The Naïve Blog

Welcome to the Naïve Advertising Asia Blog / Marketing Asia Blog.

From time to time we'll be posting our very own biased, opinionated, partisan comments from the front lines of advertising in Asia. Be sure to drop by to catch the latest breaking news stories as we gradually become aware of them. Or subcribe to our RSS feeds below, if you prefer.

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Entries in marketing in asia (4)


Why are so many clients in Asia unloved and unwanted?

In our travels through the agency world in Asia we often encounter a situation where client and creative department have become estranged.

In short the love has gone (if it ever existed in the first place).

It starts with the creative 'stars' who have tried and failed to make any impression on a client who, stubbornly resists their brilliant creative thoughts, and undoubtedly award winning ideas.

The recalcitrant client is then quickly dropped by the creative director, who moves on to focus on more productive and 'enlightened' clients. And so on down the food chain, until it lands up at either the solid uncomplaining creative team who are clinging to their jobs; a relatively junior team who are pleased to be working on anything or the freelancers who can't complain and just get on with it.

Trouble is, these clients marketing in Asia are often the ones who pay the bills; serious revenue that big agencies can't afford to lose. So when the client senses this lack of attention and kicks up a fuss, the big guns are ordered back onto the business and our unhappy client is smothered with love once again.

But of course it seldom lasts, passion quickly fades and the whole cycle begins again.

Perhaps there is an opportunity using creative marketing to reach out to these spurned clients: if only you can find the creatives to love them.


Why Do SMEs in Asia Stick With Big Agencies? 

We’ve seen it time and time again: small clients marketing in Asia getting half service from their supposedly "full service" agencies.

Expensive, slow, unresponsive, and unimaginative are the complaints we hear often from our Asia marketing network.

So why do so many small clients stick with their big agency when they could be working with a smaller, nimbler, cheaper and probably much faster alternative?

In short a creative team that is a much better fit, and more suited to their business and marketing needs.

Is it ego? A desire to run with the big boys in Asian marketing? Or perhaps it’s a masochistic desire to be treated badly?

We’ve seen it so many times and yet it still remains a mystery.


dove turns black women into white women.

Thanks to Copyranter for finding this little gem from Dove.

Whether the racism is intentional or not seems irrelevant to anyone who has worked in advertising for more than 5 minutes. The question has to be: How on Earth did this ad ever get through Unilever's research and approval process, and actually run?

According to Gawker, Dove released this statement regarding the controversial ad:

The ad is intended to illustrate the benefits of using Dove VisibleCare Body Wash, by making skin visibly more beautiful in just one week. All three women are intended to demonstrate the "after" product benefit. We do not condone any activity or imagery that intentionally insults any audience.

Having worked on Unilever in Asia recently, we find it astounding that the idea was not killed off after the first round of qualitative research, such is the client's sensitivity to anything remotely offensive or negative.

The problem appears to stem from the unfortunate layout which makes the 3 women appear as some sort of skin transformation from dark to light. Had the before/after skin demo been positioned below the headline, and the women rearranged into a non-tonal sequence, no-one would have been bothered.

Our own experience of working on Pond's skin-lightening beauty advertising in Asia gave us first-hand experience of just how sensitive beauty marketing can be:

Asian women love fair skin. And Asian men love women with fair skin. That's just the way it is. It's not racist. It's a sign of social status. Fair skin is the privilege of wealthy, urban women who live and work in air-conditioned comfort, cocooned from the brutal tropical sun. And dark skin is the curse of rural girls who live and work outdoors, often helping their families to plant and harvest the annual rice crop. So naturally, these girls want some of that fair-skinned beauty too.

What we found extraordinary is how many people who are not from Asia, find this concept of beauty to be racist and offensive.

A TV campaign we created for Pond's Flawless White attracted hundreds of angry comments on Youtube mainly from women in the western world, many of which were so loaded with profanities that they have since been removed. Fortunately however, the campaign was hugely successful in Asia and Latin America, and attracted adoring comments from these consumers.

But how is this Asian concept of beauty any different from caucasian people who find tanned skin attractive?

Tanned skin usually a sign of social status which shows that you have enough free time on your hands to lie in the sun, or are wealthy enough to fly to an exotic holiday destination and tan your buns while everyone else is shivering at home. And even if you can't make it to the beach there's always tanning salons, or spray-on tanning products as a last resort. (Never mind that you're irreversibly damaging your skin so you'll look like an old handbag by the time you're 40!).

But no-one in the western world seems to get angry about this concept of beauty. Asian women, on the other hand, find it ludicrous that anyone would want to lie in the midday sun to make their skin DARKER! Just go to any beach resort in Asia and count how many Asian women are lying there in their bikinis.

As we say in Asia: Same, same, but different.


Could social media have created the Singapore Girl?

An article that appeared this week says that Asian budget airlines are increasingly using social networks like Facebook to boost their business. The chief executive of Tiger Airways was quoted as saying that print media now barely figured in his company’s marketing budget. “Spending money on print advertising just seems so old-school now, so why do it?” he is reported as saying.

This is in the same week that TBWA announced the return of the Singapore Girl. This icon of gentle, gracious service will be winding back the clock and wafting her way through the streets of Paris, Jaisalmer and San Francisco on a TV near you soon - and yes she’ll be riding that tram again.

Obviously a budget airline takes a very different approach to its marketing, but it did get us wondering whether you could create anything as powerful and enduring as the Singapore Girl using social media alone.

She’s certainly dipped her toes into the digital world with the latest campaign previewed on YouTube. Time will tell whether she’ll move over completely or whether she’ll stay wedded to her "old-school" roots.