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Thoughtful China 165 - Entertainment Marketing in China

Thoughtful China


PepsiCo’s 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.



Trevor Lai
Richard Lee

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 Pepsi’s 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 week’s episode of “Thoughtful China”



Executive Producer:
Normandy Madden - SVP, Content Development, Asia-Pacific, Thoughtful Media Group

Host:

Trevor Lai - CEO, Up Studios

Featured Guest:

Richard Lee - CMO, PepsiCo & Tingyi Asahi Beverages China

Episode Summary:

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 Pepsi’s 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.


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