Advertising_in_China

 

In this installment of Advertising and Marketing, Michiel Hofstee reveals an inside view of JWT Shanghai, where he holds the position of Managing Director. Mr. Hofstee talks with us in this inspiring interview about his 20 years of experience in advertising
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Michiel Hofstee

In this installment of Advertising and Marketing, Michiel Hofstee reveals an inside view of JWT Shanghai, where he holds the position of Managing Director. Mr. Hofstee talks with us in this inspiring interview about his 20 years of experience in advertising, his definition of advertising and what he believes it means in China. He imparts with us his knowledge and his personal examination of consumer behavior, the media landscape and the non-traditional forms of advertising and marketing in both the Chinese and Western markets.

Learn of his attitude towards brands in the digital world, and how Chinese and Western consumers differ when engaging with digital media. How are brands perceived by the local market, and how does he view the relationship consumers have with brands in China? Is there a need for diversification in advertising, and what is Mr. Hofstee's strategy in times to come? The Managing Director of JWT, Michiel Hofstee, reveals to us his outlook for the future, and how he believes the economic crisis will impact the advertising sector. Join us on this new report brought to you by ITV-Asia.

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Advertising & Marketing in China

In this segment of iTV-Asia programs, we delve into the advertising and marketing scene in China. We see how key business leaders in this field approach the challenge of marketing and advertising in China and how they are keeping ahead of the game overall. Find out how companies are marketing their products and how the rise of advertising has impacted Chinese business and the Chinese market in general. These in-depth interviews offer insight into what it is that makes advertising and marketing in China a unique challenge. Gain an inside look at the services, concepts and strategies being used to 'grab' attention in the Chinese market today.

Tom_Doctoroff

Host: Tom Doctoroff - Northeast Asia Area Director / Greater China CEO, JWT

Tom, born and bred in America's Detroit and educated in Chicago, somehow took a detour to Hong Kong in 1994 and never quite made it back to the States. In the meantime, he has become one of Asia's most respected advertising minds. His unique combination of pan-Asian work, plus nine years based in China, has made him a leading expert in the cross-border management of brand architecture and brand building. Furthermore, he is a passionate advocate of the iron link between brand equity and long-term profitability.
Having started his advertising career at Leo Burnett (Chicago) in 1989, Tom jumped ship and joined JWT Chicago in 1992. In 1994, Tom moved to Hong Kong as Regional Business Director, managing several of JWT's largest multinational clients across Asia Pacific (including Pepsi, Philip Morris/Kraft and Citibank).

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