Are we entering a ‘new norm’ for advertising where growth in ad spend and economic growth enter a new relationship? It seems we might be.
As culture continues to evolve in Asia, accelerated by the ubiquity of the Internet and the different global viewpoints that it brings, gender roles will begin to shift and blur (men will knit; women will drink whisky) and our industry will need to keep up. But what is the best way to do that?
When approaching APAC, brands often assume a homogenous culture when there isn’t one. We need to think about the cultural context if we are to connect with consumers.