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Brands need to define and align their Principal Narrative in a new China

Article • Holger E. Metzger , WARC Exclusive, Spotlight China, December 2020

TMRC Impact’s Holger E. Metzger outlines why foreign brands need to invest time and energy into understanding the new narratives within China.

A matter of taste? How brands should balance the old and new of China’s cultural consumption

Opinion • Jenny Chan, December 2020

From Coach’s purportedly “tasteless” campaign with Jeremy Lin to Balenciaga’s retro creative work dubbed as “tacky and offensive” – it seems like brands (luxury, in particular) just can’t do right in China, or are we too biased? WARC's China Editor, Jenny Chan, introduces a deep-dive into the insights you need to know.

Universal truths, Chinese contexts: Brands don’t need to culture-hack their way into China

Article • Jidi Guo, WARC Exclusive, Spotlight China, December 2020

Inner Chapter’s Jidi Guo argues that it’s time for foreign brands to take a serious look at where they fit within China’s changing culture and to stop seeking a way in via “culture hacks”.

International heritage vs. China future: A cultural conundrum

Article • Greg Sutcliffe, WARC Exclusive, Spotlight China, December 2020

GPB’s Greg Sutcliffe argues that finding the right balance between celebrating an international brand’s heritage and safeguarding its future in China is a critical endeavour.

Scratching beyond the surface: Understanding nuance in China and etching memorable experiences

Article • Jeanette Phang , WARC Exclusive, Spotlight China, December 2020

Publicis Groupe’s Jeanette Phang argues that it’s not data that’s killing great ideas in China but instead an unwillingness to seize the opportunities that nuances revealed in the data, to really connect.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

COVID boosts Chinese brands

News • 04 December 2020

For several years Chinese consumer sentiment has been shifting in favour of local brands and this has been accelerated by the coronavirus.

Home is still where the immediate future is

News • 03 December 2020

For all the optimism surrounding COVID-19 vaccines and their possible imminent deployment, mass distribution remains some months away; the home-based lives of 2020 will continue well into 2021 and brands will need to respond accordingly.

Effectiveness insights from ten years of Snickers' "You’re not you when you’re hungry"

Opinion • Stephen Whiteside, October 2020

The iconic “You’re Not You When You’re Hungry” campaign has delivered ten years of success for Snickers. Stephen Whiteside from WARC explains why consistency, local relevance, and humor have all played a critical role in this outcome.

How Snickers built long-term success with “You’re not you when you’re hungry”

Article • Stephen Whiteside, Event Reports, Lions Live, October 2020

Snickers’ “You’re not you when you’re hungry” recently celebrated its tenth anniversary, and has yielded enduring success for the candy brand, which is owned by Mars Wrigley.

Four strategies for growth in MENA

News • 15 September 2020

An analysis of the results of this year’s WARC Prize for MENA Strategy reveals key takeaways for the region’s marketers looking for growth opportunities, from finding niche audiences in smaller markets to developing more resonant touchpoints.

Keep it local

Opinion • Chiara Manco, July 2020

This year’s WARC Prize for MENA Strategy shortlist reinforces the power of strong, local insights for both global and local brands, writes WARC’s Chiara Manco.

How HSBC pursued a global rebranding program – and responded to a pandemic

Article • 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.

Indian consumer brands amplify government’s call for consumers to “go local”

News • 18 May 2020

India’s largest consumer-facing companies have begun pushing ‘vocal for local’ themes across all advertising and marketing campaigns and last-mile sales pitches.

Global brands confident about loyalty and local production amid India’s push for self-reliance

News • 17 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 .

What we know about multinational marketing

Article • 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.

Facebook builds team to grow ad business from China

News • 10 January 2020

Even though Facebook is banned in China, that has not stopped the social media giant from establishing a dedicated team at its Asia-Pacific headquarters in Singapore to cater for Chinese clients and to grow its lucrative China advertising revenues.

India’s regional content boom offers opportunities for brands

News • 09 January 2020

In India, more than 60% of purchases are made or influenced by women, and the growth in regional language content has brought about scale in the number of women interest users now accessible to brands.

Rewriting the sacred tenets of rural marketing in India

Article • Bianca Joseph and Krishnan Subramanian, WARC Exclusive, December 2019

Outlines the rules for marketers that wish to connect with rural Indian consumers.

What Unilever and Domino’s Pizza learnt about sticky content in Indonesia

Article • Low Lai Chow, Event Reports, FUTR Asia Summit, October 2019

Unilever and Domino’s Pizza share some lessons in adapting a global playbook to local rules in a market like Indonesia, during the FUTR Asia Summit in Singapore.

How to succeed in India’s diverse fashion market

News • 08 November 2019

India, with its huge and diverse population, can be a daunting market for international fashion brands, but many have found success having paid attention to local tastes.

Design partners can ease entry to India’s fashion market

News • 07 November 2019

International brands wanting to break into India’s potentially lucrative fashion market need to fully understand the complexities of the market, from the prevalence of “ethnic wear” and the nuances of local style to trends in how west and east are co

Chinese consumers expect localised brand purpose

News • 24 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.

Retailers set to expand in India’s lower tier cities

News • 24 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.

What global brands can learn from local Asian ones

News • 16 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.

The Evolution of Marketing

Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
How international brands can succeed in China

Article • 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.
How to develop an effective global brand strategy

Article • 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.
What we know about multinational marketing

Article • 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.
How global brands resonate across cultures

Article • 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.
How HSBC pursued a global rebranding program – and responded to a pandemic

Article • 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.