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.

Edmond Lee of Propelis makes the case for Localised Rebellion, staying unmistakably yourself while learning to behave locally, and shares five shifts changing the global brand playbook in Asia.