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Key reading

South East Asian

Breakthrough innovation regional report: South East Asia

This article summarises research from Nielsen on innovation successes in the region. Lessons learnt from the project include that organisations can perform much better when they are focused more on consumer needs rather than on driving production scale.

Most innovative brands in Singapore

Top innovations in Singapore, according to age group variations and perceptions of local brands.
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The emergence of "I" in Indonesia

Understanding Indonesia's slow move from a collective and conformist to a more individualist society.

Hijabin Indonesian women & beauty

Exploring the untapped branding opportunity for cosmetics brands in South East Asia.

The Warc Prize for Asian Strategy

Asia's leading competition recognising great strategic thinking in marketing.




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Digi Telecommunications: Bringing back the migrant love

This case study details how Digi Telecommunications, a mobile service provider, increased sales and customer loyalty among migrants in Malaysia.

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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.

B'lue: Live to Feel

This case study describes how B'lue, a new water-based drink, launched in the Philippines by building a strong association between a new movement and the product.

Phoenix Petroleum: Gilas Pilipinas

This case study shows how Phoenix Petroleum, a fuel brand, increased sales and brand awareness by sponsoring one of the Philippines' biggest basketball teams.

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E-Commerce, showrooming take Singapore by storm

This article presents new research on how Singaporeans use e-commerce, particularly via their smartphones, and the potential impact on the country's retail sector.

Singapore's NTUC Fairprice rethinks loyalty with content marketing

This article explore how NTUC Fairprice, a market leader grocery chain in Singapore, is modernizing to attract younger consumers by rethinking loyalty and investing in content marketing.

Rethinking 'one size fits all' social media: Hershey's Philippines 'Happygrams'

This article shows how Hershey Philippines created a mobile-first social media campaign to bring joy to Filipino women.

Trend Watch 2017: E-commerce, spending takes off as Vietnam's economy grows

This article explores trends set to shape Vietnam's marketing landscape in 2017, including economic growth, rising smartphone penetration, and the growing popularity of e-commerce, as well as highlighting potential challenges ahead.

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