2022 Asian Strategy Report: Insights from the WARC Awards 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 Awards for Asian Strategy 2022.
  • Perceptions of ‘local’ are key to connecting with Asian consumers, especially as deglobalisation and increasing preference to support local retailers is growing in the region.
  • To credibly connect with Gen Z, brands such as Maya are experimenting with non-advertising routes to culture, utilising NFTs, the metaverse and gamifying with bitcoins.
  • Brands are changing tactics to sustain relevance in the long run and​sustainability is becoming a key priority in the region.
  • Brands are embracing omnichannel thinking to create fluid brand experiences and extensions that fit the channel context....

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