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.
News
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13 July 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.
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.
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 June 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, Event Reports, ANA online Multicultural Marketing & Diversity Conference, June 2020
TD Ameritrade, the financial-services provider, became a successful early adopter of WeChat, the popular mobile app, in its category.
News
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18 May 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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Michael Brathwaite, Daisy Qin, Karlina Bear, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020
Financial institution Royal Bank of Canada developed a video-led campaign to highlight the importance of inclusion and effect positive change in its markets worldwide.
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.
Case Study
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Courtney Lock, WARC Awards, Bronze, Effective Content Strategy, 2020
Engineering, design and advisory company, Aurecon, harnessed the power of the podcast to strengthen its brand and widen its audience in Australia, New Zealand, Asia and the Middle East.
News
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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.
News
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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.
News
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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.
News
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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 ...
News
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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.
News
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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.
News
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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 ...
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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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.
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.
