Contents Contents JULY 2018 / ISSUE 12 / ASIA PACIFIC #12 IGNITION The meaning of luxury, women and wellbeing, India’s digital skills gap, and perceptions of Chinese children TRUST THIS MESSAGE As the business’s nerve centre, marketing benefits from an integrated and consistent comms strategy EXPORT READY MARKET REPORT CIM’s and PwC’s investigation into marketing’s readiness to adapt to when Britain leaves the EU CHINA GETS SOCIAL Social media platforms are key to e-commerce in China. What are the challenges for marketers? CUTTING EDGE Sarah Wood, marketing director at Edgewell Personal Care, on how changing consumer lifestyles affect marketing messages AN INTELLIGENT VIEW OF AI Sending out a positive story about artificial intelligence HIGHER PURPOSE How social purpose builds trust and creates the solid foundations of a strong brand CATALYST ASKS... What is marketing’s most important message? Five marketers respond 5 IN FIVE Internal comms should be a top priority, says Guy Chiswick at Speakap PUBLIC IMAGE CIM research finds low levels of public trust in how companies use data SOCIAL TASTES SORTEDfood’s co-founder Jamie Spafford on forging connections with millennials INFOGRAPHIC Wingreens’ message about ethical farming in India INTERVIEW: MICHAEL FROHLICH Ogilvy’s UK CEO on re-engineering the organisation to focus on client needs THE LYST Three marketers on leveraging support for communications strategies FFW Futurist Victoria Redshaw on the consumer trends that will affect marketing in the coming years cim.co.uk/exchange