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 and risks for UK companies as they look to work in the Chinese economy – as well as the broader macro trends driving growth over the next 5 years.

  • Chris Lethbridge

    UK Sector Lead, China-Britain Business Council

    Chris Lethbridge

    UK Sector Lead, China-Britain Business Council

    As UK Sector Lead for Creative Industries, Chris works to advise UK Creative Industries companies on their market entry, development, and strategy in China.

    Prior to his current role, Chris was CBBC’s China Market Business Adviser for the South East. From this position he worked with an array of companies across a broad range of sectors including High-tech and Advanced Manufacturing, E-commerce, Food & Beverage, and Financial Services.

10:15 am - 11:00 am

Tapping into China’s Trade Opportunity Through Traditional & E-Trade

There are typically many ways to do business in new market like China. Certain approaches could bring higher reward, they may also come with higher risk and higher cost.

In this session we will be going through a variety of options that are lower-cost and lower commitment.

  • Kristina Coluccia

    Lead of Business Advisory, Woodburn Global

    Kristina Coluccia

    Lead of Business Advisory, Woodburn Global

    Kristina Koehler-Coluccia is a Hong Kong-born European. She has over 16 years’ experience in helping foreign investors to sell their products and services into the Chinese market stress-free.

    Kristina has worked with over 500 international companies, across industries and sectors on their market strategy, implementation, and growth in China. She helps companies to eliminate the complexities of corporate services and compliance in China & develop a China Roadmap Program for "newbies" and "start-ups" entering the Chinese market.

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.

  • Chris Potts

    Channel & Alliances Director, Alibaba Cloud Europe

    Chris Potts

    Channel & Alliances Director, Alibaba Cloud Europe

    Over the last 15+ years Chris has built up extensive experience around Public Cloud Solutions, having held positions at AWS, Microsoft Azure and most recently Alibaba Cloud Intelligence.

    As Alliances Director for Alibaba Cloud, Chris’ role is to the lead the Partnership and Channel strategy for Europe and align this with Alibaba Cloud’s core value propositions and customer requirements. A key focus of this being to educate International Businesses on the growth and innovation happening within China and Asia today, to leverage this innovation and opportunity as part of their own business strategy, and how they can better engage with and leverage Alibaba Group’s vast ecosystem.

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.

  • Leo Hsu

    Team Leader at TikTok UK

    Leo Hsu

    Team Leader at TikTok UK

    Leo Hsu is the Team Leader for China-outbound business in TikTok UK, taking care of all branding/performance campaigns targeting at China. Prior to working at TikTok, Leo was General Manager for D-Car dealership business, covering 25K China Auto dealerships with 150+ offices in China, and prior to that, he was Project Manager for Roland Berger China, a top-tier global consulting firm, covering Internet, Automobile, CPG, Real estate, and Tourism.

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.

  • Aisling Conlon

    Head of the UK Advertising Exports Group (UKAEG)

    Aisling Conlon

    Head of the UK Advertising Exports Group (UKAEG)

    Aisling is the Head of the UK Advertising Exports Group (UKAEG) formerly known as Promote UK. The UKAEG works in partnership with Government to promote the UK Advertising sector in key territories such as China, Japan, South Korea, North America and Europe.

    Aisling was instrumental in the groups previous outputs as Promote UK and has helped to support over 100 companies at major industry events such as Cannes Lions and SXSW. Prior to joining the UKAEG, Aisling has worked for the world-famous Institute of Advertising Practitioners (IPA), and its sister organisation Institute of Advertising Practitioners Ireland. During this time Aisling introduced a scheme aimed at supporting start-up agencies in the UK and was integral in the move to involve the IAPI with the Cannes Lions Festival in which the team was awarded Cannes Lions representative of the year. Aisling’s background also includes working alongside the Department of International Trade (DIT) to curate and host the first ever UK Brand and Marketing day at SXSW 2019, curating and hosting panels at Cannes Lions and most recently working with both the Chinese Advertising Association (CAA) and the Shanghai International Advertising Festival (SHIAF) to organise virtual trade missions.

16:45 pm - 17:30 pm

Event Ends, Drinks & Networking