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Far side of the moon: What it will take to create a true Chinese global brand

Article • 岳樂（Reno L. Davis-Yue）, WARC Exclusive, Spotlight China, December 2020

Hypers’ Reno L. Davis-Yue believes that Chinese brands have an opportunity to take the lead in redefining cultural norms and expectations on the global stage.

The value of equality and inclusion: How P&G strives for social impact

Article • WARC, WARC Exclusive, August 2021

Denman Chan, P&G Hong Kong and Taiwan’s Equality & Inclusion Lead talks to WARC about the global FMCG giant’s work in building and creating positive impact in two markets.

International heritage vs. China future: A cultural conundrum

Article • WARC Exclusive, Spotlight China, December 2020

GPB’s Greg Sutcliffe argues that finding the right balance between celebrating an international brand’s heritage and safeguarding its future in China is a critical endeavour.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

Brand in action: How Genki Forest plans to be the next Coca-Cola

Opinion • WARC, June 2021

Coming from an investment background, Uki Zhang, Genki Forest’s partner and head of functional brands and products, is now selling sparkling water and tea, as well as building a new energy drink sub-brand – she shares the disruptor brand’s plans to go global.

How the brand–endorser origin shapes brand attitudes and purchase Intentions assessing ethnocentric versus xenocentric mindsets and their impact on messaging persuasion

Research Paper • Dave D. G. Centeno, Journal of Advertising Research, Digital First, May 2021

This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement.

What we know about multinational marketing

Article • WARC Best Practice, May 2021

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

Global brands in China: The latest changes to note

Article • Low Lai Chow, Event Reports, WFA Global Marketer Week, April 2021

Global brands eyeing the vast China market have to take note of how much the Middle Kingdom has changed over the decades – LVMH’s Andrew Wu lists the key trends and developments.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

Revisioning your B2B campaign for China: Strategies, tactics and tools

Article • Mike Golden, WARC Exclusive, April 2021

Mike Golden, President, Brandigo (China), looks at how marketers in other markets can position B2B campaigns for success in China.

Beauty deconstructed: How Asian beauty brands can stay ahead in the crowded US market

Article • Cecelia Girr, Skyler Hubler and Asai Meyer, WARC Exclusive, April 2021

Asian players are shifting American beauty standards with their innovative approach, attractive packaging and growing consumer base, say TBWA’s Cecelia Girr, Skyler Hubler and Asai Meyer.

Food brands and their unwitting role in politics

Opinion • Brian Carruthers, March 2021

There are good reasons why F&B brands might want to adjust a recipe for different markets, but are they prepared for the possible consequences?

The beauty of innovation: How Asian beauty brands can grow in post-pandemic Europe

Article • Michael Chadwick, WARC Exclusive, March 2021

Asian beauty brands have made inroads into European markets long dominated by French brands and Cheil UK’s Michael Chadwick says they are well-placed to continue growing on the continent by leveraging on their strength in innovation and status as global tastemaker.

The Chinese fast-fashion firms with eyes on US, EMEA

News • 11 January 2021

In search of growth beyond the ultra-competitive Chinese market, fast-fashion startups are looking at the rest of the world for expansion, and the potential to sharply undercut global leaders.

How can a brand ever belong in China?

News • 05 January 2021

Numerous international brands have come unstuck in the past couple of years with their messaging in China because they are failing to do their homework – and then they do it over again, says a leading creative.

Freeing China's luxury consumers from the annual ugly contest

News • 24 December 2020

Luxury brands need to become more curious about the Chinese aesthetic and stop offering surface-level takes on localising their offerings, says a “culture guru”.

Amazon Prime aims to expand cricket coverage in India

News • 15 December 2020

US streaming giant Amazon Prime Video has signalled its intent to grow its live cricket streaming service in India, ultimately challenging Disney’s leading position, reports the Financial Times.

A matter of taste? How brands should balance the old and new of China’s cultural consumption

Opinion • Jenny Chan, December 2020

From Coach’s purportedly “tasteless” campaign with Jeremy Lin to Balenciaga’s retro creative work dubbed as “tacky and offensive” – it seems like brands (luxury, in particular) just can’t do right in China, or are we too biased? WARC's China Editor, Jenny Chan, introduces a deep-dive into the insights you need to know.

McDonald’s plans huge expansion of McCafé chain in China

News • 20 November 2020

Eleven years after opening its first McCafé in China, fast food chain McDonald’s plans to expand its estate of in-store cafés to 4,000 outlets on the Chinese mainland by the end of 2023.

What brands can learn from those that fail in Japan

News • 18 November 2020

After 18 years of trying to succeed in the Japanese market, Walmart has become the latest big foreign brand to tacitly signal that this is a market it could not crack.

Businesses in search of demand focus on post-pandemic China

News • 10 November 2020

With China appearing to have largely brought the coronavirus under control and with consumer sentiment improving, the market is now highly attractive to foreign brands chasing business to replace falling demand elsewhere.

Plant-based meat producers turn attention to China’s huge market

News • 05 November 2020

Chinese consumers, who are responsible for 28% of the world’s meat consumption, present a key opportunity as faux meat makers eye up the huge market.

Chinese retailer Shein finds favour with American teens

News • 13 October 2020

Chinese fast-fashion retailer Shein has emerged as the second favourite e-commerce site for American teenagers, according to a new report by Piper Sandler.

Why some foreign brands struggle with China e-commerce

Article • Josh Gardner, Kung Fu Data, WARC Trends, October 2020

E-commerce success is highly nuanced in China.

Reversing the decline of American brands in Europe

Article • Chris Warren, ANA, ANA Magazine, October 2020

A Morning Consult survey of 5,000 adults in France, Germany, Italy, Spain and the UK found that 40% feel less favourable towards US brands due to the USA's response to COVID-19.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
Strategy Toolkit module 2: The role of the strategist

Article • Strategy Toolkit, March 2021

Offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.
The Evolution of Marketing

Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
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.
What we know about multinational marketing

Article • WARC Best Practice, May 2021

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 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.