THE POSTS GALLERY

In today’s communication landscape, an effective campaign is seldom the result of “destiny.” It is the outcome of a well-planned process, guided by clear strategic direction. The key challenge is: How can brands build a well-defined strategic roadmap and a solid communication foundation - the basis for campaigns that deliver results and create long-term brand impact?

The outcomes of a communication campaign is not decided by destiny, but primarily by strategic direction. However, if the journey begins merely with aspirational impulses, market pressure, or top-down orders, a business is likely to receive ‘penalty tickets’ for overloading or over-speeding and pay the price with one, or even all three, critical resources: Time, Budget, and Communication Momentum.

In the heat of “biz-hunting” season, one can’t help but recall the legend of Thuy Tinh’s failed proposal. The thought stirs a wave of sympathy - to “expose” King Hung, “shade” Son Tinh, and “clear the name” of Thuy Tinh - the one who lost in an unfair contest. Because, in today’s world of pitching, many Agencies are still going to battle with Thuy Tinh’s spirit: pouring all their might into raising the tides, without realizing what they’re really fighting for.