Thoughtful China Podcast

Reckitt Benckiser has adopted a successful all-social, all-digital strategy for Durex in China with very strong results and is widely considered to be one of the most successful marketers using Weibo in China today. This week on “Thoughtful China,” host Clement Tsang talks with China Marketing Director Ben Wilson about creating content in China, working with key opinion leaders in social media, how RB evaluates ROI for social media campaigns, and the cultural challenges involved with promoting Durex in China.

China is the world’s leading market for smartphones, devices offering a variety of ways to interact with consumers such as m-commerce, location-based services, branded apps, websites, wearables, games, QR codes, Bluetooth and more. Find out how to create great mobile marketing campaigns this week on “Thoughtful China,” as host Clement Tsang interviews Tom Eslinger, author of “Mobile Magic.”

HSBC’s Erwan Rambourg, author of “The Bling Dynasty,” talks with host Trevor Lai about why Chinese luxury demand is on the cusp of becoming dominant and why doubts about Chinese consumption are ill-founded, this week on “Thoughtful China.”

This week on “Thoughtful China,” host Trevor Lai interviews Richard Lee, CMO for PepsiCo China as well as its JV partner, Tingyi Asahi Beverages, about entertainment marketing in China. They discuss Pepsi’s partnerships with the NBA and other deals that amplify cross-channel marketing strategies both in traditional and digital media, as well as his criteria for choosing new partners and the challenges in working with celebrities in China.

In the sixth episode in an ongoing series sponsored by Weibo, find out how to build a fans-centric organization in China, how to develop a strong partner ecosystem and what kinds of agencies and platform partnerships can help companies improve their relationship with online fans. If you’d like to hear more from the speakers in this series, Weibo is hosting a discussion site for this series where viewers can interact with our guests and other industry members. Access this site at http://t.cn/RZWKxkF.

China and the U.S. are important trading partners but these two major countries, important markets in their own right, sometimes clash in their approach to doing business. This week on “Thoughtful”, our experts share insights about whether or not American companies “get” China and offer tips for what U.S. companies could do better to build a business in this market.

This week on “Thoughtful China,” Dick van Motman, Chairman & CEO of Dentsu Aegis Network in Southeast Asia, shares the Japanese giant’s point of view about how the internet of things will revolutionize marketing through greater use of programmatic buying, delivering better ROI, to new media formats such as 3D and virtual reality, to better consumer understanding through big data.

China’s ad market has become one of the largest in the world but it’s far from the best in terms of creativity. This week on “Thoughtful China,” Dean Sciole talks about China’s performance this year at the One Show in New York in May and the Cannes Lions International Festival of Creativity in June, and shares case studies from the top-winning campaigns.

China’s e-commerce industry continues to grow, but it’s a complex market, with a few leading players like Alibaba and Yihaodian and a fast-growing number of niche vertical sites. Careful use of big data is a critical to success in this online sales market—if you can get it. Find out more this week on “Thoughtful China,” when host Trevor Lai talks with Jacob Cooke, CEO, of Web Presence in China, about how big data can help your e-commerce strategy in China.

Marketers do more than promote products, they build a brand history and traditions that can last for generations, developing enormous loyalty and passion from customers. This is especially true for luxury brands. In this week’s episode, find out how to build your brand through storytelling from luxury marketing experts Javier Calvar, Marc Arnold, Vladimir Djurovic and Louis Houdart.

Is Alibaba Group’s Tmall Global living up to its promise as a “fast track into China” for foreign brands? Find out this week on “Thoughtful China” as host Clement Tsang interviews Julia Zhu, a former Alibaba VP who is now head of international marketing at YMT Global, about the pros and cons of Tmall Global and overall trends in cross-border commerce in China.

As e-commerce sales grow in China, many retail stores and malls are seeing a decline in foot traffic. This week on “Thoughtful China,” hear from China Rendez-Vous’ Delphine Lignieres, The Brand Union’s Tab Lai, Shui On’s Bryan Chan and Jack Morton’s Adam Charles about the best ways to reach Chinese consumers to promote venues and events and how increased competition is changing trends in destination marketing in China.

This week on “Thoughtful China,” hear from Liverpool football legend Robbie Fowler, Matthew Baxter, Chief Media Officer for the Liverpool Football Club and Andrew Collins, CEO of Mailman Group about how Liverpool FC is using social media channels in China and how brands can reach their consumers through sports.

In the third episode of an ongoing series sponsored by Weibo, our experts share insights about how marketers and their agencies can leverage the power of social media in China to build brands that are truly loved and supported by fans. They also share examples of brands working with celebrities and other key opinion leaders to successfully create and share digital content through owned, paid and earned media. If you’d like to hear more from the speakers in this series, Weibo is hosting a discussion site for this series where viewers can interact with our guests and other industry members. Access this site at http://t.cn/RZWKxkF.

This week on “Thoughtful China,” Kitty Lun, chairman and CEO of Lowe China, shares her views about whether western agencies have a long-term future in China and how they should adapt to rising competition from local agencies as well as special firms operating in areas like social media marketing.