Other global marketers, including Richard Lee, VP-marketing at Pepsi-Cola International, and Ian Chapman-Banks, general manager-marketing & business development, mobile devices, North Asia, for Motorola Corp., will talk about how to build global brands in China and win local consumers.
Jean Cai, director, Olympic marketing programs, brand communications, China at Lenovo Group, the Chinese computer marketer that bought IBM’s PC business globally, will offer a perspective from a Chinese-owned brand with its own global ambitions.
Marketers are already putting great effort into their plans for the 2008 Olympic Games in Beijing. Several major sponsors, from Volkswagen Group, Adidas and Visa International, will share their insights with the audience in a panel on Olympic marketing. Anthony Laver is director, Olympic marketing department, at Volkswagen Group, China, and Erica Kerner is director, Beijing 2008 Olympics Program at Adidas. At Visa International, Li Sheng, VP and head of marketing, China, has an unusual opportunity to create a credit card market that barely exists today in China.
Media is one of the most complex and challenging issues for marketers in China today. Alfonso “Pon” de Dios, associate director, media, Greater China, for the world’s—and China’s—biggest advertiser will talk about China’s changing media landscape. His fellow panelists include Peter Brack, CEO of Hong Kong-based media company One Media Group, and Hung Huang, CEO, Beijing-based publisher China Interactive Media Group.
Tom Doctoroff, CEO, Greater China, at JWT will talk about marketers’ mistakes and the lessons to be learned from them.
For more information, or to register for the conference, to be held at Shanghai’s Westin Hotel, go to www.adage.com/events.
--by Laurel Wentz, Ad Age’s international editor in New York
Starbucks takes control of Beijing and Tianjin outlets
BEIJING--Starbucks Corp. has acquired High Grown Investment Group in Hong Kong, the controlling shareholder of Beijing Mei Da Coffee Co., the operator of over 60 Starbucks retail stores in Beijing and Tianjin, from the private equity firm H&Q Asia Pacific and other shareholders. The financial terms of this transaction were not disclosed. Beijing Sanyuan Company continues to be a minority shareholder of Mei Da. H&Q was instrumental in bringing Starbucks Coffee to China, opening the first Starbucks store in the mainland in 1999. By last month, Starbucks had over 430 stores in Greater China, including more than 190 stores in 19 cities in the mainland.
Google launches click-to-play video ads in China through China.com
BEIJING--The portal business unit of CDC Corp., formerly known as Chinadotcom Corp., has launched Google's click-to-play video ads in China via the English channel of its China.com site.
"Google's click-to-play video ads are user-initiated, so that the quality of the user experience is preserved. As a result, advertisers get more engaged users and qualified leads, " said Johnny Chou, Google’s president of sales and business development, Greater China.
P&G stops SK-II refunds in China
GUANGZHOU--In its latest effort to reestablish SK-II, its high-end skin care brand that has been plagued by allegations of poor product safety in the Chinese market, Procter & Gamble Corp. said China’s General Administration of Quality Supervision, Inspection and Quarantine and the Ministry of Health in Beijing both confirmed there are no safety problems with the product. As a result, P&G has stopped offering refunds for returned SK-II products in mainland China.
Nielsen partners with Allyes to connect advertisers with Chinese web surfers
HONG KONG--Internet media and market research provider Nielsen//NetRatings is cooperating with the interactive marketing services provider Allyes AdNetWork on a new service to allow online advertisers to be personally introduced to consumers through the digital media.
Allyes AdNetwork will track results of its clients' online ad campaigns--banners, rich media, streaming and video-- through Nielsen//NetRatings' tagging technology. When an internet browser downloads an ad, the browser's cookie ID will be sent to the NetRatings server, where information of the ad viewing path and duration is combined with the browser's demographic information, collected via online surveys which NetRatings runs continuously on Chinese portals and websites.
Online advertisers will now have access to advertising effectiveness data stretching beyond impressions, clicks and CTR. A campaign owner can build a very clear picture of his or her target audience through the availability of demographic information like age, gender, profession, income, education level, family situation and interests, while it allows a media planner to directly enhance advertising effectiveness,” said David Zhu, Allyes AdNetwork’s CEO in Shanghai.
Avenue A Razorfish aquires Hong Kong based digital marketer e-Crusade
HONG KONG--aQuantive’s interactive marketing services unit Avenue A Razorfish has aquired e-Crusade, a creative agency for digital marketing founded in Hong Kong in 1999, with another office in Shanghai. The subsidiary, which works with advertisers like Coca-Cola Co., HSBC Group, Nike, PCCW, Hong Kong Tourism Board and Microsoft Corp.’s Xbox game division, will retain its brand identity and existing leadership team, co-founders and co-managing directors, Royce Lee and Venus Lee.