Aussie marketers missing opportunities in China
Nike’s Greater China marketing head Simon Pestridge has told a conference that Australian marketers are missing many of the opportunities in China.
“You can absolutely make money here,” Nike’s Pestridge told an audience via Skype from China at the Mumbrella360 conference today.
“But I think the bigger growth is what you’re going to learn intellectually to make you a better company,” he said.Pestridge, joined DDB’s regional CEO for Asia Pacific John Zeigler, STW Group COO Chris Savage and Maxus APAC CEO Neil Stewart at Mumbrella360’s “The Asian Century” discussion today.
“The people are moving so fast that if you’re not here and really learning from the innovation and the creativity that exists then I think you’re going to miss a beat in five or ten years,” Pestridge said.
The senior Nike marketer told the audience that marketing lessons from China could inform the strategies of companies worldwide.
“I actually believe the innovation and the creativity China now brings to the digital world will greatly help Nike in five or ten years be a much better brand everywhere else around the world,” he said.
Zeigler also felt that many opportunities for Australians in China were being missed.
“Just like I say to my people, I’ll say to you now: Leave now. Pack your bags. Go to Asia”, he said.
“What worries me and what keeps me up at night is a question of why Aussies aren’t taking on and understanding Asia and capitalising on the opportunity that sits there.”
“If you are open to entrepeneurial opportunity, then buy a ticket, go there, knock on a few doors – you’ll have a job before you know it.”
However, Zeigler cautioned: “If you go there thinking ‘hang on – what are my accountabliites? Who will report to me? What will I get paid? How much time off will I get?’ then don’t go.”
Jack Fisher
This is an interesting perception….. if you delve into those small to medium and independent agencies.. many are already in Asia – particularly China, and carving out quite a niche for themselves. I contracted for a creative house out of Melbourne with a China presence, where in the last 3 or so years they have been building a solid business.
They were not unique at all, with other Australian agencies (particularly digital) having set up shop in Shanghai or Beijing withn a stones throw.
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