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9.45pm in the Ninja Restaurant, New York City

by Florencia Eka, 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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Rexona Fans United

It was a World Cup year and leading deodorant Rexona/Sure wanted to engage men with the new 'Rexona for Men' Sport range, without getting lost in all the other football-related noise. We knew that we needed to tap into their passion for the game to get the message across.

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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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