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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20 January 2020
Condé Nast has announced the launch of Vogue Singapore, in line with the publisher’s international ambitions and on-going digital transformation strategy.
News
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14 January 2020
French luxury goods house Cartier will soon launch a flagship store on Tmall Luxury Pavilion, marking a new chapter in the brand’s e-commerce journey in China.
News
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10 January 2020
AliExpress, Alibaba’s European platform, is reported to be looking to attract major fashion brands like Mango and Benetton to sell on the site, but with limited success so far.
News
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06 January 2020
Strong economic growth, rising incomes and retail sales increasing at the fastest rate in four years are attracting overseas retailers to Vietnam.
News
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19 December 2019
A strategic, sustained and inclusive approach is required to convert rural consumers into brand fans – return on investment cannot be an immediate direct result of an initiative, according to an industry veteran.
News
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18 December 2019
The Indian government has announced that “gift” packages from abroad will no longer be allowed to come in without the collection of import duties, in a move that is likely to affect some cross-border e-commerce.
Article
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Anil Thakraney, Event Reports, Chief Digital Officers’ Summit, November 2019
V Narendran, chief executive officer and managing director, Tata Steel shares the benefits and lessons learnt from the 112-year-old organisation’s journey to embrace the tech and digital culture.
Article
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Brian Carruthers, Event Reports, Digital Transformation Conference, November 2019
Premier League club Chelsea engages with fans from around the world, many of whom have a totally different relationship with the team than its UK fans – it is now enhancing the way it relates to its 100 million supporters.
News
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16 December 2019
Germany’s Delivery Hero, one of the biggest food delivery firms in Europe, has taken a major step into the highly competitive Southeast Asian market by agreeing to buy Woowa Brothers, the owner of South Korea’s most popular food delivery app.
News
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16 December 2019
La Liga, the top football league in Spain, has a long-standing ambition to grow the sport in India and now it has named Indian cricketer Rohit Sharma, one of the top batsmen in the world, to be its brand ambassador in the country.
Article
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Research on WARC, November 2019
This report co-authored by Deloitte, China Chamber of International Commerce, and AliResearch reflect on China’s imported goods market as digitalization realizes growth not only in top-tier cities but also lower-tier ones and rural county areas.
Article
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Sandip Bansal, WARC Exclusive, December 2019
Looks at how marketers need to take a more strategic, sustained and an inclusive approach to convert rural consumers to brand fans in India.
Article
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Bianca Joseph and Krishnan Subramanian, WARC Exclusive, December 2019
Outlines the rules for marketers that wish to connect with rural Indian consumers.
News
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10 December 2019
Probably the most recognised football club on the planet, Manchester United has agreed a deal with Alibaba Group’s Youku video streaming service that will include select first-team matches, highlights, and original content for a Chinese audience.
Article
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Alex Brownsell, WARC Exclusive, December 2019
WeChat offers the best entry point for international brands into the Chinese market thanks to its “open and integrated ecosystem”, according to Kenx Gao, a specialist in cross-border e-commerce.
News
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05 December 2019
Tencent has ramped up promotion of its suite of digital advertising tools to reach mainland Chinese consumers, as it eyes a larger slice of Australian and New Zealand marketing budgets.
News
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03 December 2019
Brands looking to break into China should consider tapping into what a new report calls “the hidden consumption force” – the huge number of overseas Chinese residents who continue to have a strong influence on their home country.
Article
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Low Lai Chow, Event Reports, FUTR Asia Summit, October 2019
Unilever and Domino’s Pizza share some lessons in adapting a global playbook to local rules in a market like Indonesia, during the FUTR Asia Summit in Singapore.
Case Study
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MRS Awards, Finalist, MRS Award for International Research, 2019
BBC World Service, an international broadcaster, uncovered how many people watch its content globally to help reach underserved audiences through its Global Audience Measure.
News
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28 November 2019
The Year of the Pig has seen many luxury Western brands operating in China suffer a backlash after offending Chinese sensitivities on various matters, but there are ways they can avoid this in the coming year, an industry expert suggests.
