China Marketer's Toolkit 2023 (text version)

WARC China

In 2022, Chinese brand marketers experienced uncertainties brought about by the global economy, local politics, and the Covid-19 pandemic. In 2023, the upsurge of consumption during the Spring Festival was a good start, but marketers understand that the economic recovery is a process. The annual China Marketer’s Toolkit, now in its 3rd edition and partnering with MMA and Data100 in 2023, is based on the proprietary STEPIC methodology, developed alongside WARC’s sister brands within the Ascential group of companies. The STEPIC acronym covers six drivers of change for marketing: Society, Technology, Economy, Policy, Industry and Creativity.
By reviewing the macro and micro factors expected to impact China’s marketing and advertising industry in 2023 across each of these six pillars, the WARC team has been able to identify the major trends and disruptive forces for marketers, and help define...

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