Marketing TNT Team, Author at Marketing TNT

The High-Intent Middle: Why APAC Brands Are Betting on the Movable Majority

Somewhere between your most loyal customers and those yet to discover your brand lies a high-potential audience often left underutilized: the Movable Middle. These are consumers who are active in your category (they shop, compare, and consider), but haven’t yet committed to any one brand. They’re not disengaged, nor are they deeply loyal. Instead, they […]

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Desire in Motion — From Storytelling to Storyliving

When you’ve spent long enough in marketing, you realize one truth — people don’t believe in stories anymore; they believe in what they can feel. Luxury, especially, has moved beyond the age of storytelling. Today’s generation of high-value consumers doesn’t want to be told what to think. They want to experience what a brand stands

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Alcohol Innovation: The New Rules of Engagement

The global beverage alcohol industry is undergoing a profound transformation, and the key to winning is understanding that moderation, premiumization, and seamless experience are no longer trends – they are the new market fundamentals. In order to leverage the trends, innovation strategy must pivot around two core shifts. First, the Moderation Movement is mainstream. Younger

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From Targeting to Timing: Rethinking RMN Strategy in APAC

Despite more data, smarter tools, and hyper-targeted delivery, personalization in APAC is hitting diminishing returns. Campaigns are optimized to the decimal, audiences sliced thinner than ever, yet engagement flatlines and costs keep rising. This is personalization fatigue. And for marketers across the region, it’s becoming one of the most underdiagnosed performance challenges in retail media.

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Wound Plaster Breakthrough: Advanced Innovation, Heal In Style

#NEWGENERATIONPLASTER: HYDROCOLLOID TECHNOLOGY For decades, wound care was seen as purely functional. A plaster was something you applied quickly to cover a scrape or blister — a practical fix, nothing more. But consumer expectations have shifted. In today’s world, where wellness, lifestyle, and self-expression intersect, even the simplest acts of care are being redefined. Healing

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Instant Vouchers: From China to Vietnam – A Paradigm Shift in the F&B Industry in the Digital Era

For more than a decade, customer retention strategies in the Food & Beverage (F&B) and Retail industries have centered on Reward and Loyalty programs that emphasize point accumulation and delayed redemption. However, the proliferation of digital ecosystems and super-app platforms has fundamentally transformed consumer expectations. Contemporary consumers increasingly favor instant gratification – seeking immediate, tangible

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SMARTIES™ Philippines 2025 Finalists Announced, Highlighting Marketing Excellence and Innovation

MANILA, PHILIPPINES – October X, 2025 – MMA Global, the world’s leading trade organization for modern marketers, has officially released the finalists for the highly anticipated SMARTIES™ Philippines 2025 awards. This extensive list spotlights the most effective, creative, and strategically brilliant campaigns that are successfully translating innovation into measurable business success across the nation. The

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Emtek Appoints GroupM Veteran Himanshu Shekhar as Director of Commerce to Strengthen Its Content-to-Commerce Ecosystem

JAKARTA, INDONESIA – 24 September 2025 – PT Elang Mahkota Teknologi Tbk (Emtek), Indonesia’s leading technology and media conglomerate, today announced the appointment of Himanshu Shekhar as Chief of Commerce Business Officer. The paradigm for marketing investment is shifting. As brands increasingly prioritize conversion and ROI over traditional metrics like impressions and reach, digital commerce

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SMARTIES™ Thailand 2025 Announces Finalists, Highlighting the Country’s Most Innovative Marketing Campaigns

BANGKOK, THAILAND – September X, 2025 – MMA Global, the leading global trade association for marketers, today announced the official shortlist for the SMARTIES™ Thailand 2025 awards. The list features the finalists of the nation’s most impactful and creative marketing campaigns, selected from a competitive pool of entries that demonstrate a commitment to innovation and

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The High-Velocity Consumer: Marketing in a World That Moves at 400ms

Today’s mobile consumer doesn’t scroll — they sprint. The MMA study found that on mobile, two-thirds of ads are cognitively recognized within 0.4 seconds, compared to 2–3 seconds on desktop This is the reality of the high-velocity consumer: hyper-fast, hyper-selective, and unforgiving. Marketers who still optimize for :15 or :30 spots are planning for a

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Author name: Marketing TNT Team