Capitalising on fleeting cultural moments requires speed, a certain risk-taking ability and a sharp understanding of when a brand should act—or step back. It’s a high-stakes game where timing and relevance are everything.
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RedTrack’s Vladyslav Zhovtenko examines the impact of context-switching, yet at the same time why marketers shouldn’t automate everything.
Having passed up a career crafting culinary masterpieces, Dentsu Creative Indonesia’s Fachrul Rizal brings the rigour of a Michelin-obsessed chef to advertising and creativity.
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In an attention-starved and price-sensitive market, brands are battling for fleeting consumer focus. NP Digital's Neil Patel shares how leveraging emotional resonance through the 'peak-end rule' can create powerful moments that stick.
In a twist on its classic image, KitKat Philippines has launched a campaign that transforms its iconic chocolate bar into a practical break-time signal for small business owners in Metro Manila.
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