Echo He

Why Asian brands can’t afford to sit out of sports sponsorship

Showing up through local heroes, overlooked sports and culturally fluent storytelling is the sharpest growth play for brands, writes Dentsu's Echo Li.

Gen Z’s virtual world is very real

Virtual concerts, virtual variety shows and live-streaming of virtual performances: It's all about living in the digital reality for China's Gen Z, opines Echo He of WPP's Mindshare.