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How McDonald’s Korea turned local farming into a fast-food growth strategy
CASE STUDY: A five-year push to source over 800 tonnes of domestic produce has helped the QSR giant boost brand favourability, score creative gongs, and get government backing. Campaign gets the inside story from McDonald’s Korea CMO and agency partner Leo.
Snacks that won't help you fit in last year's jeans
A China campaign for Lee by McCann mixes fashion and foodstuffs, including Lay's potato chips.
Move and win roundup: Week of October 1, 2018
Ruder Finn, Vice, Project Worldwide, Gyro, Starhub, Vim & Vigour and more, in our weekly collection of people moves and account news.
Samsung CMO vies to make her brand more human than Apple
Younghee Lee’s efforts to humanise Samsung aim at positioning the brand as warm, “open” and “democratic”, in contrast to Apple’s stark “dictated” and “elitist” approach to technology.
Is China ready for Buddy Lee?
Promoting its 125th anniversary and its fall/winter collection, Lee Jeans is introducing its doll mascot, Buddy Lee, to China with a series of online films by TBWA Hong Kong.
Q&A: Lee Kum Kee on the 'glocalisation' of oyster sauce
HONG KONG - Linda Ho (何婉霞), executive vice president of global marketing at Lee Kum Kee (李錦記), in an exclusive interview with Campaign Asia-Pacific, explains the brand's '100-1=0' quality management philosophy.
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