Why Strategy Often Gets Squeezed Out of Execution
Why strategy often disappears during execution—and how this plays out faster in China’s marketing environment.
China marketing
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.
Rednote Changed the Content Rules Again — How Should We See It?
Rednote’s new content rules mark a shift from exposure-driven growth to a trust-based ecosystem — changing how brands should plan their content.
Is It Still Worth Entering the Chinese Market?
China remains full of potential, but its entry logic has shifted. This piece looks at how global brands can adapt to new realities and platform dynamics.
In China, You Won’t Find a “One-Person Marketing Team”
In China, a “one-person marketing team” won’t work. Platforms and user paths are too fragmented—strategy and execution must be split.
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.