Navigating Growth in APAC, by Award-Nominated Brad Harris
Brad Harris
Managing Director, APAC
As a finalist for the prestigious Campaign Asia-Pacific Awards 2024, Brad Harris, Just Global's APAC Managing Director, takes a moment to reflect on the current climate in the region and the secrets to growth.
In just under four years, Brad has led Just Global’s expansion from a one-person operation in Singapore to a thriving APAC hub of specialists working in Singapore, Sydney, Manila, and Tokyo, while consistently delivering exceptional results for global clients. And now he’s shortlisted in the ‘Agency Head of the Year’ category at the Campaign Asia/Pacific awards – way to go Brad!
We look back at the highlights of his career at Just Global, and Brad’s trend predictions for the APAC region.
From ground zero to APAC growth powerhouse
When Brad joined Just Global four years ago, the regional marketing landscape was ripe with potential, and challenges. His mission was clear: build an agile, integrated team capable of driving measurable business outcomes for global clients across APAC.
“We’ve seen exponential growth, driven by a focus on combining media and creative strategies,” Brad explains. “In APAC, no one-size-fits-all solution exists. Success demands a nuanced approach, leveraging local insights and global capabilities.”
This agility has been the competitive edge for Just Global in the region. By integrating media, creative, and ABM strategies tailored to regional audiences, Brad and his team have navigated complexities from language variations to unique consumer behaviors, setting the agency apart in an increasingly competitive B2B landscape.
Making a success out of APAC’s unique challenges and opportunities
APAC is often viewed as a monolith, but the reality is a mosaic of vastly different markets, each with its own challenges and opportunities.
As Brad mentions, “Japan, for example, thrives on face-to-face interactions, where business cards and in-person meetings remain the norm, while markets like Singapore lean heavily on digital-first approaches. This diversity requires marketers to embrace localization on every level.
“Translation alone doesn’t cut it,” Brad notes. “True localization demands transcreation—adapting content to align with regional languages, cultural nuances, and platform preferences.”
In Japan for example, local publishers like Nikkei and Asahi are critical channels for B2B campaigns, while social platforms like Facebook outperform expectations.
Meanwhile, China and Korea rely on platforms like Baidu and Naver for search campaigns, as global tools like Google often don’t apply.
Brad highlights the importance of understanding these local dynamics. “Knowing the right publishers, platforms, and messaging for each market is what transforms campaigns from generic to impactful.”
The power of integration and collaboration
For Brad, the key to Just Global’s success in APAC lies in the seamless integration of media and creative, underpinned by strong strategy and data. “It’s not just about buying media space; it’s about creating content that resonates with specific audiences and ensuring it lands on the right platforms,” he explains.
Regular collaboration between Just Global’s analytics team and regional experts has been pivotal. Real-time insights have allowed the team to adjust channel strategies, shift media weight, and refine messaging to stay ahead of the competition.
Brad also points to the agency’s acquisition of Plaxton, a sales enablement organization in Japan, as a game-changer. “With local feet on the ground and deep expertise, we’ve strengthened our ability to connect with elusive C-suite audiences, driving meaningful conversations and conversions.”
What’s next for B2B marketing in APAC?
As 2025 approaches, Brad sees three key trends shaping the future of marketing in the region:
Budgets and Scalability
APAC marketers face perennial challenges with budget allocation. “Global enterprises often assign APAC a smaller slice of the pie,” Brad notes. To deliver impact, marketers must prioritize scalable strategies, balancing regional nuances with overarching goals.
Content Relevancy
Beyond translation, transcreation will remain critical. Regional and market-specific content must resonate deeply, from cultural tones to platform nuances. “Content that’s successful in Australia won’t necessarily work in Japan—it’s about crafting the right message for the right audience.”
Omnichannel Sophistication
APAC’s diverse platform landscape requires marketers to embrace an omnichannel approach. From leveraging Baidu for search in China to localizing creative for Facebook in Japan, understanding channel-specific behaviors will define campaign success.
Reflections on his road to recognition
For Brad, being one of three finalists for Campaign Asia-Pacific’s prestigious leadership award is an honor he attributes to his team. “It’s never about me—it’s about the incredible people I have the privilege to lead,” he says. “Their success with clients is my success as a leader.”
His philosophy of leadership is rooted in collaboration and curiosity. “The magic happens because we bring value to every meeting, every conversation. It’s about solving problems and creating opportunities—not just for our clients, but for the team itself.”
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Navigating Growth in APAC, by Award-Nominated Brad Harris
As a finalist for the prestigious Campaign Asia-Pacific Awards 2024, Brad Harris, Just Global’s APAC Managing Director, takes a moment to reflect on the current climate in the region and the secrets to growth.
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