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South East Asia

South East Asia is a large and disparate region, which includes a number of fast-growth markets. Singapore, though relatively small in terms of adspend, is the regional ‘hub’ and strategic centre for many international businesses operating in South East Asia. Significant advertising markets in the region include Thailand, Indonesia, Malaysia and the Philippines.

Key Reading

Important papers from across the Warc database

This article summarises research from Nielsen on innovation successes in the region. Lessons learnt from the project include that organisations can perform much better when they are focused more on consumer needs rather than on driving production scale.
Top innovations in Singapore, according to age group variations and perceptions of local brands.
Understanding Indonesia's slow move from a collective and conformist to a more individualist society.
Exploring the untapped branding opportunity for cosmetics brands in South East Asia.
Asia's leading competition recognising great strategic thinking in marketing.

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