How Chinese strategies point to the West’s ad/retail future

This article explores Accenture Interactive’s work in China, identifying lessons from the combination of creativity and commerce that is becoming increasingly important to Western advertisers, too.

Why it matters

China is typically seen as very different from Western ad markets, but the COVID-19 pandemic has proved that lessons from Chinese brands are more important than ever as they spearhead the business recovery. Simply put, pay attention to a market where

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