Interview: Creative Capital Founder Stresses Brands in China Need to 'Find the Right People'
The brains behind Shanghai's Creative Capital agency tells Jing Daily that it's a relevant story rather than a famous name that is the key to survival for luxury brands in China.
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- What is one of the main differences between the creative process in China vs. the West?
- What are some trends you're seeing in the creative marketing and branding industry in China?
- What has been your most successful creative concept for an international luxury brand trying to reach the Chinese market so far? What made it successful?
- Do you tend to put more emphasis on video marketing or on social media?
- Is it hard for brands in China to realize they need to create a story instead of a short-term advertising campaign?
- What is one of the biggest obstacles you've had to deal with in terms of an international brand's story translating poorly to the Chinese consumer?
- How has the way a Chinese consumer relates to brands evolved in the past five years?
- What is one piece of advice you'd have for a luxury brand trying to succeed in the China market?
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