Strategy in Asia: the view from outside

Gareth Kay and James Best

Warc asked two of the judges of the Warc Prize for Asian Strategy – one based in the UK, one in the US – for their views on the quality of the entries and the role strategy is playing in the best of Asian marketing.

Gareth KayGareth Kay
Director of Brand Strategy, Goodby Silverstein & Partners, San Francisco

Over the last few months I've had the pleasure of reading a host of entries that were submitted for the WARC Prize for Asian Strategy. As usual with these, things there were a range of entries in terms of their strategic imagination, output and rigour in demonstrating that the work worked. As a Brit working in America, I wanted to draw some observations about the cases I read.