“Sina Weibo has totally changed the landscape of social media.” Kel Hook joins us to talk about how Wieden + Kennedy is using social media to take its advertising campaigns in China to the next level. Kel uses the Old Spice Social Campaign as a case study to emphasis the impact of taking advantage of social media. As a creatively driven advertising agency, Wieden+Kennedy acts as a story teller to utilize community to get people engaged so as to further brands. Kel thinks that quality contents are very important as well as communities. What is the status of the social media advertising community in China?
Kel Hook arrived in China in 1999 and has led the development of brand communications, trend analysis and consumer insights for clients such as Coca-Cola, Johnson & Johnson, L’Oréal, Nike, Starbucks and Converse.
In 2002, Kel started Stratosphere, an independent brand strategy and insights consultancy. His company focused on the emerging urban middle class in China, looking at how the social and cultural changes sweeping China impact on people’s relationship with brands. This included being a co-founder of TANGULA, a luxury train project.
In 2005, Kel was approached by Wieden + Kennedy to be part of establishing their first office in China, joining them as Strategic Planning Director. In June 2006, Kel was appointed Managing Director.
Hear what business leaders in this field have to say about the interactive communications industry in China. With a rapidly growing Internet population, China has seen consumers voicing their opinions and knowledge through vehicles such Bulletin Board System (BBS), blogs, forums and other online communities.
Host: Sam Flemming - Founder/CEO, CIC
Considered a pioneer in China's Internet Word Of Mouth (IWOM)
development, Sam Flemming has worked among the top Chinese Internet players in
the field since 1996. In recent years, Flemming has guided key marketing
agencies and brands in China on the subject. He is also a frequent speaker,
lecturing on branding and marketing at conferences around China.