Understanding the local social media environment is no longer a luxury for companies operating in China – it is an imperative. By some measures, usage of Chinese social media is the most intense in the world. There are vital differences in the use of social media in China relative to the West which are vital to understand for any organisation or brand looking to penetrate the market.
In just a short amount of time, the Wizards have put themselves in prime position to become the NBA's most-popular team in Japan following the arrival of Rui Hachimura. Bob Williams discovers how they have done it.
Opticians brand Specsavers used its title sponsorship of this summer’s Ashes series to focus on the resonances between its products and Test cricket, while a quick response to a Ben Stokes tweet showed the value in reactive marketing. Adam Nelson reports.