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"I don't define creative and advertising as in any way superior to PR, I actually think it is inferior. I think our ideas actually prompt action."

Once an advertiser has cleared the hurdles of aligning on the goals and risk tolerance for a livestreaming campaign, how can they get started?

While it is true that all businesses will need alternative identity solutions to maintain addressability for relevant advertising, Verizon Media's chief business officer, Ivan Markman said the implications of this change may leave SMEs more vulnerable.

Currently in Asia, MINISO localises much of its products to fit the culture and nuances.

From "new normal" and "unprecedented" to "cutting-edge" and "innovative", PR industry players share their thoughts on the most overused words in press releases.

There are over 3,000 emojis, including five cat emojis but only one emoji for hijabis. P&G's Sun Park and its creative agency VIRTUE take us behind the scenes on how the team is making emoji more inclusive.

"If you truly spend the time to understand your consumer and put them first, you won’t have to rely on cookies to craft your marketing or media strategy."

"B usiness leaders must consciously move away from disconnected data teams and bring together cross-functional data sets – from web analytics to email engagement to app usage, to create complete, well-rounded profiles that unlock enhanced experiences."

"China is a lucrative market, but not one for the faint-hearted and not one for every brand."

"What will be crucial is a focus on tone and empathy, and the pandemic could accelerate the move for some brands to invest more time, creativity, and money in values-based marketing."