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← Back to IdeasSocial: APAC’s Great Disconnect - How Social Can Better Connect Across Culture, Brand, Business & Teams
Social media should be a brand’s most powerful connection tool—but in APAC, many are still falling short. What was meant to be a seamless bridge between culture, brand, and business has, for many, become a tangled web of misaligned priorities, unclear ownership, and disconnected efforts.
Despite standout campaigns across the region, too often we see social strategies hampered by silos—brand, culture, business, and operations each pulling in different directions.
That’s why Social@Ogilvy is proud to introduce APAC’s Great Disconnect: a point of view built to help brands pinpoint where disconnects occur and how to fix them through what we call Connected Social.
Created in collaboration with social experts across Ogilvy’s APAC network, this paper explores the most common challenges brands face on social and how to solve them through real-world examples and proven strategies:
- Connecting with Culture: Go beyond trendjacking. Use cultural and social intelligence to show up in the right moments, platforms, and with creators in ways that feel native and meaningful.
- Connecting with Brand: Stay flexible without losing brand identity. Build a cultural blueprint that protects your core while staying locally resonant.
- Connecting with Business: Make social a full-funnel growth engine. From content to commerce, drive measurable action and ROI.
- Connecting across Functions: End the confusion of shared (and often unclear) ownership. Align KPIs, streamline governance, and define clear accountability.
- Connecting Agency Functions: Ditch the fragmented model. Fewer, integrated partners aligned under one vision lead to faster, more effective execution.
- Connecting across Geographies: Empower local markets through structured collaboration—playbooks, templates, and tools that increase speed without sacrificing cultural nuance.
Can APAC brands close the gap and unlock connected social? Absolutely. But it takes more than compelling content—it demands orchestration across people, platforms, and purpose.
Download “The Great Disconnect” to discover how your brand can connect faster and smarter.