“Hey guys, what do you know about Asia?”
Having spent 10 years working there, the answer was, “What do you need to know?”
When the largest PR company in the world, called us in to create the international launch campaign for a new ‘Asian-centric’ business publication, we knew it would be quite a challenge.
Asia from the outside, can seem impenetrable with its mind-field of entwined relationships, loyalties and customs. However, Asia from the inside is moving so quickly FOMO (Fear of Missing Out) is a real issue. Nothing is more expensive than a missed opportunity.
The Nikkei Asian Review offered more local reporters across the region, so that’s what we based our creative idea on; If you are on the inside, you can peel away the layers of business in Asia, like the skin of an onion, to reveal opportunities that others don’t see.
We traveled through Asia to produce the dramatic, and incredibly successful multi-platform campaign with the tag: Asia, Insight out.
Footnote: We thoroughly recommend the seafood dumplings at Lost Heaven, Shanghai.