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...

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