Asia as a region continues to grow in stature and importance. While the rise of India and China has been well-documented, Indonesia and Vietnam are strong performers in recent times. When it comes to advertising, ad expenditure in the region is growing at close to 7% and is now second only to North America. With the spotlight on Asia becoming even more intense, optimising advertising ROI remains a hot topic among marketers. With a number of markets in Asia having seen significant evolution and exposure to advertising and brands in recent years, there is a need to 'refresh' this work to assess if the clusters still hold in today's context.