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11.27am in Gobi Chocolate, Singapore

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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Feature

05/04/2011Google + 1

Billede af light bulbs som metafor for ideer, kreativitet og innovation

Whilst Google has dominated the world of digital marketing for most of its existence, in recent years many have argued that Facebook could overtake it. Where Google is built on algorithmically mining data, Facebook is built on the social graph. Google has had a number of attempts at making use of the social web and now it's trying again with +1. The release is consistent with Google's recent commentary on social, by building social "layers" into everything they do, rather than building a social network.

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