Creative Advertising Still Has a Market in China — Heinz Just Proved It
Heinz’s latest campaign shows one thing: when most brands choose control, the work with a bit of creative looseness gets noticed.
Brand communication
China Localization: The First Judgment Global Brands Need to Make
In China localization, execution is rarely the real issue. Judgment is. Language, communication, and cultural interpretation can quietly shift a brand’s original intent.
In China, What You Do Is What You Say — Especially When Localizing
Sam’s Club and Starbucks are making big localization moves in China — and people read these shifts as signals, not internal changes. This piece explains why.
Intro: Why I Chose Content Strategy
My work has moved across data analysis, design, advertising, and SEO — experiences that led me to content strategy. This piece explains why I chose this path and how it fits the realities of marketing in China.
Why Brands Still Need a Content Strategist When They Already Have a Brand Strategist？
Many brands assume a brand strategist covers everything. This piece explains why content strategy matters — and how it keeps brand voices coherent.
Why Ads Struggle to Win Trust in China
In China, advertising is often seen as intrusive. Consumers resist it, but brands still rely on it for exposure. This article explains the dilemma and why content matters in balancing ads.