Culture eats strategy: Tapping into local culture for brand success

This event report looks at some of the best campaigns in Africa and India that have been based on an understanding of the local culture.

Culture eats strategy: tapping into local culture for brand success

Low Lai Chow

At this year's Spikes Asia, culture was a key theme that stood out, with Net#work BBDO South Africa chief creative officer Mike Schalit and BBDO India chairman and chief creative officer Josy Paul jointly presenting a session about how the unique culture of the markets they look after has fuelled some of the best powerful campaigns they have seen in these regions.

Africa

Self expression

In August this year, beer brand Guinness rolled out its campaign, Made of Black, as part of its global Made...

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