2018 prediction-palooza | BAT versus the west | Google's tool for rich snippets

Plus: A B2C-inspired B2B ad and a look at mainland ad music trends

View in web browser   Wednesday, 03 January, 2018 We read all these 2018 forecasts, so you don't have to Matthew Miller Boiling down a pile of weighty reports from agencies yields a list of key 2018 trends and what they mean for brands: AR, AI bias, brandlessness, blockchain, the end of typing, much more.   Google introduces Rich Results Test tool Babar Khan Javed To help advertisers and agencies expose content for Google to display as rich snippets, the company has launched a free tool to help identify errors and suggest corrections.   Kimberly-Clark's colourful B2B ad uses B2C tricks Ad Nut Geometry Global brings sporting goods-style drama to a sterile garment ad.     How the Chinese vs Western battle of internet giants will unfold Richard Brosgill Adaptation may be key to BAT's globalisation push.   Music maketh the ad, but what's the story behind it? Soon Chen Kang 江欣珍 GUM Asia CEO and head producer Thomas Faucheur gives Campaign Asia-Pacific the lowdown on choosing and/or making music for ads.   Editor's Picks New Business League: See the latest leaderboards Staff Reporters In the second-to-last league table of 2017, McCann, DDB, and UM climb upwards, while JWT, Dentsu, Leo Burnett and Starcom slip.   Are marketers going to accept duopoly dominance? Jayesh Easwaramony It's time for a more conscious marketer, one who thinks beyond the default options and asks these four questions to drive mobile-marketing outcomes.   ICYMI: All of our 2017 retrospective lists Catch up on the biggest stories, the best and most questionable ads, the biggest appointments and exits, and more.   Promoted TCL marks banner year with global projection campaign Staff Writer Electronics company casts ads across New York, London, Paris and more.   Events MediaWorks May 23 - 26, 2018 Bangkok

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