Author: Kestrel Lee

Avatar-blank-50x50

Kestrel Lee is Principal Analyst, Greater China at Econsultancy.

china flag

China: Why digital marketing is changing along with a millennial middle class

Since the time of David Ogilvy, our job has been to make people want things and it’s time we redirect our energies to that purpose because advertising is getting harder due to the appearance of a new middle class, the Y-generation, or millennials, in China and the rest of the world.

The 2017 Havas Meaningful Brand global report shows findings that “people wouldn't care if 74% of the brands they use disappeared.”

6 comments

China: Tips for marketers taking a new digital role in the country

Recently, I wrote a piece on what brands should take note of before entering the Chinese market.

However, brand marketers and advertising professionals have to do some preparation of their own before coming to China. Here are some tips for your consideration.

0 comments

Eight Singles Day insights for Asian brands targeting 2018

Asian brands planning to market themselves in China during Singles Day in 2018 have some important lessons to learn from the shopping festival's performance in 2017.

0 comments