2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
  • With people working and spending more time at home, including migration back to rural communities, brand experiences must be built 'from the home up’.
  • Asia's agencies have an opportunity to be strategic advisors, especially as customer journeys become increasingly complex.
  • Traditional media is still hugely important in large parts of Asia, so 'fresh consistency’ offers a way to integrate new components into brand strategy while maintaining the tried-and-tested elements that build fame.
  • Category twists can help differentiation in cluttered sectors, but need to be executed in an authentic way to maintain consistency....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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