Faaez Samadi
Apr 26, 2019

Global good, but local better: APAC view on brands

McCann Worldgroup’s latest study shows APAC citizens are more optimistic than their counterparts, and also optimistic about brands improving their lives.

For all the column inches written about the clash between global and local brands in Asia-Pacific, it turns out consumers have lots of time for both, even though local love is definitively increasing.

The findings are part of McCann Worldgroup’s latest Truth About Global Brands study, from which the APAC findings were launched yesterday in Singapore. McCann surveyed 24,000 people across 29 markets, including 8,500 from nine APAC markets Australia, China, Singapore, Hong...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
KBank ad with Blackpink is all about empowerment, but also sexy poses
Premium
37 minutes ago

KBank ad with Blackpink is all about empowerment, ...

The K-pop quartet's ad for the Thai bank, by GreyNJ United, has millions upon millions of views. It is also unwatchable/unlistenable if you're not in the target audience.

Premium
Move and win roundup: Week of November 18, 2019
Premium
1 hour ago

Move and win roundup: Week of November 18, 2019

Doodle Brands, BBC Studios, Sweetshop, and more to come, in our weekly collection of people moves and account news.

Premium
GroupM drops mPlatform brand in shake-up to improve 'consistency'
Premium
23 hours ago

GroupM drops mPlatform brand in shake-up to improve ...

WPP media buyer is focusing on operations, shared services and tech innovation.

Premium
Wunderman Thompson vice-chair Toby Hoare moves to WPP-wide Unilever role
Premium
23 hours ago

Wunderman Thompson vice-chair Toby Hoare moves to ...

Hoare is set to leave vice-chair position after less than a year.