In a similar vein, Young also discusses the importance of Muslim consumers in the region - the idea behind the recently launched Ogilvy Noor practice - especially in emerging markets such as Indonesia, Bangladesh and again Pakistan. “There are things about brands that can be off-putting to Muslim consumers and equally techniques of branding that they can be very responsive to,” he says.
Finally, Young touches on the attraction of the Chinese advertising market. It is, he points out, a market that is barely 15 years old and is far from saturated in terms of both goods and lower tier markets. “This is to my mind exciting,” he concludes.