BBC makes connections with Asia
BBC recently found a partner to launch its campaigns in Asia, thanks to the E3 network to which it belongs. MANDATE is an agency with headquarters in Singapore and branches in Kuala Lumpur, Bangkok, Jakarta and Beijing. “Running a campaign in Asia is practically impossible without the help of an agency that is aware of local customs and habits”, explains Chew Lee Ching, CEO of MANDATE in Singapore. “Red, for example, symbolises luck and happiness. That is why many Asian brands such as Toyota and Honda have red logos. White, on the other hand, symbolises death. Therefore, certain brands at a car show such as BMW will find it very difficult to stick to its company logo, which is composed of blue and white.”
BBC collaborates with MANDATE for the organisation of fairs and events in the region and for concept testing advertisements and direct mailings destined for Asia.
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BBC is sharing