Shanghai

September 22, 2015
13:30 PM

REGISTRATION

14:00 PM

McCANN WELCOME

Jesse Lin, Vice Chairman of McCann Worldgroup APAC and Chairman of MRM//McCann APAC

14:05 PM

OPENING REMARKS

Charles Cadell, President,McCann Worldgroup, Asia Pacific

INSPIRATION
14:10 PM

KEYNOTE

Professor Jiang Qingyun

Professor Jiang Qingyun, Chairman of Marketing at Fudan University’s School of Management, who specialised in global brands localisation and Chinese brands roar across the board business and marketing strategy. He continues to contribute cases to the Harvard business case library.

14:40 PM

THE TRUTH ABOUT GLOBAL BRANDS (Global & China edition)

McCann Truth Central will unveil the findings from its most extensive study yet, a quantitative survey of over 30,000 consumers in 29 markets around the world. The study will reveal new insights about how global brands navigate the world today and help to illuminate a clear path forward for marketers from global to local and local to global.

Nadia Tuma, Senior Vice President, Director, McCann Truth Central
Ellen Hou, Group Managing Director, McCann Worldgroup Shanghai

15:55 PM

COFFEE BREAK

PROVOCATION
16:15 PM

HOW TO MAKE YOUR BRAND A ‘GLOBAL CITIZEN’ UNDER DEEP GOBALITY

A conversation between marketing leaders of global brands and local brands.

How should brands, and those with global ambitions, act in an era of deep globality? Given the imperative for brands to operate in a global context, this panel of experts will discuss how brands need to expand and operate – whether in their market of origin or across multiple markets. They will share their experiences across the region, challenges they face in an increasingly global world, and perspective on what brands can do to earn their way into culture.

Richard Cotton, Content & Creative Excellence Director, Coca-Cola China
Onicek He, Founder and Chief Architect, ROI Festival
Zhuo Wang, Business Strategist and Marketing Expert

Moderated by:
Ellen Hou, Group Managing Director, McCann Worldgroup Shanghai

17:00 PM

INSPIRING CREATIVITY THAT TRAVELS & LEARNING FROM KOREAN & CHINESE POPULAR CULTURE

A conversation between brand owners and pop culture curators.

Television, film, music and art are flowing around the world in new and surprising cross-border directions. What are the new dynamics of cultural influence today? How and why do some story ideas spread like wildfire, whereas others simply get lost in translation? And what does this all mean for brands? What are the opportunities for brands? How to make brands be part of the pop culture?

Rebecca Yang, Founder and CEO, IPCN Ltd
Wang Xin-Yi, State honored Independent producer, National level director of Shanghai Media Group (SMG), Vice-chairman of Shanghai Folk Art Association

Moderated by:
Steve Xue, Chief Strategy Officer, McCann Worldgroup Shanghai

17:30 PM

IMPLICATIONS FOR DEEP GLOBALITY & CLOSING REMARKS

Charles Cadell, President,McCann Worldgroup, Asia Pacific

18:00 PM

RAIN ROOM & COCKTAIL PARTY