Abstract:

The challenge for MR in Asia is also the opportunity There is no shortage of statistics on the importance of Asia for Western brands as a driver for global growth. Asia represents enormous opportunity for Western brands to expand their business, whichever way you cut the data and irrespective of the category in which the brand operates. So how do we best support the global brand managers who are continually faced with making trade-offs, as their budget bucket is not limitless – and we find highly sought after markets and segments becoming prioritized?