Customer persona: How to profile your target audience effectively

Alston Chee

What comes to mind when you think of “target audience”? A mix of consumer stats or an actual person? With the proliferation of research technology from data trackers to advanced algorithms, it’s easy to get carried away with how accessible data is. Sometimes, researching your customers is just a Google search away. However, we are(more)

Project management

4 tips on improving client satisfaction in creative projects

Aglaia Sam

I recently attended a course on project management for creative projects. Here are some key takeaways on improving client satisfaction.   Practising empathy Creative projects involve some extra stress. You should always make sure that your client knows that you care about their project. It might be just a small job to you, but to(more)

Design Ops and why it matters for efficiency and effectiveness

Ops, not oops: What is Design Ops and why you need it

Shawn Mak

Increasingly, companies like Airbnb and Dropbox are championing a new term: DesOps. AKA Design Ops. And yes, it can get as tactical as that can possibly sound; but no, it doesn’t involve just moving troops from point A to point B. Rather, Design Ops serves a larger strategic intent. It can impact your organisation’s performance(more)

Post-COVID advertising. Darwinism at its finest.

Ricca Ocampo

The advertising industry is one of the key industries that had to evolve swiftly and in multiple times over the last decade. And it is continuously doing so as largely led by digital developments. From agency structures, tools, offerings, focus, strategies, and talent – the changes have happened so fast and those who couldn’t adapt(more)

Social Impact

Marketing for social impact

Vincent Tutay

We live in an age where increasingly “woke” consumers are tuning in more and more to brands that resonate with their social beliefs. With the rise of social activism, be it BLM, LGBTQIA+, Gender and/or Race Equality or Climate Change, brands can no longer remain silent. As brand custodians, marketers and creatives, we should realise(more)

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Developing new creative muscles post COVID

Winnie Pua

Many feel the stress and constraints brought forth by this recession. To this, I argue that COVID creates new marketing paradigms that should stimulate new creative muscles. You may be a strategic planner, a project manager or a creative. There are now new problems to be identified, new customer behaviours and emotions to learn and(more)

Creatives! Rise above the noise like Michael Jordan.

Creatives! Be like Mike: 5 lessons from The Last Dance

Dinie Musa

If you haven’t watched the ESPN and Netflix documentary, The Last Dance, have you really been in social isolation? No, really – have you? Sure, you’d have whisked your coffee into a Dalgona, grunted your way through your last rep of sit-ups, or even changed the background of your Zoom chats to inject an element(more)

Empathy in Customer Experience

Why empathy is important in customer experience: 3 tips to getting there

Vincent Tutay

Design thinking, user experience, customer experience, what do all these buzzwords have in common? If you say, human centricity, you’re actually only half right. While it’s true that human / user centric thinking influences these things, the skill we’d need to hone in order to practise, say for example design thinking, is empathy.   What(more)

global pandemic creativity

How to forge creative resilience during a global pandemic

Shawn Mak

2020 has brought a few unsavoury “c” words into our lexicon: Coronavirus, COVID-19, circuit breaker, to name a few. While everyone and their isolated neighbours brandish these words with whispered sighs and audible frustration, we should be wary about letting that other “c” word go down the proverbial toilet in 2020: Creativity. Just because the(more)

User Journey

Using user experience for your conversion funnel

Kai Min Ong

User Experience or UX is defined as any interaction a user makes with a product or service. The UX design takes into consideration every element involved that helps in shaping the experience. The goal of UX design is to build an easy, efficient, relevant and pleasing journey for the user. Many developers or planners have(more)