Opinion
Beyond briefs, Cannes rethinks creativity and capitalism
Transformative ideas that leave a lasting impression don't often take root in the average client brief; they are born out of intentional creativity that goes beyond the channel or the immediate business problem, opines Ogilvy PR's chief creative officer.
Dear AI, are you human?
Better than humans, replacing humans or augmenting humans, the AI debate inherently misses the fact that humans and AI don't have the same qualities. Fast and accurate does not come close to intuitive, emotional and culturally sensitive, opines Trion's Charu Srivastava.
Pitching for Shell? You don’t understand value
Belinda Noble from Comms Declare writes that accepting work from the petroleum giant makes losers of your company, your staff, and the advertising industry.
Assertive, ambitious and aligned, Gen Z's preferences reshape the market
From slashers to global explorers, this cohort with bold expectations is not afraid to demand change.
How Asia Pacific has become a Web3 hotbed
With Southeast Asia adopting blockchain wallets in higher numbers and markets like Korea leading web3 gaming, brands need to embrace decentralisation and communities built around digital experiences.
Generative AI, creativity and the morality of it all
Inside the debate swirling around the all-pervasive generative AI, Rob van Alphen shines a light on the dilemma faced by the creative industries right now.
Brands must learn how to use AI without hurting others and themselves
It’s crucial to consider real-world context before jumping into digital executions with AI.
Nothing to announce? How to do PR during the dry spells
"If your brand isn’t well known outside its vertical and your executives are no-namers, there’s no other option than to weigh in on the topics that reporters want to talk about," says senior PR specialist Camilla Tenn.
From awareness to action: how consumer social conscience is driving change in business practices
Due to the massive impact of the Covid-19 pandemic, consumers have become increasingly socially conscious, and their expectations of businesses have evolved.
One small step for the Oscars, one giant leap for DEI: Michelle Yeoh's historic win
After 94 Oscars of rewarding white people and more white people for their accomplishments, Michelle Yeoh and Ke Huy Quan's victory is stupendous—for art, race, and representation alike, opines Vero's Nguyen-Masse.
The case for allyship: Rising and raising together
There's strength in numbers and power in banding together. On International Women's Day, Yahoo's Elizabeth Herbst-Brady reflects on the invaluable workplace support of a male ally who enabled her to succeed.
Digital assets in crisis—the role of communications in restoring trust
The light-speed demise of Sam Bankman-Fried from hero to zero is a lesson on the need for strong leadership, but not cult-like frontpeople.
Fame: Brands wanna live forever
THE AD CONTRARIAN: While most brands are preoccupied with differentiation, positioning and purpose, their real aim ought to become famous in their category.
ChatGPT is already impacting our client work—here’s how
From ideation to creating assets, advisement to copy writing, ChatGPT is fast becoming an indispensable enabler for creative teams.
What should PR professionals do when publishers inflate circulation data?
SPH Media’s recent mea culpa regarding inflated circulation figures is a reminder to all PR professionals to focus on metrics that matter. It also raises the question, what should PR pros do when publishers intentionally cook the numbers?
Small business facing big challenges call for tech investments
As with any procedure, breaking deployment down into stages, and focusing on solving the problems at hand, can make it manageable and most importantly, rewarding, says Hoffman's Kevin On.
Lessons from 30 years of cross-market communications in Asia
BCW India’s leaders share what they have learned in 30 years of marketing and communications.
UK Communicators of the Year 2022 (numbers 15-11) revealed by PRWeek
Who got their message across most effectively in this tumultuous year?
Private equity: Future proofing your image
How industry players communicate is becoming as important as how they operate, says SEC Newgate’s associate partner in Greater China.
From crisis responders to resilience builders: the changing role of the Hong Kong crisis leaders
Effective crisis leaders are now called on to engage in an endeavour that is much bigger than the usual crisis preparedness, response, and recovery efforts.
Going beyond the 9-to-5: Employers as the last bastion of trust
The head of health at Edelman Hong Kong on the importance of communications from employers.
The 'p' word: What we should consider when we talk about purpose
The strategy director at Forsman & Bondenfors makes a case for the very purpose of purpose.
How to build and grow a winning agency workforce
The co-founder and MD of Prospect has a few tips on building a happy, healthy and efficient team.
The need for strong local culture
The EVP of client experience at Weber Shandwick Korea on the many cultural preferences of Gen Zs and millennials.
Hate and loathing in pitching: How not to look miserable in journos’ eyes
A few dos and dont's when it comes to pitching to journalists.
Edelman, Saudi and more – ethics examined in PRWeek’s Beyond the Noise podcast
Can it ever be justified for PR agencies to represent countries with poor human rights records – and if so, under what circumstances? PRWeek UK’s podcast examines some of the industry’s biggest moral questions.
Mind the reputation gap in the professional services sector
How can professional services firms cut through the noise and differentiate their brand?
Elon Musk’s back-to-office demands: Takeaways on employee experience
Is Musk’s firm note to his employees a display of strong leadership or is it an indication of a strictly vertical style of management?
Moving ‘new humans’ in Web3: Opportunities for brands in the metaverse
The chief digital officer of BCW Asia-Pacific on how brands can leverage the metaverse in a meaningful way.
Why bots will not replace PR agencies anytime soon
While artificial intelligence has gained ground in PR, Aeris PR's founder contends that human-led PR shops still have an edge on several fronts.
Deconstructing the virtual influencer
Contrary to what you may think, virtual influencers are maintained and operated the same way traditional influencers are. But there are a few additional benefits, argues Hylink’s Humphrey Ho.
The talent crunch is real. But perhaps we’re not looking in the right places
Archetype’s APAC chief Lee Nugent on the many benefits of looking beyond the industry and traditional qualifications to hunt for brilliant talent.
How representation is commodified
The marketing industry is fond of representing marginalised communities in their purpose-driven campaigns—but where does 'diversity' end and 'tokenism' begin?
Why Jennifer Lawrence’s character in ‘Don’t Look Up’ should be media-trained
PhD student Kate Dibiasky was labelled as an alarmist and one to cause hysteria in the Netflix film. The storytelling director from PR agency Vero has some advice that perhaps could have led to the world being saved.
Rest is not for the weak
Redhill’s senior director on the dangers of working to the point of burnout—which even the temporary respite of a holiday may not be able to fix.
Enough with the brand babble about meaning and purpose
OPINION: People are mostly too busy, too lazy, or too indifferent to give two-fifths of a flying shit about 'brand meaning'. And recent positive press for purpose-based advertising is woefully off-base.
Show me the money: Why PR needs to fix its image problem
Should we be moving away from the term ‘PR’? Ruder Finn’s EVP makes a case against what he thinks is an archaic term.
Former journalist Shubhreet Kaur joins H+K India
With experience in news correspondence and media consultancy, Kaur is set to being a fresh perspective to the agency’s creative team.
What the industry gets wrong with PR measurement
Long gone the era of media clippings and column inches. Or is it?
Libresse pulls campaign with vulva imagery following backlash
Users on social media rushed to defend the brand following an incriminating statement from a religious organisation.
How brands are diluting the meaning of empowerment
Brands handing out messages of empowerment—especially targeting girls and women—are not as laudable as they seem. Here’s why.
What brands can learn from the Tokyo Olympics
Edelman Japan’s president on new learnings when it comes to engaging stakeholders in the future.
Dear plus-sized women, you’re still not welcome in mainstream advertising
Advertising in India may be ‘woke’, but it's still not truly inclusive, writes a journalist with Campaign India.
How brands can succeed in social shopping
As brands in Australia have yet to fully leverage social shopping, trialling new features now has huge pay-off.
Should social media platforms be the arbitrator of truth?
When social media is proven a direct accomplice in amplifying hate speech and fake news, they cannot abdicate responsibility and plead innocence.
Dear Olympic sponsors, do not worry
Mutant’s senior manager has a few tips for brand sponsors to make the most of this year’s unusual Tokyo Olympics.
A case for incorporating puppetry into Covid comms
A puppet-show in rural India inspired one comms executive to think about older means of comms where data and automation are nary to be seen.
I stand with Naomi
Why is it still considered normal for a part of the press to make a living out of portraying high performance individuals when they suffer?
How brands can stay relevant in Myanmar today
Suggestions for brands to make positive contributions to communities and employees without the risks inherent to making a political statement.
Beyond beauty: How influencers are being utilised in politics
Influencers are being commissioned to spread political and social messaging, and to great impact.
The power of AI in PR
Press releases, social media content, and influencer engagement are just some of the ways AI can be leveraged in the industry.
Why leaders who listen are better poised for success
WE Singapore’s head of corporate on the way leaders are expected by stakeholders to show up differently in this new era of leadership.
PR pros should use data to make insights come to life
The power of data visualisation and its application in campaigns, according to the data analytics lead at H+K.
Harnessing freelance support in the PR world
Why commissioning freelance consultants can help keep the industry afloat and allow agency leaders to focus on pressing matters.
News has evolved but its value hasn’t
While it’s clear that news isn’t a dispensable commodity, today’s changing media landscape means that organisations have had to transform at lightning speed.
Game on: advice for global brands ahead of the Tokyo Olympics
Conversations in society around issues like diversity function differently in Japan from the West.
The real value of values
Has doing the bare minimum become acceptable practice in the PR industry?
Juukan Cave destruction is a red light for PR practitioners
How the tragedy in Western Australia can serve as a lesson to PR pros about balancing culture and stakeholder returns.
How The Sims 4 leveraged influencers during the pandemic
A lesson in how creative influencer strategies made an impact for popular video game The Sims 4.
Top & Flop of the Week: Roman tackles racism as Tokyo Olympics reels from sexism
PRWeek shines a light on major brand and corporate successes and failures of the past week.
Top 27 Facebook outrages of 2020
What indecency starts with an "F" and ends with a "K"? Right, Facebook.
How the PR agency model is evolving and what lies ahead
An Indian perspective on the future of the business, including where demand is healthy, the main criteria for PR going forward and the relationships between clients and agencies.
What tech leaders need to succeed post-pandemic
Tech companies in Southeast Asia have ignored culture and business strategy in place of VC funding rounds. But that won’t be enough in a post-pandemic world.
Communications for listed companies: strategy, analysis and ethics
Three comms leaders tell all on the state of play for public companies.
Comms challenges and opportunities in Asia’s vaccine rollout
Comms pros will be forced to battle ‘vaccine hesitancy’ in Asia alongside a massive logistical challenge.
Storytelling around ESG: How to amplify value creation
Many companies’ websites still provide little or no information around environmental benefits, social causes or governance but lay 80 percent importance on product ads and information.
Mondelez and the self-delusion of brand purpose
The Ad Contrarian minces no words reacting to Mondelez's new 'Humaning' approach to marketing: "In any sober industry the perpetrators of this nonsense would be taken out back by grown-ups and beaten to a pulp."
Working around cancelled events and launches
The managing partner of CatchOn & Company, a Finn Partners company, on how PR events will be conducted post-pandemic.
Events are gone (for a while), but the show must go on
Virtual events should have their place in a more cautious world, according to the VP of Twitter APAC.
A question for marketers: Vouchers or free gifts?
A marketing study by National University of Singapore reveals how vouchers and free gifts influence purchase decisions.
Insights-driven comms: What are the barriers to overcome?
The chief insights director of Dataxet provides valuable tips on turning insights into effective decision-making.
The future of a new earned era
"The difference in pitching for the new earned era is not a digital approach with multimedia thrown into press kits."
The new role of the Asian CCO
Founder and managing director of AWPeople on how comms leaders must adapt and evolve beyond technical capabilities.
Top & Flop of the Week: Iceland and Jo Malone
PRWeek shines a light on major brand and corporate successes and failures of the past week.
How comms will shift in a post-pandemic world
One PR practitioner from SPAG Group predicts an overhaul of comms execution as part of a new order.
The reckoning is here for China's global tech giants
To win in a global marketplace that is predisposed to distrust them, China’s emerging tech brands need to rethink the PR function altogether.
Is social comparison an answer to better marketing?
A marketing professor weighs consumers’ self-view against their openness to innovation adoption.
Walking the purpose tightrope
During a crisis like COVID-19, when business sustainability and survival are at risk, how does an organisation balance its core values with the tough business decisions likely required to survive?
The PRs defending Hong Kong’s National Security Law bring shame on our industry
Himself no angel, being happy to promote cigarettes to women as feminist “torches of freedom”, the self-styled “father of public relations”, Edward Bernays, was appalled that Joseph Goebbels was using his book, Crystallizing Public Opinion, to convince the German public that the removal of Jews was necessary for harmonious society. Since then, the ethics of public relations has been taken seriously.
Evolution of banner blindness calls for new media revolution
Unless publishers can create a middle ground between the unsustainable free model and the unwelcome paywall they risk falling further into irrelevance, argues a co-founder of WINR.
What should employers do amid Hong Kong’s talent crisis?
With employee motivation and morale having taken a hit on the backdrop of Hong Kong’s woes, Edelman Hong Kong’s CEO has a few suggestions for companies.
How boutique PR agencies in Japan are adapting to loss in revenue
PR leader Kyoko Kato on SMEs diversifying their offerings during COVID-19.
One step forward, one step back during COVID-19
The Singapore MD for Weber Shandwick on why this period can be used as an opportunity for brands and organisations to strengthen relationships with consumers and stakeholders.
TikTok ban in India gives rise to other apps
How other social media players are leveraging this as an opportunity to capture users’ attention.
When will we stop obsessing about cancelling ‘cancel culture’?
With cancel culture being a fiery topic at the moment, brands should understand the shortcomings of the discourse, as well as the potential for hypocrisy that goes along with it.
The importance of purpose-led communications in a post-COVID world
The Asia comms lead at HP argues that purpose should be at the forefront of this ‘rare’ chance for businesses to renew themselves post-pandemic.
Brands in Asia, this is not the time to stay silent
The Black Lives Matter movement in the US has roused many people in Asia to look at patterns of systemic racism in their own backyards. It’s time brands do the same.
No simple solutions for COVID-19 recovery in China
The Weber Shandwick China president outlines best practices for developing recovery strategies.
The road to recovery for Australia’s PR industry
Not all COVID-19 recoveries are created equally, says CampaignLab’s Andy Scales.
What can we learn from Taiwan’s coronavirus response?
Lessons in government-private sector collaboration as well as rapid digital agility.
How can brands position themselves for the ‘new normal’?
Simple, functional tips for brands to communicate clearly and strongly after COVID-19, according to FleishmanHillard’s Manila GM.
The PR industry’s greatest challenge could be to fight the coronavirus infodemic
COVID-19 has brought sudden and extreme change to our lives.
How can brands and organisations leave a legacy after COVID-19?
Turning thought leadership into action-led leadership.
Catch-22, but packed Aer Lingus flight was a reputational disaster for the airline industry
There are times in any PR professional’s career when you have to park your better judgement and take one for the team – especially when the commercial imperative of a business pulls rank over a comms advisor’s instinct to navigate a reputational issue with the most palatable public response.
Comms is a secret superpower world leaders can use (or misuse) during the COVID-19 crisis
As the coronavirus pandemic has unfolded, the true power of good (and bad) comms has become clear: in the right hands, good communication has superpower properties – literally making the difference between life and death.
Maintaining social cohesion during a crisis
Why sharing and keeping in touch are what businesses and the community need at the moment.
