Olympic advertising: forget about de Coubertin
Advertisers targeting Chinese people at the next Olympic games in Beijing in 2008 will have to think different and forget about the traditional “soft and fuzzy”.
Quoted on The Guardian, Tom Doctoroff, the chief executive of advertising agency JWT greater China and area director of north-east Asia says:
“Don’t go soft and fuzzy in the western humankind brotherhood tradition. Chinawill view the games with completely different eyes. Chinese revere and fear winners. You should directly link the product with the conquering spirit of the victors”.
The Chinese market is huge and therefore extremely attractive, but brands need to learn playing by the rules, the rules provided by the government but also the rules set by the Chinese culture and tradition.
