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Sam MichelFounder at Chinwag@toodlepip
Gerry McCuskerCEO at Dog@GerryMcCusker
Domenica Di LietoManaging Director at Emerging Communications@DomenicaDiLieto
Mark CoxDirector at Results International@ResultsIG
Dog’s Asian (Ad)Venture
Gerry McCusker, CEOTuesday, 12th April 2016
7 minutes of insight7 hours of difference
Creates Brilliant User Experience
Offices in Europe & Asia80 specialists & growing
Considerations
SizePotentialCultureMarkets
How & Why
Strategic FitGeographic
AttitudesResource
The Rearview MirrorOur competitor’s opinion
Our client’s opinionOur staff’s view
Gerry McCusker, CEOThank you & Good Luck
Doing business with China The cultural Do’s and Don’ts
It is not just one country
Communication preferences
Culture
• No email, no text message, WeChat is THE most common social conversion platform
• “Guanxi” (relationship) is built through “face to face” interaction (one of the reason’s why Linkedin didn’t work so well in China)
• English language ability can create mis-‐understanding
• How do you know it’s going wrong?
Management Style’s
Culture
• Asking Chinese staff to give you feedback : Chinese tend to be shy in a group • Be clear with your expectation with instruction and deadline
• Frequent Communication and don’t ignore silence (could be a sign of not understanding)
• Show Good Intention by learning the language and culture
Gestures & symbolisms
Culture
• Superstitions – Number 8, 6, 7 lucky – Number 4 is unlucky (sounds like death) – Red is a good colour
• Gifting – No Green hat’s (means your partner are
cheating on you) – Avoid umbrellas, clocks (separation, death)
• Manners – How to give a business card – Table manner’s / drinks – Titles
Have contingency plan’s
A Challenging Media Environment
• You can’t control the Chinese media environment. Have a contingency plan
• Government policy changes and control’s
• Lack of data transparency / fake data from supplier’s
• Suppliers have direct client relationship’s, which weakens agency’s authority and credibility
Conversation subjects
Chinese food
Politics/human rights
Chinese traditions
Taiwan/Japan/Tibet
Zodiac signs
Sport
Celebrities
Pollution/Co2 emissions
Chinese culture
Family & friends
UK tourist spots
Fashion & trends
Religion
Chinese economy.
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You must integrate marketing effort in market, outside of China mainland.
Integration
Monitor platforms 24/7-‐ things change quickly!..
Localisation
• You can’t just be a media agency-‐ other things impact success, like no other market
• Embrace different behaviours in terms of media consumption
• QR codes; the power of social media eCommerce, online video usage, Mobile ^irst country
THANK YOU
Follow us on Twi4er @emergingcomms www.emergingcomms.com Linked In-‐ domenicadilieto Email-‐ [email protected]
Mark Cox
Director
BREAKING INTO ASIAN MARKETS
WPP AND THE EMERGING MARKETS
• Target 45% of revenues
• Deep commitment to the emerging markets in Asia and in
particular China e.g. Shanghai Campus
• “Violent Chinese Bull”
• 3rd Largest market – about $1.5bn
• Asia as a whole US$5bn in revenues
• 48,000 people +
Motivations of
sellers can be
difficult to fully
understand
CHALLENGES DOING M&A IN THE REGION
Processes are and
need to be
managed
differently
Negotiation tactics
& expectations are
different
CHANGING DYNAMICS IMPACTING M&A IN THE REGION
• Deal market for many acquirers is in a mature phase
• New ambitious acquirers with not just Asia in their sights
• Within country structural changes and pan Asia initiatives
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