The WARC Guide to creating cultural advantage
The full deep-dive deck is exclusively available to WARC subscribers only.
This WARC Guide provides a summary of new thinking and best practice on creating cultural advantage, addressing:
- Shifting global-local dynamics
- Adapting to the glocal
- How to stay close to culture
- Navigating cultural sensitivities
Contributing articles
Developing ‘CQ’: Why cultural intelligence is required to create effective work
Author Wendy Siew
Company EssenceMediacom
Culture 3.0: A new paradigm for brands to engage with communities
Author Amber Haank and team
Company Amaru
Integrated and accelerated: Understanding the modern marketing model
Author Shufen Goh
Company R3
Understanding the double-edged sword of culture and polarisation
Authors Paola van Cappellen
Company Creative Culture
Going glocal: Why modern brand marketing is like a symphonic orchestra
Author Dominique Touchaud
Company Shokunin Marketing
Moving beyond ‘just enough’: How to sense check your cultural strategy
Authors Jenn Chin
Company Uncommon Kind
Cross-cultural communication: Transcreation is no longer just about language
Author Phoebe Shen and team
Company RF Thunder SG
‘Being operationally fit’: LUX on leveraging underlooked areas of cultural advantage
Author Swarnim Bharadwaj
Company Unilever
Why Southeast Asian brands are primed to take on global growth
Author Adji Saputro
Company Kantar
Global brands in local contexts: Are they working as well as they used to?
Author Alex Haigh
Company Brand Finance
How Asia is becoming an exporter of global culture
Authors Acacia Leroy
Company Culture Group
Cultural hybridity: The future of branding
Author Laurence Lim
Company Cherry Blossoms Intercultural Branding
Cracking the code of consumer motivation in an age of reverse glocalisation
Author Victoria Hoyle and Virginia Alvarez
Company Wunderman Thompson
Navigating a heightened political climate: How US companies must sharpen social issues engagement strategy
Author Andrea Hagelgans and Ebony Brown
Company Edelman
Navigating business, culture and politics: How brands can connect with consumers
Author Nick Hope
Company Edelman UK
Walk this way: How to engage in culture in a meaningful way
Author Marcus Collins
Company University of Michigan
