Zero-based budgeting war | Bundesliga's Asian game plan | Inexcusable production values

View in web browser   Friday, 13 April, 2018 Premium Zero or hero? Industry polarised on zero-based budgeting Jenny Chan 陳詠欣 Clients see it as fiscal discipline. Agencies see it as short-sightedness. As zero-based budgeting makes a comeback, we assess its values and shortcomings.   Bundesliga: Scout APAC fans with data, score with local content Faaez Samadi In a highly competitive Asian football fan market, finding new audiences is critical, says the German football league's international CEO.   'Now everyone can vote' with AirAsia Soon Chen Kang 江欣珍 AirAsia can expect to sell more seats during peak travel period around polling day in Malaysia next month     We need to have a word about production values David Blecken No one should have to endure ads this bad any more.   PR Awards Asia: deadline extended Olivia Parker Due to popular demand, we will be extending the deadline for entry to the PR Awards Asia until 17 April.   Promoted Influencer marketing: Making brands shine Staff Writer The brand spokesman is still in style, but social presence and content localisation are new hurdles for marketers looking to give a voice to their campaign.   Editor's Picks Premium China, America and the race for AI supremacy Matthew Keegan As China and the USA compete to become the world's first AI superpower, we explore who is ahead and how multinationals with offices in both countries avoid in-fighting when it comes to sharing technology and ideas.   Q&A: Yum China CMO's modern marketing for an old recipe Jenny Chan 陳詠欣 Marketing operations may not be the most exciting part of the industry, but are vital to keep pace with customer expectations, says Steven Li, chief marketing officer of Yum China Holdings ahead of Campaign's Digital360 festival in Shanghai   Premium Who will control your data destiny post-Cambridge Analytica? Helen Roxburgh Facebook's dramas have prompted a period of reckoning over data usage. We examine the impact of looming regulation walls, how consumers really feel about data and why Asia is having different conversations to the rest of the world.   Events Media360Indonesia Apr 23, 2018 Shangri-La Hotel Jakarta   Digital360Festival Apr 25 - 26, 2018 JW Marriott Hotel Shanghai at Tomorrow Square

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