勇敢地接受‘新常态’.docxVIP

Braving the ‘New Normal’ Brands who can understand the current disruption in context and act rapidly will win Since January 2020, we have experienced unprecedented disruption across the Asia- Pacific region. These are challenging times; however, people remain optimistic. This is the inspiration for our confidence in new opportunities that will lead our clients and ourselves into a new era. While there are a plethora of analyses and reports covering the impact and implications of Covid-19, our contribution to this body of work is to provide intelligence, insight and ultimately a roadmap outlining how communication will reignite and accelerate growth for our clients. In this report we focus on how understanding context is critical to unlocking future growth opportunities. We explore some of these different contexts impacting brands and markets right now across Asia-Pacific. Learning from China, we believe that the bravest brands, in particular those who can meaningfully innovate, will win. Gordon Domlija CEO, China President, Asia-Pacific Contents Pg. 2 Introduction Pg. 4 Optimism in context Pg. 7 Trend acceleration in the ‘New Normal’ Pg. 10 Trusted, Flexible Effective. Pg. 14 It’s not panic; the laws of growth still hold Pg. 17 Lessons from the Recovery in China Pg. 20 Market deep dives Pg. 34 Looking forward Pg. 37 Meet the team Pg. 38 Contacts Survey Methodology Optimism in Context Braving the ‘New Normal’: Optimism in Context 4 People remain optimistic, relative to their context 63%in Wuhan78%in Chin 63% in Wuhan 78% in China 63%18-29 y/o across APAC, ex-China57%across APAC, ex-ChinaIn February as Covid-19 was peaking in China, we surveyed people across the country to see how their levels of optimism were. Despite unprecedented stay at home orders and the rising infection tally, we found that 78% of Chinese p 63% 18-29 y/o across APAC, ex-China 57% across APAC, ex-China Six weeks on, our research across APAC markets shows that optimism is still the norm, with