For decades, television has been at the heart of storytelling – building emotion, trust, and shared experiences for millions of viewers. But as audiences evolve and viewing habits shift across devices, one thing has become clear: television isn’t disappearing – it’s transforming. Connected TV (CTV) is not a new medium competing with traditional TV; it’s […]
Connected TV: The Advanced Version of Linear TV Read More »
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
The High-Intent Middle: Why APAC Brands Are Betting on the Movable Majority Read More »
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
Desire in Motion — From Storytelling to Storyliving Read More »
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
Alcohol Innovation: The New Rules of Engagement Read More »
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.
From Targeting to Timing: Rethinking RMN Strategy in APAC Read More »
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
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
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
The High-Velocity Consumer: Marketing in a World That Moves at 400ms Read More »
Every marketer knows the familiar pattern: you launch a campaign, performance is great in week one, but by week three, it’s in a sharp decline. We often blame the creative for “fatiguing.” But the real problem isn’t the creative itself; it’s the static strategy used to deliver it. The Flaws of a Fixed Approach Most
Your Creative Isn’t Fatiguing, Your Strategy Is Read More »
For decades, marketers have placed loyalty on a pedestal. We create media plans that suppress our “best” customers, assuming they are already sold and don’t need to be messaged. We operate under the myth that loyalty is static and exclusive. But what if your most valuable customers are still splitting their wallets with your competitors?
The Most Valuable Customers Aren’t Loyal. They’re Movable Read More »
