Understanding and responding to the evolution that’s taking place in China’s digital world is critical to boosting the performance of brands, both local and global. Our cover story this month explores the brands that stand out with unique, winning strategies, and those outpacing competitors in the world’s largest and most dynamic digital market. It’s the marketers and brands with clear digital ambition and business models that truly leverage China’s digital infrastructure. 

We look at how China ecommerce is rapidly evolving to become more than a numbers game for both consumers and sellers, as it gives top brands greater access to fast-growing lower-tier cities, where they may lack physical distribution networks. The report also explores the steps industry bodies are taking in China to combat ad fraud, and get inside the resistance in-market to review how agencies and clients can address the issue. 

Taking a global view, the issue of transparency and trust continues in conversation with OMD’s global chief Mainardo de Nardis. The interview took place at Campaign360, an event designed to ignite change and drive equality.

Atifa Silk is brand director, Campaign Asia-Pacific

CONTENTS

04 Voices
Adland’s guilt game; AI creeps into creativity

06 Need to know
The latest news from around the industry

12 Innovation
Neuromarketing: coming soon to your mobile

16 Insights
How ‘nation branding’ is changing its spots

20 Intelligence
Does ‘athbeauty’ hold new branding potential? 

24 Influence
The challenges for Tokyo 2020 sponsors

28 Opinion: Jyoti Bansal
Reflecting on the bombshell of demonetisation 

30 Marketer profile
Cisco SVP and CMO Karen Walker

32 Opinion: Thomas Barta
Marketing leaders must align with the C-suite

34 The Atifa Silk Interview
OMD’s Mainardo de Nardis rewrites the rules

39 Cover: Digital China
The new frontiers of online innovation

56 Digital A-list
50 Top cybertech leaders for 2017 revealed

58 Campaign360
In-depth coverage of the event and awards

70 Opinion: James Thompson
We can all learn from the Oscars blunder

71 Opinion: Barry Lustig
Japanese brands deserve respect

72 Private View
Andy Flemming and Kenneth Kuan on the ads