Warc Webinar: Planning in Asia

Play
6 March 2014

Panellists:

Rob Campbell (Regional Head of Strategy, Wieden + Kennedy)

David Tiltman (Content Development Director, Warc)

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(Free to view)

"You don't have to be a sado-masochist to work in China, but it helps"

Hear Rob's account of how his move to China transformed his views on Asia's marketing approach. In Rob's own words:

"Before I came to Asia, I – like many in the marketing community – used to look down on the region in terms of their approach to marketing. In essence, it seemed like they were the pioneers of badvertising, sadvertising and madvertising. Then I moved here and 4 years later, I don't just realise I was wrong, I realise their attitude and approach may be the things the rest of the industry needs to survive, let alone thrive."

Discover what changed his perspective and the key elements which the rest of the industry must learn from.

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