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Tom Doctoroff
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Tom is one of Asia's most respected advertising professionals and also a leading expert in Chinese consumer psychology. Born and bred in America’s Detroit and educated in Chicago, he took a detour to Hong Kong in 1994 and never quite made it back to the States. His unique combination of pan-Asian work, plus more than a decade based in China, has made him a leading expert in the cross-border management of brand architecture and brand building.

He has appeared regularly on CNBC, NBC’s The Today Show, Bloomberg and National Public Radio and is frequently featured in publications ranging from the Financial Times and Business Week to the Wall Street Journal and the New York Times. Furthermore, he is a sought after keynote speaker for events such as the International Advertising Association’s global symposium, University of Chicago’s Global Management Conference, the China Luxury Summit and the JPMorgan Asia Pacific Equities conference.

Tom started his advertising career at Leo Burnett in Chicago but jumped ship to JWT (Chicago). In 1994, he moved to Hong Kong as Regional Business Director for clients such as Pepsi, Philip Morris/Kraft and Citibank. In 1998, he landed in China as the Managing Director of JWT Shanghai. In 2002, he was appointed Northeast Asia Area Director (China, Taiwan, Hong Kong and Korea) and Greater China CEO. Through diversification into customer relationship marketing (CRM) and trade marketing, promotion network management and brand identity/design, JWT Northeast Asia has emerged as one the most synergistically integrated, creatively dynamic communications networks. Some of JWT China’s key clients include: Unilever, DeBeers, HSBC, InBev, Ford, Nokia, Microsoft and Nestle as well as several leading local enterprises such as Lenovo, COFCO, China Unicom, Yili dairy and Anta shoes.

Tom is the recipient of the “Magnolia Government Award (白玉兰政府纪念奖),” the highest honor given by the Shanghai municipal government to expatriates and was selected to be an Official Torchbearer for the Beijing 2008 Olympics. He is also the author of the best-selling book "Billions: Selling to the New Chinese Consumer" and his most recent title, "What Chinese Want," to be published in April 2012.

Tom completed his undergraduate studies at Northwestern University (Evanston, IL) and his MBA at the University of Chicago.

Blog Entries by Tom Doctoroff

The Myth of Chinese Military Aggression

34 Comments | Posted February 5, 2012 | 2/5/12

The list of military "provocations" grows longer: outlandish territorial claims in the South China Sea, and vilification of Hillary Clinton who has the temerity to challenge them; installation of more than 1,000 ballistic weapons aimed at Taiwan; confrontation on the high seas with Japan, Taiwan, and the Philippines; year-on-year military...

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Modern China's Spiritual Crisis: Does it Exist?

28 Comments | Posted January 22, 2012 | 1/22/12

China was founded to ensure survival, not as an Earthly manifestation of God's moral covenant with Man, the latter blessed with a divine right to pursue happiness. Indigenous schools of Chinese philosophy -- Daoism, Confucianism, and Legalism -- are mechanistic, concerned with values as a means to an end --...

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A Chinese Century? Not Quite

Posted November 28, 2011 | 11/28/11

In the narrowest sense, a superpower has the military might to force the world to acquiesce to hegemonic resolve (for example, the Soviet Union). Then there are economic superpowers that influence capital flows and global growth rates. When they struggle, the world does too. Finally, there are soft superpowers, nations...

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China's Communist Party: Not Losing Control

Posted October 3, 2011 | 10/3/11

The relationship between the people and the Chinese government is, to say the least, ambivalent. The country's wealthiest citizens scurry to obtain foreign passports as a hedge against future uncertainty. As evidenced by populist outrage after the Wenzhou train disaster, the little guy rails against bureaucratic corruption, particularly when his...

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Food in China: Survival and Success

Posted August 31, 2011 | 8/31/11

China's relationship with food is a window into basic instincts. The country's cuisine is a manifestation of a civilization that has never taken survival for granted. An understanding of what and how Chinese want to eat is a quick way to know China. With the ever popular dim sum of...

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E-Commerce in China: Patriarchic Benevolence

Posted August 14, 2011 | 8/14/11

The growth of China's consumer e-commerce sector is breathtaking, doubling year on year. On-line shopping is more than a trend; it is a phenomenon. But it took a while for things to take off. It was not until two fundamentally Chinese business essentials were addressed -- the benefits and reassurance...

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Advertising in China: What's New, What's Not

Posted June 2, 2011 | 6/2/11

It seems many of the big Chinese ad agencies are not headed up by Chinese people. Why is this the case? Did Westerners bring the "advertising industry" with them?

The first clients who advertised big -- i.e., with any degree of professionalism -- were the large FMCG companies such as...

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China's Worldview Imperative: Don't Rock Our Boat

Posted May 31, 2011 | 5/31/11

Everything that registers on China's international -- and, for that matter, domestic -- radar does so because it, directly or indirectly, impacts stability. Pragmatic to the core, the PRC cherishes one thing above all else: order. Stability has always been, and remains today, the platform on which progress is constructed....

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Car Crazy China: Where Ego and Anxiety Collide

Posted May 20, 2011 | 5/20/11

Who could have imagined? Ten years ago, the only automobiles seen on the streets of coastal cities were non-descript black sedans and shoddy Volkswagen Jetta taxis. Today, China's highways are overflowing with cars of every shape, size and color. While foreign brands still dominate the market -- with many produced...

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What Foreigners Can Learn at the Shanghai Zoo

Posted May 6, 2011 | 5/6/11

After thirteen years on the mainland, I have learned there are two types of expatriates: "China friendly" and "China unfriendly." One is either drawn to the country's warmth and ambition or repulsed by shoddiness and lack of civility. If you're in the latter camp, get back on the plane; the...

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Obama Post Osama: A New Idol for the Chinese?

Posted May 2, 2011 | 5/2/11

The Chinese have always had a grudging admiration for Barack Obama. After the death of Osama bin Laden, a global black sheep, their respect will be significantly less unequivocal. In record time, his "justice" speech was faithfully translated by state-controlled media; tomorrow it will be looped on CCTV. Obama is,...

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Post-Crisis Japan: Ready to Embrace the World?

Posted April 25, 2011 | 4/25/11

Japan, heretofore a land unto itself, soothed by a unique combination of geographic isolation and Zen-Buddhist equanimity, has discovered the world can be kind. If the nation's leaders take this opportunity to encourage citizens to "open up," to emerge from their spiritual shell, Japan will become more confident, more productive...

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China's Ambivalent Tiger Moms: When in Rome...

Posted March 29, 2011 | 3/29/11

There is a lot of truth in Amy Chua's self-congratulatory Battle Hymn of the Tiger Mother. Chinese moms, today and in the past, will stop at practically nothing to ensure their children are armed with weapons required to defeat kiddie competition and obliterate barriers of future financial success. That said,...

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Consumers vs. Corporations: China's Great Digital Divide

Posted March 12, 2011 | 3/12/11

China's technologically liberated consumers are ready for a digital commercial revolution. But manufacturers and their communications partners -- advertising agencies, both digital and traditional, as well as media companies -- are letting them down by not approaching the sector strategically.

Liberation for Everyman

It is difficult to overstate the...

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Second Wives and China's Booming Luxury Market

Posted February 17, 2011 | 2/17/11

While accurate numbers are hard to come by, a 2008 estimate says that Second Wives account for a third of the country's consumption of luxury products. There is a tension between what is officially and socially accepted, however. This contentious consumer group must be viewed in light of...

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China's Worldview: Three Timeless Truths

Posted January 4, 2011 | 1/4/11

What is Chinese culture? Now and forever, perpetual yet shape-shifting,in modern and ancient guises, the Chinese worldview can be distilled down to three inter-related Truths: a) a fatalistic, cyclical view of time and space characterized by meticulous interconnectivity of things big and small, b) a morally-relativistic universe in which the...

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The Chinese Consumer: Still Projecting and Protecting

Posted December 28, 2010 | 12/28/10

Contemporary Chinese society, still Confucian to the core, is driven by: 1) the need for societal acknowledgment and 2) diffused insecurity. Mainland consumer behavior, characterized by status projection and risk avoidance, reflects these truths.

Status and Public Consumption. The Chinese consumer, pulled between conformism and ambition, regard brands as...

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Chinese Society: Racing Forward, Not Cracking Up

Posted December 22, 2010 | 12/22/10

Chinese society is racing forward but it is not cracking up or spinning off its axis. The traditional pillars of individual identity -- the family and the nation -- remain robust.

True, there are stresses -- "spiritual pollution" -- that disorient and make people feel "less safe" than 10...

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Merry Christmas, China!

Posted December 20, 2010 | 12/20/10

Just because China has embraced Christmas does not mean the country is becoming Western. Looks can be deceiving.

Christmas tunes play on radio stations. Every Grade A and Grade B office building in Shanghai, Beijing and Guangzhou is decked out with holiday displays. Christmas music is piped into elevators...

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Standing Up to China, the Obama Way

Posted November 28, 2010 | 11/28/10

China's recent passive-aggressive behavior on the world stage is unfortunate but not unexpected. President Obama is handling the PRC's non-collaboration with great skill and savvy. He realizes the Middle Kingdom's ancient cultural imperatives and contemporary geo-political objectives dictate a balance of caution and steely firmness. If he stays the course,...

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