Monday, 14 May at 10:25 AM  ●  Tokyo Midtown Hall A: Keynote Stage

Global Keynote Series: Moving from Globalisation to Globality: Is being a global brand in today’s world a blessing or a curse?

With the rapid rise of nationalism, the ever-increasing pressure of social media and an upsurge in consumer cynicism, brands must navigate their path more carefully than ever. This brand calibration is even more important for the newly emerged Asian global brands attempting to crack European and US markets, as well as established brands trying to redefine their relevancy in an rapidly transforming Asia.

How do these emerging trends and contexts affect how we, as brands, communicate? What new tools do we need to be developing and what do we need to be understanding about our audiences?

Looking at a range of proprietary data and key campaigns, this session delivers some key insights for marketers and brands looking to answer this urgent issue.

presented in partnership with

Jessica Davey Chief Marketing Officer McCann Worldgroup Asia Pacific
Manisha Tank International Correspondent CNN
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