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Articles by Andreas Krasser
Mengapa Asia masih sulit mendapat pengakuan di Cannes
Lagi-lagi laporan Cannes, ya begitulah adanya. Tapi saya janji tidak akan membahas kreator, AI, rosé, atau cuaca. Sebaliknya, saya ingin membicarakan sesuatu yang muncul di hampir setiap percakapan saya dengan delegasi dari kawasan kita tahun ini, dan yang terus terpikir sejak saya kembali ke Hong Kong. Tidak diragukan lagi, minat terhadap Asia di Cannes tahun ini meningkat tajam. Program di dalam Palais mencerminkan hal ini, begitu pula acara-acara pendamping di luar gedung utama.
'Is my expiration date already being calculated?' Andreas Krasser on adland's age bias
Advertising loves to talk about what's next. New platforms. New trends. New technologies. New processes. New proprietary tools. New, new, new! The old is dead and the young is what reigns supreme. In reality, however, we have massive issues attracting young talent into the industry - and retaining the ones who do come. Some say it’s because advertising isn't cool enough anymore. So, we try to be more like tech companies - at least on the surface.
THE PERFECT CREATIVE HEIST: How to Get the Best Out of Your Creative Agency When Times Are Tough
If you’ve worked in marketing over the past five years, chances are you’ve stumbled across Les Binet’s articles, videos, or in-depth analyses on what brands should do or avoid doing in a crisis: price promotions to counter sales decline can be a “recipe for disaster”; pulling back on media spend creates opportunities for braver brands; and emotional creativity can make your budget “go 11 times further.” But let’s be honest, when the proverbial shit hits the fan, the theory is hard to put into...
Bismuth Shielding in Head Computed Tomography-Still Necessary?
1. Introduction Medical imaging plays an important role in patient management, including pediatric care. Growth is accomplished through elevated cell turnover, which means that a greater number of cells are in a vulnerable state. Therefore, children exhibit increased radiation sensitivity compared to adults. Due to this increased susceptibility and a long life expectancy post-exposure, children are at a higher risk of radiation-induced damage [1].
Digital: Founding Fathers - DJ Hollywood, Grandmaster Caz, MC Lyte and Busy Bee- joins NFT project, Masterminds of Hip Hop
Home Arts & Culture Digital: Founding Fathers – DJ Hollywood, Grandmaster Caz, MC Lyte and Busy... SINGAPORE — In an unprecedented move, Russell Simmons, aptly named the ‘Godfather of Hip Hop’ is collaborating with Tokau to exclusively launch an NFT (non-fungible token) collection, ‘Masterminds of Hip Hop’. The joint venture aims to bring honor, credit, and compensation back to the original musicians who helped create the multi-billion dollar industry that it is today.
The Magazine Archives - adobo Magazine Online
FactSet calls out generic AI with ‘Fluent in Finance’ brand push Airways launches first ever in flight gaming showdown powered by Starlink Insight: Andreas Krasser, CEO of DDB Group Hong Kong on the Importance of Creativity Brand & Business: The IdeasXMachina Group of Hakuhodo is a masterclass in balancing method and madness People: Driving Disruption — Pauline Pangan’s Mission to Bring Businesses to the 21st Century through AF Digital True Grit: The Real Dirt on IdeasXMachina’s Founder and...
Levi's: Stretching the limits of Korea's apparel market
This case study describes how Levi, the jeans brand, partnered with the Korean National Ballet to create a video which was published online and as a television ad. Clothing & fashion retail South Korea Strategy Andreas Krasser Brand owner: Levi Strauss KoreaAgency: DDB Group KoreaBrand: Levi'sCountry: South KoreaChannels used:Internet – display, Internet – microsites, widgets, Magazines... WARC subscribers can sign in to keep reading Not a subscriber?
Anmum: Taste worth sharing
This case study describes how Anmum, an infant formula milk brand, launched with a new approach to the category in Hong Kong by highlighting tangible short-term benefits of its product. Baby food Hong Kong (SAR) Strategy Andreas Krasser Brand owner: Fonterra Brands Hong KongLead agency: DDB Group Hong KongContributing agency: MediaCom Hong KongBrand: AnmumCountry: Hong KongIndustry Baby foodChannels used:Internet - display, Internet... WARC subscribers can sign in to keep reading Not a subscriber?
McDonald's Hong Kong: Repairing a relationship in 12 weeks
This case study demonstrates how McDonald's, the fast food retailer, responded to a series of food safety scares in Hong Kong, with a brand recovery plan that grew brand scores and sales. Restaurants & takeaways Hong Kong (SAR) Strategy Andreas Krasser and Peter Rodenbeck Brand owner: McDonald's Hong KongLeading agency: DDB Group Hong KongContributing agency: OMD Hong KongBudget: 1 – 3 millionCountry:Hong Kong... WARC subscribers can sign in to keep reading Not a subscriber?
Volkswagen Hong Kong: Project Polo – turning probationary drivers into professional ones | WARC
This case study explains how Volkswagen increased test drives and sales of its new Polo car model in Hong Kong by helping newly qualified drivers improve their skills and gain confidence. Branded utility, product design Compact, small family cars Hong Kong (SAR) Strategy Andreas Krasser Brand owner: Volkswagen Hong KongLead agency: DDB Group Hong KongBrand: VW PoloCountry: Hong KongIndustry: Automotive industry, marketChannels... WARC subscribers can sign in to keep reading Not a subscriber?
McCafé: McDonald's coffee retirement
Quick-service restaurant McDonald's ran a campaign for its coffee to increase sales, gain share of voice (SOV) and overtake Starbucks to become the top coffee brand in Hong Kong.
CRAFTED BY MY HEART: A gift from the heart. Literally.
This case study describes how, after losing a jewellery client, ad agency DDB Group Hong Kong planned, developed and launched CRAFTED BY MY HEART, an iOS mobile app that allows users to customise jewellery with their heartbeat, to gain exposure for the agency. Websites, online services, apps Hong Kong (SAR) Strategy Brand: CRAFTED BY MY HEARTBrand owner: DDB Group Hong KongLead agency: DDB Group Hong KongCountry: Hong KongIndustries: Personal accessoriesChannels used:...
Easy-to-digest and simple-to-apply strategy & planning tools
Provides marketers with simple strategy and planning tools that can be applied now. Econometric modelling Strategy WARC subscribers can sign in to keep reading Not a subscriber? WARC helps you to plan, create and deliver more effective marketing Prove your case and back-up your idea Get expert guidance on strategic challenges Tackle current and emerging marketing themes We’re long-term subscribers to WARC and it’s a tool we use extensively.
Volkswagen Hong Kong: Project Polo – turning probationary drivers into professional ones | WARC
This case study describes how Volkswagen, a mid-range car brand in Hong Kong, created a test drive campaign to bring the brand experience to new drivers. Compact, small family cars Hong Kong (SAR) Strategy Andreas Krasser Brand owner: Volkswagen Hong Kong LimitedLeading agency: DDB Group Hong KongBudget: Up to 500kCountry: Hong KongIndustry:Compact,... WARC subscribers can sign in to keep reading Not a subscriber?
McDonald's Hong Kong: McDiploma
Fast food brand McDonald's changed negative perceptions about working at its company by enhancing its training programme into a credible qualification in Hong Kong. Restaurants & takeaways Hong Kong (SAR) Strategy Brand: McDonald’s Brand owner: McDonald’s Entrant company: DDB, Idea creation: DDB Hong Kong SAR Market: Hong Kong (SAR) Sector: Restaurants & takeaways Media channels: Word of mouth, influencers, KOLs, Public relations Budget: Up to 500k Read the full case study here...
Four Tips To Save The Strategist-Creative Relationship
WARC’s 2017 Future of Strategy report identified the “sometimes fraught relationship” between planner and creative as one of the major challenges in building a successful strategy team. I began to wonder. How about Asia? Is there a similar friction between strategists and creatives as there appears to be in the West? So I conducted a little survey with 103 strategists and creatives from all across Asia. I started by digging up dirt on the respondents’ previous relationships.
This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners. The report covers the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future. According to WARC’s Future of Strategy survey, when hiring for their teams, the standout candidates senior planners are looking for are curious and concise people from diverse backgrounds.
How brands are using data visualisation in social campaigns
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In this post, I’ll look at how brands are making the most of data visualization and data-informed product design to bring out data’s creative side. Prompted by the agenda of a conference I recently attended, I asked myself a random question: is big data actually still a thing? My conclusion was that it is, and is likely to remain so in the near future, though in a slightly different way. My view is that we will be seeing a lot more of data’s creative side.
By Andreas Krasser, Christopher Ratcliff Verified, Rebecca Sentance Verified, Graham Charlton, Roger Rogerson
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How brands like Netflix and Spotify use data visualisation for social campaigns
Data does not always have to be a confusing chunk of numbers. Here’s how brands use data visualization and data-informed product design to bring out data’s creative side. Inspired by the agenda of a marketing conference I was recently invited to, I asked myself a rather random question: is big data actually still a thing? My conclusion: yes, it is. And it also will be in the near future – only in a slightly different way.
Using Social Listening for Integrated Insights
Here's a four-step model for combining traditional insight generation methodologies with social media listening for better marketing. Over the last few years, the marketing industry has seen a global shift of interest away from conventional insight generation methodologies – such as survey studies or focus groups – towards analysis of behavioral data requiring research firms and agencies to identify patterns from mountains of raw digital data.
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