SINGAPORE: Warc has been named as the official knowledge partner of the Asian Federation of Advertising Associations, a tie-up coinciding with the launch of its latest trend report, the Asia Toolkit 2012.
Under the terms of the agreement, the Asia Toolkit 2012, which is published today, will be distributed to AFAA member associations. (A summary version of the report is available to Warc subscribers here.)
It looks at several key challenges facing marketers in the region, and uses Warc's range of case studies, data and best practice material to show how leading brands are responding.
"[The report] allows our members and others in the industry to gain insight into indentifying trends and developing strategies specifically for these consumers," said Pradeep Guha, chairman of the AFAA and managing director of Culture Company.
"It also provides lessons learned in the leading markets that can be readjusted for implementation in other markets. AFAA is confident that with the availability of the Report, we are assisting our members to acquire marketing and communications insights and improve their businesses."
The Toolkit also includes adspend data and forecasts for key Asian markets, drawn from Warc's Data section. Expenditure levels rose by 10.8% in 2011 across the 12 biggest Asian markets, with television and digital the main drivers of this trend.
However, forward-looking indicators from the region point to weakening confidence in the economic outlook, which may have an impact on budget-setting in the coming months.
"We are delighted to be partnering with AFAA for the launch of the Asian Toolkit. The pace of change in Asia is relentless, and this report will help the region's marketers to develop more effective programmes by gaining insight and understanding of what actually works in Asia", Edward Pank, managing director of Warc Asia, said.
The Asia Toolkit 2012 draws on the global 2012 Toolkit report Warc launched at the start of the year. It has been edited and revised to focus on issues facing brands in Asia, and case studies from the region.
Data sourced from Warc