South East Asia's automotive landscape - market by market breakdown
Nick LicenceDentsu Aegis
Whilst none of South East Asia's automotive markets are identical in profile, all the data-points highlight a simple truth, namely that modern and traditional media should not be seen as substitutes for each other; rather, they need to be viewed as complementary channels. Integrating these channels to best effect is contingent on both agency and brand having a solid understanding of where they need to focus on the consumer purchase journey in order to drive the outcomes required of the brief.
In common with many other...