What the world can learn from China’s marketing industry to be shared at Mumbrella360

Rob Campbell

One of the world’s most respected planners is to speak at next month’s Mumbrella360 conference.

Rob Campbell, regional head of strategy at Wieden + Kennedy, will deliver a presentation on the lessons he has learned about marketing as a result of being based in China.

Campbell will deliver a presentation entitled “You don’t have to be a sado-masochist to work in China, but it helps: how China made me a better professional and person”.

The session, part of a stream dedicated to building closer relationships between Australia and Asia that is supported by Destination NSW and Vivid Sydney, will take place on 6 June.

Campbell said “I – like many in the marketing community – used to look down on China in terms of their approach to marketing. In essence, it seemed like they were the pioneers of badvertising, sadvertising and madvertising. Then I moved here.

Three years on and I don’t just realise I was wrong, I realise their attitude and approach may be the very things the rest of the industry needs to survive, let alone thrive.”

Campbell’s previous roles have included regional head of planning for Y&R Asia in Singapore, working with Google in the US and working at the Australian creative hotshop SRVT. He has worked with global brands including Nike, Converse, P&G, Chrysler, Coke, Levi’s, Virgin, MTV, Ikea, Sony and Schweppes. Campbell writes one of the most widely-read advertising blogs in the industry and has judged the AWARD Awards and the Australasian Branded Entertainment Awards.

Tickets are available for professionals outside of Australia at a special rate of $990 for a one day conference ticket, including the Mumbrella Awards dinner.

Mumbrella360 takes place at the Hilton Hotel in Sydney on June 5 and 6.


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