Page 3 - myanmar

FOREWORD
Sir Martin Sorrell, Founder and CEO of WPP
When WPP returned to Myanmar in 2012, a few days after sanctions were lifted, this extraordinary country became our 111th market.
We were the first marketing services group to reenter Myanmar following the introduction of major government reforms and the suspension of the US investment embargo. Why? Because we saw tremendous unlocked potential.
With more than 51 million fast-changing consumers, Myanmar is not a market that can be ignored – especially in the context of a global economy in which growth opportunities are becoming harder to find.
The opening-up of Myanmar presents both challenges and opportunities for our clients, and this report provides a uniquely well-informed and insightful guide to navigating them.
BrandZTM, the long-running and highly regarded survey, is proprietary to WPP and its insights are used across the world to help build strong, valuable brands. It also demonstrates the iron link between strong brands and the creation of shareholder value. I am delighted that we are now able to publish the very first BrandZTM Myanmar.
Moreover, by bringing together the
two leading brand surveys within WPP (BrandZTM, from Millward Brown, and BAV, from Y&R), we have created the world’s largest and most comprehensive suite of brand analytics, comprising diagnostic tools, brand valuation and country brand analysis.
This report synthesises our new BrandZTM Myanmar data with our other studies, adding sharp insight and analysis from our WPP companies and colleagues on the ground. I hope you will enjoy it.
I have no doubt that we will continue
to see rapid change and development in and beyond Yangon. WPP is on the ground in strength and depth to assist brand owners in making the most of the opportunity, building strong, sustainable and valuable brands, and contributing to the next chapter in the growth and history of Myanmar.
I am always available to discuss with you how WPP can help, as are the contributors to this definitive study.