China is, all at once, the world’s most dynamic, frustrating, confusing, inspiring, and challenging marketplace. As companies invest more and more in marketing, raising the country to second behind the US in advertising spending, there have been many white papers, books, and reports on how to win. This book is different - it comes straight from the mouths, heads, and hearts of sixteen of the leading CMOs (Chief Marketing Officers) based in China. From Coca-Cola, Starbucks, McDonald’s, and Visa to local companies such as Lenovo and Bank of Communications. This is their story. These are their ideas
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China is now the world' second largest ad market; two decades ago its ranking was insignificant. CHINA CMO provides a snapshot of some of the most successful brands in the Mainland - but more importantly, this book is about the marketing leaders driving the award-winning work behind the brands.
We shared discussions with seventeen CMOs from brands like Mondelez, AB InBex and Lenovo to hear about their journeys in overcoming the challenges of the China market.
This is what they have to say.
Greg Paull, Principal & Founder, R3 Originally from Australia, Greg spent the first 20 years of his career on the marketer and agency side mostly in the APAC region. After working on both sides of the same coin, he identified an untapped opportunity in offering independent counsel to marketers - which led him to co-found R3. Greg’s brand experience spans many geographies and industries, delivering solutions for clients like Coca-Cola, Samsung, Visa, Johnson & Johnson and Microsoft across China, Hong Kong, Singapore, Australia, Malaysia, Europe, and the United States. Shufen Goh, Principal & Founder, R3 Shu Fen cut her teeth on advertising working with top FMCG clients at Ogilvy before co-founding R3 in 2002. With twenty years of sales, marketing, and agency experience built up across blue chip brands like Coca-Cola, Unilever, and BMW, Shu Fen's entrepreneurial spirit landed her in start-up M&C Saatchi as New Business Director where she was a driving force behind high profile wins like Coca-Cola and SingTel. At R3, she has led major global assignments for Singapore Airlines, Fonterra, and Visa. Beyond R3, she champions marketing innovation, effectiveness, and exchange in her role as Chairperson for the regional APPIES.
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