Скачать или смотреть Tom Doctoroff on Chinese Marketing: Creativity in Advertising - Part 1

Interview Part 1 - Tom DOCTOROFF, CEO J.Walter Thompson North Asia at JWT HQ in SH

Tom Doctoroff is a leading expert in Chinese consumer psychology.. Inthe first part of this interview, he discusses trends in the Chinese advertising market, and his relationships with Chinese clients aiming to go global

Highlights of Part 1
#CannesLions2012
»I think the industry is in a great disorientation »
»When we were looking at the mobile & cyber awards: none of them had what we call ideas in there »
»To me it is very important that an advertising agency maintains its role as a conductor of ideas. And we cannot be inventors »

#AdvertisersInChina
»An what is interesting is that all of these things (latest pitches wins) have all strong digital components; one thing that has happened this year is that advertisers are finally looking for their advertising agency that integrates digital work, and that's a new thing actually (vs specialist before) »
»Managing scale within China is where the opportunities are »

#ChineseAdvertising, ChineseAdPeople

»I have been here for fifteen years, and I have not noticed any (chinese) agency achieving scale »

« Local agencies are not dedicated to brand building, added value, they focus on short term, on sales »

»Chinese people don't feel comfortable with abstract things (...) Chinese people revere the concrete »
»A career in advertising is not viewed as safe, or solid enough, so the leadership of local advertising agencies is fairly weak »


View Part 2 of the video here:    • Doctoroff on Chinese Marketing: Creativity...  

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