Tuesday, Dec. 2, Lunch: “Rediscovering the Art of Brand Marketing in China’s Digital Age” — — Tom Doctoroff

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Date(s) - Tuesday, December 2 2014
12:00 pm - 2:00 pm

glo london


Rediscovering the Art of Brand Marketing in China’s Digital Age

Tom Doctoroff

Tuesday, December 2, 2014

12:00-2:00 p.m.

Doors open 12:00, event starts 12:30 p.m.

Mass media is alive and well as a key tool for long-term brand building.  However, in China and throughout the world, the landscape of brand communications has fundamentally evolved since the rise of digital media.  Brand advocacy, or harnessing the power of technology to establish a one-on-one dialog between consumers and manufacturers, provides a potent platform to increase shopper loyalty and profit margins.  In order to efficiently leverage a new digital canvas, marketers will need to complement the traditional model of broadcast communication with a new model that triggers participatory digital engagement to spread the word, transforming owned media into earned media.  In a lively, case-filled presentation inspired by his new book, Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing (Palgrave Macmillan, Nov. 11), JWT Asia Pacific CEO Tom Doctoroff will uncover how today’s savviest marketers are driving brand advocacy.  More specifically, he will outline the marketing implications of this new paradigm, highlight the topography of China’s digital landscape including the role of on-line opinion leaders, and uncover the motivations of hundreds of millions of empowered netizens that can be satisfied through brands.

Venue details: Glo London

1 Wulumuqi Lu, near Dongping Lu

 乌鲁木齐路1号, 近东平路

Tel: 6466 6565


About the speaker:

Tom Doctoroff, born and bred in America’s Detroit and educated in Chicago, somehow took a detour to Hong Kong in 1994, then to Shanghai in 1998, and never quite made it back to the States. In the meantime, he has become one of Asia’s most respected and well-connected marketing professionals. His unique combination of pan-Asian work, plus more than a decade experience in China, has made him a leading expert in the cross-border management of brand architecture and brand building.  Tom started his advertising career at Leo Burnett in Chicago but jumped ship to JWT (Chicago).  In 1994, he moved to Hong Kong as Regional Business Director for clients such as Pepsi, Philip Morris/Kraft and Citibank.  In 1998, he landed in China as the Managing Director of JWT Shanghai.  In 2002, he was appointed Northeast Asia Area Director (China, Taiwan, Hong Kong and Korea) and Greater China CEO, and in 2008, also assumed leadership of JWT Japan.   Tom completed his undergraduate studies at Northwestern University (Evanston, IL) and holds an MBA from the University of Chicago.  He has also authored two best-selling books on Chinese consumers; “Billions: Selling to the New Chinese Consumer” and “What Chinese Want”, which was published in 2012. He published his third book, “Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing,” this month.



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