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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

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.

Google: The Voice

This case study describes how tech company Google set out to build love for its brand by creating a dedicated hub, The Voice, to give young Taiwanese citizens a platform in the country's presidential elections.

Latest articles

A demonstration of structural choice modelling in a market research context

Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice.

Managing Crisis Communications In 'Real-Time': Cathay Pacific's Approach

The article outlines how Cathay-Pacific, a Hong Kong-based airline, developed a crisis communications strategy for the 'real time' era.

China's Mega-App As a Storytelling Medium: Using WeChat as a research tool to empower consumer-centred insight

This paper argues that the influential and widely used Chinese app, WeChat, has created a distinct national digital mindset, specifically representing a unique narrative form that can be leveraged to gain more spontaneous and unmediated responses from Chinese consumers.

Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com