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Greater China

Key reading

Chinese luxury

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.

Latest case studies

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.

Latest articles

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.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200