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Tim Sutton - Reversing the Journey of Marco Polo: How Asia influences the West

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The populous and culturally diverse nations of Asia are glued together by shared interests of economic growth and political influence. How is the evolution of Asian markets like China – and why are they special? How do a handful of influential corporate giants offer a new way of thinking on how brands are built and how reputations are managed?

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Tim Sutton - Reversing the Journey of Marco Polo: How Asia influences the West

  1. 1. 23 APRIL 2018 Reversing the Journey of Marco Polo: How Asia influences the West Tim Sutton, Chairman, Weber THE WORLD PR FORUM OSLO
  2. 2. “In the end, Marco Polo’s greatest contribution to history was to deliver this simple news to Europeans: ‘The Asians, they’re not so bad. They’re kind of like us in some ways. And in some ways, they’re even better.’ ”
  3. 3. THE GLUE THAT BINDS TOGETHER ASIAN MARKETS The growing economic and political power of the region Access to capital for infrastructure The enabling mission of governments Growing middle classes embrace brands Technology enthusiasm Pluralism of societies – reflected in huge social media use
  4. 4. SIZE OF ASIAN PR MARKET Graph Shown in $m Source The Holmes Report/industry estimates
  5. 5. The unique features of Asia’s digital landscape that can
  6. 6. Consumer expenditure grows from $0.64 trillion in 2000 to projected
  7. 7. • Covers 20,000km, or 60% of the world's installed network
  8. 8. Mobile and social will fuel the growth as penetration is still low in comparison
  9. 9. ALIPAY WECHAT PAY LEADING THE WAY
  10. 10. ONE APP(ONE BILLION MONTHLY USERS) ALL
  11. 11. Things have changed…
  12. 12. 100MINI COOPE RS 4 MINUTE S. ALL PAID FOR WITHIN 50
  13. 13. MASSIMO DUTTI 40M Celebrity & KOL fans exposure 1.7K Weibo Fan Growth 1M Livestream engagement 5.4K WeChat Fan Growth Length of products sold on the day equals to 18 times the height of Mt. Everest! No.1 on sales in apparel category, second highest of the year 15 times daily store traffic comparing to June 2017 160K runway product sale during livestreaming
  14. 14. HEADING OUR WAY SOON - A SHIFT IN THE FLOW OF INNOVATION WE’VE BEEN PART OF AThrough our extensive work managing the social presence of leading brands in China. 1 BILLION PERSON BETA TRIAL EAST TO WEST
  15. 15. INTEGRATING COMMUNICATIONS AND BUSINESS SALES CONCEPTCONTEXT CONTENT VALUES/BRAND TRACK RECORD STAFF/PEOPLE BUSINESS MODEL DISTRIBUTION POLITICS CULTURE/NORMS STAKEHOLDERS BEHAVIOUR CHANNELS/PLATFORMS ATEGORY/COMPETITION SALES CONVERSION “THE WHOLE IDEA”
  16. 16. 23 APRIL 2018 Reversing the Journey of Marco Polo: How Asia influences the West Tim Sutton, Chairman, Weber THE WORLD PR FORUM OSLO

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