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South East Asia

South East Asia is a large and disparate region, which includes a number of fast-growth markets. Singapore, though relatively small in terms of adspend, is the regional ‘hub’ and strategic centre for many international businesses operating in South East Asia. Significant advertising markets in the region include Thailand, Indonesia, Malaysia and the Philippines.

Key Reading

Important papers from across the Warc database

This article summarises research from Nielsen on innovation successes in the region. Lessons learnt from the project include that organisations can perform much better when they are focused more on consumer needs rather than on driving production scale.
Top innovations in Singapore, according to age group variations and perceptions of local brands.
Understanding Indonesia's slow move from a collective and conformist to a more individualist society.
Exploring the untapped branding opportunity for cosmetics brands in South East Asia.
Asia's leading competition recognising great strategic thinking in marketing.

Case Study

This case study describes how non-profit organisation the Thai Health Promotion Foundation created AbsorbPlate, an innovative design inspired by the texture of sponge, that made Thai food less greasy, and helped tackle Thailand's obesity problem.

Case Study

This case study describes how Duang Prateep Foundation, a non-profit charity, used motorcycles to tackle the mosquito problem in Thailand's slums.

Case Study

This case study details how Digi Telecommunications, a mobile service provider, increased sales and customer loyalty among migrants in Malaysia.

Case Study

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.

Case Study

This case study describes how B'lue, a new water-based drink, launched in the Philippines by building a strong association between a new movement and the product.

Case Study

This case study shows how Nescafé, a coffee brand, created its own reality TV show to increase brand equity in Vietnam.
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Article

The article explores how local retail giants in Thailand, India and Vietnam are adapting for market-specific shopping culture and a digital future.

Article

This article explores how Grab, a billion dollar ride-hailing startup from Singapore, launched a new ride sharing service with content marketing and local influencers.

Article

This case study describes how the Thai Health Promotion Foundation invented HELPMET, the world's first helmet that can detect a serious head impact and call for help when riders are unconscious.

Article

This article presents new research on how Singaporeans use e-commerce, particularly via their smartphones, and the potential impact on the country's retail sector.

Article

This article shows how Hershey Philippines created a mobile-first social media campaign to bring joy to Filipino women.

Article

This article explore how NTUC Fairprice, a market leader grocery chain in Singapore, is modernizing to attract younger consumers by rethinking loyalty and investing in content marketing.

Article

This article explores trends set to shape Vietnam's marketing landscape in 2017, including economic growth, rising smartphone penetration, and the growing popularity of e-commerce, as well as highlighting potential challenges ahead.
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  1. 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.

  2. Article

    The article outlines how brands can engage Singaporean millennials with social purpose campaigns, advises on how to uncover a brand’s social purpose and examines three case studies of successful social purpose campaigns in the city-state.

  3. Article

    This case study describes how Scoot Airlines, a low-cost Singaporean carrier, optimised its social media usage and raised business results through a more scientific approach to social.

  4. 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.

  5. Article

    The case study describes how Tiger Beer had fallen behind its leadership position in Singapore and lost its identity along the way and its ensuing campaign to reverse this trend.

  6. Article

    This article urges a rethink of luxury marketing, as western societies change and make mass-marketing less relevant, while other countries have different approaches to hierarchy.

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