The death of the global campaign: insights from the Warc Prize for Asian Strategy shortlist

Peter Field

In this analysis of the 25 shortlisted entries to the 2011 Warc Prize for Asian Strategy, Peter Field identifies local insights as key to the success of many of the campaigns.

The death of the global campaign: insights from the Warc Prize for Asian Strategy shortlist

Peter Field

For more about the Warc Prize for Asian Strategy and the shortlisted case studies, click here.Surrounded by the optimism and energy of marketers who can almost take double-digit growth as a given - exemplified at The Asian Marketing Effectiveness Festival in Shanghai in May - you quickly realise how irrelevant the agendas of many brands in the West have become globally.

Nowhere is this more obvious than in the area of campaign strategy, as is amply demonstrated...

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