Marketing
Campaign Asia-Pacific
Jan 4, 2016

BNP Paribas' Michelle Toy talks diversity and localisation

Michelle Toy, Asia-Pacific head of marketing and communications at BNP Paribas Securities Services, explains the importance of staff diversity and localising marketing content for individual markets.

Toy spoke with Campaign Asia-Pacific at the Financial Services Marketing forum in Hong Kong.

This video was produced in collaboration with Fundamental Media.
 
Filmed and edited by Edwin Lee, Fallout Media HK
Source:
Campaign Asia

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Omnicom cut 3,000 roles during 2024 ahead of IPG takeover move

1 Omnicom cut 3,000 roles during 2024 ahead of IPG takeover move

Why Tim Hortons went with a hockey theme for its Super Bowl spot

2 Why Tim Hortons went with a hockey theme for its Super Bowl spot

PepsiCo's $200 million investment brings Cheetos back to Indonesia

3 PepsiCo's $200 million investment brings Cheetos back to Indonesia

Arthur Sadoun on why Publicis didn’t buy IPG and how Omnicom is ‘the new WPP’

4 Arthur Sadoun on why Publicis didn’t buy IPG and how Omnicom is ‘the new WPP’

Dentsu prioritises media in new growth plan following $820 million loss

5 Dentsu prioritises media in new growth plan following $820 million loss

Publicis hikes salaries 7% after record 2024 and is ‘confident’ on outlook

6 Publicis hikes salaries 7% after record 2024 and is ‘confident’ on outlook

'Local with full autonomy': Ogilvy global leaders on their mission in China

7 'Local with full autonomy': Ogilvy global leaders on their mission in China

OMG taps Dentsu exec for Malaysia CEO position

8 OMG taps Dentsu exec for Malaysia CEO position

Beloved global creative leader Ari Weiss dies at 46

9 Beloved global creative leader Ari Weiss dies at 46

Top 10 food brands in Southeast Asia

10 Top 10 food brands in Southeast Asia

Related Articles

AXA's Mabel Leung: Multi-market campaigns require cultural sensitivity
Jan 4, 2016
Campaign Asia-Pacific

AXA's Mabel Leung: Multi-market campaigns require ...

Lars Hamberg: Digital entrants a tremendous threat to financial old guard
Jan 4, 2016
Campaign Asia-Pacific

Lars Hamberg: Digital entrants a tremendous threat ...

FSM highlights: Top financial marketers gather in Hong Kong
Dec 23, 2015
Campaign Asia-Pacific

FSM highlights: Top financial marketers gather in ...

Nearly half of marketers eyeing budget cuts: Totem China marketing and media trends 2025
Dec 18, 2024
Minnie Wang

Nearly half of marketers eyeing budget cuts: Totem ...

Just Published

How to put creativity back into media buying
11 hours ago
Vladyslav Zhovtenko

How to put creativity back into media buying

RedTrack’s Vladyslav Zhovtenko examines the impact of context-switching, yet at the same time why marketers shouldn’t automate everything.

Creative Minds: Fachrul Rizal considers advertising his kitchen
11 hours ago
Staff Reporters

Creative Minds: Fachrul Rizal considers advertising ...

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.

Take a peak: How marketers can turn digital noise into lasting loyalty
12 hours ago
Neil Patel

Take a peak: How marketers can turn digital noise ...

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.

A sweet KitKat break-time signal for Manila businesses
13 hours ago
Staff Reporters

A sweet KitKat break-time signal for Manila businesses

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.