Article
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Bethany Bloch, WARC Exclusive, June 2021
Brands can get tips for their own marketing campaigns from the successful collaboration between Korean pop sensation BTS and fast food giant McDonald’s, says Mutant’s Bethany Bloch.
Article
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Biprorshee Das, WARC Exclusive, June 2021
Since entering a crowded Indian market two years ago, Spotify’s India head of marketing Neha Ahuja shares how the audio streaming service is winning by leveraging local insights and speaking to consumers in a personal tone.
Research Paper
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Dave D. G. Centeno, Journal of Advertising Research, Digital First, May 2021
This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement.
Article
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WARC Best Practice, May 2021
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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Mena Nadaraja and Tyler Pietz, WARC Exclusive, April 2021
Multilocal marketing brings together local autonomy and global, tech-powered production efficiencies to enable global brands to reach local audiences with greater relevance and velocity – MediaMonks’s Mena Nadaraja and MightyHive’s Tyler Pietz outline the ways to execute a multilocal workstream.
Article
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Stephen Whiteside, Event Reports, LIONS Live, March 2021
Research by Cannes Lions, the events and content company, outlined several guidelines for engaging consumers in locally-relevant ways.
Article
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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.
Article
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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”.
Article
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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.
Opinion
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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.
Article
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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.
Article
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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.
News
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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.
News
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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.
Opinion
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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.
Article
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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.
News
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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.
Opinion
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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.
Article
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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.
News
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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.
News
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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 .
News
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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.
News
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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.
Article
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Bianca Joseph and Krishnan Subramanian, WARC Exclusive, December 2019
Outlines the rules for marketers that wish to connect with rural Indian consumers.
Article
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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.
