The last word from the East: Solace and liberation

This article argues that marketers must fully understand the role of digital, social and mobile in Chinese people's lives in order to utilise them effectively.

The last word from the East: Solace and liberation

Barney LoehnisOgilvy & Mather

The only way to understand how people use digital, social and mobile – now mainstream media – is to fully understand the roles they play in their lives.

In China, ever since Deng XiaoPing unleashed economic development on the nation in the 80s, growth has been extraordinary, but not without sacrifice. Understanding the core tensions – both laments and drivers – helps to show why and how the internet plays such a crucial role in people's lives and how brands can leverage it to build business....

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