In Chinese culture, the rules of storytelling and narrative differ from those we practice in Europe. In this webinar, we will explore how a global marketer needs to adjust its approach when telling a story in marketing communications. In particular, the webinar will explore the demands of communication in a high context culture - one where place, status, and personal identity play a bigger role in commercial narratives.
Below you can find the examples used in the webinar.
US - https://www.youtube.com/watch?v=N2ubgxn8aQ8
China - https://www.youtube.com/watch?v=UpoDNjiMYRI
MARTIN KARAFFA
With decades as a global planning director for some of the world's largest agencies, Marty knows firsthand how cultural forces can make or break brand strategy. Now, as an independent consultant and Associate Partner at Hofstede Insights, he equips marketers with the tools they need to thrive in diverse cultural environments.
An American by birth, he began his career as planning director at JWT Melbourne. Posted to Tokyo, he worked for such JWT global clients as Citigroup, Diageo, Ford, Jaguar, Haagen-Dazs, Kellogg and Nestle — for the last, helping to create the Kit Kat phenomenon. He then joined JWT New York, where he served as Global Planning Director on Pfizer Consumer Health, before moving to Munich to lead the global planning function for BBDO Worldwide on Daimler businesses, including Mercedes-Benz.
In 2019, Marty began his global brand consultancy based in Munich, with assignments from clients such as BMW and Unilever. He uses data-driven tools to unlock a deep understanding of human values that anchors brands in their culture for the long term.