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Tag: BBDO Voices

  • “The research that we conducted is really all about brand purpose”: BBDO’s Hans Lopez Vito

    “The research that we conducted is really all about brand purpose”: BBDO’s Hans Lopez Vito

    Mumbai: BBDO, the global marketing and communications agency synonymous for its work on many of the world’s most famous brands, hosted an exclusive client event at the Glocal Junction in Worli on 26 September 2023.

    The event marked the unveiling of key insights from the latest study on brand purpose in Asia, which was carried out under the agency’s BBDO Voices insights program by BBDO Asia. The study explores the relevance and impact of using brand purpose as an approach to brand positioning and uncovers important by-country nuances that marketers in the region need to navigate to build their brands successfully across markets in the region.

    BBDO Voices, now celebrating its 13th year, has provided valuable insights and thought leadership to brand marketers, planners, and creatives in China. This latest study marks the expansion of the program’s coverage to also include other key Asian markets such as South Korea, Japan, Thailand, the Philippines, and India.

    Indiantelevision.com on the sidelines of the launch of BBDO Voices, caught up with BBDO Asia COO Hans Lopez Vito, where he gave some vital information about the survey, the need to conduct it and more…

    Edited excerpts

    On giving an overall brief of the survey and the reason to conduct

    The research that we conducted is really all about brand purpose and trying to explore purpose from a purely Asian standpoint, because a lot of the research that’s been done on the topic of brand purpose has been carried out mostly in the context of Europe, UK, North America. Not a lot has been done talking to consumers across Asia about what their attitudes are towards purpose. What we’ve seen here, number one purpose is quite compelling in Asia, more compelling in other markets than in some, especially in the developing parts of Asia where consumers feel they can only look to brands to help on many issues in life, where governments at times are falling short. The only source of allyship that they have, whether it’s about women empowerment, or democratising access to products or environmental sustainability, they look to brands.

    On the roadmap of conducting surveys like this

    We’ve decided, as an agency early on, that we need to understand consumers and we need to provide a new perspective of understanding our clients. So we decided early on to invest a significant amount of our own resources to research consumers and to get data. A lot of it is wonderful quantitative research, going out there with research partners, suppliers, to survey consumers on online studies, which would supplement of course with a lot of in depth interviews in the different markets.

    On expecting any changes of the issues mentioned in the survey

    I expect more national brand nationalism in certain countries in Asia. I expect that to grow because we’re living in interesting times where the world order is being revisited. There are emerging economies and emerging countries and cultures that are vying for influence and brands are also therefore an instrument of writing that’s expressed. People become more proud of their national identity and their culture.

  • BBDO Asia and BBDO India host exclusive event in India

    BBDO Asia and BBDO India host exclusive event in India

    Mumbai BBDO, the global marketing and communications agency synonymous for its work on many of the world’s most famous brands hosted an exclusive client event in India this week.

    The event marked the unveiling of key insights from the latest study on brand purpose in Asia, which was carried out under the agency’s BBDO Voices insights program by BBDO Asia. The study explores the relevance and impact of using brand purpose as an approach to brand positioning and uncovers important by-country nuances that marketers in the region need to navigate to build their brands successfully across markets in the region.

    BBDO Voices, now celebrating its 13th year, has provided valuable insights and thought leadership to brand marketers, planners, and creatives in China. This latest study marks the expansion of the program’s coverage to also include other key Asian markets such as South Korea, Japan, Thailand, the Philippines, and India.

    BBDO Asia CEO TzeKiat Tan highlights the pivotal role of India in the Asian brand landscape, owing to its rapid population growth and dynamic market. She stated, “India holds great significance for us, and in a market as dynamic as this, it’s essential for brands to embrace diverse cultures and consumer perspectives for success. The insights from this study provide us with valuable knowledge to building a strong brand presence in markets like India.”

    BBDO India CEO Suraja Kishore added, “The report is revealing in the fact that unlike in developed nations, in developing countries like India people expect brands to go beyond selling. Indian consumers want brands and companies to do their best for the ecosystem they deal in, e.g. if you are an automobile brand then consumers expect you to also look at how can you improve the quality of roads, or how can you enhance safety on the roads or clean toilets on the highway. We believe that brands can have a meaningful impact on society and culture. BBDO Voices will further help marketers, brands and companies build effective purpose-driven brand narratives beyond their own gain when wanting to connect with consumers in India.”

    Speaking about BBDO Voices, BBDO India chairman and chief creative officer Josy Paul said “People are looking for meaning not brands. By combining the quantitative data and intelligence of BBDO Voices with the emotional data and deep listening understanding of BBDO India, we can deliver greater connection, conversation and conversion for brands.”

    According to BBDO Asia’s latest report, Asian consumers actively seek brands that align with their values and address critical societal topics, such as environmental, social, and governance (ESG) principles, diversity, equity, and inclusion (DE&I), and women empowerment.  

    Among the four major trends identified to watch are:

    1. Climate change to likely speed up the importance of brand purpose. Environment and sustainability issues are the leading social topic Asian consumers want brands to champion the most today. As the effects of global warming intensifies, more consumers will look to brands to embrace a sense of urgency and be part of the solution rather than the problem. When this happens, brand purpose will significantly impact brand and customer relations much more than now.

    2. Brand purpose will become De Riguer for marketers as Gen Z Asian consumers come of age and take over society. While traditional mindsets and narratives still persist in the region, those under 25 demonstrate progressive voices on issues like LGBT+ acceptance and advocacy. They will expect brands to be their voice, and brands that do not stand for a social purpose will lose social currency.

    3. Brands will increasingly have the same accountability as quasi-government bodies. This is especially true in the developing regions of Asia where consumers are 20 per cent to 40 per cent more likely to have sought out brands due to its perceived impact on society. Here, citizens expect brands to step up and fill gaps which public governance systems often cannot. In this sense, consumers in developing parts of Asia will continue to expect brands to embrace the same agenda as governments.

    4. Brand purpose is Asia will have Asian characters. Brand purpose in Asia can never exist in a vacuum. Among those who bought a purpose brand within the three months prior to the survey, 6 out of 10 also bought it for its functional characteristics. To be relevant to the region’s consumers, a brand purpose narrative will always need to be rooted in what the product or service is supposed to functionally deliver. It also needs to be supplemented by rational/functional content along the customer journey.

    With its latest study, BBDO Asia hopes to help marketers, brands and companies build effective purpose-driven brand narratives beyond their own gain when wanting to connect with consumers in this region.  

    To access the full report and gain valuable consumer insights from each country examined, please click here.

     https://bbdo.com/thinking/63e28a3df1e61d2f74e27945