Saney Thompson, Global Planning Director - Yound & Rubicam;
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Five Things Marketers Get Wrong About China

Saney Thompson, Global Planning Director - Yound & Rubicam

China's consumers have experienced tremendous economic and cultural transformations that shape how they define themselves, their impact on society at large, and how they consume brands. This week on "Thoughtful China," Trevor Lai interviews Sandy Thompson, Young & Rubicam's Global Planning Director about five common mistakes advertisers make about Chinese consumers.


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Thoughtful China was a weekly talk show about creative, media & business affairs in China. The program was produced from 2011 to 2016 and conducted interviews with China's leaders in advertising, brands, digital, marketing and media. More than 180 videos are included in the Thoughtful China series.

By watching the Thoughtful China videos you can learn about trends and issues shaping the world's fastest-growing economy and learn from the country's top advertising, marketing and business executives.

2015 Episodes

Building a Fans-centric Organization

Jessica Lee, Chief Communications & Corporate Affairs Officer - McDonald's China

China Luxury Travel Trends

Rupert Hoogewerf, Chairman & Chief Researcher - Hurun Report

China's Performance at the One Show & Cannes

Dean Sciole, Managing Director - TBWA\Hakuhodo

Do American Companies Get China?

Scott Williams, VP, Programs & Services - The American Chamber of Commerce in Shanghai

Entertainment Marketing in China

Richard Lee, CMO - PepsiCo & Tingyi Asahi Beverages China

How Big Data Can Help Your China E-Commerce Strategy

Jacob Cooke, CEO - Web Presence in China

How Durex Dominates Social Media in China

Ben Wilson, Marketing Director - Reckitt Benckiser China

Marketing in Social Cities

Dick Van Motman, Chairman & CEO - Dentsu Aegis Network Southeast Asia

Mobile Marketing Magic

Tom Eslinger, Global Chief Creative Officer - Mobile Magic

Six Trends Changing China’s Car Market in 2015

Bryce Whitwam, Managing Director - Wunderman Shanghai

The Bling Dynasty

Erwan Rambourg, Managing Director & Global Co-Head - Consumer & Retail Global Research HSBC

2014 Episodes

Beyond Online Sales: Making E-commerce Social

Viveca Chan, Chairman & CEO - WE Marketing Group, WE Digital & WE Commerce

Branding Through Social Media: 2015 Predictions

Ken Hong, General Manager - Marketing Strategy Weibo

Building Sports Brands in China

Jens Meyer, VP Marketing - Sport Performance, Adidas

Building Trust with Luxury Consumers

Ricardo Ferrer, CEO - Asian Horizon China

China’s Best Ads in 2014

Ng Fan, Chief Creative Officer - Saatchi & Saatchi Shanghai

China 2015 Ad Spend Forecast

Adil Zaim, CEO - China Carat

China's Cultural Ambitions

Lady Linda Davies, Founder - KT Wong Foundation

China's Most Valuable Brands 2015

Deepender Rana, Head of Creater China - Millward Brown

China's Performance at AdFest 2015

Animation Created by Yggdrazil Group

Creating Effective Content Marketing

Lincoln Bjorkman, Global Chief Creative Officer - Wunderman

Cross-border Commerce: Winning Strategies for China

Julia Q. Zhu, Head of International Marketing - YMT Global

Decoding Korea's Influence in China

Laurence Lim-Dally, Managing Director - Cherry Blossoms Market Research

Designing Smart Cities

Paul Doherty, President & CEO - The Digit Group

Destination Marketing

Delphine Lignieres, Founder & CEO - China Rendez-Vous

Developing Digital Brand Innovation

Kevin Gentle, Digital Strategy Director - Labbrand

Five Mistakes Brands Make in Social Media

Simon Young, Principal, Global Ralations - syENGAGE

How SME's Can Build Brands in China

Chris Gibson, VP, China Development - Ipai Auction Company

How to Build a Social Brand

Sue Bai, Senior Manager, Digital Marketing - Coach China

Infusing Programmatic Buying with Creativity

Winder Chen, Co-founder & CEO - Kuaizi Technology

Leveraging Big Data in Social Media

Frederic Jouve, Managing Director - Acxiom

Marketing to Chinese Mothers

Vijayanand Sinha, Regional Vice President - Laundry, North Asia, Unilever

Marketing to Millennials

Stephen Drummond, Senior Director, Creative/Design/iMarketing - Coca-Cola China

Marketing Wine in China

Vince Kobler, Founder & CEO - Vince Wines

Pleasing Chinese Taste Buds

Richard Lee, CMO - PepsiCo & Tingyi Asahi Beverages

Reaching China’s Silver Generation

Tom Doctoroff, CEO - Asia Pacific, JWT

Realizing the Value of Online Fans & Social Media

Simon Ashwin, Managing Director, International Clients - Mindshare China

Socializing Retail Stores

Scott Amyz, Founder & CEO - Amyx + McKinsey

Social Media & Programmatic Buying in China

Clement Huang, Product Leader - Internet Advertising and Data Platform, Yahoo!

The Future of Advertising in China

Kitty Lun, Chairman & CEO - Lowe China

The Impact of K-pop in China

Min Yoo, Country Manager - YouGov China

The Power of a Fan Economy

Charley Dong, Senior iMarketing Manager - Coca-Cola Co.

Three Ways to Reinvent Your Agency

Jason Kuperman, VP, Ommicom Digital - Asia-Pacific, India, Middle East & Africa Omnicom Group

Transitioning From OEM to OBM

Ian Wu Jingwen, Brand Director - Sengled

Transparent Brands, Demanding Consumers

Geoff Beattie, Global Head of Corporate Affairs - Cohn & Wolfe

Using Cultural Cues in Social Media

Sam Flemming, Founder & CEO - Kantar Media CIC

What Consumer Marketing Can Learn from B2B

Narelle Hicks, Managing Director - Southeast Asia, Acxiom

Who's Winning China's E-commerce Race?

Yu Gang, Co-Founder & Chairman - Yihaodian

Why Advertisers Don’t Get Gaming

Patrick Wheeler, CEO & Co-founder - Smartions

Why China is 10 Years Ahead at Social Commerce

Vincent Digonnet, Executive Chairman, Asia-Pacific, Razorfish

Why Twitter Is Not a Strategy

Tom Doctoroff, Asia CEO - JWT

Women to Watch China Gala 2014

Ad Age Women to Watch China Honors

2013 Episodes

A Crocodile in the Yangtze: The Alibaba Story

Porter Erisman, VP & Filmmaker - Crocodile in the Yangtze

Adding Sparkle to Champagne Sales in China

Didier Depond, President - Salon-Delamotte

American Wheels, Chinese Roads

Michael Dunne, President - Dunne & Company

Building an E-commerce Strategy in China

Julia Q. Zhu, Founder - Observer Solutions

Building Sportswear Brands in China

Jens Meyer, VP Marketing, Sport Performence - Adidas

China Goes West

Joel Backaler, Associate VP - Frontier Strategy Group

China’s Regional Differences

Ram Narayan, VP, Brand Building, Foods & Refreshment - Unilever China

China's 2014 Spending Forecast

Steven Chang, CEO & Greater China - ZenithOptimedia

China's Best Ads in 2013

Andrew Lok, Founder - Civilization

China's Performance at AdFest 2014

Animation created by Kantana Animation Studios

Creating Great Ads for China

Antony Hoffman, Commercial Director - Mercedes-Benz

Defining Chinese Style

Thibault Villet, CEO - Glamour Sales China

Determining Digital ROI

Wayne Arnold, CEO - Profero

Five Things Marketers Get Wrong About China

Saney Thompson, Global Planning Director - Yound & Rubicam

How China Is Changing Hollywood

Jeffrey Soong, CEO - Media Asia Group Holdings

How China's Youth View Luxury

Andrew Cai, President & CEO, Greater China - Karl Lagerfeld

How Private Equity Views Branding

Harry C. Hui, Managing Director - ClearVue Partners

How to Create Powerful Online Videos

Laurence Lim-Dally, Managing Director - Cherry Blossoms Market Research

How to Make Great Content Marketing

Ian Schafer, CEO - Deep Focus

Is There a Future for Big Agencies?

David Wolf, Managing Director, Global China Practice - Allison + Partners

Managing Agency-Client Relationships

Royce Yuen, Chairman, Greater China - Aprais

Managing Data in China

Frederic Jouve, Managing Director - Acxiom

Marketing Through Sports

Rob Mills, Director & CEO - Gemba Group

Marketing Through Wearables

Joshua Maa, Founder * CEO - Madhouse

Marketing With Celebrities

Adam Roseman, Founder & CEO - FansTang

Market Research Trends in China

Bruce Wells, President & Managing Director - Vision Critical Asia

Promoting Brand Trust

Steven Cao, CEO Greater China - Edelman

Putting Big Data to Work for Your Brand

Winder Chen, Director, Digital Media & Innovations, Brand Operations China - Procter & Gamble Co.

Safe Bets for Marketing in China

Scott Silverman, Worldwide Managing Director - Ogilvy & Mather, Huawei

Selling Luxury Online in China

Thibault Villet, CEO - Glamour Sales China

Sharpening Your Social Media Strategy

Wang Xiaofeng, Analyst - Forrester Research

Ten Things Your Media Director Isn't Telling You

Steven Chang, CEO - ZenithOptimedia

The Lighter Side of China

Scott Kronick, President & CEO - Ogilvy Public Relations

Top Trends Changing China in 2014

Top Trends Changing China in 2014

VC Investing in China

Jessica Shu, Co-founder & Managing Director, China Operations - Affinity

What Chinese Women Want

Tess Caven, Human Experience Strategy Director - Starcom

Who Should Handle Your Social Media Business

Ram Narayan, VP, Brand Building, Foods & Refreshment - Unilever China

Why Big Agencies Do Have a Future

Aaron Lau, President & CEO, Greater China - Cheil Worldwide

Why China Matters

Bob Jeffrey, Worldwide Chairman & CEO - JWT

Why TV Still Matters in China

Lyndon Morant, Strategy Partner - Mindshare China

Why US Stars Need Chinese Fans

Johnny Galecki, Lead Actor - The Big Bang Theory

Women to Watch China Gala 2013

Harry C. Hui, Managing Partner - ClearVue Partners

2012 Episodes

Best Advice from China's Business Leaders

Bob Jeffrey, Chairman & CEO - JWT Worldwide

Building an Ad Agency in China

Arto Hampartsoumian, CEO - BBH China

Building an Agency Network in Asia

David Liu, Chairman & CEO - The Engine Group

Building an Ecommerce Strategy in China

Phoenix Chen, E-Commerce Manager, Luxury Daivision - L'Oreal Group China

Building Brands Beyond Tier One in China

Building Brands Beyong Tier One

Building China's Creative Reputation

Keith Smith, President, International - TBWA Group

Building Chinese Brands Overseas

Wang Zhuo, Executive Vice President - Shanghai Jawha United

Building Chinese Fashion Brands

Kinsen Siu, Managing Director - Lafayette 148 New York

Building Foreign Media Brands in China

Tracy Zhang, President -

Building Online Sales in China

Frank Lavin, Chairman & CEO - Export Now

China’s 2013 Ad Spend Forecast

Bryce Whitwam, General Manager - Wunderman

China's Best Ads in 2012

Graham Fink, Chief Creative Officer - Ogilvy & Mather China

China's Most Valuable Consumers

Rupert Hoogewerf, Chairman & Chief Researcher - Hurun Report

Connecting Content & Communities Online

Jean Lin, CEO, Asia-Pacific & Global Chief Strategy Officer - Isobar

Defining Beauty in China

Dave McCaughan, SVP & Regional Director, Strategic Planning - McCann Erickson

Dentsu's Expansion in China

Tim Andree, SVP, Dentsu & President& CEO - The Dentsu Network

Five Trends Changing China

Eugene Chew, Digital Marketing Consultant

Is Your Media Campaign Successful?

Amrita Randhawa, President - Mindshare China

Let's Talk Disruption-Luxury Seminar

Ian Thubron, Group President - TBWA Greater China

Loving China: Romance, Dating & Weddings

Rebecca Ip, VP. Geater - Tiffany & Co.

Managing a Crisis in the Microblog Era

Michael Chu, Managing Partner - Ogilvy PR

Mobile Marketing Trends

Patrick Moorhead, VP, Mobile Sales - Catalina Marketing

Raising Retail Sales in China

Barry Leung, Managing Director - Marketing Services Co.

Tapping China's Spirits Market

Cyril Camus, President - Camus Cognac

Turning Brand Fans into BFFs

Ken Hong, CEO, Conventions & General Manager - Sina Corp.

Turning KOLs Into Brand Ambassadors

Angie Au-Yeung, National Digital Marketing - Lee Jeans

Understanding China's Digital Generation

Don Schultz, Professor - Integrated Marketing Communication Northwestern University's Medill

What Chinese Want

Tom Doctoroff, Area Director - JWT

What Entrepreneurs Can Teach You About Doing Business in China

Andrew Collins, Founder & CEO - Mailman Group

Women to Watch China 2012

Allen Wang, Founder & CEO -

Women to Watch China Gala

Women to watch China Gala

Working With WeChat

Eugene Chew, Director - Digital Strategy, JWT

2011 Episodes

Action Sports - Eager Brands. Nervous Parents

Harvey Davis, VP & Event Management - Asia ESPN Star Sports

Agency-client Relationships in China

Sarah Millard, Director, Indirect Procurement, Creater China & Korea - Coca Cola

Are Media Directors Obsolete?

Alfonso "Pon" de Dios - China Media Expert

As Japan Rebuilds, Will China Return?

Dave McCaughan, Regional Director of Strategic Planning - McCann Worldgroup

Breaking the Glass Ceiling

Laura Desmond, CEO - Starcom MediaVest Group

Building a Social Agency

Viveca Chan, Chairman & CEO - WE Marketing Group

Building Brands in China

John Gerzema, Global Chief Insights Officer - Young & Rubicam

Building Brands in China – Q&A with John Gerzema

John Gerzema, Global Chief Insights Officer - Young & Rubicam

Building Brands With Baidu

T.R.Harrington, CEO & Founder - Darwin Marketing

Car Crazy in China

Danny CY Chan, General Manager of Shanghai Sime Darby - Jaguar & Land Rover

Car Crazy in China – Panel Interview

Mike Nash, Business Director - JWT China

Car Crazy in China - Q&A with Danny Chan

Danny CY Chan, General Manager of Shanghai Sime Darby - Jaguar & Land Rover

China's Best Ads in 2011

Dick Van Motman, President & CEO, Creater China - DDb Group

China's Media Landscape in 2012

Seth Grossman, Managing Director - Carat China

China's Most Valuable Brands

Rupert Hoogewerf, Chairman & Chief Reservation - Hurun Report

China's Most Valuable Brands – Panel Interview

Jonathan Chajet, Executive Strategy Director - Interbrand

China's Performance at AdFest '12

Jimmy Lam, President - AdFest

Chinese Companies as Clients

Viveca Chan, Chairman & CEO - WE Marketing Group

Chinese Companies as Clients – Panel Interview

Bernard Wong, General Manager - Grey Shanghai

Chinese Companies as Clients – Q&A with Viveca Chan

Viveca Chan, Chairman & CEO - WE Marketing Group

Community Engagement

Marie Han Sillway, Chief Marketing - Starbucks China

Coping with China's Talent Crisis

Ian Thubron, President, Greater China - TBWA Group

Creative Differences

Tom Doctoroff, North Asia Area Director & Creater China CEO - JWT

Emotional Branding

Stephen Drummond, Director of Content & Creative Excellence - Coca-Cola Co.

Encouraging Innovation in China

Robin Seow, VP-Marketing - HP Personal Systems Group

Experiential Luxury Marketing

Lawrence Law, Brand Director, Engagement Marketing, Johnnic Walker - MHD

Forecast - Cautious Optimism for Ad Spend Growth in China 2012

Wayne Fan, Managing Director - Wwwins Isobar

How U.S.-Sino Relations Affect Multinationals

Frank Lavin, Chairman, Public Affairs - Edelman

Interview with Ford China's Nigel Harris

Nigel Harris, VP, China Distribution Operations - Ford Motor Co.

Luxury's HR Challenge in China

Jonathan Seliger, President & CEO - Coach China

Marketing in China's Lower Tier Cities

Jeffrey Tan, National Research & Insights Director - Starcom MediaVest Group

Marketing Through Microblogs

Sophia Ong, General Manager - Tencent

Marketing to Men

Alexander Dony, Managing Director, Male Grooming, Greater China - Procter & Gamble

Q&A with Coca-Cola's Sarah Millard

Sarah Millard, Director, Indirect Procurement, Creater China & Korea - Coca-Cola

Q&A with DDB's Dick van Motman

Dick Van Motman, President & CEO - DDb Group

Q&A with U.S. Ambassador Frank Lavin

Frank Lavin, Chairman, Public Affairs - Edelman

Real Numbers

Clement Tsang, China Sales Director - MediaMind

Selling Green in China

Aurora Chen, Director of "Live Positively" - Coca-Cola Greater China

Social Media Metrics

Clement Tsang, Head of Performics in China

The Rise of Chinese Luxury Brands

Philippe Lamy, Chief Operating Officer - Shang Xia

Tiger Mom Consumers

Allen Wang, CEO & Founder -

Tiger Mom Consumers – Q&A with Babytree's Allen Wang

Allen Wang, CEO & Founder -

Travel Trends – Chinese Heading Overseas in Record Numbers

Bruce Ryde, General Manager - Hotel Indigo Shanghai on the Bund

Travel Trends – Panel Interview

Pierre Gervois, CEO - InterContinental Hotels Group

Travel Trends - Q&A with InterContinental's Bruce Ryde

Bruce Ryde, General Manager - Hotel Indigo Shanghai on the Bund

Why Facebook Won't Win in China

T.R. Harrington, Founder & CEO - Darwin Marketing