Edelman China have created a new management level, appointing Sanjay Nair as chief operating officer to strengthen Edelman's China business.Nair brings 17 of experience to the role, having worked in India, Singapore and Chinaacross a broad range of disciplines. He will oversee all vertical practice for Edelman Asia Pacific and provide strategic counsel to clients such as HP, Microsoft and Samsung.

He will report to Steven Cao, chief executive officer of DJE China Group.

"Our clients will no doubt benefit from Sanjay's multi-geography experience and wealth of cross-cultural leadership," Cao said in a statement.

Prior to joining Edelman, Sanjay served as senior director at Text 100 India, where he led a team responsible for providing strategic counsel to clients including Microsoft, SAP, American Express, Amadeus, BCG and NASSCOM.

With a new global board in place, including recently retired CEO of Virgin Atlantic Steve Ridgway as non-executive chairman, the company is eying expansion.

Central to Ridgway's role will be the company's plan to develop into mainland China and across South East Asia, along with exploring new operations in India and Russia.

He will also focus on the further development of the "Connected Retail Platform", StartJG's technology behind the adidas Virtual Footwear Wall.

Jonathan Cummings, managing director for StartJG Hong Kong, said after five years in Asia, it was time to expand.
Cummings said it was likely that a physical presence in Shanghai would be complete within this year, in addition to expansion in Southeast Asia via an acquisition or partnerships.

"From our Hong Kong base we work for clients across the region and the next stage of development will see us develop a more permanent presence in mainland China and South East Asia," he said.

Ridgway recently retired from his role as CEO of Virgin Atlantic after almost 25 years with the airline. He is joined on the newly shaped group board by co-founders Mike Curtis and Darren Whittingham, JudgeGill founder Kevin Gill and long-serving StartJG directors Jen McAleer, Steven Forrest and Jonathan Cummings who is based in Hong Kong.

Over the past five years StartJG has expanded from its London base, launching operations in Dubai and Hong Kong and establishing advertising agency Hometown and Illustration agency Breed.

Microsoft confirmed to esb电竞数据投注电脑版 that for the first time ever they are planning to expand its brand experience in Hong Kong by opening a retail shop, ratcheting up the competition with its biggest rival Apple.

"Microsoft always strives to improve end-to-end consumer experience, and we are exploring many different ways in providing more engaging experience with consumers," a Microsoft spokesperson told esb电竞数据投注电脑版 .

"As part of the multi-channel approach in our consumer marketing, we are interested in having more channels to support our devices and services strategy."

No further details were given at the time of writing.

Microsoft has opened 78 retail stores in the United States, Canada and Puerto Rico. The launch of the new retail shop in Hong Kong will also be the first in Asia.

The expansion is to compete with its top rival Apple, who already has five retail stores in Greater China with three in Hong Kong.

Category Environment

Brand custodian Alicia Chang, development director, WWF Hong Kong

The problem: As the 2013 Earth Hour event drew near, WWF Hong Kong, the organiser of the global event was facing a problem of reaching out to a mass Hong Kong audience, which online is now clearly split across different social networking platforms and languages.

Mixed in with this is a growing sense that consumers can not make a difference by simply switching off a light for just one hour each year

So what exactly did WWF do differently this year?

The strategy: This year, WWF Hong Kong focused on three primary objectives as part of social media campaign - Drive traffic to Earth Hour micro-site and encourage sign ups to our interactive social media map; Increase online platforms' fan engagement and conversation to build a strong online community to support WWF and Earth Hour; and to ascertain online supporters and to investigate what is the best social media approach when promoting Earth Hour.

Since Chinese and English communities are active on different social media platforms in Hong Kong, the team was forced to adapt and utilise different characteristics of each platform to reach out to our audience.

The Facebook campaign "Earth hour", where users can watch the promotional videos engaged with five local icons including Eason Chan, G.E.M, Kay Tse, Karen Mok and pop music band Sugar Club after liking the page, has led to a result of conversation volume on Facebook increased from 3.13% per day to 16.45% per day on average, with a peak of 11589 hits during the campaign.

Results: Earth Hour wrapped up 2013 with what it called a "resounding success" in Hong Kong. More than 3,500 people signed up to Earth Hour to pledge for a more environmentally friendly lifestyle. Not only did the fan base of Earth Hour Facebook page increase tenfold, conversation volume also increased from 3.6% to 16% compare to last year.

The most popular video from G.E.M. recorded more than 27,000 views in three weeks.

Another digital initiative was a mini Google Maps site where participants can register their location during Earth Hour as well as knowing the new joiners.

According to Ali Bullock, head of communications for WWF Hong Kong, "It's a comeback to people who think ‘I can't make a difference': every switch on that map is already making a difference". This is a first-time project that cost nearly half of Earth Hour's media budget.

The launch of the map site was announced on Facebook, where it marked the most popular post with receiving 2,214 hits compare to last year's most popular post 945.

Posting at the right time and creating content that the community helps to increase its reach and also prompts the material to go viral. We see an improvement in conversation volume by fivefold."

Apart from Facebook and Sina Weibo, WWF Hong Kong also engaged Twitter and Instagram this year to initiate discussions, reaching a peak of 1,441 per day. It was a result of G. E. M's mini game, SKY 100s mini game and a post about lights off on the evening of Earth Hour.

The challenges: The whole social media department was consisted of merely three people, and most importantly, with "a very limited budget".

WWF smartly reached out to a variety of digital platforms, artists and celebrates to drive traffic and initiate discussion. According to Alicia Chang, development director, WWF Hong Kong, all celebrities that participated in the promotional videos did so at zero cost, since they were convinced that Earth Hour is a meaningful event.

According to China Light & Power and Hong Kong Electric, electricity consumption in Hong Kong has dropped by 4.76% during Earth Hour this year.

For our future events, the groups said it will continue to invest in digital marketing.

WWF appointed Fluid as creative agency and Meltwater as PR agency for Earth Hour 2013.

Conclusion: Despite some big challenges, WWF Hong Kong managed to convey a broader message about environmental awareness, which goes beyond switching off the lights for one hour each year. And despite a connected but fragmented online audience, a well thought-out digital strategy helped reach a mass Hong Kong audience.

Baidu yesterday announced it had acquired PPStream, an online video service, for US$370million, giving it more firepower to compete with market leader Youku Tudou.

Baidu claimed the combined entity will become China's largest online video platform by number of mobile users and video viewing time.

PPS will operate as a sub-brand of iQiyi, an ad-supported online TV and movie portal.

Gong Yu, CEO of iQiyi, said the merger is a major step toward consolidation in the industry and will provide for an improved user experience as well as more and better content. The move comes one week after Alibaba acquired a stake in Sina Weibo.

UM China has landed media buying duties for Tetra Pak, one of the world's biggest food processing and packaging company's.

UM will work across Tetra Pak's planning and buying business in China. The won the business after a four-way pitch.

Cary Huang, managing director of UM China, said it was an honor to work with a company so established and well known.

Following the launch of its e-book store in China last December, the online portal has opened an Android app store, offering both paid and free apps to increase its footprint in China. Currently, Google’s official app store Play only offers free apps in China, despite its Android operating system being the more popular platform Chinese users.

But Google's decision is not without reason. There are countless local rivals on the ground already offering paid and free apps – some of them pirated, making this unregulated and fragmented app market a problem for both advertisers and users who fear malware when downloading from these sites.

With less than a 3% business-consumer e-commerce market share in the fourth quarter last year, Amazon will be the first Western platform in mainland China to offer paid apps with promises to pump out more in the future.

Master Kong has a penetration rate of 91% in mainland China, according to the latest study by Kantar Worldpanel. The popularity of the beverage and instant food distributor is followed by dairy companies Mengniu with 88% and Yili with 86%. All three brands were chosen more than one billion times in 2012

Globally Coca-Cola was named most popular FMCG brand: it was chosen nearly 5.3 billion times and boasts a penetrate rate of 43.9% of households around the world. Closely tailgating is Colgate, which was chosen 33 billion times with a penetration rate of 65.4%.

Though availability in emerging markets remain a challenge for many global brands  – which is why many of them, like Heinz and Nestle, choose to acquire local brands – emerging markets actually contribute to the growth of more than half of the brands on the top 10 list.

Coca-Cola, for example, increased its growth in these territories by 7%, which translates to 230million consumer reach points.

"As the pressure to maintain and increase growth intensifies, brand consumer base expansion and significant increase in loyalty are more critical than ever,” said Jason Yu, general Manager of Kantar Worldpanel China.

“Until now, brands have lacked more in-depth analysis of their current basket reach compared to their competitors and opportunities for growth around the world. In China, there are many local brands with an enormous 'footprint' in terms of the number of households they reach and frequency of purchase.

The study surveyed the most chosen FMCG brands across 32 countries in four continents comprising 823m households. It then looks at how many households purchased a brand at least once in 2012 (penetration) and the average number of times households bought the brand (frequency).

Hong Kong Arts Centre shows its devotion to art fans with a utility mobile app after a two-year wait.

In 2011, The Hong Kong Arts Centre launched its first pilot app – a direct replica of its website – out of peer pressure; but for the latest debut, user-friendliness and lifestyle-oriented are the top two requirements for marketing and development director Annie Ho.

So after almost half-year pilot project for the second phase, the new app is finally out: a turn dial menu brings up upcoming shows users can sync to their personal calendars; a floor-by-floor directory complete with contact details and opening hours; an about us and locations page; and a calendar.

Interactive features include a Love to Share photo game, where users can upload an image that corresponds to their monthly theme to make a collage with others’ photos; and a virtual art tour, whereby visitors can aim their phones at exhibitions around HKAC to learn more about them.

The long wait, Ho added, was to ensure the centre has enough exhibitions for the virtual art tour to be interesting.

Though HKAC’s app is mainly targeted to art lovers and working women, Ho said that the organisation’s move to mobile is to bring art closer to the public and to cater to a younger fan base with increasing disposable income and earlier off-work hours compared to their previous, more mature art-loving niche.

“Mobile is in our lifestyle, and art, too, should be in our lifestyle. So by marrying ourselves with something that is so consumed in the day-to-day lives of our audience, we become more accessible,” she said.

“Art is not a high-end entity; we are a part of community, an incubator, and within the digital world, that distance is and should be shrunk much smaller to make it available to all.”

The HKAC app will be promoted on out-of-home media, print, and eventually online; it's available in iOS and Android formats and was made by digital agency, CCCDi.

Hugo Boss starts whetting fans' appetite with a micro movie teaser for its annual fashion show in Shanghai on 30 May.

Though the brand is not new to the digital realm - it launched a live channel last year to view fashion shows in real time - this is the first time it launched a pre-show online teaser.

The micro-movie is divided into two episodes and each will be uploaded in the weeks preceding the show. On May 28, a highlight video will be posted prior to show; and 6 June will see a director's cut of the film.

"Following our highly successful fashion show in Beijing in 2012, we are now focusing on Shanghai - and by doing so emphasising the significance of the Asian market for Hugo Boss," said Gerd von Podewils, senior vice president of Hugo Boss global communications.

As well, fans will also be able to directly purchase the two limited edition outfits from the website and have it delivered to their doorsteps in a few days.

The campaign will also see billboards in Shanghai's two airports during show period.

Though a big step for Hugo Boss, which ranked 9th in the L2 Digital IQ Index for China, micro movies, live streaming and direct purchasing are not new in world of luxury fashion.

Just last year, Burberry opened up the entire collection for sale in its autumn/winter 2012  after a live online show; while Louis Vuitton launched a global micro-movie for its winter collection.

A HSBC global research found only 9% of Hugo Boss's global sales are from mainland China despite having 139 stores in the country.

Gucci China, also more active in the digital world, generates 12% of its global sales with only 55 stores in the country.

Hugo Boss's campaign in Shanghai is managed by Werbewelt, Aqauarius and Precision. See the microfilm here .

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