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Greater China

Greater China covers the territories of China (officially the People’s Republic of China), Hong Kong (a Special Administrative Region) and Taiwan (officially the Republic of China). The Chinese advertising market has grown significantly over the past two decades, reflecting the country’s rapid economic growth, and China is now the second-largest advertising market behind the US. Investment in digital marketing in China is now higher than investment in TV.

Key Reading

Important papers from across the Warc database

This event report discusses and questions several myths about luxury shoppers in China. These include: that this group of shoppers just wants to accumulate more things, that they like direct mail, and that they enjoy flaunting their wealth.
Best practices and guidance on how celebrity branding influences Chinese consumers.
This article explains how marketers can use sex to grab attention in China, where taboos remain.
Predicted advertising expenditure across 12 key markets, including China, for the next two years.
Asia's leading competition recognising great strategic thinking in marketing.

Case Study

This case study explains how QQ, a Chinese instant messaging service, improved its brand image and signed up new users with a scheme to help find missing children.

Case Study

This case study explains how WWF Hong Kong, the wildlife charity, challenged misconceptions about the ivory trade and achieved a total ban of the trade of ivory in Hong Kong.

Case Study

This case study explains how hygiene brand Lifebuoy increased sales in the Middle East by inventing a branded attachment that killed germs on shopping trolley handles.

Case Study

This case study explains how The Samaritans, a charity which provides a helpline for emotional support to help stop suicide, used print and outdoor ads to increase calls and reduce suicides in Hong Kong.

Case Study

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Case Study

This case study explains how VisitBritain, the British government's tourism body, increased visits from China by inviting people to give British landmarks Chinese nicknames in a campaign that ran across TV, outdoor and social media.
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This article, based on BrandZ's 2017 study of Chinese brands, covers how more Chinese brands can achieve international success.


This short article looks at Danah Zohar's 'The Quantum Leader', a book that offers a powerful new model for business thinking and practice where leaders can adapt to chaos and thrive on uncertainty.


This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.


This article shows how KFC, one of China's leading brands, sought to engage Chinese millennials with music and artificial intelligence.


This event report outlines strategies that UK brands can adopt when seeking to enter the Chinese market.


This article explores how China is emerging as a global leader in mobile marketing with integrated campaigns and mobile-first customer engagement via WeChat.

Research Paper

This paper explains how a streamlined innovation process helped Unilever get ideas to market in China in a shorter timeframe than traditional approaches.
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  1. Article

    This article presents the findings of a study, based on 23,000 consumers in 39 countries, examining the media consumption patterns and attitudes towards advertising of the Generation Z cohort, which is now growing up.

  2. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

  3. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  4. Article

    This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.

  5. Article

    This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

  6. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

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