Posts by Stephen

Stephen oversees the Beijing, Shanghai and Guangzhou offices of Y&R China whose clients include Danone, Dell, Gap, Bel, Bosch, Burger King, Nuchev, Coolpad, Quaker Oats and China Unicom. Stephen originally arrived in Shanghai 1996 to establish one of the first Planning Departments in China with JWT having begun his advertising career in Y&R Adelaide in the 1980s. He has also worked with Lowe, JWT and Nitro in senior planning and management roles in Australia, Hong Kong and Mainland China. Stephen rejoined Y&R in 2015 after over 4 years at Coca-Cola in Regional and China Communications Leaderships roles Over his agency career he has worked with many of the leading International brands in China including Audi, Unilever, J&J and Bacardi Group. Stephen has won major Effectiveness Awards and been a Judge for Media Asia Effectiveness Awards. He is on the Global Editorial Board of the Journal of Advertising Research.

Stephen Drummond

Understanding the Foreign-Local Brand Dynamic in China

Shanghai-Tower_Gensler_dezeen_ban

Global marketers can no longer rely on “foreignness” adding premium values. But in some categories, health and safety concerns have seen a comeback in foreign brand relevance.

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