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MB Opens in Taiwan
A new survey into consumers in Taiwan by Millward Brown coincides with the official entry of the agency onto the Taiwan market.
The new research shows that consumers are less like Mainland Chinese than first thought. Millward Brown has developed learnings from more than 60 markets and has found that one of the key factors governing the success of advertising is whether consumers generally consume advertising for information, or to be entertained. In China (excluding contemporary Shanghai) consumers seek information, whilst in Thailand entertainment is key. But in Taiwan, the most effective approach is to strike a balance between information and entertainment.
This learning was supported in a survey conducted by Millward Brown in Taiwan, which looked at attitudes to advertising in Taiwan and contrasted with other Asian markets. The results suggest that most consumers (90%) in Taiwan rely on TV ads to keep them informed about brands and products, while the vast majority (70%) also like to watch TV ads as a form of entertainment. Of concern, only one in three Taiwan consumers believe TV ads can be trusted to tell the truth, while four out of five agree that a lot of TV advertising is devious.
According to Taipei MD, Deepender Rana, 'We have been doing research in Taiwan since 1995. Now, with our local presence, combined with local staff, we are in an even stronger position to interpret the hearts and minds of Taiwanese consumers. We now have Greater China fully covered, with the Taiwan office following on the heels of Hong Kong and Shanghai. This move will strengthen and enhance our relationship with existing clients in Taiwan who will now benefit from richer local insights. Our Taiwan team is also excited about developing business with new, prospective clients.'
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