Breaking the Chinese Internet

One of the biggest international trends in 2015 for individuals is to #unplug, if Twitter's most tweeted about resolutions list is anything to go by. In China, boasting the world's largest Internet user base, businesses finding resolute focus on reaching the 513 million and counting who are doing the exact opposite.

Persuasive advertising campaigns balance brand heritage, global credibility and local relevance as many Chinese consumers may be encountering certain global brands for the first time, according to Kenneth Woo, Research and Insights Director of Resonance China.