The power of brands

Sir Martin Sorrell

This article by Sir Martin Sorrell reviews the explosive growth in China, and what it means for marketing.

The power of brands

Sir Martin Sorrell

The image has a painterly quality. Against a glowering sky, an ecstatic crowd of sports fans celebrates an unseen triumph. Some of the young men punch the air, others scream with joy, yet more raise wordless scarlet banners. The work – promoting sportswear – is sharp, memorable, brilliantly composed. It could be Nike, Reebok or Puma. But the company is ANTA, based in Jinjiang, in southern China. Not heard of it yet? You will.

ANTA's slogan is 'Keep Moving'. And so it is, leading the next generation of Chinese companies beyond efficient, low-cost...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands