English | 简体中文 | 繁體中文 | 한국어 | 日本語
Wednesday, 13 November 2019, 17:00 HKT/SGT
Share:
    

Source: Warc
WARC uncovers the latest effective marketing trends in Asia
Lessons from the 2019 WARC Prize for Asian Strategy

SINGAPORE, Nov 13, 2019 - (ACN Newswire) - WARC, the global authority on advertising and media effectiveness, has released the 2019 Asian Strategy Report, outlining successful key marketing trends in the region. The Report is based on an analysis of the results of this year's WARC Prize for Asian Strategy, which awards the smartest strategic ideas that are growing brands in Asia.

Lucy Aitken, Managing Editor, Case Studies, WARC, says: "Against a backdrop of digital disruption, societal challenges and regional diversity, this year's Asian Strategy Report helps to bring clarity with valuable insights drawn from our analysis of breakthrough marketing ideas."

WARC's 2019 Asian Strategy Report highlights the following key strategic themes:

- Big brands are adopting a challenger mentality

Larger brands are adopting challenger behaviour in Asia so they can stand out and compete against successful local brands in their sectors.

Among this year's winners were KFC and Amazon in China, alongside Castrol in India, which behaved in unexpected ways for their sector in devising and pursuing a strategic path that won favour with consumers.

Jury member Ian Dolan, Head of Strategy and Planning, PHD China, observes: "These game-changing challenger brands are rewriting category rules and bucking obvious routes to market. They are also demonstrating a purpose-led approach which is rooted in providing value to the consumer or cause, often in original executions with unrivalled clarity of thought."

- AR/VR offers strategists new experience opportunities

AR/VR played a much larger role this year, with three winning submissions - Nike and Coca-Cola in China, and IKEA in India - putting the technology at the core of their initiatives, versus just one winning entry last year.

Judge Andreas Moellmann, Chief Experience Officer APAC, Geometry Global Japan, points out that the global AR/VR market is forecast to grow more than seven-fold in the next four years, from US$27bn in 2018 to US$209bn. He comments: "Marketers dream of engaging people with their brands and products - and of making them come back for more. AR/VR makes this dream come true: creating experiences without limits."

- New growth opportunities emerge when brands reframe using cultural insights

Brands in categories from male skincare in Indonesia to financial services in Singapore identified successful ways to reposition themselves and reaped the rewards.

Jury member Natalie Gruis, Head of Strategy International, TBWA\NEBOKO, comments: "Changing the frame of reference for brands and their products enables us to unlock new opportunities for growth because we can uncover people that would never have considered them before. More importantly, it moves us from focusing on how to gain share of an existing category to resizing an entirely new market. Disruption at its best."

Summing up, jury chair Frederique Covington, Head of Marketing and Cross Border, Asia Pacific, Visa, says: "Understanding regional diversity and regulation, alongside a commitment to rediscovering your customers, are the tenets of a successful strategy in Asia."

A sample of WARC's 2019 Asian Strategy Report can be downloaded at http://lp.warc.com/download-lessons-from-wpas-2019.html. he full report is available to WARC subscribers and includes chapter analysis of campaign trends with views and opinions from the judges, as well as lessons and summaries - objectives, insights, strategies, results and takeaways - of the winning case studies and what these mean for brands, media owners and agencies.

The WARC Prize for Asian Strategy, now in its ninth year, is a free-to-enter annual competition in search of the best strategic thinking from Asia's marketing industry. The WARC Prize for Asian Strategy 2020, marking the tenth anniversary of the awards programme, will open for entries in April.

Contact:
Amanda Benfell
Head of PR & Press
+44 20 7467 8125
amanda.benfell@warc.com


Topic: Press release summary
Source: Warc

Sectors: Media & Marketing, Advertising
https://www.acnnewswire.com
From the Asia Corporate News Network


Copyright © 2024 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.

 

Warc Related News
2024年4月26日 18時30分 JST
UK advertising reports GBP36.6bn spend in 2023
Apr 26, 2024 17:30 HKT/SGT
UK advertising reports GBP36.6bn spend in 2023
Nov 10, 2023 10:07 HKT/SGT
Nearly three-quarters (70%) of marketers plan to unlock the potential of Generative AI in their marketing
Oct 13, 2023 08:06 HKT/SGT
WARC Digital Commerce introduces Category Insights series with new Beauty & Personal Care report
Oct 4, 2023 20:22 HKT/SGT
WARC expands global strategy and effectiveness awards with five new regional competitions
More news >>
Copyright © 2024 ACN Newswire - Asia Corporate News Network
Home | About us | Services | Partners | Events | Login | Contact us | Cookies Policy | Privacy Policy | Disclaimer | Terms of Use | RSS
US: +1 214 890 4418 | China: +86 181 2376 3721 | Hong Kong: +852 8192 4922 | Singapore: +65 6549 7068 | Tokyo: +81 3 6859 8575