Jenny Chan 陳詠欣
Aug 4, 2015

Labbrand lures Jerry Clode back to Shanghai

SHANGHAI - Jerry Clode, a semiotician and cultural expert, has passed on a global role in London to take the job of research director at Labbrand Shanghai.

Jerry Clode
Jerry Clode

Clode did not reveal details of the London role, but said joining Labbrand in Shanghai at this point of his career is "simply perfect" as "they are ambitious and so am I".

Labbrand's recent opening of an office in Paris places it to offer an added level of sophistication to clients in China, he said, and reaffirms its desire to be an international research agency regardless of location.

"Quite simply, the challenges brands are facing in China are far more fundamental than elsewhere—the ultimate challenge for a researcher," he told Campaign Asia-Pacific. "I am ready, and I believe China is ready, for more innovative approaches to research. I want to push things to another level in my role".

Despite over 30 years of openness, China's market and consumer understanding is still mired in "gross stereotypes" that are not only unhelpful, but are "downright dangerous" for brands investing in the market, he added.

Most recently, Clode spent three years in Brazil, where he set up his own consultancy, called House of Jezmo, in Sao Paulo, deejayed at parties meant to rejuvenate neglected parts of the city, and got involved in a documentary film about musical collectives.

Prior to that, Clode set up the first Cultural Insight practice for Oracle Added Value in Shanghai, before moving to London to work on the agency's global offer. He also had a short stint as director of cultural insight at Spinach, also in the UK. The last time Clode was physically based in Shanghai was when he headed Flamingo's China offering in 2009.


Related Articles

Just Published

1 day ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

1 day ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

1 day ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

1 day ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.