Guerilla campaigns and round tables in Asia

What we walked into.

Global retail brands compete for attention in markets where paid reach is expensive and easy to ignore.

The people who decide are not the people who see the ad, which is why campaigns and rooms have to work together.

The approach.

1. Step 1

   Campaigns designed to be seen and shared in the street before they are boosted online, so the paid layer amplifies something people already noticed.

2. Step 2

   Round tables in Bangkok and Singapore that put brand leaders in one room around a real topic, not a sales pitch.

3. Step 3

   Coverage through our own publishing reach, so the campaign and the conversation feed each other.

Stack and disciplines.

What it delivered.

Attention earned rather than bought, with paid spend working harder behind it.

Direct relationships with regional decision makers, built in the room instead of over email.

Lessons that travel.

• Paid layers amplify best when they follow something people already noticed.

• The people who decide are rarely the people who see the ad, which is why the room matters.

• A round table with a real topic outperforms a sales pitch with a bigger budget.