Structuring for effectiveness
This article is part of a series of articles from the WARC Guide to Structuring for effectiveness. Read more.
New business models, consumer groups and distribution channels are emerging from innovation and technology. Nowhere is this more visible than in Southeast Asia and China where billions of people have leapfrogged from living in cities with minimal infrastructure to embracing high connectivity in less than a generation.
Growing markets are good news for brands, but this pace of change has presented a challenge to marketers who are forced to ask if their current ways of working...