Flamingo Culture Breakfast - Brands and how they get it right in the new emerging markets

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18/11/15

Lendlease: Paya Lebar Central

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Flamingo Culture BreakfastMyanmar and the “Frontiers”

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Documentary photo-journalist from New York based in Yangon

Lauren DeCicca

Her work has been published by The New York Times, The Wall Street Journal, TIME.com, The Washington Post, Bloomberg BusinessWeek, The Guardian, CNN, USA Today, Foreign Policy, Al Jazeera, The Global Post, NPR, Médecins Sans Frontières (MSF), The SE Asia Globe Magazine, The Jakarta Globe, The Cambodia Daily, amongst others

Lauren is a member of the Getty Reportage Emerging Talent roster

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What is a “Frontier” market?

Defined by economists…

A developing country, more developed than the least developing, but too small to be “emerging”

Equity markets of the smaller and less accessible, but still “investable”, countries of the developing world5

Who are the Asian “Frontiers”?

BangladeshCambodiaLaosMyanmarSri Lanka

And for us… + RuralSEAChinaIndia

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What makes them interesting to brands?

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The risks are real. There’s a decision to be made

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“Get your feet on the ground and learn through doing”

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“Fake it till you make it. Act big”

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“Culture first. Build foresight over insight”

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“Identify the nature of aspiration and sources of inspiration”

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“Think about consumer context, rather than a target”

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“Be experimental and scale what you learn”

Thank you