Christmas Schmistmas. Chinese New Year is the holiday that's dear to an enormous slice of the world.

That said, it's impossible to make generalisations about Asia. The region stretches from New Zealand to Pakistan, north to Mongolia, south to Sri Lanka. A kaleidoscopic spectrum of races and cultures, political systems, climates and religions coexist. The fastest-developing markets in the world sit alongside more "familiar" (to this American marketeer, that is) places like Australia. Major multinationals vie for attention alongside local brands. Chain stores and mom-and-pop market stalls are both key retail channels. It was eye-opening to participate in the regional strategy session for market heads from throughout the region, for a major global communications brand. Travel is always transformative, but this particular experience really changed my perspective on marketing innovation.

Okay, I'm going to break my own rule and make a generalisation: they are brilliant at brand activation. They have to be. In countries like Vietnam, on-the-ground marketing tactics work far more effectively than traditional techniques. After all, not everyone has a television, so they'll miss the advertising. LIve product sampling, local events, and ambient outdoor stunts are far more effective in this and other developing markets.

Australia is considered a "mature" market -- and to reach some of the most highly desireable consumer segments, you've got to have street cred -- know your 'zines, know your clubs, know which web 2.0 sites to partner with. Communication has to be sophisticated and real in order to influence this savvy and increasingly style-leading population.

India -- with the world's biggest English-speaking population and high-tech hubs like Bangalore, has yet to sign on to the Digital Revolution en masse. Meanwhile, the nation is highly media-saturated, and TV and Bollywood reign supreme. Find an entertainment angle, partner with one of the many local icons, and you'll earn the attention of millions.

I was astonished to learn that the Phillippines is suffering from a glut of reality programs. (Sound familiar?) Its where they come from that's quite interesting. For example, one popular TV ad for underarm deoderant got so much positive buzz on YouTube that it became a music video, then a reality show, and finally a movie. Talk about vertically integrated creative planning! Yet in the Phillippines, this kind of thing is already old hat.

Marketing innovation doesn't only emanate from the elite studios of Manhattan or London, the hip agencies of Amsterdam or San Francisco. Creativity really flourishes under more challenging yet fast-paced circumstances. It takes a blend of urgency, can-do entrepreneurial spirit, and fun. Art schools try to create this. In the working world, Asian markets have this in spades.

What does it all add up to? The region features a dizzying array of tactics from which even the most jaded markets like North America and Europe can find inspiration. I certainly do. That's why I plan to celebrate the Year of the Golden Pig by exploring the abundance of creativity that lies outside my culture and my comfort zone.

Join me. I invite you to share a story of a brand experience you've discovered that surprised you, caught you off guard, changed you. It doesn't have to be sophisticated or polished or perfect. Just an experience worth sharing.

Gung Hay Fat Choy! Happy Year of the Golden Pig!