Wharton FoA Global Insights Roundtable: Beijing

On July 25, 2012, the Wharton Future of Advertising Program held the fourth in its series of Global Insights Roundtables, this time in Beijing. Co-hosted by Ogilvy & Mather, the roundtable attracted diverse advertising professionals throughout Asia to discuss key elements of the Chinese advertising landscape. Participants also questioned how China could provide important feedback to the larger advertising community.

The participants concluded that although China faces many of the similar issues facing the global community, new China-specific problems have emerged as companies and agencies continue to adjust to their rapidly changing environments. Throughout the world, advertisers today must respond to the following key challenges:

  • The difficulty in understanding and interpreting large volumes of complex data
  • The quickly changing advertising and digital technologies

Participants also concluded that China in particular has encountered a new wave of complex issues:

  • The need to innovate under tight government regulations
  • The rise of mobile internet as a dominant media platform

Insight Highlights

“Mobile Internet the next big wave in China.” Sharon Wang

“Net Gen is the key in China, and this is a global demographic.” Jiang Jie

“New media unlocks space for marketing and advertising, however, it is challenging traditional multinational advertising agencie.s” Sophie Ho

“China is different, but not that different. Instead of focusing on differences, spend more focus on commonalities.” Sophie Ho

Participants

Dag Bennet, Deputy Head, Ehrenberg-Bass (Australia)
Sascha Engel, National Director, Digital Lab, China, Ogilvy & Mather
Vaasu Gavaransanu, Head Digital Marketing Solutions Group, Yahoo!
Karen Ho, Head, MEC Interaction China
Sophie Ho, Marketing Manger of Pepsi Cola for Greater China
Jin Hui, Allan Kwan, Partner in Asia, Oak Investment Partners
Derek Kwok, COO, Yoyi Interactive
Holly Li, Chief Executive Officer, China, Esprit
Dylan Ren, General Manager of North China, Southern Weekly
Janson Shi, Executive Director, China New Town Development
Joanna Sin, Head of Corporate Communications, China, UBS
Raymond Tao, President, O&M Advertising, China, Ogilvy & Mather
Sharon Wang, General manger of Digital Media, VivaKi Exchange
Jerry Wind, The Lauder Professor, Professor of Marketing; Director, Wharton Future of Advertising Program, The Wharton School

Agenda

8:30 – 9:00     Arrival and Reception     

Light breakfast catered by Starbucks

9:00 – 9:30    Welcome

Dr. Jerry Wind, The Wharton Future of Advertising Program

Raymond Tao, President, O&M Beijing

Introductions

What are the 3 biggest challenges facing you today?

9:30 – 10:00  Wharton Future of Advertising Program:  Findings to Date

Dr. Jerry Wind 

10:00 – 11:00Participant Lightning Insights @ 7 minutes, followed by discussion

  • Raymond Tao – President, O&M Beijing
  • Vaasu Gavaransana – Head Digital Marketing Solutions Groups, Yahoo! APAC
  • Sascha Engel – National Director, Digital Lab, O&M (Shanghai)
  • Karen Ho – Head, MEC Interaction China
  • Dag Bennet – Deputy Head, Ehrenberg-Bass Institute (Australia)
  • Joanna Sin – Head of Corporate Communications, UBS China
  • Allan Kwan – Partner, Oak Investment Partners

 11:00 – 11:15 Break with refreshments catered by Starbucks

11:15 – 13:00 Participant Lightning Insights @ 7 minutes, followed by discussion

  • Sharon Wang – General Manager of Digital Media, VivaKi Exchange
  • Janson Shi – Executive Director, China New Town Development
  • Lei Yang – Brand System Manager, IBM;         Jessica Zhang – Brand System Advertising Lead, IBM
  • Holly Li – CEO, Esprit China
  • Derek Kwok – COO, Yoyi Interactive
  • Sophie Ho – Marketing Manager for Greater China, Pepsico
  • Jin Hui – Head of WWF Communications, WWF
  • TBD,  Lenovo
  • Dylan Ren – General Manager of North China, Southern China, Southern Weekly

13:00 – 14:30Duck de Chine (off-site, 5-min walk from office)

Luncheon Discussion

Summary and Next Steps