Last year, while working as Vice President of Digital Marketing & Audience Development at Mediacorp, I was part of a panel of digital transformation experts at an event called "Engaging the Workforce of the Future" hosted by Workday. I share some of my thoughts in this series of videos from the panel discussion. In this... Continue Reading →
What Brands Must Learn from the Entertainment Industry, Part 3
In this three-part video series, I discuss how brands must harness the power of storytelling and #contentmarketing to succeed in this new era of new digital media. In this first video, I talk about how digital media has changed consumer expectations and Brands must no longer rely on interruption to reach audiences. https://youtu.be/WhZheHdKfxQ In this... Continue Reading →
What Brands Must Learn from the Entertainment Industry, Part 2
In the age of on-demand digital media and ad blocking, Brands must move away from interruption-based marketing and instead develop content that audiences want to consume. That means learning how to think like media companies. https://youtu.be/CRzZ9Te5Rqg
What Star Wars and Marvel can teach brands about Content Marketing
Earlier this week, at the Asean CMO Experience in Kuala Lumpur, Malaysia, I got the chance to talk about my favorite topics: Star Wars, Marvel superheroes and Content Marketing. In my presentation Why Brands Must Think and Behave Like Media Companies: Rethinking Marketing with Lessons from Hollywood, I discuss why consumers in the digital media... Continue Reading →
What Brands Must Learn from the Entertainment Industry
https://youtu.be/WhZheHdKfxQ Digital media has changed consumer expectations and tolerances. We live in a world of unprecedented consumer choice. Consumers expect to be able to consume content whenever and wherever they want, on the device of their own choosing. In such a world, consumers prefer to pay a subscription fee for quality content – whether news, music or... Continue Reading →
Why Brands must also be good storytellers
The challenge for brands in the age of consumer choice is this: create content that my target audience will seek out and willingly consume, rather than avoid.
How Culture is Key to Successful Digital Transformation
At least three times in my career, while being hired to join the "digital transformation" team, I have heard the following analogy: "We want you and your team to be the virus that infects the rest of the organization." The analogy always sounds great. But the success of a virus is always determined by the... Continue Reading →
The Francis Ford Coppola Winery’s “The Red Stain” is an example of cinematic content marketing at its best
"The Red Stain" demonstrates everything I like to talk about when it comes to excellent brand storytelling.
Singapore’s MOF campaign shows how little is understood about influencer marketing
Influencers are just another touchpoint in the customer journey and not some kind of magic bullet.
Singapore, is racism really funny?
In any other country, would such a portrayal not be considered offensive? Apparently not in Singapore.