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2021 Asian Strategy Report: Insights from the WARC Awards for Asian Strategy

Article • WARC Exclusive, October 2021

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Awards for Asian Strategy 2021.

Facebook, Advertising revenue, Q1 2010–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Facebook's advertising revenue by region (USD millions, nominal, and year-on-year % change).

Facebook, Active users, Q2 2009–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Facebook's daily and monthly active users by region (millions and quarter-on-quarter % change).

Facebook, Advertising average revenue per user (ARPU), Q3 2016–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Facebook's advertising average revenue per user by region (USD, nominal, and year-on-year % change).

Successful strategies are built on media synergies

Opinion • Cynthia Zhang, October 2021

2021 WARC Awards for Asian Strategy judge, PHD Shanghai’s Cynthia Zhang, writes of the importance of balancing brand and performance within audience-centred media strategies.

How brands can be forces for change

Opinion • Bitop Das Gupta, October 2021

This year’s WARC Awards for Asian Strategy winners proved that authentic commitment to a cause drives positive change and impacts brands, writes Grey’s Bitop Das Gupta.

A vendor’s guide to managing the B2B buying cycle in APAC

Article • Sangeeta Tanwar, Event Reports, Forrester B2B Summit APAC, September 2021

Two Forrester senior executives presenting at the recent Forrester B2B Summit APAC discussed how the COVID-19 pandemic has created significant changes in the B2B buying process in the Asia Pacific region.

Kia: VR Driving Center (VRDC)

Case Study • SABRE Awards, APAC, Gold, 2021

Kia, an automobile brand, unveiled a digital-experience platform, Virtual Reality Driving Center (VRDC), to provide customers with an immersive mobility experience from the comfort of their own home.

LinkedIn: #WeCanDoIt – International Women’s Day campaign

Case Study • SABRE Awards, APAC, Gold, 2021

LinkedIn, a business and employment-oriented online service, invited its members to share their stories of challenging gender stereotypes and overcoming gender gaps in the workplace to celebrate women during the COVID-19 pandemic.

Hanwha Group: Solar forest

Case Study • SABRE Awards, APAC, Gold, 2021

Hanwha, a business conglomerate, one of whose flagship business is a solar energy business, launched its Solar Forest campaign to advance reforestation without using fossil fuels.

ResMed Asia: Sleep better, perform better.

Case Study • SABRE Awards, APAC, Gold, 2021

ResMed, a provider of cloud-connected medical devices, hosted a webinar to educate people in Southeast Asia about the most common sleep disorder worldwide: obstructive sleep apnoea (OSA).

Avalon SteriTech: Generating new product sales volumes, sales enquiries

Case Study • SABRE Awards, APAC, Gold, 2021

Avalon SteriTech, a cleaning, disinfection and sterilisation technology company, increased sales with the launch of its robotic cleaning platform Whiz Gambit.

Becton Dickinson: Culture connect campaign

Case Study • SABRE Awards, APAC, Gold, 2021

Becton Dickinson (BD), a medical technology company, launched its Culture Connect campaign on digital channels across Asia to improve staff sentiment.

The unexpected frictions that rethink what a brand can mean

Opinion • Masahito Namiki, October 2021

Interbrand’s Masahito Namiki explores the WARC Awards for Asian Strategy winners which used partnerships to create surprising experiences that drove distinctiveness and engagement.

Why brands should shift to empathetic comms

Opinion • Issa Ignacio, October 2021

TBWA’s Issa Ignacio looks at how this year’s WARC Awards for Asian Strategy winners used emotion to support audiences and resonate with their changing values and needs.

Commerce and video streaming are most important trends for APAC marketers

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of the most significant consumer behaviours affecting the marketing industry in Asia Pacific.

Spotify, Active users, Q4 2016–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Spotify's monthly active users by user type and region (millions and quarter-on-quarter % change).

Snapchat, Active users, Q1 2014–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Snapchat's daily active users by market (millions and quarter-on-quarter % change).

Snapchat, Advertising revenue, Q1 2016–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Snapchat's advertising revenue by market (USD millions, nominal, and year-on-year % change).

What brands need to know about the rising creator economy in Asia

Article • Misaki Sato, Jeerapat Klinpayom and Sandra Lee, WARC Exclusive, October 2021

Shares research on influencers across APAC, and looks at how influencer marketing in the region has evolved since the start of the Covid-19 pandemic.

Inside the rise of the gaming influencer

Article • Bethany Bloch, WARC Exclusive, October 2021

This article explores the increase in gaming in Asia since the start of the pandemic and the growing power of gaming creators.

Purpose reimagined: Winning the war on brand purpose in a post-pandemic world

Article • Flaviano Faleiro, WARC Exclusive, October 2021

There is a new breed of consumer, says Accenture Interactive’s Flaviano Faleiro, who will support companies whose brand purpose aligns with their beliefs and reject those that don’t.

Netflix, Paid streaming subscriptions, Q3 2011–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Netflix's paid streaming subscriptions by market (millions and quarter-on-quarter % change).

Netflix, Streaming revenue, Q4 2011–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Netflix's streaming revenue by market (USD millions, nominal, and year-on-year % change).

JCDecaux, Revenue, Q1 2011–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of JCDecaux's revenue by OOH format and region (EUR millions, nominal, and year-on-year % change).

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
How to market to rural consumers in India

Article • Kunal Sinha , WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points (Curated), March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
VietJet Air: When free is not enough

Case Study • WARC Awards for Asian Strategy, Entrant, 2020

Low-cost airline Vietjet Air took a non-traditional approach to sales promotion to boost ticket sales in Vietnam.