Steven Chen
Jul 31, 2013

The view from Taiwan: Tracking fast-changing consumer behaviour

As part of the Asia's Top 1000 Brands report, we asked experts from around the region to share in-country expertise on the factors driving branding in their markets. Steven Chen, senior media planner in Media Palette Taiwan, shares the view from Taiwan.

My clients and I were sitting at opposite ends of the conference room and the atmosphere was getting a bit steamy. The clients weren’t happy.

Their main grouse was that they were finding it difficult to reach a specific demographic with a younger profile. Existing processes were “not fast and efficient enough”, said my client, a senior marketing manager at one of the top movie entertainment distribution companies in Taiwan.

We discussed...

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