Asia is the world’s largest market and is home to one in every two people on earth. Three decades ago, the attention of business executives was largely focused on Europe and North America as the impression was that Asia had little to contribute to economic growth. Today, Asia accounts for 40% of the global economy.

R3 surveyed 30 CMOs across Asia to gain a better understanding of the challenges facing marketers in Asia in the wake of digital transformation and an ever-changing advertising ecosystem. Their answers, combined with deep-dive interviews from 13 of the CMOs, provide invaluable insights into the state of marketing in the region, and what will be the biggest challenges for the future.

This is the story of marketing in Asia, right from the CMOs themselves.

The Purpose of this book is to present the results of out conversations with CMOs about the challenges they face, the opportunities they see on the horizon, and what they think future Asia CMOs will need to thrive and excel in their markets.


This chapter covers 5 growth catalyst that are enabling brand growth in Asia: People, Digital Technology, Market Competition, Business & Operations, and Innovation.

No brand can be successful without a comprehensive understanding of local cultures, consumer preferences and habits.

Today, marketing is as much a science as it is an art. With new platforms and technologies emerging almost every month, CMOs are uncertain about how to adapt to the constant change.

The Competition landscape in Asia is already tough and is only likely to become even more challenging as both unknown competitors and disruptors are vying for consumers attention.

Today, the traditional agency of record (AOR) model is becoming less significant. Many brands have dissolved their traditional agency roster and many others are going outside of their AOR list to success the skills they need.

In this chapter, we will explore in more depth how DBS innovates its way to being the world’s best digital bank, beating global giants like Citi and ING.

The rise of the middle class has been key to brand growth in Asia, the use of data and technology will separate winners and losers in the future. How CMOs respond to these changes will define their success as marketers and determine the success of their brands.

Asia CMO

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Arrif Ziaudeen


Dr. Beh Swan Gin

Singapore Economic Development Board

Bidisha Nagaraj

Schneider Electric India

Erica Kerner

Tiffany & Co.

Gunjan Soni


Karen Ngui


Mie-Leng Wong

Heineken Asia Pacific Breweries

Neerja Sewak


Piotr Jakubowski


Shakir Moin

Coca Cola Greater China and Korea

Vittavat Tantivess

Charoen Pokphand Group Co., Ltd

Dan Austin


Yuen Kuan Moon



Forbes, Asia CMO

How Asia’s CMOs Are Embracing Digital
R3’s Co-founder and Principal Greg Paull shares how Asia’s leading CMOs are increasingly turning to digital marketing, social media and e-commerce to attract and maintain more customers.
Read the full article on Forbes

The Marketing Society, Asia CMO

What’s the Key to Cracking Asia?
R3’s Co-founder and Principal Shufen Goh shares how Asia’s brands can navigate the complex marketing landscape amidst both the threats and opportunities offered by technology.
Read the full article on The Marketing Society