Communication: Dawn of creation for Asia

Effectiveness is becoming increasingly important in Asia - and creativity is its biggest driver. Asian advertising has traditionally relied on rational arguments and product demonstrations, rather than creative, emotional appeals, giving rise to the myth that creativity does not work effectively with Asians.

Communication: Dawn of creation for Asia

Tim BroadbentOgilvy & Mather

Effectiveness is becoming more important in Asia – and creativity is the biggest driver of effectiveness. Tim Broadbent analyses the reasons for the current dearth of creativity in Asian communications and describes neurological findings that dispel many myths.

The US and EU economies have grown by 4% over the past five years, while India's economy grew by 40% and China's by 50%. A western company without an Asian strategy risks falling behind permanently.

So how can marketers help their companies exploit the Asian opportunity? A suggestion is to analyse...

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