The last word from the east: The art of 'close quarter combat'

Barney Loehnis

What does it take to 'own' a city in Asia with a campaign? In many Asian markets such as China and India, brands have to be selective and patient and try to win one city at a time, not unlike a country expansion process.

The last word from the east: The art of 'close quarter combat'

Barney LoehnisOgilvy & Mather

Many global brand strategists ask: "What would it take for my brand to 'dominate in Asia?'" "Does a brand need to blanket the market with advertising to cut through?" "How can brands drive deeper emotional bonds, more relevant contextual communications, and make smarter choices about where they choose to invest, in order to win the long game?"

I remember when I first arrived in Asia seven years ago I worked on one such strategy for a global sports brand. The thought emerged that...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands