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Debunking six myths about the Chinese luxury consumer
This event report discusses and questions several myths about luxury shoppers in China. These include: that this group of shoppers just wants to accumulate more things, that they like direct mail, and that they enjoy flaunting their wealth.
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Celebrity in China: Five trends of influence building
Best practices and guidance on how celebrity branding influences Chinese consumers.
Sex sells in China
This article explains how marketers can use sex to grab attention in China, where taboos remain.
International Ad Forecast
Predicted advertising expenditure across 12 key markets, including China, for the next two years.
The Warc Prize for Asian Strategy
Asia's leading competition recognising great strategic thinking in marketing.
Coca-Cola: The gift bottle
This case study describes, soft drink giant, Coca Cola's campaign to bring the product back into its holiday advertising offer.
VisitBritain: Great Chinese names for Great Britain
This case study explains how Visit Britain, the UK's national tourism agency, engaged young affluent Chinese travellers in a 360-degree social media campaign and got them to consider Britain as their next destination.
Lacoste: Life is a beautiful sport
The case study describes how Lacoste, a French clothing brand created in 1933, used a 360 degree marketing approach to reignite its fans' passion for the brand while maintaining that important link to its sports DNA.
Hong Kong CleanUp: The face of litter
This case study shows how Hong Kong CleanUp, an organisation focused on litter control in Hong Kong, was able to hold consumers accountable for their littering via online video and outdoor messaging.
From Home-Maker to Change-Maker: How women are driving growth in China, India and Indonesia
This article, based on research by Ogilvy and Mather, explores how Asia's increasingly middle class women are driving consumer spending growth and provides case studies of how brands can successfully engage this rising consumer group.
How brands are harnessing urbanization in developing markets
This article investigates the opportunities and challenges presented to brands by urbanization in emerging markets, and provides case studies of successful campaigns in fast-developing urban areas.
How MNCs Can Learn From Local Brands In Developing Markets
This article, based on data from Ogilvy and Mather's Velocity 12 research, investigates the rise of local brands taking on multi-nationals in developing markets, and provides examples of how single market brands are leading the way in successful localization of marketing initiatives.
BlueFocus and Tencent: Why China's digital giants are focusing on data
This event report discusses the strategies of China's BlueFocus, the lead agency for Tencent, a vast media conglomerate, whose various properties account for around 55% of the nation's mobile usage.
Sanitary protection: Evolving category in the changing world of womanhood
This report looks at sanitary protection, the second largest disposable hygiene category globally after nappies, analysing the challenges faced in developed markets, the opportunities in developing countries and key trends in product segmentation, packaging, marketing and distribution.
Velocity 12 Markets: Reshaping the world view of middle-class growth
This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.
How East West Bank reached a younger Asian-American audience
This event report addresses how East West Bank, the financial-services group, has adapted its strategy to reach a younger audience of Asian-Americans.
How Unilever, UnionPay and Coca-Cola use big data in China
The article demonstrates how Unilever, UnionPay and Coca-Cola are using big data to target niche demographics, understand neuroscientific insights, personalize campaigns and increase sales conversions in China, a country that will generate 20% of all global data by 2020.
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