South East Asia

Singapore, Malaysia, Vietnam, Thailand, Indonesia & Philippines


Warc News, 23 October 2014
MANILA: Monthly grocery spending in the Philippines has dropped sharply as people increasingly choose to eat in quick service restaurants or buy meals prepared in convenience stores. According the latest Nielsen Shopper Trends report, which covered 1,783 grocery decision makers aged 15-65 years old living in urban locations, the average monthly grocery spend has fallen 13% over the past two years to a figure of P4,700.

Saji Abraham, Varsha Chawda and Jane Dorsett, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Lifebuoy, the soap brand owned by Unilever, created a campaign in India to save children's lives through raising awareness of the need for handwashing with soap.

Warc News, 15 October 2014
BANGKOK/HANOI: Unilever and Nestlé are to expand their operations in Thailand and Vietnam respectively, the two European FMCG giants have announced in separate statements.Unilever plans to increase its investment in Thailand by 8bn baht ($246.6m) to .

MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how Unilever's beauty brand Dove used the power of the selfie in Vietnam to reassert its dominant position and grow market share in a mature and cluttered category.

Warc News, 01 October 2014
HO CHI MINH CITY: Brand owners, retailers and agencies have all welcomed the decision of the Vietnamese government to remove a long-standing cap on deductible advertising costs.Over a number of years the cap had risen from 7% of a firm's total input costs to 10% and then 15%, before being finally scrapped.

Loren Bade, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Pampers, the baby-care brand, communicated its brand message around giving mums and babies a good night's sleep by creating a 'white noise' radio station in the Philippines.

Andy Wilson , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how SingTel, the telecoms company, tackled its waning brand consideration scores with a grassroots campaign that focused on the passion that ordinary Singaporeans had for traditional street food.

Kamonwan Saenissara and Rachot Arunphan, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how TrueMove H, a telecoms company, promoted its 3G product in Thailand with an emotional campaign that focussed on the role of everyday communication in people's lives.

Loren Bade , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Cebuana Lhuillier, a pawn broker and money remittance service, promoted its remittance service in the Philippines by focusing on the emotional reasons for sending money.



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