To Work With Chinese Companies, Gain Access to the CEO and Offer Marketing Services Beyond Ad_结婚小岛岛主-钻饰

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To Work With Chinese Companies, Gain Access to the CEO and Offer Marketing Services Beyond Ad

(2011-09-08 10:03:33)

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thoughtful

china

chinese

companies

as

clients

文化

分类： Design

To Work With Chinese Companies, Gain Access to the CEO and Offer Marketing Services Beyond Advertising

SHANGHAI, CHINA (September 7, 2011) -- Global agency networks increasingly want to work with local companies to expand in China, but it’s not easy. Chinese companies don’t operate like multinational firms, they hold varying views on marketing and branding and they have different needs from agency partners.

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Western companies “are more structured,” says Viveca Chan, chairman and CEO of WE Marketing Group, this week on “Thoughtful China,” but for small agencies like hers, growing in China depends on building business with local firms and can lead to wide-ranging, fruitful relationships.

Many ad agencies, for instance, have seen dramatically rising interest from local companies since the 2008 Olympic Games in Beijing and the 2010 World Expo in Shanghai, as local firms seek expansion in the West. At the same time, Chinese advertisers expect ad agencies to play a role in marketing far beyond normal standards in overseas markets.

When WE Marketing Group works with Chinese companies, “we are always part of their team. We help them with the positioning, we help them with suggestions in products and how to build a total brand experience. We get involved with them in a much bigger way,” Ms. Chan says.

Local companies “are coming to us. We receive five or six calls every week,” says Bernard Wong, general manager, Grey Group, Shanghai.”

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http://www.thoughtfulmedia.com/newsletter/Ep12/Ep112Bernard250.jpgWork With Chinese Companies, Gain Access to the CEO and Offer Marketing Services Beyond Ad" />

But winning business from local companies often depends less on the traditional pitch process common in the West, says Ellen Hou, head of planning, Greater China at TBWA Worldwide. “Local clients are very straight forward, very transparent and they very results oriented. The challenge we are facing is how to find a different team to work for them. The way they use the agency is not to find an advertising company but more like a marketing services partner.”

While Chinese companies tend to be more holistic in their view towards working with agencies, they are also very top-down in their management style.

Chinese companies “are quite patriarchal,” says Melvyn Goh, Mindshare’s president, China. “When you sell back to the top [leader], and the top guy may not have a clear understanding of marketing, you can waste a lot of time.”

Chinese business relationships are balanced by three cultural frameworks--traditional, modern and multinational--and balancing all three requires careful planning.

“Be skeptical when someone talks about ‘the’ way to do business in China,” says P.T. Black, Thoughtful China’s senior creative director in Shanghai. Build a repoire with the company’s boss, build trust through meals and entertainment and build a team with local experience and understanding.

http://sailthru.thoughtfulchina.com/72mm.34e/Ti5yf1YZ_iG6Ip79Ce9d2

Thoughtful China - Episode Twelve: “Chinese Companies as Clients"

Host:	Trevor Lai - VP & Director of Client Service, Identica

Featured Guest:	Viveca Chan - Chairman & CEO, WE Marketing Group

Commentator:	P.T. Black, Senior Creative Director, Thoughtful China

Panel:	Melvyn Goh - President, MindShare China
	Ellen Hou - Head of Planning, TBWA Greater China
	Bernard Wong - General Manager, Grey Group, Shanghai

Episode Summary:	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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