Asian Strategy Report 2017-18: Insights from the WARC Prize for Asian Strategy

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.
  • Purpose continues to be a popular strategy for many brands in Asia that successfully plug into the social and cultural change that is still under way in many territories.
  • User experience is starting to play an important role in brand differentiation, so smart product or packaging ideas are emerging within Asian communications.
  • Channel choice was core to an effective strategy in many of the winning cases, and in some instances, the particular target audience and the means by which it was reached ended up reframing the brand, building awareness and engagement, and adding to the bottom line....

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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

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