"Chinese Companies as Clients" - Thoughtful China

http://www.thoughtfulchina.com

To expand in China, global agency networks are trying to work with local companies. Certainly, it's not easy. Chinese companies don't operate like multinationals and have different views on marketing and branding, but growing in China depends on building business relationships with local firms. We'll examine the issues facing multinational ad agencies as they try to expand their business to include local companies alongside multinational advertisers.

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[ralfjritter]

This interview should be very useful to those seeking to do business with domestic companies in China. What Viveca said about the approach to branding and the decision maker applies to a multitude of ingredients, especially fragrances and flavors which really communicate what the brand is about. In some cases, the decisions are personal and may not be based on consumer preferences. And yes, build rapport with the junior staff...you can become a valuable mentor and such relationships will last.

[gtowna]

Viveca rocked the interview. Her answers were on point, Trevor kept her focused, and it was cut just right. She really knows what she's talking about. Great to see guests like that...