The 'purpose' Asia wants brands to care about | The year's biggest brand fails | AOY Japan / Korea recap

Plus: Keith Weed announces retirement | Is localisation as tricky as some brands make it seem?

View in web browser   Friday, 07 December, 2018 The 'purpose' Asia wants brands to serve: Kantar Olivia Parker When well-meaning campaigns and initiatives filter down from global headquarters they can end up meaning little to local markets. A new Kantar survey explores the issues people really care about in the region.   The 5 biggest brand fails of 2018 Faaez Samadi Have your best facepalm at the ready, as we continue our year-end review.   Established Japan players return to form at AOY awards David Blecken TBWA Hakuhodo, McCann Health, Wieden+Kennedy and MediaCom were among those with cause to celebrate at the Japan/Korea Agency of the Year Awards for 2018.     Keith Weed retires from Unilever after 35 years Gurjit Degun Veteran marketer will leave in May 2019.   Localisation: The line between respect and offence Lindsay Hong As the recent Dolce & Gabbana debacle shows, some brands still struggle to localise in ways that are culturally appropriate.   Isobar appoints Prashant Mehta as SVP, global head of delivery Plus Sinclair, BBDO, Prophet, Iris, Lotame, Tribal, Zeno and more, in our weekly collection of people moves and account news.   Editor's Picks Singtel, you owe Frank Capra an apology Ad Nut The brand's Christmas film is an unholy mess with a WTF ending, and a sudden snowfall can't fix it.   40 Under 40: Dorothy Peng of R/GA Read about Dorothy Peng and the 39 other impressive members of our 2018 list.   Air New Zealand helps naughty kids make nice Ad Nut The airline helps kids come together to save the holiday in this charming film.   Events Greater China Agency of the Year Awards 2018 Dec 11, 2018 Shanghai   Australia/New Zealand Agency of the Year Awards 2018 Dec 13, 2018 Singapore

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