Going Local: The Real Winners in China’s Online Space
How can Western brands engage China’s 500 million online consumers? By drawing on local expertise, explains the China Observer’s Joel Backaler. more
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Topic: emerging markets
Brand Carnival: Marketing Mardi Gras from New Orleans to Rio
Booze, bunda and bright shiny objects. That’s modern-day Mardi Gras in a nutshell. Theologically, the celebration heralds the season of lent, when Christians practice repentance, prayer and almsgiving for the 40 days leading up to Easter. Across… more
Beyond Boomtown: Second Tier Cities in Emerging Markets
In the last instalment of her series on the world’s emerging markets, TNS Australia’s Carolyn Childs explains why brands should look beyond Mumbai, Rio and Shanghai to the smaller cities and towns of the developing world. more
Marketing in the Muslim World: Understanding the Hajj
The Arab Spring is opening a new frontier for brands hoping to engage the world’s 1.8 billion Muslims. To mark this week's Eid al-Adha festival, Ogilvy Noor’s Shelina Janmohamed looks at the hajj – the annual Muslim pilgrimage – and what it… more
Branding Halal: The Rise of the Young Muslim Consumer
The Arab Spring is turning the Muslim world upside down, opening a whole new frontier for brands and marketers. The emerging Muslim consumer is young, tech-savvy and ready to engage, reports Ogilvy Noor’s Shelina Janmohamed and Nazia Du Bois. more
Branding Success in Emerging Markets
In her latest column on the cultural nuances of the world’s emerging markets, TNS Australia’s Carolyn Childs explains how successful brands can brand success itself. more
Marketing in Tongues: Creating a Multilingual Brand
Does your vacuum cleaner suck? Does your soft drink raise the dead? Or was your brand message lost in translation? Localization expert Christian Arno offers tips on marketing across cultures and languages. more
Emerging Markets Leap into Mobile
The world’s emerging markets are embracing mobile technology at incredible rates, but each in its own culturally nuanced way. In her latest column, TNS Australia’s Carolyn Childs advises travel brands to understand local differences before taking… more
Sex Still Sells in Emerging Markets
The world’s “emerging markets” are brimming with opportunities for brands, but each comes with its own local quirks and challenges. In her latest column, TNS Australia’s Carolyn Childs explains that while sex is still a universal selling… more
Brand New Havana: On the Set of Cuba’s First Branded Film
Branded entertainment may be hot these days, but the last place you’d expect to find it is sunny, socialist Cuba. In this month’s feature article, our editor travels to Havana to find out what happens when a Franco-Cuban rum brand makes a movie. … more
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