Effectiveness in Asia - insights from the Warc Prize for Asian Strategy

This piece, which is based on an analysis of the papers entered for the Warc Prize for Asian Strategy, takes a look at effectiveness in Asia – the impact of marketing activity and the way it is being measured and presented.

Effectiveness in Asia – insights from the Warc Prize for Asian Strategy

David Tiltman

How are marketing campaigns in Asia being measured, and what is their impact on the brands that commissioned them? Pulling together the 135 case studies entered into the Warc Prize for Asian Strategy, we can start to find some answers.

The Prize was launched in 2011 to recognise the role of strategic thinking in marketing communications, and in June the winner – an entry from Coca-Cola Japan – was announced. One of the goals was to build a database of best practice from the...

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