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Monitoring Malaysia’s young strategists

Opinion • WARC, July 2021

In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. This week, we speak to Malaysia’s young minds.

Johnnie Walker: Blue Label

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Johnnie Walker, a brand of Scotch whisky, increased sales of its Blue Label product by creating a design for its packaging and communications that used bespoke art pieces that captured the undiscovered sides of local cities.

58% of TikTok users delay brand engagement so as to not interrupt content browsing

Data • Rob Clapp, WARC Data Points, June 2021

An overview of engagement with social media advertising in Southeast Asia.

E-commerce to account for over 8% of FMCG sales in 2021

Data • Rob Clapp, WARC Data Points, June 2021

An overview of online's share of FMCG sales value across 35 different markets.

Grab: GrabForGood – Break the silence

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Super-app Grab created a digital campaign, #BreakTheSilence, to spark a social lobbying movement and won an amendment to a new law that prevented deaf people from working as e-hailing drivers in Malaysia.

Maxis Business: #Kitasapotkita / WeSupportEachOther business edition

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Communications service provider Maxis broadened its appeal to SMEs in Malaysia by creating a dedicated online platform and repurposing its sales team to help them during Covid-19.

Tesco: Unforgettable Bag

Case Study • WARC Awards for Effectiveness, Grand Prix, Customer Experience, 2021

Supermarket chain, Tesco, greatly reduced single-use plastic bag usage in Malaysia with a behaviour-changing campaign that rewarded customers.

WWF: How WWF began to turn the tide on plastic

Case Study • WARC Awards for Effectiveness, Bronze, Collaboration & Culture, 2021

Global conservation organisation WWF leveraged the ubiquity of the credit card to remind Malaysians of the need to lobby against plastic production.

Western media and celebrities: Do they influence SEA consumers’ purchasing behaviour?

Article • Deridian Nurhalim, WARC Trends, June, 2021

Hollywood celebrities and Western media appear to shape Southeast Asia’s online interest in products and iPrice Group’s Deridian Nurhalim says this is especially evident in two countries – Singapore and the Philippines.

53% of APAC consumers say in-store product discovery is easier

Data • Rob Clapp, WARC Data Points, May 2021

An overview of consumer opinion in Asia Pacific on brand/product discovery and understanding product quality when shopping online.

How brands can shed L.I.G.H.T. on the dark side of social media

Article • Kiron Kesav, WARC Exclusive, Spotlight SEA, May 2021

PHD Media’s Kiron Kesav argues that marketers should not shy away from dark social activities but instead, dive in to find opportunities to engage.

Driving tech-fuelled commerce in Southeast Asia: How Grab, Shopee and Lazada do it

Article • Low Lai Chow, Event Reports, Campaign360 virtual conference, May 2021

Grab, Shopee and Lazada discuss innovation and e-commerce in the Southeast Asia region during a Campaign360 virtual conference.

Malaysia, Media consumption overview, 2013-2020

Data • WARC Data, May 2021

This report provides an overview of media consumption trends in Malaysia between 2013 and 2020.

Malaysia, Second screening

Data • WARC Data Points (GlobalWebIndex), May 2021

An overview of second screening (using another device while watching TV) in Malaysia.

Malaysia, Ad blocking

Data • WARC Data Points (GlobalWebIndex), May 2021

An overview of ad blocking in Malaysia.

One in five fans use mobile apps to consume sports content

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of sports consumption on mobile apps in 2021.

Three-fifths of Southeast Asians use social networks to learn more about brands and products

Data • Marte Aune, WARC Data Points (GlobalWebIndex), April 2021

An overview of online sources used by Southeast Asian consumers to learn more about brands and products.

What APAC wants: Pandemic-induced changes to consumer sentiment

Article • Low Lai Chow, Event Reports, Voice of Opportunity – COVID-19 A Year On, March 2021

APAC consumer sentiment has morphed in response to the COVID-19 pandemic.

KFC: How KFC's #1 fan charmed millions

Rankings • WARC Effective 100, 2021

KFC, a fast-food restaurant chain, used a comedic take on a social influencer to drive affinity with millennials in Malaysia.

How can Southeast Asia’s brands effectively partner for growth?

Opinion • Gabey Goh, March 2021

Marketing partnerships have long been an important marketing strategy for brands and businesses to drive revenue, expand their customer bases and meet and exceed future growth goals. In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at how COVID-19 has changed the playing field and takes a deep dive into what’s possible with partnerships that wasn’t before.

Brand partnerships: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, April 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI and covering brand discovery, touching on brand interactions and brand research, and potentially feeding into strategies for brand partnerships.

Brand in action: How Carsome drives to the next level with partnerships

Opinion • WARC, March 2021

Derek Tan, Chief Brand Officer, Carsome, tells WARC how the online used car trading platform has collaborated with partners from various industries to not only introduce innovation and convenience to its customers but also enhance its dealers’ user experience with the brand and most importantly, grow the brand.

Impulse buying this Ramadan: Shopping shifts in Indonesia and Malaysia

Article • Low Lai Chow, Event Reports, InMobi Gearing up for Ramadan virtual event, March 2021

The holy month of Ramadan will see a dramatic increase in impulse shopping among Indonesians and Malaysians this year, a shift caused by COVID-19 and restrictions on in-store retail purchases.

Most adults will spend more online than in store this year

Data • Rob Clapp, WARC Data Points, March 2021

An overview of whether consumers across 31 markets will spend more money online than in stores this year.

A home for communities: How Twitter helped build connections in an era of disconnect

Opinion • Martyn U’ren, March 2021

During the pandemic, people around the world used Twitter as a platform to connect through their shared concerns and causes. Martyn U’ren outlines how new communities were formed, which brands can engage in new ways.

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.
Brand communication in the post-COVID era: The new communication playbook

Article • Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, 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.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.
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.