Tag: China

Shanghai, China – Apple has partnered with TBWA\Media Arts Lab Shanghai to launch its latest 2024 Chinese New Year film titled ‘Little Garlic’ that shows the importance of embracing and being proud of one’s self.

The digital film, shot with an iPhone, addresses the insecurity felt by many Gen Zs in China. It tells the story of a young girl, Wei, battling with her insecurities and how she overcame them with the help of her grandfather’s wisdom and love.

With this film, Apple welcomes the year of the dragon through a poignant yet timely message that there is nothing wrong with being ‘just yourself’ and that you are unique in your own way.

Apple’s CNY film tackles the importance of accepting one’s self and to reflect on the meaning of being ‘perfect’.

The film also highlights Apple’s iPhone’s features that were used to bring the film to life.

‘Little Garlic’ will appear on broadcast, digital, and social media platforms.

Apple’s new CNY film comes after the launch of its ‘Relax, It’s iPhone’ campaign in Vietnam, which featured a ‘Shot on iPhone’ music video. This is Apple’s seventh year of celebrating Chinese New Year with a digital film shot by their iPhone.

Indonesia – China-based entrepreneurial public relations and marketing services firm Influence Matters has officially expanded its operations in Southeast Asia with the opening of a new Indonesia hub and the appointment of Emily Xu as managing partner.

The firm’s expansion comes as it adapts to its clients’ expanding regional focus for fast-growing economies, including the SEA region.

Influence Matters’s new office in Indonesia will serve as their hub for SEA operations; it will accompany Chinese B2B tech companies planning to enter the country and the region. The new office will also be working on strengthening existing partnerships and building new ones with like-minded agencies in each market in the region.

The PR and marketing firm aims to provide clients seeking evermore effective and impactful PR programmes with an agency that understands their business, technologies, products, and local market dynamics.

It strategically chose Indonesia, a country with the fastest-growing economy in Asia, for cross-border businesses, with a particular focus on IT, fintech, smart industry, and smart logistics.

Meanwhile, as part of its expansion, Influence Matters also named Xu its new managing partner. A consummate corporate communications strategist, she has been working with the firm for over six years in operational and strategic positions.

In her new role, Xu will oversee and develop the agency’s growing cross-border corporate communications business for international companies in China and Chinese companies expanding in Asia.

Simon Vericel, managing director and founder of Influence Matters, said, “Influence Matters’ mission has always been to bring innovators closer together and innovations closer to markets and customers in Asia by delivering influence through storytelling that reaches business leaders and technology adopters.”

He added, “Our PR and digital communication programmes have helped numerous technology innovators find customers, investors, and partners in China; we are proud to now bring our expertise to SEA and connect more innovators together.”

Taiwan – Global marketing and advertising agency dentsu has announced the establishment of a new ‘Greater North’ cluster that brings Mainland China and three of the regions in Asia into one structure, with a new leadership team and Jennifer Tang to spearhead as the CEO. 

The new Greater North cluster will merge dentsu’s markets in Mainland China, Hong Kong, Korea, and Taiwan to form one management structure.

With the new cluster, dentsu also announced the appointment of its visionary team of leaders from the agency’s respective markets who are expected to drive success and growth for the new cluster.

Tang, who is currently serving as dentsu Taiwan’s CEO, will take the helm as Greater North’s CEO. She is recognised for her transformative management approach, transforming the Taiwan business with her six-year visionary journey and making it among the strongest in the APAC region. 

She is known for her unwavering focus on integration, innovation, data, and technology, which enabled dentsu Taiwan to capitalise on high growth opportunities by expertly predicting and navigating the changing expectations of consumers and delivering competitive advantage for brands in the market.

Together with Tang, Joshua Wong from dentsu Taiwan will serve as the new cluster’s CFO. He is an innovative and strategic leader who brings a critical commercial lens to investments and operations. Having worked with Tang, he was part of Taiwan’s transformation journey to deliver some of the strongest results in the group.

Chu Yin Mak will remain as dentsu China’s CEO and dentsu APAC’s executive committee member. With 25 years of career experience, his mastery of the varied imaginative value delivery, technology, data, and ecosystem landscape, along with his ability to identify and take action on significant growth opportunities from evolving market conditions, is expected to bring a significant advantage to the group.

Also working with the new group is Simone Tam, who is now appointed CEO for the Greater Bay Area. Tam has been overseeing both Dentsu Creative and dentsu Hong Kong as CEO since 2021 and has been growing both over the course of her career. 

In her new role, she will capitalise on the huge potential of the Greater Bay Area, overseeing a geo-centric business unit comprising the hyper-growth territories of Hong Kong, the Guangdong Province, and Macao as the new CEO. 

Lastly, Donna Kim, dentsu Korea’s CEO, will also join the Greater North cluster’s leadership team. With 30 years of experience building successful domestic enterprises for large global MarComms businesses, she is expected to further drive growth for the group. Her deep level of industry knowledge and thorough understanding of building brands in and out of Korea bring a strong media perspective to the fore. 

Rob Gilby, CEO APAC at dentsu said, “Jennifer is a vocal advocate of co-creation and collaboration, and together with her leadership team will deliver new untapped growth opportunities for both our clients and our business. Bringing together these markets into one management structure with an integrated cluster strategy will enable each leader to spearhead an agenda that benefits all markets, delivering new innovation and client opportunities, improved speed to market, greater autonomy to deliver solutions, and economies of scale aligned to market needs.”

He added, “Jennifer needs no introduction; she has won a number of accolades for her own leadership and the culture she has overseen in the Taiwan business, while her teams have been recognised on the global stage, from Cannes Lions to Spikes, Clios, Madstars, and RECMA. She is a passionate advocate of B2B2S and dentsu’s impact on the communities it’s a part of, living the values that are fundamental to the way we do business.” 

Commenting on her appointment, Tang shared, “We’ve been given a significant opportunity to drive unprecedented scale and build our business around our clients and their needs, which is unique to dentsu and our model in market. The formation of this cluster ultimately drives greater opportunity for our clients, giving them frictionless access to a collaborative community of experts across marketing, consulting, and technology.”

“I am excited to work with the exceptional leaders in Joshua, Chun, Simone, and Donna, who bring significant expertise across a range of specialisms. Together we will drive new growth for brands and opportunities for our people by delivering new services and solutions that tackle our clients’ greatest challenges, fueling our growth and broadening the horizons for professional development within our teams,” she added. 

China – MINISO, a Chinese lifestyle retail brand, has collaborated with the creative agency McCann China to launch a comprehensive integrated marketing campaign titled ‘Reinvigorating China’s Intangible Cultural Heritage’ during the country’s Golden Week national holiday in October. 

Said project is part of the “Chinese Cultural Innovation Global Development Plan,” a collaborative effort between MINISO and China’s official state news agency Xinhua. This represents both parties’ common goal of promoting and advancing Chinese culture, and it is in line with the celebration of the Belt and Road Initiative’s tenth anniversary. 

The campaign included a variety of touchpoints, beginning with a film that highlighted the beauty and current state of China’s Intangible Cultural Heritage. It then went on to actively involve consumers through interactive offline events, allowing them to share in and enjoy the pride and enthusiasm associated with “Continuing to Write China’s Intangible Cultural Heritage.”

MINISO’s Xian flagship store was transformed into a theme store dedicated to intangible cultural heritage as part of the campaign. This fusion of traditional and contemporary elements resonated with customers, propelling the store to fame in Datang’s Sleepless City, a bustling pedestrian street known for its fusion of culture, tourism, and commerce. 

Speaking about the campaign, David Zhang, group planning director of McCann Shanghai, said, “When MINISO reintroduced the three wonderful daily items they really enriched people’s lives. The campaign resonates across hundreds of years of time and space. When people put these small intangible cultural heritage items to use, you can say that our cultural heritage came alive again.” 

Meanwhile, How Chu, executive creative director of McCann China, said, “Our Intangible Cultural Heritage should not be a cultural memory that will gradually fade over time. So we took a very sincere approach to tell the story in a way that made our Intangible Cultural Heritage fresh and vivid, so it could be recognised and used by people again. MINISO was the key driver of this transformation. Our Intangible Cultural Heritage will not disappear if people actually use it.” 

Shanghai, China – Marking its 120-year anniversary as a global automotive manufacturer, Ford, in partnership with advertising company Wieden+Kennedy Shanghai, launched the ‘Wild At Heart’ campaign, featuring its iconic vehicles such as the Ford Mustang, Ford Bronco, and the Ford Explorer Timberline.

In showcasing how Ford adds adrenaline to everyone’s wild side, Wieden+Kennedy Shanghai created a film centred around a human’s desire to move through the personal life stories of 3 characters who fall in love with movement – and everything that comes with it.

The film showcases a coming-of-age story told from the 1990s to the present day, following the characters who meet their match with a Ford vehicle, specifically highlighting each character’s desire to go wild, be free, and feel the thrill.

Zhong How, creative director at Wieden+Kennedy Shanghai, said, “We all grew up with the desire to move. From your first step to your first bike to your first car. These are moments filled with excitement and thrill. Ford really understands that and wants you to feel and embrace it.”

Meanwhile, Aier Xu, creative director at Wieden+Kennedy Shanghai, also mentioned,  “We have so many up and coming local vehicle brands in China nowadays, it’s crucial for Ford as a foreign brand to show its strong relevance with this market, that’s why we chose to go for an emotional approach as opposed to talking about functions and features.”

Singapore – Communications advisory firm Brewer has announced its strategic partnership with communications agency Cyan to strengthen its regional reach and specialised offering with market expansion in China. 

Brewer’s expansion into the Chinese market marks a significant milestone in its growth across the Asia-Pacific for the last two years.

The partnership with Cyan is expected to enhance Brewer’s regional capabilities as it empowers brands to seamlessly navigate the complex Southeast Asian and Chinese markets. 

The expansion also marks the launch of the SEA-China advisory, which aims to bridge communication strategies between key APAC regions. It exemplifies the deepening economic connections between China and Southeast Asia, as well as the increasing demand for cross-market communications advisory services between these critical APAC regions.

Brewer’s partnership with Cyan reaffirms its focus on strengthening its regional footprint, complemented by the recent appointment of Natashia Jaya as a partner based in Indonesia.

And now, with its foray into the Chinese market, Brewer has also appointed Daniel Li as its new country lead. 

Li is a seasoned communications leader and newly appointed partner at Cyan. He will lead the communication firm’s operations, drive business growth, and cross-market opportunities in China.

The partnership comes as Brewer remains committed to helping clients navigate the multifaceted business landscape in APAC through strategic communications, an expanded regional network, deeper market insights, and culturally-astute strategies.

Serina Tan, founder and managing partner at Brewer, said, “Our regional expansion reflects our commitment to top-tier counsel, deeply rooted in local insights across APAC. With the introduction of our SEA-China Advisory practice, we combine our expertise with Cyan, offering bespoke, results-driven solutions for clients engaging in cross-border transactions between China and Southeast Asia. Daniel’s remarkable expertise will be instrumental in driving our cross-market advisory services.”

Meanwhile, Ada Chen, CEO of Cyan, also added, “Our partnership with Brewer is driven by shared values of innovation and client centricity. Together, we are committed to propelling Chinese brands onto the global stage, supporting their cross-border expansion. Brewer’s deep expertise in APAC communications advisory empowers us to be the catalyst for brands seeking international growth.”

Speaking on his appointment, Daniel Li said, “I am honoured to embark on this exhilarating journey with Brewer and Cyan. Brewer’s forward-thinking approach to strategic communications is reshaping the way businesses communicate in the dynamic APAC region. Our collaboration promises to not only drive growth but also redefine industry standards.” 

Kunshan, China – Multinational coffeehouse company Starbucks has announced the opening of its US$220m Coffee Innovation Park (CIP) in China to advance its global sustainability agenda. 

Starbucks’s Coffee Innovation Park is a fulfilment of the company’s first-ever scaled vertical integration ‘from bean-to-cup’ across one market. 

The CIP also holds the distinction of being Starbucks’s most energy-efficient and sustainable coffee manufacturing and distribution centre in the world. With the company making two additional rounds of investments since its announcement in March 2020, the CIP has the largest investment in any Starbucks coffee manufacturing and investments outside of the United States.

Located in the city of Kunshan, an hour from Shanghai, the new coffee manufacturing and distribution centre is designed and built based on LEED Platinum and China Green Building Three Star, leading sustainability standards for carbon emissions, energy and water use, and waste. It houses a roasting plant deploying Starbucks’ energy-efficient technology, a state-of-the-art integrated distribution centre (IDC), and an immersive experience center.

Around 20% of the energy supplied to CIP will be from its 26,000 m2 of installed solar panels. The company is also projected to achieve 90% of recycled waste annually.

Starbucks’ CIP has the capacity to supply all of the company’s locations in China. It will also use advanced eco-friendly technologies to blend and roast high-quality Arabica green beans sourced from more than 30 countries around the world, including China, to develop a variety of unique blends and roast profiles to meet the evolving tastes of Chinese customers.

The integrated distribution centre (IDC) in CIP will serve as the centre of Starbucks China’s distribution network to directly supply thousands of its stores in the region with freshly roasted coffee. The IDC uses advanced automation technologies and a 34-metre-high fully automated storage and retrieval system, which makes it six times more space-efficient compared to a conventional Starbucks warehouse.

However, the CIP is more than just a manufacturing site. It will also feature an immersive Experience Centre that provides a creative and unique interpretation of industrial tourism with an authentic, vivid showcase of the ‘bean-to-cup’ coffee journey.

The experience centre comprises 12 touchpoints where visitors will be transported virtually across the world to experience the sights, sounds, and smells of faraway coffee origins, from China’s Yunnan province to the farms in Costa Rica. They will witness roasting in person and up close as they learn about the latest innovations and sustainability practices at different parts of the coffee value chain.

Laxman Narasimhan, CEO at Starbucks Coffee Company, said, “As one of the largest consumer markets in the world, China presents tremendous opportunities for Starbucks. The Coffee Innovation Park highlights Starbucks foresight in elevating the supply chain through digitalization and advancing our sustainability agenda, enhancing our unique competitive advantage as we accelerate our global growth.”

“I couldn’t be prouder of the China team’s visionary thinking. As Starbucks largest and fastest-growing international market, we will continue to deepen our investment and reinforce our unwavering long-term commitment to the China market,” he added. 

Speaking on the launch, Belinda Wong, chairwoman and CEO of Starbucks China, also said, “The Coffee Innovation Park holds important significance for Starbucks in China and globally. It not only showcases Starbucks unrivalled coffee leadership, fulfilling our scaled vertical integration in China ‘from bean-to-cup’, but also sets a new benchmark for sustainability in China’s coffee industry. Its immersive experience center further elevates China’s specialty coffee industry with a multi-sensory showcase of the coffee journey. The CIP is yet another testament that Starbucks’ purpose and commitment to China go far beyond a cup of coffee.”

China – Sunny Zhu has been appointed as the general manager of the Shanghai office of the international creative agency We Are Social. Zhu’s responsibilities in this position include managing daily office operations and leading clients’ strategic expansion initiatives.

She formerly held the position of business unit director, and is now a general manager. In her new position, she will continue to work with companies like Google, Ferrari, and Korean Air while also focusing on regional growth and working with a team of 40 people. 

She joined We Are Social in 2016, and Zhu now reports to Tristan Qin, China Region EVP, with an extended scope of responsibilities. This encompasses leading the agency’s strategic initiatives and managing internal training and development programs throughout the organisation.

Speaking about her new role, Zhu said, “The team in Shanghai has been growing in recent years, and I’m excited to be part of a dynamic business that’s making great creative work. There’s a great spirit of collaboration and innovation, and in this next chapter, I’m looking forward to leading the team and driving results for clients.” 

Meanwhile, Pete Lin, CEO of North Asia, said, “Sunny has always stood out as an ambitious and talented leader, and over the years she has become a driving force and positive influence within the agency.” 

He added, “We’re excited to see how Sunny will help accelerate the growth of the Shanghai office as it becomes a dominant force in the Chinese advertising landscape.”

Shanghai, China – WPP global design agency Design Bridge and Partners, has partnered with Kungfu Pu’er Tea, a producer of fine tea in Yunnan, to refresh its brand positioning, identity and packaging design system.

The partnership resulted in a new brand positioning and design system created by Design Bridge and Partners, which reinvents Kungfu Pu’er Tea as a wellness lifestyle brand made for ‘urban knights’ and designed for a new generation.

Furthermore, the rebrand aims to connect contemporary audiences with the ancient tea-drinking tradition. The new branding specifically celebrates the notion of tea as the “antidote” to the overwhelming, fast-paced lifestyle of modern society.

With the brand statement, ‘drink with the world and live a transparent heart’, the visual identity is inspired by the spirit of Chinese martial artists and  kung fu warriors, a symbol of living life with a pure heart dedicated to others.

The swordsman logo of Kungfu Pu’er tea has also evolved from the traditional Chinese Wuxia knight to a contemporary marque,  and the visual language for packaging and communications is formed as an artistic reinterpretation of Chinese traditional watercolor paintings, calligraphy, sculpture, rice paper and seal carving textures, reaffirming the spirit of ancient Wuxia knights and tea culture in the brand expression.

Kungfu Pu’er’s new identity will be adopted across communications and sales channels, and products with the new look and packaging are now on sale on TMall and JDMall stores.

Shanghai, China – McCann Relationship Marketing (MRM) has announced that Jonathan Beh has joined the agency as its chief executive officer for China. The appointment takes effect on September 1, as he will be reporting to Ghassan Harfouche, president at McCann Worldgroup Asia Pacific.

He was recently the CEO of Kinesso & Matterkind China, and brings into MRM a diverse lineup of hands-on experience of both programmatic and performance marketing, across multiple sectors including automotive, banking and finance, consumer electronics, retail e-commerce, as well as the media and entertainment sectors.

Prior to the aforementioned roles, he spent several years with WPP’s GroupM agencies and other networks.

Speaking on his appointment, Beh said, “I have long admired the work of MRM and their mission of helping businesses grow meaningful relationships with people. MRM operates at the intersection of creativity, strategy, technology and data, I and am looking forward to leading their talented China team to drive client business through transformative creative solutions.”

Meanwhile, Harfouche commented, “I am excited to have Jonathan onboard. His vast experience in data, technology and media, compounded by his deep understanding of client needs in China will add tremendous value to the offering of both McCann Worldgroup China and MRM China.”

Lastly, Kate MacNevin, global chief operating officer at McCann Worldgroup and global chairwoman and CEO of MRM, said, “I’m thrilled to welcome Jonathan to the McCann Worldgroup network. China is a hugely important market for MRM, as the world’s second largest digital marketing ecosystem, with over 3/4 of ad spend coming from digital media. Jonathan has an excellent track record in navigating this complex business environment and has the right skills and expertise to take our business to the next level.”