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.

Why do so many brands want cultural relevance but struggle to act on it? Drawing on our breakfast with Culture Group, Krishnan Menon explores how brands can build cultural readiness by understanding fan communities, earning credibility and contributing something meaningful. He shares five practical principles, a way to assess organisational readiness and two actions to help teams prepare before the next cultural opportunity arrives.

Relive the highlights from The Marketing Society GCC Awards 2026, held at Mandarin Oriental Jumeira, Dubai, on 17 September. An evening celebrating the brightest marketing...