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...