Asian Strategy Report 2017: Insights from the Warc Prize for Asian Strategy

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asian Strategy 2016.
  • With Asia's economic slowdown creating uncertainty in many countries across the region, brands appear to be doing more with less.
  • A key trend to emerge this year was a move towards lower-cost or free channels; the average number of channels used by shortlisted campaigns in 2016 dropped to just six, the lowest in the history of the Prize.
  • With millions of people coming online for the first time in India, new audiences are being created; the country's marketers are capitalising on this: the use of social media in Indian campaigns overtook wider Asia for the first time this...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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