International marketing

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The Guardian Weekly: Berlin Takeover

Case Study • DMA (UK), Gold, 2020

The Guardian, a British newspaper, boosted sales in Berlin, Germany, by 84%.

The Chinese fast-fashion firms with eyes on US, EMEA

News • 11 January 2021

In search of growth beyond the ultra-competitive Chinese market, fast-fashion startups are looking at the rest of the world for expansion, and the potential to sharply undercut global leaders.

How can a brand ever belong in China?

News • 05 January 2021

Numerous international brands have come unstuck in the past couple of years with their messaging in China because they are failing to do their homework – and then they do it over again, says a leading creative.

Freeing China's luxury consumers from the annual ugly contest

News • 24 December 2020

Luxury brands need to become more curious about the Chinese aesthetic and stop offering surface-level takes on localising their offerings, says a “culture guru”.

Amazon Prime aims to expand cricket coverage in India

News • 15 December 2020

US streaming giant Amazon Prime Video has signalled its intent to grow its live cricket streaming service in India, ultimately challenging Disney’s leading position, reports the Financial Times.

Brands need to define and align their Principal Narrative in a new China

Article • Holger E. Metzger , WARC Exclusive, Spotlight China, December 2020

TMRC Impact’s Holger E. Metzger outlines why foreign brands need to invest time and energy into understanding the new narratives within China.

International heritage vs. China future: A cultural conundrum

Article • Greg Sutcliffe, WARC Exclusive, Spotlight China, December 2020

GPB’s Greg Sutcliffe argues that finding the right balance between celebrating an international brand’s heritage and safeguarding its future in China is a critical endeavour.

Universal truths, Chinese contexts: Brands don’t need to culture-hack their way into China

Article • Jidi Guo, WARC Exclusive, Spotlight China, December 2020

Inner Chapter’s Jidi Guo argues that it’s time for foreign brands to take a serious look at where they fit within China’s changing culture and to stop seeking a way in via “culture hacks”.

A matter of taste? How brands should balance the old and new of China’s cultural consumption

Opinion • Jenny Chan, December 2020

From Coach’s purportedly “tasteless” campaign with Jeremy Lin to Balenciaga’s retro creative work dubbed as “tacky and offensive” – it seems like brands (luxury, in particular) just can’t do right in China, or are we too biased? WARC's China Editor, Jenny Chan, introduces a deep-dive into the insights you need to know.

Scratching beyond the surface: Understanding nuance in China and etching memorable experiences

Article • Jeanette Phang , WARC Exclusive, Spotlight China, December 2020

Publicis Groupe’s Jeanette Phang argues that it’s not data that’s killing great ideas in China but instead an unwillingness to seize the opportunities that nuances revealed in the data, to really connect.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

Far side of the moon: What it will take to create a true Chinese global brand

Article • Reno L. Davis-Yue , WARC Exclusive, Spotlight China, December 2020

Hypers’ Reno L. Davis-Yue believes that Chinese brands have an opportunity to take the lead in redefining cultural norms and expectations on the global stage.

COVID boosts Chinese brands

News • 04 December 2020

For several years Chinese consumer sentiment has been shifting in favour of local brands and this has been accelerated by the coronavirus.

Home is still where the immediate future is

News • 03 December 2020

For all the optimism surrounding COVID-19 vaccines and their possible imminent deployment, mass distribution remains some months away; the home-based lives of 2020 will continue well into 2021 and brands will need to respond accordingly.

McDonald’s plans huge expansion of McCafé chain in China

News • 20 November 2020

Eleven years after opening its first McCafé in China, fast food chain McDonald’s plans to expand its estate of in-store cafés to 4,000 outlets on the Chinese mainland by the end of 2023.

What brands can learn from those that fail in Japan

News • 18 November 2020

After 18 years of trying to succeed in the Japanese market, Walmart has become the latest big foreign brand to tacitly signal that this is a market it could not crack.

Businesses in search of demand focus on post-pandemic China

News • 10 November 2020

With China appearing to have largely brought the coronavirus under control and with consumer sentiment improving, the market is now highly attractive to foreign brands chasing business to replace falling demand elsewhere.

Plant-based meat producers turn attention to China’s huge market

News • 05 November 2020

Chinese consumers, who are responsible for 28% of the world’s meat consumption, present a key opportunity as faux meat makers eye up the huge market.

Effectiveness insights from ten years of Snickers' "You’re not you when you’re hungry"

Opinion • Stephen Whiteside, October 2020

The iconic “You’re Not You When You’re Hungry” campaign has delivered ten years of success for Snickers. Stephen Whiteside from WARC explains why consistency, local relevance, and humor have all played a critical role in this outcome.

How Snickers built long-term success with “You’re not you when you’re hungry”

Article • Stephen Whiteside, Event Reports, Lions Live, October 2020

Snickers’ “You’re not you when you’re hungry” recently celebrated its tenth anniversary, and has yielded enduring success for the candy brand, which is owned by Mars Wrigley.

Chinese retailer Shein finds favour with American teens

News • 13 October 2020

Chinese fast-fashion retailer Shein has emerged as the second favourite e-commerce site for American teenagers, according to a new report by Piper Sandler.

Why some foreign brands struggle with China e-commerce

Article • Josh Gardner, Kung Fu Data, WARC Trends, October 2020

E-commerce success is highly nuanced in China.

Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Case Study • IPA (UK), Gold, Best Use of Data and Best New Learning, IPA Effectiveness Awards, 2020

Diageo, an alcoholic drinks brand, created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.

Haig Club: Blueprint for a fast start – How making our own rules gave Haig Club one of the fastest starts for a new whisky brand in thirty years

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.

The power of provenance: how trading on their country of origin can help brands grow overseas

Opinion • Graham Staplehurst, September 2020

An international presence allows brands not only to broaden their footprint into fast-growing markets, but also protect against the impact of an economic slowdown at home - Graham Staplehurst explores the results of new Kantar research into the brands that have succeeded and those that have not. Research from BrandZ shows that the ability to capitalise on the strengths of the country of origin plays a major part in a successful export strategy.

The Evolution of Marketing

Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
How international brands can succeed in China

Article • 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.
How to develop an effective global brand strategy

Article • 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.
What we know about multinational marketing

Article • WARC Best Practice, February 2020

Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
How global brands resonate across cultures

Article • 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.
How HSBC pursued a global rebranding program – and responded to a pandemic

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

HSBC, the financial-services provider, undertook a rebranding exercise that aimed to reflect its internal culture of being a diverse, international organization, while remaining locally relevant.