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at 2.15pm in the Nadaman restaurant, Sheraton Grande Tokyo Bay Hotel

by Renee Tan, Mindshare Singapore

Globally, the path to perfection is increasingly achieved through an intense appreciation of extremely niche things. For example, the current obsession with chefs as both supreme artisans and high-profile TV personalities delivers a simultaneous dose of DIY wholesomeness and celebrity aspirations. We’re riding the wave as it spreads around the world – and spotting its successors in other fields.

Case Study

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King Ribery

Nike wanted to challenge Adidas' no 1 position in the German market. They used Bayern Munich player Frank Ribery to promote and wear Nike boots on Adidas home turf.

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News

Feature

14/07/2010iPad - New Day or False Dawn?

In terms of technology, 2010 has undoubtedly been the year of the iPad. Announced in January, after several years of rumours, released in the US in April and nine more markets in May, by the end of July it should be available in around 20 countries. It has been hailed by many as being the future of everything from computing to publishing, whilst, as with the iPhone, publishers & advertisers alike have pounced on the new device, launching apps for their products and services.

But will the iPad live up to its hype, and should brands & publishers be falling over themselves in the way that they are?

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