By Katie Deighton

Marketing and media industries have historically infiltrated emerging cities too late in the game, according to the Economist Intelligence Unit’s Alasdair Ross. But they should be taking advantage of the data at their disposal now to actively identify the overlooked markets where brands could prosper and shape consumption habits, rather than trying to play catch-up down the line.

The global product director delivered the key note speech at this year’s Festival of Marketing Global, giving the the industry crowd a raft of statistics on the potential of previously ignored cities such as Addis Ababa, Hangzhou and Karachi.

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Source: The Drum