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Digital in China

The Chinese Consumer: Still Projecting and Protecting

Tom Doctoroff | Posted 05.25.2011 | World
Tom Doctoroff

Contemporary Chinese society, still Confucian to the core, is driven by the need for societal acknowledgment and diffused insecurity. Consumer behavior, characterized by status projection and risk avoidance, reflects these truths.

The State of China's Brand Landscape in 2009: FAQs

Tom Doctoroff | Posted 05.25.2011 | Business
Tom Doctoroff

It's dangerous to generalize but the Chinese have always been conservative spenders and messages in China, particularly those targeted to the mass market, have usually focused on "protective" benefits.

Advertising Agencies in China: Glorious Opportunities, Easily Squandered

Tom Doctoroff | Posted 05.25.2011 | Business
Tom Doctoroff

We in China are optimistic about the nation's ability to morph from the Wild East to a brandscape. However, the mainland market is not an easy nut to crack, and realistic expectations must be set very clearly.