Understanding branding strategy and tools for your business to capture the China markets

2014-08-27 13:57:35


With the diminishing of traditional communication channels and emergence of mobile devices, not to mention social media in the digital space, complex messages, diversified stakeholders, the ever-changing media landscape, marketing in China is fast becoming a bigger maze than it used to be. Whether it is your company’s corporate image, or a particular product you are launching, how do you bring your brand to the target audience in today’s China?


Come engage with experts from Ed Bernays and Pico who will impart their expertise, and share their learnings in the market. Come network with your peers and have an exchange on the subject.


Esmond K.L. QUEK is the principal of Ed Bernays brand consultancy, a firm that specializes in brand management work that ranges from brand positioning, public relations, advertising, executive visibility, to crisis management. He is also the AsiaPacific CEO of Velti, [a recently NASDAQ delisted mobile solutions company, that has sold its American, UK, and Indian business (now named mGage) to Blackstone Group] .

Esmond’s career straddles across multiple industries and between corporate and startups. He was in ageneral management position running British American Tobacco in China, was inasset management, corporate financing, involved in M&A, took over management of local Chinese firm, and probably best known for his turn around work in China, when he won Best Executive in Asia Pacific, 2007 – awarded by the International Business Association, the Stevie Awards. Not only is he the first China based executive to win the prestigious award, he became the first Singaporean to win this coveted award.


Jerry Firbank, PICO  Group Creative Director, has created many outstanding experiences, ranging from major architectural pavilions with interactive engagement and corporate experience centres to brand development and engaging retail environments over a span of 30 years.

Working for major blue chip corporations like AT&T, Hewlett Packard, Ericsson, ETIHAD, BAe SYSTEMS, Lucent Technologies, CHARRIOL, Singapore Telecom, SAMSUNG, MAERSK,  BP, etc.Jerry has gained a very wide experience of performance driven solutions and the engagement process.

Jerry was the leader of the first design group in his field to have ever won the United Kingdom’s QUEENSAWARD FOR INDUSTRY and is a leading creative innovator. Working with modern immersive technologies to create high performance engagement solutions that complement the ‘World Class’ standard of design that is his heritage.

Jerry’s work has continued on in terms of innovation and recently in the London 2012 Olympics; Jerry createdan outstanding three level outside pavilion for ACER that featured a vastkinetic moving façade, two visitor elevators and a unique mixed reality theatre where the audience could not distinguish the ‘virtual reality’ from real ‘live’actors, until the live actors jumped out of the screen.

The pavilion was also a ‘first’ in featuring Digital Connectivity; a totally connected experience that enabled the visitors with ‘face grab’ technology to become an ACER ‘Avatar’ and have their own individual Avatar, guide them around the experience and open each challenge for them, via their QR/AR card. Later this same QR/AR card would bethe entry point to the visitors post event experience and reprise and continuance of their own individual games and activities on-line.

Details are as follows :

Date  :   12th Sept 2014 (Friday)

Time  :   16:00 hrs – 18:00 hrs

Venue :   No 9, Dongdaqiao Rd, Chaoyang District, Unit 7-9, 3rd Floor, Tower D, Parkview Green, Beijing, China | 北京市朝阳区东大桥路9号,侨福方草地D37-9单元

Price   :  Member   RMB 120

             Non-member  RMB150


Do rsvp early as there is a limit to the attendees to join. Please complete the following particular and return to singcham@singcham.com.cn  by 11th Sep 2014. We will reply your RSVP accordingly.



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