Taking Brand China to the World: Ogilvy PR's Scott Kronick
July 22, 2022
We sat down with former Asia-Pacific CEO of Ogilvy PR, Scott Kronick, who is indisputably the father of modern PR in China. Scott lived in China for 29 years and is easily one of the longest serving agency leaders, foreigner or Chinese, in the China ad business.
What's it going to take for Chinese brands to go abroad? This is the question we asked Scott, who's been behind the effort to take many successful and large-scale brands outside of China. China used to be about cheap goods, but now it represents attributes largely unknown back when Scott first came to China.
Scott is now a Senior Advisor for Ogilvy PR, as well as the author of the book, "The Lighter Side of China". He's also an Adjunct Professor at Beijing University.
1. The big moment that China brands came into the world (besides the Beijing 2008 Olympics):
2. Do China brands need to promote their country of origin? Is "Made in China" a good thing?
3. Should more Chinese brands on Amazon embrace brand campaigns to increase their premiumness?
4. Chinese brands fail abroad when they don't understand the nuances of the local markets
5. Peaceful Coexistence of China & the rest of the world: Business that helps people more productive is more apolitical
6. What are the consistent communications mistakes of China's going abroad?
7. Where can China & US find common ground? Healthcare, Climate & Sports?
8. We couldn't resist asking Scott about Eileen Gu
9. Scott's career advice for those interested in getting into the Chinese PR business
10. Scott's advice to his 25-year-old self.
11. A/B Test: Orange (not Red), David Ogilvy, Sir Martin & Mark Read
We sat down with former Asia-Pacific CEO of Ogilvy PR, Scott Kronick, who is indisputably the father of modern PR in China. Scott lived in China for 29 years and is easily one of the longest serving agency leaders, foreigner or Chinese, in the China ad business.
What's it going to take for Chinese brands to go abroad? This is the question we asked Scott, who's been behind the effort to take many successful and large-scale brands outside of China. China used to be about cheap goods, but now it represents attributes largely unknown back when Scott first came to China.
Scott is now a Senior Advisor for Ogilvy PR, as well as the author of the book, "The Lighter Side of China". He's also an Adjunct Professor at Beijing University.
1. The big moment that China brands came into the world (besides the Beijing 2008 Olympics):
2. Do China brands need to promote their country of origin? Is "Made in China" a good thing?
3. Should more Chinese brands on Amazon embrace brand campaigns to increase their premiumness?
4. Chinese brands fail abroad when they don't understand the nuances of the local markets
5. Peaceful Coexistence of China & the rest of the world: Business that helps people more productive is more apolitical
6. What are the consistent communications mistakes of China's going abroad?
7. Where can China & US find common ground? Healthcare, Climate & Sports?
8. We couldn't resist asking Scott about Eileen Gu
9. Scott's career advice for those interested in getting into the Chinese PR business
10. Scott's advice to his 25-year-old self.
11. A/B Test: Orange (not Red), David Ogilvy, Sir Martin & Mark Read
About Scott Kronick:
Monday Morning Mojo: https://scottkronick.com/
Scott's Book, "The Lighter Side of China": https://www.amazon.com/Lighter-Side-China-Scott-Kronick/dp/0992762502
Scott on Linkedin: https://www.linkedin.com/in/scottkronick/
For everything ShanghaiZhan: http://zhanstation.com/
Donate & become a ShanghaiZhan Patron: https://www.patreon.com/shanghaizhan
ShanghaiZhan Theme Music: by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/
What's it going to take for Chinese brands to go abroad? This is the question we asked Scott, who's been behind the effort to take many successful and large-scale brands outside of China. China used to be about cheap goods, but now it represents attributes largely unknown back when Scott first came to China.
Scott is now a Senior Advisor for Ogilvy PR, as well as the author of the book, "The Lighter Side of China". He's also an Adjunct Professor at Beijing University.
1. The big moment that China brands came into the world (besides the Beijing 2008 Olympics):
2. Do China brands need to promote their country of origin? Is "Made in China" a good thing?
3. Should more Chinese brands on Amazon embrace brand campaigns to increase their premiumness?
4. Chinese brands fail abroad when they don't understand the nuances of the local markets
5. Peaceful Coexistence of China & the rest of the world: Business that helps people more productive is more apolitical
6. What are the consistent communications mistakes of China's going abroad?
7. Where can China & US find common ground? Healthcare, Climate & Sports?
8. We couldn't resist asking Scott about Eileen Gu
9. Scott's career advice for those interested in getting into the Chinese PR business
10. Scott's advice to his 25-year-old self.
11. A/B Test: Orange (not Red), David Ogilvy, Sir Martin & Mark Read
About Scott Kronick:
Monday Morning Mojo: https://scottkronick.com/
Scott's Book, "The Lighter Side of China": https://www.amazon.com/Lighter-Side-China-Scott-Kronick/dp/0992762502
Scott on Linkedin: https://www.linkedin.com/in/scottkronick/
For everything ShanghaiZhan: http://zhanstation.com/
Donate & become a ShanghaiZhan Patron: https://www.patreon.com/shanghaizhan
ShanghaiZhan Theme Music: by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/