In the final part of a series on new creative hubs, leaders from the APAC region highlight the transformative changes within advertising. Accelerated by the pandemic, the creative industry's landscape has diversified as barriers to entry diminish, enabling talents from outside traditional power centers to flourish. This article emphasizes the significance of APAC, showcasing innovative concepts like social shopping in China and diverse marketing talents from India, signaling a critical shift in global marketing landscapes that must not be overlooked by Western marketers.
For 18 months, I traveled to and from Yunnan Province in China, filming my latest documentary for Imax. Most of my time there was spent in the southern regions, near the borders of Myanmar and Laos, in the mountainous tea-growing areas famous for Pu'er.
The barriers to entry for creative work have dropped: pretty much all that's required for many creators now is a laptop and some way of connecting to the internet.
From the new approaches to social shopping being pioneered in China to the rich diversity of marketing talent coming out of India and everything in between, western marketers would ignore what's going on in APAC at their peril.
The creative industries have been renegotiating their relationship to traditional centers of power for at least a decade now.
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