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New research explains Asia-Pacific consumers’ new embrace of sustainability in both global and regional contexts. According to Bain & Company, the world’s awareness of a broadening range of environmental, social, and corporate governance (ESG) challenges is rising rapidly. Nowhere is it growing faster or more dramatically than in the Asia-Pacific region. For example, in Asia-Pacific,...

APAC consumers are now interested in spending more on health than pre-pandemic. Even though health and wellness products were already a major trend in the APAC region, the pandemic has undoubtedly accelerated this shift. NielsenIQ’s analysis shows that 54% of consumers in Asia-Pacific are proactively researching these products. Source: Nielseniq Below are the reasons why...

A report shines some light on the type of, and way in which, video is used and created depending on one’s role within a company. Source: 2022 Vidyard State of Video Report Below are a few interesting insights from a new report by Vidyard and Demand Metric. We believe they are important for our readers...

 B2B marketing channels are ranked from top earners to worst performing. The Best B2B Marketing Channels of 2022, Ranked One study compares the customer acquisition costs (CAC) and the return on investment (ROI) of 11 B2B marketing channels, based on data from 150+ B2B marketing projects spanning 30+ industries between 2017 and 2022. Speaking engagements...

Jim Carrey’s “Yes Man” portrayal has finally got its anti-hero in this negativity-rich marketing campaign. The cloud-based commerce platform Commercetools launched its first major campaign. The company hired Arrested Development actor Will Arnett for a series of videos in which he appears to embody an outdated commerce platform unwilling to adapt to modern requirements. For...

A lavishly produced spot features horrors of the past to show what it takes to be a true leader today. Evonik launched an international marketing campaign centering around present-day company culture. Old management styles are humorously confronted by new ones in the main campaign spot, "True Leadership", which is full of ostentatiously-rich imagery.  Source: adsoftheworld.com/campaigns/true-leaderhip...

This is the first of PaperplaneCo’s own series of monthly digests about what’s happening in the B2B marketing industry and about issues important to PPCO’s clients. Every month we will inform you of the latest industry trends, reports, or interesting campaigns by other B2B agencies, and, hopefully, inspire you and bring new ideas. We’d love...

Adobe has been recognised as one of the “World’s Most Admired Companies” according to Fortune, coming in at position 43 among the top 50. Source: Adobe blog The recognition is awarded to companies that perform well in the following nine attributes: Ability to attract and retain talented people Quality of management Social responsibility to the...

A survey found that 50% of Gen Zers leave an online shop if they forget their passwords. Source: Gen Z passwordless survey transmit security eBook According to a new survey by Transmit Security of over 600 representatives of the generation, 50% of them abandon their online shopping carts if they forget their passwords, compared to...

‘Culture Rising: 2022 Trends Report’ by Facebook explores major global themes and related trends that represent some of the most significant cultural changes around the world in the past year. Source: Facebook IQ - Culture Rising Report Below are the themes and trends that the Facebook team identified: Diversifying identities Genderevolution Historical reckoning Celebratory activism...

The advisory firm Convince & Convert partnered with B2B influencer marketplace MyOnalytica to publish a report on B2B influencer rates. Source: Onalytica Over the last 5+ years, the number of B2B Influencers has grown exponentially across sectors such as Tech, Financial Services, and Healthcare. The first-ever B2B Influencer Compensation Report Guide, reveals the current rates...

Adobe published its ‘2022 Digital Trends – B2B In Focus’ report based on a survey of 814 B2B executives working in the Technology and Manufacturing industries. Survey respondents agree that customer journeys have changed, and the move to digital has been very significant. They think this pace will persist for the foreseeable future.   This...

Squarespace repurposed a century-old legend for its Super Bowl ad which starred Zendaya as Sally, an entrepreneur selling seashells. The legend of Mary Anning inspired Terry Sullivan's lyrics to the 1908 song, “She Sells Seashells”, which became a popular tongue twister. This year, Squarespace, the service for website building and hosting, hired the star of...

As community building and customer advocacy are things that companies often struggle with, this example by Trimble Viewpoint shows some extraordinary results. Trimble Viewpoint is a provider of ERP and project management software for the construction industry. In 2016, the company launched The Viewpoint Network with a goal to build trust with their customers and...

Netconnect 2021 was a virtual event with a clever, space-themed ambiance, designed to engage attendees and emphasise the organiser’s brand. Source: Netchex Netchex is an HR and payroll management software provider. The company organizes an annual conference, Netconnect. Last year, to reinforce its industry leadership and its brand identity built around being user-friendly and providing...

The Embraer ‘Profit Hunter’ campaign for the global rollout of a new aircraft has been very successful. Embraer is a leader in the design and manufacturing of aircraft in the 70-130 seat segment (known as regional jets). The company has struggled with the positive brand sentiment towards competitors like Boeing and Airbus and wanted to...

The presentation began, like so many everyday experiences today, with a QR code. In the hall, a hundred screens shot up in unison as attendees jostled to frame the code with their mobiles. Around the world, in studies, bedrooms, and kitchens, many more joined in. And over the next three minutes, a word cloud formed…

Caterpillar created a life-size version of PAC-MAN to showcase its offering and engage customers with this unusual reenactment of the cult video game. Source: CAT.com After a 4-year pause, in 2020, Caterpillar revived its Cat Trials series that have amassed more than 18 million views. The company designed the trials to surprise and delight its...

LEGO promotes its educational products in this multi-channel campaign that inspires to solve world problems—a very current topic. LEGO Education is considerably less well-known than its consumer counterpart. It manufactures a wide range of physical and digital educational resources to deliver playful and impactful learning experiences for Science, Technology, Engineering, Arts, and Math (STEAM) classrooms....

The HR services provider, TriNet, continues its human-centered campaign that targets SMBs. Source: trinet.com TriNet, a full-service HR solutions provider for SMBs, created the "Humanity" campaign as the latest chapter in its “People Matter” campaign, which celebrates the hard-working and diverse employees of its customers. “Humanity” highlights the human side of HR while adopting a...

A creative agency relies on collaboration and innovation. So how does a firm like PaperplaneCo flourish with a fully remote workforce spread across multiple countries and time zones? PaperplaneCo was founded in Singapore in 2011, and quickly grew into a team spanning three continents. Ten years on, the agency works with global clients on a...

It’s true – food is our common language. Whether it’s sharing photos of our meals or baking confectionaries at home during the lockdown, each food-related message in our PPCO chat is met with excitement and awe, and maybe even some jealousy! Here, we take a look at some local favourites of Paperplane members all around…

How new technology is disrupting HR in 2020 Human Resources (HR) is rapidly changing because of culture, work types, business structures, and technology. Workload in HR teams is increasing with staff mobility and increasing quit-rates. And low unemployment rates are making it harder to acquire talent. As competitors use the latest tools, you’re more at...

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