The populous and culturally diverse nations of Asia are glued together by shared interests of economic growth and political influence. How is the evolution of Asian markets like China – and why are they special? How do a handful of influential corporate giants offer a new way of thinking on how brands are built and how reputations are managed?

1. 23 APRIL 2018
Reversing the Journey
of Marco Polo: How
Asia influences the
West
Tim Sutton, Chairman, Weber
THE WORLD PR
FORUM OSLO

4. “In the end, Marco Polo’s greatest
contribution to history was to deliver this
simple news to Europeans: ‘The Asians,
they’re not so bad. They’re kind of like us in
some ways. And in some ways, they’re even
better.’ ”

10. THE GLUE THAT BINDS
TOGETHER ASIAN MARKETS
The growing economic and political power of the region
Access to capital for infrastructure
The enabling mission of governments
Growing middle classes embrace brands
Technology enthusiasm
Pluralism of societies – reflected in huge social media use

11. SIZE OF ASIAN PR MARKET
Graph Shown in $m
Source The Holmes Report/industry estimates

12. The unique
features
of Asia’s
digital
landscape
that can

13. Consumer
expenditure
grows from
$0.64 trillion in
2000 to
projected

14. • Covers 20,000km, or
60% of the world's
installed network

17. Mobile and social will fuel
the growth as penetration
is still low in comparison

19. ALIPAY
WECHAT
PAY
LEADING
THE WAY

20. ONE
APP(ONE BILLION
MONTHLY
USERS) ALL

21. Things have changed…

22. 100MINI
COOPE
RS
4
MINUTE
S.
ALL PAID FOR
WITHIN 50

24. MASSIMO
DUTTI
40M
Celebrity & KOL fans exposure
1.7K
Weibo Fan Growth
1M
Livestream engagement
5.4K
WeChat Fan Growth
Length of products sold on the
day equals to
18 times
the height of Mt. Everest!
No.1
on sales in apparel category,
second highest of the year
15 times
daily store traffic comparing
to June 2017
160K
runway product sale during
livestreaming

25. HEADING OUR WAY SOON - A
SHIFT IN THE FLOW OF
INNOVATION WE’VE
BEEN PART
OF AThrough our extensive work managing the
social presence of leading brands in China.
1 BILLION
PERSON BETA
TRIAL
EAST TO
WEST

26. INTEGRATING
COMMUNICATIONS AND
BUSINESS SALES
CONCEPTCONTEXT CONTENT
VALUES/BRAND
TRACK RECORD
STAFF/PEOPLE
BUSINESS MODEL
DISTRIBUTION
POLITICS
CULTURE/NORMS
STAKEHOLDERS
BEHAVIOUR
CHANNELS/PLATFORMS
ATEGORY/COMPETITION SALES CONVERSION
“THE WHOLE IDEA”

27. 23 APRIL 2018
Reversing the Journey
of Marco Polo: How
Asia influences the
West
Tim Sutton, Chairman, Weber
THE WORLD PR
FORUM OSLO