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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.
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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.
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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.
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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.
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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.
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11 March 2020
IKEA has started selling its products on Alibaba’s Chinese e-commerce platform Tmall, marking the first time the furniture retailer has sold through a third party.
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02 March 2020
The UK’s leading advertising and marketing trade bodies have joined forces to create the UK Advertising Export Group (UKAEG) to drive business in key international markets and showcase the best of the industry on the world stage.
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12 February 2020
Faced with an ageing and shrinking population, Japanese brands are having to look overseas for future growth – a development that will require a shift in the thinking of marketers.
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11 February 2020
The success at the Academy Awards of Korean black comedy Parasite heralds a potential new element of the so-called K-wave, which has to date seen consumers in Asia and large parts of the rest of the world embrace Korean pop, soap operas and beauty ...
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10 February 2020
Three billionaires who control some of Thailand’s largest conglomerates have entered formal expressions of interest in taking over the Thai and Malaysian operations of Tesco, the British supermarket giant.
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31 January 2020
Quite apart from the alarm and disruption that the coronavirus outbreak is causing in China, its rapid spread has forced global brands operating in the country to scale back their operations, close stores and restrict travel.
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24 January 2020
Many western brands are struggling to succeed in China because they lack a deep enough understanding of a constantly changing market – a recent survey, for example, found that 40% of US marketers apply the same marketing plans in China as in the ...
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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.
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17 January 2020
Jeff Bezos, the founder and CEO of Amazon, pledged this week to invest an extra $1bn in the company’s operations in India, its most important market outside of the US.
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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.
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13 January 2020
Lego, the Danish toymaker, first entered the Chinese market in the 1980s and has since grown to 140 stores across 35 cities, but with plans to expand its retail estate to 220 stores by the end of this year it recognises it must adapt to local ...
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10 January 2020
Even though Facebook is banned in China, that has not stopped the social media giant from establishing a dedicated team at its Asia-Pacific headquarters in Singapore to cater for Chinese clients and to grow its lucrative China advertising revenues.
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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.
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09 January 2020
In India, more than 60% of purchases are made or influenced by women, and the growth in regional language content has brought about scale in the number of women interest users now accessible to brands.
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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.
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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.
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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.
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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.
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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.
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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.
