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SCMP Advertising+ and IAB HK landmark study reveals brand is key to connecting with audiences and future-proofing business

When it comes to successful marketing, brands need to be a unifying force in an increasingly divergent world

Hong kongSimone tamTrudi leungMarilyn yeongMatthew millerPaul phillipsSuresh balajiAlex lawInteractive advertising bureau of hong kongSouth china morning postStandard chartered bank at hong kongStandard chartered bankInteractive advertising bureauStandard charteredHungry digital

SCMP Advertising+ and IAB HK study shows why every business needs a good story

Brands can no longer afford to remain silent, but need to be an active participant in creating the narrative.

Hong kongBrenda beyAdrian warrHilda chanPaul phillipsCindy cheeSuren rastogiHong kong palace museumInteractive advertising bureau of hong kongSouth china morning postTechnology parksInteractive advertising bureauUnlocking brand marketingPapri devHong kong science

SCMP Advertising+ and IAB HK launch landmark study showing how brand marketing is taking centre stage

Marketing industry is at a turning point as companies shift their focus towards brand marketing, a key strategy for long-term growth, moving away from previously dominant performance marketing.

Hong kongAdrian warrSimone tamPaul phillipsKevin huangHilda chanSuresh balajiVictor chengBrian huiMatthew millerTrudi leungAlex lawStandard chartered bankTechnology parksInteractive advertising bureau of hong kongChina morning post publishers ltd

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