When I was in China I was struck by how many digital, media and advertising executives wanted to work for BAT. I thought it strange that so many people wanted to work for what in the west we consider BAT to be, British American Tobacco. I was quickly educated that BAT stood for Baidu, Alibaba and Tencent who rank in the top 6 largest digital businesses in the world behind Amazon, Google and biting the heels of Facebook. When you consider the centralisation of their offering and ease of use it isn't surprsing that we should be looking to the East to learn how to get the most from digital