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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.

Case Study

This case study explains how PETRONAS, an auto fuel retailer, used an emotional short film distributed online and on TV to connect with the Chinese community in Malaysia during Chinese New Year.

Case Study

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Case Study

This case study explains how telecoms company Maxis, used a digital and on-ground storytelling campaign to target small-to-medium-sized businesses in Malaysia.

Case Study

This case study describes how online marketplace, Bukalapak, used a multichannel approach to persuade small- and medium-sized businesses to use its platform in Indonesia.

Case Study

This case study describes how fast-food brand KFC employed programmatic technology to create and distribute content to millennials to launch its Hot and Cheezy burger in Malaysia.

Case Study

This case study shows how Shell, an oil and gas company, organized a charity drive and increased brand awareness in Malaysia using a social media workout challenge.
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This article covers how Circles.Life, a challenger brand, is disrupting Singapore's highly competitive telecommunications category with innovative data products and mobile-first customer experience.


This article offers an overview of the Myanmar market, which is young, connected and seeking new brands and experiences following the end of brutal sanctions.

Research Paper

This paper looks at the change of customer behaviour in the era of multichannel retail in order to deliver engagement in the Thai market.


The article explores how local retail giants in Thailand, India and Vietnam are adapting for market-specific shopping culture and a digital future.


This article explores how Grab, a billion dollar ride-hailing startup from Singapore, launched a new ride sharing service with content marketing and local influencers.


This article presents new research on how Singaporeans use e-commerce, particularly via their smartphones, and the potential impact on the country's retail sector.


This article shows how Hershey Philippines created a mobile-first social media campaign to bring joy to Filipino women.
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  1. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  2. Article

    This case study shows how KitKat, a chocolate brand, increased sales by activating its slogan 'Have a Break' for an outdoor-led campaign.
  3. Article

    This case study shows how Unilever Hair, the FMCG giant's haircare brands, created its own multi-brand digital platform to engage Filipino consumers.

  4. Article

    The article outlines how brands can engage Singaporean millennials with social purpose campaigns, advises on how to uncover a brand’s social purpose and examines three case studies of successful social purpose campaigns in the city-state.

  5. Article

    This case study describes how Scoot Airlines, a low-cost Singaporean carrier, optimised its social media usage and raised business results through a more scientific approach to social.

  6. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

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