Article
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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.
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.
Opinion
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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.
News
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24/09/2020
Nationalistic fervour amid souring relations with the United States and Australia, has contributed to a sales drop in China for foreign dairy products.
News
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16/09/2020
An analysis of the results of this year’s WARC Prize for MENA Strategy reveals key takeaways for the region’s marketers looking for growth opportunities, from finding niche audiences in smaller markets to developing more resonant touchpoints.
News
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11/08/2020
Founded just one year apart, trading updates from two of the new fintech brands paint very different pictures, with Starling touting its projected profitability, while a more exposed Monzo deals with serious concerns it would be able to continue ...
News
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04/08/2020
The India Premier League (IPL) is heading overseas for a third time, leaving behind some disgruntled fans thanks to a decision to stick with its current sponsors.
News
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22/07/2020
Chinese smartphone and electronics brands such as Xiaomi, Vivo, Haier, Oppo and OnePlus are reviving their marketing and advertising spends in India.
News
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13/07/2020
Despite the uncertainties occasioned by COVID-19 and US trade sanctions, Chinese tech giant Alibaba has set its sights on serving 2 billion consumers globally.
News
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09/07/2020
HSBC, the financial-services provider, has aimed to strike a balance of global consistency and local flexibility in its branding strategy after launching a refreshed positioning two years ago.
Opinion
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Chiara Manco, July 2020
This year’s WARC Prize for MENA Strategy shortlist reinforces the power of strong, local insights for both global and local brands, writes WARC’s Chiara Manco.
Article
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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.
Opinion
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Gabey Goh, June 2020
With the call to be “vocal for local”, there’s never been a better time to be a local brand in India.
Article
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Renata Thiébaut, WARC Exclusive, June 2020
Cross-border e-commerce in China is distinctive because international companies are allowed to sell certain goods to Chinese consumers online, through platforms such as Tmall Global or JD Worldwide or NetEase Kaola, at preferential duty rates and without a license to operate a business in the country.
News
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23/06/2020
Several Indian smartphone brands have downplayed suggestions they could capitalise on the anti-Chinese sentiments that have erupted in the wake of border clashes in the Ladakh region of Kashmir.
Article
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Geoffrey Precourt, WARC Exclusive, June 2020
TD Ameritrade, the financial-services provider, became a successful early adopter of WeChat, the popular mobile app, in its category.
Article
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Alexandre Rabêlo Neto, José Milton de Sousa-Filho, Áurio Lúcio Leocádio, and João Carlos Hipolito Bernardes do Nascimento, International Journal of Market Research, Vol. 63, No. 3, 2020, pp. 335-349
Internationalization seeks an understanding of the nature of the culture of the countries and is eventually influenced by affinity toward country and soft power (ideological and cultural influence).
News
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22/05/2020
Klarna, the Swedish fintech that specialises in buy-now, pay-later flexible options, launched in Australia at the end of January just as the Covid-19 pandemic was spreading across APAC, yet – undaunted – the company has continued to build its brand ...
News
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19/05/2020
India’s largest consumer-facing companies have begun pushing ‘vocal for local’ themes across all advertising and marketing campaigns and last-mile sales pitches.
News
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18/05/2020
India Prime Minister Narendra Modi last week asked Indians to buy local products, pushing for a vision of a self-reliant India; global companies have interpreted the speech as backing for making products locally .
Case Study
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Selim Bdioui, WARC Awards, Entrant, Effective Innovation, 2020
KFC, the global fast-food brand, launched in a challenging market in Tunisia by embracing the wants and needs of local young people.
Case Study
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Cristina Buenaventura, Benedict Santiago, Andi Olbés, WARC Awards, Entrant, Effective Content Strategy, 2020
The Philippines Department of Tourism partnered with fast-food chain Jollibee to create a social media campaign to persuade the world of the merits of Filipino food and attract more travellers to the country.
