Can you measure the ways branding raises profits?

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  “Why should I spend money on branding not marketing?” A conversation that comes up often while we’re talking to clients (especially in China), how can we quantify value for money? Is it worth it? And it’s a great question to be asking. If your product or service is not unique, there is no doubt […]

11 lessons for getting more work for less money from your agency!

Profitable Branding

I’ve pitched with many partners and against countless competitors, I know their tricks and shortcomings too.  As clients are cutting budgets, yet need increased productivity from their agencies, I decided it would be useful to share my insights to help those that need to get more for less. In no particular order, and to save […]

 Shanghai’s F&B – What’s the secret sauce?

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Since we’ve all had to stop and catch our breath, I’d like to reflect on a few of the non virus battles in the restaurant industry. Who’s restaurant survived the last decade? And of those who will survive the virus? Not many, not many at all. Having worked on hundreds of restaurant brands over the […]

Let’s talk about Pitching!(Part 1)

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Agency Pitching is one route clients take when selecting a partner. This is when a client shares the same creative brief with a select number of agencies, who then turn around to hash away at the problem and then pitch their idea or solution to them. Typically agencies don’t get paid for pitch work, but if they win they get the entire project (usually a decent size) or the retainer for a set number of years.

2019 Christmas Card: The Making Of

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Every year, we embark on a new adventure for our Christmas Card. No theme is ever the same or even near it! For 2019, that meant heading into a new decade and of course an even more major change. (edit: who could have known how 2020 would have turned out!) So with that in mind… […]

Our Surreal Christmas Cards History

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2019Cyberpunk 2077 2018The Diner 2017Jurassic Jones 2016Disney Princesses! 2015The Box Set 2014Shanghai Gangsters 2013Ralph Lauren 2012Penguins? 2011Choir Christmas 2010Classic Christmas This is the one that started it all! I think we spent about an hour on it…  and it’s got bigger ever since!


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    By Eva Liu, Art Director   A Brand Book acts as the core and soul of a company, bearing the brand’s mission, outlook and values. However, in most cases, brands did their Brand Books before they even needed half of those applications. In such cases, assumptions about applications would often come with impractical […]

Why all the love for product cross overs and collaborations?

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  Especially from the Gen Z’s and Y’s? Well if ya think about it, traditional brands can easily come off a bit boring, safe and stale. Yet on the other side, you’ve got a young fresh brand that has the ability to surprise and fuel social media-worthy content. When done well, a collaboration will help […]

Behind Thread Scenes with Justine Lefebvre, Managing Partner

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  As part of our Behind Thread Scenes series, we’re sitting down with Justine, Managing Partner, to chat about what it’s like managing an agency, how times have changed in China and what it means to be a leader. If you ever want to swing by the office and get to know her or any […]

China’s Generation Z: They’re young, entitled and have cash to burn

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Thread Newsletter – August Edition It’s back to school season and as parents are nervously getting their kids, teens and young adults ready for school, we’ve turned our attention to that exact same group. Why you might ask? Well this group, called Generation Z (born between 1997 to 2016), is a force to be reckoned […]