Whilst often criticised as not being as advanced as the West, Asia does not lack talent in marketing; it just faces greater challenges.
Budgets given to Western marketing teams far exceed that of Asian teams and the ownership of campaigns and content isn't always given to Asian teams; quite often teams in APAC are asked to 'localise' global campaigns created in the US or UK.
With 48 countries and over 2000 languages, it is no wonder that Asia's marketers can struggle to gain as much traction as their western counterparts when there are so many cultures and tastes to capture interest in content.
In summary, Asia does have excellent digital and content marketers but they don't always have the ability to utilise their skills as best they can. Companies like Samsung and HP who give their Asian offices more ownership of content have seen more success in the APAC market and other companies can learn from this.
The "reality is that marketers here are no less innovative, hard-working or savvy than their Western-based counterparts. Rather, they have more hurdles" ... "It is not because marketers lacks ability, maturity or talent; it’s because they lack time and resources to make innovation and performance a priority. Indeed, local Asian brands with properly resourced local Asian teams are actually creating some very innovative content"