quantum
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Performance vs. branding? You're asking the wrong question
While marketers wage endless war over metrics versus memory, the smartest brands have already moved on, argues Quantum's Saim Qadri.
From ‘pargoy’ to Jill Gorden: TikTok’s power in Indonesia’s attention economy
The values of authenticity and consistency become principal for creators who aim to stand out amid the hustle of the TikTok arena. And this can finally be adapted by brands who want to emphasise their presence on the platform.
Korea: The Asian Tiger’s cultural leap
How South Korea leveraged ‘soft power’ and cultural dominance in its killer marketing strategy.
What’s next for NFTs: Cartoon monkeys or the future of ownership?
The key promise of NFTs is that this new mode of ownership will bridge consumers’ lives in the physical world with their virtual belongings in the metaverse.
Fleeing fragility: The emerging Indian man
Deconstructing the changing codes of masculinity in India through a semiotic reading of the fast-growing men’s grooming industry
New Cambodia agency QED forms
Two independent PR and digital ‘sister agencies’ are merging in Phnom Penh.
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