CIC was the first company specializing in social media research in China and is now part of the Kantar Media group, ‘Tina Hu’ a Senior Director from CIC came to visit Added Value UK to educate and explain the impact of social media in China, how it differs from Western social media and how brands are adapting to fit into the Chinese online culture. Read more…
Welcome to Issue 31 of Branding for Good News, Added Value’s newsletter focused exclusively on sustainable marketing; the challenges, opportunities, our solutions and points of view. Read more…
Recyclebank
A master in the principles of gamification and nudge theory to encourage behaviour change. To date, the company has over 3.5 million members (US & UK) who receive reward points based on their level of recycling. They are now taking the principles perfected for recycling and branching out into changing our transport behaviour. In conjunction with Transport for London (Tfl), their new initiative rewards people for ditching the car and choosing to cycle or walk. One to watch – launching next month. Read more…
General Electric recently released an online campaign encouraging Chinese entrepreneurs to partner with them to address China’s most pressing environmental and resource challenges.
A noteworthy aspect of the campaign, titled “Future Folklore”, is how environmental issues are grounded within Chinese history and culture. This departs from a persistent stereotype which encourages local consumers to fight against Chinese tradition to achieve environmental outcomes. The typical tone is often condescending – where normative behaviour is inevitably Western and Chinese are asked to “get in line” and “abandon ancient thinking”. Read more…
They live on Facebook and shop at Abercrombie, but listen to Spanish radio and embrace diversity. They’re proud of their unique individuality and their collective Hispanic heritage. It’s no secret that US Hispanic teens are an appealing segment and a challenging one. So what’s the secret to reaching them?
This month we take a Silicon Valley view from Guest Editor Lee Shupp based in our San Francisco office, focusing on technology and innovation.
This years Cannes Lion Advertising Festival saw the launch of the inaugural Creative Effectiveness award. Eyespy takes a look at the winning campaign that was charged with fulfilling two compelling briefs; Creating an integrated campaign for Microsoft’s Bing whilst at the same time, launching rapper Jay Z’s first book: Decoded. Read more…
Added Value is experiencing vigorous growth and building on its solid foundation in technology, intercultural markets and qualitative approaches with the addition of a new Group Senior VP, Technology, and three new executive management roles. This follows the company’s previous recent announcement of new development roles.
In 2002, Microsoft undertook a project to continue to expand its role as a major player in the consumer market by creating, developing and marketing a new software platform. Thus began a 5-year collaborative effort between Cheskin Added Value and Microsoft culminating in the 2007 launch of Microsoft Surface.
Background
A leading consumer and enterprise technology company needed to decide on the most viable opportunity for their R&D investment. Software-as-a-Service (SaaS) is a rapidly growing area that many technology companies are currently entering. The company was considering a nascent market in the SaaS landscape that IT Pros were just starting to investigate, which made it difficult to estimate future demand.
