In brief: Brands' emoji fever, Indian vs. UK ad industries

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In other news: Twitter courts Chinese clients despite ban ... Noam Chomsky slams native advertising ... Mobile first in Southeast Asia ... British Airways plays games with commuters.

From the Campaign family:

Brands catch emoji-mania. (PRWeek) Members of the public aren't the only fans of emojis as brands and celebrities are getting passionate about the emojis, or lack thereof, currently available. "Emojis offer a great way for brands to become part of people’s everyday conversations on a global scale," said Lemz strategist and partner Tim Claassen. "This is especially true for Millennials who are using communication platforms on their smartphones more and more, such as Facebook Messenger and WhatsApp."

Jack in the Box exec on why India's ad industry is "far more exciting" than the UK's. (Campaign India) Ashish Patkar, AVP and creative director, Jack in the Box Worldwide (JITB), entered the "digital agency world" in 2013, to set up the agency’s Delhi office. With experience in both India and the UK, Campaign India asked which market he prefers. Patkar responded, "I think the Indian market is far more exciting. As a creative, I want to keep doing better and more work. In the UK, every campaign takes about six to seven months to be released because of the amount of research and data crunching that happens. You will sometimes come up with a diamond, but the everyday process kind of dulls it (creativity) down. The average turnaround time for the first draft for a brief is about six weeks in the UK. In India, in six weeks we finish a campaign. The first thing I did there (JWT London) was to be patient. I would get a brief in the morning, and I would crack it by the evening. My CD would look at me and say ‘Are you crazy?’

Connecting brands with "Generation M" in Southeast Asia. (Campaign Asia-Pacific) Reynold D'Silva, Facebook's head of FMCG and CPG brands for Southeast Asia, contemplates the generation that's growing up mobile-first. "While a family in Southeast Asia might share one television between them, it is likely that each family member has their own mobile phone," D'Silva writes. "So although TV is still an important part of the media mix in this region, advertising through mobile has the advantage of allowing marketers to reach the right person with the right ad at precisely the right time."

Behind the scenes at British Airways' immersive train game. (Marketing) An average commute through Victoria Station could have taken a turn for the extraordinary last week as British Airways gave away hundreds of tickets for flights to their Caribbean destinations. Visitors to the installation were invited to "check in" by cheery flight attendants, before queuing for their turn to enter the immersive game. Caroline Shortt, account director at BBH who collaborated with British Airways and MediaMonks for the project, explained: "Once you step up onto the game stand you are surrounded by an immersive Caribbean environment … [with] animations of each island, and you press our giant Escape key to activate the game."

Keds names KBS AOR. Keds has named global creative agency Kirshenbaum Bond Senecal + Partners (KBS) its advertising agency of record. KBS will partner with Keds on strategy, creative, digital and retail technology.

Around the web:

Despite ban, Twitter woos Chinese business. (Times of India) Despite being blocked in China, Twitter is courting Chinese companies to buy advertising space on its service used by more than 300 million people elsewhere in the world. This week, the popular microblog platform has made presentations to prospective Chinese clients in Shanghai on the sidelines of the inaugural Consumer Electronics Show Asia. "It's not a coincidence that we are here now," Peter Greenberger, director of sales for emerging markets at Twitter, told Reuters on Tuesday.

Noam Chomsky takes swing at native advertising. (International Business Times) Renowned media scholar Noam Chomsky has declared that the Buzzfeed-style of clickbait journalism is a new form of propaganda aimed at "manufacturing consent" in the interests of elite, dominant groups in society. "This [native advertising] is exaggerating and intensifying a problem that is serious and shouldn't even exist in the first place," Chomsky told crowdfunded independent journalism website "The reliance of a journal on advertisers shapes and controls and substantially determines what is presented to the public... The very idea of advertiser reliance radically distorts the concept of free media."

Liam Neeson earns top marks as a product endorser. (Fortune) The marketing research firm Nielsen company on Tuesday launched an offering that ranks celebrities according to their sales influence. The company’s first leaderboard for its new "N-Score" service, which evaluates celebrities who have appeared in commercials during the first three months of the year, grades stars based on a variety of factors including public awareness and likeability, AP reports. Liam Neeson scored a top spot. He earned a so-called n-score of 94, sharing the lead with another Irish actor, former James Bond star Pierce Brosnan. Despite the tie, Nielsen deemed Neeson the winner in terms of influence over consumers.


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