Article
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WARC Best Practice, January 2019
Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
Article
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Doreen Wang, WARC Best Practice, October 2018
Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.
Article
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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.
Article
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Alessandra Cotugno and Sue Mizera, WARC Best Practice, April 2017
This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.
Article
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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.
News
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17 September 2019
A majority of consumers in Asia-Pacific, as elsewhere, believe that brands can make the world a better place, but global brands will have to work significantly harder than local ones to persuade them.
News
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11 September 2019
Five more Australian brands have signed up with Chinese e-commerce platform Aomaijia, using the marketplace to access to 30 million potential customers in China.
News
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05 September 2019
Regional language initiatives and margin adjustments are among the tactics being deployed by brands and retail channels in India as they gear up for what is expected to be a tough festive season.
Article
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Gabey Goh, Event Reports, Advertising Week APAC, July 2019
Consumers around the world have differing views about diversity, and international brands need to deeply understand the local context as they approach this issue.
News
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03 September 2019
Not known for its marketing, the most famous electric car brand in the world is developing an experiential strategy, partnerships, and local social media to assist a major sales push in China.
Article
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Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019
Mountain Dew, the beverage brand owned by PepsiCo, used a snow-centered event to help tackle declining sales in the Mountain region of the US.
News
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29 August 2019
American membership-only warehouse club Costco opened its maiden store in China this week in a suburb of Shanghai and had to shut down just a few hours into business.
News
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21 August 2019
Chinese smartphone brand Oppo has bolstered its global sales and global marketing business units as it seeks to leverage growing momentum in Asia's emerging markets. The company has named Brian Shen as VP and President of global marketing, ...
News
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14 August 2019
The number of daily active users of Snapchat in India has jumped 40% year-on-year in the quarter ending June, prompting Snap Inc.
Opinion
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Neil Davidson, August 2019
As Africa becomes an increasingly important geography for global brands, HeyHuman's Neil Davidson explores the misconceptions non-African marketers hold about the vast and diverse continent and what they need to do about them.
News
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12 August 2019
Tiffany & Co., the iconic American jeweller, will begin selling its luxury goods in India later this year after forming a joint venture with Reliance Brands, the retail arm of conglomerate Reliance Industries.
News
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09 August 2019
Broadcast giant iHeartMedia, which operates 850 radio stations in the US and has a thriving podcast business, plans a global launch of at least six hit podcast shows that will be translated into several major non-English languages.
Case Study
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Cannes Creative Lions, Silver, Creative Strategy Lion, 2019
Back Market, a supermarket specialising in refurbished products, reused old tweets from celebrities speaking about its products to make it look as though they were promoting the brand in the present to successfully launch in the US.
News
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06 August 2019
The Athletic has launched in the UK. Originating in the US, the in-depth sport journalism site has gone on an intense hiring spree for its ad-free platform, which aims to bring in ‘over six figures’ of subscribers.
Article
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Jerry Clode, Admap, August 2019
Jerry Clode, the Founder of The Solution, argues it is important to understand China’s enthusiasm for cashless payment as a reflection of local consumers’ unique expectations.
News
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25 July 2019
Netflix is making a big play for Indian audiences with yesterday’s launch of a cheap, mobile-only subscription plan that has also been tested in Malaysia.
Case Study
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SABRE Awards, South Asia, Marketing to Consumers (New Product), 2019
Jo Malone London, a perfume and scented candle brand, holistically engaged the target audience in India by capturing the exact brand messaging on the India-inspired fragrance.
Case Study
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SABRE Awards, South Asia, Media, Arts & Entertainment, 2019
Audible, the audiobook platform, successfully launched in India to establish audiobooks as a legitimate form of entertainment.
News
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24 July 2019
Indonesia-based ride-hailing app Gojek has launched a new brand logo and identity, as it seeks to expand its ‘Super App’ offering across Southeast Asia.
News
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23 July 2019
Huawei’s founder and CEO Ren Zhengfei has said he expects handsets shipments to grow by almost a third globally in a year marked by the Chinese company’s blacklisting by the US government.
