It’s important that agencies can employ the best of the very different marketing cultures in the East vs in the West as brands find the balance between global and local relevance, according to Sanjay Nazerali, Global Head of Strategy at creative agency Dentsu X.
Take, for example, the luxury goods category where traditional European fashion houses are finding an enormous appetite for their products in China and Japan – both of which have very different consumer cultures to Western markets. A broad application of segment data just won’t work across both Western and Asian markets.
“Behavioural and demographic data will...