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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.

Latest case studies

McDonald's Lucky Drive

This case study describes how McDonald's, the restaurant chain, ran a campaign to improve the commutes of Manila's drivers with an activation that led to a freebie.

McDonald's: McTollbooth

This case study describes how McDonald's directly tackled a local issue in order to build an emotional connection with Filipino consumers.

Meralco Advisory: Seeing a Utility Company in a Better Light

This case study describes how the Manila Electric Company (Meralco) launched an ongoing, monthly multi-media campaign of advisory messages in order to build a relationship with its customers and counter negative publicity.

Fresh blood: how Red Cross Connection crowd-sourced a new generation of blood donors.

This case study shows how the Singapore Red Cross, a global humanitarian charity, created an app to aid the recruitment of blood donors.

Latest articles

Three insights from Tet video campaigns in Vietnam

This article provides practical tips for brands on how to create effective video advertising for the Tet holiday season in Vietnam.

Bringing Traditional Tet Into Modern Life In Vietnam

This piece explores how brands can adapt traditional Tet (Vietnamese Lunar New Year) traditions into modern life to build brand goodwill in Vietnam during the holiday season.

The journey to Songkran goes mobile: Consumer travel trends in Thailand

This article provides an overview of Thailand's fast-changing mobile consumer behaviour with regard to the travel market, and offers brands practical tips for engaging them around major holiday events.

10 ways brands should adapt to Malaysia's economic slowdown

This article outlines 10 ways Malaysian consumer behavior has changed as a result of economic slowdown and offers brands practical tips as to how they can adapt in a time of negative Malaysian consumer sentiment.

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