Creative diversity in SEA: How to talk to 700 million people who don't talk like you

Jeremy Chia and Fajar Kurnia

With a population of nearly 700 million, Southeast Asia’s diversity means brand campaigns have to speak the local language and Goodstuph’s Jeremy Chia and Fajar Kurnia explain how to balance art, copy and culture.

This article is part of a Spotlight series on multicultural marketing in Southeast Asia. Read more

Ah, Southeast Asia. The part of Asia we tend to forget. We're not China, Japan, Korea or India. Big brands don't tend to create work just for us. For years, we've had to contend with adaptations from regional or worse, global campaigns that are dubbed for local relevance.

Coming in at close to 700 million people, you'd think it unwise to overlook us. Many of us are relocating to megacities and with it, a growing middle class is born and...

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