Last month one of the most interesting changes came out of Beta - the User Explorer in the Audience section of the site.

Until now, Google Analytics has provided a picture of the use of your site or app on an aggregate basis.  We could discover what most people did or did not do but could not see the detail down to the individual user.  With User Explorer this has changed.  This adds a whole level of new insights but it will take time to learn how to get the most out of them.

There are two big opportunities I can see so far: to be able to watch particularly multisession visitors as they explore your site (matching this with the behaviour you expect to see) and creating new segments to allow you to understand groups of people with similar behaviour.

Click on User Explorer (in Audience) to see a list of client IDs with numbers of sessions, average session duration, bounce rate, revenue, transactions and goal conversion rates.  I suggest that start by looking for interesting groups of users by sorting by some of these metrics.  Who, for example, have visited most often and bought (or not bought), who has a long average session with high transactions or who has the highest goal conversion rate (high engagement)?

Note that the numbers on the left (Client ID) are randomly generated by Google Analytics but persist across multiple sessions.  They are completely anonymous from Google’s perspective and don’t currently appear in any other GA reports.  This is a pity as it would let us understand more: especially about the effectiveness of our marketing and email.  There are ways to replace these with our own User IDs and I think that their greater visibility will encourage more sites to add this additional tracking to their sites. This would also start to allow cross-device tracking.

Clicking on one of these entries provides a detailed analysis of the steps that individual users have taken through our site.  Multi-session visitors are particularly interesting as we can see what was done on each revisit.  Note that the number of sessions at the top level is for the specified date range.

I prefer to sort the user activity by Ascending to start from the beginning of the time period.  Here you will see every page that was viewed and every action and event that fired.  Note that if you are not tracking events or ecommerce then you will not see some of the useful detail.

You will also see the device category and both the acquisition date and channel for the first session.

What to look for in User Explorer Reports?

Every site is different but by looking at 8-10 visitors I think you’ll begin to spot patterns, concerns and opportunities.  I take a Jobs-to-be-Done view of the world and try to put myself into the visitor’s shoes asking about their motivations each step of the way.  Take time to consider the gaps between their sessions, the way the move back and forwards inside the site, pages that they revisit and worries they may have. 

Here is a list of a few things you might find useful:

1. Some visitors “pogo stick” between a category page and individual products.  If we spot a visitor who is going through every product then perhaps it shows signs that we need to improve the decision support tools available on the site.  Alternatively we may need to use stronger merchandising to help them make a choice.
2. A visitor who keeps checking the about us or delivery information pages is showing us that they make be anxious about whether they will get the product on time or whether we will deliver at all.  Increase trust messages on our site.
3. A visitor who returns for a second session and uses the internal search is clearly indicating that they would benefit from some function that remembers (or features) what they looked at last time.
4. Consider how we support customers who have purchased but ware awaiting their delivery.  How could we improve this experience? I spotted a customer who checked their order status every day for two weeks; perhaps they deserve an improved level of customer service.
5. Consider how we welcome back visitors who have long breaks between visits.  Look at how they resume their exploration for clues that they have book marked the pages.  How do we highlight what has changed since they last visited?
6. Consider creating a sense of urgency around a purchase.  I can spot visitors who look at the same item multiple times over several weeks.  Perhaps they deserve a special offer (or being told it is running out soon) to push them over the edge into the next part of the buying process.
7. On an educational site I spotted several visitors who after choosing courses looked for financing. There will be many of these specific needs that can only be identified by observing what visitors do.
8. Study single session visits that bounce especially from paid search.  Can you change either the ad campaign or the landing page to make it more relevant? Perhaps A/B test changes to your landing pages to make sure that you minimise these visits. Check that the page is not loading too slowly if you see this behaviour on mobile or tablet devices.

Segmenting your visitors

You are probably using GA Segments to study specific types of visitor already but User Explorer will definitely encourage you to do it more.  By clicking on a aspects of a specific visitor (been to a certain page, triggered an event, generated specific value) you can easily build a new Custom Segment that will then allow you to extract all of similar visitors in your audience.  This will let you see the other things they have in common and perhaps how they differ in their needs.

Getting the Most Out of User Explorer Reports

Make sure that you are tracking all relevant events:

1. Add a value to goals “short of purchase” to help you value visitors close to customers
2. Remove staff and agency visitors from your reports (using a filtered view)
3. Learn to create and use segments to understand different types of visitors: loyal fans, fast shoppers, international customers, anxious online shoppers, job seekers, information hunters versus lowest price buyers
4. Add User ID tracking to your sites to enable cross-device multisession analysis

One last piece of advice: The best way to start understanding how to use User Explorer most efficiently is to start playing around with it. Create a hypothesis; and test something out.

The writer is Hyper Island founder Jonathan Briggs. 

时代公司突然收购中询有限公司（CCI Asia-Pacific），该公司授权经营《财富》（中文版）。

中询公司由董事长兼主编高德思（Thomas Gorman）于1975年成立，他于1996年获得时代公司授权发行《财富》（中文版）。

过去二十年，该杂志的印刷和数字期发行量已超过20万份，并一直稳居中国最受欢迎的商业出版物的地位。

双方均没有透露此次交易的条款。

时代公司国际部总裁Steve Marcopoto（见图）表示，他对于品牌延伸到新的数字平台和现场活动形式感到特别兴奋。

Marcopoto说：「在高德思和其团队的带领下，《财富》（中文版）取得的成就是显着的。」

高德思和其商业合作伙伴陈青已经宣布即将退休，但会继续担任中询公司和《财富》（中文版）的顾问。翟丽娟（Canace Chak）将继续担任总经理兼集团出版人，Derek Zhang Maiden将继续担任杂志的执行主编。

高德思说：「我们对于团队取得的成果感到非常自豪，并对于时代公司继续支持《财富》（中文版）在中国市场的增长感到高兴。」

xxxxx Meiji Seika Singapore, has appointed digital agency KRDS Singapore to revamp its website and to create fresh new stories on its social pages (Facebook, Instagram and Twitter).

The agency commenced work on the website since February 2016 and started posting content from April this year.

The development comes after Meiji Singapore along with its creative agency, ADK wanted to revamp its current website to deliver a stronger brand personality on all its social channels. The focus was on interactivity and letting the vibrancy of the brand come to life.

Keeping this in mind, the homepage has been revamped to automatically change 5 times a day depending on the time of day. If a user connects to the website in the morning, the content would display breakfast related ‘Meiji Food Moments’.

The website was crafted to be fun, immersive and contains sections where, amongst other things, users can Zhng the Hello Panda or create their own "Choco Mix" songs.The focus on Social Media for Meiji is to create interactive posts that convey the colourful persona of the brand. The page regularly posts trendy and original content in the form of videos or gifs on different relevant topics throughout the day. The posts have received a positive response from users on the page.

Oh Kah Lock, sales & marketing director at Meiji Seika Singapore said: "As we move forward into our 100th anniversary in Japan this year, our focus has always been to celebrate our loyal customers and invite more members on our Meiji journey."

"We are quite excited to work with KRDS Singapore as we believe their digital expertise can help us share our story more effectively and open the doors to building a much more personal relationship with our customers in Singapore."

Commenting on the win, Preetham Venkky, Director at KRDS Singapore said:"Meiji has always been a fun and playful brand. It reminds us of our days from school. We wanted to extend the fun, the playfulness and the nostalgia to their existing digital channels. The new Meiji website is interactive and a user can spend hours creating their own music sourced from the sounds created using Meiji products."

Canon has launched the ‘Canon Instazoom’ for its Canon Powershot SX60 HS in a bid to target millennials active on social media. The campaign was conceptualised by Dentsu Singapore.

Using the lack of a zoom feature on Instagram, Canon utilised the app’s tagging function to create an interactive, zoomable picture which showcases the Powershot SX60 HS zoom capabilities which is its selling point.

Through 297 images and 330 unique captions linked together through tags and 33 accounts, the camera’s zoom features was placed in the hands of smartphone users which enabled them to spot 24 sceniarios within the photo for a chance to win the new camera.

The launch has reaped a social engagement and viral reach increase of 947% and 475% respectively with 1.3 million impressions in three days since its roll out on social media platforms in 1 April across Southeast Asia, coupled with a month-long online activation on Instagram on 15 April.

Check out a video of the campaign here:

[embed]https://www.youtube.com/watch?v=ZZ_rH3j7Yuw[/embed]

Public relations firm Golin has recruited Jane Morgan as managing director in Hong Kong, to drive what it called a mission to become an integrated marketing firm with PR, digital and content at its core.

Morgan, one of the industry's more promising talents, has spent the past year and a half as director of consumer marketing at Edelman, where she headed up a team of 17 consultants and clients across food and beverage, travel and hospitality, fashion, beauty, retail and luxury. Prior to Edelman, she was vice president of the Greater China consumer practice at Ketchum.

Morgan steps in to fill the shoes of Jeremy Walker, who will take on a broader regional role driving the growth of its integrated work.

"I am thrilled that both Jane and Jeremy have agreed to take on these new roles," said Jonathan Hughes, Golin’s president in Asia.

"Amazing things happen when you have great people doing what they love."

Hughes described Morgan as a passionate, nurturing and driven leader.

"I am particularly excited by the opportunity to lead the Hong Kong team and to further bring the g4 vision to life,” Morgan added.

"Golin has a unique culture, ambition and drive that is extremely infectious. I love that we describe ourselves as the nice guys who kick-ass. I’m looking forward to getting started and helping our clients to deliver outstanding, integrated work both here in Hong Kong and across the region."

阳狮传播（Publicis Communications）任命现盛世长城广州总经理陈慧茹（Cathryn Chen）负责领导旗下所有创意代理公司在广州地区的运营，包括盛世长城、阳狮广告及李奥贝纳。

在新的岗位上，陈慧茹将确保各个创意代理公司（包括盛世长城、阳狮广告、李奥贝纳）和集团内的其他专业代理公司（如数字传播代理公司游龙、战略公关传播机构明思力集团及购物者营销专业代理公司Arc）的通力合作。

集团年初也在新加坡采取类似的策略，任命单一的CEO角色来管理旗下所有创意代理公司在当地的运营。

香港也作出类似的举动。明思力集团很快会迁往李奥贝纳在观塘的办公室。本月初，阳狮广告（Publicis Worldwide）任命李础强（Alex Lee）担任香港办公室首席执行官，统管阳狮广告和李奥贝纳在港的所有业务。

广州的任命旨在强调阳狮集团各个创意代理公司自身专长和优势的同时，拓展集团间各公司的纵向合作，以便更好的服务各自的客户。原有的创意优势加上来自纵向的强大的数字、公关传播和电商等各领域的能力，阳狮传播旗下的各家创意代理公司今后将为客户提供一站式解决方案。

各公司在新组织架构下，将继续保持自身的品牌和文化，并秉持原有各自独特的创意表达和服务提供方式，在与阳狮大家庭其他成员通力协作的同时，仍以独立的品牌各自发展。

陈慧茹表示这个新挑战令她感到非常激动。

「我的任务是导演一场沁人心脾的合奏曲而不是单打独奏，我很期待通过新的模式为我们的客户和我们自身带来突破和革新。」

陈慧茹于2012年加入盛世长城担任广州分公司客户服务总监，并于2013年升任广州分公司总经理。

The complaint on brain drain is not an uncommon, especially in the Malaysian marketing industry.

With young Malaysians becoming well connected and opportunities arising, a popular concern amongst both agency and client side marketers is that great talent is hard to find and even harder still to retain. This concern gets further amplified in the world of digital marketing, say many.

So where does one find great talent? In a panel discussion at the recent Digital Marketing Malaysia conference, Su Lin Lau, head of marketing at Maxis said it isn’t a matter of poaching from the agency side, like many believe it to be.

“We don’t actively look for gems from the agency side, although I am formerly from an industry. Rather when looking to hire, we look for someone who is restlessly curious, no matter what the role is,” she said.

Lau added that what is needed is for a breakdown of silos in looking for “digital talent” and “traditional talent”. To succeed, both criteria need to be met simultaneously as the worlds of online and offline merge.

It doesn’t make sense for companies to want someone with over ten years of professional experience for a digital role. Digital natives, in all probability, have not been in the workforce for that many years.

In order to train her teams to be proficient in digital marketing, she makes them take tests where everyone’s results are displayed on a giant screen. This name and shame tactic works in pushing everyone to do their best. She said all you can do as the more experienced marketer is get the process part out of the way so the younger talents can shine.

Ultimately you need to hire someone smarter, faster and cooler than you.

Agreeing with her was Timothy Johnson, SVP of marketing, products and partnerships of Inti International University. He said today life-long learning is necessary to keep up with the changes in the marketing world and ultimately the talent is only as good as the environment that enables them to be.

That is exactly the spirit he hopes to ignite in his students through on-going curriculum and partnerships within the industry, because in today’s world it is not about what you learn in the classroom but also outside experiences that make them relevant to the work force.

Often, what is learnt in school gets dismissed as “traditional”, agreed Johnson. By the time graduates enter the work-force, the modules they learn in school get deemed as old. Johnson said to counter this notion, having the right partners within the industry is vital and since experiences now also matter tremendously, early moulding of talent is necessary. As such the university has tied up with Google for its Ignite programme.

Google Ignite is a training-to-internship programme piloted by Google Malaysia. This year it is back for the second year and focuses on the development of digital marketing skills on Google platforms inclusive of certification for Malaysian university students.

Well aware of the hopes and aspirations of the youth today, Johnson explained that increasingly, the trend is the youths think they will be the face behind the next best app or discovery. He urges senior folks in the industry to nurture this idea but at the same time to allow the youth to fail.

While we need to foster talent, we also need to let our students fail fast and fail spectacularly. There is no point just coddling them.

Also speaking on the panel was Jon Day, marketing head of Google. Day explained that Southeast Asia as a region picking up in digital and hence the entire ecosystem of creators, audience and marketers is coming closer together. This no doubt requires the nurturing of local, digitally savvy, talent on both marketing and content creation side of things.

Like Johnson he agreed that ultimately everyone wants to create the big thing but what google does is “give them the opportunity to actually grow and create new products.”

“We try to keep the entrepreneurial spirit alive and create a culture where they can actually plan out a career progression,” he added.

Meanwhile, speaking at a later session, Amit Sutha, managing director of Universal McCann Malaysia and Ensemble Worldwide said that over on the agency side of things, it is no longer enough to either look for a “mad man” in creativity or a “math man” who only focuses on data. A mix is needed but Sutha admits, the finding that right mix is not easy.

What he urges is for teams to be structured in a cluster form to enable both creative and data-centric minds to work together.

“It is hard to be both a mad man and a math man. So instead, create teams of people with both capabiltities. We need to put people of different capabilities together,” he said.

CLP Power Hong Kong Limited (CLP Power) has teamed up with Yahoo Hong Kong to roll out its new e-magazine Better Me on the Yahoo-owned Tumblr platform.

The energy company says the campaign aims to promote energy saving tips via the influential power of KOL, as well as to encourage behavioural change by making small improvements.

To encourage city goers to get into the spirit of saving, Yahoo and the company have invited KOLs like Cecilia So, James Hong, ToSiuKiu, James Kwan (Kwan Gor), Phil Lam, Miss Sue and Ding Ding to share their electricity-saving habits through cinemagraphs.

As CLP Power thinks the concept of energy saving has always been stereotyped as something to be carried out by the older generation, the use of KOL who are active on social media can rejuvenate the image of energy saving and educate the younger generation to be environmentally friendly.

The editorial direction of Better Me is all about spreading positivity either internally, to others or for the environment. "It’s not about grand changes, but about making small improvements to our daily habits," said CLP Power's spokesperson.

汉威士中国为知名食用油品牌多力打造了一场全国性的创纪录广场舞挑战——「2016多力万人健身广场舞大型活动」，通过倡导广场舞这种健康的生活、运动方式，传达出多力品牌积极向上的品牌形象。

在中国，尤其是在中老年人间广场舞已成为最受欢迎的运动方式之一，聚集了众多的爱好者，而这些人正是食用油最主要的目标消费群体。跟随着广场舞的火热趋势，多力成功抓住了推广新品类的机会，向受众传达出高质量的产品可以让人们保持心脏健康的关键讯息。

汉威士体育与娱乐（Havas Sports and Entertainment）作为汉威士旗下全球品牌互动网络，全权负责本次项目。2016年5月21日，「2016多力万人健身广场舞大型活动」同时在北京、上海、广州、成都、沈阳和西安六个城市展开，现场参与总人数达到了31,697人，创造了新的大规模排舞（多场地）吉尼斯世界纪录™ 称号。

除全权负责本次活动的策划和执行之外，汉威士体育与娱乐同时结合多力品牌要素，为此次活动创制3首专属歌曲，并邀请广场舞界权威人士王广成结合活动歌曲进行了特别的舞蹈编排。

多力全国行销产品经理林佩瑾说：「汉威士基于自身对于市场以及消费者的深刻洞察，带给了我们全新且振奋人心的传播方式，他们的创意理念以及执行力都给我们留下了深刻的印象。相信在汉威士的帮助下，我们将在最大程度上扩大传播效果，提升多力品牌形象。」

汉威士体育与娱乐中国总经理Romain Devisme说道：「汉威士体育与娱乐致力于通过极具吸引力的互动平台以推进品牌与消费者更好地连接。对于有幸在2016年为多力策划一系列体验式活动帮助它们在竞争激烈的市场上不断成长，我们感到十分的自豪。」

一个洗衣粉品牌在中国推出的新广告公然显示种族主义，引发公愤。

在这则俏比洗衣粉的广告中，女主角正准备洗衣服。黑人男子粉刷墙壁后，穿着沾了污渍的衣服走进来。女主角把洗衣溶珠放到黑人男子的口中，再把他推进洗衣机里。过了一会儿后，一名被「洗白」了的中国男子走出来。

[embed]https://www.youtube.com/watch?v=Xq-I0JRhvt4[/embed]

有人评论这是从未见过的「最含种族歧视信息的广告」。

该公司发表道歉声明说：「因广告的传播及舆论的过份渲染，对非洲裔人群造成的伤害，在此，我们表示歉意，也真诚希望广大网友和媒体不要过份解读。」

以「改变始于俏比」为口号，据说该品牌去年底刚推出已经「一直领导市场，供不应求。」

这则广告迅即在社交媒体遭网民炮轰，许多意见非常苛刻，不宜转载。

We Found It — The Most Racist Ad Of 2016 https://t.co/8m9dZsMBbF https://t.co/SO7XMueY3M

— BuzzFeed News (@BuzzFeedNews) May 26, 2016

This 'highly racist' ad can also be read as policing Chineseness & Chinese femininity #EthnoNationalism #SinoAfrica https://t.co/EZoe8FrFrn

— Africans in China (@africansinchina) May 27, 2016

Why would the Black guy agree to be in this racist advert? https://t.co/SHmftDMqX7

— Paul Henriques (@PaulH) May 26, 2016

It’s funny that he didn’t come out as a white dude. If we’re to go full racist, that means the detergent is shit.https://t.co/aiJZYFHty0

— Snowflake Jab Jab (@Kazuyalegrey) May 26, 2016

虽然视频的来历不太清楚，但Shanghaiist引述一位网络评论员指，该广告本月在电视上首播，之前在中国的电影院放映。

种族主义问题已经在全国被广泛讨论，这已经不是第一次出现带有种族和审美歧视信息的广告。

最近的另一个「种族歧视」例子是《星球大战7：原力觉醒》的中国宣传海报中，一位扮演电影中心人物Finn的黑人演员被缩小。

Out-of-home media owner Moove Media has launched its latest Moove Bling Bus for more advertising options. It consists of 15 LED light bulbs which light up the moment the bus headlights are turned on, lining both sides of the bus.

Since its introduction a month ago, it has been used by brands such as Gem Residences, Electrolux and Sompo Insurance for their advertising campaigns.

“The Gem Residences is one of our crown developments and the Moove Bling Bus helps bring out the prestige of this condominium,” Vincent Ong, managing partner of Evia Real Estate, the joint developer for Gem Residences, said.

“We are always looking at ways to increase opportunities for your advertisements to be seen, and Moove Bling does that. Indeed this is a first in SBS Transit and in the public schedule bus industry,” Jayne Kwek, CEO of Moove Media, said.

罗德公关宣布老将John Mullins正式回归，时隔两年再度出任罗德亚洲首席人才发展官。

随着人才管理问题日益复杂，首席人才发展官是罗德公关、以至整个公关行业的关键职位。

Mullins将致力于公司人才发展体系的开发，包括亚太区的人员培训和发展规划。他还将与各分公司的高层管理团队紧密合作，共同制定罗德亚洲人力资源战略并投入实施。Mullins向罗德亚洲主席杜麦克直接汇报。

自2011年开始，罗德亚洲不断完善管理层的团队建设，通过加强领导层实力为公司在亚太区的进一步发展保驾护航。

当中包括收购项目管理和品牌营销公司同声公关，成立罗德奕远公关；在德里创立罗德印度，随后又开设孟买和班加罗尔两家分公司；以及在罗德中国实施全新的人力资源和培训体系。

Myrna Poon, executive director, marketing and communications, has joined DBS as senior vice president, head of brand and digital. She will oversee all branding and digital functions and will be reporting to Karen Ngui, head of group strategic marketing & communications. DBS has confirmed the news to Marketing. 

Poon (pictured) joins DBS after a two-decade long stay with the government agency.  During her long term with EDB, Poon undertook global marketing and communications responsibilities for Singapore as a business brand, from global strategies to attracting IT companies to invest in Singapore.

Late last year, she was tasked to set up a new division to design and manage EDB’s online customer experience and was also EDB’s executive director for customer experience management.

Under her leadership, the EDB recently selected its agency partners after a five-month process for an integrated marketing pitch covering four markets – Germany, Japan, North America and Singapore. Winning in these markets are Havas, Hakuhodo, Doremus, and TSLA respectively.

“We are delighted to announce the appointment of Myrna Poon as our new head of brand & digital. Her extensive experience and outstanding credentials put her in a good position to further strengthen our brand presence locally and across the region. Myrna’s appointment also signifies the bank’s commitment to pushing the boundaries in the digital realm, and I am confident in her ability to extend our reach as we further entrench our leadership position in the industry,” Ngui said.

SPH’s Digital Division has appointed agency veteran Lynn Yeoh as assistant vice president, sales strategy & planning. Yeoh brings with her 15 years of extensive experience in integrated media planning and communication strategy.

Yeoh was previously director for integrated planning at Carat. She also held key positions in Possible Worldwide/BLUE Singapore, PHD Media and ZenithOptimedia.

Her experience spans a wide array of industries including banking, insurance, FMCG, hospitality, tourism, travel, telecommunications, technology and fashion. In her new position, Yeoh will provide media insights and develop media packages to meet the needs of advertisers and agencies.

Yeoh said: “I want to spur innovation in SPH Digital by translating new product development into vital client solutions that are highly in demand with the media industry.”

SPH’s Digital Division has seen other key hires recently, including Jeannie Ho who was previously vice president for retail at Mediacorp. Ho is now the head of the archive business at Digital, and is also involved in content sales business development for international markets (non-China).

In her dual roles, Ho aims to grow the revenue from abroad for content sales and develop new revenue streams for the archive business. Ho said: “My goal for the archive business is to create out of the box solutions that will enable the Singapore audience to access SPH’s rich content archive.”

In the two years since its inception, SPH’s Digital Division has created new products such as the mobile apps Trezo, FastJobs and content marketing unit BrandInsider. Its product portfolio also includes Straitstimes.com, Zaobao.com.sg, Businesstimes.com, AsiaOne.com, Stomp.com.sg and STJobs.sg.

Julian Tan, EVP at SPH Digital, said: “We are constantly looking to strengthen our offerings and solutions further, and having the right people with varying industry perspectives in place is key to helping us achieve this. Both Lynn and Jeannie are welcome additions to our division and we look forward to their contributions to the success of SPH Digital”.

一个洗衣液品牌在中国推出的新广告公然显示种族主义，引发公愤。

在这则俏比洗衣液的广告中，女主角正准备洗衣服。黑人男子粉刷墙壁后，穿着沾了污渍的衣服走进来。女主角把洗衣溶珠放到黑人男子的口中，再把他推进洗衣机里。过了一会儿后，一名被「洗白」了的中国男子走出来。

[embed]https://www.youtube.com/watch?v=Xq-I0JRhvt4[/embed]

有人评论这是从未见过的「最含种族歧视信息的广告」。

该公司发表道歉声明说：「因广告的传播及舆论的过份渲染，对非洲裔人群造成的伤害，在此，我们表示歉意，也真诚希望广大网友和媒体不要过份解读。」

以「改变始于俏比」为口号，据说该品牌去年底刚推出已经「一直领导市场，供不应求。」

这则广告迅即在社交媒体遭网民炮轰，许多意见非常苛刻，不宜转载。

We Found It — The Most Racist Ad Of 2016 https://t.co/8m9dZsMBbF https://t.co/SO7XMueY3M

— BuzzFeed News (@BuzzFeedNews) May 26, 2016

This 'highly racist' ad can also be read as policing Chineseness & Chinese femininity #EthnoNationalism #SinoAfrica https://t.co/EZoe8FrFrn

— Africans in China (@africansinchina) May 27, 2016

Why would the Black guy agree to be in this racist advert? https://t.co/SHmftDMqX7

— Paul Henriques (@PaulH) May 26, 2016

It’s funny that he didn’t come out as a white dude. If we’re to go full racist, that means the detergent is shit.https://t.co/aiJZYFHty0

— Snowflake Jab Jab (@Kazuyalegrey) May 26, 2016

虽然视频的来历不太清楚，但Shanghaiist引述一位网络评论员指，该广告本月在电视上首播，之前在中国的电影院放映。

种族主义问题已经在全国被广泛讨论，这已经不是第一次出现带有种族和审美歧视信息的广告。

最近的另一个「种族歧视」例子是《星球大战7：原力觉醒》的中国宣传海报中，一位扮演电影中心人物Finn的黑人演员被缩小。

鉴于最近有关百度检索结果导致一名学生死亡的丑闻，中国政府已要求百度整改其商业推广和竞价排名机制。

百度迅速于5月23日傍晚作出回应，并对其广告政策作出了重大改变，大幅削减显示在其搜索引擎结果页面的付费广告数量。

与谷歌不同，该平台限制显示最多四个付费搜索广告在其搜索结果页面的左上角或左下角，付费搜索和自然搜索结果之间有明确的分隔线。

百度一向允许在其整个搜索结果页面上显示广告，包括在搜索结果的左侧和右侧。每当输入热门关键字，比如打折机票，往往会看到搜索广告占据整个搜索结果页面。

据百度向广告主发出的电邮称，为符合中国当局的要求，百度现在限制其商业推广信息比例每页面不超过30%，这意味着整个页面最多只允许出现四个广告，包括左上角、右边、以及底部的广告。

尽管百度的广告政策变化是可预见的，但其突如其来的宣布和迅速的变化令许多广告主措手不及。由于在每个搜索引擎结果页面提供的广告空间数量下降，我们预计对于热门关键字的竞争将更加激烈，使每点击成本（CPC）显著上升。

这是广告主看到自己的广告无法显示在搜索结果页面上的初期下意识反应，长期的影响仍有待观察。比如，谷歌最近删除搜索引擎结果页面右侧的广告位置，立马造成CPC显著上升，但随后几个星期CPC水平回复平稳，关键字的CPC相比之前只是轻微增长。

对于营销人员，尤其是并非百度大金主的营销人员来说，搜索引擎结果页面上的广告空间减少应该予以欢迎。这让他们能够有一个公平的机会出现在百度搜索结果的第一页，使百度搜索引擎优化（SEO）变得跟谷歌和Bing搜索引擎优化一样重要。

营销人员应监察其广告CPC的变化以及其广告的位置，比较5月22日前一周（政策变化实施之前）的广告效果指标，以及5月24日后的广告效果指标，看看变化是否仍然显著，以考虑在竞价策略上的任何调整。此外，他们也应考虑在5月23日前后百度自然搜索结果的变化，看看广告位置减少是否增加其自然搜索显示率和自然搜索流量。

总之，我认为营销人员应该欢迎百度的广告政策变化，新政策最终会让他们能够从整体上观察自然和付费搜索结果，有别于过去依靠庞大预算来争取脱颖而出。然而，投资者需要耐心等待百度即将推出的季度财报，看看这种变化是否会损害其广告收入。

Antony Yiu是尚扬媒介北亚区数字负责人。

FleishmanHillard has appointed senior vice president Cedric Vanhaver as the new head of corporate communications of its Beijing office.

Vanhaver leads a growing team and portfolio of clients that spans multiple industries, including technology, travel and luxury. He joined FleishmanHillard’s Hong Kong office in 2010 before transitioning to its Beijing location this year.

Having spent more than 15 years at communications agencies, Vanhaver brings experience that helps both Chinese and international companies elevate their corporate reputations in China.

Spending eight years in Silicon Valley before moving to Asia, he has a strong background working with technology companies. He also has significant experience serving clients in professional services.

“As China continues to develop into a world-leading economy, issues around corporate social responsibility, fair labour practices and corporate governance will continue to generate needs for strategic corporate communications work,” said Li Hong, president of FleishmanHillard in China.

“With the addition Cedric to the experienced team in place, we are well-positioned to help both Chinese and international organisations build and safeguard their corporate reputation through authentic communication.”

福莱北京办公室任命高级副总裁尹希华（Cedric Vanhaver）为企业传播业务负责人。

尹希华带领的企业传播团队不断增长，服务多个行业的客户，其中包括科技行业、旅游行业及奢饰品行业。他自2010年起在福莱香港办公室任职，今年调任北京办公室。

尹希华拥有超过15年的公关传播代理机构的从业经验，能够助力中国本地和跨国企业提升在华的企业声誉。

在赴亚洲地区工作之前，他曾在美国硅谷工作了8年，服务于有深厚的服务技术型公司的经验。他也有服务于专业服务领域客户的经验。

福莱国际传播中国区总裁李宏称：「中国正在发展成为具有世界领导地位的经济体，围绕诸如企业社会责任、公平劳工行为、企业治理监管等问题将产生对策略性企业传播的需求。」

「尹希华与我们具有丰富经验的团队合力，将能够更好地通过真实性传播，帮助中国本地及跨国企业构建和维护企业声誉。」

RISE conference by Web Summit has appointed FleishmanHillard Hong Kong to handles its PR activities.

In its second year of PR engagement, FleishmanHillard has worked with RISE on a 360-degree stakeholder communications campaign to drive awareness before, during and after RISE.

To build technology and business earned media momentum leading up to the event, FH targeted influential journalists, starting off with briefings in Hong Kong between Web Summit founder Paddy Cosgrave and Hong Kong and mainland Chinese media.

“We are excited to be working with RISE again to bring the most innovative and agile companies and speakers around the globe to Asia,” said Patrick Yu, SVP and partner, head of Asia Pacific financial and professional services, FleishmanHillard Hong Kong.

“Hong Kong is the global hub of innovation and start-up communities. Unicorns and high-growth companies need to communicate their needs strategically to attract attention and investment  from the right audiences.”

The team is expecting to have up to 10,000 attendees over the course of the three days from more than 70 countries, and over 750 of the hottest startups from around the world to exhibit, over 400 investors from the top funds around the world along with 500 journalists from all major publications to cover the event.

RISE will be held at the Hong Kong Convention and Exhibition Centre from 31 May to 2 June.

Magnum, the authority on pleasure, has launched its most indulgent ice cream yet, the Magnum Double.  The campaign is inspired by the part of “our personalities which seeks to make every moment of indulgence count,” read a Unilever press release.

The Magnum Double is available in two decadent flavours – Magnum Double Chocolate and Magnum Double Peanut Butter. To promote the new flavours a campaign will also be launched come June this year. The campaign has already been launched globally in Europe and UK. It was conceptualised with the help of Spanish agency Lola. The campaign will also be running online and on OOH mediums.

“This year, we are especially proud to be collaborating with partners who have truly dared to go double in their indulgences and passions. Releasing their inner beasts and unleashing bolder and stronger creative expressions, we hope Pleasure Seekers are inspired and choose to make the most of their indulgences, starting with the MagnumDoubles Collection,” Susanne Arfelt, country director, Unilever Singapore said.

To celebrate the launch, Magnum partnered four boldly iconic personalities who have all dared to “Release the Beast, Dare to Go Double” in their lives, to present the ultimate indulgent party – Magnum Mansion.

Hosted by the audacious and versatile Yvette King, Pleasure Seekers were challenged from the start to “be daring and go for what you want in life”. With wild projection effects wrapped around each corner of the hall, 72-13 at Mohamed Sultan was transformed into a haven for Pleasure Seekers, reflecting their extravagant moments of indulgence as theyreleased their inner beast into the night.

Inspired by bold prints and patterns, Melissa Celestine Koh styled guests with accessories and apparel from her label, run after, and dished out bold fashion and beauty tips at the Magnum Double Style Lounge. Guests were also given a sneak preview of her latest collection, to be launched later in the year.

On hand to capture the bold and indulgent moments, photography duo Elvina Farkas & Lucas Milone from Anue Studios further brought out Pleasure Seekers’ strong and definitive personalities in stylised portrait sessions to commemorate the night and serve as salient reminders to be bold.

Spinning off the excitement of the night and the energy of the party, co-founders of DJ collective ATTAGIRL! DJ A/K/A and DJ DuriO, delivered mind-blowing beats for yet another layer of indulgence for Pleasure Seekers to enjoy at the Magnum Mansion.

DJ DuriO also collaborated with Magnum for an exclusive soundtrack to kick off the experience at the Magnum Mansion and inspired Pleasure Seekers to “step out of their comfort zones, channel the confidence and positive energy”.

Pleasure Seekers further indulged their taste buds with bold flavours and unleashed their imagination by designing their own Magnum experience, personalising it with animal-print inspired designs and adventurous toppings. For those raring to push their creative boundaries, they were invited to paint personal chocolate masterpieces which were added to a lion sculpture, an embodiment of our Pleasure Seekers releasing their inner beast.

Check out the event here:

(Gallery available on web)