Cannes Lions : Chinese Advertising Association

Monday 16 June, 10:00 - 10:45 (Debussy)
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Chinese Advertising Association
From Fast Changes to Global Benchmark: Building Lovemarks In China
Daniela Riccardi, Greater China President - Procter & GamblePully Chau, CEO - Saatchi & Saatchi China
Most people believe advertising will continue to boom in China despite the global recession. Procter & Gamble and Saatchi & Saatchi expect to reverse the trend of recession by focusing on building strong brands, consumer loyalty/shopper loyalty beyond reason via continuous marketing innovation and world-class advertising, leading to sustainable growth.
This session held by two China experts (in marketing and branding) will explore China’s new brand matrix; new China consumer value; new media diversity and trends; the rise in luxury brands leading to polarised segmentation and need for tiered communications. Pully Chau will share some outstanding creative cases of idea navigation across multiple consumer/shopper touchpoints; how the fast-changing China is inspiring the world… how the world is creating modern China.
Through P&G’s fruitful journey of 20 years in China, Daniela Riccardi will demonstrate how lovemarks can be built by leveraging on:
- Strong consumer and shopper relationships- Commitment to marketing innovation- High involvement of agency partners to transform their brands and reputations