We need to talk about Asia | Man About Asia: Episode One
“The biggest business mistake most people make is to presume there’s one Asia, the reality is very different", Wayne Arnold, Lowe Profero CEO and chair of the Marketing Society southeast Asia
The first episode of YouTube series 'Man About Asia', sees Wayne Arnold, Lowe Profero CEO and chair of the Marketing Society southeast Asia, explore key opportunities and challenges facing the marketing profession in the Asia region.
Episode one, ‘What Is Asia Anyway’ breaks the vast and complex region in to geographic blocks, giving an overview of the scale and diversity of the Asian markets.
In the episode Arnold says, “Possibly the most important question you need to ask yourself is where do you base your business and your people, and it's amazing how many people get this wrong”.
The five minute episode presents some basic coordinates for those wishing to decide where to invest in order to see the biggest returns.
The remaining six episodes will be published each following Wednesday.
Each of the videos, along with their corresponding marketer vox pops, 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.
- 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.
To accompany the new film series Man About Asia, each week The Drum will be asking some of the region’s top marketers to share their local knowledge about Asia’s charms, challenges and customs.
Read the first here: What you need to know about Asia: Three marketers share their inside knowledge
Other episodes in the series
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
Understanding the vast opportunities and challenges of China | Man About Asia
“The western media’s view of China is just one side of the story of what’s really happening in modern China right now," Wayne Arnold, chief executive, Lowe Profero
A crash course in social media platforms Line, QQ, WeChat and Weibo | Man About Asia
"In Asia social media is everywhere, it’s embedded in people's lives every single day; sometimes in very interesting ways, sometimes in quite bizarre ways.” Wayne Arnold, Lowe Profero CEO and chair of the Marketing Society southeast Asia
Finding and keeping talent in Asia: The challenge explained | Man About Asia
"Talent by far will be your biggest challenge, and while it may be a recruiter’s dream, it’s going to be a manager’s nightmare,” Wayne Arnold.
Creativity and the power of celebrity in Asia | Man About Asia
“While the west prides itself on strong strategic ideas, in the east quite often [creativity] is perceived as a copying culture, a direct response culture, or sometimes just wild and wacky, and sometimes a combination of all three," Wayne Arnold, CEO, Lowe Profero and chair of the Marketing Society South East Asia
How to avoid being lost in translation | Man About Asia
"The first lesson is that there’s no such thing as English – there’s only international English.” Wayne Arnold, CEO, Lowe Profero