Advertising best practice, evidence and insights

What we know about multinational marketing

Article • WARC Best Practice, January 2019

Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

How international brands can succeed in China

Article • Doreen Wang, WARC Best Practice, October 2018

Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.

How to build a Chinese brand internationally

Article • Doreen Wang, WARC Best Practice, April 2018

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

How global brands resonate across cultures

Article • Alessandra Cotugno and Sue Mizera, WARC Best Practice, April 2017

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

How to develop an effective global brand strategy

Article • Nick Kendall, WARC Best Practice, October 2016

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Snap launches India operations following surge in users

News • 14 August 2019

The number of daily active users of Snapchat in India has jumped 40% year-on-year in the quarter ending June, prompting Snap Inc.

How can you make your marketing more effective in Africa?

Opinion • Neil Davidson, August 2019

As Africa becomes an increasingly important geography for global brands, HeyHuman's Neil Davidson explores the misconceptions non-African marketers hold about the vast and diverse continent and what they need to do about them.

Back Market: Refurbished Tweets

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Back Market, a supermarket specialising in refurbished products, reused old tweets from celebrities speaking about its products to make it look as though they were promoting the brand in the present to successfully launch in the US.

China’s cashless culture – A barometer for brands

Article • Jerry Clode, Admap, August 2019

Jerry Clode, the Founder of The Solution, argues it is important to understand China’s enthusiasm for cashless payment as a reflection of local consumers’ unique expectations.

Jo Malone London: Jasmine Sambac and Marigold Launch in India

Case Study • SABRE Awards, South Asia, Marketing to Consumers (New Product), 2019

Jo Malone London, a perfume and scented candle brand, holistically engaged the target audience in India by capturing the exact brand messaging on the India-inspired fragrance.

Audible: Listening is Seeing

Case Study • SABRE Awards, South Asia, Media, Arts & Entertainment, 2019

Audible, the audiobook platform, successfully launched in India to establish audiobooks as a legitimate form of entertainment.

Indonesia's Gojek unveils new look in regional diversification

News • 24 July 2019

Indonesia-based ride-hailing app Gojek has launched a new brand logo and identity, as it seeks to expand its ‘Super App’ offering across Southeast Asia.

Huawei expects shipment growth despite US ban

News • 23 July 2019

Huawei’s founder and CEO Ren Zhengfei has said he expects handsets shipments to grow by almost a third globally in a year marked by the Chinese company’s blacklisting by the US government.

Alexa adds Hindi amid Indian voice sector growth

News • 17 July 2019

Voice-based marketing is set to receive a major push in India as marketers hope to net new, vernacular language-speaking digital consumers, and as Amazon adds a Hindi voice model to its developer kit.

Spotify goes Lite as it launches emerging markets push

News • 12 July 2019

Music streaming service Spotify has launched a simplified version of its main app in 36 markets across Asia, Latin America, the Middle East and Africa.

Airbnb cultivates APAC communities for next phase of growth

News • 11 July 2019

Airbnb is enjoying immense growth in the Asia Pacific region, where it currently claims more than one million listings, but it sees plenty of scope for further expansion.

Nissan on disruption and evolving for the new era of automotive

Article • Anna Hamill, Event Reports, Cannes Lions, June 2019

Nissan, the global automotive brand, is evolving its product innovation, personalisation and localisation strategies for a new era of automotive marketing.

How brands can localise their visual content strategy at a global scale

Article • Grant Munro, WARC Best Practice, July 2019

Looks at the necessity of localising visual content on a global scale and how marketers can best implement a strategy for success.

How Airbnb is forging its ‘next wave of growth’ in APAC

Article • Low Lai Chow, Event Reports, Skift Forum Asia, May 2019

Airbnb sees the Asia Pacific region as a key driver of its next growth phase, with meeting the unique needs of each market the key to success.

Manchester Utd builds experiences for Chinese fans

News • 05 July 2019

Manchester United, the English Premier League football club, is seeking to engage its 100 million fans in China with new experience centres and the launch of a dedicated Chinese-language app.

Hong Kong's craft brewers look overseas

News • 02 July 2019

Craft beers tend to be regarded as a US or European development but Hong Kong boasts around 18 craft breweries and twice as many brands, many of which are now targeting overseas markets.

China’s premium strategy

Article • Doreen Wang, Admap, July 2019

Looks at how China's internal market has become a test bed for Chinese companies to build premium brands that satisfy the demand for consumption of luxury or premium items.

Oatly: a creative's dream?

News • 21 June 2019

Oatly doesn’t have a marketing department – its creative director thinks they’re stupid – but the plant-based milk company is nonetheless growing fast, expanding out of its native Sweden across Europe and into the US.

OPPO targets European sporting events

News • 17 June 2019

OPPO, the Chinese smartphone maker, sees Europe as essential to its global expansion ambitions and is leveraging sports sponsorship – including the current Cricket World Cup – as a central part of that aim.

Apple: The Rock X Siri — Dominate The Day

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Apple, a technology brand, created a short film on YouTube that showed Siri organisation Dwayne "The Rock" Johnson's busy schedule to encourage users across China, Japan, Germany, the UK and the US to re-engage with Siri.

International marketing