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.
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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.
BEIJING/MOSCOW: Alibaba, the Chinese e-commerce giant, is reportedly in advanced negotiations with Mail.ru, the Russian internet firm and owner of social platform VKontakte, and the Russian sovereign wealth fund to form an e-commerce joint venture ...
LOS ANGELES: Filipino QSR Jollibee is growing its US following as it caters to homesick expats, but as the company is targeting expansion across South East Asia, China, the US and Europe, it needs to widen its appeal.
NEW YORK: Viacom, the American media conglomerate, will open up three new content hubs in London, New York, and Buenos Aires, with a brief to extend the company’s short-form digital content output for three of the company’s brands: MTV, ...
BEIJING: E-commerce platforms are seen as essential for global brands seeking to crack the Chinese market, but the practicalities of physical distribution to bricks-and-mortar stores remain an important consideration.
TOKYO: Fast Retailing, the Japanese owner of casual clothing brand Uniqlo, has plans to more than double the number of Uniqlo stores in Southeast Asia and Oceania by 2022.
MENLO PARK, CA: Google staff are internally protesting the search giant’s leaked strategy to re-enter the China market, saying any move to launch a censored search engine raises “urgent moral and ethical issues”, according to ...
SINGAPORE: Western brands needs to make sure they get the basics right to find success in China –including the bureaucratic elements – and to avoid common pitfalls, according to a China marketing expert.
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Low Lai Chow, WARC Exclusive, August 2018
This article offers tips for brands starting out in the China market, including social media strategies, required business licenses and the “lifestyle upgrade” trend.
GLOBAL: Anheuser-Busch InBev, the world’s largest brewer, has announced significant changes to its organisational structure, including an overhaul of its senior marketing team.
BEIJING: Tim Hortons is the latest coffee-house chain to see China as a source of growth, joining Starbucks and a Beijing startup in announcing plans for expansion in what has traditionally been a tea-drinking country.
SAO PAULO: Heineken, the Dutch brewing giant, is exploring all aspects of its business – products, packaging, marketing and distribution – as it steps up its challenge to rival AB InBev in Brazil.
SHANGHAI: The escalating stand-off on trade between the United States and China could hurt a lot of American brands in the country, according to the founder and CEO of JD.com, the Chinese e-commerce giant.
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Anna Hamill, Event Reports, Advertising Week Asia, May 2018
Western and Eastern marketing cultures are very different, but bringing elements of the two together can help global brands be more relevant in Asia’s varied markets.
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Anil Thakraney, Event Reports, ZEE MELT, May 2018
Burger King’s CMO, Fernando Machado, explains how the fast food giant broke out of boring advertising, and his view on the future of the brand in India.
JAKARTA: Go-Jek, the Indonesian ride-hailing start-up that has Chinese tech giant Tencent as one of its backers, is ramping up its challenge to Singapore-based Grab with plans to expand into four new markets in Southeast Asia.
BEIJING: An expansive success so far, Starbucks, the American coffee chain, has announced that it will double its store count to 6000 outlets in China over the next five years.
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Doreen Wang, WARC Best Practice, April 2018
Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.
NEW YORK: Tourism Australia is building on the success of an ad disguised as a trailer for a new Crocodile Dundee movie with a series of online videos that form part of a “conversion exercise”.
LONDON: Amid warnings of a ‘Mad Max’ economy post-Brexit, and gestures toward China from the UK’s Prime Minister, Theresa May, growing exports to China suggests that the UK will continue to pursue this trend – yet the story ...
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.
This article 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.
This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.
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.
