#SpikesInspiration: Is WTF the New Marketing Model? - TikTok, McDonald's Japan and TBWA\HAKUHODO
Updated: Jul 2, 2020
Norio Ichikawa, Creative Director, X Design Center, TikTok
Hiroaki Wada, Senior Account Director, TBWA\Hakuhodo
Fusako Znaiden, Senior VP & Chief Marketing Officer, McDonald's Japan
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Traditionally marketing has been driven by NEEDS and WANTS, but with a rise of a new generation of consumers, and the explosive growth of platforms like TikTok, a third model has finally emerged. This driver is called "WTF?!" model.
Watch this session to find out what sparked this new paradigm. Learn from data and research from one of the most popular and fastest-growing mobile apps on the planet. Discover surprising insights and explore common themes around the most popular and engaging content amongst Gen Z and Millennial audiences.
Come and hear how brands are beginning to get involved.
Building on over 30 years, Spikes Awards, “Spikes Asia - Festival of Creativity” is the region’s biggest festival and awards for the creative and marketing communications, entertainment, design and tech industries. Spikes Asia provides the region’s growing marketing communications industry as a 3 day platform to learn, network and exchange ideas. Bringing together some of the finest creative thinkers from across the region and around the world. Spikes Asia, attended by over 1,700 delegates in 2019, offers an inspirational programme of seminars, tech talks and forums, focusing on creativity and learning, exhibitions of creative work from Asia-Pacific, networking events and the Spikes Asia award show.
Spikes Asia Festival of Creativity is a joint venture formed in 2008 between Ascential Plc. the organisers of Cannes Lions, Money 20:20 and Haymarket Media Ltd, publishers of Campaign, Autocar, WhatCar.