Jenny Chan 陳詠欣
Dec 19, 2018

In China, 'information cocoons' eclipse 'the big idea'

Taking a life of its own, Chinese-style marketing has followed neither existing textbooks nor tenets of ad gurus like David Ogilvy and George Lois.

The big idea' has long been the traditional core of advertising and how entire campaigns are organised but it seemed to have lost its lustre in the new age of socialised marketing and new consumer behaviours in China.
We were at GDMS, a 4000-strong conference held in Shanghai last week, where nobody is betting on a singular big idea anymore, or even mentioning...

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