What makes Chinese consumers tick? That’s the question Chris Reitermann, CEO of Ogilvy China, has been puzzling over for the last two decades. Reitermann began his career at advertising giant Ogilvy & Mather in the 1990s, moving to Beijing in 2000 to set up the digital agency OgilvyInteractive. Since then, he has risen to head up the company’s entire operations in China. In this interview, he discusses the dramatic changes that have taken place in Chinese advertising during his time here, why China has much to learn from India on running a great campaign, and what the industry may look like by 2027.
As technology and consumers mature, firms in China are finding that a crisis management strategy is a must-have.
For a more detailed analysis of how to fight a smear campaign, see Smeared! Why Reputation Management Matters – Even to China’s Instant Noodle King
Smear campaigns are hurting businesses in China. Here’s how some smart reputation management can help. In China, the benevolent cartoon of Master Kong—pudgy, cheerful, topped with a white chefʼs toque—is the face of instant noodles, the ubiquitous logo that grins out from supermarket shelves. The brand has the largest market share in Chinaʼs instant noodle […]