercial “Ramadan shopper." ...READ MORE
Since the recent rise in the popularity of cell phones, it has become commonplace to hear a ringtone or text message notification during a movie or concert, interrupting the experience. To combat this noisy problem, JWT Mexico and Nokia used the National Symphony Orchestra of Mexico to create the world’s first “Ringphonic Orchestra.” Nokia's "Ringphonic Orchestra" encouraged audiences to turn off their phones during performances by combining a live action advertising stunt with the orchestra’s usual performance. ...READ MORE
Last year, Banco Popular's "The Most Popular Song" by JWT San Juan helped stimulate Puerto Rico's economy and challenge its reliance on welfare by rewriting the lyrics to one of the country's most well-known songs. In 2012, JWT San Juan and Banco Popular created "The Race of a Country" to keep the momentum going by inspiring Puerto Rico once again. With the help of Olympic hurdler Javier Culson, JWT San Juan invited Puerto Rico to metaphorically run with Culson to overcome the many hardships faced by the country. ...READ MORE
The AC Camargo Cancer Center and Warner Bros have banded together with JWT Brazil to create the “Superformula to Fight Cancer.” This beautiful and heart warming campaign blends the heartaches and hardships of being a child fighting cancer, with the super-human ability and wonder of some of “The Justice League’s” best known superheroes.
JWT Intelligence Trend Strategist, Will Palley reports from the "Contagious" magazine Now/Next/Why conference in New York City and discusses the next big thing: alternative currency.
At Contagious magazine’s Now/Next/Why daylong conference in New York yesterday, the emergence of alternative currencies was a hot topic. The dramatic rise and fall of Bitcoin has highlighted the fact that consumer confidence is shifting away from traditional institutions like governments and central banks in favor of smaller, more independent alternatives. According to a recent study by Contagious, 21% of Americans and 15% of Britons would be comfortable with abandoning traditional sovereign currencies for currencies not tied to a major banking institution. ...READ MORE