"Sir Martin Sorrell, founder and executive chairman of S4Capital, views Asia as a powerhouse of opportunities. And he says in order to thrive, marketers must innovate, adapt, and stay ahead in a rapidly evolving landscape. Because the future of marketing lies with those who embrace change, tell compelling stories, and harness technology with bold creativity."
"However, he balances that with the caution that the world is becoming increasingly fragmented. "We're no longer in the golden era of globalisation," he explains, and highlights geopolitical tensions, inflation, and trade tariffs as complicating factors. "Fragmentation is a reality," he warns, and urges marketers to adapt their strategies to succeed in this new environment. "You've got to go where the growth is. You've got to build where the growth is.""
Asia will be a powerhouse of opportunities with forecasts projecting three of the top five global economies in Asia by 2053, led by China, India, and potentially Indonesia. Marketers must innovate, adapt, embrace technology, and tell compelling stories to thrive in this rapidly evolving landscape. The world is becoming increasingly fragmented, with geopolitical tensions, inflation, and trade tariffs complicating globalisation. Fragmentation is a reality, requiring marketers to shift strategies, go where growth exists, and build where growth is occurring. Chinese brands are rising with performance-focused approaches that may prioritize measurable results over traditional storytelling.
Read at South China Morning Post
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