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Key reading

South East Asian

Breakthrough innovation regional report: South East Asia

This article summarises research from Nielsen on innovation successes in the region. Lessons learnt from the project include that organisations can perform much better when they are focused more on consumer needs rather than on driving production scale.

Most innovative brands in Singapore

Top innovations in Singapore, according to age group variations and perceptions of local brands.
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The emergence of "I" in Indonesia

Understanding Indonesia's slow move from a collective and conformist to a more individualist society.

Hijabin Indonesian women & beauty

Exploring the untapped branding opportunity for cosmetics brands in South East Asia.

The Warc Prize for Asian Strategy

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

Latest case studies

Fresh blood: how Red Cross Connection crowd-sourced a new generation of blood donors.

This case study shows how the Singapore Red Cross, a global humanitarian charity, created an app to aid the recruitment of blood donors.

Coca-Cola: Share a Coke with Vietnamese Teens

This case study describes how Coca-Cola, the soft drinks brand, connected with young people in Vietnam with customised cans to increase sales.

Head & Shoulders: Groufie

This case study shows how Head & Shoulders, an anti-dandruff shampoo brand in Indonesia, used a hashtag to revive the brand's life by increasing its share, awareness and equity.

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.

Latest articles

Demystifying Indonesia: An Introduction

This article introduces the 'Demystifying Indonesia' series, in which Kunal Sinha and Shubhabrata Sarkar explore the contradictions and idiosyncrasies of the world's fourth largest nation by population.

South East Asia's automotive landscape - market by market breakdown

This article offers an overview of the consumer motivations in the automotive market for five countries in South East Asia: Malaysia, Philippines, Thailand, Vietnam, and Singapore.

Marketing through a cultural lens

This article argues that Indonesian consumers are drawn to products and brands that they perceive to be aligned with their own lives and beliefs.

How brands embraced Indonesian individualism and won

This piece explores how brands have succeeded in Indonesia by building marketing strategies that capture Indonesian cultural insights and its individualistic streak.

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Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200