David Kenny explains the cultural differences that drive advertising in emerging Asian markets.
Kenny: So, I.... China and India are two different markets, but both are very social, family matters, opinion of your friend matters, social networks are very fast growing there, people are asking each other's advice on their mobile phones before they make major purchases. So, I think already what we're seeing is the brands that are really strong in these markets, have a strong sense of community and belong in the communities, and digital communication of course makes communities grow in scale in different ways, so it helps us, but, ultimately, you have to be authentic into those markets as opposed to bringing in imposing brands from the outside.
Kenny: So, I.... China and India are two different markets, but both are very social, family matters, opinion of your friend matters, social networks are very fast growing there, people are asking each other's advice on their mobile phones before they make major purchases. So, I think already what we're seeing is the brands that are really strong in these markets, have a strong sense of community and belong in the communities, and digital communication of course makes communities grow in scale in different ways, so it helps us, but, ultimately, you have to be authentic into those markets as opposed to bringing in imposing brands from the outside.
