Advertising in Asia - of trees, forests and groves

Asia continues to grow in stature and significance. With over half the world's population residing in the region, recent economic indicators suggest a shift in balance of global power as well.

Advertising in Asia – of trees, forests and groves

Shivkumar MouleeMillward Brown Asia-Pacific, Thailand

Neerja WableMillward Brown Asia-Pacific, Singapore

INTRODUCTION

In today's environment of global brand footprints and delivering on brand profitability, Asia's diversity poses a genuine challenge for any marketer. The ideal (from a marketer's perspective) is to aim for regional consistency, though it could be argued that regional advertising approaches tend to benefit the marketer more. In contrast, a truly local approach would benefit the consumer, but may not be optimal for the advertiser. The challenge therefore lies in finding the right balance.

To find this...

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