Although a single country, from an advertising and marketing perspective, China may as well be considered a place of many varied, separate, and distinct markets. It is a special challenge particularly for global companies because of the various, very fast-paced markets, mostly without established practices or rules for marketing and communications.
It’s within this environment that Jimmy Liang, business director of Leo Burnett Guangzhou, has not only done business but thrived and helped his clients succeed. Managing a variety of brands from package goods to technology and media, Liang has lived in Beijing, Guangzhou, Hong Kong, and Shanghai developing relationships and business networks. He says a key to success in China is the ability and commitment to not just keep “afloat” to cope with the ever-changing environment and requirements but also to constantly develop, explore, and implement new ideas and solutions. Since he joined Leo Burnett in 2005 to work on the Wrigley business, his work has helped greatly expand the number of brands handled by Burnett in China (a two-fold increase) and the type of work done for these brands.A recent campaign for Wrigley Juicy Fruit Gum that he led across 20 cities was the first time the country had seen a Wrigley’s campaign executed through so many touch points including TV, online, print, direct marketing, events, public relations, ambience store display, on-the-ground activation, and TV programs tie-ins. And the result was an overwhelming response from the target audience.