Lean into Change, From China to the World

27 June, 2012


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Maxus China hosts brand forum in celebration of its fifth year in China

SHANGHAI – As part of its fifth year celebration, Maxus China hosted a conference “Lean into Change, From China to the World” on June 27 to discuss Chinese brands going global. The event featured renowned speakers including Dr. Shengjun Liu from the China Europe International Business School (CEIBS); Xiao Yan Wang, Global Procurement Director of Lenovo; and senior executives from Maxus China.

Clients, GroupM’s management, media, partners and Maxus’s employees attended the event. There were active discussions among the speakers and more than 270 attendees on the challenges brands faced, and insights on branding and marketing for local brands in the process of globalization.

Annie Hsiao, President, Maxus China shared her insights gained from the last five years through servicing local brands at Maxus, in a session titled “Key Step of Globalization”. She pointed out the importance of brands, data and people in building global brands, and encouraged brands to develop talents and tap into foreign knowledge and expertise.

In a keynote speech “Chinese Brands Go Global - Obstacles, paths and best practices”, Sheng Jun Liu, Deputy Director of CEIBS Lujiazui International Finance Research Center, and author of the book Globalization of Chinese Companies shared his analysis on the ten critical factors for a local brand going global, with analysis focused on the environment and culture. Liu also cited examples of the successes and failures of Chinese brands in this process.

In a dialogue featuring Xiaoyan Wang, Lenovo’s Global Procurement Director and Li Meng, General Manager, Maxus Beijing, Wang shared Lenovo’s story of how they re-structure the internal process to manage the company in different countries and avoid culture conflict. Kain Huang, Chief Strategy Officer, Maxus China also shared the practicalities and know-how of data gathering and analysis, and the benefits of data optimization in media planning and buying.

Annie Hsiao, President of Maxus China commented, “We chose to discuss the issue of brands going global through this conference because we want to see Chinese brands making it big globally. We have gained the trust of many local brands throughout the past five years, and hope that in the next five to ten years, we will be a key partner as our clients go global.”

The celebration ended on a high note with a gala dinner.


About Maxus China
Founded in 2007, Maxus China has more than 170 peoples across four cities in China and serves more local giants than any other international agency in the market such as Lenovo, Huawei, Haier, BOCOM, and Pingan Insurance. Maxus is a global media agency with services including communications strategy, planning and buying, digital marketing, social media strategy, SEO, SEM, data analytics, and marketing ROI evaluation. Globally, Maxus works for some of the world’s most well-known advertisers, and was awarded Campaign’s Global Media Network of the Year 2011 and one of Ad Age's Top 10 Agencies to Watch for 2012.

Media Contact
Diana Wang
+ 86 21 2307 7703
Diana.wang@groupm.com

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