A prolonged China slowdown and sluggish growth in many Asian markets has seen a number of companies in the region enter a holding pattern, slashing marketing budgets and wary of large-scale investment in a difficult economic climate. This hesitancy has occurred at the time when South East Asian markets in particular have seen enormous middle-class expansion and purchase power is on the rise and more consumers have internet connectivity than ever.
But does the macro-outlook look positive enough in 2018 for brands to invest heavily in emerging markets? Or will they continue to wait-and-see?
According to Alexander van Kemenade, the...