Chinese companies expanding internationally may need to rethink their brand messaging to build affinity, according to speakers at the Shanghai International Advertising Festival.
The explosive phenomenon that is online-to-offline retail in China may not translate directly, but there are plenty of lessons to learn.
Chinese consumers often seek price reassurance from local brands, premium inspiration from global brands. But why? Tom Doctoroff of Prophet explains.
We kick off a new short-video series, Marketing Masters, with Prophet's Tom Doctoroff discussing what Chinese brands need to do better to succeed outside their home market.
Longtime J. Walter Thompson exec will split time between US and China.
John Gutteridge steps up to regional role after leading the agency in Australia and New Zealand, as Tom Doctoroff exits.
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