How brands are harnessing urbanization in developing markets

This article investigates the opportunities and challenges presented to brands by urbanization in emerging markets, and provides case studies of successful campaigns in fast-developing urban areas.

How brands are harnessing urbanization in developing markets

Kunal Sinha

Close to half of the world's urban dwellers reside in relatively small settlements of less than 500,000 inhabitants, while only around one in eight live in the 28 mega-cities with more than 10 million inhabitants.

Half of world's GDP growth and consumer power over the next decade will come from smaller cities in the emerging world – places such Kochi, India or Xining, China – that most Western executives would be hard-pressed to locate on a map.

Ogilvy and Mather's recent research into the consumer trends of the world's...

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