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Structural barriers are holding back effectiveness in APAC finds WARC in latest research

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WARC

375 senior marketers and agency leaders across nine countries in APAC surveyed
Half (55%) of APAC ad agencies say clients prioritize short-term activation over long-term brand building
Fewer than half (47%) agencies say briefs are grounded in brand platform
Less that one in ten (9%) of brands measure campaign performance beyond six months

WARC releases new research in The “Twin Pace” Effectiveness Gap

24 January 2026 – The “Twin Pace” Effectiveness Gap is a new survey-led study by WARC, the global authority of marketing effectiveness, that looks at the forces shaping today’s effectiveness culture in APAC.

Drawing on fresh and original survey data from senior marketers and agency leaders, the research

provides the first quantified diagnosis of why effectiveness principles are widely understood yet

inconsistently applied in practice across the region.

Closing this gap requires governance, not just marketing intent. Organisations need to redesign decision rights, evaluation windows, and success metrics so brand investment can be justified alongside performance — enabling teams to operate at twin paces rather than defaulting to short-term optimisation.

Rica Facundo, Managing Editor – Asia, WARC, says “Our Pace Principle study confirmed that long-term brand building supercharges short-term performance, even in Asia’s fast-moving and dynamic markets. With this knowledge, why isn’t it happening more consistently in practice?

“The answer, as this new report explores, is rarely just about marketing itself – it’s a governance issue. The research uncovers the barriers behind the “say-do” effectiveness gap and identifies universal challenges while grounding them in the unique forces shaping marketing effectiveness in APAC. This report validates APAC marketers’ daily challenges with local insights, paving the way to close gaps and unlock the region’s marketing potential.”

Key blockers to an effectiveness culture in APAC highlighted in ‘The “Twin Pace” Effectiveness

Gap study are:

Short-termism is an APAC marketer’s legacy mindset from a previous growth era

Over a third (36%) of brands identify short-term pressures as a barrier to brand investment, while more than half (55%) of agencies report clients prioritizing short-term activation over long-term brand building

For decades, growth in APAC was structurally abundant, making operational speed and short-term performance reliable strategies for success. Short-term metrics worked because returns surfaced quickly in expanding markets. Today, growth is slower and more competitive, but many organisations are still optimised for a high-growth era that no longer exists. This creates a mismatch between how growth now happens and how decisions are still made.

The opportunity is not to abandon performance, but to upgrade the growth model. Organisations need to shift from operating at a single pace to designing for twin paces — balancing short-term optimisation with sustained brand investment, supported by governance and measurement systems built for today’s growth realities.

APAC marketers believe in brand — but it’s not translating into the brief

Nearly nine in ten marketers agree that consistent brand platforms drive sustainable growth, yet less than half (47%) of agency respondents say briefs align with brand platforms

Across APAC, marketers believe in brand platforms. Nearly nine in ten respondents across both brands and agencies agree that consistent brand platforms drive sustainable business growth. However, in practice, briefs are only sometimes grounded in platforms and are not translating into the rest of the advertising supply chain, revealing a disconnect between strategy and day-to-day execution. This is amplified by the region’s scale and diversity.

Fewer than half (47%) of agencies say briefs align with brand platforms due to short-term pressures, budget constraints, measurement systems, incentives, and a lack of unifying brand platforms, making it difficult to sustain long-term brand investment even when conviction exists. The result is a persistent gap between what organisations say they value and what they can prioritise in practice.

The DNA and operating models of an organisation carry different assumptions about what brand is, where it lives, and how actively it should be applied daily. This helps explain why brand thinking is often lost in translation. APAC is home to a wide mix of organisational types – APAC as execution hub, manufacturing mindset and scale-up growth – each optimised for different priorities.

The measurement gap undermining marketing confidence in Asia

Less than a quarter (23%) of agencies measure brand briefs on both short- and long-term outcomes. Less than one in ten (9%) measure beyond 6 months.

Many APAC organisations recognise the importance of marketing effectiveness, but confidence breaks down at the point of measurement. Less than a quarter (23%) of brand briefs are measured on both short and long-term objectives and less than 9% of brands and agencies measure a campaign’s performance beyond six months.

While short-term metrics are widely available and easy to defend, fewer teams can consistently produce decision-grade proof that connects marketing investment to sustained business outcomes. In hierarchical, high-scrutiny environments, this inconsistency pushes decision-making toward what is easiest to measure rather than what matters most for long-term growth.

Closing the measurement gap requires moving beyond fast, proximate metrics to build evidence that is credible, comparable, and trusted across markets and leadership layers. Organisations need measurement systems designed to support twin-pace decision-making — capturing both immediate performance and the cumulative effects of brand over time.

Methodology of the research

The report is based on an online survey of 375 senior marketers and agency leaders across nine countries in APAC conducted in November 2025. Countries surveyed included India, China, Hong Kong, Singapore, Indonesia, Thailand, the Philippines, Australia, and New Zealand.

‘The “Twin Pace” Effectiveness Gap’ report is available to read in full here. It includes all survey findings and practical insights to help brands and agencies of every level apply these ideas to their own work. An accompanying podcast will be available from 5 March, and a webinar on 19 March.

The report is a follow-up to WARC’s widely acclaimed landmark study, The Pace Principle myth-busting guide for marketers of what works in Asia, released last year.

Events

HKTDC Smart Lighting Expo and Hong Kong International Lighting Fair (Spring Edition) to open in April Light Lab debuts as the highlight: an immersive experience of the future of smart lighting

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HONG KONG SAR – Media OutReach Newswire – 16 March 2026 – The 17th HKTDC Hong Kong International Lighting Fair (Spring Edition) and the 3rd HKTDC Smart Lighting Expo will be staged from 20 to 23 April at the Hong Kong Convention and Exhibition Centre. Under the theme “Go Smart * Live Green”, worldwide exhibitors will present global buyers with a wide range of high-quality lighting products.

Register for FREE Buyer Badgehttps://shorturl.at/3lCV2

The role of lighting has been redefined and transformed into a vital component that enhances well-being and fosters improved environments along with the advancement of the lighting industry. Smart Lighting Expo, a comprehensive platform for the entire supply chain, showcasing an extensive array of products and solutions, including smart lighting technologies, human-centric designs, energy-efficient innovations, advanced digital signage solutions and much more. Given the rising demand in smart display solutions and entertainment lighting driven by mega-events all over the world, a new zone named Smart Commercial Display & Stage Audio-Visual Zone will be launched, featuring renowned brands and leaders of the industry. Key industry leaders such as Absen, whose products were used in NBA, New York Times Square and FIFA Qatar World Cup, will showcase their latest offerings.

The concurrent Spring Lighting Fair will continue to serve as a one-stop trading platform. The Greenovation zone will make a welcome return and showcase green building products and green lighting products, including solar panel, electrical engineering, energy-efficiency lighting systems, safety and security technology. The Leisure Lighting Zone and the Outdoor Lighting Zone will be newly introduced to bring specialised products tailored to leisure and outdoor applications. Fair’s highlighted zone, the Hall of Aurora, will gather renowned brands and showcase innovative lighting products and technologies. Other product zones include commercial lighting, decorative lighting, residential lighting, technical lighting and lighting accessories.

A new highlight of this year’s fairs, Light Lab, debuts in Hall 3 as a dedicated themed display area designed to immerse visitors in the future of smart and intelligent lighting. This innovative showcase features interactive lighting products equipped with cutting-edge technologies, presented in a compelling scenario-based format to demonstrate real-world applications. Visitors can explore three distinct scenes:

  • Lumin Garden highlighting garden lights, smart poles, and solar-powered solutions — including the standout Sansi Basin-Clip Plant Light, which leverages proprietary independent ceramic technology for superior heat dissipation far exceeding traditional metal structures. This reduces LED temperatures, minimises light decay, and enhances stability and safety, while its high corrosion resistance delivers a lifespan of up to 25,000 hours. Paired with precise spectral tuning and advanced optics, it offers high efficacy, low energy consumption, and uniform illumination tailored to every stage of plant growth — outperforming conventional plant lights in overall performance.
  • Lumin Gallery showcasing sophisticated museum lighting, along with modular track lights and spot lights. One of the highlights is Xiaoshanqiu Cylinder Spotlight Star Series by Sansi Shanghai, which achieves a breakthrough in luminous efficacy through Sansi’s self-developed ceramic core technology. Brightness is boosted by 1.5 times compared to ordinary downlights, while creating pure, elegant hill-shaped wall-washing light spots. The bezel-less and narrow-bezel design seamlessly blends into modern home aesthetics, with deeply recessed light sources and a 65° shading angle that significantly reduces glare for comfortable, eye-friendly lighting — redefining quality in residential and gallery illumination.
  • Lumin Arena featuring high-performance stadium lights, high-bay lights, and wall washers — headlined by the F Series Stadium Light by Fozhao Huguang (Maoming) Technology. Crafted using full aluminum forging techniques, it is 20%-45% lighter than traditional fixtures at equivalent illuminance levels, significantly reducing transportation costs and installation demands. Its high-thermal-conductivity 1060 pure aluminum effectively lowers LED chip operating temperatures, extending lifespan to 100,000 hours and minimizing maintenance needs. The design also enables quick and straightforward installation, eliminating complex on-site adjustments and dramatically shortening project delivery timelines for sports lighting applications.

Many of the exhibited products emphasise ESG (Environmental, Social, and Governance) principles, include award-winning designs, and draw from iconic real-world projects, underscoring the latest trends in sustainable, intelligent, and human-centric lighting solutions.

In addition to showcasing products, the twin lighting fairs will feature informative forums where industry players will share their insights on the latest trends and developments in the lighting industry. These forums will provide a valuable platform for knowledge exchange and networking among industry professionals. Asian Lighting Forum will take place on 20-21 April to facilitate the lighting industry to adapt to the latest sustainability standards and market trends of landscape and outdoor lighting, as well as showcasing recognised immersive entertainment lighting projects by award-winning designers. To be held on 21 April, industry experts will present the technological advancements in human-centric lighting and the application of intelligent LED solutions with case studies in Smart Lighting Solution Forum.

Providing Buyers with a seamless sourcing journey

The events will adopt the EXHIBITION+ hybrid model, enhanced by the “Click2Match” online smart business matching platform, available from 13 to 30 April and “Scan2Match” will be also available at the fairs, serving as a feature designed to bridge offline and online interactions. With the HKTDC Marketplace App, buyers can scan dedicated QR codes from exhibitors to bookmark their favourites, access product information, view electronic floor plans, and engage in conversations with exhibitors even after the fair, allowing them to seamlessly continue their sourcing journey.

To attract exhibitors and buyers from key markets, the HKTDC is offering special airfare deals and value-for-money hotel accommodation while more than 40 hotels are offering special booking discounts for trade buyers and five airlines are providing discounted airfares for overseas buyers and exhibitors. In 2025, the twin lighting fairs welcomed some 15,000 buyers from 108 countries and regions, a testimony to the fairs’ internationality.

Product at a Glimpse

Smart Lighting ExpoSmartlightingexpo.hktdc.com

A25 Series Premier Low-carbon and Energy-saving LED Display

Exhibitor: Shenzhen Absen Optoelectronic Co., Ltd.
Zone: Smart Commercial Display & Stage Audio-Visual
Booth: 1B-B01

Product Description

The A25 Series Premier Low-carbon and Energy-saving LED Display consumes less than 1 KWH/SQM per day. With over 50% energy saving compared with standard solutions, it promotes a green shift in outdoor advertising and is ideal for Spectacular, Billboard, Transit, Sports, etc. with its aviation-grade waterproofing

Ambit 3 + Spot Extended Coverage Screen Light

Exhibitor: Zhongyuan Innovation (HK) Limited
Zone: Smart Lighting Products & Solutions
Booth: 1B-D11

Product Description

Designed to create an expansive and immersive atmosphere for gaming, movie and music, the PC light supports 16 million color choices with multiple modes and vibrant effects. Functions such as picture and sound synchronization, ambience coverage, and eye‑protection could be controlled by an intuitive and user-friendly PC application. Its unique design also allows tool‑free setup in seconds with adjustable light angle.

Extreme Low Glare Spotlight

Exhibitor: Guangdong ThinkGis Lighting Technology CO,.Ltd
Zone: Smart Lighting Products & Solutions
Booth: 1B-E12

Product Description

As a recipient of Alighting Awards 2025, the spotlight is engineered with precision optical system design and high energy efficiency, ideal for outdoor lighting scenes. Employing optimised light source configuration, reflector cup structures, and glare control rings, environmental light interference is significantly mitigated, ensuring distribution of light concentrated within the targeted zones.

Spring Lighting FairHklightingfairse.hktdc.com

Micro Track Light

Exhibitor: Kang Cai International Lighting Co., Limited
Zone: Hall of Aurora
Booth: 1E-A02

Product Description

M7 is a complete 48V micro‑track lighting system designed for diverse architectural applications. With an ultra‑compact 7 mm profile, it delivers minimalist aesthetics and integrates seamlessly into modern spaces. The flexible track supports embedded and surface‑mounted installations and can be bent into curves or custom shapes, enabling creative layouts for complex structures. Each module supports intelligent control, including Casambi and DALI, allowing precise lighting management and scene customization. Available in six refined finishes, M7 combines design versatility, aesthetic integration, and technical flexibility for both residential and commercial environments.

Football Stadium Light

Exhibitor: Shenzhen HuaDian Lighting Co., Ltd.
Zone: Outdoor Lighting
Booth: 1D-A02

Product Description

FL11 is a high-performance integrated sports lighting system designed for modern stadiums. With an all-in-one structure, it delivers 1650W of power while weighing only 18.5 kg, significantly reducing installation load. Its ultra-high central luminous intensity ensures excellent visibility and uniform illumination, fully meeting professional competition and broadcast requirements.

With proven performance in international projects, FL11 is a reliable and efficient solution for high-end sports venues.

Book House Ambient Lamp

Exhibitor: NIZ
Zone: Leisure Lighting
Booth: 3E-A01

Product Description

This lighting collection represents modern Korean design, characterized by warmth, simplicity, and emotional balance. The Book House Ambient Lamp delivers calm, architectural softness inspired by everyday living spaces. The Lucky Fish Night Lamp adds a touch of playful charm with a handcrafted look and gentle glow. The Macaron Floor Lamp features smooth curves and pastel tones for a refined contemporary accent. Together, the collection offers soft ambience lighting and distinctive design, suitable for residential, hospitality, and lifestyle spaces worldwide.

 

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Africa’s Greenfield Exploration Surges to Meet Global Mineral Demand

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Energy Capital

Record exploration activity in South Africa, Ghana and Namibia is propelling African nations to the forefront of the global mining supply chain, as African Mining Week 2026 prepares to showcase the continent’s latest projects and investment opportunities

CAPE TOWN, South Africa, March 16, 2026/APO Group/ –African mining markets are witnessing an unprecedented surge in greenfield exploration, with governments and investors racing to secure new mineral reserves and expand production pipelines. Last year, South Africa awarded 358 new exploration licenses, Ghana is advancing more than 90 projects and Namibia has received over 800 new applications – all signaling Africa’s intent to strengthen its role in supplying minerals vital to the global economy. The move comes as demand for critical minerals is projected to quadruple by 2040, while gold and other traditional commodities reach record prices, making exploration a strategic priority for industrial growth, job creation and downstream economic diversification.

 

South Africa: Securing Global PGMs Leadership

South Africa is boosting its exploration pipeline to sustain global leadership in platinum group metals, chrome and manganese while revitalizing gold and iron ore sectors. In 2025, the country awarded 358 new prospecting rights and 32 mining rights, signaling a significant step toward unlocking mineral resources and supporting long-term production growth.

To further stimulate exploration, the government allocated R2 billion to support junior mining companies and expand activity. These efforts are part of a broader plan to mobilize R2 trillion in investment for the critical minerals sector and unlock an estimated R40 trillion in untapped iron ore resources.

https://apo-opa.co/4sMDmvS

https://apo-opa.co/4bqcJph

Ghana: Gold Sector Growth and Industry Diversification

We are looking forward to further discoveries of critical minerals that will support the global energy transition

Ghana hosts over 90 active exploration projects, reinforcing its status as Africa’s leading gold producer while expanding into critical minerals. The country has attracted more than $20 billion in mining and exploration investment over the past two years, reflecting strong investor confidence.

Speaking in Cape Town in February, Emmanuel Armah-Kofi Buah, Minister for Lands and Natural Resources, emphasized Ghana’s diverse resource base, which includes significant deposits of bauxite, manganese, iron ore, cobalt and nickel. “We are looking forward to further discoveries of critical minerals that will support the global energy transition,” he said.

Namibia: Accelerating Licensing to Unlock Critical Minerals

Namibia is reforming exploration licensing to expand its mining sector and strengthen its position as a leading uranium and diamond producer. The country currently holds 588 Exclusive Prospecting Licenses alongside a growing pipeline of new applications.

https://apo-opa.co/4uOrDin

Mining Commissioner Isabella Chirchir confirmed in Cape Town that Namibia is deploying digital licensing platforms to accelerate processing, reduce backlogs and improve regulatory efficiency. With over 800 new exploration license applications and more than 600 pending environmental approvals, the country is positioning itself to attract increased exploration investment and unlock new mineral discoveries.

Continental Outlook: Strategic Exploration Across Africa

Other African markets are also intensifying exploration to advance national mining strategies: Zambia is expanding copper exploration to reach 3 million tons annually by 2031. Guinea is progressing exploration around the $20 billion Simandou iron ore project, the world’s largest untapped iron ore deposit, supporting global steel supply chains and the Simandou 2040 economic diversification plan.

Against this backdrop, African Mining Week, scheduled for October 14–16, 2026 in Cape Town, will highlight exploration opportunities across the continent. The event will feature panel discussions, country spotlights and project showcases focused on greenfield exploration, investment opportunities and strategies to unlock Africa’s untapped mineral wealth.

African Mining Week serves as the premier platform for exploring the full spectrum of mining opportunities across Africa. The event is held alongside the African Energy Week: Invest in African Energies 2026 conference from October 12-16 in Cape Town. Sponsors, exhibitors and delegates can learn more by contacting sales@energycapitalpower.com.

Distributed by APO Group on behalf of Energy Capital & Power.

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Access Bank Calls for Stakeholders Collaboration to Boost Intra-African Trade

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Access Bank

Ogbonna made the call at the Access Bank Africa Trade Conference (ATC 2026) held in South Africa

LAGOS, Nigeria, March 16, 2026/APO Group/ –The Managing Director and Chief Executive Officer, Access Bank Plc (www.AccessBankPlc.com), Mr. Roosevelt Ogbonna, has called for stronger collaboration among policymakers, financiers and businesses to accelerate trade within Africa and unlock the continent’s economic potential.

Ogbonna made the call at the Access Bank Africa Trade Conference (ATC 2026) held in South Africa, where he said Africa must address structural barriers that continue to limit the growth of intra-continental commerce despite its vast market opportunities.

Speaking during his opening remarks, the Access Bank Chief noted that the conference was convened to continue conversations which started at the inaugural edition in 2025 on how Africa can expand trade within the continent while strengthening its participation in global markets.

He noted that Africa’s share of global trade remains relatively small, stressing that fragmented trade corridors and structural bottlenecks continue to hinder the growth of commerce across the continent.

His words, “The reality is that Africa still controls a small share of global trade. The corridors are still fragmented and more aspirational than functional, and too many small businesses that aspire to trade across Africa remain constrained”.

Further speaking, Ogbonna explained that stakeholders at last year’s conference agreed on three key priorities at transforming Africa’s trade landscape. The priorities he listed include, (i) Breaking down silos between policymakers, financial institutions and businesses, (ii) Building a trade ecosystem driven by reliable data and analytics, and (iii) Developing systems that support both large corporations and smaller businesses seeking to expand across borders.

He noted that the 2026 edition of the conference is not a fresh start but a continuation of efforts to drive meaningful progress in intra-African trade. According to him, since the last edition of the conference, some progress has been recorded across key sectors of the economy.

“We have seen value chains emerging across agriculture, manufacturing and services, and we are seeing African brands crossing borders and building a global presence,” he said.

Ogbonna also pointed to the growing role of technology platforms in reducing friction in areas such as payments, logistics and market access. He, however acknowledged that the gains remain uneven across the continent, with progress concentrated in a few markets and specific trade corridors.

Speaking on the need for stronger infrastructure financing in growing intra African trade, the Director General for Southern Africa at the African Development Bank (AfDB), Kennedy Mbekeani, called for stronger mobilisation of private capital to finance critical infrastructure required to unlock the full potential of Africa’s trade integration.

We have seen value chains emerging across agriculture, manufacturing and services, and we are seeing African brands crossing borders and building a global presence

“The mobilisation of private capital remains crucial as many African governments are constrained by limited fiscal space and overstretched balance sheets. The mobilisation of capital, particularly private capital, is something that we need to work on”, Mbekeani said.

Opening up on African governments perspective to the drive for intra Africa trade, Zambia’s Minister of Commerce, Trade and Industry, Chipoka Mulenga speaking during the ministerial panel discuss of the conference noted that policy alignment among African countries would be critical to unlocking the continent’s trade potential.

“Policy is very important in making anything come together. It must be consistent, resilient and coherent. If intra-African trade must be enhanced, we must deliberately craft policies that speak the same language across our countries. We should leverage our comparative advantages, rather than competing with one another,” Mulenga stated.

Also speaking during the session, Ghana’s Minister for Trade, Agribusiness and Industry, Elizabeth Ajare, noted that Africa does not lack policy frameworks but rather struggles with harmonised implementation.

“Africa does not lack policies; we already have many. Our challenge is the implementation of these policies in a harmonised manner. That is what we must focus on to make trade work effectively across the continent,” she posited.

Ajare further stressed that countries must be willing to compromise and adopt mutual recognition frameworks to facilitate trade across borders.

“If we insist on verifying every product independently, we will not make progress. Harmonising standards and recognising each other’s certification processes will allow us to trade more efficiently,” she added.

Speaking in the same vein, Botswana’s Minister of Trade and Entrepreneurship, Tiroeaone Ntsima, noted that African governments must focus on creating enabling environments that allow businesses and investors to drive economic growth.

“The governments of today are not like those of the 1960s where everything was done by government. Our role now is to create an enabling environment for businesses and investors to thrive”.

Ntsima added that Botswana is repositioning itself as a key trade corridor within the region. “In the past we described ourselves as a landlocked country, but today we see ourselves as land-linked. By creating corridors that connect markets across the continent, we open up new opportunities for trade and economic growth,” he noted.

On his final notes, the Access Bank Chief urged stakeholders across the continent to move beyond dialogue and take concrete steps that will strengthen trade relationships among African countries, emphasising that Africa’s economic transformation would depend largely on the willingness of businesses and institutions to collaborate more effectively.

“This conference must not end as another talking shop. It must become the birthplace of a movement that contributes to transforming intra-African trade,” he urged.

Distributed by APO Group on behalf of Access Bank PLC.

 

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