The advertising sector is one of the fastest growing industries in China; as evidenced in the last few years, which now sees advertising spend in China ranked at number two in the world at $53 billion.
In the last few years we have also seen China flex its muscles in terms of creativity, winning numerous Lions at Cannes including a Press Lions Grand Prix in 2011 and an Outdoor Lions Grand Prix in 2012.
The potential of the market is huge, and the need to understand the market is significant. Cannes Lions, in association with the China Advertising Association, is bringing China Day to the Festival in 2013, which will see some of China's leading thinkers, thought leaders and experts in creativity, the internet, cultural understanding, and marketing together to present a series of forums on what is really happening in this vast country, with the objective of giving an understanding of how to be part of this exciting opportunity and how to better understand how to engage with the market.
China Day will take place in The Esterel Theatre on Level 5 on Tuesday, 18 June from 09.00 until 14.30. Please check the website for further details.
Programme of the day
Opening remarks by Mr Li Dong Sheng, Chairman of China Advertising Association (CAA)
09:05 – 09:25: Boosting Consumption in China
John Anthony Quelch (CBE) is Professor of Business Administration at Harvard Business School, and also holds a post as fellow of the Harvard China Fund and is a member of the Harvard China Advisory Board. His research focuses on global business strategy, and has spent a number of years living and working in China.
In this opening session, Mr Quelch presents the key strategy points needed to structure effective marketing and communication plans to penetrate the Chinese market. Main discussion points include the rebalancing of China’s economy, ways to boost domestic consumption, if there is a new consumer paradigm in China, and how marketers can help to push the nation forward further still.
Speaker: John Quelch, Charles Edward Professor of Business Administration, Harvard Business School
09:25 – 09:45: How To Reap The Benefits of 1.35 Billion Chinese Consumers
China is one of the most complicated and mysterious markets on the earth. Consumers in China are therefore also complicated and mysterious, not least because their modern consumptive lives are still governed by many traditional or indeed ancient values.
Despite the huge market potential of some 1.4 billion consumers, there is evidence that 2012 witnessed a slowdown in the momentum of economic growth. As a result, today it is more important than ever for both brands and agencies to entice these consumers to maximise their spending power.
In order to realise this in such a complicated and mysterious market, understanding the culture of this group of consumers is paramount.
Bejing Dentsu, with its rich experience and deep insights on China’s consumers present key cultural points, such as ‘Mian Zi’ (gaining or losing face), ‘Guan Xi’ (connections/relationships), ‘Quan Zi’ (network), and other unique consumption and purchasing motivations of this market.
Speaker: Jin Yilun, Director of Media Research, Beijing Dentsu Advertising Co. Ltd.
09:45 – 10:10: How to find $700bn of hidden treasure in China
For the middle classes in China, shopping for luxury brands is as commonplace as grocery shopping. They purchase houses all over the world as casually as most of us would buy a coffee.
With brands focusing on this top-tier group, there is a market potential to the tune of some US$700billion that most are overlooking.
With urbanisation at a record high in China, brands are facing a more significant era than the industrial revolution. From now until 2020, the nation predicts 160 million people currently living and working in rural China to migrate to one of the many large cities – this is equal to nearly half of the population of the entire USA.
What is this new ‘middle’ class market looking for? What are their purchasing habits? How can we connect this new market with existing luxury brands? Chen Xin, Chairman, of SinoMedia Holding Limited presents data and insights that form a map to help you locate the missing treasure.
Speaker: Chen Xin, Chairman, SinoMedia Holding Limited
10:10 – 10:50: Four Hands Piano: How different is Chinese Creativity
Two of China’s most experienced creative heads, a high-profile British creative director working in China, and the voice of the future - an up-and-coming Chinese art director - place Chinese creativity under the microscope.
Speakers: Graham Fink, Greater China CCO, Ogilvy & Mather
Lo Sheung Yan, Chairman, Asia Pacific Creative Council,JWT
Jimmy Lam, Vice Chairman & Chief Creative Officer, DDB Group North China – Beijing & Shanghai
Jenny Lu, Local young creative
10:50 – 11:20: Becoming Chinese - the only way to succeed in China
As China is becoming an ever more important market for brands, as well as a leading force in trends and culture that is now outpacing the rest of the world, marketers are realising that a "one-campaign-fits-all" strategy does not work. How have some of the most successful marketing campaigns adapted and “become Chinese” to create meaningful conversations with a dynamic and savvy Chinese consumer?
The panel addresses questions on how campaigns have been modified to work in China through the lenses of:
- Social trends & demographics
- Cultural sensitivities & language
- Consumption of media – digital and mobile
- Pop culture
Serge Dumont, Vice-Chairman and Chairman Asia Pacific, Omnicom Group
Carol Potter, President & CEO, BBDO/Proximity Greater China
Arthur Tsang, Executive Creative Director, BBDO Beijing
Tim Cheng, Chief Creative Officer, DDB Shanghai
Ian Thubron, President, TBWA\Greater China
Doug Pearce, CEO, OMG Greater China
11:20 – 11:50: Brand Storytelling by Digital Videos
"Watched a good one recently?" "This clip is hilarious!" "Have you seen this one?" "This dialogue is really killing me!"
Do all these sound familiar to your time spent online? There is no doubt that internet video is now the mainstream. Simple images and ad copy cannot touch the audience any more. They are sick of banners ads, rich media ads, not to mention those 15-second ones placed prior to a film on video sites. Why not let your brand tell a story through a micro-movie, combining video, old school story-telling and music that can best capture an audience to convey your message. Micro "movie-ing" your brand. The most effective marketing instrument in today’s digital era!
This session gives you a comprehensive introduction into how to tell your brand story online in China.
Su Tong , CEO, Hylink
Liu Shuang, CEO, iFeng.com
11:50 – 12:20: 2012 Olympics: Mobile Internet hits the tipping point in China
When China’s Olympic champion gymnast Chen Yibing missed the gold medal at the 2012 London Olympics despite a flawless routine, Chinese netizens went ballistic. According to China’s top search engine Baidu, searches for Chen Yibing went through the roof. But what really captured the attention of Baidu engineers was the number of mobile searches from Olympics TV viewers searching for information on Chen Yibing on their mobile phones.
The event was pivotal for Chen Yibing and for Baidu, which began pouring unprecedented resources into mobile search.
According to CNNIC, mobile search users in China hit 330 million in 2012 - more than the entire population of the US.
How has mobile search affected netizen behaviour? Is mobile search a natural extension of PC-based search, or is it a whole new beast? How will mobile search change the search industry? How does China’s leading media group view the mobile search opportunity? What new opportunities do mobile search open up for brands?
Join multiple Olympic gold medalist Chen Yibing, Baidu, and GroupM China for a complete wrap-up on mobile search at the tipping point.
Presenter and Moderator:
Tony Chen, President, GroupM Interaction, China; Co-chairman, MMA China
Chen Yibing, Olympic champion gymnast and team leader, Chinese gymnastics men's team, 2012 London Olympic Games
Zeng Liang, Vice-President, Baidu
12:20 – 12:40: How Important is HOME to Chinese - Family Culture in China through PSA Ads
‘Family Culture’ has embodied the essence of China’s traditional culture for five thousand years, and is now reflected in a series of PSA ads about home in this ancient oriental nation.
'The Keyboard’ represents how technology narrows the distance in space but isolates family.
‘Go Home’ is not the physical meeting but psychological communication. Go home in person, but more in mind.
‘The Absent’, ‘Father’s Lie’ and ‘Mother’s Wait’, demonstrate the reconstruction of home in social revolution. Facing the aging and empty-nester problems in China, the young generation is appealed to go home more often.
‘The late new outfit’, tells a story about how important it is to Chinese to go home at Spring Festival. Visiting your home for Spring Festival is a faith for every Chinese. No matter how far away or hard to go, urbanization or migration, nothing can stop this.
This session explores the impact and treatment of traditional family values on PSA campaigns.
Li Yi ,Deputy Director, CCTV Advertising Center
Tomaz Mok, Chairman, McCann
12:40 – 13:00: The Same Hearts & Different Minds - When a Westerner meets the Chinese
Symbols: different look from the same blueprint
Belief: different Idols for the same function
Creativity: different results from the same imagination
Aesthetics: different styles with the same ideal
Diet: different desires to meet the same satisfaction
Medicine: different theories for the same purpose
Entertainment: different wisdom creates the same enjoyment
Communication: different approaches to the same need
Emotion: different expressions based on the same aspiration
Pursuit: the same…leave a better world for our children
Join Jun Kao for an in-depth and insightful look at both the differences and similarities between the east and the west and what this means for the communication industries.
Speaker: Jun Kao, Founder, Chairman, Meikao (China)
13:00 -13:20: Where is China's New Youth Heading?
In the last 30 years, we’ve seen China’s rapid rise in its place on the economic world stage, bolstered by the rapid internet and social media development across the nation.
To youth in China born post 80s and 90s, this has been their reality, all they’ve ever known. More income, resources, time, space and information means this is the first generation in China who have had the capacity and ability to truly embark on a path of exploration.
This is the first generation in China who have the ability to really ask “Who Am I?” This generation is in the process of constructing its own identity.
But rapid change has strained China in recent years, producing challenges in many facets of society: economic, political, and technological. These strains have created new tensions for China’s youth. These are new challenges to a generation that grew up with society telling them tomorrow would be better than today. They have now realized that is not necessarily the case.
Youth’s aspirations have been shaken. They continue to ask “Who Am I?” and, but are now having to also ask “Now what? Where do I go from here?”
This seminar delves into five key trends that are redefining youth identity in China and discuss what this means for the creative communications industry.
Kevin Lee, Chief Operating Officer, China Youthology
Mickey Chak, Chief Planning Officer, Ogilvy China
13:20 – 13:50: What Chinese want?
The Chinese worldview is fundamentally foreign to most Westerners. The relationship between individual and society is different as well. In China, the family, not the individual, is the basic productive unit of society and so the role brands play for Chinese on the journey to success must be brought into alignment with a new cultural orientation. In a lively, colourful, case-filled presentation, Tom Doctoroff, Asia Pacific CEO of JWT, reviews the three golden rules of marketing in China, as well as touch upon the role of the digital domain, a cherished space of self-expression.
Speaker: Tom Doctoroff, JWT Asia Pacific CEO
13:50 – 14:00
Closing remarks by Mr. Li Dong Sheng, Chairman of China Advertising Association (CAA)