4 Weeks On. My Journey into Purpose.

It’s been 4 weeks since Purpose was announced. It’s a grand vision–to make Purpose Asia’s claim in the space of fine cycling clothing and accessories. The dream is to be able to say that Purpose can take on the likes of Rapha, Morvelo and other brands like these, yet truth is, it’s much too early to tell. Thus the simple goal to make Purpose Asia’s claim in this space.

I had written a short article about Purpose and intentions here on my own personal blog  here. When it was written, it was still a vision. Now 4 weeks on I had passed a major milestone on Purpose – it’s first prototype. Getting the prototype ready took three rounds of iterations. Even now there are some minor kinks to work out before hitting the button on mass production. Without doubt that I am extremely happy with the progress made.

Though these weren’t without pains, there were also many learning experiences. Learnings that I’ve gone through and undoubtedly still am going through.

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How Long Should Your YouTube Video Ad Be? 15 Seconds

Yes 15 seconds for ads on Youtube. That’s the quick and fast answer.

And to make it clear, YouTube video ads and YouTube brand videos are two entirely different things. This 15 seconds duration answer the particular question that agency and marketers ask – what are the duration of youtube ads in order to be effective?

Econsultancy posted a blog piece What’s the perfect YouTube ad length with results from doing A/B testing and measuring the CPAs of comparing similar 15 and 30 seconds ad formats. Sparing all the technical mumbo-jumbos, I’ll excerpt that post into 3 digestible points below…

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Humanising Digital Creativity

Note: Part of this post is mirrored on my agency’s blog. I have extended the piece in Opinionist here to include further personal insights and opinions.

What things drive creativity in digital? Is the new model of engagement with digital natives far different from the traditional method of broadcasting to the consumer? What are the underlying thoughts agency creatives need to think about when producing ideas that live across a broad number of mainstream and digital media available today?

At the recent 6th Internet and Mobile Marketing Summit (IMMAP) 2012 in Manila, I shared my thoughts on the Humanising of Digital Creativity. And the five tenets that contribute to the success of consumer engagement on digital.

I shared that creativity on digital is driven by the humanisation and socialisation of content. That in turn, opened up opportunities for brands to humanise themselves with its own attributes. The basis of this thinking originate from that ideas and messages have always been naturally spreadable; whether to be passed on, copied, imitated or co-created. Technology has made the passing or amplification of the message simpler.

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