TBWA\Greater China has held the “Let’s Talk Disruption” series since 2011. The “Let’s Talk Disruption” series brings new learnings and disruptive perspectives that help brands grow in the fast-changing China market.
The first seminar was held in May 2011 in Shanghai. The event featured speakers and cases of global renown from TBWA, Modern Media, Standard Chartered Bank, Shang Xia, Pernod Ricard, Gatorade and more.
The hugely successful event in 2011 attracted over 350 delegates, encouraging TBWA to expand the efforts to drive innovation and unconventional thinking in business and endeavour in China.
In May 2012, TBWA\Greater China held the “Let’s Talk Disruption – Luxury”. The speakers and panelists from Hermès, Coach, Pernod Ricard China and TBWA\Luxury Arts gathered together to look at key trends and insights that help luxury sector thrive.
In August 2012, the “Let’s Talk Disruption –Youth” was held, examining all aspects of the youth audience and youth marketing in China. Youth experts from McDonald’s, Rovio (creator of Angry Birds), as well as music industry, shopper marketing, and research house shared their observations and thoughts.
In 2013, TBWA wants to add to that momentum by creating thought leadership pieces. The first study “RED COOL” was launched in July to uncover “what is cool” for China’s youth generation. Following the release of “RED COOL”, “After the Era of Excess” was launched in September.
In July 2013, TBWA\China released “RED COOL” research piece, uncovering “what is cool” for China’s youth generation.
Partnering with 1626, a youth style and design magazine, TBWA\China recruited interviewees and conducted focus groups and in-depth interviews with key opinion leaders in the four of most important cities in China: Shanghai, Beijing, Guangzhou, and Chengdu.
In the second phase of the study, the extensive, quantitative research covered thirteen key cities across China (ranging from tier one to three cities) with over 1,000 respondents – half of them male and half of them female, ages 16-30.
“Cool China is rising, which is why we’re calling this report ‘RED COOL’,” said Ian Thubron, President of TBWA\Greater China. “Today’s China is changing so quickly, and the young consumer is more fickle than ever. In this study, we’ve identified 10 key learnings, called the ‘Levers of Cool’. Our findings – sometimes surprising and sometimes controversial – will help clients market effectively to youth by understanding ‘cool’ and injecting more of it into their brands.”
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TBWA\Luxury Arts China and Rhizome, a research partner of Fudan University’s Business Anthropology Center, have joined forces to release a new white paper entitled ‘Luxury with Soul’. The paper documents the true nature of luxury and its evolution in China.
Our understanding and point of view on luxury comes from an inspection of the Chinese people with a social-cultural lens that allows us understand the past, preset and future of luxury in china. We approached successful, influence, and knowledgeable people from across china to discuss their lifestyle and experiences with luxury today.
We have created a disruptive way for luxury brands to grow in china from consumers’ stories and a discourse analysis of their lives. This paper will propose a meaningful vision of luxury in the eyes of the consumer.
Furthermore, together Rhizome, TBWA\Luxury Arts China is establishing a luxury panel of 100 experts. Through long-term lifestyle tracking of these elites, we’ll be able to continuously uncover the social, economic, and cultural shifts and emerging trends in the luxury world, as well as provide strategic solutions for luxury brands to grow in China.
To learn more about studies, please contact: firstname.lastname@example.org