What you need to know about opening an office in Asia | Man About Asia

"When people first come here they often look like a deer caught in headlights, not sure where to focus or where to go." – Wayne Arnold, Lowe Profero CEO and chair of the Marketing Society southeast Asia

The second episode of The Drum’s YouTube series Man About Asia, sees Wayne Arnold, CEO of Lowe Profero and chairman of the Marketing Society southeast Asia, highlight key commercial trends occurring across the continent and outline how to avoid 'Air Miles Disease'.

“Let's kill this idea that the whole of Asia is one big emerging economy. The reality is most of the markets you’ll be dealing will already be developed or developing,” says Arnold.

“Let’s take China as an example – how can we call China an emerging market, when it’s already the world’s second biggest economy, has 2.5 million millionaires, and 33 Prada stores – more than anyone else?" he adds.

Arnold argues that most Asian markets demand the same levels of sophistication as those in the West.

The episode also covers the opportunities offered by developing markets such as Indonesia, and what Arnold terms ‘truly emerging markets’, such as Laos and Myanmar.

The remaining five episodes will be published each following Wednesday. The next episode is dedicated to arguably the biggest opportunity in the region – that of China.

Each of the videos, along with their corresponding marketer voxpops, will be available on the Man About Asia hub, in association with Lowe Profero.

To catch the entire series, subscribe to The Drum YouTube channel.

The Episodes

  • Episode one, 'What Is Asia Anyway’, breaks the vast and complex region into chunks, focusing on the scale of the opportunities across Asia.
  • Episode two, 'Avoiding Air Miles Disease’, takes a closer look at the opportunities each sub-region presents and the issue of where to invest.
  • Episode three, ‘Same Same But Different’, tackles arguably the greatest opportunity, that of China.
  • Episode four, 'Social Asia’, explores the wonderful, staggering and sometimes bizarre world of social media in Asia.
  • Episode five, ‘The Talent Game’, explains why finding and keeping talent is a ongoing challenge for marketers in the region.
  • Episode six, 'Creativity & The Power of Celebrity', takes a look at the diversity of creative cultures across Asia.
  • The final episode, ‘Lost In Translation’, offers up some tips and hints for those adjusting to Asian styles of business.

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Sam Scott

Sam is The Drum's assistant publisher.

All by Sam