Winning in Asia starts with understanding local cultures and letting them shape brand ideas, products and innovation. In this article, Elodie Guigues explores how brands can balance global consistency with local relevance, respond faster to cultural shifts and give local teams the freedom to act. She also highlights the importance of sharing learning between local and global teams, with practical steps to review brand guidelines and ensure market insights influence wider business decisions.

What changes when local teams help shape a campaign from the start? Drawing on our Localised Rebellion experience, Jolene Cornford explores how brands can use insights from across Asia to build stronger global strategies. She shares practical ways to balance brand consistency with local freedom and ensure knowledge from the ground reaches the people making decisions.

On 17 September 2026, in Dubai, we celebrated The Marketing Society's 4th GCC Awards. Brand Evolution winner Brand 1.0 by du & TBWA\RAAD.

Siew Ting Foo argues that Chinese brands are redefining global growth through rapid innovation, cultural intelligence, and purpose-driven ecosystems. Blending speed with authentic storytelling and local resonance, they outpace Western rivals. Marketers must synthesize this agility with brand discipline to stay competitive.

The "China Brand (R)Evolution" session at TikTok Singapore highlighted a seismic shift from low-cost manufacturing to purpose-led global expansion. By analysing the "Chu Hai" (going global) phenomenon and the collapse of the traditional marketing funnel, this article explores how brands must find their "cultural code" and empower local teams to survive a market defined by paradoxes and lightning-fast innovation.

A recent event in Sinapore looked at how Chinese brands have evolved from global challengers to market shapers and why they must now balance their cultural strength with the brand discipline and long-term equity for sustained global success.

On Tuesday, 24 June, the region's marketing leaders gathered at the iconic Atlantis, The Palm, for the prestigious The Marketing Society GCC Awards. Customer Experience and Engagement Winners Yas Annual Pass

On Tuesday, 24 June, the region's marketing leaders gathered at the iconic Atlantis, The Palm, for the prestigious The Marketing Society GCC Awards. Sustainability Winners Red Sea Development

On Tuesday, 24 June, the region's marketing leaders gathered at the iconic Atlantis, The Palm, for the prestigious The Marketing Society GCC Awards. Brand Evolution Winners Mashreq