Nick Kendall, WARC Best Practice, October 2016
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.
JAKARTA: Go-Jek, the Indonesian ride-hailing start-up that has Chinese tech giant Tencent as one of its backers, is ramping up its challenge to Singapore-based Grab with plans to expand into four new markets in Southeast Asia.
LONDON: Amid warnings of a ‘Mad Max’ economy post-Brexit, and gestures toward China from the UK’s Prime Minister, Theresa May, growing exports to China suggests that the UK will continue to pursue this trend – yet the story ...
BEIJING/WASHINGTON: Huawei, the Chinese phone manufacturer, has revised its plans for the US market where it is now looking to use third-party suppliers rather than striking a deal with a network operator.
SHANGHAI: Marriott, the US hotel chain, has found itself at the receiving end of official Chinese anger after a Mandarin-language questionnaire emailed to its loyalty program customers listed Tibet and other territories as independent countries.
GLOBAL: Unilever, like other FMCG giants, has found in recent years that globalisation has come with the countertrend of consumers increasingly opting for local, insurgent brands, yet the Anglo-Dutch company is fighting back.
LONDON/HONG KONG: Marks & Spencer, the British retailer, has sold its retail business in Hong Kong and Macau to franchising partner Al-Futtaim in a move understood to signal its retreat from international markets in favour of its key UK ...
SHANGHAI: Brands in China should aim for conspicuous consumption in public, with the product or brand logo itself working to aid the consumer in building their social status, according to a China marketing expert.
Anna Hamill, Event Reports, Retail Congress Asia Pacific, October 2017
This article outlines five key consumer and economic trends brands should watch for in Asia in 2018, including the rise of India and Indonesia, premiumization, segmentation and the ongoing China slowdown.
LONDON: English-language newsbrands operating internationally face stark choices in terms of which business model they follow, with only a handful likely to find success with paid subscriptions, according to a senior News Corp executive.
Brian Carruthers, Event Reports, MRMW Europe, November 2017
Consistently delivering on a major service promise is the sort of thing often monitored by mystery shopping, but that sort of research hadn’t worked for SkyTeam, an international alliance of 20 different airlines.
NEW YORK/SHANGHAI: Tencent’s market valuation overtaking that of Facebook lends added weight to a growing trend that has seen Chinese agencies expanding in the US to offer services to brands targeting the world’s second-biggest economy.
SHANGHAI/LONDON: China’s National Day Golden Week holiday has just come to an end, but there are still many ways in which Western brands can target Chinese consumers and a new survey provides essential insights.
This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.
This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.