Advertising in Asia needs to operate at two levels of pace – sprint (performance) and long-distance (brand-building) according to Warc's 'The Pace Principle' report. This methodology drives the biggest instant and long-term impact.

Adding about the importance of both brand-building and performance, Warc stated that marketers must not pick one among them, but look at both as pillars of growth. 

The research for the report is based on analysis of 150 advertising case studies in the Warc database sourced from across Southeast Asia, Greater China, and India, as well as an accompanying questionnaire submitted by participating agencies: BBDO India, BBH Singapore, BLK J Havas, DDB Group Hong Kong, DDB Mudra Group, Forsman & Bodenfors Singapore, Initiative, MBCS, McCann Worldgroup APAC, GroupM, Ogilvy, TBWA\Asia, TBWA\India, The Womb, UM, VML.

The evidence from this study shows that campaigns with a 50:50 split between brand and performance investment deliver the strongest effect on both short- and long-term business metrics.

The report also urges marketers to measure campaigns a month after they are finished because the effects of shorter campaigns are four times stronger when measured for a month after the campaign finished.

Further, the report added that brands with high cultural resonance grow 25% more than their competitors, and 92% of respondents in McCann Worldgroup’s Truth about Global Brands study believe that Asia’s culture is its greatest source of wealth.