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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

McDonald's: A Dim Jack Hi-Jack

This case study describes how McDonald's reintroduced the character Dim Jack in a new form in order to create buzz around the brand in Hong Kong.

Visa Rental Bike

This case study describes how Visa engaged Chinese customers to use their cards abroad through a rental bike scheme that would allow them to explore cities off the beaten track.

Lifebuoy: Anti-bacterial Red Packet

This case study describes how the anti-bacterial soap Lifebuoy used innovative packaging to put itself at the heart of the celebrations surrounding Chinese New Year.

Uni Noodle: House of Little Moments

This case study describes how Uni-Noodle, the Taiwan-based instant noodle brand, developed an emotional connection with young customers.

Latest articles

How to create engaging video advertising In Hong Kong

This piece explores how brands can build creative video advertising for the Hong Kong market which boost viewer engagement.

How Nike adapts ‘Just Do It’ to work across cultures

This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

Exploring Luxury Value Perceptions in China: Direct and indirect effects

Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.

Capturing and understanding dwell time on newspaper websites

This article argues that online and mobile news sites must consider dwell time as an important metric for understanding and targeting its core audience of committed readers.

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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