Episode Synopsis: Patrick Rona, chief digital officer in Asia Pacific from the McCann World Group, joined us on an interesting conversation about connecting with youth in Asia. Drawing from the McCann World Group's recent study "Your Toughest Audience? Connecting with Youth", we discussed how the youth market is defined, their habits and characteristics and the interesting observations on their behaviours and aspirations globally and also specifically for youths in Asia. We reviewed the emerging platforms from QQ to Snapchat that are dominant for the youth market in Asia and the best practices for brands to engage this customer group.
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