Global brands, local insights – what works in Asia?
David TiltmanWarc
How should global brands approach Asian markets? That was the theme of a panel session at the 2012 Asian Marketing Effectiveness Festival in Shanghai.
It's an increasingly urgent question. International brands are finding they have to be far smarter about the way they approach these markets. Replicating a strategy from the US or Europe is not enough. In the 2011 Warc Prize for Asian Strategy, 23 of the 25 shortlisted campaigns were single-market: it's clear that the best strategies are local.
The panel looked at a...