TBWA showcase what ‘Disruption’ can do
TBWA hosted its ‘Let’s Talk Disruption’ seminar in Shanghai for 400 of China’s senior marketers last week. Speakers included TBWA\Worldwide Chief Marketing Officer, Laurie Coots; Chief Executive Officer and Artistic Director of Shang Xia, Jiang Qiong Er; TBWA\Chiat\Day, Los Angeles’ Chief Creative Officer, Rob Schwartz; and Publisher and Creative Director of Modern Media’s ‘Life Magazine,’ Rocky Liang (pictured on stage left).
This powerful line up of the best creative and marketing minds from the U.S. and China brought together the most effective campaigns, philosophies and methods that have been driving growth and success for brands both globally and in China.
The event was crafted around the arrival of TBWA’s Global Executive Committee for their first collective meeting in China.
“As global brands recover from the financial crisis many businesses are looking to countries such as China where the growth potential is highest,” commented Tom Carroll, Chief Executive Officer of TBWA\Worldwide. “Our Executive Committee came here specifically to understand more deeply how Chinese consumers operate and to support and develop our Greater China agencies so we’re maximizing this potential for our clients.”
The ‘Let’s Talk Disruption’ seminar enabled marketers from Shanghai and around China to understand fully TBWA’s philosophy of Disruption and Media Arts, and how it drives growth for the business and differentiation in advertising and marketing.
Commenting on the success of the Disruption event, Coots said, “From the attendance and the questions asked, it was clear that there is a desire to move our business to the next level. As a market, China is growing bored with being literal in marketing and communications, and there is a powerful wave of creativity coming our way that brand owners seem to be open to.”
In addition to key speakers from TBWA, the agency invited communicators Jiang Qiong Er and Rocky Liang to show how local brands are disrupting the luxury and publishing industries with unique and confident brand positioning and inspiring products.
“I was inspired by the magazine Rocky Liang shared with us. ‘Life’ seems to be answering a need for reflective content among the creative community and influential thinkers. I have no doubt that this publication will grow even more popular in the coming years,” said Coots. “Jiang Qiong Er of Shang Xia took my breath away. The thoughtful, purposeful, patient excavation and sharing of the gifts of master artisans remind us that luxury goods are expensive because of their craftsmanship, not because of their badge. Here speech was truly a beautiful encounter, one remembers for life.”
“This event was the first of its kind and the presentations very inspiring to me and, I believe, to the audience,” said Modern Media’s Liang. “It’s great that TBWA is now bringing it’s global expertise to China and refusing to compromise on its methods when completing clients’ work. They will lead the advertising and marketing industry to new and exciting places.”
The event closed with a panel discussion including Coots, Jeff Ma, Managing Director, TBWA\Shanghai; Alan Yau, New Media CEO, Modern Media Group; Tracy Ren, Head of Marketing, Pricing and Customer Analytics, Standard Chartered Bank China; Pierre Berard, Marketing Director, Pernod Ricard China; and Ellen Hou, Head of Planning, TBWA\Greater China.
“All of the marketers on our panel have clearly benefitted from challenging the status quo, whether to rewrite the rules of media, reframe the role for a financial services institution, or play a bigger game in their spirits category. It was refreshing to hear their personal stories about success,” added Coots.
See here for more information on the Disruption seminar.
3 Comments
yes, well TBWA are still floating the same disruption idea and usig their PR to float their own boat. The trouble is that many others are also following this approach. Too much disruption is quite simply a recipe for Chaos. And that can spell disaster, especially in a place like China. I suppose that’s why TBWA haven’t really made much of an impact in that market. of course their PR will tell a different story, but thats what they get paid for. Take a look at a place like DMG (Dynamic Marketing Group). DMG Who? Unknown to the most of the western world, yet they are unassailable in mainland China and the global Chinese audience. They have 5 offices in China and one in America. They have 6 automotive accounts as well as many other blue chip clients (Nike, J&J, Google, etc). And they have never lost an account in 18 years. How many agencies can make that claim? They make feature length films, distribute foreign films, sell real estate, partner client entering the PRC, create events, and make seemingly impossible things happen overnight. They understand the Chinese people and do not go around blowing their own trumpet. They are phenomenally successful and quite wealthy. They connect with the people of China. They know that global marketing strategies don’t work in China. Disruption is a western concept. If you want to succeed in the world’s most populated market, put on your Chinese thinking cap. Think Chinese.
Maybe they should invest in a head of PR. Maybe they should hire you?
Ian as in Australian, Well, probably you’re the head of PR of DMG. Don’t give a darn.
From within the ad industry in China, DMG is known for their ‘guanxi’ (bet you’ve familiar with that term, Ian) and internal deals.
6 automotive accounts? Well, you’ve got the connection and obviously those creative work churned out shows crappy work, rather than disruption or breakthrough. You’ve got stupid clients agreeing to have conflicting accounts under one roof.
Never lost an account? What about the recent VW lost?
You guys do Nike? Well, W+K is doing great stuffs for them. J&J? Nahh, never see any really interesting work. BTW, I’ve worked on the same J&J (that’s XJP, a local J&J joint-venture, mate.) account before elsewhere and not in DMG, mind you. They are not DMG’s exclusive client! There are dozens of other ‘shop’ doing stuffs for bluechip like J&J…you know, stickers, flyers, BTL…stuffs like that. Show us the great work, don’t just harp on the fact you’ve work on stuffs for Nike, J&J, Google, etc.
Of course you understand the Chinese people. You get your deals done by ‘internal deals’ and the government related connection (guanxi) of yours.
I would rather you keep the pathetic story of yours to yourself, rather than share them on this site. Thanks.