Article
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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.
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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01 November 2019
Brand building requires marketers to balance short-term acquisition with long-term emotional connection; global brand building adds layers of extra complication, but a framework based on four crucial pillars will assist marketers in managing the ...
Article
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Jan Gooding, WARC Exclusive, October 2019
Discusses four important pillars to building a global brand which create a framework within which global brand building can be managed.
News
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25 October 2019
Chinese consumers are becoming increasingly accustomed to the concept of brand purpose, aligning themselves with their counterparts in the West, but it’s essential brands recognise that consumers in China also expect brand purpose to be localised.
News
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23 October 2019
The opportunity is now ripe for Chinese brands to become household names if they increase their investment in brand building, according to a report from independent consultancy R3. Sabrina Lee, managing director, China, at R3 noted that an ...
Article
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October 2019, Research on WARC
Looks at how China has moved from a production-driven economy to a consumer-driven economy and how it is becoming a major global player.
News
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10 October 2019
Pepsi is to pull the plug on sales in Indonesia, it has announced in a long-anticipated move which comes as rival Coca-Cola plans to expand in the market.
Case Study
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Case Studies on WARC, Creative Effectiveness Winner, 2019 Spikes Asia
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.
News
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26 September 2019
Chinese companies expanding internationally in search of growth prefer to build their presence from the ground up rather than simply acquire an existing brand, according to a new report, which also finds that branding in this context tends to be an ...
News
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25 September 2019
A combination of high rents and excess inventory as they downsize stores in India’s metros is leading major retailers to take a renewed interest in the nation’s lower tier cities where consumers are becoming increasingly brand aware.
News
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17 September 2019
A majority of consumers in Asia-Pacific, as elsewhere, believe that brands can make the world a better place, but global brands will have to work significantly harder than local ones to persuade them.
News
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11 September 2019
Five more Australian brands have signed up with Chinese e-commerce platform Aomaijia, using the marketplace to access to 30 million potential customers in China.
News
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09 September 2019
Mountain Dew, the carbonated beverage owned by PepsiCo, used tailored marketing efforts and a high-profile event in Colorado as it sought to drive engagement and sales in an important geographical region for the brand.
Case Study
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Mainak Bag, WARC Prize for Asian Strategy, Entrant, 2019
MG, the automotive brand, successfully launched the Hector SUV in the Indian market by humanising the car's technological features.
News
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06 September 2019
Global brands seeking to drive e-commerce sales in overseas markets should redouble their efforts to reflect such things as local languages, cultures and religious sensitives, according to a paper in the Journal of Advertising Research (JAR).
Article
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Gabey Goh, Event Reports, Advertising Week APAC, July 2019
A majority of consumers believe that too many brands are using societal issues as a “marketing ploy” to sell products, according to a study by Edelman, the PR firm.
News
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05 September 2019
Regional language initiatives and margin adjustments are among the tactics being deployed by brands and retail channels in India as they gear up for what is expected to be a tough festive season.
Article
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Gabey Goh, Event Reports, Advertising Week APAC, July 2019
Consumers around the world have differing views about diversity, and international brands need to deeply understand the local context as they approach this issue.
Article
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Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019
Mountain Dew, the beverage brand owned by PepsiCo, used a snow-centered event to help tackle declining sales in the Mountain region of the US.
News
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03 September 2019
Not known for its marketing, the most famous electric car brand in the world is developing an experiential strategy, partnerships, and local social media to assist a major sales push in China.
News
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02 September 2019
Western supermarket chains have often struggled to adapt to the differing shopping habits of Chinese consumers, but those who intend to remain are increasingly focusing on ‘private label’ products and partnerships with e-commerce ...
