Eugene Yap
Apr 23, 2018

Do we still need regional marketing teams?

Caught in between their global and local counterparts, regional marketers are facing increased scrutiny. How should they evolve to avoid becoming irrelevant?

For most multinationals, setting up regional marketing teams have long been a standard modus operandi when expanding to Asia. Given the diversity of markets in Asia, there is generally a need for in-region marketing hubs that could be an effective conduit for strategies, priorities, and policies coming from global headquarters, while still being responsive to local market requirements. However, the rapid pace of change across all industries and the general shift from brand marketing to performance marketing have...

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