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Monica Chien

As seen in: The Conversation, WARC
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Articles by Monica Chien

Celebrity concern about bushfires could do more harm than good. To help they need to put boots on the ground

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By Judith Mair, Gabrielle Walters, Monica Chien
| The Conversation Verified
From Australian superstars such as Cate Blanchet, Russell Crowe, Chris Hemsworth and Nicole Kidman to Hollywood heavyweights including Ellen DeGeneres and Bette Midler, a lengthening list of celebrities are helping to shine a spotlight on Australia’s bushfires. Some have donated large sums of money and used social media to publicise their donations, encouraging fans to follow suit. Some have used their profile and platforms such as the Golden Globes awards to draw attention to the fires.
Open in Who Shared Issue with article?

Darlie: Three months to turn a 70-year-old brand around

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By Monica Chien, Joey Wu, Amy Y. Shih
| WARC
Taiwanese toothpaste brand Darlie changed its most distinctive brand asset in a risky but rewarding move.
Open in Who Shared View Duplicates (22) Issue with article?

Darlie: Three months to turn a 70-year-old brand around

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By Monica Chien, Joey Wu, Amy Y. Shih
| WARC
Taiwanese toothpaste brand Darlie changed its most distinctive brand asset in a risky but rewarding move. Brand: Darlie Brand owner: Hawley & Hazel Chemical Company Entrant company: Ogilvy Taiwan, Chinese TaipeiIdea creation: Ogilvy Taipei City Market: Taiwan Sector: Oral health Media channels: Online display, Online video, Outdoor, Out-of-home, Radio & audio, Search marketing, Social media, Word of mouth, Influencers, KOLsBudget: 3 - 5 million Read the full case study here...
Open in Who Shared View Duplicates (122) Issue with article?
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