SINGAPORE - At Spikes Asia, Nir Wegrzyn, chief executive of consultancy BrandOpus, spoke to Campaign on the topics of branding and research.
Wegrzyn believes marketers’ understanding of the role of brands and branding is still patchy. He is also unenthusiastic about focus groups—although still widely used to gather ‘insights’, and instead favours implicit research. He explains why in this short video.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Live music events including Coldplay, Taylor Swift, Vijay Antony, and Diljit Dosanjh concerts also saw a 43% increase, according to the report.
Industry body VoxComm said the rise of this model puts agency-client relationships at risk.
The latest campaign features actors Elle Fanning and Nazha, model and songwriter Koki, and rapper Youngji Lee, all of whom are global ambassadors for Coach.
Industry leaders weigh in on what Dentsu, Omnicom, Publicis Groupe and Interpublic Group results mean for media.
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.png&h=334&w=500&q=100&v=20170226&c=1)
