Agenda

8:30 am - 9:10 am
Registration Open
Registration is open in The Keynote Auditorium, David Game College (31 Jewry Street, London, EC3N 2ET) from 8:30am.
9:10 am - 9:30 am

Opening Keynote - A Glimpse into 2020 China Digital Marketing

A look at China marketing trends and topics over the last 12 months & how brands in China are responding to the COVID-19 crisis.

  • Alain de Maurier

    Sales & Marketing Director EMEA, Westwin

    Alain de Maurier

    Sales & Marketing Director EMEA, Westwin

    Alain de Maurier is the Sales & Marketing Director EMEA at Westwin (formerly MSN China).

    With over a decade’s experience working at large FTSE100 publishers and agency-side, he has provided the lead global digital marketing strategy for several asset managers and banks like UBS, Schroders, Allianz, PIMCO and Nationwide.

    His role at Westwin is to help international businesses better realise their opportunity in China, through best-in-class digital marketing solutions. Westwin remains Microsoft’s exclusive partner in China for Bing advertising solutions.

9:30 am - 10:15 am

Opportunities for UK Businesses in China - Targeting the Chinese Consumer

China is the UK’s 3rd largest goods trading partner & world’s 2nd largest economy, with increasing demand from a rapidly growing, wealthy middle class. This session will explore the opportunities for UK companies as they look to work in the Chinese economy – as well as the broader macro trends driving growth over the next 12 months.

  • Pearl Zhu

    UK Sector Lead, Retail and E-commerce, CBBC London Office

    Pearl Zhu

    UK Sector Lead, Retail and E-commerce, CBBC London Office

    Pearl leads Retail and E-commerce sector in China-Britain Business Council. She is a specialist in market entry strategy, brand partnership, digital and marketing strategies in fashion, beauty, lifestyle and mother and baby areas. Pearl has built more than 40 commercial partnerships and campaigns for international entertainment IPs and retail brands through her career between China and The U.K.

10:15 am - 11:00 am

Two views of the Chinese Luxury Consumer

In this session, Andrew will introduce luxury outbound Chinese traveller (consumer) before and after Covid-19; what they want, where they want to go, and what brands to do to attract them.

Moreover, Andrew will cover luxury consumer inside China, their changing behaviours in a post-pandemic landscape, what international brands locally to with them over, together with two case studies: One&Only and Parkview Green.

  • Andrew Thacker

    Director, KCM

    Andrew Thacker

    Director, KCM

    Director of Katana, a creative brand consultancy with offices in London, Beijing and Tokyo. Born in Hong Kong to British-Japanese nationality and raised between Asia and the UK, Andrew has 20 years’ experience building brands, acquiring a deep understanding of what is needed to bridge the commercial and cultural gap between East and West.

    Katana works with business owners to build brands, often from the ground up, and introduce them to new markets like China and Japan. The China desk helps international brands develop their business in China, and Chinese brands looking abroad. With a particular focus on hospitality, lifestyle and travel, some Katana clients include Conde Nast, Diageo, Goop, One&Only, Rocco Forte, Soho House, Small Luxury Hotels of the World, and in China, Parkview Green, Haworth, Xiaomi as well as the British Chamber of Commerce.

11:00 am - 11:15 am

Coffee Break

11:15 am - 12:00 pm

Embracing China’s New Retail Post COVID-19

Crises often prove to be catalysts for innovation, and that certainly seems to be the experience right now for the digital sector. Two experts from Alibaba will explore China's e-commerce trends post COVID-19 & how to optimize your e-commerce business.

  • Zarina Kanji

    Alibaba Group, Business Development, UK & Nordics

    Zarina Kanji

    Alibaba Group, Business Development, UK & Nordics

    Zarina Kanji has been leading Tmall Business Development for health, food, and beverage brands at Alibaba UK & Nordics since September 2018. Zarina is responsible for helping brands to enter the Chinese market and build their business by connecting them to the over 711 million annual active consumers on Alibaba’s platforms. She is based in London.

    Prior to joining Alibaba, Zarina was Regional Head of Fashion & Sport Brand Partnerships at Lazada Group, Southeast Asia’s leading ecommerce company acquired by Alibaba Group in 2016. She spent the first 10 years of her career as a Buyer for House of Fraser, Ralph Lauren and Jaeger specialising in Luxury womenswear and children swear in Europe and the Middle East.

    Zarina has a bachelor’s degree in Fashion Marketing and Communications from Nottingham Trent University and has lived in London, Dubai and Singapore.

12:00 pm - 13:00 pm

Lunch

13:00 pm - 13:45 pm

Find Your Search Engine Marketing Strategy in China

Brands use search engine as part of their marketing strategy in China, however 80% of them are not doing it correctly or using it as its best. In China, search engines like Baidu have evolved beyond a keyword research tool to an integrated platform with sales funnel and many support features to guide through the decision-making process.

What do you need to do other than Pay-per-click (PPC) campaign? What are the options to support different marketing goals? What are some of the best cases by industry? In this session, Jie will share her experiences on how to improve your brand recognition and generate more sales leads via SEM marketing.

  • Jie Zhang

    BD Manager, Westwin

    Jie Zhang

    BD Manager, Westwin

    Jie Zhang is the sales and business development manager at Westwin. Prior to Joining Westwin, Jie Zhang has over 10 years working experience in China, as a journalist focusing on multinational business analysis and commentary in China Enterprise News, account management role in top 4A agencies, including Publicis, BBDO, and Dentsu Aegis. She also worked in one of the biggest digital giants: Baidu, where her responsibility was providing integrated media solutions to brands/products.

    Her role at Westwin is to help international business grow in China market, her expertise of area includes Chinese business analysis, brand strategy and digital marketing.

13:45 pm - 14:30 pm

Marketing techniques on TikTok and other ByteDance apps

A deep-dive look at the challenges and opportunities for EU based businesses, and how ByteDance apps can enhance your value proposition in China. Learn about the most successful case studies on TikTok and what tips can be lifted to grow your brand’s impact.

  • Chewei Chang

    Global Business Solutions at TikTok

    Chewei Chang

    Global Business Solutions at TikTok

    Chewei Chang leads brand, performance, and agency solutions for TikTok Client Partnership, Europe. He has insights in sales, business development, account executive, executive, growth, performance marketing, paid social, media planning, data analysis; DR focus, acquisition, brand awareness, mobile advertising, tracking, and 3rd party data integration.

14:30 pm - 15:15 pm

WeChat, A Closer Look at China’s Super App

WeChat is China's digital life force. With more than 1 billion monthly active users, this super APP is ubiquitous in virtually every aspect of daily life.

WeChat is also a great tool to market your brand. This session will an understanding of WeChat functionality and usage, and lessons on applying this learning toward successful marketing.

  • Christina Xu

    Founder, China Marketing Corp

    Christina Xu

    Founder, China Marketing Corp

    Christina Xu is Director and Founder of China Marketing Corp. She started her career in the UK driving business development for the Greater China market in 2010 in the travel industry before divulging into digital marketing from 2012 with a specific focus on the China digital landscape. After a few years of delivering fantastic results working in the China digital marketing field, she started her own business in November 2017 with the strategic aim of working with businesses to better target Chinese audiences online.

    During her career in digital marketing, Christina excelled in developing key relationships with major Chinese online digital platforms, such as Baidu, 360 Search, and WeChat. She also expanded the reach to Cross Border eCommerce in China within her business, China Marketing Corp.

15:15 pm - 16:00 pm

The State of China’s Unique Programmatic Advertising Landscape

The programmatic advertising industry in China is vast and complicated. Join David as he provides excellent clarity here and shows how this marketing channel can deliver results with laser-targeting and cost efficiencies.

  • David Nottingham

    EU General Manager, iPinYou & Deep Zero

    David Nottingham

    EU General Manager, iPinYou & Deep Zero

    David Nottingham leads iPinYou’s European expansion with the goal of creating synergies between European and Chinese digital media landscape.

    With over 10 years of digital marketing experience in Europe, he has an in-depth understanding of the complexity programmatic targeting required to run affective campaigns in Europe and China.

16:00 pm - 16:45 pm

Panel: UK & China: Unlocking Collaboration

China is the second largest consumption economy after the USA - this growth in consumption continues to open up many opportunities for British companies.

As UK agencies expand into the Chinese market and Chinese brands look to partner with UK agencies, hear from the UK Advertising Export Group (AEG) panel of experts as they discuss their experiences of working in China, the challenges and opportunities, plus take a look at how markets are recovering.

  • Janet Hull OBE

    Director of Marketing Strategy IPA
    Chair AA/DIT UK Advertising Export Group

    Janet Hull OBE

    Director of Marketing Strategy IPA & Chair AA/DIT UK Advertising Export Group

    Janet is an MA graduate of Oxford University with over 35 years' experience of the international advertising industry. She has held senior management positions at Y&R advertising, Burson-Marsteller PR and Lewis Moberly brand design.

    For the last 10 years she has been Director of Marketing Strategy at the UK Institute of Practitioners in Advertising (IPA) and has organised four trade missions to China to promote UK China collaboration. She is now Chair of a wider joint IPA / AA/ DIT Advertising Export Group. She was awarded an OBE by Prince Charles for services to the creative industries in the 2014 New Year’s Honours list.

    Janet is also Executive Director of the IPA’s Effectiveness Week (EffWeek). She represents the industry on the Creative Industries Council, a joint forum between Government and Industry, and is Producer of Createch 2020. Janet is also on the Global Advisory Committee for the Shanghai International Advertising Festival.

  • Amy Lou

    Founder, AL & EASTWEST Consulting Ltd.

    Amy Lou

    Founder, AL & EASTWEST Consulting Ltd.

    Amy Lou is the founder of AL&EASTWEST Consulting Ltd., offering consultancy services in branding, marketing and business development. She utilises her expertise, knowledge and insights across eastern and western culture to help brands and agencies achieve success in both markets.

    She was Global Brand Director at Huawei Consumer Business Group from 2011 to 2018, and Head of Brand Communications at HTC Europe prior to that. She graduated from Peking University and worked at Motorola China.

    Amy Lou was named an Internationalist of the year in 2007, and one of the “Top 100 Leaders by Internationalist” in 2011 and 2014.

  • Kan Ng

    Global Business Director of VCCP

    Kan Ng

    Global Business Director of VCCP

    Kan Ng is the Global Business Director of VCCP and she has been working in advertising across different continents for a decade. Raised in Hong Kong, she has also lived in Berlin, Shanghai, Beijing, NYC and joined VCCP in London 3 years ago.

    Amongst her international experience, she had worked with a variety of clients including Shell, Standard Chartered Bank, LVMH Group, Volkswagen, Peugeot, OPPO, Hisense, Star Alliance. Kan is an experienced business director who has led award-winning campaigns both globally and locally. In the past 10 months, she has had different projects launched in MEA, APAC, Latin America and Europe.

    VCCP has created some of the world’s most successful campaigns, both in the UK and internationally, for brands including Audi, Lynx, O2 Telefonica, Domino’s, Nationwide and Shell.

  • Arnold Ma

    Founder of Qumin

    Arnold Ma

    Founder of Qumin

    Born in China, Arnold (Chinese Ai Fu) moved to the UK in 1996 which was then still worlds ahead of China. By 2011, China was re-emerging on the global stage, but Western brands were not ready to engage with China.

    Hence why Arnold founded Qumin, at the age of 25, the first and largest Chinese Digital Creative Agency in Europe.

    For almost a decade now Qumin has helped copious Western brands including Sony, Man Utd, Mars Inc, General Mills, Unilever and many more to understand and engage with Chinese consumers. Notably, Qumin was responsible for the Chinese launch and ongoing consultancy for Skyscanner until its exit to China’s CTrip, the largest British tech exit to this day, valued at £1.4bn. Arnold has also helped Chinese companies including Bytedance, the world’s most valuable Tech start up, China Mobile and Huawei with their Western marketing.

16:45 pm - 17:30 pm

Event Ends, Drinks & Networking