Previously shopping mall giants Westfield focused only on its retail tenants, but by re-orienting around local communities and shoppers, the company has been able to create better customer experiences.
International baby formula brands like Nestlé are targeting lower tier cities in China for future growth, but they face distribution challenges and competition from domestic brands which are overcoming earlier safety concerns.
In this final part of a three-part interview series, Unilever’s outgoing Chief Marketing & Commuications Officer, Keith Weed, shares the secret to successful localisation of brand purpose, and why sustainability has to be more than a brand message.
Brands in the UK are treading a strange new philosophical path: are they about internationalism or are they about location and place, and its more abstract extension, nation? In the face of Brexit, some brands are considering a new localism that ...
For Admap's April issue on sustainability, Chris Arnold, founder, Creative Orchestra, details how doing good for the environment and doing good for humanity go hand in hand, while it is increasingly evident that it’s also a healthy business strategy.
India’s changing media landscape – with broadcasters and publishers responding to demand for local language content – is being mirrored in the influencer market as brands make greater use of regional stars.
Facebook has announced that it is rolling out a new feature that combines local news and community information, which it says is in response to popular demand, yet some industry observers caution that the social network must ensure the avoidance of ...
The most successful CPG brands operating in China have adjusted their operations to take account of increased consumer spending power and the growth of omnichannel retail, according to consulting firm McKinsey.
Location data showing not just where someone is now but also where they’ve been in the past can be a highly effective way for advertisers to “nudge” consumers towards making a purchase, according to a new report from global media ...
MUMBAI: Hindustan Unilever is using its detergent brands to initiate “serious conversations” with consumers on subjects ranging from the financial empowerment of women to the fear of failure, a leading executive has said.
NEW DELHI: US streaming giants Amazon and Netflix are tapping into Indian viewers’ preferences for local content and, more specifically, regional language content as internet penetration spreads beyond the cities and into rural areas.
MUMBAI: As online content becomes a more popular strategy in India, marketers must emphasize content localization as they expand into rural areas, according to one of the country’s top agency executives.
Kim Mackenzie and Sharon Panelo, WARC Exclusive, August 2018
Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.