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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

Cornetto: Cornetto love can't wait

This case study describes how Cornetto, a leader in ice cream cones within China, created the first ever 'digital led, mobile first' campaign by integrating online and offline all through a teenager's mobile phone.

CORONA 11:11 - Win your island

This case study demonstrates how Corona, a Mexican beer brand, got itself noticed by Chinese consumers by tapping into Chinese culture.

McDonald's Hong Kong: A Surprise in Disguise

This case study shows how McDonald's, a fast food chain, partnered with a celebrity chef to created a pop-up restaurant and increase the Quarter Pounder Burger consumption in Hong Kong.

Snickers: Hungry Slip-ups

This case study describes how Snickers Hong Kong rose from anonymity to fame by creating a platform to help Hong Kong residents call out public figures for their mistakes in a humorous way.

Latest articles

Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

SK-II Marriage Takeover: How a Japanese skin care brand cut through in China

This article analyses a campaign by SK-II, a premium Procter & Gamble-owned Japanese skincare brand, that aimed to destigmatise young unmarried Chinese women and inspire them to shape their destiny.

Point of view: Chinnovation

This article considers how China is repositioning itself from its long-held role as a manufacturer to jumping on the innovation train.

Mondelez taps data-driven programmatic and e-commerce for Oreo in China

This article outlines how Mondelez used big data to adjust its programmatic and e-commerce marketing in real time for the Oreo brand in China, increasing sales conversions and display ad engagement.

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