Magz Osborne
Apr 26, 2011

VIDEO: FutureBrand’s Chris Nurko on opportunities in Asia

ASIA-PACIFIC – Global chairman of FutureBrand Christopher Nurko talks to Campaign about the impact of the GFC, how the world is becoming more bipolar and opportunities in Asia.

wide player in 16:9 format. Used on article page for Campaign.

Nurko says that while the global financial crisis (GFC) originated in the financial sector, it took a while to be felt by some sectors, and that some regions – such as Asia – were mildly affected compared to the West.

“We saw a mindset shift, leading to austerity and a loss of faith and confidence,” says Nurko. “People became more circumspect about companies and brands and decisions, often postponing them rather than undertaking investments – whether that’s in marketing or in (other) expenditure.”

Post GFC, Nurko says there is a new light being shed on the world, an almost bi-polar light, dividing it between the old world and the new. He says companies looking to invest are faced with the choice between an older, ageing, very marketing-savvy audience with limited growth potential, or the youthful, dynamic optimistic growth potential afforded by Latin American and Asia.

Nurko also compares current times to the original Golden Age of advertising, as those were originally driven by the (then new medium) TV and emerging middle classes in the West, so growth is now being driven by new media and consumers in emerging and developing markets.

Related Articles

Just Published

8 hours ago

Are search engines evolving into personal assistants?

Gen AI is reshaping search in three specific ways, and advertisers need to adapt to a new ‘cross pollination effect’, Forrester analysis finds.

8 hours ago

Can purpose still sell? The changing face of brand ...

Once a badge of honour, is brand activism now a reputational minefield?

16 hours ago

Women to Watch 2024: Marian Esperanza Magturo, ...

With her artistic nature, Magturo fosters new ideas that push the boundaries of creative problem-solving. Her strategic initiatives and design-thinking approach have driven significant growth for high-profile clients.

16 hours ago

Will AI chatbot advertising disrupt adland?

With the rapid rise in popularity of chatbots like ChatGPT and Perplexity, Campaign explores the impact of an advertising model, and competition with major players like Google and Meta.