Learn · every claim sourced
Plain-language foundations, primers and guides on integrated marketing communications, with a source for every claim. New here? Begin with the short reads below.
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Why Asia-Pacific is several platform landscapes rather than one: China's own ecosystem, messaging-led markets in Japan, Korea and Thailand, social commerce in Southeast Asia, and India's scale, languages and data rules as of October 2026, with a procedure for planning each.
How to plan across a continent of very different markets: the mobile usage gap, mobile money as a channel, SMS and chat apps, why radio still leads as a news source, language choices, and the advertising and consent rules in Nigeria and South Africa as of 2026.
What changes when a plan reaches the Gulf, the Levant and North Africa: who lives there, how to read platform numbers, Arabic register and English, messaging, the media and influencer rules as of October 2026, and planning around Ramadan.
The standardisation debate from Levitt's 1983 essay to the research since, a procedure for deciding element by element what stays global, when to translate and when to transcreate, and how to use culture frameworks such as Hofstede's without over-reading them.