Wieden + Kennedy’s Rob Campbell: You don’t have to be a sadomasochist to work in China but it helps
Rob Campbell talks China
Earlier this year, Rob Campbell, regional head of strategy Wieden + Kennedy, gave a talk at the Mumbrella360 conference on how China has made him a better professional and a better person.
In his speech, called Sadvertising, badvertising and madvertising, Campbell talked about why advertising is all about context and the western context needs to be thrown out the window when it comes to advertising in Asia, how digital is changing advertising in the region and the differences in usage of digital in different markets, why almost nothing in China is black or white and is therefore “all about playing in the grey”.
Duty before pleasure
Campbell explains how If you understand the grey you can turn things into interesting creative, the Chinese concept of duty before pleasure, how China’s one child policy influences marketing to the Chinese, how the Chinese use social media and how it is leading to a sexual revolution, and he explains he idea of confidence without question.
If you have to justify your decision, it’s not worth buying
Campbell highlights the brands that are successfully tapping into the Chinese youth’s desire for experimentation and why they are making a mistake, why the trend to hire celebrities is also an error, creating frames of reference to change culture, the concept of status as a price point, why rebellion and niche categories don’t work in China, the currency of social value, what myth and legend can do for brands.
Respecting then changing a culture
Campbell talks about how Nike used the Olympics the change the Chinese definition of greatness, why loyalty should never be taken for granted and the importance of peers in China, why if you want to go to China you have to respect the culture.
God I ramble on don’t I.
Thank you to the audience for not booing me and thank you to Mumbrella, for letting me come and take part in your great event.
ReplyI am also utterly shocked at how much I swear. I know I’m from Nottingham but, bloody hell. Sorry for that too.
ReplyGreat talk – I’ve been in HK for two years now and work in a regional role across APAC. China is a very unique market and can be very frustrating at times working with global teams because of their lack of understanding of this market. Will check out that book you’ve suggested and possibly send them a copy 🙂
ReplyProbably the most refreshing outsider (or indeed, insider) view/rant about China I’ve heard. Having seen Rob talk before, tis a shame we couldn’t see his slides which always delight.
ReplyScott – Rob has put them up on his slideshare account
ReplyThank you so much for the kind and generous comments.
Scott, as Nicola said, the presentation is on my slideshare which can be found here: http://tinyurl.com/l57sqqj
Because I ramble like a fool, the video has [sensibly] been edited, so that means the slides may not line up exactly with the video but then, when has anything I’ve said made sense? Cheers.
ReplyPowerful statements. I ll quote you for “Asians know more about the West than the West knows about China”
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