In a “hyperconnected, ultra-competitive, and supercluttered marketplace”, doing more of the same big idea advertising on mostly mainstream media channels isn’t going to work anymore. Consumers are getting jaded and overloaded with information – much of which has little or no relevance to their lives nor their interests.
To win over increasingly cynical consumers who expects nothing less than total transparency (fueled by the openness of the social web), what should companies and businesses do?
Alvin Mark Yapp, Founder of The Intan; DPM Teo Chee Hean; Mr Koh Choon Hui (Chairman of Singapore Children’s Society) and Minister for Manpower Tan Chuan-Jin at Project Intan 2014 (courtesy of The Fat Farmer)
Alvin Mark Yapp is a man on a mission. Boss of outdoor advertising specialist Bus Ads, the Peranakan entrepreneur opens up his beautiful Peranakan-themed home every year to raise funds for the needy. And boy are his tireless efforts making waves!