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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.

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

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.

MasterCard Hong Kong: A Priceless Comeback

This case study describes how MasterCard, Hong Kong's second-most popular credit card, targeted time-poor mothers in order to raise brand awareness.

Reinforcing Adidas Originals as the pioneering sportswear brand for the street in Greater China and deliver record business return

This case study shows how adidas Originals, a Chinese sportswear brand, went used a campaign that went against cultural norms and increased sales and brand perception.

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.

Latest articles

Would you snap up the deal? A study of consumer behaviour under flash sales

Flash sales refer to an emerging e-commerce practice in which a firm offers one or more products/service at a substantial discount within limited time.

The growth of gamification in China

This article summarises developments in China around the topic of gamification, finding that gamers are becoming a big part of the nation's youth culture.

Adstats: Household products adspend

This brief article rounds up some statistics regarding household products adspend.

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200