Mumbrella360 video recap: You don’t have to be a sadomasochist to work in China but it helps
In this Mumbrella360 video recap, Rob Campbell, regional head of strategy Wieden + Kennedy talks about how China has made him a better professional and a better person.
Sadvertising, badvertising, madvertising and shitloads of scam
Rob Campbell on why advertising is all about context and the western context needs to be thrown out the window when it comes to advertising in Asia, how digital is changing advertising in the region and the differences in usage of digital in different markets, why almost nothing in China is black or white and is therefore “all about playing in the grey”.
Duty before pleasure
Campbell explains how If you understand the grey you can turn things into interesting creative, the Chinese concept of duty before pleasure, how China’s one child policy influences marketing to the Chinese, how the Chinese use social media and how it is leading to a sexual revolution, and he explains he idea of confidence without question.
If you have to justify your decision, it’s not worth buying
Campbell highlights the brands that are successfully tapping into the Chinese youth’s desire for experimentation and why they are making a mistake, why the trend to hire celebrities is also an error, creating frames of reference to change culture, the concept of status as a price point, why rebellion and niche categories don’t work in China, the currency of social value, what myth and legend can do for brands.
Respecting then changing a culture
Campbell talks about how Nike used the Olympics the change the Chinese definition of greatness, why loyalty should never be taken for granted and the importance of peers in China, why if you want to go to China you have to respect the culture.
This piece first appeared in Encore. Download it now on iPad, iPhone and Android tablet devices.
God I ramble on don’t I.
Thank you to the audience for not booing me and thank you to Mumbrella, for letting me come and take part in your great event.
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The best of all the presentations at Mumbrella. Such a clever, engaging guy – worth the watch!
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Informed. Intelligent. Engaging. Opinioned. Passionate.
Who gives a fuck if you ramble! I reckon this is the only 360 that I have watched in its entirety.
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Fascinating, engaging, enlightening. Great stuff, bravo.
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