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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.
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.
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.
Beyond Singles Day: Driving e-commerce with data and crm in China
The article outlines how Mondelez, Moleskine and Secoo are using Single's Day, the world's biggest e-commerce event, as a starting point to grow their e-commerce presence in China with CRM and data-driven strategies.
Chinese New Year 2017: How brands are celebrating The Year Of The Rooster
This article shares how some of the world's biggest brands are embracing Chinese New Year in 2017, with augmented reality, traditional culture on-demand, live video and seasonal product lines headlining.
The effect of knowledge breadth and depth on new product performance
This study distinguishes two features of a firm’s knowledge base – breadth and depth – and elucidates their interplay in determining new product performance.
Global Ad Trends
This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980.
Overcoming ad fraud: Can integrity and collaboration solve China’s fraud problem?
The article explores potential solutions for China's endemic ad fraud problem, where bots and intentional cheating are frustrating marketers as digital ad spend soars.
Trend Watch: What Brands Can Expect From China in 2017
This article explores the consumer trends set to shape marketing in China for 2017, including the sharing economy, chat bots, data-driven personalization and live video streaming.
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.
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