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Philips go guerrilla with a bear
A little tardy, perhaps, but not enough to deter us from offering our take on Philips’ guerrilla marketing stunt that made headlines just over a week ago. Like the Singpost graffiti post box stunt earlier in the year, this example reflects yet another misreading of market culture in Singapore. Culture is a term often bandied about in corporate circles; it sounds appeasing, but can easily amount to little. By the nature of their work, creatives are positioned at the intersection of creative originality and cultural conformity. Getting the mix right creates unmitigated value for the client, getting it wrong can result in campaigns either being written off as stunts (as is the case here), or being rendered uncompetitive in advertising parlance. As we have argued previously, the culture of control in Singapore does not lend itself easily to guerrilla marketing campaigns like this. At odds with the “wild”, the rebellious, and the leftfield, mainstream Singapore still presents a relatively conservative
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