Stay ahead with expert agency insights on PR, digital marketing, and communications trends. 

Ruder Finn Asia Insights

DISCOVER THE LATEST INSIGHTS
FROM RUDER FINN ASIA

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In this episode, Kathy Bloomgarden, speaks with Zack Kass, Global AI Advisor and former Head of Go-to-Market at OpenAI, about how AI can unlock a more human future. 
Kathy and Zack explore what it means for intelligence to become an abundant resource for good, and how this shift could redefine the future of work, creativity, and human connection. They also discuss the moral imagination, empathy, and optimism needed to guide the next era of technological progress. 
Listen now on [**Spotify**](https://open.spotify.com/episode/7fVtwvq0tm9NUutYn9jzT2) and [**Apple Podcasts**](https://podcasts.apple.com/us/podcast/unmetered-intelligence-how-ai-can-unlock-a-more/id1877193190?i=1000750344286), or watch on [**YouTube**](https://www.youtube.com/watch?v=69f2pZu0SCE).

_**What’s Next: The Ruder Finn Podcast** is hosted by Ruder Finn Global CEO Dr. Kathy Bloomgarden and explores how AI, innovation, and leadership are reshaping the future of communications and marketing. Featuring conversations with industry leaders, technologists, and healthcare pioneers, the podcast offers forward-looking insights on navigating change in an increasingly AI-powered world._

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Unmetered Intelligence: How AI Can Unlock a More Human Future 

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In this episode of What’s Next: The Ruder Finn Podcast, Kathy Bloomgarden, CEO of Ruder Finn, speaks with Zack Kass, Global AI Advisor and former Head of Go-to-Market at OpenAI, about how AI can unlock a more human future. 

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_The article was originally published on [**Campaign Middle East**](https://campaignme.com/should-we-just-wait-for-chatgpts-ads-to-launch-and-buy-our-way-to-the-top/)._ 
If you’re working in a digital comms agency right now, you’ll realise this idea – we can’t just buy our way to visibility – is the 2026 version of the “we need more followers” conversation. 
Today, our clients’ reputations are now in the hands of an ask anything chat box that we can’t control. We see the output, we don’t like it, and our instinct is to apply old logic: buy an ad or stuff some keywords. 
And yes, if you haven’t heard already, to paraphrase Game of Thrones, “ads are coming.”

## **Gold buys the spotlight** 
 

ChatGPT and Perplexity are introducing sponsored citations, enabling you to buy visibility (not validity). Yet there’s a surprisingly common belief that paid media will save organic reputation. 
Sorry to break it to you–in the age of Large Language Models (LLM’s), it won’t. 
It’s key to understand how LLMs work. They don’t read your website like a human does and decide if they like it. They predict the next most likely word, based on patterns they’ve learned from large amounts of text that they have been (and will continue being) trained on over time. 
Buying ads quite frankly ignores the reality these models rely on. AI models don’t just use your website; they pull information from across the web to form their answers. If your brand lives only on your own great website, with no external validation, you’re not worthy of an AI citation. 
Fixing this pain point starts with realisation. The realisation that you cannot optimise an LLM by simply buying a sponsored citation. An LLM is not another Google search. The user reads the answer first, before any ad. Imagine paying for your ad to sit next to a response that isn’t exactly in your favour. Whoops… embarrassing.

## **Only trust claims the throne**
 

You can pay for attention, but not for machine trust. LLMs organise information into entities, people, brands and places.If the model doesn’t understand what your brand is, it won’t risk recommending it in the main text, regardless of your ad budget. So how do we fix this?
 

Here are three tips that we’ve seen prove consistent results: 
**1. Fix your coding first:** AI models can tell the difference between a product and a blog post. If your key selling points aren’t clearly coded, the system can misread your content.
**2. Invest in digital PR:** LLMs feed off high-quality mentions. If the only place that says you are a “luxury leader” is your own ad copy, the AI treats it as a claim, not a fact.
**3. Keep a close eye on hallucinations:** Often overlooked, but this should be a critical part of your comms strategy and reporting. You need to know what the AI thinks is true about you before you advertise.

## **The ads are coming**
 

Yes, it’s inevitable. However, buying paid ads on the likes of ChatGPT or Perplexity is not going to get you and your organisation seen more. It’s not going to fix your problems. 
What will help you, is digging deeper and fixing the roots.

Originally published on [**Campaign Middle East**](https://campaignme.com/should-we-just-wait-for-chatgpts-ads-to-launch-and-buy-our-way-to-the-top/).

Ruder Finn Atteline's Sanya Ijaz explains why buying paid ads on the likes of ChatGPT or Perplexity is not going to brands seen more; what will help you, is digging deeper and fixing the roots.

Should we just wait for ChatGPT’s ads to launch and buy our way to the top?

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Ruder Finn Era, Southeast Asia’s leading integrated communications consultancy, has named Pawares Wongpethkao as Managing Director, Thailand, as the agency accelerates its next phase of growth in one of Southeast Asia’s most strategically important markets. 
Backed by a strong global network and deep regional expertise, Ruder Finn Era is the only communications consultancy with a fully owned, on-the-ground presence across Southeast Asia. 
Since joining the global Ruder Finn network in 2025, the firm has strengthened its Southeast Asian footprint and earned international recognition from PRovoke Media, Campaign, and the Global SABRE Awards, ranking among the world’s top creative PR firms and securing multiple Southeast Asia PR Campaign of the Year titles. 
“Thailand’s high digital penetration, strong e-commerce adoption, and influential stakeholder ecosystem make it a strategic gateway for multinational brands entering Southeast Asia, as well as Thai corporations expanding abroad. At the same time, as brands optimize budget allocation, streamline operations, and prioritize efficiency, there is a growing need for strong local success stories – campaigns that are built for the market and genuinely resonate with local audiences, while delivering measurable impact.” said Anthony Larmon, Managing Director of Ruder Finn Era. “In an Era defined by geopolitical shifts and rising consumer activism, organizations need communications partners who can navigate complexity with precision and cultural fluency.”.

**Acting as Clients’ Cultural Ambassador** 
The “Culture” pillar is rooted in community embeddedness and a nuanced understanding of Thailand’s stakeholder landscape. This foundation powers integrated strategies that align corporate reputation, brand storytelling, marketing, sustainability, crisis management, and internal communications - all under one agency. 
“In today’s environment, where multinational corporations continue to invest in Thailand as a strategic Southeast Asia hub, brands require communications that are both locally grounded and regionally scalable,” said Pawares Wongpethkao, Managing Director, Ruder Finn Era Thailand. 
“In the past, integrated communications often meant working with multiple agencies across different specializations and markets, which could result in fragmented messaging. At Ruder Finn Era Thailand, we act as our clients’ cultural ambassador – delivering fully integrated solutions across PR, corporate communications, crisis, creative, and digital under one roof, with seamless execution across Southeast Asia. We aim to partner with forward-thinking organizations that see communications not merely as a support function, but as a strategic driver of sustainable growth.” Pawares added. 
With over 15 years of experience across corporate and regional agency environments, Pawares previously led Corporate Communications and Customer Experience transformation at Mazda Sales Thailand and served as Deputy Head of Corporate Communications and Strategic Planning at SC Asset Corporation PLC., following Chief Digital Officer role at Vero across ASEAN.
For more information about Ruder Finn Era Thailand and partnership opportunities, please visit [**www.ruderfinnera.com**](https://eracommunications.com/).

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Ruder Finn Era, Southeast Asia’s Leading Communication Consultancy, Appoints Pawares Wongpethkao to Lead Thailand. Strengthening Strategic Communication to Drive Sustainable Business Impact


Ruder Finn Era, Southeast Asia’s Leading Communication Consultancy, Appoints Pawares Wongpethkao to Lead Thailand

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Ruder Finn Asia proudly celebrates receiving over 40 nominations across the SABRE South Asia, SABRE Asia-Pacific, and IN2 SABRE Asia-Pacific Awards. These achievements reinforce the firm’s creativity, impact, and commitment to excellence in communications. 
Ruder Finn was recognized with: 
- 10 Wins 
- 18 Certificates of Excellence 
- 13 Shortlists

Among the highlights, Elan Shou, Global Chief Growth Officer and Managing Director of Ruder Finn Asia, received the Outstanding Individual Achievement Award, honoring her transformational leadership in building Ruder Finn Asia into a leading integrated marketing and communications powerhouse. 
“I am incredibly proud to congratulate Elan on this well-deserved recognition. She has inspired a culture of innovation, inclusion, and excellence across our Asia-Pacific business, setting a new benchmark for the industry. This award reflects not only her remarkable leadership but also the lasting impact she has made on our people, our clients, and our work,” said Kathy Bloomgarden, CEO of Ruder Finn. 
The SABRE and IN2 Awards are among the communications industry’s most respected accolades, celebrating strategic, creative, and innovative work worldwide. 
"From integrated campaigns to influencer strategy, B2B marketing, and issues management, these awards highlight the creativity, impact, and purpose at the heart of everything we do,” added Elan Shou. “Winning on some of the industry’s most respected stages reinforces our mission to deliver globally relevant, locally resonant work that drives real results.” 
These honors follow other recent achievements, including Ruder Finn being named one of the [**Best Agencies in Asia-Pacific**](https://www.provokemedia.com/events-awards/agencies-of-the-year/the-best-agencies-in-asia-pacific-2025/the-36-best-agencies-in-asia/ruder-finn-asia) by Provoke Media.

Earlier this year, the Ruder Finn expanded its Southeast Asia presence through the acquisition of Era Communications, a 90-person award-winning consultancy with deep local expertise in Thailand, Vietnam, Cambodia, Laos, and Myanmar—strengthening its footprint alongside existing operations in Singapore and Malaysia. 

In addition, Ruder Finn recently launched RF BrandProtect, an advanced AI-driven platform designed to help organizations safeguard reputation and build resilience in a fast-changing digital landscape. Offering real-time monitoring, predictive planning, crisis simulation, and AI-powered response, RF BrandProtect underscores Ruder Finn’s commitment to equipping clients with innovative tools to thrive in today’s complex environment. 
As Ruder Finn broadens its global presence and advances its AI-driven communications capabilities, these awards reaffirm the firm’s dedication to delivering ideas that inspire, engage, and deliver real results.

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Ruder Finn Achieves Record-Breaking Success with Over 40 Honors Across SABRE and IN2 Asia-Pacific Awards 

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_The following is an excerpt from an article written by the Ruder Finn Asia team that was originally published on [**WARC**](https://www.warc.com/content/paywall/article/Bestprac/Crosscultural_communication_Transcreation_is_no_longer_just_about_language/en-GB/153305?)._ 
The overall number of Chinese brands going global is almost explosive. According to customs data, China’s total import and export of goods in 2022 reached 42.07tn yuan and the scale of cross-border e-commerce exports in 2025 is expected to be 2.66tn yuan. Nearly all sectors, from culture and entertainment to information technology, are set to experience a compound annual growth rate of over 20%. Leading industries spearheading globalisation efforts, such as smartphones (Huawei, Xiaomi, Oppo) and home appliances (Midea, Haier), are also seeing stable overseas revenues, with approximately 30–50% of their income coming from abroad each year. 
Currently, a significant percentage of Chinese companies are in the initial stages of globalisation, and it takes three to five years to transition from product globalisation to brand globalisation. In other words, the next five years will see a significant increase in the demand for brand building and communication capabilities from Chinese companies and their agencies. 
But at present, there are very few agencies capable of handling this type of work. In the past year, I have encountered two main types of competitors: 
- Purely local (such as purely Singaporean talent) teams, where proposal-writing skills and understanding of client briefs deviate significantly. 
- Teams based in mainland China, which have experience serving Chinese clients and language abilities to interface with overseas markets but have limited cultural and consumer insights into overseas markets beyond what can be found in reports and search engines. 
Therefore, having a team structure that combines “Chinese people + locals” and the flexibility to make real-time adjustments are crucial in any globalisation process. 
The second observation I had was around “cultural shock” that different China-outbound brands had when it comes to the execution of communication campaigns. Many Chinese brands in the process of going global tend to have a vague segmentation of overseas markets, thinking that regions such as Southeast Asia, South America, South Africa and the Middle East are a single entity (perhaps on a map, the land area of these markets does not look as large in China and the US). In reality, each of these regions is composed of a dozen or even dozens of countries, with their own races, cultures, lifestyles, topography and economic conditions. 
Recently, we received a brief that required our team to partner with fashion media publications in Southeast Asia. This is relatively easy to accomplish in China, where one will communicate with a single point of contact at Vogue or Elle to cover the entire mainland market for content collaborations. This POC can also help brand clients launch activities in different cities and engage with consumers on a nationwide basis. However, in Southeast Asia, it’s not as simple as making a single phone call or contacting one person. If a brand wants to collaborate with Vogue or Elle in countries like Thailand, Malaysia and the Philippines, it needs to reach out to the companies that distribute the magazines in these three countries. The human resources required for this are several times larger than those needed for media collaborations within China. 
So how can we create mutual cultural understanding for Chinese brands and their overseas partners in the process of going global? Clearly, copying the approach that international brands used to enter China is not suitable because China itself is an insular market and when Chinese brands enter another insular market.

Originally published on [**WARC**](https://www.warc.com/content/paywall/article/Bestprac/Crosscultural_communication_Transcreation_is_no_longer_just_about_language/en-GB/153305?).

Cross-cultural communication: Transcreation is no longer just about language

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Ruder Finn, one of the world’s largest independent global communications and integrated marketing consultancies, announced today the acquisition of [**Era Communications**](https://eracommunications.com/) , an award-winning Southeast Asia-based strategic communications consultancy of 90 professionals, renowned for the deep local insights it applies to best-in-class work. 
 
Through this strategic expansion, Ruder Finn establishes a direct presence in Thailand, Vietnam, Cambodia, Laos, and Myanmar, complementing its existing Southeast Asia operations in Singapore, and Malaysia. This growth significantly strengthens the firm’s regional footprint and enhances its ability to deliver integrated, comprehensive communications solutions to clients across Asia, solidifying Ruder Finn as the foremost independent communications consultancy in the region. 
 
“Expansion in the Asia-Pacific region is an integral part of our global growth strategy as a consultancy. The emerging markets throughout APAC and SEA represent a significant opportunity for our clients who are looking to grow their brand footprints,” said Kathy Bloomgarden, CEO of Ruder Finn. “Welcoming Era Communications builds on our presence in the region, and strengthens our ability to deliver tailored, results-driven solutions grounded in deep local knowledge—while upholding the global standards our clients expect.”

Founded in 2015, Era Communications is the premier homegrown ASEAN strategic communications consultancy. It is known for its innovative, award-winning campaigns and setting the benchmark for excellence in the communications industry of ASEAN’s emerging markets. It offers client solutions in all areas of reputation management, branding, social impact, B2B communications and digital experience. The firm was recognized for Southeast Asia PR Campaign of the Year for three years in a row, holds two PRovoke Global SABRE awards, and boasts more campaign wins than any other PR firm in the region, including a standout seven awards at the 2025 Campaign PR Awards Asia-Pacific. 
 
Following the acquisition, the Era offices will officially operate under the Ruder Finn Era brand.

“It was a no-brainer to become a part of one of the world’s best, and first-ever, PR firms,” said Anthony Larmon, Managing Director of Era Communications. “Our mission has always been to show to the industry around the world that the best work can come from anywhere, and this partnership with Ruder Finn lets us use its global leadership to deliver unrivalled creativity, strategy, service and value to clients all over our vibrant region. I was especially excited by Ruder Finn’s tech-driven communications capabilities and AI expertise driven by rf.TechLab and Ruder Finn’s AI Advisory Council, which has the potential to transform businesses in our rapidly growing marketplaces.” 
Named Best Agency in Asia-Pacific by the PRWeek Global Awards 2024, Ruder Finn is redefining communications through its “What’s Next” vision—combining emerging technology and storytelling to drive real-world impact. As part of this forward-looking approach, the firm’s emerging technologies incubator, rf.TechLab, has launched a first-of-its-kind AI Advisory Council, led by former OpenAI executive Zack Kass. This unique initiative positions Ruder Finn at the forefront of AI-powered communications, helping clients navigate and harness the rapidly evolving AI landscape. 
 
Elan Shou, Global Chief Growth Officer and Managing Director of Ruder Finn Asia, added: “Leveraging advanced AI technology, local insights, and global perspectives, we believe the most effective strategies seamlessly blend authentic storytelling with deep market expertise. This acquisition enhances our presence in key Southeast Asian markets through ERA’s exceptional local knowledge, positioning us to help clients thrive with campaigns that resonate across the region.”

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Ruder Finn Expands Southeast Asia Presence with Acquisition of Era Communications

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Ruder Finn, a global leader in communications and reputation management, has announced the launch of [**RF BrandProtect**](https://rfbrandprotect.ai/), an advanced platform designed to help organizations safeguard their brands and navigate the challenges of a rapidly evolving, AI-driven digital landscape. The platform offers a comprehensive range of tools and services aimed at preparing, managing, and mitigating risks while enhancing brand resilience and digital strategies. 
“At Ruder Finn, we are leveraging AI to strengthen how we protect and advance our clients’ reputations, helping them stay ahead, act smarter, and build lasting trust with their stakeholders.” said [**Elan Shou**](https://www.linkedin.com/in/elan-shou-a007244/), Global Chief Growth Officer and Managing Director of Ruder Finn Asia. “With six core services—including crisis simulation, real-time monitoring, predictive planning, and AI-driven crisis response—the RF BrandProtect platform helps organizations anticipate risks, act decisively, and build lasting resilience. Our leadership in AI-driven communications is further reinforced by the appointment of futurist and former OpenAI executive [Zack Kass](https://www.linkedin.com/in/zackkass/) as Chair of our one-of-a-kind AI Advisory Council—guiding how we apply AI to real-world client work.” 
[**David Ko**](https://www.linkedin.com/in/davidkoasia/), Managing Director of Ruder Finn Interactive Asia, emphasized the transformative potential of AI-optimized brand protection, stating, “In today’s hyperconnected, AI-fueled world, brand perception can change in an instant. RF BrandProtect is designed to give organizations the tools they need to not only respond quickly to threats but also to proactively shape their reputation and turn challenges into opportunities. This platform is truly a must-have for brands looking to thrive in this new AI era.” 
At the heart of RF BrandProtect platform is **BRAND Watcher AI**, a comprehensive service that begins with holistic monitoring of brand mentions across social media, news outlets, forums, and alternative media channels. The magic sauce is an AI-driven system that combines Expert-in-the-Loop (EITL) and pre-trained Large Language Models (LLMs) to analyse issues by severity and provides actionable recommendations. The result is a powerful service that sifts through large amounts of data and offers crisis strategy turnaround times as quickly as 30 minutes. 
To address the growing influence of AI and LLMs like ChatGPT and Google Gemini, RF BrandProtect introduces **AISEO**, a pioneering solution for LLM optimization. This feature monitors how brands are represented across AI-driven platforms, identifying misinformation, bias, and inaccuracies while providing tools to correct and refine their digital presence. Proprietary technology allows for the training of public LLMs to ensure that brand narratives remain accurate, trusted, and prominently visible.

Another integral component is **SONAR Crisis Simulation**, an immersive experience that enables organizations to prepare for crises in a controlled, realistic environment. Teams are placed in simulated scenarios that mirror real-world challenges, from social media controversies to major reputational threats, fostering strategic thinking and improving decision-making under pressure. Guided by Ruder Finn’s experienced strategists, participants gain practical insights and build the agility needed to manage crises effectively. 
Complementing this is the **SONAR War Room**, an AI-powered command center designed to empower organizations with real-time crisis detection and response capabilities. By integrating live social media sentiment analysis, predictive analytics, and stakeholder mapping, the War Room provides an unparalleled resource for managing complex crises with speed and precision. 
EchoLocate™, another groundbreaking feature of the platform, combines scenario planning with real-time crisis management. Using AI-driven predictive modeling, **EchoLocate™ Scenario Planner** lets Ruder Finn consultants conduct planning workshops that enable organizations to anticipate potential outcomes, map stakeholder relationships, and develop communication strategies tailored to evolving situations. 
**EchoLocate™ Crisis Manager** is an online mobile-friendly portal that ensures immediate, accessible guidance for frontline teams during crises, without prior training.
 
David Ko concluded, “RF BrandProtect represents a significant leap forward in brand management. By integrating cutting-edge AI technology with expert human oversight, we aim to redefine how brands prepare for and respond to crises, ensuring they remain resilient, relevant, and trusted in an ever-changing world.” 
RF BrandProtect is now available for organizations worldwide. For more information or to schedule a demonstration, please contact [**ASK@RFI.ASIA**](https://rfi.asia/contact-us/).

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Ruder Finn Introduces RF BrandProtect: Revolutionizing Brand Safety in an AI-Powered World

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_The following is an excerpt from an article originally published on [**MARKETECH APAC**](https://marketech-apac.com/agency-leadership-decoded-rfi-asias-david-ko-on-future-proofing-agency-value-through-mentorship-innovation-and-ai-readiness/)._ 
In Asia’s fast-evolving communications landscape, there’s no single formula for agency leadership. What’s needed is a rare blend of adaptability, optimism, and entrepreneurial drive—qualities that help leaders thrive amid shifting market dynamics and rising client expectations. 
For David Ko, managing director of Ruder Finn Interactive Asia (RFI Asia)—the regional innovation and digital arm of Ruder Finn—that mindset defines his approach. It’s a leadership style equally grounded in navigating the cultural complexities of local markets and confronting the seismic changes reshaping the global agency model. 
In this edition of Agency Leadership Decoded, MARKETECH APAC speaks with Ko about navigating cultural complexity, empowering teams, and why the agency model, in the face of AI and client transformation, must reinvent itself or risk extinction. 
**From founder to network leader: scaling agility with structure** 
Before joining the Ruder Finn network, Ko had built Daylight Partnership into a standout digital agency. When it was acquired, the shift from founder to regional leader marked more than just a change in title—it became an opportunity to scale his impact without losing the entrepreneurial edge that defined his leadership. 
“Transitioning taught me the value of blending entrepreneurial agility with the resources and structure of a larger organisation,” he said. “As a founder, you learn to move fast, take risks, and wear many hats. The biggest lesson? Culture is everything. You need to preserve the innovative spirit that made your company successful, even as you leverage the reach of a global network.” 
That experience also gave Ko perspective on the contrasts between running a boutique firm and leading within a large agency ecosystem—especially at a time when rapid technological shifts are rewriting the rules of the industry. 
“For the first time in history I believe the agency model is under serious threat, and whether our industry survives very much depends on how well we can adapt and thrive,” he said. 
Against this backdrop, Ko’s leadership focuses on trust, empowerment, and innovation from within. 
“I focus on building trust, encouraging initiative, and ensuring our people have the freedom to innovate. This optimism and belief in our team’s potential, combined with a practical approach to problem-solving, have allowed us to deliver strategic counsel that’s both locally relevant and globally competitive,” he added.

Originally published on [**MARKETECH APAC**](https://marketech-apac.com/agency-leadership-decoded-rfi-asias-david-ko-on-future-proofing-agency-value-through-mentorship-innovation-and-ai-readiness/).

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Agency Leadership Decoded: RFI Asia’s David Ko on future-proofing agency value through mentorship, innovation, and AI readiness

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_The following is an excerpt from an article written by the Ruder Finn Asia team that was originally published on [**WARC**](https://www.warc.com/content/paywall/article/Warc-Trends/Xiaohongshu_Streamlining_the_customer_journey_and_disrupting_retail_in_China/en-GB/158536?preview)._ 
As consumers demand greater integration of their experiences, brands often encounter obstacles affecting content, community engagement, e-commerce, and CRM. In this context, Xiaohongshu (or Rednote, or Little Red Book) emerges as a powerful source of consumer insights, disrupting traditional retail models, empowering brands to adopt innovative marketing strategies and streamlining the consumer decision journey. 
This emergence enables startup brands to engage audiences with minimal reliance on brand power. Meanwhile, established brands must innovate continuously to maintain their competitive edge in these dynamic waters. 
**Understanding the 4I Marketing Model** 
Xiaohongshu is now a battleground for influence, and brands must adapt their marketing strategies by establishing a strong presence, crafting compelling narratives, and seizing content-to-commerce opportunities. 
RFI's introduction of the 4I marketing model—"Incubate, Inspire, Influence, Impact”— highlights four key waves that brands can ride on for marketing amplification. 
This model illustrates how insights are generated and developed by Key Opinion Leaders (KOL), Key Opinion Consumers (KOC), Key Opinion Sales (KOS) and Key Opinion Bosses (KOBs) in China, enabling brands to leverage them for significant impact. 
These four key steps signify milestones for brand initiatives in response to corresponding business objectives: starting from the emergence of consumer trends incubated on Xiaohongshu in Wave One, moving to brands stepping in to steer the direction in Wave Two, followed by integrated commercial efforts in Wave Three, and culminating in the conversion of integrated touchpoints in WaveFour. 
As these stages evolve, brands will become more sophisticated and more integrated in their marketing approaches to maximize their influence and impact. Notably, the earlier brands engage in this process, the lower the costs incurred, resulting in higher yields as they progress. Furthermore, in the initial stages, brand initiatives tend to be less commercial, focusing on empathy and resonance from the consumer's perspective.

Originally published on [**WARC**](https://www.warc.com/content/paywall/article/Warc-Trends/Xiaohongshu_Streamlining_the_customer_journey_and_disrupting_retail_in_China/en-GB/158536?preview).

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How to streamline customer journeys and disrupt retail models on China's Rednote

DISCOVER THE LATEST INSIGHTS FROM RUDER FINN ASIA

DISCOVER THE LATEST INSIGHTS FROM RUDER FINN ASIA

Unmetered Intelligence: How AI Can Unlock a More Human Future

Should we just wait for ChatGPT’s ads to launch and buy our way to the top?

Ruder Finn Era, Southeast Asia’s Leading Communication Consultancy, Appoints Pawares Wongpethkao to Lead Thailand

Ruder Finn Achieves Record-Breaking Success with Over 40 Honors Across SABRE and IN2 Asia-Pacific Awards

Cross-cultural communication: Transcreation is no longer just about language

Ruder Finn Expands Southeast Asia Presence with Acquisition of Era Communications

Ruder Finn Introduces RF BrandProtect: Revolutionizing Brand Safety in an AI-Powered World

Agency Leadership Decoded: RFI Asia’s David Ko on future-proofing agency value through mentorship, innovation, and AI readiness

How to streamline customer journeys and disrupt retail models on China's Rednote

DISCOVER THE LATEST INSIGHTS
FROM RUDER FINN ASIA

DISCOVER THE LATEST INSIGHTS
FROM RUDER FINN ASIA