What Durex Can Teach You About Sex and Social Media in China, This Week on ‘Thoughtful China’
Thoughtful China 165 - Entertainment Marketing in China
PepsiCos Richard Lee on Branding Through Entertainment in China, This Week on Thoughtful China
SHANGHAI, CHINA Smart marketers increasingly want to build brands in China through connections with entertainment, including music, sports, fashion, branded content and other fan-based platforms through digital and social media marketing.
Pepsi has become a leader in this area under the leadership of Richard Lee, chief marketing officer for PepsiCo China as well as its joint venture partner, Tingyi Asahi Beverages, a major Chinese food and beverage company with brands like Master Kong.
This week on Thoughtful China, Mr. Lee talks with host Trevor Lai about entertainment marketing in China, mainly for Tingyi. They discuss Pepsis partnerships with the NBA and other deals that amplify cross-channel marketing strategies both in traditional and digital media, as well as his criteria for choosing new partners and the challenges in working with celebrities in China.
Hear more from Richard Lee about why brands should be working more closely with the entertainment industry in this weeks episode of Thoughtful China
Normandy Madden - SVP, Content Development, Asia-Pacific, Thoughtful Media Group
Trevor Lai - CEO, Up Studios
Richard Lee - CMO, PepsiCo & Tingyi Asahi Beverages China
This week on Thoughtful China, host Trevor Lai interviews Richard Lee, CMO for PepsiCo China as well as its JV partner, Tingyi Asahi Beverages, about entertainment marketing in China. They discuss Pepsis partnerships with the NBA and other deals that amplify cross-channel marketing strategies both in traditional and digital media, as well as his criteria for choosing new partners and the challenges in working with celebrities in China.
United States: 14622 Ventura Blvd, Suite 743, Sherman Oaks, CA 91403, USA
China: Room 201, Building 6, 436 Jumen Road, Luwan District, Shanghai, China
Copyright © 2013 Thoughtful Asia Limited - All rights reserved.
Chinese travelers have become a major force in Asia and beyond, spending over $100 billion on foreign travel in 2012, the first year it surpassed the U.S. and Germany.
Branding Through Weibo: Building a Fans-centric Organization in China, This Week on ‘Thoughtful China’
Ad industry execs today increasingly refer to the buzz phrase “the internet of things,” shorthand for the connectivity and convergence that technology has made possible, which has already had a major impact on the global marketing landscape.
China’s ad market has grown into one of the largest in the world but it’s far from the best in terms of creativity.