Thoughtful China Podcast

This week on “Thoughtful China,” we’re sharing a rebuttal to last week’s episode in which David Wolf argued that the global agency model is increasingly inappropriate for China and perhaps other markets. Aaron Lau, Cheil’s President-CEO, Greater China, argues that global ad agency networks can succeed in China, as long as they continue to focus on innovation.

This week on “Thoughtful China,” China agency veteran David Wolf explains why the 4A ad agency model does not work well in China, where companies are experiencing very high growth and the market evolves quickly, requiring companies to make sudden changes to adapt and grow. Find out why he believes big agencies don’t have a strong future in China on this episode.

Advertisers typically divide China into five or six tiers, starting with sophisticated tier one markets -- Beijing, Shanghai, and Guangzhou -- and going down to rural villages. There are valid reasons for this but it’s not the whole story. This week on “Thoughtful China,” our guests help you understand some of the regional differences that also determine what Chinese buy and consume.

Creative agencies, media agencies, digital agencies, PR firms and social media specialist shops all want to own their clients’ social media business and even feels a legitimate claim to it. This week on “Thoughtful China,” we ask experts who really should handle your social media business.

Navigating China’s media environment is extremely difficult for multinational companies, and they often get left in the dark about how China’s media industry operates. This week on “Thoughtful China,” Steven Chang, ZenithOptimedia’s Chief Executive for Greater China, shares ten key trends and facts to help your company smartly invest in Chinese media.

China’s consumers have experienced tremendous economic and cultural transformations that shape how they define themselves, their impact on society at large, and how they consume brands. This week on “Thoughtful China,” Trevor Lai interviews Sandy Thompson, Young & Rubicam’s Global Planning Director about five common mistakes advertisers make about Chinese consumers.

China’s double-digit growth has helped multinational marketers weather a sharp downturn in the West, so how does China’s slowing economic growth rate affect global companies? Find out this week on “Thoughtful China,” as host Trevor Lai interviews JWT’s Worldwide Chairman & CEO, Bob Jeffrey.

Chinese women will continue to drive changes in their culture and society and by necessity, affect the way advertisers should approach the marketing of products these woman may buy. Find out more this week on “Thoughtful China,” as guest host Christine Ng, BBH China’s managing director interviews Starcom’s Tess Caven, human experience strategy director for North Asia, about what Chinese women want.

China's market is booming, but it remains a tough market for foreign filmmakers, due to strong local competition and strict import controls and censorship. This week on “Thoughtful China,” host Trevor Lai asks entertainment experts how China is changing the way Hollywood produces and markets motion pictures for the world, current trends evolving China’s own film industry and opportunities for brands to play a role within Chinese and international films.

This week’s guest on “Thoughtful China” is the award-winning film and commercial director Antony Hoffman, who has spent extensive time shooting ads in China. He shares his experiences shooting ads in China and we share some of his favorite ads, both those made for China and some iconic work for brands like Budweiser.

Marketers are eager to connect with their customers through social media, especially in China, but many companies are uncertain how to employ platforms like Sina Weibo and Tencent’s WeChat effectively. This week on “Thoughtful China,” social media experts Nancy Lan, Wang Xiaofeng, Tina Hu, Alison Au and Angie Au-Yeung offer insights to help you sharpen your social media strategy.

China, now the world’s largest car market, is a crucial part of the growth plans for every major global automaker, while local brands continue to fight for a share of the pie. This week on “Thoughtful China,” find out who’s winning the battle for Chinese car buyers when Trevor Lai interviews Michael Dunne, president of Dunne & Company and author of “American Wheels, Chinese Roads: The Story of General Motors in China.”

Collecting and evaluating market research is a critical step for every marketer in China, but the fast rate of change there also makes it a tremendous challenge. In this week’s episode of “Thoughtful China,” Kitty Bu speaks with experts at leading research companies to find out how they get information that’s accurate and up to date. They discuss topics like the role technology is playing to improve market research methodologies, the best indicators to measure consumer trends, and mistakes advertisers make in how they evaluate research.

This week on “Thoughtful China,” Harry Hui, the founder and managing director of ClearVue Partners, talks with host Trevor Lai about the challenges facing marketers in China. Previously a senior executive at PepsiCo, Universal Music and MTV Networks Asia, Mr. Hui offers crucial insights about how brands can connect with consumers in China, how to best use celebrities for brand endorsements, the best metrics to measure a company’s success and other trends shaping China. Find out more on this week’s episode.

This week’s episode of “Thoughtful China” celebrates Shanghai's groundbreaking entrepreneurs featured at the Transition China conference held in April 2013 at The Langham Xintiandi. We share exclusive backstage interviews with some of the guest speakers at the event from companies like OMG, Mailman, Kiip, Rovio Entertainment, Mary Ching and Shanghai Rolex Masters. Watch this week’s episode to learn from the challenges overcome by these entrepreneurs in China’s fast-changing market.