TAMBULI AWARDS
THE WORK
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Pamela Takai
International, talked about their
company’s decisively gung-ho
stance on their brand marketing—a
surprising and refreshing approach
about the cultivation of a culture of
fearlessness in their organization.
Embracing change and challenging
themselves to go beyond the tried
and tested, Takai presented case
studies showcasing three of their
brands and h ow, in their effort to
make their brand count and make
a difference in the consumer’s
lives, they earned more than
their expected share of respect
and loyalty aside from shares.
Her first example: the TangGaling Club, advocacy campaign
designed to empower kids and
allow them to get their hands into
a real recycling activity by way of
“Project Recyclass” where school
kids collected Tang foil packs
which were then made into plastic
school chairs. The chairs were
then donated to a number of public
schools nationwide. “The message
was simple: kids have the power to
make the world a better place.”
Takai was quick to point out
that when brands and marketers
commit to drive fearlessness,
there is risk involved but there’s
also much more to reap and she
closed by enjoining everyone in
the audience, “Be fearless!”
THE HEART OF THE MATTER
Sompat Trisadikun, Chief Creative
Officer of The Leo Burnett
Group Thailand, delivered his
adobo magazine | July - August 2016
Sompat Trisadikun
insights on how to connect with
Thai consumers with his talk
entitled “The Thai Family Way.”
“In the past three or four
years, we have been going through
tough times. I think people need
someone to touch their heart,”
explains Trisadikun. He notes,
“Most of you know that Thai people
are really emotional. Thai people
always think of their family first.
We always think of our family first
before ourselves. Thais are used
to living together as a big family.”
Sompat Trisadikun declares,
“We equate the Thai family
with a meaningful brand. Any
brand that wants to be loved
by Thais must learn the way
to talk to Thai people.”
PURPOSE-DRIVEN BRANDS
Gone are the days when agencies
and brands only get creative
for the sole purpose of selling
products. Millennials, who make
up the majority of the purchasing
population, unlike the previous
generations, are now linking their
purchase to social good. “The pace
of change between generations
is growing exponentially,” said
Cheuk Chiang, Asia-Pacific CEO,
Omnicom Media Group. “For
brands to succeed, they have to have
a very strong sense of purpose.”
According to Chiang, any
brand knows what they do and
how they do it but not every great
brand and great leader know why
they do it. “In this day and age, for
brands to survive, they need to have
a very strong sense of purpose.
Purpose-driven advertising is very
important because millennials
have a very strong sense of purpose
and believe it’s the right thing for
us to do,” emphasized Chiang.
THE PSYCHOLOGY OF BRANDS
Most responsible marketing or
advertising practitioner trust their
gut feel but still rely on research to
guide their actions and decisions.
Andy Greenaway, however, during
his talk at the adobo-Tambuli
APAC Conference, challenged
this practice saying that during
research, respondents give you
answers that they think they’re
looking for, thus, using research
as a guide is like “using a yardstick
to measure weight”. Instead, he
believes that practitioners need
to start looking at psychology and
embracing some of its principles.
Greenaway cited and showed video
case studies of the retail brand
Target and Stella Artois beer while
he shared pointers on how he thinks
brands can more effectively use
their knowledge of psychology to
gain or strengthen their foothold
in the highly volatile and fickle
market: be distinctive because it’s
what gives you an edge, repetition
worked during the Broadcast era
and remains a powerful weapon
until now, consistency is good
so when you hit on a big idea,
stick with it, in other words, be
true to your DNA. In closing, he