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.
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.
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.
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.
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.
Article
•
Sandip Bansal, WARC Exclusive, December 2019
Looks at how marketers need to take a more strategic, sustained and an inclusive approach to convert rural consumers to brand fans in India.
Article
•
Bianca Joseph and Krishnan Subramanian, WARC Exclusive, December 2019
Outlines the rules for marketers that wish to connect with rural Indian consumers.
News
•
10 December 2019
Probably the most recognised football club on the planet, Manchester United has agreed a deal with Alibaba Group’s Youku video streaming service that will include select first-team matches, highlights, and original content for a Chinese audience.
Article
•
Alex Brownsell, WARC Exclusive, December 2019
WeChat offers the best entry point for international brands into the Chinese market thanks to its “open and integrated ecosystem”, according to Kenx Gao, a specialist in cross-border e-commerce.
News
•
05 December 2019
Tencent has ramped up promotion of its suite of digital advertising tools to reach mainland Chinese consumers, as it eyes a larger slice of Australian and New Zealand marketing budgets.
News
•
03 December 2019
Brands looking to break into China should consider tapping into what a new report calls “the hidden consumption force” – the huge number of overseas Chinese residents who continue to have a strong influence on their home country.
Article
•
Low Lai Chow, Event Reports, FUTR Asia Summit, October 2019
Unilever and Domino’s Pizza share some lessons in adapting a global playbook to local rules in a market like Indonesia, during the FUTR Asia Summit in Singapore.
Case Study
•
MRS Awards, Finalist, MRS Award for International Research, 2019
BBC World Service, an international broadcaster, uncovered how many people watch its content globally to help reach underserved audiences through its Global Audience Measure.
News
•
28 November 2019
The Year of the Pig has seen many luxury Western brands operating in China suffer a backlash after offending Chinese sensitivities on various matters, but there are ways they can avoid this in the coming year, an industry expert suggests.
Article
•
Marc-Olivier Arnold, WARC Exclusive, November 2019
Chinese consumers are becoming more sensitive to mistakes made by Western brands, especially around key holidays.
Opinion
•
Gabey Goh, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
News
•
20 November 2019
Uber Eats has reaffirmed its commitment to establishing a sizable presence in India, a market that is expected to become a US$15bn opportunity over the next few years.
News
•
08 November 2019
Japanese brands are often associated with quality, giving them a competitive edge, yet their overseas exposure compared to the average of other international markets is letting them down, according to the first ever BrandZ Japan ranking.
News
•
08 November 2019
India, with its huge and diverse population, can be a daunting market for international fashion brands, but many have found success having paid attention to local tastes.
News
•
07 November 2019
International brands wanting to break into India’s potentially lucrative fashion market need to fully understand the complexities of the market, from the prevalence of “ethnic wear” and the nuances of local style to trends in how west and east are ...
News
•
01 November 2019
Brand building requires marketers to balance short-term acquisition with long-term emotional connection; global brand building adds layers of extra complication, but a framework based on four crucial pillars will assist marketers in managing the ...
Article
•
Jan Gooding, WARC Exclusive, October 2019
Discusses four important pillars to building a global brand which create a framework within which global brand building can be managed.
News
•
25 October 2019
Chinese consumers are becoming increasingly accustomed to the concept of brand purpose, aligning themselves with their counterparts in the West, but it’s essential brands recognise that consumers in China also expect brand purpose to be localised.
News
•
23 October 2019
The opportunity is now ripe for Chinese brands to become household names if they increase their investment in brand building, according to a report from independent consultancy R3. Sabrina Lee, managing director, China, at R3 noted that an ...
Article
•
October 2019, Research on WARC
Looks at how China has moved from a production-driven economy to a consumer-driven economy and how it is becoming a major global player.
