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Greater China


Key reading

Chinese luxury

Debunking six myths about the Chinese luxury consumer

This event report discusses and questions several myths about luxury shoppers in China. These include: that this group of shoppers just wants to accumulate more things, that they like direct mail, and that they enjoy flaunting their wealth.
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Celebrity in China: Five trends of influence building

Best practices and guidance on how celebrity branding influences Chinese consumers.

Sex sells in China

This article explains how marketers can use sex to grab attention in China, where taboos remain.

International Ad Forecast

Predicted advertising expenditure across 12 key markets, including China, for the next two years.

The Warc Prize for Asian Strategy

Asia's leading competition recognising great strategic thinking in marketing.


Latest case studies

ZCom: Re-engineering a complex business around the customer

This case study describes how Zurich Insurance set up an online community to create a better experience for its customers.

Shell Lego: Created by Us, built by You

This case study shows how Shell V-Power, a global premium fuel brand, increased market penetration and consumer preference by offering exclusive LEGO Ferrari model sets with fuel purchase.

Coca-Cola: Label campaigns

This case study describes how Coca-Cola, the soft drinks brand, adapted the bottle's labels to reach Chinese teens over three years.

McDonald's Hong Kong: Official sponsor of fans

This case study explains how McDonald's, a fast food chain, managed to increase its Hong Kong sales by tapping into the 2014 World Cup audience using a sponsorship-driven campaign.

Latest articles

Point of view: China's running race

This articles describes how brands' use of mobile media has provided the inspiration for the start of China's jogging revolution.

Adstats: International Ad Forecast

This brief article rounds up the international forecasts for 2016.

The adorkable Chinese Post-00 teens

This article describes the coming of age of the 220 million Chinese teenagers born after the millennium (Post-00s) and outlines how brands can win over this emerging consumer segment.

Point of view: Trust and social media

This article describes how Chinese consumers lead the way when it comes to distrusting businesses.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com