Asian trends, creative MR and the myth of global brands: Insights from the ESOMAR Asia Pacific conference

This round-up of the ESOMAR Asia Pacific conference has the guiding theme of the need to differentiate approaches across Asian markets and not to treat the region as a monolithic bloc of like-minded consumers.

Asian trends, creative MR and the myth of global brands: Insights from the ESOMAR Asia Pacific conference

Manfred Mareck

In almost every session of the 2013 ESOMAR Asia Pacific conference, held in Ho Chi Minh City, presenters showed that Asian markets are much more culturally diverse than western marketers may think. This in turn suggests that a one-size-fits-all approach to the region is likely going to fail.

Of course, in simple terms of distribution we have an increasing number of globally-available brands. But dig a little deeper and the picture becomes more complex.

Global Brands – Myth or...

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