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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

PayPal: The Evolution of PayPal - New Purpose, New Money

This paper describes a global research project for PayPal, the online payment service, which sought to contemporise the brand and align it with people's attitudes to money.

Airbnb: Never A Stranger

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

Bulgari: The Story of O

This case study shows how Bulgari, a luxury brand, created an original movie to launch its new product line in China.

Samsung Mobile: Winning Social Gold at the Olympics

This case study describes how mobile phone company Samsung Mobile aimed to be the most engaging brand throughout the Olympic Games by creating real-time content, focusing on barrier-defying moments.

Latest articles

How to win in China: Five lessons from FMCG's frontline

This article offers FMCG marketers five important lessons for building a successful China presence, despite the country's economic downturn.

How political candidates’ use of Facebook relates to the election outcomes

This paper examines the relationship between political candidates’ use of Facebook and their election outcomes (vote share and election success).

How Alibaba continues to revolutionise retail in China

This event report details how Alibaba, a Chinese e-commerce company, has changed retail in China through continuous innovation in its omnichannel strategy.

Connecting the dots: Google’s guide to unifying customer data in China

This article offers advice from Google on how marketers can use customer data across first, second and third party sources to create a single customer view.

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