Advertising best practice, evidence and insights

What we know about multinational marketing

Article • 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.

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 build a Chinese brand internationally

Article • 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.

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 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.

Huawei expects shipment growth despite US ban

News • 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.

Alexa adds Hindi amid Indian voice sector growth

News • 17 July 2019

Voice-based marketing is set to receive a major push in India as marketers hope to net new, vernacular language-speaking digital consumers, and as Amazon adds a Hindi voice model to its developer kit.

Spotify goes Lite as it launches emerging markets push

News • 12 July 2019

Music streaming service Spotify has launched a simplified version of its main app in 36 markets across Asia, Latin America, the Middle East and Africa.

Airbnb cultivates APAC communities for next phase of growth

News • 11 July 2019

Airbnb is enjoying immense growth in the Asia Pacific region, where it currently claims more than one million listings, but it sees plenty of scope for further expansion.

Nissan on disruption and evolving for the new era of automotive

Article • Anna Hamill, Event Reports, Cannes Lions, June 2019

Nissan, the global automotive brand, is evolving its product innovation, personalisation and localisation strategies for a new era of automotive marketing.

How brands can localise their visual content strategy at a global scale

Article • Grant Munro, WARC Best Practice, July 2019

Looks at the necessity of localising visual content on a global scale and how marketers can best implement a strategy for success.

How Airbnb is forging its ‘next wave of growth’ in APAC

Article • Low Lai Chow, Event Reports, Skift Forum Asia, May 2019

Airbnb sees the Asia Pacific region as a key driver of its next growth phase, with meeting the unique needs of each market the key to success.

Manchester Utd builds experiences for Chinese fans

News • 05 July 2019

Manchester United, the English Premier League football club, is seeking to engage its 100 million fans in China with new experience centres and the launch of a dedicated Chinese-language app.

Hong Kong's craft brewers look overseas

News • 02 July 2019

Craft beers tend to be regarded as a US or European development but Hong Kong boasts around 18 craft breweries and twice as many brands, many of which are now targeting overseas markets.

China’s premium strategy

Article • Doreen Wang, Admap, July 2019

Looks at how China's internal market has become a test bed for Chinese companies to build premium brands that satisfy the demand for consumption of luxury or premium items.

Oatly: a creative's dream?

News • 21 June 2019

Oatly doesn’t have a marketing department – its creative director thinks they’re stupid – but the plant-based milk company is nonetheless growing fast, expanding out of its native Sweden across Europe and into the US.

OPPO targets European sporting events

News • 17 June 2019

OPPO, the Chinese smartphone maker, sees Europe as essential to its global expansion ambitions and is leveraging sports sponsorship – including the current Cricket World Cup – as a central part of that aim.

Apple: The Rock X Siri — Dominate The Day

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Apple, a technology brand, created a short film on YouTube that showed Siri organisation Dwayne "The Rock" Johnson's busy schedule to encourage users across China, Japan, Germany, the UK and the US to re-engage with Siri.

Mars PEDIGREE: SelfieSTIX

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019

PEDIGREE, a pet food company, raised brand awareness and sales of DentaSTIX with an innovation allowing New Zealand users to take selfies with their dogs – using DentaSTIX and the accompanying SelfieSTIX.

Lysol: Protect Like A Mother

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lysol, a cleaning products and sanitiser brand, increased sales of its products globally by launching an emotional campaign that showed the only protection stronger than Lysol is the protection from a mother.

Finavia Oyj: #Lifeinhel

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Finavia, the Finnish airport operator, increased the number of Chinese passengers to Helsinki Airport by using a movie actor to show that the airport is so good that people wouldn’t want to leave.

Kingo Energy: Kingo

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Kingo Energy, a solar energy company, created a video for social media that drove brand awareness among investors around the world and potential users in Guatemala.

Condé Nast taps 'ecosystem of consumer experiences'

News • 14 June 2019

Print is no longer the primary consideration for Conde Nast’s portfolio of magazine brands as the publisher instead seeks to build out a “an ecosystem of consumer experiences” that can marry global cachet with local relevance.

HSBC: How a global citizen rediscovered its voice in a changing Britain

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

HSBC, a financial services organisation, rolled out a new strategy, identity and creative approach at the start of 2018 to transform its brand and increase the brand valuation globally.

IAG Cargo: All Together Better

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

IAG Cargo, the cargo handling division of the International Airlines Group, launched a new visual identity to unify the five airline cargo brands under one umbrella, and increase clients' and employees' familiarity with the brand.

International marketing