Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
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Doreen Wang, WARC Best Practice, October 2018
Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.
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Nick Kendall, WARC Best Practice, October 2016
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.
Li Ning, the Chinese sportswear and equipment brand, is setting records in India for non-cricket sports sponsorship, with top badminton players Kidambi Srikanth and PV Sindhu having picked up major endorsement deals recently.
Chinese New Year has proved a complicated time for Western brands trying to make an impression. UM China’s CSO, Lin Liu, proposes five key ideas that strategists need to consider about when thinking about CNY.
China reported last week that its economy grew by 6.6% in 2018, its slowest rate of growth for almost three decades, yet that has not deterred Starbucks from maintaining its growth strategy for the country.
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Danny Silverman, Chris Perry, Pete Andrews, Jack O’Leary and Patrick Miller, WARC Exclusive, January 2019
As Amazon continues to shape the e-commerce landscape in many Western countries, Edge by Ascential predicts what 2019 will hold and how brands can respond.
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Danny Silverman, Chris Perry, Pete Andrews, Jack O’Leary, and Patrick Miller, WARC Exclusive, January 2019
Amazon is likely to put a focus on last mile delivery, tech-based offline retail and disrupting the travel category as it seeks e-commerce market dominance.
Big e-commerce brands from China are turning their attention to Africa, believing they can succeed where others have so far failed, hampered by infrastructure problems and a lack of consumer trust.
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Greg Paull and Shufen Goh, Admap, January 2019
Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.
Chinese SUV brands have long been perceived as less safe and less desirable than Western brands, but a new study finds that, thanks to technological integration and more premium marketing, they are shaking off prejudice.
The LVMH fashion house’s new CEO says the brand will have to combine digital transparency and an authentic voice with a strong e-commerce experience as it moves into China.
Macy’s, the US department store chain, announced last week that it will close its store on Tmall, the huge online marketplace owned by Alibaba, in a move that effectively ends its presence in China – a market that had once seemed ...
The US lingerie brand is struggling to keep its signature show fresh in its native market, but in China the brand is finding a moment of cultural change as public displays of sexuality are shedding their stigma.
Businesses taking the long view ought to consider investing in Africa, where the combination of a young population, urbanisation and natural resources will make it a “pillar of growth”, according to two McKinsey executives.
Research Paper•
Ruchra Jain, ESOMAR, Congress, 2018
PepsiCo, a food, snack and beverage corporation, launched insights research in India to decode “local” markets, which is useful for MNCs (multinational corporations) battling the threat of local competition.
Google CEO Sundar Pichai has confirmed long-standing rumours that the company is planning to re-enter the Chinese market, this time with a censored version of its search app.
Harry’s Grooming, the US-based DTC shaving brand, has made inroads into the UK market by addressing issues around British masculinity in the 21st century.
The first IKEA city-centre “Planning Studio” has opened in London, marking a new approach for the Swedish retailer, famous for its flatpacks and out-of-town warehouse-sized stores.
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2018
Harry’s Grooming is one of a new breed of DTC brands that have disrupted the men’s grooming category in the US, but its expansion into the UK required a different marketing approach.
Burger King, the world’s second-biggest burger chain, is set to launch a string of restaurants in sub-Saharan Africa, including Nigeria, according to a senior executive.
Explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
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Nick Kendall, WARC Best Practice, October 2016
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
