Francisco B. Guerra IV , MBA

Thailand Agency of the Year 2020–2024: Five Years of Fighting Forward In the toughest year, with the strongest competition, when we felt the most drained, one thing kept us going: We don’t want to lose. Not out of fear—losing is okay. But we give everything to avoid it. For five years, we’ve won not because of culture but because of a habit: fight hard, respect harder, and leave no regrets. The road ahead won’t be easy, but as long as we keep standing up, we’ll never truly lose. Here’s to the team, the fight, and the steps we take together. #ThailandAgencyOfTheYear #2020to2024 #ThaiAdvertising #Adman #AdPeople #RespectTheFight #CreativeExcellence #NoRegrets #WundermanThompson #VML

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👀 DON'T MISS: What are the three non-negotiables for brands entering the social commerce space? Connie Chan (CEO, OMD China) and Dileep Raj Singh (Head of Digital, OMD APAC) share their three must-haves and the latest social commerce trends that brands can capitalize on today. Watch the full episode: https://lnkd.in/g5g6Dwya #OMDDigest #SocialCommerce #CommerceCentricity

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This great article from my colleague at VaynerMedia EMEA, Su May Tan, highlights how social is shift what "good" creative looks like. A handful of people in the boardroom "crafting" perfection doesn't make effective work for a world where the algorithms enable people to organically discover content based in their interests. Check out the article below and find out more about why using niche social audiences to find right is a smarter move than going all-in on one objectively perfect aesthetic and hoping it works.

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Internet culture versus pop culture, what’s the difference? A client recently asked SPCSHP about pop culture versus internet culture. This was such a great question that sparked interesting conversation with our crew. Too good not to share. In under a decade we’ve gone from seeking the hottest cultural news from sources like TMZ or Us Weekly to an always-on, fluid hit of cultural need-to-knows through our social feeds. This shift created an interdependent relationship between pop and internet culture. How so? Remember when Beyoncé dropped Texas Hold ‘Em in February? If you’re a TikTok user, you also recall your feed was inundated with dance trends, playing off her song. Everyone wanted in! There’s even Texas Hold ‘Em Dance Fit tutorials. Don’t believe it? Search it up. In that moment, pop culture informed internet culture. But what about the flip side of that, where internet culture has informed pop culture? Remember Tube Girl, the confident TikToker who danced her way through London tubes (who doesn’t). Tube girl a.k.a. Bahsoon is now a M.A.C. cosmetics girl too. The brand jumped on the opportunity to partner with her and feature her in their London Fashion Week runway show. So, to answer the question of what’s the difference between internet culture versus pop culture…you tell me.

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Exciting news from dentsu + Co-op+ Kayzen! We are reshaping brand awareness experiences in mobile, harnessing the power of rich interactive experiences. Achieved a remarkable 17% increase in average weekly organic install numbers for the Co-op app, showcasing the impactful Video+ ad format. Moreover, we are scaling successful UA performance campaigns, leveraging insights from rich interaction data. Special mention to Jigar Mehta, your outstanding dedication is an example to all of us in the team. Kudos to Justin Nield for spearheading innovative creative concepts. You are one of a kind! 👏 More info about challenges and results in the comments 👇

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📈How can you be Meaningfully Different to More People? Join this 8-min conversation with Heineken's Global CMI Director, Tony Costella, and Kantar’s Jane Ostler, as they discuss how #Heineken maintains differentiation in mature and new markets and continues to thrive as a leading alcohol brand, with great success in premiumisation for their category. Discover the routes they’ve explored to achieve it and how they operationalise Be Meaningfully Different to More People through #innovation, #distribution and #customerexperience. Kantar’s data shows that being Meaningfully Different to More People commands 5x penetration today and real advantage in penetration growth over the next two years. To find out more about the Blueprint for Brand Growth: https://lnkd.in/eFXyxw9t #BeMeaningfullyDifferenttoMorePeople #BlueprintforBrandGrowth

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The latest Brand Insider Quick Take features Jason Lim, Chief Planning Officer at EssenceMediacom. Jason talks about the fusing of the art of expertly thought out media planning with the science of modern media allocation. #MediaPostInsiderSummits

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🚀 Take the first step to our very special new #Health podcast ! 🚀 I was so delighted to be invited to the first episode of our new Health Podcast journey, initiated by our T&A Ogilvy wonderful team. Thanks Tra Linh Nguyen for driving this initiative. In this conversation, I am sharing my thoughts about the evolution of #healthmarketing, and envision forward-looking models we need to build a more sustainable healthcare system in ASIA - from applying the power of #AI 🤖 to the role of health influencers and social media 📱 in communicating health information responsibly - it's time to accelerate Healthcare transformation. And some burning question are: In the era of technology, where do we place human values throughout this journey? 🌍 How is Vietnam pioneering in bringing healthcare closer to the community? And what can each of us do to create a healthier future? 🎧 More teaser will be coming and open up great insights into healthcare #TAOgilvy #Healthpodcast cc Mario Muredda Soames Hines Janet Tsai

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🔥 Just dropped: Our Campaign Asia-Pacific feature on The Virtue Guide To Culture 2024, APAC Edition! 🔥 From the power of weirdness to the rise of hyperfemininity, Asia’s Gen Z is rewriting the rules with eccentricity and irreverence. Our comprehensive study reveals five key cultural codes that brands need to understand to stay relevant and impactful. Get in touch for a deep dive into the future of culture and how these codes can help your brand stay ahead. Huiwen Tow Marie Lee Zoe Chen Lesley John Chloe Fair John Davenport Ann May Chua Nuno Dores Saumya Baijal

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What a wonderful experience it was to gather our Ipsos team in Manila a few days ago, to explore best practices from 3 leading brands in Southeast Asia. Here is what we learned: -       Brands must support their consumers in their quest to become their better selves: In its latest campaign, Ginebra San Miguel inspires Filipinos to capitalize on individual talents and determination, propelling themselves to heights beyond the constraints of the past. It calls for a new kind of courage, prompting Filipinos to ask themselves, “How can I rise above my current circumstances and become the best version of myself?” -       Brands must connect people through empathy and emotion: Fast food brand Jollibee Group of Companies tells true love stories by sourcing narratives directly from the people involved, imbuing its short films with authenticity and passion. -       Brands must make a positive impact on the world around us. Riding and delivery app Grab’s mission is to drive Southeast Asia forward by creating economic empowerment for everyone. One way we do this is by creating income opportunities for drivers by bringing more women drivers on board and providing these women with equal pay and benefits. Vicky V. Abad, Cielo Remorin, Athena Ilagan, Teena Ilag, Shiela Elauria, Anna R. Amador, Nitesh Lall #ipsos

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Brilliantly simple: How advertising works from Les Binet https://lnkd.in/gsUbirdD

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An insightful piece written by Ben Tuff, Chief Product Officer, UM APAC, on the nuanced role of AI in marketing and how it can be used to amplify human creativity, not replace it. Read more in Campaign Asia-Pacific.

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Chu Hai 出海 = China brands going global I had a fun podcast session with the Wavemaker team. We delved into the fascinating world of "chu'hai," discussing key trends, insights, methodologies, and successful stories related to Chinese brands expanding globally. Stay tuned for the final edit of the podcast episode in May! #chuhai #chinabrands Milton Liao Scotty Ho NikkiSong Landor Wavemaker

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Ever seen world-class athletes materialize out of thin air? We just made it happen. 🏃‍♂️🏀⚽ We transformed Asia Pacific's largest Nike store into a colossal canvas, stopping Singapore's Orchard Road in its tracks. Mbappé, Sha'Carri, and Wembanyama? They were there – larger than life, defying gravity, and showing off Nike Air like you've never seen before. This wasn't mere product showcase – it was a visceral demonstration of Nike Air's multisport and product dominance. In today's cluttered media landscape, truly stopping people and making them pay attention requires more than just advertising—it demands a true Zag. With 'Win on Air' at Orchard Road, we've once again pushed the boundaries of communication, transforming a storefront into a spectacle that merges technology, sport, and artistry. This campaign exemplifies BBH Asia Pacific (Singapore)'s commitment to creating work that doesn't just speak to audiences, but physically engages them in unforgettable ways. It's a powerful demonstration that when brands dare to think beyond traditional media, the impact can be immeasurable. As always this work required a massive team effort, which would have never been possible without our flock of: Weihao Chin, Selena Soh, Christine Frances Lim, Grace Wong, Ishan Venkat, Enkainia Lee, Sid Tuli, David Anson, Abbas Zafar, Keren Goh, Chunyi Kwek, Cheryl Tiah. Also, our fearless Nike client crew, who were with us on this journey step by step, helping make sure this came to life in the most impactful way possible: Byron Brooks, Karla Niesen, Tian Wang, Sayaka Ichimura, Kevin Coatman, Anagha Alreja, Gino Woo, Javier Bencomo, Allison Harvey, Camilo ANDRADE, Sabdy Pacheco-Williams, Sushant Sharma, Patrick Reyes. As always. Living by the mantra... #JustDoIt

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Awakening to new post-pandemic instabilities, a new world order is being shaped by Asia's youth. Virtue, the global creative agency from Vice Media, conducted a large-scale research project to better understand this emerging landscape and the cultural codes driving Asia's Gen Z. The project tapped into Vice Media's global community of 40,000 young people in Indonesia, Singapore, Korea, India, and Japan, as well as insights from its network of journalists and content creators. Highlights reveal that Asia's Gen Z values oddities, quirks, and eccentricities as the ultimate mark of authenticity. Breaking conventional norms is celebrated, with young provocateurs bringing bizarre ideas to the mainstream. From theatrical costumes in Japan to art in China and new Christmas traditions in South Korea, this generation embraces uniqueness. In 2023, feminism was redefined in Asia, with a focus on embracing femininity and authenticity. Women are abandoning traditional notions of power and control in favor of unrestrained authenticity, driving an evolution of feminism where embracing girlhood is seen as a sign of strength. With technology seamlessly integrated into their lives, Asia's Gen Z explores a harmonious coexistence of technology and humanity. The goal is to feel more alive in the current reality, experiencing the world in richer and more immersive ways than ever before. Digital natives, previously isolated, are now turning to experimental technology and experiences. https://lnkd.in/gSE8-HH9

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A really interesting case history on #brandstrategy. ““[Liquid Death] sees itself as a media company first and a product second,” observed Young. “The company’s CEO has said in multiple interviews that you can’t ‘own’ an ingredient like canned water, but it could own a unique brand, wrapped in a compelling package, with a bold point-of-view that speaks to a niche audience.” If this can not only be theorized but also successfully executed for a product most people would see as a commodity, how much more true this statement should be for categories with higher intangible value! #brandmanagement #branding #marketingstrategy https://lnkd.in/eaB8mMmw

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Still on 𝑪𝒓𝒆𝒂𝒕𝒊𝒗𝒆 𝑭𝒍𝒐𝒖𝒓𝒊𝒔𝒉𝒊𝒏𝒈. "The pursuit of happiness has become a cultural obsession, but what if happiness is not the goal? What if we could focus instead on flourishing? Flourishing is a more holistic concept than happiness. It's about living a life that is meaningful, connected, and purposeful. It's about being engaged with the world around us and making a difference. Happiness is often fleeting and can be elusive. It can depend on external factors, such as our circumstances or our relationships. Flourishing, on the other hand, is more sustainable. It comes from within and is based on our own inner resources." [From the book How to Do Nothing: Resisting the Attention Economy (2020) by Jenny Odell]

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