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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.

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ACG CEO Paulo J. Cruz to Speak at the Angola Access & Investment Conference 2026 in Luanda on How Sport and Entertainment Districts Can Drive Inclusive Economic Growth Across Africa

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Cruz joins heads of state, ministers, ambassadors, and CEOs from over 60 international markets at one of Angola’s flagship investment conferences, connecting sport infrastructure to job creation, accessibility, and sustainable development

LUANDA, Angola, October 14, 2026/APO Group/ –African Collaborations Group (ACG) (www.ACGafrica.com), the leading strategic project origination and collaboration platform focused on the industrialisation of sport in Africa through the origination of bankable sport and entertainment district ecosystems, today announced that its CEO, Paulo J. Cruz, will speak at the Angola Access & Investment Conference 2026 (AAIC) (www.aaic.ao) in Luanda, Angola, from 14 to 17 October 2026.

 




 
 

The AAIC is organised by Expo Connect Angola in partnership with Skyliam Properties, the Cópia Group, and Angolan Business Beyond Borders, with the support of the Angola-Mozambique Chamber of Commerce and Industry (CCIAM) and the Angolan Ministry of Tourism and the Ministry of Telecommunications, Information Technologies, and Social Communication. The conference brings together heads of state, ministers, ambassadors, CEOs, investors, development banks, and business leaders from over 60 international markets.

Mr Cruz will address how ACG’s origination of integrated sport and entertainment districts contributes directly to inclusive economic growth. His intervention will focus on how sport infrastructure, when designed as a financially self-sustaining urban ecosystem, becomes a catalyst for large-scale job creation, skills development, accessible infrastructure, and long-term economic diversification.

Sport infrastructure has the power to be one of the most inclusive economic assets a country can build

The AAIC’s focus on accessibility and inclusion aligns directly with ACG’s approach to sport and entertainment district development. A Victory District™ is designed from inception to serve the widest possible community: creating permanent employment across dozens of professions, providing professional sport training facilities for young athletes, and generating economic activity that benefits surrounding neighbourhoods year-round.

“Sport infrastructure has the power to be one of the most inclusive economic assets a country can build,” said Paulo J. Cruz, CEO of ACG. “A Victory District™ does not just create stadiums. It creates thousands of permanent jobs, from hospitality to broadcast production, from sport coaching to facility management. It creates training pathways for young athletes. And it creates an urban ecosystem that generates economic activity 365 days a year. That is inclusive growth in practice, not in theory. I am honoured to share that vision at the AAIC alongside some of Africa’s most influential investors and decision-makers.”

The AAIC programme includes official MoU signing ceremonies, B2B investment rounds, VIP executive networking with senior government and business leaders across 10 dedicated Business Lounges, and the inauguration of Angola’s first assistive technology factory. The conference covers priority sectors including energy, mining, accessible tourism, agriculture, logistics, health, and infrastructure.

ACG’s Victory District™ framework is designed to originate integrated, mixed-use sport and entertainment districts that move beyond single-venue development models. Each district combines stadiums, indoor arenas, training academies, hotels, conference centres, retail, entertainment, residential, and commercial space within a single masterplanned development, financed by private and institutional capital without reliance on public subsidy.

Mr Cruz brings more than 28 years of experience across Africa, the Middle East, and Europe in originating, structuring, and delivering large-scale infrastructure, urbanisation, and real estate development initiatives. Prior to ACG, he served as Senior Vice President at DAMAC Group, the largest private real estate developer in the Middle East, and as Group CEO of LandAfrique, a pan-African development platform focused on industrial parks, infrastructure, housing, and power projects across Sub-Saharan Africa.

Distributed by APO Group on behalf of African Collaborations Group (ACG).

 

 




 

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Venezuelan Oil and Gas Opportunities Take Center Stage at African Energy Week (AEW) 2026

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The country is promoting new hydrocarbons contracts, upstream and refining opportunities, and technical partnerships with Africa to attract investment and strengthen local energy sector capabilities

CAPE TOWN, South Africa, October 14, 2026/APO Group/ –Venezuela is seeking to attract international investment into its oil and gas sector while building stronger energy partnerships with African countries. Revised hydrocarbon legislation offers new entry routes for private operators, while cooperation on technical training could help African markets draw on Venezuela’s industry expertise. These opportunities featured at the Venezuela Global Investment Forum during African Energy Week (AEW) 2026 in Cape Town.

 




 
 

Ricardo Gomez, Venezuela’s Vice Minister of Commercial Policy, outlined the country’s investment proposition, highlighting 303 billion barrels of proven oil reserves and 193 trillion cubic feet of natural gas.

“Venezuela combines a large hydrocarbon resource base with refining infrastructure and a market that needs reliable energy,” he said. “The opportunities extend from upstream projects to downstream and refining.”

The country’s amended Organic Hydrocarbons Law introduces new ways for international companies to enter the market. Hydrocarbon production participation contracts allow private operators to manage designated assets, oversee operations and market production under negotiated terms. Agreements can extend for 25 years, offering a longer investment horizon for field development and rehabilitation.

Restructured joint venture companies provide another route, retaining majority state ownership while allowing international partners to take on operational responsibilities through approved agreements. Direct ministerial contracts and strategic alliances offer additional opportunities in field redevelopment, oilfield services and infrastructure.

Venezuela is seeing a lot of interest as a result of aggressive fiscal and regulatory changes that are making the country more attractive

Potential investments span heavy-oil production in the Orinoco Belt, mature onshore fields, offshore gas, pipeline rehabilitation, export terminals and refinery upgrades. Venezuela’s target of signing 105 definitive oil contracts by year-end reflects its wider effort to attract operators and accelerate project development.

Scott Gilbert, CEO and Executive Director of Corcel Plc and Non-Executive Chairman of Apertura Energy, highlighted investor interest in the changing regulatory environment. “Venezuela is seeing a lot of interest as a result of aggressive fiscal and regulatory changes that are making the country more attractive,” he said.

Alongside these commercial opportunities, Venezuela is promoting its technical expertise through the Venezuelan University of Hydrocarbons (UVH). Celia Bejarano, the university’s President, explained how the institution trains engineers and geologists in geophysics, reservoir engineering, well management, natural gas and petrochemicals.

“The Venezuelan University of Hydrocarbons was created to deliver a specialized institution where the country can train its own recruits to develop its own premier resources,” Bejarano said.

Through its Africa-Venezuela Energy Partnership with the African Energy Chamber (AEC), UVH is advancing technical training, knowledge exchange and workforce development. The initiative could help African energy projects apply Venezuela’s experience in heavy-oil production and offshore engineering while strengthening local capabilities. Rene Awambeng, founder and managing partner of Premier Invest, highlighted this opportunity for African developers.

“When we are developing our assets here, we always import talent,” he said. “With the Venezuelan University of Hydrocarbons, we can actually leverage Venezuela’s immense experience to support local content development here in Africa.”

Also speaking during the discussion, NJ Ayuk, Executive Chairman of the AEC, emphasized the strategic value of closer ties between the regions. “Our energy industry has an amazing ally in Venezuela,” he said, describing the country as “open for business and ready to partner with Africa.”

Distributed by APO Group on behalf of African Energy Chamber.

 




 

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Sonangol Cites Commitment to Privatization as Company Charts Next Growth Phase

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Katambi-2 appraisal, infill drilling and downstream construction frame the national oil company’s priorities as it marks its 50th anniversary

CAPE TOWN, South Africa, October 14, 2026/APO Group/ –Angolan National Oil Company Sonangol is advancing plans for an initial public offering (IPO) while expanding its upstream portfolio and investing in Angola’s domestic refining capacity, as the national oil company charts its next phase of growth following its 50th anniversary in 2026. Speaking at the opening ceremony of African Energy Week (AEW) 2026, Executive Board Member Osvaldo Inácio reaffirmed the company’s commitment to privatization, alongside efforts to increase production, progress new developments and translate Angola’s oil and gas resources into broader economic growth.

 




 
 

 

“We want to make sure that we do it in a way that, when you buy your shares, you are happy with the performance of those shares. We are doing the internal work required to make sure that when we get to that point, it’s a successful story,” he said.

We want to make sure that we do it in a way that, when you buy your shares, you are happy with the performance of those shares

Sonangol’s 50th anniversary comes as Angola’s NOC develops opportunities across exploration, producing assets and domestic processing. Its next investment phase requires capital and technical partners to turn appraisal results into developments while delivering refinery infrastructure and expanding the value retained from Angola’s oil and gas production.

“We are thinking about what the next 50 years will be like, focusing on producing to transform. We are not only looking at managing resources but how we translate those resources into overall development in the country,” he said.

Sonangol’s September account of its Katambi-2 work in Block 24 described a completed formation test in a non-associated gas reservoir, providing further evidence for assessment of the field’s development potential. In its producing portfolio, the company and its partners also reported approximately 100 meters of net oil pay at PAC 416 in Block 3/05, as part of a program intended to increase operated production. The results give Sonangol a technical basis for future investment, while appraisal, development design and commercial arrangements remain necessary steps.

“If you look at our portfolio, we have both operated and non-operated assets. The focus is on making sure we are doing everything we can to make sure those assets are still producing at the highest rate possible. New developments such as Block 3/05 are advancing. We are also part of Kaminho with TotalEnergies,” Inácio shared.

Downstream, Angola’s government reported in September that the Lobito refinery was approximately 26% physically complete, with around $1.6 billion invested and completion envisaged for 2029. A potential petrochemical complex was under study. Alongside Cabinda’s initial 30,000-bpd refining phase, Lobito gives Sonangol’s diversification program a concrete industrial focus, with financing, construction progress and product marketing central to the next stage.

Distributed by APO Group on behalf of African Energy Chamber.

 




 

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