Amid the clatter of crowded cafés, the churn of new formats, and consumers who switch preferences with remarkable speed, Vietnam’s food and beverage market is both exhilarating and unforgiving, where price sensitivity is high and competitive intensity is relentless, in this climate, slogans fade quickly while operating discipline endures, which is precisely the premise of […]
LEADING WITH PURPOSE IN THE AGE OF BRAND AUTHENTICITY Read More »
2025 wasn’t the dawn of AI, it was the year it became infrastructure. Across APAC, AI moved from isolated experiments into the daily workflows of creativity, media, and customer experience. Global AI-in-marketing investment surpassed US$47.3 billion, and 88% of marketers now use AI tools every day. The real shift took place where marketers began seeing
Beyond the Buzz: How AI Redefined Marketing in 2025 Read More »
MMA Global just launched the Data Maturity Assessment—a quick, 20-question tool built specifically for marketing leaders who want to know exactly where their organization stands with data. Take 20 minutes, answer honestly, and you’ll see exactly how you stack up against your industry and the companies leading the pack. The Five Levels Explained: Strugglers (12%)
Where Does Your Organization Stand? The 5 Levels of Data Maturity Read More »
MMA (Marketing Measurement & Analytics) teamed up with EY to create something marketers actually need—a practical framework that turns your data headaches into real competitive wins. We’re talking about the stuff that matters: staying compliant, getting your analytics right, connecting your systems, optimizing what works, and actually driving business results. Why This Framework Matters Here’s
Building Your Marketing Data Advantage Read More »
(How to design ads that the brain can’t ignore) If the first blog revealed the urgency of the first second, and the second uncovered the neuroscience behind rapid attention, then this final piece brings it all home: How do you design creative that wins instantly? The MMA’s research delivers a clear answer, you build for
Win the First Second: The Creative Playbook for Instant Impact Read More »
(Why your consumer’s mind decides before they even realize it) Marketers often talk about “grabbing attention,” but few truly understand how attention works inside the human brain. The neuroscience underlying the MMA’s First Second Strategy reveals a powerful truth: our brain is biologically wired to make sense of the world at lightning speed. Before we
Wired for Speed: The Brain Science Behind Instant Attention Read More »
(A new ruleset for marketers who can’t afford to lose attention) In today’s hyper-scroll world, brands aren’t competing for seconds — they’re competing for milliseconds. The MMA’s First Second Strategy research reveals a truth that should make every marketer sit up straight: the human brain needs less than half a second to see, process, and
Blink, and It’s Gone: Why Your Brand Must Win the First Second Read More »
When most marketers think about AI, they picture tools that write ad copy, generate slick but soulless images, or optimize ad spend by a few percentage points. It’s useful, but hardly revolutionary. But what if the real AI marketing revolution is already here, and it looks nothing like what we’ve been told? It’s not happening
Here’s the deal for marketing leaders: how well you handle data isn’t just important—it’s literally what separates the winners from everyone else. Companies crushing it with data aren’t playing the same game as those still figuring things out. That’s exactly why MMA Global teamed up with some of the sharpest minds in marketing and advertising
Marketing’s New Reality: Your Data Strategy Is Everything Read More »
For years, marketers have wrestled with the question of who to target: loyal customers, new audiences, or those who have drifted away. Most default to broad awareness or to chasing new buyers. But new research suggests that the highest returns come from a very specific — and often overlooked — segment: the Persuadables. Coined in
Finding the Persuadables – Precision Targeting That Multiplies ROAS by 16x Read More »
