Article
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Euromonitor Profiles, March 2018
This Company Profile from Euromonitor provides key details and analysis of Apple Inc.
Article
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Low Lai Chow, WARC Exclusive, February 2018
Content marketing should focus on specific audiences, localization and getting consumers to participate and contribute, according to GE's former head of global growth communications.
News
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27 February 2018
NEW DELHI: Nestlé India is building a regional approach that will embrace all aspects of the business, its chairman has said, while it also intends to introduce more products from its global range.
News
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04 January 2018
NEW YORK: Coty, the beauty company, has adopted a “glocal” approach to analytics as it seeks to maximise the impact of the data at its disposal.
Article
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Stephen Whiteside, Event Reports, Attribution Accelerator, October 2017
Coty, the beauty company, has adopted a "glocal" approach to analytics in order to deliver locally-relevant insights while still setting core standards globally.
News
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19 December 2017
JAKARTA: Global brands seeking to capitalize on their international status in Asian markets are fast finding the days of “easy money” are over as consumers in emerging markets turn to local brands.
Article
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WARC Best Practice, December 2017
This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
News
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23 November 2017
DUBAI: Achieving consistent messaging across 22 MENA countries is a difficult task, and agencies need to be more sensitive to the cultural differences of the region – which is likely to require more localised campaigns.
Research Paper
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Jill Jefferis, Brisa Cristina Correa de Araujo and María Barrera Moreno, ESOMAR, Global Qualitative, November 2017
Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.
Article
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Anna Hamill, WARC Exclusive, October 2017
New Zealand created a business-orientated masterbrand which broke stereotypes and went beyond the country's reputation as a tourism destination.
Research Paper
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Alessandra Cotugno and Dr Sue Mizera, WPP Atticus Awards, Merit, Branding and Identity, 2017
This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.
Article
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Euromonitor Profiles, August 2017
This Company Profile from Euromonitor provides key details and analysis of INDITEX - Industria de Diseño Textil, the owner of brands such as Zara and Uterqüe.
Article
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Anna Hamill, WARC Exclusive, August 2017
This article outlines how Coca-Cola has approached growth in China with a focus on consistency, brand differentiation and core brand values.
News
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07 August 2017
SHANGHAI: Clothing retailer Gap took five years to roll out its brand across China, choosing to focus on the shared values of young Chinese and Americans, according to a senior agency creative.
Article
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Anna Hamill, Event Reports, Cannes Lions, June 2017
This article outlines how Gap, the clothing retailer, successfully launched in China over a five year period.
Article
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Anna Hamill, Event Reports, Cannes Lions, June 2017
This article explores the future of Chinese brands on the world stage, and discusses China's concept of advertising creativity.
News
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13 July 2017
SAN JOSE, CA: Many marketers are struggling to adapt their content for different media destinations and geographical locations, according to research from the CMO Council, the executive network.
Article
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Stephen Whiteside, WARC Exclusive, CMO Council, July 2017
This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.
Case Study
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Marketing Society UK, Excellence Awards, Commended, 2017
This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.
News
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13 June 2017
PHNOM PENH: Brands must prioritise product education in Cambodia if they want to build consumer trust for new categories, a senior agency executive has said.
Article
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Anna Hamill, WARC Exclusive, June 2017
This article explores how Cambodia is becoming a new frontier of growth for multinational brands, and what marketers need to focus on to achieve success in the country.
Article
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Anil Thakraney, Event Reports, Content Marketing Summit Asia, May 2017
The article explores how content marketing can be used effectively in the travel category, offering examples of localisation and experimental marketing.
Article
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Krysia McKechnie, Event Reports, World Retail Congress, April 2017
The article explores how local retail giants in Thailand, India and Vietnam are adapting for market-specific shopping culture and a digital future.
News
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26 April 2017
GLOBAL: Becoming a successful global brand requires an understanding of local cultures, lifestyles and ideologies, according to two industry figures.
Article
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Alessandra Cotugno and Sue Mizera, WARC Best Practice, April 2017
This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.
