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The rise of the APAC neighbourhood as hub

Article • Low Lai Chow, WARC Exclusive, April 2021

The COVID-19 pandemic has transformed consumer behaviours and attitudes in APAC, but Kantar’s Laura Tan says this has also created opportunities for brands that want to grow in the region.

What APAC wants: Pandemic-induced changes to consumer sentiment

Article • Low Lai Chow, Event Reports, Voice of Opportunity – COVID-19 A Year On, March 2021

APAC consumer sentiment has morphed in response to the COVID-19 pandemic.

YouTube consumption shows double-digit growth

Data • Rob Clapp, WARC Data Points, April 2021

An overview of YouTube consumption in 15 markets between 2019 and 2020.

Pantene: The Hairy Tale

Rankings • WARC Effective 100, 2021

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

Snickers: Bring Back the Idols

Rankings • WARC Effective 100, 2021

Snickers, a confectionery brand, collaborated with mobile game Idol Master to appeal to young males and boost sales in Japan.

Japan Para Table Tennis Association: The Most Challenging PingPong Table

Rankings • WARC Creative 100, 2021

The Japan Para Table Tennis Association raised awareness of the Paralympics by showing how Paralympic table tennis athletes experience the sport.

Sojitz: Tuna Scope

Rankings • WARC Creative 100, 2021

Sojitz, a tuna farm in Japan, protected the supply of tuna by convincing the fishing industry to choose quality over quantity.

The forecast for Japan's digital ad market? Somewhat sunny

Article • Low Lai Chow, Event Reports, MadTech Japan, March 2021

The outlook for the Japanese advertising market is getting rosier amid improving market conditions.

Game-changing tech: How it will power a safer Olympics

Opinion • Andy Edmonds, March 2021

The Tokyo Olympic Games may have been delayed by a year but technological innovations – accelerated by the COVID-19 pandemic – promise to make the event more immersive by bringing athletes closer to an even wider fan base.

Pantene: The Hairy Tale

Case Study • WARC Cases, 2018

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

Subscription services see rising popularity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of interest in and use of subscription services across 12 markets.

Most adults will spend more online than in store this year

Data • Rob Clapp, WARC Data Points, March 2021

An overview of whether consumers across 31 markets will spend more money online than in stores this year.

Zespri Kiwifruit: Zespri brand relaunch campaign

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Zespri, a kiwifruit exporter, launched a campaign in Japan to encourage consumers to enjoy living a healthy lifestyle easily by eating kiwifruit.

BOSS Coffee: Touch-And-Go Coffee

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Boss Coffee, a ready-to-drink coffee brand, launched 120 flavour combinations and bespoke label designs on social media app LINE to encourage online orders and pickups among busy commuters in Japan.

KunKun Body: Lifestyle odor - Designing health through odor

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Konica Minolta, a technology company, increased sales of its Kunkun body device which detects odours generated by physical change (lifestyle odours) through a PR-led campaign in Japan.

Glo: Hyper Launch

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

BAT, a tobacco brand, launched its glo Hyper product in Japan by developing an onboarding program that provided consumers with useful information about the product.

Sakimeshi Supported by Suntory

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Suntory, a brewing and distillery company, encouraged people in Japan to support local restaurants struggling due to the COVID-19 pandemic by creating a platform that allowed them to buy dining tickets and give monetary donations in advance.

Consumer sentiment on COVID-19 in 2021: Five actions for brands

Opinion • Mobbie Nazir, February 2021

A second ‘Roaring Twenties’ complete with ‘sexual licentiousness’ and ‘reverse religiosity’ is likely after the pandemic crisis passes following month after month of suspended social interaction, social epidemiologist Dr Nicholas Christakis, a Professor at Yale, colourfully predicts .

Japanese beverage brands gear up for non-alcoholic demand

News • 01 February 2021

The low and non-alcoholic drinks market in Japan and some other Asian countries is booming and the region’s drink manufacturers aim to grow that side of their business significantly.

UK sees six-year leap in e-commerce, ahead of China and the US

Data • Rob Clapp, WARC Data Points, January 2021

An overview of e-commerce's share of retail sales between 2011 and 2020 across seven major markets.

TikTok leads the social pack as user activity doubles

Data • Rob Clapp, WARC Data Points, January 2021

An overview of the growth in consumption per user of major social apps in 2020.

Japan, Cost per Thousand, Adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Japanese adults since 2010.

Japan, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Japanese upmarket adults since 2010.

Japan, Cost per Thousand, Women

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Japanese women since 2010.

Japan, Cost per Thousand, Young adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Japanese young adults since 2010.

Spending less, living well: How consumers are redefining a good life

Article • Anna Shin, WARC Exclusive, May 2020

R/GA Singapore’s Anna Shin maps out how the consumer definition of happiness and satisfaction has changed thanks to COVID-19, and how brands need to adapt to thrive.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
Lessons from the Effective 100

Article • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
E-commerce shopping more frequent because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of whether consumers are more frequently shopping online rather than in-store as a result of the novel coronavirus (COVID-19) outbreak.